Google Shopping Experts

Google Shopping Experts & Their Top Tips

Google Shopping is one of the most profitable channels in Pay per Click. But, it’s also one of the most inefficient with 100% of revenue and conversion coming from an average of 18% of your investment. We asked some leading Google Shopping Experts what their biggest Google Shopping Pain Points are, along with their top tips and whether they focus more on campaign optimisation or product feed optimisations.

Matt Bullas, Click Consult

What are your biggest Google Shopping pain points?

Clients’ websites not having bespoke landing pages for the exact product clicked (ie images or GTINs), which means the feed doesn’t conform to Google’s conditions and best practices. This reduces performance and could potentially result in suspension.

Even though we have a system, creating complex search term based structures using priorities and negatives.

Splitting out large accounts (time-consuming).

What is your top tip for improving Google Shopping?

Feed Optimisation. First you need to make sure all attributes are assigned to your products all the way down to the finest detail. This will enhance the quality of your product and provide the basis for strong Title optimisation. Title optimisation is the most important factor of Feed Optimisation due to the contextual matching system Google uses to show your products.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

Shopping Campaign Optimisations are fairly static, aside from bid changes and negative keywords, once your initial structure is set up. Shopping Feed Optimisations never end as your search query report constantly provides new research for information that could be added to titles to increase volume.

Kole Ogundipe, Croud

What are your biggest Google Shopping pain points?

The separation between Google AdWords and Google Merchant Center is far from ideal. Google does not link campaign performance, held in AdWords, with the details of the feed, held in Merchant Center.

Therefore, it is challenging to tie back feed changes to campaign performance.

What is your top tip for improving Google Shopping?

Segmentation is key. Often advertisers run just one or two Shopping campaigns, instead of creating multiple campaigns based on category and/or performance.

Advertisers often have a wide array of products with varying levels of popularity, competition and revenue margins. Running fewer campaigns and ad groups makes it much more difficult to ensure that advertisers are investing more in their top performing products to maximise ROI.

Advertisers tend to follow these rules to maximize their Search returns, but forget these effective optimisation tactics on Google Shopping.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

At Croud, in most instances, we focus on Campaign optimisations first; capitalising on quick-wins and addressing poor performing areas.

From analysing campaign performance, we build up a picture of the key opportunities for the advertiser on Google Shopping.

With those insights, we then turn our attention to the feed and tailor the feed to maximise ROI of our campaign performance.

Sarah Beeson, Beeson Media

What are your biggest Google Shopping pain points?
Shopping promotions can be incredibly effective and using these are a must if you want to compete with the big players. But with so many different website setups out there, it can be really difficult to keep up with all of the different ways feeds are sent through to Google Merchant Centre. Shopify, WordPress, Woocommerce, Magneto, etc, they all have their little quirks and some are great, some are not so great. Implementing Shopping promotions with some of these integrations can be next to impossible (without something like Shoptimised!) and that can mean things even tougher for the little guys.

What is your top tip for improving Google Shopping?
Creating a strong structure for Shopping campaigns is always the first thing I do when taking on Shopping campaigns. It’s crucial to get the basics right, having a low priority catch all campaign with low bids as a foundation, medium priority campaigns for segments that work well, as well as high priority campaigns for best sellers and worst sellers (with bids of 1p to stop wastage). Following this, I can’t recommend Brainlabs 24 hour bidding script enough to reduce wastage at low converting times. If you don’t have enough conversion data from AdWords to implement this, try starting with data from Google Analytics and adapting it.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

There has to be an element of both here. Optimising campaigns in AdWords is great but you will get to a point where you max out your spend. That’s where optimising the feed comes in. It’ll help you improve your click through rate through various testing but also massively increase your reach to make sure you’re getting in front of as many eyeballs as possible!

Darren Taylor, The Big Marketer

What are your biggest Google Shopping pain points?

The biggest Google Shopping pain point for me is identifying and rectifying disapproved products within the feed. It’s a time killer and some of the issues like dynamic pricing and the use of some special characters on a can be a nightmare to rectify.

What is your top tip for improving Google Shopping?

What is your top tip for improving Google Shopping? Like anything PPC, focus heavily on optimising the product titles and descriptions. It may sound simple but you will be surprised at the number of campaigns I’ve seen promoting a product that isn’t even mentioned in the title or description!

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

It’s hard to pick one, they are both so crucial. The I think for me, feed optimisation comes first, as no matter how well your campaign is optimised, if the feed isn’t up to scratch, then your optimisations won’t have the best impact.

Matt Janaway, Marketing Labs

What are your biggest Google Shopping pain points?

Lots of businesses don’t have the data required to correctly run a Google Shopping campaign. For example, unless they have a physical store (or have previously set up some Google Shopping campaigns), EAN’s often tend to be missing. It can be time-consuming organising and optimising this data correctly.

What is your top tip for improving Google Shopping?

4 top tips…

Ensure that images are high quality and show off the product for searchers.

Optimise the product name in the feed for the chosen keywords to increase visibility.

Look for times of the day where the clicks are cheaper and ensure you have good visibility during those times.

Analyse data to determine which devices work the best and therefore should have a higher proportion of your budget.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

We try to split this 50/50 or at least encourage our clients to improve the data in the feed. Both are equally important, and optimisations can yield great results.

Jeff Whitfield, Freelance Paid Search Expert

What are your biggest Google Shopping pain points?

The clicks generated from Google Shopping has increased significantly over the last couple of years, especially from mobile devices. Ensuring correct products are displayed for high volume generic searches on mobile devices is key to the success of your campaigns.

What is your top tip for improving Google Shopping?

Ensure your target keywords are in your product title & product type fields, these two fields carry the most weight to help increase specific visibility for your best performing search queries.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

There are plenty of tasks to focus on in both areas but I would suggest that feed optimisation will generate the best return over the long term, helping you to target your best keywords.

Kieran Giles, Wifigear

What are your biggest Google Shopping pain points?

The biggest pain points are not having full information from the manufacturers, no SKUs or MPNs, incomplete information.

What is your top tip for improving Google Shopping?

Treat Google Shopping like SEO, ensure your fields are filled out, imagine you are the customer and you’re trying to find your product. Is it easy?

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

Both the Campaign Optimisation and Shopping Feed Optimisations are important. Do not neglect either. We try to ensure both are as accurate as possible.

Eugene Henry, Banc Media

What are your biggest Google Shopping pain points?

A badly optimised feed can really hinder campaign performance as it doesn’t allow for granular segmentation, or ensure products are shown for the most relevant terms.

A well-optimised product feed puts a shopping campaign on the front foot, ensuring no disapprovals and more effective optimisation within AdWords.

What is your top tip for improving Google Shopping?

Work with developers/feed managers to create the feed in the correct format

Include an ‘all products’ campaign to capture any searches which might fall through the net. Then build new ad groups around these and also exclude any underperforming products.

Run search query reports for shopping activity as they will help identify new terms for search activity and help with optimization This will pull back on bidding on search keywords which perform better for shopping activity. Therefore, aiding better apportion budget.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

Both. It is important to ensure the feed is set up in a manner that can be easily replicated and optimised within AdWords. For a shopping campaign to be successful, both areas must be looked at and it is worth frequently reviewing the merchant centre to ensure there are no errors or issues impacting campaign performance.

Jordan Smith, biddible

What are your biggest Google Shopping pain points?

The data within a Shopping Feed is usually our biggest point or the difficulty in having that data changed or optimised.

Google Search requires us to send high volumes of qualitive traffic to a client’s website at the best time at the lowest possible cost, to ensure it has the best chance of converting with the highest possible return.

Google Shopping requires us to do exactly the same. However, as the Shopping Feed determine the search terms your product feeds are initially triggered for, getting feed fully optimised is paramount to any Google Shopping campaigns success.

What is your top tip for improving Google Shopping?

We have a few for both feed and campaign optimisation. But in terms of our favourites for campaign optimisations, it’s the following 3:

Always run a Low Bids, All Product campaign to ensure all of your products are live within one campaign and with the low bids, you will pick low cost traffic that returns a great ROI.

Add negatives constantly. 15% of Google searches are brand new every day, so this is an exercise that you can never stop!

Ad Scheduling by hour and by day, analyse and amend to get the best possible returns. But if you spend Jan to Oct, doing this, make sure you relax it when the peak season kicks in for Nov & Dec.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

It has to be both, only doing one or the other, really is half a job. You have much more control by optimising your feeds and your campaigns and you can control both growth and performance so much more.

Thank you to everyone who contributed, if you would like to add your own comments here, please get in touch with us, we are always on the lookout to feature more Google Shopping Experts.