How To Optimise Google Shopping Campaigns

SocialB Digital Marketing Blog Last modified: 18 Oct 2018 by Pooja Shevade
Google Shopping | Paid Search (PPC)

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.

Besides, Google will also look at your overall google shopping feed quality to determine when your ads should show by just matching search queries with your product titles.

Here Are 4 Ways You Can Optimise Google Shopping Campaigns

1.Optimise Your Google Shopping Data Feed

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 Google 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. Some of the key product attributes you should be optimising in your feed.

Product Titles

You don’t have to use the same product title that you use on your website in your Google shopping data feed.

Retailers generally tend to go with short product titles on the website, typically 40 to 50 characters in length. Whilst this may be suitable for the website, you are losing out on valuable clicks by not making use of the Google shopping title length of 150 characters. The more information you add to the product title including keywords, the better it is for conversions and impressions.

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.

Product Descriptions

Although Google allows up to 5000 characters for product descriptions, no one is going to have the patience to read through all of that in your product listing ad. The ideal limit that most retailers look at is around 500 to 1000 character descriptions.

As mentioned earlier in this article, Google shopping can be optimised similarly to how you would SEO a website. So look at product descriptions as meta descriptions and follow similar principles while optimising these. Again, using the right keywords is the key.

Images

Some key factors while optimising your images for Google Shopping Ads

  • Use high-quality images
  • Do not use stock photos
  • Make sure the photo highlights your product’s best attributes and the lighting is great
  • Add Image Alt tags and Titles

Google Shopping Feed Data

2.Negative Keywords

This is a very critical part of optimising your Shopping Campaigns and begins with you having a closer look at the search terms that are triggering your google shopping ads.

The search terms report shows you what keywords people searched for before they clicked on your product listing ad (PLA)

Sort the list based on cost and filter out queries that are not relevant to your business but are still costing you monies. Add these to the negative keyword list.

Next sort by impressions and again filter our irrelevant search queries that are triggering your ads and add these to the negative keyword list.

Next, have a look at the search terms that have a competitor’s name, if these are not profitable to you filter these out as well.

Lastly, look at generic keywords related to the products you sell, if these do not get you conversions or have poor click-through rates, it would be a good idea to add them to the negative keyword list as well.

Negative Keyword Google Shopping

3.Campaign Structure

Campaign structure plays a key role in the effectiveness of your Google Shopping campaign performance.

There are 2 fairly common campaign structures that most advertisers experiment with.

A Single “All Products” Campaign

This is a simple structure with only one ad group and one product group targeting all your products.

Use this if you want to advertise most of your products and are just starting out with Google Shopping. This can help you understand how shopping works and what works for you.

Once you are familiar with this type of campaign you can experiment with other campaign structures.

One Campaign Many Adgroups

This campaign is based on your website structure and the ad groups are created based on the different product categories you would like to focus on.

Within each ad group, you can further subdivide product groups.

You can adjust your bids at a Category, Brand, Item ID, condition,  product type, channel exclusivity or custom label level.

Other Campaign Structures

Multiple campaigns – This works similar to one campaign, many ad groups. However, here you can filter out the category of products that you wish to advertise at the campaign settings level. This campaign structure also allows you to split your budget, so that you can have a higher budget for campaigns that target your bestsellers or most valued products.

4.Optimise your Bidding

Raise Budget – Do this when your campaigns are profitable and are running out of your budget.

Raise Max. CPCs – Do this when you are not exhausting your daily budget and are losing out on impression share. You can start by trying this for your profitable products.

Bidding Strategies

Opt for manual bidding strategies when you want more control over your CPCs. Automated strategies let Google do the bidding for you.

The manual CPC option gives you the most control on your bids and you can use this when you are just starting out to try different bids to see what works best for you.

Maximise clicks is an automated strategy in which clicks might be geared more towards keywords that are cheaper in CPCs. They may or may not be your most profitable products.

Enhanced CPC is another automated strategy and is an extension of your manual CPC strategy, Here Google will raise your max CPC. bid if it thinks a click will get you a conversion.

With the Target Return on ad spend or ROAS bid strategy, you’ll set a conversion value that you would like to achieve for every pound you spend on your campaign.

Conclusion

As you can see, there are a lot of parameters that go hand in and hand and need careful monitoring and optimisation for your Google Shopping campaigns to perform effectively and be profitable for your business. Try out different strategies based on your campaign goal till you find the one that works best for you. However, continue to optimise bids and monitor campaigns and change strategies as the need arises. The key is to not be complacent and look out for ways to optimise your campaigns for improved performance.

If you need help with your campaigns, our Google certified team is here to help! Contact us and we can work on a PPC strategy suited to your business.

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