There are far more than 1 million Google advertisers. Even if your products are priced competitively, you have flawless SEO, and your PPC campaigns (Product Listing Ads Campaigns and text) are optimized, you have some steep competition on Google.
Here are some easy ways to get a leg up on your competition that don't require too much work.
1. Highlight Google Special Offers
Google special offers (merchant promotions), are the promotions you see next to products or merchant sites on Product Listing Ads and on Google. Merchants can use to promote store or product sales, which is an easy way to increase conversion and click-through rates, drive traffic to your site, and differentiate your listings.
If you aren't familiar with Google Special Offer promotions, check out how to get started here.
Recently, Google updated the functionality on Google Shopping comparison pages so shoppers can filter the comparison page by special offers. This filter option shows merchants who are running a special offer first, then all other normal listings.
Merchants who are running a special offer but are listed on the third page comparison will have the advantage of being on the first page. This is an easy way to boost your visibility on Google with relatively little work.
Here's an example of how Google special offers appear in search with Product Listing Ads:
2. Use Google Consumer Surveys
Like Google Special Offers, Google Consumer Surveys(Google Consumer Ratings) have been around for quite some time (since 2012), and are a useful tool for online advertisers.
Google Consumer Surveys allow website owners to poll their audience on Googleto gauge customer satisfaction.
Additionally, earlier this month Google's Consumer Surveys began appearing in search alongside AdWords ads in the form of Consumer Ratings Annotations. Consumer Surveys now appear automatically if Google has Consumer Ratings for your business, similar to the existing seller ratings for ecommerce advertisers.
Here's how Google Consumer Surveys show in search:
Google Consumer Surveys populate automatically based on the information Google is gleaning from the survey's in place. If there are ratings for your business, they will appear in your AdWords ads.
Google Consumer Surveys are a home run for advertisers outside of ecommerce who may not be able to feature Seller Ratings or Review Extensions, but also can appear in addition to that customer feedback in search. Initial Google Consumer Surveys are generated from Google's Consumer Surveys platform, but retailers have the option of submitting a consumer ratings annotations interest formto try and get a jump on the competition.
Google's preliminary studies indicate consumer ratings annotations can boost click thru rate by an average of 10 percent.
3. List All of Your Products on Google Shopping
Once you cut a product from your data feed you are removing it from Google search. Even if that product converted poorly, you've now obliterated it from the face of Google. It can't be found on Google search. Ever.
It's a good idea to decrease visibility to products which convert poorly, but removing products from search isn't the answer. It's much easier and smarter for your campaign to put poor performing products in a product group which has a low bid (you can bid as low $.01 PLAs).
You should demote SKU visibility for products that fail to meet your ROI requirements while maintaining inexpensive coverage on the deeper Google Shopping Network for long tail search.
With Product Listing Ads, be sure to continuously test your product groups, and use Analytics data to drive all of your segmentation. In addition to cutting out products from their PLA campaign, here are some bonus things you shouldn't do with your Product Listing Ads:
- Break out ads for every product or SKU
- Bid aggressively on any product which you haven't seen perform in Analytics
- Using Analytics data without a decent sample size
- Using only one PLA strategy (e.g SKU, best sellers, etc)
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.