PPC marketing is getting deeper and bigger with the advancement of AdWords shopping platform where you can bid on product based searches. While Google AdWords allows only text-based ads in search, google shopping campaigns allows marketers to create ads with product’s image, name, pricing, and other information.
People now prefer buying products from online vendors and you can find millions of potential customers who may want to purchase your products. But how to reach these huge customers? The easiest way is product listing marketing where you create your products’ ads and display them on search engines and consumers see those ads when they do searches. You may get a highest click-throughs through your text-based ads, but you can surely get the highest ROI through your shopping ad campaigns.
Marketers are now prioritizing shopping ads over search ads because shopping ads get better click-throughs as these type of ads provides details information with excellent products’ images. If you are a retailer and want to market your products, then google shopping campaign is the best way to promote your products on search engines.
What is Google shopping?
Google shopping is a paid ad platform powered by google merchant center and AdWords.
For anyone unfamiliar with the platform, Google Shopping consists of product listings ads that appear at the top center or top right of a Google search results page when someone searches for a product.’
Shopping ads are ads that include rich product information, such as product image, price, and merchant name. This ad format uses the data attributes from the product information you submit in your Merchant Center data feed. We’ll show your ad to people who are already searching for the kinds of products you advertise — so those people are more likely to take action. You can customize your ad content, set a budget and pricing that’s comfortable for you, and easily measure the impact of your ad with advanced reporting and performance tools.
Let’s say you sell licensed NFL apparel. Let’s say you want to sell more Chiefs hoodies. Let’s say a prospective buyer searches in Google for “Kansas City Chiefs Hoodie.” What will determine if they click on your listing?
Product listing Ads (PLA) Vs Text Ads
Google shopping optimization tips
Optimization of your product feed is important. Why? It not only boosts your visibility but also boosts your sales and conversion. Feed optimization makes your product inventory and contents more flexible and relevant.
As you don’t bid on your keyword for product ads on Google shopping, you cannot control your ads visibility-either it is visible or not. But you can make this sure by optimizing your product feed- creating an excellent product title and contents.
Like SEO, feed optimization includes optimization of contents, title, keywords in description, color, front and others. When creating a campaign, add your brand name, create a great title, maintain color, size, and create a killer description. Try to avoid keyword stuffing in description. The best feed optimization practice is to use eye catching and enticing product’s images to ensure the clicks.
Google shopping doesn’t allow you to choose keywords for your ads but you can imply the power of negative keywords for the searches you don’t want your ads to appear. Negative keywords help you to define your extreme leads as you include words to filter out unwanted clicks.
For example, if you sell black cocktail dress rather than any other colors, you can include keywords like [-red], [-blue], or [-other] to eliminate such searches for your ads. And your ads will not be shown for searches like “red cocktail dress” or “blue cocktail dress”.
Do your keyword research and use irrelevant words and test if they work better and remove lower performing term if needed. You can include negative keywords in your specific ad groups or at the campaign level. You can also use negative words for your stock out products. But remember when you stock up that specific products remove those negative keywords or otherwise your ads will be unavailable for searches.
Shopping extensions are additional information that you can add in your products’ ads. Google shopping ad extensions are not new but it always has a great importance in ecommerce. You can add products name, pricing, location, call extensions or even promotion extensions.
Google allows you to include some basic and additional information in your ads. You can include pricing, offers, your business location or call extension. This simply lets consumers getting their information about your products and instigate them to click your ads. Shopping extensions are great way to boost ROI as it increases click-throughs.
Using improved and high quality images for your shopping campaign is must. Your products’ images are the first thing users see on internet, and take action if these images attract them. So try to use clear and high quality images to boost click throughs and ROI.
When selecting product images that you want to add in your campaign, keep in mind that your products’ image is the primary thing to get customer’s attention. It must have the ability to ignite customers’ curiosity about your products.
Follow this when selecting images for your shopping campaign-
As google shopping requires money to show ads on google, you have to make your strategies more cost effective to get the best out it without spending much of your whole budget. And that’s why geo targeting and day parting is important.
Online customers take action according to their behavior, interest and knowledge. Ecommerce success depend on how much you understand your customers’ behavior and interest. If you know whom to show or when to show your ads, then you can easily create and run your campaigns for not only getting higher click through but also the highest ROI.
Dayparting is modifier feature that helps you to determine some fixed days when your ads will be shown. Unlike to offline shopping, consumers don’t show interest to online shopping every day rather some statistic show that some specific days within the week have got both highest click-throughs and ROIs. So find out the time and days that perform well and modify your campaigns visibility according to your findings.
Another modifier is geo targeting which lets you to target more specific audiences for your ads according to your defined location. This modifier enhances your campaigns visibility and the possibility of getting clicked. Keep in mind when activating and setting your geography based targeting system that, you must have to define your target audiences who are interested to your brand and products. Otherwise you will just pay for a bunches of random visitors who even don’t know what your product can do for them.