Everyone loves the convenience of online shopping, and thanks to the ingenuity of Google Shopping ads, it’s never been easier for e-retailers to tempt shoppers and browsers into making a purchase. Generally, many online retailers are left overwhelmed at the prospect of fighting for elbow room within a saturated online space, but with the right shopping build in place, you’ll have the knowledge and the tools you need to dominate your chosen retail market.
Starting with your product listings ads. These small but mighty ads form part of the foundation of a strong marketing campaign and optimising your Google Shopping Feed and focusing on your product listings can bring you the success your eCommerce business needs.
With this in mind, let’s examine some effective ways you can create the perfect Google shopping build for eCommerce.
Optimise your Google Shopping Feed
Ensuring your Google shopping feed is optimised for success and helping you to curate a successful eCommerce build, begins with understanding the basics. Essentially, your Google shopping feed is a spreadsheet or XML file where you list your products, categories, and product attributes. Google will then browse/crawl this data and create your product listing ads.
The quality of the data you have provided in your feed is instrumental in the rankings of your ads and the likelihood of your product listings being seen by relevant customers. Therefore, optimising your Google shopping feed will ensure your Google product listings are effective and give you’re the ROI you need. Consider these optimisation techniques:
Make The Title A Priority
The product title in your Google product listing is of great importance. Use symbols to make your titles easier to read, add additional keywords and use digits rather than characters to save space. What you’re selling will dictate how you structure your title, including the most important attributes is essential for any product. For clothing, for example, you may want to include the brand, product type, gender, and size. While electronics may require a brand, model and special features. Put yourself in the shoppers’ shoes, and consider what they might include in their search for a specific product, remember, the more you include – the better your chances of being ranked.
Images Are Key
Professional-looking pictures are always going to be better received on product listing ads than low quality, pixelated images. Poor photos are bad for the shopper experience and if you want to prevent your product listing ads from being rejected, avoid watermarks and logos.
Remember Product Categories
Your products need to be listed in the relevant categories for your products to be considered. To do this, you’ll need an overlook of Google’s Product Taxonomy, which has over 6,000 categories and subcategories to use. By using the GPT intelligently, you’ll be able to increase the relevance of your products and have your product listing ads appear in more results.
Be Precise With Product Type
You may have chosen your categories but for better optimisation, consider increasing the precision of your ads and include the product type. This additional piece of information gives Google more information about your product and increases its’ relevance, helping it be found by more potential customers.
Your Product Descriptions
This is the text that appears underneath the title of your product. And as Google will index this information to find relevance, it’s the perfect opportunity to insert some keywords to increase your product visibility.
Segment Your Product Groups
Your product group structure can make your latest campaign and your product listing ads relevant and much easier to manage. By splitting the inventory on your product feed into smaller groups you can strategically bid to make your marketing goals much more attainable. You can divide your groups in any order you wish, however, what you sell and the numbers you have may dictate the best approach for your product groups. Consider segmenting your product groups defined by brand, category, condition, product type or item ID.
Consider A Remarketing Approach
Now we’ve looked at optimising your Google shopping feed and how to increase the relevance of your product listing ads, let’s explore how remarketing can help you build the perfect eCommerce shopping experience.
What Is Remarketing?
When visitors browse your ads and your online store and then leave to shop elsewhere, remarketing comes into play. If you’ve ever been visited a site, left, and then been shown ads of the products you were browsing on a third party site, then you’ve experienced remarketing. This powerful tool has numerous benefits including:
- Brand recall
- Specific audience targeting
- A second chance at making a sale
- Displaying relevant – targeted – ads rather than generic messages
Consider Tailoring Your Remarketing Bids
A simple yet highly effective retargeting method that will enhance the shopping experience, tailoring your remarketing bids based on the type of shoppers who keep visiting your site and leaving without making a purchase, can increase click conversions and increase the impact of your product listing ads. Consider tailoring your remarketing campaigns on those with abandoned carts, repeat non-buying customers and even those who have made a purchase in the past and haven’t visited since.
Consider Query Sculpting
To take your eCommerce experience to the next level, you may want to consider query sculpting as part of your product listing ads campaign.
What Is It?
We know that Google product listing and ads are incredibly powerful marketing tools and are instrumental in driving your online sales and revenue up. By introducing query sculpting to your eCommerce arsenal, you can take this success even further. In traditional Google shopping campaigns, e-retailers have no control over which shoppers’ searches will prompt your carefully optimised product listings to appear. This lack of control can be frustrating, especially if you’re conscious of your marketing budget. But with query sculpting, you’ll have more control over the search queries that get you sales.
How Can It Help?
Query sculpting is based on the idea that the terms searched by shoppers are those of individuals who have an intent to buy and are looking to make a purchase. In regular searches where Google is in control, your products appear in all kinds of search results, with many unrelated to sales – such as those looking for information about a product or information about a particular brand.
By bidding on the shopping queries that prioritise sales and product-specific terms across numerous campaigns, you’re more likely to increase your ROI and drive your sales upward.
Keep A Close Eye On Your Competitors
Thanks to the accessibility and scalability of Google product listing, competition is fierce, therefore an edge over your competitors is certainly welcome. Some simple additions and alterations to your product listings approach will keep competitors at bay and ensure a perfect Google shopping build experience.
Maintain Your Product Feed
Keeping ahead means maintaining thorough and well-managed product listing ads. Managing your product feed takes dedication and time, which is why many e-retailers consider an automated approach. Regularly update your product feed and remember that the more detail you can provide in your feed – the better your results will be and the more likely you are to outrank your competitors.
Outrank with Promotions And Offers
Google Shopping and Google product listing, gives retailers the opportunity to showcase their latest offers and promotions, this is incredibly useful if you’re selling the same products, are your competitors. You’ll need to update your product feed to ensure any discounts, free gifts, or shipping discounts appear on your product listing ads.
Consider A/B Testing
As the results from your first campaigns begin to come through, you may be anxious about how your results compare with your competitors. One simple way to test your marketing and your product listing ads, with an A/B testing approach. By creating two different types of product feeds with different attributes, you’ll be able to see which version brings in better results and highlight the trends that could give you a competitive edge.
Now It’s Your Turn…
Optimising your product listing ads and putting emphasis on creating an immersive and engaging shopping journey can help eCommerce businesses develop the perfect Google shopping build experience. Or if you are not so sure about this, drop us a line and we will be delighted to chat about how we can support your commercial teams.