Learn more about Smart Display campaigns here: https://support.google.com/google-ads…
One in five shoppers starts their product search on Google. This makes Google second only to Amazon when it comes to product searches—and gives sellers a great opportunity.
Google Shopping is the umbrella term covering the different tools and programs that Google provides to help online stores reach shoppers. But how does Google Shopping actually work?
This guide will demystify the ecosystem that is Google Shopping and help you navigate the various programs and opportunities Google offers your business.
What is Google Shopping?
Google Shopping refers both to Google’s comparison shopping network and to their advertising platform. Since the same term is used to refer to both, it can get a little confusing. Here’s how it works:
Google Shopping: The Comparison Shopping Engine
When we refer to Google Shopping, we’re actually talking about two interconnected platforms. One is Google’s comparison shopping engine (CSE).
Google’s comparison shopping engine.
Here, shoppers can search for any product and compare prices and models from various sellers. From a product listing, shoppers can click through to the merchant website. Or they can check out directly on Google if the product is eligible for Buy with Google. This feature lets shoppers complete the entire purchase process without ever leaving Google Shopping.
Essentially, this part of Google Shopping works as a product research and discovery hub, with many tools and features available to smooth the path to purchase.
Google Shopping: The Advertising Platform
The other side of Google Shopping is the search engine’s advertising platform.
Google Shopping ads appearing on the Google search results page.
Shopping ads display product details—image(s), star ratings, promotions, local availability, and more—to customers across Google domains. These ads appear on relevant searches on Google, as well as relevant pages on partner sites and Google properties like YouTube and Gmail.
Google Shopping ads uses a cost-per-click (CPC) model (also known as pay per click), which makes it an affordable way to drive traffic to your store. Since you decide how much you pay when a shopper clicks on your ad, you can optimize your advertising strategy to maintain low costs while driving sales. The ad platform also provides you with a lot of control over when and where your ads appear (more on that later).
Organic search traffic takes a lot of time, effort, and luck to build, especially for ecommerce. Google Shopping gives you a shortcut to reaching relevant shoppers with your product all across the internet.
How to Set Up Google Shopping
There are two steps you must take before you can use any Google Shopping program.
First, you must sign up for a Merchant Center account. The Merchant Center is the beating heart of Google Shopping. This is where you’ll add and manage your products, set up tools and programs, and track product performance.
Merchant Center allows you to add products, manage tools, and track performance.
Signing up for Merchant Center is very easy—all you have to do is enter some basic information about your business.
Once your account is created, you’ll need to verify your website. You can do this in one of two ways: through an existing Google product installed on your website (such as Search Console or Analytics) or by adding a specific tag to your website’s code. This allows Google to ensure the store belongs to you.
Once you’ve verified your website, you’ll have access to all the features of Merchant Center. Your next step is to add your products. The video below provides a rundown on how to do this.
Basically, you have three options for adding products to Merchant Center:
- Upload each product manually. With this option, Google guides you step-by-step through manually adding product details. This can be effective if you only have a few products, but it’s time-consuming if you have a large catalog.
- Create a product feed. You can either do this in Google Sheets or upload an existing product feed in spreadsheet format.This spreadsheet will contain all the key details about your products and act as a database for Merchant Center.
- Sync your product feed from another source. Scheduled fetches and the Merchant Center Content API are two ways to automatically grab your product data from existing databases (either on your website or with a third-party service like Sellbrite). If you want to really hit the “easy” button, Sellbrite removes the complexity of uploading products to Google, by integrating with Google’s Content API. This allows merchants to easily manage which products they want available on Google from within our apps.
This product data will power everything else on Google Shopping, such as where your listings and ads appear and what details are displayed. Be sure to follow best practices for structuring your product data. Most importantly, be thorough! The more details you include, the easier it will be for shoppers to find you.
Once you’re set up in Merchant Center, it’s time to start selling and promoting your products through Google’s many Shopping channels.
To learn more about setting up Google Shopping, check out our step-by-step guide.
How the Google Shopping Ecosystem Works
Once you’re set up in Merchant Center, you’ll have access to a number of programs. Think of these programs as parts of an ecosystem. They have individual functions and benefits, but, when used together, they enhance your collective Google Shopping performance.
Most of these programs are free to use, and all of them are designed to help you attract traffic and increase conversions. Here’s what you need to know to get started:
Surfaces Across Google
This program makes your product listings eligible to show up across Google properties, such as Search, Shopping, Images, and Lens. While Search and Shopping are certainly the most lucrative of these properties, Google continues to experiment and expand their product listing placements.
Example of product listings displayed on a Google Image search, via Surfaces Across Google.
It should also be noted that Surfaces Across Google is a prerequisite for Shopping Actions—one of the best Google Shopping programs available (more on that later).
Surfaces Across Google is easy to set up and completely free to use. In Merchant Center, go to the Growth tab. There, you’ll see the option to enroll in Surfaces Across Google.
You’ll need to upload your product data (as well as tax and shipping information), but you can use your existing product feed for this. Once you’ve completed this step, your products will be eligible to appear on searches across Google. – Read more
Any marketeer in the world who wants to grow their business is aware of the Google Keyword Planner tool provided by the tech giant Google. It was earlier called Google Keyword Tool. Millions of people around the world use google and they have a vast audience. People use Google to decide what to wear, where to go, and most importantly what to buy. It allows you to be seen by customers via well-timed ads from the moment they start searching for the things you or your business offers. It does not matter whether the ads appear on a mobile or on a desktop, as long as the customer finds the ad relevant to their search. Although most of us have heard of it, not many of us actually know how to use google keyword planner to bring in ideal customers.
The Google Keyword Planner provides a host of services, such as :
- Increasing Website Traffic
It allows you to drive online sales, bookings, or mailing list signups via their ads.
- Increasing the number of phone calls:
The number of customer calls are sure to increase with ads that provide your phone number and a click to call button.
- Increase shop visits
Via their well-placed business ads that provide the Google map facility, you will find more customers at your door interested in buying what you provide.
The Google Keyword Planner tool has a bad reputation since Google removed the feature to see a concrete monthly search volume. The data now seems to appear very vague and shows an unclear range, that does not help in customer analysis. You can get this feature back if you run an AdWords campaign but that costs a lot of money and not everyone has that kind of advertising budget.
Many people have advised to stop using Google Keyword Planner because of the above reasons. However, this should not stop you from capitalizing on the Google Keyword Planner because it still has some amazing features which can be capitalized by SEOs.
Through this article, we will look into how to use Google Keyword Planner efficiently. I will also provide some amazing hacks that will help you in getting back the exact search volumes.
So let’s get started.
How to unlock exact Key search volumes.
Google is extremely reluctant to show exact Key search volumes and this is one of the main reasons many seasoned SEO managers have boycotted the tool. Let’s understand this better with an example. If you take a look at two keywords (SEO services and SEO consultants) on the Google planner tool, you will see that it provides a range of the search volumes i.e 10K – 100K instead of an exact number.
However, if you search the same keywords on Ahrefs Keywords Explorer, you will notice that the ‘SEO services’ keyword gets more traction than the other.
I will show you two ways how you can do that.
Method 1 – For max CPC analyze the estimated expressions.
You can start by manually adding a ton of keywords in the “Get search volumes and metrics” tool. You can also check the keyword ideas view, which provides similar suggestions and include them in your plan. Be alert and select the “exact match” option when it is prompted.
Now go to the keywords view and in their drop-down menu, keep the max CPC target as high as it can go. Now if you see the impressions column, you will get an estimation of the number of impressions your particular ad will get in that particular month if you use those specific keywords.
Since you have kept the max CPC target as very high, the real monthly search volumes will be very near to the exact monthly search volumes shown in Ahrefs keyword explorer.
It is just one of the many ways of gauging search volumes and is in no way definitive.
Method 2. Install Keywords Everywhere
Keywords everywhere is one of the many Chrome extensions that Google provides. It adds CPC and search volume to all the sites that you use such as YouTube, Amazon, Google, etc. It is also available on Firefox which is an added benefit.
Although it adds a lot to the search volumes, extracting this data is very hard. You can use XPath Code and the Scraper Chrome Extension to export this data. Although the data is not definite but it is a lot better than the data you would get by normally using the Google Keyword Planner tool.
Adding Keyword ideas for ten terms all at once to the Keyword Planner tool.
Anyone who has been a regular user of the Google Keyword Planner tool knows that you cannot add more than ten keyword ideas. However, I will provide you a way to get past that hurdle.
The solution is very simple. You just need to add these multiple keywords one by one and not all at once. You can add these keywords in your plan by selecting thé option of “select all ” in the checkbox and then “add to plan”.
So if you want to add all the 743 suggestions of the keyword SEO, you just “select all 743” and “add to plan”. And voila it is done. It was not a hassle at all.
Under keywords, you will find the historical metrics tab. You just need to click on it and you will see that all 743 suggestions have been added to your plan. They have also been de-duped in order to remove identical keywords. The list appears in alphabetical order by default, but you can change it according to your needs.
Take inspiration from the keyword ideas provided by your competitors.
As you know Google Keyword Planner has the ability to generate suggestions for keywords using only a URL.
So what you can do is go ahead and copy their URLs, paste in and select “Entire site” from the provided drop-down.
You might end up finding a couple of keyword suggestions, pertaining to their brand. You can just use the filter to leave them out.
Filter > keyword text > brand name
You can also choose the “this page option” if you are interested in searching for keywords for a particular blog post or social media page.
Some might call it stealing, but at the end of the day, it is more like spying on your competitors to get your hands on some good keyword suggestions.
Look for the questions that the public is asking.
Any SEO person or marketeer is interested in knowing what kind of questions the audience is asking. This allows them to gauge the market reaction and try to shape their services to the needs of the audience. Tools like Free keyword search and Answer the public is widely used by everyone for this purpose.
However, instead of using a separate tool for this, you can tune the keyword planner to perform the same functions.
In the checkbox, you need to filter the keyword and enter any one of the following: what, why, who, when, how, where.
Filter > keyword text > contains > [who,what why, when, how, where]
You need to do this for all the 6 suppositions, after which you will get an elaborate number of suggestions for these questions. You can also filter out these questions based on the needs of your search. I would advise you to create an ad group for these questions. It will become a lot easier to export these questions into an Excel file or a Google Sheets file if you want to.
If we still consider the keyword “SEO”, then some of the questions that might be added to your plan will be as follows:
- What is SEO?
- How many SEO tools are there? etc
The Ahrefs Keywords Explore also provided the same results when the seed keyword ‘SEO’ was searched.
Use Page Bid to look for meaningful keywords.
Google Keyword suggestions are very helpful but the efficiency is lost when you end up filtering out the suggestions that are not important to your business. It takes a whole lot of time. It gets irritating when you realize you have to remove hundreds and thousands of keywords manually.
So what to do? I recommend you make the use of the “Top of page bid (high range)” column. But what is that? Google’s definition is that it displays the” higher range of what advertisers have historically paid for a keyword’s top of page bid.” It depends on the location and the settings. It is very similar to AdWords, but it is very beneficial.
This data shows that if advertisers are up for bidding on a particular keyword, it means that they have had good sales from that keyword. Any Keyword, that can convert cold leads to sales, is worth looking into and adding to your plans. You should always sort the keywords from high to low in order to understand which keyword has the highest demand. You can do this by sorting the column header. One bonus tip is to sort the data in ascending order to find informational search terms for blog posts or social media pages. Another pro tip would be to search for the keyword on Google and have a look at the businesses that are using those keywords to advertise their products.
Modify your search volume ranges to the city level while targeting nearby localities.
You have realized by now that the maximum of Google Keyword searches are not capable of telling you the number of people searching for that particular term in that locality, state, or area. You can only view search volumes for an entire country. This kind of data is vague and does not provide proper marketing strategies to the local SEO.
Local SEO helps businesses promote their products and services to local prospects and customers. To gather information for local search, search engines rely on signals such as local content, social profile pages, links, and citations to provide the most relevant local results to the user.
Let’s take an example of a Google keyword like a plumber.
Let’s begin by employing the first hack i.e using impressions. By doing this you will get an approximate number of thirty thousand impressions in thirty days. However, this data is on a pan-US basis. Now if you add a Los Angeles location filter you will know that around 12k people have searched for the word plumber. – Read more
In today’s connected world, there are few things more important than having the right impact online. To attract as many potential customers and leads as possible, you need more than a great website or online store. You also need a solid place in the search results.
Getting to grips with SEO is challenging when algorithms and consumer trends are constantly changing. However, tools like Google’s keyword planner can push companies in the right direction.
Today, we’ll introduce five ways to use the Google keyword planner to transform your SEO strategy and strengthen your online visibility.
1. Finding Lucrative Keywords
Perhaps the most obvious way to use Google keyword planner is to discover keyword ranking opportunities.
Most business leaders and marketing professionals know that they need to optimize for the right keywords to find customers via search.
Even as the search engine algorithms continue to evolve, keywords remain an essential part of both SEO and PPC.
Google keyword planner (formerly the Google Keyword app) helps businesses track down terms and phrases they may not have considered before. All you need to do is enter a “seed” term into the search bar in the keyword planner. Google will then deliver some high-performing keyword suggestions.
For every keyword suggestion you get from Google keyword planner, you also get other valuable information, including competition levels, low and high-range bid, and more. You can use up to ten seed keywords at a time to strengthen your search.
2. Explore Search Volume and Forecast
One of the reasons why Google keyword planner is a particularly popular tool for SEO is that it goes beyond giving basic suggestions. When you get a list from this service, you can dive deeper into the background of each keyword, determining which are difficult to rank for, which are too expensive, and so on.
To see the metrics of your keywords, type a word into the search bar, and click Get Started. This should take you to the Forecasts section of the service.
Here, you don’t get any keyword suggestions. What you’ll see instead is how many clicks and impressions you might expect if you ran an ad for your keyword on Google Ads (PPC).
Google also shows you estimated costs, click-through rates, and cost per click. Obviously, while this data aims to support PPC advertisers first-and-foremost, it’s great for SEO too. Looking at the historical metrics tab will show you which terms deliver the best results long-term.
3. Conducting Competitor Research
To excel in any industry, you need to understand both your customers and your competitors. Understanding your customers is a long-term process that requires constant surveys, polls, and analytics. Learning about your competition can be a little easier – if you have the right tools.
Google keyword planner is a fantastic solution for competitor research. The service works by giving you keyword suggestions based on a seed work, or an URL. This means that you can put the URL of a competing company into the generator and see which words they’re ranking for.
Grab an URL from a competing company and choose the “Entire Site” option to see which terms are generating the most organic traffic for that company. This allows you to discover terms that you might not have tried to rank for before.
At the same time, you might find that your competitors are missing out on some terms and phrases that you’ve already found. This is a chance for you to get ahead of the curve, or appeal to a niche that your competition can’t touch.
4. Building Audience Insights
As mentioned above, you need to know as much as possible about your audience – as well as your competitors. Learning about your audience often means speaking to your sales team, listening to your clients when they leave reviews, and assessing crucial metrics.
However, research with a tool like Google keyword planner can also help you speak your customer’s language.
It’s easy to get caught up in your own language as a business owner. You forget that certain professional terms and phrases might not be as familiar to your audience as they are to you. Google’s keyword recommendations show you what your audience is searching for.
By entering a basic keyword or “seed term”, you get a list of suggestions or questions that people are actually entering on Google.
You can even build on what you learn with external tools like Answer the Public. The more you learn how to speak your audience’s language, the easier it will be to connect with potential leads and customers. – Read more
Before we indulge in the source of the Google Adwords ranking formula, let us understand what it is and how it is laid out for the maker.
Google Adwords helps you to put your idea or the idea of the product out to the people. It helps you to gain the reach of the audience by placing your products and displaying them with the use of customized ads. These ads are perfect and help your business to rank on the top as well because they are posted everywhere on the screen, even when you are browsing through your mobile.
Why it helps your business?
Here is how you can use Google Adwords for your business.
- We know that gathering the attention of your clients can be difficult, but with Google Adwords, you can do that in a single click.
- There are fully customized ads that you can use for your business. It can help your business to build the brand name that you want.
- There are a lot of types through which you can source out your ads. There are display ads, promotional ads, etc. which can help you to benefit your business.
- You can stop wasting your time, money, and effort into useless things. These Google Adwords can help you to change the way through which you see business and even target the lead customer through which it can power through and manage the business name.
The whole Google AdWords ad rank formula has changed!
Now coming to the main context of this article, the Adrank of the Google Adwords that are laid out are the critical component for a business to be out there in the market. With the help of these fantastic rankings of these AdWords, you can have your ads displayed with the help of SERP and also have the cost per click luck. Google recently has announced the change for the Google Adwords ranking statement, and we are yet to find out if it works or not. And it is a massive step into which the whole algorithm for the ads which are calculated, and you should pay attention to the source since it can help your business to rank and source out as well.
How is Google Adwords ranked on the use of SERP?
What is Adrank, you might ask. With the use of the new ad rank formula, your ad can rank to the top with the intent of your business. Competing ads that are stated are rated according to the level of their performance. Here is how the basic concept is worked out here.
- The whole of the Google ad rank formula is done with the help and the calculation of the CPC bid, which is there, and the quality score management too. The preceding figure helps you to understand where and how your ad will rank and in what way also.
How does the new Adrank impact your CPC?
The new ad rank calculation plays a massive role in the management of the cost per click formula or the CPC bid for your ad. This means that your competitors pay when someone clicks on their ads and as you can see, here is the primary example through which it is worked out.
- The price that you have is based on the following. It can help you to manage the ad rank of the person or the competitor who is based below you. Then you have to divide the whole with your quality score too and then a unit of the pricing that is laid out.
The whole of the quality score and ad rank are calculated with the help of this formula, which is sourced out. The CPC bid is what you are willing to pay, and at the same time, you won’t be charged for the same too. You need to understand everything or the type of bidding your competitor has to get and then fix a CPC for your ad. If you want your ad to rank, then the CPD bid for your ad will help you to do so.
What has changed with the Google Ad rank?
To calculate ad rank, Google has managed a big change in this vast sphere. The announcement was terse and brief, but it has been distributed to get the best and the source of the investors too. There are ad extensions that are handled with the use of the SERP search source for your ad work ranking. There are sponsored ads that are there on the SERP and binged on the ever farther. Unfortunately, when it comes to the source of the advertisers, then they are lazy with the whole process, and this is why the ad extensions are made to the cause. – Read more