Do you have an e-commerce site and promote your products online on Google Ads?
As you may have noticed, Google Shopping campaigns can be an extremely powerful acquisition lever. ut they still need to be optimized regularly to get the most out of their potential!Not sure how to optimize your Google Ads Shopping campaign(s)?
Here are six ideas to increase their ROI
Separate Branded and Non-Branded Google Shopping Campaigns
Just like Search campaigns, Shopping campaigns do not have the same performance for queries containing your brand name (for example: “geox shoes”) or general queries (e.g. “sports shoes”). In fact, Internet users who have entered your brand name are more likely to convert (= buy) once on your site.
It is therefore relevant to separate your Brand and Non-Brand Shopping campaigns .
Duplicate your Shopping campaigns
Negatively keyword your brand (plus spelling variations if relevant) in Off-Brand campaigns
Set a High priority level for these Off-Brand campaigns (by default, your Off-Brand campaigns will therefore have priority over your other Shopping campaigns with a lower priority level)
Set the priority level of Brand Shopping campaigns to Low
Please note: if you decide to pause your Off-Brand Shopping campaigns, the other Shopping campaigns will then capture all queries, brand and off-brand!
Use ad groups and product sets to segment your products within Google Shopping campaigns
You can organize your Shopping campaigns into three levels: campaigns , ad groups , and product sets .
Use these three levels wisely to organize your products
Depending on the number of product references you offer, your product universes, the ease of segmenting your flow or even your monthly advertising investment, it will be relevant to more or less develop your campaign structure.
You can organize your products according to the following dimensions:
Check Google Merchant Center for errors regularly
If there are a lot of errors in your product feed on Google Merchant Center, or if your products are suddenly being rejected by Google, you should quickly notice this by observing the impressions and spend of your Shopping campaigns drop.
In this case, one of the first things to do is to go to Google Merchant Center and check the status of your products.
google merchant center
If many are refused, go to the Diagnostics section to understand the reasons for product refusals and if possible see how to correct them.
Sometimes only a few products are rejected by Google, having little impact on Shopping campaigns. That’s why it’s important to regularly check the status of your products on Google Merchant Center.
Test automated bidding strategies like ROAS or Target CPA
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Once your account has some conversion history, I recommend testing automated bidding strategies, especially the target ROAS bidding strategy (ROAS = Return On Ad Spend = Return on Advertising Investment).
Of course, you must first set up tracking of your sales and turnover on Google Ads (via the Google Ads or Google Analytics tag).
Work your product pages with care
As with any Google Ads campaign, the work is not limited afb directory to optimizing campaigns on the advertising platform. Optimizing your landing pages , here your product pages , is essential.
Your products must be well presented (images, titles, description, customer reviews, etc.) and the purchase button clearly visible to increase the conversion rate.
Optimizing your product feed data
Your product feed , imported to Google Merchant Center. There includes all the data Google needs to create your Google Shopping ads and show them to the right people, Internet users searching for the types of products you offer.
Here are some ideas of things to optimize:
Title : The title should clearly represent your product and its main attributes. Highlight what Internet users are most likely to search for (brand, product type, color, size, etc.).
Description : Again, highlight the most important special directorys points for potential buyers and include a few keywords in your product description.
The image is generally the first element seen by the Internet user and. The one that will make them want to know more or not about your product. So provide clear images that highlight your product. If possible also provide additional images.
As a general rule, I recommend providing as much information about your products in your feed as possible.
