January 22, 2019
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Google Shopping ads have undoubtedly played a significant part in success for many fashion brands who have shifted their focuses online as a result of the notorious high-street decline. If you’re a fashion retailer looking to conquer the digital market and generate more conversions, this route of advertising really needs to become a core part of your next 2019 campaign strategy.
This is because while fashion is a highly competitive market, by using Google Shopping ads, otherwise known as Product Listing Ads (PLAs), your brand can join the user’s journey from an early stage and capture their custom.
Google Shopping ads are product-based and allow brands to include visuals of the product, which are then positioned at the top of Google’s search engine results page. These adverts can also include other information such as prices, reviews and promotional offers.
These are different to regular keyword-based Search ads as these are bid on at a product level and are based on product feeds which have been uploaded to Google’s Merchant Center.
To achieve the best results when it comes to your Google Shopping ads though, you must have a full understanding of your audience and come up with a strategy that will ensure you remain ahead of the curve and on top of your competitors. More retailers are looking at how PLAs can help them as a business and, because of this, the average cost-per-click (CPCs) and spend on the channel continues to rise year-over-year at 17.85% and 6.67% retrospectively.
There are three main areas that you must concentrate on. This includes product feed optimisation, bidding strategies and how you structure your campaign. Here are a few of our top tips for both the optimisation and bidding parts:
It’s always best to work to Google’s specifications when it comes to your feed content. You need to make sure that your product titles and descriptions are search friendly and that you are using relevant keywords that aren’t too out of reach for your business to rank for. As well as this, images must be high-quality!
Although there are several bidding options available for Google Shopping, every brand has an aim to maximize clicks which can lead to conversions. If you’re on a budget, this strategy will allow you to increase clicks on low-traffic products while not going over your budget. But if you want the best results, your strategy can become even more complex.
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