Do low online sales leave your revenue untapped even though eCommerce is booming?
The pandemic did indeed rise online markets to new heights. However, the majority of the online shopping glory has been shared by giants like Amazon (38% of US online sales) or Walmart (5.8%).
However, the competition in your niche market also is increasing. With so much competition, how can you stand out from the crowd?
Google Shopping Ads is the answer!
We want to show you how to make a lot of money in your retail niche using Google Shopping Ads.
Yes, Google Shopping Ads cover 76.4% retail search ad spend. They also get 85.3% clicks in the US.
These are great tools for retailers to drive high quality traffic to their online stores and convert them in customers to maximize sales.
Let’s find out how we can do it!
What are Google Shopping Ads?
Google is a great place to start if you are looking for tangible things.
Let’s see if we can do it. Let’s say that Jay Shetty finally motivated you to do yoga. You search Google for yoga equipment.
These are all Google Shopping Ads.
Let’s sum it all.
Google shopping ads (also known as product listing ads) are paid ads that display as a product catalogue for a product search on Google shopping or in organic results.
This algorithm displays only products relevant to your search query.
The shopping ads are more effective at bringing in customers when they include rich product information such as product images, prices, and merchant names.
There are two types Google Shopping Ads:
Shopping Ads: Based on the information you submitted to the merchant center, showcast your product.
Local inventory advertisements: These ads show your products and information to local shoppers who are searching for your product via Google. These ads promote brick-and-mortar stores and inform users that they have the products they are looking for.
Impressive, right? Let’s find out how Google Shopping Ads can be used to promote your products.
How do you set up Google Shopping Ads?
Step 1: Create Your Merchant Center Account
Before you can run your first Google ad, create a Merchant center and – it should go without saying – a Google ads account.
Let me start by assuming that you have already set up a Google Ads account. Check this out if you don’t have one.
The Merchant account can be accessed again.
You can store product information Google will use to create your shopping ads through the Merchant account.
This is a step-by–step guide for setting up your Merchant account.
Step 2: Create your shopping feed
Next, create your shopping cart in the merchant centre to store information about products you wish to display in your shopping ads.
Product feed, as it is called, allows you to store the product list for your products. This information will be used by google to create shopping ads.
Click on “Products” to the right and select “Add products.”
There are many ways to create your product feed, and link it with the Merchant Center. You can use the automated website crawl and Google sheets for the easiest.
To create a product feed, select the Google spreadsheet option. You can choose the template from the Merchant center or upload one you have.
In order to create a spreadsheet, you will need to enter data about specific attributes for each product in your inventory. These are the most important attributes.
- Product ID
- Product title
- Product category
- Type of product
- Your website should link to the item’s page
- Status of availability (in stock or out)
- Sale price
Google has a great video that explains the entire process.
Step 3: Connect your Google Ads account
Take a moment to link your Merchant center and your Google ads account. You won’t have the ability to create a shopping advertisement without it. You can also create shopping campaigns within the Merchant center.
Click on the link account option in the Merchant center’s “Settings” menu and locate it. There you’ll find the option of connecting your Merchant account to Google ads.
Step 4: Create your Shopping Ads Campaign in Google Ads
You must create a shopping campaign within your Google ads account. To do so, create a new campaign first.
Next, choose a goal for your shopping campaign. To create a shopping advertisement, you must first identify your primary goal. This is the main objective of shopping ads.
Next, choose “Shopping” to be your campaign type.
You will now be able to choose your advertising preferences such as:
- Name of the campaign
- If your Merchant account has not been linked, a Merchant account with the product feed you created
- Country in which you would like your ads and products to appear
- Add inventory filters to show only the products that meet the requirements
- Choosing the right bidding strategy for your campaign
- Set your daily budget
- You can choose if your ad is to appear in a local inventory or not
- Prefer devices
After you’re done, click Save to continue. You can then create an ad group. This is where you can choose whether to display only a specific product when searching or multiple products from the same product category.
Next, enter your bid for the ad category and click “Save.”
Congratulations! Congratulations! After it is approved, you can view the entire product list on the Product Dashboard.
Five Tips to Maximize Sales from Google Shopping Ads
Small vendors can run Google shopping ads to be in the same line as the big players online. Don’t miss this chance with half-baked shopping ads.
We have compiled the best Google Shopping Ads Optimization tips to help you increase your sales and improve your ROI.
Tip 1: Optimize product feed
Google uses the product feed as the data stream to display your product in a shopping ad. Google will display your product as a search result if it is easier to understand the information in the feed.
This means that the information you give must be accurate.
What attributes should you be most concerned about before you submit them to Google?
The image. Ask any CRO professional and they’ll tell you that the image is a major factor in how products are sold online. Google Shopping Ads are also visual experiences.
Your product will be displayed alongside similar products. To grab the attention of your customers, choose a catchy image for your shopping ads.
Take a look at all the results for brown shoes. Which one is more appealing to you?
You must adhere to the Merchant center’s requirements for image size.
Title and Description: Shopping campaigns don’t need keywords to target your product. However, it is important to consider the perspective of the shopper when writing the title or description. The shopper will be attracted to your product if they search for the same keyword as your title.
Avoid filling out the Title with unnecessary information. Use descriptions to describe your product. The description should contain the most important details within the first 160-500 characters.
On the other side,
You can use automation features to ensure your feed is fresh if your product inventory is too large to be entered manually into Google sheets.
Tip 2: Optimize the structure of your campaign
The best way to create successful shopping campaigns is by deciding on the right campaign structure.
The right campaign structure will make it easier for you to manage your shopping ads efficiently and increase your revenue and ROI.
To create a great campaign structure , you must first create a campaign. You also need to set up Ad groups which contain all product ads and that automatically pull information from your product feed.
To make things easier, let’s say your campaign is a fashion shop. Your ad group is the section that sells shoes. You can now create different ad group targeting different fashion stores such as accessories and clothing.
You have control over features such as negative keywords, bid adjustments and the search term report by creating ad groups.
Bidding for different products can help you take control of your product ads. Create a Product Group. This is a subset within your inventory.
Your Ad group might have been the shoe section at your department store. However, the product group would include a specific type of shoe, such as tennis shoes or basketball shoes.
Google allows you to group your products based on these attributes.
How do you structure your campaign?
Is it one campaign? One ad group, one product group?
Or will you try a campaign that includes multiple product groups?
There is no right answer. It will vary from one store to the next and depending on their inventory. When creating your structure, remember the goal: achieving your goal with a better ROI.
These are the complete guides that will help you understand Product groups and Ad groups.
Tip 3: Add negative Keywords
Negative keywords can be a great way to eliminate wasted clicks from the wrong customers. This limits the visibility of your ad to only those shoppers who are most likely to purchase from you.
Let’s look at an example. Let’s say your online store only sells leather boots. However, people who are interested in sneakers keep clicking on your ads because the keyword they searched for it. This will increase your CPC.
You can also add “sneakers”, a negative keyword to your query, so that your ad doesn’t appear for the same query.
However, you should not blindly include too many negative keywords. This will decrease the relevance of your ads and reduce their performance.
Monitor keywords regularly and only add negative keywords. If they are completely irrelevant, you can add them immediately.
How do you add negative keywords to your website? Here’s how to add negative keywords.
Tip 4 – Focus on the best products and find them
You may not be able to use every product in your campaign.
There will be some products or product groups which bring in good ROI and transactional sales, but there will also be products that don’t add much value to your campaigns.
You will pay for each click so it is better to shift or exclude product ads that are not of high priority.
What can you do?
Google Adwords Predefined reports give you detailed insights into your shopping ads’ performance.
You can sort the top and worst performing products based upon different attributes that you choose in the shopping section.
- Once you have identified the winners and losers, organize them according to item ID in an Excel sheet.
- Next, create a Google Shopping campaign. Select “All products” as your ad group subdivision. To create a new group, use the top-performing product IDs and save them.
- All low-performing products now belong to the “Everything else in all products” product group.
A new campaign will be created with the best-performing products. Bid more for the top-performing products, and less for those with high conversion costs.
Tip 5: Modify your bidding strategy
To maximize your ROAS, your bidding strategy must be well-structured. You can achieve this goal by adjusting your bid to reflect different factors.
First, you need to plan your bidding strategy. Experts recommend starting at a lower price, $0.5 to $1. Keep your bid under control once you get performance reports.
There are many ways to adjust your bids.
Location bidding adjustment allows you to target your preferred location with your ads. This is a great way to advertise when you are targeting multiple locations.
You can also use device bidding adjustment to make your ads appear more often for searches on different devices. This is useful if you know that your most sales are from one device, such as a desktop, mobile, or tablet.
Scheduling bid adjustment allows you to target ads more frequently on certain days or hours of the day.
Google ads gives you the ability to adjust your bid for content, remarketing lists, and demographics.
Google Shopping Ads are a great way to get your product noticed and sold.
For beginners, however, it can be difficult to run successful shopping ads. You can get the most from your shopping ads by following the steps and using the tips discussed above to optimize and create your campaign.
Google Shopping Ads should not be viewed as a one-size-fits-all resource. You need to monitor your performance and adjust your bidding accordingly.
The other side of the coin is
Facebook ads are a great way to harness the enormous power of social media and increase sales for your clients/brand.
SocialPilot can help you promote your products on all social media channels.
You can experience it today with its unparalleled scheduling, collaboration and analytics features. Get a free trial, or request a demo.
SocialPilot’s first article was How to Increase Sales With Google Shopping Ads.
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