Ways to Drive Targeted Traffic Using Google Shopping Ads
Starting an e-commerce store takes a lot of the hassle of running a physical store out of the equation. You get more freedom in establishing the business model that works for you, and the pool of potential customers increases exponentially. After all, you have everyone using the internet as your potential customers. Unfortunately, reaching your target audience over the internet is not as easy as it sounds. Be it as it may, tools like Google Shopping Ads are great for reaching a wider audience and improving your conversion rates. Here’s how you can use this amazing tool to your advantage.
What is Google Shopping Ads?
In case it’s the first time you hear about Google Shopping Ads, you’ll be glad to know it’s a shopping engine that benefits both retailers and customers. If you’ve ever searched Google for a product and got a list of recommendations at the top of the page, then you’ve already come across Google Shopping Ads.
This tool allows e-commerce stores to advertise their products in a visually appealing and convenient way for searchers to find. Once a user searches for a product similar to yours, the results will show your product(s) in the ads presented at the top of the search engine result page, as well as those of your competitors’. The results will include the image, name, and price of your product, and the user will be redirected to the product’s page once they click on the image.
Similar to Pay Per Click ads, you only pay once the user clicks on your product, otherwise you won’t pay anything. So far, the service is supported in over 40 countries, and it’s rapidly growing in popularity and reliability.
How to Drive Targeted Traffic Using Google Shopping Ads
Although Google Shopping Ads are of great convenience to e-commerce store owners, the service usually automates the process according to its own algorithm. This makes customizing the target customers difficult for most campaigns, but that doesn’t mean there’s nothing you can do about it. Here’s what you can do to drive targeted traffic using Google Shopping Ads:
1. Turn Your Products into Shopping Ads
The first step you’ll need to take is to turn your products into shopping ads. In order to set up google shopping ads, you’ll first need to create your product feed in accordance with the guidelines set by Google. Next, you’ll create a Google Merchant account, into which you’ll upload the product feed you’ve created. Once the products are approved, you can start a Google Shopping Account using Google Ads.
2. Use the Right Keywords
If it’s your first time trying your hands at an online campaign, it’s normal to be unfamiliar with “keyword”. However, if you’ve been in the marketing scene long enough, then you know that keywords are the heart of any campaign. After all, these are the words that users use to search for the products, and knowing the highest-converting keywords will help you optimize your products for the campaign. You can use conversion tracking to identify the most converting keywords and add them to your products.
3. Adjust Your Keyword Matching
Usually, Google Ads campaigns set the default keyword match to target a wide audience. While that may allow your products to reach more prospects, it may be counterproductive at times. You may want to use other keywords to limit your target audience to a more specific segment to ensure your ads aren’t clicked by the wrong customers.
4. Incorporate Google Shopping in Your Strategy
Nowadays, Google Shopping Ads are used by almost all e-commerce platforms. In fact, these shopping campaigns make almost 60% of Google Ad clicks. What that means for you is that you’re missing out greatly if you haven’t incorporated it yet into your traffic strategy. Furthermore, you need to be strategic about the products you enlist in the ads. You want to add unique and intriguing products that will attract customers, so make sure to be strategic in your research.
5. Adjust the Scope for Your Target Customers
One of the most effective ways to take control over your target audience is through adjusting geo-targeting options. If you don’t set up a specific location, your ads may reach everyone looking for a similar product across 250 countries. You can manage your target audience better by creating different campaigns for each segment.
When looking for an effective online strategy to enhance traffic, you can’t neglect Google Shopping Ads. Although there are many shopping comparison engines, the Google Shopping Ads tool is one of the most efficient and practical tools out there. By learning how to optimize and drive targeted traffic, you’ll be sure to make the most out of this outstanding tool.