An excellent way to promote the products in your shopping cart is to generate a Google Shopping campaign, which allows you to display your products through images in the search engine. In CWT Advertising we introduce you to all the necessary concepts so that you know what it is, and how to create them.
What is Google Shopping and what is its benefit?
Surely you will have seen them on multiple occasions. Here is an example.
When looking for “lawn mowers”, you can see on the right the ads of Garbarino and MercadoLibre, which usually carry out this type of campaign. On a PC they are displayed in the right section and as you can see, in small print it reads “sponsored”. I advise you to look for products that you offer in your online store, and analyze if your competitors carry out these types of campaigns. Google advertising can either be done independently, by carrying out your own research and setting up the campaigns based on your best analysis of the market as well as your own products/services, or you can choose to take the help of a digital marketing agency that can do all of this for you. Agencies dedicated to digital marketing often have experts with an extensive knowledge base and they can understand your business thoroughly, then help you get a significant ROI on your ad-spend.
On a smartphone, the ads have even more preponderance than on a computer, standing out at the top of the results. This situation strengthens the vision that we have commented on this blog, which many times more than a free search engine that also shows advertising, Google is actually a platform to pay and appear in first place, and that in a complementary way it shows organic results. This is especially noticeable in searches with marketable products.
In conclusion, you can show your products with striking images, highlighting the price, directing the links to the exact page where you sell them, and in a preponderant place, even above the classic search ads.
What do you need to create a Google Shopping campaign?
- A Google Merchant Center account
- A Google Ads account (formerly Google AdWords)
- That both accounts are linked
But … what is Google Merchant and how do I register?
Google Merchant Center is a tool that helps you upload data from your store, your brand and your products, and make them available to Google Shopping and other Google services.
To register you need:
- A website
- That you can prove to Google the ownership of your website, so “claims” to Google Merchant.
There are several ways of doing this, which are the same ones that you use to register your website in Google Webmaster tools. (In fact, if you already have it, the procedure is almost automatic). In the case of CWT Advertising, we recommend that you use Google Tag Manager, which we have recently integrated into our platform
You can start using Google Merchant here
How do you upload your products to Google Merchant?
There are several ways, one of the simplest and really comfortable, is to create a spreadsheet in Google Drive, and enter it in Google Merchant.
When you register this form in Google Merchant, you can tell it to review the information periodically, for example daily, for Google to update prices (important for example in Argentina where prices change daily these days!), in addition to informing you if a product has no stock, so stop showing it.
Starting your Google Shopping campaign?
Finally, there is the final part, which is to generate your campaign in Google Ads. You must enter by starting a “sales” campaign, and then choose “promote your products with Shopping ads”. In future notes we will continue to deepen tips and advice on this task.