8 Google Shopping Ad Strategies That'll Drive Sales

  I love online shopping. In fact, online shopping is almost the only way I shop.

And I'm not alone.

In 2019, there were 263 million digital buyers in the U.S. By 2024, this figure is projected to increase to 282.7 million online buyers.

As a marketer, these figures prove that businesses should invest in Google shopping ads.

Google shopping ads, the ads that appear on the search engine results page when someone is searching for a product, can be confusing to set up.

In this post, we'll review how to structure your Google shopping campaign and the top strategies that'll drive sales.

Free Guide, Template & Planner: How to Use Google Ads for Business

Google Shopping Campaign Structure

There are two approaches you can use to set up your Google shopping campaign structure. You can use one campaign and one ad group, or you can set up multiple campaigns with varying ad groups and campaign priorities. Your Google shopping ads will be made up of campaigns, ad groups, and product groups.

If you want to set up Google shopping ads, you might be wondering, "Which campaign structure should I use?" and "What's the difference?"

Below, let's discuss the two different methodologies behind a Google shopping campaign structure.

Featured Resource: Google Ads Planning Template

Google Ads planning template.

Download this Template

While setting up Google Shopping Ads campaigns sounds complex, using a planning template can make it easier.

HubSpot's Google Ads PPC kit will help you determine what your bids should be, set up and optimize your budget, find new keywords, and optimize your campaigns.

1. One campaign and one ad group.

The simplest way to set up your Google shopping campaign is to use just one campaign and one ad group.

When you first set up a Shopping campaign, you'll have one ad group with one product group called "All products," which will include your entire inventory.

This is a great approach if you want to run a straightforward campaign, without using complex optimization techniques.

However, if you want to customize your bid based on which products you're selling, then this approach isn't for you.

2. Several campaigns with varying campaign priorities.

Instead of running one campaign with one ad group, you can run multiple campaigns and prioritize them based on your bidding strategy.

For example, you can set up a campaign targeting unbranded keywords by using a negative keyword list that includes your brand's name.

You might choose to have this campaign be a low or medium priority since the searchers who aren't using branded keywords are in the beginning stages of their research.

On the other hand, you can set up a second campaign targeting branded keywords and setting a high priority because these users are further in their buying journey and more likely to convert.

By using several ad groups, optimized with negative keywords, you'll have more control over the search terms that your product shows up for.

However, it's important to note that you can't choose which keywords your product shows up for. You can optimize your campaigns with negative keywords and customized bids, but you can't choose the keywords you want to target.

Comments

Post a Comment

Popular posts from this blog

6 Advertising Tips to Draw Customers In

Image
  This ad successfully combines humor and relatable language to compel me to subscribe — additionally, it solved a "problem" (learning how to cook pasta) I didn't know I had. Those are three elements that can make an amazing ad. Oftentimes, marketers assume a good ad can only be made with a big budget. They also believe ads are most effective if they're busy or loud. While these factors   do  contribute to an enjoyable ad experience, ads certainly aren't limited without them. In fact, some of the most effective ads I've come across have none of them. The ad above, for example, isn't busy or flashy at all, yet it's still an example of a good ad. In this post, let's explore six components for creating a good, engaging ad. What makes a good ad? A good ad engages consumers. Whether the ad makes consumers click to learn more or enter a store, it employs different methods to make consumers stop and pay attention. These methods can include customer testim...
Read more

How to Use Smart Content to Take Advertisements to the Next Level

  Every publisher wants to stand out from the crowd, but the days of one-size-fits-all content creation are over. The reason why? Content marketing is a double-edged sword. As companies realize that it works, they want to invest in it more—which means that there’s more information being published on the Internet than ever before. Some media companies are responding and trying to outsmart the crowd by producing more content, generating more listicles, and writing more ‘quick wins’ and listicles. But keep in mind: many consumers view these actions as noise. The tech savvy ones, especially, will see more and just get annoyed. Their screening criteria is also becoming stricter: according to one stat, human beings have an attention spans worse than goldfish, according to Microsoft (seriously: check it out—it’s a cool study). That’s why smart content is so important. It’s also a powerful value proposition for advertisers who are looking to reach the right audiences with the right me...
Read more

Negative Impacts of Advertising

 Now you've done it: Your small business has finally gotten to the point where you can commit to regular advertising buys, and now you've opened the door of criticism to people who wish to remind you of the negative impacts of advertising. Yes, some sour grapes may be leading the charge, but there's no denying that bad, manipulative and poorly executed advertising gives all advertising a bad rap. Your best strategy? Size up some of those negative impacts so you can be prepared to quash those sour grapes. Charge No. 1: Advertising Encourages Monopolies Advertising doesn't come cheap. It's never come cheap. And even if you've been indoctrinated in the ways of inbound marketing and the more cost-effective tactics you can use to lure new customers to your website, advertising still represents an investment. For this reason, advertising has long been considered the domain of big businesses with deep pockets, which critics say gives these businesses a competitive adva...
Read more