PPC experts who run Google Shopping ads need to connect with shoppers at the right time and in the right place. A recent Academy on Air offered some tips to take your Shopping Campaigns to the next level.
Not all consumers have a strong commitment to a particular brand. When they shop a product for the first time, there is opportunity to get your brand in front of them before they form a loyalty to someone else and a good place to start with brand awareness is with YouTube.
Google reports that YouTube is the #1 social platform to introduce products and drive conversions. Furthermore, shoppers visit YouTube for pre-purchase research and to find specific products. YouTube is more than just entertainment and is instead part of the shopper’s journey.
With the Trueview for Shopping companion banner, products can be displayed alongside a YouTube channel. Shoppers who watch a video can then immediately click on the product to go to the site and make a purchase. It’s an opportunity for businesses to show how their products are made and how they work. Advertisers can choose a specific product to feature based on the video and do this directly in AdWords without having to modify filters in Merchant Center.
When searchers are at the end of the funnel, it makes it very easy for them to buy your product.
Wayfair is one example of a company that successfully used Trueview for Shopping to increase their overall revenue because they connected with consumers in the right moment. Wayfair also utilized how-to videos on YouTube so they addressed a legitimate need – and interest – of their audience rather than only direct selling. With Trueview for Shopping, PPC experts can show ads on the retailer’s channel, target previous site visitors, and target people who did not yet make a purchase.
Google features style ideas in Image Search that helps users see how different items might look together. By doing this, it appears Google wants consumers to view Google as the starting point for shopping rather than another giant, such as Amazon. And since Google is the giant when it comes to searching online, this is a place retailers with Shopping Ads want to be seen.
When Optimising a product feed, getting specific with attributes about a product is crucial for Image Search because these images may show up at top of the screen. In the below example, searchers can narrow down by color to see a details for the crystal necklace search. A rich data feed extends beyond the ad and influences the decision to purchase. Had this retailer not had a robust feed, shoppers could not narrow down by additional attributes for this item.
With Dynamic Remarketing, PPC experts can use tailored messages with people who visited the site and put a product in a shopping cart, but did not purchase. (We’ve covered Dynamic Remarketing in detail an earlier post (G Doc LINK, not yet on site).) As a reminder, to set-up for Dynamic Remarketing, you will need to place a tag on the website and customize it so it can identify which products a visitor interacted with rather than general targeting.
A key to success with dynamic marketing for Shopping Ads is segmenting audiences with messages tailored to where they are in the journey. Some sample messages are below and are based on the behaviour of visitors on a website.
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Since many people do not buy during the first visit, remarketing lists for Product Listings Ads are another way to supercharge your Shopping Campaigns. By using signals from your site layered with remarketing lists, you can bid based on audience segments.
Bid adjustments based on audience behaviour can significantly improve Shopping Campaigns for people who have been to site previously. If a prospect performs another search for a product you sell, it indicates they are already familiar with your brand or product and are more inclined to purchase than brand new users. These signals help PPC experts decide on how to bid and should vary based on where the user is in the funnel. A lower bid should be set for people who only visited the home page and more aggressive bids for cart abandoners and previous buyers who are more likely to purchase.
Searches with a local intent, using words such as “near me” have increased significantly in recent years.
And three-quarters of those who conduct a local search visit a store within a day, demonstrating the frequency of online to offline conversions.
Mobile is a significant part of “near me” searches and is critical for brick and mortar businesses. Retailers can take advantage of these mobile and geographically focused searches by using local inventory ads.
These ads allow shoppers to see if a specific product is available at a retailer near their location and these local inventory ads increase shopping clicks by 85% for “near me” searches . With this ad type, searchers can also see how far the item is from their location if they want to pick it up right away.
For local inventory ads to be successful in a Shopping Campaign, businesses need an almost live inventory system to make sure it’s up to date. Otherwise, they could have customers driving to the store to pick up something that was no longer available.
Options for larger retailers
Big box retailers with a lot of storefronts can use “store visits” to gather even more data about the online to offline conversion path.
Google tracks user behaviour for those who click on ad and visit a store so retailers can measure how many people come to the store as a result of advertising with AdWords. Google uses time, location, Google maps data, navigation to location, and other location signals such as wi-fi to gather this information with a 90% confidence level. Data is sent to the backend and reported anonymously back into AdWords.
Retailers in the US may also be eligible for store sales but need to check with their account representative to see if that is available for their account. This is similar to store visits but uses more data points.
With store sales, a user clicks on an ad, then a data provider identifies the user and retains the Google click ID (GCLID). When the user makes a purchase in the store and is identified by the store based on a loyalty card, then the online and offline data is matched and pushed into AdWords to further optimise the account.
“Reach the undecided, not the interested”
Your audience is never “everyone”. By looking at the behaviour on your website, you can make strategic decisions about who should see your shopping ads and how much you want to invest in your paid campaigns.
You can view the entire Academy on Air event for some additional shopping tips in the below recording