This post was contributed by Salil Panikkaveetil from Adnabu
One of the biggest problems to hit the world of business is COVID-19. The novel coronavirus made it tougher for businesses to grow and drove plenty of them towards near extinction. The only good thing that came out of the virus was the growth in the digital sector, with plenty of companies adopting a more digital approach to grow their businesses.
This made it easier for anyone in the world of business to sustain and grow automatically. Google too, introduced its free “surfaces across Google” platform which made it easier for anyone to set up a strong eCommerce campaign online. With their Shopping Ads, customers are able to grow their online sales and manage them from one single place.
2020 may not have gotten to a good start, but that doesn’t mean it can’t end well. If you’re planning on starting a business, now is the best time. eCommerce is the place to be and we’re telling you how you can create a profitable Google Shopping campaign to help you last 2020 –
What are Google Shopping Ads?
Google Shopping Ads are also known as Product Listing Ads and they showcase multiple products from a brand on the Google platform. These PLAs are product-based ads that pop up when a user types in the name of a brand into the search bar, making it easier for him or her to search for their product easily online.
Most Product ads contain important information regarding the product, allowing you to browse through the category and make a choice on your purchase.
Benefits of Google Shopping Ads
There are so many benefits that come with Google Shopping Ads. These ads allow you to
1. Get highly targeted traffic
One of the best aspects of advertising online is the availability of highly targeted traffic. This means, customers with a higher intention to purchase and interact with your brand heading to your e-store. This can be done with a few tweaks on the Google platform which allow them to showcase ads to those individuals who have an interest in purchasing from your brands using attributes.
Once you learn how to tweak these attributes to the right audience, you have a higher chance of making a purchase and selling.
2. Higher potential customer reach
Working with Google ads also ensures you have a higher chance to reach potential customers. Like we mentioned before, these ads can be highly targeted towards a particular group that is more likely to purchase. Depending on your ability to sell to them, you can increase your product ads or push a certain offer and better your chances of reaching out to a particular audience.
3. High ROAS
Shopping on the Google platform works and performs better than the general Search ads. Optimized Shopping campaigns can also result in lower CPCs and you could also integrate this with a better and broader reach to gain better conversion advantages and an optimum ROAS too!
4. Can manage and optimize easily
Google’s fully integrated platform makes it easier for you to optimize and manage your data with relative ease. There are plenty of ways in which you can optimize your campaigns, with the primary being the Google Analytics platform. By utilizing the right campaign messaging and pushing products, you’re more likely to reach out to an audience than any other platform.
5. Better data and reporting
The future of your digital eCommerce business to hinges on a strong platform such as Google. By working with tools that provide excellent reporting and data interpretation, you can derive strong insights that can be used on future campaigns.
Google Shopping Ad Types
There are different types of shopping ads that vary based on specifications, placement, and costs. These are the most popular types of shopping ads –
1. Product Shopping Ads
These are generally the ads which can be populated with any product data. These Google Ads require content to be uploaded in the Merchant Center account. You can add extra elements to your ads including product ratings and reviews, using Google’s Customer Reviews service and the Merchant Promotions to better the Shopping ads.
2. Showcase Shopping Ads
Showcase Shopping Ads can also be created on Google and they contain many groups of related products for customers to choose from before they get to one they want. When shoppers use Google to search for items such as “swim shorts”, the Showcase Shopping Ads will showcase many relevant products together.
The users will be able to expand their showcase ads and allow the advertisers to focus on lesser categories within the listings.
3. Local Catalog Ads (LCAs)
This is the next type of ads that are best suited for both online and offline selling. LCAs use standard product data to highlight plenty of specific products in the store, highlight information and prices and also help in driving traffic towards brick-and-mortar stores too.
4. TrueView for Shopping
TrueView uses product data to generate shopping cards that can appear on a video ad. They can be created on the “Product and brand consideration” goal under the “video” campaign type, following which you can select “Shopping” as the campaign subtype.
5. Smart shopping campaigns
Smart Shopping campaigns are another popular subtype and they combine display remarketing campaigns with Product Shopping. These Smart Shopping ads use automated ad bidding and placement and simplify any campaign management. It can also maximize conversions and expand the overall reach.
With the help of Google’s product feed and machine learning capabilities, the Smart shopping ads will be able to showcase a wide variety of ads across the network. These can include YouTube, Gmail, Display, and Search. Google also tests text and image variations to figure out the best performing ad you can show potential shoppers across ad types.
The basics of setting up a Smart Shopping campaign includes the likes of –
- A global site tag on the website
- Transaction-specific values for conversion tracking
- Remarketing lists with a minimum of 100 users
- Link to your Google Analytics account
How to create a profitable Google Shopping Campaign
1. Make sure product photos and listings are up to the mark
Even before creating an account, you can upload the product feeds to help build your Shopping campaigns and also review the same. This is crucial because Google draws its product feed from here and they have clear and concise guidelines on the product photos must follow them. These photos must not have borders, logos, watermarks, or text overlays, more than a single featured product type, dark or multicolored backgrounds, etc.
The photo must clearly depict the product being sold, and it must take up around 75 to 90% of the allotted image space, be well-lit and clear, have a gray, solid white or even light-colored background and most importantly be of great quality, with no noise, blur, fade or pixelation.
2. Make sure your store compiles all requirements & Policies for google shopping ads
You will have to ensure the campaign requirements are working in tandem and as is the case with product shopping campaigns, you must ensure the store complies with the policies. When you’re advertising one specific product with different subtypes, the Smart Shopping campaign takes priority over the display remarketing campaigns and Product Shopping.
Google also automatically maximizes your conversion values based on the budget you’ve set and you must wait for the machine’s algorithm to learn the strategy, which generally takes around 15 days to complete.
3. Create and set up your Google Merchant Center Account
The next item on your to-do list is setting up the Google Merchant Center account to create optimized product feeds. These are vital to the success of the campaigns. In case you already have a Google Merchant Center account, you have to set it up.
To set it up, head to the Google Merchant Center. Google has made it easier to navigate and follow this procedure and you can have your account set up in a matter of a few minutes.
4. Create your product feeds
From the Merchant Center account, you can easily create your product feed. This can be done with the help of clicking “products” and “feeds”, along with the plus icon. You can input basic information and set the rest of the product feed information there. The information you fill on the site is highly specific for the product, and you can choose from a range of attributes which include ID, price, conditions, title, description, and many more lines from a drop-down menu.
5. Link Merchant Center Account to Google Ads
You also need Google to access your product feeds for the Google Shopping campaigns. To do this, you must link the Merchant Center account to the Google Ads account. This can be done with the help of the Merchant Toolbox, after which you can click on the “Linked Accounts”. From here, choose the Google account you wish to link to this site, and you’re good to go!
6. Google Shopping Campaign settings
The Google Shopping Campaign settings make it easier to set your preferences. Here are the settings that need to be taken care of –
1. Country of sale
Firstly, you’ll need to select the countries in which your products included are to be shipped and sold. Once you create a Google Shopping campaign for this country, you won’t be able to edit the same.
2. Inventory filter
You need to successfully segment your products and creating just one campaign which includes all products that aren’t going to help you get more sales for the budget you’re working with. Google, in general, matches searches to relevant products on the feed. You can use the inventory filter to limit product numbers and choose the other necessary criteria you want to include and only they will be featured.
You can use this feature to define product grouping as Google knows which product groups can be used to match queries to. You can also edit the inventory feature unlike the country option.
You have to select the Bidding Type at the campaign level and just like with other Google Ads campaigns, you can choose to work with a manual CPC bidding strategy where you can set your max CPC or work with the automated smart bidding option to “target CPAs”, “target ROAS” or “maximize clicks” or “Conversion values” among others.
4. Daily budget
You also need to fix the daily budget you’re willing to spend on a campaign in one day. Google won’t serve ads in the shopping campaign once the threshold of the daily budget is met. You should start small, and unless you manage to fully optimize the campaign, you must keep improvising.
5. Campaign priority
This is another important consideration when you create a Google Shopping campaign. If you have one product across multiple Google Shopping campaigns and each of them has the same country of sale, then the campaign priority tells Google which campaign budget must be used in the case of an overlap.
The campaign priority options include low, medium and high for Google Shopping campaigns.
Here’s the breakdown from Google –
In general, the default priority is low. Google determines campaign priorities by working with campaigns with higher priorities, should one have a higher priority than the other.
6. Networks and devices
The Google Shopping campaign will show in the Google Search Network, YouTube, Search Partners, and Google Discovery within the display network. If you want to limit the network placement, you can uncheck the box which says “any networks”. The same also applies to devices and they can both be edited at any time once a campaign is created.
7. Locations and Local inventory ads
These are the preferences you set up at a campaign level. Locations limit where the ads are shown and the latter is needed only if you’re selling offline too; allowing you to set whether you’d like a Shopping campaign to include local stores around the user too.
Your Google Shopping ads are live now!
Optimizing Your Google Shopping Ads
You need to optimize your Shopping Ads based on performance. This can be segregated into –
1. Products with High Clicks, Low Conversions
Google finds the products relevant enough for searchers but they aren’t purchasing anything from the store. You need to review your information again, ensure that the negative keywords are implemented properly, and most importantly, see what the competition is doing to understand your own success.
2. Products with High Impressions, Low Clicks
This happens when customers are shown relevant ads but aren’t even visiting the site. Maybe your price point is too high or the customers feel that the image doesn’t explain the product well. You could also use the Google Ad Preview and Diagnostics tool for a better understanding.
3. Products with No Impressions
Do a 100% analysis of why this is happening and try to fix it. Ensure all your attributes are placed properly on the campaign center before you go live. You might also have to increase your bids.
These are some of the best ways you can go forth and create a profitable Google Shopping campaign in 2020. Good luck!
- Beginners Guide to Google Shopping Ads
- How to Troubleshoot your google merchant center data feed?
- What are the Requirements to Google Merchant Center Data Feed?
- Tips to Optimize Your Google Merchant Center Data Feed
Guest Post by AdNabu
AdNabu helps improve sales in Google Ads for eCommerce companies. If you are running the search, google shopping, or display campaigns in Google Ads, This software will be able to increase your sales.