Google Shopping is a wonderful tool for merchants to sell their products and in many ways can be compared with SEO.
The same principles apply and the process is similar behind creating product titles.
With Google Shopping campaigns, however, you don’t have the opportunity to choose what keywords your ads should use since Google will automatically match the titles in your Google Shopping feed with searches in Google and your ads will appear when appropriate.
With Google Shopping campaigns you don’t have the opportunity to choose what keywords your ads should appear for.
Besides, Google will also look at your overall data feed quality to determine when your ads should show by just matching search queries with your product titles.
Without further ado here are 4 ways for you to optimize your Google Shopping:
1. Split out your top-selling products
You can target top selling products by segmenting them into their own product group. By taking this action with your top products, you will be able to control your bids for high impression share.
Additionally, for top products you want to make sure they are meeting the benchmark data points offered.
For example, if your top-selling product has an impression share of 25%, you need to re-examine your bid strategy to see how much you can afford to increase your bid so this product is showing in more auctions.
2. Pay the right price for mobile shoppers
As mobile shopping continues to rise, you need to monitor your Shopping campaign’s mobile performance and adjust the bids accordingly.
Unlike ad scheduling and geo-targeting, mobile bid adjustments can be made at the ad group level. So, decide if you want to make a campaign-wide adjustment for mobile devices or dig deeper into individual ad group level mobile performance.
3. Add Commercial Intent Keywords: Promotions, Offers, Cheap, etc
Adding commercial intent adjectives like promotion or offer can be a way to ensure you get impressions from these very highly sought-after searches.
And this is true especially for product categories where the price means a lot and you can compete on the price, it will be efficient to include these words.
4. Update and test data feeds frequently
Google loves frequently updated information and also you need your products to be accurate.
So each time there’s some change regarding your products like price, shipping or on the product description, update your data feed.
Equally as important is running a test data feed, which submits your information to the Merchant Center for troubleshooting prior to including products in the search listings.
Using Google Shopping isn’t necessarily difficult and if you’re selling products online you should be taking advantage of every opportunity to drive qualified traffic back to your product pages through the program.