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Google Shopping ads are one of the best digital marketing options for e-commerce businesses. They tap into strong purchase intent and drive e-commerce sales. However, Google Shopping campaigns need special treatment to deliver strong ROI. Here are some tips to optimize campaigns and boost e-commerce sales.
Before understanding Google Shopping management tips that deliver increased e-commerce sales, take a moment to understand what makes Shopping campaigns the powerhouses that they are. With Google shopping campaigns, e-commerce businesses can market their products directly on Google Search. They can elevate product promotion by providing valuable information such as item name, product image, price and other specific details to help customers make purchase decisions.
In Shopping Ads management, optimizing product feed in the Merchant Center is crucial to ensure eligibility and high-quality audience targeting. You should put the most valuable information up front in the product title to make sure searchers don’t miss it. Product titles should include relevant keywords related to a product. Product Titles should meet Google’s requirements – for example, you shouldn’t use extra white space or include promotional text in product titles.
Another area for Google Shopping management optimization is Product Category. Google Shopping offers over 6,000 product categories to select from. It’s hard work but crucial to select the right product category. Being very specific in Product Category selection will help you reach out to high-quality traffic and later drive sales in a cost-effective manner.
Another element that needs to be given due importance in the Google Shopping product feed is the product image. Product images are the first thing that audiences notice about Shopping ads and they take up a major portion of the ad. Make sure product images are close to but do not exceed limitations set by Google. Choose a light or white background to highlight key product features. Google allows merchants to load up to ten images of a product – take advantage of this option.
In Shopping ads management, it’s vital to use the correct campaign priorities. It’s vital because Google gives precedence to Campaign Priority over ad rank and bids when it’s deciding which products to display. It’s important to have multiple campaigns with different campaign priorities for better bid management and ensuring maximum ROI.
Within campaigns, it’s important to segment products into granular product groups. This will give you some leeway to include relevant keywords and implement specific bid modifiers for particular groups of products. You can subdivide product groups by many attributes including Item ID, brand, category, product type, custom labels, condition, channel, and channel exclusivity. Creating granular product groups is great for better targeting and tighter control.
Although you don’t bid on keywords in Google Shopping campaigns, you can assign negative keywords at the ad group and campaign level just as you would do in any other Google Ads campaign. Negative keywords are those keywords that are not relevant to your business. They are a great tool to plug wastage on irrelevant clicks.
For successful Google Shopping ads management, you need to keep a close eye on key metrics. See which product categories and product types are driving the most sales and then use the data for future online marketing efforts such as remarketing campaigns, onsite promotions, and e-mail campaigns. Look out for signs of trouble – for example, low ad impression shares – this could indicative of poor product grouping. If you’re seeing high impressions and CTR but low conversions, the problem could be your product pages, hidden charges or complicated checkout process.
Bonus tip – implement star seller rating extensions to build trust among audiences. Google displays seller ratings after taking in data from multiple sources including third-party aggregators, site reviews, Google Customer Reviews and editorial site. Consult Canada’s top PPC agency for professional assistance in implementing in any of the above tips!