Among the different types of advertising campaigns that we can use in Google Ads we find a variety very focused on the online store due to its characteristics, and is that it gives us the possibility of having a showcase of products in prominent areas of the search results, we are talking about Google Shopping.
A simple and interesting option very focused on the sale of products, which should always take into account the online businesses when carrying out stimuli to the demand for certain products for whatever reasons.
Table of contents
What is Google Shopping
As I said before, for the supplier of products (Online Stores), Google Shopping is the type of campaign through which you can place the products of interest to appear as a showcase of images at the top or on the right margin of searches, after the user has used the search terms that apply.
So if a user searches for, for example, “Sneakers” they will see a series of featured ads related to what they have searched for. Whether or not we appear in these featured ads will depend largely on the budget we have and the number of bidders bidding for “sneakers”
While it is true that in principle, it may seem that it does not work exactly the same as a search network campaign in terms of the choice of keywords,
later we will see that in the data feed that we upload we will have to optimize it with the corresponding Keywords.
For the user we could say that Google Shopping is a price comparator and if you click on the Shopping tab that appears at the top, you will enter a new page where you will find all the items you are looking for and you can filter by price.
In this way the user will be able to value everything he needs. In our example of “Sneakers” you can filter by price range, type of footwear, if it is for men or women, and the size you need.
If you were to make a very specific search for a product, this tool would offer you a purely comparison service, since you would only have to choose who offers it cheaper and make the purchase.
Advantages for your business
The main benefits that an e-commerce will notice when using Shopping campaigns will be the following.
Higher amount of traffic and its high relevance
As the ads are shown or activated after the interest of a user who has typed in Google the information he/she wants to obtain in the form of keywords, for us this will attract a greater amount of traffic from the beginning.
The ad will be giving you enough information through a brief description, a series of images and a price, so you know what to expect once you have clicked. In other words, he is a relevant user because if he accesses it is because he has a real interest in the promoted item in question.
More advanced Funnel stages, higher probability of a sale
Normally, users who access or interact with these advertising campaigns will be users who are at a stage closer to making a purchase, especially if what they are looking for is a very specific model of a product.
If they access and click on an image where a descriptive photo appears with a price, there is no doubt that it will be a traffic quite close to the last step of carrying out the purchase, and we already know that this last step is not carried out overnight on most occasions, but requires a driving process on the part of the company.
Incentivizing conversions
If through the ads we are capturing a type of users that as we have said are close in their decision stage to take that last step and make the purchase, this translates into this type of campaigns having a high rate of conversions, i.e. sales.
Increased visual impact in search results
Whether we do these campaigns on their own or accompanied by a campaign on the search network, there is no doubt that it has a great impact effect on users, since it occupies most of the screen of the device with images, which if they have a good quality, will offer a suggestive call for attention.
Requirements to create a Google Shopping campaign
For the creation of Shopping campaigns we first need to have an account in the Google Ads platform, once we have this we will have to go to the Google Merchant Center platform, where we will have to carry out a series of configurations.
Registration and configuration of Google Merchant Center
The first step is to register and create an account in Merchant Center through a Gmail account. During the process we will be asked for some data related to the store for which we want to make advertising campaigns.
Step 1. Account registration.
- Name of the company and website. Later, when we already have the account created we will be able to change the visible name of the company that will appear in the advertisements to optimize it to our taste.
- Country where the company is located.
- Contacts for both technical issues and commercial attention.
Step 2. Verify the property of the URL and Reclarmarla.
The next step will be to make Google understand that the url of our store is indeed our property.
For it we will have to, from the configuration section, verify our url. We will be offered three variants when verifying the url which are: via Google Analytics, via Google Tag Manager or via HTMl code.
After this, we just need to access the corresponding section in configuration and click where it says claim URL, with this we will obtain the exclusive rights for Google.
Uploading the data feed
Once we have the account opened in Merchant Center we will have to elaborate a data sheet with the products that we want to make the campaigns.
This information that you introduce here is the one that will supply data to the Google Ads platform to make the ads, that is to say, it will take from here the photos, as well as the titles and the descriptions.
For it we will accede to Products> Feeds> Add Feed. Once here we will see a screen like this where we will be given the option to choose how we want to enter the data, either through a spreadsheet or other more automated methods.
Once we have done all this, from Merchant Center we will only have to wait for the data feed to be processed by Google and passed on. When this happens we will have to go to the Google Ads platform and create a campaign as we usually do.
Create the Google Shopping campaign from Google Ads
This would be the last step to have our shopping ads campaign operational.
We will access the Google Ads platform and create a new campaign. In this case we will choose the “Shopping” option as the campaign type, which is indicated in order to be able to publish our ads.
Afterwards, we will choose the Merchant Center account with which we have worked and from where all the data will be taken and we will choose between Smart campaign if what we want is a more automated campaign option or Standard if we want to have total control.
Data Feed Optimization
At this point will be the key to appear correctly in searches, and is that unlike the search network, here we will not bid on keywords, but we must include them both in the titles of the ads and in the descriptions.
To do this we will have to make a study of keywords for which our products are being searched and see which ones we are interested in applying to our campaigns. In this way we will be able to serve the ads in a more optimized way to the users, since we will connect the terms for which the users are searching with our products.
The objective will be to be as specific as possible and not to appear in generic searches, unless we have a large budget and we want to capture the attention of users who are still at an early stage of decision making.
Conclusion
Shopping ad campaigns are ideal for e-commerce, since they have a visual component that enriches and gives a lot of information to the user at a glance. It is like having a showcase with a selection of the products of your choice available to all interested users.
They are campaigns that will attract traffic with a clear intention to carry out in the short term a purchase of the article for which they are looking for information, therefore, it is interesting to show yourself and offer yourself to this type of users.
If you have more questions about how it works or how it could be applied in your e-commerce, we are at your disposal.
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