So your Google Shopping campaign just launched, and you want to begin optimizing the campaign for better performance. At this point, you’ve probably realized that Shopping campaign management is quite different from regular search ads, and you may be wondering where to start. Here are a few ideas to get you headed in the right direction:
- Making sure your product feed is completed and completed well. The more info you provide about your products in your feed, the better job Google can do matching your items to search queries. Some fields are optional and some are required – use all optional fields that apply to your business/products.
- Set up dynamic conversion value tracking. Dynamic conversion value tracking will pull revenue data into AdWords, and allow you to see how many dollars are being generated by your campaigns / product groups / ads / etc. Not all sales are created equal, and knowing what components of your campaign are driving higher-value sales will allow you to make adjustments accordingly.
- Analyze geographic performance in Google Analytics. Take a look at what cities/states are performing best/worst – AdWords has a geographic bid adjustment feature that allows you to increase or decrease bids based on geography.
- Analyze days/times in Google Analytics. Some businesses have peak days/hours for generating higher value sales – just like the geographic modifier, you can adjust your bids around preferred days and times.
- Analyze by device. There’s a lot of talk about mobile these days, but mobile may or may not be the best driver for your own sales. Analyze user activity by device and adjust bids up or down based on what’s working for you and your business.
- Test different product group setups. I have some clients who see better performance in grouping products by brand, and others by grouping products by category. The structure of your product groups is important to your bidding strategy, so test different variations and see what works for you. Pro tip – once your account has a decent history, you may consider creating a “best sellers” product group with your top 10% of performers. Keeping this product group bid higher than your average will ensure these products continue to see strong impression share.
- Get product reviews. Reviews will show up as a part of your shopping ads and having a strong rating can significantly increase CTR.
- Use negative keywords. With shopping campaigns, you don’t use typical keyword lists for targeting…but you can still use negative keywords to keep from showing for things that don’t make sense. Make use of these!
- Set up ROAS bidding. Finally, if you’d prefer to use a flexible bidding strategy and give some control over to Google for optimization, use ROAS (return on ad spend) bidding. This is a simple and easy way to optimize based around an ROI percentage.
Running a Google Shopping campaign can be a great opportunity for your business to get your products front and center. The above tips are designed to help you manage your campaign with ease, but if you need some more help, contact us to help!
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