Google Shopping currently is the most profitable advertising channel for most of my ecommerce clients.
That’s because of two reasons:
1. Low CPCs
Clicks on Google Shopping are a lot cheaper compared to click on text ads. It’s not uncommon to still pay $0.25 for product queries while you would easily pay $0.6 with regular text ads.
2. High Purchase Intent
Visitors that click on a product advertisement have a very high purchase intent. They already have a pretty good idea of what they’re looking for. This means the likelihood that these visitors will result in a purchase is pretty high.
It’s clear that most retailers are noticing the same trend. This has resulted in a lot of budgets being shifted from text Ads to PLAs (Google Shopping Product Listing ads).
The graph below shows this trend. 48% of all paid search clicks are now on Shopping Ads, and the trend is strong.
So if you’re selling anything online, you need to get in on the action, or at least check if Google Shopping make sense for your business.
I’ve already written in detail about Google Shopping on this blog. So wether you need a kick in the butt, help getting started or take your campaigns to the next level, I’ve got you covered.
Are you researching wether you should give Google Shopping a try? Check out these 11 case studies of stores that have gotten great results from Google Shopping.
Getting started with Google Shopping can be pretty technical. There are a lot of loose ends when you’re setting up your first Google Shopping campaigns.
Once you’re up and running you probably want to know how to improve the ROI of your advertising.
The lowest hanging fruit is in improving your product feed in Google Merchant Center.
You can start to use all the data in Adwords to optimize your shopping campaigns.
Afterwards you can add custom labels to your campaigns to make sure you’re pushing the most interesting products (= margin/volume/price/..) the hardest.
If you want to bid differently on branded and generic queries with multiple campaigns, you’ll need to set your campaign priorities correctly.
If you want to go deeper into Google Shopping, check out our Google Shopping course. It will guide you through every step from set-up all the way to having successful campaigns running.