Strategies You Need To Get Results with Google Shopping

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January 26, 2021 Marketing

Updates and changes have always been a recurrent event with the Google browser—every now and then, the search results are ranked differently. Nowadays, the first thing that pops up on any search result relating to a product is not a search ad, but Google’s shopping ads. Google Shopping has become a crucial component of any company’s sales and marketing strategy. Not taking the time to use, optimize, and strategize one’s Google Shopping feed is a big mistake if you’re an e-commerce establishment as it minimizes your presence to potential customers and gives your competitors ample means to outshine you. Google Shopping is now an essential tool for e-commerce, so on that note, here are some of the best strategies you need to get results with Google Shopping.

1. Create Detailed Product Groups

If you’re already using Google Shopping, then chances are you’re already placing your products in product groups. However, if you’re placing them all in one product group, then you need to change your strategy as soon as possible. For better performance and reporting of your sales, your products need to be segmented into more detailed sub-categories. If you put several products in the same product group and have a positive return on ad spend (ROAS), it’ll be difficult for you to precisely know which product is doing better than the others, meaning you’re losing money as you’re not increasing your bid on the right item. Separating your products into smaller, more defined, and related groups will allow you to increase your ROI and have a better understanding of your analytics.

2. Invest in RLSA Campaigns

Most retail stores are happy when they receive new customers, but what makes them more ecstatic is having those customers return for more purchases. The same goes for e-commerce. Having repeat purchases is crucial to any company selling products; and for the field of e-commerce, the best way to reach past purchasers or anyone who has interacted with your brand is through RLSA campaigns. Remarketing lists for Search Ads (RLSA) allows you to target and reconnect with people who have previously visited your site and allows you to remarket your products even when shoppers are still looking for what they need on Google.

3. Leverage Merchant Promotions

Nowadays, people are already accustomed to seeing shopping ads at the top of their search results. According to Belgium-based experts at Store Growers, Google Shopping Ads make up 88% of clickthrough rates for e-commerce retailers. However, because of the recurrent appearance of those ads, it’s quite easy for you to get lost in the masses. Shoppers are used to seeing shopping ads with the typical patterns: the brand name, product title, and price. Using merchant promotions helps you stand out among the crowded online space as it breaks that pattern. Adding that little badge that says you have a discount can pique the shopper’s interest and increase your CTR over the already existent threshold.

4. Apply Geo-Targeting Modifiers

Geo-targeting modifiers are a great tool if your products are sold in many different areas. Aggressively using these tools is a must as it allows you to change your advertisement bid percentage depending on the location. To better use this tool, make sure to properly list down the requirements you want from your Google Shopping Campaign. It’s always better to choose the targeted regions based on your audience, performance goals, and site. Only pick the ones that improve your ROI. Delving into your analytics will help you a lot in choosing the locations you need.

5. Include Showcase Shopping Ads

This strategy is for the ones that put growth as their top priority. According to Google’s ads and commerce blog, over 40% of searches on the Google browser related to shopping consist of broad terms like “bedroom furniture” or “women’s sportswear”. Using Google Showcase Shopping Ads helps you leverage this fact as it makes you appear at the top of the search results when certain high volume and broad keywords are used. It makes you reach the shoppers who randomly want to explore until they find what they want to buy and where to buy it.

There you have it! These are some of the best strategies you can use to get better results with Google Shopping. Of course, there is a myriad of other ways you can use as Google is always updating and creating new tools for businesses, so make sure to always keep yourself updated if you want to rank up high on SERPs and better reach your target audience or demographic!