For e-tailers, Google Shopping Ads offer additional and profitable options to market and promote and sell products, boost traffic to your website, and find better-qualified leads. Just like other ad formats, the Shopping ads use cost-per-click (CPC) - you only pay when someone clicks on your ad.
The main benefits of advertising on Google Shopping are:
· Better qualified leads - By featuring product information directly in your ads, shoppers can make better-informed decisions before clicking the ad. Because shoppers have already seen the product, the description, and the price, once they are in your webstore, they are more likely to complete a purchase, thereby increasing conversion rate and ROI.
· Retail Centric campaigns - Google Shopping uses the product attributes defined in your Merchant Center data feed to show ads on relevant searches, as opposed to general keywords. This increases the likelihood of searchers looking specifically for your product instead of something close to it.
· Broader presence - More than one of your Shopping Ads can appear for a given user’s search. You could be given multiple chances to have a shopper click on your ad in one search as illustrated in this basic search for “custom coffee mugs”. In addition, if your product is relevant to the search query, a Shopping Ad and text ad can occur simultaneously.
Creating a Google Shopping Campaign do require additional data and work beyond a Search Ads campaign. The Google Merchant Canter Data must be uploaded and include a photo of your product, a title, price, your store name, shipping cost and more. By providing as much information as possible, it gives the searcher a strong sense of the product you are selling before they click the ad, which provides you with more qualified leads.
At MCW Marketing, we have years of experience working with Google’s merchant center and shopping Ad campaigns. During the campaign we will review your data and will assist with advice on meeting requirements and best practices. The regulations surrounding Google Shopping Ads are stricter than with regular search campaigns, and requirements are added or changed regularly.
As with any SEM campaign, real success comes from diligent attention to monitoring, data analysis and tracking KPI’s. Our expertise allows us to meet all shopping ad requirements and keep the merchant center approved and active. Thus, keeping your account profitable.