Google Shopping Campaigns. Success strategies of WGM Digital
The best sales channel for an e-commerce? “Google Shopping” answers Alessandro Moscatelli, expert in digital strategies who has been running our WGM Digital agency in Milan since 2017.
Our entrepreneur tells us that, today as ever, the world of advertising is growing at an unprecedented pace, but we must be careful to invest in the right channels and platforms as the risk is high. Many companies, in fact, to take advantage of the favorable moment on e-commerce are investing in unstructured and unprofitable marketing activities with a low return on investment. Often the increase in conversions and online turnover hides a bigger problem which is the sustainability of a wrong strategy that in the long term can be harmful to the company.
The WGM Digital agency works on targeted strategies for each business and customer, but one of the marketing channels that is pushing the most is certainly Google Shopping. Moscatelli tells us that “on the Shopping campaigns we are having incredible performances and we have managed to reach a high ROI, with a turnover ten times higher than the investment. At the same time, our customers’ turnover has increased by 100% year over year. Incredible results at a time when there is so much competition online “.
But how does Google Shopping work?
Google Shopping is a Google Ads product. Payment is made on a CPC (cost per click) auction basis, made each time a googler clicks on the product image.
However, unlike Google Ads, Google Shopping uses two platforms: Google Ads (AdWords) and Google Merchant Center. Your product data (price, title, etc.) resides in your Google Merchant Center and is received via a data feed from your pages or a spreadsheet.
Why is Google Shopping performing so well today? The secret is in the data feed and remarketing campaigns.
Setting up your feed with Google Shopping is the key to success, as it directly affects the search terms displayed for your products and the appearance of your ads in Google results.
Your product feed is essentially a file that contains unique information about the products you want to sell, formatted so that Google Shopping can read and understand, e.g. product name, image and price.
So unlike KWs campaigns with Google Shopping you cannot choose the keywords on which to display the ads. Indeed, for Shopping campaigns, Google scans your data feed and landing page content to determine if any of your products are relevant enough to be displayed for a specific search query.
It must be said that in the last few years Google has greatly improved technology by focusing more and more on Intelligent Shopping and Smart-Shopping campaigns. This type of campaign automates offers and ad positioning by combining standard campaigns with remarketing ones.
How to set up the Feeds?
There are essentially two ways to set up your shopping feed.
It can be done manually, via the Google Content API for Shopping Ads, by entering product information into a spreadsheet that follows Google’s specifications.
Or you can use an extension, plug-in, app, or service that automatically imports product data from your ecommerce platform.
If you have an online business and you sell in Italy or abroad and you do not yet invest in Google Shopping or your campaigns do not perform properly, contact us (info@wgmdigital.com) and we will be pleased to support you and improve your online business.