The months of November and December usually generate a significant spike in online sales. The below guide provides Google Shopping tips and advice on how to generate more online revenue. Here, we’ll look at how to utilise Product Feed Optimisation, Feed Management, Campaign Structure, Google’s Smart Shopping campaigns and Price Comparison data to ensure you’re capturing more revenue during Q4.
In 2018, Q4 eCommerce sales reached their strongest growth of the decade. With a year-on-year growth of +18.4%, a significant portion of this uplift occurred in November and December. The improvement in mobile performance was even more dramatic with a year-on-year increase of +27%.
This year, Black Friday is happening on November 29, with Cyber Monday following just three days later, on December 1.
One thing to keep in mind: Black Friday’s date this year will be just after payday for many, given it's slightly later in the month, it'll mean shoppers will have more money in the bank to spend online.
In 2018, the highest sales growth in the UK was found in November – the BBC reported that Black Friday and Cyber Monday had ‘stolen’ sales from Christmas.
The quality of your Product Feed is responsible for every Search Term your Shopping Ads appear for. The words and phrases within your Product Titles are responsible for approximately 80% of every Search Term your Shopping Ads appear for. You have 150 characters character limit within every Product Title. While Google will only show the first 70 characters within your Shopping Ads depending on the device, you should aim to include the most important terms first. Where relevant, try to utilise all 150 characters. Ensure each Product Title is unique to that product by including relevant Product Attributes such as Size, Gender, Colour, Material, Age Group, Pattern and Brand.
On average, nearly half (46.69%) of the Product Titles within Product Feeds are duplicated. This leads to the incorrect product being matched to the search term where Size, Gender, Colour, Material and Age Group are purchase factors. Ultimately, this leads to a lower conversion rate.
There is more to Product Feeds than just optimising Product Titles and Descriptions. The data and quality of your Product Feed dictate how well you can structure your campaigns. A good majority of Google Shopping campaigns are based on or a combination of:
More advanced Product Feeds can include Custom Labels but they don't always do this in the best possible way. When you have control over a Product Feed, it's easier to structure your data to create improved strategies and a campaign structure that is unique to your business. This will ultimately improve your Google Shopping ads performance.
Contact us today to discover how our users have improved their campaign structure using our Product Feed Management software and following our guides to optimising Product Feeds for the best-performing campaigns.