The last few years Google Shopping has gotten a lot more popular. Google sees that it works and shows more product listing ads. And those success stories attracted more online stores interested in running their own campaigns. But like any marketing channel, no matter how promising it looks, you can only find out if it works for you by testing it. In this article, we will share 11 Google Shopping case studies from large and small businesses. But I’ll start with 3 key questions that will help you to determine if Google Shopping is interesting for your business.
1. Reaching Customers with Google Shopping
Google Shopping works by showing Product Listing Ads (or PLAs) in the Google Search results. And your customers probably use Google to find stuff.google-shopping-generic-search-queries
An example of Google Search results with product ads These are some warning signs that indicate it will be tough to reach customers via Google Shopping:
So the key question is: are your potential customers using Google to find the products that you are selling?You can check that for yourself with SEMrush. It’s a paid keyword research tool, but the free version gives you a good preview:
That table will give you a good overview of the number of monthly searches. You can also see other related terms with their according volume. If you’d like the things you can discover, you can always do more in-depth keyword research. This list should already give you a little indication if there is some potential for your store. If you don’t find a lot, or the numbers don’t look promising, a couple of things might be happening: If the most relevant keyword you can come up with has no results or only 20 searches/month, there simply aren’t enough people searching for your products. On the other hand, if your top keywords have big search volumes, like 20,000 searches /month, you know the potential is there. Car speakers, for example, has 33,100 monthly searches. That means that there will be a lot more specific searches for other types of speakers, different price ranges or brands.
If you have a hard time coming up with a keyword that people would use, chances are that your potential customers will struggle as well. Probably they will find your products in another way than with a Google Search.
Weird balls on a plate
If your product is hard to explain, Google Shopping is not a good channel for you. This also indicates that you will struggle when it comes to SEO, as the search demand simply isn’t there.Some industries generally will have a harder time with this, as their products are hard to describe: Unique products like the art of custom jewelry One of a kind product, vintage or second-hand productsT-shirts businesses: your angle needs to be reflected in the search query. Dropshippers beware: if you’re trying to sell your brand and no one knows it, people won’t search for it either.
Google Shopping is available in a lot of different countries.The following countries are supported: At the time of writing these are the supported countries: Argentina,Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Czech Republic, Denmark, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, Ukraine, United Arab Emirates, United Kingdom, United States and Vietnam.If your country isn’t supported, you could try to run regular text ads with Google Ads. If you’ve run into the problems described above, you could explore other types of advertising. Facebook Ads are a good alternative for most of the product categories mentioned above. They are more focused on awareness.
2. Necessary Skills for Google Shopping
The biggest challenge to starting with Google Shopping is setting up your product feed. It usually involves a lot of trial and error: tweaking excel files, re-uploading product feeds and a lot of prayers. You don’t need to be a tech expert to make it work, but you should be comfortable with making changes to your ecommerce platform.
Once your campaigns are up and running you’ll start to see the first results. Your main goal is to get more money out compared to what you’re putting in.
Money in << Money out
To get there you’ll need to pay attention to all the metrics that Google Ads provides: how much do you pay per click, what’s the click-through rate, which products are showing, which aren’t, etc. Optimizing Google Shopping campaigns is a subject in of itself. But to keep track of what you’re changing and how you can accomplish certain goals you’ll need to be an analytical person. You’ll need to dig through your analytics to discover what’s working and what isn’t.
Google Shopping is very numbers driven. But there is some room for creativity: coming up with great product titles that combine the right keywords with the intent of a potential customer or creating product pictures that stand out from competitors.If you’re missing one or more of these skills, you can always outsource a specific part to focus on what you’re best at. You could have someone set up your campaigns, while you figure out how to optimize them.
3. Can Google Shopping deliver traffic and generate sales?
Because of the competitive nature of e-commerce, it’s not that easy to find stores that openly share which channels are generating sales for them. But here I do want to share some results of that I’ve seen. Below you’ll find a mix of results from clients of ours and some case studies by Google. Google has a lot of slick produced case studies and they obviously only cherry pick the best results. Since it was hard to find other Google Shopping case studies I’ve decided to include them to show you the different product categories where stores are getting results.
Syght Gaming Glasses was launched as an experiment by Shopify. It was a brand new store so they knew they needed traffic and sales. Launching a Google Shopping campaign was part of their marketing tactics.
Total profit: $207.66
The store isn’t operational anymore as of late 2018, but I wanted to keep it in.