Search engine giant, none other than Google is always taking great strides in helping start-ups plus established businesses into achieving the awesome. Throughout the last few years, Google has introduced many new services and algorithms that strengthen the online presence and boost visibility. Of the many services, one such is Google Shopping Ads.
Much like its various platforms, Google Shopping Ads also self-learns and evolves for the better, however, supported by online advertising experts and professional digital services agencies that are always taking a leap forward into experimenting with creativity and ground-breaking digital solutions. All that said, let’s find out more about Google Shopping Ads and how you can boost online sales with it!
Google Shopping Ads – A Brief Intro
Google Shopping Ads extracts product information from the Merchant Centre and displays it on the top of the Search Engine Results Page (SERP). However, one major difference between Google Ads and Google Shopping Ads is that the latter also features pictures and creative displays of the product instead of only keyword-based text data. A typical Google Shopping Ad include the following elements:
- Product Picture and title
- Product Price and store/merchant name
- Add-On features like active promotions, deals and product review score
Because they’re displayed on top of the SERP, optimising Google Shopping Ads better can definitely make your product show above all against the relevant searches from users. Now that you know a bit, let’s have a look at how to better optimise them for sales boost and higher CTR.
Perform Keyword Research
Just like the usual blogs and articles, Google Shopping Ads can rank better with appropriate keyword research and placement. That said, these key phrases should match product listing, title, description and image in a perfect balance for a better Quality Score. Better keyword research also helps in streamlining the overall ad campaign by defining its structure, competitors and their keywords, high-selling products to promote better as well as negative keyword matches that should be strategically placed.
Negative Keyword Application
With negative keyword placement, it communicates with the search engine all the details that shouldn’t appear which gradually improves performance and better results. That said, negative keywords help when sellers are considering unprofitable products by carefully reviewing the search terms against which your product shows up as well as identify its relevance. Generic search terms can also be added to the negative list especially if the spending exceeds with no returns whatsoever.
Manage Separate Campaigns for Branded & Non-Branded Products
Google experts recommend creating standalone campaigns to prioritise traffic that is already familiar with the products thus raising the likelihood of more conversions. And including negative keywords in the campaign would further ensure the brand-based queries only shows you against the search. Having separate campaigns also allow managers to better leverage budget and bids thus giving them control over many different things.
Promote Your Star Products
A smart Google Shopping Ad bidding takes into consideration products by their priority. Experts say not to advertise all the products which are something all-new eCommerce store entrepreneurs should understand. When you’re new to Google Shopping, promote as many products as possible for testing and to get reliable conversion data that would be at least 20-sales per month. When the target has been achieved successfully, put in your efforts only on the best performing products to boost ROI.
It’s obvious that to get more views and clicks on the ads, targeting selected and new customers are the best strategy. Demographic factors based on gender, age, location and so on are important along with the basic stuff such as audiences’ interests, brand preference and their overall online behaviour; especially on your website. A personalised audience is always great to retain customers who’ve already been interacted with but you can win more by going beyond the usual.
Add Custom Attributes to Each Product
When creating a product feed to upload on the Google Merchant Centre, adding custom attributes can definitely take the winning curve. It isn’t too much of a hassle or a big strategy that can bring a number of sales through the Google Shopping campaign but, even the tiniest of things can raise the bar for positivity. And including custom attributes to the product helps in grouping and creating segmented/categorised shopping ads campaigns.
Google Shopping Ads platform also features review scores that can be imported from the website to the Merchant Centre thus helping your store and items to stand out and bring in more organic traffic. Just in case you aren’t using Google Customer Reviews or any other approved third-party collector, simply add a review feed by uploading validated XML files to the Merchant Centre.
Make Catchy Titles for Better Results
Like the usual blogs, articles and creative write-ups, your shopping ad titles also need to be catchy thus bringing more traffic and generating sales. The best strategy is turning the keyword into a title, however, is a wise, creative manner that makes sense and matches the actual product’s image, description and other such aspects.
Though it’s always better to show the most important details first, simply pulling out particular terms and making out a title from them won’t do much. For Google Shopping Ads, the product title’s formula can be (however not restricted to): Brand Name + Gender + Product Type + Attributes (colour, size, material). An ideal title maintains a length of 150 characters whereas in most cases, only 70 appear in the ad so you can do so accordingly.
Raise the sales bar for your eCommerce store using Google Shopping Ads the way it’s supposed to be. The above details are sure to make your products shine online and result in more sales and profit.