Top 5 Google Shopping Ads Strategies

It’s 2020, the whole world is quarantining with Covid-19 prancing around the globe like an unstoppable tornado. Governments have imposed lockdowns and businesses have been forced to close their store windows.

But there’s still one place where you can sell, and that’s the online marketplace!

With the corona virus taking a toll on businesses and their economic activity, e-commerce has become not just important, but essential for businesses that want to keep selling and stay afloat during these uncertain times.

However, investing in the best e-commerce solution isn’t all you need to do, because products don’t sell themselves! 

In other words, effective digital marketing is the “oxygen” that all businesses need in order to breathe and flourish while the world is at halt.

And when you think about it, there’s no place better for online advertising than the first page of Google. 

So, let’s discuss some Google Shopping Ads Strategies that can increase your ecommerce sales!

How to Use Google Shopping Ads to Drive Sales?

To make Google Shopping ads work for you, you can use two approaches.

You can either set up your Google shopping campaign structure in the form of multiple campaigns paired up with different ad groups. 

Or, you can create just one campaign with a single ad group. 

Basically, a Google shopping ads strategy for your businesses would be made up of ad groups, campaigns, and product groups. 

But, obviously, you’d be confused about which campaign structure should you use, right?

Let’s briefly discuss the two different methodologies that we just mentioned.

• One Campaign, One Ad Group

This is the simplest way of making Google Shopping Ads benefit your business. 

Plus, if it’s your first set up, going with one campaign and one ad group can definitely be the right decision. 

You can include your entire inventory in a single product group named “All Products”, and then continue with a straightforward campaign that doesn’t involve any complex strategies. 

However, if your goal is to customize your bid on the basis of products that you’re selling, better check out the second approach. 

• Multiple Campaigns, Prioritized 

Running several campaigns and prioritizing them on the basis of your bidding strategy can actually be a gamechanger if you do it right. 

What you can do is, create a campaign that targets unbranded keywords and set it on low or medium priority. 

Further, create another campaign targeting branded keywords and set it on high priority. 

That’s because searchers who are using branded keywords are further in their buying journey as compared to those who aren’t, and so, they’re also more likely to convert. 

In this way, with multiple campaigns and several ad groups, you’d be able to have more control over the specific search terms that work with your brand. 

However, keep in mind that you can’t choose the keywords that you want your product to show up for. All you can do is optimize your campaigns.

Moreover, you can also create several different campaigns for various product groups, and set their priorities depending on the products that you think will convert more searchers.

After you’ve decided which campaign structure you’d choose, it’s time to strategize for Google Shopping Ads!

Here’s the most-awaited list of Google Shopping Ads strategies that can be your sale booster:

• Set Up Customized Campaigns with Negative Keywords
• Consider Your Product Prices
• Run A/B Tests on Your Campaigns
• Optimize All Your Product Pages
• Split Ad Groups Based on Products

 

1. Set Up Customized Campaigns with Negative Keywords

As we discussed above, when using Google Shopping Ads to attract more customers, the method of creating multiple campaigns can be quite effective if you set the priorities right. 

One strategy can be that you create different campaigns and set their priorities to target different keywords. 

For this, you’d need to create a negative keyword list. In this way, you’d be able to control the searches that your product shows up for. 

For instance, you can develop a campaign that targets generic searches, and another for branded searches. 

While working on this strategy, carefully analyze and find out the keywords or searches that’re most likely to convert.

2. Consider Your Product Prices

Whether you’re working on Google Shopping Ads yourself or have partnered up with a company of certified Google Ads experts, remember that your ad is going to compete with a lot of other products.

And when that happens, the first thing that your prospects would look at would be the prices!

So, consider your current pricing, and do the best that you can to serve your customers.

Because, to be honest, there’s huge competition out there, and prices can either make or break or break your ecommerce transactions. 

3. Run A/B Tests on Your Campaigns

Consider this as an online marketing rule:

Whenever you’re creating a new marketing strategy, don’t skip A/B testing!

Also, when working with Google Shopping Ads, you’d probably need to try a number of different techniques before finally finding out the one that works for you. 

What to test? 

Your priority settings, the different ad groups that you’ve created, negative keywords, and bids.

In addition to this, you can also run a few tests to find out which product pages and product groups convert more searchers. 

All in all, to improve your sales with an effective Google Shopping Ads Strategy, you’d need to run A/B tests and develop the right balance between your bidding strategy and campaign structure.

4. Optimize All Your Product Pages

Above, we mentioned that you can’t choose which keywords to target with Google Shopping Ads.

Now, this factor makes it important that you optimize all your product pages by:

• Writing product descriptions that include keywords.
• Using keywords in your product title.
• Adding keywords in page title and meta description.
• Creating and adding descriptive image alt text.

All of this would make it easier for Google to decide when your product should be displayed. 

Tip: Hire certified SEO experts and you won’t have to do this all on your own.

5. Split Ad Groups Based on Products

Another great strategy for your Google Shopping campaign can be splitting up your ad groups on the basis of products. 

For instance, if you sell products that happen to be way different from each other, such as wine and scrunchies, you’d want to target them for different keywords.

Moreover, you may want to spend more of your marketing budget on one product than the other. By splitting your ad groups, you’d be able to advertise better.

Other than this, you can consider retargeting your prospective customers, those who’ve viewed your products before but haven’t made a purchase.

Also, special offers and deals can help persuade your audience to buy from you. 

Don’t have the time to develop all these Google Shopping Ads strategies on your own? 

Partner up with a digital marketing company with an in-house team of Google Ads experts now! Because there’re numerous reasons why you should be using Google AdWords.

 

By VROX Content Team - 22 Jun 2020