Google Shopping ads are a no brainer when it comes to eCommerce advertising. There is a lot you can do from the way you structure your campaigns to simple optimizations. Hang with me to the end of this blog and you will be well on your way to creating profitable shopping campaigns.
Negate Irrelevant Search Terms
Unfortunately, Google Shopping campaigns don’t allow you to bid on keywords although ads are triggered by search queries. It is important to regularly check your search terms so you can reduce wasted spending and show more ads for relevant searches, which will ultimately give you a better chance for conversions.
Pay Attention to Individual Product Performance
Keep an eye on conversion rates for individual products. It’s important to make separate optimizations for individual products based on how they are performing. You will most likely run into situations where certain products are outperforming others. Later I’ll discuss how to structure your campaigns so you can easily optimize products separately.
Ad Schedules, Geo, Device, & Audience Adjustments
Most people forget about these basic optimizations which can have a huge impact on performance. Give your campaigns enough time to acquire sufficient data, then go ahead and set bid adjustments for increased efficiency.
Your product title is what helps Google identify what products to display for certain search queries. First things first, don’t use your online store’s product titles as your shopping feed product titles. Shopping product titles should be as descriptive and keyword-dense as possible, so your ads show up for the most relevant search queries. The key is to be detailed. You want to list off all of the characteristics that identify your product—for example, the color, material, gender, size, shape, brand, etc. This way, your products will show up for less competitive long-tailed searches.
The product descriptions should be treated as meta descriptions which are for SEO, similar to product titles. Try to include keywords and detailed information about your product. If your SEO is strong you can get away with using your product meta descriptions. I highly recommend going through these descriptions yourself, that way you know you have opened up more opportunities for your ads.
Depending on how many products and types you have, the structure of your shopping campaigns can make or break your performance. The truth is, certain products will sell better than others and there are different priority levels for each product. I have found that structuring your campaigns by priority level and your ad groups by single products is a great way to stay organized, track performance, and make the most efficient optimizations on a product level.
Now that you have some solid Google Shopping optimization tips, let loose those shopping campaigns and start raking in the profits.