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13 Google Shopping Ad Strategies That’ll Increase Sales (2022)

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13 Google Shopping Ad Strategies That'll Increase Sales (2022)

Who does not love online shopping?

I think very few people will put their hands up to this question. Mind you, the number of people against online shopping was still a lot before the pandemic. But things changed drastically after Covid hit us all.

People are highly inclined towards online shopping today, which has helped many businesses explore a new dimension- showcasing their products on online platforms. One of the most popular yet easiest ways to promote a business online is by running Google Shopping ads.

If you have an online business, likely, you are already using it. But are you satisfied with the sales you are getting from there?

If not, this blog is for you. In this blog, we talk about 13 such Google Shopping ads strategies trending in 2022 and will definitely help you see a significant surge in your sales.

But for those who are not on the Google Shopping ad boat yet, the next segment is especially for you. Let’s learn why it is so crucial for your business to consider Google Shopping ads in the first place.

Without further ado, let’s delve into it, shall we?

Why do Google Shopping Ads mean so much for your business?

Businesses can enjoy a wide range of benefits of Google Shopping ads. Let’s have a glance at some of the most attractive ones-

Exclusive Display of Products on several Platforms

Google Shopping ads run on multiple platforms. If you opt for this mode of marketing, you will be able to display your product through ads in the following places-

  • Google search results
  • Google Shopping tab
  • Google images
  • Throughout the Google Display Network, like Gmail, YouTube
  • Search partner websites of Google

Another advantage you will enjoy with this is an attractive showcase of your products.  Google Shopping ads are displayed very attractively in front of potential buyers, which helps a business grab more sales.

Let’s have a look at the shopping ads that came up when searching Dinner jackets on Google-

This is what your ads will look like at the first glimpse when someone searches for products related to your business. And the first impression always matters, right?

Moreover, Google Shopping ads are tailored to look great on all kinds of devices. And as most of the prospective buyers today are mobile users, you will be benefited in this regard as well.

Straightforward Setup and Management

The setup, as well as the management of the shopping ads, are pretty straightforward. Even if you are a newbie in this field, you will not feel any hassle going through the overall process.

The most vital task that you have to do is to make an ideal product feed fulfilling all the requirements and submit it to Google Merchant Center for approval. Once it is approved, Google will do the rest, and your Google Shopping ads will start appearing.

Wider Reach to Customers

As we said earlier, Google is undoubtedly the go-to place for most of us whenever we need anything. So, when you choose Google as your means of promotion, you automatically expose yourself in front of a significantly broad customer base.

All these people are highly potential buyers. This is because Google only shows your ads to people who search keywords related to your product and product details. And these people have clear customer intent. This way, Google Shopping Ads will help you get quality traffic to your website.

Increased Sales and Profits

It is needless to point out that your sales are going to skyrocket when you start appearing more on potential leads’ search results. And when you make more and more sales, before you know you will start seeing a massive surge in your profits too.

Cost-effective and Increased ROI

Google Shopping ads do not require a business to spend massive amounts of money for promotion. This particular promotional method is highly cost-effective, which is why it is a great way to start business promotion for newcomers.

The returns you receive from investing money in Google Shopping ads are way more than most other promotional techniques. Also, the results that you will receive are quick and effortless.

Easy to Monitor and Analyze

Another essential perk of setting up Google Shopping ads is that they can be monitored constantly. You will not have to wonder whether or not your shopping ads are working as they should. With the help of different tools, you can easily monitor your performance, and at the same time, you can also analyze your shopping ads’ performance.

13 Google Shopping Ad Strategies That’ll Increase Sales

By now, you have clearly understood that Google Shopping will bring more profits for your business and that running these ads will add significant value to your store.

But merely putting up the ads will not suffice. You have to be strategic about it. You will need to find out and adopt exclusive techniques so that Google Shopping ads help you get the highest number of sales.

Wondering what kind of strategies you need to adopt? Well, that is what we will be discussing in this portion of the blog.

So, let’s look at 13 cherry-picked Google Shopping ad strategies that will undoubtedly help you increase your sales!

1. Optimize the Product Feed

The most crucial step that you can take is to ensure a good amount of sales. Your product feed is the ultimate thing that will ascertain the success of your shopping ads. This contains all the essential information about your products- title, description, images, categories, and all of that.

So you can surely understand how much a product feed means for your business. And because of this reason, you need to ensure that the product feeds you create for your business are correctly optimized and that they get approved by Google Merchant Center as quickly as possible.

Now, if you are thinking about what you should do to ensure that, here are a few tips-

  • Add relevant keywords to your product titles and descriptions to appear more in the searches
  • Use GTIN numbers
  • Optimize the product categories
  • Provide clear and ample pictures
  • Match the color attributes of your product feed with that of your landing page to avoid any confusion or mismatch

An ideal Google product feed plugin available on the platform that you are using can definitely make your troubles of creating the perfect product feed go away.

2. Optimize the Images

This is one of the most valuable strategies and a very vital thing that you need to do for your shopping ads. The images are literally the first things that anyone is going to see when they first have a glance at your ads. Images attract people, and when you have catchy images, that attracts people even more.

You have to optimize all your images to make your Google Shopping ads much more effective.

How?

Well, there are a few things that you can do for that-

  • Give a proper title to all the images, preferably with keywords.
  • Provide Alt text to the images so that even if your images do not load for any reason, the viewers can still understand what the picture was.
  • Provide high-quality original images with excellent resolution. The images you will provide are not beautification, and people will scrutinize them to understand your products’ quality. So you must provide clear images. At the same time, the images must be eye-catching, too, because this is a crucial way to convince people to buy the products.
  • Try to provide images from every angle. It helps the buyers get a clearer picture of what they intend to buy.

Here is an example of ideal product images for a shopping ad for slippers-

You can see that the image is not at all blurry. Any potential buyer can completely understand what they will be paying for. Besides, the ad provides images of the slippers from all angles. There is even a video of the product.

Don’t you think all these are enough to convince a buyer to make the purchase?

Of course, it is!

3. Provide All the Required Attributes

Specific attributes must be put in a shopping ad for it to be an effective one. As a business owner, you have no alternative other than acknowledging all these attributes and ensuring that you have put all these.

Some of the most notable attributes that you must not forget to put are as follows-

  • Product id
  • Title of the product
  • Description of the product
  • Image of the product
  • Price of the product
  • Condition of the product
  • Availability
  • Product brand
  • GTIN

Ensuring all these attributes are there will, in fact, help you get your product feed approved in a flash.

4. Make Different Ad Groups for Products

You might have a thousand products, which are needed to organize in groups to be run as shopping ads. However, you need to be careful and strategic enough while dividing these groups.

Put similar products in one group. You can split the groups based on categories, brands, types, or any other attributes. You just need to ensure that the products in one group are similar for your ads to be more meaningful.

5. Carry Out a Thorough Keyword Optimization

We have already mentioned the significance of keywords for your Google Shopping ads. You are to use relevant keywords in different segments of your ads to match the search queries of potential buyers. This is going to help you in appearing in more and more search results, and that is definitely going to help you obtain more sales.

Now, besides using the most relevant keywords, there is another keyword optimization strategy. That is to use negative keywords.

Wondering what those are?

Well, keywords are meant to bring potential buyers to your business by matching what they are searching on Google. But sometimes, these keywords can be misleading, and misleading keywords bring unwanted or irrelevant visitors to your website.

These visitors do not add much value to your business, and there is very less chance of you making a sale through them. So, you can do negative keyword research, make a list of them, and add them. In this way, Google will understand which terms must not trigger your ads.

6. Optimize the Product Descriptions

Besides putting a good and optimized title, you must also optimize the descriptions of your business’s products. These descriptions help the buyers understand your products more, and understanding what you offer helps them decide to buy further.

So, all your products must have all the necessary information related to the products in the description section.

Let’s take a look at what an ideal product description looks like-

You can see how detailed the product description is for the dress. Besides pointing out all the details related to the material and make of the dress, the buyers can also have a measurement chart. This will take away the trouble of a potential buyer to get the right size in a minute!

7. Update the Pricing Plan When Necessary

The product price is one of the most vital deciding factors for a buyer. That is why you should maintain an ideal pricing strategy for all your products. You already know what your shopping ads are going to look like. Your products will be shown alongside other similar products from other companies.

As all these products have their prices in the ads, the customers can compare the prices from different companies. That is why you need to be strategic enough to decide on the prices of your products.

8. Offer Special Deals and Discounts When Necessary

It is natural to face a little stumble from time to time. You might not get a fixed amount of sales from your business all the time. Whenever you face downtime, you can offer a deal or discounts.

These kinds of offers attract buyers a lot. You do not need to go all the way and offer free products or give a 50% discount on your products. Instead, offer something of value. A bundle offer or a free shipping offer always works!

9. Use the Remarketing Lists for Search Ads

This is a highly effective strategy. Remarketing lists consist of visitors who have visited your website before. Google ads allow you to target these visitors and run your targeted ads in front of them.

This strategy is effective in the sense that the customers you are targeting in this way are already very close to buying your products. For some reason, they did not last time. But a little nudge again has a high possibility that they will make the sale this time.

You can also add similar audience lists to increase sales. The similar audiences are the ones who have similar buying behavior on online platforms. You can differentiate them and make a list to make your targeting more straightforward and effective.

10. Exclude Unpopular and Unprofitable Products

You can run Google Shopping ads for each and every one of your products. But that will not be effective for your business.

There must be products that are more popular than some other ones. You need to identify the unpopular or unprofitable products from your store and exclude them from showing in the ad in front of potential buyers.

The products that do not add much value to your business might even create a negative impact on the buyers retarding your business, So why risk it?

11. Be Relevant to the Ongoing Trends

Attracting potential buyers is one of the primary goals of running a shopping ad. And to make your ads lucrative enough, you must be relevant to the ongoing trends. Your ads must show you are up-to-date with what has been happening worldwide and in the industry.

You can do this by tailoring customized ads on different occasions or offering special offers on these occasions.  

12. Monitor and Test your Campaigns

It is utterly crucial that you run A/B tests on your campaigns. Monitoring your campaigns and running these tests will give you a clearer view of how your ads are doing and which of your products have better performance than the others.

Taking other strategic decisions for your business becomes much easier when you run the tests and analyze your shopping campaigns.

13. Provide Social Proof

Adding customer reviews and ratings on your Google Shopping ads help to add social proof of your business. Social proof is really significant for a business, which is why it is a great Google Shopping strategy.

When customers see other customers burning and enjoying your products, they automatically feel confident enough to buy the product themselves. And in this way, your sales will go higher automatically too!

Final Words

Getting all this information together might feel overwhelming. But if you are running shopping ads, likely, you are already doing several of these.

Google Shopping ads strategies mentioned in this blog are pretty easy to set up. But all these are highly potential to bring you the number of sales that you want.

Let us know which of these would work the best for your business!

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How to Run A Content Audit in 2022

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How to Run A Content Audit in 2022

As a marketer, how often do you run content audits? How do you keep track of how content is performing? Do you use those metrics to improve future campaigns? (more…)

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Feds finally file anti-monopoly suit over Google’s adtech

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Feds finally file anti-monopoly suit over Google's adtech

The Department of Justice has filed its long-threatened antitrust lawsuit against Google, accusing the company of using its adtech to create a monopoly. The suit seeks to force the tech giant get rid of its ad businesses and stop the company from engaging in allegedly anticompetitive practices.

“Having inserted itself into all aspects of the digital advertising marketplace, Google has used anticompetitive, exclusionary, and unlawful means to eliminate or severely diminish any threat to its dominance over digital advertising technologies,” the lawsuit says.

Why we care. Google simultaneously acting as broker, supplier and auctioneer of online ads has always been problematic at best. As Sen. Mike Lee (R-Utah) put it, “The conflicts of interest are so glaring that one Google employee described Google’s ad business as being like ‘if Goldman or Citibank owned the NYSE.’” Cracking down on monopolistic business practices does great things for the consumer and the economy. The breakup of AT&T in the 1980s is why communication is so inexpensive and widespread today.

In the past, Google has rebutted monopoly claims by pointing to the large number of other companies which facilitate online advertising. The company did not respond to a request for comment today. 

Dig deeper: Google offers adtech unit changes to fend off antitrust lawsuit

This is the fifth antitrust lawsuit filed by state and federal officials against Google since 2020. That year a group of states led by Texas filed an antitrust lawsuit over the company’s advertising technology, while the DOJ and another group of states sued Google over claims that it abused its dominance over online search. In 2021, several states also sued over Google’s app store practices.

Dig deeper: Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

Google and other tech giants are currently under pressure from governments around the world trying to restrain their power over online information and commerce. In the European Union, Amazon, Google, Apple and others have faced antitrust investigations and charges, as well as new laws limiting the use and collection of consumer data.


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About the author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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Storytelling: The Secret Sauce to Making More Sales With Email Marketing

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Storytelling: The Secret Sauce to Making More Sales With Email Marketing

Do businesses email their customers too often? According to a recent article on Business Insider, the answer is yes. But not for the reason you may think.

It’s not because customers loathe getting emails from companies. Or because frequent emails are considered spam. It’s actually because most brands nowadays email like this:

They use discounts as their main strategy to persuade customers to buy. But what happens when your customer’s whole inbox looks like the picture above? The inevitable: they stop paying attention to your emails.

Because here’s the thing.

Why would they open your emails if they can already predict the content inside? Why would they buy now when they can clearly see you’ve got discounts all the time? And, most importantly, why would they pick your brand over your competitors?

If you want to stand out in someone’s crowded inbox, you need to do the one thing that everybody else avoids doing: building strong relationships with your email subscribers. Here’s how:

Storytelling is the most effective way to communicate. That’s not me saying it. It’s the countless studies (such as this one, this one, and this one) that prove it, time and time again. Why?

Because storytelling helps you form positive emotional associations with you and your brand. The emotions you evoke with your stories go a long way in defining how people perceive you, creating a stronger connection in your audience’s mind between you and the problem you solve for them. But that’s only the tip of the iceberg. 

The truth is, writing story-based emails makes you more than just a brand that sells a solution to their pain: it makes you an entertainer, too. And as a marketer, being able to entertain while selling is like having a superpower. People hate being sold to. But they love being entertained (ever binge-watched a Netflix show? I know I have). 

Plus, with story-based emails, you can easily add more variability to your email calendar. As a result, customers will no longer be able to predict what your next email will be about: a fun story? A new product? Maybe even a discount? Curiosity translates to increased engagement. And increased engagement translates to stronger relationships with your customers. 

So by choosing the right stories to tell in your emails (which we’ll discuss in a bit) and by writing them in an engaging way, you’re guaranteed to keep your audience hooked and excited to read your next email. As opposed to adding yet another sales email to their already crowded inbox.

1. Pick the Right Story 

The storytelling approach will give you little to no results if the stories you’re telling are flat to begin with. No matter how engaging your writing is. 

So the first thing you need to do is to make sure you select story ideas with potential. Okay, but where do you find these ideas? And what does a good story idea look like?

If you’re anything like me, your life isn’t that exciting or eventful. And yet, you may still have a funny conversation with your next-door neighbor. Or your team may geek out about wild adaptogen mushrooms at a team-building event. Or your spouse may accidentally spill coffee on your laptop (true story!). 

Any of these can be turned into fun story-based emails that tell your audience a little bit more about who you (or your team) are as a person. Most business owners assume their customers don’t want to know what goes on in their personal and business life. But that couldn’t be farther from the truth. 

In fact, customers want to know there are real people behind brand names. According to this report from Sprout Social, 70% of consumers report feeling more connected to a brand when its CEO is active on social media. 

And depending on how much you’re willing to share about your life, you can then select the types of personal stories to write about. When in doubt, think about what you’d want to tell your friends/family at the dinner table. More often than not, that’d make a great story for your email list too.

2. Write a Strong Hook

Let’s face it. 

Nowadays, attention spans are short. And no matter how good your story is, if how you write it isn’t engaging enough, your email subscribers aren’t going to read it. 

So the very first thing you want to do is to make sure the first three sentences of your story hook the reader into the action. Once someone reads that much into a story, it’s incredibly difficult for them to stop. 

So how do you do it? Any of these hooks have proven to work again and again whenever I write stories for myself or my clients:

  • Start in the middle of the action (and explain the context later). For example:

“RUN!”, the police officer yelled at me.

“Okay, thank you!”, I yelled back, running out of Paddington Station and trying to find a cab.

Except, it was 4 in the morning. And I had no idea where to look for one.”

  • Start with ‘x time ago’. Recalling a past event hooks people instantly into your story. For example:

“A few months ago, Joanna Wiebe (the original conversion copywriter) slid into my DMs on Slack completely out of nowhere…”

3. Segue to Your Sales Pitch Seamlessly

By the time you get to this part, your readers are entertained and primed to purchase your solution to their problems. Your brand is no longer just another brand in their busy inbox. It’s someone they now know, trust, and like. And so, buying from you feels just right.

But you can’t just end your story abruptly so you can sell your products/services. That’d feel intrusive. In the same way that, when you’re engaged in a YouTube video, an annoying ad interrupts your stream.

So you must find a way to tie your story to your product or service so seamlessly that your readers won’t even notice they’re now reading a sales pitch. Sounds difficult. But you’ll see how easy it actually is. In fact, what most people get wrong about this part is that they try to find the moral of the story and tie that to their sales pitch. 

For example, let’s say your story is about how your team went to a team-building event and someone accidentally broke a bunch of glasses. And if you’re selling a service, you might be able to spin that incident into saying something like: when you hire our software developers, your app stops breaking.

But that’s a predictable way to transition from your story to your sales pitch. Plus, not all stories will end with a moral. Most stories will be fragments of conversations you have with someone or something ridiculous that happened throughout the day (like forgetting your keys at the office). There’s no moral in that and there’s no need for one.

What you can do instead is to look back at your entire story and find one or a few phrases/words that could help you build that segway. Here’s an example of a full story-based email. Pay special attention to the part where the story ends and the sale begins.

“SUBJ: Hacker threatens to destroy my reputation in 72 hours straight

This morning, I was at my laptop reading my emails when suddenly, I came across an unread email from… 

Me.

What in the world…?

Out of confusion, I open it without reading the subject line. 

And once I go past the first sentence, it becomes pretty clear:

I’m being hacked.

“You may have noticed we are using your company’s servers to send you this email: we have hacked into your website, kaleidocopy[dot]com.”

Oh.

Okay… They did send this email from my email address. 

Still, I can’t help but wonder… could this be a hoax?

“This is not a hoax.”

Ah! Well, that settles it then.

“We are willing to forget about destroying the reputation of your site and company for a small fee. The current fee is at $2500 in bitcoin.”

I mean… at least they are nice about it, you know? Their willingness to forgive and forget says a lot about a person’s character.

In the following lines, they take me through exactly what they’re going to do to ruin my company and reputation, step by step.

Then they teach me how to buy Bitcoin (I already know how, but I appreciate their thoughtfulness!).

And finally, they assure me that my Bitcoin payment will be anonymous and that no one will know that I complied with their master plan.

Mmmmkay. 

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Now that is a bit suspicious, Mr. Hackerman (or Ms. Hackerwoman — it’s 2022, what the heck.)

I’m willing to bet the $2500 on the fact that I’m not the only person they sent this to.

So if the payment is anonymous, how will they know it was ME who sent it? It just doesn’t make sense, y’know? 

Jokes aside, I’ve got to admit: seeing that the email came from my address made me panic a bit. 

But then I checked my Sent folder and the email wasn’t there.

I also checked to see if there were any alerts or logins from different devices on my Google account. There were none.

I also checked with my hosting provider, who reassured me no one has broken into anything. 

Soooo… hoax? Hopefully, lol. 

But if it isn’t, it means you’ve got 72 hours left to get Email Story Alchemy, my mini-course on turning boring day-to-day events from your life into story-based emails that build your fandom and help you stand out. 

After that, my business will supposedly disappear from the face of the Earth. And you’ll no longer be able to buy it. Everrr.”

Story is a structure, not a tale. Which means that you can apply it to anything, including email. And when you do it right, amazing things happen. 

Like building strong relationships with your customers. And turning a casual customer into a die-hard fan who wants to buy from you because they just can’t get enough of your brand.

Sure, discounts work too. But they work when used strategically and in moderation. So if you’re ever unsure about what to email your customers next, consider story-based emails. They’ll make your brand shine bright in anyone’s crowded inbox.



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