Google Shopping: How To Conquer The Ads Scene As An Online Store
Google’s advertising platform, Google Ads (formerly known as Google AdWords), is the heart and soul of marketing today.
In the world of ecommerce, Google has been an inseparable part of the action with Google Shopping being one of the most rapidly growing platforms out there.
Check out how Google Shopping works and how to use it to take your ecommerce store to the next level.
This channel can help you boost traffic, increase conversion rates, and of course - increase your top and bottom lines.
All About Google Shopping
Google Shopping is based on a CPC model of advertising (cost per click) and consists of two platforms: Google Ads and the Google Merchant Center. Google Ads helps you control and manage the ads themselves such as budget, placement, and metrics while Google Merchant Center is where your products appear in a product feed.
Google Shopping brings together the activity of internet browsing and the world of online shopping to create more exposure for ecommerce stores. It accomplishes this by generating traffic with buying intent, which stems directly from users’ searches. Upon browsing, users will be able to stumble on your products and will see these key details at first glance:
- Product title and image
- Store name
The ranking at which your products will be visible is based on the same universal principles of any search engine:
- The quality of your product optimization in the Merchant Center. Wording, quality of the feed, images, and many more factors will define what products arrive as a top search result.
- Your CPC bid. In this auction model, the highest bidder will come up first, combined with weighted consideration of the quality of the optimization.
- Search query relevance. According to Google’s algorithm, it will match queries to their best matches.
Creating Your Account
There are several steps to creating your account in order to get started with your first Google Shopping campaign.
- The first step is to open up your Google Ads and Google Merchant Center accounts.
- The next step is to upload your products. There used to be an option to integrate ecommerce stores, but since 2018 this is no longer possible. Uploading products needs to be done manually. Alternatively, some apps such as “Google Shopping Feed” can create a bridge between your store and Google Shopping to upload the products automatically.
- Now your account is ready to go, with your product information passing automatically from the Merchant Center to Google Ads.
How To Ace Your Campaign
Now you are ready to launch your campaign, with the goal of getting as much quality traffic as possible to your store.
Here are the steps:
1. Sign in to Google Ads.
2. Go to the main menu and click on the “Campaigns” Section
3. Select “New Campaign”
4. Go to “Campaign Type” and choose “Shopping”
5. Now, you can configure your campaign in line with your goals. You have three options when it comes to selecting your goals:
- Sales: Ads that place your products in high-ranking and strategic placements.
- Leads: Generation of new leads and widening your circles of potential customers.
- Traffic: Creating more visits to your website, whether there’s buying intent or not.
6. Now, you need to configure your campaign settings which include your CPC bid, budget, and other particulars.
You can now create ads to promote your products. Following each of these steps, as well as considering your goals, campaign type, budget, and the bid will help you ace your first campaign.
Check out these tips that will help you gain an edge over your competitors.
- Make sure all titles are under 70 characters, even though 150 is the maximum number. This is due to the fact that 70 is the guaranteed number of characters your visitors will actually see, so it’s best to make sure your keywords are included in that space.
- Keep your product description at 500 characters, as this information will be pulled by Google. Use this valuable real-estate to use high-quality and engaging content.
- Monitor your campaign regularly to quickly catch products that aren’t doing so well. Checking the number of clicks or conversion rates will shed light on your situation at any given time while enabling a change in course without wasting extra money.
Google Shopping can direct a significant amount of traffic to your store by opening up a new dimension you may not have previously considered. The benefits are the wide reach of leads possible as well as the CPC method which helps you pay only for the clicks you get, making it financially viable.
As always, make sure your content is well thought out and that your images are optimized to clearly present your products and deliver an exceptional user experience.