Table of contents:
- What is Google Shopping?
- How does Google Shopping work?
- Can Google Shopping Help Your Ecommerce Store?
- Google Shopping Ads Best Practices
What Is Google Shopping?
Google Shopping allows consumers to browse, compare and shop for products across a wide variety of brands and retailers.
Google shopping helps businesses to advertise their products to a global audience. Google Shopping ads have rich product information, including product image, price, and name of the seller. They are shown to those customers who are already looking for the products you sell.
For ecommerce businesses, Google Shopping ads are one of the most lucrative pay-per-click or search engine marketing opportunities available right now.
- 90% of desktop searches happen on Google. (Statista)
- 35% of users purchase a product within 5 days of searching for it on Google. (emarketer)
- 63% of people have clicked on a Google ad. (Hubspot)
- Google delivers an 8:1 return on investment (ROI) — or $8 for every $1 spent. (Economicimpact.google.com)
- 64% of mobile searches take place on Google. (Statista)
How Does Google Shopping Work?
Google Shopping allows users access to product information that is submitted and updated regularly by the online retailers. This product information is given directly by the sellers which mean users can see:
- Current prices
- Latest offers
- Product availability
Can Google Shopping Help Your Ecommerce Business?
Google Shopping is an ideal source to draw in more shoppers. It can help you to grow your store and hence revenue in many ways:
- Global reach
The majority of the consumers tend to use Google to find products online which makes Google the top choice of customers looking to shop online.
- Better qualified sales
Google Shopping can get more qualified clicks. All the information about the product including title, price, image, and promotional and shipping information about the product is presented to the customers, and you are charged only when the customer clicks on your Google shopping ad.
- Increase ROI
Shopping ads, when properly managed, can be incredibly profitable. The programs like Surfaces across Google allows retailers to show their products in free listings on Google, attract shoppers without paying anything when they click on those product listings.
- Better user experience means better conversion rates:
The user experience of Google Shopping tends to be more streamlined than usual search ads. Customers are directly taken to the product page when they click on your shopping ad. And they don’t have to navigate through your website to get what they were searching for online. It helps to streamline the conversion process, hence higher cost per conversion, and an overall better return.
Google Shopping Ads Best Practices:
After setting up Google Shopping campaigns, figure out what is working and generating revenue and what isn’t so that you can cut back ad spend on the parts that are not getting desired results.
The following are some of the best practices for Google Shopping that will take your Google Shopping campaigns to the next level.
- Set your campaign objectives
Be clear about the objectives of your Shopping campaign before dealing with specific tactics. Understand what you want to drive with the help of your Shopping campaigns. Establish clear success metrics and then develop your plan to attain your goal.
- Choose the right campaign subtype
Smart Shopping campaigns can be used to manage product inventory. Together with Standard Shopping and display remarketing campaigns, Smart Shopping campaigns allow you to get more customers and hence optimizes bids, audiences, and products to achieve your marketing goal.
In case you can’t run Smart Shopping campaigns, then you can go for the Standard Shopping campaign subtype as well.
- Select the right bid strategy for your Standard Shopping campaign
Your visibility and results are directly impacted by your bids. Figure out whether Smart bidding is the best strategy for your business or manual bidding. Use the available automated options so that your products are displayed for the right search queries to successfully fulfill your campaign objectives.
- Develop a robust Standard Shopping campaign structure
The structure of your campaign is crucial to driving your objectives.
Ensure that you understand:
- What you aim to achieve through your various product areas
- The ways you can use to organize your complete product inventory to align with these diverse goals.
- Successfully optimize your Shopping campaigns
After sufficient data is collected by your ads, you can use competitive metrics including:
- Benchmark CPC
- Benchmark CTR
- Impression share
- Click share
You can also use tools like the Bid Simulator to:
- evaluate your performance
- Sharpen your bid strategy
- Make wise decisions
Google Shopping is:
- Powerful: Google Shopping uses the search technology of Google to help users browse products from online stores throughout the web and connecting them directly to sellers of the products.
- Comprehensive: It allows you to search for everything whether common or an unusual product.
- Fast: It instantly shows you the photos and links of relevant products and their sellers.
Products are not sold directly to shoppers by Google Shopping but product information is collected from participating sellers and those products are made searchable for the users.
Keep your Google Shopping campaigns up to date to attract the attention of customers. You can always measure and optimize your results to evaluate what is and isn’t working. All you have to do is put in some time and effort and you can achieve incredible results with Google Shopping.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.