Generate Traffic and Drive Sales with the Complete Guide to Google Shopping

Generate Traffic and Drive Sales with the Complete Guide to Google Shopping

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The name of the game for online merchants is attracting new customers at an acceptable cost. Not just new visitors, but new buyers. Since the first online marketing campaign I launched in 2004, I’ve never seen anything that works as consistently well as Google Product Listing Ads (PLAs) aka Google Shopping.

I’m not the only one seeing and taking advantage of the growth of Google Shopping. Retailers of all sizes are seeing the power of Product Listing Ads, and they are shifting budgets accordingly. As of Q3 2015, PLAs made up 62% of non branded paid search clicks for online retailers according to a study by research firm, Merkle. Customer’s like PLAs too. In fact in Q4 of 2015, Product Listing Ad clicks grew 62% over the same period in the previous year, and mobile PLA clicks grew 180% over the same period in the previous year.

It makes sense that they work so well; Google Shopping puts product image, title, and price right in front of eager shoppers. Google Shopping is good for merchants because it works for consumers. Looking for a black tweed jacket? Just a few keystrokes on Google.com will return up to eight product listing ads begging to be clicked.

shopify google shopping example

For those who want a little proof that Google Shopping is a winner, here are some recent results from campaigns we manage. An industrial cleaning product company is averaging a $10 cost-per-conversion with Product Listing Ads, while AdWords text ads deliver a cost-per-conversion of closer to $20. Both are profitable, but PLAs have a distinct edge. How about a B2B supplier with a cost-per-conversion of $16 with an average order value of $130? These are common examples of the profitability of PLAs. We occasionally see some outlandish results as well. Like $12 in revenue per visit from Google Shopping clicks that cost less than $.30. Not the norm, but it is possible.

Want to learn how to run successful Google Shopping campaigns? Check out this comprehensive review, The Ultimate Guide to Google Shopping. From planning and structure to bidding, reporting, and optimization, this guide covers it all.   

shopify google shopping guide

What You’ll Learn

  • Chapter 9: Conclusion - While getting the most from Google Shopping requires some time and attention to detail, it’s usually well worth the effort.

Email marketing drives traffic, increases revenue and helps you build relationships with customers over time. Use this guide to get started and optimize your email marketing strategy today.

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    About The Author

    CEO of OMG Commerce Brett Curry leads a team of SEO and SEM professionals who manage Google Shopping campaigns for ecommerce companies of all sizes. Brett is also the host of The Llama Commerce Show, an ecommerce podcast aimed at demystifying ecommerce into actionable bites - www.llamacommerceshow.com.

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