Grainger increases use of Google Adwords to lead customers to www.grainger.com

This article at www.internetretailer.com says W.W. Grainger Inc., Lake Forest, Ill., is utilizing Google Adwords’ Dynamic Search Ads and Remarketing Lists for Search Adsto pump up hits on www.grainger.com when customers use Google to search for products.

Grainger, a distributor of maintenance, repair and operations products ranging from hammers to electric power generators, routinely introduces new items to its product lineup. To more effectively managed search ads for so many products, the company started working last fall with new tools in the Google AdWords programs: Dynamic Search Ads and Remarketing Lists for Search Ads.

Parvez Patel, Grainger’s vice president of digital marketing and merchandising, said in the article that Dynamic Search Ads are designed to automatically generate search ads based on web content on Grainger.com related to content buyers were searching for on Google.com. The Internet Retailer article said:

“As Grainger customers search on Google for, say, water pumps or outdoor lighting systems, the Dynamic Search Ads program will serve up ads with a headline based on their search terms and linked to the most relevant landing page on Grainger.com. Under the Dynamic Search Ad, or DSA program, Google regularly crawls Grainger.com to get the most relevant and up-to-date content to reflect in search ads, Patel says.

“Under the Remarketing Lists for Search Ads, or RSLA program, Grainger shows ads on Google to shoppers who had previously made a purchase on Grainger.com. As these shoppers search for items on Google, the RLSA program will show search ads for relevant content on Grainger.com.”

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