Google Shopping Best Practices for Successful Campaigns
Updated: Jun 4
Are you new to Google Shopping or an experienced Google Ads user looking for tips to enhance your campaigns and achieve better results? Discover valuable insights below to optimize your Google Shopping campaigns!
Effective Product Feed Management
Before diving into setting up a Shopping Campaign on Google Ads, it's crucial to establish a well-defined product data feed and implement a process to keep it up to date. This step is vital because if your data feed doesn't align with your website, Google will not display your product ads.
To maximize the success of your Shopping Campaigns, keep the following key points in mind:
Emphasize relevant product titles and descriptions: Since Shopping campaigns don't rely on keywords, ensure that your product titles and descriptions are not only keyword-rich but also appealing to potential buyers who come across your ads. Google uses this information to determine the relevance of your products to search queries. Also, make sure to provide accurate pricing, particularly for international currencies, as Google may not display your products if the pricing information is incorrect.
Tailor feeds for different countries: If you're targeting multiple countries, create a separate product data feed for each country. Shopping Campaigns on AdWords are country-specific, so setting up individual campaigns for each sales country is necessary.
Optimize product images: The quality of your product images can significantly impact the performance of your ads. Ensure that your images are of high quality and focus solely on the product being sold. Avoid using edited or watermarked images. Additionally, select "family-friendly" images that are least likely to result in ad suspensions.
Leverage Global Trade Identification Numbers (GTINs): GTINs, equivalent to Universal Product Codes (UPCs), play a crucial role in feed optimization. While not all products require GTINs, including them can boost your chances of better matching and increased conversions. Google's matching algorithm rewards products that include GTINs. Obtaining a GTIN from the product manufacturer can significantly enhance visibility and conversion rates.
Utilize the full range of feed attributes: Take advantage of all the attributes supported by the feed, such as "pattern," "material," "size_type," and "is_bundle." If there's additional relevant information about your products that don't fit into these attributes, you can include it using the "product_detail" attribute. The more details you provide about your products, the better their relevance and matching in the long run.
Optimize Pricing Strategies
Competitive pricing is a crucial factor in attracting consumers. When presented with similar Google Shopping ads, shoppers often prioritize the lowest-priced option. While optimizing your product feed is essential, it's equally important to ensure competitive pricing. To stay ahead of the competition, consider the Merchant promotions strategy: Take advantage of Google's merchant promotions feature, which allows you to distribute online promotions with your Shopping ads. By offering discounts, buy one get one (BOGO) deals, cashback offers, free or discounted shipping rates, and free gifts, you can attract more customers, increase sales, and foster brand loyalty.
Implement Strategic Bidding in Shopping Campaigns
Unlike search campaigns, Shopping Campaigns don't involve bidding on keywords. Instead, you have control over bidding on individual products or groups of products called "Product Groups." Here's how to approach bidding effectively:
Understand Product Groups: Visualize all your products as being in one "All Products" product group. However, it's essential to set bids based on factors like profit margins and competition, as different products have varying profitability and competitiveness. You can split the giant bin of products into smaller bins (product groups) based on attributes defined in your product feed. This segmentation allows you to set bids on specific groups and optimize your bidding strategy.
Utilize the "Everything Else" group: Whenever you segment a product group, you'll always end up with an "Everything Else" group. This group serves as a catch-all for products that don't fit into other defined bins.s automatically for you as a catch-all for the products that don't fit in the bins you define.
Incorporate Negative Keywords
Employing negative keywords is a crucial tactic for increasing Return on Ad Spend (ROAS) and optimizing ad budgets. By adding negative keywords at the campaign and ad group levels, you can ensure that your product ads don't appear for irrelevant searches. Employ these negative keyword categories effectively:
Exact Match: Exclude exact keywords as they are entered, ensuring that queries containing other words before or after the targeted keyword won't trigger your ads.
Phrase Match: Omit exact keyword phrases from triggering your ads.
Broad Match: Exclude any query containing the negative keyword, regardless of its position within the search.
Track Essential Google Shopping Metrics
To manage your Google Shopping campaigns effectively and drive profitable outcomes, a data-driven approach is essential. Understanding key metrics and placing them in the right context allows you to gain valuable insights into your account's performance. Consider tracking the following metrics:
Average Order Value (AOV): AOV has implications for account performance, as it justifies increasing ad spend and cost per order. Monitor AOV changes, as a drop accompanied by increased costs or a decrease in sales may require further investigation.
Revenue per Click: This metric calculates the revenue generated within a specific time period divided by the number of clicks. Increasing revenue per click justifies higher ad spend per click and, when combined with cost control, leads to increased profits.
Conversion Rate: Tracking conversion rate helps increase revenue per click and can provide early insights into potential usability or pricing issues on your website.
Contribution Margin: This metric represents the percentage of revenue that contributes to profit. It offers a comprehensive measure of profitability, taking into account both efficiency and sales volume. Each program will have a unique benchmark for this metric based on available margins.
If you'd like to unlock the full potential of your Google Shopping campaigns, feel free to reach out to us. We offer specialized assistance and guidance to help you achieve maximum results. Get in touch with us today to learn more!