Ecommerce Expertise / Ecommerce Marketing

How to use Google AdWords & Shopping Feeds to increase conversion [VIDEO]

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Google Shopping Feeds is a great way to get your store and its products in front of potential customers. Not only do they have a higher conversion rate than other forms of PPC, it’s also has a lower cost-per-click. Talk about a win-win! Watch today’s #SellMore video to learn more about Google Shopping Feeds and how both new and seasoned store owners can use them.

If you missed last week’s #SellMore post about PPC, check it out. You’ll learn how PPC relates to SEO and when it’s best to kick off campaigns for your online store.

What is Google Shopping Feeds?

If you aren’t familiar with Google Shopping Feeds, they’re pretty much an ecommerce store owner’s dream. Located in Google AdWords, this type of paid ad displays price, product image, a mini description, and even a tantalizing little “Add to Cart” button. It’s like a miniature product page right smack dab above all the other search results.

Google Shopping Feeds are especially powerful for products that already have a market (e.g. jewelry or drop shipped items). Since most potential customers who are searching for these products are already in buying mode, when they find an image and “Add to Cart” button it’s a quick win.

5 benefits of using Google Shopping Feeds

1. Higher conversion rate

Which do you prefer: a text link or an image of what you are looking for? Naturally since you’re placing a miniature product page “front and center” when someone is searching for something they are far more likely to convert into a buyer from that ad.

2. Low cost-per-click (a.k.a CPC)

Google Shopping Feeds will require you to place a maximum bid per click. If you set your maximum bid at $.65 per click, it means you’ll never pay more than $.65. The amount you’ll want to bid varies depending on what other folks out there are bidding, the competitive landscape of your industry or product, or even the time of day. You’ll want to bid competitively, but you will often pay less than your max bid.

 3. Safe start = $100.00

$100 is reachable for just about every business, new or seasoned. This low risk amount will return some insights on who your visitors are and how they shop so you may make adjustments.

4. Keyword research is done for you

Yet another perk of Shopping Feeds is that Google Adwords will actually extract keyword information from your online store for you. Not only will this save time, but it also saves you the heartache of doing the research yourself. I bet you just danced in your seat a little, didn’t you?

5. Results in hours

Because the ads go live fairly instantly, you should start to see results in hours. “Hours” may not be the case for all, but it’s likely going to get you traction quickly.

Are your analytics tracking the right things?

In an effort to be certain you are tracking the right metrics, here are 5 tips to help ensure you’re looking at the right thing, make educated decisions, and lock in success.

1. Turn on conversion tracking

Conversion tracking is key for anyone, particularly ecommerce. If someone is clicking your ad, conversion tracking will help you know if that click led to a purchase on your store. This tells you exactly how effective your ads are.

2. Watch “Assisted Conversion” and “Direct Conversion”

You’ll want to track both “Assisted Conversion” and “Direct Conversion.” By looking at all your channels, you’ll have a more complete picture of your true return on investment for your PPC campaign.

3. Use the Google Adwords Tool

We said it last week, and we’ll say it again: Use the Google AdWords tool. It’s a great tool that not only caters to Google, it will support you in your PPC planning and get you going in the right direction from the start.

4. Use all corresponding support portals

No matter what tools you use or what type of PPC campaign you end up running, check out the support portal associated with the tool (articles, guides, forums, and so on). There is no better resource that those folks who built the tool initially.

Pro Tip: Do a little research online to find coupons, discounts and promotions for Google AdWord floating around. Think about it, your seasonal sweet spots are also their seasonal sweet spots!


Special thanks to Liam for lending his knowledge the past two weeks! Feel free to tweet your questions or topics to @Bigcommerce as we’re here to help!

Tune in next week for tips to help you #SellMore!


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    At the risk of sounding like a groupie-another great video! Thanks for the tips.

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