A Guide To Google Shopping Ads In 2021

Google is the gift that keeps on giving. The number one search engine has provided marketers with countless services, platforms, and tools over the years. 


Besides Google Ads (formerly known as Google AdWords in Singapore), one of the search engine’s most valuable services is Google Shopping.



What Is Google Shopping?

Google launched Google Shopping to help users search for products on online stores. Since its inception, Google Shopping has evolved significantly, providing users with a better online experience due to improved features. 


With Google Shopping, users can compare prices and inspect products more conveniently. Users can visit the Google Shopping homepage to look for products exclusively. Here, you can filter your search experience based on specific keywords, trends, promotional offers, and departments.


Google Shopping has become more relevant as of late, with Google Shopping ads driving 76.4% of retail search ad spend and generating 85.3% of all clicks on Google Ads. By adding Google Shopping Ads to your digital marketing campaign, your brand can stand out and attract more customers.



What Are Google Shopping Ads?

According to Google, Shopping ads contain rich product information, including a product image, price, and merchant name. You can create campaigns for your Shopping ads to advertise your products on Google. 


With a Google Shopping campaign, you can manage and optimise your Shopping ads to obtain better quality leads and increase your conversion rates. Google Shopping works by processing a product feed that contains a store’s data, including titles, descriptions, images, etc. 


Unlike a typical Google Ads management strategy, Google Shopping ads do not rely on keywords but rather existing product data. You can submit your product data through Google Merchant Center. In doing so, Google Shopping shall use your product data to match a user’s search query to your ads.



3 Reasons To Use Google Shopping Ads

Three Reasons to Use Google Shopping Ads


Google Shopping campaigns are excellent for many reasons. One good reason is that your Google Shopping ads can boost traffic to your website and gain better-qualified leads.


Most importantly, your Google Shopping ads can significantly expand your online presence to a broader audience. By optimising your Shopping ads, you can reach more customers based on their search queries and intent.


Here are a few more reasons to use Google Shopping ads for digital marketing.


1. Improve Your Product’s Web Visibility

People are more likely to view a product based on its image, not text. The good news is that Google Shopping focuses on displaying high-quality images of products above all else. 


Customers will have a convenient time comparing products and prices by using Google Shopping. Give them high-quality images of your product for your Shopping ads, so you can encourage them to visit your website and make a purchase.


2. Generate Higher Revenue Per Click

As mentioned earlier, people prefer images over texts. That is true when it comes to Google Shopping ads. Since more people click on ads that show high-quality pictures,  you can use Google Shopping ads to generate higher revenue per click, especially for desktop users.


Google Shopping is a trend that continues to rise. Your Google Shopping ads can generate 18% higher revenue than text-based ads. In that case, focus on optimising your Google Shopping ads to boost more revenue than ever before.


3. Boost Traffic To Your Online Store

Most importantly, your Google Shopping ads can significantly boost traffic to your online store. Combine it with other efficient digital marketing strategies, such as SEO and social media management, and you can improve your website’s search engine ranking over time.


Just remember to optimise your Google Shopping campaign, including its product feed, images, and structure, so your Shopping ads can earn more clicks.



5 Tips For Optimising Your Google Shopping Ads

A highly effective Google Shopping campaign can give your online store the upper hand it needs to compete against your rivals. Aside from effective Google Ads management, optimise your Google Shopping ads to gain qualified leads and increase sales.


Furthermore, here are some tips for optimising your Google Shopping ads:


1. Define Your Objectives

A successful Google Shopping campaign starts with clear and precise planning. Establish your campaign by defining your objectives at the very beginning. Know the purpose of your campaign. Whether the intent is to drive traffic or increase conversions, you need to define your objectives first to achieve your goals.


2. Research Your Competitors

The eCommerce landscape is a highly competitive environment. You need to know how your competitors compete against one another, so do some research and understand their marketing strategies.


For example, you can use tools like SEMRush to know which keywords your competitors are using and how much they are spending on each one. Doing so should help you gain an overview of the competition, allowing you to make more effective strategies for your Google Shopping ads.


3. Maintain Competitive Pricing

Once you have obtained additional information on your competitors, maintain competitive pricing to attract more customers and raise bids for popular products to increase sales.


4. Use Keywords For Your Product Titles And Descriptions

Keywords still play a vital role in your Google Shopping campaign. Use relevant keywords when creating product titles and descriptions to improve your products’ web visibility on Google Search and Google Shopping.


5. Add RLSA To Your Google Shopping Campaigns

Establish remarketing lists for your Shopping campaigns to engage with more potential buyers and target previous website visitors. Doing so should increase the likelihood that customers will purchase your products.


These are a few tips for optimising your Google Shopping ads. If you need help, get in touch with OOm today.


For more digital marketing tips, contact our SEO agency in Singapore at 6391-0930.