When you run an e-commerce business, it can be difficult to get your products in front of the general public. Fortunately, there are many ways to easily promote your business where consumers are likely to go. Read on to learn everything you need to know about Google Shopping campaigns and whether they might be a good fit for your ecommerce business.
Google Shopping is a marketplace that allows consumers to compare and purchase products from different retailers who have paid to advertise their products. When you type a word into Google’s search bar, the first section of the page will show you products for sale related to that keyword. (You can also click the Shopping tab to view more options and apply filters to your search.)
Google Shopping comes second behind Amazon as the most popular platform where customers start their product searches. One of the benefits of Google Shopping is that a consumer who already knows what your product looks like and how much it costs is more likely to convert.
How does Google determine when to display your products?
Unlike Google Display Ads, Google Shopping campaigns don’t use keywords. Instead, you bid on your actual product. You also have the option to display the products you want to advertise. So if you don’t want to promote certain items, you don’t have to add them to the campaign. You can also control bidding on audiences, devices, and locations.
While a Google Shopping campaign can be great for an ecommerce business, it’s not the best investment for every business. What makes an online store a good candidate for a Shopping campaign? Consider the following factors:
- Number of products: Google Shopping campaigns work best when your online store has at least a few hundred products to work with; however, the more, the merrier.
- Brand Authority: If you are the item manufacturer, Google will present your items to a reseller. It’s not necessary, but it certainly helps the algorithm. For example, Nike would have authority over Dicks Sporting Goods for its products since it is the manufacturer.
- Competitive prices: Low prices and/or free shipping may appeal to a consumer who is comparing several products from different brands. We’re all looking for the best deal, and that can be the best way to stand out from the competition. If your prices aren’t competitive, a Google Shopping campaign will only highlight that.
- Quality images: Images must meet certain requirements to be displayed on Google Shopping. Having more than one photo can be very beneficial. For example, if you have an image that does not meet Google’s requirements requirements, Google can extract an image that meets this requirement for this product from the other images provided. The general rule is to display the product on a white background, but this may also depend on the industry in which you operate.
- Comments: Even if it is not an obligation, studies show that 93% of people read at least one review before purchasing a product. Having high reviews on your products can help you stand out from the competition.
While Google will do the heavy lifting for you in these campaigns, one of the best things you can do is strategize your budget, cost per click (CPC), and bidding strategy. Some industries will be more competitive than others, resulting in a higher CPC for your articles. When it comes to bidding strategies, there are a few you can choose from, including Target ROAS, Click Maximization, Manual CPC, and Enhanced Manual CPC. Each is beneficial in its own way, and it takes trial and error to determine which one will work best for your products.
When you first launch a campaign, it’s important to keep in mind that it may take time to gain momentum. Google prioritizes campaigns that have been running for a while over those that have just started. If your campaign doesn’t immediately deliver results, don’t give up. Consider giving the bidding strategy about two weeks before evaluating its performance. This will help you better understand where to increase or decrease your bids and how to optimize your campaign.
Final Thoughts
Overall, Google Shopping can be an incredible addition to your marketing efforts for your online store. These types of advertisements can be a driving force for increasing online sales. If you need help getting started, check out this blog with instructions on how to set up your first (or first in a while) Google Shopping campaign.