There are pillars to a successful Google Shopping campaign. Without all 4, you could still do well, but you’ll never realise your full potential.
So, what are these 4 pillars?
Pillar 1 – Campaign Structure & Settings
A poor campaign structure can seriously hinder your growth and profitability and you see these mistakes every day.
We all know the All Products, Low Bids campaign will provide a great ROAS. But, it’s difficult to scale when you have all your products sharing one bid.
There is no one perfect structure to suit all advertisers but there are principles which should work for everybody.
Most advertisers and agencies choose to build campaigns based on one or a combination of the following:
- Google Product Category
- Product Type
- Product ID
This was originally done because most Google Shopping advertisers or PPC Agencies had little to no control over the feed.
So, you could end up with Ad Group focused on a Google Product Category such as: Clothing & Accessories > Clothing > Trousers & Jeans with a bid set of £0.45. However, this category could contain 100 pairs of jeans where the price ranges from £65 to £295 per pair. How would one bid of £0.45 maximise the potential ROAS within this Ad Group?
We believe you should base bids and structure on price and margin. There is no point bidding on a category of Jeans with one bid, when the prices could range from £10 to £500.
Get granular. Over time Google will prioritise the products which get the most clicks and have the most history. If your structure is pretty thin, then the percentage of products which actually gets clicks and sales will most like be under 10%. This is also a big problem for any new products which come into your feed. If you don’t split these out into their own category initially, it could be frustrating watching new products struggle to sell.
Pillar 2 – Bidding
You can’t have an intelligent bid strategy without a good campaign structure. As already mentioned, you need to make sure your bid strategy will maximise the return on your investment. Make sure you take the margin of your product into account when setting bids.
Depending upon your desired goals, test the different Automated Bidding Strategies such as Target ROAS, Maximise Clicks or Enhanced CPC. I’ve each of them work incredibly well and Googles level of automation capabilities are improving every day.
Pillar 3 – Negative Keywords
There are various optimisations you can create to improve your Google Shopping Campaigns. But the one constant you can never stop is negative keywords. Depending upon how much you spend, this could be a daily, weekly or a monthly exercise.
You shouldn’t be surprised to find that anywhere between 80 to 90% of what you spend on Google Shopping is spent on search terms that DO NOT CONVERT. Even at that level, you can still generate a good ROAS. But imagine how much better it could be!
You also need to consider that 15% of searches on Google are brand new every day! That’s over 5 hundred million brand new searches per day and around 6,000 brand new searches per second. If you’re not adding negative keywords, you’re not working towards reducing your wasted budget.
Tip: Create a Negative Keyword List which you apply to all Google Shopping campaigns. Add your common negative keywords to list instead of each campaign.
Pillar 4 – Product Feed Optimisation
A hugely important element of managing a profitable Google Shopping campaign is Product Feed Optimisation. Worryingly, it’s probably the most overlooked pillar due to this sitting outside of AdWords and the Google Merchant Center.
Effective Product Feed Optimisation can increase impressions, clicks and sales whilst also reducing your wasted budget. Put simply, it can cut costs and increase your ROAS.
Ensuring your Product Feed meets Google best practise requirements isn’t a nice to have, it’s a must have. Optimising your product titles to ensure they contain key information and relevant search terms.
Adding custom labels so you can target new products easier within your structure or to better manage prices and margins.
If you’re not optimising your product feeds or your client’s product feeds, you’re not fully managing every element of Google Shopping and you will never fully achieve the returns you’re capable of.
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