Google Shopping Campaigns have become an integral part of eCommerce companies. It has had remarkable success in helping brands boost eCommerce sales for new and established online business proprietors. But, Google is continuously updating its capabilities to aid users looking for more exposure, better conversions, and higher performance in sales.
In the end, as a result, the Google Shopping Ads platform was offered to retailers and has been a game changer for entrepreneurs of all kinds.
In October 2021, 80 % of eCommerce businesses rely on Google Shopping Ads to improve eCommerce sales. Additionally, Google Ads has reached more than 2 million sites and apps. Keywords with a buying intent found within Google Ads can receive about 65% of the clicks, which is a huge amount. This means that 98 % of advertisers trust the Ads system to have an advantage edge in the highly competitive market.
What is Google Shopping?
Google Shopping is a service provided by Google which hosts items from a variety of online sellers that can be searched. For customers, the service is designed to help users find and purchase items easier by comparing sellers’ listings of particular products that enable consumers to select the most suitable item for them at the most affordable price.
Originally referred to as Froogle, it is now a service offering thumbnail images that display the item’s cost and where it’s from. In April 2020, any online retailer can sell their goods on Google Shopping for free.
The most convenient way for users to gain access to Google Shopping can be to look up items directly on the site, shopping.google.com. However, you can also conduct an ordinary Google search to find an item on your web browser and then select or tap the Shopping tab beneath the search bar to access the shopping service.
Google Shopping: The Advertising Platform
The other aspect of Google Shopping is the search engine’s advertising platform. Google Shopping advertisements appear on the Google search results page.
Shopping advertisements show product details–image(s) and star ratings, local availability, promotions, and much more, to customers on all Google domains. In addition, they appear in relevant searches on Google, pertinent pages of partner websites, and Google properties such as YouTube and Gmail.
Google Shopping ads use the cost-per-click (CPC) model (also called pay-per-click) that allows you to pay a reasonable amount to bring traffic to your shop. Because you determine how much you’ll pay each time a potential customer can click on your advertisement, You can improve your marketing strategy to reduce costs while increasing sales. Ad platforms also give users lots of control over the time you place your advertisements and the location they are displayed.
Organic search traffic requires enormous effort, time, and luck to develop, particularly for eCommerce. Google Shopping provides you with an opportunity to reach customers who are interested in your product all over the world.
- Google Search results: Shopping advertisements are often displayed above organic and test results. In certain cases, they’ll also show up on the right-hand side of SERP.
- Google Shopping results: Shopping ads are displayed before organic results on Google Shopping searches–making it possible for newer sellers to show at the top of the search results.
- The Google Display Network: Shopping ads can be displayed on Google properties such as YouTube and Gmail, in addition to other websites that have signed up for the Google Display Network.
- Google Search Partners: Google is an extensive network of websites and search engines that display advertisements. Shopping ads do not appear in the same way as text-based advertisements. However, you can opt your Shopping ads into the program to expand your reach without additional cost.
Google Shopping is an online pay-per-click (PPC) advertisement platform. It means that you only pay when people click on your ads. However, contrary to Google Ads (formerly AdWords), they don’t require that you choose the right keywords.
Instead, your ads are targeted at products or categories. When you’ve specified the categories or items, you would like to advertise on, Google uses the details from your product feed to determine which searches are relevant to your advertisements.
When making a Shopping Campaign, You’ll need to specify the items you’d like to promote for your campaign, determine your budget and bids and choose where you’d like Google to show your advertisements. In this section, you’ll be able to decide if you’d like to promote inventory at-store to local customers through local inventory ads.
In your campaign, you’ll design an ad group to determine the type of ad you’d like to run. There are two options available:
- Product shopping ads are the standard Shopping ad that is generally the most effective for most retailers.
- Showcase Shopper ads allow you to put similar products together in an akin to a “carousel” ad. However, it is important to note that these ads aren’t PPC. Instead, Google charges you “cost per engagement” (CPE). This means that you’re charged each time an ad’s view is expanded and spends more than 10 seconds scrolling through the products or clicking on the advertisement.
Shopping ads are easy to create; however, there are many guidelines to help maximize the effectiveness of your marketing. For more information on effectively setting up your campaigns, read this guide on making sales through Google Shopping Ads.
How to optimize Google Shopping ads
1. Optimize your product feed
The first step to improving your shopping ads will be to enhance your feed for products. This is the point at which Google will use the information about your products and display your advertisements.
- Product titles
2. Make sure that the required attributes are in the correct place
“There are a few attributes that Google requires for you to include in your shopping feed, otherwise you won’t be able to submit the feed in the first place,” Sorokina explained. “These include item ID, brand titles, descriptions, and availability.”
Marketers must fill out those attributes using the most precise data to be suitable for Shopping; however, there are other options to consider. The category attribute of products is one of them. It lets brands provide more specific categorization information to both Google and their users.
3. Improve the structure of your campaign
Making an optimized structure for your campaign is among the essential steps to make sure you are set for success over the long term. However, it’s difficult to comprehend what it is if you’re just beginning your journey.
The goal is to be as in control over your advertisements as you can. So you’re able to make different bids for different items. Of course, this isn’t possible at the beginning, but there are ways to categorize and arrange your items to allow you to.
4. Adding negative keywords
When using Google Shopping, you don’t need to include any keywords. You can, however, choose to include the negative keyword to ensure that you don’t appear in certain searches.
5. Top vs. Other
It might sound odd, but raising the number of bids you accept is not always the best option. This could result in wasted advertising expenditure. In addition, certain products could benefit more when they’re not on the front page of the results.
If you’d like to know whether this is the case with your product, Go to Segmentsthe Top. Then compare conversion rates, CPA, and other key metrics between the top and other places.
How to increase ecommerce sales with Google shopping
1. Utilize Products Review & Ratings to Increase eCommerce Sales
Customers who are happy and satisfied and leave positive reviews about your product will be your greatest brand ambassadors. Customers interested in purchasing your product will also look through reviews from other reviewers and then make purchasing decisions from the reviews they receive from customers who have purchased the product.
The ability to incorporate feedback from your customers on your site is an important marketing tool for all eCommerce companies. It shouldn’t be ignored when designing the pages for your products.
Additionally, Google Shopping ads also provide ratings of products as well as essential information about the product, such as title description, image, description, etc.
2. Work On Your Keywords to Increase eCommerce Sales
Research relevant shopping keywords that will help increase eCommerce sales
While Google Shopping advertisements do not utilize traditional keywords like text-based advertisements, their relevance shouldn’t be completely ignored. The search engine’s top query can be important and can be used as a top-of-the-line list.
So the best way to improve your advertising is more structured by doing keyword research. Additionally, using your competitors’ keywords could promote your best-selling products and still be able to compete.
Include negative keywords
This feature lets advertisers define “exclusion” keywords where certain phrases or words are used to signal that the algorithm should block the ad from being displayed within the Search Engine Results Page. For instance, if you’re selling physical books, you’re not likely to be able to display in search results phrases such as “book a flight.” So in this instance, you can add “flight” or “tickets” to your list of negative keywords.
3. Utilize Google Shopping Ad extensions
Google Shopping Ad extensions can be used to highlight the benefits of your product. There are four kinds of extensions available:
- Merchant promotions
- Price drops
- Local inventory ads
- Ratings for the product
There are four new updates from Google to make its shopping real estate effective and competitive. For instance, if you’re hosting a promotion sale, you could use”Merchant promotions” or “Merchant promotions” extensions to highlight the offer alongside the product. Also, if the price of your product has been reduced and you want to highlight changes through the extension.
4. Review and rate products
Reviews and ratings are a great way to establish direct connections with potential buyers. More than 80 percent of buyers buy when their friend or friend chooses an item. A majority of buyers purchase when a friend suggests an item.
This is the reason why the power of word of mouth is an effective method of advertising your products. If you use platforms such as Google Shopping Ads, Don’t ignore the classic marketing methods. Instead, incorporate them into your advertisements and campaigns.
5. Optimize using Geo position
Another way to optimize the effectiveness of your Google Shopping ads and campaigns is by using the location. You should be aware that products can easily be classified based on location. If a product isn’t being sold in a certain location, you are able to opt to exclude it from your promotion. This means that a lot of your efforts and funds will be saved from those who aren’t in a position to purchase from you.
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