5 Steps To Dominate with Google Shopping Ads in E-Commerce
Don’t Be Afraid. Enhance Your E-Commerce Marketing Strategy with Google Shopping Ads and these 5 simple steps.
Many e-commerce sites struggle to generate sales due to insufficient traffic. Without prospect customers visiting their site, they will have a difficult time generating sales. While there are dozens of ways to drive traffic to an e-commerce site, one of the most effective is Google Shopping Ads. Part of the Google’s Adwords pay-per-click (PPC) platform, Shopping Ads are unique in the sense that they are designed specifically for physical retail products. To learn more about Shopping Ads and how they can enhance your e-commerce marketing strategy, keep reading.
1. How Shopping Ads Work
Shopping Ads differ from traditional Adwords Search ads by featuring more details about the product. You can perform a test by searching for a common retail product like “LED TVs,” at which point Google will display Shopping Ads at the top for LED TVs. These ads typically contain the product name, price, store, product photo, and possibly even other information like customer reviews and a call-to-action button. In comparison, Adwords Search ads contain a title, description and URL.
2. Optimize Your Shopping Ads Title
One of the most important elements in a successful Shopping Ads campaign is the title. According to an article published by SearchEngineLand, titles should be under 70 characters for maximum visibility, including the keywords for which you are trying to display. You can still use more than 70 characters in your Shopping Ads titles, although Google will likely truncate them.
3. Optimize Your Shopping Ads Descriptions
If the title is the most important element in a Shopping Ads campaign, the description is a close second. Google pulls all the information for ranking from the product title and description, so nailing these elements is a must. The ideal length for the description is 500 characters. It should be descriptive and keyword-rich, avoiding the use of any overly promotional language.
4. Merchant Feed Product Identifiers
Google Shopping Ads uses Unique Product Identifiers (also known as UPIs) to determine which products to display in your ads. There are three different types of UPIs, including GTIN, MPN and Brand. Double check your UPIs to ensure they are accurate and up-to-date. Failure to use the correct UPI may result in your Shopping Ads failing to display.
5. Improve Your Shopping Ads Quality Score
Just like Google Adwords Search campaigns have a Quality Score, so do Shopping Ads campaigns. If your Quality Score is low, you can expect to pay more than a competitor who has a high Quality Score.
So, how can you raise your Quality Score?
For starters, you should constantly optimize your campaigns for a higher click-through and conversion rate. Adding negative keywords to your campaigns may prove useful for both of these tasks. You can also improve your Quality Score by modifying your titles and descriptions to be more detailed.
Pro Tip: If you’re submitting your feed for the first time and you notice that your products just aren’t getting much impression share even though your titles and descriptions are dialed in; then you may want to raise your bids by 50-60% just to get Google to start filtering your products into the mix. Once you begin to get a steady impression share you can optimize bids for better performance.