Google Shopping ads have been introduced to New Zealand market in early 2017. It is one of Google Ad types that lets you display your products in front of potential clients once they type a product name in Google. It is a great way for online retailers get more visibility, increase website traffic, and sales.
What is it
Google Shopping ads are product listing ads that contain product image, price and title along with your store name and a direct link to your website where a potential client can purchase it.
Example of Google Shopping ads is below:
Google Shopping ads appear on search engine results page (SERP) along with other ads and organic listings whenever someone types in product related query. They usually are displayed at the top of the page (above text ads and organic listings), or under the shopping tab. It is a shopping search engine, where you can search for product offers directly (highlighted in the image above).
Benefits of Google Shopping
What are the benefits of Google Shopping ads, and why would you want to choose it over search (text) ads? Well, it has been reported by Google that Shopping Campaigns’ Click Through Rates are often 200-300% higher than search ads (text ads). Also, Google Shopping ads have higher conversion rates and a lower cost per click than text ads.
Additionally, when it comes to search results, Google Shopping ads have a major point of difference : it contains a product image and a price. So it is a great way to capture the attention of relevant audience with high purchase intent.
How it works
It is required to use 2 platforms in order to set up Google Shopping Campaign: Google Merchant Centre and Google Ads (previously Google AdWords).
First, you need to enter your products’ information to Google Merchant Centre. Once it is done, you can manage your campaign using Google Ads. Please note that unlike Google Search Ads, you can't choose keywords for your ads in Google Shopping. Your ad will show up when someone types in product-relevant search query (based on your product information). However, the good news is, you can eliminate irrelevant traffic by implementing negative keywords.
If you decided to start and manage Google Shopping Campaign yourself, please make sure that you understand Google shopping ads policy. It is very strict and you will need to comply with it, as repetitive policy violation can result in the account suspension :/
Google Shopping campaign optimisation
To begin with, you need to use high-quality images of your products in order to differentiate yourself from the competition and grab the attention of potential customers. You also need to make sure that your product title is descriptive and appealing to your target audience. Also, bear in mind that you compete with other online retailers, and product price is one of the main factors in customers’ decision-making process. Make sure you do price research in order to appeal to price-sensitive audience.
Once the campaign is set up, constant monitoring and optimisation is required in order for it to deliver great results. That includes (but not limited to) developing a list of negative keywords, setting up bid adjustments, etc.
Should you use Google Shopping Ads?
That all sounds great, but some information is a bit confusing, and you are still not sure if Google Shopping is the right solution for your business and if you should use it.
Well, let us ask you a question: are you a product-based business with an e-commerce website looking to boost your website traffic and sales? (Did you just say ‘yes’ or nod your head?)
Then the answer is YES, Google Shopping is a great way to expand your business online.
Google has reported that return on investment with Google Shopping is better than any other PPC advertising, however, the setup is quite complex and often needs to be managed by an expert.
Get in touch with us to find out how we can help you increase your online presence and sales with Google Shopping campaigns.