Google Shopping is a good way to advertise your retail business and is an essential asset for results-driven advertisers.
Product Listing Ads are cost-per-click ads purchased through AdWords. They feature a product image and are tailored toward products and product categories.
If you have hundreds of products to promote then signing up to Google Shopping would be worthwhile. However, there are a number of variables that need to be taken into consideration, such as your budget for bids to maximise ROI and make your campaign a success.
Here are our 5 best tips on how to fully optimise your campaign and increase your click-through traffic.
Spend More Time on Account Creation
Build a well-named and organised product structure by segmenting them into different Ad Groups.
Think about using the following:
- Product Lines
- Top Performing Products
From here you can sub-divide the groups further by brand and then again by best performers.
In the long run, having a well thought out structure will save you time. It will help you bid more competitively for your top performing products and spread the cost across the different ranges.
Titles and Descriptions
As Shopping Campaigns don’t utilise keywords, it is a good idea to keep the descriptions and titles simple.
Avoid Amazon keyword stuffing in an attempt to write all the variations of the specification in the title. Google Shopping allows 70 characters to anything over that will be ignored.
Write descriptions and titles with targeted keywords in mind to make them ripe for conversions. You can extract keyword information from historic campaign search queries, Adwords Keyword Planner or a search query report from Google Webmaster Tools.
For example instead of your title being ‘Smart Watch Q18’, write ‘Smart Watch Q18 with Touch Screen Camera for Android and IOS Phone’
Commercial Intent Keywords
Commercial intent adjectives are highly sought after keywords that are attractive to shoppers. These may include:
- Free Shipping
These keywords indicate that the shopper has already made up their mind about what they want to buy and has the cash in hand, ready to make a purchase.
Be as specific as you can when detailing size, colour, pattern or material of the product. That way if a customer makes a very specific search, for example, they are searching for a 25-litre, blue, suitcase then you want your product is a good fit.
If you don’t have a data field to add colour or material to your feed, then look to your URL instead. If you use DataFeedWatch, add a rule that allows the colour or the material to be added at the end of the product title.
Make sure your images don’t contain any promotions, watermarks or text as this could lead to them being disproved. Google recommends that images are 800 x 800 pixels, but undertake testing to make sure they are right.