8 Techniques That Enhance Google Shopping Campaigns
Google Shopping ads drive over 75% of retail search ad spend. One expert with Search Engine Land even goes so far as to assert that Google Shopping is “the largest growth opportunity for most online retailers in 2019”.
We’re entering the holiday season, where online shopping spikes, but regardless, Google Shopping is going to continue to grow and evolve as it seeks to compete with Amazon. If you are an Ecommerce business owner, it’s critical to the success of your company that you learn how to navigate Google Shopping and optimize your Shopping campaigns so that you can compete with the other players in your industry.
Because we’re Google Premier Partners and are certified in managing Google Shopping ads, and because we’ve produced millions in revenue for our clients, we’re going to give you 8 simple techniques that will boost your Google Shopping campaigns.
1. Keep your pricing competitive
When people search for products online, they typically compare anyway, but Google Shopping makes comparison very easy for consumers, so you want to be mindful of this. Users are seeing the price of your product right next to the price of all of your competitors’ products. Even if you have a quality image, great reviews, and an enticing product name, if the price of your product is extremely higher (or even slightly higher) than the prices of the products around you, users are more likely to click on other products first. You run the risk of them dismissing your product completely or getting lost down a trail of other products and forgetting to come back to yours. Research your competitors’ prices, and do everything you can to keep yours equal to or less than theirs!
2. Segment by intent
If you have advertised with Google for a while, you know that branded searches and non-branded searches perform differently, because the intent is different. People searching for brand name are close to the end of the funnel – they want what you have and they know you have it, and they are interested in hearing you out. People searching for non-branded terms are beginning their search. They are just looking around, or maybe still comparing options…so the intent is less certain, but you’ll have more traffic. Segment your campaigns into branded and non-branded searches so you can a) see which one performs better for your specific product/industry and b) allocate more budget to the higher performing keywords.
3. Add keywords to your product title
Shopping ads perform differently than search ads. You cannot advertise based on keywords (although you can add negative keywords). Google uses available data to pick products from your Product Feed based on the search query in order to show the most relevant product ad to your user. So it’s absolutely critical that you give Google good data. Put the most important words early in the product title, and put the keywords you would have wanted Google to use – the ones that your customers are searching for – in the product title (at the beginning). This vastly increases your chances of being shown to the right user at the right time for the right search term. DataFeedWatch and other websites have researched what word combination structure performs best for each product type/industry, so do your research before creating product titles that are just based on your best guesses (never recommended!)
4. Add RLSA to your campaigns
Remarketing is a good idea for every type of industry and every type of campaign, but especially for Shopping campaigns. People browse around for items, searching for the best deal on multiple websites; they rarely convert on the first pass. When you serve remarketing ads that remind them of your brand and products, it is proven to have a positive impact on conversion rates. (If you don’t serve them remarketing ads, they’re likely to forget about you or not be interested.) Use remarketing lists for search ads (RLSA) to increase your bids and show your Google Shopping ads to your desired customers more often. Learn how to install them here.
5. Use quality product photos
The product photo in your Shopping ads is arguably the most important part of your ad – or at least it’s the factor that may directly influence your ad the most. People see before they read, so your image is going to be the first impression of your business. Good product photos should accomplish three major goals: reassure potential customers that you are offering legitimate products, entice them to click on your ad and see more photos/learn more about the product, and catch their eye in a sea of other product photos.
Use high-resolution images and be sure to include image ALT and Title tags in the file. Those are musts. Most advertisers use white backgrounds; this is optimal. However, you could experiment with real-life shots of models interacting with your products and see if those photos perform better than the white backgrounds (segment those campaigns so you can delete or pause them if needed, or allocate more budget to them if they do perform better than your white background images).
6. Ensure landing page relevance
Would you be surprised if we told you that besides photos, the other most influential factor in your Shopping campaigns has nothing to do with your ad, and everything to do with your landing page?
Your landing page needs to be extremely relevant to the ad that the user clicked on. Make it harder on them to find what they’re looking for, and you increase the chances that they’ll leave frustrated. Your job is to make their journey from ad click to purchase as simple, clear, and smooth as possible! This means having the product title in the headline, or directing them to a landing page featuring the product category with their product highlighted. It also means having photos of the product, including reviews, and emphasizing a clear call to action.
7. Get reviewed
Consumers place a high importance on reviews, especially when comparing similarly priced products. Each item in your Product Feed must have at least three reviews to have its rating displayed on Shopping Ads, and Google displays the number of reviews each product has. The more reviews you have, the better you look as an established business that other customers trust! There are apps and integrations that you can use to encourage your past customers to review you.
8. Segment by Time of Day
Google Shopping campaigns allow you to decide what time you want to bid highest for your customers’ attention. With any business, there are going to be times of day where shoppers are less active; look at your analytics and determine what times or days of the week are the highest performing, and allocate more budget to those. You can also use a bidding script that will do this automatically.
Are there any other techniques you’ve attempted to give your Google Shopping efforts a boost? Did they work or fail? We love hearing about other PPC pros’ experience, so talk to us about yours in the comments! What do you think about the techniques we suggested, and which one would you argue is most important?
Empirical360 is a Google Premier Partner with status in all four product specialization areas, including Shopping! This basically means that Google recognizes us as a leading agency when it comes to Shopping campaigns; we have successfully produced revenue using smart tactics for our clients, and we can do the same for you! If you are stressed about running your Ecommerce business but know that marketing is important, we can manage your accounts for you and help you grow. Contact us to find more about our strategy, our experience, and our team!
Shea Antonucci - Author
Director of Content Marketing
Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!