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It’s true that a Google Shopping Ads campaign can bring phenomenal ROI for e-commerce businesses. That’s because shopping ads put products straight in front of searchers with a specific buying intention. However, just like traditional PPC search campaigns, Shopping campaigns to require ongoing monitoring and optimization for success.
Here are six ways to optimize Google PLA shopping ads and get more clicks.
Before you can think of making necessary changes to ensure Shopping Ads campaign success, you need to have the right set-up that allows you to make real-time tweaks.
Product groups should be organized for optimization. For example, you can have a separate product group for items that are unique and with low competition. You can have another product group for popular, competitive products. This allows you to bid differently and optimize separately so that both give generate ROI as per your objectives.
There are some important metrics and reports you should review during Google PLA management.
For Product Listing Ads, you don’t bid on keywords. However, Google uses user-generated search queries to determine which product ads to show. A Search Term Report shows which terms were used by users to find your Shopping ads and organize them by cost.
During Google Shopping management, review which search terms are triggering your shopping ads and whether users are clicking through.
Shopping campaigns are based on product groups and if certain products are not performing well within groups, they could bring down the overall click-through rates.
You need to have the right bid if you want your Shopping ad to be shown at a cost-effective price.
Google Shopping ads include product image, product title and product price only.
Use the above tips to optimize Google PLA management so that campaigns generate more ROI for your ad spend!