Google Shopping Advantages
Ever since Google Shopping Ads were introduced in 2010, it has steadily turned into an essential aspect of successful e-commerce marketing. The ads have proven time and time again that they can be more effective compared to traditional pay-per-click ads. Small and large enterprises are staking to take note. In fact, a 2018 survey showed that more than 70% of retail search ad spending went into Google Shopping Ads.
In the past few years, these ads have become an ideal marketing channel for a lot of businesses. The updates that Google put out may have changed the paid marketing landscape yet it also transformed Google Shopping into an excellent sales tactic for e-commerce brands.
The point here is that Google Shopping Ads is practically equivalent to big growth and exposure. For online merchants, these could be the key to gain an edge over their competition while also jumpstarting brand awareness.
If you still haven’t decided on whether Google Ads is right for your company, let’s take a look at three major benefits the ads can give to your business today.
1. It Lets You Put a Spotlight on Your Brand and Its Products
Whether you’re just starting out in the e-commerce industry or an established brand, showing up at the top of the search engine results pages (SERPs) can significantly drive consumers to buy your products. People don’t have to be familiar with your brand to search for you on Google.
Your products can appear each time Google matches them with the keywords users input when searching for something relevant. With Google Shopping Ads, you can help ensure that your products come up on organic search results. Every time this happens you get to expand the visibility of your brand easily and effectively.
What makes the ads great at matching your business to prospects is because they display your products depending on what shoppers search for. This means that you only come up to those who are already interested in what you have to offer.
2. Google Shopping Ads Can Perform Better Than Text-Based Ads
Getting better returns on your investment is always something businesses seek out especially with regards to advertising and marketing. With Google Shopping Ads, you can usually get a higher ROI since every dollar you spend will be used on the right consumers. It’s as simple as this: your products won’t show up to shoppers who aren’t looking for them.
In terms of its conversion rate and targeting, Google Shopping Ads are much more effective in comparison to AdWords text ads. Also, the formatting, with the streamlined product images and ratings,
makes the ads more appealing to click on.
3. Google Shopping Ads are Easier to Manage
Text-based ads often require advertisers to choose and bid on keywords they wish to focus on. With Google Shopping Ads, you have a simpler approach that gets rid of this process entirely. Rather than a bid for keywords, Google will decide what keywords are relevant depending on your product data feed. You can set up this feed via your Google Merchant Center account. From there you can pull product information directly to Google by using an app that will connect your online store and the Google Shopping API. The data will then be structured correctly to include product ratings, images, and other details. The feed automatically updates to make sure that your Google Shopping Ads are accurate each time they show up on SERPs. Basically, Google Shopping lets you send product data to inform Google to match keywords to your products.
With AdWords, you have to research these keywords yourself, which can be a huge difference in effort when comparing these two. How to Stand Out in a Competitive Market Setting up your Google Shopping feed can turn into a technical process while making sure your ads perform their best can be time-consuming. In fact, getting it right can be a hit or miss at times which is why we’ve prepared some useful tips to let your Google Shopping campaigns stand out.
Gather and Display Google Seller and Store Ratings
Customers find online ratings as one of the best indicators of a brand’s success. This is because an excellent rating often means a great consumer experience. That is why you need to ensure you have as many of these product ratings as you can get and share these reviews with Google. Doing so helps guarantee that the platform will start considering your ads in its ranking.
You should also check that you have opted into Google product ratings via the Google Merchant Center. Make sure that purchasers can leave ratings on your products while also encouraging them to give a review. These store ratings are also being highlighted on Google from other places such as Comparison Shopping websites. It’s important to keep in mind that the more reviews you have, the more chances your brand will attract new customers.
Optimize Your Product Titles
If there’s only one aspect in your data feed that you get to optimise, this should be your product title. The title of your product is a critical element that helps Google find, index, and return your goods for relevant search queries. Although some products can be found just by searching for its GTIN (Global Trade Item Number), some of them can show up when people are simply browsing casually. For instance, if you’re selling hiking equipment be sure that your product title doesn’t just say “Hyperlite Mtn Gear”. What you can instead is to have a title like “Hyperlite Mtn Gear hiking bag” – as it lets your product show up when people search for “hiking bag”.
Leverage GTINs for Improved Visibility
GTINs are barcodes that are used to identify your products. Normally, the number is provided by a manufacturer. When you plan to sell your products moving forward, you should include GTINs in your
Google Shopping feed. There are many benefits when you use these barcodes. First is that it helps Google categorise your product correctly together with those that are sold by your competition. Sometimes GTINs are used by users as a specific search query – which can be handy for those looking for a particular item. Google also makes use of GTINs to give advertisers improved visibility. This means that besides showing up under the Shopping tab, your products also have a chance of showing up on Google Search.
Use Negative Keywords
Perhaps the best way you can make sure that you’re only getting clicks relevant to your ads is to filter out irrelevant traffic. Specifically, this means that your ads won’t show up to people who aren’t looking for what you offer. Negative keywords are great because they can also help minimise ad spending. For instance, putting “free” as a negative keyword can help your ads stop showing up to people who have no intention of spending money. You can also add the word “used” if you’re e-commerce store only sells new products.
3 Things E-Commerce Store Owners Can Do to Improve PLA
1 Shut Out Search Queries
search queries. It’s possible to view these queries under the “Dimensions” tab via “View: Search terms”.
Alternatively, you can go to the “Keywords” tab under “Details” and then “Search Term > All”.
Some choose to review the search queries straight in the “Keywords” tab as it lets them directly exclude
terms here. Once the queries have been gathered, you can filter the terms that are performing poorly.
You can filter based on your preference but the standard approach is to check for queries that haven’t
converted but was able to garner at least 50 clicks in the last 30 or so days. You can also consider
queries that have the highest cost per conversions or those that have the lowest conversion rates.
Figuring out which queries to exclude is subjective so it’s best that you analyse first based on your goals.
2 Boost or Suppress Strategic Product Placements
“Dimensions” tab. This allows you to view which products are converting and which ones are not. What
you can do is to bid higher for products that are performing well. This can be done by heading to the
Google Shopping campaign and subdivide the item ID and set the bid there. At the same time, you can
lower the bids on products that are not performing well.
3 Optimise Your Product Data Feed
earlier, Google Shopping campaigns don't utilise keywords. Instead, Google acquires the most relevant
item for shopping SERPs depending on the feed details it can find. Most of what provides such details
can be found in your product data. These include:
GTINs or Brand/MPN
When you add relevant details to your ads, you increase the chances of your goods showing up in the
search results of your target customers. That is why it is important that you optimise these sections,
most especially the title, to get the most out of your Google Shopping Ads campaign.
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