Written by Melissa Shewman | Published on June 11, 2018
Tagged in PPC
In this consumer-driven world we live in, there are messages at our fingertips, on our social media feeds, on TV, and on pretty much anything you can see or touch trying to convince us to buy one product or another. This is what makes marketing a challenge, and keeps digital marketers on their A-game for clients that are constantly fighting for consumers to “buy now” or come to their store.
In 2018, there will be more digitally consumed ads than ever before and retailers will have to enhance their creativity and strategic advertising approach to stay ahead of the curve. In a Forbes article, it is estimated that “this year, mobile ad spending in the U.S. will grow 20% to over $70 billion” and ad spend grew 34% in Google Shopping year over year according to Google. One of the most significant Google Shopping trends found in 2017 was consumers' willingness to complete higher value purchases on mobile, with mobile average order growing 23%.
What is a Shopping Ad?
With over 3.5 billion searches occurring on Google each day, it’s no secret that people use Google, Amazon and the internet to shop. Google shopping campaigns allow people to discover what they want to buy, where they want to buy it. Whether you have a storefront or not, shopping campaigns are worth investing in.
Take a look at this image to the right, showing a Google search for a Dewalt Battery from one of our clients, Black Rock Tools. The top search results are shopping ads on a desktop, followed by typical Google PPC ads. Shopping ads are more than just a text ad–they show users a photo of your product, plus a title, price, store name, and more.
So - how do you capitalize on getting that top spot? We’ve come up with a few tips that every brand should implement if they want to be competitive in 2018 online.
Google Shopping Campaigns: Our Quick Tips to Promote Your Inventory Online
Only Use High Quality Images
It’s your first chance to grab the potential buyer - and most of the time your product is beside your competition. It’s important the the product looks like it’s top-of-the-line, as described and in the right format and size requested by Google.
Add Product Reviews
There’s nothing harder than competing with big box retailers online – especially if you’re an unknown brand. Having someone give your product a positive review goes hand-in-hand with word of mouth advertising. When is the last time someone said a product was terrible, you should try it… Encourage your buyers to take a minute to review their purchase. You could even incent them with a coupon for doing so, in hopes for a return buy! If you want to convince those first time online shoppers that prefer shopping for items in person; those that prefer to see and touch items and try things on without going through the hassle of shipping back items that don’t fit; a positive review may push them over the edge to buy online.
Improve the Online Buying Experience
Once you start to receive reviews, you can look to see if any negative experiences were directly related to the form process, shipping or the product itself. Be sure to address and fix these issues, as fixing the buying experience start to finish is just as important as getting the review itself. Were the questions on the page to make the purchase relevant or did you ask too much? Did it take too long to arrive? Was the package damaged? Was it what the buyer hoped for? Did it fit as expected? Asking yourself how a non-personal buying experience can be improved will help with selling your product online, and will improve reviews.
Ensure Products are in a Logical Tiered Structure
When laying out your strategy, think like shopper. When you’re grocery shopping, you want to buy cheese. You go to the cheese section, look for block cheese and choose cheddar. Shopping ads are structured the same way. The user searches for a product, clicks a category, a product type and then any sub categories for that type of product. When a campaign is structured properly, you as the retailer will be able to gain valuable insight into performance for their parent product group as well as the child product groups, no matter what bucket they fall into. This relational structure also captures new product additions without having to create new groups. Google suggests the structure be: Product type, Category, Brand, Custom Label, Item ID.
Targeting Buyers: Similar Audiences & Remarketing
By adding “Similar audiences” to your campaign or ad group targeting, you can show your ads to people whose search behavior is similar to those of your site visitors, converters, or those searching for specific items or brands. Similar audiences targeting takes the guesswork out of discovering new audiences by automatically finding potential customers who are similar to people are your existing remarketing lists for search ads - this means they would be more likely to convert into a sale.
Remarketing is an extremely valuable strategy that allows retailers to reach people who have already visited their site and connect with an audience that’s already interested in their products or services. Make sure you exclude those who have already bought the item you are selling, and remember the lifespan of your product. If it’s a one month trial, set your remarketing targets to 20 days after purchase to remind them to order more before they run out! Don’t forget about upselling - know which products complement each other and make these suggestions on the cart screen.
Ready to Open Your Online Store-Front?
Shopping ads have evolved from a hot new marketing channel into an e-commerce essential for those looking to get the most from their business in 2018. Shopping ads are your storefront online window, your brand greeting and your financial lifeline to today’s constantly-connected shoppers. Are you ready to put your store online? Give us a call. We can help.
About the Author
Melissa is an energetic digital marketer with over a decade of experience working in various markets. When she's not optimizing and strategizing to get you the best ROI for your money, you can find her chasing her two young boys, out on the ball diamond or travelling to find the best coffee.