Google Shopping Ads Guide and AdWords Management to Reach Your Sales Targets

Goal Setting

Whether you want to promote your online inventory or find qualified leads for your business, Google Shopping Ads can help. Also called Product Listing Ads, this tool can drive sales and revenues for your online and offline stores. 

Despite its effectiveness, Google Shopping Ads amount to only 20% of paid search clicks. That’s a big gap, and you can use it to your advantage. Boost your online stores by creating an ad to reach the target audience across Google’s properties. 

While ads are easy to set up, you may find it challenging to master them without in-depth knowledge. That’s why you need to hire reliable AdWords management services and follow this guide:

Understanding Google Shopping Ads and How to Set Them Up

When you search for a product on Google, you will see product listings or Google Shopping Ads on the result page. They include the product image, brand, and price with some layered information. 

Since they can reach specific search queries with easy to click images, Google Shopping Ads have better chances of being a success. Over the years, Google has added many capabilities to this tool. From local inventory ads to smart bidding and showcase shopping, there’s a lot to do. 

If you don’t already have a Google Merchant Centre account, create one. This account will allow you to provide product-related information to Google with high-quality images. There is no need to stress the significance of images at this point. Sign up to your account and create a shopping feed with all products supplied by your store. 

Steps for setting up a Google Shopping Ad campaign are:

  • Create a new campaign and select your goal
  • Choose shopping as the type of campaign
  • Select the Merchant Centre account and choose the right country
  • Set up your budget and make adjustments for targeting and bidding
  • Save the settings and launch the ad

Once you are all set, log-in to your AdWords account to get started with a new campaign. Follow the right instructions and focus on profitable bidding options. 

Optimizing the Product Feed

Even after creating a Google Shopping Ad, if your conversion and click-through rates are at an impasse, you can start optimizing the product feed. Since it is at the center of your campaign, it helps you to communicate your product information and inventory through relevant search queries. 

Experts recommend using optimized titles and descriptions in the product feed. Start by organizing the feed content based on Google’s guidelines. Brainstorm the most relevant keywords or key phrases for the campaign and insert them in your titles and descriptions. 

Leverage merchant promotions and product extensions to increase visibility, and don’t forget to upload the best images. Images always have a massive impact on the user’s mind. Hence, the brighter it is, the better. Once you finish all these steps, set up the product groups and Shopping actions for specific segments. 

Organize the Campaign Structure

As a retail brand, you want to maximize your products’ exposure in the top-ranking search queries. Though Google Shopping doesn’t allow direct keyword targeting, you can use negative keyword lists to create an alternative campaign. Focus on the priority settings that will funnel your searches in the right direction accordingly. 

Here, you may use an isolation strategy to push the most aggressive bids for the searches with the highest value. Leverage the factors like product grouping and divide the campaigns to control and monitor your listings and bids.

Adopt Smart AdWords Bidding Strategies

Google AdWords functions with a bidding system where the highest bidder gets the best exposure for a product listing ad. If your ad isn’t gaining much traction, raising your bid is the most rational decision. However, you can’t ignore the lifetime value of a customer before bidding higher amounts. 

Experienced AdWords management services can come handy at this stage. With smart bidding features and practical strategies, you can analyze the signals to tailor bids according to the individual user. It also offers better control over your bidding performance and attribution model. 

Google provides custom reports and updates to identify discrepancies and current performance of your bidding campaign. There isn’t a cookie-cutter approach to this. You need the best strategy with proven results. The options are:

  • CPA or Cost per Acquisition bidding can adjust your bids for maximum conversions based on the target CPA. Using historical CPA information and real-time data, you can adjust the optimal bid in this strategy.
  • ROAS or Return on Ad-Spend bidding helps increase conversion value based on your expected return on ad spend. It is an automated strategy that can maximize efficiency without exceeding cost perimeters.

Retargeting through Google Shopping Ads

When someone visits your site, you can retarget these visitors by triggering a tracking pixel. Show them the best you have got with other Google Ads. You may want to create some impressive ads for specific products to retarget your audience.  

For example, a user clicks on the ad and looks at a new bag displayed on the screen. You can design the layout to make this user see other display ads for the bags on partner sites and YouTube as well. 

With research saying that nearly 70% of retargeted users converting into buyers, you can’t afford to let it go. Optimize the product name and make adjustments to improve conversions for this purpose.

Reach Out to Similar Audiences

Using Similar Audiences, you can target new visitors and find those having similar search intents or browsing history as your existing members. It broadens your customer base and shows your ads to potential leads. By taking the guesswork out of audience targeting, it helps to expand your remarketing target list. 

Also, you can leverage Customer Match to upload the contact details of your customers in Google Ads to build targeted campaigns. It helps to up-sell, repeat the purchase, increase brand loyalty, and reduce cart abandonment. 

Lastly, don’t forget to show your users rich images and relevant texts to improve the buyer intent. Be logical and run the ads for a short while before going all out with a campaign. With comprehensive AdWords management services, you can augment your Google Shopping Ads performance and smash your sales target.

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Arushi Sana is the Founder of Santerra Living and Co-Founder of NYK Daily. She was awarded the Times Power Women of the Year 2022 and Times Digital Entrepreneur of the Year 2023. Arushi is also a Sustainability Consultant for organisations looking to reduce their carbon footprint and also works with brands on social media to help them carve a presence in that niche. She holds a Degree in Computer Science Engineering from VIT University and a Diploma in Marketing Analytics from IIM Nagpur. Her interest in Sustainable Living and Interior Design led her to start a Sustainable e-Marketplace where customers can buy eco-furniture and eco-friendly products for everyday use. Arushi is a writer, political researcher, a social worker, a farmer and a singer with an interest in languages. Travel and nature are the biggest spiritual getaways for her, and she aims to develop a global community of knowledge and journalism par excellence through this News Platform.

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