Challenges with Google Shopping and the concept of Vertical Search

Approximately 70-80% of fashion footwear brands that buy keywords for Google shopping are not on the platform. A former CMO of a direct to consumer cowboy boot brand highlighted the inefficiency of spending on Google ads due to irrelevant clicks, such as third graders searching for images for a school project. This challenges the effectiveness of Google ads, leading to a waste of 50 cents of every dollar spent. The concept of 'vertical search' was introduced as a solution to this challenge.

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