How Google Shopping Can Take Your Ecommerce Store from Good to Great
How much do you know about Google Shopping?
Since its launching in 2010, Google Shopping ads has been growing in popularity. However, many businesses are still unsure as to how Shopping campaigns can benefit their business.
If you used the platform years ago, you probably remember the product listing ads (PLAs). You’ll be happy to know that the new campaigns are much easier to manage. The biggest difference is that you no longer have to add and bid on product targets. Instead, all of your products are listed so that you can set up campaigns and bid on specific products.
Let’s take a look at the benefits to using Shopping ads and why this marketing channel might be one of the most profitable yet.
What are Google Shopping Ads?
If you’ve searched for anything on Google before, you’ve seen Google Shopping ads. These ads occupy the prime real estate above the fold. In 2015, Google increased the frequency that these ads appear on mobile search result pages.
Though Google Shopping was once an optional sales tactic for ecommerce businesses, it’s now a necessity. Here’s why.
Get Your Products in the Spotlight
It doesn’t matter whether you’re a big business or a small startup. When your products appear at the top of the SERPs, people are more likely to buy them. People trust Google, which is why they trust the products that come up in the listings.
Also, since your products will be featured at the top of the organic search results, people will be able to see them easily. This increases brand recognition and strengthen your online presence. As you compete online with your competitors, it’s imperative that you keep your brand front and center.
See More Sales than with Text-Based Ads
Text ads have a wide range of benefits, particularly for local businesses, but more marketers are learning that Google Shopping ads see a better return. Since online shoppers are looking for a specific product, the product ads shown to them have higher conversion rates.
Let’s say that you are searching for a puzzle for your niece’s birthday party. You are more likely to buy a puzzle that is shown to you at the top of the SERPs because you need the puzzle right now. On the other hand, if a local toy store sends you a text a few weeks later stating that they have a new stock of puzzles, you won’t feel a need to make the trip.
Compete with Amazon Product Ads
Google is not as powerful as we sometimes think. Though people often believe that Yahoo or Bing are viable competitors for Google, the reality is that Amazon is its biggest search competitor.
Amazon isn’t generally thought of as a search tool, but many people use it to shop for products. In order to make informed purchase decisions, Amazon has a wide range of information on their site. You’ve probably used it yourself to ask questions, read customer reviews, compare products and research alternative solutions.
Knowing that Amazon is a competitor for Google, you can bet that their ads are going to be focused on converting customers. In other words, if you list your products on Google Shopping, you will be competing with other listings on Amazon. While both platforms have a wide range of benefits, Google Shopping tends to win in terms of giving merchants control over their campaigns.
Easily Manage Campaigns
Amazon is so comfortable with its program, there’s not much that has changed over the years. Google Shopping, on the other hand, has improved its campaigns significantly. It’s now much easier to manage and control your ads. You don’t even need to mess with keywords if you don’t want to. Instead of bidding on specific keywords, Google can choose which ones are most relevant based on your product data.
You can also use Google Analytics to track products ads (something that Amazon doesn’t have). With more control, it’s also possible to get your listings to appear more than once for a single query. For example, if someone searches for “children’s puzzles,” three of your products might show up: “wooden puzzles, 24-piece,” “preschool puzzles, 24-piece” and “floor puzzle, farm.”
Stay on Track with Your Ad Budget
According to a report from CPC Strategy, Google Shopping sent 120 percent more traffic to merchants than Amazon Product Ads. It also doubled the amount of traffic sent to merchants in just two years. Not only did merchants see more traffic, but also the average cost-per-click was 32.5 percent lower than Amazon’s Product Ads.
With more control and flexibility, it’s possible to make Google Shopping an affordable ad option for your business. The key is knowing which of the available tools to utilize to make the most of your campaigns.
For instance, the multi-campaign method utilizes negative keywords and campaign priority. Basically, you create several shopping campaigns with different priorities: high-priority campaign, medium-priority campaign and low-priority campaign. You can read more about the method in this post.
Also make sure that you are editing product titles to target keywords, and that you use custom labels to create ad groups and product groups. Experimenting with price is another way to make the most of your Google Shopping ads. Of course, it’s easier to adjust your prices if you have a smaller inventory.
Bottom Line: Google Shopping Ads is Worth Trying
Google Shopping campaigns and ads are highly beneficial for retailers. Using these ad options, you can get your brand noticed, drive traffic to your site and increase sales. With the user-friendliness of Shopping ads, it’s easy to launch successful campaigns that meet your budget.
Of course, it never hurts to have a helping hand in the process – someone to give you advice and point you in the right direction. That’s what WSI Net Advantage is here for! Give us a call at 510-687-9737 or fill out our contact form and we’ll set up a friendly and free consultation.