Google Shopping, as the name implies, is a type of advertisement or rather type of campaign present in Google’s search engine that specializes in the search and comparison of products therefore totally dedicated in proposing to users products to buy.
Over time, it has proven to be a very useful tool in responding to users’ purchasing needs due to its focus on that area. Google has also dedicated a specific section to it in the shopping button.
It is not simply an online marketplace but a true Google tool available for product promotion.
Companies through the inclusion of products in the merchant center through a feed (xml file usually), can have their website continuously communicate with the Google ADS platform and thus the shopping itself.
Google Shopping: how it works
Google Shopping is a Google Ads platform within which merchants do not place text or illustrated ads but the standardized data that allows them to report to Google information pertaining to the products they are selling. It is a comparative product search engine popular in more than 40 countries.
Thanks to Google Shopping’s product listing (listing), products can achieve significant visibility by climbing the serp and appearing to potential customers even before they access the sellers’ website. It goes without saying that these are very useful tools for increasing the chances of sales, along with SEO that aims to make websites more visible from an organic traffic perspective.
A Google Shopping ad consists of:
- an image
- a product title
- the price
- the name of the retailer
any retailer-specific information such as shipping costs or reviews
By optimizing this information, people doing related searches will see product images, their titles and prices. The user who becomes intrigued by your ad and clicks on it will come to your site to make a purchase, and Google will charge you for the cost of the click.
Retailers send feeds containing information about products for sale to Google Shopping. Uploading the data is free; sellers only pay when someone clicks or if they make a purchase from the website they arrived at via the featured link. This allows Google to show up-to-date information about products for sale.
Selling on Google Shopping obviously offers the advantage of having the world’s largest search engine at their own. Buyers then can rely on Big G’s reputation and thus lower their unconscious defenses to buying.
Google Shopping is a tool that presents a clean, direct and no-frills interface to the sale. In fact, you can rely on all the elements that catch the eye and facilitate sales such as images, price, and highlighted text
Google Shopping Smart
Smart Shopping campaigns allow, through the use of artificial intelligence, to increase the visibility of their ads, increase conversions and reach more people.
This platform makes it possible to show ads in line with users’ needs, and the cost of the ads is calculated using the Pay Per Click mechanism.
This mode relies on self-learning artificial intelligence to deliver ads on different networks, such as Google’s Search Network, Google Display Network, YouTube, and Gmail. The platform relies on product and ad feeds, showing the ads with the best performance.
In one’s Google Ads account, one can create up to 100 Smart Shopping campaigns that are activated or paused. Ads are presented on general search results pages and any other platforms.
Smart Shopping campaigns make use of Shopping ads, locally available product ads, and display ads.
An intelligent Shopping campaign makes use of product data provided by feeds and uses it to generate Shopping ads automatically designed to best meet customer needs.
How to improve campaigns on Google Shopping
Google Shopping is a platform that, when used correctly, allows you to intercept traffic that is easy to convert. Google works automatically in creating ads, so our job is to put it in a position to create the clearest and most beneficial ads possible in terms of conversions.
However, it is not a simple platform, and it needs consultants who are experienced and can set up the whole strategy correctly.
Our client portfolio includes the largest Italian ecommerce companies.
If you want to start now with Google Shopping campaigns contact us.
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