A Guide To e-Commerce PPC
Losing out on potential customers because you don’t have a clue about PPC is so not 2020. Change is constant; perhaps best fits the market scene. But the good thing that evolution teaches us –at least in marketing space? You got it. Adapting! All you need is to scroll down and look through this article and understand how you can so quickly get all the profits your competitors are already getting.
An Introduction to Google Shopping
Most of us rely on Google day in, day out. And you see shopping ads when you are searching for products is nothing new. They’re right there on the right side of SERP on desktop, and at the top when seen on mobile.
Search Engine Land will tell us that approximately fifty-two percent of eCommerce advertisers’ clicks are driven from shopping ads. This is a big clue to understanding how fundamental google shopping has become to eCommerce SEO digital marketing.
How does Google Shopping work?
So if you’re thinking google shopping is the same as the rest of Google ads, to put it mildly –you’re wrong. A simple process (which does not sound simple, but don’t worry) requires you to link your Google Ads account to the Google Merchant Center. Then you must set up the data feed of your product. This would entail organizing all the products in your catalog in a manner that’s easy for Google to crawl and index. Necessary information like ID, title, description, link, image link, category, brand, etc. will be asked. Of course, there will be more data to fill in, but that’s not for lack of reason. Google needs it to create your store’s digital profile. (Since, you know, shopping advertisers don’t create their ads.)
This way, Google can automatically generate the shopping ads that are most relevant whenever a user searches for a product. Another thing about shopping advertisers –they target the keywords in product titles and descriptions, like it’s done in the case of SEO for building the best site. This is to tell Google all that it’s asking optimally.
How to Structure Google Shopping Campaigns
Google Merchant Center set-up—check. Product data feed creation—check.
Once you’re done with Google merchant center and product feed setting, you need to turn to Google Ads UI. Create some shopping campaigns. At the beginning of the campaign, all your products will be grouped under All Products by Google, and after that, you can break them into as many groups as you want.
Keep in mind that shopping bids are set on product groups. With different products differing in price, profit margins, conversion rates, etc. you’ll want to eliminate the variations between products of a single group. The best way to do so is to give each product its group. For eCommerce advertisers with small catalogs, this tactic can work wonderfully.
Much like Google Search auction, here too, your shopping ads will land you in the sponsored search results. This will be determined by how much you’re ready to pay for a click, at least to an extent. It’s pretty simple. If you’re paying more, you’ll rank higher.
Quality Score is another crucial factor. Each ad is assigned a quality score every time Google generates an ad. For improving your quality score, look at the following points.
Provide as much product information as possible.
For Google to precisely match your ad with the search queries, you’ll need to provide information exhaustively. With more information provided as possible, your ad will become more relevant.
Well-targeted title and description
Your Quality Score improved with a good CTR. For a reasonable click-through rate (CTR), you’ll need a good copy. A copy is good when it manages to entice searchers, and for that, you’ll need to create a more well-targeted title and description.
Sleek, professional image – using professional images drives your CTR higher.
Give a seamless experience – the landing page experience needs to be flawless. Navigating through your landing page should be easy. This way, Google will prioritize your shopping ads.
How to Optimize Google Shopping Bids
Price, profit margin, and conversion rate should be the trinity you look up to while setting your bid. As somebody who is starting, scoffing at such an info-dump and growing a little perplexed is natural. But optimizing Google shopping bids should not seem that challenging if you relax and read through the rest of this article. So the tips follow:
See, you’re just starting, and it would be best if you keep your bid below the budget. By doing so, you can continue gathering data over the weeks to get a clearer picture of how products sell.
Bid up on the group that you’re confident is your bestseller. Keep track of which group will need you to spend more, and which will require less spending. Do this throughout your campaign to stay in good shape.
Geographic bid modifiers
Most likely, some regions will buy your products more than others. Collect sufficient data around this, and decide on which regions you want to focus on. For maximizing CPCs, use bid modifiers in your target areas. This opens for you the doors to earning a top sponsored spot.
Pay attention to Search Impression Share.
Important metrics like this should never be underestimated. With a low Search Impression Share for your product, it’ll also rank poor. For this quotient to be sufficiently high, you’ll have to do simple things like providing as much information as possible, keeping an eye on your CTR, and optimizing your landing page. And of course, increasing your bid.
With Custom Labels, you can also choose the specific products from different groups and place them together to assign them the same bid.
Automated bidding strategies
Automated bidding strategies have been created for those who cannot manually manage their shopping bids. Machine learning is used for monitoring the performance of your campaign, and bids are set accordingly.
Maximize Clicks is for setting bids to drive the maximum clicks possible within the constraints of your daily budget. Enhanced CPC is to maintain the manual control of your bids while increasing conversion since it automatically sets the bid according to the likelihood of onversion.
Target ROAS is for maximizing the conversion value while you’re trying to achieve a certain level of ROAS.