Capitalize on the Holidays by Using Google Shopping Ads! Ben, November 16, 2023December 14, 2023 Image from Time showcasing some of the best deals this holiday season. With the holiday season right around the corner, businesses want to make their products are as visible as possible. Businesses are spending thousands of dollars on various commercials, radio ads, and more. Using Google Shopping Ads is a great way for YOUR small business to compete with bigger companies this holiday season! Google Shopping is one of a few different ad’s platforms that Google Ads offers. This platform takes the products you upload and matches with a users search if it is relevant. Other areas in Google Ads include search, display, video, and mobile. Click on my article here to learn more about some of the other Google Ads platforms. How to get Started To get started, create a Google Merchant Center account. Google Merchant Center will host and store all of your products and product data, making it available for shopping ads and other Google platforms. Once you create an account, create a product feed. A product feed is “a file that includes a list of your products using a set of required and optimal attributes.” Attribute – Data points that describe the product Required Attributes – Product ID, title, description, link, availability, etc. Benefits of Shopping Ads Google Shopping has many benefits. Below are some of the key benefits of using Google Shopping. This article by TNA Suite also mentions extra benefits by using the platform. Higher Engagement – Consumers browse and interact with the ads Higher Conversions – Ads that are relevant to the consumer will increase converssions Broad Presence – These ads can be seen on all different Google platforms (search, display, Youtube) Access to Metrics/Competitive Data – Business owners can see how their products are doing based on various metrics such as CTR (Click Through Rate), Target ROAS (Return on Ad Spend), and much more Best Practices While Using Google Shopping When creating your Google Shopping Ads, there are a few best practices that you will want to follow. One tip is only creating ads for certain products. These products should be ones that are higher in price for a couple of reasons. First, the higher the prices in the ads, the higher the margins will be. Second, higher prices will result in less clicks. This means that those who do click will be relevant customers, which will lead to a higher conversion rate. Title Structure When viewing shopping ads, consumers are looking for few key factors: title, price, image and link. The title lets the user know what the product is and can give a description of the product. It is best to limit the title to 150 characters or less. Include the brand, product type, and attributes of the product. An image allows the user to see what the product looks like and, obviously, price allows the user to see how much the product costs. The links landing page should take the user to the page about the product they clicked. Below is a layout of what Google Shopping Ads look like. Image is from LXR Guide. Check Out These Articles to Learn More! Was this article helpful? If so, check out the articles linked below to better understand programmatic advertising and how SEO (Search Engine Optimization) can help YOUR local business succeed. Michigan SEO and Paid Search (Best Search Practices) Programmatic Marketing Resources in Michigan Uncategorized