How Google is giving away $560 million in Google Shopping free ads

How Google is giving away $560 million in Google Shopping free ads

By LIGHTHOUSE DIGITAL

The changes in the global economy are now forcing upon small and medium-sized businesses (SMB’s) more challenges than ever, whether it be adding more clutter to online marketspaces, protecting your employees, or simply keeping your business running. To support SMB’s through this difficult time and keep businesses going, Google has recently released an article stating that they will offer a whopping $560 million in Google Shopping ad credits globally by the end of the year. This means Google is offering future Google Shopping ads for free, which will help your online business grow! You will need an eCommerce site linked in with the Google Merchant Centre to be able to capitalise on this great opportunity.

Keep reading to get fully clued in on this press release as we talk through:

  1. What is Google Shopping?
  2. Why can Google shopping can help your business?
  3. What are the benefits of eCommerce?
  4. Why use ad credits?
  1. What is Google Shopping?

In short, Google Shopping is a comparison shopping search engine, allowing eCommerce retailers to advertise their offering using easy visuals to compare and contrast products. It’s currently supported in over 40 countries, and is by far the most popular comparison shopping engine. According to research from January this year, Google Shopping accounts for up to 85% of paid traffic for online retailers, with ad spend increasing by 38% year on year. Ultimately, Google Shopping ads are great for driving traffic that converts.

Check out the example below for a Google Shopping ad search for white sneakers as a reference.

  1. Why can Google shopping can help your business?

Most people search for products or services first by starting on Google, as this innovative search engine has shaped how people research products and services, shop, and browse. If you have an eCommerce store, you can use this as a profitable marketing channel for your business by being right under the nose of a potential customer and be in the Google Shopping spotlight.

Google Shopping gives you a heap of cool features, such as geo-targeting and re-marketing, which should allow you to lower your ad spend and drive your revenue even higher. The best part about Google Shopping is that it ensures your ads can appear above any of the text-based ads when a potential customer has searched for a product or service that you offer. This offers you amazing real estate on the search page, as most customers will click on one of the first three searches that show up for them. Additionally, internet users don’t ‘read’ in the same way we were taught to read a book – according to consumer studies, internet users scan in an F-shaped pattern. This means they look along your product ads first, before scrolling down.

There is a difference between Google Shopping and Google Search. Google Search ads are text-based results, where you have to try write competitive copy and manually add in keywords, heavily competing and using a heap of your budget. This is a manual and time-consuming process. Google Shopping can take some time to set up, however, it will do most of the work for you. Using its powerful capabilities, Google’s algorithms will automatically pull ads from your eCommerce store, create the ads for the products, and match them with your potential customer’s relevant search queries. While Google Shopping may take some initial time to set up, it requires less effort as you move your eCommerce business forward. It means you are less likely burn through your advertising budget with not a lot to show for it, and can really display how effective the visual cues of product comparison are.  

  1. What are the benefits of eCommerce?

eCommerce ultimately provides your company a cheaper and better opportunity for growth both nationally and internationally, as you are no longer bound by traditional retail stores. The best advantage of online shopping is you can sell to customers anywhere and at any time, and as stated above, most shoppers start their product search online. Consumers can locate your product quicker by creating targeted advertising and communication, as you showcase your product exactly when and where it needs to be seen to meet the customer’s needs and search queries. Marketing online through Google, organic search, remarketing, and social media are and time and cost-effective tools to get your customer on to your eCommerce site, where you can provide a personalised web-experience for them.

  1. Why use ad credits?

With SMB’s being the backbone of our national (and international) economy, there is a clear need to support these businesses through this tough time. The ad credit is for your company’s future Google Ads spend and is applicable across any of the Google Ads platforms, including Search, Display, YouTube, and Shopping.

This ad credit gives you an incredible opportunity to market your product and compete against some of the more heavy-weight companies that have millions to spend in their budgets.

Pairing Google Shopping and your eCommerce store will allow your business to overcome any geographical limitations, gain new customers, create targeted communication, and provide comparison shopping.

Using these insights, you can efficiently advertise to customers and keep growing your business.

If you have anymore questions, give us a call or contact us on the form below and we’ll be happy to help!

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