The success of your landing page requires that you know how to bring traffic and revenue to your campaign. A platform that can be useful to achieve this is using Google shopping.
A standard google shopping can be used to publicize and compare products between different retailers.
What Is Google Shopping?
Google Shopping is a Google service that provides a platform where products can be easily seen and compared by consumers across several retailers who have their products advertised on the platform.
Google shopping, also known as a Comparison-Shopping Engine (CSE), was released in 2002 as Froogle, and the intent of its creation was such that services and their product data could be found through specific search terms.
By 2012, Google updated the service to a paid advertising model that allowed retailers to pay specific amounts to be included in the Google Shopping search results. Thumbnail images were also displayed for each product’s price and retail.
Then it became a “branch” of Google AdWords, another platform for retailers and e-commerce businesses created by Google to advertise their physical products.
The difference in both is seen in how they function— Keywords are how Google ads operate, unlike Google Shopping ads which display the used product data uploaded by retailers.
Google shopping, if effectively used, can drive incremental revenue through a marketing funnel and a marketing funnel is?
What Is a Marketing Funnel?
There are series of stages that serve as guides to assist potential and returning customers in their sales journey. These stages create attractive, engaging, and conversion prospects via marketing materials and content like landing pages and ads. We have the compilation of these stages as a Marketing Funnel.
The Stages of the Marketing Funnel
The traditional funnel model is of a linear form where the funnel has a top and a bottom where conversion takes place, but this does not always work as expected, especially when it involves new customers.
People often come in, go out, and then around the funnel before finally considering converting. Sometimes, when they eventually reach the bottom of the funnel, they leave and never return.
Why is this so? Because people’s real-life market behavior is expressed in Marketing Funnel, and that behavior is NONLINEAR.
This is why understanding the customer journey from awareness to conversion is critical and will determine how well your funnel does on Google shopping.
The three stages of the marketing funnel are:
Top of the funnel: awareness
Middle of the funnel: consideration
Bottom of the funnel: conversion
Top of the Funnel: Awareness
At the top of the funnel (TOFU), prospects are more aware of your product and brand and tend to engage your content. The focus of the top of the funnel is to promote the awareness of your brand or product as prospects might not have a significant idea of your product or service yet.
Your intention in TOFU is to describe to people what your brand is, problems they might know and might not know they are facing, and your solutions to them, and a few.
Your goal in this stage is to tell them what you offer in an attractive technique. This is usually the part that pops up for Google Shopping search results, so all information must be well-arranged, pictures well-organized, and well-put-in-place.
Your funnel can be in the form of a landing page or infographic that specifically contains an introduction to your brand or company.
You could share social media post that has your unique selling proposition (USP) highlighted. Social media, podcasts are essential platforms that can be used to get your service, brand, or product to your target audience.
Middle of the Funnel: Consideration
Once your funnel has been engaged by potential customers either by following you on social media, signing up for a webinar, or and subscribing to an email list, the next section that they focus on is the middle of the funnel (MOFU).
Prospects in the MOFU stage know they have a problem and what they intend to find on your page is the solution.
Your goal in this stage is to earn their trust and keep them in for the long run. You can do this by writing articles sharing your expertise and knowledge. A white paper can be written and posted; go ahead and answers questions that solve problems.
Creating invitations allows visitors to participate in surveys about the good, bad, and other barriers they have encountered with your brand is another way to gain their trust.
You can set your brand apart from competitors by sharing case studies and product or services comparison. A landing page with specific information for specific individuals is another good idea to try out.
Bottom of the Funnel: Conversion
The last stage prospective customers are drawn to is the bottom of the funnel (BOFU). Now say you have attained their attention, built a commendable trust level, and nurture a good relationship with your customers; what do you do next?
You continue to provide specific reasons why your brand is preferable to your competitors; this process is the Conversion Process and takes place at the bottom of the funnel.
They know you have the solution already and want clarity and trust, and your goal is to retain them.
Offering demo or free trials so visitors can have a glimpse of an experience of your product or service first-hand. Frequently asked questions that eliminate doubts and blockers in potential customers can be constructed.
Proof; all customers and prospects tend to trust brands with evidence of what they offer, so customer reviews and testimonies are essential in strengthening trust.
Product features and price comparison charts can be made accessible and easy to understand to visitors.
The use of segmented email marketing campaigns to send emails to users who have left their carts for some days or have put up exit surveys on checkout pages features are liable for use in the bottom of the funnel.
Now that you understand what Google Shopping is and what a marketing funnel is, and its three stages let’s see the reasons to use it.
Why Use Google Shopping?
Well, because it works. A simple search for anything on Google Shopping will pull up many relevant sites and sponsored Google Shopping results. Other reasons include;
You can have your funnel marketed on Google Shopping and have it pull up when related keyword searches out; that way, your product is clearly advertised and seen by potential customers.
Filtering search results by size, price, and much more apply to Google shopping, and this will favor you in that your funnel only pops up for the “right” customer.
Showing up on Google SERPs is totally achievable and not just a website result but a text-only PPC result and a shopping result.
Your funnel is better marketed when graphics are added, and Good Shopping adds a graphical touch even to text-heavy search and shop experience.
It is proven that Google Shopping increases conversion rates 30% higher than text ads.