Think you’re too small to benefit from Google Shopping campaigns? Think again! Columnist Andreas Reiffen has some advice for smaller retailers looking to improve their Product Listing Ads.
As a small, niche retailer it can seem daunting (almost pointless) to invest too heavily in Google Shopping. After all, how could you ever compete with the major players who have far more money, products and people than you do?
Well, the good news is, it is possible to be competitive in Google Shopping as a small business. In fact, done right, Google Shopping can actually be the most effective digital advertising platform in terms of Return on Ad Spend.
Here are the top strategies to be successful as a small/medium retailer in Google Shopping.
1. Focus on your niche
As a small retailer, you likely sell a very limited selection of niche products. Whether these are your own personal brand, or from independent designers, this exclusivity is your strength.
Selling products that aren’t sold by Amazon or a hundred other retailers, means there’s less competition to appear in Google Shopping for relevant searches. Even better, if you create and sell your own label you won’t have any direct competition in terms of brand queries. Private labels have the added benefit of commanding higher margins, making them a smart investment for any business.
Focus your campaigns on niche, new or unknown brands and try to get these products exclusively.
2. Segment your campaigns effectively
The key to creating Google Shopping ads with great ROAS is making sure they reach the people who are most likely to buy. In the example below, you can see that query A is much more specific – and therefore likely to convert – than query B, yet the bid is the same. Your strategy should be to leave the generic traffic to your competitors and get more of the high-converting traffic to your business.
To generate the maximum amount of sales from Google Shopping, you want to make sure your ads appear for these types of “high-conversion” queries. As with any form of paid media, that generally means bidding slightly more.
But, reverse engineering of Google Shopping has revealed that simply bidding higher on your PLAs makes your ads attract more low-quality traffic. Instead, you want to focus on displaying your ads for specific queries, which tend to convert much better. This is why segmenting your campaigns correctly is essential.
By segmenting your campaigns into the type of queries that receive high, medium and low conversion rates (this will likely differ from business to business) you can set bid amounts that correlate to the user’s intent. That way, you bid more for “high-converting” queries and low for “low-converting” queries.
Here’s a more detailed description of how campaign segmentation works.
3. Incorporate natural language in Product Titles
As a retailer selling new or small, unknown brands it’s unlikely that you will get a high volume of search traffic looking for that brand specifically. Instead, you want to focus your attention on popular natural language queries that describe your products.
You can use Google’s keyword planner to identify the queries that most closely match your product offerings – remember to focus on products that are unique to you. Once you’ve identified these queries, append them to the beginning of the relevant Product Titles in your Product Feed.
This method will help Google be better at finding and surfacing your products when they match the query. It will also make your products look more relevant to shoppers. In many cases, updating your Product Titles with natural language queries can double, if not triple, your impressions without the need to increase your bids, making it a cost-effective way for smaller retailers to compete.
Here’s a handy guide for writing more compelling Product Titles.
4. Use Geotargeting
Another way to make sure your ads are reaching those shoppers most likely to purchase your products is through geo-targeting. Obviously, you first want to make sure you are only advertising your products to people in the areas to which you deliver.
But, you can also use geotargeting in a more granular way by bidding higher for your ads to show in very specific areas. For example, if you are a high-end fashion retailer, you may want to bid more for ads shown in high-income areas where the people searching are more likely to be able to afford your products.
Use something like this buying power map to help determine where your ads would have the most impact and invest heavily in those areas.
5. Leverage RLSA lists
Because Google Shopping is usually a lower funnel advertising medium (ie people generally click on it when they are close to a buying decision), retargeting lists can be extremely useful.
These lists allow you to bid more for ads that will be shown to people that have already visited your site – and therefore are more likely to purchase your products. You can even make these lists more specific by targeting customers who have purchased before, or just those with an Average Basket Value above a certain amount.
6. Don’t bid too much
No one ever wants to bid more than they have to. But, it’s especially important to remember when working with limited budgets, that simply increasing your CPC is not the answer to getting more sales in Google Shopping.
Bidding in Google Shopping works very differently to traditional PPC bidding. Instead of decreasing marginal revenue, there is an S curve.
Essentially, in Google Shopping there is a minimum bid amount to be entered into the auction, then for small bid increases we see a huge jump in conversions, but at a certain point the bid becomes too high and the conversion rate plateaus. When the bid is too high, it means Google is showing your products for very generic queries that are unlikely to convert.
If you’re not paying attention, it’s easy to overbid on your Google Shopping campaigns. Setting and forgetting your bids is simply not an option. Instead, you need a system of incremental testing, measuring and tweaking. Make small changes in your bids and see what happens to your CR. If it goes up by a lot, try increasing the bid a bit more until you see a very small (or no) change in CR. If you don’t have the time to manually test all your bids, you should invest in a
tool that can automate that process for you.
When in doubt, it’s much better to be highly targeted with your bids – through RLSA lists, geo-targeting, campaign segmentation, etc – than to try and “outbid” any major players through raising your base CPC.
7. Decrease your prices
If you do sell some of the same products or brands as your competitors, you’ll often get more out of Google Shopping by decreasing your prices then by just increasing your bids. This may sound somewhat counterintuitive, but it has to do with Google’s algorithm for selecting which products to show.
In an effort to make Google Shopping more appealing to online shoppers, Google seems to have what we call a “low-price bias”. That means, given the choice between two products, Google will almost always choose to show the cheaper of the two, even if the more expensive product has a higher bid. In fact, if your products are too expensive Google may refuse to show them at all.
According to Google, their algorithm doesn’t favor cheaper products. Rather, they apply a machine learning algorithm which reacts to what users like or dislike. In this case, users apparently dislike high prices and therefore the algorithm chooses lower priced products. Either way, the bottom-line is the same: price matters.
In order to compete against bigger online retailers, you may want to consider lowering your prices – at least on the items that you sell in common. In reality, once you get people to your site they’ll often end up buying something other than what they initially clicked on. Think of these lower priced products as “gateways” to your site. Once a shopper is on your site you can try to upsell them to another (or more) product and add them to your retargeting lists for future promotion.
If lowering any of your prices isn’t an option, try focusing your campaigns on the items you sell that are more competitive in price for their category. Overtime, you’ll gather data on which products perform the best in Google Shopping and can start to focus your energies on those products.
8. Take advantage of “Purchases on Google”
Creating a good mobile experience is hard. It requires a lot of design and development experience – which you may not have access to as a small retailer. But, with mobile sales growing by the day, it’s important to make the mobile buying experience as pleasant (ie. easy) as possible.
Google recently introduced “Purchases on Google” – or a Buy Button as some have called it. At the moment it’s an opt-in service that allows retailers to let Google handle the mobile online transaction in Google Shopping without sending the shopper to the retailer’s mobile website.
Some major retailers are concerned about losing control of their opportunity to upsell and/or retarget shoppers once they’ve clicked through to their site and therefore are hesitant to adopt this feature. But, for a small retailer, it’s could be an opportunity to increase mobile sales without having to invest too heavily in a mobile website or app.
At the moment Purchases is only available to a select group of beta testers so you may need to get in touch with Google directly and see if you can get access to it.
Invest smarter, then grow
You don’t necessarily have to invest a ton upfront to make Google Shopping successful for your business. Take time to refine your strategy, and make sure you know (or find out through testing) the answers to these questions:
- Which products make you stand out from the competition?
- What types of shopper queries indicate high-conversion potential?
- Which words or phrases do people search for that could describe your products?
- Where do your customers (real & potential) live and what other areas have similar demographics?
- How long is your conversion cycle? What is the optimum timeframe to wait before retargeting someone?
- What bid range is most efficient for your products?
- How competitive are your prices?
- How good is your mobile site (or app) at converting?
Once you’ve created highly efficient Google Shopping campaigns, you can begin to ramp up your spending and aim for a larger market share.
The most important thing to remember as a small/medium retailer is to focus on what makes you unique. This uniqueness is why someone would choose to purchase from you in the first place and it’s also what will make your ads stand out both to Google and online shoppers.
See the original article on Search Engine Land