Digital Marketing Agency
When a user searches for a product on Google, they can choose between dozens of similar offers. To attract his attention, it is not enough to simply launch an advertisement: it is important to correctly present the assortment, indicate current prices and customize impressions taking into account business goals.
The effectiveness of advertising in Google Shopping depends on the structure of the catalog, the quality and completeness of product data, the correct settings of Google Merchant Center, analytics and bidding strategy. Therefore, working with Google Shopping needs to be approached comprehensively.
DMark specialists will help you prepare your online store for the launch of Google Shopping, set up advertising campaigns and track their effectiveness.
Professional setup of Google Shopping: how we work
Before running ads, DMark specialists check whether the site meets the Google Merchant Center requirements. In particular, they evaluate:
- Availability of up-to-date information on prices, payment, delivery and returns;
- correctness of language settings;
- using a secure HTTPS connection.
Technical errors, incorrect data and lack of mandatory information may cause individual products to be rejected or their display limited.
The DMark agency is not limited to assessing the site and finding the reasons for the rejection of advertisements. PPC specialists, together with web developers, eliminate identified inconsistencies on the site and accompany the project at the stage of primary moderation by Google Merchant Center to allow all advertisements to be displayed.
If promotion requires an integrated approach, before ordering product advertising on Google Shopping, you should develop a product promotion strategy that will help determine the priority channels and objectives of advertising campaigns.
Steps to set up Google Ads Shopping ads
DMark specialists adhere to Google standards when setting up shopping ads and follow these steps:
1.
CREATION AND SETTING OF AN ACCOUNT
Register an account in Google Merchant Center, link it with Google Ads and connect the necessary analytics systems.
2.
PREPARING THE SITE BEFORE LAUNCHING ADVERTISING
Conduct a technical audit of the site and formulate recommendations for eliminating identified problems.
3.
FORMATION OF A FEED (PRODUCT CATALOG)
They create an xml feed with a price list, current product data and upload it to the Merchant Center database.
4.
SETUP SHOPPING CAMPAIGNS
They create shopping campaigns in Google Ads and form their structure taking into account the assortment and priority categories for your business. They configure display geography, budgets, bidding strategies, product groups and other parameters.
5.
PREPARATION FOR THE FIRST MODERATION
Prepare the web resource and product feed for initial moderation by Google Merchant Center. Analyze possible reasons for product rejection and eliminate discrepancies to pass moderation.
6.
ACTIVATION OF ADVERTISING ADVERTISINGS
They check the correctness of impressions, data transfer and links to products. If advertising restrictions are detected, the necessary adjustments are promptly made.
7.
MANAGEMENT AND CONDUCT OF ADVERTISING
They regularly analyze results, adjust rates and budgets, redistribute priorities between product groups, and optimize trade advertising based on statistics.
Which business would benefit from ordering Google Shopping advertising services?
Google Shopping is an effective tool for companies that sell products online. Such advertising is especially useful in the following cases:
- wide range;
- high competition;
- products with stable demand in search;
- seasonal assortment;
- the need to scale sales.
Google Shopping is one of the areas of contextual advertising. For comprehensive business development, it can be supplemented with other Internet marketing tools: SEO website promotion, SMM, targeted advertising on social networks and other channels for attracting customers. DMark specialists will help you select tools taking into account business goals and the characteristics of the target audience.
An integrated approach to product advertising services from DMark specialists
Turnkey marketing
If necessary, DMark specialists will conduct a comprehensive online marketing audit to evaluate Google Shopping in conjunction with other customer acquisition channels.
Competent specialists
The tasks of setting up and maintaining advertising are performed by certified Google specialists, which confirms their high qualifications and expert knowledge.
Individual approach
Specialists formulate the structure of advertising campaigns and promotion strategies, taking into account the product range, characteristics of the target audience, business processes and company goals. Therefore, the set of advertising tools is determined by the tasks of a specific project, and not by a standard template.
Flexible approach to budget
The advertising strategy and scope of work are formed taking into account the capabilities of the business, which allows rational distribution of the advertising budget.
Comprehensive work with advertising campaigns
DMark specialists analyze promotion results, track key performance indicators and adjust settings taking into account demand dynamics, competition and business goals. If necessary, PPC specialists and web developers are involved in the work to finalize the site. This approach allows you to solve not only the problems of setting up advertising, but also technical problems of the site that may interfere with the launch and display of product ads.
Answers to frequently asked questions about advertising on Google Shopping
Google Shopping Product Ads is a Google advertising tool that allows the user to see basic information about a product, including image, name and price, before going to the site. For sellers, such advertising helps present products in search results, attract potential buyers to the site, stimulate sales and improve brand awareness. Google Shopping ads may appear in search results, the Shopping tab, Google Images, and other Google sites. Available placements depend on the type of advertising campaign and its settings.
Unlike text contextual advertising, advertising in Google Shopping has a visual format for product ads in the form of product cards with images, names, reviews and prices. Therefore, advertising products on Google helps attract more interested traffic and increase conversions, since users go to the site consciously and after they have seen a specific product and its main characteristics.
The main condition for launching product advertising is that the site meets Google requirements. Each catalog item should have separate pages available with unique URLs, high-quality images, current pricing, and information about shipping, exchanges, and returns. The site must also use a secure HTTPS connection based on an SSL certificate. For more details, see Google’s official guidelines for product landing page requirements.
In order for products to participate in product advertising, you must set up Google Merchant Center and transfer product data to it. To do this, use a data source (feed), which contains information about products: names, prices, images, availability and other characteristics. Google verifies the submitted data and compliance with the requirements, after which the goods accepted for display can participate in advertising campaigns.
The cost of setting up Google Shopping depends on the amount of work and complexity of the project. It is influenced by the number of products in the catalog, the need to prepare or refine the product feed, the state of the site, the complexity of the structure of advertising campaigns and the amount of work on analytics and conversion tracking. To calculate the cost, DMark specialists evaluate the initial data and business objectives. The advertising budget is paid separately. Its size is determined taking into account promotion goals, assortment, competition and planned traffic volume.
The reason may be errors in the product feed, inconsistency of data on the site and in the Merchant Center, violations of Google requirements, or problems with the advertising campaign settings. To determine the source of the problem, you need to check the status of products in Merchant Center, resolve issues, and ensure that your Google Ads campaign is configured correctly. DMark specialists will help identify the reasons for the restrictions and prepare the site and product data for the launch of advertising.