As the most used search engine in the world, Google has incredibly high levels of traffic.
Therefore, advertising on Google Shopping can be very fruitful, with ads appearing on the shopping tab, and the standard search results page.
But how do you ensure your ads are the ones catching the eye of the consumer? In this article, we’ll be covering seven quick tips on how to get more from your Google Shopping ads.
Who Can You Reach With Google Shopping Ads?
Google shopping ads allow you to reach a wide range of demographics, depending on the choices you make in terms of targeting. However, the most useful factor is that users do not even need to use Google Shopping to see the ads.
This is because they appear on the standard search engine results page. Due to their appearance on the standard SERP page, your ads can gain additional traction with users who aren’t necessarily actively shopping on Google, but are looking for a specific product.
Additionally, if you wish to further refine the users your ad is shown to, you can use a data feed service. This allows you to specify stricter search terms that trigger your ad.
Paid Ads vs Free Ads
Google shopping has recently started to offer free advertising, alongside its traditional paid advertising. Google stated that its reason for this was that it is aiming to make advertising more accessible to all levels of business during trying times.
So what are the main features of both ad types?
If you list your product as a paid ad, it will appear at the top, and bottom of the shopping page. Your ad will also appear on the standard SERP. This helps paid ads to still have a fair advantage over the new free ad.
If you instead opt for a free ad, you will be competing in the remainder of the Google Shopping carousel, and will not appear on the standard SERP page. However, this does not necessarily mean you have to appear several pages into the results if you optimise your feed effectively.
Despite this, you will still have more competition, and you will not have the same assurances of clicks that a paid ad receives.
Quick Tips For Better Google Shopping Ads
If you believe Google Shopping is the best way to draw in more customers to your business, then these quick tips will go a long way helping your ad performance.
1. Do Keyword Research to Optimise Your Titles and Descriptions
Optimising your titles and descriptions is vital to the success of your listings. And one of the most significant parts of that optimisation is ensuring you use the perfect set of keywords, in the ideal order.
Keyword research can be done through various mediums, including using Google’s own keyword planner, checking other high ranking articles made by competitors, and using keyword tools.
The order of the words used in your titles can also be very important. This is because some products are more frequently searched for by their brand, whilst others are searched for by their colour, size, or other factors.
It is also important to remember that Google only shows a certain set amount of characters, so put the important words upfront. The below graphic is a helpful guide to structuring your titles.
2. Use Negative Keywords
Getting plenty of clicks that don’t lead to sales? This could be down to your ad appearing to people who are looking for similar items, but not your exact item. For example, if you are selling Nike shoes, your ad may also appear in the search for preowned Nike shoes.
In order to avoid this kind of problem, you can utilise negative keyword lists. By listing the word preowned as a negative keyword, you could avoid uninterested browsers. Instead, you would have a more refined advert that reaches more of your target audience.
3. Focus on Your Most Profitable Products
Some products will simply sell more and be more profitable than others. Therefore, it is worth focusing your advertising around these products and excluding unprofitable products from your feed.
This is also useful for seasonal products that don’t sell as well at certain times of the year, out of stock, or low stock products, and products that are only available in an uncommon size.
4. Utilise Bid Adjustments
Not all bids are worth the same. The success of your advertising can differ drastically between different locations, different times of day, and even different devices. That is why using bid adjustments can help to save you vital ad budget.
By using bid adjustments, you can ensure you pay the perfect amount based on location, time of day, and device based on information collected in the reports section of your Google merchant centre account.
5. Use A Data Feed Service to Refine Your Advertising
Data feeds allow you in-depth control of your advertising campaigns. By using a data feed service, you can have that same control, whilst saving even more time and money.
You can make all the above changes, along with numerous other refinements, such as creating ad groups, or creating custom labels, such as price ranges.
6. Optimise Your Images
Outside the title, the images of your product are one of the first things that catch a customer’s eye. Because of this, you need to ensure your images are up to scratch, whilst remaining within the Google Shopping guidelines.
To create optimal images, you need to showcase your product(s) from a number of different angles. Try to show your product for as many perspectives as possible, whilst making it clear exactly what it is you are selling from the first image.
What adds to the importance of having good quality images is the rising trend of visual search is becoming a trend. In other words, an increasing number of people search by image rather than keywords which means you need to do everything within your power to let your products shine online.
The shift in how online shoppers search for products could be explained by the effect of searching by images. Google has become so advanced in recognising similar images based on a search that shoppers can narrow down their search to only the product they are interested in and compare prices by searching by product image.
Depending on what you are selling, you can also try to use different types of image. The common choices are a lifestyle image or a product image like the example below. Lifestyle images show products when they are in use, such as clothing being worn. Whereas product images just show the product on its own.
7. Optimise Colour
Colour may not be the first thing that comes to mind when you aim to draw customers to your Google Shopping advertisement. However, many customers do actually use colours in their searches. Alternatively, they may use colour to narrow down their search. For these reasons, having commonly used colours is very important.
Should you have any items listed as uncommon colours, here are some examples of what to change them to:
- Cyan/Sky/Cobalt = Blue
- Olive/Lime/Shamrock = Green
- Violet/Lilac/Plum = Purple
- Salmon/Blush//Magenta = Pink
Google Shopping ads are something all businesses should consider when selling their product or service online. By using these tips, you should be able to further refine your advertising, save budget, and generally create more profitable campaigns.
If you want to take your digital marketing to the next level, be sure to check out this 25 digital marketing tips from experts article.