How To Use Google Product Listing Ads To Increase Sales
If you are releasing a new product or offering a special promotion on some of your existing products, then you may want to use Google product listing ads to boost your conversion rate.
These ads are set apart from regular text ads and attract attention from those who would be likely to purchase what you have to offer.
However, because these ads do cost a fair bit of money, it is important to use them wisely.
Following are some tips on how to make the most of this advertising avenue.
Provide Sufficient, Accurate Information
Providing sufficient, accurate information is key to boosting your ROI. Describe the product in-depth; it is better to give Google too much information than not enough.
You should also be sure to update your product description regularly if you are keeping ads up for an extended period of time. Updating information ensures that customers see current prices and products instead of outdated items that are no longer in stock.
It is also important to provide a clear photo that accurately displays the product in question. This photo should be easy to see not just in thumbnail size but also when enlarged. If the item in question is being sold in various colors and sizes, then simply use the size and color that you feel would be the most attractive to potential buyers, while making it very clear on your website that you offer other color and size options.
When possible, use 360 degree photos instead of regular ones. Photos that allow for a full view of any given product help to attract first time buyers who are not familiar with the item in question. and/or want a better understanding of how your product is used.
Keep Track of Performance and Adjust Ads Accordingly
If you have had Google Product ads in place for some time, then analyze them to see how they are performing. You will want to not only see the conversion rate for any given ad but also note how much profit a particular ad is turning. This information will enable you to edit your advertising campaign so that it is achieving good results at a good price.
A company should do an analysis every three to six months. This analysis should not include the Christmas season, which is naturally different from other months of the year.
Besides noting the ROI and profit margin for a particular advertisement, it is also a good idea to note who is buying the products as a result of seeing the advertisements.
You can usually get this information from your customer records. Note the age, geographical location and gender of buyers; doing so can help you see how to improve future advertisements and even tweak product pricing so that you are able to meet the needs of your present and future customers.
Google Product ads are managed on a cost per click (CPC) basis, so it is important to make sure that you are not spending more than you should on this form of Google advertising. Cap your advertising budget and stay within your limits, even if it means that you cannot advertise for as many keywords as you would like.
Quality is more important than quantity. It is best to put out a few properly formatted and thought out advertisements than it is to pay for numerous ads which are not updated and/or contain mistakes or inaccurate information.
On the other hand, those who want to put out ads for numerous keywords without having to spend a lot of money can do so by limiting the time of day that the ads are displayed. Google's advertising platform allows a person to determine whether the ads should be shown all the time or only at specific times set by the user.
Google Product ads can be costly but have the potential to be highly profitable if used correctly. If you are thinking of investing in these ads, then start by assessing how much your chosen keywords would cost and set up a regular feed for your ads before you being posting them. Use high quality photos for all your ads and keep track of their performance to ensure that they are indeed well worth the cost.
Here's a short overview "How to create a new Product Listing Ads campaign."
This post was written by Jeff Shjarback. Jeff is MBA is an Online Marketing Strategist, Writer and Blogger that enjoys blogging about internet marketing, business, lead generation, economics, innovation & emerging technology, future trend analysis and business philosophy. To learn more about Jeff, you can visit his Google Author Profile.
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