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Nowadays, it is not uncommon for developers to use Google's search engine to find specific products or services online. In 2020, Google decided to capitalize on this by making Google Shopping even easier for consumers and developers to shop on Google. This feature is beneficial for ecommerce marketers and developers alike. Now with Google Shopping, ecommerce companies and developers can promote their products on Google for free and further their reach through paid promotions.
Before we even touch on Shopping ads, we should first explore that it is NOT advertising. Most merchants, and even advertisers, still associate the term “Google Shopping” with ads on Google but that is just not the case anymore. To put it simply, Google Shopping is a way for consumers to search, browse, and compare products across a wide variety of brands and retailers yet that barely scrapes the surface in explaining it.
Many people still start their product search on Google. So advertising on Google allows you to be right there where your potential customers are. In these search results, there are text-based Search Ads, where you have to write the ad copy and add keywords manually. But also Shopping Ads, where Google does a lot of this work for you. Its algorithms will automatically pull the data from your store.
Google utilizes a product feed from the Google Merchant Center Account, which contains your store’s products and their information to create ads based on user queries. Google will choose which products will be advertised, and it produces the ads to match the users’ search intent. The product must be included in the product feed to be used in advertising.
Shopping ads on Google is where your actual shopping campaigns live and where you’ll set your budget, manage your bids, gain insights, and make optimizations based on performance. The setup and management of Shopping ads on Google is quite a bit different from setting up traditional text ads. With text ads, you’re creating campaigns, ad groups and ads that are focused around keywords that you choose.
Even if you don’t implement these strategies, you could still generate a 3x return, like Office Depot did. But, if you feel as though your click-through rate and conversion results have plateaued, these tips might be worth considering. AdWords is based on a bidding system, meaning that whoever pays the most or is willing to pay the most for a product listing ad, generally receives the most exposure.
Google registers 3.5 billion searches every day. To take advantage of these numbers, you want to show instead of tell. Instead of simply describing the product, you want a tool that shows a prospect the actual product. But as you do this with ads, you want a solution that is not interruption-based but instead intent-based. Specifically, you want these users to be shown your ads when they are actively looking for a solution.
Google Merchant Center is all about products: You need to have products to sell if you wish to benefit from using the platform.
eCommerce stores: Google Merchant Center can make products more accessible for users since they will see them directly in the search results before deciding to visit your website. Moreover, if a website owner uses the Buy in Google features.
Local stores that don’t offer internet purchases: This might come as a surprise, but with Google Merchant Center, you can also list products available in a local store (not an eCommerce one) on the local market. Such products can also be shown in SERPs.
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