Increase your e-commerce success with Google Shopping Ads

Are you active in the world of e-commerce and looking for a way to generate additional sales? Then check out the possibilities of Google Shopping Ads! Using Google Shopping Ads, you can grow your business as long as it is set up and executed properly.

Wondering how this works and how Adverge can help you deploy Google Shopping Ads? We’ll tell you more!

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How does Google Shopping work?

Before we delve deeper into how Google Shopping works, it’s good to know what this actually is. Google Shopping Ads are visual ads that display products at the top of Google’s search results pages. Unlike text ads, Shopping Ads show images of your products, along with such things as prices and brand names. This gives potential buyers an immediate visual impression of the product before they click through.

Shopping results appear at the top of search results and below the ‘Shopping’ tab. In addition to sponsored results, free impressions are also displayed. This allows the searcher to easily see all options side by side, without being on a web shop’s website. So Google Shopping is actually a showcase of your products and is therefore the way to get (extra) attention from your target audience if you sell physical products.

Like text ads, Google Shopping operates on an auction model. When a user enters a search query that matches your products, Google looks at advertisers’ relevance and bids and thus displays the most relevant ads. A product feed is used to determine which products Google shows.

Google Merchant Center: The foundation of your Shopping campaigns

The Google Merchant Center is the central platform where you can manage and upload your product feed. Here you can add details such as product images, prices, stock status and descriptions. The Merchant Center is therefore the basis for your Google Shopping Ads campaigns. It is important to make sure you keep your feed of product information accurate and up-to-date to optimize the relevance and quality of your ads.

How to do this? We’ll take you through 3 steps.

Step 1. Google Ads account and Google Mercant Center account

The first step is to create both a Google Ads account and a Merchant Center account. You do this easily by following the steps once you start creating an account.

Step 2. Link your accounts

Next, link your Google Ads account to your Google Merchant Center account.

Step 3. Product feed

To show your ads, you need a product feed. That way, you send the necessary data to Google so that, for example, the correct price is shown. You can format a feed in different file formats:

.TXT
.XML (recommended)
.XLS
.CSV
Google Spreadsheet

A good feed is the most technical part. Therefore, it is advisable to seek the help of SEA specialist. If you do want to get started with a standard shopping feed yourself, you need to take these features into account:

The required characteristics
The recommended features

When it comes to the required attributes of a feed, these are the fields you should include:

Unique ID per product
The title of your product
A brief description of your product
The URL of the landing page where your product can be found
The link of the image so it can be displayed; make sure it is high resolution
What the stock is
The price of your product
The brand name of the product
Manufacturer’s Global Trade Item Number (GTIN) or Manufacturer Part Number (MPN).
For a used product, you must provide the condition

Featured features make your products stand out more. Consider, for example:

Color
Material
In which category you can place the product
Whether it is a sell-out or not

What does Google Shopping cost?

The cost of Google Shopping Ads can vary based on several factors, including your product and the competition in your industry. In general, you can say that the CPC is low, and the impressions are high. Because the searcher can already see your product, there is a good chance that a conversion will occur as soon as they click on your product.

It is important to set a budget in advance that fits your products and the goals that come with them. When setting up a Shopping campaign, it is important to determine how much a conversion may cost per product. Think about differentiating products that don’t run well and/or that you make little profit on versus products that you make a lot of profit on and/or that do run well.

Outsource shopping or set up your own campaigns?

Setting up and managing a Google Shopping campaign is often perceived as technical and complex. Therefore, it depends on your skills wonder if you have confidence to set this up yourself. When in doubt, we recommend you choose to outsource Google Shopping. By outsourcing your Google Shopping campaigns to experts in the field, you can be confident that you are getting the most out of your campaigns through Google Shopping.

And another advantage: that way, you can focus on the core activities of your business, while an SEA expert closely monitors and optimizes the campaigns for maximum Return On Investment (ROI).

Google Shopping international

Do you and your company also want to use Google Shopping internationally? For example, for the French or German market? Your product feed should be adjusted accordingly. You can select additional countries in which you want to use your product data. With shipping features, you specify which countries you want to target for individual products. Does this seem complicated to you and/or would you like advice? At Adverge, we can help you with this.

Wondering how Adverge can help you with Google Shopping Ads?

At Adverge, we are happy to help if you are looking for a reliable partner for outsourcing Google Shopping. We only work with the best SEA specialists, so we really contribute to success. Our team of talent works with the best tools and latest techniques to ensure that our clients’ campaigns perform at their maximum potential.

Are you curious about how we do this? Request a no-obligation consultation! Already have a Google Ads account and curious about what you can do better? Then request a free audit and we’ll show you why we are the partner of choice when it comes to Google Ads!

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