Why your Google Shopping ads fail. Today I'm going to talk about the top seven reasons why Google
Shopping ads typically fail for online store owners. And you should avoid these mistakes to
make sure your campaigns are on their way to success. Hi, I'm Clarice Lin, The ROI Doctor
who helps small businesses and online stores get more traffic and sales by getting on Google and
YouTube page one. Today's video is about Google Shopping ads. Google Shopping ads work most
effectively for online store owners if you're selling tangible products that people can see.
And if you don't know what Google Shopping is, basically, it looks like this, I'm going to put
a screenshot right here. So it's the carousel ads that appear on the Google search results.
And also on the Google Shopping tab. Reason number one, why your Google Shopping ad fails.
Insufficient budget, if you're not putting enough money behind it, the Google algorithm is not able
to pick up the momentum, it's not able to learn to show your ads to the right people. If the
algorithm is not able to show more to the right people, then you can't get clicks from the right
people to go to your store and buy your products. So if you want to be running Google Shopping ads,
make sure you set aside a decent amount of budget, take note of this few figures, the conversion rate
is about 1.91%, the cost per click is about USD 66 cents, and the average click through rate is
about 0.86%. I'm going to put a table right here for the average, click through rate cost per click
for each of this industry. So you can take a look and benchmark your store shopping ads cost against
it and make sure you are allocating the right amount of budget, the right amount of starting
budget so that you can get enough traffic to your store and allow enough people to come to your
store to decide before they convert. So here's a little table, and I'm gonna give an estimate
amount of budget, they should be putting a site for your Google Shopping campaign each month.
And you should be running your campaigns for about three to six months before you can see
significant stable results. Reason number two, why your Google Shopping ads fail. Not considering
the average cost per conversion, on average, depending on your store, the products you sell
and the price point of your product, you should be aware of that the average cost per conversion
is about USD $38. So that means if you're selling a product that costs $1, or $2 $3, maybe it's not
worthwhile for you to be running Google Shopping ads, if you're not doing it yourself, you have to
consider the manpower costs and your ad budget to be able to run a profitable ad campaign. If your
product is only $1, $2 and $3. When perhaps Google Shopping campaign is not suitable for your store,
don't follow the crowd blindly. There are only a couple of products that you're selling that
cost only a few dollars, but you have also higher price points, then consider running shopping ads
only for those products that have a higher price point also to make sure that you are getting back
at least 20 to 30% profit margin on it. So you can minus off your cost of the products or your
shipping costs, you have to exclude that or to be able to run profitable shopping ads. I'm also
going to put the table right here putting the average cost per conversion for each of the
different industries that has been shared online. So you can use that as your point of reference.
And then you can make the decision whether it's worthwhile for you as a store owner to be running
Google Shopping ads. Here you go. Here's the cost per conversion. Take a look. Reason number three,
why your Google Shopping ads campaign fail. You're getting clicks from your Google Shopping
ads. But there is no sales couple of reasons why that could be the case, the store doesn't
look trustworthy. So visitors who click on it and comes to your store doesn't feel like your
store is able to deliver on the product. One of the main reasons why you're getting those clicks
and not getting those purchases is because your store is not displaying the trust signals, you're
not giving the shoppers the confidence to buy, a couple of ways to encourage your visitors to
buy by displaying those trust signals are making sure that your store has HTTPS at the top of the
store to show that your website is trustworthy, not spammy. Also make sure that you have your
shipping details. How long is it going to take for your customers to receive their products? Which
carrier is going to deliver their products, make sure that your contact details are there so they
can send you an email if they have any questions or if you have a chat function for your customers
to get in touch with you straight away. Or if you have a phone number or a physical address. So put
that on your store, make sure it's easy for your shopper to find those information. Another way
to make sure your shoppers trust your store and your products to make sure your product images are
decent, make sure they're clear, high resolution, they can see the details of the products clearly,
so they know that they're getting good quality products. If there are not enough images for your
products, make sure you get them either from a manufacturer or take more pictures of your
products from different angles, so your customers know exactly what they are getting. Another way to
convey trusts is to make sure that your website is built properly. Having a consistent color scheme
for each of your buttons for your pages for your fonts, make sure you are standardizing your fonts,
select a couple of fonts and make sure you use them consistently around your store. If your store
doesn't fulfill any of the criteria that I've mentioned, then unfortunately, the shoppers might
not be convinced to buy, you have to know that unlike a physical store where a shopper gets to
touch and feel the products, they can talk to the store owner, they can actually see the products
in front of them, when a shopper is browsing online, because they can't feel your products,
they can't talk to a real person, you have to make sure you fulfill all the trust signals criteria,
make sure you have all of those properly set up to give your customers the confidence that
if they give you their money, they are going to get the product exactly what
they are seeing on your store. Reason number four why your Google shopping ad is failing.
You keep changing your ad budget. Once you've set up your Google Shopping ad and it's running,
let it run for a few days or a week, and then observe the results. And then you can decide
if you want to increase or decrease your budget. Don't change your budget every few days. Because
of you changing the budget then the algorithm is not able to stabilize and decide how many people
they want to show your ad to typically it takes a few days to a week for your shopping campaign
to stabilize. So you can see the results to see if it's worthwhile to increase or decrease the
budget. That's the minimum duration that you want to let it be. If you're going to change
your budget every single day or every other day, then that's going to mess up the entire algorithm,
Google's algorithm is going to be really confused and you're going to see erratic
results. So then that's not going to help your case and you're not going to be able to get your
ad performance up to speed. Essentially, the Google algorithm takes time to optimize and
takes time to stabilize and find the right people and then getting those clicks. So if
you don't give it enough time for the algorithm to stabilize, then you're not going to see your
ad campaign perform. Reason number five, why your Google Shopping ad campaign is failing.
You are not optimizing your product feed. For a successful Google Shopping ad campaign,
the most important criteria is to make sure that your product feed is optimized. Product feed
optimization means having the right keywords in your title in your description and submitting as
much product information to Google Merchant Center as possible. If Google sees you're providing as
much information as you can, then they're more likely to give a boost to your product and show
them to the correct people. Also make sure that you are putting each of your products in the right
Google product category. And Google is able to match the right products to the right people who
are looking for those items. If you want to learn how to best optimize your product, title, your
description, to make sure more people can find your products. And this will also help optimize
your products on Google search as well, then you have to watch a couple of my videos I have
right here on how to optimize the product title, link in the top right hand corner of the screen,
and how to optimize your product description to get higher ranking on Google search. Check that
out, link in the top right hand corner of the screen. And if you don't know how to choose the
right Google product category, as well there's one of my video right there on how to make sure
you have the right Google product category, check the link right there, I'll go into more detail.
So make sure you check them out. So you can best optimize your product feed and get your ads to
perform as best as they can be. Reason number six, why your Google Shopping ads is failing. You are
putting too much money in your Google Shopping ads, and you're not optimizing them beforehand.
One of the things that you have to take note of is once you start a Google Shopping ad,
make sure you put at least a minimum amount. Don't put like a few $100 into your shopping ad first
before your shopping ads campaigns are optimized. If you actually do that you're basically wasting
your money and your money is just getting burned out and showing to the wrong people,
to make sure that doesn't happen to you, set the minimum budgets.Use my table of reference that I
shared earlier on or how much budget you should be starting with and optimize your product feed,
check out the three videos that I have recommended before, a few minutes before then you can adjust
and increase your budget accordingly once you're getting results, by results, I mean you're getting
clicks to your store and you're seeing that those clicks are turning into purchase once
you're seeing a steady momentum, then you start adjusting your budget accordingly. If you want
to increase your budget, make sure you don't double your budget straightaway increase your
budget by a maximum of 20% each time around so that the algorithm can slowly adapt and optimize
accordingly, with the extra amount of budget that you're putting in. As it becomes more optimized by
showing more to the right group of people, then you can continue optimizing on the next stage,
as well, I've mentioned before, don't increase your budget too quickly within a short amount
of time, and let your campaign perform for a few weeks before you decide if it's worthwhile
to increase your budgets from there. Reason number seven, why Google Shopping ads fail.
Because you're setting unrealistic expectations, people think that once you start Google Shopping
ad results, you're gonna see sales straightaway. You can see sales tomorrow or next week. And you
think that once you start seeing a few clicks, you're going to get purchases straightaway. And
that's not the case. Most of the clients that I've been working with, we spend at least the
first month optimizing the product feed, and we are increasing the budget. From there,
we look at the ad performance. If those clicks are turning to purchases, before it starts to
see a stable increment and good performance. Give your ad a few months to perform to improve. And
once you've optimized your product feeds, you are optimizing your ad campaign along the way,
then you should be seeing good results, maybe between the third to the sixth month. And you
can continue to optimize, enhance your product fit from there as well. Even as you set up your Google
product feed you might not see your product appear straightaway. Because usually typically, it takes
like a few days to a week before your shopping campaign starts performing. As what I've explained
earlier in the video, it takes a few weeks to get a more stabilized ad performance. So don't
expect results straightaway give a few weeks for your ad performance to shift every time you make
a change to your ad campaign. For Google Shopping campaign, what you put in is what you get, meaning
that if you put an effort to optimize your product title, description, making sure you're submitting
good quality products, and as much information as you can, you're gonna see a better performance for
your Google Shopping ads. Also take note that when you run Google Shopping ads, not every purchase
that you see on your store can be attributable to Google Shopping ads, because in some cases,
maybe some of your customers might see your products, but they might not buy immediately,
they might return again on another date before they decide to buy, take that into consideration.
One of the things you have to consider is when you run Google Shopping ads, maybe you are also
just increasing your brand visibility, letting more people know about your store, and they might
buy it later. If you're expecting instantaneous sales, then you're setting yourself up for failure
and putting yourself in the wrong mindset. If you don't have deep pockets or you're not ready
to run Google Ads yet, then I'll recommend you to download my Shopify marketing guide I go into
details about what are the different ways you can drive more traffic to your store and drive more
purchases. You can download it right here, link in the description and pinned comments. I analyze
the pros and cons of each different way of driving traffic to your store. You can decide for yourself
what's the best way for your store going forward in 2023. And if your store is getting good organic
traffic and you want to run Google Shopping ads, you will need a helping hand and you can
get in touch with me, the link to my contact form is in the description and pinned comment,
I help Shopify store owners like yourself to get the best results for Google Shopping ad campaign.
So if you need a helping hand, do get in touch. If you enjoyed this video and found it useful,
do remember to give it a like, it helps with the algorithm, subscribe to my channel and turn on
the notification bell so you don't miss future videos on how to get more traffic and sales for
your Shopify store. I'm Clarice Lin, The ROI Doctor and I'll see you in the next video. Bye