Paid search is a complicated beast. Considering keywords, match types, ad groups, budget management and multiple accounts, it can be overwhelming. So, why would you want to add Google Shopping ads to the mix? I’ll give you five simple reasons.
1. It’s cheap and effective. Google Shopping is becoming a valuable and inexpensive marketing tool for online ecommerce as well as brick and mortar retailers and product marketers alike. Not only is it inexpensive and effective, Google Shopping’s contribution to mobile shopping is getting better by the day.
2. More real estate. On average, it takes 10 touch points before a customer converts. It pays to be part of as many of those touch points as possible. When you use Google Shopping, your products are promoted by you and your retailers. Just like organic and paid, the more real estate your brand can occupy on those shopping pages and SERPs, the better. And the more space you take up, the more brand impressions you can get. All free of charge! Unless they click, which is what you want anyways, so it’s still a win.
3. Visually more appealing. Humans are highly visual. This fact has been proven through various research studies. Just think how influential TV has been for so long in the advertising realm! The same applies when people are shopping online. Imagery is better. Google Shopping provides you this option for your products in a search result capacity.
4. People shop online FIRST before they buy. There is a common concern among retailers that advertising online will take away from in-store sales. This is not true. 87% of shoppers search for information before stepping into a store, and 3 out of 4 people who find local information in search results helpful are more likely to visit stores. The more information you can give – price, locations of closest stores with stocked items, and other similar items that are available – the more motivation you give the shopper to purchase. By having an online presence that promotes your products via PPC and shopping engines, you can provide your customers with transparent product information, ultimately influencing the store they choose to shop at. Don’t rely on your retailers to do your product marketing, or even worse rely on a teenager who is working part-time to provide your customer with the product that will best serve their needs. Shopping, as part of a strong online presence, can validate a brand and their products.
5. People shop online WHILE they buy. Getting found quickly and communicating clearly during an in-store purchase can be the difference between a walk to the register and a box in the mail. Detailed product information reaches potential customers no matter how they find your business.
Still need more convincing? Here are some statistics to calm your nerves.
- 2 in 3 consumers do not find the product information they need in-store.
- 43% leave the store if they can’t find that information.
- 71% of in-store shoppers who use smartphones for online research say their device is becoming more important to their in-store experience.
- 42% of in-store shoppers search for information while in-store.
It really is a no-brainer. Google Shopping advertisements benefit ecommerce websites and retailers looking to enhance their entire online presence. Adding Google Shopping ads to your overall paid search strategy is worth the investment for the additional real estate, visual appeal and overall effectiveness of your online advertising strategy. More is definitely better when it comes to the power paid.