Building the ideal data feed is not enough to guarantee Google Shopping success, and it’s certainly not enough to adequately market your products on Google.
Now, don’t get us wrong, it’s an important step in the right direction, but any PPC expert worth their salt must be constantly on the lookout for ways in which to improve their Google Shopping Ads.
How you optimize your Google Shopping Ads is invaluable to the success of your campaign, and when handled by an expert Google Shopping agency, for instance, you have more of a chance of increasing sales and maximizing your budget.
So, here are some of the best, most tried-and-tested ways to improve your Google Shopping Ads – as used by some of the world’s leading Google Ads specialists.
1. Optimize Your Product Feed
The first step to improving your Google Shopping Ads is to optimize your product feed. In short, this is where Google harnesses its data for your products and displays your ads accordingly.
In fact, the easier you make it for Google to ‘read’ and scan the information about your products, the more chance you have of showing up in front of the right customers. Some ‘easy wins,’ so to speak, come in the form of improving your images, and product titles, and including your prices in your ad copy.
In doing so, you instantly increase your chances of piquing a customer’s interest.
Indeed, if you’re new to optimizing your data feed, improving any of the above assets is a surefire way to improve your Google Shopping Ads without the help of an expensive Google Ads agency.
2. Concentrate on Your Most Profitable Products
Concentrate on marketing your most profitable products by excluding your unprofitable ones from your campaign. You can do this by adjusting your bids and denoting these products as ‘excluded.’
Excluding certain products can also be seasonal. If you have a bunch of summer products, it’s probably safe to say that they’re not going to be your most profitable items during the winter, so you’d very much benefit from excluding these products from your ad plan.
Furthermore, it’s also important to exclude products from your rosta when they’re out of stock or are only available in an uncommon size or color.
3. Use Negative Keywords
Negative keywords are monumental and play a huge part in the success of your Google Shopping campaigns. There are a number of ways to improve your Google Shopping Ads, and negative keywords are the ‘silent heroes of your campaign.
When you use negative keywords, your shopping ads won’t show up when people search for those specific keywords. The power of negative keywords cannot be underestimated as they are extremely helpful in terms of trying to limit your ads so that you don’t over-exaggerate your reach.
Importantly, Google enables you to locate search terms that have triggered your ads and yet yielded no conversions. By doing this, you can limit the number of costly clicks you were generating previously.
4. Adjust Your Bids
Some clicks are more valuable than others. By consistently adjusting your bids you can have more control over who sees your ads and when.
Indeed, by using the location bid adjustment tool, you can control how often shoppers are able to see your ads based on geographic location. In addition, by adjusting your bids, you can also target your ads depending on where the majority of your sales are coming from, be it a desktop computer or a mobile tablet.
Keeping your bids unique and flexible, even for just a few hours, can seriously improve your Google Shopping Ads.
5. Top vs. Other
It may be surprising, but your top-performing product may not always be your most profitable. Consequently, some products may seriously outperform your standout product but aren’t displayed at the top of search results.
Some products are going to outperform others, so it’s very important to understand that high performance in terms of impressions doesn’t necessarily equate to increased profitability.
Don’t Make Too Many Drastic Changes
The above are just five of the best tips to improve your Google Shopping Ads and are used by everyone from the best PPC agency in the world to the countries leading Google Ads company.
Google Shopping campaigns are sensitive, and the tiniest adjustment can have a monumental impact on your performance. So, with this in mind, this is exactly the reason why you should never make any drastic changes.
Moreover, it’s also important to be able to easily keep track of your changes and use those metrics to inform your analysis and make sure those changes are benefiting you. If you make a lot of changes quite quickly, it can be detrimental to your business.
Therefore, using A/B testing with your Google Shopping Ads can ensure that you’re making the right decisions and the smartest changes possible.