Usually when we shop online, we have a very precise list of shops which we might want to visit. Whether it is checking out the latest fashions on websites like PrettyLittleThing and Very, or searching for furniture at online retailers like Wayfair, we often have an idea about what we want before we place the order. So, if we already have a purchase in mind when we open a browser, is it worth using a service like Google Shopping to generate interest in an e-commerce site? Let’s take a look!
What is Google Shopping?
Google Shopping is Google’s answer to quick and easy searches for purchases online. If you search online for a specific item, for example “striped shirt”, you will see a few options at the top of the page for different shirts you could buy, known as Product Listing Ads or PLAs. They include the price and the place where you can pick up the shirt if you want to buy it.
This is the most interaction people usually have with Google’s shopping function but there is also an entire shopping tab similar to Google Images. From here, you can apply a number of different filters like a price range or new items on the market. You can easily browse a number of different styles and colours if you are unsure of precisely what you want to buy.
It is a handy tool for the consumer, but how will it help the seller?
Can You Use Google Shopping?
Quite simply, as an online seller, you can use Google Shopping to try to drive interest towards your site. If you sell products which are considered to be significantly in demand like clothing and electronics, you are going to have a hard time ranking against some of the big-name competitors.
However, if you sell something a bit more niche, you might get some new customers if you invest in Google Shopping. There are a few things you need before you can start ranking.
Firstly, you need a high-quality website which loads quickly and is completely mobile-optimised and user-friendly. You must then be able to sell at least 500 units and you have to commit to a PLA campaign of at least $1000.
Is It the Same as Ad-Words?
It is easy to confuse PLA campaigns with Google AdWords but they are fundamentally different in the way they are set up. With AdWords, you are selecting which keywords you want to be the targets whereas with PLA, Google makes that decision for you. However, there is a CPC model you can use for PLA campaigns like you are used to using with your AdWords.
Luckily for you, PLA campaigns are controlled from the same place as your AdWords. Speak to a professional PLA specialist if you are ever looking for more information about how to correctly set up your account and manage your campaigns.
Why You Should Use It
Google Shopping is just another of the many ways you can drive fresh traffic to your site. It allows you to appeal to shoppers who are looking directly for your product and can help showcase your site over your competitors.
By activating a PLA campaign, your ad can be seen everywhere where Google displays its ads. This includes the search function, Gmail, YouTube and more. If you have reached the point where you want to seriously start to grow your brand online, the time is right for you to get involved with Google Shopping. What are you waiting for? Here at the Media Octopus, we know all about advertising. Contact us today to find out how we can help you with your first PLA campaign.