In my blog last week, I talked about the way marketing options that were previously free are now much harder to use unless you pay.
One of those is Google Shopping. Until last year (in the UK) this option was free. Now the Shopping listings are linked to Google Adwords and you have to pay to get your products shown. These are currently known as Product Listing Adverts (PLAs).
However, this is not necessarily a bad thing.
Here’s 5 reasons you should seriously consider Google Shopping for your ecommerce business.
1. Google is now giving the shopping listings much higher prominence. In fact, many search experts reckon that these adverts represent the best positions on the Google search page and the ones most likely to attract clicks from motivated buyers (i.e. those ready to purchase rather than simply casual browsers).
Here’s the results I got searching for “silver heart necklace with diamonds”
The images mean your eye is immediately drawn to the shopping results and they are more prominent than the sponsored text adverts AND the top organic search position.
2. Many businesses simply gave up on Google Shopping rather than implement the new PLAs. This means that competition is still not as strong as it could be. This is changing but there’s still an opportunity for many.
3. The “Paid-for” model means you now have much more control over your Shopping listings. You can bid higher for particular products, for example your better margin products and best sellers. You can add promotional messages, such as “Free Delivery” and also use negative keywords so your adverts don’t show for particular searches. Before, it was simply a free for all with Google deciding what to show and when.
4. The cost per click can be very profitable indeed. If you have good products at competitive prices and great images, then PLAs should work well. Make sure you have analytics with ecommerce tracking enabled so you can monitor your results. In addition, once set up, PLAs generally require less management than traditional adwords accounts.
5. Expect improvements and even better management in the future. Google is working to improve Google Shopping for advertisers with a new campaign structure currently being rolled out.
To set up Google Shopping you will need:
- A data feed (file with all your up to date product information) in the correct format. Most ecommerce shopping carts provide this.
- A Google Merchant Centre account where you give Google details of your data feed.
- A Google Adwords account which you link to your Merchant Centre Account.
It sounds complicated but in most cases, it’s fairly straightforward.
If you’d like help with setting up Google Shopping we can do this for you. Call 0161 883 1655 for a quote.