Google Shopping Ads Guide for Any Business

Google Shopping is a lesser-used paid ad feature for businesses. It leaves plenty of room and opportunity for those who are willing to try it. Here’s how to get started. Have you ever been shopping for products on a website and wondered – is there another brand that makes a product like this? Can I find something more cost-effective? Can I find something with different features but the same overall use? You’re not the only online shopper to have these questions. The Google Shopping tab is your solution.

Have you experienced the convenience of Google Shopping?

Let’s say you’ve stumbled across the Google Shopping area while searching for a specific product like “coffee maker with espresso bean grinder”. Essentially, Google Shopping provides a way to browse dozens of different brands, products, and price points without having to visit multiple web pages to do so. It also makes it easy to use a single-click system to direct you to your selected product page to learn more (or purchase).

If you can relate to any of that, then you already innately understand the value that Google Shopping has for consumers. Extrapolate from that the ability for your business or product to reach new customers simply by being listed through Google Shopping Ads.

Online shopping has only become more popular in the time of COVID-19. There is no better time to take the plunge into Google Shopping Ads than now. Use this article as your intro to the world of aggregated Google Shopping Ad links.

What is Google Shopping?

Google Shopping is another handy Google service that allows customers to search, compare, and shop for physical products across various retailers all over the web. These retailers have paid to advertise and display their products in the Google Shopping tab. This technique of marketplace display is known in the digital marketing realm as a “Comparison Shopping Engine” (CSE).

Essentially, Google Shopping Ads consist of a simple thumbnail image, a product heading that describes the product effectively, and a price point. If the consumer clicks on your Google Shopping Ad, it will take them directly to the product sale page on your e-commerce website.

The Benefits of Google Shopping Ads

– Google Shopping Ads are proven to have a 30% higher conversion rate than simple text PPC ads.

– Google Shopping Ads have a great visual feature that helps your product stand out amidst text-heavy searching experiences.

– Shopping Ads can show up multiple times in the Google algorithm (web
result, text-only PPC result, and a Google Shopping result).

How to Add your Products to Google Shopping

Now that you understand the benefits of Google Shopping Ads – it’s time to break into this realm yourself. It sounds complex, but it’s not bad once you get started. You’ll notice that you’ve already done the most of this work by listing products on your e-commerce platform.

Set up your Google Merchant Center account
Optimize your product imagery and thumbnail (white background and excellent lighting for your products are a must)
Collect and input your product feed data using an excel spreadsheet
Link your Google AdWords account to optimize your ad campaigns
Create a Google Shopping ad campaign by selecting a campaign goal
Place bids on your Google Shopping campaign by setting an ad budget, bidding strategy, and designing your advertisement
Target and schedule your Google Shopping campaign by picking your target audience, demographics, and timing for the ads
Build ad groups to maximize your Google Shopping ad campaign and use your presets to your advantage with multiple products

Marketing Takeaways? Google Shopping is your Consumer’s Personal Shopper

Getting the most from Google Shopping ad campaigns (like any PPC program) requires some time and investment. However, it’s a great way to get your product in front of eyes that are looking at brand name competitor products too. If your product stands out in a unique way, such as a better price point than big-name competitors, it may be an effective way to sell to new customers.

Conclusion

Don’t forget to combine this strategy with other content marketing strategies like product reviews on your product page, detailed sales information, and a solid sales funnel.

To read more about PPC, check out What is Pay-Per-Click (PPC) in Digital Marketing? article.