Using Google Shopping to expand e-commerce business series ①: Are your products suitable for Google Shopping ads?

【Editor’s Note】Google Shopping Ads Shopping Google Shopping ads are organic listings with pictures above or to the side of the text ads on the search results page. But unlike text ads, Google Shopping ads always come with pictures, prices, and product descriptions, so consumers can buy directly, and the effect is more immediate than text ads. So how can sellers use Google Shopping ads to expand their e-commerce business? In the first article of the series, we will explain how Google Shopping ads work and some of the features required for Google Shopping ad products.

Google Shopping ads are becoming more diverse, appearing on exact keyword searches and displaying exact product brands and models, allowing buyers to find and purchase products more efficiently.

To use Google Shopping campaigns, you need a Google account and a Google Merchant Center account so you can export products from your e-commerce store. Like Google text ads, you can display ads for free and only pay when users click on them.

Google Shopping ads were first launched in the United States in 2009. Unlike Google Ads, Google Shopping ads have not been popularized globally, but they continue to be launched in new countries and regions. Therefore, due to the low competition, the click price in new regions where Google Shopping ads are launched can be as low as $0.01, which makes the ads highly profitable.

Why Google Shopping?

You can use Google Shopping campaigns with existing text ads or independently. Sellers can run multiple products in Google Shopping ads so that the products can occupy the top of the search results page and have a great chance of sales.

Because some highly targeted product searches use relatively low-competition keywords, regular text ads may not show as well as Google Shopping ads and provide no additional exposure for your products.

In addition, Google Shopping campaigns are a great source of keyword and negative keyword research that can be used in text campaigns and page content optimization. Ultimately, it’s important to note that Google Shopping campaigns can increase revenue by 10%-40% over traditional text ads.

SEO optimization for general text ads is usually a long process that may take weeks, months, or longer to see results. However, Google Shopping ads can generate traffic and sales immediately. For highly targeted Google Shopping campaigns, 60% of visitors purchased the product within an hour of seeing the ad:

How do Google Shopping ads work?

In Google text ads, you need to bid on keywords and write ad copy, while Google Shopping campaigns do not require keywords or ad copy, which are automatically created based on product listings. But at the same time, you also need to carefully select product segments and negative keywords to control and optimize Google Shopping campaigns, otherwise users may search for the wrong products.

When users search for products, Google matches the search terms to your product listings. Each product you sell has a unique product page URL, which means that each Google Shopping ad click will take visitors to a specific product page, rather than the store homepage or product category page.

With optimized product data and precise searches, Google will accurately match products to user searches, making Google Shopping a reliable source of buyers.

The key to success for all e-commerce sellers in Google Shopping is tracking sales and profits. Without monitoring sales and profits, it is difficult to optimize campaign management and optimization. Fortunately, the shopping cart can easily monitor in real time. But not every product will sell or make a profit. You can control which products are the most cost-effective in Google Shopping and focus on display.

By monitoring sales, profits, and advertising costs in real time, you can fine-tune your campaigns based on your specific products to get the best results. Then, when you know your campaigns are profitable, you can confidently increase your budget to earn more revenue.

Required elements for Google Shopping ad products

Google Shopping is a strict platform with many features and rules. Your products may change frequently, including prices and inventory levels, so the seller's store must always be synchronized with the Merchant Center account to prevent ads, products, and inventory levels from becoming outdated, which can lead to account suspension. However, if you follow simple rules and your products pass review, Google Shopping ads can be very successful.

However, not all buyers’ products can be placed on Google Shopping ads. It is understood that Google Shopping is most suitable for sellers whose products have the following characteristics:

With barcode;

· Model available;

Have a manufacturer part number;

Have a Global Trade Item Number (GTIN);

· Have specific size, shape, and color.

If the seller’s products meet the above characteristics, they can use Google Shopping ads to increase product exposure.

(Text/ Fang Xiaoling)