If you don’t frequently optimise your product feeds, then adding Negative Keywords is about the only way you’re going to be able to control the search terms that your Google Shopping campaigns pick up. The only down side of course, is that you can’t create Negative Keywords until you spend money on search terms you don’t want!
Adding Negative Keywords isn’t just a once a month task either, 15% of search terms on Google are brand new every day, which is a huge amount of search terms that you probably didn’t think to add as Negative Keywords.
We analysed a Shopping campaign which focuses on a popular brand of Jewellery. We isolated the search term data in two ways. Firstly, we looked at whether the Search Term contained the brand and as the below results show, performance is much better when the search contained the brand.
Therefore, it is essential to make sure you’re constantly analysing search terms that don’t generate sales to consider turning them into Negative Keywords.
Next, we analysed all converting search terms against non-converting search terms, so we could establish how much waste in currently within this campaign.
As expected, the waste was high, 83% of this investment had not provided any return. So, plenty more Negative Keywords are required to make this campaign more profitable.
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Product Feed Scrapes have an additional cost of £20 per month, per Product Feed Scrape.