Google Shopping campaigns help you promote products by giving detailed information about what you’re selling before they even click your ad. Using retail-centric reporting tools, you’ll then be able to track the performance of your products over time. In this article, I’ll walk through some helpful optimizations for your Shopping campaign in Google Ads.
Ways to Optimize Google Shopping Ads
- Optimize products in a manual feed/on-site to match your converting search terms and then focus on those products specifically in your shopping campaigns.
- Turn off products that are converting less/expensive clicks/low CTR. Items that cost you more than they bring in only hurt the products that are providing a better ROI. By doing this you’re limiting unnecessary spending on some products and providing more to those that are converting at a higher rate.
- Use a bidding strategy that will focus on maximizing conversions. Maximizing conversions automatically sets bids to help you get the most conversions for your money. It uses machine learning to automatically optimize bids.
- Consider Smart Shopping if you are eligible (it’s a new campaign type under shopping campaigns). I suggest avoiding ROI-based bidding.
- Dynamic remarketing Shopping ads work just the same as Dynamic remarketing search ads. They deliver personalized ads to people who have visited your webshop before. When these visitors leave your site it shows up on other sites that they visit. This keeps your products top of mind and encourages previous visitors to return and purchase.
- One very important optimization is creating a list of negative match keywords. Negative match keywords prevent your ads from showing in searches that are irrelevant to your products. One example is the query “black scarf Amazon”. I wouldn’t want my ads to show in a search like this one because the user is looking to shop on Amazon so “Amazon” would be a negative match keyword for my item.
- Ensure that your product titles are specific enough that they will show exactly what someone may be searching for. If someone completed a search for “white Apple Watch band” and were to see the products below, they would be a lot less likely to click/convert from the ad.
- Picking attractive images can make or break a click/conversion. Because people like people, try using images of people using or wearing your products. If that doesn’t work for your business, a simple white background will showcase your items well.
- Completing a competitive product pricing review is a great way to ensure you’re pricing your items where they should be. Because of the nature of Shopping Ads, many people scroll through the items until they find the lowest price. I recommend completing this optimization at least once a month.