Using Google Shopping in 2020
As an eCommerce store in 2019, Google Shopping should be a key component of your online marketing strategy. Another string to the Google Ads bow, Google Shopping allows Google users to search and compare products – also known as a Comparison Shopping Engine or CSE.
Google Shopping ads now drive 76.4% of retail search ad spend, generating 85.3% of all clicks on Google Ads or Google Shopping campaign ads. So, before listing your products anywhere else across the internet, we encourage starting with Google Shopping!
How does it work?
Google Shopping is used in conjunction with Google Ads, and is commonly used for items such as clothes and shoes, but also for items such as furniture, jewellery and tech.
While Google Shopping isn’t technically a ‘marketplace’ like Amazon, Etsy or eBay, it’s a really great advertising space for your products and will bring extra exposure and traffic to your eCommerce website.
For example, if someone is searching for an engagement ring and types in ‘diamond engagement ring’ to Google, they would see a cross-section of rings (different styles and different budgets) as Shopping results on the SERP. They would also see some paid text results, and organic search engine results, which gives you as a business multiple opportunities to rank and be visible. By then clicking the Shopping tab, a Google user is able to view hundreds of rings, and filter by seller, brand, price and more, enhancing their online shopping experience.
A shopping listing will always include: product image, product name, retailer, price and a link to the retailer’s website. They can also include product reviews, which are really useful to make your listing stand out among the competition by showing your star rating to people actively searching for your product.
How do I do it?
Utilising Google Shopping as part of your online marketing strategy is easier than it sounds! If you already have a Google Ads account, the first step is complete. You must also then create a Google Merchant Center account, and then you create a data feed (including your inventory) so Google is aware of your capacity to supply those particular products.
Linking back to Google Ads, you can then set your bids as usual and tell Google to maximise your budget for clicks or for conversions. If you’re already familiar with Google Ads, then Google Shopping can be relatively straightforward to set up, and we are available and ready to help if you need it!
How much does it cost?
One big thing that often stops businesses from embracing Google Shopping is that they assume there’s an extra cost incurred. When actually, as with Google Ads, you have control over the maximum cost per click that you’re willing to bid, and Shopping clicks (in most industries) don’t cost more than $1 per click, and in some cases can cost less than normal search engine PPC activity.
At Verkeer, Google Shopping is something that we really understand, falling under our remit of ‘Paid Media’. Speak to us today to find out more about our success stories, and how we can help you take your eCommerce business to the next level with Google Shopping.