For any online store, including Google Shopping Ads into your online advertising and marketing strategy offers many benefits. With adverts shown to potential customers when they have a high intent to buy, they provide a high conversion rate when shopping ads are run effectively.
Google Shopping Ads not only benefit your brand awareness, product visibility on Google search results page and conversions. They are a measurable tool to have in your marketing plan, with the ability to test and optimise to make the most of your ad spend. Whilst controlling your ad budget too.
In our blog post, we will look in depth at the benefits for ECommerce businesses to use Google Shopping Ads. Whilst also providing some tips to help with planning your future marketing.
What are Google Shopping Ads?
When a visitor to Google makes a search query, Google will decide which keywords are relevant to your product information. For relevant search queries, it will show ads on the search results page or other relevant placements.
Therefore it is important to make sure the product listing titles and descriptions are filled and relevant it gives the best opportunity for your products to appear in the results as it is these pieces of information that Google uses in place of traditional keywords to find relevancy in a Search Query.
For an ECommerce business, a Google Shopping data feed would be set up in the Google Merchant Center account when getting started. As part of the set up for the product feed, this is what will give Google some of the relevant information needed for each product which can then be divided into product groups for easier management.
This gives a finer level of control to adjust bids and make the Google Shopping ads cost maximise your ROAS (Return-On-Ad-Spend).
To drive quality traffic to your website with a high intent to purchase, it is needed to target as much information within the product listings. This could include the brand, product type and colour.
The aim is for your products to be shown to the right customers, who are looking for your product. This will maximise the ad spend.
Ready To Buy
When deciding where best to invest your marketing spend, Google Shopping Ads for any online store is proven to be one of the most effective tools to use to grow your business. Shopping Ads are shown when people are ready to make a purchase. Therefore they are already at the end of the sales funnel.
As a result, they are more likely to decide to click on your advert and proceed to making a purchase, without the need to target before that point in the sales journey.
With 8.5 billion searches on Google every day and a study finding 49% of people use Google to find new products online, there is a huge opportunity to grow your business through Google Ads.
Due to the nature of the search entered into the Google search engine, when targeted correctly with Google Shopping Ads your advert will appear when they are looking for your product. They are shown the ads when they have a high purchase intent.
There is already a high interest in what you are selling. Providing your business with high quality leads, with less chance of bouncing when clicking through on the advert. With Google Shopping Ads appearing at the top of the results page, they catch visitors’ attention. Making Google Ads the ideal way to drive potential customers to purchase your products.
Standard Google Shopping campaigns can be supported by search ads too for added benefits. This combination is similar to how the new Performance Max campaigns are designed, however, retains more control over the individual Google Ads and which ads appear where.
Visually Appealing
One of the big factors of the high conversion for Google Shopping Ads is the visual element of product ads. A study reports that 90% of all information transmitted to the brain is actually the visual elements. Make sure to use a high quality product image on the product listing.
Google Shopping ads are appealing to click on with relevant product images used and also provide star ratings. Visitors to the search engine are getting to see and become familiar with a product, before even clicking through on the advert. This is likely to reduce the bounce rate, as they can see upfront if it is a product they are interested in.
Another benefit is multiple products can appear from your Google Shopping campaign or multiple campaigns for a search query if it has the relevant information used.
Therefore, your ECommerce business could dominate the results seen for visitors due to your shopping ads. Google uses and takes into account synonyms too, so the product data does not always have to be an exact match.
Effective Spend
We already covered above the nature of Google Shopping campaigns being shown when visitors have a high purchase intent. As a result, it provides reassurance that the ad spend is being used in the right places.
Google Shopping Ads, just like Google Search Ads such as text and display ads are a pay-per-click model.
Therefore ad spend is used when a visitor to Google following their search query, clicks through to your advert. Not only this, but the rich information shown in the advert helps to reduce the bounce rate. Providing you with high quality traffic to your website, with a higher chance of converting.
This can also be a benefit from this online advertising approach because when the advert is clicked it benefits your website traffic and the opportunity to further promote your business and wider product range. As opposed to advertising on other marketplaces, which sell through their own website.
Even if an ECommerce business is not familiar to a visitor, this does not limit the opportunity. When shopping ad campaigns are run effectively, it gives potential customers a positive and visual experience to encourage them to go on to purchase a product. Without the need to have a high familiarity with the brand.
To have the highest return on ad spend it is important to ensure the Google Shopping Ads work to be visually appealing and target the right keywords for the product to match the search keywords for typical Google search results.
Build On Success
An impactful part when running Shopping ads is the ability to test, optimise and regularly review your results to further tailor your own campaigns to deliver improved results going forward. With the use of the Google Ads dashboard and Google Analytics, you can identify areas that need improvement or elements which may need further testing.
This helps to make the most of the ad spend so it is focused on the right customers. There are constant improvements and changes which can be made to build on the success of your Google Ads account for your shopping campaign with updated product titles, keywords, images or number of reviews and scores.
How Can We Help?
We hope you found our blog post useful to see some of the main benefits of running Google Shopping Ads for your ECommerce business. Shopping ads with their added visual element are the ideal way to increase not only brand awareness but with their main focus usually increase conversions too.
At 1PCS Creative we are a Google Partner and have the right knowledge and expertise to deliver effective and impactful Google Shopping campaigns. We can happily review your current shopping campaign or discuss if Google Ads are right for your business. Please feel free to contact us to discuss how we can help.
Ben Webster
Creative director at 1PCS. Addicted to design, SEO, pizza and helping companies big and small succeed online.