What Are Google Shopping Ads?
Google Shopping Ads also called as Product Listing Ads
(PLAs) are product-based ads that show up for product searches across Google
and Google Shopping.
Google has made major strides in improving Google buying consumers
while releasing new tools, ad formats, and more to assist you reach your
audience across all of Google’s properties.
While Shopping Ads are easy to line up, they're going to be
challenging to master if you don’t have the right strategy in place.
Product Listing Ads include:
• Product Image
• Price
• Brand
Additional information are often layered into the ad,
including:
• Reviews
• Shipping Information
• Promotions
Why Should You Use Google Shopping Ads?
Most of the people still start their product search on
Google search engine. So, by advertising it on Google helps you to be reach
there where your potential customers are.
In that search results, there are text-based Search Ads,
where you have to write down the ad copy and add relevant keywords manually.
But in the Shopping Ads campaign, where Google does almost
all of this work for you. Its algorithms will automatically fetch all the information
from your store, craft ads for your products, also match them with the relevant
search queries.
While Shopping Ads can take longer initially (to found out
everything), they require tons less ongoing effort afterward.
This is the most reason why i counsel stores to start out
with Google Shopping. There is less which will fail compared to look Ads, which
suggests you’re less likely to blow through your ad budget with nothing to
point out for.
Creating Shopping Campaigns
Assuming that you simply have gotten your product data feed
tip-top shape and you have linked your AdWords account to your Merchant Center,
you're able to create Shopping Campaigns. Creating Shopping Campaigns in
AdWords is pretty simple – the most important difference is that you're going
to need to choose a Merchant Center product feed and a sales country. Once you
create your campaign, you will have to believe how you would like to arrange
your Ad Groups. Ad Groups available in shopping ads campaigns are mostly used
for organizational purposes only:
• Companies with small product data feeds typically create
only one ad group.
• Companies with the larger product data feeds have to split
ad groups by brand or category.
Advantages of Google Shopping
Better ROAS than other campaign types
Generally speaking, Google Shopping ads will outperform all
other ad types in Google Ads in both return on ad spends also as conversion
rate. There are exceptions as always. Maybe your brand campaign will have a far
better conversion rate. We are however focusing on generic searches here.
There are multiple reasons for better performance. But the
most reason is that the customer is cognizant of the merchandise details before
the press. In a search campaign, price or how the merchandise looks won't be
completely transparent. In Shopping ads, however, a user can see the
merchandise image and price before clicking the ad.
The clarity in price and merchandise help filter irrelevant
clicks. Users who click on the ads are going to be far more likely to convert.
Better users
You would see tons higher bounce rate or reduced interaction
with the web site in search campaigns compared to shopping campaigns. Shopping
campaign users aren't surprised by the worth or by how the merchandise looks.
They will instead spend their time comparing or moving further within the
purchase funnel.
Ads are easier to create
One of the most reasons why Google started Shopping Ads was
thanks to the problem retailers faced while creating search campaigns. In a
traditional search campaign, one has got to define keywords and ads. Imagine
the horror faced by retailers who have 1000s of products. They needed a better
solution.
Google Shopping completely avoids the need for keywords. A
retailer can upload their inventory to Google Merchant Center to start out
Shopping Ads. Since the inventory in some form was always available to them, uploading
it to the Merchant Center was no difficult task.
Google have some mandatory fields like price, image link,
title, etc. Uploading product data feeds, however, is more easier than creating
ads and put keywords for each single product.
Broader reach than other campaign types
Marketers are smart people. But not even the foremost
intelligent marketer can guess all the relevant searches a user can make to
seek out a product. Google on the opposite hand with their advanced algorithms
and multiple experiments can show relevant ads to those searches. This
technological supremacy leads to a way broader reach of shopping ads compared
to an enquiry ad.
What to Expect from Your Google Shopping Campaigns?
For me, and my entire team at Sales & Orders, achieving
great results with Shopping campaigns really comes down to putting in the time
and effort in management and optimization, and making data-driven decisions at
each step along the way.
I have seen Shopping campaigns that perform at nothing but
astronomical levels with brands, both big and little, experiencing
unprecedented growth when campaigns are properly managed and optimized.
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