Connect your existing shopping feed to the Shoptimised platform and load all of your current product data.
Start optimising, editing and improving your product data in our easy and powerful product feed editor.
Upload your new and improved product feed to your Merchant Centers as your primary product feed.
How Shoptimised Works
In House Marketer
- Up to 3 Shopping Feeds
- Up to 3 AdWords Accounts
Freelance or Multi Brands
- Up to 10 Shopping Feeds
- Up to 10 AdWords Accounts
- Up to 30 Shopping Feeds
- Up to 30 AdWords Accounts
- Up to 50 Shopping Feeds
- Up to 50 AdWords Accounts
Since Froogle became Google Shopping and Product Listing Ads took shape in AdWords, the rise of this channel and the returns it provides has been unrivalled within Google AdWords. But over time, as Cost per Clicks and competition increases, Google Shopping inevitably gets more and more competitive.
With AdWords clicks from Google Shopping expected to overtake Text Clicks in Googles Top Retail Categories for the first time this December, there really hasn’t been a more important time to start optimising your feed.
We have specialised in Google Shopping for a long time now, and we believe there are four very distinct pillars to getting the most out of your Google Shopping campaigns.
2 – Shopping Campaign Optimisations & Bidding
4 – Product Feed Optimisation
Most agencies and in-house PPC Managers who specialise in Google Shopping will be on top of the first 3 areas. However, there are too many who do not optimise product feeds, and this is where a huge opportunity sits for every business who utilises or manages Google Shopping.
Optimising your product feed is hugely important for creating and managing successful Google Shopping Campaigns. Product Titles alone are one of the most important factors in whether Google considers your product to be relevant to the user’s search term.
Far too often, it’s said that PPC Managers can only control Shopping Search Terms by adding negatives. This isn’t true – you can control them by optimising your Product Titles. 99% of Product Feeds will pull the title from your websites meta title or H1, so it’s important to make sure you can change the title in your Product Feed without impacting your website (hello, we can help you there!). If you don’t have the ability to change one without the other, then make sure you consider the impact on your SEO and where your products rank organically.
Optimising your Product Titles can increase your impressions and reach within Google Shopping, which can ultimately increase your shopping impressions, conversions and revenues.
Word order is critical. Make sure you front load your most important information to the beginning of your product titles.
You can also optimise your Product Titles to narrow your reach and focus directly on lower volume and higher converting search terms. The point being, that by optimising Product Titles, you have much more control.
We have carried out numerous tests, and Google’s algorithm always favours the words at the beginning of your product title to be the most important factor when it decides which ads and advertisers are most relevant for the search term.
Analyse your Search Term reports to discover which search terms and words feature more prominently within your converting search terms. You can also utilise the Shoptimised Converting Terms Report to make that analysis much easier.
But there is far more to Feed Optimisation than just optimising your Product Titles. The quality of your data and the way that your data is organised is also a hugely important factor for your success.
For a full list or Product Title specifications, click here.
How To Optimise Product Feed Titles & DescriptionsYou can use Shoptimised to quickly edit and optimise your Product Titles.
How To Optimise Product Feed Titles Using Your Feed AttributesOptimise your shopping feed product titles, quickly utilising your feed attributes.
Optimising your Product Types provides two types of benefits within your feeds.
- It provides Google with critical information to match products with user searches.
- Enables you to create a better campaign structure within AdWords to segment by Campaign or Ad Group.
Whilst not as important as your Product Titles, your Product Descriptions provides you with a great opportunity to build in more keywords. You can add up to 5,000 characters into your Product Description, but make sure you keep them relevant to the actual product. Product descriptions that contain characters of 800 to 1,000 have on average +30% impressions. Describe colours, sizes, material, styles, weight, uses and benefits. Make sure you avoid using any promotional text or repetitive content throughout your product descriptions.
Avoid special characters and capitalisation. Make sure you reiterate terms which may be found in Google Product Category and your Product Types.
Make sure your images are of a good quality, especially when considering how much traffic comes from mobile devices. Don’t include text over your images or watermarks which make the image unclear. Make sure that your product variants all have the correct picture and do not just use the parent picture.
100×100 is the minimum resolution allowed across all verticals, except apparel where the minimum is 250×250.
However, 800×800 resolution images can lead to higher impressions/clicks due to their higher quality score.
Whilst a lot of ecommerce websites struggle to take advantage of Item Group IDs, they can have a such a positive impact on your revenue when you do include them. You can group products together that differ by one or more of the following attributes:
- color [colour]
- size [size]
- pattern [pattern]
- material [material]
- age_group [age_group]
- gender [gender]
This will deliver those options directly within the Search Results. This further qualifies the intent of the user before the click into your website, which has the desired impact on your conversion rate and sales.
Create Item Group IDsCreate Item Group IDs with Shoptimised and deliver more products into Google Shopping results to increase your sales.
Utilising Promotion IDs is a great way to stand out within Google Shopping results during key trading times and within sale periods. Whilst many advertisers choose to blanket their promotion IDs, you will have greater control and a better bottom line by creating more granular promotions that you can apply on a brand, product or category level within your feed.
Promotions are not to be confused with the automated ‘Price Drop,’ which is a feature Google automatically apply to your ads if your average price of a product has decreased.
Add Promotion IDs To Shopping FeedsAdding Promotion IDs to your Shopping Feeds can be slow and frustrating. Use Shoptimised to add and manage multiple Promotion IDs in minutes.
OK, so Custom Labels don’t really enhance your feed in terms of you being found. But utilising Custom Labels can have such profound impact on your ability to structure your Shopping Campaigns and get the most out of your performance. Here are a few of our top tips:
1 – New Products
You need to give new products a fair crack of the whip when it comes to Google Shopping campaigns. You will always have consistent performers and you’ll find the budget and clicks is skewed in their direction. Make sure you can split out your new products, so you can fully test whether they are going to become your next top sellers!
2 – Sale Items or Price Drops
Having the ability to split out sale items into their own Campaigns helps you to have great control over your budgets. Either limit or take advantage of these items by driving more traffic to products that will have bigger discounts.
3 – Top Sellers
Ensuring your top selling products are always visible and have enough budget is essential to any Google Shopping effort and the ability to grow your sales further.
4 – Price Bands
Most retailers have a variety of price bands, and by creating price band custom labels such as £0.00 to £5.00 or £29.99 to £49.99 helps you to create an intelligent bid strategy that will ensure you don’t pay too much for clicks that will eat into your profits.
5 – Margin Bands
Like price bands, margin bands are an even better way to go, if you know the margin you have in each product. However, should you decide to have a sale, offer discounts or reduce your prices, you will need to make sure you update your custom labels to make sure your bidding strategy doesn’t start to hinder your performance.
Reasons to love Shoptimsed?
Optimise Titles & Descriptions
Reasons to love Shoptimised
Create Custom Labels
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Create Group Item IDs
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Clone & Create More Products
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Automated PDF Reports & Audits
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
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).
Product 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.
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.
Sarah Beeson, Beeson Media
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.
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.
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!
Matt Janaway, Marketing Labs
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.
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.
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.
Kieran Giles, Wifigear
The biggest pain points are not having full information from the manufacturers, no SKUs or MPNs, incomplete information.
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?
Both the Campaign Optimisation and Shopping Feed Optimisations are important. Do not neglect either. We try to ensure both are as accurate as possible.
Jordan Smith, biddible
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 determines the search terms your shopping ads are triggered for, getting feed fully optimised is paramount to any Google Shopping campaigns success.
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.
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.
Kole Ogundipe, Croud
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.
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.
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.
Darren Taylor, The Big Marketer
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? 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!
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.
Jeff Whitfield, Freelance Paid Search Expert
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.
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.
There are plenty of tasks to focus on in both areas but I would suggest that product feed optimisation will generate the best return over the long term, helping you to target your best keywords.
Eugene Henry, Banc Media
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.
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.
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.