Google Shopping Ads can aid in driving sales and revenue by improving Google shopping for customers. While being easy to set up, it can be challenging to master if you don’t have the right strategy in place. It’s critical that you take a more sophisticated data-driven approach to compete on Google Shopping.
Google Shopping Ads are product-based ads that show up for product searches across Google and Google Shopping. These may include product images, brands, prices, shipping information, and reviews. These ads can be an incredibly effective marketing channel by reaching shopper specific search queries with clickable images at the very top of search results.
Setting up Google Shopping Ads
To get started with creating Google Shopping Ads, you’ll need to set up a product feed that connects with your Google Merchant Center, a process that dynamically integrates your catalogue inventory with Google Shopping’s platform. Your Google Shopping Ads’ performance will depend on your ability to deal in three key areas – product feed optimization, targeting and bidding strategy, and campaign structure. Here’s a rundown of the steps required to get your Google Shopping Ad campaign up.
- Setting up your Merchant Center Account, where you can upload your catalogue and product feed to integrate with your Google Ads account
- Creating, uploading, and maintaining your shopping product feed, which is a detailed list of your product catalogue that will communicate to Google what products can be served in your Google Shopping Ad campaigns
- Setting up your Google Shopping Ads campaign, where you can select your goal, and set your budget, targeting, bidding, and campaign adjustments.
Best Google Shopping Ads strategies
- Remarketing Lists – Remarketing Lists for Search Ads helps target people that have previously been on your site and interacted with your business in one form or another. Conversion rates are substantially high for audiences that are familiar with your brand, or have been to your site before. But, to make this effective, it is crucial that you correctly track all sitewide behaviour and conversions with Google’s new sitewide tag.
- Similar Audiences – Similar Audiences can help attract new visitors to your site by finding people who have similar searching or browsing behaviours to your existing remarketing list members. This help to hone down a broader audience pool to users who match past buyers’ online personas, who are more likely to be potential customers. In this way, Similar Audiences can simplify audience targeting and get hold of new potential customers.
- Customer Match – Customer Match allows to upload customer phone numbers and email address lists to Google Ads, from which retailers can builds campaigns and ads specifically designed to use targeted advertising to reach their audience. It is a great tool to hone in on the highest-value audiences with the most potential by strengthening connections with a known customer base on Google Search, while also forging new relationships across channels like YouTube TrueView and Gmail Native Ads.
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