Running an eCommerce store involves a lot many things to bother you. Often you may feel the need to give an extra push to a specific product or a product group in your inventory. There may be several reasons behind it. You may find that a product is not getting sold as much as you expected. It may also happen that some of your products have fallen out of fashion.
In such situations, you would definitely try to put additional effort to get them sold. You would definitely not leave any chance of promoting your unsold products. What if Google’s paid search comes to your rescue?
Kudos to Google Shopping! Yes, it is the ultimate platform that can increase the exposure of a specific product as it can effectively manage your inventory. Let’s have a closer insight on why Google Shopping is beneficial.
Most Consumers Don’t Buy Products What They Search for
More often than not, consumers end up buying products other than the ones they have been looking for. A recent research showed that only 34% consumers buy the same product that was clicked. 30% buy the products of the same kind but from a different category. 36% buy the same product but from a different brand.
Benefits of Google Shopping
Google Shopping proves to be beneficial by providing a smarter way to gain a higher amount of targeted visibility. When people search for one of your products, they will be shown the particular item on the first page of SERP. The product that they view at the very first glance is your product and there is no way to click on any other item of similar kind or any other product. The advertisement includes:
- An image of your product
- A short but effective description
- Your website’s link
- Information regarding the sale of the product
- The value of the product
Google Shopping provides an easy way to make retail-consumer exchanges. It not only helps you organize your products that are listed in Google Merchant Centre, but also enables you to personalize the campaigns of your shopping ads.
Some additional advantages of Google Shopping are:
- Creation of retail-centred campaign
- Use of powerful tools
- Inclusion of competitive metrics like, Benchmark Max CPC, Benchmark CTC and Impression Share
- Preservation of historical performance
- Automatically generated targets
How to Use Google Shopping Campaign
- There is not much difference between Google Shopping Campaign ads and paid search ads if you are striving to achieve your goals. No matter how you create your ads, give time to personalize and optimize every shopping campaign.
- Various tracking metrics come with Google Shopping Campaigns. You have to use them tactically. Performance tracking plays an important role to adjust your campaigns. It is one of the most suitable ways to ensure whether you are reaching your set goals or still away from them. You can evaluate the progress in the following ways:
- Check whether sales exceed the amount spent on advertising. You’re always able to adjust your bids.
- You should also keep a close vigil at your performance level. The new metrics can help you know both good and bad performers in your brand.
- You can also use competitive metrics that help you increase your bids if you find that impression is very low or the benchmark max cost per click is greater than max cost per click.
- Another beneficial way to use Google Shopping is to pay importance to seasonal promotions. Here, you can prioritize your campaigns. It means if it is summer and if you have a lot of summer tops, you can emphasize on that particular campaign. What you need to keep in mind is that it will be set on high priority until you set it back to low or you don’t have enough balance.
Pic courtesy: https://support.google.com/adwords/answer/3455481?hl=en
Before you go and invest your money, just keep these above-mentioned factors in mind. If you understand and utilize Google Shopping optimally, then you will be able to reap its benefits.