Google Shopping ads have never been bigger and with over three-quarters (76.4%) of retail search ad spend coming from Google Shopping Ads in Q1 2018 – there’s not a better time to dive head first into the strategy. Strategy is the name of the game with all advertising, not just Google Ads. How much can you get for the money? It’s all well and good pumping more and more money into advertising campaigns – but not everyone has the budget of Universal – so every detail counts. So how do we maximise our ROI?
Information is the best weapon and with search engine intelligence, you can gain an understanding of where your spend will have the biggest impact. You’ll be able to tell where your strengths and weakness are and what your competition is doing well so you can focus on the bits that really matter. Even the smallest increase in CTR can result in massive increases in revenue – it only takes one well done marketing campaign to boost sales, sign-ups or whatever call to action you choose. So with that in mind – we’ve created six tips for retailers to optimise Product Listing Ads:
1. AI is everything:
The volume and scale of keywords is everything in a search campaign, so it makes sense to map out competitive terms. This can be done via category or market niche and is incredibly difficult to do manually. Using software such as Ahrefs will give you a great understanding of Search, giving you keywords, search volumes, difficulty to rank etc. It’s like playing Xbox with cheat codes. A must for competitive advertising campaigns.
2. Check your six:
If someone’s moving in on your territory, you’re going to want to know about it. When you’re dynamically monitoring PLA trends you’ll see when people start to move in on your ground. Like a violent game of chess, use your intelligence to take them out of the game.
3. Know what’s current and adapt accordingly:
No-one’s buying Halloween costumes in February, so advertise accordingly. Preparing for seasonal shifts will create huge opportunities that may otherwise have been missed. Make sure you keep in the calendar and know what’s current and what’s hot by looking down last years trends and following suit.
4. Pole page position
Search results can show up to as many as 17 results – so it’s no surprise that having that pole page position is so important. Instead of focusing on the broadest of terms, zero in on that one that makes your product or service unique. The more specific and tailored the ad to the search, the better the CTR and likely the higher the conversion.
5. Look at things product by product:
Looking at competitors’ product ads and performance can let you in with valuable knowledge and performance can let you discover and learn specific ad characteristics. From images and price points to the details in the Ad titles, everything can be used, adapted and altered to make your own PLA and Ad Spend more effective, more reliable and with better conversion.
6. Keep lean and omit waste:
Particularly important for niche items showing up in broad results – you could be throwing money out the window for advertising for terms that are much too broad or not 100% related to your product. Displaying men’s apparel from women’s clothing search terms? That’s a recipe for losing a whole lot of money. Make sure your Ads are targeting the right people in the right places to avoid making this generalising error!