Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava
Optimize AdWords Ecommerce Campaigns

AdWords Growth Hacks Every Ecommerce Owner Should Know-Part 2

Google AdWords is one most cost-effective method of promoting and marketing your e-commerce store.

It takes a lot of things to make an e-commerce store successful and profitable. The most important element that an e-commerce store requires in order to become successful is to get qualified traffic.

And Google AdWords makes this task of e-commerce stores a lot easier by bringing huge and qualified traffic to their sites.

There can be times that the performance of the AdWords Ecommerce Campaigns becomes constant and even discontinues to increase.

This leads to a situation of utter dismay and a lot of advertisers lose hope and quit too soon without giving themselves and their campaigns the second chance.

As said there is always room for improvement and everyone deserves the second chance, so should your AdWords Campaigns.

In this blog, we are going to give you some quick tips and strategies to help you better manage your AdWords Ecommerce Campaigns.

AdWords Campaigns that Boost Ecommerce Sales

1. Optimize Google Shopping Campaigns

Shopping Campaign Examples

Google AdWords offers an advertising platform specially designed for e-commerce called the Google Shopping Campaigns.

Google Shopping Campaign is a perfect platform for e-commerce owners. Click To Tweet

It lets them promotes their online stock and generates more traffic to their website and drive sales so that they get more potential customers.

Google Shopping Campaign is an essential platform for an E-commerce owner and it should be optimized to generate more sales and conversions.

The steps to optimize the Google Shopping Campaigns are:

(A) Optimize Data Feed

The data feed in Google Shopping Campaigns is a list of products. The products are grouped according to attributes and each of the product is defined in a unique way.

While setting up the product feed, there are certain attributes which are required and some of them are recommended.

The required attributes are Id, Title, Description, Product Type, Brand, Link, Image Link, Condition, Availability, Price, GTIN, MPN, Shipping, Tax.

The recommended or additional attributes are Additional Image Link, Sale Price, Sale Price Effective Date, Online only, and Expiration Date.

If you fail to include the required attributes, your products will not show in the Google Shopping Results.

After creating your data feed, you should upload it your Merchant Centre Account.

(B) Set Up Google Shopping Campaigns

To set up Google Shopping Campaigns, you need to link your AdWords and Google Merchant Centre accounts.

After you have linked the above-mentioned accounts you can create Google Shopping Campaigns.

To create a Google Shopping campaign just log in to your AdWords account, click on the “Create a New Campaign” and then select “Search”. After that choose “Shopping” from the drop down menu.

Shopping Campaign

While creating a new campaign for Google Shopping, just remember to keep it separate from the Search and Display Network. This will make it easy for you to set different settings and budget for Google Shopping. You can even track the performance of Google Shopping separately.

After this, you need to move ahead with the setup options like choosing the location, language, bidding, budget, delivery method etc.

While creating a new Google Shopping campaign, determine which products are most important to include.

Avoid using a single Ad Group for all your products in the Google Shopping Campaign, instead set up different Ad Groups.

By creating separate ad groups for your best selling products, you can even create ads including special offers and promotions for those products.

(C) Targeting Options

  • Set up Targets by Brand

If you are selling products that have different brands. Then you can set up an Ad Group for each brand and in that ad group set up a target for each brand.

  • Set up Targets by Product Type

If you sell products that have different product types, you can set up Ad Groups based on product types and within that ad group set up a target for each product type.

  • Set up Targets by SKU

This targeting option allows you to exactly know which product are you targeting. Instead of grouping a lot of products in one target, you can directly target an individual product.

(D) Add Negative Keywords

Negative Keywords

Another way to optimize the Google Shopping Campaigns is to get some control over it by adding negative keywords.

Negative Keywords are filtering keywords. By adding negative keywords you will get an assurance that your ads won’t get triggered for the irrelevant clicks.

The negative keywords are important because they save your ad spend that could have been wasted by inappropriate search queries.

By obstructing the irrelevant search queries, negative keywords attract only qualified clicks.

They will help you to refine your targeting by showing your ads to those who are more likely to click on the ad and get converted.

This, in turn, increases your Click Through Rate, improves your Quality Score and reduces the Cost per Click.

(E) Use Campaign Priorities

When you are advertising the same product in multiple shopping campaigns, you can use campaign Priorities to determine which campaign should participate in the auction for that particular product.

Campaign Priority

The Campaign Priority decides the bids on the basis of the following rules:

(i) The Campaign with the highest priority will bid.

If a campaign has a higher priority over the other then it will bid. For example, if there are 2 campaigns, one with the highest priority and the other with medium priority. In this case, the bid from the highest priority campaign will be used.

(ii) The lower priority campaign bids if the highest priority campaign runs out of the budget.

If the campaign with the highest budget runs out of the budget, then the next lower priority campaign places the bid.

(iii) When multiple campaigns have the priority, then the highest bid is used.

If there are multiple campaigns that have the same priority, then the campaign with the highest bid will participate in the auction.

(F) Create Separate Campaigns for Products with Maximum Sales

By using Google Analytics and existing Shopping campaign data, you can find what the best selling products are. After you have discovered them, you can create a separate campaign for these products.

When you have a popular item in your stock, you want a lot of customers who are looking for that particular product to see that you have it available for them.

By creating a separate campaign and bidding aggressively can give you promising opportunities to attract a lot of potential visitors who are ready to convert.

If you do not create a separate campaign for your best selling products then you will have to increase bids for all products including the ones that aren’t performing well. This will indeed have a negative impact on the performance of your Google Shopping Campaigns.

2. Dynamic Remarketing

Remarketing allows you to show you ads to the past visitors. It lets you customize your ads according to the activities of the people who visited your site.

Dynamic Remarketing takes traditional remarketing to the next level with product-specific ads. Click To Tweet

With dynamic remarketing ads, you can go a step further and display your remarketing ads with specific information that is specially designed according to your customer’s previous site activity.

dynamic remarketing

With Google’s Remarketing feature Google itself will create ads for you based on the behavior of your website visitors that will include the price, image, and text of the ad of your choice.

Shopping sites are apt for remarketing. If you are an e-commerce owner who sells products online, then you can use promotional coupons and offers to increase your sales plus the overall ROI.

Dynamic Remarketing should be a top choice for e-commerce owners because they are marketing to people who are already interested in their products, have already visited the site, viewed products, added some of the products to their cart or have even purchased them.

Therefore, with Dynamic Remarketing the sales and the ROI tends to be higher.

In Dynamic Retargeting, there is basically 6 visitor segmentation which you can use. They are:

(i) All Visitors

Through this segmentation, you can target each and every user that visited your site irrespective of the visitor activity.

By retargeting all the visitors, you reach out to a wider audience.

Although by retargeting to a wider audience, you may not get the most narrowed list, instead you will get a list of people who have a slight interest in the products that you offer.

Also, while retargeting all the visitors of your site, do not forget to exclude the immediate bouncers. Retargeting them will make no sense.

(ii) General Visitors

General visitors are those visitors who visited your website but did not view the specific product page.

With the help of Dynamic Remarketing, you can target these users with the most popular products of your site.

These visitors bounce from your website before navigating your products. It is not that your products are not right for them.

Maybe these visitors are not familiar with your products or they couldn’t locate the product page or probably were led away by distractions. There can be a lot of reasons.

You can use dynamic retargeting ads to increase the awareness of your products so that they come back to your website to know more about you.

With this type of visitor segmentation, you get a chance to showcase your products to those visitors who arrived at your website but did not view the product page.

(iii) Product Viewers

These are the people who viewed the product page on your site and but did not add them to the shopping cart.

You can target them with ads that are in relation to their interests. You can also show these visitors the products they viewed along with a mixture of recommended and similar products.

In addition to this, you can also display your discounts and offers to entice them to come back to your site and make a purchase.

You can retarget the product viewers by stating a benefit that they will get from using your product or you can also add a customer testimonial from a well-known influencer.

(iv) Shopping Cart Abandoners

These are those visitors who added your products to their shopping cart but did not purchase.

This type of audience almost brought out their credit cards to shop but somehow left to find more competitive prices.

To avoid this you can offer them Free Shipping offer or a coupon as an incentive for them to make the purchase.

You can also target them with special offers like promotions or discounts to close the deal.

Most of the time there are price and time objections that make the visitor abandon the shopping cart.

To remove the price objections, you can provide “Free Shipping” across a certain price limit or a reasonable discount for a limited time period.

And when time objection is the issue, you can continuously remind them of your product and make sure that you stay on their mind when they are ready to make a purchase.

Creating a sense of urgency while retargeting shopping cart abandoners can get you more sales because when there is a time limitation, people tend to buy more.

Some example of an urgent offer are:

  • Discount 10% off! Offer ends at midnight.
  • Free Shipping on all orders. Just for today.

(v) Past Buyers

Past buyers are those people who purchased products from you in the past.

Targeting the existing customers is a part of the customer retention process and for this reason, it is quite important.

Your existing customers are more likely to make a purchase from your when compared to the new visitor.

After purchasing your product in the past, the visitors become your customers. Your existing customers are more likely to make a purchase from you as compared to the new visitor.

You can remarket them with new products that will complement the products that they have already purchased.

Although the group of your existing customers might be small. As these people are already using your product, they are interested in your business and will be more likely to make a purchase from you again.

3. Remarketing List for Search Ads (RLSA)

RLSA is a feature in Google AdWords that allows you to tailor your Search Campaigns for people who have already visited your website.

RLSA a strategy to target the people who have the past or current interest in your products. Click To Tweet

When visitors leave your site without making a purchase, RLSA can help you to connect with these visitors when they continue to search in Google.

RLSA

RLSA gives you an opportunity to optimize your search campaigns by letting you tailor your bids and ads for your highest value prospects.

There are 2 basic strategies that you can use with RLSA:

  • You can optimize bids for existing customers. You can increase the bids for those who have previously visited your website for the past 30 days. Also, you can show different ads to the visitors who have added your product to their cart but have not purchased the product as yet. Remember, the more the recent visit, the higher the bid.
  • You can bid more on broad match type keywords for those who have visited your website in the past. This will help you to capture a wide range of people who are interested in your products.

With RLSA, you get a better opportunity to design your search campaigns in such a way that you can target more valuable users who are aware of your products and are also interested in them.

Thus, RLSA can result in the more efficient use of the ad spend and increase in sales which will lead to an increase in the conversion rate and ultimately the ROI.

Ecommerce owners should use RLSA because it targets more qualified users that are already familiar with your website and products.

You can target them by giving them bigger discounts and pull them back on your site. The very first step while setting up RLSA is to create Audience Lists.

You can create lists based on the following user experience:

(i) Targeting Cart Abandoners

Targeting the users that have abandoned the cart is the most obvious RLSA strategy. These type of users almost reached to conversion destination and are most likely to convert.

They might be quite low in number but then they have the potential of increasing your conversion rate substantially.

You can target them by giving special offers and discounts on the items that were listed in their cart. Similarly, you can suggest and recommend similar products.

(ii) Excluding the Non-Interested

When it comes to RLSA, it becomes really important to exclude the visitors that are not interested in your products. Immediate bouncers can be counted here.

Maybe these people landed on your website by mistake. Probably they were only looking for a certain piece of information and did not have the intention to buy any product.

To avoid wasting your budget on these people you should simply exclude them while creating the RLSA campaigns.

4. Dynamic Search Ads (DSA)

DSA is the easiest way to look for customers who are particularly looking for your offer.

It’s a type of campaign in Google AdWords that dynamically matches the searches in Google by using the details from your landing pages.

The DSA are created with specific headlines and landing pages by AdWords. Click To Tweet

The Dynamic Search Ads are useful because they create an easy campaign that permits the e-commerce owners to target ads to as many search queries.

Basically, the DSA works best for those e-commerce owners who have rich content on their websites. Since the Dynamic Search Ads are created by taking the relevant information from the Landing Page.

Thus, it becomes really important to have rich and relevant to the website to get the best results from Dynamic Search Ads.

Any e-commerce website owner who has a huge stock of products and corresponding landing pages can make the best use of DSA.

For an e-commerce website, there are times when the products are constantly changing. These changes may be due to seasonal variations or probably if you have a varying list of items that change regularly.

Here, DSA comes handy because you would not want to spend a lot of hours to upload the new products and pause the ones that you don’t sell.

DSA will automatically take care of all this on your behalf.

When Google find searches that match your Dynamic Search Ads targets, it then generates an ad with a headline and a landing page URL.

There are 3 targeting options when it comes DSA Campaigns:

(i) Target All Pages(The entire website).

(ii) Target Specific Pages

(iii) Target Specific Categories

After determining the targeting options comes the time when you will create your ad. Remember, the headline and the URL are dynamically generated on the basis of the search query and your website content. You simply have to create the description lines.

Dynamic Search Ads

The importance of DSA for e-commerce websites:

  • It improves efficiency by pulling out relevant data and saves your time that you would have spent on keywords, bids and ad text for each of your product.
  • DSA automatically updates your ads. When you make changes in your website, Google then scans the website to make sure that they are delivering the latest version of the website.
  • It dynamically generates the headline that includes the words from the customer’s search and the landing page of the ad. The headline generated by DSA is slightly longer than the standard text to give more visibility and relevance to the users.
  • It provides campaign control to the e-commerce owners. When you use Dynamic Search Ads, you have the control to exclude pages that are irrelevant and landing pages of out of stock products.
  • It increases the traffic thereby increasing the sales by promoting your business to more customers as compared to the keyword-based campaigns.

Tips to get most from the Dynamic Search Ads:

(i) Ensure that you Bid higher for your Website Visitors.

In DSA, you can categorize the users into two different groups i.e. new users and existing users.

Because of this option, you can bid differently for different groups. As the existing users are interested in your products, thus, there are more chances of them to make a purchase.

Therefore, having a higher bid for them can be really effective.

(ii) Review Search Query Report.

Reviewing the Search Query Report regularly is an essential process for your DSA campaigns.

You can review the Search Query Report to see the terms that people searched for when they clicked the ad.

Search Terms

You can also see the dynamic headline and the landing page for those search queries.

By reviewing the Search Query Report, you will be able to see a lot of irrelevant searches.

Final Thoughts

Optimizing the AdWords E-commerce Campaigns is not at all a daunting task. Rather, if you hold an authoritative command over it from the beginning, you will see the profitable long-term results.

You can benefit from the AdWords Campaigns for your e-commerce stores only if done in the right manner.

A positive and systematic approach towards AdWords Campaigns for Ecommerce Stores can help you overcome all the obstacles that are coming on the way.

We hope that the above-mentioned tips make your work easier and interesting when it comes to optimizing the AdWords Campaigns for E-commerce Stores.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

Google Shopping Bidding

Want to be Amazing at Query Based Bidding Strategies of Google Shopping? Here’s How

Google Shopping is an advertising feature offered by Google AdWords which is specially designed for e-commerce owners

Since, it helps them to promote their products online and thereby generate more conversions.

Moreover, it helps a lot of e-commerce owners to reach the right customers at the right time with the most relevant products.

Google Shopping is the best possible advertising platform for e-commerce retailers. Click To Tweet

However, with Google Shopping, you can put your product image, price and business right in front of the people who are searching on Google, irrespective of the device that they are using.

Google Shopping is thus a suitable platform for those e-commerce owners who sell a lot of products and have loads of product data as well.

How does Google Shopping work?

Google Shopping works on the basis of 2 platforms: Google AdWords and Google Merchant Center.

Merchant Center and AdWords

While Google Merchant Center is the place where you are going to keep your data feed. Consequently, Google AdWords is a place where you will set your budget, manage bids and optimize your campaigns according to the performance.

The Shopping Campaigns uses your Product Feed from the Google Merchant Center and then decides how and when to show your ads.

The Product Feed in the Merchant Center contains all the details of the products you sell and then Google uses these details to match a user’s search query to your ads.

Google makes sure that the most relevant product ad is shown with respect to the search query. Click To Tweet

To get started with Google Shopping, you need to upload the product data into Google Merchant Center and then connect it to Google AdWords.

However, there is just one drawback with Google. To find the most relevant keywords and match them to their ads, the advertisers are highly dependent on Google. This is because there is no keyword targeting in Google Shopping. Hence, the advertisers don’t bid on keywords in Google Shopping.

Instead, they bid on products and Google takes care of the keywords for them. So, in this case, the building blocks are the product groups.

The other thing of importance in Google Shopping is the negative keywords. For example, you sell Formal Dresses and would not like to show your shopping ads for “Cheap Formal Dresses”. Moreover, you can go ahead and use “Cheap” as a negative keyword to block this kind of irrelevant search queries.

Where can you see your Google Shopping Ads?

Shopping Ads Location

You can see your ads in Google Shopping, Google Search which is next to the search results and separate from the text ads and also in Google Search Partner Websites like YouTube.

The Google Shopping Ads can also appear at the same time as the text ads. So, if your text, as well as shopping ads, are super relevant to the search query of the user, then both of them will get displayed.

In a nutshell, you need to upload your product feed data in Google Merchant Center and then link Google Merchant Center to Google AdWords. Structure your product groups, set bids and use negative keywords.

Google Shopping Query Based Bidding

In Google Shopping, the advertisers usually bid on products and not on search queries. However, it is always recommended to understand the shopping queries to get much better insights of what the users are typing into Google to look for your products. And then focusing your bidding strategies on search queries might be a good strategy to get most out of your Google Shopping campaigns.

In one of his blog posts, Martin Roettgerding talked about “Taking Google Shopping to the Next Level” in the form of a video. Furthermore, this inspired me to write a blog post on Query Based Bidding Strategies of Google Shopping.

Shorter Queries v/s Longer Queries

In due course of time, it has been observed that the longer the Search Query, the more valuable it is. It has a higher probability of getting more conversions.

However, the scenario for the Cost per Click is totally different.

The shorter queries, are more general and have high Cost per Click due to high competition. Click To Tweet

While the longer queries are more specific and have low competition, so they have comparatively low Cost per Click.

Let us take an example of a product which is Printer. Now, this product is way too common. To make it specific, let us attach a brand name to it, say HP Printer.

To further make it more granular, we’ll attach a product specification with it. Now it becomes HP Printer M1005.

As a result, We can describe the products in three ways:

  1. Printer: Highly General
  2. HP Printer: Brand Specific
  3. HP Printer M1005: Product Specific

“Printer” is a short as well as a general query. If anyone types “Printer” and sees HP Printer M1005″, doesn’t mean that he/she is ready to buy HP Printer M1005.

The probability of buying HP Printer M1005 becomes relatively less.

General Search Query

At the same time, there are a lot of printers in the market and a lot of retailers are bidding on the keyword “Printer”. This means that there is a lot of competition for “Printer”. This high competition increases the Cost per Click, making it relatively high.

On the contrary, we have a long query “HP Printer M1005”. This is so specific that is suits only one model of a product.

Product Specific Search Query

So, whoever type this long query is most probably looking for this particular model of the HP Printer. Hence, the probability that the user is going to buy this particular product is much higher.

Furthermore, not everyone has this product, so there is less competition and the Cost per Click is comparatively less.

However, owing to a lot of exceptions to this rule, it is not always important that longer queries will always overtake the shorter ones.

There are still many queries which are short but still valuable and others are long but worthless.

Therefore, to overcome this dilemma, it is recommended to use Brand Preference in the Search Query.

 

Brand Preference in Google Shopping Search Query

Brand Searches tend to perform differently from the general searches. They are purely navigational in nature and are focussed towards a single brand.

Apart from producing incremental revenue, brand searches are also helpful in assessing its performance of the Shopping Campaigns.

Usually, queries that contain a brand name are more valuable. Click To Tweet

Taking the above example, if a user searches for HP Printer rather than Printer, he has shown his preference towards a specific brand i.e. HP.

Brand Preference Search Query

Hence, you should divide your search queries into campaigns that contain brand preference and queries that do not contain a brand preference.

Product Reference in Google Shopping Search Query

Product reference means when the user includes a proper product specification while searching on Google.

Here, the users know the exact product that they are looking for. So queries that have a product reference or specification tend to perform better.

However, the queries that have a particular product specification are the ones that have a better performance ratio. Because in this type of query, the user already knows which model of the product he wants to purchase.

Moreover, this query is highly specific and therefore have more conversions and low Cost per Click.

Therefore, again taking the example of a printer, the user is not only interested in a certain brand but also a particular product of that brand.

Like here, the user searches for HP Printer M1005, which is one of the various models of printers that HP manufactures.

Product Reference Search Query

So, by now we have we have three type of campaigns on the basis of Queries:

  • General Campaigns (including the Non-Brand Preferred Campaigns and Non-Product Specific Campaigns)

  • Brand Preferred Campaigns

  • Product Specific Campaigns

The Goal of Query based Bidding in Google Shopping

(i) If the query includes a general term (General Campaigns), then bid it low.

(ii) If the query includes a brand name (Brand Preferred Campaigns), then bid it higher.

(iii) If the query includes a product specification (Product Specific Campaigns, then bid it the highest.

The Strategy of Query based Bidding in Google Shopping

Query Based Bidding Startegy

These campaigns have certain key components which are:

(i) Priority Setting: It tells which of the campaign should be used first for a query.

(ii) Negative Keywords: Filters the queries in the correct campaign.

(iii) Product Bids: It sets the place in the auction for a query.

(iv) Shared Budget: Shared Budget ensures that the working of a campaign is not hampered when that particular campaign runs out of the budget.

Here, is a clarified interpretation of how the three above-mentioned campaigns will look like.

(A) General Campaigns (Non-Brand & Non-Product)

(i) Priority Setting: They acquire low converting and general search queries.

(ii) Negative Keywords: All brand and product specific keywords.

(iii) Product Bids: Low Bids

(iv) Shared Budget: One shared budget between each campaign.

 

(B) Brand Preferred Campaigns

(i) Priority Setting: They acquire more specific search queries which include the brand name.

(ii) Negative Keywords: All product specific keywords.

(iii) Product Bids: Higher Bids

(iv) Shared Budget: One shared budget between each campaign.

 

(C) Product Specific Campaigns

(i) Priority Setting: They acquire super specific queries that include the product specification.

(ii) Negative Keywords: Only those product specific keywords that have high cost and low conversion.

(iii) Product Bids: Highest Bids

(iv) Shared Budget: One shared budget between each campaign.

Usually, there is a shared budget for all the campaigns because if one campaign runs out of the budget, then the traffic for that campaign will move to the other campaigns. So, it breaks down the working of the campaigns.

Hence, to prevent this breakdown, it is recommended to use a shared budget.

The Outcome of Query-Based Bidding Strategy in Google Shopping

Furthermore, every strategy needs sufficient time and effort to prove its worth. Moreover, only after allocating sufficient time you can move on to the conclusion regarding its optimal working.

For a lot of reasons, this strategy can have better results for some accounts than the other.

Some of the outcomes of this strategy are:

  • An increase in Conversion Rate:

Since in this strategy, you will decrease your budget from more general campaigns to more specific campaigns. As the general campaigns lead to clicks that were less conversion likely and specific campaigns are more conversion oriented. So, there would be an increase in conversion oriented traffic which would initiate more conversions.

  • An increase in Traffic Volume and Cost:

Due to using this strategy, you are making some of your campaigns highly specific by including the brand and the product specification and leaving some of your campaigns very general. Moreover, this will enable you to enter into higher CPC auctions, thereby, increasing the cost.

  • Successful Long-Term Strategy:

“Rome was not built in a day.” Therefore, the same theorem is applied here as well. Hence, the more time the strategy gets to run, the more it gets access to the data required to make the brand and product specific campaigns. However, to make these new campaigns, it really does take the time to gather data and make optimization decisions. Hence, this the reason why this strategy is a long-term strategy. Hence, the Query based strategy does take the time to take off. But once settled properly, it guarantees long-term and profitable results.

How to set up Query Based Bidding in your Google Shopping Account

There are 3 types of campaigns you need to set up for this strategy:

  • General Campaign(Non-Brand and No-Product Campaign)
  • Brand Campaigns
  • Product Specific Campaigns

1. General Campaign(Non-Brand and No-Product Campaign)

You can set up this strategy in your existing shopping campaigns as well as in your new shopping campaign.

(i) Existing Shopping Campaign

To set up this strategy in your existing strategy, you need to follow these steps.

(i) Open your existing shopping campaign.

(ii) Go through your Search Query Report.

Search Terms

(iii) Filter the most common brand term.

Filter Brand Name

(iv) Compare the data that contains brand and that does not contain brand.

(v)Furthermore, If this campaign is generating more conversions, you need not take the risk of losing that data. Moreover, you can convert that campaign directly into a Non-brand or General Campaign.

To make your existing campaign convert into a Non-Brand or General Campaign, you need to:

(i) Go to the Settings tab.

(ii) Change the name of the campaign.

(iii) Change campaign priority to High.

Campaign Priority for Existing Shopping Campaigns

To set up Shared Budget for this campaign, you need to:

(i) Click on the Shared Library tab on the bottom left of the AdWords UI.

Shared Budget

shared library

Shared Budget 1

(ii) Name your budget, select the correct campaign, set your budget and save it.

To set up Negative Keywords for this campaign, you need to:

(i) Go to the Keywords tab in your campaign.

Negative Keywords

(ii) Add all the possible Brand and Product Specific keywords as negatives.

To adjust Bids for this campaign, you need to:

(i) Select the Ad Group and go to the Product Group tab.

(ii) Select all the products and bid them low accordingly

So, now the No-Brand campaign is set up according to this strategy.

(ii) New Shopping Campaign

To set up this strategy in your new Shopping campaign, you need to follow these steps.

(i) Log in to your AdWords Account.

(ii) Click on Create a New Campaign.

(iii) Then select Search.

(iv) Choose Shopping from the drop down menu.

Shopping Campaign

To make your New shopping campaign convert into a Non-Brand or General Campaign, you need to:

(i) Name your new shopping campaign.

(ii) Set the campaign priority to High.

(iii) Set the Merchant Identifier to the correct Merchant Center Account.

(iv) Create a custom filter to find the specific brand products in this campaign.

Campaign Priority for New Shopping Campaigns

(v) Set all other campaign settings the way it is done.

(vi) Save your New Non-Brand Campaign.

To set up Shared Budget for this campaign, you need to:

(i) Click on the Shared Library tab on the bottom left of the AdWords UI.

(ii) Name your budget, select the correct campaign, set your budget and save it.

To set up Negative Keywords for this campaign, you need to:

(i) Go to the Keywords tab in your campaign.

Negative Keywords

(ii) Add all the possible Brand and Product Specific keywords as negatives.

So, now the New Non-Brand campaign is set up according to this strategy.

2. Brand Campaigns

To create Brand Campaigns, you need to follow these steps.

(i) Just copy and paste the Non-Brand campaign in the AdWords UI.

(ii) Open the campaign setting tab.

(iii) Change the name of the campaign.

(iv) Change the campaign priority to Medium.

Campaign Priority for Brand Campaigns

To set up Shared Budget for this campaign, you need to:

(i) Click on the Shared Library tab on the bottom left of the AdWords UI.

(ii) Name your budget, select the correct campaign, set your budget and save it.

To set up Negative Keywords for this campaign, you need to:

(i) Delete the brand keywords that were in this campaign when you copied it from the Non-Brand Campaign.

Negative Keywords

(ii) Go to the Keywords tab in your campaign.

(iii) Add all the possible Product Specific keywords as negatives.

To add Product Specific keywords into these campaigns as negatives:

(i) Go to the Products tab in your campaign.

(ii) Highlight all the products that are listed there.

(iii) Paste all the data into Excel.

(iv) Copy the Item ID column from the Excel sheet and add it directly as campaign level negatives.

Item ID

To adjust Bids for this campaign, you need to:

Your Non-Brand campaigns had low bids to prevent you from wasting your time on general queries.

Hence, for Brand Campaigns, you should increase your bids slightly.

As a result, your Brand Campaign in this strategy is ready by now.

3. Product Specific Campaigns

The process to create Product Specific Campaigns is similar to that of creating the Brand Campaigns.

To create Brand Campaigns, you need to follow these steps.

(i) Just copy and paste the Non-Brand campaign in the AdWords UI.

(ii) Open the Campaigns Setting Tab.

(iii) Change the name of the campaign.

(iv) Change the campaign priority to Low.

Campaign Priority for Brand Campaigns

To set up Shared Budget for this campaign, you need to:

(i) Click on the Shared Library tab on the bottom left of the AdWords UI.

(ii) Name your budget, select the correct campaign, set your budget and save it.

Remove Negative Keywords

As this campaign is all about Product Specific search queries, therefore in this campaign there will be no addition of negative keywords.

Rather, in this campaign, you will have to remove all the Brand and Product Specific keywords.

In addition, include only those product specific keywords which have high cost and very low conversion rate.

To adjust Bids for this campaign, you need to:

While this is the campaign that will show up for highly targeted product specific queries.

Furthermore, the people who have product specification in their search queries are way down the conversion funnel and know exactly what they want. Moreover, the conversion rate for these queries is relatively high.

Hence, for Product Specific Campaigns, you should increase your bids significantly.

Final Thoughts

In conclusion, Google Shopping is, therefore, an emerging platform for e-commerce merchants to build brand awareness and to promote their products online, so as to maximize their conversions.

Therefore, it is an important component of the overall shopping experience. It also provides the e-commerce retailers an opportunity to showcase their products in front of their customers.

Since there is no keyword targeting in Google Shopping, the advertisers are highly dependent on Google to match their ads with the relevant search queries.

E-commerce owners bid on products rather than keywords in Google Shopping. Click To Tweet

However, sometimes totally depending on Google to find the right search query for their ads can be a little disappointing because of lack of control.

Therefore, creating your campaigns according to the query and then bidding accordingly gives you more control over your campaigns.

Moreover, in this blog, we have sorted this problem for you and have given you insights of how can you have better control over your shopping campaigns by segmenting them on the basis of queries.

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

How To Recover From Most Common Google Shopping Mistakes

Google Shopping is an online advertising platform that allows you to advertise your products in the Google search results.

It has increasingly become a popular channel for e-commerce retailers as it is a great way to generate more and more sales.

The Google Shopping ads appear above or to the right-hand side of the organic results.

Similar to other AdWords ad formats, Google Shopping also works on a Cost per Click basis, meaning that you will only be charged when a user clicks on your ad.

Google Shopping ads are relatively more attractive to users as they show abundant information about product name, image, pricing, promotional texts, special offers and much more.

Thus, making the purchasing process fast and simple for the customers.

However, Google Shopping Campaigns can be a daunting task for new and even experienced e-commerce retailers.

There are a lot of traps into which you can fall if you are not careful enough.

Even the smallest mistake can result in a costly and underperforming shopping campaigns and it is much obvious that nobody wants it.

Perhaps, there is no need for you to lose hope as there is always room for improvement.

In our previous blog, we’ve mentioned some tips to optimize Google Shopping Campaigns.

And now we will focus on some common Google Shopping Mistakes and how to recover from them.

8 most common Google Shopping Mistakes

 

1. Inaccuracies in Unique Product Identifier

The most important element in the product feed of a Google Shopping Campaign is the Unique Product Identifier (UPI) such as Global Trade Item Number (GTIN) and Manufacturer Part Number (MPN).

The Unique Product Identifiers help Google in knowing exactly what the product is and then Google matches your product with the search queries and also compares it with the same products of other retailers on Google Shopping.

Since the UPI makes your ads richer and easier for users to find them so inaccuracies or incompleteness in your Merchant Product Feeds related to UPI can really damage your ads.

If you provide a UPI that is not correct, Google might just disapprove that product. Click To Tweet

There might also be a probability that Google matches your product incorrectly with other products.

Therefore, to avoid the chances of being wrongly listed or not getting listed at all, make sure you are accurate with the UPI in the Merchant Product Feed.

2. Not Optimizing the Product Titles and Descriptions

The second most important thing after the UPI are the product titles and descriptions.

The initial keywords in the product titles and descriptions bears utter importance when Google matches the search queries and decides the ad position.

It can be a common mistake to lead the product title or description with a brand name as the brand name might not be one of the top performing keywords for you.

Providing too much information and overloading the product title is a common mistake that advertisers make.

Add the most important information of the product in the title first. Click To Tweet

Provide precise, accurate and relevant titles and descriptions so that your search ability can be maximized.

Also, do not include promotional or marketing text, excessive punctuation, and symbols in your title.

It is recommended to include attributes such as color, size or brand in your title so that your product can be differentiated from others.

Including long tail keywords in your description is a good idea to increase your searchability.

Do not just throw any title or description on your ads, optimize the product titles and descriptions so that your ad visibility and CTR are enhanced.

3. Not Checking the Search Term Reports and Adding Negative Keywords

Google Shopping Campaigns operate differently than the Search Campaigns as they do not use keywords.

While in Search Campaigns, your ad will only show up for search queries when you add keywords.

Whereas, in Shopping Campaigns, your ads show up for any search query that matches a product you sell.

Therefore, with this rule of thumb that keywords are not used in Shopping Campaigns, many retailers do not search their search term reports thinking it to be unimportant.

So, irrespective of the fact that Shopping Campaigns do not use keywords, you should check the search term reports to recognize the terms that are matching your product.

By accessing the search term reports, you can check whether your ads have been showing up for the right moment or not.

The knowledge that you gain through Search Term Reports can guide you in making productive changes in the campaign structure.

Along with not checking the search term reports, marketers commit another mistake of not adding negative keywords to their Shopping Campaigns.

You should use negative keywords to prevent your ads from being shown to any irrelevant search terms.

Furthermore, negative keywords will ensure that your ads reach out to the most relevant customers and prevents clicks from those who are looking for something that you don’t sell.

With negative keywords, you will be able to reduce your overall costs and increase the ROI. Click To Tweet

4. Do Not Compete Against Yourself

In Shopping Campaigns, you can use “Product Groups” to divide your products into smaller segments.

By product grouping, you can use choose similar items, products to exclude, set specific bids for certain products.

Marketers make a mistake here by thinking that the product groups are similar to the keywords. Perhaps, these two perform differently.

Just like a common problem of duplicate keywords in Search Campaigns, an equivalent problem of can also occur in Shopping Campaigns where it becomes difficult to predict which search ads will show up for a particular search and which bids will be used.

This problem basically occurs when a single product remains in multiple product groups and the overlap takes place easily.

For example, you are selling electronics like Samsung Televisions.

If you create one product group where the product type is Television and another where the brand is Samsung, then Samsung Televisions are included in both the product groups.

To avoid internal competition do not put the same product in different product groups. Click To Tweet

Because by this, your groups will end up competing against each other.

You have to be aware that it is really important duplication in the product groups as you will end up competing against yourself.

5. Neglecting Google Merchant Promotions

While advertisers underestimate the power of Google Merchant promotions, little do they know that the Merchant Promotions are just like Ace of Spades that might just turn things around according to them.

Merchant Promotions allows you to add a “special offer” tag beneath your product listing ad. Click To Tweet

The “special offer”  makes your product to look more exclusive, limited and appealing to your potential customers.

They possess the power to improve the performance of your products ads greatly and also helps you to optimize the CTR and Cost per Click.

So. do not make this mistake of ignoring the Merchant Promotions and if promotions are available on your Google Merchant Account, Use them.

They also give you an advantage over your competitors who do not use them.

6. Creating Too Many Product Groups

The famous saying, “The More The Merrier” is definitely relevant in many situations but in the case of product groups in Google Shopping, this saying is not applicable.

Many marketers set up a lot of product groups and then fail to manage each of them.

Do not create too many product groups while setting up Shopping Campaigns. Click To Tweet

For each product group, you will have to set individual bids and that can be pretty time-consuming.

Moreover, it is not important for you to have all the necessary information that you might need to decide bids.

As in Search Campaigns, keywords decided the bidding standards. Where Google automatically defaulted to the ad group bid when no particular criteria were set for a particular keyword.

But Shopping Campaigns work differently, you have to manage each group individually after you have created the product group structure.

So, to avoid this problem it is better, to begin with creating larger product groups and then further divide them only after having complete information about the specific bids.

7. Ignoring The Quality Score

For every product, Google Shopping gives a specific Quality Score that indicates whether the product is an appropriate match for a specific search term or not.

The Quality Score depends on the CTR of your ads, the information in the feed and the relevance of the landing page.

Quality Score also plays a vital role in your Cost per Click that you actually pay to Google.

It is the Quality Score multiplied by the bid that decides your ad position. Click To Tweet

So, ignoring the Quality Score would be like committing a deadly mistake and putting a The End for your Shopping Campaigns.

As with the other AdWords text ads, you can scan the keywords to see the Quality Score, things are different with Shopping Campaigns.

Google calculates the Quality Score for you after checking the CTR, Ad relevance and landing page relevance.

Therefore, you can improve the Quality Score by researching how your product is performing alongside the competition.

You can also reset the Quality Score of a product that is getting lower CTR by giving it a new identity.

Remember that in Google Shopping the CTR is an early indicator of the Quality Score hence make your product pages as perfect, efficient and functional that the CTR of your ad gets improved.

To know more about how to improve Quality Score and save you money, read our previous blog.

8. Not Using The Right Images

In Google Shopping Campaign, the product image is the first thing that catches the user’s attention.

Hence, Product images are a big deal!!

So big that they have the potential to convert a click into a sale.

And they are so important that Google will not let you list an ad without them.

So, make it a point to optimize the product images to ensure more visibility, clicks, and sales.

Even a small mistake in using the right product image can ruin you ads completely. Click To Tweet

Some mistakes related to product image:

  • Using the Manufacturer’s Image

The very common mistake that advertisers make is that they use images from the user’s official website.

If you want to stand out from the crowd, do not use the same image.

  • Invalid URL

Next is that Google uses the field image URL to create a thumbnail image for your ad, so it becomes very important for the URL to be of a valid format.

Make sure that the URL does not have any spaces, slashes or any other characters that may restrict Google to access your ads.

  • Watermarks or Promotional Texts

Shopping Campaigns do not allow images that have any kind of watermarks or promotional texts.

So ensure that the images that you are using in your Shopping Campaigns are free any kind of text that violates the “No Watermark or Promotional Text” rule.

Conclusion

Google Shopping Campaigns is a great platform for online advertising.

Setting up the Google Shopping Campaigns can be a complicated process especially for the newbies.

Thus, we have provided you with an outline of the common mistakes that the advertisers make while setting up and managing Google Shopping Campaigns.

As said, “Prevention is better than cure”

We have ensured to give you insights that will help you to prevent the common Google Shopping mistakes.

If you avoid all the mistakes listed above and follow the tips, Shopping Campaigns will become your cup of tea.

Remember, the key to a successful Shopping Campaign is using your creativity and shopping campaign features to achieve an optimized campaign structure that proves to be productive for your business.

 

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Latest posts by Dinesh Thakur (see all)

Are You Running Google Shopping Ads in The Right Way?

Google Shopping Ads is a service that lets consumers search for products and compares prices through Google search.

It is a perfect platform for E-commerce business owners to promote their stock online, boost traffic for their websites and to find potential customers.

Google Shopping Ads are based on 2 platforms.

(i) Google Merchant Center

It is where your product feed lives i.e. the details of your product.

(ii) Google AdWords

It is where your shopping campaign lives.

To get started, you will have to send your product data to Google with Google Merchant Center and create a campaign in Adwords.

Then, Google uses your campaign to create ads and shows it to your potential customers.

Google Shopping Ads are different from Text Ads because it consists of a product image, title, price, store name and other descriptions.

The only problem with Google Shopping is that there is no keyword targeting and you will have to depend on Google to find the most relevant keywords for your product.

Having no or very less control over the Google Shopping Ads can sometimes be really disappointing.

Google shopping doesn’t really give you the opportunity to choose keywords for your ad. Click To Tweet

Advanced Tips for Google Shopping Ads

Below are some tips that can help you to optimize your Google Shopping campaign and improve ROAS.

1. Use Negative Keywords to Stop Wasting Ad Spend.

Google Shopping doesn’t allow keyword targeting.

So, search results are based on the information that you provide in the data feed.

To add some control in Google Shopping you should use negative keywords.

By using negative keywords you are basically telling Google for what keywords you don’t want your product ad to show up. This is essential because then you won’t be paying for irrelevant clicks.

Negative keywords help the retailers to refine or filter their targeting by showing your ad to those who are more likely to click on the ad.

Let me give you an example for better understanding. Let us say you are an online laptop retailer and you are selling “Silicon” laptops. Google will still show your ad to people who are searching for “Silicon” Desktop Computers.

But you don’t sell desktop computers so you will add “desktop computers” as a negative keyword.

Negative Keywords will make sure that your ad reaches the target audience only. Click To Tweet

By blocking irrelevant queries, the negative keywords help the advertisers to decrease the cost per click which in turn enhances the ROI.

Negative Keywords also improve the Click-Through Rate of the ad thus having a long-term positive impact on the Quality Score.

Be careful while choosing negative keywords, the wrong choice of negative keyword might accidentally cut off your traffic.

2. Use Multiple Campaign Method to Filter Products

This is one of the best methods to optimize your Google Shopping Campaigns. It also allows you to separate your products into more specific categories.

Multiple Campaign Method enables you to build a granular shopping campaign. Click To Tweet

The priority setting tells Google Shopping which campaign should be used first for a query.

If you are advertising the same product in multiple Shopping Campaigns then, campaign priority is useful.

Campaign priority determines which products you want to get displayed from in case you have multiple shopping campaigns running with similar products.

Here, the deciding factor will not be the bid but the campaign priority.

1. High-Priority Campaign:

This campaign is served with as many ads as possible. Ads that come under this campaign are preferred first. Google will use the bid from the High-Priority Campaign first.

If High-Priority Campaign runs out of budget then Google moves on to the next Priority Campaign.

2. Medium-Priority Campaign:

This campaign is served with ads only when the bid of High-Priority Campaign gets exhausted. Ads that comes under this campaign are preferred after the High-Priority campaigns.

3. Low-Priority Campaign:

When there are no more ads to serve in High-Priority campaigns and Medium-Priority campaigns then the ads are served in Low-Priority campaigns. The ads served here are preferred after High-Priority campaigns and Medium-Priority campaigns.

The above priority setting was on the basis of campaigns.

Next, we have priority setting on the basis of brand.

Now suppose you are a retailer and you want to separate your brand terms. Then priority setting on the basis of the brand is surely going to make a way for you.

1. High Priority-Non-Brand Terms:

This basically catches all the terms that come. The only negative keywords that are added here are the Brand Terms and the Best Terms.

2. Medium Priority-Brand Terms:

This catches all the terms that were marked as negative keywords in High Priority Non-Brand Terms. Here the Best Terms are added as negative keywords.

3. Low Priority-Best Terms:

The negative keywords for both non-brand and brand terms will appear here. This is basically used for the most specific search.

3. Prepare a Well Maintained & Up to Date Feed

Product Data covers a maximum portion of an ad including the data, image, and price of the product.

Since Google shopping doesn’t allow keyword targeting; your product feed is the only source of targeting.

In Google Shopping Campaigns, your ads are searched on the basis of your product titles. Click To Tweet

So by unique titles and descriptions, you can increase the chances of your ad showing up.

Apart from having a well-maintained product feed, you also need to update it on daily basis.

To make sure that all the data in your product feed is correct, accurate and up to date, you need to provide a data feed to Google on daily basis. Being updated with the product feed ensures you to stay on the top.

Moreover, provide consistent and clean data so that you are favored by Google and this will help you to improve your position.

When the product feed contains more relevant and rich information, you become eligible for a larger range of search queries.

A good data feed plays a vital role in determining the success of your Google shopping Campaign. So keep these important things in mind.

  • Since shopping campaigns don’t have keywords, so make your product titles and descriptions keyword-rich.
  • Ensure that the prices are 100% accurate.
  • Use high-quality images as images are the first thing that catches the attention of a buyer.

4. Edit the Product Title for CTR

As mentioned above, the product title is one of the determining factors for the success of the ad. If the product title is not accurate enough, it will then be difficult for Google to show your ad.

The product title should be accurate and descriptive. Click To Tweet

The title of your product is the most important element of your feed, so given below are some tips on how you should write/edit your product title so that you can maximize your CTR

  • Include top keywords: Include those keywords for which you want to show up.
  • Use the name of your product: Include the most commonly used name of your product.
  • Put important information first: Always include the most important information first in the title.
  • The model number and other descriptions: If applicable put model number and other descriptions to make the title more precise.
  • Convince the user that they’ve made the right choice: The product title should be such that it convinces the user of making the right choice.
  • Don’t forget Google’s 70 character limit.

5. Experiment with Price

While the image of the product draws the primary attention of a buyer, mostly it is the price that determines whether the buyer will purchase the product or not.

If you are selling the exact product as the other retailers, it is the price that is going to make a difference.

Price is the determining factor that initiates sales. Click To Tweet

If you are selling products where the target customers are price sensitive, having higher prices may prove wrong there.

You can always experiment with the price. If you are selling a unique product that has its own advantages then keeping the high price for it might get you more profit.

There are some customers who are quality obsessed. Price doesn’t matter to them, so keeping the high price for these high-end customers can help you to get the right clicks.

If you are running promotions, show up your sale price because then only Google will show before and after prices in Google Shopping Campaigns. This is effective enough to compel the customers to purchase the product.

6. Create Multiple Sets of Campaign or Ad Groups

After the priority campaign setup in Tip No.2, there is another approach to get more granular. That is by creating multiple sets of shopping campaign.

Creating multiple sets of shopping not only helps you to get more specific but it also helps you to manage different accounts independently.

Creating multiple sets of shopping campaign helps you to become more specific. Click To Tweet

Suppose you sell books and DVDs.

1: Add a value to the product feed in the field product type. If the product type is in use, you can use custom label fields.

2: Select “create the ad group based on product type” when you’re creating your campaigns.

3: Add “Books” to one campaign and exclude everything else. Similarly, add “DVDs” to another campaign and exclude everything else.

This method has diminishing returns and it should be only used up to a point where the returns are either increasing or constant.

You should use this method if you have 2 sets of products that demand their own keyword.

You should create new Ad Groups to:

  • Manage negative keywords independently from the rest of the campaign.
  • Have a separate view of the search queries.
  • Manage bids separately.

7. Get Your Bidding Strategy Right

To get ahead of your competitors, you should have a serious bidding strategy. Click To Tweet

Bids work differently in shopping campaigns than search campaigns. In Search, you have to add keywords to target more queries but in shopping campaigns, your products are targeted by default.

So to have more control over bids the products are divided into Product Groups.

In search campaigns, keywords inherit the bid of their ad group unless and until they have their own bid. Now, when you change the bid for an ad group, you are simultaneously changing the bids for those keywords in that ad group that don’t have their own keywords.

In shopping campaigns, the bids exist at the lowest product group level and there are no inherited bids.

Here are some tips for a good bidding strategy:-

1. Bid at Brand or Product Level:

You can easily divide your products into categories for bidding. Let us say that you want to bid higher on one brand and bid lower on the other. In this case, you can break your campaigns into brand groups and set a bid for each brand.

2. Bid at the SKU Level:

Bidding by SKU gives you chance to set even more specific bids. You can break each of your product’s SKU into its own bid. By doing this we can track the performance of each product and bid accordingly.

3. Set up ROAS Bidding:

ROAS bidding is a simple and easy way to optimize your ROI percentage.

8. Strategically Select Your Product Image

How many times do you really purchase a product just by reading its description?

Very less!

Indeed the product image is a very important factor in determining the purchase. Most consumers like to see what they are buying, so by providing quality images, you can increase your purchases.

Make sure that your product has a relevant and targeted image.

Instead of using stock images, use the image of your product. Click To Tweet

This will help you to have different product image than your competitors and will make a way for you to stand out in the competition.

One more way to enhance your ad performance via images is that you should often test your images. By testing the images you will have a clear idea about the top performing image and the low performing image.

Using your own product images will help you to build goodwill among your customers as they will get the exact product which was shown in the ad.

9. Don’t Forget about Mobile Shoppers

Analyze user activity by the device and adjust bids accordingly.

Online shopping has increased with the invention of smartphones. Mobile phones are one of the best means to shop online since they are easy to use and handy.

Mobile phones are playing an important role in the online shopping process. Click To Tweet

To make sure that you maximize your sales, you should make your website mobile friendly.

Mobile phones are becoming so vital that Google is making Mobile based algorithm changes.

Follow these tips and make more sales from your mobile users:

  • The website has to be mobile friendly.
  • The shopping process should be simple to perform in small screen.
  • A/B testing your mobile landing pages so that it becomes easy for your visitor to contact you.
  • Use mobile tracking to follow your users.

10. Evaluate Your Campaign Structure

Evaluating the division of your shopping campaigns and ad groups on a regular basis is important.

There are multiple ways to organize your shopping campaigns. You can evaluate the campaigns on the basis of brands, products, and types.

You can even compare and evaluate your strategies with that of your competitors.

By evaluating your shopping campaign you can get to know whether your shopping campaign is moving forward to achieve the desired goal or not.

Here are some goods tips to follow to evaluate your campaign:

  • Group similar items together so it becomes easy for you to manage your campaign.
  • Prepare a separate campaign for seasonal product and then promote it.
  • Subdivide the product group if most of the traffic is generated from there.
Evaluating gives you an insight of your shopping campaign. Click To Tweet

It tells about your high and low points. It tells about the changes you should bring about in your campaign to maximize sales.

Conclusion

Hopefully, I’ve given you an insight on how you can use Google Shopping Campaign optimally. Google Shopping is very profitable if you know how to take advantage of every opportunity.

With the help of Google Shopping, you can get most of your potential customers. It is an excellent platform to get connected with interested customers. So if you are looking to expand your customer base then I don’t know of a better channel other than Google Shopping.