Google Shopping Ads can aid in driving sales and revenue by improving Google shopping for customers. While being easy to set up, it can be challenging to master if you don’t have the right strategy in place. It’s critical that you take a more sophisticated data-driven approach to compete on Google Shopping.
Google Shopping Ads are product-based ads that show up for product searches across Google and Google Shopping. These may include product images, brands, prices, shipping information, and reviews. These ads can be an incredibly effective marketing channel by reaching shopper specific search queries with clickable images at the very top of search results.
Setting up Google Shopping Ads
To get started with creating Google Shopping Ads, you’ll need to set up a product feed that connects with your Google Merchant Center, a process that dynamically integrates your catalogue inventory with Google Shopping’s platform. Your Google Shopping Ads’ performance will depend on your ability to deal in three key areas – product feed optimization, targeting and bidding strategy, and campaign structure. Here’s a rundown of the steps required to get your Google Shopping Ad campaign up.
- Setting up your Merchant Center Account, where you can upload your catalogue and product feed to integrate with your Google Ads account
- Creating, uploading, and maintaining your shopping product feed, which is a detailed list of your product catalogue that will communicate to Google what products can be served in your Google Shopping Ad campaigns
- Setting up your Google Shopping Ads campaign, where you can select your goal, and set your budget, targeting, bidding, and campaign adjustments.
Best Google Shopping Ads strategies
- Remarketing Lists – Remarketing Lists for Search Ads helps target people that have previously been on your site and interacted with your business in one form or another. Conversion rates are substantially high for audiences that are familiar with your brand, or have been to your site before. But, to make this effective, it is crucial that you correctly track all sitewide behaviour and conversions with Google’s new sitewide tag.
- Similar Audiences – Similar Audiences can help attract new visitors to your site by finding people who have similar searching or browsing behaviours to your existing remarketing list members. This help to hone down a broader audience pool to users who match past buyers’ online personas, who are more likely to be potential customers. In this way, Similar Audiences can simplify audience targeting and get hold of new potential customers.
- Customer Match – Customer Match allows to upload customer phone numbers and email address lists to Google Ads, from which retailers can builds campaigns and ads specifically designed to use targeted advertising to reach their audience. It is a great tool to hone in on the highest-value audiences with the most potential by strengthening connections with a known customer base on Google Search, while also forging new relationships across channels like YouTube TrueView and Gmail Native Ads.
- Geo-targeting modifiers – Geography based bid changes or modifiers can allow advertisers to change bid percentages based on locations. You can decide on the particular regions you want to target, and remove unwanted locations that don’t improve ROI or increase click-through. You might also drill deeper by targeting particular city or zip codes. You can also consider segmenting for online and physical locations, and can utilize mobile ads for customers who are close to physical stores.
- Auction Insights – Auction Insights can be used to compare your performance with other advertisers who are participating in the same auctions as you. This comparison can help you make strategic decisions about bidding and budgeting choices, by showing successful and missed opportunities, for improved performance. The reports can also help you see the impression share of your competitors, and what the overlap rate is. Monthly or even weekly insights are essential if you are in a highly competitive space. You can also break down your Auction Insights by campaign, device type, price, profit margin, and more, which can help you understand when your competition has started ramping up bids, having the impression share to jump.
- Showcase Shopping – Google’s new feature – Showcase Shopping – can help shoppers with non-branded searches explore and discover what they want to buy, and where from. These are shoppable ads that appear at the top of Google Search when a user searches for broad high-volume keywords on mobile devices. By using Google Showcase Shopping Ads, you can thus target mobile searches easily.
- Merchant Promotions – Merchant Promotions are special offers that retailers can use to highlight their products, and increase the chances of click-through rates and conversions. You can feature coupons or promotions right in the search, alongside the product or store information, by choosing to offer free shipping, lowered shipping, buy-one-get-one, percentage discounts, or brand-specific rebates. In this way, the tool can boost your click-through rate and increase conversions at no extra cost.
You can see how you can generate revenue by using Google Shopping Ads in the right manner. So, follow the above-mentioned tips, or hire an SEO company in Bangalore to take care of every possible optimized method that can help in boosting your business.
