Generating more sales and growing your company’s revenue is the ultimate dream of every business that sells online. If you’re a retailer, you can use Google’s Shopping Campaigns to boost traffic and sales from your eCommerce website. Google Shopping Campaigns is a stellar and yet mostly overlooked method of bridging the gap between customer’s needs and your products.
Google Shopping Ads appear at the top of, and sometimes to the right side of the organic Google search results page. These ads are triggered when a search matches results from Google’s Merchant Center (Products) database. To put that in easier terms, if your customers are looking for a product and Google has those products (through you; the merchant), the customer will see these ads. These ads display a product picture, pricing information and a store’s brand that you can see on Google’s search engine (i.e. google.com, google.co.uk, etc..).
Here is a typical product search that generates Google Shopping Ads results on top of organic results.
These Google Product ads are very effective, because they showcase an image on the product listing. They also show the price of the product that is being displayed. These product ads appear at the top of the search engine listings making them highly visible. Your product ads are going to appear where people will be looking first.
Targeted Traffic and Qualified Leads
As a merchant, you are featuring your product information directly into your ads which helps your customers make informed purchasing decisions. For example, a searcher searching for “rocking chairs”, sees the pictures of your rocking chairs and can decide which chair fits their budget and taste. This also means that the site visitors are pre-qualified not by keywords but by the product and its picture. This technique communicates the design, style and benefits of your product.
Better Click-thru-Rates than keyword ads
While Google Adwords relies on the keyword matching, Google Shopping Campaigns work using the product description and attributes. This makes the offer much more relevant and targeted to the users and their needs. The CTR for Shopping Campaigns is much higher than keyword ads on Google Adwords. CTR refers to the number of clicks divided by the number of impressions that your ad receives on Google.
You receive a broader presence and more visibility on Google Adwords
Based on search relevancy, more than one product can show on the Shopping Ads. You may even get a keyword ad showing up for keyword searches (if you’re running both). This means more visibility in front of the searchers.
Great Reporting Tools
You can see the performance of your ads at product and SKU levels. Google Adwords provides competitive benchmarking and bid simulator tools. These tools help you determine how your competitors are doing and the growth prospects of your campaigns.
Google displays product data in its ads through the Product Feeds and Inventory feeds that are set up in the Google Merchant Center. If you do not know what the Google Merchant Center is, learn more about it here:
You can sign up for the Google Merchant Center at:
Once you’re signed up with Merchant Center, you can set up your Product feed and the Product inventory feed. The product feed refers to the Google’s data feed structure that is needed to add your products to the Merchant Center. You can select a name and country for your products and specify whether you want to upload an excel sheet, a tab delimited file, or a Google sheet. The Google sheet has reference to all the column headers and it is advisable not to change the headers. Category data according to Google product categories can be found here:
Use only one category per product. This should be the most specific category.
Once you’ve set up the Google Merchant Center and the feed, Google Shopping Campaigns can be set through the Merchant Center interface. Go to Google merchant center > Log in > Go to Settings > Click on Adwords > Enter Adwords Customer id and click Add. You will now access all the product extensions in Adwords.
You can now set up Shopping campaigns either through Merchant Center or through Google Adwords. However, it is better to set up a campaign through Google AdWords.
Visit this webpage and Google will walk you through the process of setting up a ‘Shopping Campaign.’ However, there are some tips and tricks that are important for you to make the most out of your Google Shopping Ads.
In conclusion, if you’re an eCommerce store, you should invest some time learning about Google Shopping Campaigns. Highly targeted and focused/matched ads can be created and shown at spots where searchers see them the most. If you need any help with Shopping campaigns, CIBIRIX has a team of specialized, AdWords certified professionals ready to create, manage, and bring you more sales to your store. If you have any questions or comments, feel free to leave them in the comments section below.
To receive even more tips, Join our members only weekly newsletter.
Since founding Cibirix, Ashish has leveraged his marketing degree to lead the agency in crafting meaningful digital marketing experiences for clients. His results-driven approach is a unique mix of analytical thinking, crisp visual aesthetics and a desire to simplify frontends while developing robust architecture. With a passion for design, technology, & marketing, He leads each aspect of the agency’s business and oversees its talented team of digital professionals.