• Meghan Hoesch

Google Shopping Ads

When you’re a retailer, finding buyers for your product is challenging. But Google Shopping Ads makes it easier, helping you--and the potential buyer--through the “purchase cycle.”

By working simultaneously with Google Search and Display Ads, Google Shopping Ads assist in three stages of the purchase cycle: awareness for the product; consideration for the product (i.e., price, reviews, etc.); and conversion to the product. By weeding out those who are more likely to purchase your product based on their past search history, Google delivers you an “in-market” audience, targeting those who will be more prone to buy in the consideration and conversion stages.

Though setting up an ad may take seconds, seeing results will take longer--three weeks at least. Each piece of information in your ad goes through Google’s AI, and after you create a shopping ad, the AI goes through “optimization,” or its learning mode. In Zova’s general guideline for a 5% conversion rate, where 5% of clicks will lead to conversion and is based on a 20-click minimum, you need three weeks of targeting audiences, accumulating data, and ad spend before seeing consistent conversions at the CPA you’d like. Give your ads time to mature and learn--remember, results will be more concrete 20 clicks AFTER optimization, not DURING optimization. So keep your conversion funnel as short as you can because the longer it is, the lower your conversion rate.

“If you are a retailer, and you don’t have the option to purchase your product online, what are you doing?”

Having an online presence is critical in the business world. In the last year alone, online purchase raised 800%. And brands who are not listed online could lose up to 70% of their sales, as people do research online before making a purchase. So the key message here: get your stuff online!

Watch the full video below!

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