Google Shopping Ads are listings that appear directly underneath the ‘Shopping’ tab in Google Search. We run these ads successfully for many e-commerce businesses under our Google Ads management service. For anyone that’s selling products online, this is definitely a PPC ad you should try, and here are 10 reasons why. These are benefits written by our PPC ad consultants, who are available for a free, no-obligation consultation if you need any additional help.
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1 – Google Shopping Ads Display at the Top of Search Results
That’s right, they display above a standard search ad or any organic shopping listings! While Search Ads are effective, if a user is searching for a specific product, shopping ads will appear on the standard Google Search page. This means that your ad has the ability to stand out at the very top of the page. Not only that, but product information is also displayed such as product name, price etc. These listings then link directly through to the page on your website, where the user can buy the product.
2 – Shopping Ads Catch Product Specific Users
Do you stock specific brands or good types? Your users may have already done research and know what they need, down to the brand or product type. These users are closer to making a purchase decision than most others. As we mentioned previously, Google Shopping Ads trigger on standard searches, and by using them you are more likely to catch these users with intent to convert.
3 – You Can Display Multiple Products in One Campaign
You can load every product from your site onto one Google Shopping feed and from there analyse which products are generating the best return on investment within your campaign and start to segment/split your budget accordingly. By doing this, you can refine your campaign down to its most profitable level.
4 – No Keywords Required!
Unlike Search Ads, hours of keyword research aren’t required to run a successful Google Shopping campaign. It’s always recommended to include relevant keyword phrases in the product title. But you do not have to generate a list of specific keywords to feature within an ad group. Google will use the information listed within your feed to match your ad with shoppers.
5 – Google Shopping Ads Feature a Product Image.
Search Ads are just text, but Shopping PPC ads immediately grabs the attention of a user with an image. If the image appears directly relevant to the product the user is looking for, they’re more likely to click and land on a page where they can buy directly. Pro tip: invest in a good product photographer.
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6 – Shopping Ads are User-Friendly
When the user clicks the ad, they are then taken directly to the product page. They are only three clicks away from completing a purchase (unless your checkout was designed poorly…). The conversion process is far more streamlined, and your customer is less likely to get annoyed or lose their train of thought.
7 – Your Competitors May Not Have Google Shopping Ads
And for this reason, it’ll help you stand out. If your competitors rank higher than you organically with SEO, but haven’t invested in these PPC ads, your product can appear above them detailing price, image, and product specification.
8 – Products Automatically Update
Once your Google Shopping feed is set up within Merchant Centre, you can trigger a scheduled fetch directly from your website on a daily basis. Whenever your product inventory or price updates, so do your ads. Furthermore, when products go out of stock or are taken off permanently, Google doesn’t waste any money advertising them until you add new items. It’s just that convenient.
9 – You Can Refine Your Campaign
So we lied a little when we said no keywords were required, but only a little. Within Google Analytics, you can review search queries and see which phrases have triggered your ads. If for any reason these are not relevant or are generating a lower conversion rate, you can get rid of them! Take those keywords and add them to Google Ads as negative keywords, and this tells Google not to display your ad for it. This improves your return on investment.
10 – More Clicks and Sales From Mobile Users
A good chunk of Google Searches and Google Shopping users browse using mobile phones. Considering points 1, 5 and 6, you’re making it super easy for mobile users to click on and buy the product from your website. We’ve found that sales from mobile users increase thanks to Google Shopping Ads, even if the website isn’t particularly mobile friendly.
If you’ve made it this far, then hopefully we’ve convinced you of the reasons to get started with these types of PPC ads. Need help setting up a Google Shopping campaign? Talk with one of our PPC experts and we can take care of it for you, including ongoing management of any online ads you have, no matter the platform!
