Google Shopping

Google shopping ads, formerly known as Product Listing Ads (PLAs), are a form of paid search advertising that allow you to display ads for each individual product within your product inventory feed.

Often used across e-commerce sites, Google Shopping ads are not restricted to only appear on the Google Shopping page, but can and will also appear on the primary Search Engine Results Page either above the Search Network ads or towards the right-hand side of the page, as well as on Google Search Partner sites like YouTube. As part of our Google Shopping management, previously referred to as Product Listing Ads management, We regularly optimise and monitor Google Shopping campaigns in order to ensure

that you remain competitive at auction, so that you can maximise sales and improve your Return On Ad Spend (ROAS). Depending on whether or not you are already using Google Shopping, we can provide an in-depth analysis of your Shopping campaigns to identify key areas for improvement. Or, we can provide you with a detailed analysis of the current competitive PPC landscape and potential opportunities within this arena for your business.

Our Approach

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    Initial PPC audit

    As part of our Google Shopping Ads management, we can help pinpoint exactly where the opportunities for growth are within your Shopping campaigns and how implementing a new approach could drastically increase conversions whilst also reducing costs. We can also provide you with clear steps for improvements and can offer you realistic conversion projections.

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    Conversion tracking set-up

    The beauty of paid search is that it is highly measurable. To prove that our incremental changes are worthwhile, we ensure that micro and macro conversion tracking is in place, so that you can be sure that the changes being made to your account are resulting in positive, impactful changes – not just healthy CTRs.

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    Defining audiences

    With PPC, knowledge and data is power. That is why we learn as much as we can about your most profitable audience, so that your Shopping campaigns can focus on targeting pre-qualified traffic that is likely to convert.

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    Identify target keywords

    We conduct keyword research using a number of tools that uncover high traffic, relevant, short-tail keywords, so that you can be sure that your Shopping ads will appear for a broad range of highly relevant searches.

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    Monitoring and optimising Google Shopping Feeds

    As part of our Google Shopping Ads management, we can help pinpoint exactly where the opportunities for growth are within your Shopping campaigns and how implementing a new approach could drastically increase conversions whilst also reducing costs. We can also provide you with clear steps for improvements and can offer you realistic conversion projections.

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    Structuring campaigns in line with business objectives

    We structure our Shopping campaigns to mirror your business objectives. Whether you are looking to drive traffic to a specific brand or product type, or are looking to simply focus on your bestsellers, we can set up and manage your Google Shopping campaigns to help you meet each objective in the most effective way.

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    Weekly and monthly maintenance and reporting

    By conducting regular reports across PPC accounts, we are able to consistently tweak and perfect Shopping campaigns and can eradicate any potential problems that could have emerged down the line. By conducting weekly reports, we are agile enough to be able to react effectively to changes in the auction.

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    Quarterly performance report and strategy

    By offering a full breakdown of each component of your PPC account, we can provide reliable recommendations as to how we can move your campaigns forward, in order to generate even more conversions. Part of this process involves ensuring that we look at conversion tracking data and evaluate ROI, so that you get the best ROI for each campaign moving forward.

Benefits of using Google Shopping

By choosing to advertise on Google Shopping, you can benefit from better qualified leads, as you will be able to feature product information directly within your ads to help shoppers make informed purchase decisions. This means that users with a sincere intent to purchase will be able to view your ads, can view core product specifications and images and will only then click onto your ad once they have a good sense of the product and its cost and are sure that they would like to make a purchase. For this reason, Return On Ad Spend (ROAS) is often considered to be much higher across Shopping campaigns, as users that click onto

Google Shopping ads are usually further down the purchasing funnel in comparison to the average website user. Further to this, given that more than one Google Shopping ad can appear in the same auction at any given time, this means that you could potentially double your reach with shoppers for a single search. Not only this, but if you are also advertising on Google Search, your Shopping and text ads can appear at the same time, thereby increasing your overall ad real estate and maximising your chances of receiving a click.