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Google Shopping Ads Strategy for Small Business

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When you search for a product on any search engine, you will find several product links. Google does a little more than this. It showcases the product listings in the form of featured listings at the top of the page. Every business, big or small, needs to strategize their ad campaign to make this space’s best use and increase revenues. We discuss here how to do it.

Forbes Magazine

To make you fully conversant with the most promising Google Shopping Ads strategy, we take you through:

  1. What are Google Shopping Ads?
  2. How to Set Up Google Shopping Ads
  3. Most talked-about Shopping Ads Strategies

What are Google Shopping Ads?

Google Shopping Ads are the products-based listings ads that appear at the top of the product searches done on Google or Google Shopping. These featured ads can help businesses attract the attention of the customers most quickly. Therefore, these are considered the most crucial slot on a search engine page and need a well-thought strategy.

Bloggers advertising referrals. young people with gadgets and loudspeakers announcing news, attracting target audience. vector illustration for marketing, promotion, communication

 

How to set up Google Shopping Ads

 

Here is a quick overview of the steps involved in setting up Google Shopping Ads.

 

  • Set Up Google Merchant Center Account

 

Google Merchant Center Account is required to set up the shopping ads listing. Having this account helps you have all resources you need to upload catalogs and product feeds. These are integrated with Google Ads account to streamline the operations related to the process.

  1. Create, upload and manage your product feed

Once you have set up the merchant center account, you can create and manage the product feed.

The product feed is nothing but an excel-like sheet that tells Google what products will be included in the Shopping Ads Campaign.

Learn how to make a strong product feed and optimize it to get the shopping ads campaign’s best benefits. 

  1. Set up the shopping ads campaign

Following steps are included in the Google shopping ads campaign creation process:

  • Visit Google Ads
  • Click on the ‘+’ sign to start creating a campaign.
  • Select Goal; in the majority of cases, it will be Sales.
  • Select Shopping under the campaign type option
  • Select the merchant center account linked to the campaign and the country associated with it
  • Set specifications of budget, bidding, targeting, and campaign adjustments
  • Confirm settings after saving and launch.
  1. Optimize the product feed

The product feed is to be optimized according to Google Algorithm to make it visible. It involves steps like:

  • Organize the feed content following Google’s specifications
  • Optimize product titles to increase their visibility
  • Include both long tail and short tail keywords in the product descriptions and title to score good ranks
  • Use product extensions and Merchant Promotions for better click-through and increased visibility
  • Use high-quality product images
  • Segment campaign by categorizing product in the correct group
  • Set shopping actions to expand reach beyond Shopping and be visible on Voice, Google Express kind of platforms.

Most talked-about Shopping Ads Strategies

Once the customer has reached your shopping ad and clicks it, it doesn’t guarantee the deal’s closure. It is advisable to strategize the shopping ads campaign. Some of the advanced strategies are:

  1. Combine remarketing with RLSA campaigns

Remarketing lists for Search Ads focus on those customers who already showed some interest in the past through a visit, adding a product to the cart, or making a purchase. The lists help target the efforts on the people and not just the keywords. Lists help achieve repeat conversions and those of lower funnel consumers. 

Remarketing allows adopting a more holistic approach. It helps cover the potential customers who visited the site or product page the first time but did not buy anything. So, nudging them implicitly through retarget creates a chance of getting one conversion.

  1. Cover the similar audiences

Similar audiences are those searchers who are similar in profile and internet behavior to those included in the remarketing list for search ads. 

Covering similar audiences provides benefits, such as:

  • Offers simplified audience targeting
  • Help get new potential buyers

The best practice is to add a remarketing tag to the site so that a similar audience is automatically targeted and added to the remarketing list.

  1. Utilize customer match data

Customer match data strategy can be put into action in the following ways:

  • Up-selling and cross-selling based on customer past behavior and preferences
  • Boosts repeat purchases from loyal customers or those who made the first purchase
  • Helps cover abandoned carts using ads and Google Shopping
  • Help re-engage loyal customers
  • Allows implementing retargeting strategies.

Customer Match feature allows the marketers to add a phone number and email address of the existing visitors or customers to Google Ads, making communication, and targeting for sales purposes easier and faster.

  1. Go aggressive with using geo-targeting modifiers

 

Modifier adding can yield better results when the following pointers are kept in mind:

  • Be clear about the regions to target
  • Segment online and physical shop customers
  • Closely follow customer intent and combine it with location tool
  • Target customers close to stores with mobile ads
  • Utilize analytics data to decide selling strategies
  • Do not use wider area dimensions like the whole country; it just adds to the click expenditure
  • Filter unprofitable locations

A geo-targeting modifier can offer the best utility when you have gone more granular in your approach by utilizing information like zip codes or city locations.

  1. Leverage Showcase Shopping ads to cover m-commerce customers

M-commerce customers may not make only branded searches. They may put queries like ‘best women western wear online.’ Showcase Shopping Ads by Google constitute shoppable ads that you can serve to the audience when doing a broader keyword search. Since customers get the information about what and where to buy, the chances of getting impressions or clicks increase. It helps the retailers even when the campaign is not running. PPC marketing is not a bit tough. 

Forbes Magazine

Small businesses have limited budgets to allot to online advertising. Using the above tactics, they can play with low competition keywords. Also, they can cover untapped customers who are not too brand loyal in their purchasing habits. It is how the small size businesses can utilize the Google Ads strategy to meet their selling objectives or marketing targets.

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