Show shoppers what you’ve got!
Do you have an e-commerce site? As long as you have products to sell then you can advertise on Google Shopping.
Serve products that match users search queries online and they are just a click away from viewing that product on your site.
What differentiates Google Shopping from Google Search? Well, there are many differences between them, starting from the fact that they essentially – but arguably, depending on the type of business you run – have different campaign objectives, as the shopping campaigns present a much more direct path from impression to purchase.
From a technical perspective, the main difference is that search campaigns are triggered by user searches and the keywords you are targeting, relevant to those searches but Google Shopping campaigns don’t work this way. Alternatively, you upload your product feed, set your bids and Google sort of takes it from there.
Shopping campaigns are one of the best ways of promoting your products, as they provide users detailed information about them, without having to click on your ads. This is good both because it makes users’ life easier and because giving all this information before a click happens means that you get more relevant clicks, higher conversion rates and waste less money on unwanted clicks.
We don’t recommend you spending money on Google Shopping unless your website is suitably optimised for sales. Having said this, once your site has been properly configured for e-commerce, whether you are using Magento, Shopify, Prestashop or a bespoke platform, we can help you set up and configure your Google Merchant Centre account, set up your feed and start showing and selling your products in Google Shopping.
We will offer advice on how to optimise your landing pages for relevance and conversions and we will take the time to understand your products and objectives. It’s key that you are familiar with your own targets for cost per acquisition so that we can tailor campaigns to achieve them.
As a Google Premier Partner, we have access to the latest features and betas from Google AdWords, so we can apply these to eligible accounts, optimising the chances of making our clients’ ads stand out over those of their competitors’.
This is one of the main aspects you must get right to succeed on Google Shopping. To get users clicking on your ads and buying from your website, you will need to provide Google with high-quality, fresh, accurate and comprehensive data. The main goal is that the users have a hassle-free shopping experience and for this, it is key that they see the same information about your products in Google Shopping as what they will see on your site. If these don’t match, you’re not only risking performance but also your items may be suspended from Google Shopping results.
Also, when users come to Google Shopping looking for a product, they more often than not, know exactly what they’re looking for. The more information you give Google about your products, the easier it will be for them to match you with the right customer.
One of the key moments you want to make sure your ads are being shown is when a user that already knows your brand is searching for a product like yours. It may be the case that they can’t remember your brand, or that they don’t know the full scope of your products or they may even be shopping around to see which product/price/availability combination is the best at that precise moment. Whatever the case may be, the user has been on your site, which – providing what you’re selling is what they’re looking to buy – makes it a lot easier for your ads to succeed and get that sale.
Remarketing audiences more often than not have better CTRs and conversion rates, so make sure you adjust your bids accordingly for these.
In Google Shopping, several ads from the same advertiser can be triggered at the same time. Having said that, what AdWords does to prevent counting more than one impression when more than one ad enters the auction is to assign the opportunity and the impression to the highest ranked shopping ad from that advertiser.
The higher the impression is, the better. The closer to 100% you get means that you will be showing your ads -close to- every time that there is a search for one of your products.
This is a technique that in many cases advertisers overlook, mainly because they’ve spent all their time and effort making sure the feed is working correctly. However, this is one of the main optimisation tools that you should be implementing on a regular basis.
Adding negative keywords will help you prevent your ads from showing on irrelevant searches, or searches that aren’t worth to compete for. Now, don’t go overboard with the negatives as you may end up substantially reducing your exposure, potentially shutting down many valuable impressions and clicks that could lead to more sales!
Launch Online is a Google Premier Partner offering Digital Advertising & Marketing services to clients across the UK & Europe with offices in Devon, Cornwall & Leeds.
