{"id":12505,"date":"2019-06-11T07:48:10","date_gmt":"2019-06-11T12:48:10","guid":{"rendered":"https:\/\/www.powerreviews.com\/?p=12505"},"modified":"2019-08-06T16:33:46","modified_gmt":"2019-08-06T21:33:46","slug":"product-listing-ads","status":"publish","type":"post","link":"https:\/\/www.powerreviews.com\/product-listing-ads\/","title":{"rendered":"Product Listing Ads Best Practices to Show Up in Google"},"content":{"rendered":"

Don\u2019t let anyone tell you that search marketing is dead if you\u2019re an ecommerce brand.<\/p>\n

In fact, the PowerReviews Snapshot for Ecommerce report found a staggering 50% of online purchases<\/a> begin with a Google search. That\u2019s why the ability to put your products front-and-center in search is a crucial part of paving of the path to purchase<\/a>.<\/p>\n

Think about it. Whether someone is just browsing or is dead-set on making a purchase, showing up on the search engine results page (SERPs) is invaluable for retailers looking to make a lasting impression on shoppers.<\/p>\n

Enter the world of product listing ads.<\/p>\n

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In this quick guide, we\u2019ll break down how to set up Google product listing ads and the best practices for making your ads stand out to shoppers.<\/p>\n

Why Product Listing Ads Deserve Your Attention<\/h2>\n

Product listing ads pull data from your online store to populate for specific Google searches. These image-based ads operate on a pay-per-click model, but are much more eye-popping than text-based ads.<\/p>\n

At a glance, you might look at these ads and wonder \u201cwhy bother?\u201d<\/p>\n

Hey, fair question.<\/p>\n

On the surface, product listing ads might not seem as \u201csexy\u201d as social ads or influencer campaigns, right? However, that doesn\u2019t change just how insanely effective image-based PPC can be.<\/p>\n

For starters, here are some key benefits of product listing ads.<\/p>\n

You Only Pay for The Clicks You Get<\/h3>\n

This might seem like a no-brainer but it\u2019s worth mentioning.<\/p>\n

Unlike ad campaigns which are difficult to measure and budget for, product listing ads are fairly straightforward. After all, you only pay for the clicks you get. This makes it easier to determine the ROI of your campaigns and what product categories are your top performers.<\/p>\n

Likewise, don\u2019t forget Google\u2019s robust analytics suite, which is baked into each of your campaigns. Want to know which products are killin\u2019 it? Every click is a valuable data point<\/a> for your business if nothing else.<\/p>\n

\"google<\/p>\n

Stop Sweating Over Search Rankings<\/h3>\n

Let\u2019s be honest: ranking for individual product keywords is tedious, time-consuming and sometimes seemingly impossible if you\u2019re an up-and-coming brand.<\/p>\n

According to recent PPC statistics<\/a>, shoppers are happy to click on Google ads and consumers are more likely to convert than organic customers anyway. Product listing ads allow you to \u201cskip the line\u201d by appearing atop any given search query. This removes the \u201cwhat-ifs\u201d and legwork involved with trying to rank for product-related terms organically.<\/p>\n

Positioning Power<\/h3>\n

This benefit is a two-way street. Product listing ads quite literally position your brand right in front of searchers in text, image and shopping searches.<\/p>\n

This allows shoppers to use search as a starting point toward choosing a specific item, brand or store. Just look at how many options arise from a simple search of “women’s shoes.”<\/p>\n

\"womens<\/p>\n

There’s a ton of opportunity for brands and retailers to take advantage of being in this initial search to shop. However, it’s just as important to also consider how product listing ads position your products from a branding perspective.<\/p>\n

Appearing alongside household names in search gives your brand a much-needed sense of authority. In other words, you automatically look \u201cbigger\u201d by association.<\/p>\n

Appeal to Visual Customers<\/h3>\n

Data from a Social Media Examiner<\/a> 2018 Industry Report found 32% of marketers think visual images is the single most important form of content on their website. And more likely than not, you can guess why.<\/p>\n

Seeing is believing for modern customers. Being in search results with visuals gives customers less hesitation and more incentive to click and get additional information.<\/p>\n

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Everything from high-res photos to showing off products in the wild, product listing ads empower brands to use a variety of imagery to win over customers.<\/p>\n

Also, consider how shoppers\u2019 eyes naturally gravitate toward imagery when it comes to search.\u00a0According to ConversionXL<\/a>, the traditional ad placements of Google Shopping ads represent prime real estate.<\/p>\n

\"Google<\/p>\n

How to Set Up Google Product Listing Ads<\/h2>\n

Now that we\u2019ve highlighted the benefits, let\u2019s get down to the nitty-gritty. That is, how to set up Google product listing ads for the first time.<\/p>\n

The good news is that the process is relatively straightforward, especially if you\u2019re already familiar with AdWords. For starters, you\u2019re going to need to link<\/a> your AdWords and Google Merchant Center account.<\/p>\n

The Merchant Center<\/a> is where you\u2019ll upload your product data, which will flow between your storefront and Google\u2019s ad platform. The setup for Merchant Center simply requires you to verify your website prior to creating your first campaign.<\/p>\n

After your accounts are linked, go ahead and pop into AdWords. Click on the \u201cCampaign<\/strong>\u201d dropdown and select \u201cShopping<\/strong>.\u201d<\/p>\n

\"Google<\/p>\n

You\u2019ll then be asked to name your Shopping campaign and select a Merchant ID: this is your Merchant Center account. Then confirm the country of sale depending on where your products are sold.<\/p>\n

Assuming this is your first rodeo, don\u2019t worry about campaign priority<\/a> quite yet. You can then choose to have your campaign to source all<\/i> of your products or between specific categories based on inventory filters.<\/p>\n

From here, you\u2019ll choose where your ads will be served in terms of geography. You can restrict ads only be served via Google search or<\/i> other third-party sites running ads. You\u2019ll then choose between manual or automatic bidding<\/a> as well as when your ads will be scheduled.<\/p>\n