2020 Google Shopping Ads Guide (and ROI Calculator)
What are Google Shopping Ads?
They are the automatic product listings ads you see come up at the VERY TOP of search results almost anytime you do a “shopping-related” search in Google.
And they don't just show up in standard search results.
They also show up in the “Shopping” tab.
… And on YouTube.
… And on mobile.
… And in map results.
… And in response to voice searches.
Notice a trend here? Google loves Shopping Ads.
And if you learn how to leverage Shopping Ads to attract more customers, you're going to love them too.
In this video, we're going to take an in-depth look at who should take advantage of the opportunity Shopping Ads provides, as well as how to get started using Shopping Ads.
Here's a quick overview of what we are going to cover:
-Who should use Google Shopping Ads
-Shopping Ads vs. Text Ads (old school AdWords)
-How Shopping Ads can simplify promoting your products on Google
-How much you should budget for Shopping Ads
What you need to do to get started with Shopping Ads
(Read full article - https://www.jeffalytics.com/google-sh...)
In addition to following along with this video, you can also download our new Google Ads Ecommerce Budget calculator. This handy calculator will help you quickly see if you can use Shopping Ads to generate profitable sales. (https://www.jeffalytics.com/google-sh...)
WHO SHOULD USE GOOGLE SHOPPING ADS
Here are the kinds of businesses that typically benefit the most from using Shopping Ads:
1) You're an eCommerce merchant selling physical goods
If you're an eCommerce merchant selling physical products, more than likely Shopping Ads can help you attract more customers and additional sales.
That said, there's one super-easy way to find out if you can benefit from using Shopping Ads.
Search your product names/categories on Google. If you see competing products in the Shopping results (and you probably will), then there's an opportunity for you to capture some high-quality search traffic and prime real estate using Shopping Ads.
2) You're a PPC Manager
How about PPC managers and Search Advertisers? Should you offer Shopping Ads management as a service? The answer is YES. Shopping Ads are proven to produce higher click-through-rates and a stronger ROI than Text Ads (more on this to come). By offering Shopping Ads management to your clients, you can expand service offerings while delivering impactful results.
3) You're a Market-Maker
The other category of merchants that should consider Shopping Ads are businesses that are trying to break into an established market with a new or innovative product. Shopping Ads allow Market-Makers the chance to display their product right alongside big-time retailers. This opportunity makes it possible for new products to break into an existing market and win customers away from the retail behemoths.
4) Your eCommerce platform creates an automatic product feed
In this day and age, pretty much every e-commerce platform creates an automated product feed for you. You can send that product feed into Google in just a few clicks, and start listing your products in Shopping Ads.
5) You want to level the playing field without playing the Google “auction game”
It's no secret I love Google Ads. And I love playing the Google Ads game. But competing in the search traffic auction with text ads isn't right for every product or merchant. If you're having trouble generating a positive ROI using Text Ads to sell your products, Shopping Ads provide a simpler alternative.
6) You see your competition in Shopping Ads results
We briefly touched on this benefit already. But let me blunt about it. If you see your competition in Shopping Ads results, it means you have an opportunity to compete for the same PPC real estate they are currently occupying.
WHAT'S THE DIFFERENCE BETWEEN SHOPPING ADS AND TEXT ADS (OLD SCHOOL ADWORDS)
To truly understand what makes Shopping Ads unique, let's look at how they differ from standard Text Ads.
Characters Vs. Pictures
The primary difference between these two formats is how they are displayed.
Text Ads are simply a block of text with a character limit (and some handy extensions), whereas Shopping Ads include images, prices, and even ratings.
The Shopping Ads format is not only more interactive for the searcher, but it also consumes more real estate in Google's results.
Keyword-driven Vs. Product-driven
As I mentioned earlier, text Ads are keyword-driven. Now, if you're compulsive about keyword management, then text Ads are a great way to target high “purchase-intent” queries.
Shopping Ads, on the other hand, are product-driven. When you advertise using shopping Ads, you bid on your products, NOT keywords. And, Google generally only displays shopping ads on searches that their algorithm identifies as having “commercial-intent.”
(Read full article - https://www.jeffalytics.com/google-sh...)
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