Is Your Google Shopping Providing ROI?

Are you an online retailer currently using google shopping to promote your products? Not seeing the results you expect?

We’ve spoken to lots of businesses who have all been a bit scared to dive right into the nitty-gritty aspects of Google shopping. So we are sharing with you our basic tips you should be considering.

1. Choosing The Right Google Shopping Strategy

I’m going to be honest and say if you aren't familiar with the platform, being cautious is the best way to suss out what strategy you should be applying to your feed whilst also planning your campaign goals.

Have a think - Are you looking to increase sales with new or seasonal products? Or are you looking to sell more of your best sellers or items that perhaps don't sell as well?

This is the most important decision you are going to make when it comes to a shopping campaign. If this decision isn’t made correctly, you may as well burn the money instead.

2. Segment Your Shopping Feed By Customer Intention

This can be a powerful approach when it comes to shopping ads as not everybody who sees your ads is going to be interested. So how should you segment your product feed? There are a few different options you can consider here, common segmentations include, brands, categories and product ID.

Brand - A simple way of having visibility and control over your shopping ads. It can also improve budget allocation and the bids within your campaign.

Category -  A clean approach to your campaigns if you do not have a highly recognised brand. The structure of this method revolves heavily around the inventory that you offer.

Product ID - Arguably works best for those of you who haven't got a strong brand name or many product types. Using this method allows you to include your products and target them individually. This should give you the best return.

3. Keep your Product Price Competitive

Now I know I’m not alone when I say I love a good bargain on the high street. So why should I expect anything less when shopping online.

Competitive pricing on Google Shopping can have a significant impact on your campaign so it is important that you are aware of your competitors. A study has shown that a minor 5% increase in pricing actually resulted in a 60% drop in clicks.

Now I’m not saying be the cheapest on the market and ruin your margins. But if you aren’t the cheapest then you will need to convince your audience as to why your product is superior hence the slight elevation in price.

4. Optimise your Google Shopping Ads

When it comes to optimising your campaigns finding the right place to start can be quite daunting.

I would highly recommend starting with your product feed. Although this is only half of the battle it will significantly improve the relevancy of your overall campaigns. You MUST include as much information about your products to make the most of the ads i.e pricing & product variations.

The accuracy of your feed is also crucial. Google will deem your ads irrelevant and your quality score will plummet if aspects of your feed are not aligned with what is advertised on your website.

5. Bid on your Keywords

You can’t handpick the keywords yourself, but you can decide which broad match terms you would like to bid higher on.

An easy but effective way to increase the quality of your leads is to use Single Keyword Ad Groups (S.K.A.G.s) with your broad match terms.

Check your list of broad match terms to see which ones are giving you the most traffic and are relevant. Take the rest of the list and add them as negative keywords for this grouping.

And just like that, you have created your very own bidding system. Hopefully, this has given you some insight into better practises for your Google shopping campaigns.

Remember to plan and strategise! 

If you are struggling with how to optimise your shopping campaigns our team are happy to offer help and guidance. Send our marketing team an email or call Danielle on 01925 755 960 and we’d be happy to talk you through some options.

About the author

Kerri Hannington

As Dreamscape's digital marketing executive Kerri maximises her client's profits by developing creative and engaging results-driven marketing strategies.

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