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Google Shopping ads are one of the most effective paid-marketing tools out there for businesses looking to drive more traffic and sales to their e-commerce site. While Google Shopping ads may appear similar to text ads, they are, in reality, quite different. One of the most prominent differences is the fact that Google Shopping ads will pick the most relevant keywords for you based on your data feed instead of letting you pick your own keywords. Due to their proven success and effectiveness, many merchants are now starting to forgo text ads in favor of Google Shopping ads.
If you are now considering making a switch to Google Shopping ads, here are a few tips to help you get started:
1. Do Keyword Research
While Google Shopping ads are not keyword-based, you still have some control over which keywords you want Google to show your ad for. You want to make sure that your product titles and descriptions contain keywords that you want to target.
Your product title should include important details such as brand name, product type, model number, and size. To ensure that your keywords are the most effective, be sure to conduct keyword research with the help of the AdWords Keyword Planner, Google Webmaster Tools search query report, or historical Shopping ads search queries.
2. Include Negative Keywords
One great benefit of using ad groups in Google Shopping ads is that you can set negative keywords to avoid unwanted clicks. Depending on your product and audience, there will always be certain phrases or queries that won’t convert well With negative keywords, you’re able to control where your ad is showing more effectively and improve your conversion rate at the same time.
3. Prioritize Best-Selling Products
You are most likely going to have several ad groups, but you should make sure that your best-selling products are in their own ad group. Also, be sure to check that your bids on these products are high for optimal exposure. Using a company like Sidecar can help you optimize your campaigns once they have three months of data.
4. Come Up with the Right Bid
Your bids are what will dictate how much exposure your products get. There are many considerations that you need to think about when setting your bid, including price, profit, conversion potential, as well as your budget. The higher the bid, the higher the exposure your products will garner, thus driving more sales to your e-commerce website. Remember though, just because you set a high bid doesn’t mean your ad will display. Your competition may adjust their bid at any time, so it’s important to stay vigilant!
5. Provide Consistent Data Feed to Google
The most important factor that will influence the performance of your ad campaigns is your Google Shopping data feed. Google tends to favor stores that consistently provide data. Therefore, you should make sure that you send your data feed to Google on a daily basis. Without this important step, you will end up with outdated information on your ad, which can confuse your customers when they find contradicting details after visiting your website.
Optimizing Your Google Shopping Data Feed
A big mistake e-commerce business owner’s make is stuffing keywords in their titles. Long titles are penalized by Google so keep your titles for products 75 characters or under or your ad will not be seen as much and if your title is over 150 characters the ad won’t be approved. Keep in mind, Google’s algorithm uses the title to match your products with relevant search queries. Be precise and relevant.
Google has now put a higher relevance score on product types which contributes to the overall quality of your entire data feed. Following the structure on your website will get you the proper visibility for all of your products.
Optimizing your GTIN helps you utilize tracking information to keep an eye on your products across Google and enables you to know what your MAP pricing is for a product from the manufacturer center. The only time you don’t need one is if you are selling one-off products such as used products or bundled products.
The product category is how your products are categorized within the Google Shopping Network. There are well over 6,000 different categories, so it’s essential to pinpoint the right ones for your products. Some categories break down into four or more tiers of subcategories, which can make this difficult, but using a categorization tool will help you categorize products efficiently.
Some marketers say that the product description is not nearly as important as the other data points, but it does hold some value in optimizing your feed. Make sure your title is at the end of your description and add high relevance keywords to it as well. Doing so will ensure you have fully optimized your entire listing.
The Bottom Line
Google Shopping ads can drive higher traffic and sales to your e-commerce store when done correctly. If you want to launch successful Google Shopping campaigns, then a tailored strategy and strategic approach are required. All in all, it is highly recommended that you do some research to find out whether Google Shopping ads are suitable for your business!