Google Shopping Campaigns are a great way to generate sales for your E-commerce websites. They are easy to set up and can start showing results immediately if set up correctly.
However, the trick lies in avoiding common pitfalls that can easily lead you to waste money. The best way to deal with this is to implement optimisation strategies to make your campaigns profitable.
Here are 5 mistakes worth avoiding when it comes to Google Shopping.
Inaccuracy In Product Data Feed
Make sure that your product data is correct and complete. Inaccurate values or incomplete fields can cause you to lose out on valuable impressions and indirectly sales.
For example, categorise your products correctly, to avoid them being clubbed with irrelevant products on google shopping. Also, make sure there are no discrepancies between price and item availability with the data you send to Google and the value shown on your website. This could lead to product disapprovals and potentially your account being suspended.
Failure To Optimise Product Titles And Descriptions
Your product titles and descriptions are used by google to rank them in the shopping results. Using keywords towards the beginning of the titles and descriptions can help you improve rankings for your shopping ads. Research for what people are searching for. Look at your search terms reports and use these keywords strategically in your product titles and descriptions.
Not Using The Search Term Reports And Negative Keywords
Google Shopping Campaigns do not make use of keywords like normal search campaigns do. However, you can use the search terms report in the keywords tab to give you an idea of what people are searching for. Going through the search terms, you can weed out irrelevant terms for your business and add these to the negative keywords for your campaigns. This can help you avoid wasting spends on non-profitable searches and avoid showing your ads for products that you don’t sell. This, in turn, will help reduce your overall costs and increase your return on investment.
Not Using The ‘Campaign Priority’ Feature
Google shopping has a campaign priority feature that can give you great results if used correctly. Campaign segmentation can be done based on product/brand searches vs generic searches. Each campaign can be assigned a priority of high, medium or low with product overlaps across campaigns. The campaign with the highest priority win. This feature can help you analyse campaigns to see which searches perform better for your business and help you improve your ROI from shopping campaigns.
Not Using Location Targeting Or Ad Scheduling
Your shopping campaigns may be doing really well for certain locations and during certain times of the day or days of the week. However, there may be other times when your ads aren’t doing so well. You could be losing money at such times or for such locations.
Use location targeting and ad scheduling to bid aggressively when your ads are performing the best and drop bids otherwise. You can use the “Dimensions” tab to analyse what geographical areas and times are best for your business.
Failure To Monitor Auction Insights Report
Use the auction insights report to keep an eye on impression share, for your products. This report is critical to show you where you stand compared to your competition in terms of impressions.
If there is an impression share dip, this indicates that your competition is aggressively bidding or there are newer competitors who have entered the market and your ads are not showing as often as you would have liked.
You can then take the necessary action by updating your bids or product details accordingly to improve your impression share.