Thanks to Google Shopping, users searching in Google are able to instantly compare products directly from the search results – without having to browse from website to website. If you own an ecommerce website you really need to get your products appearing within these results.
The product listing ads that are returned within the Google Shopping results feature a photo of your product, along with the price, key information and a link through to your website. These ads show up higher than text ads or any other results in the SERPS so its prime advertising space that you will want to be a part of.
Google Shopping gives you an incredible opportunity to get your products in front of your customers instantaneously – right at the moment when they are looking for them.
To get your ads appearing in Google Shopping, you need to upload an up to date product feed of the products listed on your website to Google Merchant Centre. Google is then able to match up user search queries to the products in your feed.
Maintaining the product feed is crucial to making sure that the right product from your website is matched to the most likely to convert search query. So, for example, feed optimisation includes making sure that products that have become out of stock are removed or that any price changes are reflected in the feed etc. It also involves the optimisation of the titles and descriptions of the products in the feed to get the best possible click through rate.
Alongside the quality of your product feed, the structure and management of your shopping campaigns within Google AdWords are key to success with Google Shopping. Unlike traditional text ad campaigns, there are no keywords involved nor is there any ad creation to be done as Google takes all that information straight from the feed. Instead, campaign management for Shopping campaigns is centered around bid management, product segmentation and heavy focus on maintaining a highly effective negative keyword list.
We can create, manage and optimise your Shopping Campaigns to ensure the best possible return on ad spend.
If you would like to talk more about Google Shopping or are interested in Tiger Eye Digital managing your campaigns – please get in touch with us today.