Google. The name is synonymous with search. And in the world of e-commerce, it’s synonymous with digital marketing.
The search giant is relied upon by millions of consumers every day to effectively sort out their product queries. And it’s become a competitive battleground for retailers and brands trying to connect their products to those curious consumers.
As you map out your digital marketing strategies, here are a few tips to help you stake a claim on some of the hottest real estate online: the Google results page.
Product Listing Ads (PLAs)
Google’s product listing ads (PLAs) — powered by Shopping campaigns — are now an essential part of any paid advertising strategy. These ads innovatively combine paid search and comparison shopping. But more importantly, they’re extremely popular with consumers.
Clean data will make you stand out: Your feed content is the backbone of your Shopping campaigns. Double check that every single one of your products has a detailed product description, engaging titles, necessary brand terms, accurate images, etc. If not, you’re only cheating yourself out of customer clicks.
Images are worth a thousand words: Images are often the first thing that grab a reader’s eye, so they are the first thing that can help you differentiate your product from those around it. Make sure you’re using the best looking images possible. And submit the largest, highest resolution, full-size image that you have for the product, up to a file size of 4MB.
Don’t forget mobile: Don’t overlook mobile consumers in your campaigns. Decide on your mobile bids by analyzing your data to see how you perform across different devices. Then optimize either at the campaign or ad group level.
To hit the top spot using paid search text ads — or pay-per-click (PPC) ads — you need to achieve a high Google Quality Score based on how relevant your ad group is to visitors. To ensure Google’s algorithm sees your ad as relevant, use strategic keyword bidding and optimize your data feed.
Strong, engaging words win out: Unlike PLAs, these paid search ads don’t include images, so make your headline wording strong and ensure your copy is engaging. It’s worth taking the time to get your ad copy 100% correct from the get-go because changing it later can result in a decreased Quality Score, a lower ad position and ultimately fewer sales.
Long tail keywords are key: Long tail keywords are beneficial as they’re likely to capture consumers who are further down the path to purchase and are researching more product-specific details. For example, these consumers will search for “Fuji FinePix camera” rather than “camera.” These long tail keywords are more specific, targeted and cheaper to bid on. They’re also more likely to convert.
Negative keywords are a positive: Add in negative keyword search terms such as “free” or “how to fix” to every campaign to ensure you’re not paying for clicks that won’t convert. If you find that a keyword is generating lots of clicks but zero conversions, add it as a negative keyword.
Add ad extensions when you can: Ad extensions can provide shoppers with extra nuggets of information — and they also count towards your Google Ad Rank. This extra information increases your chance of catching a consumer’s eye and helps cement your relationship with shoppers at the top of the sales funnel.
Want to dive deeper into Google? Learn how to remove the guesswork from your Shopping campaigns with this quick breakdown: Thought You Knew Google Shopping? Guess Again.