Google Shopping Ads are an easy and effective way to drive traffic that converts into sales. A lot of the time, these ads aren’t used to their full potential by businesses. This can be for a multitude of reasons, but quite often, it’s because wrapping your head around Google Ads can feel like a minefield.
Knowing where to start can be like looking into the abyss. But worry not, everyone needs to start somewhere; that’s where we come in. We’ve put together a simple guide to understand what Shopping Ads are and why they’re extremely beneficial!
Let’s get started, shall we?
What are Shopping Ads all about?
Without overcomplicating anything, Google Shopping Ads’ main purpose is to boost traffic and conversions. You’re probably no stranger to seeing Shopping Ads, they appear within a search query for a product and are usually very accurate, although there’s always one rogue wildcard that gets thrown in there. For example, if you’re searching for a “black dress”, you’ll be greeted with a list of black dresses which meet your required search terms, pretty straight forward right?
These shopping ads are usually really effective. Firstly, because all of the ads feature high-quality images and prices on the product listings. And secondly, because consumers have an increasingly short attention span and will usually click on the very first Shopping Ads they see.
You may have noticed in your own internet usage how one simple search can send you spiralling down a digital rabbit hole. If you’re searching for a particular item, you’ll get drawn in by a Shopping Ad and the price of an item, which will then result in you scrolling through a brand’s site, therefore contributing to traffic… The very aim of a Shopping Ad.
How do Google Shopping Ads work?
Google Shopping Ads are relatively straightforward to navigate – even if you’re a self-confessed Luddite. We did say this guide would be super simple (you’re welcome), so we came prepared with a step by step guide:
1. List your product data for a “black dress” in Google in a product feed
2. A person will search for a “black dress” on Google
3. Google’s algorithm will then select a “black dress” from your site and present it to the person searching along with other Shopping Ads along the top of the search page
4. Google will use an algorithm to select any “black dresses” from your site and create a shopping ad for it
5. The person searching will then see the Shopping Ad and hopefully be inclined to click on it6. Once the person clicks, Google will then charge you for this
What are the benefits of Google Shopping Ads?
Google Shopping Ads have a lot of benefits to them, they’re great for eCommerce optimisation because they’re easy to navigate and are aesthetically pleasing for both mobile and desktop browsing. It’s a win-win really. But, there are also more benefits to them:
They stand out
With Google Shopping Ads appearing at the very top of a Google Search, they tend to stand out more than standard search ads and organic results do. Product Listing Ads (PLA) are simple, informative and visually appealing, they can grab a users attention and attract buyers, therefore making it easier to click and end up on a landing page.
They lead to higher conversion rates
Shopping Ads overall generate higher conversion rates compared to other ad types. When compared to text-only ads, Google Shopping Ads generate 26% higher conversion rates, which is great for improving overall revenue and ROI (return on investment).
They improve brand awareness
By positioning themselves at the very top of a search page on Google, Shopping Ads help to promote businesses and increase exposure for particular products on-site. They raise awareness and expand reach due to their visibility and prominent position on the page. Once a user becomes aware of a particular brand/ website, they’re more likely to revisit it directly the next time they’re seeking out a specific product.
Where do Google Shopping Ads appear?
Goggle Shopping Ads frequently appear across the web. More specifically, you’ll often see them:
- Along the Shopping tab on Google Search
- The Google Display Network – This includes YouTube, Gmail and Google Discover
- Google Search Partner websites
- Google Search and Google Image
And there you have it, a quick and simple guide to Google Shopping. Want to know more? Head over to our blog post, or get in touch to find out more about what we could do for your business. Just contact us via our get in touch page to discuss how we could boost your PPC performance!