Google offers various advertising tools that are designed for certain types of business. If you’re marketing an e-commerce business, you can discover lots of useful tools that help you to reach your audience in the right way. Google Shopping is one of the best things that you can use to promote and sell your products online. Setting up a Shopping campaign makes it easier to improve the visibility of your products, but you need to know how to make the most of the available tools if you want to create successful campaigns. Use this guide to find out how to do more with Google Shopping.
Instead of using keywords for targeting, Google Shopping uses product titles, along with other product attributes. Google Shopping campaigns use product image ads instead of text ads, which include product images, pricing, product titles, and store name.
Traffic from Google Shopping, can, therefore, be more qualified- as the search user gets to see the product picture, price and another product attribute before clicking on ads. This allows advertisers to target traffic lower in the funnel than traditional text ads. After clicking on a product listing ad- the searcher is sent to the specific product page of that website, unlike text ads that usually use the category page (product type).
Text Ads alongside Google Shopping
Run text ads with search campaigns and Shopping PLA ads to increase sales volume. Both text and product listing ads can appear for the same search results page, and take over more space on the search results page. Text ads do also have the advantage of being able to showcase promotional text before clicking on the ads.
Google Shopping Tips
Create a Retail Centric Hierarchy
Organise your Shopping campaigns in a hierarchical structure that matches your website or/and products by using product attributes such as product category, product type, brand or custom labels.
Subdivide products further by grouping them based on your website structure, product types or brand. *Tip. Use Ad Groups for each top level in the hierarchy, e.g. product type, brand or Google product category.
For most companies, the best attribute for the hierarchical parent-child structure is product type which matches the website structure. However, if you sell known brand products such as Nike, Adidas and Puma- use the specific product manufacturer as the top level of the hierarchy. If you use the brand for your own company name, then this attribute can be ignored for organisational purposes. Should you happen to sell a lifestyle with products across various categories, then using Google’s product category list is the best way to go.
Build A Sales Funnel using campaign priority & negative keywords
Use the 2-3 Shopping campaigns with priority settings and negative keywords to create a sales funnel in order to get the highest sales volume and profit. Start by creating one campaign, then clone this 1-2 times.
- High priority campaign — Top of the funnel. Use this campaign to target generic/wider less relevant searches with lower bids. Add the best keywords (bottom of the funnel searches) as negative keywords to this campaign. This campaign can be likened to a catch-all campaign that has the lowest conversion rate. However because the bids are lower, this campaign can still be profitable.
- Medium priority campaign — Middle funnel. This campaign will only show for search terms that are negative keywords within the high priority top of funnel campaign. This campaign has medium bids.
- Low-priority campaign — Bottom of the funnel. This campaign will only show for search terms that are negative keywords within both the high priority AND medium priority campaign. This campaign typically has the highest conversion rate and profitability and therefore has the highest bids.
Bidding & Budgets
- Make sure revenue tracking is installed.
- Bid by unique product ID instead of by ad group or product group.
- Use Adwords Enhanced CPC Let’s Google bid up or down by 30% on individual SKU/product ID using historical performance data.
- Test automatic machine learning bidding, namely Target ROAS (Return on Ad Spend)
- Make sure that the best selling products have the highest bids and are spending the largest percentage of the budget.
- Make sure that the best selling products are getting the maximum budget.
While keywords can help your products to be found, there’s no bidding on keywords when it comes to setting up your shopping campaigns. Instead, you place your bids on the products that you’re selling. You can bid on products in groups and also place bids on individual products so you have plenty of control over what you’re selling. Although you could place your bids based on large groups of products, it doesn’t always make sense to do so. Different products have different profit margins or are more popular than others, so it’s smart to place varying bids on your products.
Instead of placing bids on the large “bucket” or “bin” that contains all of your products, you can split them up into smaller groups so that you can bid of them. You can separate your products using various categories, whether it’s by what condition they’re in, what brand they are or their purpose. It’s also possible to use custom labels so that you can focus on individual products. Anything that doesn’t go into the groups that you create will end up under “Everything Else”.
Deciding how to organise your products groups can take some careful thought. For people with fewer products, being able to bid on each product individually can be useful. Segmenting by brand or category first and then by product number is smart. If you’re not sure where to start, use the navigation on your website to determine the best way to organise everything. You already have categories and filters that help to organise your products in a useful way.
When there are more products in your catalogue, it’s not always possible to have individual products with separate bids. In this case, it can be better to segment by similar profit margins and products, separating into different brands, categories or other labels that make sense for your business. The product groups that you choose are just for setting your bids, so don’t worry about them having any effect on the relevance of your ads.
- Make sure the product titles contain the main keywords – as well as other relevant attributes (space permitting).
- Put the important keywords on the left-hand side of the meta title/product title.
- Make sure the traffic is the same quality as the search campaigns by running the actual search terms report.
- Use exact match negatives where appropriate because Google Shopping only has no match types (or effectively broad match type).
- Be mindful of device bid modifications. Make sure they have a similar CPA or ROAS, otherwise adjust further.
Reporting & Optimisation
- Use Dimensions Report to see the performance by SKU/Product ID, Category, Labels and more and make required optimisations.
- Compare performance to search campaigns by product category.
- Use clear images on your website/data feed.
- Use quality larger images with high resolution
- Use White BackGrounds
- Use Display Remarketing which relies on your shopping feed to setup Dynamic Remarketing, in order to show past site visitors the products they were most engaged with.
- Use Search Remarketing to bid higher on past website users, or customers. Use RLSA for adjusting bids based on conversion rate of past visitor audiences. Past website users are lower in the funnel and therefore more qualified and profitable.
Product DataFeed for Google Merchant Center
Optimising Your Shopping Feed
Shopping searches aren’t based on keywords in the same way that Google’s other advertising products are. Instead, Google looks at your website to decide which ads are the most relevant to show for any search. To determine the relevance of your ads, you need to have a strong Google Shopping feed so that Google can see what products you have available and accurately decide when to show them. Essentially, your feed is a spreadsheet that contains the details of your products. If you don’t have too many products, using Google Sheets is fine. However, if you have a lot more products, using an app or service makes it easier to manage everything. These tools can get relevant information from your website about all of your products.
One of the most important things to pay attention to is your product titles. Although you might want to try and target as many keywords as possible, it will look messy and likely won’t do you any favours. It’s important to choose a relevant keyword for your product title and place it as close to the beginning of the title as possible. It’s similar to the title of a website page, so it’s essential to consider the product title for optimisation.
The visual elements of your product listings are vital to consider properly too. It’s essential for your product images to be professional and look attractive. You should be sure to use photos that give an accurate representation of your products and also draw the eye to convince people to buy. You also have to make sure that you follow the rules set out by Google, including not using any logos, no watermarks and no additional text too.
Product categories help Google to arrange your products and present them in the right searches. When you create a Google Shopping feed, you need to include a product category. You must choose one of the categories that Google provides in their Google Product Taxonomy (GPT), which you can download. There are over 6,000 categories and subcategories, so there’s no shortage of options. Try to be as targeted as possible so that your product listings are more relevant. You can get pretty specific with the amount of subcategories on offer.
Product type isn’t a required deal like product category is, but it can still be a useful piece of information to provide for a product. Produce type can be especially helpful for people selling very niche products. Although the GPT features a large amount of categories, it only gets so specific. If you want to provide even more information about your products, using the product type option is a must.
The product description is where you can add some more detail about your product. However, you should avoid going overboard and writing lengthy descriptions. Google will be looking for keywords so it’s a good place to target secondary keywords that aren’t important enough to put in the product title. However, you still need to be careful not to use too many keywords and stuff your descriptions.
Merchant Store Requirements
Creating a Google Store is similar in many ways to an Amazon or eBay store. Each marketplace has their own terms and conditions that sellers must adhere to when setting up and maintaining a Google Merchant Store. The emphasis is building transparency and trust to help the buyer be aware of your policies.
The mandatory requirements for a new store include:
- Business display name: Your company name
- Website URL: The website URL used must meet the requirements of either HTTP:// or https://We recommend using https for all pages on an e-commerce website.
- Business address: The location where your business is registered.
- Payments Settings: business and tax information.
- Customer service contacts The contact email, URL, and number from your website.
- Delivery: Settings, expected delivery time, rates- service area(county)- Currency, Products can be grouped into different delivery terms.,
- Tax Settings – More focus on the US, and can be left as none for most other countries.
- Google Webmaster: Setup a Google Webmaster account to verify and prove you own the website. Verify and claim your website URL.
- Datafeed to take products from your website. This is the most popular way is to use an XML JSON URL which contains your products in text format.
- Link AdWords: Your AdWords account should be linked to your Merchant store in order to make the products available within the AdWords interface.
- Tax Settings – Don’t configure for an account. More focussed on US. Can select tax by state.
Other optional recommendations- (recommended good practice)
1) Website URL Link
A link to the return & refund policy must be visible in the footer of the page (bottom) of key pages.
2) Cancellation Period / Timeframe
You will need to explain what the cancellation period is. (15 days, 30 days, unlimited, no offered)
3) Shipping & Packing Costs
What are your shipping & packing charges?
Which couriers do you use? Do you deliver worldwide? If so what are the costs associated?
4) Returning Goods return delivery Policy
Cover if the consumer will need to pay for sending goods back to you or if its free/return value.
Do they need to pay for the initial charge? Do they get a refund on the delivery charge?
5) Incorrect Goods/ Damaged / Defective
Damaged, defective or incorrect goods can always happen, explain what your policy is.
How pays for collection.
6) Products Returned Exceeding the Cancellation Period
Mention if consumers can return products after the cancellation period.
Explain what the procedure is. Phone, Email, Form, etc…
7) Terms and Conditions URL Link
From within the Returns Policy, a link to the terms and conditions is recommended
8) Returns Policy
If a customer no longer wants the goods, do you allow refunds/returns?
If you do accept returns or refunds explain what the procedure is. Phone, Email, Form, etc…
You can refuse refunds on non-damaged goods, however, you do need to clearly state this in the policy.
Explain what the procedure is to receive a refund or to return goods. Phone, Email, Form etc.
More Details on Delivery Setup & Policies
Delivery Settings- service area(county)- Currency
Delivery Time- days- international global or different (range Estimate)
The expected delivery time. This may vary based on the delivery parameters and product types.
Delivery Rates- table (diffferent products can have different rates, fixed rat, percentage, carrier
More advanced now_
Here you can create multiple delivery rate tables in this delivery service. You can also assign shipping_label attributes to the delivery rates depending on what kind of product you’re delivering (e.g. oversized, perishable, fragile) and then set up different delivery costs for those groups.
- Import Adwords Shopping Campaigns into Bing Ads and setup Bing Merchant Center using the same XML feed used by Google Merchant Center.
- Setup Dynamic Facebook Ads using the same feed as Adwords
Google Shopping is a great tool for e-commerce businesses to use. If you want to make your products more visible, you need to make sure that you know how to get the most out of the platform.
The difficulty of setting up Google Shopping can vary from retailer to retailer. Sometimes certain recommendations included above are not critical but still make improvements, other times these recommendations can make vast improvements. One PPC is an expert Google Ads Premier Partner that can help you get the most out of Google Shopping