AdWords product listings for small shops?

[simplytheresa]

Paid product listings are so eye-catching on Google searches, but it seems like I usually see only the big retailers in that space.

Any opinions on how worthwhile it would be for a small shop in a niche market to try to keep a Merchant Center updated and get in on that action?

[JasonD]

Only if their products are priced comparatively to the big shed outlets and/or they are unique in type and form.

If the margins are small it is very hard to beat the big guys with their sheer ad buying power and ability to bully their way to the top.

[buckworks]

It will drive you crazy to get the merchant feed set up in the first place but once it's done, it shouldn't be too bad to keep the feed updated for a small shop.

Would you have to track and update your product inventory "by hand" or could things be automated?

Keep in mind that you'd often want to customize the product titles and descriptions instead of just pulling them verbatim from the main website. You'd need to make provision for that.

[buckworks]

>> hard to beat the big guys ... ad buying power ... bully their way to the top

Hard, but not impossible.

It takes great product pictures, verbal skill, and the patience for testing.

[littleman]

Yeah, I think it is worth it if you could compete with cost.  I am finding the Google Shopping Ads much more profitable for the amount of time invested than conventional text PPC.

[JasonD]

> Hard, but not impossible.

> It takes great product pictures, verbal skill, and the patience for testing.

Agreed.

[simplytheresa]

Wow! Thanks for all the responses, everyone!

Buckworks - thanks for the encouragement. It's good to know that the set up hurdle is short-lived at least. I'm sure we *can* automate ... but corporate barriers might make it a long process. I was working under the assumption that we'd have to start really small, update by hand, and demonstrate value before being able to get access to, or resources for, any kind of automation. I could be surprised, but I'm becoming an expert red-tape/limited resources hurdler...

JasonD, littleman - thanks for the input. I'll have to figure out what the numbers are. I'm afraid that some of the products are relatively small margin, which doesn't give you much wiggle room, but at least it's not in a hypercompetitive area like consumer electronics or some such.

A follow-up question: Do you know of anything that would prevent me from getting a non-retail "product"/service into the product listings? Being able to include these non-products would give me much higher margins.

[Rupert]

I have been advised it is very difficult if you are not competing in a similar price point to the rest of the world. 

so for example if your walking boots are twice the price of everyone else, it is difficult to get shown.

not tested, just gossip really.

[Rumbas]

Our SEM Team use it extensively and love it.

>so for example if your walking boots are twice the price of everyone else

You'd better find something else to sell or have an ad that blows everyone else out

[buckworks]

>> twice the price of everyone else, it is difficult to get shown

User response is key. If your price is double you'll get fewer clickthroughs and that will make you less competitive in the ad auction. Unless you bid more.

[Rupert]

I need to re look at this.

Rumbas, the product is good, well targeted, sells off the TV, so it just a matter of getting it shown.

for some reason I had thought you could not bid more in shopping...  now after you say that Buckworks, my assumption makes no sense.  Thx.

[simplytheresa]

If your price is double you'll get fewer clickthroughs and that will make you less competitive in the ad auction. Unless you bid more.

As transparent as the pricing is on the shopping ads, it seems like you might have to bid a LOT more to continue to show if people can get the same product for less - even a little less, unless you can communicate a great story in your ad.

[Rupert]

simplytheresa, actually that makes sense.  in the past I will have bumped up the bid, seen no effect, and then forgotten about it.

I guess it is about targeting the keywords.  "Luxury hiking boots"

have an ad that blows everyone else out

Thigh length luxury walk boots 

Yeah!  Except I don't sell boots