Are you looking for driving traffic that converts? If yes, then Google Shopping Ads are your best bet. Whether you have an online store or a brick and mortar shop, Google Shopping Ads is your chance to drive more sales. This article will share five strategies that can help you boost your sales using Google Shopping Ads.

Note: Google Shopping Ads Campaigns and Google Search Campaigns are different options. Google offers both, but they differ on one point.

Google Search Campaigns are text-based ads that show up before the organic SERPs while Google Shopping Ad Campaign is image and product-based. Your products with price show up with several other products.

As you know, Google is an open-for-all platform. So, just creating a Google Shopping Campaign won’t be enough. All your competitors are also doing the basics. What you need to do is use expert-suggested strategies that will make sure you get better results.

 

5 Strategies that Will Help you Drive More Sales

Below we have mentioned five strategies used by experts. You can use either one of these strategies or go with all of them to get quicker and more effective results.

1. Retarget your Shopping Campaigns

People use Google not just for shopping but also for ideas and inspirations.  Suppose a user is looking for festive gift options. The user has not decided on what exactly they want to buy. And you can convince them to buy your product.

Here is a sample chronology to help you understand how retargeting convinces users.

  • The user searches for “chocolates under $1000″.

  • Your product (say, you sell chocolate boxes) shows up as it fits the search query.
  • A lot of other options are also shown.
  • Now, the user has got an idea about the available options.
  • If you retarget your ads, the user will see your chocolate boxes at other places too. And when that happens, they are much more likely to click and buy as your chocolate boxes stay on top of their mind.

2. Add Negative Keywords

Google Shopping Ads is not keyword based. You cannot mention the keywords for which your product shows up. Google decides that, based on the product feed that you submit. Title and Description help. But mostly, Google is the judge of whether your product is relevant to the search query or not.

While Google does the job right in most cases, mistakes do happen. Suppose you sell physical planners. Google might list your product when the query is for digital planners. Now, two things can happen when your product shows for irrelevant searches.

  • The viewer completely ignores your listing. If this happens frequently, Google will assume your product isn’t an excellent option for buyers. And it will be allocated a low quality score. That’s detrimental for you.
  • The viewer might accidentally click on your listing. And then, when they reach the landing page, they might understand the confusion. And they’ll click away. This means you pay for the click (It’s PPC, duh!) and yet get no leads.

To avoid these two equally damaging situations, create a negative list. This will explicitly tell Google what keywords you don’t want to rank for.

 

3. Augment Paid Strategies with Free Listing on Shopping Tab

In April 2020, Google gave store owners a gift like no other. Free listings were introduced under the Shopping Tab.

Now, only free listings are not going to get you much in terms of leads. But, when combined with your shopping ads, it can be a boost to your sales strategy.

You already have a product feed in place (for paid ads). And with the free listing, you will be able to get to a broader audience.

When people look up for something, and your products pop up at multiple places, you stay top of their mind. Also, organic listings have a higher trust factor than paid adverts.

 

4. Get Online Quicker with PayPal Integrations

When Google announced the free listings, PayPal integrations were also announced. If you already have a PayPal account, you can link it with your Google Merchant Center. This helps Google verify your account faster. And it takes less time to get online with your offerings.

Also, this builds a trust factor with Google and helps the search engine better understand your products. And a better understanding of your business enables you to rank for the right search queries.

The integration is optional. It is beneficial as it speeds up showing up in the Shopping Tab and the regular product listings.

 

5. Stay on Top of Pricing, Discounts, and Availability

When you are using Google Shopping Ads to list your products online, you need to consider three things –

  • Price: In the listings, your product is placed side by side with several other products. And in most cases, costs play an essential role in decision making. Customers are unlikely to click on your listing if they see a similar product at a lower price just beside it. You need to have competitive pricing to be able to make use of the listing.

 

  • Discount: Who doesn’t love discounts. They are a hit all year round, But the search for coupons, deals, and free shipping rises during the season. And values can be huge drivers of sales. And with Google Shopping Ads, you can mention explicitly what discounts you are offering. Also, you can add the free shipping tag. This makes your product listing stand out. And thus, more likely to be clicked.

  • Availability: Imagine a simple situation. You see a product ad online. You click on the ad, only to find that the product is out of stock. A bummer, right? Well, don’t let that happen to your customers. Make sure you keep updating the availability of products in your Product Feed. This way, you won’t be wasting your ad budget on clicks for products that aren’t available.While these strategies are simple to implement, you need relevant experience to make their best use. Continuously monitoring campaign performance and A/B testing are the keys to being successful. You cannot depend on the trial and error method. Monitoring and testing campaigns are also not possible as you are busy handling the sales.

 

That is why it is important to have experts on board.

At Uplers, we understand that you are hard-pressed for time and need quick results. As an SEM agency, we have helped several businesses drive sales with Google Shopping Ads. We know what works. And we have done it enough times to have gained expertise in the area.

And our team of global experts is ready to make sure you capitalize the opportunity like never before. We will strategize your Google Shopping Ads for 2021 so that you can focus on nurturing leads and building customer loyalty.

 

 

 

Sheryl is the Sr. Marketing Specialist at Uplers who has a great experience in designing well-defined user journeys across the digital marketing domain. She leverages her digital marketing expertise to help businesses draw significant ROIs.