Google Shopping Campaigns: How They Can Benefit You As An E-Commerce Company?
Retailers have a lot of choices to make when setting up a new campaign. You have geolocations to set, keywords to target, a bid strategy to work out, and of course product images to upload and optimize.
But before you can get to ad features, you need to decide where you want your ads to appear. Since Google has such a vast digital network, they can offer an equally extensive collection of networks to display advertisers content on. This can lead retailers down the wrong path if they choose a campaign type that does not help them boost traffic or collect strong leads.
Once you select a campaign type, you can go ahead and modify campaign details to target a specific audience. But if you choose the wrong network in this initial stage, your optimized product descriptions will get lost in the ether.
Benefits of the Shopping Ads for Ecommerce
Retailers need to know what type of ad campaigns will help meet their goals. Usually, the goals of an e-commerce add campaign revolve around targeting searchers with strong commercial intent and getting them to click-through on a product description (thus collecting stronger leads). The Shopping campaign type is best suited to meet these goals, and here are three reasons why:
1. Your ad appears above the text and search ads
If you want to reach interested shoppers at the moment they are searching, you need to appear at the top of the search engine results page. Shopping ads appear in this coveted top spot whenever a commercial keyword or phrase is searched for. This leads to more traffic, higher than average click-through rates, and better quality leads than if you had displayed on any other network. That’s not to say it’s a walk in the park to land the top spot – it still takes plenty of work to know your audience and optimize products descriptions to match their interests. However, if you succeed in creating highly optimized ads, you can leapfrog competitors who are spending thousands of pounds to get where you are.
2. Ads include image, price, and additional features
A second benefit to running a shopping ads campaign is that you get to present more features than just text about your products. In fact, images, price, and additional features take up more of the ad real-estate, and this works wonders on customer intent. When a customer can see a version of the product, learn about its product specs, get a quick price comparison, and scope its review status all from the search results page itself, you are appealing directly to customer intent without being flashy about it.
3. Micro-targeted data collection
A third valuable feature of shopping ad campaigns is the ability to collect micro-targeted performance data. The ads you create for each product category (and sub-category) can be measured at the most granular level. Simply apply filters to your product view data to see how many clicks a particular brand of herbal tea is getting, what segment of your audience is clicking through the most, and from which particular ads. Once you have looked at the performance data you can alter the bid strategy to ensure the lowest possible cost of customer acquisition. Interpreting and incorporating micro-targeted performance data is challenging analytical work that online marketing agencies are expert at.
Most retailers do not have the budget to advertise across the vast Google network. Choosing Shopping ads as your campaign type is almost always the right decision because they come with unique benefits that help boost traffic and collect stronger leads.