How to Use Google Shopping Ads to Drive eCommerce Traffic & Sales
Google Shopping ads are great tools for boosting traffic in your online business. These ads are also known as Product Listing ads and have helped millions of online retailers to generate desired sales and revenue. Google has constantly improved the effectiveness of its Shopping Ads, helping businesses reach more potential customers. The tech giant periodically releases new tools, ad formats, and design features to improve the ads.
However, managing the ads may be trickier than you think. You need to take a strategic approach and consider every technical element. Although services like Magento 2 eCommerce development makes things easier, you need to learn how these ads work. This will help you get the desired dividends from Google Shopping Ads.
What Are Google Shopping Ads & How They Work?
Google Shopping Ads are product-based advertisements that appear during product searches on the Google search engine. These ads, also known as Product Listing Ads, include product images, prices, and the brand selling the product. Google Shopping Adds may also display information like reviews and shipping information, among other things. Google Ads have long been known as highly effective marketing tools. These ads enable businesses to a large number of audiences through product-specific searches. Google Shopping is the most popular product comparison platform worldwide. Whether you use Magento 2 development or any other eCommerce service, these ads can get you an impressive ROI.
Why Use Google Shopping Ads for Your Business?
The first thing most people do before buying anything (online/offline) is to do a product search on Google. Usually, consumers want to compare and see reviews before investing in a product. That means a vast majority of people use Google Shopping before buying anything. That’s why so popular and effective as a marketing platform.
Using Google Shopping Ads, you are potentially reaching out to a large number of potential buyers. Larger the target audience, higher the chances of conversion and sales. That’s the most striking reason for using Google Ads for your online business.
Tips to Efficiently Use Google Shopping Ads
1. Create a Google Merchant Center Account
Google Merchant Center enables you to upload product listings. You can use these listings alongside Google Product Ads, Google Commerce Search, and Google Shopping. For advertising your products on Google, first, you need to book the products with Product Listing Ads. Sign up for Google account or use an existing account to use the Google Merchant Center. You can create a Google Merchant Center account with the following steps:
- Select the location of your business.
- Configure your Google account.
- Agree with the Terms of Service.
2. Use structured markup language
You should use a structured markup language, or schema, to on the backend of product images. This helps the search engine to properly index your products. Any SEO expert will tell you how crucial the schema is for the visibility of your products on Google. A structured markup language lets the search engine decode the information provided on the product pages.
3. Optimize your product feed
The product is the channel through which you can show the product lists to customers using product searches on Google. It enables you to showcase information about inventory and Product Listing. Here are some tips to optimize the feed:
- Manage the feed content according to Google’s specifications.
- Optimize product titles to make them SEO-friendly.
- Use long-tail and short-tail keywords I product descriptions.
- Utilize product extensions and merchant promotions.
- Upload high-quality product images with attractive designs.
4. Create Google Shopping campaigns
You can create Google Shopping campaigns once our product lists have been approved.
- First, you will need a Google Ads account. You can easily create new shopping campaigns on your Google Ads dashboard.
- Click the plus sign on the “campaigns” screen.
- On the next screen, you need to choose “create a campaign without a goal’s guidance.”
- Choose the “shopping” option and you are ready to go!
5. Improve your website speed
The speed of your eCommerce website is crucial to your customer experience. Hence, it’s linked to your online sales. An online store with a higher speed not just gets better visibility but also has a significantly higher conversion rate. Google ranks web pages with higher speed better in the search result for relevant keywords. Besides, websites with lower speed experience substantially higher bounce rates.
6. Incorporate voice search
A growing number of online shoppers are using voice to search and buy products online. This is mainly due to the rising popularity and consistent evolution of AI-based voice assistance, like Google Assistant and Siri. However, the lack of easily available tools to analyze the performance of voice search could be a challenge. Online commerce are being upgraded to make such emerging trends more efficient.
7. Create ad groups
By creating ad groups for Google Shopping, you can smoothly manage the types of Google Shopping ads you want to run. It also helps you to manage to bid for those ads. Google usually allows you to create two types of ads: Product Shopping ads and Showcase Shopping ads. The former lets you promote a specific product while the latter enables you to advertise different products from your brand.
8. Optimize product images on your website
Google Shopping uses the product feed that you upload to the advertising platform. However, when it comes to images of the products, Google pulls them from your website. That means your product images on the website will be used by Google for Shopping Ads. Optimize the images so they attract customers and drives traffic to our website. Google usually rejects Shopping campaigns with low-quality images.
That means you need to optimize product images even to qualify for ad campaigns. Here are some tips to enhance product images:
- Use light-colored backgrounds, like white and grey.
- Use close-ups and rear views of products along with additional images.
- The product should take 75-90% of the entire image.
- Avoid excessive blurring to pixilation in the images.
- Display the products from different angles.
If you can efficiently manage the Google Shopping Ads, you are more likely to stay ahead in the competition. Customers searching for products online will find your brand early in their shopping journey. Keep in mind that your competitors are leaving no stone unturned to stay at the top of the search results. Be it marketing extensive or choosing tools like Magento 2 payment gateway for eCommerce, brands with better visibility and customer experience have the edge. Follow these tips and become a visible and attractive brand in Google search results.
Ashley Brown is a Magento developer working with AgentoSupport, a reputed Magento 2 eCommerce development company helping clients with their concerns related to ecommerce stores. She loves writing informative blogs on latest Magento updates.