In this topic, we are going to share our experience on different aspects of google shopping ads. We promise we’ll be quick and only talk about the things you actually need to know and not what you already know, so without further ado, let’s start.
Segregation of google shopping campaigns is one of the most important things to do if you want to measure the success of a particular category of products and give a little more push to your winner products by increasing their budgets/bids and giving the losers a slight modification so they could perform better.
Without proper segregation in google shopping campaigns, you are leaving the strings loose. If you have a ton of products, do yourself a favor and assign them/put them in different categories so they will be easy to manage later on. You could see the performance of a particular category of products.
- Bidding Strategy
Always start with a manual CPC even when you are not an expert in this or if you are just a complete fresher, we advise you to get help from someone who is already doing google shopping ads. So let’s assume you already have basic knowledge of what bids are and the average CPC.
Now the question arises, why should you use manual CPC instead of Automatic? Because when you don’t have any conversion data, you can’t adjust your bidding and set it as one automatic bid.
When should you use automatic bidding?
You need conversion data to choose one of the automatic bid types; we recommend that you should start with manual bidding and after at least 20 Conversions in the last 30 days in your campaign. Then you can switch to an automatic bidding strategy according to your campaign goal. Don’t go with any of the automatic bid options until you are very sure of your doing.
- Smart Shopping campaigns
There are certain situations where you would want to use smart shopping campaigns. Which are :
- When your account has conversion data or your website has good traffic, then a smart shopping campaign will be a good option for you.
- Testing Non Performing Products
You can run smart shopping campaigns for specific products. It’s good to set up a smart shopping campaign for non-performing products. In most cases, you will get better results with smart shopping campaigns for those products.
- Test Initially
If you are just starting and have little conversion data, you would want to use a smart shopping campaign to test different product categories. We suggest you go with standard campaigns if you don’t have any conversion data and start using smart shopping campaigns after getting at least 20 Conversions in the last 30 days to act on.
- Product level optimization
It is essential to update your product’s feed in the merchant center. Add high search volume keywords in titles and descriptions. Ensure your titles are optimized. (Optimized title include product name + Brand name + Keywords + SKU if applicable).
- Negative keywords
Adding negative keywords in your campaigns will help you save your hard-earned money from unwanted clicks from users with very low chances of converting.
You should add negative keywords when starting campaigns instead of adding them at a later point. By adding negative keywords, you are saving your money, but you are pushing your products to increase your profit because the performance of your product ads will also improve as the CTR (Click through Rate) of your ads increases.