How Retailers Can Build a Successful Brand Using Google Shopping?
It’s no secret that upper-funnel marketing can significantly boost both click-through rates and conversion rates on Google Shopping. While some brands invest heavily in brand-building, others rely almost entirely on performance marketing. At ShoppingIQ, our advanced technology is built to maximise the impact of upper-funnel activity where it exists—but it also delivers strong results even when there’s minimal or no brand-building support in place.
What many retailers don’t realise is that brand awareness can be built directly through Google Shopping. By reaching users who are actively searching for products you sell and making the most out of every ad impression, your brand can turn Shopping into a powerful channel for long-term brand growth—not just a tool for short-term sales. The result? Better ROAS, stronger conversions, and sustainable, long-term growth.
The Foundation: Setup and Brand Presence
A Strong Setup Drives Better Results
Without a solid brand presence, even the best products can struggle. Post-COVID, we saw many startups with strong offerings fail to scale due to a lack of brand visibility and trust online. When users search for your brand, they expect to find positive reviews and a professional, active online footprint—not silence or worse, negative feedback.
Key steps to strengthen your step:
- Ensure your Google Shopping profile is complete, accurate, and trustworthy.
- Create and maintain supporting social media pages-they help occupy Google's first page with branded results.
- Encourage and highlight positive reviews. Set a goal of getting at least 50 Google reviews to activate seller ratings on your Shopping ads.
- Audit your brand search results. Search for your brand and assess what appears in the top 10. If third-party or unflattering content dominates, take action to push branded content up. Ensure your organic ads in the SEO listings are also optimal and well written, highlighting key USPs. Paid search ads against your brand, would also support, further building initial trust levels.
Prepare for Campaigns with the Right Technical Setup
Before launching Shopping campaigns, make sure your website tracking is fully functional, and well designed.
Install Google Ads, GA4 tracking tags and a Meta Pixel, even if you’re not running Meta ads yet. This enables future lookalike audiences and improved targeting. The more data, the better. You can also upload your initial customer list to both Google and Meta, to help these platforms better target your customer base.
Strategic Brand Building Through Impressions
Leverage the Power of Free Impressions
Google Shopping offers a major advantage: you only pay per click. Impressions are free—so every time your product is displayed in Shopping results, you’re gaining brand visibility at no cost.
With the right keyword targeting and technology—like that offered by ShoppingIQ—you can ensure your ads appear on the most relevant searches. For example, a mattress brand might focus on keywords like “comfortable mattress” or “best mattress for back pain.” Even with a limited budget, this approach allows you to build a presence on high-intent, brand-relevant search terms.
If your brand and product are strong, clicks and conversions will follow—but patience is key. Building trust and recognition takes time, and impressions today lay the groundwork for tomorrow’s conversions.
The Role of Consistency in Brand Recall
The more consistently users see your brand, the more likely they are to remember and trust it. Repeat visibility fosters familiarity—and familiarity breeds conversions. This drives:
- Higher direct brand searches
- Increased website traffic
- Better long-term ROI
Consistency also powers organic growth. Satisfied customers are more likely to return and recommend your brand to others, amplifying your marketing impact through word-of-mouth.
Maximise the Impact of Your Ad Impressions
Stand Out with High-Quality Visuals
Because impressions are free, it’s essential to make every one of them count. Strong visuals are critical:
- Use high-quality, differentiated product images.
- Use ShoppingIQ’s features to include your logo in Shopping ads—this significantly enhances brand recall.
Don’t Switch Tactics Too Quickly
Brands that constantly shift between performance marketing and brand-building often struggle to gain traction. Consistency is critical to success. A long-term, unified approach to branding and performance will yield far better results than short-lived campaigns chasing instant wins.
Retarget to Build Trust and Increase Conversions
Not every customer will convert on the first visit. That’s why retargeting is essential:
- Set up retargeting for users who visited product pages or abandoned checkout.
- Run low-cost YouTube video ads to reinforce brand values and USPs.
- Use Meta retargeting to bring users back from Facebook and Instagram.
Think like a consumer: if you see a brand multiple times across different platforms, you're more likely to trust it and buy from it—even if you didn’t convert the first time.
Key Insights for Retail Brands Using Google Shopping
1. Stronger Brands Perform Better
A well-known, well-loved brand enjoys higher CTRs and conversion rates. Consumers are more inclined to click and buy from names they recognise. ShoppingIQ helps build that recognition across the entire shopping journey.
2. Ad Spend Delivers Dual Value
Digital media spend drives both short-term and long-term value. Brands that stay consistent maximise this effect. ShoppingIQ ensures budget is used wisely to build momentum, not wasted on tactical overreactions.
3. Google Shopping Is Part of the “Messy Middle”
Consumers explore, compare, and return to Google multiple times before converting. Brands that stay present throughout the journey win more often. ShoppingIQ’s AI-powered insights help identify and target the right moments.
4. Strong Brands Reduce Price Sensitivity
When shoppers trust a brand, they’re less focused on price—and more focused on value. This gives brands pricing power, leading to healthier margins. ShoppingIQ’s tools support smart product positioning to help brands compete without always undercutting on price.
Final Word: Long-Term Growth Needs Long-Term Thinking
Brands that bounce between short-term tactics and fragmented campaigns often burn out their budgets without building anything lasting. Sustainable success comes from integrated strategies that blend brand-building with performance marketing.
At ShoppingIQ, we’ve helped both startups and global retailers scale using Google Shopping. We’re currently offering up to one hour of free consultancy to help your business grow—visit ShoppingIQ.com to get started.
Our Team
Build advanced feeds & campaigns faster
Our Team
Build advanced feeds & campaigns faster
