Google Shopping Ads: Top 10 Tips for Success in 2020

Google Shopping Ads Tips

What are Google Shopping Ads?

Google Shopping Ads are famously known as Google Product Listing Advertisements. If you are into the e-commerce industry, you are bound to make use of this platform. This is considered as one of the market’s most effective and reliable ways of generating revenue from your store. 

With the aid of Google Shopping Ads, one can drive more traffic towards your website. And, this will in return build a better revenue. Every now and then, Google tends to release a new tool for business owners. 

The ultimate aim of these tools is to attract and widen your target audiences. With the help of Google Shopping Ads, you can achieve much more than sales and revenue.

A lot of people are curious to know if e-Commerce websites can be built without the assistance of Google Shopping Ads. Well, this would be a fatal move. This is a marketing channel that works upon the giant search engine. 

Almost everyone searches in Google, before making a purchase. And, not utilising this platform will be a big loss for your venture. The primary benefits of using Google Shopping Ads are:

  1. You will be able to answer searches with specific products.
  2. You will be able to share high-quality images of your products and services.
  3. You can make use of other features like smart bidding, showcase shopping, and local inventory ads
  4. You will be able to market your business better and generate more revenue.

With this being said, here are a few important tips you need to keep in mind while you make use of Google Shopping Ads. These tips will ensure that you make the most from this shopping channel.

So, let’s get started.

Top 10 Google Shopping Ads Tips for Success in 2020

Tip #1: Use the multiple-campaign method to organize keywords

Choosing to make use of multiple campaigns is one of the finest ways to venture into Google Shopping Ads. This method is used for organising complicated keywords. Google Shopping Ads has seen multiple updates. But, this is definitely one of its best updates in the past few years.

This upgrade focuses on a few important parameters: campaign priority, negative keywords, and AdWords.

When you build an e-Commerce website, you can break shopping campaigns into three different priorities. One, you will have high priority campaigns. These campaigns are designed for advertisements that match with all Google Shopping searches. These matches will not appear when the user types in negative keywords. 

Medium priority campaigns are used to combat the drawback of the high priority ones. High priority campaigns are capable of blocking negative keywords. Medium priority campaigns take care of this!

Finally, you have low priority campaigns. This takes care of the negative keywords blocked by high- and medium- campaigns.

With this priority system, you will be able to build a hierarchy of keywords.

Tip #2: Create multiple groups of shopping campaigns

Once the keywords are sorted, you need to venture into the shopping campaigns and groups! It is important to get as granular as possible with Google Shopping advertisements. Let me explain this with a simple example.

Imagine your e-commerce business is all about selling cakes and cookies. You have two different products to be managed. And, these products have to be managed separately.

  1. First of all, you need to create two customized labels, one should be “Cakes” and the other “Cookies”.
  2. Secondly, when you build campaigns, you have to create advertisement groups based on the type of product.
  3. Thirdly, you should add “Cakes” to one of your campaigns. And, “Cookies” should be added to another campaign. The campaign which focuses on cakes must not include cookies. This holds good for cookies too!

This 3-step system will help you build two different campaigns for your business. And, both these campaigns will have a unique keyword management strategy.

Tip #3: Append and edit product titles to target keywords

When it comes to keywords, you have so many things to focus on. This is because search engines depend strongly on the use of keywords.

The above tips depend on how you prune keywords. It is essential for you to understand what works, and what doesn’t.

Stuffing keywords is an antique technique used by web developers. But, you must ensure that targeted keywords are used for this purpose.

When you build shopping ads, ensure that the product titles are carefully optimized with target keywords. It is crucial for the search engine to know that you are selling these products. 

Many times, experienced marketers use google shopping feed management solutions to help them with product groups and keywords. These solutions will help you build customized rules. That way, you will know that certain keywords are used in product titles with care.

Tip #4: Edit product titles for high CTR

Your search engine optimisation strategy should manage the product, and page title with care. The headlines need to be targeted. The most recent Google shopping algorithms have started to truncate product and page titles. Now, you can include only 50 characters in the titles. 

Whether it is your desktop or mobile, you can only have so many characters. This clearly means you are not given lots of screen space. When you build a title, focus on the following aspects:

  1. The title should reflect what the user is searching for.
  2. The title should be brief, but descriptive.
  3. The title must include targeted keywords. When you include targeted keywords in the title, it will go beyond 50 characters. Once again, you need to verify if this will have an impact on Tip #1. Will the right products be shown, once the keywords are truncated?

Tip #5: Experiment with price

Any strategy in the e-commerce industry will be incomplete without proper pricing. Pricing plays an integral role in CTR. A recent study revealed that pricing is directly proportional to the overall quality score of a Shopping Ad.

It is relevant for brands to come up with competitive pricing, for all their products. Pricing is important for products that can, and cannot be compared. This is because the virtual world is filled with the competition!

A major issue seen in any e-commerce store would be price mismatch. The price shown on your Google Shopping Ad must match with the value in your website. Any mismatch may drive potential customers away.

And, if you have special deals and discounts, you must ensure that they are shown properly. For example, if your ad proclaims a discount of 20%, the price of your e-commerce store for the specific product should be shown with a discount.

Marking the price on each and every product on your site will be a challenge. But, it has to be faced!

Tip #6: Use custom labels to create ad groups and product groups

The grouping was covered in Tip #2. However, there is so much more to product groups.

The primary need for product groups and advertisement grouping is to gather more insight into keyword and product performance. Here are a few important reasons to build a product/ad group:

  1. It is important to manage negative keywords in any ad campaign. For separating negative keywords from the rest, you need to build ad groups.
  2. Search results can mean so much to a business. You need to have a way of viewing search results separately. The logical way of achieving this is through proper grouping.
  3. Separating keywords and products into groups will help you handle ROI calculations easily. Every product will have an ROI or ROAS. Grouping will help you analyze things better.
  4. Bidding becomes easier with unique groups. You can bid using a single Ad group. But, this is not recommended. Remember, keyword and bid management go hand in hand.

Tip #7: Use a quick and relevant landing page

A recent study revealed that 34% of customers who click on Google Shopping Ads end up buying the product. This means 2/3rd of the customers are buying something else. The best way to boost your sales figure is by building a relevant landing page.

When a user clicks on a product in the Google Shopping Ad, they will be redirected into a business website. The product found on the shopping ad must match the content in your e-commerce store (alias landing page). 

This means every piece of information should match perfectly. Whether it is the image, price, or description – all the details should be correct. Customers look for consistency. And, you need to offer them “high” levels of consistency for a successful purchase.

Always bear in mind that customers have the time and freedom to look for alternatives.

Tip#8: Include Merchant Promotions with your Shopping ads

Moving on, you need to venture into other products and services from Google! And, one such service for managing your shopping ads would be the Merchant Center.

Shopping Ads Special Offers

The Merchant Center delights marketers with “Merchant promotions”. These promotions will have a prudent impact on your campaign’s overall performance. If you are battling against major players like Prime Shipping and Amazon – you need Merchant Promotions.

Merchant promotions are nothing but special deals and discounts. These offers can be highlighted on your products, shown on Google. As a result, the overall rate of conversion is likely to increase. Three major benefits of merchant promotions are:

  1. You will not acquire any additional charges for the promotion
  2. You will be able to see better conversion rates
  3. Retailers will enjoy the benefits of improved click-through rates

Tip#9: Reach more mobile Shoppers with Showcase Shopping ads

Most companies consider shopping as a way of capturing demand and converting it to revenue. Many times, marketers focus on search queries that are deep down in the funnel.

Showcase Shopping Example

Well, you need to go beyond this norm and focus on upper-funnel search queries too. Google Showcase Shopping Ads helps in this purpose. 

The ultimate aim of Showcase Shopping Advertisements is to support shoppers who are keen on non-branded searches. These shoppers will be helped in finding what they are looking for.

If growth is your top priority, you can make use of Showcase Shopping Ads.

In Google, the showcase shopping ads are also shoppable. When you execute a Google search, you will see these ads on the top banner. The ads become visible when the user types broader keywords during their searches. After all, most of the time online users key in board searches like tasty chocolate cake or natural cookies.

With this being said, showcase ads are highly relevant in mobile shopping!

Tip#10: Target new visitors with Similar Audiences

Finally, you need to make use of your existing audiences to target newer ones.

A similar audience is a concept used to find new online visitors into your website. Many online customers are likely to have browsing behaviours and requirements like your existing ones.

This means you can use details from your top customers to attract similar ones. There are multiple benefits to using similar audiences. Here are few to begin with:

  1. You would target only potential customers.
  2. Audience targeting becomes easier and simplified.
  3. When similar audiences don’t complete a purchase, you can include them in your remarketing list. Hence, tracking becomes effortless.

Google Shopping Ads Tips – Conclusion

Google Shopping Ads are extremely useful for generating revenue from your e-commerce website. This is an effective channel that can be used by any company!

If you are keen on building your online presence, using sophisticated tools like smart bidding, and Showcase, now would be the best time. 

These are features that can change your shopping campaign performance and experience. However, you need to remember that the revenue generated strongly depends on your curiosity and ability to test & optimise everything in your campaign. 

Additional resources

  1. Beginners Guide to Google Shopping Ads
  2. How to Troubleshoot your google merchant center data feed?
  3. What are the Requirements to Google Merchant Center Data Feed?
  4. Tips to Optimize Your Google Merchant Center Data Feed
  5. GTIN in Google Merchant center Feed
  6. Google Feed Software Related Articles Collection

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