Google shopping ads are the most powerful but highly overlooked method to generate great sales for your e-commerce business.
If you have ever conducted a search on Google when looking to buy something, you have probably seen google shopping ads. They appear as a search query showcasing a high-quality image and price of the product in a listing form. You can judge the extent of effectiveness of this method by the fact that Google Shopping Ads amount to 20% of retail paid clicks.
In this blog post, we’re going to take a look at how to advertise with the Google shopping method and use them to their full potential.
Google Shopping Ads: Step by Step Guide
1. Setting up a Google Merchant Account
The first thing you need to do to get started with google shopping advertising is to create a Google Merchant Account. You can sign up for an account for free by going to https://merchants.google.com/signup/.
Once you sign up, you have to create a merchant feed that includes the products you are selling to the customers. The information in this feed is used by Google to display your product listing ads.
You can create your shopping ads campaign from either your Google Merchant Account or Google Ads Account. To do it from the latter, you need to link your Google Ads account with your Google Merchant Account once you complete the setup process.
2. Creating a Google Shopping Ads Campaign
Once you’ve set up the account and added the product listing, it’s time to create your first google shopping ads campaign. To do this, you need to click on the campaigns button in your account and select the ‘Shopping’ option.
Give your campaign a name, select a target country and select either Standard Shopping or a Smart Shopping Campaign.
Smart shopping campaigns are a great option for business owners who are looking to run their advertising campaigns on autopilot since they automate your bidding to maximize your conversions. Moreover, in smart shopping, you can add other networks for your ads to appear, such as YouTube, Gmail, and Search Partners.
3. Finish Setting Up The Campaign
After you have selected the network, you can give your campaign a name, set a budget and select a bidding strategy (manual or automated), and select target locations for your campaign.
Click the save button once you have selected all of the information mentioned above, and your Google shopping ads campaign is ready.
Getting Best Results from Your Google Shopping Campaigns
Setting up a Google shopping advertising campaign is one thing, but getting profitable results from it is a different ballgame. Let’s now take a look at some of the practices you need to implement for setting up effective Google shopping ads campaigns:
1. Adjust your bids
Since Google shopping ads, like Google ads, work on a bidding system, where whoever pays the highest receives the most exposure, it’s worth thinking to raise your bid amount to get more clicks for your shopping ad.
A key figure that you might want to know when raising the bidding amount is the lifetime value of a customer. Knowing this one value can give you more freedom when raising the bid, as you know you will be able to recover the cost.
2. Change the product image
Images can have a great impact on your shopping ad campaign, as they create a first impression on the viewer.
If you are unable to get the expected results from your Google ads shopping campaign, then using another image for the product is another thing that you can think of doing.
3. Optimize your product descriptions
When writing product descriptions, make sure to accurately describe your product as this can be the key factor. For example, let’s suppose you are running a computer accessories business and deal only in genuine accessories. So, mentioning the word ‘genuine’ could make your product stand out, compared to the countless other sellers out there.
4. Mention any promotions or discounts
Another smart strategy is to include promotions and discounts in your shopping ad description. Even things like ‘free shipping can be a great attraction for potential buyers to choose your product over any other others available out there.
5. Use ratings and reviews
Another simple, but highly effective strategy that you can use as part of your Google Shopping ads strategy is to incorporate ratings and reviews in your ads. You might be shocked to know, but 80% of the people buy a product that is recommended by a friend or family member. Just imagine the impact ratings and reviews will create on your sales!
6. Google shopping ad extensions
From merchant promotions and price drops to local inventory ads and product ratings, there are Google app extensions available out there which you can use to make your google marketing efforts more effective and competitive.
7. Use remarketing strategy
Remarketing is one of the most effective strategies to target a segmented audience for your business. You can create remarketing lists for users who have already visited your store once, and target them in your Google shopping ads campaign, and also adjust the bids for them – there are a plethora of online tools available to help you with this.
What Makes Google Shopping Ads Highly Effective?
One of the key things that make Google shopping ads effective is the fact that they focus on intent and not interruption.
Like a typical YouTube that comes as an interruption when you are viewing something on, Google shopping ads reflect results when a user is searching for something specific. While you might simply ignore interruption-based ads, you definitely notice the ads which show the specific product you are looking to buy.
And, this is one of the reasons that Google paid ads might cost you more, but they are worth it as their conversion and click-through rate is much higher when compared to other types of ads.
Start Small and Gradually Increase Your Bids
When starting with Google shopping ads, it’s always a good idea to start small and increase your budget as you gradually grow in the experience. The reason behind this is that you are bound to make mistakes when you start. Since every mistake is going to cost you money, it’s always a good idea to keep that loss to the minimum.
With a high bid, you can eventually end up spending a big part of your advertising budget in one go, whereas a low bid won’t really hurt your campaign. The key is to focus on quality leads that can bring high CTRs (Click Through Rates) and low bounce rates. Once you can achieve that goal, you can gradually increase your bids and start investing more.
Summing it up
By learning how to advertise with Google shopping, you can do your business growth a world of good. You can easily focus your marketing efforts on highly targeted audience and see a boost in business revenue.
Start your journey by implementing the tips mentioned in this blog post, and gradually grow as you learn from your experience.
So, what are you waiting for? Get started today.