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Cũng giống như Google Search Ads (quảng cáo tìm kiếm Google), Google Shopping Ads (quảng cáo mua sắm) là hình thức quảng cáo trực tuyến do Google phát hành. Cả 2 hình thức đều cho phép hiển thị thông tin sản phẩm khi người dùng Internet tiến hành tìm kiếm theo nhu cầu.
Về hình thức quảng cáo Google tìm kiếm có thể đã khá phổ biến tại thời điểm hiện tại. Chính vì vậy ngay trong bài viết này mình sẽ gửi đến bạn thông tin xoay quanh “Google Shopping là gì? Tất tần tật thông tin về Google Shopping”.
Và như thường lệ, nếu sau khi đọc xong bài viết của mình nhưng bạn vẫn còn thắc mắc? Đừng ngại mà hãy để lại một dòng bình luận bên dưới. Mình sẽ nhanh chóng tổng hợp và gửi đến bạn câu trả lời chi tiết trong thời gian sớm nhất!
Bây giờ, hãy tập trung cùng mình nhé!
Google Shopping là gì?
Quảng cáo Google Shopping là hình thức quảng cáo trực tuyến của Google. Loại hình quảng cáo này sẽ hiển thị toàn bộ những thông tin cơ bản của sản phẩm bao gồm hình ảnh, tên sản phẩm, giá thành, trang web chứa sản phẩm.
Với hình thức quảng cáo này giúp người tìm kiếm tiết kiệm thời gian hơn bởi chỉ cần lướt sơ qua bạn đã có thể nắm đủ các thông tin cần thiết về một sản phẩm.
Hình bên dưới minh họa cụ thể về việc phân phối hiển thị của quảng cáo Google mua sắm.
Cơ chế hoạt động của quảng cáo Google Shopping?
Quảng cáo Google Shopping được vận hành dựa trên 2 nền tảng Google Ads và Google Merchant Center.
Nếu như Google Ads là nơi để bạn thiết lập, vận hành các chiến dịch quảng cáo với các công việc đặt ngân sách, giá thầu, tối ưu chi phí, … Thì Google Merchant Center là nơi chứa toàn bộ dữ liệu về sản phẩm mà bạn muốn chạy quảng cáo mua sắm.
Nếu như quảng cáo tìm kiếm hoạt động chủ yếu dựa trên việc thiết lập từ khóa tìm kiếm theo hành vi người dùng thì quảng cáo mua sắm phân phối hiển thị dựa trên sản phẩm, website, giá thầu để hiển thị tất cả thông tin (hình ảnh, tên sản phẩm, giá thành) đến người tìm kiếm.
Lợi ích khi chạy quảng cáo Google Shopping?
Tăng mức độ hiện diện trên công cụ tìm kiếm
Bạn thử tìm kiếm sản phẩm “son mac” Google sẽ đồng thời hiển thị với 3 hình thức: quảng cáo Google tìm kiếm, quảng cáo Google mua sắm, kết quả tự nhiên.
Nếu bạn tập trung đẩy cả 3 hình thức hiển thị kết quả này chắc chắn mức độ hiện diện và tiếp cận khách hàng tiềm năng cũng sẽ rộng hơn rất nhiều.
Khách hàng tiềm năng chất lượng hơn
Như mình có chia sẻ ở trên, loại hình quảng cáo Google Shopping sẽ cung cấp những thông tin cơ bản mà khách hàng muốn biết khi có ý định mua bất cứ sản phẩm nào.
- Hình ảnh thực tế
- Tên thương hiệu – sản phẩm
- Giá thành
- Link web sản phẩm
Chính vì vậy một khi khách hàng nhấp vào mẫu quảng cáo mua sắm của bạn tức là khách hàng đã ưng ý được bao nhiêu phần trăm rồi mới bấm vào xem.
(Loại trừ trường hợp đối thủ của bạn chơi xấu nhé)
Tăng tỉ lệ nhấp
Mình đề cập đến mục tăng tỉ lệ nhấp cũng bởi những thông tin sản phẩm mà Google Shopping cung cấp đầy đủ cho người dùng.
Dựa vào kinh nghiệm mình xét thấy hành vi người dùng Internet ngày càng thay đổi. Họ sẽ tìm kiếm rất nhiều thông tin về sản phẩm, dịch vụ trước khi tiến tới quyết định mua hàng và sử dụng.
Chính vì vậy, một khi thấy thông tin sản phẩm đã hiển thị rõ ràng ngay trước mắt họ sẽ nhấp vào và xem cụ thể chi tiết hơn. Quá tiết kiệm thời gian, ngại gì mà không nhấp đúng không nào?
Thu hút khách hàng hơn với …
Với hình ảnh
Hình ảnh hiển thị trong quảng cáo Google Shopping cần đảm bảo kích thước theo quy định, hình chất lượng về độ nét, có nền tôn sản phẩm chính. Và đó chính là lý do khiến khách hàng dễ bị thu hút, tiến đến hành động nhấp vào link quảng cáo hơn so với các hình thức quảng cáo tìm kiếm.
Google Shopping phù hợp với ngành nào?
Những ông lớn về Thương mại Điện tử tại Việt Nam như Shopee, Tiki, Lazada,..chắc chắn không thể bỏ qua hình thức quảng cáo mua sắm này.
Ngoài ra, nếu bạn kinh doanh những sản phẩm bán lẻ, những sản phẩm cần đẩy mạnh về hình ảnh, hoặc bạn chỉ đang kinh doanh online vẫn có thể tận dụng quảng bá thông qua quảng cáo Google Shopping.
Loại hình quảng cáo này chỉ thực sự phù hợp với những sản phẩm hữu hình, tức bạn có thể nhìn thấy được. Sản phẩm nghiêng về dịch vụ, cần tư duy như thiết kế, dịch vụ tư vấn,…chắc chắn khách hàng muốn sử dụng họ sẽ trải qua quá trình mua hàng lâu hơn, tìm hiểu, tham khảo các bên nhiều hơn.
Thiết lập quảng cáo Google Shopping
Việc triển khai quảng cáo mua sắm thực sự không quá phức tạp.
Bạn có thể xem chi tiết cách triển khai theo link bên dưới.
Tuy nhiên, ban đầu mới chạy quảng cáo Google Shopping bạn chỉ nên chọn tầm dưới 50 sản phẩm để chạy thử nghiệm trước tiên. Sau khi chạy ổn định thông qua phần đánh giá các chỉ số như lượt nhấp,…hãy tăng dần các sản phẩm muốn chạy.
Đừng quên hãy chuẩn bị những hình ảnh thật chất lượng, rõ ràng, nổi bật sản phẩm để chỉ cần nhìn vào thông tin hiển thị đã đủ độ thuyết phục khiến người dùng nhấp vào mẫu quảng cáo của bạn.
Tóm lại
Hy vọng những thông tin mình vừa chia sẻ về quảng cáo Google Shopping đã giúp bạn hiểu thêm phần nào loại hình tiếp thị này.
Đừng quên theo dõi và ủng hộ chuỗi các bài viết về chủ đề kinh doanh online do team mình soạn nội dung.
Hẹn gặp lại các bạn trong bài viết tiếp theo.
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