Do you have an online retail store and are looking for ways to increase the conversion rate from Google ads? Consider Shopping campaigns to promote your inventory, increase online conversion, and boost website traffic or foot traffic to your store.
What are Shopping campaigns?
Shopping campaigns ask marketers to submit their product data to Google Merchants and create a campaign in Google Ads. Google then uses this product data to create ads on Google and show it around the web where potential customers can see the products they have to offer.
Compared to text ads, shopping ads show not just text but also the product photo, title, price, store name, rating, and more. Ads from shopping campaigns help consumers give more detail about the product you’re selling before they click your ad. You will likely get more qualified leads when shopping ads advertise your products.
How do Shopping ads work?
As explained above, Shopping ads use product data from an existing Merchant Center to decide how and where your product ads will show on Google and its networks. The product data advertisers submit to the Merchant Center contains information about the products they sell, known as product attributes. Google then uses these product attributes to match a user’s search query to their ads, ensuring that it only shows the most relevant products from your inventory.
You can manage your Shopping Ads in Google Ads by creating a Shopping campaign. This will allow you to easily organize and promote the product inventory in your Merchant Center within Google Ads.
There are two types of Shopping ads you can use:
- Product shopping ads – you can create these ads based on the product data you submit to your Google Merchant Center account.
- Local inventory ads – you can create them by combining your current product and inventory data, which you submitted to your Merchant Center account.
How much do Shopping ads cost?
Similar to other ad formats, advertisers are charged using CPC or cost-per-click. This means that Google Ads will only set you up when a user clicks on your ad. You will not be charged based on how often your product ads appear on the search query.
You can also decide how much you want to pay when creating a Shopping campaign. You will only pay the minimum amount necessary to rank higher than the advertisers in the search query below your ads. This means that you don’t need to worry about overspending.
Why use Shopping campaigns?
To further understand how Shopping ads can help you promote your products and brand, here are several benefits of using Shopping campaigns:
- Qualified Leads
You can increase the quality of your leads by featuring your product information directly in your ads. This helps consumers make informed purchase decisions. And when consumers are provided with more information, they are also likely to complete the purchase on your website.
For example, a person looking for a pillowcase through Google Search might see Shopping ads from retailers. From the ads, he can see which pillowcase suits his style by looking at the picture. He can quickly decide whether the pillowcase fits his budget by checking the price. So if the person clicks on a shopping ad, he already has a good idea of the product, making him a more qualified lead than people who shop around.
- Retail-Centric Management
Instead of keywords, shopping ads use product attributes defined in product data submitted in Google Merchants to show your product ads in customers’ relevant searches. You can also browse your product inventory directly in your Google Ads account and create product groups for items you want to bid on and promote more.
- Broader Online Presence
When it comes to Shopping campaigns, more than one of your shopping ads can show on search results. And if your product is relevant to a search query, your shopping ad and ad text can appear simultaneously. This boosts your chance of getting a lead or sale conversion from your ads.
- Competitive Data Reporting
Google Ads provides detailed reporting and competitive data to see how your product ads perform. You can check any level of detail or data to further improve the performance of your shopping ads. For example, you can see how many clicks a particular brand or product has by filtering your product views.
You can also use benchmarking data to get insights from your competitors. Another tool called Bid Simulator can help identify growth opportunities for your ads with impression share data.
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Boost your online sales today with Google Shopping Ads! Cybertegic is a local marketing agency in Pasadena that can help you. We are a Certified Google Partners Agency that offers paid search marketing services to local businesses in California.
