on | by Pauline Feraren

From its relatively humble roots as Froogle, Google Shopping ads are now a PPC platform giant that has proven invaluable in significantly improving eCommerce sales. In fact, as of 2018, the platform was reported to drive almost 80% of all retail search spend and generated even more of it share on all clicks.

Whether your business has just opened its first online store or you’ve dabbled a bit in eCommerce and are looking for a way to take operations to a more competitive scale, then you can’t afford to miss out on this paid advertising opportunity.

01

What Makes Google Shopping a Great Choice?

Full disclosure? Running PPC ads can be a nightmare if you aren’t used to the strategy or don’t have a dedicated paid ads team handling and tweaking the plan based on the latest trend data gathered.

Moreover, the dearth of supporting content makes it much harder, as a whole, to lead potential customers through your funnel. For a long while, the future of paid ads in eCommerce looked bleak. Google Shopping Ads changed all that and irreversibly changed the face of the online retail sector.

Google Shopping is a platform powered by Google Ads and Google Merchant Center. The powerful combination makes it possible for online store owners to sell their products directly and competitively on the search engine itself.

The platform boasts several micro-conversion features that empower a business owner to create more eye-catching ads specifically designed to drive eCommerce traffic:

  • Brand names
  • Images 
  • In-depth product reviews
  • Product descriptions 
  • Product specifications and pricing
  • Wide range of format customisations

Whereas Google Ads only offers a rigid text-and-CTA advertising format that does nothing to enhance the customer experience, Google Shopping works similarly to a comparison site. 

The convenient shopping platform offers customers a feast for their eyes. Everything they would want to know about a product will be laid out for them. With it, they’d be able to browse through and digest several product options with a quick glance instead of clicking back and forth the search results.

Not only is the process streamlined; the ease with which the customer can take in and compare the details of a nearly endless product catalogue drastically expedites the conversion process.

02

How Do You Make Google Shopping Work for You?

Because of its additional advertising features, users of Google’s search and display networks may get lost with Google Shopping. But it’s easy to get a hang of it if you keep a couple of things in mind.

Products categorization

Google Shopping does away with the traditional bidding on specific keywords and ad group creation. Instead, Google categorises and organises products according to search term relevance. 

So, make sure you fine-tune your Shopping ad content and make it valuable to a searcher. Doing so means that you’ll only have to pay for clicks on the most relevant topic for significantly less effort, so it’s a win twice-over.

Direct advertising

Going against the conventional SEO wisdom we’ve been imbibing the past couple of years, online store owners can’t use supporting content like a blog calendar or a free webinar to help boost traffic on a Google Shopping ad. 

Since the platform works by pulling data straight out of the Google Merchant Center, you’ll have to rely on more direct-to-the-point advertising methods. The ideal Google Shopping ad is an ad that packs all the intent to buy on that one shot.

PPC for eCommerce Business’ Dominance 

As an online store, you have a lot of options to digitally market your products. But if you want to take advantage of the boom in paid advertising opportunities, then head straight for the platform that parks your wares in front of interested buyers: utilise Google Shopping, or hire a trustworthy PPC service provider to manage your affairs.

Axadra is a digital marketing agency that can do that and provide a range of other related services.

Contact us today to get started.

 

 

Tags: PPC ecommerce

About the Author

Pauline has been writing for the industry long enough to have lived through several Google Updates. She is also a HubSpot certified Content Marketing Specialist. When she's not dancing a step ahead of the algorithms, she's busy trying to find a common free time with her MTG EDH playgroup. She likes cephalopods, but she isn't HYDRA.

Pauline Feraren
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