Case Study: Film Studio Client PPC
The client was struggling to optimize their Paid Search campaigns based on iTunes Downloads. By optimizing campaigns and using those learnings across multiple home entertainment titles, the conversion rate increased 400% (from 0.29% in Q1 to 1.45% in Q2).
Why Choose Vizion?
At Vizion, our top priorities are providing exceptional customer service and delivering the best results to help your business achieve new levels of success. Our team of passionate digital marketing experts is deeply enthusiastic about the work that we do. We understand that every business is unique, and your digital marketing strategy should be equally unique to reflect the distinguishing features of your brand. With Vizion, you never have to worry about a cookie-cutter approach – we develop a comprehensive plan that is thoughtfully tailor-made to the precise needs of your business.
When creating a Google Shopping Ad or campaign, we’ll take you through a tried-and-true process based on our experience, technical knowledge, and professional expertise. Vizion will work closely with you to guide you through this process, including creating effective shopping campaigns, setting realistic budgets, managing bids, and enhancing your campaign using optimizations. We’ll teach you how to use Google Merchant Center so you can easily navigate and productively utilize the platform and help you structure your Shopping account strategically to increase ROAS. With us, you’ll have all the resources you need to experience a successful Google Shopping campaign and we stay at your side every step of the way.
The Vizion process will vary based on your business’s individual needs, but here are the core steps we follow.
The onboarding phase of Google Shopping campaign management consists of a discovery call between you and our team of marketing specialists. During this one-on-one call, we’ll determine roles and responsibilities, give you the estimated timelines on deliverables, and ensure that our team has all the necessary information for account development. This conversation will also involve learning about your business and marketing goals, KPIs, and how we can expect to determine success.
The setup phase begins with feed management. Whenever you enter Google Merchant Center, you’ll find your product feed, which consists of a spreadsheet that describes the products used to construct the Shopping Ads and keeps them organized for easy viewing. When you optimize this feed, you’ll help ensure that your product listings attract the right type of shoppers. We will keep your preferences in mind while crafting optimized images, product titles, and descriptions utilizing your most relevant keywords. We’ll even help you set up exclusive offers to attract new users to your listings.
We’ll cover the Shopping account structure and aid you in creating shopping campaigns, setting budgets, managing bids, and enhancing for optimization. Vizion’s Google Shopping management services will allow you to optimize product type, category, description, price, brand, condition, and availability for every listing. Smart Shopping campaigns use an approved feed, budget, and dedicated geographic target to obtain impressions and clicks from potential customers. They can also initiate dynamic remarketing ads.
Before selecting either the Shopping or Smart Shopping campaign that most closely fits your needs, we will determine a goal and a target ROAS value. We’ll collaborate to help organize your products so that your ROAS directly correlates to the revenue you stand to gain. Then, through continuous reporting and optimization in the later stages of our process, we’ll identify strengths and weaknesses, eliminate what isn’t working, and invest in what is.
After the campaign is launched, you’ll have unlimited access to web-based reporting so you can monitor how your new Google Shopping campaign is progressing toward your goal. These reports incorporate data from Google, as well as your own analytics provider and any other third party data you want to integrate into the platform. You’ll be able to review month over month and year over year results at a glance.
As a part of Vizion’s services, you’ll also receive detailed monthly reports directly from our marketing specialists that feature the prior month’s results and strategies for the upcoming month. Our media buying team will also analyze your goals, to customize reports to highlight your most critical KPIs. Depending on your campaign’s performance, we can also modify your remarketing tactics to better reach demographics you missed and dive deeper into the demographics your campaign is already reaching effectively.
With the information we acquire during the set up and review stages, we can determine precisely how to optimize your campaign for the greatest degree of success. In the refinement stage, we’ll focus on three key factors:
- Designing high-quality, relevant ads by developing an optimized product feed.
- Establishing a campaign structure that fits your goals and level of control.
- Receiving reporting data to make informed decisions on optimization and growth.
What Are Google Shopping Ads?
Google shopping ads, also known as Product Listing Ads (PLAs) are shoppable product listing ads that appear at the top of Google search results or on the Google Shopping tab when users make a query relevant to the product. These ads feature rich product information, such as high-quality images of the product, pricing, and merchant name. You can also incorporate retailer-specific information like shipping options, reviews, and promotions. When visitors click on your ad, it takes them directly to the product page on your business website.
Google Shopping allows you to create precisely targeted ad campaigns geared toward consumers seeking out a particular product by allowing you to gather data attributes from the product information you share within the Merchant Center data feed and then showing these ads to prospects searching for the products you sell. You can also customize content, set a budget, and monitor the effectiveness of your ads with advanced performance and reporting tools. With this service, you can promote both local and online inventory, gain better-qualified leads, and increase traffic to either your physical or online store.
Do Google Shopping Ads Work?
Yes, Google shopping ads certainly do work for helping businesses reach wider audiences.
Boasting more than 70% of the search engine market share and capturing nearly 85% of retail ad clicks, Google is the most popular search engine and the undisputed industry leader in retail digital ad spending. Google shopping ads are positioned at in the premium spot at top of results pages, above both search ads and organic results, which exactly where shoppers with the intent to purchase are most likely to look. They significantly increase brand visibility and exposure, capturing higher audience engagement, better conversion rates, and larger profits.
In fact, Google’s Shopping Ads have become some of the platform’s most popular ads. They account for over 60% of paid clicks among retailers, four times the amount obtained by other search engines. Google Shopping ads are also incredibly profitable, stimulating more than 75% of online spending and generating 12% more revenue per click than normal search ads. Dedicated Google Shopping campaigns consistently offer the highest ROI in ad spending, with businesses earning a return of $2 for every $1 spend on these ads.
Where Can Shopping Ads Appear?
At one point, Google’s Shopping Ads were only the product ads appearing in Google Search results. Now, however, Shopping Ads can also be found through the Shopping tab, on the websites of search partners, through price comparison apps, and on the Google Display Network. This change allows your business to reach a wider audience, but it also comes with a higher demand in terms of management. Vizion’s Google Shopping services ensure you can take full advantage of ad space in these spots and keep your ads accurate with up-to-date information.
Can Shopping Ads Appear on YouTube?
Yes, Shopping Ads can appear on YouTube. Marketers increasingly focus on leveraging social media platforms such as Facebook and Pinterest for visual advertising. However, YouTube consistently dominates all other social media platforms, with 81% of Americans using YouTube compared to 69% of Facebook users. Similar to Shopping Ads that appear on other platforms, the Shopping Ads on YouTube match to a user’s interest based on the product details you submit in the Google Merchant Center. If you already use Google Shopping Ads and opt into YouTube on your Display Network, you can create and launch YouTube ads with minimal effort.
How to Create a Google Shopping Ad
To create a Google Shopping Ad, follow the steps below:
1. Set up your Google Merchant Center.
2. Upload your catalog and product feed so it can integrate with your Google Ads account.
3. Log in to your Google Ads account.
4. Select “Campaigns” in the left page menu.
5. Click the “plus” button, before selecting “New campaign.”
6. Choose your goal (this is usually Sales).
7. When asked about campaign type, select “Shopping.”
8. Select your linked Merchant Center account and the country associated with it.
9. Set up your advertising preferences (budget, targeting, bidding).
10. Choose the kind of ad group you’d like to produce.
11. Enter the information necessary to create your ad, then press “Save.”
How to Optimize Google Shopping Ads
There’s a variety of ways you can optimize Google Shopping Ads, including:
● Clearly defining your objectives and establish metrics for success
● Optimizing your product feed or campaign structure
● Dividing your products into segmented ad groups
● Excluding products that aren’t profitable
● Using optimized, search engine friendly titles
● Adding keywords into titles and descriptions
● Adding or sub-dividing negative keywords
● Featuring high-quality product images
● Using Google Smart bidding strategies, such as Target CPA and Target ROAS
● Setting up Shopping Actions for products
● Maintaining competitive pricing
● Avoiding sudden, drastic changes
● ...and more, depending on the structure and goals of your campaign.
How Much Are Google Shopping Ads?
Every time someone clicks on one of your Shopping Ads, you’ll pay a fee. The average Cost Per Click (CPC) of a Shopping Ad is around $0.66, as of 2021. However, this price varies based on the specific industry. Art and music are the cheapest ads at a $0.24 CPC, while office and business needs are the most expensive at $$1.09 CPC.