Within all retail categories, Google Shopping generates more impressions, clicks and conversions and if managed properly, always at a better ROAS than Google Search campaigns.
Even though Google Shopping will provide you with a great ROAS and the growth you wanted for your clients or retail business, it is still one of the most inefficient digital channels available to us. That’s right we said it! We still love Google Shopping, but the amount of budget wasted on a weekly, monthly and yearly basis is enough to make any performance marketer feel sick.
The average wasted budget via Google Shopping is 82%, that’s right, 82%. So why is it this high and still better than Google Search? Firstly, the Google Shopping cost per click is cheaper than Google Search. Secondly, Google Shopping has a far greater reach into long-tail search terms which carry a much better conversion rate.
So, what can you do to reduce your wasted budget?
1 – Product Feed Optimisation
Optimise your product feeds to target high converting search terms in your product titles and descriptions. Add relevant product types and ensure your products all contain the correct attributes.
2 – Add negative keywords, daily!
As you don’t have as much control over the search terms your Google Shopping ads can appear for, adding Negative Keywords is essential if you want to increase your ROI and reduce your wasted budgets.
3 – Improve your campaign structure.
It seems obvious, but the structure of your campaigns has a huge impact on your performance. Make sure your best converting products get the most product visibility and optimise your bidding strategy to reduce your investment on poorer performing products.
Check out our post on The Importance of Campaign Structure
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Product Feed Scrapes & creation have an additional annual cost, for more information, click here.