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:
- Transferring all your product information to google merchant Center account as a product feed. You can follow the same process for paid campaigns.
- 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.
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.
What You Need to be Doing NOW to Get Your Shop Ready for Black Friday
Did you know that 130 million users use Facebook and Instagram to discover sales and buy products during Black Friday weekend alone?
This means that setting your shop up for success is an excellent way to attract all shopaholics into your business and make serious money. But, with so little time, how can you know what you’re supposed to do?
Well, after talking with Meta experts, I’ve put together an easy-to-follow checklist with everything you need to do AHEAD of Black Friday if you want your Instagram or Facebook Shop to be a huge success this holiday.
So read on, and start planning now!
11 Things you need to do to get your shop Black Friday ready
The key to a successful Black Friday is reaching the right audience with the right products. In years past, this meant a well-placed ad in the local newspaper or a spot on the radio. But today, the best way to reach potential shoppers is through social media. And of all the social media platforms out there, Instagram and Facebook offer the best buying experience.
Facebook and Instagram Shops provide an easy way for businesses to showcase their products and reach a wide audience, and offer a convenient way to browse and purchase items with just a few clicks. Plus, since most users are already using these social media platforms *we’re talking about more than 3 billion*, it has become a natural way to shop.
So if you’re a business owner looking to take advantage of Black Friday, setting up an Instagram or Facebook shop is a must, and here are the best tips to do so:
1. Start planning your holiday strategies if you haven’t already
For many businesses, Black Friday is make-or-break time, when they can either turn a profit or end up in the red. That’s why it’s so important to have a solid plan in place for dealing with traffic.
By mapping out a strategy beforehand, businesses can avoid being overwhelmed by the high demand and ensure that everyone has a positive experience. This means, planning your offer and deals ahead of time, placing your ads budget, doing product inventory, organizing customer service, etc.
Regarding offers, Instagram and Facebook Shops allow businesses to set up coupons and discount codes during checkout, and timely offers to display their deals. Offer parity with your site is key. So be sure to review #7!
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2. Update your Meta Shop banners
In order for retailers to lure customers into their shops, they need to make sure their signage is up-to-date and eye-catching. This is especially true for banners, which are the first thing people see when hunting for good deals and promotions.
A well-designed banner can help to create a sense of urgency and excitement, convincing shoppers that they need to act now in order to get the best deals. These act as hero images from a traditional site, but for your Instagram Shop.
Additionally, they can be used to highlight specific sales or promotions, making it easy for shoppers to find the products they’re looking for. After all, what good is a sale if no one knows about it?
So if you’re looking to make the most of this busy shopping day, don’t forget to update your social shop banners with eye-catching designs. It could make all the difference in attracting customers to purchase in your store.
3. Make your organic media is shoppable
Facebook and Instagram Shops allow you to tag a product every time you post a picture, reel, story, or video. This is especially relevant because it drives users from an organic publication to your shop where they can check all the information about the item they’re interested in.
Plus, tagging can give you clean insights to how they’re interacting with products and creatives.
Hat tip: Did you know that you can tag your products in the description of your feed posts? No more using ‘link in bio’ in your copy for your organic posts. Use the @ symbol and choose ‘products’, once you have found your product select it and BAM, your product is now linkable in your Instagram post’s description!
4. Set your products up for success
Each product description should contain anything and everything a user needs in order to buy. This includes:
- Engaging and informative product descriptions
Standing out from the crowd of sellers can be especially hard during the holidays. However, a great way to do that is to make sure your product descriptions are clear, concise, and compelling.
No matter if you’re selling clothes, accessories, or home decor, a good product description will tell potential customers everything they need to know about a product, including its features, benefits, etc. Plus, it should also be engaging, so that shoppers are tempted to click “add to cart”, so don’t forget about the call to action and use strong and convincing language to urge the buyers to take your deal.
Be sure to exclude urls in your product description because it’s not allowed. Keep your product descriptions centered on benefits and remember, users often have 1-3 seconds to evaluate the efficacy and interest in a product from a product description.
Images that are well-lit and clearly show the product details can be the difference between a customer clicking “add to cart” or moving on to the next item on their list.
For Instagram and Facebook Shops, images need to be at least 500×500 pixels. Additionally, it’s important that you include more than just one image and focus on features.
Extra tip: according to Meta experts, if your product is in the lifestyle category, detailed product images can help you increase your possibilities of making a sale by 6-8%.
Extra extra tip: Include an image of a customer’s selfie with the product. Showcasing real customers using or holding your product makes a big difference with your conversions.
- Include price, availability, and sizes
No one will buy anything from your shop if you don’t have this information! So check your products and make sure that all of them include the deal price, pieces in stock, and sizes (this one applies only for items that are in categories like: Clothing Accessories, Newborn & Baby Fashion Accessories, and Costume Accessories)
Regarding sizes, you can (and should) add a size chart to help users feel confident in the purchase decisions and potentially reduce return rates.
Bear in mind: July 2022, Meta changed the basic information each item showcased in their shops needs to have in order to be displayed, so click here to discover everything your products need to have!
5. Update your catalog
An outdated catalog will make it difficult for them to find what they’re looking for, and they may decide to do their shopping elsewhere.
So, it’s important that you check and update your catalog to display all the products that are on sale to help your customers make important purchase decisions and drive sales.
Taking this into account, your catalog should:
- Have all the products displayed with their variants
- Include product details: complete all data fields (materials, ingredients, multiple images, videos, and size charts where applicable)
- Be maintained: update collections with new items and inventory quantity. Regarding this, you can use Meta Pixel to automatically update your catalog and reduce operational load.
6. Enable checkout on Facebook and Instagram Shops
Redirecting users to your own website or another platform in order to complete a sale is inconvenient and can lead to lost sales. So, it’s HIGHLY recommended that you set up your shop with checkout, if you’re allowed,to help potential customers discover and buy your products on one platform.
**For eligible stores in the US, all fees are waived through the end of 2022 for enabled checkouts.
Onsite checkout can be set up in Commerce Manager and it’s available for US shops only; it will give insights into shopper demographic and full-funnel conversion data which, in return, can help you optimize your campaigns.
7. Offer Parity
An Instagram or Facebook Shop is an extension of your store, but in a more consumable form that doesn’t require users to go from a place to another in order to buy something. This means that both should offer the same data: from prices and deals, to contact information and banners.
Why? Because some people may find your social shop and make their purchase there, meanwhile others would prefer to go to your website to get more information about you, so offer parity is a must if you want to build trust with potential customers. After all, no one wants to find mismatched prices!
8. Enable product reviews
By reading reviews, users can get an idea of what other shoppers thought of a particular item before they make a purchase and it can help them make informed decisions. That’s why they’re a key player when it comes to driving sales during Black Friday.
Regarding this, US shops with onsite checkouts have access to ratings and reviews and can manage them in Commerce Manager, which will allow you to check customer feedback and answer them.
Remember this: you need to have a shop with onsite checkout to enable product reviews and ratings.
Moreover, it’s possible to import reviews from 3rd parties! For now, Yotpo and Bazarro are active, meanwhile, Okendo and Stamped.io will be available with the reviews section in the next quarter.
9. Don’t forget about user-generated content
User-generated content has the added benefit of being more authentic and relatable than traditional marketing materials. It’s this human element that can be critical in helping persuade undecided shoppers to make a purchase. In fact, UGC drives a 9% increase in CTA clicks for buy now or view on the website
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During Black Friday, this type of content can be a valuable tool for helping brands connect with consumers and build trust, so it’s important to include it in your strategy.
For this, you can use images and videos of different customers using, wearing, and loving your products or provide buyers with information like “how to use” or tips that can help them make the most out of an item.
If you go to the UGC section of your commerce account, you can find UGC that’s ready for potential use in your stories and in your Meta Shops. You can find any images that tagged your handle or used one of your branded hashtags. When you find images that you’d like to use, you can send a request to that user’s profile for permission of usage of that media in your store.
It’s really that easy!
10. Leverage Shopping Ads and Catalog Ads
Instagram shopping ads allow businesses to showcase their products directly in the Instagram feed.
By tagging product photos with relevant information, businesses can create ads that include pricing, product descriptions, and a link to purchase the product. These ads are designed to be highly visual and engaging, and they provide a convenient way for users to learn about and purchase products without ever leaving Instagram.
On the other hand, Advantage+ Catalog Ads are a must-try for those businesses that have a large catalog of products and don’t want to be bothered by having to create a different ad per product. Instead, this type of ad helps you to create one campaign for all your products and show it to people that are interested in even one item from your catalog by creating an individual ad.
By integrating Catalog and Shop Ads into your paid media plan for Black Friday, you can attract possible customers and take them through your sales funnel all in one platform.
If you’re not familiar with these types of ads, you should start experimenting and scaling them as you see fit from now on! Also, don’t forget to set up your CPA!
*** Black Friday ad ramp up should begin by September 20th. October 15th is the BIG day when everyone enters the Meta Ads marketplace and auction pressure increase***
11. Prepare your customer support service
Answering questions from possible customers in less than 24 hours increases their possibility to make a purchase by 50%, that’s why it’s important to invest in effective customer service to help users get a clear understanding of your business and build trust.
With Facebook and Instagram Shops, you can get an email every time someone asks specific questions and reply by using the feedback tag on Commerce Manager. These replies become publicly available helping future customers see that social proof to make better buying decisions.
However, this feature is only available if you have enabled checkout and are an admin to the commerce account.
When should you start?
The peak of users eager to get Black Friday deals starts from October 15th to the big date *yes, more than a month before Black Friday*, so it’s crucial that you start optimizing your Instagram and Facebook Shops ASAP.
And, if you feel like this long list may overwhelm you and already give you a headache, at Mongoose Media we have a team of experts that will take this task from you and make the most out of your shop to go from plan to bestselling during the holidays!
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