Google Shopping ads are like online shopping windows and lifelines for e-commerce businesses in Australia. There are several factors that determine the overall visibility and profitability of these powerful marketing channels.
Here are some areas to focus on while developing, monitoring and optimizing shopping ads.
#1 Optimize Product Data Feed
The first area of priority for a shopping campaign is the Merchant Center where all data related to your inventory is kept. Google shopping ads are triggered when users type search queries. Google matches the search queries with information in your product data feed to show a relevant ad. For this reason, it’s very important to update your product feed with accurate and up to date information about your inventory.
#2 Organize Campaign Structure
Having an organized campaign structure that aligns with your business objectives is vital to effective shopping campaign management. In Google Shopping ads, bids occur at the product group level within ad groups – create tight product groups and segment them using available attributes such as Item ID, brand, category, product type, custom label, condition, channel and channel exclusivity for effective bid management.
Apart from this, you should also use campaign priority settings to provide certain campaigns such as seasonal campaigns greater traction.
#3 Set Strategic Bids
It’s better to set a competitive bid at the beginning and make changes along the way based on your ROAS and data on KPIs. Ideally, you should updates bids up to three times a week during the first month and monthly thereafter if you have a product feed of over fifty items.
Increase bids for high performers in order to sell more and decrease bids for poor achievers to stop them from wasting your ad budget. You may also consider setting higher bids for achieving objectives such as high ad position, branding and general awareness.
#4 Make Bid Adjustments
For managing Google shopping ads, customize bids based on available parameters such as device, location, time of day/day of week and audience. For e-commerce businesses, mobile optimization may not be the best option for conversions. Consider setting different bids for different devices based on the ROAS generated by each type – desktop, tablet and mobile.
Take advantage of features such as RLSAs and customer match options to build a remarketing audience. Consider implementing similar audience that Google finds for you based on your remarketing lists and bid high for these high value audiences.
#5 Implement Negative Keywords
Build negative keyword lists at ad group and campaign levels. By implementing negative keywords you can exclude your product ads from appearing for irrelevant search terms and avoid paying for irrelevant clicks. Building negative keyword lists should be done carefully after thoroughly reviewing search terms reports and analyzing historic campaign performance data.
For more such tips, consult a reputed PPC management agency offering first rate Google shopping management services in Australia!