Optimising Your Google Shopping Campaigns

With Google recently allowing merchants to sell their products for free on the Google Shopping tab, for many brands this is still not enough. For one reason, their products may not be listed high enough organically and with Google shopping campaigns, this puts their products in the spotlight.

With a low barrier of entry to get highly targeted traffic to your website, Google shopping ads is a very useful strategy for selling your products online. Running profitable campaigns from the start is not entirely realistic, however, we will explore ways you can make your account perform as well as possible from the beginning and make it profitable relatively quickly.

Optimisation Tactics

One of the most important tasks before you get started is optimising your shopping feed before you go live. This includes ensuring relevant keywords are in the titles and descriptions, showcasing your best image in the shopping ad to make you stand out from your competitors. With 90% of online buyers saying that photo quality is the most important factor in an online sale.

With Google shopping campaigns, you cannot target by keywords like standard search campaigns; however you are able to check the search terms report to add irrelevant terms as negative keywords so you don’t waste budget on them. It’s paramount to keep adding negative keywords, by checking your search terms.

Additionally, understanding which device is delivering a better ROAS whether it be desktop, mobile or tablet and making bid adjustments based on their conversions. Exclude the products that are not performing well after a certain amount of clicks – we recommend between 100-200 clicks before you can draw conclusions on keyword success. 

Consider using ad schedules based on their performance throughout the day, you may see that more people buy your products during weekday evenings, therefore you would look to bid higher during those times. Again, you would need to see a real statistical significance with a large amount of data on this before making any changes.

Setting up Display remarketing ads can be a useful tactic, remarketing to people who have visited significant stages of the buying process on your site, from viewing your product, to those nearing the end of the checkout process. Remarketing can help remind these consumers who were strongly considering buying your product to go back onto your site to complete their purchase. These ads are often complimented with an offer or discount to help with their decision. Finally, setting up search ads with high converting search terms from your shopping campaign, allowing greater coverage of your brand and products on the search engine results page.

If you are needing a hand with advertising your products online, our team of digital marketing experts are more than happy to help.