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Google shopping ads or Product Listing Ads (PLAs) are an effective and deceptively simple way to drive sales. Google Ad shopping is not hard to set up but mastering them is a different question altogether. So here are a few tips on turning Google shopping management services into a success.
What are Google Shopping Ads?
They are product-based ads that are displayed when a person searches for a particular product on Google. They include the product image, brand, and price; they may have supplementary information such as promotions, shipping information, and reviews. Shopping campaigns Google Ads are highly effective as they appear at the top of the search results page.
Create a Google Ads Shopping campaign
First, set up a merchant account and choose a campaign objective such as sales. Then go to ‘shopping’; select the merchant centre, and choose the option for a standard shopping campaign. Next, you can go on to create multiple product groups and ad groups. The third step is to start manual bidding as automated bidding could end up wasting resources. You can also run promotions for specific products and enable product ratings.
Set up smart shopping campaigns
With Google smart shopping ads, you can simplify advertising on Google Ads by using creative ad customisations, ad placements, and automated bidding with the help of Google’s machine learning. Smart shopping campaigns involve both PLAs and Google display ads.
Use campaign priority settings and negative keywords
Every campaign has three priority settings—low, medium, and high. Google serves the campaign with the highest priority setting, so adjust your priority settings regularly as required. Campaign negative keywords ensure that the products will not appear in certain Google searches for that product; these keywords could be a broad match or an exact phrase. Update the negative keyword list once a week.
Identify the best and worst performing products
Google shopping paid ads for products that do not appeal to people are a waste of resources. Therefore, it is crucial to identify the products that perform the best and worst in the catalogue; this can be done by checking the Predefined Reports > View: Shopping, and choosing the attributes to use to select the winners and losers. Once the winners and losers have been identified, you can visit the Product groups tab to adjust the bids accordingly. Bid higher for winning products and less on those products that show high costs per conversion.
Analyse data regularly
It is important to analyse data for your Google Ads shopping campaigns regularly through Google Analytics. Other than updating negative keywords, you should analyse each product group’s conversion rates as well as geographical and device data. Once there is sufficient data, test different bidding strategies.
Don’t make sudden drastic changes
Shopping campaigns are highly sensitive; small adjustments on bids could have a major impact on the campaign performance. So, apart from excluding losing products, drastic changes should be avoided.
To get the best out of your Google shopping management services, turn to PPC Outsourcing today!