Specialism · Google Shopping
Google Shopping campaigns, managed for profit.
If your franchise sells products online, Shopping campaigns belong in the mix. Your product appears in Google with a photo and price at the moment someone wants to buy. We don’t manage for clicks, but for what’s left on the bottom line.
When
Time for Google Shopping if…
- your franchise has an online shop, but no Shopping campaigns yet
- your product feed shows errors or products are being disapproved
- your Shopping campaigns generate revenue, but you don’t know if they make a profit
- stock, bestsellers and margins play no part in your bids
What we do
Feed, bids and data in order.
- 01
Feed optimisation
We set up or improve your product feed: titles, descriptions, images and the right attributes.
- 02
Bid strategies
We keep bids as low as possible and calculate POAS, so you know your campaigns are profitable.
- 03
Smart use of data
Using tools, we automatically manage on data such as stock, bestsellers and sizing.
What Google Shopping is
How Shopping campaigns work.
Shopping campaigns show your products with an image, title and price in Google and on comparison sites. They work well for searchers who are already in the buying phase: they know what they want and are still comparing. That’s why we recommend them to almost every online shop.
The foundation is a product feed: a file with all your products and their details, linked to Google Merchant Center and Google Ads. Based on that feed, Google decides which searches your product appears for. There are no keywords to bid on. So a good feed is the most important thing you can get right.
After that, it’s all about bids. Many campaigns manage for revenue. We look at POAS, the return on ad spend after deducting the cost of goods. A product with high revenue and a low margin can then cost you more than it brings in.
Why franchising is different
Shopping for franchise brands with shops and an online shop.
For a franchise with physical locations and a central online shop, it comes down to agreements: who sells online, and what does an online customer bring the location? Those choices are made with head office, not in the campaign.
Google Shopping doesn’t suit every franchise. If you mainly provide services or bespoke work without fixed prices, search ads or local campaigns per location will do more for you. And we’ll tell you so.
Marketplaces
Selling where the customer is already looking.
A marketplace is an online platform where different sellers offer their products. Amazon is the best known, and in the Netherlands Bol is a major player too. Many people start their search for a product directly on a platform like that, not on Google.
The advantage is reach and trust. Customers know the platform, the service and the delivery, and order easily. The downside is that you pay commission on every sale, and you have less control over presentation and the customer relationship.
Success on a marketplace depends on well-filled product pages, sharp prices, reviews and often advertising within the platform too. Just as with SEO, it’s about being found for the terms customers search for.
- Pro: wide reach and customers’ trust in the platform
- Pro: quickly testing whether a product catches on
- Con: commission on every sale
- Con: less control over the brand and customer data
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Other specialisms
Frequently asked questions
About Google Shopping.
How do I set up a Shopping campaign?
You create a product feed with your product details and link it to Google Ads via Merchant Center. Then you set up campaigns and decide how to bid. We help with every step, even if you don’t have a feed yet.
How is it different from text ads?
Text ads consist of written copy. Shopping ads show the product itself, with an image, price and title. They’re more visual and give the searcher more information before they click.
What do negative keywords do in Shopping?
They exclude searches that don’t match your products. That way your ads appear to a more targeted audience and you waste less budget.
How can I make my products more visible?
By improving product titles, descriptions and images so they match how people search. You also adjust bids based on how products perform.
Can I target audiences with Shopping too?
Yes. You can take demographics, interests and behaviour into account, and reach people who visited your site before with remarketing.
Is selling via Amazon or Bol worthwhile for my franchise?
That depends on your products and your margin. If you mainly sell services or in-location appointments, usually not. If you sell your own products, we’ll run the numbers together.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.