Google Shopping is a must for any online e-commerce brand. If you’re not using Google Shopping as part of your e-com strategy, you need to get on board now!
For those unfamiliar with Google Shopping, here is a quick run down:
Google Shopping allows you to promote your websites product inventory through Merchant Centre and AdWords across the Google Network. A big advantage of using Google Shopping is that you can potentially show up to three or more times in the Search Engine Results Page (SERP). That is, you can show for a text ad in the paid search results, organically and also within the Shopping space.
Unlike a standard text ad, your Shopping ad will also feature a number of additional attributes visible to the user within the SERP, including product title, product image and price.
These attributes are great at setting an expectation for the user before they click through to your site. What does this generally mean? It likely means that both the click through rate (CTR) and quality of user will be much higher. In fact, a study by Marin revealed that the CTR of Shopping ads was 21% higher than the CTR of standard text ads.
Whether you’re about to set up a Shopping campaign or if you already have one running, optimising your campaign to achieve positive results can at times be a little overwhelming. To help out, we’ve provided 3 quick tips to make things a little easier in setting up your campaign for results.
Structure is Important – Split Out Your Campaigns by Product Categories
The set up of your Shopping campaigns is the first step to success. Don’t group all your products under a single campaign or product group – break your products out by category or type where possible. For example, if you are an online clothing retailer break out Tee’s and Shorts in to individual campaigns, or break out Male and Female products in to different campaigns.
This will provide you with much tighter control over budget allocation, allow you to prioritise certain product categories, be pre-emptive in relation to seasonal demand, and create tailored promotional messages for each product group.
To facilitate this strategy, you will need to be sure that your products are using the correct [google_product_category] attribute and also include a [product_type] attribute within your website product feed. More information on this can be found here: https://support.google.com/merchants/answer/188494?hl=en-AU
Also, when breaking out your products by campaigns, be sure to add the appropriate negative product groups to each of your campaigns to avoid internal campaign conflict and competition (i.e. campaign overlap and high CPCs).
Product Titles – Avoid Generic! Be Specific
Believe it or not, your product titles are going to play a much bigger role in your Shopping success than you may think. Avoid using generic and broad titles across all your products within each category (e.g. do not name each of your Suiting products as ‘Suit Jackets’). While being broad in your titles may result in matching a larger number of search queries and pull in more than 1 product per search within the Shopping space itself, you run the risk of driving up costs and cost per conversion.
Generic titles do not provide the user with much information of what the product actually is. Something generic as ‘Suit Jacket’ won’t provide details on the jacket size, jacket colour, if the jacket is for a male or female, or what brand has made the jacket. What results is the user clicking back and forth between each of your product ads until they find the correct jacket. Remember, every time a user clicks your product ad, you accrue cost!
Creating more precise and targeted product titles may reduce the number of searches and the number of products that will show simultaneously within the Shopping results, but the quality of the click is likely to be much higher. We suggest using a title structure that includes everything from Gender, Brand, Product Name, Product Type and even things such as Colour and Size. This sets a very clear expectation to the user – if they click, chances are they are quite interested in purchasing your product.
Maximize Impression Share – Invest in What Performs
To complete this tip, you’re going to first need to have conversion tracking or e-commerce tracking set up across your campaigns. If you haven’t completed this already, then check out the helpful links below!
Adwords conversion tracking…
Just like Search and Display campaigns, best practice generally dictates that you allocate more budget and higher bids to what is driving performance online for your brand.
The same logic can be applied to your Google Shopping campaigns. Look at what products within your feed are driving your conversion volume or have the highest order values among customers. Inflate your bids across these products so that your Loss of Impressions to Rank is minimised. Also look at what products are not converting – consider either lowering your bids for these products or removing them from your feed.
So there you have it, 3 quick tips to help your Shopping campaigns begin performing.