So you may have seen our recent social media post celebrating our SEO & Campaign Manager passing her Google Shopping exam. With Google constantly improving their online advertising options, it’s always good to keep abreast of what’s new that you can use for your own business needs.
The Google Merchant Centre has opened up a world of online selling opportunities for ecommerce websites. So if you’re selling anything online you’ll want to read on…
If you already work in the digital advertising space you might be familiar with Google Shopping. This form of advertising is powered by two platforms –AdWords and the Google Merchant Center. So what exactly is the Google Merchant Center?
Google Merchant Center is where a product feed lives. It’s basically the details of a product, including price, product name, page link and an image of the product. These products are organized in a format that Google prefers and displays at the top of your Google search.
Below is an example of a Google search query for Nike sneakers. The first result shows the Google Shopping ads:
Google shopping has evolved into an extremely profitable marketing channel for many businesses. With recent updates such as the introduction of the Google Merchant Center feature, it has transformed Google shopping from an optional sales tactic, into a must-have ad format especially for eCommerce brands.
Google shopping ads can generate big growth opportunities and is also a great tool to driving brand awareness. For those who have not tried Google Shopping ads, here are some of the benefits of introducing this form of advertising to your digital strategy:
1. More traffic to your website
Google shopping ads will increase the click through rate to your website when compared to text ads that are shown in the same location for shopping related searches.
2. Better qualified leads
You can increase the quality of your leads by featuring information directly in your ads to help shoppers make more informed purchase decisions. Eliminating those carts been abandoned at check out and reducing ad spend on non-converting clicks.
3. Broader presence for your brand
More than one of your shopping ads can appear for just one user search. If relevant, a shopping ad and a text ad can also appear at the same time. This means your reach with shoppers for a single search can now double.
4. Easy campaign management
Instead of keywords, shopping ads use the product details you place in the Merchant Center data feed so that your ads show up on more relevant searches.
5. Access to detailed reporting
You have access to detailed reporting and tools. You are able to follow how your products are performing as well as monitor how many clicks a particular brand from your product range has received by simply filtering your product view. You are also able to use benchmarking data to gain insights into your competitors landscape, identify growth opportunities through impression share data and more.
By introducing Google Shopping ads into your digital strategy you are assured better results and we can help you do this. After introducing Google Shopping Ads to one of our E-commerce clients we had seen growth in the first month of running the Google Shopping campaign alongside the other search and display campaigns, it accounted for 17% of the total sales. Our Google certified SEO & Campaign Manger is ready and equipped with the skills and tools to assist you.