8 Google Shopping Ad Strategies That’ll Drive Sales

I love shopping online. In fact, it is online shopping nearly That’s the only way I shop.

And I’m not alone.

In 2019 there was 263 million digital buyers in the United States. This number is expected to increase by 2024 282.7 million online shoppers.

As a marketer, these numbers prove that companies should invest Google shopping Show.

Google Shopping ads, the ads that appear on the search engine search results page when someone searches for a product, can be confusing when set up.

In this article, you will learn how to structure your Google purchase campaign and which top strategies increase sales.

If you’d like to set up Google Shopping Ads, you may be wondering: “Which campaign structure should I use?” and “What is the difference?”

The two different methods for a Google Shopping campaign structure are explained below.

Selected resource: Planning template for Google ads

Download this template

While setting up Google Shopping Ads campaigns sounds complex, using a planning template can make this easier.

With HubSpot’s Google Ads PPC Kit, you can choose what your bids should be, set up and optimize your budget, find new keywords, and optimize your campaigns.

1. A campaign and an ad group.

The easiest way to set up your Google purchase campaign is to use only one campaign and one ad group.

When you set up a shopping campaign for the first time, you have an ad group with a product group called “All Products” that contains all of your inventory.

This is a great approach if you want to run a simple campaign without complex optimization techniques.

However, if you want to adjust your bid to the products you sell, this approach is not for you.

2. Multiple campaigns with different campaign priorities.

Instead of running a campaign with an ad group, you can run multiple campaigns and prioritize them based on your bid strategy.

For example, you can set up a campaign for unbranded keywords by using a negative keyword list that includes your brand name.

You can choose whether this campaign should have a low or medium priority, since those who do not use branded keywords are in the early stages of their research.

On the other hand, you can set up a second campaign that targets brand keywords and sets a high priority because these users are still on the way to buying and are more likely to convert.

By using multiple ad groups optimized with negative keywords, you have more control over the search terms for which your product is displayed.

However, it is important to note that you cannot choose which keywords your product will appear for. You can optimize your campaigns with negative keywords and custom bids, but you can’t choose the keywords you want to target.

You can also set up different campaigns for different product groups. Again, you can decide which campaign has high and which low priority, depending on which products you think convert more.

While this method gives you more control, it requires more strategy and organization in the planning phase.

Also, what works for one company may not work for another. This means that you want to test and see what works for you.

Once you have a good idea of ​​the campaign structure you will be using, it is time for a strategy. Here are the key strategies for Google Shopping ads to help you develop a campaign that increases sales.

1. Create custom campaigns with negative keywords.

If you create multiple campaigns, you can divide them into high, medium and low priority.

One strategy is to use multiple campaigns with different priorities to target specific searches. To do this, you’ll need to create a negative keyword list for each campaign to control which searches your product shows.

This can mean that you’re developing a campaign for more general searches than brand searches with a high intention.

With this strategy, you want to think about which search queries are more likely to be converted than which ones.

2. Consider your prices.

With Google Shopping ads, your ad competes with several other products. That is why it is important to consider your prices.

The following example shows the Google shopping ads that were shown for the search “Fabletics Leggings”.

While most products are fabletics, there are some from other brands. You can see Fabletics leggings at prices between $ 45 and $ 60, but you can also see Old Navy leggings for $ 28 and SHEIN leggings for $ 10.

The price can play a big role in the purchase decision. It is therefore important to keep your prices competitive in order to increase your sales.

3. A / B test your campaigns.

When developing a new strategy for a marketing campaign, this is important A / B test. With Google Shopping Ads, you’re likely to try different techniques.

You may want to test different ad groups, priority settings, bids, or negative keywords.

You can also test which product groups and product pages are more likely to be converted.

With Google Shopping ads, it’s important to find the right balance between your campaign structure and bid strategy.

To improve your sales, you should run A / B tests to determine what works for your company and what doesn’t.

4. Optimize your product pages.

Don’t be redundant, but keep in mind that your Google Shopping ads don’t target specific keywords.

This makes it more important Optimize your product pages This way you can signal Google for which keywords your product should be displayed.

For this purpose you should use keywords in your product title, page title, meta description, picture alt text and copy of the product description.

In this way, Google can decide when your product should be displayed.

5. Split your ad groups by product.

One strategy that you can use when setting up your Google buying campaign is to split your ad groups by product.

For example, you may want to summarize certain products. Suppose you sell hair ties and wine like Kaitlyn Bristowe. However, you probably don’t want to use the same keywords because the products are so different.

In addition, you may want to focus more of your money on the scrunchie ads than on the wine, as they usually bring more sales to your brand.

By dividing your ad groups by product, you can set different priorities and budgets for your campaigns.

6. Use retargeting methods.

Have you ever viewed a product online and then just scrolled through Facebook to see an ad for that particular product?

This is retargeting in action.

You can use Retargeting for your Google shopping campaigns.

To do this, you use remarketing lists that you can use to segment your website visitors based on previous website engagement.

You can also adjust your bids based on past commitments, such as: B. Demolition of shopping carts, loyal customers or returning visitors.

This strategy can help you increase your sales by increasing the likelihood that users will convert if they have previously visited your website.

7. Create a list of similar audiences.

A similar audience is a way to segment your traffic to specifically target audiences that are similar to your returning customers.

This means that they behave similarly online and may be more likely to buy your product.

You can set up with Google Shopping Campaigns Similar target groups to build networked, committed and loyal customers.

8. Add a special offer or offer.

Similar to looking at your price, one strategy for your Google Shopping ads is to start a special offer or to look at your products.

You can also add a free shipping tag to your ad.

Adding a special offer can be included in your ad for free, differentiate you from other ads and improve your ROI.

Google shopping campaigns may seem a complex, intimidating process, but they are not. All you have to do is think strategically about your campaigns and test what works for your company.