How to make the most of Google Shopping

Google shopping has become more prevalent than ever in the eCommerce sphere with Google Shopping ads driving over 75% of retail search ad spend and generating 85% of all clicks on Google Ads or Shopping campaigns. And with good reason; visitors who click on Google Shopping ads tend to have a stronger intent to buy than standard text ads. Potential buyers are provided with more information before they click to your website than they would on a regular, uninvited text only advert.

It’s especially powerful with mobile commerce too; with 70% of smartphone users looking up info on their desired product prior to buying, generating 65% of clicks. Making G shopping on mobile a must as nearly two-thirds of these users are more likely to purchase from the companies who welcome the mCommerce Google crossover.

Set Goals & Know your Competition

It’s always an excellent idea to regularly evaluate your business. Why not right now? What we know is there are two types of merchants, those who want to grow their sales and those who want to grow their customer base. Both can make money, but only one can create longevity with that success. And dependant on your goal, this can determine your entire strategy in bidding and approaching your prime sale. One of the best ways to make the most out of GShopping is to assess your CPA (Cost Per Acquisition). What are you willing to spend from your profit to close that deal? Once you figure this out, you’ll be irresistible to your target demographic. There are some great tools I’ve listed below to help you out.

Prioritise your products

While your first reaction may be to prioritise all of your products, it’s generally best to think logically about your approach. Heres some questions to help you define your golden products; What’s high in demand right now? Do you sell consumables that customers will come back for time and time again? Is there a particular item you make a considerable profit margin off of? Once you define your priority products, consider starting a targeting campaign on these items as well as pushing them up the Google shopping charts.

Know Your SEO Hot Words

Let’s play a little roleplaying game. You’re on your 30-minute lunch break from work, you’re on a time crunch, but you’ve been dying to upgrade your much-beloved gym sneakers. You get out your phone and hastily type in “gym sneakers near me open now”. You browse for a moment or two, after some reason you’ve found your target and set off for the kill. You need to be imagining this scenario every time you’re setting up new projects on your site to make it as easy and straightforward for customers to find what your selling. Location, colour, pricing, low or high demand all need to be taken into account to bump you up the Gshopping listings.

Arm Yourself with Tools for Success

Available inside of Google Ads, Google Keyword Planner is a completely free tool where you can enter phrases and words related to your product and just like that, Google will provide you with a plethora of related suggestions. Additionally, this tool will also present you with the estimated search volume and the average cost per click (CPC) you’d be expected to dish out. Although these figures aren’t exact, It’ll get you on the right track in figuring out what works and doesn’t.

SEMrush is a marketing must-have that provides you with invaluable insights on keywords and domains. SEMrush is also a useful tool to know what your competitors are doing and doing well. You’ll be able to see real-time screenshots of their Shopping ads, including title, price, and image. Arming you with the data on that will take your business to the next step. Shh, don’t tell them we told you that though.

Pulled right from Googles magical autocomplete suggestions, Keyword Tools provide you with keyword related to the keywords you’re targeting. This can prove to be hugely effective when paring these words with your item descriptions or copy page to reach beyond your current audience.

If you have any questions about anything discussed in this blog or if you’d like to chat about a project, feel free to get in touch. We’re always happy to help businesses reach and surpass their eCommerce potential.