Introduction
Google Shopping Ads is a service that enables retailers to display their goods on the search engine results page. It provides a new way for online stores to reach potential customers through a more visual and clickable platform.
To create Google Shopping Ads, retailers need to submit a product feed, which includes information such as product price, availability, brand, and more. This allows potential customers to see information about products before they click on them.
Google Shopping Ads appear on the search results page and can also be optimized for the Smart Shopping format. Product ads are also available on Google Shopping Ads and can be managed through a bid strategy.
Optimization is key to creating successful Google Shopping ads. Google Analytics can be used to track the performance of Google Shopping Ads across Google products and shopping results.
Standard Shopping and Google Search Results Ads are two options for creating Google Shopping Ads. Overall, Google Shopping Ads is a valuable tool for online retailers looking to boost their online sales.
So let’s get started!
Google Shopping Ads: Meaning
Google Shopping Ads are a great way for ecommerce businesses to promote their products.
When searching on Google, these ads appear at the top of the results page and provide more information than regular search ads, like product descriptions, images, prices, user ratings and more.
This makes it easier for customers to find what they are looking for and make informed decisions about the products they buy. These ads are different from regular search ads because they don’t require keywords to show up in searches.
Instead, data from the advertiser’s feed tells Google what to display. This data includes a product title, description, and more. Then, Google analyzes this information and shows ads accordingly.
They can be seen on Google’s search engine, the Shopping tab next to Images and Maps, YouTube, and the Google Display Network. Shopping ads can be a great way for companies to attract customers.
For example: If someone doesn’t know which loafers to buy, they can see photos and descriptions to help them decide.
On the other hand, if someone is looking for Nike Air Jordan sneakers, they can view prices and deals before making a purchase. Therefore, investing in Google Shopping Ads can be beneficial for businesses, as they tend to get lots of clicks.
This article will explore how you can ensure successful shopping ad campaigns.
Set up Google Shopping Ad Strategies
Setting up Google Shopping Ad strategies can be a game-changer for your online store. Google will show your paid ads in its search engine, giving you maximum visibility and attracting potential buyers to your website.
To achieve the best results, it’s essential to run shopping ads that perfectly align with your marketing goals and target audience.
These ads usually come in two forms: standard shopping ads and smart shopping ads.
The former requires you to manually set up campaigns, ad groups, and product groups, while the latter is automated and uses machine learning to optimize your campaigns.
To make the most of your Google Shopping ad strategies, it’s crucial to understand the difference between Google Ads and Google Shopping.
While Google Ads is a classic search engine advertising platform, Google Shopping is explicitly focused on ecommerce, making it the ideal platform for businesses that want to increase their online sales.
With different types of Google Shopping Ads available, it’s essential to explore the best options that will meet your marketing goals and objectives.
By following these tips, you can set up successful Google Shopping ad strategies that increase your online sales and revenue.
1. Create Automated Bidding Ad Campaigns
To get the most out of your Google Shopping ads, try automated bidding. You can set a target cost-per-click, bid limits, and other goals to make sure you don’t go over budget.
Automated bidding makes it easy and fast to adjust your bids so you can meet your objectives. To set an automated strategy, head to the Google Ads website and click “Tools” then “Bidding Strategies.”
From there, pick what kind of bidding works best for you.
2. Segregate Your Shopping Campaign by Search Query
If you want to maximize your revenue, you should segment your products based on the type of search query.
For example, when someone searches for “Nike trainers” you should bid more than if they just searched for “trainers.”
This is because Nike trainers are much more expensive than regular trainers, and hence people are more likely to actually buy them.
To do this, create two campaigns: one for branded terms and one for non-branded terms. Increase your bids in the first campaign and reduce them in the second.
3. Started with Google Shopping Using Conversion Tracking
To get the most out of your Google Shopping Ads, you need to set up conversion tracking. This is because conversions are vital for measuring performance and optimizing campaigns.
Without correct tracking, it won’t be possible to use features like smart bidding or smart campaigns. Make sure that you rely on Google Ads’ own conversion codes for the most reliable data.
Doing so will ensure that your smart bidding algorithm has accurate information to work with.
4. Need to Create an Optimized Product Page
To get the most out of your Google Shopping Ad campaigns, optimize your product page. Make sure it has details about what you’re selling, such as images and descriptions.
Additionally, include customer reviews to show that others have enjoyed your product. Incorporate keywords related to your products, which will help Google target your ads more accurately.
5. Test Your Bids to Optimise
Google Shopping ads can be harder to get right. You can increase bids a little bit and get a lot more revenue. Try testing bids to find the best balance and make sure you’re getting the most money out of your Google Shopping ads.
6. Add Product Reviews & Promotions in Your Ads and Google
Promotional Offers & Sales
Increase revenue with Google Shopping Ads by including special offers. Showcase any sales or shipping promotions you have going on with a promotional feed, featuring blue underlined text to make it stand out.
Reviews
To get more people to buy your products, you can add product reviews and promotions to your Google Shopping Ads.
Searching for words like “best” and “right now” is becoming more popular, and adding these to your ads can help them stand out.
Getting approval from Google to start showing product reviews on your ads is as easy as filling out their form and waiting a couple of weeks. Make sure to try it out and watch your sales soar!
Third-Party Ratings
Increase sales by making sure customers know about your products. Include reviews and special offers to make them even more attractive.
Use third-party rating sites, such as Bazaarvoice, eKomi, PowerReviews, Shopper Approved, and Yotpo, to collect helpful feedback from buyers.
Benefits of Google Shopping Ads
1. Shopping Ads Work to Increase Product Visibility
Google Shopping ads can give your products a huge boost in visibility. When people search for something on Google, your products appear at the top of the page, together with appealing photos and key product information.
This helps get potential customers’ attention and makes it easier to learn about your product right away.
2. Use Google Shopping Ads to Amplify Traffic
Google Shopping can bring an incredible amount of customers to your online store. Every month, around six million people use Google Shopping to comparison shop products from different stores and brands.
This means that listing your product on Google Shopping can significantly increase the visitors to your store. Plus, it can encourage them to click and check out the products they find.
In short, Google Shopping feeds divert the traffic from Google right to you!
3. Create a Google Shopping to Increase ROI
Get more money for your marketing dollars when you use Google Shopping Ads. They provide a better return on investment (ROI) because of their higher click-through rate (CTR), cost-per-click (CPC) and conversion rate.
Check out the data to see for yourself!
1. Shopping searches are more successful when using a Shopping Campaign. According to Merkle, an advertising performance company, Google Shopping Ads are clicked on twice as much as regular text ads.
This is the highest it’s ever been – 63% of clicks are from shoppers on these ads. So, if you’re looking for better click-through rates, Google Shopping is a great option.
2. Shopping ads on Google can save you money compared to regular search ads. They cost about $0.66 for each click, while traditional search ads cost between $1 and $2 for each click.
This means using Shopping campaigns can help get more traffic to your store for less money.
3. Google Shopping ads are generally more successful than regular text ads. Research has revealed that these ads can lead to 30% higher conversions on desktop devices and 21% higher conversions on mobile phones.
These advertisements are very good at bringing customers to your store and getting them to buy things. That means you’ll make more money from them.
The reason they work so well is that shoppers get all the information quickly, so they can find what they want without having to look around your store.
4. Google Ads Work Better than A Text Ad
Shopping Ads on Google have great benefits. They easily stand out to customers because they show a picture, and research shows these ads get more clicks than regular text ads.
Not only do shoppers click more on Shopping Ads, but they also usually end up buying them. They’re more likely to convert and cost less per click. All in all, investing in Shopping Ads is worth it!
When customers search for products related to your business, your advertisement will be displayed with product images and star ratings that entice shoppers to click on them.
In 2018, 60% of ad clicks were Google Shopping Ads, showing that shoppers are more likely to select them over text-based ads.
5. Simplifies Product Management
With Google Shopping, managing and selling products is simple and convenient. Most ecommerce platforms like Magento, Shopify and WooCommerce have tools to quickly upload your products and get them onto the platform.
This streamlines product management and makes running campaigns easier for retailers, allowing them to start selling on Google Shopping quickly and efficiently.
6. Get Access to Reporting Tools
Google Shopping provides helpful information to help you improve your ad campaigns. You can track how your products perform in detail and compare them to your competitors.
It offers reporting tools that include views of impressions, clicks, costs, conversions, and more. You can even use benchmarking data to get an idea of how well your ads are performing compared to others.
By using these powerful tools, you can optimize and identify new opportunities for success.
Creating Google Shopping Ad Campaigns
If you want to set up Google Shopping ads, you’ll need to do three things first. Follow this step-by-step guide and you’ll be ready to go in no time!
1. Create Google Merchant Center Account
To start advertising your products on Google Shopping, you need to create a Merchant Center account. With this account, you can add items for sale and launch your ads.
Setting up the account is quick and easy, simply follow the instructions provided by Google.
2. Set up Your Shopping Feed
To show customers your products on Google, you need to create a shopping feed.
Start by setting up a Merchant Center account and filling out a spreadsheet with relevant product information such as the ID, title, link, image link, and price. For more details, check out the help section of Google Merchant Center.
3. Link Your Google Ads Account
- The last step before creating Google Shopping Ads is to link your Google Ads account to your Merchant Center account.
- To do this, start in the Merchant Center by clicking on the Tools icon and then selecting Settings.
- Select “Linked Accounts” and choose Google Ads.
- Enter your Google Ads customer ID and send the link request.
- By connecting these two accounts, you are able to create and launch Google Shopping ads for your business.
- Make sure to take advantage of this potential to promote your business and reach new customers with efficient, targeted campaigns.
Are Shopping Ads Worth the Price?
Google Shopping can give businesses a competitive edge, as bidding aggressively on the right search terms allows them to outrank their rivals. It won’t break the bank either, as there is no minimum budget required and no cost to signing up.
So while it may have a cost associated with it, businesses have total control over how much they spend and therefore whether it’s worth it or not.
Also, with the Cost-Per-Click (CPC) model, you only pay when someone clicks your ad. Showcase Shopping Ads use a Cost-Per-Engagement (CPE) model, so you only pay when someone views or expands your ad.
Both of these options help you control how much you spend on ads while also helping you reach your goals.
Do Google Shopping Ads Work: Example
1. ECCO Oxford
ECCO Oxford needed to make their store stand out in a competitive industry, so they put together a Google Shopping campaign.
Reebok and Nike were dominating the market, so it was important to get their ad seen by the right people. However, a high cost-per-acquisition was taking away from their profits.
ECCO Oxford successfully increased their online visibility and conversions by allocating a portion of their budget to targeted product listing ads.
They regularly optimized and adjusted their feed, shifted their focus to the most cost effective traffic sources, and changed products as necessary according to the current season and trends.
As a result, the number of new visitors rose by 24%, the cost per conversion dropped by 14%, the total conversion rate was boosted to 28%, and the average order value increased 38%.
2. Chewy Cat Trees
Chewy makes shopping for cat trees easy. They offer a wide range of styles, including ones in the shape of cacti. Plus, many products come with discounts and free shipping to make them even more attractive to buyers.
The company makes use of Google shopping campaigns to enhance its traffic.
3. Mountain Bikes
Mountain bikes is the perfect example of how Google Shopping Ads can be used to promote outdoor and sports products.
Take the Heybike Mars Fat Tire Folding Electric Mountain Bike, for instance – its photos reflect the visual appeal of small-diameter wheels, and its description includes information such as wattage and miles per full charge.
Plus it offers great extras like free shipping, no tax, and a 30-day return policy!
4. TravelSmith Outfitters
TravelSmith Outfitters helps travelers have a better experience. They used Google Shopping Campaigns to show their products and got great results.
There was a 20% increase in ROAS (return on ad spend), over 200% growth in Google Shopping sales, 4,000% year-over-year growth, and 35% more orders with 26% more conversions.
Thanks to the campaign, travelers can find what they need quickly and easily.
Conclusion
Thus, it is safe to say that Google search ads are definitely worth it if used properly.
The effectiveness of a search ad campaign depends on how well it is planned and executed, including choosing the right targeting options, bidding strategies, and ad formats.
If you’re an e-commerce business, running a standard shopping campaign or a Google shopping campaign can generate high-quality leads and increase conversions.
Google uses a complex algorithm to decide which ads to show to which users, and this data is constantly analyzed and adjusted through the Google ads dashboard.
Google search ads appear on top of the search results, along with display ads, which can be great for brand awareness. Another option is a smart shopping campaign that lets Google automatically optimize ad placements.
Google images and Google lens are two other avenues to explore and make the most of Google search ads. Ultimately, if you choose a suitable campaign type and use Google’s analytics, you’re guaranteed to see the benefits of Google search ads.
Good Luck!
