Google Shopping Ads is a powerful solution for driving traffic to your website. It focuses on traffic that will convert into revenue. Most of the time, marketing, generating leads, and driving traffic to a website needs the effort, to begin with. But, Google Shopping ads are simpler. Mainly because Google takes care of the algorithms and automation. What is important for brands is to create and display these advertisements to the right mix of people.
Why Should You Use Google Shopping Ads?
Google shopping ads are important because people always search for products and services using Google. The search engine is famous around the world and is used on a daily basis by billions of users. This is why businesses need to consider advertising on this platform.
With the help of Google Shopping Ads, you will be able to target potential customers easily. When compared to traditional marketing methods, Google Shopping Ads does most of the work. This is why Google Shopping Ads are a must for any business.
How Does Google Shopping Work?
Google Shopping Ads rely on special algorithms. These algorithms are coded to process a special file. This file is also known as the Product Feed. The product feed is built by businesses with huge volumes of product information. Every piece of information about your product, ranging from images to price to descriptions to titles needs to be entered here.
When users execute a search, the algorithm picks the product feed and matches against the search query. If there is a positive match, it will be shown to the user. For a brand to see itself in more search results, the product feed has to be built with great care.
Top 10 Google Shopping Campaign strategies
1. Use Products Ratings & Customer Reviews
When it comes to building your online presence, it is very important for you to secure plenty of reviews and ratings for your products. A recent study revealed that more than 88 percent of the online crowd depends on product reviews. These figures clearly prove why product ratings and reviews are of great importance to any brand. Big or small, personal recommendations from real customers prove to be handy.
If you look at a product page that doesn’t have any ratings or reviews, it will always feel incomplete. In fact, customers don’t often buy products that don’t have any ratings. They always look for products, which are reviewed by customers.
Product ratings and customer reviews are essential for building trust. It will increase the visibility of your brand during searches. In the long run, ratings and reviews are extremely crucial for boosting your conversion rates. In order to leverage these benefits, your products and services should have plenty of reviews. This means you need to accumulate them over a longer period of time.
Throughout the process, your brand has to remain genuine. You must never publish fake reviews on your product page. A fake 5-star review will do more damage, than the benefits of a genuine 3-star rating.
2. Optimize Your Product Titles
By now, you will be aware of the fact that the Google Product Feed plays a very important role in the progress of your brand online. The heart of any Google Shopping Ads Campaign would be the product feed, you build. This is why you need to engage in activities that would boost the quality of your product feed. When you design a product feed, try to incorporate plenty of relevant details. The information you include should be relevant to both the business and customers. This is how you can improve the conversion rate and the eventual performance of your ads campaign.
Over the years, experts have come up with many strategies on how to optimize your product feed. One such method would be with the help of product titles and descriptions.
Whenever you want to increase the click-through rate of your products, verify if the titles and descriptions are appropriate. Do they match the search queries made by customers?
The product title should feature your primary keyword. This might sound like the most obvious thing to do. But, many marketers have failed to include keywords in product titles.
3. Optimize Your Product Feed Descriptions & Categories
In another study, marketers evaluated the importance of descriptions and categories. Once again, it was quite evident that every Google Shopping Ads Campaign needs to be accompanied by the right product descriptions. When irrelevant descriptions are given to products, brands see “no” performance.
Here is a simple example to explain this scenario.
If your company specializes in selling baseball products and if you have included details about party dresses or hamburgers in the description – Google algorithms will not be able to display your products during an appropriate user search. To be more precise, your brand will not be shown under baseball queries or party dress queries. This will destroy the actual purpose of your Google Shopping Ads campaign.
As you optimize the product titles, ensure that the product description is put together with care. You must spend ample time, or even consider a search engine optimization expert to help you with the words. Both the product titles and descriptions need to be empowered with an “apt” choice of words.
Once the descriptions are created, you can group similar products into categories. This helps in creating a structured product feed. Also, it makes it easier for Google algorithms to pull the right product and related items from your feed.
4. Optimizing Your Product Images
Next in line would be the product images. Over the years, the importance of product images has grown rigorously. Indeed, it is rather difficult or impossible to build a website with the right mix of product images. The right image can give your brand a kick-start in the market. In the long run, it will help your business see an edge over competitors.
When you decide to post product images, be careful with the “type” of images you choose. Always handpick options that are highly appealing. Never experiment on the quality of your product images.
Potential customers look for three important elements in your images:
- When the product is related to fashion, the images should be colorful and inspiring.
- The products should be accompanied by at least five different images. Three of these images should be standalone pictures of the product. And, two of these images should have an influencer wearing it.
- All the product images should display the same price. There should not be any deviation.
Nearly 82% of online users look for these qualities. And, this means a good percentage of your potential customers.
5. Use Google Shopping Ad Extensions
When it comes to text-based advertisements, Ad extensions tend to play a very important role. It would be rather impossible to build a successful text advertisement without the help of extensions. However, the case is very different from Google Shopping Ads. If you have a Shopify store, extensions come in many varieties and numbers. But, all of these extensions can be categorized into two groups.
One, you have the automated extensions. Then, you have the Merchant Center Program.
The automated extensions are useful in displaying tax or shipping information along with the PLA. The Merchant Center Programs are useful in hosting details about the promotions, product reviews, and product ratings. Automated extensions are strongly coupled with the Merchant Center Programs. This means the information you enter in the merchant center program will be reused by the automated extensions.
Both these extensions are extremely important in driving more conversion to your product site. When a product search is executed by a customer, the automated extensions and merchant program will be seen along with the description and product title. For instance, details like 60-days return, free coupons, seasonal deals, and free shipping are a part of these extensions.
Incorporating extensions into your Google Shopping Ads is simple. Most of the time, businesses choose default templates. With more Ad extensions, you will be able to drive more leads into your store.
6. Implement a Negative Keywords strategy
Google Shopping Ads have increased the need for negative keywords. These keywords ensure that your products are displayed only when relevant queries are made by customers. Google Shopping Ads Campaign has reduced the need for “Adding keywords” in multiple places. It is important for brands to trust Google. They need to believe that Google would display their business when a relevant keyword is entered by the users.
Though most brands are careful with their titles and descriptions, Google algorithms tend to have few loopholes. This is why your business may even appear for an irrelevant search. This causes two interesting problems:
- Your brand will be seen when a user enters an irrelevant search keyword. As a result, you need to pay for this listing.
- If the user doesn’t click on the result, your overall ranking will drop. This will have a negative impact when a relevant keyword search is executed.
The best way to fix both these problems is through negative keywords. The negative keywords help Google decide if a search is relevant for your brand or not. In the long run, negative keywords will save lots of money for your company. In fact, it helps in boosting the CTR too.
7. Adjust Bids By Device Performance
Unlike traditional campaigns, Google Shopping Ads has introduced many impressive features. And, the talk about features will be incomplete without the “Ability to place bids with respect to device results”. The performance of products will differ from one device to another. And, most people search for products from their mobile devices. This means you need to be careful with your target audiences, and the method they use to execute searches.
Experts recommend brands to make use of strategies that would track ROAS. Results from these processes will help in optimizing your overall ads account. You will be able to see devices, products, and marketing methods that have fetched you the biggest returns. Likewise, you will be able to identify products and devices that have not worked well for your brand.
Google has a special dashboard for grouping traffic from various devices. You can explore at a group or campaign level. With the help of this report, you can adjust the bids you make for each device. If a product is performing very well in a specific device, you can always choose to “increase” your bid.
8. Increase bids For High-Performance Products
Just like adjusting bids based on devices, you can increase your bid based on the performance of your products. If a product is doing well, you will have no trouble increasing its bid. If the success story is real, customers will continue to invest in the “specific” product. The visibility of a product is important for making this decision.
Technically, increasing bids and making adjustments based on device performance will boost the overall visibility of your products.
However, there are a few things you need to keep in mind:
- Once the adjustment is made, keep a close eye on traffic and revenue.
- Many times, businesses see a sudden spike in traffic. But, they don’t see any change in revenue. In such a situation, you may need to rethink the adjustment made.
9. Create Remarketing Lists for Search/Shopping Ads
Remarketing Lists for Search Ads alias RLSA have a strong relationship with search advertisements. And, Google Shopping Ads also make use of RLSAs. The remarketing lists can be utilized to grab more conversion for your site.
RLSA works by helping you target the right mix of audiences. If a customer has already shown interest in your products, you need to keep them engaged. This is because customers often have too many brands to choose from. And, this increases the chances of them getting carried away. RLSA helps you keep such customers on the radar.
Many times, customers choose to browse through sites, choose products, add them to the product cart, and eventually abandon the cart. At each stage, the customer’s needs and emotional instincts are different. This is why brands need to come up with strategies that target customers at each level.
RLSA can be put to work in two ways:
- Include target audiences to your current shopping campaigns
- Try to build new RLSA campaigns
10. Optimize by Geo Location
Last but certainly not least, you can consider optimizing your Google Shopping Ads with Geolocation in mind. Target audiences don’t need to be located in a specific destination. To be honest, they can be scattered anywhere around the world. And, conversion rates will differ from one location to another. As a business owner, it is important for brands to realize these differences and work towards them.
For example, bids can be altered based on the location. The ultimate aim of this strategy is to boost visibility to potential customers. And, the visibility of your brand towards customers who will not give any revenue to your business can be brought down.
Optimizing by Geo Location can happen only at the campaign level. This makes it different from device-based adjustments.
Meanwhile, the optimization can be done at district, university, tv-region, airport, postcode, city, or at the county level.
Google Shopping Ads is an interesting way of promoting your business. It helps in optimizing your store, and product information. Throughout the Google Shopping Ads Campaign, you need to build ads that are both optimized and structured with high levels of concern.
When you make use of Google Shopping Ads, you need to acknowledge the fact that this platform is meant for much more than running campaigns. It is a way of grabbing attention towards your brand and maximizing ROAS. Yet, do test and try each of these methods to see if they work well for your marketing strategies and store.