Search engine optimization is a dynamic field that continues to evolve with the changing landscape of the internet. As new algorithmic updates are released and user behavior changes with the...
While there are many digital marketing tools that business owners can use to find advertisement opportunities online, investing in Google Shopping is a very advantageous way to display your product right at the origin of a customer’s search. After all, since many people use Google as their primary search engine when they’re on the hunt for a particular item, it seems like an appropriate way to get ahead of your competition. Needless to say, although Google Shopping is incredibly popular, it’s crucial to understand how this tool should be used to drive sales, leads and overall website traffic.
What is Google Shopping?
Google Shopping is a service that’s provided by Google which allows customers to search for, view and compare product pricing. It’s powered by two platforms, Google Merchant Center — where your product feed lives — and AdWords — where your shopping campaigns live, as well as where you set your budget, manage your bids, gain insights and make optimizations based on the performance of the campaign.
What makes it so unique?
Google Shopping is quite a bit different from traditional text ads. The setup and management that triggers your ads are determined by the feed, the site, and the bids that you make. While there are some strong similarities to SEO, success in the field of Google Shopping boils down to the following areas.
- Feed creation and optimization: The diversity of your product data, product images and the price are all included in this area. After all, the more relevant your ad is to the searched keyword, the more likely that Google will display your product on that given search.
- Bidding: If you bid too much your campaign will not work efficiently, but if you bid too little it will not be able to gain traction. When considering the amount that you’re going to spend consider the price of the product, your profit margin and the e-commerce conversation rate. Keep in mind that you want to make a profit, so, it’s important to find a sweet spot where you’re able to slowly increase your bids over time as they prove to be profitable.
- Monitoring and Optimization: An added benefit of Google Shopping is the ability to keep tabs on your campaign performances. It’s important to monitor your data frequently so that you’re able to make adjustments to your strategy throughout the cycle of the campaign.
How does Google Shopping work?
The best part about Google Shopping is that initially, you don’t have to pay anything. Once a Google user searches your key term, if they happen to click on your product ad a payment will then be made. Following the click, the user will be directed to your online store in the hopes that they will follow through with a purchase.
How can you set up Google Shopping?
Before you’re ready to start promoting your products on Google you will need to set up an AdWords account and follow a series of steps to launch your campaign. If this sounds too complicated for you it’s best to speak with a digital marketing team that’s experienced with campaign management so that they can set up, launch and manage your Google Shopping campaign moving forward. Best of luck!
Are there any disadvantages with Google Shopping over other digital marketing advertisement methods? Please drop a comment below to start a conversation.