TradeTracker BE was onlangs aanwezig op het Shopping Event van onze Nederlandse collega\u2019s. De dag stond volledig in het teken van Google Shopping, CSS-partnerships en de rol van AI binnen performance marketing. We delen graag de meest relevante inzichten voor adverteerders en publishers die willen blijven groeien in een steeds competitiever landschap.<\/strong><\/p>\nCSS en AI: aanvulling, geen concurrentie<\/h4>\n
Een duidelijke rode draad tijdens het event: CSS (Comparison Shopping Services) en AI vormen geen bedreiging voor je bestaande campagnes, maar een krachtige aanvulling. CSS- inspanningen via het affiliatekanaal leiden vaak tot een hogere ROAS, snellere groei en bredere zichtbaarheid.<\/p>\n
Zo deelde agency iO een praktijkvoorbeeld, in samenwerking met Shopforward, van een adverteerder die dankzij CSS 15% extra omzet genereerde met een ROAS van maar liefst 1100%. CSS zorgt ervoor dat je producten via meerdere ingangen zichtbaar zijn in Google Shopping, zonder interne kannibalisatie, aangezien Google nooit twee keer exact dezelfde productvariant toont.<\/p>\n
AI vult gaten in en stuurt bij<\/h4>\n
Sprekers van Shopforward en iO lieten zien hoe AI-algoritmes vandaag veel verder gaan dan standaard automatisatie. Door historische prestaties, prijzen, concurrentie en meer te analyseren, kunnen ze verbanden leggen en optimalisaties voorstellen die handmatig moeilijk te spotten zijn.<\/p>\n
Bovendien gaan deze algoritmes actief op zoek naar producten die onder de radar blijven, met gerichte \u201cperformance enrichment\u201d als resultaat. Verkeer wordt dus niet zomaar verdeeld, maar slim gestuurd naar producten met het meeste potentieel. Het resultaat? Een effici\u00ebntere inzet van het mediabudget en beter rendement over de hele productfeed.<\/p>\n
Transparant en laagdrempelig instappen<\/h4>\n
Het CSS-model werd gepresenteerd als flexibel \u00e9n toegankelijk. Er is geen minimale commissie vereist om te starten, waardoor adverteerders eenvoudig kunnen instappen en testen.<\/p>\n
Via directe investeringen, zoals een fixed fee, kan bovendien snel extra exposure worden gegenereerd, ideaal voor tijdelijke campagnes of piekmomenten. Dankzij een transparent biedsysteem, waarbij de hoogste bieder slechts het bod van de \u00e9\u00e9n na hoogste betaalt, behoud je grip op je mediabudget \u00e9n de concurrentiepositie.<\/p>\n
Panel: testen, valideren en optimaliseren<\/h4>\n
Tijdens het panelgesprek over AI en CSS werd benadrukt dat succes afhangt van testen, analyseren en bijsturen. Sommige adverteerders sturen slechts een deel van hun producten door naar CSS-partners om overlap te beperken, anderen kiezen voor een bredere inzet.<\/p>\n
De consensus? Zolang je consistent blijft in je datakwaliteit, campagnestructuur en strategie, zijn CSS en AI geen bedreiging, maar net een hefboom voor meer verkeer, meer omzet en blijvende optimalisatie. Consistentie is key, niet alleen in je feed, maar ook in hoe je je merk naar buiten brengt.<\/p>\n
Nieuwe zoekgewoonten: van klikken naar begrijpen<\/h4>\n
Een ander belangrijk inzicht om mee te nemen naar de nabije toekomst toe: de manier waarop mensen zoeken verandert. Tools als ChatGPT, Perplexity en Google\u2019s Search Generative Experience (SGE) zorgen ervoor dat steeds meer consumenten hun zoektocht starten in een AI- omgeving. In plaats van te klikken op links, krijgen gebruikers direct antwoorden, suggesties of aanbevelingen gepresenteerd. Dit leidt tot een fenomeen dat ook wel bekendstaat als zero-click gedrag.<\/p>\n
Voor merken betekent dat \u00e9\u00e9n ding: je moet al in beeld zijn v\u00f3\u00f3rdat er geklikt wordt. Hier komt Generative Engine Optimization (GEO) in beeld. Dat betekent: je content optimaliseren zodat AI- systemen jouw merk of producten meenemen in hun gegenereerde antwoorden. Denk aan het beantwoorden van veelgestelde vragen, inspelen op \u2018Mensen vragen ook\u2019 in de Google SERP, en zorgen dat je productdata helder, gestructureerd en actueel is.<\/p>\n
Sterke inhoud is dus niet langer enkel bedoeld voor SEO, maar ook voor AI-gedreven consideration. En zelfs als de aankoop niet via die AI-tool gebeurt, eindigt de customer journey vaak alsnog in een kanaal als Google Shopping, waar CSS opnieuw een sleutelrol speelt.<\/p>\n
Tot slot<\/h4>\n
AI en CSS zijn vandaag onmisbare tools binnen een future-proof Google Shopping strategie. Dankzij de lage instapdrempel, steeds slimmere automatisatie \u00e9n een duidelijke focus op relevante content en visuele kwaliteit, ontstaan er kansen voor adverteerders van elk formaat,zeker via affiliate marketing.<\/p>\n
Maar de customer journey verandert. Wie inzet op transparantie, technologie \u00e9n vindbaarheid binnen AI-gedreven omgevingen, bouwt vandaag al aan de zichtbaarheid van morgen.<\/p>\n
Wil je als adverteerder graag samenwerken met deze partner? Stuur dan een mail naar je Accountmanager!<\/p>\n
Wil je meer info over hoe een goede productfeed eruitziet? Check dan zeker deze blog<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"TradeTracker BE was onlangs aanwezig op het Shopping Event van onze Nederlandse collega\u2019s. De dag stond volledig in het teken van Google Shopping, CSS-partnerships en de rol van AI binnen performance marketing. We delen graag de meest relevante inzichten voor adverteerders en publishers die willen blijven groeien in een steeds competitiever landschap. CSS en AI: […]<\/p>\n","protected":false},"author":92,"featured_media":1241585,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1936,8181],"class_list":["post-1241584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate-marketing-nl","category-shopping-benl"],"yoast_head":"\n
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