Google Shopping is Google's most effective advertising tool for increasing online sales, generating more conversions for online stores than traditional text ads or display campaigns. Running classic trade campaigns or smart trade campaigns, you can increase the number of transactions tenfold in the shortest time thanks to google machine learning, which will show your product to the target audience in the search and Google display network on YouTube. and Gmail, and advertising revenue will grow.
Key benefits of Merchant Center:
- Quick start - set up and launch Google Shopping and Merchant Center in just 5-7 days (sometimes up to 2 weeks, it all depends on the product category);
- The cost of conversion is 3-4 times cheaper than other sources of advertising, and the cost of a click is 2-3 UAH on average;
- Dozens of orders immediately after the approval of a smart trading campaign in your Google Ads account;
- Conversion growth for online stores is on average 25-35%.
- No need to write keywords, negative keywords or text ads;
- Free traffic and orders from Google search and from the Shopping tab;
- A potential customer can immediately see basic information about the product: photo, product name, price, store name.
To get started, you need to do the following:
- A site that complies with all Google online shopping rules;
- Claim rights to your site and confirm it in Search Console;
- Set up e-commerce in Google Analytics;
- Advertising account in Google Ads;
- Create an account in Merchant Center;
- Link all accounts together;
- Load data channel;
- Set up Google Shopping.
How are Google Smart Shopping campaigns different from regular shopping campaigns?
The main difference between standard and smart shopping campaigns is that smart shopping campaigns use machine learning for automation.
The task is the same: to relieve the advertiser of "manual" tasks when setting up and serving contextual advertising and to increase the effectiveness of campaigns due to the automatic search for optimal settings.
Classic Google Shopping ads are very different from smart campaigns. Here are the main differences between them:
Google Smart Shopping campaigns work simultaneously in four advertising channels: product ads on the search network, Gmail ads, YouTube, and the display network. Moreover, the specialist does not need to adapt the advertising format for each of the networks, it is done automatically. The resulting ad will look the same as the ad we are used to on the same sites;
The system automatically adjusts the bid depending on the target audience and other conditions. For example, if a given user is more likely to take a targeted action, they can be assigned a higher CPC to ensure that they see the ad. At the same time, there is no manual adjustment of rates;
Placement selection, ad serving schedule, device and audience targeting, minus keywords. The system takes care of all of the above and the advertiser has no access to change these settings.
Benefits of Smart Shopping Campaigns:
Save the time of the checkpoint specialist. You must specify your desired campaign objective, campaign budget, destination URL, and product information. The rest of the work (creating ads, targeting, setting bids, etc.) will be done by the system for you;
Intelligent betting strategy. Based on general statistics (time of day, user device, geographic location, site), the system itself chooses the optimal price per click for each ad display;
One budget for 4 advertising channels. Smart Google Shopping campaigns allow you to effectively allocate costs between YouTube, Search, Media networks and Gmail to get maximum results and save your advertising budget.
Less burden on designers. No need to draw separate banners for each site.
