Google Shopping Ads Strategy in the time of the COVID-19 Pandemic

Thursday, December 17, 2020  |

Google Shopping Ads

We’re sure you have heard the words “unprecedented“ “pandemic” and “lockdown” more than anyone would like concerning 2020. But as we head in 2021, the impact of COVID-19 and its associated worldwide public health measures cannot be denied.

Stay at home orders, homeworking and social distancing have dealt body blows to the brick and mortar store, and while the shopping precincts have languished a major transition to online retailing has been unleashed which now shows no signs of abatement.

In this article, we will equip you with what you need to know about Google Shopping Ads strategy to ensure that your eCommerce business stays ahead of the curve during the pandemic and beyond.

The new normal. Big behavioural changes mean that the usual patterns of user searches cannot be taken for granted.

During early to mid-2020, major sectors saw large falls in traffic and user-generated enquiries. Understandably, industries like hospitality, travel, leisure and sport have been hit hard, meaning the competition for traffic and conversion of sales has been that much harder. If your paid advertising touches on these industries in any way, you will need to refine your approach with careful pruning of keywords and competitive price and offers to coax out those customers who are still interested in buying.

If you are currently running the same type of paid advertising campaigns you were at the start of the year, you are likely to have missed the boat.
Optimization is going to be much more important, even in sectors that saw big uplifts such as Healthcare and FMCGs where competition is still tight. Those online retailers who are not yet on Google Shopping, Googles’ comparative search engine for retail, are missing out on the prominence and visibility that can be enjoyed by using this popular e-commerce paid advertising platform.

3 key takeaways for a COVID-secure Google Shopping Ads campaign

1. Optimize Optimize Optimize!
Whether you are a seasoned veteran of Google Shopping Ads or newbie, optimization is going to be key to gaining good visibility and converting sales on this platform. Don’t let your ads be an afterthought, the way you approach your product titles, description and images will make all the difference to the success of your campaign.
Google Shopping Ads product titles: keep these keyword-focused and descriptive. Think like a shopper and ensure that your ad title touches on the basics like product type, brand, colour, and size.
Google Shopping Ads feed descriptions: you have up to 150 words to reel buyers in, again with a keyword-rich description of your product. Why should someone buy it? Mention the quality, materials, value and other distinctive features.
Google Shopping Ads product images: if your images are not crisp and clear with great resolution, on a white background, they are less likely to fare well on this search engine. Make it easy for Google and your prospective customer by investing in quality product photography that will sail through Googles image quality checks.

2. Fine-tune your bidding strategy
To stay on top of your budget, you need to be prepared for the bid adjustment functionality of your campaigns. This allows you to adjust how often your ads are displayed depending on where and how people search, for example, by the device used.
If used properly this ads an additional layer of control and potential value for money, depending on your product type and how people search for it. For example, if your product is garnering a lot of smartphone searches, you can increase the bid by a percentage to access more customers on mobile devices.

3. Familiarize yourself with Google Shopping Ad Extensions
If you want to boost the potency of your Google Shopping Ads, tapping into premium Ad Extensions can further incentivise your prospective customers and convert sales. As extensions allow you to include more information than a standard ad, including special offers, inventory and prices. Before you go all out on them, targeting is vital – you are simply trying to prompt your customer to click on your link, so information overload should be avoided.

Does your eCommerce paid advertising strategy need an urgent checkup?
We think that getting your paid advertising overhauled could be your eCommerce businesses best investment as we move forward into 2021.
If you are looking for Google Merchant Promotions campaigns that are more responsive, convert better and deliver great ROI our expert team is on-hand to set your websites on the right tracks. Call or email our helpful team today to get started.

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