According to recent research, Google Shopping advertising has now overtaken traditional Adwords spending for online retailers.
That’s no surprise to me – Google Shopping is a terrific way to get your products in front of willing buyers. My clients get great sales at a very affordable cost.
And if you think Adwords is just for big brands, think again. If you sell fashion, jewellery, wedding , homewares and gift type items where price isn’t always the main factor (as opposed to branded electronics for example), Shopping Advertising gets your items in front of willing buyers. Not on the High Street are big users – and that’s because it works.
5 Reasons to use Shopping Adverts
Here’s why Adwords Shopping is such a good bet for boutique ecommerce businesses:
Shopping adverts are prominent on the search results page – Google knows how well they work and gives them top spot for product type searches.
2. Attention Grabbing
The images ensure Shopping adverts stand out compared to text adverts, grabbing the searchers attention. They look at these first.
3. Eager buyers
When someone clicks on your product advert they already know what the item looks like and the price. So you are only paying for well qualified leads.
4. Level playing field
Relevance is more important than high bids, so it’s possible for small sellers with niche products to compete successfully against the big retailers. You do need to have very well optimised product listings of course.
5. Low maintenance
Once everything is set up with an automated feed from your website, new products will be included automatically. You’ll need to monitor and adjust bids etc but campaign maintenance is generally less than for text advertising. Unlike Facebook advertising, audience fatigue isn’t an issue so you don’t need to refresh your ads constantly.
At first it can seem a bit daunting getting set up. You need a product feed that meets Google’s exacting specifications. Then you have to set up Google Merchant Centre. Then Google Adwords. Plus ecommerce tracking in Google Analytics is an absolute must for measuring the results of your campaign.
Don’t be put off. You only need to do all this once and then you are all set to go – for years to come.
These days most ecommerce Shopping carts have an option or plugin for creating your Shopping feed. Your web developer should be able to install and/or activate this and link it into Merchant Centre.
Running your campaigns
Once everything is up and running you’ll want to monitor things very closely for the first few weeks and work on optimising your campaign.
Getting your bids right is key – too low and your products won’t show. Too high and your return on investment will be poor. Check out this article for tips on managing your bids
If you are thinking about Google Shopping advertising why not give me a call? I offer a free 30 minutes consultation to help you decide if it’s the right option for you. Call 0161 883 1655 or email firstname.lastname@example.org