Google is the most popular search engine in the world, it has the most traffic.
Users don’t need to use Google Shopping to see ads. Google Shopping ads are effective because they are placed in the Shopping tab and at the top of the standard search results page. That is, the user sees advertisements twice.
Thanks to this, ads can interest
those users who are not necessarily actively buying on Google, but are looking for a specific product. Yes, by product we primarily mean a product or service , that is, what you offer to consumers in advertising, and not something exclusively edible.
Google Shopping impressions on the page
If you don’t have Google Shopping ads in your e-commerce business, you’re missing out on a major advertising opportunity. According to Merkle , 60% of all clicks on Google search ads in the third quarter of 2020 were on Google Shopping ads.
How to get a share of those clicks? How to make advertising attract the attention of consumers? After all, how to make Google ads more effective? Here are 13 tips on how to get the most out of your Google Shopping ads. I’m sure you already know them well. So, let’s just repeat.
Like any Google platform
Google Shopping ads require skill and experimentation to use.
What are Google Shopping Ads?
A Google Shopping ad is an ad that uses data from your Merchant Center to display information about one of your products at the top of Google’s search engine results page (SERP).
Simply put, Google Shopping ads are
pay -per-click ads that appear on the Google Shopping platform as well as on standard Google search results pages.
Ads on Google Shopping are much more visible than standard Google text ads. This is because they are solely for product promotion. Products appear in Google Shopping when keywords in their titles match a user’s query.
Shopping ads require the use of two Google platforms by default:
Google Ads – here you manage your campaigns, set budgets, manage bids, collect statistics and optimize campaigns;
Google Merchant Center is the center where your product channels are stored with all data such as name, description, color, product type.
Unlike Google Ads, Google Shopping ads contain images and are displayed based on your product data, not keywords.
Google Shopping ads
Rice. 2 – A separate Google Shopping ad
Each Google Shopping ad contains the following components:
An ID is an identifier that you use to uniquely identify a product.
Title – the name of your product, this will be the text that will be displayed when your ad is displayed.
Description – This text describes your product and will be displayed when the ad is clicked.
Product category — Select a Google category.
Product type is defined by you.
Link to the product page on your website .
Availability status (available or not).
Price .
Since Google Shopping ads appear at the very top of search results, they are the first to be seen by potential customers. In order for ads to work for results, they should be optimized.
How to advertise your product on Google so that it is seen and bought? Let’s look at 13 options for improving the performance of trading campaigns .
1. Proper organization of the Merchant Center
If your feed doesn’t provide accurate information, Google won’t show your business ads.
2. Optimization of product prices
Recommended for those advertisers who run their own campaigns and have the ability to change prices. That is, the business owner and the person who sets up and runs the ad are the same person.
Of all the variables in your product feed, price has the biggest impact on how high you’ll appear in Google Shopping results. And this fact is often not taken into account.
Google is quite biased towards the lowest price option, so in some cases a 5% price reduction can lead to a 60% increase in impressions and clicks if that price reduction results in the lowest price in the market.
One model of sneakers at different prices
Rice. 3 – Same sneaker model with different price
Of course, a price cut can erode margins. But lowering the price can lead to a significant increase in sales. The only way to know for sure is to try a different price and see what happens.
Try to increase or decrease the price by 5-10% and observe the result.
Keyword research can be done using various tools:
The order of the words in the headings can also be very important. Some products are more searched for by their brand, while others are searched for by color, size, or other factors. Put important words at the very beginning, because Google only shows a certain number of characters.
Be sure to list the most important details of your product first, as Google often only shows a shortened version of your name. Headlines have a maximum length of 150 characters, but in many cases the ad itself will only display 70 characters, as we can see below:
Headline in Google Shopping
Rice. 4 – Cropping the title in the trade announcement
Avoid unnecessary capitalization, as excessive capitalization is a spam signal to Google and may result in your ads being rejected. You also don’t need to include pricing and shipping information because that information is included with other ad attributes.
The figure below is a useful guide to structuring headings:
Guide to Google Shopping Headlines
Rice. 5 – Header Structuring Management from datafeedwatch.com
Distinguishing your product names also prevents Google from indexing products with the same name, showing only one of your products. Make sure each product has its own unique name.
To avoid problems, use negative word lists. By specifying the word “used” as negative keywords, you will avoid uninterested users. Instead, you will have a more sophisticated ad that will reach a larger target audience.
Make sure the landing page loads quickly. A crowded page will usually load much more slowly, causing you to lose impatient customers.
An example of a correctly designed landing page from the examples above:
Boarding by announcement
Rice. 6 – Registration of the boarding pass
At the same time, the page should be simple and concise. This can have a significant impact on the call to action (CTA). If a customer doesn’t find a call to action quickly and effortlessly, they may leave and shop elsewhere.
6. Benchmark for profitable products
The first method of optimization is to focus on the company’s profitable products.
Some products sell better and generate more profit than others. Therefore, you should focus your advertising around these profitable products and exclude unprofitable ones from your feed.
It is also useful for:
seasonal goods that do not sell well at a certain time of the year;
goods that are currently unavailable or in small quantities;
products that are only available in unusual sizes.
Smart bidding on Google Shopping involves knowing your priorities.
There is also a second method of ad optimization, which Daryl Mander talks about in his video – if you have enough time and opportunities to test, try NOT to exclude unprofitable products .
The point is that instead of shutting down an unprofitable product, make it more profitable. Then you can get even more profit.
Let’s say your ROAS target is currently
Set at 300% and you know that the ROAS of unprofitable products is 150%.
You can see that your average ROAS is the 300% you asked for, but you have some super profitable products with ROAS of 500 or 600% and some unprofitable products with 150%.
Google doesn’t really care what a campaign’s highest and lowest ROAS are. It only cares about the average. This will allow high-performing products to balance out low-performing ones. And thus set loss-making bids on some items if the average ROAS meets your goal.
And here you should know how to create a new campaign specifically for low-performing products.
Now that you’ve set up these low-performing products with your own campaign and bidding strategy, the high-performing products will no longer balance out the low-performing ones, and Google will be forced to bid on them with a profitable ROI.
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Some of the other products you chang
will probably eventually turn a profit. Therefore, in general, the profit from the second method of advertising optimization will be higher than the standard suspension of unprofitable products.
7. Use bid adjustments
By using bid adjustments, you can ensure that you’re paying the perfect amount based on location, time of day, and device, based on information collected in the reports section of your Google Merchant Center account.
8. Optimize your images
In addition to the title, the image why is risk analysis an important part of business of the product is one of the first things that catches the eye of the buyer. Make sure your images are Google Shopping compliant.
To create optimal images, you agb directory need to show off your product from different angles. Try to show the product from as many angles as possible, while making it clear exactly what you are selling from the first image.
