Drive Sales and Boost Conversions with Google Shopping ads

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.