Google Shopping campaigns are a great way to engage today’s digital shoppers. To get the most out of your shopping campaign, it’s important to be relevant and eye-catching and keep your feed optimized.
1. Choose Titles, Descriptions, and Images Carefully
The first step to a successful shopping campaign is optimizing your product titles, images, and descriptions. Your titles should be relevant and straightforward in order to improve your click-through rates (CTR). Make sure titles and descriptions include relevant keywords, to reinforce the products relevance to potential customers.
A few other things to keep in mind:
- Don’t force keyword repetition. Stuffing unnecessary keywords into your titles can actually end up hurting your placement.
- Choose images that clearly showcase your products. Avoid clutter, noisy backgrounds, and low resolutions.
- Titles are limited to 70 characters and are often automatically truncated. Front-load the most essential words.
2. Organize Your Campaign Structure
When structuring your feed, think of it as a brick-and-mortar storefront. Put your hottest, high-margin items in your “front window” and focus on products that are popular and visually appealing. Here are some other good tips to follow:
- Group similar items together (product lines, for instance) with custom labels, so that your campaigns are easy to manage.
- Promote seasonal products in a separate campaign.
- If most of your traffic is generated by a single product group, consider subdividing.
3. Understand Feed Quality Score & Product IDs
Your Quality Score uses your product IDs to maintain performance history about each product in your merchant feed. Generally, you should not alter product IDs after you submit them for the first time because by changing IDs you wipe out some of your QS history.
However, if your product had a poor CTR and you’ve updated the description or title and perhaps added a more appealing image, this rule might not apply. It might be beneficial in such a case to change the product ID, so you can have a clean slate and another shot at getting better results for that product.
In short, only change a product ID if you have a negative Quality Score for that product and have taken steps to improve its performance in your feed.
4. Utilize Search Query Reports
Make use of your search terms report to further optimize your shopping campaign. This will help you learn exactly what customers are searching for, and you can use that information to refine titles, descriptions, and product groups.
5. Don’t Forget About Mobile Shoppers
An increasing number of customers do their shopping, or at least start their shopping research, from smartphones. Ensure that your website is mobile-friendly to maximize your sales as much as possible:
- The shopping and checkout process should be simple in order to perform well on small screens.
- Set bids higher based on proximity to your brick and mortar locations, where people are more likely to convert in-store.
- Use mobile tracking to follow the multi-device shopping experience that many users have.
If you want to start optimizing your Google Shopping Campaigns, hire the right agency. We put together an ebook for you on how to research paid media agencies and find the best fit for your business. Check it out.