January 2, 2021Business
When it comes to ways of generating sales online, there are many, but a lot of eCommerce site owners ignore one method. It is Google shopping ads.
If you’re looking to increase sales, this article can help you. In this article, I am going to share details knowledge on Google shopping ads. What it is, why it is important, and how you can increase sales using Google shopping ads.
If you follow this article properly, you will have the knowledge to maximize sales from Google product listing ads.
So, let’s maximize your online sales.
What is google shopping ads?
Are you someone selling products online? If yes, then you might be familiar with Google shopping ads. Google Shopping ads is not so popular as Google AdWords ads, but it is a great opportunity for eCommerce store owners.
So, what is Google shopping ads exactly?
It is a type of ad within Google ads. Shopping ads are also known as product listing ads. Unlike AdWords ads, it shows only related products across Google’s properties such as search, YouTube, image, etc. Here is how it looks like;
It shows important product information like the product’s title, price, and shipping type. Even these days it shows reviews, estimate delivery date and much more.
Do you know what makes the Google product listing ads more lucrative?
Its placement on top of the Google search result. Yes, you’re reading right. Google product listing ads are shown above the organic results and beside search results. Even, it shows before search ads. Isn’t it interesting?
Why google shopping ads?
These days people search online before buying any product.
And where it starts from?
Google! Yes, as it is the number one search engine.
And I can use search ads to show my product on Google’s search results. In this case, you will need to conduct keyword research, create ad copy, and set up ad campaigns. To get the most out of your ads campaign, you will need to optimize your ads campaigns over and over.
And what if you have hundreds of products? Then you need to create hundreds of campaigns.
Isn’t it a painful job?
If you have hundreds of products on your developed eCommerce site, you don’t need to worry about multiple ad campaigns with the Google shopping ads. Google will pull the product data from your store according to the search results.
It is one of the main reasons I recommend using Google shopping ads. Apart from it, there are other solid reasons for using Google shopping ads such as;
Best way to show your products on top of the Google search results
If you’re familiar with search engine marketing, you know the difficulties of ranking pages on Google’s first page. Even it is almost impossible to rank individual products or categories because these spots are mostly filled by known eCommerce giants such as Amazon, eBay, Best buy, etc. So, your chances are very slim for ranking on the organic results.
On the other hand, Google’s search results are divided into three sections. Take a look into this;
As you can see from the above, Google shopping ads occupy the top position. Search ads and organic results come after the product listing ads. That’s why shopping ads became so powerful. Moreover, it also shows the first impression of search results. And your product could be shown as the first impression.
Furthermore, Google shopping ad’s popularity is increasing day by day. Spending on shopping ads increased by 38% and decreased by 12% on search ads, according to Merkle.
Google shopping ads show products when you’re looking for it
How do advertisements work? We all know that the history of advertisements is based on interruption. It means when you’re doing an activity and ads popups in Infront of you, for instance, you’re watching a video and an ads popups Infront of you. Here is an ad that pops up while watching a YouTube video;
At this time, I don’t have any interest in this ad’s product, but I might be interested in the future.
On the other hand, if I am looking for a Rolex watch and search it for on Google, here how ads show up;
Product listing ads are showing different Rolex watches. If you already choose a Rolex watch and it shows in the product listing ads, what will you do in this case? Of course, you might click the chosen watch. That’s why Google shopping ads conversion rate is better than Google Adwords ads. It is like on-demand advertisements.
How to Get More Online Sales Using Google Shopping Ads?
For eCommerce site owners, Google shopping ads became a goldmine. Day by day, more and more sales are bringing by this platform. So, to stand out among your competitors, you need to apply some effective methods. Let’s talk about some effective Google shopping ads technique;
Optimize the product page
The product page is the number one important fact for product listing ads. If you have your own store, then you have to optimize every product page.
For the product title, optimize the title with a well-searched keyword. Make sure that your product page content is unique. Google will browse your product page and analyze it for sending traffic from shopping ads. If you copy content from your competitors, then it will cause duplicate content issues. Thus, your ads won’t be effective.
Don’t forget adding negative keywords
Optimizing the product page and title won’t help alone. When it comes to search advertising, you can’t ignore adding negative keywords. So, negative keyword is a must for Google shopping ads.
The use of negative keywords can increase your conversation rate. On the other hand, negative keywords are very helpful for saving money.
Sets bid strategically
Setting bids for Google shopping ads is the most crucial fact. Your success mostly depends on it. While bidding, calculate, it will be profitable or not. Let’s say your expected conversation rate is 3% and your product price is $100, which has a 50% profit margin, then multiply the 0.03 with 50. The bid will be 1.5, and for making a profit from this bidding, your conversation rate must be higher than 3%.
Sets mobile ad’s bids carefully
Mobile traffic now counts for more than half of total internet traffic. And this number is increasing day by day. So, for eCommerce businesses, you can’t ignore mobile traffic. But mobile traffic doesn’t convert like desktop traffic.
So, what should I do?
To solve this issue, you can reduce the mobile ads bids by half of the desktop bids. Moreover, you can set the mobile ad’s bids according to the mobile traffic conversion rate.
Retargeting, Retargeting, and Retargeting
As I told you before, the eCommerce store’s conversion rate is around 3%, which means if you’re sending 100 visitors, 97 of them are not converting. Here retargeting comes in the game. It can drastically increase your conversion rate.
You can use the product listing ads retargeting option, but it’s better to use display retargeting at the starting point.
Now it’s your turn
If you’re an eCommerce site owner, you must take some time to study Google shopping ads.
If your resources allow you to show your ads on top of Google’s search results, you must use it. As buying intent of these people is very high.
At the starting point, apply basic techniques then you can move to advanced ones like retargeting.
So, why are you waiting for?
Let’s try Google shopping ads.