Google shopping ads can be complex; that’s why we put together this easy-to-use google shopping ads checklist for eCommerce sites.
What is a backlink in SEO?
Google Shopping ads have been around for a few years now. Surprisingly, many eCommerce businesses are still not using this free advertising resource.
Unlike many other ad types, Google ads include a lot of information about your products. This can include the merchant name, product images, search terms, and specifications.
When you create an account for Google Shopping Ads (more on that in this guide), you’re able to select which pieces of information will show up within your ad, so shoppers are only exposed to what is most important to them.
This blog is intended to be a quick reference guide for those new to Google Shopping Ads or who may need a refresher on the best practices from experience with using the tool consistently with results.
Whether you’re just getting started with Google Shopping Ads or you’ve been doing it for a while, there’s always something new to learn about how these ads can help boost conversions.
Google Shopping Ads Overview
Google Shopping Ads are an extension of Google AdWords that lets you advertise on search results pages, YouTube videos, and partner websites.
You’ll first need to start a “Merchant Center” account, add your product search terms and set up your campaigns.
There are three components to a Google Shopping campaign:
Product Listing Ads (PLA)
Product listing ads appear in the product search results on Google.com.
These ads are shown with your product data, including a thumbnail image, a title, and a price to entice shoppers to buy an item.
Advertisers bid on keywords related to products they want their ad to appear in search engine results pages (SERPs).
Many businesses use PLA campaigns with success because they offer the opportunity to maximize conversions at a low cost per conversion.
Product Extensions
Product extensions are a way to offer more of your product with one ad.
For example, if you sell cars, you might want to show the customer a new colour or wheel type in addition to the base model. Or, if you’re selling a bike seat, you might want to offer two different types of seats or two different colours.
However, just like ads themselves, there are some rules and guidelines for approaching product extensions on Google Ads.
Universal Event Tracking
Tracking your marketing efforts is essential for measuring engagement and conversion.
But not all analytics programs can measure an event across multiple platforms. Universal Event Tracking (UET) is a new, cross-channel marketing analytics solution that gives you the insights you need to reach your business goals concerning your ad spend.
Why should you use Google Shopping Ads?
The primary benefit of Google Shopping Ads is that it enables you to run ads on your products within the context of search engine results.
These ads are targeted to people searching for similar items, so they’re typically more relevant than a traditional text ad. As a result, they’re usually clicked on more often in line with your ad spend verticals and converted into sales at a higher rate.
How do Google Shopping Ads work?
Google Shopping Ads can be a great way to improve your conversion rates.
Google uses its own algorithm to determine where the ads appear in search results and the order of the ads shown. The goal is to show the most relevant ads to searchers, so they will click on them and visit your site.
This is how it works: You select which keywords you want your ads to appear for; then, Google finds websites selling products related to those keywords and displays your ad next to their listings on a search engine result page (SERP).
You’ll only pay when someone clicks on your ad and visits your website’s landing page. If someone clicks on a competitor’s ad instead, you don’t have to pay anything.This can be really effective when you are trying to market your service-based business into your local areas; for instance, if you were a digital marketing agency in Cheshire in the UK and are targeting people who will be looking for that service, you may use the search term “Local SEO Stoke On Trent” to be visible to those people who are searching those terms, so it can be beneficial to operate a local search too!
Here’s what the process looks like:
1) Someone searches for “leather boots” on Google
2) Google shows some product listing ads based on what people are searching for (in this case, leather boots)
3) When someone clicks on one of these ads and visits that company’s site
4) The advertiser pays for each click-through (not cost per thousand impressions)
5) After 30 days without any more clicks from that person6) That google shopping campaign stops running.
How can you create more conversions with your ads?
Google Shopping ads are primarily used to drive purchase conversions.
But, they can also be effectively used to create brand awareness and increase engagement with your target audience.
You can use Google Shopping ads as a more effective marketing tool by showing them to people who have previously visited your site.
The number of purchase conversions this generates is usually higher than showing ads to new visitors. You can do this in two ways:
1) Start the campaign running by targeting all visitors that have come from your website in the past six months
2) Set up a conversion event trigger that shows an ad to people who visit your store after thirty days
The other way you can use Google Shopping ads for effective marketing is by retargeting possible customers.
This essentially means that if someone has visited your site but has not made a purchase yet, you will show them a product on Google Shopping Ads based on what they looked at before or after visiting your site.
For example, if someone visits your site, looks at one product, and then goes back home without making a sale, you could show them that same product back on Google Shopping Ads once they’re browsing the internet again.
What are the best practices for Google Shopping Ads?
- Create a clear and concise product listing page on your site to make it easier for Google Shopping Ads to match the correct items with your ads.
- Update your product images regularly and make sure they are high quality.
- Include accurate item descriptions, including detailed attributes like size, colour, materials, and care instructions.
- Use strong keywords and search terms that people often search for in your product titles and descriptions so that you can show up at the top of the search results when people are looking for those products on Google.
How to Add Your Products to your Google Shopping profile
Here are the steps to follow to create a Google Merchant Centre account and start listing your products.
Create A Product Feed
To set up a product feed, you need to create one using extensions, plugins, or apps. Suppose you use an eCommerce platform like Shopify, WooCommerce, or Bigcommerce and have the necessary extension installed on your website (which is usually straightforward). In that case, it will be easy for you to do each step needed for setting up your product data feed.
Create a Google Merchant Center Account
Once you’ve set up your product feed, it’s time to create a Google Merchant Center account. This will be the base for setting up Google Shopping ads, so it should receive some attention.
This will include:
- Entering your business information
- Choosing a checkout option for your customers
- Selecting your third-party platforms
- Choosing your email notification options
Select your settings for Google Shopping ads
There are other settings that you can select for your account after being set live. For example, there is a shipping tab on the left-hand side of your dashboard. When you choose this option, information about rates and order minimums will be entered in when making changes.
Upload your merchant product feed
You can now upload the product data feed you created into your Google Merchant Center account. You can use integration from an eCommerce platform if you use one (if not, then just a spreadsheet of all the specs will do for now)
Setting up a Google Shopping ads campaign.
To create a campaign, click the plus sign in blue.
You’ll then enter the particulars of your campaign, including its goal and budget.
Conclusion
Congratulations on getting started with Google Shopping Ads!
Google Shopping ads have been around for a few years now. Many eCommerce businesses are still not utilising this free advertising resource.
Now that there is a solid base knowledge of how the ads work and what you can do to make them work for your business, start by creating an ad campaign.
Uploading your product feed to Google Shopping Ads is the first step in creating a campaign.
Once your product feed is uploaded and approved, you can start using the ad editor to create and optimize your ads.
The editing process can take a little time, but it’s worth it to take your time and create ads that will drive conversions.
You’ll also want to track the performance of your ads so that you know how well they are working.
