For smaller ecommerce businesses, getting on Google Shopping results next to major retailers and marketplaces seemed like a distant dream. The truth is, Google Shopping isn’t about size – it’s about relevance, quality of feed and bidding accuracy. If the smaller store has a better campaign running with a specialist google shopping agency, then that product is going to be featured alongside the much larger stores on the same high intent searches and the cost per acquisition will likely be lower than that of the larger stores.
Types of Competitive Advantages a Google Shopping Agency Builds
The advantage a google shopping agency can give your company lies in many different areas, which most in-house teams and generalist providers don’t go into as much detail as they should. The quality of the product feed is the key, as a more detailed, accurate and keyword-rich product feed will always get better placement than any generic feed when exporting from a stores backend. There is another lever as well – pricing intelligence – monitoring competitor pricing regularly and making bids and promotions accordingly to ensure competitiveness, while staying compliant with margins. Campaign segmentation helps to identify high-value products and lower performers so that budget is allocated to the products that are most likely to provide profitable sales as opposed to being allocated evenly across all products on a catalogue. Negative keywords prevent irrelevant clicks from coming in that may seem to follow the campaign but clearly do not convert, which is why they’re also a waste of spend that slowly chips away at your campaign’s profitability.
How a Google Shopping Agency Approaches Campaign Strategy Differently
The distinction between managed and unmanaged Google Shopping campaigns is particularly evident when examining the way they react to modifications in competition, seasonality and product performance. An unmanaged campaign generally operates at pretty much the same settings until it begins to show a problem, while a well run campaign is monitored and tweaked from time to time according to the results. A Google shopping business expert keeps an eye on the auction information to gain insights into how well campaigns are performing against the competition, and then adjusts bids and budgets accordingly, instead of waiting for the performance to be discovered. Seasonal demand patterns are expected and planned for, not reacted to after the event, so that campaigns are planned in line with demand peaks, and costed at lower levels during demand dips. New product launches are not just thrown on a structure, but rather are incorporated within a campaign with the right bidding and testing strategies.
Benefits of Partnering With a Google Shopping Agency for Competitive Markets
The benefits a google shopping agency in melbourne can provide in the competitive online marketplace become even greater over time as the information gained from these campaigns is added to and strategy refined. If a store has been running well managed campaigns for 6 to 12 months, they should be much more likely to have a lower cost per acquisition and higher return on ad spend than if they are running the same budget in an unoptimised account. The product-level information that can be derived from an active campaign management also feed into other business decisions regarding pricing, range extension and stocking – for example, the mass of data provides a clear picture of which products the market will respond to and which are not worth the advertising dollar. One of the simplest methods to achieve and maintain a competitive edge with paid search for ecommerce companies fighting in extremely competitive categories is to use a specialist google shopping agency.
