Google shopping Ads

As the owner of an online store or store, you are of course always looking for new ways to address customers. Because the more customers shout from the rooftops how great you are (and buy what you sell), the better it will be for you in the end. An effective way to do this is through Google Shopping Ads. This is a specific type of advertising that Google introduced a few years ago especially for web shops and providers of physical products. You can quickly attract extra visitors to your webshop. Who are also already interested in what you sell and often already have a purchasing intention and therefore convert faster.

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Shopping Ads? And more…Read on…

Since the introduction of Google Shopping, online marketers have agreed on one thing. Google Shopping Ads are a particularly effective way of advertising. This is mainly because they immediately show potential customers relevant product information. Without having to make an extra click, buyers can see whether the product is right for them and whether they think the price is okay. Moreover, your products are in the best possible position in the search results, namely at the top. Where everyone looks first. Still above the paid text-only ads and far above the organic search results. The best spot in Google’s online storefront. And because people have an increasingly shorter attention span and prefer to receive information in bite-sized chunks and preferably in one place, no other form of advertising can compete with this.

How much do Google Shopping Ads cost? Always an important question. Just like with search ads, you only pay when someone clicks on one of your Shopping ads. That is the PayPer Clickprinciple. How much exactly such a click costs depends on various factors such as niche, popularity and the quality score of you and competing advertisers (see below).The advantage for you as an advertiser is that you can decide how much you want to spend. Control over your advertising budget therefore lies with you at all times. There is also no minimum, so whether you want to spend € 0.01 or € 100 per day is up to you. And remember: Even with small budgets you can achieve big results and compete with the big players.

Product feed

The better the quality of your product feed, the greater your chance of getting a good spot in the search results. The algorithms mainly try to determine how relevant your product is for the search terms the searcher uses.

CPC

Although price is not the most important factor, when it comes down to it Google will always give priority to whoever is willing to bid the most.

Quality score

The quality score is a number that gives insight into how good the quality of your ad and landing page is. The score is expressed as a number between 1 and 10. The higher you score, the more relevant and useful Google’s algorithms find your ad and landing page compared to those of other advertisers.

Google uses 3 factors to determine the quality of your ads:

The expected click-through rate (CTR)

This is an estimate of the likelihood that your ad will be clicked if it is shown.

Relevance

How well your ad matches the intent behind a user’s search query.

User experience on the landing page

How relevant, useful and user-friendly the landing page is that people land on when they click your ad.

Each of these aspects is rated as average, above average, or below average by comparing them to those of other advertisers who ran similar ads in the last 90 days. The scores are added together and a number comes out of that.

It is obvious that you should aim for the highest possible quality score. If Google likes you, your ad is shown more often and in the best positions, which logically increases the chance of clicks and therefore more turnover.

What is less obvious (but positive) is that by having a better quality score you pay less. Your CPC goes down and you have to bid less to still rank higher. This is because Google wants to show ads that are as relevant as possible, which is ultimately better for everyone: Google, you and the searcher. In addition, you also get more ad extensions at your disposal and may show extra information with your ads, such as the location of your store, contact information, reviews and, for example, internal links.

Have you read enough and do you want to get started with Google Shopping Ads? That’s possible. Although there is a bit more to it, the basics are very simple.A child can do the laundry. These are the steps:1.

Create a Merchant Center account Google Shopping

Ads work through the Google Merchant Center.A similar platform to Google Ads where you manage your products and product information and can see how your products perform. Log in and go through the steps to get started.2. Import your product feed into Merchant

Center The first step is to create a Shopping

Feed. The feed with product information that we discussed above and which actually forms the basis of your Google Shopping campaign. Sounds complicated, doesn’t it. It is actually a large spreadsheet containing all the data about your products. There are several ways to set up a feed: – Google Spreadsheets, but this can be a lot of work as you have more products – Link with your webshop: There are plugins for WordPress websites or Magento or Shopify web shops3. Link Merchant Center to your AdWords account Then you still have to link your Google

Merchant Center feed to your Google Ads account. Go to the settings and add your Ads

account. You can then create Shopping Campaigns in Google Ads. Create your Shopping campaigns Now that you have linked everything, you can start setting up campaigns. You do that in Google

Ads.

What is Channable and do I need it?

Channable is a feed management tool that optimizes your product feed and sends it to Google Shopping and marketplaces. For larger catalogues it saves a lot of manual work. Read more about Channable.