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10/04/2021

5 Ways to Set Yourself Up for Google Shopping Success

Over the past year, consumer behaviour has transformed. In 2020, online shopping in Aussie households grew by 57%. In fact, out of 2.3 million low-frequency online shoppers, 52% were spending more time shopping online in 2020. These shoppers were said to have purchased items online at least 10 times between March and December of that year.

The big question is, are you making the most out of your digital marketing to reach these customers, or do you think you could do more? For businesses running Google Shopping ads, what are some ways that you can ensure that you’re making the most out of this opportunity?

We’ve listed below 5 easy steps to help you make sure that you’re doing the right things in optimising your Google Shopping ads. Let’s take a look.

 

1. Make sure your shopping feed is optimised

What is the Google Shopping feed? At its core, this is basically the spreadsheet that contains a list of all your product SKUs (stock-keeping units). It’s from this spreadsheet that Google sources the data and information it needs to determine whether your products are relevant to a user’s search query.

Just because it’s your product database, however, doesn’t mean that you should simply upload the spreadsheet directly onto the Google Merchant Centre. Doing this can cause problems such as duplicate listings, products not being listed at all, or even the suspension of your account.

To make sure that your database doesn’t run into any compatibility issues, go over it again and make sure that it contains information such as:

  • Product ID
  • Images
  • Stock levels
  • Title and descriptions
  • Links to product landing pages

For a quick and easy reference, you can always check out Google’s Product Data Specification page to make sure that you have all the necessary information to ensure that your spreadsheet is optimised and ready.

 

2. Make sure your product descriptions contain relevant keywords

One thing that you have to note is that Google Shopping campaigns are a little bit different compared to Google search campaigns. With search campaigns, you’re bidding on keywords. Whereas with Google Shopping ads, you’re bidding on Product Groups.

But even though the bidding process is different, keywords still play an important role in making sure that your ads convert into clicks.

When writing out your product titles and descriptions, then, keep the customer in mind. Think about what keywords they would type trying to search for your products. It’s best to be specific, especially in the title, as you want to be able to grab your audience’s attention right away and have them say, “This is what I’m looking for.”

 

3. Continuously work on your Google Seller Ratings

What are Google Seller Ratings? Your Google Seller Ratings are actually your Google customer reviews. These reviews are the best way for you to fortify trust and authority with the audience you’re targeting, especially if they’re a cold audience. The higher your seller rating, the better your clicks and click-through rate will be.

To make your account eligible to display your Google Seller Rating, however, you first have to build up your customer reviews. Google requires that you be able to collect around 100 or more reviews within the last 12 months for them to be able to calculate and showcase your seller rating score.

That means it’s important to be consistent in asking customers for reviews. Create a system within your business wherein you always ask a customer if they could leave a review and you should be well on your way to collecting 100.

 

4. Pay attention to your bidding

When it comes to Google Shopping success, bidding is definitely something that you have to keep an eye out for. If you’re also currently running Google Ads, it’s important to note that there’s a difference in the bidding process for Google Shopping. For Google shopping, you’re bidding for visibility and not just placement. 

Unlike search ads, your bidding strategy with Google Shopping ads will determine whether your ad will show up or not. Here, testing is important. Keep testing to see which bids are working for you. Don’t overbid, as doing so can have your ads appear for more generalised queries, hurting your results in the long run. Bidding high, in this case, isn’t always the best solution.

 

5. Optimise your campaign structure

Last, but not least, make sure that your campaign structure is optimised and segmented properly. This can make or break your campaign.

Shopping behaviours are different, whether the user is shopping on their mobile devices, or on their laptops and desktops. In 2020, 91% of online shoppers use their mobile phones to make purchases, while 76% did so through a laptop computer, and 61% on their tablets.

Segmenting your campaigns based on the device is one way to structure your campaign, as shoppers on a mobile phone will behave differently than one doing so on a computer. And although a computer is the preferred purchasing device during the holidays, the mobile phone is the winner overall.

Another way you would want to structure your campaign is to segregate your products into different ad groups. Group them according to price. Give your high-priced items more exposure, as they can give you the highest margins, and lower your bidding for your low-priority products. Aim to achieve a sense of balance with your bidding so that you can get the most out of your ad spend.

Of course, all of this can be time-consuming, especially during the holiday season. But that’s why paid ads agencies like Get More Traffic exist. If you’re looking to start or optimise a Google Shopping campaign, feel free to get on a call with one of our agents so that we can discuss how we can best serve you and set you up for success.

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23/08/2023

META Ads Training Resources

What is Meta? 

Meta, is a company that has redefined the way we connect, communicate, and consume content. Meta, previously known as Facebook, has expanded its horizons beyond the conventional realms of social networking and now offers a multitude of services under its umbrella. One of the standout components of this transformation is Meta Ads – a dynamic advertising platform that enables businesses to engage with their target audience like never before. Its flagship product, the Facebook social media platform, has grown to encompass a broader vision, leading to the rebranding of the company as Meta. Meta envisions a metaverse that goes beyond traditional digital experiences, integrating augmented reality, virtual reality, and various other technological advancements.

What are Meta Ads? 

Definition 

Meta Ads, an integral part of Meta’s ecosystem, are a sophisticated form of digital marketing that empowers businesses to connect with their target audience across multiple platforms, including Facebook, Instagram, Messenger, and more. These ads leverage the vast amount of data within the Meta network to deliver personalized and relevant content to users, thereby enhancing the effectiveness of marketing campaigns.

Purpose 

Meta Ads serve a multifaceted purpose in the digital marketing landscape. They enable businesses to reach a wider audience by connecting people from all over the world as their potential target audience. It provides a diverse range of advertising formats like video or image which caters to various business goals and creative strategies which maximises engagement. It also helps with analysing results as it provides tools and techniques to track the performance of the campaigns in real-time, enabling data-driven optimizations. 

Types of Meta Ads

Facebook Ads

They let businesses use single images to promote their products, services, or brand. Image ads can be used across different ad types, placements, and aspect ratios. Image ads are a good fit for campaigns with strong visual content that can be shown in just one image. These images could be made from illustrations, design, or photography.

Facebook lets businesses use a single video to showcase their products, services, or brand.They’re especially helpful for product demos, tutorials, and showcasing moving elements.

Carousel ads showcase up to ten images or videos that users can click through. Each has its own headline, description, or link. Carousels are a great choice for displaying a series of different products. Each image in the carousel can even have its own landing page that’s specifically built for that product or service.

Instant Experience ads, previously known as Canvas Ads, are mobile-only interactive ads that let users engage with your promoted content on Facebook. Using Instant Experience ads, users can tap through a carousel display of images, shift the screen in different directions, as well as zoom in or out of content.

Collection ads are kind of like immersive carousels — taking the user experience a step up. Collection ads are mobile window-shopping experiences where users can flick through your product lineup.

Instagram Ads 

These are single-image ads that appear in users’ Instagram feeds. They are a simple yet effective way to showcase products or services and can be used to drive traffic to a website or landing page.

Video ads are similar to photo ads, but they use videos instead of images to convey the message. Instagram videos can be up to 60 minutes long, but you should prefer much shorter videos for your ad. Video ads are a great way to tell a brand story or showcase a product in action.

  • Carousel ads

Carousel ads allow businesses to showcase multiple images or videos within a single ad unit. Users can swipe through the images or videos, giving them a more immersive experience.

  • Story ads

Instagram Stories ads are full-screen ads that appear in between users’ stories. These ads are a great way to create interactive and immersive experiences for users and this is why engagement is often higher with this type of ad.

  • Collection ads

Collection ads are designed for e-commerce businesses and allow users to shop directly from within the ad. These ads feature a cover image or video and multiple product images below, making it easy for users to browse and purchase products.

  • Explore ads

Explore ads appear in the Explore section of the Instagram app, where users discover new content. These ads are a great way to reach a new audience and increase brand awareness. Instagram Explore ads do not appear directly in the Explore section, but are shown after someone clicks on a photo or video from Explore.

  • Shopping ads

Designed for e-commerce businesses that have a shop on Instagram, Shopping ads take users directly to a product description page within the app. From there, your customers can easily make a purchase.

  • Reels ads

After the launch of Reels, Instagram has also allowed Reels Ads. These ads are usually videos, up to 60 seconds long, that are shown between Reels.

Process

Step 1. Choose your objective

Login into Facebook Ads Manager and select the Campaign tab, then click Create to get started with a new Facebook ad campaign. There are 3 marketing categories – Awareness, Consideration and Conversion that Facebook provides with consumers on what they want their ad to accomplish. 

Step 2. Name your campaign 

Name your Facebook ad campaign and declare whether your ad fits into any special categories like credit or politics. If you want to set up an A/B split test, click Get Started in the A/B Test section to set this ad as your control. You can choose different versions to run against this ad after it’s published. Scroll down a little further to choose whether to turn on Advantage Campaign Budget+. This option can be useful if you’re using multiple ad sets, but for now, you can leave it turned off. Click Next.

Step 3. Set your budget and schedule

At the top of this screen, you will name your ad set and choose which Page to promote. Next, you decide how much money you want to spend on your Facebook ad campaign. You can choose a daily or lifetime budget. Then, set the start and end dates if you want to schedule your ad in the future or choose to make it live right away.

Step 4. Target your audience 

Scroll down to start building the target audience for your ads. Start by selecting your target location, age, gender and language. Under location, you can even choose to include or exclude cities over a certain size. You can also prioritize people who’ve recently shown an interest in the product or service you sell.

Step 5. Choose your Facebook Placements

Scroll down to choose where your ads will appear. If you’re new to Facebook advertising, the simplest choice is to use Advantage+ Placements. When you select this option, Facebook will automatically place your ads across Facebook, Instagram, Messenger, and the Audience Network when they are likely to get the best results

Step 6. Set brand safety and cost controls

Scroll down to the Brand Safety section to exclude any types of content that would be inappropriate to appear with your ad.

Step 7. Create your ad

First, choose your ad format, then enter the text and media components for your ad. The formats available will vary based on the campaign objective you selected back at the beginning of this process. Use the preview tool at the right of the page to make sure your ad looks good for all potential placements. When you’re happy with your choices, click the green Publish button to launch your ad.

Facebook ads Get More Traffic

Tips and Tricks

  • Use vertical videos: Use a vertical or square aspect ratio. Most people hold their phones vertically, so you’ll cover more of their screen.
  • Shorten text: People on Facebook and Instagram scan quickly. In research conducted by the Mobile Marketing Association, it took two to three seconds for two out of three for people to see and cognitively recognise desktop ads compared to 0.4 seconds on mobile. Keep your text short, clear and concise to get your message across.
  • Add multiple images using the carousel format: Carousel allows you to show several images for people to scroll through at the same cost. It’s a great opportunity if you have lots of product or brand images. 
  • Use calls to action: A range of call-to-action (CTA) buttons are available for Facebook and Instagram ads. These buttons draw attention and encourage people to engage with your ad. Based on what you want people to do when they see your ad, experiment with the CTA buttons available for different ad objectives and formats. See which ones get your audience to take action.

Resources

Paid Meta Training Resources 

  1. Become a Certified Digital Marketing Professional 
  2. Facebook and Instagram Ads – Udemy 

Free Meta Training Resources

  1. Meta Blueprint
  2. Advertising with Meta – Coursera 
  3. Facebook Marketing Course: How to Develop Effective Strategies for Organic Content and Paid Ads 

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22/08/2023

Strategic Guide to YouTube Ad Formats: Choosing, Utilizing, and Excelling with Diverse Advertising Options

 

YouTube is not only a platform for sharing videos but also a powerful advertising tool that allows businesses to reach a global audience in creative and engaging ways. Understanding the various YouTube ad formats is crucial for creating successful ad campaigns that resonate with your target audience. In this comprehensive guide, we will explore the different YouTube ad formats, their features, benefits, and when to use each format effectively.

Exploring the differences of YouTube Ad Formats

Exploring the differences of YouTube Ad Formats:

Skippable Ads

Skippable Ads

Best for: Maximizing Brand Exposure

Skippable ads, also known as TrueView in-stream ads, are one of the most common ad formats on YouTube. These ads appear before, during, or after a user’s chosen video and can be skipped after the first 5 seconds. The key features include:

  • Ad Length: Skippable ads can vary in length, but the first 5 seconds are crucial for capturing viewers’ attention
  • Engagement: Viewers can skip the ad after 5 seconds, so creating a compelling hook in the beginning is essential
  • Cost: Advertisers are charged when viewers watch at least 30 seconds of the ad of the entire ad if it’s shorter than 30 seconds

Non- Skippable Ads

Non-skippable Ads

Best for: Conveying Important Messages

Non-skippable ads are short video ads that viewers are required to watch before they can access their chosen video content. These ads are limited to 15 seconds in most cases. Key features include:

  • Viewing Obligation: Viewers must watch the entire ad, which can lead to higher engagement
  • Message Efficiency: Due to the time constraint, these ads require clear and concise messaging
  • User Experience: While they ensure ad views, non-skippable ads can be seen as intrusive if not well-crafted

Bumper Ads

Bumper Ads

Best for: Delivering A Punchy Message

Bumper ads are short, non-skippable video ads that are limited to 6 seconds. These ads are designed to be concise and impactful, making them ideal for mobile users. Key features include:

  • Limited Length: The 6-second limit encourages advertisers to convey their message quickly and creatively
  • Mobile-Friendly: Bumper ads are effective on mobile devices, where attention spans are typically shorter
  • Frequency: They can be used as a supplement to longer ads to reinforce your message

Overlay Ads

Overlay Ads

Best for: Prompting a call to action (CTA)

Overlay ads, also known as display ads, appear as banner ads at the bottom of the video player. They can be text-based or rich media ads. Key features include:

  • Visual Presence: Overlay ads don’t interrupt the video content and are displayed as a semi-transparent overlay
  • Engagement: They encourage viewers to click through to your website or landing page
  • CTR Tracking: Overlay ads’ click-through rates (CTR) can help measure their effectiveness

Sponsored Cards

Sponsored Card Ads

Best for: Showcasing products

Sponsored cards are interactive, content-specific cards that promote products featured within the video or related products. They appear as small teasers within the video. Key features include:

  • Contextual: Sponsored cards provide relevant information about the products or services featured in the video
  • Interactivity: Viewers can click on the card to see mobile details or visit the advertiser’s website
  • Engagement: These cards enhance the user experience by offering additional value

Discovery Ads

TrueView Ads

Best for: Capturing Intentful Viewers

Discovery ads, previously known ad TrueView discovery ads, are promoted videos that appear in YouTube search results, alongside related videos, and on the YouTube mobile homepage: Key features include:

  • Placement: Discovery ads are strategically placed in areas where users are actively looking for content
  • Viewer Intent: These ads target users who are more likely to engage due to their search or browsing behaviour
  • Thumbnail and Title: The ad’s success depends on an attention-grabbing thumbnail and an enticing title 

Masthead Ads

Masthead Ads

Best for: Broad Audience Impact

Masthead Ads, also known as YouTube’s “Masthead” placement, allow your video to take center stage at the top of YouTube’s homepage on all devices, from desktops to mobile devices and smart TVs. The prime real estate grants you unparalleled visibility and exposure, making it an ideal choice for campaigns aimed at maximum reach and brand impact. Key features include:

  • Massive Reach: Engaging a diverse audience with prime placement, ensure that your message reaches users across various demographics and interests
  • Visual impact: Capture attention instantly with autoplay visuals
  • Clickable CTAs: Direct traffic with overlay CTSs for seamless engagement

10 Steps to Start YouTube Ads

10 Steps to Start YouTube Ads

Starting YouTube ads involves careful planning and execution, but the potential to reach a massive and engaged audience makes it worthwhile. By following these 10 steps, you will be on your way to create impactful and successful YouTube ad campaigns that drive your marketing objectives. 

1.Define Goals: 

Clarify your campaign objectives. Are you aiming for brand exposure, website traffic, lead generation, or sales conversions? Having clear goals will shape your entire strategy

2. Create Channel: 

Establish a YouTube channel for your business. This provides a dedicated space to host your video content and manage your advertising campaigns

3. Link Accounts:

 Link your YouTube channel to a Google Ads account. This integration allows you to manage and track your ad campaign seamlessly

4. Budget: 

Determine your budget for the campaign. Decide whether you want to allocate a specific amount per data or for the entire campaign duration. Google Ads offers various budgeting options to suit your needs.’

5. Audience: 

Identifying your target audience. Consider demographics like age, gender, location, and interests. The more precise your audience targeting, the higher the chances of reaching the right viewers

6. Choose Format: 

Select the appropriate ad format based on your goals. For instance, if you want to create brand awareness, skippable ads might be ideal. If you have a short, impactful message, bumper ads could work better

7. Craft Content: 

Develop compelling video content that resonates with your audience. Start with a captivating hook in the opening seconds to capture viewers’ attention and encourage them to watch further

8. Set tracking: 

Implement tracking mechanisms, such as Google Analytics or conversion tracking, to measure the effectiveness of your campaign. This data helps you refine your strategy and understand what’s working

9. Campaign Details: 

Configure campaign parameters. Specify the campaign start and end dates, ad scheduling (when your ads will run), and geographic targeting (where your ads will be shown)

10. Launch and Optimize: 

Review your campaign settings, content, and targeting one final time. Once you are satisfied, launch the campaign. Continuously monitor key performance indicators (KPIs) like click-through rates, view rates, and conversions. Use these insights to optimize your ads for better results over time

As you navigate the world of YouTube advertising, understanding these various ad formats is essential for tailoring your campaigns to your audience’s preferences and behavious. Each format offers unique advantages, and by strategically using them, you can create compelling and experiences that resonate with viewers and drive your marketing goals. 

The key to a successful YouTube ad campaign is not only choosing the right format but also crafting engaging content that captures your audience’s attention and encourages them to take action.

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