Pay attention to the number: every day there are 6 billion searches related to the investigation, comparison and purchase of products. More than 60% of those clicks are taken by Google Shopping ads. But even with the necessary segmentation, how can we really take advantage of the flood of searches, without forcing ourselves to spend endless hours programming ads?
First, get this guide from Channable where you can find tips to create more profitable Google Shopping campaigns:
Improve your results on Google Shopping
And second, check out these 6 optimization tips from agencies and advertisers who know how to be successful with their ads.
6 tips to optimize your Google Shopping campaigns
1. Improve ads by optimizing the feed
It is logical: If the information that appears in the Google Shopping ads comes from the data that we provide with the store feed… then the more detail, the better ads.
Having a good feed, nourished with orderly, consistent and complete data to send to the Merchant Center will help you create ads with better conversion options. Optimizing your Google Shopping feed and providing Google with the data it needs in the requested format can be quite complex. For example, Google controls stock with In Stock/Out of Stock values.
If in your original feed you handle this with figures (number of units available), you will need to modify it to adapt it to the specifications set by Google Shopping.
You will not only have to modify the stock field, but all the fields of the feed (titles, descriptions, price, and many more). When your ecommerce has a couple of dozen unique products, that’s no problem. You spend a few minutes to fix it.
But when you have to optimize hundreds or thousands of products by hand, it’s exhausting.
To avoid the effort, there are tools to create, update and optimize the Google Shopping feed automatically. For example, with Channable you can send all the updated information to the Merchant Center via feed or API connection in a couple of clicks.
2. Improve campaigns by leveraging Google Analytics
The smart thing is to look for new data sources.
One of them is Google Analytics, which can give you very powerful information if you pay attention. A good business strategy is to boost what is already working well, so that it works like a rocket.
For example, with metrics such as click-through rate or conversion rate, you can confirm which products or ads perform better, which ones have the most performance and interest in the market. Once you know the performance of your products, you can adapt the bids, among many other things.
Do not forget to also control the commercial margins. You can add a field to your feed to indicate if the margin of each product is low, medium or low.
This way you will more effectively control the ROAS and the POAS.
3. Improve bids with Smart Bidding
We can not be smarter than Google. He knows our client’s activity better than we do and handles an unimaginable amount of data.
So let Google do the hard work for you. Optimize bids automatically with Smart Bidding.
Do you want a good strategy?
Bid on broad audiences so Smart Bidding focuses on customer behavior and sets specific bids for each query.
In addition, you can define a strategy based on specific values, such as maximizing conversions or minimizing the cost per conversion.
4. Improve accuracy with negative keywords
Why offer ourselves to someone who doesn’t love us? If you sell women’s shoes, you don’t want your ad to appear to men.
Motivating the click on people who are not going to buy from us is throwing money away.
It is just as important to know who we want to buy from as it is to keep away those who are not interested in us.
That’s what negative keywords are for.
Analyze what they should be (carefully) and use them in your campaigns. You ensure that your ad will not show when someone searches for them or when they use keywords similar to your focus keywords but that have no value for your product.
Using the example above, if the campaign is for “women’s shoes”, with the negative keyword “men”, the ads will not be shown to anyone who searches for “men’s shoes”. Everyone happy.
In the end, by making good use of the most important negative keywords, you get:
Increase CTR and conversions Improve ad group relevance Save money
5. Enhance images
You already know that the first thing that attracts attention is the image of the photos. That is why it is so important to take care of them. A lot of money depends on you knowing how to stand out from all the other ads.
Google Shopping sets some requirements for the use and configuration of images, but you should go further.
For starters, make sure they look good. Clear images, with all the possible size and resolution so that the user can see very well what he buys.
In addition, quality images give a feeling of reliable and serious business.
And the product? Avoid generic or stock images as much as possible. If you can, take professional, edited photos. Use several to make it look from different angles.
Don’t divert attention with embellishments or scenery. Make the product stand out by editing the image with a white background.
6. Enhance their interest with catchy titles
After images, headlines are the most eye-catching elements of Google Shopping ads. To strive for attractive titles is to put all the meat on the grill.
Do it right and you will succeed.
The title should include the most relevant information for your customers. If they care, you will catch their eyes and have their interest.
For that, the first thing is to analyze the behavior of the clients, to know the public you are targeting well and to narrow down what factors are persuasive for them.
Make sure that valuable information appears in your product titles and you’ll have their attention in the pot.
It’s easier if you automate
Currently optimizing and updating the Google Shopping feed manually does not make sense.
Using a feed management tool like Channable allows you to get better results in your Google Shopping campaigns thanks to the simple application of these tips. Switch to feed automation!
And while we’re at it, download this complete guide where you’ll find these and many other tips to make your Google Shipping campaigns much more profitable:
Download the guide with tips for Google Shopping
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