Google shopping ads just launched in Hong Kong! (2017 September) Be one of the first few brands who join this blue sea and catch the high wave of e-commerce!\
Who can join?
- Adwords account linked with Merchant center
- E-commerce sites with online checkout, deliver-to-door
- Non-prohibited content/products
1. Attractive – Ads with IMAGES
Because image SELL, and increase trust as well (unbounce, 2012)
And shopping ad covers most first fold space. First fold are where customer spend 80% of their time (Nielsen)
2. Better qualified leads
Google only show the shopping ads to people who are looking for shopping products. So the leads from shopping ad are even better than keywords campaign! They are specificly looking for things to buy!
3. Increased exposure
This is the same with keywords ads, and as always, exposure is free, only click-through costs.
4. Easy targeting
Google will base on merchant center product feed to serve shopping ads. Safe tones of time in keywords optimizations, keywords rules. Set up merchant center, keep the product feed updated and you are all set!
Google suggest starting the CPC same as keywords CPC, and compare your ROI and adjust afterwards. (Bullshit I know, but that make sense)
Complexity in setup merchant center
Setup merchant center can be easy if there is a well developed CMS behind your e-commerce site. Google is developing with several e-commerce platforms to streamline this process too.
But if the site is not, you can use google spreadsheet to update stock, and product information. This way can be painful.
Lack of placement control
You cannot specific your ad to show on “Nike woman shoe” for example, because shopping ads had taken out keywords. Google use their A.I. to help you do that. That is why your product title, description is even more important than they are.
Do both keyword and shopping campagin?
Google said yes.
They serve different purpose in the end, and at this moment, shopping ads cannot serve niche products, because Google will only trigger the shopping ads when there are enough competitors in their listings.
Use keyword searh ads If you are already using shopping ads.
Use shopping ads and set the same CPC if you have merchant centre setup.
So keyword ads still have a long life to live.