What is Google Shopping Ads?
Google Shopping ads, also known as Product Listing Ads (PLA), are the ads that appear above organic search in google in the share of a tile with product image, price, and store. PLAs were launched in 2010 and have been growing in popularity ever since becoming an important part of many leading brands’ strategies.
These ads are great for eCommerce optimisation because they stand out in search results, and show well on mobile and in image searches. They serve as a useful layer of your marketing strategy driving awareness and credibility. You still pay per click and manage them through your AdWords dashboard like the rest of your PPC ads, but their other attributes are distinctly different.
They are much easier to manage because you don’t have to worry about keywords. Google uses your product data feed to display your ads in relevant searches. You still have control by manipulating attributes like title, category, and description. Let’s take a look how Google Shopping ads can benefit your eCommerce operation.
Stand Out:
Google Shopping ads appear on top of search results and meet shoppers that are have done most of their research with highly targeted and clear product offering. PLA ads stand out with their simplicity, informative clear message, and visual appeal.
Grab Attention:
PLAs are the only ads in the search results boasting a photo, which immediately grabs the attention of the shoppers. Visual appeal is key in Google Shopping optimisation, it attracts buyers and makes them more likely to click and land on a product page.
Better Quality Leads:
People who search for products on Google have already done some research and are close to making a decision. When they see a relevant product ad, they are more likely to follow the link to find out more about the product and make a purchase.
Higher Conversion Rates:
Google Shopping ads have proven to have much higher conversion rates compared to text-only ads. On average conversion rates are 26% higher and also your cost-per-click is reduced by about 23%. This leads to more relevant traffic to your eStore at better CPC and ultimately boost your ROI.
Easier to Manage:
PLAs are much simpler to manage on the back end easing your workflow. There are no keywords and Google uses your product data feed to match your products so searches. You can manipulate product data feed to optimize your ads with your product title, category, and descriptions.
Broader Reach:
With Google Shopping ads multiple products can appear with a single query boosting exposure for your product line. That helps you raise awareness of new and related products.
Bids Benchmarking:
Google also offers User Benchmarks so you can better place your bids by measuring against how industry rivals are bidding.
