Transforming how brands & agencies optimise Shopping Campaigns with extra functionality
In the past few years, since its launch in 2012, Google Shopping has been growing exponentially. And if you’re asking: What is Google Shopping? You’re in the right place.
Google Shopping is the system that Google provides when you look for a certain product. Let’s say that you look for a T-Shirt with a specific keyword. You look for a red T-Shirt. The first part of the Google search shows a list of different t-shirts that are related to your search. It gives you all the information that you need, with an image and the price. It’s a clear search, and you just need to enter the product to buy. You don’t need to look for a product on Amazon. A search away you have all the necessary information.
From the seller’s point of view, it’s also an excellent way of promoting your products. You pay, like in any type of ads, and you can appear when someone searches for your product (or something similar).
If you are familiarized with the text ads, this is something similar. Instead of plain boring text, you can show data about your product. And the good thing is that your product can appear in different ways and show up multiple times.
Why is Google Shopping so important?
Because it is the best solution for local stores and sellers who don’t want to be an undifferentiated row on Amazon. They are gaining valuable clicks and clients through Google’s platform.
Also, the customer has all the information about the product actualized. They receive the best deals you can offer, and products that are new, or for limited time.
And I want to give you some statistics. First, 85% of all searches start on Amazon or Google. More than 8 out of 10 people who want to buy something start looking for that product on one of these two platforms.
Most of them search for products on Amazon (49%). The next place is Google and that is 36% of the total search. Selling on Amazon is okay, but the main problem is the difficulty to establish loyalty or a group of people that are going to be your customers for life. And these types of connections might be really important for small companies and new entrepreneurs. In the end, if you have a small group of customers, and they buy frequently, your company is going to grow and maintain a certain level of sales.
That gives you space and money to invest in new campaign ads, create your cool website or hire designers to make your product really nice. You know what is useful for your company, but for that, you need to sell with constancy.
So, if you want to have more interaction with buyers, Google Shopping is your place.
But how do you become the first search?
The only way is through Shopping ads (also called Product Listing Ads, PLAs). They show your product information, in a Google search result. They show your offers to possible customers before they reach your website.
Also, Google Shopping has a system to rank your product according to the potential client and his/her personal preferences.
You can add to your product some keyword targeting, to reach the client that is willing to buy your merchandise.
One thing that I love about Google Shopping is that once the shopper looks for your product, it denotes their intention. They are thinking about it, and it’s probable that they have money to buy it.
Your shopping campaigns have to be created within the Google Merchant Center, which is the standard Google search ads.
So, as I mentioned before, clients that click on your product are more interested, because they clicked knowing all the information. It’s not just a text ad. Once they clicked knowing all the information, it is much more probable that they convert.
One of the keys of Google Shopping is the engagement (the technical term for the initial interaction, that can result in a connection with the customer).
The best place for advertising engagement is Google Shopping. Shopping ads drive most of the retail search ad spend and produce 90% of all clicks on Google Shopping campaigns or Google Ads.
One of the many conclusions is that text ads with no brand are dying, so all the companies need to adapt to this new way of advertising.
And in addition to the product ad when you search for a specific thing, there’s also a product marketplace, that is exclusive for Google Shopping products. And that provides you with new clients.
Also, when the client clicks in the item of Google Shopping, it redirects them to the web page where your product is listed. They can buy your product really fast, and also see your web page.
This system creates more connection with the customer, as I mentioned before, and also shows something extra to the client.
When someone uses Amazon, they just see the basic information of an article, and if you’re a brand, and your goal is to sell products that are different from the rest, this is a good option.
You can show the “soul” of your company through your website, and create a unique experience. It is not just the purchase of an item, it’s a different and personalized experience.
Shopping will continue to be the biggest Google paid search growth opportunity for most online retailers. As such, companies and entrepreneurs need to be investing time and money into feed administration and established campaign optimization tactics like query mapping. Publicists also need to be taking benefit of new Shopping format modifications to guarantee they appear for as many important queries as possible.
The importance of including Google Shopping to promote your company, and more importantly, your brand, can’t be described with words.
Try it and tell me about your experience! I assure you that it is not going to be negative.