Today everyone knows the potential of Google AdWords and the need to invest in advertising on the famous search engine to increase e-commerce sales. Although creating paid ads has a cost, some paid options may end up being more (or less) expensive than others.
The case of Ecco Shoes
And that's exactly why Here are shoes has decided to switch from the use of text-based Google ads to the use of Google shopping ads based on images.
The first step of the process was to determine on which specific products to focus the advertising budget and which audience segments to target. Although the company wanted to create advertising campaigns for all the brand's products, it was initially decided to Focus your attention on leading products, to be offered to the right potential customers.
Google shopping ads
The team then developed and optimized the product feed to ensure that All the necessary information were included in ads and product pages. This information includes product specifications, product images and any other additional information (such as shipping charges and return policies).
After the advertising campaigns were published, the team moved on to "experimental mode", where it evaluated the performance of each ad and advertising campaign, making the necessary continuous adjustments. In addition to continuous optimization of product feed and ad content, this also meant adjusting bid and targeting definitions.
Overall, ECCO's Google Shopping initiatives proved much cheaper than text ads, since The cost of acquiring the company's customers has decreased by a surprising 14% .
The benefits of Google Shopping
The main lesson that can be drawn from it is that the e-commerce companies with physical products They should definitely look at advertising through Google Shopping.
Google Shopping allows you to show much more information in one place Compared to most other forms of advertising (especially Google text ads). In addition to being able to include product specifications and service information, the mere inclusion of product images is sufficient for Shopping ads to be considered more effective than their text-based relatives.