Shopping is one of the easiest placements to make money on Google.

But it’s also one of the trickiest.

When someone types in a query, they get a row of ads that all look basically the same.

And they’re going to compare your listing against everyone else in that lineup.

If nothing about it stands out, you're basically “hoping” for them to click on you.

The thing is:

In a lot of markets, your competitors will get the fundamentals right…

Titles, images, ratings, all that stuff is dialed in.

So when everyone's doing the basics well, how do you even differentiate yourself?

Well, I’ll give you an idea of how to do that.

One of the first things we do for clients is to look at the current Shopping landscape.

We do research on how our competitors present their products across:

The goal is to find a gap we can take advantage of.

Let me give you an example…

We work with a brand that has little brand awareness, with 99% of revenue coming from prospecting campaigns.

Now, when it comes to prospecting traffic…

It’s more important than ever to have a clear differentiator.

Unlike branded keywords, the buyer has no inherent reason to pick you over anyone else.

And an average listing will give you average results.

When we looked at where this brand sat in the carousel, they were on the more affordable end of the market.

And we noticed… that’s something we could highlight to differentiate ourselves.

So we rolled out a sale price strategy across their top performers.

If you know what you’re doing, you can have sale badges and visible price drops in your shopping ads without killing margins.

That one strategy drove us 350K+ clicks.

CTR came in at 1.3% on average, which is really strong for prospecting Shopping.

This is one of the core strategies we used to scale this brand to $5M/year in Google Ads revenue.

287% year-over-year growth. New customer acquisition costs went from £79 to £31.

The hard part is always figuring out which differentiator is worth leaning into… that can give you the highest return.

Sometimes it’s having lifestyle product images when everyone else uses a white background.

Sometimes it's having thousands of reviews against other competitors sitting at 10, 20, or 50.

Sometimes it's having free, 2-day shipping that nobody else is showing. 

What I want you to get from the example above is to:

This is what we help brands uncover in our Google Ads audit.

We’ll review your account, find the gaps your competitors are leaving open, and give you actionable steps to capitalize on them.

If you’re spending at least $20k/mo and want to make more profits from your Google Ads account…

You can grab a call with us here.

Jackson

Founder and CEO of Echelonn.

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