Google's main search or 'All' tab will most often show Shopping ads at the top of the page above all other search results paid and organic. For some product categories, Shopping ads can also appear on the right hand side.
Along with a product image, additional information such as price, website, and promotional text appear in Shopping ads as well. When clicked on, Shopping ads direct shoppers to the respective product landing page on an E-Commerce website.
Shopping ads also appear when shoppers search on their smartphones and include special listings such as Showcase Shopping ads.
Google has a dedicated Shopping tab which acts much more like a Comparison Search Engine (CSE). At a glance, the listing here appear just as they do in standard search.
The Shopping tab gives consumers more compare/contrast options such as filtering capabilities to find exactly what they are looking for based on criteria like price range, style, and color.
Instead of immediately redirecting shoppers to a retailer's website, when one of these results are clicked on a more comprehensive window appears which includes extra features such as competitor comparisons.
Shopping ads which appear in the Image search tab on Google differ slightly from those on the main search pages.
While still marked by the 'Sponsored' heading, Shopping ads in the Image tab only show the product image, price, and retailer.
Scrolling over any particular ad here, shoppers can preview other important information such as Free Shipping promotional text.
Google's massive reach and control of the search engine market make it the ideal place to advertise products.
On a global scale, Google controls nearly 80% of all searches performed on the internet and in the US alone as of April 2017, Google was shown to be handling over 63% of search queries.
Past consumer surveys have revealed that as many as 35% of shoppers begin their purchase behavior on Google with over half of them using Shopping ads to find products they want.
Google Shopping falls under the PPC (pay-per-click) / SEM (search engine marketing) umbrella of digital marketing and is highly measurable with the ability to make direct correlations to ROI (return on investment.)
When used and managed properly, Google Shopping campaigns can be the most cost-effective product advertising tool for any E-Commerce business.
During a recent study in comparing Google Shopping to Text Ads, it was found that Shopping ads were over 73% more cost-effective for attracting qualified shoppers. That same study also revealed that Shopping ads drove an 8 times higher ROAS on average compared to Text Ads for online retailers using Google Shopping.
On its own, Google Shopping is already a beast for E-Commerce businesses looking to increase traffic and sales.
Couple it with specialized Remarketing campaigns such as RLSA (Remarketing Lists for Shopping Ads) and/or Dynamic Remarketing and it gets even stronger.
With Remarketing, you can target previous visitors to your store, deliver ads back to them, and entice them to come back and either complete an unfinished purchase, or purchase even more per their last visit.
We have found that retailers who take advantage of Remarketing for Google Shopping experience an average uptick in conversions of 10%, and with an over 50% cost reduction for repeat costs-to-acquire.
While the general prerequisite for Google Shopping is having an E-Commerce store,
retailers must have 3 specific Google accounts set up and configured properly:
All three core Google services are interconnected to a degree with AdWords needing to be connected to both Merchant Center and Google Analytics.
Before campaigns can be created using AdWords, retailers must first have a Merchant Center account and an approved product feed. Feeds are essentially any accepted file (such as a .TXT or .XLS format) or direct integration (API), and within that feed is a catalog of one's products and their associated information/attributes.
Feeds can be created manually, however larger retailers can also take advantage of apps/plugins from their E-Commerce provider such as with BigCommerce stores, or 3rd party feed providers.
Our team offers full service feed setup, management, and ongoing product data optimization options such as product title keyword insertion.Learn more
Once you have your Merchant Center account and feed ready to go, you can move onto creating and structuring campaigns in AdWords. Campaign structuring (also known as Subdivision in AdWords terms) plays a pivotal role in Gooogle Shopping success.
Retailers can choose to be as broad or as granular with their campaigns, being able to focus on groups of products or build campaigns at the Pure ID-level where products can be managed and analyzed on an individual, one-by-one basis.
Our team leverages our platform to create ideally-structured Google Shopping campaigns aimed at profitability. We then provide a full suite of managed services to handle all things Google Shopping for your E-Commerce business.Learn more