Drive Sales and Boost Conversions with Google Shopping ads

ALL ABOUT GOOGLE SHOPPING ADS

connect to customers with gooogle shopping ads

With Google Shopping Ads, you can reach potential customers at just the right moment—when they’re looking for your products or your competitors.

Google Shopping is a simple solution with a huge impact that allows your business to cut through the noise and connect to customers with a strong intent to buy.

Whether you, have a specific product to promote or want to reach a local audience, Google Shopping is the smart way to connect your business with the people looking for what you have to offer.

As Google’s VP of Marketing says, a ‘near me’ search is a ‘near you opportunity.’ 74% of in-store shoppers searched for a product online before purchase.

Whether to find what’s in stock nearby or to get the latest product information, this search activity is a shopping intent signal from your customer, and our job is to put your product in the #1 position.

Our Google Ad Experts know the ins and outs of Google Shopping, so you can sit back and watch as we boost your results with proven campaigns for an ROI that makes winners out of us all.

OUR APPROACH TO GOOGLE SHOPPING CAMPAIGNS

Boost Sales & Exceed Your ROAS with Google Shopping ads

Our team of digital marketing experts have Google Shopping campaigns down to a fine art. Our formula minimises wasted ad spend and ensures superior performance – we laser focus on data to discover the strategies that work and optimise your product and website for the best conversion rate you could hope for.

Optimisation is Key

Google Shopping requires a degree of optimisation that goes beyond what one might typically expect from traditional online advertising platforms; this makes it especially important to choose an experienced partner.

We’ll craft your ad to optimise for conversions, not just CTR – so you can be confident that every click is driving business value.

Google Ads Account Management

We’ll manage your Google Shopping campaigns for enhanced performance and conversion rates. Our Google ads campaign managers are second to none. We’ll connect your Google Ads account to your Google Analytics so you can effortlessly track costs, conversions and profits.

Work With People Who Know and Love Google Shopping

We don’t just create and manage Google Shopping campaigns; we believe in it. Our digital specialists will help you make the most of your paid search budget while providing a better user experience for your customers, and that’s why we’re here.

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WHY INVEST IN GOOGLE ADS WITH EVOLVING DIGITAL?

Google Shopping is the Future of Ecommerce

Google Shopping Ads are quickly becoming the preferred option for retailers over search ads, and this comes down to how Google Shopping Ads shows your product. Recent research completed by Merkle shows a 38% increase for Google Shopping Ads with a 12% decrease for Search Ads. Google Shopping Ads work so well because they’re presented in a visual format and positioned at the premium location – right at the top of searchers’ screens. Compare this to a standard text ad where you only get 25 characters for your headline, and you can see why Shopping Ads are a more effective way to connect with customers.

What’s more, Shopping Ads cater to customers who have already decided to purchase a product. These ads provide all of the relevant information that the customer needs to make a purchase, such as a price, product description and images. This makes it easier for customers to find what they’re looking for and eliminates the need to go to another website to find this information.

Our Google Search Specialists will help you:

We take a deep dive into Google Shopping’s advanced reporting tools, gathering the key insights that allow us to shape a campaign that will get you coming up first whenever a browser searches for your product.

Evolving Digital | PPC Agency

CASE STUDY

Moulin Rouge – The Musical

A CROSS-CHANNEL DIGITAL STRATEGY GAVE AN OUTSTANDING PERFORMANCE ALL ROUND

276,039

highly engaged clicks

17,645,842

impressions

125X

ROAS (Return on Ad Spend)

PPC Ads Case Study | Paid Advertising & PPC ADS

CASE STUDY

Sane Event Group

CONNECTING SANE EVENT GROUP (SEG) WITH THE BUSINESSES LOOKING FOR THEM

91%

Decrease in Cost Per Conversions

 

54%

Reduction in Monthly Ad Spend

 

100%

increase in conversion

C3 Education

CASE STUDY

C3 Education

LASER FOCUSED GEO-TARGETING TOOK THIS GOOGLE ADS CAMPAIGN TO NEW HEIGHTS

39%

Decrease in Cost Per Click

85%

Increase in Click Through Rate

100%

Increase in Conversions

CASE STUDIES

Instagram Ads Banner | Digital Marketing Agency

Solar Naturally

A TOTAL CAMPAIGN RESTRUCTURE AND LANDING PAGE REVAMP GAVE ENERGY BACK TO A DYING CAMPAIGN

100%

Increase in Conversions MoM

91%

Reduction in Cost Per Conversion

1700%

Increase in Conversions Rate

THE SMART WAY TO BOOST YOUR SALES

Show Don’t Tell with Google Shopping Ads

You’ve seen them before. The colourful product images that show up in your search results, tempting you to buy that new dress or gadget you’ve been eyeing up.

These are Google Shopping ads, and they’re an effective way to get your products in front of potential customers who are already interested in what you ’re selling.

Google now acts as a comparison shopping engine, allowing users to compare products and prices from different retailers. This is good news for shoppers, who can easily find the best deals on the items they’re interested in. 

But it also means that retailers need to up their game when it comes to Google Shopping if they want to compete for those valuable clicks – and that’s where we come in. 

We know how to create eye-catching product ads that tell potential customers everything they need to know about your products, and we get them in front of the right people at the right time. 

Not only that, but we also use data and insights to constantly monitor and optimise your Google Shopping campaigns, making sure you’re always getting the best possible return on investment.

GOOGLE SHOPPING ADS FAQs

FREQUENTLY ASKED QUESTIONS

Google Shopping enables users to browse, compare and purchase products from a search results page. It works across screens and devices, making it easier for people to find your business when browsing on the go or at home.

As the world becomes increasingly digital, it has become essential for businesses to have a web presence because it allows companies to connect with customers and potential customers online.

Google shopping ads help increase revenue by targeting potential customers based on their interests. An intelligent shopping strategy can help your business make the most of this online shopping opportunity.

It offers comparable item listings on a single, filterable search results page with related photos and prices. Users can then choose to purchase the item directly from your website. Merchants provide the product data; when users click on items in the search results, they are redirected to the merchant’s site to complete their purchases.

The Google Shopping engine has all of Google’s advertising capabilities, including remarketing, demographic targeting, and segmentation based on users’ Google web history. It means that you can advertise your Google Shopping campaign to the right people, in the proper context, and at the right time.

Google Shopping operates via the Google Merchant Centre, an online platform to upload products and create ads. Through Google Merchant Centre, retailers can choose relevant keywords for their ads when customers search on Google.

Google Shopping ads work alongside organic google search results. Managing your Google presence involves making your content discoverable to Google search terms. Google Shopping ads will be on relevant Google search results pages. For your shopping ads to be relevant to the Google search results page, you need to create ads with the right target keywords.

Google Shopping works quite differently from other platforms, such as Text Ads. Invited businesses submit their products to Google Merchant Centre to appear on Google’s product pages. Google then crawls your site and pulls the products from your website submitted to their database.

In addition to this, product titles, descriptions, and images are available for Google Shopping campaigns so that you can choose the most relevant ones to use on your website. It helps you to target customers who are ready and waiting to make a purchase.

The Google Shopping Feed is an Excel or CSV file containing all the product data you would like to appear in your ads. It is uploaded directly into Google Merchant Centre. Then, it will be processed to determine which products are eligible to appear in Google Shopping Search.

When you add your products, you’ll assign attributes to each one, which helps group your products. Overall, it is simply the information about your company’s products explicitly formatted to help Google understand and read your data.

Import your product data into Google Merchant Centre through Google Shopping Feed. Upload a sitemap file and a data file into the Merchant Centre.

The following business information that should be included in your data file:

– Product Name
– Brand
– Category
– Subcategory
– Product ID
– Currency
– Price with currency symbol

Each of your products must have a unique product ID. Google will only recognise them in the feed.

The Evolving Digital Team can create a Google Shopping Feed for your product. We focus on providing digital marketing services for small to medium-sized businesses in Australia.

We’ll help you optimise your website and drive traffic to promote your products and services on Google Shopping using our expertise in Search Engine Optimisation (SEO) and Pay-Per-Click (PPC).

Local inventory ads are the perfect way to enhance your eCommerce presence on Google. They will help you increase sales, improve brand awareness and drive traffic to your website or online store.

With this type of ad format, you can create a single ad for your products or break them down by location or customise your product data via Google Merchant Centre.

Both retailers and consumers can benefit from Google Shopping local inventory ads. Customers get to see what is in stock at their nearest location. At the same time, retailers do not waste money on displaying the same product that has already been sold.

To create a successful ad, you must ensure that all of your products are well-optimised and tagged with accurate categories, titles and descriptions. For example, you can also segment your products into different categories such as ‘men’s’ and ‘women’s’.

Google Shopping local inventory ads are allowed only in the countries where merchants have provided their real-time inventory feeds. These countries include the UK, US, Germany, Australia and Canada. When shoppers click an ad or free listing that shows your local product, they arrive on a Google-hosted page for your store, called the local storefront.

Shoppers use the local storefront to view in-store inventory, get store hours, find directions, and more. Creating a Google Merchant Centre product feed will become the basis of all the other data types that affect your product ads.

Yes, you can run multiple campaigns through the merchant centre. If you want to create product groups and use different ad texts for each group, you must set up separate campaigns. Google recommends using a single campaign per shopping feed as it allows you to see how products are performing together on a single page. You can also configure the campaign settings to show products from a specific store.

Google Shopping uses product groups to help you create a single ad for a group of products that meet particular criteria. A product group will be created automatically for each dynamic type in your feed and then assigned a default bid amount by Google.

You can edit these bids as required for different product groups. Product groups are not available for local inventory ads. You must first set up or edit your Merchant Centre account to create a new ad. Once you have done this, click on the campaign tab at the top of your screen and select “new campaign” from the drop-down menu.

Google will then ask if you want to use an existing feed or create a news feed. If you choose to create a new feed, select “Google Shopping”. If you choose “existing feed”, then follow the instructions on your screen.

Google Smart Shopping campaigns are highly automated ad groups that create ads for products that match your keywords. A Smart Shopping campaign automatically pulls product data from a feed. It produces Shopping ads specifically designed for your customers.

When you set up a Smart Shopping Campaign, Google will automatically optimise your shopping ads to maximise your store coverage and ROI. The optimisation is based on factors, including the quality and relevance of a product feed and performance metrics.

If a Smart Shopping Campaign is set up using a product feed with less than 500 products, Google will create a maximum of 5 product groups. If the feed contains more than 500 products, Google will optimise your ads further. It ensures that you get better results from your campaigns.

In a Smart Shopping campaign, you can choose from 4 different bid strategies: CPA (Cost Per Action), CPC (cost per click), CPM (cost per thousand impressions) and manual. Suppose you choose CPA as your bid strategy. In that case, Google will automatically optimise your bids based on factors such as ad performance and product relevance. The other three bid strategies cost per click for CPC, cost per impression for CPM, or manual if no optimisation is required.

Our Google Shopping Experts can help you choose bid strategies to target the right audience and get the most out of your ad. We’ll set up Smart Shopping campaigns and optimse them to bring you the best possible return on investment (ROI).

The Google Display Network is a collection of websites that Google has partnered with to show your ads. The Display Network includes over two million sites, reaching 90% of internet users worldwide.

When you create a Display campaign, you can target specific audiences or interests, and your ad will show on websites that match your targeting criteria.

You can also target specific placements on websites in the Display Network. Placements are individual ad units on a website, such as a banner ad or a video pre-roll. You can use either automatic or manual targeting to find placements. With automatic targeting, Google will show your ad on relevant websites and placements based on your campaign settings. With manual targeting, you can choose specific websites and placements for your ad.

The Display Network also includes several hundred thousand apps, so you can target app users who are interested in the products or services that you offer. You can use either automatic or manual targeting to find apps.

At Evolving Digital, our Google Shopping experts can help you create Display campaigns that reach your target audience and achieve your advertising goals. We can help you set up targeting, choose placements, and create ad units that get results.

Google Ads and Google Shopping Listings are great ways to promote your business online.

Let’s break down the differences between them:

Google Shopping

If you have an e-commerce site, the Google shopping feature allows you to advertise your products with rich images and information on google search result pages. The advertisements target customers who are actively searching for products like yours.

Google Shopping listings also use location extensions and site links to help you target your audience more precisely. Google Shopping also offers a beta feature called Product Listing Ads which can help you list your products on google search result pages.

Google Ads

Google Ads promote business to potential customers based on their general location or device for business owners. They can be found on any Google search result page and then appear in the Google ad units (for example, top and right side of the screen). This ad feature allows you to reach a wider audience with text-based ad campaigns on the search network and the GDN (Google display network). They appear in various formats, including text, images and videos. Google Ads operate on a cost-per-click model, meaning you only pay when someone clicks your ad.

Using demographics and location is essential to get a more extensive reach based on their age, gender, interests within location limits. It allows you to provide offers and ads that are more relevant to customers.

Both Google Ads and Google Shopping are advanced tools that can drive more traffic to your online store.

 

Try these different strategies to maximise clicks on your ad:

  1. Add a strong product image that includes the most relevant information about the product.

  2. Add a text description with details such as price and availability.

  3. Consider using site links to provide customers with detailed images or even videos of the product on desktop computers.

  4. Try using strong calls-to-action, words or phrases that tell customers what you want them to do.

  5. You can also use structured snippets and detailed descriptions to showcase their key features.

  6. Include supplementary materials such as manuals or relevant articles to enhance the customer experience.

Bidding strategies helps optimise your daily budget and maximise returns. Choose between automatic (across the board) or manual bidding (for specific campaigns).

Automatic Bidding

With this type of bidding, Google Ads automatically adjusts your bids to get as many conversions as possible within your campaign’s daily budget. It works like a thermostat, maintaining your target temperature (i.e., the number of conversions you want) at the lowest possible cost.

Manual Bidding

It allows you to set your bid and budget for each conversion action and helps ensure that your daily or lifetime budgets are consumed as efficiently as possible. Manually adjust bids up or down for individual campaigns, ad groups and keywords. It can be helpful when running specific campaigns or targeting particular products.

Note: Automatic bidding is recommended to save time, while manual bidding is used to maximise your campaign at the lowest cost.

What do you recommend? 

It would be optimal to create separate campaigns for various products. Each campaign should have its daily budget and ad schedule (day, time and frequency). You can set bid adjustments to manage bids manually or set alarms that prompt automatic changes in bids. You can also add negative keywords to remove irrelevant or unprofitable keywords.

Setting the perfect daily budget on ads can be a daunting task. You want to make sure you’re not overspending, but you also don’t want to undersell your brand.

Before you can figure out what your daily ad budget should be, you’ll need to determine what outcomes are most important to you.

Do you want to generate more revenue?

To get the minimum ad spend to gain more sales, you need to look at the average order value and divide it by the average cost per click (CPC) on Google.

Do you want to drive website traffic that leads to action (email sign up)?

It will give you a better idea of what you can spend per visitor if you know how much it costs for potential customers to take action, such as email sign-up or purchase then, divide the amount by your average conversion rate.

It’s also important to consider the costs of scaling up from your initial daily budget. You might probably want to start low, allotting a smaller daily budget increase gradually if you have thousands of daily conversions.

By determining your target ROI or return of investment, and your daily ad budget, you can better decide how much you can spend each day. Finding the balance between achieving your shopping campaign objectives and driving website traffic is essential to the ROI your business needs.

If you’re new to paid search, manual CPC and enhanced CPC both involve paying for clicks on your ads, but some key differences are explained below:

Manual CPC means new ad clicks are calculated manually. Instead of paying for new clicks on your advertisements, you’ll have to pay for each impression. This new ad can run with or without changes to existing Google Shopping campaign settings.
It is a bidding strategy at a keyword or group level and allows you to have complete control over different campaign priorities.
.

With enhanced CPC, you set your bids at the keyword level Google will use all of its data points at the auction point to raise or lower bids depending on whether or not they’re likely to convert for your campaigns if you enable Enhanced CPC.

The bottom line: You’ll be charged each time a new ad is shown to people who aren’t seeing your existing ads, and new ads will only appear when a new ad group name becomes available.

Whether manual or enhanced CPC, our team can help with your new google shopping campaign. We’ll help you optimise your shopping campaigns and implement new google shopping features to drive traffic to your website.

Instagram stories ads look similar to stories, but they are designed to drive traffic back to your website.

Story ads appear at the top of the stories feed in user’s Instagram applications. They are great for generating brand awareness and increasing engagement and ad recall, because people are more likely to engage with this type of ad when compared to traditional image ads.

Because these ads are much longer than Instagram posts, stories ads give advertisers more to work with, which means they can convey their message more effectively.

Online advertising is essential for driving traffic to websites. Here’s a brief explanation to help you decide which campaign type you should use, especially in your first shopping campaign:

A shopping ad is a prime example of Google’s contextual advertising. This means that ads are displayed when someone searches for similar products or services available online. It showcases products and targets customers based on what they’re searching for on Google.

Benefits of using shopping ad campaigns:

  • You can choose which stores you want your ads to appear
  • See your ad performance daily as Google provides real-time reports
  • Track results to see which keywords are most effective for your brand or business.

On the other hand, Search Ads are the first choice for many advertisers. It filters information based on location, language, and device. It also gives you complete control of your campaign budgets.

Benefits of using Google Search Ads:

  • Choose your target audience by filtering keywords, locations and devices (mobile phones, tablets or desktops).
  • Create multiple ads within one ad group, specific for a target keyword.
  • Specify your budget for each click.
  • Prevents ads from appearing on irrelevant searches.

For an effective, easy-to-manage google shopping campaign, our Google Ad experts can help!

 

The merchant centre account is where the product feed is stored. This is where you can:

  • View campaign statistics you’ve created, including how many clicks and impressions your ads have received.
  • Regularly monitor this account to keep improving your performance.


Move product feed into the merchant centre through these easy steps:

  1. Log into google merchant centre.
  2. Click ‘upload’, then select the file.
  3. Edit the following fields: name, description and size (if relevant) and save.
  4. Check for errors. Click the ‘errors’ tab. 


Once your file passes all of google’s mistakes, you’re ready to view your upload results!


Your feed will be reviewed within 24 to 48 hours before your product list appears on Google Shopping.

Hitting the mark with your ad creative means finding the right combination of visuals and copy for product shopping ads to capture your audience’s attention and pique their interest.

As with shopping ads, it’s essential to know your advertising product. Shoppers have to get a clear picture of what they’re shopping for.

An ad that promotes a product is referred to as a shopping ad. It includes information about the goods, such as an image, title, price, and link to your store.

Showcase your creativity with product ads on search and shopping channels using these essential elements.

Image

Enhance your product to stand out! Precise and quality photos are crucial for shopping ads since they’re the first thing shoppers will see.

Title

Title or text tells the story of your product and convinces shoppers to click through to make a purchase.

Price

Emphasise the price of your product to show shoppers that you’re offering a competitive deal.

Link to your store

Direct people from your shopping ad to your website to purchase a product.

Remember: Shopping Ads can be dynamically generated to match search queries, so they’ll also show up for related searches.

Product data is any relevant information about your products, such as the title, description, price or image URL. If you sell products online, share your product data with Google to help people find your products on Google and through our shopping partners. Drive traffic and conversions to your store by sharing your product data. Share our product data to either web pages or Google Merchant Centre.

Here are the steps on how to share product data:

  • Include structured data in your site’s product pages (HTML), enabling rich snippets in the search results.
  • Specify your product’s price, currency and availability.
  • Go to the Google Developers site for an extensive list of available properties and code samples.
  • Create enhanced experiences on mobile devices.
  • All links must be crawlable and indexable.
  • Test your mobile pages using Google’s Mobile-Friendly Test or the Mobile usability report in Webmaster Tools.
  • Avoid using overlays or pop-ups that partially obstruct content.
  • Link URLs to canonical URLs of the same product detail page (or use a rel=” canonical” tag on the product detail page)
  • Update prices regularly
  • Provide time-limited offers, such as free shipping and don’t try to mislead users with false information about product availability or price.

With our E-commerce and digital marketing services, we help brands and businesses increase their revenue through premium listings on Google Shopping and customised search engine optimisation (SEO) campaigns.

Google Ads and Shopping Campaigns are two of the most popular online advertising methods. Running both campaigns depends on your products or services offered.

Google Ads are search-based. People will see your ad based on keywords you’ve targeted in your campaigns.

On the other hand, Google Shopping shows ads that client’s search in Google’s product database (for example, when someone searches for ‘iPhone cases’).

The next thing to note is that Google Ads account-level settings do not affect your Shopping Campaigns. If you’re using Google Ads in managed mode and want to add new products to your Shopping Campaigns, you don’t need to toggle anything in the Google Ads account settings.

Google Ads campaigns allow you to set a daily spend limit and set a maximum cost-per-click (CPC) bid or a monthly budget for each campaign. If your budget is exceeded, the ad will stop showing until the next billing cycle begins.

In comparison, Shopping Campaigns don’t have CPCs and don’t have a daily spend limit because the only way for a campaign to stop showing is when an active product has zero impressions.

In addition, if Google Ads campaigns are managed at the account level, there is no option for your shopping campaigns in their settings. Instead, use AdWords labels to organise your Shopping campaigns from your Google Ads account.

The takeaway: Google Ads and Shopping Ads are campaign types managed at different levels. Therefore, they can both be active at the same time.

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