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ShopifyでGoogleショッピング広告を配信する方法。アプリ「Google-channel」の設定方法も併せて解説

ShopifyでECサイトを運営している方におすすめの集客方法は、Googleショッピング広告を活用することです。しかし、「広告出稿は難しそう」「手間がかかりそう」などの理由で敬遠している方もいるでしょう。Shopifyでは「Google channel」アプリを利用することで簡単に広告出稿ができます。販売チャネルを簡単に増やせるので、利用していない方はこの機会に検討してみましょう。

本記事では、Googleショッピング広告のメリットと、Google channelの設定方法を紹介します。

Googleショッピング広告とは

Googleショッピング広告とは、Googleで検索されたキーワードに連携して表示される広告のことです。リスティング広告はテキスト形式のみですが、Googleショッピング広告は商品画像・商品名・販売価格・送料などの商品情報が表示されます。商品の詳細を確認できるため、より購買意欲の高いユーザーの流入が期待できます。
リスティング広告では入札したキーワードに対して広告が表示されます。

一方、Googleショッピング広告では、フィードと商品情報からGoogleが関連性の高いと判断したキーワードに自動的に表示します。そのため、キーワードの調節・管理などの手間がかからないのも魅力といえるでしょう。
また、Googleショッピング広告の費用は、リスティング広告と同様にクリック課金型です。

Googleショッピング広告を配信するメリット

Googleショッピング広告を配信するメリット

集客方法を確立することは、安定的なECサイトの運営をするために重要な要素です。
その集客方法の1つとしてGoogleショッピング広告の利用をおすすめします。なぜなら、商品画像を用いて訴求できるため、リスティング広告とは異なる3つのメリットがあるためです。
以下より、Googleショッピング広告のメリットを詳しく紹介します。

露出を増やせる

検索画面では、主にオーガニック検索・リスティング広告・Googleショッピング広告の表示枠があります。それぞれの対策を施すことが露出を増やすことにつながります。

Googleショッピング広告の広告枠がオーガニック検索の上部に位置しているのも、露出を増やせる理由です。
検索したユーザーに対して、注目される位置に広告が出稿できるためです。

また、リスティング広告では1サイトにつき1つの広告しか表示されません。同じキーワードで1位、2位、3位の広告枠を占有したいと考えてもできない仕組みになっています。しかし、Googleショッピング広告であれば、広告枠に同じサイトの商品が複数表示されることもあります。
このように、検索画面において自社サイトの占有率を高められるのもGoogleショッピング広告のメリットです。

クリック単価を抑えられる

Googleショッピング広告は、クリックされるたびに費用が発生するクリック課金型の広告です。つまり、クリックされて初めて費用がかかるため、広告費用が無駄になりません。

また、リスティング広告では人気のキーワードに入札が集中してしまい、クリック単価が高騰するケースもあります。しかし、Googleショッピング広告はキーワードごとに入札金額を調整できないため、クリック単価が高騰しにくく広告費用を抑えられます。
他にもクリック単価が抑えられる要因は、出稿できるサイトがECサイトに限られることです。競合サイトが少ないことでクリック単価の高騰が起きにくいためです。

一方、リスティング広告は様々な目的のサイトが利用できます。例えば、メーカーが商品の認知度を高めたい場合や、比較サイトへの誘導などです。このような理由からリスティング広告は、Googleショッピング広告に比べてクリック単価が高くなりやすいといえるでしょう。

商品画像付きで情報を掲載できる

Googleショッピング広告の最大のメリットは、商品画像付きで情報を掲載できることです。Googleショッピング広告やリスティング広告は、検索キーワードと連動して広告が表示される仕組みです。そのため、購買意欲の高いユーザーに対して訴求できるといえるでしょう。

さらに、Googleショッピング広告には、ユーザーが興味の沸いた商品をクリックするという特徴があります。商品画像・商品名・販売価格・送料が広告に表示され、ユーザーは商品ページを見なくても「予算内であるか」「希望する商品か」「送料無料か」などを確認できるためです。
それらを確認したうえでクリックされるため、自社商品に対して興味のあるユーザーの獲得につながり、コンバージョン率を高めることにもつながるでしょう。

Googleショッピング広告連動アプリ「Google channel」

ShopifyでGoogleショッピング広告を運用する際は、「Google channel」アプリの活用がおすすめです。おすすめの理由は、インストールすることで簡単に管理・運用できることや、アプリが無料で利用できることです。
Google channelには以下の3つの特徴があります。

  • 簡単に商品をGoogleチャネルと同期できる
  • 無料枠を利用して広告出稿できる
  • YouTubeチャネルでも商品が販売できる

Google channelは、ShopifyでECサイトを運営する際の集客に役立つ有益なツールの1つです。世界でも多くの方がインストールしており、5,000レビューを超えています。

Google channel導入の手順

Google channelはShopifyにインストールするだけで、簡単にGoogleショッピング広告を運用・管理できるようになります。ここでは、Shopify初心者の方に向けて、インストール方法からキャンペーン作成までの6つの手順を紹介します。

①.Google channelのインストール

まずは、ShopifyにGoogle channelのアプリをインストールします。
Shopifyでアプリをインストールするには、まず管理画面の左下にある「アプリを追加」をクリックします。すると「あなたへのおすすめ」のアプリが表示されるでしょう。この中にGoogle channelが表示されていれば、追加ボタンをクリックすることでインストールできます。

もし表示されていない場合は、「Shopify アプリストア」へ移動します。Shopifyアプリストアの検索窓に「Google channel」と検索することで見つかるはずです。アプリページに移動して「アプリを追加する」をクリックして、インストールを完了させましょう。

1段階チャネル

1段階チャネルは、企業と顧客の間に小売業者が入る方法です。
商品やサービスをより幅広い場所や地域に対して販売できます。小売店として代表的なものにスーパーマーケット、雑貨店、百貨店などがあります。0段階チャネルほどではありませんが、1段階チャネルもコストを抑えて販売するのには効果的です。

②.Google Merchant Centerの登録

Google channelのインストールを完了すると、次はGoogle Merchant Centerへの登録です。「ショッピング広告」「動的リマーケティング」「無料リスティング」を利用するために登録が必要なためです。
また、Google Merchant Centerでは商品情報の登録や、ECサイトの基本情報の登録、広告を掲載した結果などを確認できます。

登録方法は、以下のURLよりGoogle Merchant Centerの公式サイトに移動します。

Google Merchant Center公式サイト

https://www.google.com/retail/solutions/merchant-center/

Google Merchant Center公式ページの「ご利用開始」ボタンより登録ページへ移動します。ビジネス名やチェックアウト先、ツールなどの必要事項を入力し、利用規約を確認して「アカウント作成」を完了してください。アプリとアカウントが揃うと、Googleショッピング広告が利用できるようになります。

③.管理画面より「Googleアカウントを連携する」をクリックしGoogle channelの設定を進める

次は、Shopifyの管理画面から「Google channel」を開き、「Googleアカウント連携する」をクリックします。
すると、Googleアカウントを選択できる画面に移動しますので、先の手順で作成したGoogle Merchant Centerアカウントを選択しましょう。アカウント連携が完了すると、Google channelの設定になります。

設定では、ストア要件を満たしていることを確認してください。もし満たしていない項目があれば対応が必要です。また、Google広告アカウントをお持ちの方は、Google広告アカウントも連携しておくと便利です。
設定画面の下部には、商品についての設定があります。商品フィードの設定は販売する対象国と言語を選択し、配送設定を指定します。商品の設定は、デフォルト設定であるSEOの商品名・SEOの商品説明で問題ありません。

④.Google Merchant Centerの設定

次はGoogle Merchant Centerの設定です。
Google Merchant Centerにログインして、概要の「設定を始めましょう」欄に表示されている「続行」をクリックします。指示通り必要な設定を入力することで完了できます。Shopifyと連携することで、入力の必要のない項目もあるので手間を省けるでしょう。

設定が完了すると、Shopifyから商品情報が正しく送信されているかを確認してください。Google Merchant Centerの左メニューにある「商品」から「診断」をクリックします。すると有効・期限切れ・保留中・不承認のいずれかを確認できます。保留中・不承認の場合は広告が表示されませんので、理由を確認して対応しましょう。

⑤.Google広告の設定

先の手順でGoogle広告にリンククエストをした場合に、Google広告の設定画面でリンクの承認をする必要があります。

まずGoogle広告の管理画面にログインします。右上の「ツールと設定」ボタンをクリックし「リンクアカウント」の設定画面に移動しましょう。

この画面では、Google広告と連携できるサービスが並んで表示されているはずです。その中の「Google Merchant Center」を選びます。
先ほどのGoogle Merchant Centerからのリンククエストが届いているはずです。「詳細を表示」して内容を確認し承認しましょう。
ここまでの手順で、Google Merchant CenterとGoogle広告の設定が完了です。

⑥.Shopifyの管理画面の左メニュー下にある「Google」をクリックし、「スマートショッピングキャンペーン」を作成する

Google Merchant CenterとGoogle広告を設定すると、Shopifyでスマートショッピングキャンペーンを作成できます。
スマートショッピングキャンペーンは、入札価格などを自動で最適化してくれるため、手間をかけずに成果をだせるメリットがあります。広告運営の手間を抑えてコンバージョン数を増やしたい方には、便利な機能といえるでしょう。

Shopifyの「Google channel」の設定画面を開き、概要のマーケティングからキャンペーンを作成できます。スマートショッピングキャンペーンの作成には「アクティビティの名前」と「1日あたりの予算」の設定が必要になります。設定が完了すると、スマートキャンペーンが正常に作成できているかGoogle広告にログインして確認しましょう。

まとめ

まとめ

ShopifyでGoogleショッピング広告を配信するには、「Google channel」アプリの利用がおすすめです。
取扱商品をGoogleショッピング広告に出稿できるようになるためです。また、Google広告・Google Merchant Centerと連携することで、Shopifyからスマートショッピングキャンペーンの作成も可能になります。

スマートショッピングキャンペーンは目的に合わせて、自動的に入札金額などを決めてくれるため、手間をかけずにコンバージョン数を増やすのに役立ちます。Shopifyで集客に悩んでいる方は、Google channelをうまく活用して集客力強化を目指しましょう。

Google広告(旧AdWords)

Google広告とは、Google社が提供しているオンライン広告サービスの総称です。当初、Google AdWords(アドワーズ)という名前でサービスを開始し、2018年7月に名称が変更されました。

Google広告では、キーワード検索などの観点から、自社の商品やサービスに興味を持っているであろう潜在顧客をターゲットし、より可能性の高いユーザーへの広告表示ができる点が特徴です。また、掲載はGoogleのプラットフォーム上となるため、広告を通じて自社サイトへのアクセスを促したり、問い合わせを増やす施策もできるようになります。

Google広告のタイプは、リスティング広告(文章のみでPR)ディスプレイ広告(画像も使った広告)動画広告(ムービーも利用)などがあります。訴求したいターゲット層や、広告の目的に合わせて広告方法を柔軟に変えられ、比較的低予算でも広告掲載できることがメリットとして挙げられます。

Google広告について▶

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