2023 Digital Advertising Outlook
The beginning of the year usually brings lower CPMs, is 2023 going to be different? Click here to get the data for 2023's digital advertising outlook.
Move over, search and pay-per-click (PPC) ads — Google Shopping ads are the ultimate marketing tactic you should be using. Here are six quick tips to help you design the most effective, sales-boosting ads possible.
First, a quick refresher: Shopping ads are product-based ads that appear above search results when shoppers Google particular products. They also populate on the Google Search Shopping tab as well as Google Search Partner websites. With their prominent placements, it’s no wonder Shopping ads are popular with ecommerce marketers.
Looking for more information on Google Shopping ads? Check out this guide.
There’s no reason to equally divide your ad budget between your product listings. Instead, create a Google Shopping campaign that prioritizes your bestsellers and items with higher profit margins. To do this, use custom labels and ad groups to organize products according to their category, price, or popularity when creating a campaign.
Shopping ads leverage the data from your ecommerce store’s product catalog, so take the time to review and optimize your product images, titles, descriptions, price, attributes, and other relevant details.
Without the ability to target particular keywords, the second-best way to ensure the relevance of your Shopping ad is by using negative keywords. You can organize these “anti-triggers” by universal negatives (for every ad you launch) or ad group negatives (for particular ad groups).
Google allows you to adjust your Shopping ad bids in serious detail, including by location, devices, and schedule. As you experiment with your bidding strategy, note that Google doesn’t recommend increasing or decreasing bids by more than 20% in one day. It’ll also take at least two weeks before you start seeing accurate data from your tinkering.
Google offers fantastic data across its various ad platforms, and Shopping ads are no different. By going to the “Dimensions” tab, you can immediately see your top-performing products and brands. Use them as a starting point for adjusting your bids.
Creating landing pages takes some work, but that doesn’t mean you should take the easy way out and recycle the same page for every campaign. Make sure your product landing pages for your Shopping ads are sufficiently relevant to particular search queries. This level of effort is what will help you convert casual browsers into buyers.
Last updated on April 12th, 2022.