When marketing your jewelry business you have many types of digital marketing channels to choose from. Social media, pay-per-click (PPC) advertising, display and retargeted banners are all important to your success.
Often overlooked are Google Shopping Ads, which are playing an increasing role in generating online jewelry sales.
What Are Google Shopping Ads?
Google Shopping Ads are shown as part of Google’s search results and allow consumers to easily view products and comparison shop directly using Google. When you run a Google Shopping Ad you advertise your jewelry every time someone searches for a particular type of item or style. Ads contain an image of the jewelry, additional product details, price, tax, shipping, reviews, and even a link to your website to complete checkout.
For jewelers, Google Shopping Ads offer an easy and automated way to reach high-value customers who are actively searching for something and who have a strong intent to purchase. They should be an important part of your jewelry store’s digital marketing strategy.
What Are The Benefits Of Google Shopping Ads?
There are many benefits to implementing Google Shopping Ads in your jewelry business. Here are some of the most compelling reasons to take advantage of this opportunity.
1. You Appear Multiple Times In The Search Results
With Google Shopping Ads you can guarantee that you show up on the first page of the Google Search results. Not only that, you’ll be right at eye-level with the consumer, appearing directly at the top of the page! And with a nice, strong image and product title, your jewelry makes it easy for someone to click on your ad.
Combine Google Shopping Ads with a strong search engine optimization (SEO) plan and you can easily appear in several positions within Google, further increasing the chances that someone will visit your website and make an engagement ring or jewelry purchase.
2. You Generate More Traffic To Your Website
Google Shopping Ads have a unique advantage over advertising on other marketplaces such as Ebay or Amazon. Unlike these channels, the consumer doesn’t check-out through the platform. All traffic from Google Shopping Ads are sent directly to your website and the purchase is completed there. This gives you more control over the visitor and their shopping experience. It’s all about your jewelry store’s brand and not about Ebay or Amazon. You own your own customers.
3. You Get Higher Quality Leads
It’s important to remember that people who search for items on Google are actively looking for something. They may be in the very early stages of doing their research or have already made the decision to buy. It’s just a matter of which style of jewelry, price, and which jeweler they purchase through.
When someone decides to click on a Google Shopping Ad, they are moving along the buying process and are one-step closer to completing the checkout. You’ve piqued their interest and they’re on your website…now you must capture the sale! Every visitor you attract through Google Shopping Ads, gives you the opportunity to convert that prospect into a customer for life, generating revenue for you now and in the future.
4. You Increase Your Return On Investment (ROI)
For every dollar you spend with Google Shopping Ads you should see a very strong return on your investment. Unlike other channels, the only goal with Google Shopping Ads is to generate a sale. It’s easily measurable and tells you exactly how many sales you make from each ad you post. With dedication and a strong digital marketing strategy in place, Google Shopping Ads will quickly pay for themselves.
5. You Gain An Advantage Over Your Competition
One of the biggest advantages of Google Shopping Ads is that to most jewelry businesses they’re remain a big “secret”. Although jewelers have certainly seen these ads in Google’s search results, most don’t understand how they work or the best way to maximize their potential.
Google Shopping Ads remain a mystery and for good reason—they can get complicated very quickly. Jewelry store owners have a lot on their plate and few have the time needed to seriously commit to making Google Shopping Ads a success.
Do Google Shopping Ads Work?
The simple answer is yes. But, they have to implemented correctly. To succeed, your Google Shopping Ads should fit with your overall business strategy.
There are many components which go into a successful campaign (choosing jewelry styles, different price points, ensuring accurate data, etc.) which is why you shouldn’t trust your Google Shopping Ads to chance.
Whether you hire your own resource in-house or decide to work with a trusted partner, it’s critical that you make Google Shopping Ads part of your jewelry store’s marketing plan. Your future success may depend on what you do today.