If there’s a question that lingers in the minds of every ecommerce owner, it’s how to generate the most sales for your ecommerce site. Indeed it’s a challenge that should remain at the forefront of your business marketing strategy, whether your sales are exploding or growing at a snail’s pace. If you have all the recommended strategies in place and you’re just not getting the traffic you expected, Google Shopping Ads can help.
As a Shopify marketing agency and ecommerce website specialists, we’ve outlined five Google Shopping Ads strategies for driving sales. But first, here’s a quick rundown on what Google Shopping Ads are and why they’re effective for online retailers.
You’ve probably noticed when you type a product search term into Google, the SERP features image-based ads at the top of the results. Those are Google Shopping Ads, and they’re highly effective for two main reasons: they feature a high-quality image of the product and they list the price as well as a short, compelling snippet of text.
Google Shopping Ads, formerly Google Product Listing Ads (PLA), is an excellent tool to draw more traffic to your Shopify or other ecommerce site. It’s designed for ecommerce sites with a large number of products. You set your desired cost per click to display your product listing on Google’s SERP, which moderates your bids for products, product groups, categories, and your set budget.
While closely related, Google Shopping Ads is not the same as Google Ads. Google Shopping Ads is more product sales-oriented. It features product images, while Google Ads does not. Google Shopping Ads also doesn’t require keyword bidding or text ads.
Online shopping is the primary way to buy products now. Google Shopping Ads are like walking past a store window in a shopping mall and noticing the display of featured products. One of them captures your attention enough to make you enter the shop to get a closer look at it or simply to browse other products.
Similarly, those image-based featured ads get massive exposure because they’re located exactly where people are looking the most. So, yes, Google Shopping Ads work to draw more traffic to your site and increase conversions.
You need to be aware of some key things before you throw your efforts and money into Google Shopping Ads. First, you need to create a Google Merchants Account, which you can do here. Follow the instructions for set up, creating a shopping feed, and linking your Google Ads and Merchants Center accounts. Getting set up on Google Shopping Ads is reasonably simple, and Google has created plenty of resources to aid your efforts. Then, it’s time to strategise....
An effective Google Shopping Ads strategy can maximise traffic to your store and get the most conversions. We’ve delineated five campaign strategies you can start implementing today.
Organise your products by the type of search query. Specific queries, identified by long-tail keywords for example, generally lead to more conversions because the searcher is further along in the buying cycle. They are conducting a specific search because they know what they want in contrast to people performing general queries in the initial search phase. For this scenario, you would create two separate search campaigns: a branded product versus an unbranded product.
Of course, this strategy isn’t specific to Google Shopping Ads, but it becomes even more important given the sheer number of competitors in the marketplace. Your ads simply won’t feature as often as lower-price competitor items if your prices aren’t competitive.
Establishing a bidding strategy is one of the most important factors determining your success or failure with Google Shopping Ads. Get it wrong and you may miss out on available impression share (IS) and, ultimately, sales. Getting it right, however, can result in your ads featuring with greater frequency and targeting the right people at the right time. Note: Google Shopping Ads allows you to refresh your bids 24 times a day, so once an hour, which gives you greater allowance to capitalise on factors that contribute to conversions, such as device, gender, age, and time of the day.
You can set your bids manually or use Google’s automated bidding strategies, which include maximising clicks, enhanced cost-per-click (ECPC), and target return on ad spend (ROAS).
Maximising clicks is ideal for increasing traffic but not as focused on conversions or sales. ECPC boosts conversions for manual bidding by automatically altering the original bid based on Google metrics, making it an ideal tool for most online retailers. ROAS works to achieve your predetermined target return goal by altering your bids.
This strategy allows you to set bids for each individual product, which is critical if your business sells items that vary in price and profit margin. It’s pretty straightforward: you’ll want to bid higher on ads for products that have a higher profit margin and lower on ads for products with a lower profit margin. If you sell many products, creating a group for each one is time-consuming, so using a tool like Optmyzr can help automate the process.
Buyers who’ve purchased from you in the past are more likely to buy from you than people who are visiting your shop for the first time. That makes them ideal targets for your Google Shopping Ads. Evidence shows that Remarketing Lists For Shopping Ads (RLSA) can increase click-through rates and conversations rates by as much as four times (source).
An ideal way to construct your remarketing strategy is by page visit. Category page visits, for example, are lower value than shopping cart pages (cart abandoners), so you’ll want to adjust your bids accordingly, with a higher bid going to those pages where there is higher potential for conversions.
Running an online business means you have a giant, never-ending to-do list. Adding more to your list may simply feel impossible. Indeed, implementing any new business strategy is typically more time-consuming at the start.
If you want to dive into Google Shopping Ads but you’re not sure where to begin, or you want to ensure you’re getting the most out of your efforts, give us a call. We not only help our clients build their online store, we’re also a Shopify marketing agency, and we help develop effective marketing strategies to maximise sales and ensure a successful enterprise. Contact us today for a free strategy session.