How to Optimize Google Shopping Ads
Is your Shopping campaign failing to generate sales? You’ve arrived at the correct location! I’ll guide you through the best strategies for how to optimize Google Shopping ads in this article.
As you would expect, ads will often have a reasonably large amount of purchases and clicks, particularly for items in the top positions. As a result, it is not an exaggeration to claim that Google Shopping advertising is the driving force behind the success of many e-merchants these days.
Even though Google handles most of the problematic duties for you, don’t just leave your advertisements to Google by following their suggestions or default settings.
How to stand out from the crowd? It would be best to start optimizing your Google Shopping advertising right now.
It takes a lot of work and effort, but believe me when I say the rewards will be well worth your efforts. The following are some simple yet effective techniques you may use to take your shopping advertising to the next level.
Let’s get started!
Checklist for Winning Google Shopping Ads Optimization
Make use of negative terms
Shopping advertising, unlike search advertisements, does not enable you to specify the keywords you wish to rank for. They use your data stream to determine which Google searches should cause your adverts to appear.
Negative keywords come into play at this point!
Negative keywords enable you to remove search phrases that do not fit the purchasing intent of your prospective customers. In other words, selecting negative keywords lets customers know which phrases you don’t want your shopping advertisements to appear for.
For example, if you’re offering a “white wooden computer desk,” you won’t want your advertising to appear when consumers search for a “white laptop.”
People trying to purchase a laptop may be uninterested in the desk you’re promoting. Meanwhile, Google costs you for every click. As a consequence, you’re spending money while making little or no return.
You may include “white laptop” as a negative term in this scenario. Your advertising will no longer appear to consumers who search for white laptops the next time, and you will save a lot of money.
How many different kinds of negative keywords are there?
Negative keywords are classified into three types: wide match, phrase match, and precise match.
Wide match
Your adverts will not be triggered if the user searches for the phrases you have installed in any order.
Phrase match
If a person searches for the precise phrases you specified together with additional words or characters, your sponsored content will not appear in the search results.
Precise match
Use the exact negative match only when you want to ban adverts to those specifically looking for these keywords and do not contain any other phrases or characters.
How to know which keywords are costly?
Navigate to your campaign in your Google Ads report. Select “Search keywords.” You can check all of the keywords your shopping advertisements receive from this page.
Remove the terms that you believe are unrelated to the things you are offering, resulting in a high number of visitors but no purchases.
Navigate the Negative keywords area by typing or pasting your desired keywords into the grid, then click the Process button.
Pro advice
- If you wish to include broad match terms, have their synonyms, single and plural forms, and other variations.
- Put “quotation marks” around phrase match keywords.
- Use [brackets] to put exact match keywords.
Improve Your Product Feed
A well-optimized product feed is critical to the Google Shopping advertisements optimization process. Our advice is to pay great attention to essential elements, such as product title, picture, and description.
Title of the product
Google examines product names to determine what you’re offering and if your item is related to a particular search query.
As a result, the product names you choose have a considerable impact on the efficacy of your Shopping Ads campaign. Here are some pointers to consider when optimizing your Google Shopping product names.
Make your product names as lengthy and as straightforward as possible
Vague and brief labels, such as “electric device,” may generate consumer confusion since they do not indicate which product you are selling or whose brand it belongs to. Consequently, clicking on your shopping advertising is relatively low.
As a result, anyone reading your product names understands what your product is about.
Include any essential keywords
Google considers the characteristics in your product names to be keywords. The Google bot checks such keywords regularly to identify which inquiries your shopping advertisements are most suitable for.
As a result, one of the most excellent tactics is to thoroughly examine your customers’ purchasing history to determine which keywords they often use to search for your items. In this instance, the Google Adwords search terms report might be your greatest friend.
Put the most critical keywords first
The search engine algorithm favors information that is prominently shown in the title. You should highlight your goods’ most notable qualities or unique selling factors in the first 70 characters. This method might significantly improve our Google Shopping Ads optimization procedure in the long term.
Make unique titles for each product version
For example, suppose you’re offering a short-sleeved white t-shirt for males in two sizes: S and M. “Short-sleeved white t-shirt for men size S” and “Short-sleeved white t-shirt for men size M” should be the names.
Adhere to the suggested product title structures
There is a standard product title structure and formula that you should apply to create the optimal product title for any given product category. Here are some examples to assist you in learning how to order the names of your Google Shopping products for anything you’re selling.
A/B split testing
Product title optimization will have to be accomplished as you work through the Google Shopping advertisements optimization process. Our advice is to continually assess your campaign’s performance report and identify the best and worst-performing goods. You’ll soon be able to create your formulae.
Product Information
While a decent title entices visitors to learn more about your goods, a well-written Google product description provides more information about your item. It gives customers a reason to purchase it.
A good description, like a product title, should have the following elements:
Include the most critical information within the first 145-180 characters
Because the Google Shopping SERPs only show these characters to your visitors, you should create a hierarchy for organizing your product information.
Here’s an example of a hierarchical structure:
- Brand
- USP of the product
- Who the product is for
- Other relevant attributes
Include essential characteristics and keywords
In the description, you should never leave out the size, shape, pattern, texture, design, or technical specifications of the items. This is your ideal opportunity to educate buyers about your things and help them determine if they are a suitable match or not.
Keep it as short as possible
Although Google Shopping enables you to use up to 5000 characters in this section, you should use 500 to 1000.
Customers may get disoriented if the description is too extensive since they don’t know where to look. This might have a detrimental impact on your Google Shopping advertisements optimization aims in the long term.
Furthermore, there are several items you should not include in your description field:
- Promotions
- Block capitalization
- Cross-selling
- Company description
- Links to other websites
Image of the product
Online buyers form an immediate opinion based on the design/image of your items.
The more realistic and enticing your product photographs seem compared to other items of the same kind, the more likely you will get their clicks.
Using the product picture area is another critical step in how to optimize Google Shopping Ads.
Discover the Top and Worst-Performing Items
There will always be certain goods that perform better than others in each Google Shopping campaign and those that do not generate as many sales. Store owners may use this information to improve the performance of their Google Shopping advertising.
You don’t want to merely advertise your items since you have to pay for every click. Instead, you’re looking for genuine ad conversions.
Top-performing goods are those with the highest conversions and the lowest CPC. Similarly, the worst-performing items have many visitors but no purchases.
Where might I obtain information about those products?
Select Report > Predefined reports (Dimensions) > Auction insights from your Google Ads dashboard.
Then, choose whether you want to see your items by shopping account, campaign, or ad group. Select Shopping – Campaign from the drop-down menu.
Optimize the Structure of Your Google Shopping Campaign
A suitable structure allows merchants to bid on the most profitable items and keywords. As a result, selecting an appropriate campaign structure is one of the deciding phases in your Google Shopping advertising optimization process.
“What is the ideal Google Shopping campaign structure?” is a question that many e-commerce businesses want to know the correct answer to.
Unfortunately, there is no right or incorrect structure for optimizing Google Shopping Ads. However, there are certain advantages and disadvantages to any structure that you might use.
Select the best bidding strategy
Now that you’ve completed all of the preceding procedures, it’s time to fine-tune your maximum CPCs for future Google Shopping ad optimization.
In general, you have two bid options:
- Automated bid tactics include simply letting Google do the work. The search engine will determine how much you must spend for a single click.
- Manual CPC: you must undertake all of the work, including assessing reports, establishing bids at the product level, and maintaining and changing bids daily.
When you are generating a lot of conversions and revenues, you should increase your ad expenditure to obtain more visitors and purchases to your shop.
Remember that you want to acquire more orders at the lowest possible cost, but Google doesn’t care about your profit margin. They care about getting you to spend more money on their platform.
As a result, if you allow Google complete control over your bids, you may not be able to optimize your shopping strategy properly.
In this part, we’ll go through each bidding technique in further depth, assisting you in selecting the best one for your Google Shopping Ads optimization.
Manual CPC
This bidding approach requires you to manually update the bids for each item or characteristic in your report.
For example, you sell 50 different cups in one campaign. Two styles from the collection are selling like hotcakes, but you want more clicks. So, you decide to hike each cup’s CPC by $0.2. Then wait 1-2 days for the desired clicks.
Boost clicks
This method asks Google to increase your bid to receive more clicks. No new sales.
Because Google knows which items or clicks are the cheapest, it will use that information to disperse your money and receive the most clicks.
But keep in mind that clicks don’t pay. Your objective is to sell items and benefit from Google Shopping advertisements optimization. So, you can avoid this method.
ROAS goal
Target ROAS = Target Ad Spend Return Using this method, you may estimate the conversion value of each dollar spent. Consider this: Set your Target ROAS to 600% if you anticipate earning $6 for every $1 spent.
Remember: this is your expectation. Google does not guarantee the desired ROAS. You can have more or less.
So how can you assure that the income meets or exceeds your target?
The only answer is to supply enough data to Google.
To be more explicit, you must manually bid for 50-100 conversions before implementing this tactic. We need those initial conversions to provide Google with excellent data about your visitors and purchases to target the advertising better.
Moving on to the final strategy in how to optimize the Google Shopping Ads checklist!
Target Specific Location
Many shops ignore the necessity of location targeting and merely target the country name.
This isn’t optimal. If you offer thermal bags or duvets and target the whole nation, 50% of your money is wasted.
Instead, focus on the most profitable places and execute a regional bid modification approach. The Dimensions tab comes in helpful here.
Conclusion
How to optimize Google Shopping Ads campaigns does not have to be complicated. However, if you don’t have the basic framework to optimize your searches, you’ll find it more challenging to optimize effectively.
Don’t get bogged down because retail ad campaigns vary from text ad strategies. Accept the benefits of not constantly managing keywords or writing fresh ad copy and instead focusing on what you can control.
Most marketers aren’t doing 90% of the items on this list, so if you start now, you’ll easily be ahead of the bulk of your competition.
