What Are Shopping Ads?
A Shopping ad is a type of advertisement that retailers can use in the marketing strategy. These kinds of ads are different from text ads because they focus more on the visual side, offering only the only necessary information in the text portion. So, a Shopping ad will have a picture of your product, accompanied by the title of the piece, the price, and the name of your store.
But how exactly can you make a Shopping ad?
The first step is to send Google data about the product you’d like to display through the Merchant Center feature, and then create your Google Ads campaigns. After you do that, Google will use the data you’ve provided to create its own campaigns and show them to potential clients. This way, not only will you get better leads, but you can also raise brand awareness.
How Do Shopping Ads Work?
Shopping Ads are PPC ads. This means that they participate in the ad auction, and Shopping ads will be charged using either CPC (cost-per-click) or CPE (cost-per-engagement). Usually, you can decide how much you want to spend on click or engagement when creating your campaigns.
These ads are managed using Shopping campaigns. These campaigns help you organize the product inventory you have in the Merchant Center, and they also give potential customers the relevant information we mentioned previously.
Here’s an example: Let’s say you sell dresses. Mary has an event, and she is looking online for an evening dress, which makes her a potential customer. Once she types in her keyword, her search results will appear, and above them will be the Shopping ads. Your Shopping ad will have not only a picture of one of the evening dresses you sell but also a descriptive title, like ‘Black, Strapless Evening Dress,’ and the price. Additional information can also appear here. By now, Mary knows how your product looks, some of its features, and the price.
It’s also important to know that Shopping ads come in three categories: Product Shopping ads, Showcase Shopping ads, and Local Inventory Ads.
Product Shopping ads are ads made with the data that you’ve introduced in the Merchant Centre. Showcase Shopping ads are made by grouping similar products together, and Local Inventory Ads use data from the local inventory ads to engage Google Display Network users.
These ads can be found all over Google. Be it on the Shopping tab, Google search, the Google Display Network, and even on Google’s partner websites, once Google creates a shopping ad, it will start showing it around.
How To Set Up a Shopping Campaign
It’s important to note that there are certain requirements that you need to meet to create Shopping campaigns. These requirements include having accounts for Merchant Center and Google Ads, complying with the Shopping ads policies, and regularly updating your product data.
Once you meet these requirements, you can create your Shopping campaign. To do this, log into your Google Ads account, go to the ‘Campaigns’ section, and create a new campaign, select ‘Shopping.’
Congratulations, now you have a Shopping campaign! But after this step, you need to customize your preferences. We’re talking here about campaign name, merchant, country of sale, inventory filter, bidding, daily budget, campaign priority, networks, devices, location, and local inventory ads.
After you save your preferences, you can choose your ad group. You can have a Product Shopping ad group or a Showcase Shopping ad group. While creating your ad group, you will have customizable features, such as the ad group name and bid.
Optimizing Your Shopping Campaign
The most important thing about Shopping campaigns is that they don’t use keywords. Instead, they use the existing product data that they get from the Merchant Center, and that’s how they decide when and where they will place your ads.
But even though Shopping campaigns don’t have keywords, they still have negative keywords, and it would be a good idea to use that feature. You can select your negative keywords by checking out the search queries for your ads. These queries will appear in the Search Terms report.
The keywords that you should avoid are the ones that are irrelevant to your business or products, keywords related to competitors, and generic keywords.
Another way of optimizing your Shopping ads is by keeping your campaigns and your ad groups organized. You can do this by having a campaign structure. For example, one of the most popular structures is having one campaign with an ad group and a product group that includes all the products. Of course, there are many other structures that you can experiment with.
Bids are also significant. In case you don’t know your way around bids, you can use the bid simulator. The simulator will show you possible advertising results, and they will help you understand how different product group bids affect your traffic.
All in all, Google will offer you a lot of useful data and features that can help you. You can also check out the Product’s group page, the auction insight reports, and the product page. Make sure you use all these features to the fullest.
The Best Optimization Tool
Although Shopping ads and campaigns are quite easy to create and manage, they can still eat up your time. How so? You need to create these campaigns and get accustomed to them to make the most out of them. But Adspert can spare you the hassle and save you time and money by automatically managing and optimizing your campaigns.
But how does Adspert work?
It uses a proprietary mathematical statistics software to adjust bids for your keywords, products, and placements; and it does this several times a day. This way, your Google, Bing, Amazon, and Yandex campaigns are always optimized.
Your business goal might be to improve your ROI, get better cost management, or maximize your profits. But no matter what it is, Adspert will help you achieve it.