Google Shopping Ads (GSAs), formerly known as Product Listing Ads, are an effective way to drive sales for your business by making your products visible to Google users. Unlike Google Adwords, which place text ads at the top of search results, GSAs use product visuals to hook customers actively looking for products like yours. Businesses are quickly catching on to the power of GSAs: According to Search Engine Land, GSAs made up 43 percent of all retailers’ paid search clicks from Q4 of 2014 to Q1 of 2016. So what do you need to know about GSAs? Today we’ll look at who can best benefit from GSAs discuss best practices, mobile optimization, keyword research, and how you can get the most out of your paid search efforts.
What are Google Shopping Ads?
Google Shopping Ads show users a photo of your product alongside a title, price, and store name. Highly visible, the ads display at the top and top-right corner of search results. They are targeted by product name and product category rather than keyword. Using product specs you provide (size, color, price, brand, etc;) Google determines which products are relevant to users in Google searches.
Leverage GSA Campaign Data in Content Marketing
Beyond directing users to product-specific landing pages, marketers can use keywords to raise brand awareness and establish themselves as an authority in their industry. When you pull data from a comprehensive GSA campaign, you can see what customers are searching for when finding and buying your product through a GSA ad. For example, if people are searching for “fishing lures” and converting to sales on that keyword, you can use that keyword more frequently in blogs and emails to drive brand awareness and present your site as the go-to destination for fishing lures.
Best Practices
Now that we’ve gone over who benefits the most from GSAs, let’s take a deeper look at best practices. You can find a comprehensive list of 10 best practices here, but I want to focus on just a few of them.Test Product Titles
First off, you need to test your product titles to determine which titles convert customers. While testing their GSA campaigns, Andreas Reiffen took two product titles and ran A/B tests to see how tweaks as small as two words impacted their traffic. The original product title was “Lipsy Lace Panel Body Conscious Dress – Navy.” When pulling GSA data for that listing, they found their Lipsy product had 419 clicks. However, when that GSA was pulled up in a search and users had the choice between the “Lipsy Lace Panel Body Conscious Dress – Navy” product listing and another brand’s product, the other product garnered 18,552 clicks. That’s an alarmingly huge disparity, leading them to pull data to see which queries resulted in the most sales for that particular Lipsy dress. The data showed the phrase “party dresses” led to the most sales. With that in mind, they amended the product title to read “Party Dresses Lipsy Lace Panel Body Conscious.” The difference between clicks and traffic? The updated title garnered 4,023 clicks, compared to the previous 419. That’s the kind of valuable, direct-sales growth you can expect if you put the time into optimizing your titles. Product title optimization is arguably the most important best practice when creating GSAs. You should also make sure to use remarketing lists, push your inventory through Google Shopping, and as always, check on your prices. Details on these best practices can be found in the article linked at the beginning of this section.Go Mobile
Newsflash: Our phones aren’t going anywhere. From Jan. 1 2015 to March 1, 2016, GSA mobile impressions grew more than 200%. You’ll need to ensure you’re optimized to handle mobile traffic and convert that traffic to sales. Here are some first steps to take:- Create mobile-only landing pages for every GSA in your campaign
- Contact info is key — make it incredibly simple to get ahold of your company if a user has questions regarding a product. Adding your phone number is a great way to accomplish this.
- Make sure to modify your advertising bids for mobile. While the cost of mobile ads versus desktop ads isn’t the huge disparity it once was, it still pays to do this.