What are Google Shopping campaigns and what businesses do they work for?
Campaign structure applied to the sale of clothing and sneakers in the Google Shopping model with Google Ads.
Hello everyone, I hope you are finishing March very well and gaining strength for what the beginning of a new month has in store for us. In this blog we are going to talk about Google Shopping, what it is and how you can use it.
Surely, you have ever searched for a product on Google and it will have appeared like this, on the right side of the screen in this case I will search for tennis racquets:
Have you noticed that there is something different about this type of advertisement?
An image of the product and a price appears, which when clicked sends us directly to the page to obtain information and buy the product. Well, this type of advertising comes from the Google Ads platform, specifically Google Shopping.
This type of advertising is for online stores, which sell tangible items, that is, it is not a valid advertising to sell services. Services such as psychologists or lawyers are not suitable for this type of advertising, so they are generally focused on Google Search.
They also appear in the "Shopping" tab when you search for a product at the top of the search engine, next to the images or Maps tabs. This tab will display a catalog of products related to the search you perform.
Remember, only physical products with shipping will appear. It is not possible to sell digital products or services in Shopping.
What do you need to be able to use Google Shopping?
The first thing you need is to have an online store, offering tangible products. When you want to reach more people and be able to show your products to a larger audience, it is important to use Google Ads and Google Shopping.
In short, this will help you to obtain a greater number of sales as long as the campaigns are well focused on a target audience that is interested in the products you offer. There are different platforms to create your online store, we recommend Shopify, for the ease that it gives you to create your online store, being this platform one of the most used by users.
In our particular case, we have e-commerce companies with the Shopify platform, and thanks to Google Shopping advertising we have managed to multiply sales.
Other platforms used by users are Woocommerce or Magento. In addition to these, there are more online platforms, we advise you that if you are going to create your online store, choose the platform that best suits your needs and investigate which one can work best for you.
A major advantage of Shopify is that it has integrations with Google that facilitate various parameters when creating your Google advertising campaigns.
Google Shopping ads are triggered by keywords, but they work in a different way. It works through the product feed, which is a file similar to an excel file that shows your product inventory. It is usually an XML file, in which the product title, price, size, etc. appear in columns.
This product feed must be registered in a Google platform called Merchant platform called Merchant Center. As I mentioned earlier, this Shopify integration makes it easy for your product feed file to be automatically created and linked directly to the Merchant Center platform.
This creates a chain, in which Shopify must be connected to Merchant Center, which in turn must be connected to Google Ads.
Another option can be to create your product feed and upload them manually (recommended option) since automatic uploads usually give many failures and that invalidates the publication of your products for both paid ads and free cards.
PLEASE NOTE
If you proceed to upload them manually you can also improve the descriptions and group the products into subtypes to make more relevant and effective ads.
Descriptions are the heart of shopping campaigns, since they must contain the relevant keywords that will show your ad when the public searches for it.
The more relevant it is (the keywords in the description), the more appearances you will get, as well as setting eye-catching photos and competitive pricing. In that case, the more Google will show you both organically and paid.
In shopping people tend to look mainly at the price of the product, so make sure that you can compete on this along with the shipping costs and the other companies.
The type of product you sell is also relevant when it comes to making your campaigns work. Remember that in many occasions you will be competing with the giants Amazon and Aliexpress. Even if your prices are cheaper, people will prefer to buy from their trusted sites.
Take care of every detail and check that there is a gap in your market. If you see a lot of supply of a product, perhaps other types of campaigns are better. If you see very little supply, perhaps it is because there is no volume of demand and the investment may be in vain.
If you think you might be missing something, you can contact us and we will help you with your project.
Merchant Center is a platform that provides you with valuable information, because you will be able to control how your inventory evolves.
The products are updated, you will be able to see which products are out of stock or which ones are working or bringing a lower number of sales. This information is complemented with the Google Ads platform, where you can see how many people have taken the product to the cart, cost per click, return on investment and much more information.
The most important thing about these campaigns, having a similarity to Google Search to whom your ad shows, is that it will be seen by a potential customer who has searched for your product on Google search engine, so it focuses you on a target audience.
Google will show them your product, the price, the image and once they click on it they will enter your product page to buy it.
I hope that in this blog you have learned a little more about what Google Shopping is, how it works and what kind of business it is focused on.
If you have any questions or any kind of doubt, you can contact us through our website, answer our form or you can write us directly an email.
Greetings to all, happy week!
