Changes to Google shopping campaign commonly known as Google shopping campaign optimization is a basic aspect that every merchant needs to focus on. You are required to just log into your Google shopping Ads account daily and check what is actually going on, at least in the initial weeks of getting started with Google Shopping.
Although you’re not making any changes at the initial phase, the major concern is to collect the maximum performance data before implementing any moderate to big scale optimizations in your Ad campaign. However, the only adjustment you may require making before the completion of the first week is if in case you notice that your Adword campaign is not receiving impressions or the impressions received are considerably low.
Before deciding on the tactics to make changes to your Google Shopping campaign, the first thing you need to consider is nothing but your goal. You should be very clear about what your purpose actually is-
- Do you require getting more clicks?
- Do you require lowering the cost-per-click?
- Do you want to enhance your ROAS?
- Or Do you wish to make your Advertising campaign more profitable? Based on your objective, your strategy will tend to vary.
In this piece of article, we will discuss the different levers that you can possibly pull in the Google Shopping campaign optimization in order to meet your objectives.
The biggest relief regarding the Shopping campaign optimization is that a lot of the tough tasks are done for you by Google itself. Their system creates Shopping Ads automatically with your business products and makes them match with the relevant Google search queries.
Once you have successfully set up the shopping feed, it may be cumbersome as to what more to do in order to actually enhance the results. Well, you can consider the default recommendations of Google, that is, raise the cost-per-click and hike the budget. However, in that case, spending more can immediately affect your profitability. So, let us discuss the other things that you can consider doing.
Top Google Shopping campaign optimizations
- Including negative keywords
The very first step for making relevant changes to your Google Shopping campaign is considering the Search Term report. From this report, you can get an idea of the search keywords people have made use of prior to clicking on your product ad.
To begin with, consider sorting search queries based on Impressions and find out the ones that you do not wish to show. You will definitely find some of them. These clicks are just equivalent to disposing of money into the trash. Hence, adding them to the negative keywords would be the best option to ensure you do not pay for such search terms further.
- Smarter bidding
One of your biggest tasks is to get your max CPCs up to the appropriate level. Not receiving enough clicks can hamper the business’s profitability. Google suggests bids taking into consideration the level of competition and the demand for each keyword. Hence, CPCs need to be raised with due concentration. This, in turn, raises the concern as to when is the right time to raise the CPCs.
The most effective way of increasing traffic successfully is by raising the CPCs. If you are having multiple Google shopping campaigns optimization, consider raising CPCs first for the group of products in your highest profitable campaigns. Be aware of the fact that what you’re biding, is not necessarily what you are going to spend actually. Having said that, you’ll reach a limit for your maximum CPC, and for certain products, you may reach pretty fast.
As we are discussing techniques of smarter bidding here, one of the best tips can be: consider putting a higher bid for improving your Google Ad rank.
- Optimizing Google Shopping feed
There is a great need to consider the product feed for hitting the numbers that you need. But, before implementing anything in this regard, fix all the “errors and warnings” in the Google Merchant Center. Next, you need to improve the data inside your feed in order to enhance your competitiveness and visibility. This can be achieved by:
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- Optimizing product title
Here are the options for making changes to the product titles:
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- Make changes to them in the back-end
- Make changes to them in the feed app
- Consider using an effective tool for managing the data feed in order to make such modifications in bulk.
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- Competitive pricing
A low price can enhance your product feed’s quality for your customers as well as for Google. But there’s a limit as to how low the price should go. Low click shares can reflect that your offers are less attractive in comparison to your competitors. Consider doing a simple Google search for finding out how your competitors have priced similar kinds of products.
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- Optimizing product image
Getting new images of the products can be expensive. Hence, before investing in that make sure it will prove beneficial. Your product images should be clear and simple. Consider coming up with small effective variations that can make your products stand out in the dynamic search ads.
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- Improving the product descriptions
Improving product descriptions is very critical for effective SEM. Consider using a good keyword research tool in order to obtain SEO optimized product descriptions.
Structure of Google Shopping campaign
You can get the best outcomes by enhancing the Google shopping campaign structure as it is the core of Shopping campaigns. An effective campaign structure can help you in bidding on products as well as search queries which are most crucial for you.
Here are the fundamental campaign structures:
- A single campaign having one ad group/ product group
- A single campaign having many product groups
- Multiple campaigns having various products
- Multiple campaigns having similar products
The above-mentioned tips can help you to make the necessary changes to your Google Shopping campaign optimizations for the best outcome. We, at Aqugen Technologies, can help you with an effective Search Engine Marketing for your products. By outsourcing your Shopping campaign projects to us, you can get 100% assured results that are sure to improve your business profitability.
