Google shopping is one of the first few items you would see when searching for a product on the search engine. With it’s clean layout and ability to display deals from multiple stores for a single product, Google has slowly become a necessity for the online world, for both companies and shoppers alike. Most importantly, eCommerce businesses owners have realised how easy it is to engage and connect with shoppers through highly promoted listings on Google.
Just about any business with an eCommerce store can promote their products on Google shopping! Major eCommerce platforms like Big Commerce and Shopify even have a streamlined process to feed your products directly to Google Shopping.
However, housed within Google Ads and the Merchant centre, creating these campaigns can be a massive effort, especially if your website hosts a large amount of inventory. In this blog, we will discuss some tricks of the trade that any eCommerce businesses should consider employing into their Google Shopping campaign to further increase their current ROI. If your eCommerce site has yet to explore Google Shopping, learn more of the basics here.
Data Feed Review
Probably the most crucial aspect of optimising your Google Shopping campaigns would be having a close eye on your data feeds within the Merchant Center. It’s not enough to create the campaigns and let them run without constantly checking the performance and health of your feed. With the contents of an eCommerce website constantly changing, it’s vital to make sure your campaigns are accurately reflecting the products on your website. The list of errors that can prevent your ads from showing (and therefore decreasing the value of your digital marketing efforts) can be extensive. Always check the titles contain important information such as product benefits and primary keywords so they don’t get cut off from displaying on Google Shopping results. For example, if you’re selling jeans on Google, make sure you put in the keywords like straight cut, loose fit, skinny, relaxed-cut and bootcut jeans.
A few other major things to always check would be: Missing GTINS, Invalid Images (or low quality ones), Invalid Tax or Shipping Information, Invalid descriptions, and general policy violations.
Both client and marketing specialists will need to come together to create a bidding strategy that accurately reflects the goals of the business. Firstly, this means creating the campaign structure by grouping relevant categories, product types or brands in order to properly manage and optimise top performers. When this is done correctly, creating a bidding strategy becomes easier because you will want to bid higher on profitable products and bid significantly lower on products that aren’t profitable. You will want to set bids based on the retail value of these products as well as their profit margins.
If you are targeting mobile shoppers you’ll need to be competitive on your bidding. Top results drive more click on mobile so optimise your bids to make sure they rank higher on profitable products.
Optimise For Mobile
Consumers increasingly turn to mobile devices for information and on-the-go purchases, so optimising your Google Shopping campaign for a complete mobile experience is more important than ever.
For example, make sure that your website is mobile-responsive when visitors land on your site for their final purchase. A fast mobile loading time is also critical, and we recommend removing pop-ups and registration requirements as visitors get frustrated by these interstitials. Lastly, allow instant or one-step checkouts if you can as it encourages visitors to make their purchases ASAP.
Like any paid search campaign, you will need to keep a close watch on your Google Shopping campaign and decide the most relevant metrics for monitoring. A few common ones will be: impressions, click-through rate, and conversion rate. This allows you to understand which products and categories from your Google Shopping campaign are driving the most sales.
Not only does the review help you to optimise your Shopping campaign, it also provides data that you can use for other marketing purposes, such as on-site promotions, email marketing and social media posts.
As an owner or marketing manager of an eCommerce brand, you know how important staying within (and even exceeding) your margin expectations are.
We have the knowledge and technical skills to take your eCommerce business to the next level, Google Shopping being one of those tools that we are experts in and know how to leverage.
Learn more about how BA Creative can help your eCommerce business increase ROI and reduce costs to effectively advertise to your consumers here.