If you sell products online, then this post is for you. Because while Google AdWords can work for pretty much any business selling any product or service, Google gives people selling products a bit of extra help in the form of Google Shopping Campaigns. These campaigns work in a very similar way to a standard AdWords campaign, but instead of bidding on keywords, you’re bidding on product-based searches, and your results show up in a separate bar at the top of the results page. And because they’re geared towards products, you can create ads with images, product names, pricing and some promotional text, instead of just the basic text ad. Want to know more? Read on.
Why Should I Use A Google Shopping Campaign?
For a start, Google Shopping Campaigns ensure your ads will be attention-grabbing, visible and completely above the fold, which all leads to more clicks and more conversions.
But if that isn’t enough, there are a few more advantages. For one, it completely takes the guesswork out of your bidding strategy. Rather than having to carefully select keywords and work against thousands of other people, your ad is triggered by a product search. When a user clicks on that advert, they will land directly on that product page in your store. This means you have a much better chance of converting them than if they landed on your website from a more generic search.
It also makes targeting your ads much simpler. After all, you’re not trying to promote your business or your website generally – it’s all about promoting specific products to qualified prospects. As long as you fill in your ad forms correctly, you will quickly start to see incredible results from your Google shipping campaign.
How Do I Set A Google Shopping Campaign Up?
That all sounds great – so how do you set one up? Unfortunately, it’s not quite as simple as creating an AdWords campaign would be. Before you can start creating shopping campaigns, you first need to set up a merchant account. To do this, visit the Google Merchant Centre. You’ll be asked to fill in some basic information, including your website URL. It’s particularly important for you to use the URL for your main store here, as you will have to verify your domain before you can start running campaigns, and all of your campaign links will need to come from this domain.
Once you’ve got the basics set up, you’ll need to set up your data feed. This can get a little technical, so here’s a great video from Google that explains exactly what you’ll need to do:
Unfortunately, you’re not quite ready yet. You still need to link your new merchant account with your AdWords account. Thankfully, this bit is really easy – just go to ‘settings’ in the merchant centre, click ‘AdWords’ and paste in your AdWords customer ID. As easy as 1,2,3. Now you’re ready to launch your first Google Shopping campaign!
Google Shopping Campaign Top Tips
Like most things in life, there is a lot of trial and error involved in creating successful Google Shopping campaigns. And while you will need to do some testing, experimenting and measuring to find the perfect balance for your market, there are a few things you can do to make your campaigns a success from the get-go:
- Make sure you have good photos. People shop first with their eyes, and you are much more likely to get clicks and conversions with high-quality product images. If yours aren’t up to scratch, get some professional shots taken (we can recommend a great photographer).
- Play around with timings. Just like social media, the same content can get different responses at different times of day, or days of the week. So do some experimenting and keep track of when your campaigns are most successful, and use these times in the future.
- When you’re setting up your campaign, AdWords will ask you to choose a priority for your campaign. If you have a lot of different products and a limited budget, then this is your chance to pick which you would like to have the most exposure. You can choose high, medium or low priority, depending on where you want your ads to appear.
- Use the analytics tools provided to generate real results. Google will provide you with benchmark data (to give you an idea of industry-wide bids), CPC and performance for similar products, so that you can create the best performing ads you can.
Of course, if all of this sounds great, but in practice, it can be very time-consuming. That’s where we can help. At Ad-Extra, our experts can manage the entire process for you from beginning to end. Thanks to our experience in AdWords campaigns, we can apply tried and tested techniques that will make your shopping campaigns a success. For more information, just get in touch with the team today.