Google Shopping Ads
Shopping ads are prominent visual ads that display product information at the top of Google search results. They're created using data attributes from the product information on your website and are shown to people who are already searching for the kinds of products you advertise; often resulting in high conversion rates. An estimated 87% of shoppers look for information online before visiting a store with a further 35% of shoppers searching for information after visiting a store. Google Shopping ads play a role at all stages of the customer journey and are critical for any ecommerce business wanting to achieve visibility and sales online. Our strategy first approach and experienced team of paid search specialists have achieved over 21 times return on ad spend (ROAS) with shopping ads for ecommerce clients. Learn more about our approach and Google Shopping management services.
Google Shopping Ads & Management
Google Shopping Ads appear at the top of Google search results and include rich product information, such as a product image, name, price, brand and business (merchant) name.
They're created using data attributes from the product information submitted in your Merchant Centre data feed and are shown to people who are already searching for the kinds of products you advertise.
Google Shopping Ads: Right Product at the Right Time
Consumers, now more than ever, are researching products online to make more informed buying decisions. An estimated 81% of consumers research a product online before purchasing (invoca.com).
For retailers, shopping ads account for over 60% of paid clicks, and consistently deliver some of the highest return on ad spend of any paid channel (Search Engine Journal). The low cost and effective targeting capabilities make shopping ads a critical component of every ecommerce brand’s digital marketing strategy. With Google Shopping Ads, brands can ensure their products are front and centre when high intent users are searching online.
At Sentius, we’ve used shopping ads to deliver upwards of 21times ROAS (return on ad spend) for ecommerce clients.
Google Shopping Feed Management
Google Shopping ads are technical, requiring a product feed to be set up, allowing the advertiser’s website to communicate with Google. Establishing the shopping feed and managing the feed on an ongoing basis is key to achieving success through Google Shopping Ads.
Shopping feed management is not as simple as installing a website plugin to create a feed. It’s important to ensure all aspects of the feed are optimised to deliver the best search result, including displaying the correct pricing, highlighting any discounts or promotions, ensuring product imagery is clear and eye catching, and that informative product descriptions are showing. Shipping territories and rates must also be configured in order to show consumers pricing estimates.
Our team of paid ads specialists have the technical skills and expertise to configure and optimise any Google Shopping feed to maximise performance.
Google Shopping Optimisation
Like any campaign, google shopping campaigns require ongoing optimisation to reach peak performance. This can include setting up various product groups, removing underperforming products, applying bid enhancements, deploying various bidding strategies and utilising dynamic product remarketing campaigns.
As a strategy first Google shopping agency, we look beyond your shopping campaigns to optimise website conversion rate and online sales.
Google Ads plays a role in reaching new potential customers and driving website traffic, but when it comes to delivering an easy path to purchase and converting online sales the website plays a major role.
Campaign performance can be limited by website user experience, which is why we assess the user experience and website performance metrics as part of our Google Shopping management services. Our paid search specialists and digital marketing strategists work together to provide insights and recommendations to improve the overall website user experience and ecommerce conversion rate.
Our strategy-first approach to paid search
- Initial consultation & campaign strategy planning - consultation over the account and budget
- Local search campaign setup (if applicable)
- Google AdWords account setup
- Keyword research & bid (CPC) strategy
- Landing page consultation
- Geo-Targeting - focused geographical or location based keywords and ad displays
- Dedicated Account Manager and personalised support
Ad Design and Copywriting
- Ad account structure setup including campaigns, ad groups and ads
- Strategic copywriting of ads aligned to brand identity
- Design of display and remarketing ads, aligned with Google Ads best practices
- Google Analytics tracking integration
- Remarketing tag installation
- Client reporting portal login configuration
Daily campaign & performance monitoring
Search term review & assessment
Budget and bid adjustments
Negative Keywords – monitoring & removing the negative keywords which can lead to increase budget for non-targeted areas
Ongoing campaign monitoring, management and modifications to achieve the defined objectives
Advanced reporting (analysis of reports with strategic recommendations)
Paid search client success
We have just signed a client, who enquired through the website via the paid search campaign. This client will commit to processing 2,000,000 transactions per year with us. Great work, Sentius!
- Client from Finance Industry