Google Shopping is already part of the advertising grid of more and more brands that sell online, either through direct sales or through different marketplaces. Experts in digital marketing and sales, via Google Shopping, are increasingly in demand by many companies, as the need to make better ads is now identified as being key.
However, it is always worth considering what are the best practices to apply in this field, regardless of who runs and plans the ads themselves. There are certain concepts that are essential in an advertisement and which must be taken care of to the millimetre. Here are four expert tricks to optimise an ad on Google Shopping.
Fine tune product titles and descriptions. This is essentially the first thing the user will see in Google Shopping. In the title, the choice of the most appropriate keywords for your product will allow it to better fit each of the searches carried out on Google (regardless of the specific bids you make). Avoid everything that may generate rejection by an excess of commercial jargon: capital letters, exclamations and everything that encourages you to think of clickbait (an item that promises something undeliverable). With regard to the description, we must ensure that they are detailed and relevant. This is no time to be highlighting superfluous or adjacent factors that may not be primary characteristics of the product. In this description it includes, for example, the colour, the measurements, a size, etc.
Use the best images for your products. As with an eCommerce product specification, the image is the first thing users see once they come across your ad. What photographs you should avoid to represent your products? The key is to present them without distractions and in the most realistic way possible. The best tricks? White background, run away from any supplementary text and use the best possible resolution.
Choose the best Google category for your product. Google Shopping ads work by clusters, that is, the products are displayed within your catalogue based on the category that has been selected and the related keywords. For this same reason it is essential to select the product category from among the most specific options possible. In this sense, it will always be an extra plus to select all the categories that comprise the tree to which the product belongs. For example, if it is an electronics product, select the parent category of electronics> consumer electronics> headsets> wireless headphones.
Use the appropriate landing page to sell the product. In this case we talk about the user's destination once he clicks on the ad. Where does the brand take you when you have decided to check-out the product? What is the appearance of the link that redirects the purchase? Make use of shortened URL’s that contain the most attractive terms related to the offer or product. Keep in mind that this landing page has to meet certain requirements by Google to be admissible by the platform, so do not hesitate to review your documentation to avoid ad cancellations.
With these small recommendations you can optimise your ads on Google Shopping. Remember that the strong point of its effectiveness will also be in the price adjustment that you manage to make for each one of them. Having a price intelligence tool available will allow you to analyse the results that Google Shopping returns from your competition and play with price automation to improve your sales.