Did you know there were over 214.7 million digital buyers in the US in 2022? Online shopping has become a mainstream revenue source for businesses. So, with the right Google Shopping campaign structure, your business can soar.
Google Shopping ads are an essential part of any successful digital marketing strategy. They are a great way to drive more sales and increase online visibility. Most businesses today are already investing in Google Shopping ads. If you’re not, it’s time to get started.
Keep reading to learn eight Google Shopping ads strategies that will help you drive more sales and increase your ROI. You’ll also get tips on optimizing your campaigns for maximum effectiveness.
What are Google Shopping ads?
Google Shopping ads are pay-per-click search engine ads that appear as a carousel of product images. These ads allow online shoppers to quickly compare prices and product features from different retailers. It makes it easier for customers to find the best deal, a feature that encourages them to purchase.
The Benefits of Google Shopping Ads
Google Shopping ads allow you to target specific customers based on their demographics, interests, and other characteristics. It helps ensure that your Google shopping campaign structure targets the right audience.
These ads use visuals to draw customers in and make them more likely to click.
Here are six key benefits you can enjoy with Google Shopping ads:
- Your products will have increased visibility.
- You have improved brand recognition.
- You’ll see an increased click-through rate.
- Google Shopping ads can improve your marketing’s return on investment (ROI).
- There’s a lower cost per acquisition (CPA).
- You’ll have a competitive advantage against other businesses.
Your business can enjoy these benefits if it sets up its campaigns correctly. Although Google Shopping ads can be tricky, with the right strategies in place, you can make sure that your campaigns are effective.
Google Shopping Ads Strategies
Now that you know what Google Shopping ads are, it’s time to learn the strategies that will help you drive more sales and increase your ROI. Here are eight Google Shopping Ads Strategies you should consider.
1. Use automated bidding.
This allows you to set a target cost-per-click (CPC) and have Google adjust your bids to reach that goal. The strategy can help you optimize your campaigns for maximum effectiveness.
You can also set bid limits to ensure you stay within your budget. Automated bidding helps you save time and money while achieving your goals.
You can set an automated bidding strategy on the Google Ads website. You can do this by selecting “Tools” and then selecting “Bidding Strategies.”
Select the type of bidding strategy you want to use, such as “Maximize Clicks,” “Target ROI,” or “Target Cost-per-Conversion.”
2. A/B test your campaigns.
You can also test different bidding strategies and determine which one is most cost-effective and drives the most sales.
A/B testing can help you optimize your campaigns for maximum effectiveness. As your company grows or changes, you should reexamine your campaigns to see if they still need tweaking or if a new strategy would work better.
3. Optimize your product page.
Your product page is one of the most critical aspects of your Google Shopping ads campaigns. It needs to be optimized to be successful.
Ensure your product page contains all the relevant information, including images and product descriptions. You should also include customer reviews to help build trust and encourage people to purchase.
Other effective strategies include using keywords on your product page related to the products you’re selling. It will help Google better understand your products, resulting in more effective ad campaigns.
4. Split your ad groups by product type.
Ad groups are a great way to organize your Google Shopping ads campaigns. You can divide your ad groups by product type or price range, depending on your goals.
By creating specific ad groups, you can target more relevant customers and ensure they see the products most likely to appeal to them.
Plus, depending on their importance, you can set specific bids for each ad group. It can help you optimize your campaigns and ensure they are as cost-effective as possible.
5. Use retargeting methods
Retargeting is a great way to stay top of mind with customers, even after they’ve left your website. It can help keep them engaged and more likely to buy.
You can set up retargeting campaigns that display ads to customers who have already visited your website or interacted with your products.
Platforms like Google Ads allow you to create retargeting campaigns where your ads will show when customers are browsing other websites or using other apps.
You can also use retargeting to display ads for products customers viewed but didn’t purchase in the past.
6. Build a similar audience list.
Similar audiences are a great way to reach customers similar to those you have already successfully converted.
You can create a list by taking data from your existing customers and using it to find other potential customers with similar characteristics.
For example, you can create a list of people similar to customers who have purchased from you. Google Ads will then use this list to display your ads to similar audiences.
7. Include a special offer or deal.
You can use special offers or discounts in your Google Shopping ads campaigns to attract more customers.
It’s essential to ensure the offer relates to your product and provides good value to your customers. You can also use special offers or discounts to encourage customers to purchase from you.
You can increase sales and capture more customers by including a special offer or deal in your campaigns.
8. Consider your pricing strategy.
Your pricing strategy is an essential part of your Google Shopping ads campaigns. Ensure that your prices are competitive and that you get the most value.
You can also use dynamic pricing to adjust your prices based on market conditions and customer demand. It can help you stay competitive and ensure your prices are as attractive to customers.
How to Create a Google Shopping Ad Campaign
Creating a Google Shopping ads campaign can be complex and time-consuming. However, with guidance or professional help, you can create a comprehensive Google shopping campaign structure.
1. Select the products you want to advertise.
Before you flesh out your campaign, you’ll need to choose which products to advertise. Consider which products are relevant to the widest audience or which products seem to appeal most to current customers.
Consider factors such as the demand for the product, its profit margin, and its competitiveness in the market.
Pro tip: Make a list of the products you want to include in your ad campaign. This can help you stay on track throughout the campaign process.
2. Create groups based on the products and their characteristics.
Now that you know which products you want to advertise, think about how you can group them together. You can put products of the same type, price range, or brand in the same campaign.
When you divide your products into groups, you can better advertise to your target personas. You can segment your customers to tailor your ad campaigns to their interests and needs.
For example, you could create a product group for high-end handbags and another for budget-friendly bags. Or perhaps all your prom dress options are in one campaign, and bridal dresses are in another.
3. Create an ad and choose a bid strategy.
Now that you know what you want to advertise, it’s time to create the ad itself. Use clear and high-quality product images to attract potential customers. You’ll also want to target the right keywords so you’ll reach the appropriate audience.
Once you have your assets together, decide on a bid strategy based on your business goals and budget.
You can use manual bidding to have more control over your ad spend, or you can use automated systems such as Maximize Clicks or Target CPA to optimize your campaigns.
4. Monitor and adjust your campaigns to improve your performance.
Putting your ad on Google Shopping isn’t the end. You’ll need to regularly review your campaign to see how it performs.
Use the data provided by Google to identify which ads are generating the most clicks and conversions. Adjust your bids, ad copy, and targeting as needed to ensure maximum performance.
You can also use A/B testing to compare the performance of different ad variations and see which ones are most effective.
Google Shopping Ad Campaign Example
Now that you know best practices, let’s see Google Shopping Ads in action. Check out these brands for inspiration.
Lululemon Running Shoes
There are hundreds of sneaker options that customers can choose from. Top brands must break through the noise. That’s especially true in Google Shopping ads.
Lululemon gives themselves a leg up with their masterful use of keywords. While their products don’t appear on the first page for a general search for “shoes,” their sneakers become much more relevant when users search more specific keywords.
Lululemon is among the top Google Shopping ads for running shoes, women’s running shoes, and women’s athletic shoes.
Pro tip: Segment your product into multiple ad groups to create targeted campaigns. You can then show relevant ads to the right audience.
Chewy Cat Trees
Cat trees come in all shapes and sizes. However, for a plant lover, the cactus-shaped cat tree above may have a particular appeal.
Even with such a niche product, there are multiple options to choose from. Chewy helps its cat trees and scratching posts stand out by highlighting a reduced price. The brand also mentions that shipping is free, which will likely push some buyers over the edge.
Pro tip: Discounts and free shipping can help your product stand out.
Cast Iron Skillets
There are dozens of brands that sell cast iron skillets, so how do customers know which one to buy? They take a deep dive into the reviews.
If you search “cast iron skillets” on Google, you’ll see many shopping ads pop up. The searcher is automatically drawn to the bright yellow stars on certain products.
Those who are happy to pay a higher price for a great product will gravitate toward the Smithey skillet. With 483 five-star reviews, a buyer will feel assured that the product will be worth wild.
Someone else may have a smaller budget. They’ll see that the Target skillet has a lower star rating but more than 2,000 reviews. This creates trust in the quality of the product.
Pro tip: Make the most of social proof and add ratings to your Google Shopping ads.
Making the Most of Google Shopping Ads
When researching an upcoming purchase, most people will turn to Google for advice. That’s why it's essential to craft a Google Shopping strategy so you can reach the right audience.
Start brainstorming which products you’d like to advertise and keywords that your customer persona might search for. Soon you’ll be on your way to increased engagement and revenue.