5 Need-To-Know Google Shopping Best Practices

SocialB Digital Marketing Blog Last modified: 08 Jun 2015 by Cheryl
Paid Search (PPC)

Google Shopping Campaigns works great for e-commerce companies. In this post, we’ll be sharing 5 Google Shopping best practices to make them work even better for you!

1. Promote your best products

It can be very easy to focus on optimizing just one product group, but this will mean you are wasting spend on low performers when you could be utilising your budgets on product categories that drive more traffic and more conversions and can actually help your other low-performance products too in the long run.

So you need to be smart. Judge this on a case-by-case basis. Every account will perform very differently, so use your historical PLA data to help you make these decisions.

2. Have up-to-date product data

There’s nothing worse than seeing a product in an advert and then having a different information on the website. Make sure you create a seamless shopping experience by ensuring that the user sees the same information in your ads t what is available on your website.

Do not waste money advertising products which were last season’s stock and now are out of stock. Wasted clicks are wasted money and can even cost you to lose potential customers. If you make updates to your products or they are removed, make sure you make updates too in your adverts so you’re being accurate in your feed.

3. Have high-quality information

The purpose of Google Shopping is, or course, to sell products. That means that besides having a real good advert that have people click on it, you need to have high-quality information related to each product you’re selling on your website.

It is, therefore important to have accurate descriptions with all relevant information, high-quality photos, and even reviews. Also- consider even having specific landing pages for each product. There’s no purpose in spending money in Google Shopping if then you don’t convert clicks into sales.

4. Benchmark CTR (Click-Through-Rate)

Paid advertisers always strive to be on top, but it can be very easy to become lost in the pack. This is where benchmarking CTR can help so you don’t lose out to your competitors.

And it is simple enough to add this in to your performance figures, click ‘Customise’ below the ‘Product Group’ tab > and then ‘Competitive Metrics’ > and then get choosing. Much the same as generic campaigns, you can tailor your performance reports to suit your accounts’ needs.

5. Use Competitor Benchmarking Data

Any time you navigate to one of your product groups in Adwords, you’re able to get a handy snapshot showing how your products are performing against your competitors who are selling similar products. Select the date range you want to analyse and the data just magically drops into your data view.

The data given to you covers Benchmark Click-Through Rate and Benchmark Max CPC. This is great for working out whether you’re paying above or below market rate and also for finding out how compelling your ads/images are compared to the competition.

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