Google Shopping: Optimising For Niche vs Volume
Jan 22, 2021

Google Shopping: Optimising For Niche vs Volume

Image Credit: Unsplash Brooke Cagle

When it comes to google shopping, what is your main objective as a digital expert? Is your main focus increased conversions, click-through rates or overall sales revenue? Are you looking at product feed optimisation as a way to gain high-quality traffic or rather high-volume traffic?

Capturing enough volume traffic can be challenging. There are some limiting conditions imposed by google that can make your job more difficult.  With our years in PPC we have seen the struggles that many e-commerce companies and agencies face, be it with product feed optimisation, budget management and so on.

Here, we want to mainly focus on product feed optimisation, as we believe it is the crucial starting point for those digital marketers looking to maximise their google shopping ads volume.

As covered on our product feed optimisation page, product titles and product descriptions are your absolute starting point to organised, structured and well-performing google shopping campaigns.

One of the main issues you’ll encounter when optimising your product feeds to maximise shopping campaign volume is keyword targeting. Google looks at your product titles and product descriptions within your product feed to determine your ad relevance. However, your keyword targeting will look completely different from what you’d do with Search campaigns.

The solution to this problem is simple, yet extremely important. Know what keywords you are aiming for, then, compile your relevant keywords by volume or relevance. Although this list might not include all the different variations you had in mind, you’ll at least have a list of keywords that you want Google to show to users for your shopping ads. Then, you’ll be ready to optimise your product titles based on your list of keywords.  

A second problem could be this: You are given a limited number of characters within your product titles, so you have to strategically use your selected keywords, without falling in the trap of keyword stuffing your product feeds. Out of the given 150 characters, you are further limited because Google will only display the first 70 characters in the SERPs. As a result, you might find it even more challenging to choose which keywords to prioritise.  

The solution to this problem is equally crucial as the first issue we looked at: pick one main keyword to prioritise and choose a secondary keyword and place these within your product titles and descriptions. That way you will avoid keyword stuffing all your target keywords into 70 characters.

Then, you could also encounter problem number 3: google emphasizes the words that are placed at the beginning of your product titles and descriptions. When it comes to boosting your shopping campaign volume, this further complicates things because you now have to decide where to place them. Make sure the most important product attributes such as brand, colour and gender are placed at the beginning to better weight the relevance of that product. Check out the best practices for product title optimisation here.

Having seen 3 big issues which you could encounter and how to overcome them, the rest of the article looks at 2 practical examples: a google shopping ad for Women’s jeans and a shopping ad for a Television. In both examples, we look at what should be included in your product titles and product descriptions in order to achieve high-quality or high-volume traffic.

 Jeans

Firstly, decide whether you want to use the product attribute ‘women’s’ or ‘ladies’. For the purpose of this example, we’ll pick Women’s as we know from Google Keyword Planner that there is more volume associated with search terms containing ‘women’s ‘than there is for ‘ladies’.

We want to create an ad for a pair of high-wasted skinny women’s jeans. Options for a correctly optimised product title:

  • Womens Jeans, High Wasted & Skinny Fit
  • High Wasted Skinny Womens Jeans
  • Levi High Wasted Skinny Womens Jeans
  • Levi Black High Wasted Skinny Womens Jeans in Size 4L

As you can see, we’re taking attributes of the product to make a much more relevant product title as opposed to a more generic product title. This will provide you with higher quality and relevant traffic and will also help you reduce Google Shopping waste. We expand more on this topic here

Television

For electrical devices like a TV, there’s a variety of attributes that you can add to your product title. Remember that your most relevant attributes should be placed at the beginning and in the middle to ensure more weight from google’s side.

  • Size – 30inch, 40inch, 50inch
  • Technology – LED, Plasma
  • Resolution – 4K, 1080p, HD, HD Ready
  • Brand – Samsung, Sony, Sharp
  • Brand Style – Sony Bravia
  • Colour – Black, White, Grey
  • TV Style – Thin, Curved

Product title options:

  • 40” Sony Bravia TV
  • 40” Sony Bravia 4K TV
  • 40” Sony Bravia 4K LED TV

  • 40” Sony Bravia 4K LED Curved TV
  • 40” Sony Bravia 4K LED Curved TV in Black

The more descriptive you become within your Product Titles, the better-quality traffic you’ll generate, which will result in a stronger conversion rate. Product titles are incredibly important, but they’re not the only factor you need to consider when working to improve your product feeds.

As mentioned, product descriptions are equally important, so ensure your descriptions include all of the relevant keywords and the right product attributes. Based on what you wish to prioritise within your shopping campaigns, you can put emphasis on quality and/or quantity as below

  • Option A – TV > Make > Technology
  • Option B – TV > Make > Model > Size > Technology > GTIN

If you wish to optimise for volume running two feeds containing the same products (with different Product IDs) can be very useful. Optimise one feed for quantity and one feed for quality. You can then control your budgets for each feed within AdWords.

So, we hope that this guide has given you a little more insight and that you are now in the position to decide what to prioritise with your google shopping campaigns. Get in touch today if you’re unclear where to begin and we’ll run through a free product feed audit with you.


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