If you’re looking for information on Google shopping ads, you’ve probably heard they’re a lucrative PPC advertising channel for product-based businesses with e-commerce solutions on their websites. Yes, they’re lucrative and can drive CTRs that are sometimes 200-300% higher than standard text ads. Here’s some valuable information to help you decide if it would be a good idea for you to utilize them.
More Than Standard Text Ads
Prior to 2013, Google Shopping ads were known as product listing ads. Shopping ads show standard text ads and organic search results on Google’s search engine. They are also shown on Google Images, apps and YouTube. They are generated whenever a user searches for a product that is sold online. Unlike text ads, they include a product image, product title, price, store name, website URL and more.
Advantages of Shopping Ads
There are many reasons to consider using Google Shopping ads for driving traffic to your website or local store. For one, they allow you to advertise in front of an audience with high commercial intent – the ones who are looking for specific products that you are offering. Due to their visual format, they are more appealing than normal text ads and allow searchers to compare ads even before they click-through. As an advertiser, you only pay when someone clicks on your ad.
Requisites for a Shopping Campaign
With shopping ads, you have the opportunity to obtain better quality traffic and find better quality leads. The new format has made it easier to run Google Shopping campaign. In order to set up Google Shopping campaigns, you need to have a Google Merchant Center account and an optimized product data feed including vital information about the products you want to advertise.
Google Shopping Campaign Management
Google Shopping management can be done through the AdWords platform – you can view products, manage bids and take steps to correct mistakes or improve campaigns. A key difference between standard text ads and shopping ads is that in standard text ad campaigns, you bid on keywords and in shopping campaigns, you bid on product groups. Google will automatically serve ads depending on their relevance to search terms.
Are You A Small Business?
Deciding whether to implement Google shopping campaigns is tough. If you’re a new business and you’re selling less than five hundred products, it might be difficult to get visibility on Google’s search engine using a Shopping campaign. Besides, Google Shopping management is a complicated process and you really need to consider if it’s worth your time, money and effort.
Are You Selling Competitive Products?
If you’re selling highly competitive products such as clothing and shoes that other sellers are also offering, you might find it harder to get clicks and ROI. You are more likely to find Google Shopping campaign success if you’re selling niche or less competitive products. If you have a limited budget for your shopping campaign, say less than a thousand dollars, you may find it difficult to consistently generate traffic and profits. To maintain strict margins, you may need to alter daily budget during Google Shopping management.
What’s Your Website Quality Like?
One of the parameters that Google considers to run a particular merchant’s shopping ads is website quality – if your site is of poor quality or has broken links, it might affect the performance of your Shopping campaigns. If any of the above conditions apply to you, shopping campaigns may not be the right fit for you. But if you’re not facing any of these hurdles, Google Shopping can be the right platform to drive online traffic and sales.
If you decide to create a Google Shopping campaign, get in touch with white label PPC management experts who can develop ROI boosting strategies tailored to your business!