As a retailer, using Google Shopping ads can be an integral part of your campaign. Rather than just your brand, they put your actual products right in front of potential customers as they search for them, enabling them to make a purchase simply and speedily while comparing prices with other retailers stocking that product.
Campaigns are based on product inventory, and insights enable you to see which products give the best return on investment, while optimising your product listings well ensures they’re completely relevant to your business, making sure your campaigns result in conversions. If all goes to plan, you’ll soon be reaping the benefits of a higher ROI – but is this all your campaign is capable of?
We’ve put together a guide on how to easily identify where there’s room for improvement.
How does your campaign measure up to industry benchmarks?
Google provides industry benchmarks of Max CPCs. Use these as guidelines to set your own Max CPCs at the right level. You can adjust them for testing/optimisation to ensure they’re not set too high.
You should also check your Impression Share. If it’s low, this means your products may not be receiving as much visibility as they need. If budget is an issue here, you could perhaps look to implement Ad Scheduling with bid modifiers around key sales hours.
Search Query Report (SQR) is vital on your Google Shopping Campaigns, as it is with search ads. Utilising it means that irrelevant search queries can be applied to your campaign as negative keywords to ensure your products only appear for a relevant search, giving you the best possible ROI.
It’s also advisable to review performance by device. So if your campaign performs better on mobile, you can review your bidding strategy based on this information. So in this case, you may want to improve the user experience with mobile specific landing pages.
Ensure your feed is fresh and relevant
As with the quality score for search ads, relevance is a big part of success, so make sure you’re using those SQRs to keep your ads appearing in relevant searches in order to maintain a high score.
Another part of this is keeping your feed fresh and up-to-date. Images, descriptions and titles should follow best practices and all required attributes should be present in the feed. Importantly, price and availability should be kept up to date. Customers find it irritating if they click your ad only to discover the item is more expensive than originally stated, or not available at all – this can contribute to a high bounce rate as well as creating a negative impression of your brand.
The Google Merchant Centre is your friend
You should be visiting the Google Merchant Centre regularly in order to identify errors. Checking the Feed Status and Data Quality is essential for spotting errors. This could include processing errors such as missing attributes or an unknown ‘Google product category’. Common Feed Quality Errors, meanwhile, can include missing or invalid unique product identifiers, or data conflicts between the feed and website such as availability or price.
Once these errors have been fixed, your error-free feed can be re-uploaded.
These tips should help you get the most out of your Google Shopping Ads, but many businesses are turning to us to produce strategies and manage campaigns to ensure they’re getting the absolute best ROI.
If you’d like to speak to one of our Google Shopping experts, call us today on 0800 011 9270.