Google Shopping

Google Shopping advertisements (previously product listing ads or PLAs) are ideal for driving sales and revenue for e-commerce businesses. At NoVoodoo, our team of Google Shopping experts work with you to find the ideal strategy for your e-commerce business

Google Shopping Agency

Google Shopping advertisements/PLAs (product listing ads) are image-based advertisements shown on Google Search results pages that include rich product information, such as the price and merchant name, as well as the option of displaying various offers and discounts before the user has even clicked on the ad. These PPC campaigns are a fantastic way for users to research and compare products and prices from various retailers. We can work with you to build a bespoke Google Shopping strategy dependant on a number of factors. Google Shopping campaigns can be complex, however, we’ll ensure you have an understanding of how your campaign is being run and deliver clear, easy-to-interpret reports that make sense to you.

Why Choose NoVoodoo For You Google Shopping Management?

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NoVoodoo’s Approach

When creating a Google Shopping strategy, there are a lot of important factors to take into account. NoVoodoo has broken this down into five key areas:

Business goals

What are your business goals for the next 3/6/9/12 months?

Profit margin

Which of your products achieve the highest profit margins?

Competitor analysis

Are your competitors on Google Shopping and how expensive is it going to be to compete?

Previous sales data

What are the bestsellers on your website?

Keyword research

How are people searching for your products?

Why use Google Shopping?

Google Shopping advertisements are perfect for retailers, as they allow you to reach customers when they are searching for your products online. Historically, it was the case that people liked to buy some items online, and would prefer to buy others in-store.

However, it is becoming increasingly more evident that this behaviour is changing with around 80% of UK consumers researching products online before they make a purchase (of course, this is a blanket figure and won’t be the same for every retailer). When shopping online, users can often find better pricing, easier navigation and also helpful information such as customer reviews which can guide them on making a purchase. 

Consumer buying journeys are becoming more complex and need to be marketed using an omnichannel marketing strategy, where the strategy revolves entirely around the customer and their unique journey.

Google Shopping advertisements for retailers are often a key part in a user’s online purchase journey, acting almost like an online storefront, where customers get to see your products and their price before even entering your store, or in this case, your website. The key difference between an actual physical storefront and a google shopping advertisement is that you know these users are searching for your product.

Shopping Campaign Structure

When setting up a Google Shopping campaign, you will follow the basic structure:

A Google Shopping campaign can contain one or multiple ad groups, which in turn contain product groups. How you decide to structure your campaigns and products will depend entirely on your strategy and can range from being relatively simple to set up and control to more complex. You can read more about how to structure a Google Shopping campaign on our blog.

Google Merchant Center & Google Shopping Feeds

In order to create a shopping campaign within Google Ads, you will need to set up a Google Merchant Center for your business and a Google Shopping Feed. Google Merchant Center is a free tool which allows you to upload and store your e-commerce store’s product data to use in Google Shopping advertisements. This data is uploaded in a Google Shopping Feed, which can be done so in a number of different ways. 

When creating your Google Shopping feed, it’s important to ensure you are using high-quality images of your products and optimised product titles, in order to make your products as appealing as possible for the customer browsing and increase your click-through-rate. 

At our blog,  you can find more information on how to set up your Google Merchant Center and implement a Google Shopping Feed.

Google Shopping Optimisation

Understanding how to optimise a Google Shopping campaign is a little different to Google search campaigns, due to the way Google Shopping campaigns are targeted. There are many different ways to make optimisations including keyword sculpting and building campaigns to ensure you are putting more of your spend into your best performing products.


Remarketing with Google Shopping

Once a user has clicked your Google Shopping advertisement, they’ll be directed to the product page on your website. In an ideal world, these users would then add the product to their cart, before proceeding to complete the purchase.

This isn’t always the case, however, that doesn’t mean that you’ve necessarily wasted ad spend on these clicks. Audiences can be created from these users, that can be as broad as ‘web traffic’ to ‘specific keyword web traffic’. You can also create audiences from users who have spent a certain amount of time on your site, have added product/s to their basket or have even reached the checkout stage before exiting your site. 

This is where Google Shopping can become an even more powerful marketing tool and really become a key part of an overall omnimarketing strategy. For example, you can now target users who’ve reached the checkout stage (showing a high level of purchase intent) with a discount code via email, social media, further Google Shopping campaigns or Google Search in order to entice them to return and complete their purchase. 

Or you may want to retarget a user who found your site with a low-intent search, in order to familiarise them with your brand and follow their journey on each platform they use until they become a customer.

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More information about PPC that you may find useful

Learn more about Google Shopping

Where do google shopping ads appear?

Google Shopping advertisements can appear on the SERP (search engine results page) next to search results, the Shopping Tab on Google, Google Search Partner websites, and the Google Display Network. They are eligible to appear on desktop, mobile and tablet devices.

How do I list my products on Google Shopping?

In order to list your products on Google Shopping, you have to create a product feed from your website and upload this to Google Merchant Center. Once this has been set up and approved, you can begin to create shopping campaigns within the Google Ads platform.

How do Google shopping ads work?

Google Shopping advertisements differ from standard search advertising, which generally uses keyword targeting. Instead, your ads will be triggered when a user is researching your product based on the titles and descriptions of your products, as listed in your Google Shopping Feed.

What is Google Shopping?

Google Shopping (previously product listing ads or PLAs) is an advertising service provided by Google. It allows you to advertise your products using an image and price taken from a Google Shopping Product Feed which needs to be uploaded in Google Merchant Center.

What is a Google Shopping feed?

A Google Shopping feed is a file which contains details of the products available on your website such as each product's title, image and price. When uploaded to Google Merchant Center, it allows you to advertise your products in shopping campaigns within the Google Ads platform.

Is Google Shopping free?

When it first launched in 2002, Google Shopping was a free advertising service. Now, you will usually pay each time your Google Shopping ad is clicked (depending on the bidding strategy selected in your campaign settings).

Does Google Shopping increase sales?

Yes, Google Shopping can increase your sales and is a great option for many e-commerce companies. However, it is important that it is correctly implemented and there any many different techniques/structures/strategies which will effect the performance of your Google Shopping campaigns.

How much does Google Shopping cost?

The cost of Google Shopping will vary depending on the products you are advertising, your competition and how much you are willing to pay-per-click. The way you structure your Google Shopping campaigns can also impact the cost, as well as the number of products you are advertising.

What is GTIN in Google Shopping?

A GTIN (Global Trade Item Number) is an internationally recognised, unique number used to identify products. They can be included as one of the categories in your Google Shopping feed and will help Google to classify your products for Google Shopping ads.


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