When it comes to marketing e-commerce companies, nothing works better than the shopping campaigns. Relatively new to the concept of digital marketing, many marketers are yet to get a better grip on the style hence not yet realized its full potential. Nonetheless, there’s nothing short of success if the pioneer indications are anything to go by, and one can only be limited by self-imagination. If you can win organically targeted keywords, you rest assured of displacing your SEO marketing spend without reducing the level of traffic.
Google shopping campaigns allow users to promote own brands by giving them detailed data about the products even before they hit the click button on the ads. As many visitors come on site, you can track the level of interactions using regular retail-centric tools; hence identify what works for your business. Unlike the search campaigns, shopping campaigns do not rely on keywords; you just have to set your bids on products already on the shelves, hence giving more control. The best part is that you can set bids for individual brands or a group of products welling in a similar market segment.
Google shopping comes with an added advantage; you can take your product portfolio to the giant bin, divide into smaller portions that guide the type of bids you make. If your campaign demands even smaller bids, you can go further and sub-divide the bins to set bids suitable for the campaigns. While it sounds great to incorporate the bins, you may find it complicated at the first instance, but it is worth the outcome.
Google shopping ads
If you are in the retailing business, then you know the essence of Goggle PPC. Shopping takes about 56% of the PPC budget, hence more popular than conventional search. In a time market by cut-throat competition, online merchant is quite excited to make an impact amid the hindrances. The customer’s imaginations for shipping encounters are way beyond what the current market provides while technology provides a level playing field in particular ways.
You probably have heard of the success stories, which at times sound hypothetical than true. Success for online merchants relies on the ability to capture new clients at a realistic cost. If you are looking for traffic, look no further than Google shopping ads that offer brands an edge to compete in the highly encapsulated arena. The pieces entail detailed product information such the price, image as well as the name of the merchant. The ads help present the product to people already searching for such range of products, hence likely to make action.
The must haves
With increasing shopping demand, retailers cannot wish away the need to be present wherever and whenever the customers want to buy. With the increased use of gadgets to shop for products, you have to learn the avenues required to establish the strong market presence and win customers at the slightest opportunities. When it is time to deliver on the marketing objectives, and perhaps outshine your competitors, consider the following:
Defining the goals of the campaigns
The fact that Shopping campaigns show great potential brings the temptation to start without undergoing the due process. Everyone wants success and the faster, the better perhaps to save money and realize the potential sooner. Without clear campaign objectives, you will be diving into a sinking ship, out of which you will be lost in the market confusion. A clear plan helps you develop success metrics upon which performance will be tracked and if any changes are needed are done in advance.
Select the suitable bid strategy
When it comes to Google shopping ads, your bids determine the level of visibility generated and the overall results. You must know what works best for you between manual or smart bidding. The best thing is that marketers can use automated methods which show the appropriate queries, often in line with the campaign objectives. Smart bidding automatically optimizes the bids for performance metrics that are key to your business. You may have to use the Target Return on Spend strategy to modify the bids for particular searches.
Similarly, you may opt to adjust the bids manually, by creating an integrated system to manage the bids. In the system, you can further optimize the bids by enabling the enhanced CPC, which adjusts group bids in every auction. The bid adjustments increase the conversions without altering the costs, giving higher conversions at lower costs. If you want to increase traffic to your site, you have to make competitive bids using Maximize Clicks strategy that automatically modify the bids to attract traffic. When you have captured enough information, you may turn to Target ROAS or PPC strategies to optimize the bids for conversions.
Bid with the audience in mind
With clear goals in mind, or on paper, you need to know the exact target audience. With different segments at the onset, you can differentiate the bids to suit target groups, and rest assured you have captured their aspirations hence increase traffic or conversions. Users can opt to make exclusive bids for returning traffic, using the target and bid feature to present the products to the audience already in their database. On the downside, that limits the marketers to a smaller audience contained on their lists. Instead, they can make different bids whole keeping the current bids for newly generated traffic and using remarketing lists on the existing campaigns.
The setting allows bid modifications to reach the returning traffic while perpetually serving ads directed to all shoppers who could be searching the products. Use different bid multipliers based on whether the customer bought or bounced at the home page which could be +100% for previous buyers on the list and +10% for those that do not go beyond the homepage. Your bid adjustments ought to be in line with the data generated form the ever-growing remarketing lists.
Develop a strong structure
With little control of the market dynamics, everyone wants to start off the campaigns as soon as they deem ready. In such hurry, they tend to oversee numerous opportunities that come with a structured campaign. In most instances, they override the details that could have formed a strong foundation for their endeavors. Without a robust structure, your efforts are likely to fall into the unproductive soil. With a clear set of objectives, it helps to thoroughly evaluate what you need to achieve in every product line. You will, therefore, be able to organize the brand inventory to function within the set goals.
You may consider using performance data and traffic to establish the right products based on their sustained performance in line with particular objectives. The higher the traffic, the better the performance, hence the need to keep off the products with the least number of clicks. You can start off with broad divisions using the basic classification metrics and if need be, make subsequent segmentations with more detailed attributes. Avoid using specific characteristics in the first instance as it may narrow the rational tree.
Optimizing for Success
With sufficient data collected by your ads, it’s time to kick start the endeavor using valuable metrics such as the benchmark CTR, benchmark CPC, click share, impression share and Bid simulator among others. The tools help assess the performance, improve the bid strategy while making informed choices on the steps needed to succeed.
In conclusion, shopping campaigns present perfect shopping windows, lifeline as well as a front door to engage with the highly informed shoppers. You, therefore, cannot wish away the need to keep up with the trends, required to spur your campaigns to the next level. Keep your skills at a high level and your data updated to ensure you are always ready for the next move when called to action. With a consumer-driven approach, you rest assured of customers who will respond to your campaigns with dollars. Be keen on what works for the users based on the reviews and optimize the metrics for success.