Why Ecommerce Store Owners Must Create Google Shopping Ads
Google Shopping is designed around Shopping Ads. They are small images that appear at the top of Google search pages, under the premium ads on your left side or in the upper-right corner.
When searching something online, Google will show between 4-8 of these images and feature the product image, about 30 characteristics of the product’s title, the price, and some promotional text.
These images attract the attention of online surfers and encourage the share of clicks. Online businesses and ecommerce stores that run AdWords Shopping ads bring in the highest ROI through these ads.
If you are an ecommerce store owner using Google Shopping ads for the first time, you will be pleased to find out how easy is to add details of your product to AdWords.
Using Google Shopping Ads for The First Time: What to Do
Here is how you can actually use Google Shopping ads and upload details of your products:
Create a Data Feed
We assume you are not an expert in Shopping Ads or Google AdWords, if you are, great, you can skip the next few tips. If you can’t code your website entirely, you will want to speak with your webmaster or ecommerce service provider about exporting your product list as a data feed (formatted file containing a list of products and relevant information such as brand, price, availability, image, and more.).
The majority of ecommerce platforms such as Shopify, make this easy to do with extensions and plugins, so you may expect this process to be quick and simple.
Open a Google Merchant Center (Account)
Opening a Google Merchant Center account is free of charge. You can find more information on http://google.com/merchants.
The goal is to plug in the data feed (product information) from your website. You may again prefer to arrange for your webmaster to add your data feed details by providing him with the login details of your new Google Merchant Center account.
This is a one-time job. If you set up and install the data, it will update automatically once your inventory is changed. If you want the best results, and we believe you do, set this so that your feed is updated every day. You know how Google loves fresh data.
Link Google Merchant Center (GMC) Account to Your AdWords Account
Is there an option to plug your data feed into your AdWords account? Well, GMC or Google Merchant Center acts as a middleman, keeping an eye on your data and ensuring the format is correct.
Linking your GMC to your AdWords account is a two-step process. Eventually, you will need to send a request for approval from the Merchant Center to your AdWords account. Check out the Merchant Center website for more information.
You can create a new campaign clicking All Online Campaigns > Campaign button > Shopping option.
You will see the usual setup options such as Daily budget, Default bid, Location, and etc. Once the setup process is complete, your products will be places (automatically) into one product group – All products.
If you want, you can activate your campaign immediately and set your ad running. According to experts, for ecommerce website owners, this would be a bad idea.
All the items in the group will have the same cost per click. We are guessing that you don’t want to bid the same price per click for a pair of headphones and for a 50-inch flat-screen TV, right?
Our advice is to start by dividing the All products group into subgroups. You can have separate bid prices for each group. You can then create subgroups of products based on the number of attributes the products share, for example, brand, category, condition, product type, item ID.
If you choose to divide your products by brand, you could create a group for every individual brand and based on the attributes, Google will find and transfer the product into each of your new subgroups. Each subgroup can then be divided into a set of subgroups based on the same attributes you used. You can continue to subdivide and subdivide, down to seven levels.
Once you are done, you can customize each subgroup, adapting the maximum CPC each one.
Keep in mind that once you have created your full range of subgroups, your product divisions are set. The only way to adjust them is to delete the group and start from scratch.
Make sure your conversion tracking is all set up to specify the amount of each sale and the value of conversions. This allows you to set bids for your shopping ads based on the profit, not just the number of products sold.
If you want to see this, go to your AdWords account, view the “Conversion Value/Cost” column. This is the equivalent of Return on Ad Spend, which is a very important metric.
You need to pay attention to performance. If something is performing well, you need to increase it. If a campaign is performing badly, decrease or eliminate that campaign. For your shopping campaign, finding products that have sold profitably is essential.
You will want to increase the bids and encourage Google to show your ads more often.
Don’t be tempted to do extreme increases. A little and often is the best approach, for sure.
Wrapping it Up
If used right, Google Shopping can be one of the most impactful AdWords tools for online stores and ecommerce businesses. This tool asks for a minimum effort to get every piece working properly and it is absolutely worth it.
Before you do anything else, it is important to set up your Merchant Center account and follow the instructions to organize your product groups and subgroups properly.
Once you are done with the hard work, small tweaks to product bids and optimizing the product feed will be the things you will need to worry about.
Are you ready for high conversions, more traffic, and sales?
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