There are plenty of things to do on the Internet, and without a doubt, online shopping is one of the most popular activities. E-commerce has significantly transformed the business landscape and altered the way businesses worked. Gone are the days when businesses relied on billboards and posters to get customers to know their brand. Now, you can get help from a Google Shopping Management Company to create optimized product ads and well-executed campaigns to boost your returns.
Google Shopping presents many opportunities for businesses, especially since the ads in the platform only add up to about 20% of paid search clicks. This platform is often overlooked by many companies who focus more on building their e-commerce website and ranking high on search engine results pages (SERPs). By capitalizing on both strategies, you can maximize your advertising potential and grow your business more successfully.
You may have seen Google Shopping ads in the past after searching for a particular product online. However, you may not be familiar with how it works if you were the one listing the product ads. To help you get started, here are some information on how Google Shopping works and how you can grow your sales with the help of a Google Shopping Management Company.
How Does Google Shopping Work?
To create Google Shopping ads, you can choose from three different types:
- Product Shopping Ads
These are the most common and familiar type of ads that contain the product image and a short description.
- Showcase Shopping Ads
With this type of ad, you can group similar products together and place them into one ad. This way, users can easily compare products from one another and select what suits their needs the best.
- Local Inventory Ads
These ads are useful for reaching local users as they lead to a local storefront page where shoppers can check your inventory and store hours.
You can choose which Google Shopping ads to use based on your needs and goals. When managing your ads, product data will be key because this determines how often your ad shows up when users search for a relevant query. Instead of using keywords to choose what ads to display, Google will use your product data to do this.
Google Shopping ads work similarly to other ads in that Google uses auctions to determine what ads show up. The product shopping ads and local inventory ads are charged with the cost per click (CPC) method, while the showcase shopping ads are charged by cost per engagement. For the latter, an engagement is counted when a user expands your ad and views it for at least 10 seconds or clicks on the expanded ad.
You have free reign over your maximum daily expenses and bid for each click or engagement, so you can set a fixed budget for your Shopping campaigns. Generally, the ideal bid would be the cost needed to rank above your competitors, but your strategy can differ based on many factors.
Google Shopping Management Services
Google Shopping management companies provide services to help create campaigns and optimize ads to ensure they show up and lead to sales. As mentioned earlier, your product data in the Google Merchant Center can affect whether your ads show up to the right users. Professional companies can help you optimize this to ensure that they are displayed in the appropriate searches.
Google Shopping management companies can also help you create a more efficient bidding strategy to ensure you are targeting the products with the most sales potential. While you want to outrank your competitors, you still want to make sure you get high returns on your ad spendings. Thus, you must also be strategic with bidding and determine which products are worth bidding a high amount on.
Overall, Google Shopping management services consist of ongoing optimization to ensure that your feed is managed properly, your product data is optimized at all times, and your campaigns are maximizing returns. Finding the right partner to outsource these services will affect how your ads perform, so it is important to choose one with experience and skill.
Google Shopping is a welcome addition to business owners as it provides more opportunities to increase their online visibility, grow site traffic, and boost sales. If you own an e-commerce business, it will certainly pay off to get help from a Google Shopping management company to manage and optimize your ads. By adding this to your marketing strategies, you can grow your customer base even further and potentially reach users who you are unable to reach with your site alone.