Guest Post: Google Shopping Campaigns are a great way to reach your customers

Prabhat Shah is the man behind Day-to-day-eBay which, among other things, organises highly successful meet-ups in Wales. Here he looks at Google Shopping Campiagns.

Google introduced Google Product Listing Ads last year and it has been a great success for many retailers. One thing I like about Google Shopping is that it brings results for product search results irrespective of size of a retailer. This allows SMEs to compete with big retailers purely based on the product.

New Look, a leading fashion retailer for men, women and teens in the UK saw a 24% increase in revenue week over week, 68% overall revenue growth and 40% improved ROI. WHSmith.co.uk, a retailer of books, stationery, spent 6% of total PPC on Google Product Listing Ads to generate 10% of the revenue, producing a total ROI that is 59% better than standard text ads.

Google is constantly evolving according to the needs of customers and helps retailers do the best they can. Google Shopping campaigns which will be taking over Google Product Listing Ads are currently available to a limited number of advertisers. So here’s a step-by-step guide to help you get started.

If you are already using Google Product Listing Ads, consider starting a new Campaign with Google Shopping in your existing Adwords account. Here’s how you do it -

You can view some slides here.

As you can see Google Shopping campaigns makes it easier for you to bid for your products across categories. I like to bid more for the category that gives high return and ensures your products are visible to your customers at all times.

If you’re new to Product Listing Ads
1. Start here with Merchant Center, by uploading your product data
2. Create a Product Listing Ads campaign to promote your products on Google Shopping

If you’re already using Product Listing Ads
1. Promote your entire inventory with All Products target
2. Follow updated product feed specifications to provide high quality data
3. Upgrade to enhanced campaigns and promote products across devices

Google claims that Shopping campaigns are built with retailers in mind.

I would love to know how you get on with the new Google Shopping Campaigns.