Are your current appliance store sales feeling a bit stagnant? You certainly don’t need to be an expert engineer or repairman to spruce them up. Instead, you could use the power of Google Shopping Ads to give your numbers an instant boost.
With just a few clicks and some clever strategizing, you can make sure that people searching online for appliances know exactly where they should shop: your store!
Whether you sell refrigerators, washers and dryers, ovens, or dishwashers, it doesn’t matter. This unique type of Google Ads can help you convert product-focused customers. Let's explore how Google Shopping Ads can help drive more foot traffic (real and virtual) through your doors.
You've likely heard of Google Ads, but even experienced retailers seem to miss the fact that you can use pay-per-click advertising to promote your inventory to local customers. Yep, we're talking about Google Shopping Ads. You might have seen these ads if you click on the Shopping tab of any Google search results page.
Google Shopping Ads are a powerful Google Ads feature used to showcase product listings on Google's search engine results page. They use product-specific data to show potential shoppers an ad for the product they're searching for. This includes data such as images and pricing information
With these ads, businesses have the opportunity to reach customers actively looking for their products. When used correctly, they can also increase their brand visibility.
Although Google Shopping Ads are typically more expensive than other types of Google Ads, benefits can include:
Higher click-through rates
Higher conversion rates
Overall better ROI
So, you might have to pay more upfront. However, the return on your investment is worth it if you're willing to invest in this type of paid advertising in the long run.
With that in mind, it's not as easy as uploading your product information to Google and calling it a day. If only it were that easy! Instead, Google Shopping Ad campaigns require you to fill in detailed information about your products. This means it helps if you understand how search engine optimization works.
As an appliance retailer, Google Shopping Ads is the ideal choice for marketing your products online via PPC ads. What makes them better than Search Ads?
With Google Shopping Ads, you can show detailed product images and specific product information. Furthermore, shoppers browsing a regular Google search page will now be exposed to additional product offerings and recommendations from your business. This benefits both you and potential buyers, as it's easier for them to find relevant products in less time.
Overall, using Google Shopping Ads can have benefits ranging from better visibility to improved conversions when compared to regular Google Search Ads. Here are three of the main benefits of using these ads for your appliance business, though.
As an appliance retailer, you won't likely sell to customers all over the country. Instead, your target audience is likely very local. When it comes to marketing, Google Ads (in general) are great for this type of geographical targeting.
This means that you can improve campaign performance by only showing ads to users in a targeted area, ensuring not one valuable advertising dollar goes to waste. Furthermore, Google Shopping Ads offers the ability to tailor ad bids across locations and target potential customers through Google search, Google Display Network, and Google Maps.
This level of customization helps you reach audiences wherever they may be located, whether that's in your city or a specific zip code within your area.
Google Shopping Ads comparison features allow customers to compare different products side-by-side. They can examine products by price, availability, and delivery estimates. Google Shopping Ads also allows potential customers to control how detailed the comparisons are. They can filter for exact product specifications or choose more general categories if desired.
This all helps improve the customer experience. In some cases, it can make it extremely easy for certain customers to choose your appliances as the clear winner. With regular Google Ads, they don't have access to this type of comparison feature. As long as you optimize your listings correctly, you can benefit from this as you don't have to compare the products yourself for them.
You can't just upload listings and leave them there. However, once you learn how to optimize your listings quickly and efficiently, Google Shopping Ads turn into quite the passive ad funnel.
With Google Shopping Ads, you can easily set your budget and target the right audiences. Over time, you'll learn which keywords to exclude and how to write great descriptions. This means less and less work each month your campaign is running, leaving you with time to focus on other aspects of your business.
Ready to learn how to create effective Google Shopping campaigns? If you've created Google Ad campaigns before then you can skip the first two steps listed below. However, if you're new to Google Ads then you'll want to start from the top.
Creating a Google Ads account is relatively easy and (best of all) it's free.
The first step is to create an account with your business information. This includes your:
Website domain
Location
Time zone
Google will then create a tracking code for you so that you can track the performance of your Shopping Ads campaigns in Google Analytics. Once your account is created, you can create campaigns and start running Shopping Ads tailored to what products or services you want to promote.
Setting up conversion tracking can help you determine whether clicks are resulting in tangible conversions, such as purchases or app downloads. To set up conversion tracking, you need to set goals in Google Ads and create a tracking code that will measure your conversions.
You can set a variety of goals such as getting more visits to your appliance store website or increasing the number of page views on specific pages. Once that’s set up, simply add the tracking code to your website and start gathering data about who is clicking on your ads. If you don't want to add the code to your website (or don't know how to), then it's best to use Google Tag Manager.
Google Merchant Center is the platform where you'll start creating your Google Shopping Ads. To set up this account, you'll need to provide Google with the necessary information on where and how your products are sold, such as your:
Website URL (you'll be asked to verify it, so ask your web developer if you need help with this)
Country of sale
Shipping costs
Return policy
Google will then audit your information to ensure that all the information is compliant and accurate. Once approved, Google Merchant Center enables you to upload product data like titles and descriptions so your ads are appealing and informative for customers browsing Google Shopping.
However, you'll first need to connect the Google Merchant Center to your Google Ads account. To do this, head to the “Settings and Ads” tab then click on “Account Linking.” You will need a 10-digit Google Ads ID as well as admin access for both Google Merchant Center and Google Ads using the same email address for the link to be completed.
To create your product feed, you'll need to include detailed information about each of the products you plan to advertise. To begin, create a specific feed file (in Google Sheets) with columns that match the required attributes outlined by Google.
For each column, include details such as item name, image URL, and price. Remember, attributes create the foundation of your product catalog.
You will also need to specify any category-specific optional product characteristics that reflect your item's unique features and descriptions. Assigning all relevant attributes to each product can take time, but it ensures the accuracy of the specifications used in your ads and maximizes their performance when presented on Google Shopping.
Once you have this, you'll need to submit your product feed. To do this, go to Merchant Center. Then, follow these steps:
Click on "Feeds"
Click the blue "+" button to add a new product feed
Set the Country, Language, and Destination (for the destination, click on Shopping Ads)
Name the feed (preferably something different than other feeds)
Choose the file source
Click "Continue" so that Google can upload your feed file
Note that it will take three to five days for Google to review and upload this information for the first time. So, plan accordingly!
Creating ad groups in Google Shopping Ads can help you create more targeted, effective campaigns. To create an ad group, you first need to sign into your Google Ads account, then create a campaign and select either the "Shopping" option or "Ads for Goods & Services."
Once your primary shopping campaign has been set up, create additional ad groups to create variable bids and better target your audience. In each separate ad group, add products that are related to each other by their attributes. After grouping the products, create custom ads where text displays the features that shoppers search for most.
Remember, organizing campaigns within multiple ad groups will help you organize related products. They can also make it easier to adjust bids accordingly to maximize returns and create higher ROI for your appliance business.
Now that your Google Shopping campaigns are live, it's time to monitor their performance. After all, the key to successful PPC marketing lies in constantly adjusting and optimizing. What does that mean in this context, though?
One key aspect of this strategy involves creating high-converting landing pages that are tailored to the topics of each ad and give customers exactly what they're looking for. Additionally, using negative keywords like broad terms or search phrases that do not fit your product lineup can help you save money. In most cases, it can help create a better customer experience, too.
By following the above-mentioned tips, you should be well on your way to dominating your local market with Google Shopping Ads. However, there's still more you can do with Google to boost your local search rankings and brand reputation. One great way to do this is to turbocharger your Google Business profile with Review Booster.
Review Booster from appliance.io makes it easy to get more Google reviews for your business. With the Review Booster integration, you can quickly generate more customer reviews with zero effort on your part. This helps boost your brand’s image and trustworthiness among customers, allowing them to make an informed decision about which company to choose.
How does it work? Review Booster automatically asks customers for a review based on their behavior, so you can rest assured knowing that the feedback you're getting is accurate and genuine.
Aren't convinced this would work for a business like yours?
Slyman Bros, the No. 1 appliance retailer in St. Louis, used Review Booster to help them increase their online reviews. Before using the Review Booster feature, the average number of reviews for each Slyman Bros location was about 100. But after only a few short months, their reviews skyrocketed.
Google them to see, but they're currently at just under 1,000 reviews for their main St. Louis location. That's the power of Review Booster, and that's just one feature that's baked into everything that is appliance.io.
Google Shopping Ads can be a great way to reach new audiences, but if you want to increase sales and profits, you'll need a more comprehensive solution. Enter appliance.io.
With a team of engineers, developers, and data analysts from all around the world, we are revolutionizing the home appliance industry by creating a one-stop shop for point-of-sale, inventory, delivery, eCommerce, and much more. Thanks to our automation features that save up thousands of personnel hours per year, you can make smarter decisions faster than ever before.
Experience the benefits for yourself when you schedule your free demo today!
