Why is Google Shopping ECommerce So Effective?
Google Shopping is a good example of how AI can be used to improve the effectiveness of eCommerce. It is an advertising service that allows retailers to create ads based on their products, which are then displayed alongside search results. This is a great tool for retailers because it helps them get their products in front of potential customers who are actively looking for what they offer.
The Google Shopping platform can also help retailers target smaller niches and build brand awareness. For example, if you’re a retailer that specializes in boots, you could set up an ad campaign with keywords like “women’s boots” or “work boots” to reach your target audience more effectively.
So what’s difference between Google Shopping and Facebook or Instagram advertising for Ecom?
- Google Shopping is what we call “Keyword Direct”. That is, instead of assumptions made by algorithms of who might buy your product primarily based on their demographics and the pages they like. Google Shopping is based on the keywords entered by a potential buyer. Using the example above, a user looking for “women’s boots” will be shown “women’s boots”, nothing else.
- Google Shopping was started in 2002 however, it wasn’t until recently that it was integrate into Google Search. Previously it was under the name “Froogle”. As Google Shopping is still young and in many ways playing catch up to other platforms like Facebook/Insta as well as the global superpower that is Amazon.
How to Find Which PPC Bid is the Best for Conversions In Google Shopping?
When managing bids manually, you will more than likely have greater control over your strategy. With that in mind there are a number of tactics you can use to outperform your competitors and ace your Shopping campaigns including:
- Custom bids for bestsellers – Try breaking your product groups down by item ID’s to attribute custom bids for your bestsellers.
- Set exclusions for Item ID’s that show low ROAS – in the opposite vein as the point above, not all your items will see a decent ROAS. For the items that are bringing in too low a revenue, simply exclude them by item ID.
- Raising your bids during a sale or promotion – Usually, conversion rates see a boost on products with sales or promotions. Raising bids during promotions can increase your volume which can lead to a temporary drop in cost per conversion.
Google Shopping’s Automated Bid Strategies
Alternatively, to make your life easier and (hopefully) save you time, Google does offer automated bidding strategies that can be used:
- Maximise Clicks: This sets your bids to obtain the maximum amount of clicks possible for your target spend. This is ideal for account and campaigns looking to drive as much traffic to the site as possible but not necessarily bothered by conversions or sales. Naturally, this is not a typically favoured option by online sellers.
- Enhanced cost-per-click (ECPC): This is designed to help boost your conversions for manual bidding by altering your manual bid if Google thinks it is more likely to result in a sale. This is more favoured by retailer’s due to the fact it focuses more on the end sales result as opposed to driving traffic.
- Target return on ad spend (ROAS): This alters your bids to get the best conversion value. With this option, you will set an average return on ad spend that you would like to achieve and Google will work to this goal. The downside of this is that it can restrict campaigns from reaching as many people as the other automated strategies would.
Understanding the Product Listing Ad Format on Google Shopping
Product Listing Ads are Data Feed Driven
The crucial element in Google Product Listing Ads is the data feed. You upload your data feed to Google and then create your campaign. Google then decides which of your products to display to a user based on the content of your feed.
Benefits of Using Product Listing Ads
- Higher click through rates – you can get more traffic to your website with Product Listing Ads, as your campaign will get more clicks.
- Higher conversion rate – your conversion rate will improve, as people clicking through will have already seen an image of the product and the price. So, they know exactly what they are clicking on.
- Wider reach – you can reach a wider audience when you add Product Listing Ad campaigns to your online marketing strategy.
- Enhanced visibility – because of the prominent display of Product Listing Ads and you can have multiple products appear on a single search or platform.
- Like other ad products from Google, you compete for the display of your Product Listing Ads in a competitive auction. That competition does vary depending on the type of product you sell. If you sell directly to consumers, you should use Product Listing Ads.
How Ecommerce Companies Can Adapt to the New Google Shopping API
Google Shopping API was a major update that changed the way we do advertising. It is a great way for ecommerce companies to find new customers and increase their revenue.
The Google Shopping API is a change that has been in the works for quite some time now, and it’s finally here. As of last month, Google Shopping API has been rolled out to all advertisers, which means that any company with an online store can use this new ad format to advertise their products on Google Search.
This update will allow advertisers to create ads from within AdWords by selecting the “Shopping” tab, selecting the product they want to advertise and then choosing one of the various formats such as text ads, image ads or video ads.
Google Shopping API is a new way for ecommerce companies to advertise their products on Google. It’s an auction-based system that helps advertisers to bid on product keywords. The bidding process is done through automated auctions, which means advertisers can set their maximum bids and budgets in advance, and then let the bidding process happen automatically.
This new Google Shopping API is helping many of our ecommerce companies grow their business even faster than Facebook / Instagram & Tik Tok advertising!