Google shopping ads have now been in action for a few years and they offer a completely different dimension to your online advertising. Rather than focussing on keywords that searchers might use, Google Shopping Ads focus on the product information that searchers DO use.
Here are four ways that using shopping ads can help maximise your sales.
Get Better Qualified Leads
As a merchant, you can increase the quality of your leads by featuring product information directly in your ads to help users make informed purchase decisions. This makes users more likely to complete a purchase on your site. For example, when Sally does a Google search for “fish bowl,” she might see Shopping ads from merchants selling fish bowls. She can tell which fish bowl fits her taste just by looking at the picture. She can also quickly see whether the fish bowl fits her budget by looking at the price. This means that by the time Sally clicks on the ad, she has a good sense of the product and its cost, which puts her further down the purchasing funnel compared to the average web user.
Easy Retail-Centric Campaign Management
Instead of keywords, Shopping ads use the product attributes defined in your Merchant Center data feed to show your ads in relevant searches. Browse your product inventory directly in Google Ads and create product groups for the items you want to bid on.
More than one of your Shopping ads can appear for a given user search and, if relevant, a Shopping ad and a text ad can also appear simultaneously. This means your reach with users for a single search could double.
Powerful Reporting and Competitive Data
See how your products are performing at any level of detail you want. For example, you can see how many clicks a particular brand of high-heeled shoes got just by filtering your product’s view—no new product groups are needed. Use benchmarking data to get insights into your competitive landscape. Identify growth opportunities with impression share data and the Bid Simulator tool.
These four factors can help you directly target searchers when they are most interested in your products, and more importantly drive sales to your online business or brick-and-mortar store.