Google Images Search For Shopping?

Google Images has always been an important part of the search options, whether you are looking for Cat in the Hat images for Dr Suess’s birthday (March 2, 1904), or trying to find that part on your refrigerator that is leaking.  Google Images is a place people go to search for all kinds of information and since people are visual creatures by nature, it only makes sense that is included in the Google Search Network. Google started including the Shopping ads in the Google Image results as a beta in 2016.  There have been different variations, but currently, the Shopping ads in image searches appear at the top of the page with the word sponsored in the left corner.

While Google has been testing different versions of these Shopping ads since 2016, this was only an option, if you opted-in to search partners.  Google is now making a change and these ads will be part of the Search Network. If you were opted into the Search Partner Network, you will see a decrease in traffic and an increase in traffic from the Search Network.

Impact of google shopping ads in Google images results

How will this change affect online retailers who are running shopping ads?  Now that Google Images is part of the Search Network (which includes Google Search, Google Play, Google Shopping and Google Maps) we can expect an increase in increase in impressions, clicks and spend.

This new change will give clients more visibility, but in a different area, instead of a traditional SERP with text ads and organic listings, in the Image Search, clients ads will show against other images.  It will be interesting to see how this will affect pricing and conversion rates. Google is estimating a 3-10% increase in traffic with lower CPC and conversion rates

It will be important to watch this new change unfold to see how it affects shopping campaigns.

Use Feed Analysis to Build AdWords Shopping Campaigns

Shopping campaigns are set up very differently from search campaigns in AdWords. The biggest difference is that technically your entire feed is part of each ad group in your shopping campaign. 

Unlike search campaigns where you choose the keywords that should be targeted, in shopping it is specifying what you don’t want to target and bid on separately. This is the reason that when you set up a shopping campaign in AdWords it starts off with one ad group and product group (All Products) which shows ads for all products in the feed. It also means that every product in the feed will have the same bid and it doesn’t matter if it costs $10 or $300.

Having the same bid for products that have a varying price point is not a good strategy and will result in low ROAS. This is because you will invest less in big ticket items which will most likely result in lower returns. To avoid this, it is recommended to create separate product groups for different products and set different bids. Deciding on the structure for your shopping campaign depends a lot on how you want to monitor and manage performance. The new Shopping Feed Analysis feature in the Shopping Campaign Builder gives you the additional layer of data you need to have the most accurate product group structure based on the data available in your feed. Before we get into the details of this feature, let's talk a bit more about campaign structure.

You Can Read the Full Article from GEETANJALI TYAGI on Optymzr published February 5th, 2018