Google Shopping for BigCommerce stores: Discover the advantages!
If you have a BigCommerce store and are thinking of running Google Shopping campaigns, keep reading! We’ll show you why your products need to be advertised on Google Shopping.
First of all, what’s Google Shopping? It is a pay-per-click Google advertising service that will allow you display your products on Google when people are searching for that specific products. The special thing of Shopping Ads is that they are displayed on top of Google’s results and display a picture of the products as well as its price, and other attributes. People know what they are in for when clicking on your ad. And that’s why this type of Google advertising network brings higher quality traffic to your online store.
For instance, in the example below, you can see the advertised shoes display not only the pricing but also the brand, an special offer tag, reviews, and attributes like free shipping, etc.
It’s not surprising that different studies, like the report performed by Merkle Digital Marketing on 2017, state that Google Shopping campaigns produce up to 53% of retail Google Search ad clicks and and have up to 30% higher conversion rates that other types of text ads.
In this article we will show you how to make the most of your Google Shopping ads for your store.
How to set up your Shopping Ads on BigCommerce?
First you need to set up your Merchant Center account by uploading all your products information. You can do it manually or get help from any free app on BigCommerce marketplace, like Google Ads & Shopping by Clever ecommerce.
Have your BigCommerce Google Shopping ads campaigns created for advertising the products on your merchant center on Google. This can also be done manually on Google Ads or though the previously mentioned app.
Creating high performing Shopping Ads on BigCommerce
Before creating your Google Shopping campaigns, the first thing you have to take care of is your product feed. It has to be updated: make sure all the prices, product images, and URLs are accurate. Take into account that if you want to advertise your products in more than one country, you will need a product data feed per country.
If it’s your first time creating Google Shopping campaigns on BigCommerce, we recommend you starting with a small amount of products that have high margins, so the risk is low while you learn how to everything works.
Once you have already properly set up your product data feed, and have your Google Ads account linked to your Merchant center, it’s time for creating your Google Shopping Ads campaigns! Don’t worry – it’s really easy: just select the Merchant Center product feed and the sales country you want you advertise your products.
Organizing your BigCommerce Google Shopping ads
Shopping campaigns are divided in ad groups, if you only have a few products that are related, one ad group will be enough. When having larger amount of products it’s better to divide them into different ad groups that will have a similar performance. However, you shouldn’t be worried about this as ad groups in Google Shopping campaigns are for organizational purposes only.
Once you divide your products on ad groups, you have to set bids on those ad groups or on the actual products you are advertising individually. It’s more logical to set bids on individual products, so you can calculate the bids taking into account the specific profit margins you get from them, their price and the competition around it.
In case you have to create different product groups because your data feed is huge, just organize them taking into account products where profit margins are similar. This could be by brand, category, type of product, etc., however it makes sense for you and your business.
In both cases, once you have run your BigCommerce Shopping Ads campaigns for a while, we recommend you separating the products whose performance outstands from the rest into their own ad group or even campaign, so you keep a closer eye on them.
Tips for making the most out of your BigCommerce Shopping Ads
- Set your shopping bids lower than you would do on the search network, always below $1, and then adjust according to the performance of each keyword or product group. Also if you have a product group with mixed products that you didn’t know where to include, you should lower the bids for the products included on that group.
- Take into account locations when bidding by using geographic bid modifiers. This way you can bid higher for high-value regions that you know have a higher amount of traffic or conversions.
- Use the Search Impression Share metric for learning how much growth potential has each group of products, so we recommend you keep an eye on this metric for having an understanding of your positioning towards your competitors.
- Mobile importance is raising over the years, and its importance in terms of revenue is continually growing. However, many companies find it not profitable when it comes to Shopping ads performance on mobile. We recommend you to start with mobile enabled, but to look at the data closely to decide whether to keep it activated or stop your Shopping campaigns from running on mobile.
- If you have any special promotions running, you can set a tag on your ad where you can mention it. As we saw before you can include a “Free Shipping” tag, but you can also display other tags like: “5% off”, “Black Friday sale!”, etc. However, always make sure that the promotions you display are real, relevant and match with the ones on your website, otherwise Google won’t run your ads.
Have you written down all these tips? Let’s get ready for creating your Shopping campaigns on BigCommerce and make the most of them! If you have any doubt on how to create them or need help, contact us and we will be happy to assist you during the process through our BigCommerce Google Ads app: Google Ads & Shopping by Clever ecommerce.
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