13 Google Shopping Tricks to Improve Your Ads Today

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

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).

 

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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
Google Merchant Center is the heart of trade advertising. In Google Shopping ads, bids are not made on keywords, but on products.

In Google Merchant Center, it’s important

Make sure your product feed is up-to-date, as this information is an important part of your listings. Merchant Center contains a list of all products for sale, and various product attributes such as name, description, product category, product type, availability status, and price are stored in a special format.

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 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.

3. Keywords and title optimization
Optimizing headlines and descriptions is essential for ad performance. And one of the most important parts of this optimization is using the perfect set of keywords in the perfect order.

Keyword research can be done using various tools:

Google’s own keyword planner ;
checking competitors’ ads;
keyword selection tools (Ahrefs, Ubersuggest, etc.).
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 product 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.

4. Use negative words
Getting a lot of clicks that don’t lead to sales? This may be because your ad is being shown to people who are looking for similar products, but not your product. For example, if you sell Nike shoes, your ad may also appear in searches for used Nike shoes.

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.

5. Optimize your landing pages
The landing page of the site buy doctor database plays the most important role of online advertising. If your Google Ad  Platform ad leads to a clear and understandable page, consumers are more likely to make a purchase. If your site is difficult to navigate or inaccessible, it can easily turn potential customers away and they may decide to use another offer at another online store.

Make sure the landing page aob directory 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.