An Ultimate Guide for a Winner Google Shopping Ads Campaign

Navneet Singh, Founder

Google Shopping Ads

Online shopping is the most convenient way to shop for customers. Hardly anyone does not love online shopping. According to the stats, there were 263 million digital buyers in the U.S. in 2019. In 2024, the figure is estimated to reach 282.7 million online buyers.

These figures make it obvious why businesses need to invest in Google shopping ads.

Google shopping ads are the ads that appear on the search engine results page when someone is looking for a product. However, Google Shopping ads can be highly confusing to set up if you are a newbie.

To help you with this, we’ll review how you can structure a Google shopping campaign and the important strategies which drive sales.

Google Shopping Ads for e-commerce are highly clicked ads that Google offers. Shopping ads take into account over 60% of their paid clicks for retailers. Out of all paid channels, Shopping Ads consistently deliver the highest return on ad spend. 

Shopping ads on Google are steadily evolving and improving. These days, they are smarter, easier to set up, and provide you with a broader reach. We’re offering you a detailed account of setting up the products in Shopping Ads. Understand how you can leverage the benefits of the various Google Shopping Ads technical advances. A Small Business Advertising Agency can help you in dealing with all aspects of Google Shopping Ads. 

What’s the Difference Between Regular Product Search and Google Shopping?

How the user (person searching online) sees these ads is different when  Google Shopping and Google Search ads. Not only do the two types of ads have a slightly different appearance, but their placements are also slightly different. 

Typically, when someone searches on Google, the first 4 results and last 2 results at the bottom of the results page are paid-for results. It varies slightly for mobile search results. The text-only results are seen with the word ‘ad’ next to them. These are search ads that probably look like this:

What is Google Shopping?

As shoppers explore Google for a product, the merchants and advertisers who’re using Google Shopping can find shopping results that are relevant to the search they made. It looks somewhat like this:

Google Shopping provides users with a great shopping experience listing the products with features like:

  • Photos
  • Prices
  • Rating
  • Manufacturer info.

This helps you to filter the results according to: 

  • Availability
  • Size
  • Seller
  • Brand
  • Condition
  • Price
  • And more.

The results appear at the top of regular organic search results like a product carousel.


This arrangement gives several benefits to online retailers as they import the relevant product data into their free Merchant Center account. Paid ads are also known as Product Listing Ads or PLAs helping retailers that don’t want to rely only on organic search results to make their products appear in front of the searchers. 

What Are Google Shopping Ads?

Shopping Ads or Product Listing Ads or PLAs are product ads appearing in Google Search results. 

Google Shopping Ads are present in the form of similar products present at the top of a SERP and require taking care of the commercial search intent. It helps you easily and quickly check the right kind of products to click through for making a purchase.

They are simple ads with short descriptions. The Ad needs an 

  • Image
  • Link
  • Price
  • Line of text for a website or brand name.

An additional row also typically displays snapshots of the product reviews.  Additionally, a Google Shopping Ads Agency uses text that may also show benefits (such as “free delivery”).

Google Shopping Ads Agency- in paragraph content.

Where Do They Appear?

Shopping ads won’t appear in Google’s standard search results. Additionally, they are visible on the:

  • Shopping tab.
  • Search partner websites.

The Google Search results include image results.

In the price comparison, shopping service and apps (iOS and Android): 

  • YouTube.
  • Google Display Network.

The Shopping Ads are also very useful and popular with the shoppers and advertisers. Google is gradually expanding Shopping’s reach. It gives a higher number of opportunities to the shoppers. The  Google Search Shopping tab is displayed in 99 countries from Asia, Europe, USA.

What Powers Google Shopping Ads and Why Are They Important?

Google Ads and Google Merchant Center are the two platforms powering Google ad campaigns. Google Ads helps to sustain shopping campaigns, allowing retailers to 

  • Set their budgets.
  • Manage your bids.
  • Gain insights.
  • And make optimizations. 

Google Merchant Center helps the product’s feed storage. You should take care of the details of the sales tax and shipping. Here is an insight into the product feeds. As explained earlier, PLAs provide you with important details about your products in a Google format. Google uses the product feed to build your Shopping ads. 

Google Ads Ecommerce setup and management is slightly different from the traditional text ads setup. 

Text ads allow you to: 

  • Create campaigns.
  • Ad groups.
  • And get ads focused around chosen keywords.

Google uses the shopping tab, feed, your site, and other things to understand search queries triggering the ads. In this way, it is similar to the Google Ads product feed which is search engine optimized.

Why Use Shopping Ads?

Google Shopping Ads or Google Product Listing Ads are a highly effective way to drive sales and revenue for a catalog. Google focuses on making major strides for improving Google Shopping for consumers. It releases new tools, ad formats, and other things that make things accessible for your audience on different Google properties.

Use and Role of Google Shopping Ads in Small Business Advertising

Reason 1: The Best Way To Rank in Top Google Search Results

Visibility accounts for the largest difference between Search Ads and Shopping Ads. Check the screenshot of whereby typical Google search results page lest you understand better about how things are going on:

The Google search results do not allow much room for organic results. However, search ads get pushed further down the page due to this.

Shopping Ads secure a premium spot in the search results, with the visual format attracting many clicks. The higher number of clicks translates into a higher profit for Google. However, it is also helpful for retailers.

More retailers are driving ad budgets right from search to Shopping Ads. According to research by Merkle, ad spending increases by 38% on Google Shopping as compared to last year for lowering it by 12% for Search Ads.

Google Shopping accounts for 65% of Google Ads clicks and 89% of non-branded Google search ad clicks of retailers. Shopping Ads are highly profitable for the same period offering advertisers 12% higher revenue for every click as compared to Search Ads on a desktop for non-branded keywords.

Reason 2: Why You Need to Use Google Ads Versus Shopping Ads

Consider this. If you want to buy your new Nike Air Max shoes, would you prefer to click on the Nike Search Ad or go for products displayed on Shopping Ads?

Nike may be doing an excellent job using a Search Ad, but the Google Shopping Ad describes a product. On the flip side, Shopping Ads show you the actual products. When you are looking for such a product, you’re likely to click on carousel Shopping Ads due to the visual display.

Moreover, the product ads help you as the consumers are unsure about what they’re looking for. Several consumers use product ads as a research tool to understand the various product prices, models, types, colors, and the stores where consumers can purchase the products.

Reason 3: Help the Users, Not Interrupt Them

Advertising has been interruption-based in the earlier times. It means that if the customer is doing an activity, like watching a YouTube video, and suddenly an ad pops up:

As this ad by Purple shows up, the viewer may have no intent to buy a new mattress. But if a person wants to buy a mattress later, they’ll remember this ad by Purple. 

Now, let us look at the Shopping Ads, which are more or less intent-based. It means that the ads get displayed when a buyer wants to find a solution.

When searchers are looking for “Nike Air Max 270”, it is advantageous for retailers to run ads about the exact shoe:

Detailed Mobile Google Shopping Ad

The click-through rates and conversion rates are much higher for such ads. It is seen in the form of the cost of a click on any of such ads. This means that while a YouTube Ad costs a few cents, a click on a Product Ad will be ten times more expensive. This means this Shopping Ad has a higher tendency to get clicked.

How to Set Up Google Shopping Ads
Step 1 – Creating Your Product Feed
Step 2 – Setting up Google Merchant Center
Step 3 – Creating a Google Shopping Campaign

So, now comes the question of how to set up Google Shopping Ads. Here are the steps you need to take to set up and run.

How to Add Your Products to Google Shopping?

The first step is to advertise on Google Shopping is to turn the store’s products into Shopping ads with a process comprising four important aspects, including

  1. The store and its products
  2. The product feed.
  3. Google Merchant Center Account (GMC)
  4. Google Ads Account

The various parts are interrelated and assist in the efficient working of Google Shopping Ads. However, the entire process may appear like a “Google Shopping Puzzle” if you are new.  This guide can help you to go through the process for the first time.

In the subsequent sections, you will learn how you can add various products to Google Shopping. Briefly, here is the step-by-step process for setting up a Google Shopping campaign.

Step 1 – Creating Your Product Feed

The product feed is vital for a Google Shopping campaign. Overall, it is a platform or spreadsheet containing all your product data.

Google is highly restricted about the information you should include and the format you must use. So, you are not likely to mess up things while creating them if you follow a step-by-step approach.

When you do that Google approves such products and you cannot advertise them. Fixing the errors in your current product data is important, you can advertise them again.

Follow two approaches to create a product feed in Google Shopping Ads. You can generate the feed using an extension, app, tool, or create a spreadsheet to carry out the function manually.

Download an app to speed up the product feed setup. The major e-commerce platforms such as Shopify, Magento, WooCommerce help you share the products using the best apps suitable for each platform.

Shopify

Google Shopping app link is useful regardless of the poor ratings. However, the official Google Shopping app is helpful for Shopify and works like a charm. So, you can make a lot of changes to it.

Do not go for the “Smart Shopping” option while configuring an app.

 

Magento

  • Google Shopping – M2 (paid – Magmodules) – link
  • Simple Google Shopping – M2 (paid – Wyomind) – link

WooCommerce

  • WooCommerce Product Feed PRO – link
  • WooCommerce Google Feed Manager – link

BigCommerce

  • Sales&Orders (BigCommerce partner) – link
  • DataFeedWatch – link
  • GoDataFeed – link

Google helps to automate a huge share of its work with the best apps and extensions. Export your product data feed, and in general, it informs you that something is wrong.

The product feed in the e-commerce back-end may not be in the right shape. You can make a few changes to it before uploading it to Google Merchant Center. This in-between zone involves the use of product feed management tools. Here is an insight into a few examples:

  • Channable – link
  • GoDataFeed – link
  • Sales&Orders – link
  • DataFeedWatch – link

Step 2 – Setting up Google Merchant Center

When your feed is ready, just create a Google Merchant Center account. As you accomplish all these steps, you have to claim your ownership and verify that this is your store. Add a meta tag to your website using the Google Tag Manager in Google Analytics.

Merchant Center Account Set up.

First, set up the Google Merchant Center, where you can upload your catalog and product feed to integrate it with the Google Ads account. Navigate to Google’s Merchant website to set up a Merchant Center account.

Create, upload, and maintain the shopping product feed.

Now that the Merchant Center account is set up, log in and create your shopping feed. 

How it helps

The product feed has a detailed list of the product catalog in Excel-like format. It informs Google about the products the retailers are serving in the Shopping Ad campaigns.

Create a product feed in Google Merchant Center

A powerful product feed is vital for successful Shopping. Here are some ways in which you can go for optimizations of the list in your product feed. Here are a few things you need to take care of for your Google Shopping Ads for eCommerce.


1. Organize your feed content according to Google’s specifications.
2. Optimizing product titles, so they are search engine friendly.

3. Using longtail and short tail keywords in titles and descriptions to rank for important queries.

4. Leveraging product extensions and Merchant Promotions for increased visibility and click-through.

5. Making sure images are high-quality.

6. Setting up product groups for campaign segmentation.

7.  Setting up Shopping Actions for specific products to surface beyond Shopping (Google Express, Voice, etc.


A study by Salsify 88% of shoppers considers product content as an “extremely” important part of their decision to buy.

Content gives you a deeper place in the shopping engines. With product feed optimization, you can get greater insight.

As you get more time, you can dive deeper and leverage the benefits you get with such a guide:

Optimize The Product Titles

Here are a few best practices for optimizing Google shopping titles. Your product titles should not only be clickable but also search-friendly. This helps your product to rank on search engines such as Bing or Google. Otherwise, the product titles do not appear in user queries results.

The factors you must consider to take into account your rank on Google Shopping, including

  • Brand
  • Attributes
  • MPN/Style Number
  • Excessive Capitalization
  • HTML Issues
  • Readability

Closer attributes like the brand or MPN are present to the left, the more they are towards this side, the more significant is their importance. Generally, it is best to ensure that all your product identifiers and product variants are present in the Merchant Center.

Google pulls the information from the supplier’s catalog with the help of GTIN for placing a product in an auction using competing products. As you look into the details, these points prove useful.

Use Keywords in Titles & Descriptions

First, dig out the keywords your products are ranking for.

Run a Search Terms report in AdWords to determine the top-performing queries.

Note: They may not include the keywords you are bidding on in Adwords or PPC. Moreover, these search terms depend on users’ actual requirements or words they actually type in the search bars.

Here are a few pointers to follow before finalizing the keywords:

  • while you’re running a manual search, PLAs must show up for these keywords.
  • At least one of the products should show up while you run this search.
  • Understand the speed pattern of the shopping campaigns for such keywords?
  • Also, the product titles and descriptions should contain this keyword.

As this is a  continual process, you also have to update the product titles and descriptions as you find new and profitable queries in Adwords.

Take Advantage of Categories

Official Google Shopping Product Categories are seen in the Google Product Taxonomy (GPC). It is important to match your products depending on the taxonomy. Also, leverage the “product types” section in your datasheet to get a detailed insight.

Here’s an example of a GPC in comparison to the Product Type column.

GPC

Home & Garden > Decor > Throw Pillows

Product_Type

Baby Kids & Teens > Crayola Kids > Throw Pillows > Crayola Crayon Bolster Pillow – Lemon Yellow

The greater the number of details you can provide, the higher is the visibility for adjusting bids on the granular level.

Make Higher Use of Ads with Product Extensions

On making a search query, you will find that related products appear below the ad and are present in a plus box formation. It is seen in the product feed in Google Merchant Center’s account.

To roll out product extensions, optimizing the product feed is highly important. Note every other step as it will help you to form a detailed and up-to-date product feed which gives you a higher chance to spot product extensions in the PLAs or product listing ads.

You can also add product extensions to your product listing. Navigate towards the Merchant Center and then “Ad Extensions.” Now, you can easily add a new extension and choose a relevant product feed.

Get Detailed With Your Descriptions

Google provides for the addition of nearly 10,000 characters for their descriptions.

Leveraging those characters is best done using the right best practices.

  • Target about 500 to 1,000 characters in length, even if you have the 10K limit.
  • Include most relevant attributes including: 
  • The size. 
  • Intended age range. 
  • Special features. 
  • Technical specs, and other things.
  • Also, include visual details such as pattern, design, and material to help Google give more accurate about 500 to 1,000 characters search results for a shopper.
  • It is also necessary to use apt punctuation and grammar across the description. Lao, you require having limited use of exclamation points and special characters.

Discover and Create a Shopping Campaign in Google Ads

If you are ready now, create a campaign for Shopping ads or Product Listing Ads.

Your Merchant Center account and product feed let you create a setup for your Shopping campaign in Google easily, even if it is the first time.

Here are ways to set up your Google Shopping Ad campaign:

  • Open up Google Ads.
  • Click on the big plus sign to create a new campaign. 
  • Select your goal (for example Sales)
  • Choose the campaign type in Shopping 
  • Choose the linked Merchant Center to account alongside the country associated with the account at the base.
  • Now comes the main steps
  • Set your budget for bidding and targeting. Make any campaign adjustments on the page that follows.
  • Save and confirm your settings to launch.
  1. Setting goals and knowing your numbers

Target return on ad spend (ROAS)
Making a customer versus making a sale

Setting goals is an important step to keep you on track. It provides you with the great scope and creativity needed for problem-solving and realizing your goals. Here are a few things you need to understand for goal setting.

What is Your Target Return on Ad Spend (ROAS)? 

Another thing to understand is how much you can generate with every dollar you spend on ads. This will answer your question if you can get influenced by several factors such as 

  • Your margins. 
  • Lifetime value of a customer.

And your growth goals.

Here’s a scenario. You’re selling a product for $100 with a margin is $50.  Suppose you get a 100% return on ad spend (ROAS). Then you will be losing money. 

$100 in sales – $100 in ad cost – $50 in cost of goods = -$50. 

So, to start earning, in this situation, you need to generate $150 in sales for every $100 ad spend. We can also say that you require $1.50 in sales per $1 ad spend. This calculates to 150% ROAS. 

Now, to generate $3 per $1 ad spend or have a 300% ROAS. 

Experts recommend calculating the break-even point for setting the ROAS target. A highly aggressive ROAS target means you will be bidding aggressively for generating greater sales volume with the Shopping campaigns. A highly conservative ROAS goal provides for efficient and focused Shopping ads at a smaller scale. You have to choose according to your requirements. It is not possible to generalize a correct or an incorrect approach on the whole.

Your Focus-Build a Customer or Make a Sale? 

Merchants work with two major kinds of goals-

  • To generate higher sales for a transactional focus. 
  • To build customer relationships. 

Both approaches are useful for making money. However, it will be useful in building a lasting business and brand comprising customers who can sell again. They also refer more customers to you. The Shopping Tab could work for you in both ways. However, your approach also dictates how aggressively you can take to your bidding and optimization efforts. 

Shopping Ads in Google Smart Shopping Campaigns

Shopping Ads are an advanced form of Google Shopping Ads working to simplify advertising on Google Ads as you use automated bidding, creative ad customizations, and ad placements depending on Google’s machine learning.

Smart Shopping campaigns comprise: 

They are eligible to appear on the: 

  • Google Search Network
  • Display Network
  • YouTube
  • And Gmail.

Smart Shopping provides businesses with smaller bandwidth and the advertisers’ large catalogs). This allows Smart campaigns to generate PLAs with minimal assets and, therefore, a minimal need for input.

Over the years, we’ve checked Google’s Machine Learning which became highly effective in optimizing and streamlining a campaign performance. However, you should also focus on the various Google Shopping issues.

Why Use Smart Shopping

The use of Smart Shopping gives a two-fold advantage

  • Scale-Presents new opportunities to scale advertising campaigns
  • Control: Limit the advertiser control.


Automation features help advertisers in several ways.

  • Smart shopping streamlines an ad copy for a creative deployment.
  • It lets the product feeds benefit from an automated workflow to take care of the valuable time you spent in categorizing products.
  • Smart bidding rules get scaled for thousands of campaigns and products.

Brands need to take care of Google’s new tools for opportunities streamlining performance, but there is no one-size-fits-all solution for every situation.

Brands should be mindful of the “learning phase” needed in automated Smart Shopping campaigns for delivering performance. To learn about data and time in smart campaigns, you’ll find that your performance is becoming better and better in the long run.

Google will be using highly refined automated tools in the upcoming year. So, advertisers need to be aware of the way how such changes affect performance. And you always require a human element to guide and monitor campaigns running on autopilot.

How Much Do Google Shopping Ads Cost?

Even in Search Ads, you should pay every time someone clicks on one of your Shopping Ads. Here is a pictorial representation of the typical cost of such clicks.

Average CPCs for every niche on Google Shopping – source

It is possible to understand the average cost per click for Google Shopping for the various niches. Overall, the average CPC is $0.66, which is a bit higher than the average Google Ads cost of $1.16 in e-commerce stores.

The clicks generally cost quite less. Moreover, the average Google Shopping conversion rate is 1.91%, lower than the average Google Ads conversion rate of 2.81% in the e-commerce industry.
Other favorable factors

The Shopping Ad clicks are also comparatively low cost, with a lower Cost Per Action (CPA), $38.87, compared to $45.27 for various Google Ads clicks.

The statistics show you an average Google Shopping cost which means the REAL performance of shopping campaigns is highly useful.

Google Shopping campaigns are worse than regular Search Ads. However, with the right tweaks, there is great room for improvement.

Other Things You Need To Take Care of In A Campaign

Configuring Shipping Settings

Google must understand the shipping costs to make an accurate price comparison with several vendors. One needs to configure shipping with a Google Merchant Center.

You need to take care of the shipping and returns settings in Google Merchant Center. Go to the wrench icon in the top bar. Select “Shipping and Returns.” Now, you can create a new shipping service while defining the shipping costs. From the flat rate to the order size based, integrate it with carrier pricing like UPS or FedEx.

Configuring Tax Settings (US Only)

Configuring of sales tax applies if you are selling within the US. If you’re not, you can skip this part.

You should know the following things about configuring tax settings in Google Merchant Center.

Click the wrench icon in the top bar to find this menu and select “Tax.” You can set up different tax rates depending on the country and state you are selling in, depending on its location laws. Ensure that you take care of the local sales tax regulations in the states where you will be doing business.

Factors Determining Success with Google Ads Shopping.



Three factors determine your success with Google Shopping:
  1. Create highly relevant ads for optimizing your product feed.
  2. Create a campaign structure matching the level of control you get from Google.
  3. Get clear reporting data for optimizing and impacting your growth decisions.

Here are step-by-step details for Shopping shortly. It is essential to discuss your goals. It can be challenging to create a strategy and a road map without understanding your goals.

Using Google listings-Their Types

Paid Listings.

  • Free Listings.
  • Free Buy.

Lately, Google announced that they want to return free shopping listings to Shopping results. Many e-commerce merchants treated it as a flashback towards days at Froogle—when one could list products for free. These included free product listings into the Shopping results helping new commerce entrepreneurs greatly. It is beneficial and necessary to go for Shopping ads even if you want to make the most of Google’s online shopping traffic.

Here is a  brief description of free and paid listings. It is essential to understand why paid listings make perfect sense and are valuable. 

Paid Placements

Using prominent positions in Shopping results means that they should be paid. Importantly, all the results appearing on the main Google Search results page are 100% paid. The product listings have an important share of the clicks in product search. You may be looking for some volume in utilizing your Shopping efforts. Regardless of this, you need to take care of the paid approach.

 

Free Listings

You can find free Shopping placements are on the Shopping tab and Google Images, Google Lens, and others. With the introduction of free listings in April 2020, Google has seen: 

On average, free listings and ads on the Shopping tab in the US help in various ways. Though it is impressive, the traffic from free listings can be quite limited for most merchants. The most prominent listings are still paid on the Shopping Tab. The top row of product results comprises sponsored listings, while the free listings begin underneath them. 

The Shopping listings cannot transform your business entirely, but they sure make a difference. And as the listings are free, they give the best way for you to benefit from the Google Shopping waters and check your potential for paid ads. 

In the Merchant Center, navigate to reporting for surfaces to measure your free listings’ performance.

Promote Your Products Across Google Using Shopify’s Google Channel

Shopify’s Google channel facilitates the retailers in getting their first sales in the Shopping Ads. The Google channel app for Shopify also assists you to keep your feed running fast. You can easily get your products in front of the customers with the Google channel on Shopify. A Smart Shopping campaign can make it easy for you to list your products for free.

Shopping Actions (Buy on Google) US and Ecommerce Ads

Shopping Actions lets the retailers display the products to shoppers on various platforms. It also helps the shoppers to “Buy on Google.” Buy on Google will help shoppers to give you important information like the credit card to Google for order processing. Following this, Google sends the order info to a merchant allowing order fulfillment. Buy on Google items generally feature a famous icon.

Typically, ads appear in Standard Google Search results in the:

  • Shopping tab.
  • YouTube.
  • Google Image through the Google Assistant.
  • Shopping app.

How do Google Shopping Actions Work?

  1. A shopper clicks on Your Shopping Actions listing.
  2. Google uses data to calculate the item’s full price alongside its sales tax and applies shipping charges.
  3. The order gets delivered to you through the Google Merchant Center.
  4. Google also pays for your transaction.
  5. Now, you have to pack and ship the product to the shopper or the end customer.

Google works for your requirements, and you must determine if you are eligible for the program. You need to offer a consistent shopping experience to your shoppers. To leverage the benefits of Shopping Actions, make sure that you are completely committed to Google’s requirements. The conditions are as follows:

  • Find the returns for about 30 days following purchase.
  • Process refunds within two days.
  1. Optimizing the Product Feed for Google Ads Shopping.

Your product feed is at the center of your Google Shopping campaigns; it’s the way you communicate your inventory and product data so that your Product Listing Ads display relevant shopper search queries. You want titles and descriptions in your product feed that accurately describe your product and is also relevant to broad search queries.

Organize your feed content according to Google’s specifications.
2. Optimizing product titles will prove helpful to make them search engine friendly.

3. Using longtail and short tail keywords in titles and descriptions to rank for

important queries.

4. Leverage product extensions and Merchant Promotions for increased

visibility and click-through.

5. Making sure images are high-quality.

6. Setting up product groups for campaign segmentation.

7.  Setting up Shopping Actions for specific products to surface

beyond Shopping (Google Express, Voice, etc.

Best Ways To Organize Shopping Ads Campaign Structure

Most retail brands like to maximize product exposure for top-converting search queries while decreasing spending for unprofitable ones. Though you can’t target keywords directly with Google Shopping, you can leverage negative keyword lists in an alternative campaign and use priority settings for funnel searches into the right campaign.

An “isolation” strategy can help you make the most out of each Google Shopping Ad campaign. This pertains to the use of priority settings and negative keywords to isolate and push aggressive bids and budgets in high-value searches.

Organizing Shopping Ads for Campaign Structure and Google Shopping Ads Optimization

Best Ways To Organize Shopping Ads Campaign Structure

Most retail brands require maximizing their product’s exposure for top-converting search queries and decreasing their Ad spend on unprofitable ones. Though you can’t target keywords directly with Google Shopping, you can leverage negative keyword lists in an alternative campaign and then use priority settings to funnel searches into the right campaign.

We use an “isolation” strategy to make the most out of each Google Shopping Ad campaign. This means we also use priority settings and negative keywords for isolating and pushing aggressive bids and budgets to high-value searches.

Also, divide campaigns and use the product groupings to give you greater control over your listings, bids. It enables you to target every part of the Google Shopping funnel. Here’s an example below.

Some of the useful activities:

  • Building awareness
  • Driving traffic
  • Acquire new customers
  • And retarget the customers with Shopping. 

An insight into each part of the funnel can easily drive various ISO campaigns. At the same time, it is important to manage a full-funnel approach to Shopping.

Google Shopping Actions and E-commerce Google Ads

Google Shopping Actions provide online shoppers with brand products on several Google surfaces and later purchase from them using a universal shopping cart and instant checkout.

The order gets shipped to the customer directly. Google promotes this in the form of a streamlined and frictionless shopping experience for its users. And it is surely the right one as you carefully consider this approach. Shopping Actions works on a pay-per-sale model.

Google Shopping Ads Strategies

As Shopping Ads are easy to set up, they are challenging to master if you don’t have the right strategy in place. Create customized campaigns utilizing the negative keywords.

  • Consider your pricing.
  • A/B test your campaigns.
  • Optimize your product pages.
  • Split your ad groups by product.
  • Use retargeting methods.
  • Build a Similar Audiences list.
  • Include a special offer or deal.

Create customized campaigns using negative keywords. If you create multiple campaigns, you can divide them into high, medium, and low priority.

One strategy is using several campaigns with varying priorities to target certain searches. To do this, you should develop a negative keyword list for each campaign so you can control the searches for which your product shows up.

This means that you design a campaign for creating generic searches with high intent for branded searches.

In this strategy, you will understand the searches which are more likely to convert versus those that aren’t.

Consider Your Pricing

In Google shopping ads, your ad will compete with several other products. That’s why it’s important to consider your pricing.

In the example below, you can understand in detail the Google shopping ads which show up in the search for example, “Fabletics leggings.”

Some of the products are known a Fabletics are present in fewer quantities than the other brands. The Fabletics leggings are priced around $45-60. However, Old Navy leggings for $28 and SHEIN leggings for $10.

You will find that price plays a significant role in purchasing things. Therefore, you need to keep the cost competitive for increasing your sales.

A/B Test for Your Campaigns

While designing a new strategy for your marketing campaign, the A/B test proves vital. Google shopping ads help you to try various techniques.

Check various ad groups and priority settings, negative keywords, and bids. Apart from that, also test the product groups and pages that are likely to convert better.

It’s necessary to balance a campaign structure with a bidding strategy as you use Google shopping ads. Run A/B tests to understand what can bring the right results and improve the sales for your company. 

Product Pages Optimization

Google shopping ads do not target specific keywords. Nevertheless, it is crucial to optimize your product pages, signaling Google about the product keywords it should consider.

Use keywords in the: 

  • Product title.
  • Page title.
  • Meta description.
  • Image alt text.

And product description copy.

This helps Google decide the right time to show your product.

Use methods to retarget.

You may have been looking at a product online while scrolling through Facebook. And then you find the ad for the same product. This is an example of retargeting. One can also use retargeting for Google shopping campaigns.

For this, you can use remarketing lists, giving you the ability to segment the site visitors with site engagement earlier on. It is possible to customize the bids depending on the earlier engagement characteristics like loyal customers, shopping cart-abandoners, and repeat visitors.

This strategy helps you to increase your sales tremendously as people are much more likely to convert if they’ve visited your site earlier.

7. Build a Similar Audiences list.

Having Similar Audiences is the right way to segment your traffic and cater to specific audiences which are so much like your returning customers. They may have a similar behavior online and are so much inclined to purchase things from you.

Google Shopping campaigns also help you to set up Similar Audiences. This lets you build, connect, engage audiences, and get loyal customers.

8. Include a Special Offer or Deal.

It is necessary to take care of the price using a single strategy in Google Shopping Ads entailing the inclusion of a special offer or deal bundled with your products. Also, consider using the free shipping tag to your ad.

To set yourself apart from everyone else, use strategies like including a special offer in your ad. It improves your ROI.

Google Shopping campaigns appear to be a complex process. However, this is not the case. You need to think strategically about the campaigns and understand the useful things for your company.

Seven Advanced Google Shopping Ad Strategies

  • Layer in remarketing with RLSA campaigns.
  • Target new visitors with ‘Similar Audience’.
  • Leverage your Customer Match data.
  • Include Geo-targeting modifiers.
  • Get competitive with Auction Insights.
  • Reach more mobile Shoppers with Showcase Shopping ads.

Include Merchant Promotions with your Shopping ads.

  1. Layer in remarketing with RLSA campaigns.

Remarketing Lists for Search Ads (RLSAs) helps target people who have visited your site or have purchased earlier from you. Find out about audiences who have interacted directly or indirectly with your business.

You need a cement of people providing you with a powerful opportunity to drive repeat purchases for accelerating lower funnel conversions. 

Conversion rates can be higher for audiences who already know your brand or the ones that have visited your site in comparison to normal users. Focus on the users which are carrying out the searches. This proves much more valuable than focusing only on the keywords. And this is why RLSA is so valuable.

Remarketing lists assist the retailers to connect with customers leaving a site while they’re still searching for what they need on Google.

Note: Make sure you have global sitewide tagging installed on your website.

If you fully use the data collected in your remarketing initiatives, you can ensure that you track a customers’ sitewide behavior and conversions with Google’s new sitewide tag.

2. Use Similar Audiences to target new visitors 

Similar Audiences can attract new visitors to a site and is related to people having a similar search and browsing behavior which is present in the existing members of the remarketing list.

It is important to use Similar Audiences to spot other audiences that will be quite similar to the best-performing users. It helps in taking care of the audience matching the online personas of the past buyers.

Using Similar Audiences in your campaign or ad group targeting shows the ads to people having a similar search behavior to the ones who are your site visitors. They are highly likely to become your potential customers.

What are the Benefits of Similar Audiences for Shopping?

  • Simplified Audience Targeting – Similar Audiences make it easier for you to discover new audiences. It helps you find out potential customers similar to people present in your existing remarketing search ads lists.
  • Get new potential customers – Similar Audiences also boost your reach towards the remarketing campaigns. It drives new and highly qualified users to your site having a higher likelihood of performing actions that affect you.

It is important to understand that Similar Audiences may not purchase immediately from your site. Rather, they will be added to your remarketing list as you use the remarketing tag to your site.

3. Make the most of the Customer Match data

Customer Match helps you to use and make the most of the customer phone numbers and email address lists in your Google Ads.

Retailers can use these email lists to build campaigns or design ads for targeted advertising to reach the audience. It proves amazingly useful to get an ability to add phone numbers and mailing addresses for Customer Match, especially in a catalog-based business having a long list of phone numbers and mailing addresses.

How does Customer Match Benefit?

  • You need cross-selling and upselling for your past purchases and buying habits.
  • Also, consider acquiring more repeat purchases from earlier customers.
  • This also improves the brand loyalty of your previous customers.
  • It is worthwhile to target cart abandonments through Google Shopping and ads.
  • Re-engage the loyal customers while they’re using Google Shopping.
  • In general, re-market the Google Shopping strategies. 

Customer Match is vital to help advertisers reach the highest-value audiences who are highly likely to convert. Advertisers may employ Customer Match to adjust bids or customize their messages or products on the Google Shopping platform. This helps to take care of the different segments of earlier customers.

The Google Customer Match helps retailers reach their “highest-value customers”.

How?

Customer Match fosters your connections with a suitable customer base on Google Search. Retailers can create new relationships on several platforms such as Gmail Native Ads, YouTube, TrueView.

It is advisable to consult experts to learn more about the Customer Match program for addresses and phone numbers.

4. Include Geo-targeting modifiers

With geo-targeting modifiers, you can run a more aggressive Google Shopping ad campaign. Geography-based bid modifiers are features letting the advertisers change bid percentages according to their locations.

While setting up Geo bid modifiers in the Google Shopping Campaigns, you must understand a few things:

  • Choose the regions you want to target depending on your audience, site, and performance goals.
  • Also, you can utilize the grouping of brick and mortar and online locations.
  • You must also understand customer intent and location.
  • Mobile ads are useful for customers close to the stores as it helps you go for in-store shopping.
  • Using the Analytics data and Google Ads dimensions reports such as the location report, geographic report, and custom columns can reflect visitor data which can prove useful).
  • Choosing a specific location in the US in place of the entire US will help you to limit the click spend. 
  • Exclude unwanted locations and areas which will not improve the increase your clickthrough or improve ROI.

Based on the situation, you can get more specific by utilizing the city/zip code level in Google Shopping Ads.

5. Get Competitive with Auction Insights

As advertisers increase their spend amount in Shopping than in earlier times, it will be necessary to foresee if impression shares start rising. Google’s Auction Insights helps compare your campaign’s performance with other advertisers’ campaigns for similar auctions.

Retailers can use such information to make strategic decisions for budgeting and bidding. Auction data shows where they are succeeding and missing opportunities to give you a better performance.

Make sure that you check the Auction Insights every month. But, if you are in a very highly competitive niche, carry out weekly checks. Often, other things are equal (for example clicks, CPCs, avg. position, and the like), but if the conversion rates drop, competition may lead to the change.”

New competitors will be quick to grab your traffic quickly in Shopping, especially when they have better pricing.

Checking the reports can prove vital because you can see the impression share of your competitor and the overall rate. The other details you can get in handy include:

  • Campaign
  • Device type
  • Branded vs. non-branded 
  • Impression share.
  • Price.
  • Profit margin.

You can use these details to understand if your competitors are increasing their bids in your competitors’ impression share gives you a glance into the same. 

6. Reach More Mobile Shoppers With Showcase Shopping ads

Several marketers consider Google Shopping an important revenue driver to draw more customers and convert them to buyers. Google Showcase Shopping Ads will prove helpful in targeting the upper-funnel search queries.

Google Showcase Shopping Ads helps shoppers in their non-branded searches for exploring and finding what and where they want to buy certain things. “Showcase Shopping Ads” are indispensable for monitoring and going in the direction of growth.

Google Showcase Shopping ads generally appear at the top of Google Search as users search using high volume and broad keywords on mobile devices. Consider this: Google gets more than 40% of shopping-related searches for broad terms such as “women’s handbags”

7. Applying Merchant Promotions to Your Shopping Ads

Merchant promotions significantly impact the performance of a Shopping campaign, especially when there are Big Bulls like Amazon and Prime shipping in the market.

Merchant Promotions or special offers are helpful to retailers in highlighting their products. They give the retailers a better chance at improving their click-through rates and conversion.

Advertisers can feature coupons and promotions in the search with the product or store information present on the PLA grid of Google. 

A Google study showed that Google promotions could lead to a nearly 28% increase in conversion rates. 

Go to the Promotions tab to create a promotion. To find the merchant promotions tab, you need to fill the merchant promotions form first. It is possible to run these promotions for about 3-4 months after you create them once.

More reasons to use Merchant Promotions.

  • Acquisition – Highlighting the listings helps retailers boost their click-through rate.
  • Conversion – It encourages shoppers to buy now, leading to increased conversions.
  • Cost – There are no extra charges for including a promotion with PLAs. 

Here are the Google Product Listing Ad Merchant Promotions you can use:

  1. Free shipping.
  2. Lowering the threshold of free shipping.
  3. Buy two, get 50% off; Buy one, get one. 
  4. Progressive percentage discounts (such as 10% Off Orders of $50, 25% Off Orders of $150, and the like.)
  5. Brand-specific rebates (unique for each brand, manufacturer-sponsored.), Ad Grouping.
  6. Split your ad groups by product.

Split the ad groups by product strategy to set up a Google shopping campaign. You may want to group certain products. For example, a vendor may be selling scrunchies and wine together. But, in this case, it would not be right to target the appropriate keywords because the products are highly different.

The vendor may also focus on the scrunchie ads rather than the wine, as the scrunchies drive higher brand sales.

As you split the ad groups by-products, it will help you to set the priorities and budgets for the campaigns.

One ad group for One Campaign.

Using only one ad group is the easiest way to set up a Google shopping campaign. While setting up a Shopping campaign initially, you’ll get one ad group alongside a product group which can be “All products,” which includes your whole inventory.

This straightforward approach will help you bring success to your Shopping campaign without requiring complex optimization techniques.

However, if you want to customize your bid depending n the products you’re selling, this is not the most suitable approach.

Several Campaigns with Varying Campaign Priorities.

You can also run multiple campaigns and learn about them, depending on your bidding strategy.

You may set up a campaign to target unbranded keywords based on a negative keyword list, including the brand name. 

You may make this campaign a low or medium priority one if the searchers do not use branded keywords in the earlier phase of their research.

Also, set up another campaign targeting branded keywords while setting a high priority as these users are pretty advanced in their buying journey and highly likely to convert.

You can use several ad groups for their optimization with negative keywords. It helps you exert control over the search terms for which your products show up.

But, you understand that you cannot choose which keywords for which your product will show up. You can only fish them out and use them to optimize your campaigns. While you can choose negative keywords and customize bids, but you can’t choose target keywords.

Another thing to do is to set up various campaigns for various groups. Set up a priority list for campaigns based on the products that can convert better.

This method offers you higher more control; you must organize and plan the phase.

Also, something that works for one company may not work for another. It means that you have to test it out find if things work for you. Once you get an idea of the campaign structure you wish to employ, the net thing will be to form a campaign strategy to drive sales.

Smart Bidding Strategies for Google Ads

Target Cost-Per-Acquisition (CPA) Bidding
Target Return On Ad Spend (ROAS) Bidding

Google has made it clear to the advertisers to implement the right bidding strategies for years. Thanks to updates and improvements in Google’s machine learning.

Smart bidding strategies are getting more and more sophisticated over the years. Performances can improve, and the bidding options will become more and more important in the coming years. So, you should start leveraging the advantages currently rather than at a later time.

How Do Google’s Smart Bidding Features Help?

It is important to take care of various signals helping in contextual clues for tailored bids in the unique account for the users.

Getting an agile control over performance controls directs the bidding performance with an attribution model you choose.

Provide custom reports and updates, letting you understand the status of your bidding strategies.

Make sure that you get specific bidding strategies that fit the various marketing objectives. It means there is nothing like a one-size-fits-all bidding method.

Different Google Smart bidding strategies do not cover all of the things. But, you must shine a light on various essential bidding strategies which help the growth-focused shopping campaigns: 

Target CPA 

Target ROAS

Target Cost-Per-Acquisition (CPA) Bidding

Target CPA is an automated bidding strategy helping you to adjust bids to get the maximum number of conversions in the target CPA.

Setting the Target CPA at the ad group level works well as you get ad groups using highly controlled and organized ad group themes.

You can adjust or optimize the bid to get an acquisition using historical CPA information and real-time contextual information.

Target CPA can be of great help if you:

  • need to scale shopping volume as much as possible
  • Want to manage bids at the ad group level in place of the keyword level
  • Have clear CPA targets alongside limited resources.

Target Return On Ad Spend (ROAS) Bidding

Target ROAS is also a smart bidding strategy to achieve the desired conversion value with the set target return on ad spend.

An automated bidding strategy is the best for retailers that want to enhance their ROAS efficiency in the various shopping campaigns.

To achieve the ROAS targets, Google uses signals present in your 

Historical data,

Real-time contextual data. 

It improves efficiency at a lower volume cost and brings about a revenue decrease.

Target ROAS will help you with:

  • A faster ROAS turnaround.
  • Improving unproductive Shopping PLA campaigns.

Overgeneralization of an automated bid strategy in a campaign with a huge number of products using a Target CPA or ROAS can lead Google to distribute disproportionate traffic.

A diversified campaign structure gives a greater chance to your campaign and its products. This means you can achieve goals easily.

 

Best Practices 

Use GTINS

The Global Trade Item Number or GTIN is now an essential part of the optimization process. Generally, Valid GTINs are supplied by manufacturers. Though the GTIN is a required attribute, surely it is worth the time and effort. 

Answer all the “Whys” of GTINs 

First of all, you need to answer all the ‘whys’ backing the processes even for things you need to do, obviously. You need to get a complete picture of the optimization process and becomes easier to do things you actually need. 

Here’s a look into a few examples if you did not have a GTIN available for addition if you are dealing with: 

  • Understand this if you’re just the only seller for such an item like a hand-made dress. 
  • Vintage or antique items. 
  • Manufacture of items. 
  • Books that were printed earlier than ISBNs (1970). 

Few Bonus Benefits of GTINs

  • Understand that your product information is correct and the competitors’ information does not counter your own.
  • Check if you are getting more impressions. 
  • Keep artificial items out of the market.
  • As customers compare items, so if you’re playing the cards right, the offer can be more appealing for you than the sellers.

You must show up in searches to shoppers looking for the right products you’re selling. The shoppers should choose you or your products if they’re searching for the best version of a specific product. 

Google requires you to use GTIN to pull out from the supplier’s catalog and place your ad into an auction with the other resellers using the same product. The ads are meant for attributes within the supplier’s catalog to optimizations present in the feed.

GTINs provide you with placement in searches for words such as “Best” and “Top”. Such types of searches help you to reference customer reviews to determine the position ad advertisements. The better your reviews, the higher your chances are to show in top positions.

Google also employs third-party review companies such as Trustpilot and Verified Reviews to ascertain your brand’s position.

Optimize Product Titles

You may know that product title optimizations are important to make your ads relevant to users’ searches. They are also highly important attributes in your feed, and they are places where we must spend a great portion of our time. 

Moreover, you can keep the titles for the last moment, especially as you find that all other traits have been optimized well. You may also use product titles to ensure that the titles are optimized properly.

The attributes you want to include are based on your field. Here is a guide about structuring the titles according to the category:

Here are some important aspects for optimizing the titles, which take care of crucial keywords that can be included. A search term report will help you see the converting queries with the use of the titles.

It’s important to go for keyword testing in one’s feed to master the crucial keywords for your store. The Google Shopping Ads information should show the same product information as present on the website. Therefore, as users click the ad, they find the same information on the site, building their trust. 

Test what is present in your feed first, and go for things that are working to their best capacity in a website. Put down helpful information at the start of the titles. Suppose your titles get truncated on the results page, all the vital information shown earlier.

Here is a vital tip for you.

  • Don’t go for a salesy language: Focus on giving your shoppers important information that provides crucial information letting Google choose you to show you the results for most relevant searches. 

Also, these things are a great example to offer you vital information which the shoppers are interested in. 

  • Always test things that resonate with your target audience and assist in converting the shoppers to repeat customers.
  • Schedule for daily updates using the 3rd party tool such as DataFeedWatch to prevent mismatches, warnings, and go for account suspensions when you have to make so many changes in your feed. 

Optimize Color Attributes

Go for shoppers having a specific vision for products they’re looking for. When they are looking for a product of a certain color, you will be able to deliver the same. 

In some countries, product information is the most important attribute for Apparel & Accessories. Here are a few such countries:

  • Brazil
  • France
  • Germany
  • Japan
  • The United Kingdom
  • The United States 

Avoid Mismatch Disapprovals. 

Here are a few best practices to take care of in your feed to things as the user likes to search for them. They include color and other such attributes.

For example, to sell a product in the “Pomegranate” color, a retailer likes to change the color to “light red” or only “red.” This can be something which you have been doing earlier. 

Getting disapprovals for mismatched landing page information, Google uses the microdata present on landing pages that match color attributes in the feed and the color value on the landing page. When you use this as best practice, you can switch back to the colors and let them be what they are.

Here are the Best Practices. 

  • For English, write the full-color name (However, for other languages like Chinese, Japanese, and Korean languages, use a single character such as 红.)  and do not go for a number replacement (HTML colors)
  • Add 1 primary color alongside two secondary colors.
  • For products made from precious metals, use material attributes alongside the color attributes. For example, if it is a silver ring or a platinum pendant.  

Dynamic Repricing in the Data Feeds

Competitive pricing has a key role in an e-commerce strategy.

Several changing solutions let you understand things related to price fluctuations in your shopping space. Third-party solutions such as DataFeedWatch and Price Watch tool help you run price checks. You can find out how you can compare your pricing with the competitors. 

Pulling this data into your feed enables you to create a dynamic pricing tool for your feed. Export a file from the pricing tool to merge it with the product data feed and use it to match with the id. 

Now, create customized labels to assess how you want to bid depending on how competently you’ve priced the things.

Using a feed optimization platform helps you to create rules for certain custom labels. This means that the products can jump from one label to another as they become more competitive for their price.

Every day, you can set labels for high, medium, and low, depending on the product price that day. In the Google Ads account, you can bid on the products priced the lowest and bid down on products that are not price-competitive.

That being said, you need to be careful about the way you can use this. And also, note that this may not be the right strategy in a few niches. Think of a situation where a shopper buys a product on your site, sees the price has dropped. They may feel defrauded. Consequentially, they may just return the product.

So, what is important?

Keep in mind that your repricing strategy is set as per the goals you require achieving. Luxury brands also achieve a higher value as they maintain a constant price while competing with certain retailers.

It might seem stressful to keep up with a competitor’s prices, but it is worth the while. One of the biggest hurdles which merchants face is setting the wrong prices for their products.

Choosing The Right Image

Product Images are an essential thing shoppers see as their ad is shown. So, you must ensure that they look great.

Some steps to optimize the image link:

  • Use high-quality pictures for mobile responsive devices.
  • The variants should match the picture (for size, color, and material.)
  • Check the text over the picture (such as watermarks, sales, manufacturer’s parts numbers).
  • Test the product images compared to the lifestyle images (to get an insight into what works best for your brand.)

When the variants do not match a picture, things like a wrongly placed mismatched product can occur:

And of course, this is likely to turn off potential customers who won’t like to carry out a purchase. 

Plus, you need to understand how to choose the correct image, add more images, and go for other information. 

Expansion can be done with the Power of Google Shopping Images

Using Regular Expressions with Data Feeds

This one requires you to delve a bit deeper. You need a regular expression, or RegEx, which will surely require a sequence of characters to define your search pattern to match the strings. Using “find and replace” like operations can prove greatly useful for data feed optimization as it allows one to match several characters using just one string.

Regular Expressions like this require finding and replacing duplicate words are useful in several ways. Fix multiple sizes in one go or remove spaces present in between the words.

When your title features extra spaces between the words, not just in the end, or the beginning, the Regex string may match the excess of spaces between the words: replace_pattern ( \s, ‘ ‘, [title] ).

Use the ‘Edit Values’ option with a similar regex rule in DataFeedWatch:

Google Promotions Feed

Alternatively, you need to have multiple promotions which you change frequently. You can use the Google Promotions Feed to upload the Promotions to the Google Merchant Center. 

What is the Google Promotion feed?

A Google Promotion Feed can be in the form of a spreadsheet 

  • txt file
  • .xml file

Google Sheets takes care of all your online promotions and the related data. You need to include several attributes: 

  • promotion_id
  • product_applicability
  • offer_type
  • long_title
  • promotion_effective_dates
  • redemption_channel

Create Custom Labels 

You may be familiar with using custom labels in your listings? But, here are some uses you might still be missing. Custom labels are great in that they offer several benefits, such as 

Lower CPAs with better Profit Margins 

things can get unprofitable very quickly if you’re selling products at varied price ranges while paying the same cost per Acquisition (CPA). Understanding your profit margin data or calculating it can surely make a difference in a campaign when it comes to creating a custom label. It can further help to optimize your bidding strategy. 

You can set it up in just a few steps: 

  1. Merge the main data feed source using margin data. Without the margin data, you cannot calculate the item_cost data in the main feed.
  2. Set up the rules using a margin-based label. 
  3. Now, use the new custom labels to subdivide the campaign and adjust the bids based on their margins (cheap, medium, and expensive). 

See the example below to set it up for the products in the DataFeedWatch app:

Price Position

Design custom labels depending on the price comparison with the competitors’ prices. Here again, Price Watch proves useful. 

Divide your products into 3 categories of 

  • Poor.
  • Good.
  • And excellent.


Categories according to the information gathered in the price data. Compare the price position with other retailers selling the same or similar products as you. 

The next thing to do is set up a campaign for each of the three categories. Note that products in all three categories will have separate rules. Low-tier products can perform well if you formulate distinct rules for them to make them thrive. 

Now is time for budget planning. Test and decide how much you must allocate to each product in the ‘excellent’ tier.

The errors in the performance of the products accumulate, and it can negatively impact future performance. It is especially true and a must-do if you’ve optimized products which were not performing well. You may not get the desired results.

If the past bad performance of your products is dragging your campaigns down, here is a solution. Whenever you change your product, the earlier history of the campaign gets wiped, and the search engine treats it like a new product though all the earlier parameters remain the same. However, this is not an ideal situation as it requires nearly three business days for product reapproval. 

This is the right solution to get rid of the bad product performance track.

More Google Shopping Ads Best Practices

The Shopping ad campaigns surely put your products in front of potential shoppers. But, you must use the right strategies to get optimal results. Here’s what e-commerce businesses like you are doing to improve their conversion rates and sales. 

Use Keywords Matching Searcher Intent

The keywords you select for your ad campaign must match the potential customers’ intent. The wrong keywords make the ad spend in vain on low-performance product listing ads (PLAs). 

Though most customers use four or a few more keywords in their Google search, it makes sense to use long-tail keywords. A reputable eCommerce SEO Agency can help you with this in the best manner.

Remove Unprofitable Ads

At the end of the day, you will realize that all ads do not give favorable results. Therefore, make sure that do away with the low performers. It helps if you reinvest the dollars into the ads with higher conversions rates.

Also, find out how you can identify the “losers” in the ad campaigns. There are two types of losers you need to take care of. 

  1. The losers that get you a lot of traffic, but no conversions, and 
  2. The ones that get you loads of costly conversions.

For the first type of conversions, customize the columns reflecting the campaign structure and add product details like product type, brand, and more. Look at the costs for all groups of products. Find the losers by filtering the products. 

The second group type requires you to know the profit margin first. Scan through your bids as you come to understand the profit margin. Ads exceeding your profit margin are labeled as losers.KNowing the winners and losers, you can change your bids.

Use Top-Quality Photos 

Images will improve the click-through rates and the user experience. Ensure that you choose high-quality images for feature photos to promote clicks. Include various product pictures taken from multiple angles in your product listing. Take pictures with a high-resolution camera and proper lighting and make them highly appealing.

Unique photos can surely give a higher value than stock images, especially than commonly used stock photographs. Product listing ads using human models, props, and different backgrounds will stand out. 

Use Negative Keywords 

Getting several ad clicks does not mean a lot when people do not want to buy your products. High traffic with lower conversion rates hurts your sales and also depletes your advertising budget. 

Leverage the negative keywords function so you do not show for given keywords. It is useful as it cuts down a great deal of the traffic that randomly lands on your page.

Final Takeaway For an Ecommerce Ads Agency

Google Shopping Ads are a great channel to generate revenue for retailers. If you employ advanced Smart bidding to target tools, improved inventory such as Showcase), and the best strategies for feed optimization, you can enhance the impact of your Shopping campaigns.

Overall, the ROI of your Shopping Ad Campaigns’ success improves if you use a test & learn approach for mastering the areas of

  1. Product Feed Optimization.
  2. Targeting & Bidding Strategy.
  3. Campaign Structure.