Surely each of us will have come across, in the unbridled search for some product, within the Google Shopping Network. If you are wondering where this Shopping Network is located, you will find it among the various labels that appear at the top of the Google search engine under the heading Shopping. Not only that, you will certainly have found some advertisements under the label, all distinguished by the sponsored item.
But what is Google Shopping? It is a search engine dedicated to the sale of products that allows you to compare the various prices of the articles and carry out research on the product of our interest. Advertisers' ads can appear in the Shopping tab, at the top of the page and also in the right column. These ads are immediately recognizable because, in addition to the text, they contain a price and an image: they therefore represent an excellent tool for all those activities that are present on the net with an eCommerce site and want to promote it.
The two platforms on which Google Shopping is based are Google Ads and Google Merchant Center. The first allows you to manage the campaign setting while the second allows you to upload a product catalog via a data feed, or the information of our products formatted so that they can be read by Google. It should be remembered that the configuration of Shopping ads is very different from that of traditional text ads.
With text ads the intent is to intercept users through the keywords we choose, however, with a tool like Google Shopping, Google himself decides when the product listing ads are displayed taking into account your feed, your site and your bids to determine which search queries trigger your ads. Google shows this type of ads only when it thinks that the user is looking for a product to buy it, therefore generally the conversion rate is higher than in other campaigns.
As we said before, Shopping campaigns have a different setting from that of traditional campaigns on Google, in fact they require greater technical knowledge. The data of our products must be uploaded to Google Merchant Center and this can be done in different ways, commonly it is an xml format file that is often updated and read periodically by Google. This operation is normally performed automatically through a plugin added to the most popular CMS, in direct communication with the Google Merchant Center account. Product data is exported to Google Merchant, which in turn is linked to the Google Ads account.
Undoubtedly this type of campaign represents an opportunity for eCommerce: among the advantages, in addition to reaching buyers while looking for a product and an automatic control of the information loaded on the feed, we have the opportunity to take advantage of remarketing.
With "traditional" remarketing we reach people who have already interacted with our business without showing them the actual products for which they have shown interest: which is instead possible with dynamic remarketing. By implementing the related tags in the website code, we allow Google to collect data including the IDs of the products or services that users have viewed and the total value of the elements. Google Ads uses this data to show personalized ads to visitors of your website and remind them of their visit to your site. And this is the reason why when we visit certain product pages and then browse other sites we are chased by the products we have seen or searched for.
Planning a viable Google Shopping strategy is a fundamental element to bring your eCommerce showcase to success. E-Business Consulting marketing agency active since 2003, Google certified, is the ideal interlocutor able to support you in every phase of the project. Call now for a comparison and for a free quote!