The specialized listing service for products that permits merchants to exhibit their product on the top of the Google search listing page is Google Shopping ads. This means, the results appear above the search results in the results page. So, if this is so special, why doesn’t everyone want to use it?
Exclusive selling platform
Google shopping has undergone significant changes that have made it more exclusive. At first it was a free shopping site. It then introduced specific promoted sections but now it is a fully paid platform. Google Ad-words is the paid advertising platform for Google; from this, the users manage their Google Shopping Ads. This is a tough chore for those who are unfamiliar to paid advertising.
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You have to add key information regarding your product so that the search engines are able to identify it perfectly. This information includes the ID which you use to identify the product. The product should have a unique text. This is the description that comes up when someone clicks on it. Next is the product type and category. You must define the product type and the product category, you can choose from the predefined groups by Google. One useful piece of information you must include is whether the item is in stock. If not, it should read not available.
Best things about Google Shopping Ads
You have many small advantages of using Google Shopping Ads other than the big ones.
- You find the results display when the customer is trying to decide if you should make the purchase.
- The competition from the other retailers is small and if your product is good, you will probably get the sale.
- All the work on matching the keywords to searches, Google does. In specific instances, the use of negative keywords too did not matter.
- You get the ability to promote products that have good conversion rates. You can also suppress those that do not do too well.
- When your product is shown above the search engine listing, your brand name is mentioned too.
- The images of your product appear above the organic listings and search engine results, which is good publicity for your brand.
So, how does one get their product to feature on the top of the page? The guidelines regarding this is not clear but it looks as though it depends on how much your product is related to the search and how much you are willing to pay per click. (You don’t have to pay if the searcher does not click on your product.) And, if they do click, the chances are that they want to buy it.
Before diving into the tactics of optimizing Google Shopping for smartphones, make sure your product pages provide a totally friction-less shopping experience for your customers.
Your site should have an entirely flawless UX across all devices.
By allowing the online merchants the chance to showcase their product on the Search Engine Result Page (SERP), Google has enhanced the probability of a sale for the product that appears on the top of the page. The sales can be boosted using the product listing ad (PLA) services. The PLA helps target the Smartphone segment of the market.
This is no surprise, as mobile PLAs sit atop the Google SERP (search engine results page) and shoppers love thumbing through the interactive, image-centric carousel.
Use of online data
The possibility of using data amassed from the phone usage leading to better conversion than the use of data from the retailer’s site makes the PLA service a boon for the marketer. This means, more people are browsing on their Smartphones than on the retailer’s site. The behavioral changes are studied to improve the predictability and anticipate the trend.
By capitalizing on the Smartphone market, Google Ads campaigns have the potential to reach once-unreachable customers. Online marketing is tough and if online marketers do not keep on updating their websites, they will lose the touch and the market to Google Shopping ads campaigns. Once must make an optimal bid for an ad so it pays well when it converts.
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