A look at Merkle’s Q2 digital marketing report proves this point, as you see a 43% year-over-year increase in ad spend on Google Shopping during Q2 and clicks are rising 71% year-over-year in Q2.
Here are seven tips on how to squeeze even more revenue from Google Shopping campaigns.
Tip #1: Monitor prices and rank vs. the competition
When I meet with clients and review competitor ad data, I often find that my clients’ prices are much higher than the other sellers listed.
This tip is a basic one: keep close tabs on competitive prices for your products. It’s impossible to do this manually so we usually use The Search Monitor as a tool to help monitor shopping data.
In addition to prices, the data in this tool also reveals your product’s average rank as well as screenshots of the Google shopping ad itself.
Tip #2: Work with partners to dominate the shopping results page
While your company cannot appear more than once in the same PLA shopping ad unit, your products can. And who wouldn’t want to double their exposure to push out another competitor?
The trick is to work with your partners to make sure you’re bidding high enough on the same keywords to increase the chance you’ll both appear. ‘Partners’ could be your affiliates, retailers, or distributors.
Tip #3: Learn from competitors’ ad copy
Your data feed sometime change hands a few times before it gets to Google, so the most advanced Google Shopping marketers constantly monitor these elements in the SERP to confirm their ads are as compelling as those of other sellers.
There is more data on our ads than you can shake an Excel table at but start by looking at ad copy, and reviewing how Google is displaying your product names from your feed versus those of sellers of the same product. You often times find a simple mistakes you can fix easily.
Then, expand the review to other ad elements and competitors. How do your product reviews compare? How many sellers are displaying payment methods? Use this knowledge to write kick ass ads that convert!
Tip #4: Make the most of the Special Offers
The Special offer field is a relatively new addition to Google shopping ads. Are you using it? If so, are you seeing the same positive results our clients are seeing?
When collapsed, it’s an exceptional way to make your ad stand out from the crowd. When clicked, it becomes a strong call-to-action, complete with a sales message, expiration date, promo code, and Shop button.
Start by monitoring your competitors’ use of this field, and then make sure your offer is at least comparable to what they offer, if not much more compelling.
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