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Tips to Optimize Google Shopping Campaigns in 2020

01 Feb

Formerly known as Product Listing Ads, Google Shopping is a service provided by Google. PPC experts help your business to make customers to search for, view and compare various products.

These products are displayed whenever a customer uses Google to search for a product. They can appear in the main search engine results or under a separate shopping tab.

For instance, when a customer types “white jogging shoes” into Google, they may see sponsored ads appearing at the top of the page.

Since their launch in 2010, Google Shopping Ads have steadily become an important part of successful e-commerce marketing.

These ads have continuously proven themselves to be more effective than traditional PPC Google ads, and business of all sizes are taking note. In the first quarter of 2018, 76.4% of retail search ad spending was thanks to Google Shopping Ads.

In the recent past, Google Shopping Ads have evolved into a profitable marketing channel for many small and big businesses. Google’s updates drastically reshaped the paid marketing landscape, and over time transformed Google Shopping from an optional sales tactic into a must-have ad format for e-commerce businesses worldwide.

Google Shopping Ads appear in two main places: on Google Shopping- formerly Google Product Search, and at the top of search results when a user searches for a product with a regular Google search. The ads can also appear in image searches.

The bottom line is that Google Ads mean lots of exposure and big growth. For many business people, they are the key to driving brand awareness and outperforming competitors. If you are on the fence about whether Google Shopping Ads are right for your business, then read on to understand more on the benefits;

Benefits of Google Shopping

1. Put Your products and Brand in the Google Shopping Spotlight

Whether you are a small business just starting out or an established juggernaut, appearing at the top of search engine result pages helps drive consumers to purchase your products. Customers don’t need to be familiar with your business or brand to find you through Google, as your products can appear whenever Google matches them to the user’s search keywords.

Since Google Shopping Ads ensure your products will appear above organic search results, you’ll be able to easily and efficiently grow your brand’s online visibility. Among the reasons these ads are so effective at matching prospective customers to your business is that, your products are displayed according to users who are already interested in the merchandise you are selling.

2. Google Shopping Ads Perform Better than Your Text Based Ads

There’s a reason why more and more retailers are allocating more of their marketing budget toward employing dedicated PPC experts to help them with Google Shopping rather than text ads.

Since consumers who purchases your image-featured Google Shopping Ad is showing a high purchase intent, it is no wonder then that ads have a higher conversion rate. Studies indicate that Ads generate 26% higher conversion rate and have a 23% lower cost-per-click than text ads.

A better ROI is always an advantage in business, especially in matters involving marketing and advertising. These usually have unpredictable results. Google shopping Ads provide a higher return on the right customers. In case a person isn’t looking for your merchandise, your ad won’t be shown.

Between the high conversion rate and better targeting, Google Shopping is a far more effective marketing tool than AdWords text ads. The other formatting, for instance product images and star ratings, also make them more attractive to click on. In the first quarter of 2018, 60% of search ad clicks were on Google Shopping Ads, clearly showing customers’ preference to Google Shopping over text-based ads.

3. You Get Better Qualified Leads from Google Ads

By providing relevant product information, Google Shopping helps you increase the quality of your leads. Shoppers are looking to make an informed purchasing decision, and this is helped by the visually revealing, information rich ads, visitors land on your website page with a high intent to purchase. Due to the same reason, Google Shopping often garner double or triple the click-through rate of text ads.

With Google Shopping, the customer can see through information within the ad that they have some familiarity with your product when they get to your website. The ads comprise your product name, image, price, your brand name, ad a star rating. Shoppers who don’t know your brand name are still likely to click your ad based on the image, rating, and price.

With an enormous grow of 52% year-over-year, Google Shopping has become the go-to channel for any E-commerce store. Any business person needs to ensure they are optimizing their product feed, and getting most out of their data.

The data feed is the foundation to any great Google Shopping strategy if the data is bad, it will cost you and hurt your business.

The following are ways to optimize Google Shopping campaign.

1. GTIN in Google Shopping- The Benefits

The Global Trade Item Number or GTIN has become a significant part of the optimization process.

The GTIN is required if you are a reseller of commodities and is usually supplied by the manufacturer.

You must remember that products where there you are the only seller, manufacturer parts, custom products, antiques, and some apparel products will not need a GTIN- Multipacks and bundles do not require a GTIN as well as long as you supply these attributes in the feed

The main question is what are the benefits you receive by suppling GTIN’s to Google other than meeting Google’s Feed requirements?

Importance of GNIT

  • Google uses GNIT to pull from the supplier’s catalog and place your ad into an auction with the other resellers of the same product. These ads default to the attributes of the supplier’s catalog and will override optimizations made in the feed.
  • GTINs also score you placement with searches like “best” and “top”. These kinds of searches also reference customer reviews to determine the position of your Google ad. The better the reviews, the higher your chances are to come first in Google search results.

2. Title Optimizations

If you are familiar with product title optimization, then you know that they are key to making your ads relevant to users searches. It is one of the most important attributes in the feed and this is where we should spend a majority of our time.

Some key concepts for title optimizations ensure that important keywords are included. Use the search term report to see which queries have converted and use them in your titles.

Read the Blog: Improve Your PPC Campaign Performance with These 7 Expert Actions

You need to create keyword testing in your feed to really hone in on what keywords are working for your store. Moreover, you should be mirroring product information from the website, so when users click the ad, they may find the same information on the site.

Always place important information in the beginning of the titles, in case your title gets truncated on the results page, the important information will show first.

3. Optimize Your Color Attribute

It used to be best practice to flatten your colors in your feed into something a user would search for.

For instance, selling a product where the color was “Pomegranate” we would change the color to “red” or merely “Light red”.

Today, you will get disapprovals for mismatching landing page information.

Google prowls the micro data on landing pages and will match the color attribute in the feed to the color on the landing page.

In case you used to do this as best practice, then you better revert and let colors be what they are.

4. Dynamic Re-pricing within the Data Feeds

Usually, competitive pricing can play an important role in your e-commerce strategy. There are dynamic solutions to help you keep up with the price fluctuations in the shopping industry. In case you use a third party solution such as Wisepricer, you will use their tool to run daily price checks to find out how your pricing compares with others.

You can pull this data into your feed and create a dynamic pricing tool for your feed.

Next, you create custom labels for how you want to bid based on the competitiveness of your pricing.

If you are using a feed optimization platform, you can create rules for these custom label, so products will move from label to label as they become more or less price competitive.

5. Select the Right Image

The first thing that users see are the product images whenever your ad is displayed. Therefore, you want to make sure these images look great.

To achieve this, you can contact Pay Per Click PPC experts India to do the following:

  • Use high quality pictures especially for mobile responsive devices
  • Ensure the variants match the picture in terms of color, size, materials among others
  • Look out for text over the picture such as watermarks, sales, and manufacture parts numbers
  • Test product images vs lifestyle images to find out which works best for your brand.

6. Regular Expressions

Regular Expression is a sequence of characters that define a search pattern, usually for use in pattern matching with strings, or string matching.

This function is highly critical in data feed optimization as it allows you to match many characters while only using one string.

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