Google Shopping campaigns are a great way to drive more sales on your e-commerce store. However, you’ll face fierce competition in almost every product niche, so you need to know how to make sure the money you spend on ads is put to good use.
If you know what you’re doing when it comes to Search Engine Optimization (SEO), getting the most out of your Google Shopping ads will come naturally. Optimizing your campaigns is key to maximizing profits, and to do that, you just have to follow a few best practices.
In this article, we’ll walk you through four strategies you can use to improve the effectiveness of your Google Shopping ads, which can in turn help you increase sales. Let’s get to work!
1. Optimize Your Product Titles
As you may know, Google Shopping ads pull the data for each product from your Merchant feeds. This means that in order to update any of your product names, you need to change them within the feed your campaign is associated with:
This process is simple, but it does make testing out different product titles somewhat complicated. For example, Google Merchant doesn’t enable you to list the same item more than once within the same feed. That means you can’t split-test different titles by pointing them to the same URL.
What you can do instead is ensure that your product titles are optimized from the start, so they encourage more clicks. By this, we don’t mean cramming in as many keywords as possible. Instead, you’ll want to ensure that each product title provides all the information potential customers will need.
Here are two examples of product titles:
- White Sneakers
- White Reebok Classics Size 37
The first is too vague, but the second is well optimized. If a product has a version number or a specific model, or it comes in a particular size, you’ll want to include that information in the title. When in doubt, always include as much detail as possible (while keeping your titles at a manageable length).
2. Use Promotions to Encourage Sales
If you want a single tip that will help you drive more sales, here it is: lower your prices. There’s nothing people love more than cheap things. Of course, you can’t just drop all your prices unless you want to go bankrupt.
What most savvy stores do is run the occasional promotion during the times when people are most likely to make purchases. That way, you can make up the deficiency in per-product earnings by increasing your sales volume.
You can also run promotions via your Google ads, and your options fall into three categories:
- Discounts in your prices (whether that’s fixed amounts or percentages)
- Gifts that are included with a product’s purchase
- Free shipping
When you run promotions for your products, this is what your Shopping ads will look like:
As you can see, there’s a Special offer indicator that should catch visitors’ attention, and help your products stand out. To run Google Shopping campaigns that include promotions, you’ll just need to set up a new feed exclusively for that purpose.
3. Upload Better Product Photographs
Let’s run a little experiment. Go ahead and type the name of any product you want into Google, and take a look at Shopping ads that come up on the Search Engine Results Pages (SERPs). For example, we looked up the term “red handbag”:
Most of the photographs here are decent, but a few of them don’t feature handbags at all. The quality also varies. In many cases, searchers will decide what ads to click on based largely on the relevance and quality of these images.
Therefore, the product photographs you add to your Google Merchant feeds should always:
- Accurately portray the product in question
- Show off any standout features of that item
- Remain discernible even on smaller screens
- Be of high quality
Keep in mind that with Google Shopping ads, you don’t get to show off multiple product photographs. Whichever image you pick needs to be a winner, if you don’t want to waste your advertising budget.
4. Optimize Your Product Descriptions
As you may have noticed, Google Shopping ads don’t enable you to see descriptions at first glance. Instead, they rely entirely on product photographs, titles, and prices to get your attention. However, when you click on a product, you get the chance to read an expanded description.
You’ll want your ads’ descriptions to include all the necessary information potential buyers need to make a decision. However, some stores don’t put any effort into their descriptions, and just cram in as many keywords as possible:
To be clear, it is a good idea to include keywords in your product descriptions. After all, Google uses them to determine when to show your products on its network. However, the ‘keyword stuffing’ approach in the above example often leads to misclassification.
If you want to create the best possible product descriptions, they’ll need to meet three criteria:
- Concision. A lot of people skim over long texts, so yours should be short and sweet.
- Key features. Every product has something that makes it stand out, so make sure to highlight that information in your descriptions.
- Proper keyword usage. Don’t go overboard with keywords, but don’t ignore them either.
In our experience, the approach that works best is to write your descriptions in a natural voice. Don’t try to force keywords in, but use them when they fit into the text organically. That way, both potential buyers and Google will get all the information they need, without being overloaded with too much data.
Google Shopping campaigns enable you to promote products right within the SERPs. This approach can be highly valuable, since it enables you to target people who are looking for the exact products you’re selling.
Keep in mind, though – there’s a lot of competition within Shopping ads, so you have to make sure you pull out all the stops. This involves:
- Optimizing your product titles
- Using promotions to encourage sales
- Uploading better product photographs
- Optimizing your listing descriptions
Do you have any questions about how to improve your Google Shopping ads? Let’s talk about them in the comments section below!
Image credit: Pixabay.