3 Ways to Increase Conversions for Google Shopping in 2019
You probably know what Google Shopping Ads are. They are the product based ads that appear at the top of Google’s SERP (search engine results page) before the keyword-based organic listing results.
Since introducing them in 2012, Google has diversified the Shopping Ad family to include Local Inventory Ads (LIAs), and most recently, Google Showcase Ads, to better display the products in its inventory.
Now it goes without saying that Google Shopping is one of the most popular and profitable channels for ecommerce merchants. But mass popularity is a synonym for competition, and as a result, online merchants constantly struggle to nail down conversions.
In this article I want to share with you some things you might not know how to do on Google Shopping Ads. These are strategies that should, over time (and with close scrutiny and regular modification) turn your profile into a conversion engine. But first, why all the fuss about Google Ads?
Why Merchants Want to Get Behind Google Shopping Ads More Than Ever
One of the reasons why Google Shopping Ads are consistently such a hit with vendors is that they are so easy to take advantage of. For example, Shopping Ads can be purchased directly through a vendor’s personal E-Commerce website, whereas Google’s top competitor, Amazon Shopping, still requires vendors to list on their platform.
Since product ads aren’t keyword based, vendors also have the freedom to tailor their ads to target specific product categories according to the data they submit. Meanwhile, a convenient Cost-Per-Click (CPC) format that allows merchants an effortless grasp on their spending and returns on investment (ROI).
The results speak for themselves. A recent study by Search Engine Land found that in the final quarter of 2018 Google Shopping Ads generated 34% more clicks than the year previous.
Three Simple Ways to Increase Your Conversion Rate on Google Shopping
With Marin Software reporting a five-fold increase in E-commerce ad spending in 2018 alone, it is more important than ever for vendors to remain competitive in order to fully take advantages of the benefits that Google Shopping platform has to offer.
So what is the best way to stay a step ahead of the competition?
Here are three simple strategies that every merchant should be following to boost conversion rates and run a successful campaign.
1. Merchant Promotions
Merchant promotion is a free, easy to use tool that allows merchants to choose between discounts, free gifts and shipping promotions when by submitting the information through their product feeds.
The bottom line is if you are not making use of Google promotions, you are missing out on a great opportunity to boost your click through rate and conversions by making your products stand out from the pack. Just take the case of Office Depot, who managed to increase their conversions by 18.1% in the UK through the use of merchant promotions alone.
2. Refine Your Campaign Structure
A well-prioritized campaign will help Google to build a more accurate map of your listing, and this means bringing in the right kind of targeted traffic and minimizing waste. All said the three-tiered campaign featuring three separate ad groups will allow vendors the most control over bidding intent through the use of campaign priority settings and negative keywords.
Yes, managing three campaigns is a lot more work than managing one, but taking the time to carefully group inventory into campaigns, ad groups, and product groups and then further subdivide product groups according to attribute will create a more granular structure will allow vendors the freedom to target ad spend according to actual profit margins.
3. Use Negative Keywords Better
The use of negative keywords allows vendors an easy way to filter out searches for products that don't provide ROI.
Using negative keywords will not only make a Google Ads campaign more affordable but also help to boost conversion rates by ensuring that targeted traffic is guided immediately to the best option for their search term.
Google’s Pay-Per-Click platform allows merchant who chooses to invest their energy the smart way to see big rewards in return. By paying attention to conversions, merchants will be able to launch a more successful campaign and reap the full benefits that the Google Shopping platform has to offer.