Top 10 Google Shopping Ads Tips for Success in 2020
What are Google Shopping Ads?
Google Shopping Ads are also known as Product Listing Ads (PLAs). These advertisements are shown when you look for products and services across the Google Shopping platform. The ads are designed with product images, price details, and brand information.
In some cases, you will find additional details like shipping info, reviews, and promotions. Over the years, Google has turned into an effective channel for flaunting your products. Some businesses have seen a boost of 223% in their sales because of Google Shopping Ads. This means you can reach your target audiences easily and effectively using these search results.
Benefits of Google Shopping Ads
There are numerous benefits of using Google Shopping Ads. To begin with, this is an effective marketing channel. You can reach plenty of customers using Google Shopping Ads. This is because online customers reached your page because they were aiming to learn more or buy your products and services.
Also, the idea of using images to direct customers into your business website can be intuitive. With time, the use of Google Shopping Ads has become more powerful. Today, you can use it to showcase local inventories, shopping campaigns, new bids, and even improve your marketing strategies. These are just a few of the many rewards in using Google Shopping Ads.
So if you want to get started with a campaign, here's a list of our top 10 tips for marketing with Google shopping ads.
Tip #1: Use the multiple-campaign method to organize keywords
According to experts, the ability to organize keywords is one of the finest and most interesting upgrades to be made. When you create multiple campaigns, you will come across three different priorities. First are the high priority campaigns that need to be triggered for every matching shopping Ad. These ads will not be shown for negative keywords.
As second one you have medium priority campaigns that can be loaded for negative keywords. This is important because you have blocked negative keywords during high priority campaigns.
Finally, you have low priority campaigns which are blocked by high and medium priority campaigns. When you build high priority campaigns, include all kinds of non-brand terms. The best terms should go into low priority campaigns. And, you can include brand terms in the medium priority campaigns.
Tip #2: Create multiple groups of shopping campaigns
Next, you need to invest your ideas in creating multiple groups. This is a step by step process that helps you become more granular with the Ads. To begin with, you need to create feeds with more value. For example, you can define customized labels that refer to specific products from your brand.
Next, you need to create groups based on the type of products you sell. Finally, you need to include products into a specific campaign and remove them from the rest.
Let’s understand this with an example. Imagine you sell apparel like shirts and shoes. You should create unique groups for “Shirts” and “shoes”. Once “Shirts” are introduced into a specific campaign, you need to remove it from the rest. Likewise, when “Shoes” are introduced into a campaign, remove it from the rest.
Here, you will have two separate campaigns for both shoes and shirts. And each of these campaigns will demand unique keyword management strategies.
Tip #3: Append and edit product titles to target keywords
Once you are done with the prioritization of multiple campaigns, you need to focus on editing the product titles. It is important to introduce target keywords to the product titles. Steps 1 and 2 are all about pruning keywords. Hence, you can choose to work over this.
When you decide to engage in keyword stuffing, you must pick the targeted ones, and insert them in the right places. There are many interesting articles to help you understand more about the science behind keyword matching. According to experts, keywords can be overused.
And still, it would be unwise to underuse them. Many times businesses tend to miss on product title optimization by deciding on vague titles for their products. Unfortunately, Google will not be aware of what these vague titles represent. When you pick keywords and introduce them into the title – everything else will fall in place.
Tip #4: Edit product titles for high CTR
Search engine optimization techniques hold good for Google Shopping Ads too. The tradeoffs you use to optimize your website for SEO can be used here. The focus needs to be placed on the product title, and page title. When you engage in the optimization of titles, you need to be keen on targeting, and the headlines.
According to Google, the best product titles have nearly 50 characters. Remember, you don’t have much room for typing lengthy titles. The title should be fine-tuned based on what users are aiming for. It should act as a differentiator, which gives your products and services an edge in the industry. Also, don’t forget to use keywords that support targeting.
When you use targeting keywords, the length of the title can exceed 50 characters. Nevertheless, you need to ensure that it doesn’t impact your other optimization methods. Always ensure that the targeting keywords are truly critical.
Tip #5: Experiment with price
The talk about Google Shopping Ads will be incomplete without the use of prices. The biggest factor impacting CTR is the price. A recent study revealed that Shopping Ads need to be priced responsibly.
The quality score of your ad is analogous to your price. When you want an edge in the market, you need to be competitive about pricing. This is crucial when items cannot be compared with others. Many times, retailers keep competing with one another on pricing.
Many times, sites with sales and discounts don’t reflect their offerings on the Shopping Ads. Google always expects you to match the price on your website, with the Shopping Ads.
For example, if your shopping site has a discount of 20%, the Ad must also have this discount applied. If the individual price doesn’t match with the discount, you might be in for trouble. This is because your customers will not be aware of the deal. As a result, you are likely to lose a potential customer.
Suggested reading: 9 Killer Get-Back Strategies For Retails
Tip #6: Use custom labels to create ad groups and product groups
A part of this tip is covered by our second point. Well, the basic notion is to create as many product groups as possible. And, these advertisements should give better insight into your product and service. Likewise, the groups are responsible for keyword performance.
When you create a new Shopping Ad Group, you need to handle negative keywords with care. Always maintain the negative keywords away from your campaign. Next, you need to be able to engage in separate searches. Performing searches at a product level are not easy. But, you can construct groups to achieve this.
There should be a separate logic for calculating return on investment. With logical groups, you can calculate return on investments easily. Finally, you should try and manage product bids. The best way to handle bids is through separate ad groups. This may not be recommended, but you can always give it a shot!
Tip #7: Use a quick and relevant landing page
The landing page plays an integral role in any optimization technique. Whether you are promoting a website or a Google Shopping Ad – you need a perfect landing page.
Studies reveal that 34% of customers who click on Google Shopping Ads end up making a purchase. On the other hand, 2/3rd of customers are interested in buying a product from the site that was reached through the Google Shopping Ad.
Wayfair is a great shopping website, which shows how landing pages should be organized. This website allows people to buy products they actually found through Google Shopping Ads.
The best way to make the most from your Shopping Ads is with appropriate and accurate pricing. Always remember that the price mentioned on your Google Shopping Ad must match with the landing page. Else, your customers will find a different product website.
Suggested reading: Landing Pages: 5 Tips For Higher Conversions in 2021
Tip#8: Include Merchant Promotions with your Shopping ads
Merchant promotions play an integral role in any shopping website. When you kick start a shopping campaign, you will see a drastic change in performance based on your merchant promotions. This is important if you are working against big names like Prime and Amazon. Merchant promotions are also famously known as “Special Deals and Discounts”.
These are offers given by retailers as a way of promoting and highlighting their products. As a result, their products have a better chance of Click-Through Rates and higher conversion. Many times, you will come across online advertisements that feature promotions along with the store or product details. These promotions will be visible on the PLA grid.
Let’s summarize the benefits of using merchant promotions: Acquisition, Conversion, and Cost. First of all, retailers will be able to boost the overall CTR of their products and services by highlighting them on the listing.
Conversion rates will increase drastically, as customers have a reason to visit your website and fall in love with one of its products. The overall cost for hosting promotions on the internet is less, especially through Product Listing Ads.
Tip#9: Reach more mobile Shoppers with Showcase Shopping ads
Any advertisement will be less useful if it doesn’t target mobile shoppers. Most of the time, marketers believe that shopping is a way of generating revenue and identifying demand. In the long run, shopping can be used to target the top-most funnel of searches. This is where Google Showcase Shopping Ads become useful. These ads are a great tool for identifying and satisfying mobile shoppers.
The ultimate aim of these ads is to attract people who engage in non-branded shopping. With time, the ads can be used to identify where and what they intend to buy. These ads can be used in places where growth turns into a topmost priority.
You will be able to find the showcase shopping ads on every Google search page. When you search using your mobile device, you will be able to spot them through high volume keywords.
High volume keywords are important for shopping ads. That is because more than 40% of the searches are based on a broad range of terms like “Dining Room Furniture”.
Tip#10: Target new visitors with Similar Audiences
Last but certainly not least, you need to build strategies for new customers based on existing audiences, and their interests. When you think in terms of similar audiences, you will be able to understand the browsing behavior of potential customers.
Always pick traits from your best-performing customers. Use their interests, past purchase history, and dislikes to learn more about a broader group of audiences. The idea of including similar audiences into your target ads or campaigns will help in flaunting your passion for attracting similar customers.
Many times, customers fall for this strategy. There are a few interesting benefits of focusing on similar audiences. One, you will be able to simplify the overall group of targeted audiences. Secondly, you will have the chance of attracting more potential customers. Finally, you will be able to work only on qualified users. This means you don’t need to work on leads that wouldn’t result in a conversion.
Undeniably, Google Shopping Ads is a great tool for generating revenue through your online venture. As a revenue-generating channel, Google Shopping Ads has many advanced features like targeting options and smart bidding.
In fact, you have improved inventories like Google Showcase and plenty of other features to improve the effectiveness of your online campaigns. In the long run, your success strongly depends on the structure of the campaign, bidding method, and product feed optimization.
Guest post by AdNabu:
AdNabu helps improve sales in Google Ads for eCommerce companies. From running the search to displaying campaigns on Google ads, AdNabu will take care of your advertising.