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Why Google Shopping Ads is essential for your eCommerce business in 2022

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Why Google Shopping Ads is essential for your eCommerce business in 2022


There is no shortcut to success but there is a pathway that you can follow to get guaranteed success in eCommerce. Google shopping campaigns and shopping ads can promote your products in such a way that will boost your product visibility. This is because most people searching for products online will easily get your products via Google.  

With the constant growth of Google Shopping, the face of retail search marketing has evolved.  No matter your business size, you will get lots of clicks, customers, and sales through shopping Ads.

The concept of PPC text Ads of Google is backdated due to the current pace of the marketplace. Google Shopping Ads appear on Google shopping – Google’s sales channel. Also, shoppers can get the ads on top search outputs of Google, including image searches. Therefore, you can spread your product’s visibility organically as well as in a paid format.

The fact is, Google shopping Ads mean increased product exposure and business growth across the Google network. Anyone can outperform the competitors by brushing up their brand awareness as a merchant. Hence, you should read this article to discover why Google shopping ads is essential for your eCommerce business.

In this article, we will represent all the benefits of Google Shopping Ads. In the end, you will learn why Google Shopping Ads is essential for your eCommerce business in 2021.

1. Improve Product Visibility with Shopping Ads

When it comes to increasing product visibility, your business size does not matter. Because Google shopping does its best to make your product easily explorable and visible in SERPs. As a result, shoppers will purchase your products by disco  ring it in the top search outputs.

Generally, Google ensures that your products appear in the top search results above the organic ones. Even if your brand isn’t well-known, customers’ search keywords may cause your ads to show in the search results. Therefore, your product’s visibility and online presence will rapidly increase.

The carousel ads include twenty positions to display shopping ads in search results. But the fact is that Google shopping ads are more attractive and effective than search ads.  Google triggers the shopping ads based on the relevance of your keywords and shoppers’ search terms. Therefore, you can apply keyword research to product descriptions, contents, and ad copies.

Customers looking for products on Google carry the intention to finalize a purchase process. Therefore, traffic collected from ads can significantly expand your brand awareness capability. Moreover, you are getting a huge opportunity to convert your customers.

2. Automation for your Ecommerce Business

Before creating Google Shopping Ads, you must create a merchant account and product feed. Consequently, your shopping ads will be automated by Google, which will minimize your efforts.

First of all, your product feed’s information will get updated through the automation process of Google. When your store’s latest information syncs with the product feed data, they are correlated. As a result, when you update your store’s information, the product will also get updated.    

Google’s unique algorithm matches the suitable products with related keywords. Afterward, it matches those keywords with customers’ search queries. Ultimately, the search output is displayed to the customers via search ads or shopping ads.

Your store may have few products or a large inventory, but the automation process balances the ads campaign on google. Depending on your business platform, you can use different tools to set your product feed accurately. For example, for WooCommerce shops, CTX Feed can create the most optimized product feed instantly.  

On the one hand, the automation process of Google saves your time in creating the ads. On the other hand, it makes overall optimization and maintenance easier.

3. Shopping Ads Outperforms Text-based Search Ads

Shopping Ads dominate the text-based ads of Google, and there are multiple valid reasons for that. Retailers are more aware of their investment and return, which is why they are investing more into it.

Consumers are more attracted to shopping ads because they are more attracted to ads with images, text, and other components. After watching all the necessary information on the ads, their buying intention automatically increases. This is why the conversion rate of shopping rate is high enough to satisfy the retailers.

Compared to text-based ads (23%), the conversion rate of shopping ads is notably high (26%). The visible ROI of Google shopping ads is always high and favored by business owners. The true fact is,  you are paying less for the shopping ads but, in return, getting a solid customer. You won’t need to pay a single penny unless a shopper clicks your ad.

The effectiveness of shopping ads surpassed text-based ads due to better customer targeting. You are getting product title, ratings, and price altogether in one ad format – shopping ads. Therefore, you will be excited to click on shopping ads from the customers’ point of view.

4. Product Appearance in Various Network

While publishing shopping ads, you are creating a Shopping campaign in Google. As a result, your brand and product appearance is increasing massively across various platforms. Shopping ads appear in the following networks or channels of Google that are crucial for any  eCommerce business:

  • Appears in normal Google search results (Search engine result pages). These results exclude sponsored ads or text ads.
  • Google Shop or Google’s shopping tab is redirected via the search engine of this platform.
  • Partner websites of Google or those that come under the Google search network’s raider. You need to set your campaign to accept search partners.
  • In numerous Google display networks, including YouTube, Google Discover, Gmail, and more.

So, while creating a google shopping campaign to launch your shopping ads, you get access to a wide range of networks. As a result, when you create a Google shopping campaign to run your shopping ads, you have access to various networks. With this in mind, think about how far your brand will reach with a reasonable investment.

5. Generate High-Quality Leads Via Shopping Ads

The quality product information of Google Shopping Ads will bring you qualified leads for you. Shoppers are looking for a shortcut way to purchase which is authentic and verified. Google shopping ads do their best to provide visually appealing and informative advertisements. As a result, customers will land on your product page with high purchase intent.

Before arriving at your websites, customers are getting their preferred answers via your ads. Therefore, they are waiting to click the “Add to Cart” button and complete the purchase process. The ads are ready-made with product name, image, price, ratings, and brand name. With all this information in mind, customers are convinced to grab the product without thinking any further.

When customers are arriving at your site by clicking the ads, you have to play the cards. This means showing them more elements of your website to let them explore. As a result, after purchasing your product they will stick to your site and purchase again. All you have to do is display enticing offers or preferred products to build long-term relationships.

6. Rapid Output for Your Ecommerce Business      

Compared to any other ad formats of Google, shopping ads or pay-per-click ads can bring more traffic right away. Therefore, you will see a high conversion ratio right after going live with your ads.

It takes 12-24 hours for shopping ads to get the approval of Google. Within a brief period, you can launch ads and generate sales. Consequently, millions of shoppers will be able to see your ads when the following objectives are completed:

  • Google Shopping Campaign Settings
  • Strategy for grabbing Audiences
  • Bidding Settings and Strategy

After completing these objectives, you will see a dramatic output on your ROI. Additionally, google shopping ads work perfectly for the following situations:

  • While launching new products or a group of products on your site
  • While running promotional campaigns
  • During sales campaign
  • On the seasonal promotional campaign
  • To gain rapid sales growth in a short period
  • For expanding brand recognition in a massive amount
  • To spread brand identity against your competitors

7. Shopping Ads offer Better SEO

Running paid campaign is not mandatory in Google because you can also attain organic results. Previously, only the pay-per-click method was the only way to represent the paid PLAs. But Google offered more flexibility for eCommerce business owners. Therefore, you can get more traffic to your site organically without investing money. Sounds integrating, right?

Google employs the procedure in Shopping ads the same way they utilize SEO to gain traffic. This technique allows shoppers to see the search result that redirects them to your site. As a result, they can view your products via different Google platforms such as the Shopping tab, Lens, Image, etc.

Two methods of getting organic results are:

  1. Transferring all your product information to google merchant Center account as a product feed. You can follow the same process for paid campaigns.
  2. To automatically show your data on the free listing, you must have structured data markup on your site.

More than half of the internet traffic is generated from organic traffic. Moreover, a huge amount (40%) of online revenues are coming via search engines. But most customers aren’t interested in going through the second page to search for their preferred product.

Shopping ads, including carousel ads, are ahead of other ads and search results. This is because your ads are on top of other ads, and the front line is getting all the attention of customers.

Wrapping Up

Everyone is so hyped about Google shopping ads, from beginners to the eCommerce giants. The reasons are simple; shopping ads are constantly updating their methods and following the marketplace trends. As a result, you will get synced with the demand of the marketplace and boost your eCommerce business.

We hope our mentioned benefits of Google shopping ads will allow you to launch your own shopping ads asap. It will surely minimize your eCommerce marketing effort and connect you to the ongoing trends of paid marketing.



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Email Marketing Trends 2023: Predictions by the Industry Stalwarts

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Email Marketing Trends 2023: Predictions by the Industry Stalwarts


Every year, we see new trends entering the world of email marketing.

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5 Simple Things You Can Do To Improve the Content Experience for Readers

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5 Simple Things You Can Do To Improve the Content Experience for Readers

Who doesn’t like to have a good experience consuming content?

I know I do. And isn’t that what we – as both a consumer of content and a marketer of content – all want?

What if you create such a good experience that your audience doesn’t even realize it’s an “experience?” Here’s a helpful mish-mash of easy-to-do things to make that possible.

1. Write with an inclusive heart

There’s nothing worse than being in a conversation with someone who constantly talks about themselves. Check your text to see how often you write the words – I, me, we, and us. Now, count how often the word “you” is used. If the first-person uses are disproportionate to the second-person uses, edit to delete many first-person references and add more “you” to the text.

You want to let your audience know they are included in the conversation. I like this tip shared in Take Binary Bias Out of Your Content Conversations by Content Marketing World speaker Ruth Carter: Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns.

Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns, says @rbcarter via @Brandlovellc @CMIContent. #WritingTips Click To Tweet

2. Make your content shine brighter with an AI assist

Content published online should look different than the research papers and essays you wrote in school. While you should adhere to grammar rules and follow a style guide as best as possible, you also should prioritize readability. That requires scannable and easily digestible text – headings, bulleted text, short sentences, brief paragraphs, etc.

Use a text-polishing aid such as Hemingway Editor (free and paid versions) to cut the dead weight from your writing. Here’s how its color-coded review system works and the improvements to make:

  • Yellow – lengthy, complex sentences, and common errors
    • Fix: Shorten or split sentences.
  • Red – dense and complicated text
    • Fix: Remove hurdles and keep your readers on a simpler path.
  • Pink – lengthy words that could be shortened
    • Fix: Scroll the mouse over the problematic word to identify potential substitutes.
  • Blue – adverbs and weakening phrases
    • Fix: Delete them or find a better way to convey the thought.
  • Green – passive voice
    • Fix: Rewrite for active voice.

Grammarly’s paid version works well, too. The premium version includes an AI-powered writing assistant, readability reports, a plagiarism checker, citation suggestions, and more than 400 additional grammar checks.

In the image below, Grammarly suggests a way to rephrase the sentence from:

“It is not good enough any longer to simply produce content “like a media company would”.

To:

“It is no longer good enough to produce content “as a media company would”.

Much cleaner, right?

3. Ask questions

See what I did with the intro (and here)? I posed questions to try to engage with you. When someone asks a question – even in writing – the person hearing (or reading) it is likely to pause for a split second to consider their answer. The reader’s role changes from a passive participant to an active one. Using this technique also can encourage your readers to interact with the author, maybe in the form of an answer in the comments.

4. Include links

Many content marketers include internal and external links in their text for their SEO value. But you also should add links to help your readers. Consider including links to help a reader who wants to learn more about the topic. You can do this in a couple of ways:

  • You can link the descriptive text in the article to content relevant to those words (as I did in this bullet point)
  • You can list the headlines of related articles as a standalone feature (see the gray box labeled Handpicked Related Content at the end of this article).

Add links to guide readers to more information on a topic – not just for SEO purposes says @Brandlovellc via @CMIContent. #WritingTips Click To Tweet

You also can include on-page links or bookmarks in the beginning (a table of contents, of sorts) in longer pieces to help the reader more quickly access the content they seek to help you learn more about a topic. This helps the reader and keeps visitors on your website longer.

5. Don’t forget the ‘invisible’ text

Alt text is often an afterthought – if you think about it all. Yet, it’s essential to have a great content experience for people who use text-to-speech readers. Though it doesn’t take too much time, I find that customizing the image description content instead of relying on the default technology works better for audience understanding.

First, ask if a listener would miss something if they didn’t have the image explained. If they wouldn’t, the image is decorative and probably doesn’t need alt text. You publish it for aesthetic reasons, such as to break up a text-heavy page. Or it may repeat information already appearing in the text (like I did in the Hemingway and Grammarly examples above).

If the listener would miss out if the image weren’t explained well, it is informative and requires alt text. General guidelines indicate up to 125 characters (including spaces) work best for alt text. That’s a short sentence or two to convey the image’s message. Don’t forget to include punctuation.

General guidelines indicate up to 125 characters (including spaces) work best for alt text, says @Brandlovellc via @CMIContent. Click To Tweet

For both decorative and informative images, include the photo credits, permissions, and copyright information, in the caption section.

For example, if I were writing an article about Best Dogs for Families, I would include an image of a mini Bernedoodle as an example because they make great family pets. Let’s use this image of my adorable puppy, Henri, and I’ll show you both a good and bad example of alt text.

An almost useless alt-text version: “An image showing a dog.”

Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.

It wastes valuable characters with the phrase “an image showing.”

Use the available characters for a more descriptive alt text: “Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.”

It’s more descriptive, and I only used 112 characters, including spaces.

Want to learn more? Alexa Heinrich, an award-winning social media strategist, has a helpful article on writing effective image descriptions called The Art of Alt Text. @A11yAwareness on Twitter is also a great resource for accessibility tips.

Improve your content and better the experience

Do any of these suggestions feel too hard to execute? I hope not. They don’t need a bigger budget to execute. They don’t need a lengthy approval process to implement. And they don’t demand much more time in production.

They just need you to remember to execute them the next time you write (and the time after that, and the time after that, and the … well, you get the idea.)

If you have an easy-to-implement tip to improve the content experience, please leave it in the comments. I may include it in a future update.

All tools mentioned in the article are identified by the author. If you have a tool to suggest, please feel free to add it in the comments.

If you have an idea for an original article you’d like to share with the CMI audience, you could get it published on the site. First, read our blogging guidelines and write or adjust your draft accordingly. Then submit the post for consideration following the process outlined in the guidelines.

In appreciation for guest contributors’ work, we’re offering free registration to one paid event or free enrollment in Content Marketing University to anyone who gets two new posts accepted and published on the CMI site in 2023.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



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The Ultimate Guide to Product Marketing in 2023

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The Ultimate Guide to Product Marketing in 2023

Product marketing is essential, even if you only sell one or two products at your organization.

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