Strategies to Maximize eCommerce Business When Using Google Shopping Ads

March 2, 2020 | Admin

There are eCommerce strategies that boost the general sales of your eCommerce business.  Often times people would like to read up on eCommerce tips that help you fetch better results for revenue and more. 

In this article, we are going to learn about an often overlooked eCommerce strategy by many website owners: Google shopping ads. Learn how to use Google shopping ads to generate revenue for your eCommerce business. 

Google shopping is a little tricky at first, but has a unique take on branding, pricing, and execution. For most retailers, it is essential to have an active Google shopping strategy for an eCommerce business.

About Google Shopping Campaigns

Google Ads allow you to create a shopping campaign in their Merchant Center to promote your online inventories and local stores in order to find better leads that qualify to most likely get your product, and boost traffic to your website. To get started, you’ll send your product data to the Merchant Center and create a campaign in Google Ads. These campaigns can create ads not just on Google but all over the Internet where potential customers can see what you’re selling. Compared to text ads which are only text, Shopping ads show users images of your product, with a label, price, store name, and more. 

Here are some ways you can maximize your eCommerce business when using Google Shopping ads:

Segment Branded and Non-Branded Shopping Campaigns

The primary step in Google shopping ads is segmenting the brands. You must create two shopping campaigns. However, branded items perform differently than non-branded items. 

So, you have first segment all the branded campaigns and non-branded campaigns as negative keywords in the sections.

In the example, there are two segments of designer queries and generic queries. So, under designer query, you should further segment Nike mercurial superfly shoes as the brand name. As seen in the image, a generic question is for general football boots.

Hence, this way, segmenting the brands in Google shopping ads makes your task easy and simple. You can see the increase. 

C:\Users\Chikku\Desktop\nike 1.jpg
Pic courtesy: clicteq.com 

Keep Pricing Competitive

Of course, the second Google shopping strategy is competitive pricing. You should carefully select the pricing range of the products. 

C:\Users\Chikku\Desktop\price 2.jpg
Pic courtesy: clicteq.com

According to Google, if the product is overpriced than your competitors, then it is evident that your ads won’t show up. As shown in the pic above, there are more clicks, conversion rates for the products whose prices are low.

Test Your Bids

You should continuously test your bids to see how far they are working. You can increase the efforts by raising the small amount. You can still see the improvements in clicks and conversion rates. 

This is the key to increase and to standardize your revenue throughout. To enjoy the profits, you should continuously test the bids to find out which one works best.

Plan Keywords Strategically

As Google Shopping has no keywords, you should plan to optimize the product feed so that Google knows when to notify your product. Make sure to design and place the keywords for the products carefully in the product title.

So, for example, when the users search for the party dress. Your product should have the keyword party dress listed in the shopping ads.

C:\Users\Chikku\Desktop\dress.jpg
Pic courtesy: clicteq.com

Interestingly, you can see the increase in the impressions for the same and other relevant searches too. 

You can achieve this just by adding the keyword in the product title so that the user finds it’s easy to see and the shopping ads will show the search results pops up.

Segment the Products by Product ID

It is difficult to split the extensive product catalog, but it is worth the stress. It allows you to save time later when the products are segmented based on the product id. 

Moreover, placing each product based on the product id gives you a significant improvement for the profit margin. It is evident that the product’s price and its margin also differ. 

Segmenting the product id allows you to bid for each product. 

Instead of using the same group for all products as they give you low click rates, try separating through the product id to see the increased conversion rates.

Refresh Bids Every Hour

This is the shopping ad strategy were the few factors that influence results for the ad you give. However, the conversion rates depend on the device you are using, time, Hour, and so on. 

One of the limitations of Google shopping ads is only six windows per day so that you can set the ad modifiers, but the conversion rates will change accordingly.

However, if you use ad words script, you can be allowed to modify the bids for about 24 times per day.

Conclusion

Many eCommerce tips can be followed for better profits. Shopping ads are meant to provide rich information for your products, such as product images, pricing, and brands. Using these data attributes, these are then shown to people who are already searching for the type products you advertise.

When trying new eCommerce strategies, it would help if you took some time to study the basics and understand how Google shopping ads work and then start eCommerce strategies listed above.

Setting up an account takes a little time but it’s worth trying. You can show images of the products on the top of the listings. You will find the top search listings of all the people who have a buying intention.

Once you get started, it will be easy to continue the process, and you find the setup is logical. After running the ads for over a period, you can try experimenting with the bids and see if it works. After all, business is about striving for the best possible practices and yield great results.