22/02/2020
For e-commerce stores, Google Shopping is undoubtedly one of the best traffic sources along with FB Ads.
For those of you looking to leverage Shopping campaigns and make the most out of them, here are some great tips and strategies to get started with.
Although basic, these tips shared by Sandeep Kumar are the crux of all Google Shopping campaigns. Let’s quickly dive into them.
Optimizing Product Feeds. Always try to improve and optimize your Product Titles and Descriptions to match the relevant search terms.
Segregation. Make sure to segregate your camps based on product value and margins. Use custom labels, categories, product types, item IDs for this segregation. This allows you to better utilize impression share, budgets, negative keywords, bids, and ROAS of the best products.
Promotion Feeds: Use promotion feed from the Google merchant account for offers to the right audience.
Identify top-performing products: Create separate campaigns for them with a dedicated budget and high-priority settings to acquire at least 60% search Impression share.
Use Product Ratings & Seller ratings: This helps your products stand out from those of your competitors. If your ads are showing up next to four or five competitors, these ratings help you gain some valuable social proof.
Custom Labels: Use custom labels for each product. They can be very helpful when it comes to campaign optimization and scaling.
Automated Rules: Use automated rules to avoid unnecessary product disapprovals.
Bidding strategy: Start your campaigns with Manual eCPC and, once you have a good amount of data, you can move to a CPA bidding strategy.
Negative keywords: Update your negative keywords list on a regular basis to avoid paying for irrelevant clicks.
Remarketing lists for search: Use RLSA campaigns for your most frequent, high-intent search terms. These are especially useful for high-ticket and longer sales cycle items.
