For e-commerce businesses, Google Shopping ads are a great way to show inventory online and drive traffic to their websites. Here are some tips for effective management and optimization of a Google Shopping ad campaign.
#1 Optimize Product Feed
The product feed at your Merchant Center should be accurate, up-to-date and complete with meaningful information about product characteristics such as weight, color, image, price etc. Make sure descriptions are keyword rich and relevant to the inventory you’re selling. This will help you gain Google’s favor and increase chances of having your ads displayed.
#2 Create Attractive Product Title
The Product Title is an important factor determining the chances of your ad getting displayed. Make sure it is keyword rich, accurate and descriptive. Strategically utilize Google’s seventy character limit for the product title – use your product’s name and display most important information at the beginning of the title.
#3 Consider Strategic Pricing
For effective Google Shopping management, you need to have strategic pricing in place. If you’re offering the same product as another seller and if yours is a price sensitive market, considering offering the product at a lower price to get an edge. If your customers don’t bother much about product price, consider offering it at a higher price. If you’re running discounts, show your sale price so Google can display price difference.
#4 Implement Negative Keywords
Although Google Shopping ads are triggered by keyword search queries, keyword targeting is not allowed for advertisers. However, you can use negative keywords for better Shopping Ads management and control. Using negative keywords is a great way of refining a campaign and telling Google what keywords you don’t want your ads to show up for. This ensures your ad reaches a specific audience and you avoid wasting ad spend on irrelevant clicks.
#5 Use Campaign Priority Settings
By running multiple campaigns, you can separate your products into tight categories. For multiple campaigns with same products, campaign priority settings are a useful tool to prioritize bids from the most lucrative campaign. Ads from a high-priority campaign get first preference and Google will use the bid from this category first. When the budget for this category gets exhausted, Google will move on to Medium Priority Campaign and then Low Priority Campaign.
#6 Prioritize According to Product Type
If you are a retailer who offers both branded and non-branded products, you can use priority settings on the basis of brands to separate brand terms and allocate funds to the most profitable products. Choose from different categories such as High Priority Non-Brand Terms, Medium Priority Brand Terms and Low Priority Best Terms according to your business model and bestselling products.
#7 Create Granular Ad Groups
Add granularity to shopping ads management by creating numerous ad groups – this will help you manage bids and negative keywords separately and obtain greater control over ad spend allocation. You can create separate ad groups right down to the SKU level which is the most specific one. You can have separate bids for each branded and non-branded product. Alternately, you can set up target ROAS bidding which a simple and smart bidding strategy offered by AdWords.
#8 Use Distinct Images and Optimize For Devices
Choose high quality, original images over stock images. Most people like to look at a product before purchasing and having clear and unique images will help your business stand out in front of prospective customers. Make sure your bids are optimized to the best performing devices. Many people prefer online shopping on their smartphones and you can deliver a superior user experience by ensure your ads are optimized for small screens. Along with this, develop a mobile friendly website with an easy and secure shopping experience.
Shopping ads can be very profitable provided you ace Google Shopping management practices. For expert advice, consult Google adwords management professionals!