Evolving Technology by Ash Young, Evoluted
Our tech expert shares his Google Shopping list
For those selling physical products and running Google text ads, I’d definitely recommend also setting up Google shopping campaigns. Here I’ll give you the lowdown on why.
What are Google Shopping Ads?
Google Shopping Ads allow searchers to compare and shop for products across different retailers.
As a business owner, you can utilise Google Shopping campaigns to promote your online and local products, and also boost traffic to your site or local shop.
Why should you set up Google Shopping Ads?
More qualified leads: Shopping ads are more than just a normal text ad – they display an image of your product, its name, price, and more. The customer knows plenty of information before they click so they’re more qualified, helping to reduce your overall cost per conversion.
For example, if someone searches for ‘dining table’, they’ll see a range of tables at the top of the results, from different retailers. Firstly, they can see which tables they like the look of, then it’s easy to narrow down their choice further by looking at which ones fit their budget. When the potential customer eventually clicks on the ad, they’re much further down the conversion funnel than if they’d clicked on a text ad.
Wider presence: Firstly, your ads will appear in a number of places; Google Search, Google Images, Google Search Partner websites and the Google Display Network.
Secondly, you can have several of your shopping ads appearing for one individual search, giving you a broader reach. Not only that, but your shopping ads and a text ad can also appear together, further increasing your visibility.
Simple management: Rather than bidding on keywords, all you need to do is enter details about the products you sell and Google will use this to match the user’s search query to your shopping ad. This means you’ll have the best chance at showing the most relevant products to an individual searcher.
Clear purchasing intent: Rather than paying for clicks from broader terms such as ‘where can I buy…’, you’re paying for users who are ready to buy now.
Better UX and conversion rates: Google Shopping Ads streamline the conversion process. When a searcher clicks on your shopping ad, they’re taken directly to the product page they’re interested in and they don’t need to hunt around your site. This is really easy and minimises clicks before the final conversion; less stress means lower bounce rates and can therefore mean a higher conversion rate.
For help with setting up your Google Shopping campaigns, get in touch with the Evoluted team today.
