People rely heavily on Google searches to discover new brands and products during their purchasing journey. Meanwhile, every business is looking to increase its visibility, reach its target audience, and get maximum return on investment. Google Shopping can play a pivotal role in a company's ability to successfully achieve their goals. 35% of all product searches start on Google. Think of how many new customers Google can help you reach and what that could mean for your business.
According to Andrew Gonzales, President of Business Loans, "Upcoming eCommerce startups must understand how to take advantage of the wide reach of Google Shopping to help get their products out there in front of those that need to see them and boost their sales."
This guide will walk you through the basics of Google Shopping, its importance, and how to leverage it to get the best return on investment.
What is Google Shopping?
Google Shopping is a service that displays products relevant to a user's search query. With Google Shopping, e-commerce retailers can advertise their products directly on the search engine by providing key information such as; images, prices, and descriptions that will help build trust and make more customers convert.
According to Kyle Zien, Director of Growth Marketing at Felix, "Google Shopping is a great way for businesses to build credibility for their brand and drive more sales. Not all merchants are accepted into Google Shopping, so getting your product listed on the Google Shopping platform is usually an immediate trust builder."
For maximum returns, brands must understand how best to optimize their Google shopping campaigns and leverage them as a pay-per-click marketing channel and a source of organic traffic.
Benefits of Google Shopping for Businesses
Google Shopping listings present your products to customers in an information-rich visual format that help drive consumers to quick decision-making among potential customers. But this is just one of the many benefits of Google Shopping.
Here are a few reasons why many entrepreneurs and e-commerce retailers are beginning to pay attention to the amazing value Google Shopping can provide.
Expands Your Online Presence
The biggest advantage to using Google Shopping is Google itself continues to be by far the most popular search engine. By using Google Shopping Ads to promote your products, you will be able to reach a much larger audience, attract more customers, and generate more sales.
According to Jerry Han, CMO at PrizeRebel, "Google has a reach that is second to none. Your potential customers visit Google daily to research and compare products, and your products must be there waiting for them. If you don't leverage Google for your business, you will leave a lot of money on the table."
With 51% of shoppers saying they use Google to research a purchase they plan to make online, Google Shopping can help connect you with more potential customers exactly when they need your product.
Higher Quality Leads
By providing relevant product information needed to drive customer purchase decisions, Google shopping can help increase the number of leads that will end up making a purchase from your organization. When people find your products on Google Shopping, it is because it is relevant to their search query, and these visitors usually land on your website with a high intent to purchase.
Insightful Reports and Metrics
Google Shopping has an easy-to-use feature that makes reports and metrics easy to track. After setting up your Google Shopping ads, evaluating their performance is important.
According to Nate Tsang, Founder and CEO of WallStreetZen, "Analytics is a great tool that businesses must take advantage of to measure performance. There's no doubt that companies that use business analytics experience improved productivity, better decision making, and overall better financial performance." These analytics will let you know what's working and what's not and how you are progressing toward achieving your goals.
Most Effective Tricks for Improving your Google Shopping ROI
While Google Shopping Ads are one of the most effective ways to bring traffic to your site, they can easily drain your advertising budget if not implemented properly. Here are a few best practices to ensure you get the best return on your Google Shopping investment.
Optimize Your Product Feed
Optimizing your product feed is the first and most essential step to better shopping ads. Google uses the data from your product feed to make the best ad for you. The more optimized your product feed is, the better your shopping ads will be, potentially leading to an increase in ROI.
For best results, each of your product listings should include the following; Product title, Product type, Product Category, Description, and Global trade item number (GTIN).
Optimizing your product title and description should be the top priority, and you must ensure that these two are relevant to what buyers search for on Google. It is good practice to use simple words when writing your product feed and mention any unique features of your product.
Ensure Your Ad Is As Appealing As Possible
When potential customers come across a shopping ad, the first thing that catches their attention is the image. So you must use only attractive images with excellent quality, as this is key to increasing the conversion rate of your ads.
If you don't want visitors to skip your ads and move on to ones with more captivating pictures, then you need to make sure that you use excellent images that immediately attract their attention.
Take Advantage Of Customer Reviews and Product Ratings
Customer reviews and product ratings are important in grabbing customers' attention and increasing sales. The majority of online shoppers look out for reviews and ratings of a product before deciding on whether to purchase it or not.
Positive reviews and good ratings will leave the right impression about your products and give buyer's the much-needed confidence they need to buy from you. You must ensure your products have high ratings to stand a better chance of increasing your sales and ROI.
Use A/B Testing
A/B testing different portions of your Google Shopping campaign is a great way to find out what works better and what will yield better returns. You should refrain from entertaining guesswork if you want a productive Google Shopping campaign.
Different aspects of your campaign you can A/B test include your product titles and images. Certain variations will always perform better than others. With the knowledge you acquire from your test results, you will know where to make necessary changes to improve your ads' performance and increase your ROI.
Investing in Google Shopping as an advertising tactic can yield incredible returns. However, if campaign optimization is not done correctly, these types of ads can quickly eat up the bulk of your budget. Putting your best foot forward in campaign management with the above-mentioned techniques will ensure you maximize your ad spend and get the best value for the company's money.
Erika Rykun is a guest contributor to Marin Software.