Spiralytics
Performance-Driven Digital Marketing Agency [Free Consultation] – Performance Marketing
Broadening Your Reach
with Google Shopping
These days, more and more customers are shopping online across platforms and devices. As a matter of fact, 14% of all retail sales in 2019 are transacted online. So, when people search for products on Google, you can stay ahead of the competition by being the first product they see. With Google Shopping, we can execute campaigns that help your business increase its reach and drive up sales.
Google Shopping allows you to display your products as ads at the top of the results for specific search queries. Commonly known as Product Listing Ads, this allows you to reach potential buyers as they’re conducting their own research on items they’re interested in.
This works by uploading product photos, titles, attributes, and descriptions to create a feed for your brand. From there, Google will generate ads that appear for certain keywords, based on the data you’ve provided.
Introducing a New Way
Google Shopping allows brands to advertise physical products that appear through search queries on Google, operating on a pay-per-click (PPC) model. Unlike text ads, Google Shopping’s format allows the user to view images of products and related details before clicking on an actual search result.
Put Your Trust in the Google Shopping
Gurus at Spiralytics Agency!
With the help of Spiralytics Agency, your business can enjoy an optimized Google Shopping campaign that maximizes traffic, engagement, and profitable ecommerce conversions.
Reach the right people at the right time with Google Shopping!
Google Shopping
Campaign Attributes
Here at Spiralytics Agency, we believe that the key to a successful Google Shopping campaign lie in the
following attributes:
The feed on Google Shopping is essentially a digital catalogue of your inventory. We can create a highly optimized and data-driven feed in order to get your products to the forefront of high intent search queries related to your product offering.
Bids help earn your products the necessary ad placements to meet your targets and determine how profitable a campaign can be. Through our expert knowledge, we can help you optimize your bidding strategy to maximize results for any budget.
Setting up a Google Shopping campaign means regular and frequent monitoring to ensure that your Key Performance Indicators (KPI) are met. With the right online tools in the hands of our capable team, we can help you track critical metrics in your campaign’s performance and adapt our strategies in real-time.
Why Use Google Shopping
for Your Business?
There is a marked difference between advertising to a general audience who may not be interested in your products and to a more specific audience that already knows what it wants.
Businesses that opt to advertise with us will have their brand awareness and visibility enhanced. By maximizing your product’s visibility through product labels, your brand will be able to reach prospects already interested in what you have to offer.
Google Shopping ads are often the first thing your target audience sees in their search engine results, appearing above or next to text-based search ads. The unique format that Product Listing Ads offer makes them stand out more to your prospects.
This method offers increased exposure, which will tap into a larger number of potential clients, eventually boosting your referral traffic.
Through segmentation and analysis of your target audience’s demographics, you’ll be able to advertise to users that match the characteristics of your buyer personas.
Google Shopping Ads allows you to reach your target audience during the buying process. Even if they don’t convert, your brand can build trust and credibility with them, making sales more likely in the future.
Setting up your brand’s product feed only requires accurate product titles, attributes, and descriptions. From there, Google can generate ads from this data. With good feed optimization, your Shopping ads can easily reach your prospects while they’re searching.
Additionally, Google provides you with anonymous competitor CTR and CPC metrics through Benchmarking. This feature makes it easier to plan for your bids, making your campaign more effective from the get-go.
Adthena reports that Google Shopping Ads make up 76.4% of US online retail search ad spending. This percentage also makes up 85.3% of all the clicks earned versus text ads.
This level of success is because Shopping Ads appear to your target audience at a later stage of their buyer’s journey—they probably have a specific product in mind already, making it more likely for them to click through and possibly purchase.
Google Shopping Ads have a reduced Cost Per Click rate, given their higher CTR. Like their traditional ad counterparts, an increased CTR makes Google Shopping campaigns typically result in a lower average CPC, allowing your business to get more quality traffic without breaking the budget.
With these factors into play, it’s likely that investing in Shopping Ads can give your business better quality traffic and more conversions, leading to a better Return On Investment than traditional ads.
Google only displays a maximum of two traditional PPC ads on mobile devices, making the competition for the top 2 positions very fierce. Otherwise, you run the risk of serving ads that will be seen by far fewer people, considering that more searches are conducted on smartphones and tablets than traditional computers.
Google Shopping Ads, however, will appear at the top of the mobile search pages in a carousel with the top 15 results. This keeps your brand more visible to your prospects and, when done right, can give you an edge over your competitors.
If you and your competitor run ads for the same product–one with a typical text-only search ad, and the other with a Shopping ad that has both text and photos–which do you think your prospect would be more attracted to?
Most online users are drawn to visual content and seeing a product makes it easier for them to interpret your ad faster than with text alone. Shopping Ads are attention-grabbing, and with the right image, you can bring prospects a step closer to buying in.
Google Shopping gives you the option to automate your product feed. Once set up, your campaign automatically updates your inventory nightly, making sure out-of-stock or discontinued products are no longer on the list for ad bidding. Conversely, any new stock added to your site will be added to your feed before the next day.
This functionality allows you to focus more on other aspects of the campaign instead of updating your feed manually. This works especially well for businesses with very dynamic or massive product inventories.
Aside from Google Shopping’s search query level bidding, the platform allows you to add up to 5 layers of custom labels on your products.
Being able to add additional labels to products allows you to better keep track of your campaign’s performance, especially if your brand is running multiple campaigns for similar product groups or time-sensitive offers.
Much like Google Search Ads, Google Shopping allows you to select the demographic and regions to focus your targeting efforts on. It also allows for what’s called search query leve bidding. This allows you to run multiple similar campaigns for the same products that target specific search terms with your ads. Additionally, you can tweak your campaign’s priority settings for maximum efficiency.
On top of all of these levels of filtering, Google lets you generate a negative keyword list in order to avoid serving your Shopping ads on low-quality queries. This helps your campaign efforts stay focused on quality rather than quantity, leading to an increase in clickthrough and conversion rates.
Google Shopping Campaign lets you view and filter your performance data by product attributes, such as product category, brand, condition, product type, item ID, and custom labels.
This allows you to better track your campaign’s success, easily pinpoint your best practices and identify any trouble areas. It also makes identifying if your campaign’s KPIs have been successfully met or not. Being able to segregate your data can help you adjust and adapt your strategies more precisely for current and future Shopping Ad campaigns.
Have some things in mind that you want to clear up?
Take a look at the list below to view the questions we frequently get.
Merchants who sell vehicles, guns, ammunition, knives, tobacco/cigarettes, traffic devices, gambling products, or products that require a software purchase are not allowed to advertise on Google Shopping. Merchants selling counterfeit goods or promote hatred, intolerance, or violence, such as hate group paraphernalia and endangered animals, are also prohibited from the platform.
Merchants and advertisers with featured products on Google Shopping are subject to Google Shopping’s policies. Any items that do not comply with these policies will be removed and may possibly lead to the violating merchant’s suspension.
Customers and various third parties can also leave reviews on your product, lending to its credibility. These reviews are initially screened by the system to weed out any spam or reviews that violate Google’s Terms of Service.
Unlike normal ads, Google Shopping does not allow you to pick and choose which keywords your product ads appear under. All the data from your brand’s product feed—photo, title, description, and attributes—are what Google uses to determine which search queries are served your brand’s Shopping Ads.
An alternative to changing keywords is maximizing your use of Google Shopping’s search query level bidding and negative keyword list. This type of bidding allows you to run multiple campaigns for various search queries. Meanwhile, generating a list of negative keywords helps prevent your ads from being shown on irrelevant keywords. Both options will give your campaign better quality traffic.
Since Google Shopping uses whatever data you input to generate your Shopping Ads and decide which queries to show them under, the key is to optimize your product list.
Your product feed needs to be specifically designed to match what your customers are searching for. It’s advisable to focus on two elements: Product Titles and Descriptions. The way Google looks at your titles and descriptions for the keywords is from left to right, with words on the left being more valuable. From there, making sure the right positioning of the keywords and the use of related terms can make all the difference. More specific and detailed titles and descriptions can also help your ads appear on highly-focused search queries.
Another factor to consider are the product photos being used for the product feed. As per Google’s image ad requirements, any photos being used should be free of logos, brand names, calls to action, or borders. Alongside complying with these requirements, using a good-quality photo that best represents your product and appeals to your prospects will yield better results.
Given how quick the marketplace shifts, not bidding frequently can be detrimental for your business. Optimizing your bids at least 3 times a week at the minimum, or else you may lose the chance to to your competitors. A best practice would be to tweak your bids at least once a day.
Being unable to bid accurately can also be a problem, as your brand may be overpaying for ads that underperform, quickly going through your allotted budget. If manually managing your bids seems challenging, Google Shopping gives you the option to automate bid management, which can potentially deliver better results without too much work.
While the two may sound similar, they function in different ways. Google Shopping Ads are displayed to online users as part of specific keyword results. These ads display your brand’s product photos and details, which click through to your website or e-commerce platform. Google then charges your business for each click your ad receives.
Google Shopping Actions, in contrast, functions more as a marketplace. Shopping Actions lets users purchase products directly from Google, through their Express platform. This platform hosts the user’s cart and processes the payment. Google earns a percentage commission from the profits of the sale. As of now, Google Express closing its doors.
Given the difference between Google Shopping Ads and Google Shopping Actions, Shopping Ads will redirect to your brand’s website or e-commerce platform of choice, where the user makes the purchase outside of Google.
Google Shopping Actions, on the other hand, allow visitors to purchase items directly through the Google platform, accessible via web and Google Assistant. Google’s platform takes care of the cart and payment facilities on your business’ behalf.
Advertisers are encouraged to regularly update their product feed with the latest, most accurate information possible to ensure that their Product Listing Ads are up-to-date. Any changes made to the Shopping Ads may experience a slight delay before implementation. It is advisable to check the merchant’s landing page for any clarifications.
Implementing an automated product feed can ensure that your brand’s own product feed is up to date. With this feature, any changes in stock or product details are implemented on a nightly basis.
