Today’s topic is Google Shopping
and all about using Google shopping.
Welcome to The Marketing Hub. Today to talk
about this topic.
I’m delighted to say we have digital marketer
Manus Sheridan, of Blue Digital.
Here to talk us through it.
Hi Manus. Hi, Paul. Great to be here this morning.
Manus, it’s great to have you on.
We were talking about this
earlier this week, and it’s very I know nothing about it.
So can you just talk to us
about Google shopping, using it and the
advantages of using it?
Yes. So Google shopping is a really handy tool.
It allows businesses to have
their products displayed in a small ticker-tape
type on Google search.
So your product will appear with others
in a horizontal list that displays your price
and the name of your business
at the very top of Google search page.
So it really puts you first
and foremost in front of the
searcher and is a great tool for exactly that purpose.
OK, so that sounds really good. So basically,
if you put your service up there in a native
SEO way, you will appear at the top of searches
when people search for a product or service.
Exactly. Well, actually, it’s just products, Paul.
But yes. In relation to
you’re hitting the nail on the head in relation to
to owning the search engine results page,
you can have a scenario where your products
are appearing first and foremost on the page
and then followed by either paid listings
for your business and also organic listings.
So really, you can potentially
own as much of the information above the fold on
the search engine results page as possible,
which is putting a business
as as far forward as it possibly can.
This seems like a no brainer for most businesses to
get their products on there.
And if nothing else, actually, it’s
can be considerably cheaper than bidding for expensive and
competitive keywords within just Google ads on its own.
So Google shopping to me, for anybody selling
physical products is absolutely a no brainer.
And so Manus. Do you have any tips for vendors
who might think about using Google shopping?
Yes, absolutely, Paul.
So I’ve researched Google shopping considerably
and found that automated
campaigns work very well in managing a company’s
campaigns. One snag is once a campaign is set up
and put live, no changes should be made to that Google
shopping campaign for 45 days
to allow the campaign to learn effectively.
That could be a long time for to allow a system to
to manage your spend and your performance.
But it really is imperative
to allow no changes for the first 45 days
to a Google shopping campaign.
And it’s also imperative to engage fully with the
full suite of Google products
that are available and free to employ,
such as Google Analytics for measurement,
Google AdWords to run the campaigns,
the Google Merchant Centre,
which is where your Google shopping is based.
And the Google search console which affords you a huge amount
of information, in particular in relation to queries
and the performance of your websites.
Google optimise, which allow you to drive
data driven design.
Google tag manager, which is used to send
to analytics to allow you to track your
performance effectively .
And Google my business,
which in short really
operates as as a small social media channel
for your businesses and again
allows you to own more
information on the results pages above the fold.
So all these products can be linked together.
And once the linking is done, they can be used to really
get the maximum benefit from your advertising budget.
One of the main drivers
of success using Google products is showing Google
what success looks like for your business.
Again, Google provide plenty of support
for all their applications.
So if anyone hits a snag, just reach out to Google.
Again, imperative to link all these products
Google Analytics, Google tag manager
or Google ads, Google search console, et cetera,
so that you can benefit from the information sharing,
such as terms customer use to find your product or service.
And these can be shared
between Google search console and Google Analytics.
In turn, you can import
this data to your
relevant campaigns within Google ads to improve
the campaign performance.
So effectively, you’re showing Google what success
looks like for your business.
And then pointing Google in the direction of
finding more of that success.
And given the length of time it can take for shopping
campaigns, start to work with Google shopping.
Now is the time to start to put these
together and allow them to start learning
prior to the Christmas rush.
Google shopping also offers a
certain amount of free product listings,
which we touched off there briefly.
This is when Google shopping
will share your ads with people searching for your products.
And the best thing about it is you won’t be charged.
In addition, further engagement with Google
products has a knock on effect
of increasing your
organic traffic rates, which again, is just fantastic.
You know, Google does say that, you know,
there is no direct correlation between advertising
and the organic rates.
But again, in my experience, that’s vastly understated.
There is a huge knock
on effect on on your organic listings.
And as an example of how Google shopping
could work for businesses.
One of my customers has had their sales jump from 25 K
a month to over 100k a month.
And I was in a period of four
months, including my five day learning period.
So that that’s why
I’m such an advocate
of the system for anybody
that’s selling a physical product.
That’s amazing. And the thing that I
really hate hitched on to there was that it’s that forty
five days for to learn
and just thinking
about the run up to Christmas coming,
that businesses should be
getting on it now sooner than later
so that it’s up and running. Yes, Paul. Absolutely.
It’s it’s that old adage, fail to prepare.
Prepare to fail.
If you have everything
set up and ready to go, if you put the effort in first.
And make sure that it’s right first time that you have all
the errors and everything
corrected, all your ducks in a row, and
then Google shopping will work for you.
It does take courage
to allow a campaign to run for 45 days on its own.
But again, the proof is in the pudding.
For a customer to have a four fold increase on their sales
month on month is is, in
my opinion, is incredible for for any business. Absolutely.
Absolutely. That that was that was great, Manus.
That was so informative.
And I’m sure a lot of people will be now
after viewing this going away and start to research this.
So before we go, can you tell me a
little bit about Blue Digital, your company?
Yes. So Blue Digital was originally set up in 2017
by me and my business partner, Jonathan.
Now, unfortunately, we lost Jonathan
back in August 2020.
But thanks to the work we’ve done together,
Blue Digital was able to move forward and survive.
So now Blue Digital
is expanding and truly becoming a full service
digital marketing agency,
offering a large suite of digital marketing services
from from pay per click advertising.
Search engine optimisation. Social media marketing.
Website design and development. Graphic design
and much, much more.
And now I should mention
that I’m extremely proud
of Blue Digital being a certified Google partner.
And this is an accreditation
awarded by Google for a company’s performance
in delivering paid
advertising across the Google AdWords platform.
It acknowledges that we’re responsible
for managing client budgets of over 100k per annum,
and most importantly,
that we’ve delivered a
positive return on investment to these companies.
So it’s something
that we’ve had for a number of years,
and it’s something that I’d like to mention to to
really to make people more
relaxed and and to provide confidence to people.
Absolutely. That we can
we can look after their advertising.
Yeah. It just gives that level of certainty,
you know, where some agencies wouldn’t have that.
Manus, that that was great and very informative.
And thanks for coming on to The Marketing Hub,
Paul. My pleasure.
Any time I’ve really enjoyed chatting with you.