Google Shopping Ads
There are many forms of online advertising that can help E-commerce firms grow, but few are as effective as Google Shopping Ads.
Google has a range of different tools that can help firms improve their profile, lead generation and revenue through online advertising, such as Google Ads. But for E-commerce firms, Google Shopping Ads may be ideal.
These are designed specifically for E-commerce firms and can make a major difference to your firm, because of the prominence such ads have.
What are the similarities and differences compared to other kinds of PPC?
In many respects, it is just like other pay-per-click (PPC) advertising:
- You bid for space on page one of the search engine rankings
- The ad will appear in response to a matching keyword search
- You pay a fee whenever someone clicks on the ad
However, these particular ads differ from others in that they are more than just text ads. They also have pricing data and images.
How do you get started?
For this to function you need to have a Google Merchant Centre account, as the idea is to create more online sales. As with other forms of PPC, however, some people will click on the ad but not commit to a sale straightaway. Instead they will progress gradually along the buyer journey in the common way, spending time in the ‘consideration’ stage before deciding whether to commit.
What this means if you will need to set up a Google Merchant Centre account before you can get started with the ads.
This process involves the following stages:
- Sign up
- Create a shopping feed with details of the goods you offer
- Link your Google Ads account with your Merchant Centre Account
- If you do not have a Google Ads account already, you can set one up within your Merchant Centre Account
- Select the networks where you want the ad to appear (this could be just the Google search network)
- Set location (to ensure only those living in places you can deliver goods to see the ad)
What choice do you have over keywords?
You have very limited control of what keywords are used in your Google Shopping Ads. Initially, Google will determine what keywords can apply based on the types of products you are offering, so you can’t just impose a keyword of your own.
However, what you can do is decide which of these your products will or won’t appear next to.
You can also add negative keywords to your campaign, such as terms that represent ‘low buyer intent’. This means you will get fewer clicks from people who are most likely to only be browsing without any strong determination to follow through with a purchase.
For this reason, it is important to understand the buyer persona of your target market when picking these keywords.
How can you adjust campaigns over time?
Having started your campaign, you may find over time you need to make some changes. For example, you may find you ae generating many extra sales for some products, but not others.
There are several things you can do about this. One of them might be to change the priority settings so that one product is more likely to appear in search than others.
Another would be to change the picture for a product that is not selling well, as visual images are such an important element of these ads.
Whatever you do in setting up a campaign, you should always be ready to fine tune it to help make it more effective.
What can BeUniqueness do to help you?
The use of Google Shopping Ads is just one of the ways in which BeUniqueness can help your E-commerce firm flourish. Others include website design, branding and the use of a range of digital marketing tools from content creation to email marketing that can help generate a great return on investment.
Come and talk to us to work out the best plan for you and your firm.