Meet The Author
Name: Aimee-Leigh Prince
Position: Marketing Manager
From: Portsmouth, UK
Expertise: Social & AdWords
What You’ll Find In This Post…
- Exactly what shopping campaigns are
- 4 reasons to start using shopping campaigns
- Some interesting stats
Are you new to AdWords? Or maybe you’ve been on Google’s advertising platform for a while but have only ever really tried keyword text ad campaigns? Either way you have come to this post for a reason; you’re thinking about starting a shopping campaign! I am going to say that 100% is a great idea (of course only if you provide eCommerce services) and I’ll tell you why…
What are Shopping Campaigns?
Google defines shopping ads as ‘ads that include rich product information, such as product image, price and merchant name, and use data attributes from the product information that you submit in your Merchant Center data feed.’ To put it simply shopping ads are created through a platform called Merchant Center where you input all the relevant information about your products. From here you can set up the shopping campaign through your AdWords interface and your ads will then be eligible to appear in a number of different places such as Google Search, Images and Youtube to name a few.
With Q1 of 2018 being over research shows that Google Shopping spend has already sky rocketed up 40% year over year, so now really is the time to get started. I have outlined just a few of the benefits to using shopping campaigns below:
Shopping ads can differ dependant on where they are shown but one thing is for sure; they are much more appealing to the eye than a standard text ad. If I type ‘little black dress’ into the Google search bar then the shopping ads look like the below:
You can see that the great thing here is that the ads show above ALL search results! What’s more is that the image, price and retailer are also included – so if anything I see tickles my fancy I am much more likely to go straight ahead and click on the image rather than scroll down any further!
If I were to then click onto the shopping tab in Google then the results would display the same as the below, where I can filter the results to suit my needs:
From here I can then click onto a product to find out more information such as price, colours, size, similar looks and a direct link to the retailers website:
Pretty cool stuff and way more attractive than a text ad! Don’t forget that your shopping ad can appear in many different places and there will be minor differences in how it is displayed.
Custom labels are honestly a life saviour. They make controlling and structuring your campaigns so much easier, especially if you have a large product itinerary. You can use custom labels to subdivide the products in your feed with values of your choice and can use up to 5 in one go. Here are some examples of the most popular custom labels used:
|Custom Label||Your Definition||Possible Values|
|Custom Label 0||Selling Rate||Best Seller, Low Seller|
|Custom Label 1||Seasonal||Summer, Autumn, Winter, Spring|
|Custom Label 2||Profit Margin||High Margin, Low Margin|
|Custom Label 3||Clearance||Clearance|
|Custom Label 4||Special Shipping||Free Shipping|
Be aware that you can only use one value for each of your products. Once you have these attributes assigned it opens up a brand new door for structuring your AdWords shopping campaigns. Let’s take selling rate for an example. You have 15,000 products in your feed, yet only 1,500 of these are considered to be best sellers. You know that these items will always sell and are the most popular, so want to create a shopping campaign containing these products only. Without using the custom label you’re very limited to how you can structure the product groups on AdWords (product category, type, brand, etc). I mean sure you could manually source each item through its product ID, but nobody has the time for that. By using the best selling custom label on the 1,500 products you can create a campaign on AdWords and segment by custom label in no time at all. You then have a campaign with all your best selling items and are able to monitor it closely and use things like bid adjustments to optimise conversions.
We all know that the struggle is real when it comes to optimising your campaigns for mobile devices. This problem is enhancing as time goes on as more and more users are turning to their mobiles to research or make purchases. In fact mobile-shopping related searches has increased by 120% over the last year.
Shopping campaigns are great for mobile conversions because firstly, when you search for a product the shopping ads completely dominate the screen:
Again, like on desktop devices the ads come above ALL text ads. In fact you can only just about see the first text ad on my device when I searched for ‘little black dress’. You are also able to easily swipe left and browse all of the shopping ads with no effort at all. So much easier than having to click on each text ad just to view the product. It’s no wonder shopping campaigns are great for mobile devices!
In fact, when doing some research of my own campaigns I found that 40.59% of conversions came from a mobile device and that the click-through-rate was 0.6% higher than it was on desktops.
If you haven’t been convinced yet that shopping campaigns are the way forward then I have 2 words for you; Dynamic Remarketing. What this means is that you are able to remarket to users with specific product information based on their previous activity.
To do this all you have to do is link your Adwords and Merchant Center account (which if you already have shopping campaigns running then this will already be done) and create a dynamic remarketing campaign.
The following remarketing lists will be automatically generated for you:
- General Visitors
- Past Buyers
- Product Viewers
- Shopping Cart Abandoners
I think you’ll agree that with lists like these your remarketing A-game has just stepped up a notch. Being able to target both product viewers and shopping cart abandoners with the products they were interested in has huge potential for driving up those conversions.
I hope you have found reason enough in this article to get the ball rolling on your shopping campaigns and if you need any help at all feel free to contact us. After all we are the PPC experts ;).