Online shopping — we just do it. It’s probably the biggest thing since the bread was cut. But have you ever been looking for a product and wanted to shop from a wide range of brands and labels? This can be a pretty tricky method if you’re jumping between eCommerce websites. So what are Google Shopping Ads? Google Shopping is a Google service that allows users to browse, compare and shop for physical items through various retailers that have paid to promote their products. This is also known as the CSE (Comparison Shopping Engine). Google Shopping results are displayed as thumbnail images showing the retailer and price of each product.
We already know that Google Shopping Ads are perfect for eCommerce firms. Today we’re sharing some fantastic tips and tricks on how to make them work even better for you!
Google’s Merchant Center: What is it?
If you’re used to search campaigns where you’re dealing strictly with keyword-level bidding, Shopping Campaigns can be daunting, particularly the elusive Merchant Core. What exactly is the Google Merchant Center?
In reality, the Google Merchant Center is where a lot of magic happens in the Shopping Campaigns. This is where the product data feeds reside. A feed for product data is a list of all the goods you market. And it’s not just any list; this list has to be in a special format needed by Google with lots of attributes that define your products (think spreadsheet!). Such main attributes of the feed list of your product data are:
ID – the ID that you use to uniquely identify your product
Title – the name of your product; this is the text that will be displayed when your ad is served.
Description – this text explains your product and will be shown when your ad is clicked.
Service Category – Pick from Google Predefined Categories
Type of product – specified by you
Link – to the page item on your website
State of availability – (in stock or not)
Cost of sale
You don’t need to write text ads like you do for your search campaigns – shopping ads are created automatically using the data in your feed.
How To Manage Your Products
You can’t even think about setting up a Shopping Campaign in Google Advertising until you have your product feed identified and a process in place to update it as a product data, availability, and price change. This is really critical because if your data feed doesn’t match your website, Google won’t display your product ads.
Some businesses manually use Google spreadsheets, some use third-party systems, and some use special software on their website to keep this information up-to – date and in line with their website. Using a Google spreadsheet would definitely give you the most leverage, but it might not be feasible to handle if you have 1000s of items.
Strong data feed is a big factor in the success of your shopping campaigns. A couple of super-important things to keep in mind:
Shopping promotions do not use keywords to assess relevance, so make sure your product titles and details are keyword-rich, but also cater to a potential customer who is watching your ad; Google uses these data to see if your goods are applicable to a search query.
Pro Tip: With Shopping Promotions, you can also add negative keywords to minimize unnecessary traffic, but be careful; you don’t want to unintentionally cut all your traffic!
How To Create Shopping Campaigns
Assuming you’ve got your product data feed in tip-top form and you’ve connected your AdWords account to your Merchant Center, you’re ready to start shopping campaigns. So now that you have an answer for the question of What are Google Shopping Ads, let’s break down exactly how to create one. Creating shopping campaigns in AdWords is pretty easy – the only difference is that you’re going to have to select a Merchant Center product feed and a sales nation. After you’ve built your campaign, you’re going to have to think about how you want to arrange your ad groups. In reality, ad groups in shopping campaigns are for organizational purposes only:
Companies with very limited product data feeds usually establish only one ad category.
Companies with broader product data often share ad groups by brand or category.
How To Bid On A Google Shopping Campaign
We often get asked, what are Google Shopping Ads? How do you bid on these campaigns? When you have arranged your advertising classes, you’re able to start thinking about bidding on product ads. Know, your feed data creates product ads so you don’t need to write any ads directly to AdWords.
Shopping Campaign bidding is entirely different from search campaigns. There are no keywords in the Shopping Campaign! So, what are you offering on? Shopping campaigns are very good, because you can put your offer on the actual items you’re selling – this gives you a lot of power. You can either set the bid on individual products or you can set the bid on groups of products – either way, what you set the bid on is called the “Product Category.”
Picture all the things you’re selling in a big bin – that’s what Google calls the “All Goods” product category. You may set an offer for this product category and advertisements for all products in that bin will receive the same offer. This does not make much sense because different goods have different profit margins and different levels of competition. You’re going to want to set your bids on the basis of those variables.
Google allows you to take all the items in that giant bin and split them into smaller bins so that you can put bids on those smaller bins. And if those smaller bins aren’t granular enough, you can make smaller bins to make bids. To build these bins (product groups), you use the attributes you set to the products section in your product feed.
When you’ve arranged your product categories, you’re ready to bid on those categories. We have some great advice to get you started:
Set your bids lower than you would usually do for the search network – start at $.50-$1 and keep a close eye on them as you start collecting data. Tweaking a bid can have a fairly immediate impact on results.
Set bids in your “All else” product groups below the particular named groups – this will help ensure that all traffic and data for feed products are sent to that specific product and not to the catch-all pieces.
Using regional bid modifiers to bid in high-traffic / high-value regions and bid in low-traffic / low-value regions.
Start with mobile enabled but keep a close eye on it; many businesses find mobile PPCs not profitable for them – particularly if they sell goods that cost $100 or more.
The Quest Impression Share metric offers a great insight into how much growth potential you have for a particular product category. Keep an eye on this to see how you do it relative to someone else selling similar goods!
And that’s our beginner’s guide to Google Shopping Advertising. Need help setting up a Google Shopping Campaign for your business? Get in contact with us today.