What are the benefits of using Google Shopping?
When compared to text, the visual format ads that you can use with Google Shopping are much more likely to catch the eye of potential customers, and they allow you to place the most important product information directly onto the Google search page without customers needing to click through to your website.
The shopping tab on Google Shopping is a powerful tool for customers because it doesn't just allow them to instantly see the products that are available based on their search terms, but it also allows them to click through instantly access a comparison shopping engine that will compare all of the different products in the product feed.
Google Shopping ads work slightly differently from text ads in terms of how they are chosen to be displayed in searches. Rather than specifying keywords that will appear in customers' search terms, you will need to create a product feed in Google Merchant Center. This feed contains all of the products that you want to advertise on Google Shopping and there are specified fields for you to include all of the relevant product attributes. Google will draw on your feed to add your product in shoppers' searches.
You can customise the labels that you use for your Google Shopping campaigns so that you can organise them in a way that helps you to prioritise the best ones to use at any given moment.
One area where keywords remain important in Google Shopping management is the use of negative keywords. These help your ads to not reach an audience that won't want to see them. So if you are selling something that is a particular size, you can add negative keywords for all the other sizes to ensure that they won't show up in the wrong searches.
You can use scripts to automate this process so that you can use thousands of negative keywords for each product, which will make your Google Shopping targeting as precise as possible.
Local inventory ads
Local inventory ads allow shoppers to see the products that you have for sale in shop fronts that are local to them. They can click through on the Google ads and be taken through to your own landing page so that they can find all of the information they need for how to access the products they are looking for.
If you are using multiple campaigns then you can assign them different priorities depending on which of your products you want to sell more of. They can be high, medium, or low priority and this will affect how the products are selected by Google.
Smart shopping campaigns
Using smart shopping campaigns via Google Shopping can really help you to optimise your digital marketing. Google has some powerful machine learning behind the scenes that you can use to automate your Google Shopping in a variety of ways.
It uses your existing product data to create ads and show them across the entire Google network and it will prioritise where, when, and in what format these ads should be shown. It will also automate your bidding and you can integrate it into many of the third-party platforms that you use.