First, an extremely brief history of how Google Shopping came to be:
Google Shopping debuted as Froogle, in 2002, as a product price comparison site that used the Google search algorithm and indexing to differentiate itself from other sites that offered the same service. In 2007, Froogle became Google Product Search and then changed names again in 2012 to finally became Google Shopping.
What are Google Shopping Ads?
Unless you’ve been living under a rock, or have gotten this far in life without ever having used Google to search for...well...anything, you’ve been seeing them for a while now. Google Shopping ads appear on top or side (if you’re on a desktop) of a search result, complete with image, the name of the retailer, price, and sometimes a one-sentence blurb about free shipping, free returns or being 50% off (as an example).
While the internet allows consumers to shop from the comfort of a couch with a glass of wine, it also takes away the ability to try on, or even feel a product before purchasing. That’s why using shopping ads has been such a successful form of digital advertising for retailers. It’s not enough anymore to tell people your product is the highest performing walking shoe for women and it comes in five color combinations, you have to show them. People have to rely on the image of the product.
It’s important to remember that Shopping Ads are best for products that are under $150. Generally anything more than that, consumers are going to do more research, visit your site and your competitor site to research quality, reviews, warranties, or return policies.
Think of purchasing a pair of $68 walking shoes versus purchasing a $599 trampoline. Yes, there are shopping ads for trampolines, but the likelihood of a person doing a trampoline search for the first time, clicking your ad and buying right then is highly unlikely. It’s a simple case of the higher the price, the higher the barrier of entry.
Higher Qualified Leads - As we stated above, giving a new or returning customer the chance to see exactly what they are looking for before they even get to your website is powerful. If you see a person coming onto your site from a shopping ad, you know that person has already compared your product to competing products, even if it was for just a few seconds. They have also seen the price, color, and design.
Greater Presence - A great feature about Shopping Ads is that more than one of your products can be served up in a shopping ads result. Since Shopping Ads don’t rely on keywords and are not split up like search ads are, you’re not limited to just one ad being displayed. That’s great if you have a large assortment of women’s walking shoes, or other products.
Simplified Campaign Management - By integrating Google’s Merchant Center with Google Ads, it's simple to create product groups for the merchandise you want to offer online. Google uses the product attributes from your Merchant Center to determine when your product is relevant to display in a search result. No messing with keywords and whether to use broad match, phrase match, or exact match.
Give Google Shopping Ads a go. Use good quality images to feature your products, well thought out descriptions, and watch the orders start coming in!