Views: 728 Author: Site Editor Publish Time: 2022-12-29 Origin: Site
Friends who are engaged in e-commerce all know that Google media has its unique charm and irreplaceable functions of other media. And relying on the powerful system of Google machines, Google Ads products are becoming more and more intelligent, especially the advent of the Performance Max advertising format. , many e-commerce partners have to wonder: Is it unnecessary to use smart shopping ads?
Actually no, although Performance Max is powerful, it still relies on data learning. Therefore, when setting Performance Max advertising goals, it is recommended to refer to the real data of SSC (Smart Shopping Ads) in the past 30 days. That is to say, if we can run smart shopping ads well , then in the next 2022 we can more easily use Google's new products to achieve better results.Today, the editor will show you how to effectively use smart shopping ads to increase online sales!
Smart Shopping campaign journey roadmap
Smart shopping advertising is one of the favorite advertising forms of many e-commerce partners, not only because this advertising form has a natural barrier to screen out high-intention customers, but more importantly, it can help us achieve different marketing goals, such as acquiring New customers, increase order quantity, increase profits, etc.
But no matter what our goal is, we will go through the journey of using Smart Shopping ads:Follow the instructions for using smart shopping ads—optimizing the advertising structure according to marketing goals—acquiring more new customers to expand business scope and goals—data evaluation and continuous optimization to help achieve goals.
Make the basic preparations and make good use of smart shopping ads!
Although smart shopping is easy to use, it is also inseparable from the diligent preparation of advertisers and optimizers in the early stage. Only sufficient preparation can help us go further and further on the road of marketing. So how should we prepare?
◆ Fully understand your products: usage scenarios + profit margins + supply and demand + supply chain capabilities
1. Product competitiveness and usage scenarios
Understand the core features and usage scenarios of our products, that is, what pain points the product can solve for buyers. This is also the core competitiveness of our products and the reason why they attract users to place orders.
2.Profit margin of product
Clearly understand the profit margin of each type of your product, so that you can clearly calculate the affordability when going overseas, such as the product's active price, the amount of overseas marketing investment, and the competitiveness you can withstand in the competition, etc.
3. Product supply and demand in the market
The degree of demand for products in the market seriously affects product sales trends. As the saying goes, 'On the cusp of the storm, pigs can fly.' This is because before officially developing overseas markets, you must understand the supply and demand of products on the market.
4. Product inventory and supply chain situation
Whether the product inventory is sufficient determines whether our inventory allows us to accept a large number of orders once we seize the popular product. Hot products always come when they are promised. If the inventory or supply capacity is limited, it may cause us to miss out on the products that we cannot help. Imagine order volume.
◆ Comprehensive understanding of our users: search habits + hobbies characteristics
1. User’s search habits
With the advancement of science and technology, not only people's lifestyles will change, but expression habits and wording will also change quietly. Therefore, when conducting overseas marketing, we must have a good understanding of the different ways our target customer groups refer to products. , as well as daily custom words, etc. For example, when users in different regions are more concerned about product prices, they will have different expressions such as Affordable, Cheap, Under $50, etc. If you understand users' search habits clearly, you can capture core user traffic.
2. User hobby characteristics
Users of different genders, ages, classes or personalities also have great differences in their attention to products and ways of thinking. For example, users from high-income groups pay more attention to the quality and performance of products, while users from lower-income groups pay more attention to them. Users in the upper class pay more attention to cost-effectiveness. Targeted product promotion can better capture the attention of users and improve product sales!
3. Delve deeper into our target market: Market Explorer + Google Market Finder
The demand or popularity of different products in different markets varies greatly. Therefore, which countries should start the development of overseas markets is a matter worthy of serious consideration. When understanding the situation of overseas markets, the editor recommends two tools to everyone.Market Explorer and Google Market Finder.These two tools not only help us find suitable Top markets, but also help us conduct in-depth research on key markets, allowing us to more easily launch our products into overseas markets.
Smart Shopping Advertising Strategy
◆ Clearly define our goals
Advertising goals can be tens of millions. Some businesses conduct advertising to increase brand awareness, some focus on profits, and of course some simply drive traffic to their websites.But no matter what kind of goal it is, as long as our positioning is clear, our advertising rhythm will also be clear. Of course, if the goal is too large and difficult to achieve in the short term, it is recommended to divide the goal into stages.In this way, step by step, the goal can be achieved as desired.
◆ Customize specific delivery strategies based on goals
1. Increase income
If we only promote one or a few products, but all products have similar sales and profit margins, we recommend creating just one Smart Shopping campaign.An advertising campaign accumulates more data in a short period of time, and machine learning is faster, helping to quickly increase sales.
2. Increase profits
If we are promoting multiple products, and the sales volume and profit margin of each product are different, the editor strongly recommends that you create multiple smart shopping campaigns, and be sure to divide product groups according to certain rules.
3. New user acquisition
Guide ads to introduce more new user traffic by enabling the New Custom Only function, and increase the proportion of new users in the overall traffic by setting the value for new users. Of course, when setting the new user value, we need to calculate the repurchase of the product. Rate, and the value behind new users, this way can better attract new users.Of course, this strategy is more suitable for products with high repurchase rates.
◆ Core optimization suggestions for smart shopping ads
1. Make full use of custom tags
When we classify actual products, we need to consider many factors. We must not only consider the sales volume of the product, the profit of the product and the input-output ratio, but also whether the inventory of the product is sufficient. At this time, we might as well use custom tags (custom Label) method is used to divide products into deeper dimensions. This allows us to classify products in more detail, optimize advertising in more detail, and make the effect easier to show.
2.Feed optimization
The words used in the product feed information can directly affect the display opportunities of our products, so we must pay attention to the feed information of the product. For the optimization of product titles, we can use STA (Shoping Titile Amplifier) technology to optimize all product titles at the same time. STA technology works by adding popular search terms to shopping titles.
to drive traffic and increase impressions.The whole step is divided into two steps:
first:Related popular search terms, use the Google search keyword trend query tool to search for popular terms to indicate consumer search traffic, and perform correlation checks through machine learning and predefined rules.
Secondly:Automatically updates relevant titles, automatically scans hundreds of thousands of customers' shopping titles, and suggests whether each popular search term is suitable to add.
In the whole process, we only need to choose whether to adopt machine optimization and add relevant industry or product words to the title. In this way, we can greatly improve the efficiency of optimizing product feed information and greatly improve work efficiency.
