With the pandemic effectively changing plans for everyone across industries, finding the right strategy to integrate data and make a good plan is important.
The eCommerce industry especially had to make plenty of adjustments due to surplus stock and a huge discrepancy in the supply and demand chain. Finding out ways to create new ad campaigns that circumvent the current Google laws is paramount to this task.
Google Shopping has grown to become one of the most popular channels for companies to gain more leads and sell better to a larger audience. Here’s how it works:
What are Google Shopping Campaigns?
A typical Google shopping campaign is one where you can promote your products by providing users with detailed information about products. This gives them everything they need to know about the brand and the product being sold, with various attributes being called out within a single ad.
The advantage of Google campaigns and ads is that interested customers can view all the necessary details, such as availability and time to deliver, before making the purchase.
Some of the more detailed attributes shown in these Shopping campaigns include a photo of the product, the title, store name, price, and many other elements.
Benefits of Google Shopping Campaigns
There are plenty of benefits attached to Google Shopping Campaigns. Some of the biggest ones include:
With Google Shopping, customers can enjoy bringing in more qualified leads. Google Campaigns are similar to Google search text ads where customers only pay once someone clicks on the ad. Text ads only seldom gauge the product’s actual quality because a few characters are not enough to showcase the actual product.
Properly created and deployed, Google Campaigns can help you target more qualified leads because the intent comes directly from the customer. Sellers such as you won’t have to nudge them to head to your store.
You have to only pay for the clicks you want, and whenever someone searches for something, they are shown the title, image, price, and even other promotional information if needed. The ad is also showcased with other relevant products.
All the information is provided upfront, along with other options. Unlike text ads, specific detailed information is already present for the customer to click and head over to purchase.
Better user experience and conversion rates
Google Shopping also improves the overall user experience to make it more streamlined than the regular search ads. Whenever a customer clicks on the Shopping Ads, they are taken directly to the product page. They don’t have to hover around a website to find what they’re looking for.
The process is highly simplified for them, and this impressive feature makes it much simpler and easier to streamline the entire process. The conversion happens almost immediately, and they are taken directly to the product page, which also ensures that there are lesser clicks at the point of sale.
By taking customers directly to the product page, the customer won’t be annoyed by navigating the entire website. This can lead to better cost per conversion and a better return overall too.
Google Shopping is also highly beneficial because it’s all about the intent of the customer. These Shopping campaigns are designed to come up whenever someone searches exactly for a query that indicates what they’re planning on buying.
Instead of paying for broad clicks, that’s on top of the sales funnel queries; you’re only paying for the ads so that only interested people come and check your products.
This intent factor is a clear differentiating factor for elevating Campaign ads above Search by a notch. Once you also pair this with how the ads show up and where they end up going afterward, you’ve got the right mix for a high and improved ROI.
Tailoring goals to a product
Instead of working on campaigns that group multiple keywords together, the Google Shopping campaigns group multiple products together. The entire inventory is present and is ready to be advertised to a structure that suits you best. There are plenty of eCommerce stores that don’t have one blanket goal for a product.
The sales targets and the profit margins also vary between different product types or even between the individual products. One of the significant advantages of Shopping campaigns is that it allows you to effectively group multiple products in one bunch, based on the context of various sales goals, and to optimize the same from that point.
It gives you, the seller, the benefit of paying for the overall traffic related to specific product types. You can also see the kind of revenue you’re generating from that traffic and product, leading to better insights and ROAS that can be showcased based on customer behavior.
Google Shopping Campaign Types
There are multiple types of Google Shopping Campaign ads that you can work with, based on your requirements. These include the likes of:
Product Shopping Ads
Product Shopping ads are those ads wherein certain product information is present within the ad, including the image, price, title, and link to the store. You can submit this information directly to a Google Merchant Center account that is linked with the store. These can also be created with Shopping campaigns.
Most of these ads appear on Google Shopping Property, Google Search Partners, Google Search, and Google Images. You can create unique ads using a business name, pricing, store name, title, and an inclusive image.
Showcase Shopping Ads
These are another style of informative ads that showcase information on the other related products. Whenever a person searches for a particular product using more general terms, these are the ads that are showcased.
You can also use these ads to introduce your business to any special selection of products and advertise a particular brand. They can be created in the Shopping campaigns with those ads that appear on Google Shopping Property, Google Search, Google Images, and Google Search Partners.
Local Catalog Ads (LCAs)
This is another ad type where merchants can go forth and also advertise products they’d like to showcase in a catalog form. These ads comprise a product image, title, and CTA that can drive visitors straight to the website.
Most of these ads can be used by you to reach out to shoppers, promote store deals, and drive store visits simultaneously. They are super simple to browse and also showcase multiple products.
TrueView for Shopping (YouTube)
TrueView for Shopping Ads can be used to make interactive video ads. They can connect products straight to viewers and provide them with the necessary information to help customers make better decisions when purchasing online.
Existing data on the Merchant center uses these ads to help generate better and more cards for shopping. You can make a total of 6 cards at a particular time, and you can also select products or filter inventory that needs to be shown on these ads.
Smart Shopping Campaigns
Smart Shopping Campaigns can help simplify particular campaigns, maximize conversion values and also expand the overall reach. This is a blend of the Standard Shopping campaigns and the remarketing campaign displays at the same time.
They use ad placement and automated bidding to ensure the better promotion of products and businesses across the network.
Once you decide to go with these ads, you can demarcate particular ads based on the type of returns you’d like to see.
How to Create a Profitable Google Shopping Campaign?
There are a few steps that you can follow to create a Google Shopping campaign that is ultimately successful and converts for you. These include:
Make Product Listings up to the mark
Making the Product listings right up to the mark is important because the customer should not worry about any information not being there or incomplete. Whenever the customer heads to the link, they should have everything needed to help them purchase.
Whenever you enter the details for your products, ensure that you have a person who checks for any errors or mistakes. This will keep your product ads up to the mark and also adjusted to the current times so that customers can go forth and purchase within a few minutes.
Make Product photos up to the mark
The most significant advantage that these shopping ads come with is that they provide you with product photos. You need to take up the mantle and ensure that these photos are of excellent quality so that your customers are attracted to click and know more about the product.
eCommerce is all about selling the customer products that they should expect as they view it on the app, and you can do that with the help of the right images.
Getting the right images is one thing, but adjusting them to Google’s dimensions is another. Ensure that all these photos are properly edited and lit up for all viewing devices.
Make sure your store compiles all requirements & Policies for google shopping Campaigns
Most of the Google Shopping campaigns have a particular set of rules and requirements, and you need to follow them as a merchant. There are parameters set on the type of products that can be sold, the total you can invest in them, and so much more. Following them is imperative at all times, so don’t fall astray.
You’ve to also set up your account in a way that complies with the store requirements. Overpromising to customers and underselling can also cause your store to get flagged and ultimately banned from the Google ecosystem.
Create and set up your Google Merchant Center Account
Once you’re ready to set up your store, make sure that you do it with a Google account, as it is mandatory. If you don’t have one, you can head over to the accounts page and create one, and once you’re ready, you can sign in and complete the necessary onboarding steps.
Creating your Product Feeds
Product Feeds are another critical aspect, as mentioned before. They are what your customer sees when they click on a link that redirects them to your merchant website. Ensure that the feed is aligned correctly and arranged, so there’s no confusion when a new customer heads over.
Link the Merchant Center Account to Google Campaigns
It’s crucial that you’re always connected to the campaign page. When you create a Merchant Center Account, it needs to be linked to the same because any update on the former will reflect on the latter. You don’t want customers clicking on a link and then finding out later that it’s broken or the product is not being sold.
Set up your Google Shopping Campaign Settings
Country of sale: You’ve to choose the country where the products are being sold and also shipped to. The ads are only shown to those people. To advertise, you’ve to ensure that the data is available for the country you select. Once you choose the country of sale, you can’t change it once you create a campaign.
Inventory filter: This setting needs to be adjusted only if you want to limit the products used in the campaigns. You should choose criteria that must be met to be advertised. Once products match these requirements, they are added to the campaign.
Bidding: You can select the bidding type you wish to use, which can be changed once it’s created.
Daily Budget: You need to select precisely how much you want to spend on a campaign.
Campaign priority: This needs to be adjusted if you’re planning on advertising products in multiple campaigns within the same country. This can determine which budget is used when the products end up overlapping in these campaigns.
Networks and Devices: Shopping ads can be used to drive traffic and also increase conversions. In case you wish to limit where these ads appear, you can uncheck boxes based on what works. These ads appear on any device by default, and these include mobile and desktops. This can be adjusted once the campaign is created.
Locations and Local Inventory Ads: This setting can be used where ads are shown in specific locations and can be changed. With Local Inventory Ads, you can adjust it only if the campaign needs to include the products sold in the stores locally. To advertise these local products, you’ve to submit the product data within the Merchant Center and click the box that reads “Enable ads for the products that are sold in local stores”.
Once you click the above, your Google Shopping campaign is now live!
Optimizing Google Shopping Campaigns
Google Shopping Campaigns are all about knowing how to optimize them, so you get the most out of your spending. Here are a few scenarios that can occur:
Products with High Clicks, Low Conversions
What causes this?
This phenomenon can occur when your ads are optimized, but the conversions aren’t happening. People are clicking on the ads but aren’t purchasing.
There are plenty of reasons why this is happening, the primary of which is because you might be bidding on too many general keywords. If you do that, you’re going to be appearing on those keywords that customers aren’t interested in but enter on the search engine. Your ad is shown to them, but they’re not interested because it might not be relevant to what they want.
What to do?
In such situations, you need to ensure that you’re working on those keywords that are more relevant to what you’re selling. Once you do that, it becomes simpler to ensure that your ads are clicking and only relevant traffic is being sent to your site.
Products with High Impressions, Low Clicks
What causes this?
One of the reasons that products end up getting high impressions and low clicks is because they aren’t updated with regards to the product details. This can help you place stronger ads and enjoy additional clicks too. You have to use a technique to test which are the images and text that works for your brand.
What to do?
In such situations, you can include bullet points, better product titles, and descriptions that properly highlight what your brand does. Also, make sure that broad search terms are also included so that more interested customers can click if they’re still considering.
Products with No Impressions
What causes this?
There can be many factors that contribute to this, the primary of which is that your products aren’t optimized. They might fall foul of some of the policies, so you’ve to check on the same.
What to do?
Ensure that the products are properly optimized to follow all the necessary policies as laid out by Google. They have to be made in such a way that they don’t end up appearing on negative keywords too.
Thus, Google Shopping Ads can help you catch the right people with the right objective of buying something. Work through the checkboxes to optimize our ads and put out the right images.
Once you’re able to do that, you’ll find out that more people not just end up coming to your site but also purchase from you.
Guest Post Contribution from AdNabu
Creating an approved Google Shopping Feed & running profitable Google Ads is a multi-step process. AdNabu’s app helps you to easily create a Google Shopping feed & run profitable Google shopping Ads. All changes from your Shopify store are fetched and updated automatically in the feed.