How Do
Shopping Ads Work?
When people search for products online, Shopping Ads are typically the first thing users see on the Search Engine Results Page.
How Do Those Ads Get There?
A product data feed, which contains product details such as item title, price, and description, fuels Shopping Campaigns and helps determine when and where your Shopping Ads will show up. Shopping campaigns are set up, managed, and optimized within Google Ads or Microsoft Ads. These campaigns have various settings and options that can be strategically used to achieve desired results.
When a user’s search matches your Shopping campaign targeting settings and product attributes, your Shopping ad can be displayed in search results, which increases your chance of making a sale.
Take the following scenario as an example:
- High-intent user searches for your product.
- Your product appears in a Shopping Ad.
- The user clicks your Shopping ad because it matches what they were looking for; your product title, price, and image helped them make that decision.
- The user purchases your product.
- You make a sale that otherwise may not have happened if you were not running Shopping Ads.
Google Merchant Center
The Google Merchant Center is where product data exists to fuel Google Shopping Ads. Depending on your business needs and goals, WTM can help with any or all of the following:
- Setting up a new Google Merchant Center account.
- Creating brand new Shopping feeds.
- Setting up connections between your website and Google Merchant Center to facilitate Shopping feed creation and management.
- Setting up and/or managing third party feed management tools.
- Fixing diagnostic issues within Shopping feeds.
- Setting up and running promotions that can appear within your Shopping Ads.
- Setting up Product Ratings to display star ratings and reviews on your Shopping Ads.
Similarly, our Paid Search Shopping Team can get your Microsoft Merchant Center account created to run Shopping Ads on Bing.
Shopping Campaign Management
We are experts in Google Shopping campaign creation, management, and optimization. Whether you are starting off with a brand new account, need your account to be optimized by experienced PPC specialists, or want to restructure an existing account, WTM knows what it takes to implement a winning Shopping campaign strategy. We make decisions based on real data when optimizing and improving your account’s performance over time.
What to Expect
Campaign creation is the next step. This includes creating the campaigns and ad groups from Shopping Feed attributes. We will also set up conversions or goals as needed so we can measure results.
Google
Premier Partner
As a Google Premier Partner, we have a dedicated team of Google Representatives to support our agency, which ultimately helps our clients. This partnership allows us to gain access to beta tools, industry insights, market data, resources, and support before the general public. Not only that, but if there are any issues with your Shopping feed, we can bypass the typical Google support process and tap into their high-priority support teams.
Success Stories
Paid Case Study: Google Shopping for Ecommerce Apparel Brand
Within one of the largest growing sectors for eCommerce, our client owned aggressive pricing, the Google Trusted Store accreditation, a growing product offering, and exemplary service, but weren’t experiencing much growth from their Shopping Advertising campaign with Google. They also were seeing an increase in CPCs and costs associated from other mediums, making profitability a major concern.
Paid Case Study: Google Shopping for Sporting Goods
When a regional sporting goods reseller looked to take their business national, ecommerce was the most logical way to increase their footprint and expand their customer base. Trying to save on the expense of an outside partner, the reseller launched their search engine marketing campaign in-house, including their Google Shopping campaigns. A few short months into the campaign, the reseller only had one product category live and the results weren’t profitable at all; in fact they were losing money.
Paid Case Study:
Google Shopping in Outdoor/Fishing Market
In an industry embracing eCommerce at an alarming rate, our outdoor fishing retailer was relatively new to Google Shopping, and after a few month, they were experiencing unsatisfactory returns on their ad spend. As a re-seller of fishing goods (baits, lures, rods, etc.) margins are inherently rather thin; averaging 20%-30% across most of their popular product categories. Due to low margins, the campaigns were only advertising their most popular and most profitable products. Despite advertising the most popular products from their brick and mortar retail location and eCommerce organic traffic, there were very few sales attributed to Search Engine Marketing.
