How to Sell on Google Shopping?

Google Shopping Campaigns are a game-changer for e-commerce stores.

Not only do they target quality traffic and attract valuable leads, but they promote your products by showing users detailed information before clicking the ad.

More relevant information upfront instills more customer curiosity.

In this article, we’ll outline everything you need to know about Google Shopping Campaigns, including a few tips and tricks to help you gain the best results possible.

3 Main Types of Shopping Ads

There are three main types of formats for Shopping Ads, each of which can be used to advertise your product throughout the Google Ads network.

1. Product Shopping ads – These ads are created immediately after filling out the product description and information sections in the Merchant Center account.
2. Showcase Shopping ads – With these ads, advertisers are able to group and show relevant products for increased product awareness. This helps users compare multiple products and select the best choice for them. This ad appears when a consumer uses a common keyword on Google such as “jacket”. Google Ads then shows relevant products together.
3. Local catalog ads – These shopping ads use data from local inventory ads to attract consumers on the Google Display Network. This data helps drive more traffic to local stores by identifying products, prices, and information on your store.

How Do Google Shopping Campaigns Appear on Google Ads Network?

You’ll be able to find your Google Shopping Ads in these online locations:

• Google Shopping
• Google Search (search results and Google images)
• Google Search Partner sites (YouTube in some countries)
• Google Ads Display Network

7 Reasons to Use Shopping Campaigns

Google Shopping Campaigns offer a more targeted approach to attracting customers. These campaigns have great potential, which means integrating them into your strategy is a must if you want to stay ahead.

Here are some reasons why shopping campaigns should be a key part of your new advertising strategy.

1. Make Your Products Stand Out – Your Google Shopping Ad will appear at the top of search results, which makes them hard to miss. Google makes sure your descriptive ads are shown to visitors who are interested in buying, making them stand out to the right people, at the right time.
2. Grabs More Attention – These types of ads are the only ones with a featured photo. The visual appeal makes it more likely for buyers to click on your product.
3. Higher Quality Prospects – Shopping ads are shown to users who are already searching for products online. Since they are prepared to make a purchase, these Google users are high-quality targets.
4. Higher Conversion Rates – These ads have significantly higher conversion rates compared to text-only ads. On average, these ads generate conversion rates which are 26% higher, ultimately leading to a lower cost per click. This then results in more relevant traffic, and greater return on investment (ROI).
5. Easier to Manage – Google Shopping Ads are a lot easier to manage and come with a simple workflow. Google matches your product data feed with products searches and allows you to manipulate product data to optimize ads with your category, product title, and descriptions. No keywords needed!
6. Broad Exposure – These ads can trigger all of your products as they’re shown in a carousel. This increases the amount of exposure your most popular products get.
7. Simple Updates – After you’ve set up your automated product feed, every night the Google Shopping Campaign will automatically update the inventory. If you add new products, they will also be added to your feed automatically for the next day.

Which Industries Can Benefit from Google Shopping Campaigns?

Ecommerce stores benefit the most from Shopping Campaigns. These ads help boost traffic to the store’s products online, have great potential to increase product exposure, and ultimately, they increase conversion rates since they target qualified prospects.

Your Strategy for Google Shopping Campaigns Optimization

While setting up your Shopping Campaign, it’s good practice to focus on these eight aspects to generate the best results possible.

1. Search Queries – Exclude searches for discontinued products as they will end up being a waste of money. You can do this by adding them to your negative keywords so you’re not paying for these searches. Then, search for high-converting keywords to add.
2. Product Description – Your product descriptions should be concise. Make sure to add star reviews and include product prices and remember, your product title is the best place to start for optimization.
3. Image Quality – The quality of your product image is vital for your shopping ad performance. People are more likely to click on ads with high-quality graphics. Also, try to add about five images per product and use a white background to help the product stand out. Always add meta descriptions.
4. Categorization of Products – Product categorization helps identify product type. This, in turn, helps Google target your product to the proper audience while adding to the performance analysis.
5. Adjust Bids By Devices – You should adjust your bids based on their performance. You can determine the best performing items, then place your bids accordingly. Remember, mobile phones are creating the most traffic so consider bidding more for mobile.
6. Use Time and Geo-Targeting – Use the peak targeting hours for your potential prospects and make sure you review and adjust the peak hours and areas depending on where you’re getting the most amount of traffic from.
7. Use the Proper Name of the Product – Remember, the optimum word count for product descriptions is 500-1,000 characters. Utilize this space well and include the full, correct name of each product so that Google doesn’t skip past your ad.
8. Bid more on top-performing products – Bidding on the products that are performing better than others will drive more conversions. Continue to optimize your core products, constantly.

Final Tip – Make a Habit of Performance Measurement

Now that we’ve covered everything you need to know about optimizing and enhancing your Google Shopping Campaigns, it’s time to look at how you measure their performance.

The common question among advertisers is this:

What metrics should be used to measure for performance?

Here are a few options:

• Clickthrough-Rate (CTR) – This is the number of users that actually click your ad. In effect, CTR tells you how relevant your ads are. So, if you’re ads are more relevant for your target audience, you have a higher CTR.
• Cost per Acquisition (CPA) – Every conversion includes a value and this value is then assigned based on the cost you need to drive a conversion.
• ROAS – Or also known as return on your ad spend, is a vital metric to consider as it measures your entire campaign’s health and overall performance.

To review and improve your Shopping Campaigns, you should use the advanced and insightful iPDF reports generated by PPCexpo. This is the most intelligent report generating tool available for campaign cross-analysis and will surely give your Google Shopping Campaigns the professional boost they need to succeed.