Google Shopping Product Listings Explained!
Google shopping ads are placed at the top or on the right hand side of a SERP (search engine results page) as small boxed images with only the essential information; the name and URL of the shop/website running the ad (where you want to send your traffic), the price and sometimes promotional text such as discounts offered or delivery fee.
If the extra promotional text says for example: ‘34% price drop’, a user will be more likely to click on that ad than one without the text or caption. A shopping campaign is different from traditional search and display campaigns in that the ad types highlight an image of the actual product, along with the price of that product
Product listing ads have become more complex in recent years however they have revolutionised online merchants ability to increase product offering to a very large platform. The product ad campaigns are run from both Google Ads account to manage budgets and bids and a Google Merchant Center account where you feed the product data into the Google product display platform.
Google Merchant Centre Makes Ecommerce Easy
To use Google shopping product advertising you need to have a Google Ads account and a Google Merchant Centre account. The Merchant Centre acts as the central hub for the product listings ads.
The ads for product listings are essential live feeds that pull your product listings from your website into Google search. There are connector API tools for some platforms as there is never a universal one size fits all for online marketing.
- Advertise to more likely to purchase audiences
- Control product listing information giving real-time data
- Product listings show across all device types
- Products can show customer reviews and increase social proof
Behind The Scenes View Of Google Shopping Ads:
Google shopping is powered by Google Ads, which is where the actual campaigns for the shopping ads are and Google Merchant Centre, which is where the product feed lives. The product data feed is a list of all the products you sell and all the information about them set out in a format that is easy for Google to understand. It includes factors such as:
- Unique product ID
- Name of product
- GTIN (If applicable)
- Product Description
- Product Category
- Product type
- Link from item to website
- Availability status
- Ad targeting information
The Google Merchant Center dashboard is significantly different than the Ads Platform dashboard. The key to a good shopping campaign is the health and status of the product feed. This is the fuel for the ad campaign. You can see below our campaign is tracking along nicely with just over 4,600 active products.
3 Main Factors For Google Shopping Ads:
Feed Creation & Optimisation
This is SUPER important so that the right searches can show up for the search query, to earn clicks and to make optimisations.
You need to consider 3 things; product price, profit margin and ecommerce conversion rates to calculate your maximum bid. Advertisers bid on their product inventory rather than with search engine marketing (SEM) where advertisers bid on keywords.
Monitoring & Optimisation
Ability to monitor and optimise campaigns to constantly improve them to stay ahead of competition.
Google Analytics is then used to measure and track all of the data generated from activity on the ads by linking all accounts together; Google Ads and Google merchant centre.
It’s All About The Product Feed
Unlike text ads that primarily use keywords for Google to find you, Google shopping campaigns target ‘product groups’. Essentially, Google has access to all of your products information in Google merchant centre and Google determines when your ad will appear based on the product information in your feed and it uses the bids you make on your product inventory rather than on keywords to determine which search queries prompt which ads.
What To Include In Your PLA (Product Listing Ad):
- Informative product tile with relevant keywords
- URL of business
- Promotional Text
After you enter your keywords into Google’s search bar for what you want, Google crawls through the Google merchant centre to find the most relevant ad to suit your search query. The keywords Google looks for are used in the description and titles of the products, which is all found in Google’s merchant centre. In this sense, Google shopping shares many similarities to organic SEO.
Google Shopping result shows the keyword ‘women’s in the title, hence why it’s extremely important to put product relevant keywords in the title so Google can find your ad.
When you click on the ad, it then takes you to the website where both keywords ‘women’s joggers’ appear in the ad’s description.
The keywords used can be continuously optimised through Google Ads in order to stay ahead of your competition through keyword research. Google also has the ability to rank your ads based on elements such as reviews and user activity. Google can pick up negative reviews and rank you down hence affecting your ability to achieve clicks.
Shopping campaigns, as well as text ad campaigns, use ad groups in order to target specific product categories, set negative keywords and to have the ability to change bids based on product groups, rather than on every single product under one campaign.
Google isn’t looking for keywords in shopping ads, it’s looking for product groups with an extensive product description for every single product. It then narrows down it’s search based on the campaigns ad groups which are made up of various keywords that are scattered through titles and descriptions and then it chooses the ads which are ranked the highest.
You do need to consider if you are going to be targeting your product ads towards a specific audience of potential buyers. At Be Media we have a 3 prong setup that we use to promote product ad listings:
- Generic product ads
- Brand product ads
- Product ad campaigns
Each ad targeting has a specific call to an audience and each can be very successful if you know where in the buyer journey your potential audience is. There are some really dynamic ads that you can create when using Google shopping platform.
That’s All Folks
To learn more about Google shopping and how you can take advantage of the in search product display paid to advertise, contact our digital specialists for a more in-depth conversation about your product listings and what we can do for you.
Update: Google AdWords has rebranded to Google Ads Services
This is big news for pay per click advertisers with the brand switching for a more modern logo design to align with its sleek new advertising platform released in March 2018. We covered the full Ads platform rebrand in this article giving you the low down.
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