As most Search Engine Marketing professionals and ecommerce directors know, Google Shopping has shown a profound ability in increasing conversion rates for advertisers. This is due to two key factors: the buyer’s intent when looking at Google Shopping search results and the ability for buyers to compare prices and before even clicking, greatly reducing the number of non-converting clicks.
Google Shopping search results essentially serve as a shop window for potential customers, where they can gauge their interest in a product and price point without further interaction with an advertisers site.
Once the high conversion rate became evident, the market has evened out, resulting in higher prices for these coveted Shopping ads. Still, we feel that the Google Shopping provides an incredible value for advertisers, even at the higher price point. Clicks from Google Shopping are automatically further up the sales funnel and have far greater buyer intent than traffic from other channels.
A successful Google Shopping advertiser will focus on three main goals in building out their ads and driving high-value, converting clicks to their site: build, enhance and optimize.
First an advertiser needs to build a product feed that is both accurate and detailed. For users more familiar with Adwords than Google Merchant itself, this task can be technical and intimidating. There are a number of third party specialists for hire online if necessary.
When building and maintaining a product feed, advertisers must focus on keeping their product feed up to date, matching the information on their website, and showing accurate product data.
Additionally, they should ensure that the product feed is structured using the low, medium, and high priority settings.
Next an advertiser should enhance their ads by adding the performing aspects from traditional text campaigns. Through using this previously-gained insight on what copy drives clicks and which product title brings the highest conversion rate, advertisers can capitalize on their existing performing ads on other platforms.
The next step is standing out from the competition by optimizing your results using keyword strategies. With this tactic, advertisers can focus on both traditions keyword strategies in their product feed, and on looking at previous conversions and tailoring product titles and their product feed to that.
To state it that a different way, if an advertiser sees a high conversion rate from specific search terms or phrases, they should mirror those in their product titles and product feed copy.
As most ecommerce professionals have seen, Google Shopping is one of the best avenues for getting a nice ROI on their advertising budget. By building a detailed product feed, enhancing their ad copy, and optimizing using previous conversions, advertisers can capitalize on the high conversion rate even more.