How To Use Google Prod­uct List­ing Ads To In­crease Sales

If you are re­leas­ing a new prod­uct or of­fer­ing a spe­cial pro­mo­tion on some of your ex­ist­ing prod­ucts, then you may want to use Google prod­uct list­ing ads to boost your con­ver­sion rate.

These ads are set apart from reg­u­lar text ads and at­tract at­ten­tion from those who would be likely to pur­chase what you have to offer. 

How­ever, be­cause these ads do cost a fair bit of money, it is im­por­tant to use them wisely. 

Fol­low­ing are some tips on how to make the most of this ad­ver­tis­ing avenue.

Pro­vide Suf­fi­cient, Ac­cu­rate Information

Pro­vid­ing suf­fi­cient, ac­cu­rate in­for­ma­tion is key to boost­ing your ROI. De­scribe the prod­uct in-depth; it is bet­ter to give Google too much in­for­ma­tion than not enough.

You should also be sure to up­date your prod­uct de­scrip­tion reg­u­larly if you are keep­ing ads up for an ex­tended pe­riod of time. Up­dat­ing in­for­ma­tion en­sures that cus­tomers see cur­rent prices and prod­ucts in­stead of out­dated items that are no longer in stock.

It is also im­por­tant to pro­vide a clear photo that ac­cu­rately dis­plays the prod­uct in ques­tion. This photo should be easy to see not just in thumb­nail size but also when en­larged. If the item in ques­tion is be­ing sold in var­i­ous col­ors and sizes, then sim­ply use the size and color that you feel would be the most at­trac­tive to po­ten­tial buy­ers, while mak­ing it very clear on your web­site that you of­fer other color and size options.

When pos­si­ble, use 360 de­gree pho­tos in­stead of reg­u­lar ones. Pho­tos that al­low for a full view of any given prod­uct help to at­tract first time buy­ers who are not fa­mil­iar with the item in ques­tion. and/or want a bet­ter un­der­stand­ing of how your prod­uct is used.

Keep Track of Per­for­mance and Ad­just Ads Accordingly

If you have had Google Prod­uct ads in place for some time, then an­a­lyze them to see how they are per­form­ing. You will want to not only see the con­ver­sion rate for any given ad but also note how much profit a par­tic­u­lar ad is turn­ing. This in­for­ma­tion will en­able you to edit your ad­ver­tis­ing cam­paign so that it is achiev­ing good re­sults at a good price.

A com­pany should do an analy­sis every three to six months. This analy­sis should not in­clude the Christ­mas sea­son, which is nat­u­rally dif­fer­ent from other months of the year.

Be­sides not­ing the ROI and profit mar­gin for a par­tic­u­lar ad­ver­tise­ment, it is also a good idea to note who is buy­ing the prod­ucts as a re­sult of see­ing the advertisements.

You can usu­ally get this in­for­ma­tion from your cus­tomer records. Note the age, ge­o­graph­i­cal lo­ca­tion and gen­der of buy­ers; do­ing so can help you see how to im­prove fu­ture ad­ver­tise­ments and even tweak prod­uct pric­ing so that you are able to meet the needs of your present and fu­ture customers.

Con­sider Cost

Google Prod­uct ads are man­aged on a cost per click (CPC) ba­sis, so it is im­por­tant to make sure that you are not spend­ing more than you should on this form of Google ad­ver­tis­ing. Cap your ad­ver­tis­ing bud­get and stay within your lim­its, even if it means that you can­not ad­ver­tise for as many key­words as you would like.

Qual­ity is more im­por­tant than quan­tity. It is best to put out a few prop­erly for­mat­ted and thought out ad­ver­tise­ments than it is to pay for nu­mer­ous ads which are not up­dated and/or con­tain mis­takes or in­ac­cu­rate information.

On the other hand, those who want to put out ads for nu­mer­ous key­words with­out hav­ing to spend a lot of money can do so by lim­it­ing the time of day that the ads are dis­played. Google’s ad­ver­tis­ing plat­form al­lows a per­son to de­ter­mine whether the ads should be shown all the time or only at spe­cific times set by the user.

Google Prod­uct ads can be costly but have the po­ten­tial to be highly prof­itable if used cor­rectly. If you are think­ing of in­vest­ing in these ads, then start by as­sess­ing how much your cho­sen key­words would cost and set up a reg­u­lar feed for your ads be­fore you be­ing post­ing them. Use high qual­ity pho­tos for all your ads and keep track of their per­for­mance to en­sure that they are in­deed well worth the cost.

Here’s a short overview „How to cre­ate a new Prod­uct List­ing Ads campaign.”

This post was writ­ten by Jeff Sh­jar­back.  Jeff is MBA is an On­line Mar­ket­ing Strate­gist, Writer and Blog­ger that en­joys blog­ging about in­ter­net mar­ket­ing, busi­ness, lead gen­er­a­tion, eco­nom­ics, in­no­va­tion & emerg­ing tech­nol­ogy, fu­ture trend analy­sis and busi­ness phi­los­o­phy.  To learn more about Jeff, you can visit his Google Au­thor Profile.