Let's say someone’s browsing online, searching for a product they need. They type in a quick search, and boom—there’s your product, right there, with a crisp, clear image and the price. Only thing left to do is click and checkout.
That my friend, is the power of Google Shopping Ads, and when done right, they can be transform your business.
In fact, did you know that Google Shopping ads deliver a 26% higher conversion rate than standard Shopping campaigns?
But as simple as that sounds—it’s not as easy as flipping a switch. You can’t just set up your ads and hope for the best. If you really want to see a difference in your sales, you’ve got to dig in and make these ads work for you. You HAVE to understand the strategy behind them to drive results.
So, let’s get into it. Here’s how you can make Google Shopping Ads do more than just show up—let’s make them work hard to increase your sales and scale your business.
Polish Your Product Feed
Your product feed is the foundation of your Google Shopping campaigns. If it’s messy, your ads won’t perform well, no matter how much money you throw at them.
Accurate Titles and Descriptions: Your product titles and descriptions need to be clear and detailed. For example, instead of just a generic term like “Blush,” use “Rare Beauty Blush” As you can see here, this will help Google understand your product better and also make it more appealing to potential buyers.
High-Quality Images: A picture is worth a thousand words. (or in this case, clicks) Use high-resolution images that highlight your product in the best light. If you’re selling a coffee maker, show it in action – maybe brewing a fresh cup to give a sense of the experience.
Correct Product Categories: Your products need to be categorised correctly. The reason for this is that it helps Google to show your ads to the right audience. For example, if you’re selling organic skincare, tag it under “Health & Beauty > Skin Care” rather than just “Health & Beauty.”
Set Competitive Bids
Bidding on Google Shopping Ads is a balancing act. Bid too low, and your ads might never see the light of day. Bid too high, and you might overspend without seeing a return.
Manual vs. Automated Bidding: Start with manual bidding to learn and understand what works. Once you have some data, you can switch to automated bidding strategies like Target ROAS to optimise for conversions.
For instance, if you notice that a particular product is consistently converting well, you may want to bid more aggressively on it.
Bid Adjustments: Use bid adjustments for different devices, locations, and times of day. If you notice that most of your sales happen during the evening or on mobile devices, adjust your bids accordingly to leverage these patterns or buyer behaviours.
Segment Your Campaigns
One of the biggest mistakes you can make is lumping all your products into one campaign. Instead, break them into smaller, more targeted campaigns.
Product Category: If you sell various types of products, create separate campaigns for each category. For example, if you run an online store that sells both electronics and home decor, create individual campaigns for each.
Performance: Group products based on their performance. High-performing products can be placed in their own campaign with higher bids, while lower-performing products might require a different strategy, such as experimenting with lower bids or testing different ad creatives.
ALSO READ: Are Single Keyword Ad Groups Dead in 2024?
Leverage Negative Keywords
Negative keywords are your best friend in preventing your ads from showing up in irrelevant searches.
Identify Irrelevant Searches: If you’re selling high-end watches, you probably don’t want your ads showing up when someone searches for “cheap watches.” Adding “cheap” as a negative keyword ensures your ads are only seen by shoppers with the intent (and budget) to buy your products.
Regularly Update Your List: Updating your negative keyword list should be an ongoing process rather than a one-time task. This way, you save money on unqualified traffic.
Here’s a general guideline on how often you might want to review and update it:
Weekly Monitoring
Frequency: Once a week
Why: Regular weekly checks will help you catch any irrelevant search terms early, especially if you’re running a high-traffic campaign. This helps in preventing wasted spend on unqualified clicks quickly.
After Significant Campaign Changes
Frequency: Immediately after any major changes
Why: If you’ve made significant changes to your campaigns, such as adding new products or launching a new promotion, any new traffic generated by these changes needs to be properly targeted. It’s a good idea to review your search terms report soon after.
Monthly Deep Dives
Frequency: Once a month
Why: A monthly in-depth review allows you to understand trends over time, identify recurring irrelevant terms, and add them to your negative keyword list.
After Seasonal Campaigns
Frequency: After each seasonal campaign
Why: Seasonal campaigns often bring in unique traffic, and search behavior can change drastically during these periods. After the season ends, review and update your list based on the search terms that were irrelevant during that time.
Use Remarketing Lists for Shopping Ads (RLSA)
Remarketing Lists for Shopping Ads allow you to customise your bids based on previous interactions with your website.
Higher Bids for Returning Visitors: Let’s say someone visited your site, looked at a product, but didn’t buy. With RLSA, you can bid more when they search for that product again, increasing the chances of conversion.
For example, if a visitor added a handbag to their cart but didn’t complete the purchase, your ad can show up again when they’re searching for handbags later, reminding them to finish their purchase.
Segment by User Behaviour: If you notice that many users are browsing your products but aren’t completing their purchase. You can create a remarketing list specifically for these users who abandoned their cart.
Then, you can serve them an ad offering a limited-time discount or free shipping on the bed linens they were interested in, encouraging them to return and complete their purchase.
Keep An Eye On Your Campaigns Regularly
Getting your campaigns up and running is just the beginning. You’ve got to regularly monitor them and be ready to make adjustments along the way.
Dig Into Your Data: Look at which products are performing well and which aren’t. Use this data to adjust your bids, update your product feed, or even discontinue underperforming products.
Try A/B Testing: Don’t just settle for the first image or description you write. Experiment! For instance, if you’re selling a kitchen appliance, try different approaches—one image could show the product in action, while another might just be a sleek shot of the appliance on its own.
See which version gets more clicks and go with what works best.
Seasonal Adjustments: If you’re in the business of selling holiday decorations, for instance, you’ll want to ramp up your efforts as the season approaches. Increase your budget and bids when you know demand is going to spike, so you’re front and centre when people are ready to buy.
Final Words
Google Shopping Ads provide an amazing opportunity to put your products in front of eager shoppers, but success requires more than just a basic setup. You need to work on creating a strategy, being attentive to details, and continuously monitoring your campaigns.
So, take these strategies and start making them work for you. Your sales goals are within reach—now it’s time to make the most of every click and conversion!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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