The 2022 Ultimate Guide to Google Shopping
If your 2022 ecommerce resolutions were to increase your site’s traffic and conversions, then you’ve got to be using Google Shopping.
What is Google Shopping?
Google Shopping is an ad platform and comparison shopping network. It lists the products of retailers and matches them with high intent buyers. Using AI-technology, Google is able to discern where online shoppers are in their buying process and how close they are to making a purchase.
This information, as well as other metrics, enables Google to display your ads at the right moment to entice the right shoppers.
The result is increased sales conversions for your ecommerce store. Hence, the reason that there’s so much buzz around Google Shopping.
Where can you find Google Shopping?
When you search any query on Google, sponsored ads will pop up on the right-hand side of the screen. The screenshot above, for example, shows Shopping ads for the query “eyeglasses online.”
If you click the Shopping tab under the search bar, then you’ll see Google Shopping’s home screen. Here, Google will display thousands of products that match your search. The more specific your keywords, the more helpful your search results will be.
As an online retailer, this is the place to be for the best exposure to your potential buyers. After all, studies have shown that Google Shopping ads have 30% higher conversion rates than comparable non-Google ads.
How to Use Google Shopping
Google Shopping is pretty intuitive and user-friendly once you’re established on the platform.
But getting set up isn’t always a walk in the park.
That’s why many retailers outsource this process to a third-party company like Kliken.
Kliken will handle all of the Google Shopping onboarding steps for you and ensure that your store gets approved. It saves you time and money by streamlining everything and removing all the headaches.
But in case you’re curious, here’s how to get started on Google Shopping:
Google Shopping Campaigns
Finally, it’s the moment you’ve been waiting for: Google Shopping campaigns. Once you’ve gone through all the above steps, you can start running campaigns. These campaigns are how you advertise your products and get them in front of high intent shoppers.
In your Google Merchant account, you can create a Shopping campaign. This will prompt Google to ask you a few questions about your campaign. Notably, your daily budget, the name of your campaign, and the country in which you’re selling.
Once you’ve answered these questions, simply “Create” your campaign. This will notify Google to start displaying your products.
One of the neat things about standard Google Shopping campaigns is that you, the retailer, stay in control of every aspect of the campaign. You establish all of the parameters and monitor it while it’s active. This is not the case, however, with the next type of campaign we’ll review: Google Smart Shopping campaigns.
Google Smart Shopping Campaigns
There are two types of Google Shopping campaigns: Normal campaigns, as we
reviewed in the prior section, and Smart Shopping campaigns.
Smart Shopping campaigns are ideal for Google Shopping optimization. The main
reason for this is that, with Smart Shopping campaigns, you hand over control of your advertising spend to Google’s AI. And while this may sound frightening for retailers who like to keep a tight grip on their marketing budget, Smart Shopping campaigns have been proven to optimize return time and time again.
Not sure if they’re right for you? Kliken writes about Smart Shopping campaigns in detail in the article linked here.
Michael is a freelancer from New York City. When he isn’t writing about how Kliken unleashes the marketing, you can find him reading, writing for pleasure, or traveling the globe.
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