Since the transition to Shopping Campaigns, there have been many questions asked about shopping campaign optimisation. Google Shopping can be very competitive so having a fully optimised campaign is essential. Here are some optimisation techniques that can help improve your campaigns performance.
Shopping Campaign Product Groups
A good way to start shopping campaigns is by splitting out your different product types into separate product groups. You can even separate them by using the sale value of the products or your best sellers on your website. Doing this, will allow you to bid more competitively on each product type as the cost per click and sale value will vary for each one.
Shopping Campaign Bidding
When you are deciding your bids for your product groups you should take into consideration the benchmarks that AdWords give you. The data that is given to you is ‘Benchmark CPC’ and ‘Benchmark Impression Share’.
This data helps you see how other advertisers, who are targeting similar products to you, perform on average. It will let you to see if you are lagging behind your competitors thus you can change your bids depending on what it suggests that they are bidding.
Starting off though, you may want to bid higher for your traditional best sellers or even a keyword area that does well on your search campaigns. This will allow you to serve more impressions for the stuff that you know sells.
It is recommended that you add in any heavily populated cities and apply a bid modifier within your targeted country. This is because these will be your most competitive areas and you want to make sure you stay competitive in the auctions.
Adding Negative Keywords to Your Google Shopping Campaigns
You can’t target regular keywords on shopping campaigns so you haven’t really got much control on what you show ads for. This is why you should always check your search term report and negate anything that you don’t want to match with. You can access it by going to the ‘Dimensions’ tab and selecting ‘Search Terms’ from the drop down menu.
A good strategy for when you are starting off is importing your Campaign Level negative keywords, from search campaigns into your shopping campaign. This will give you a starting template to help build your negative keyword list.
In search and display campaigns if a keyword is performing badly you can simply turn it off. How would you do that in a shopping campaign? Well, you can easily go through and negate all of your poor performing search terms that you’ve matched with as a negative exact to stop showing for that exact term.
Using Promotional Text in Ads
You can have a different line of promotional text for each ad group you have set up. Using this can help you gain an advantage over your competitors. In order to gain the most out of it, you want to be highlighting your unique offerings and selling points.
Use Conversion Tracking
As with any campaign on AdWords, it is essential to have conversion tracking. Having conversion tracking enabled will help you decide on which product areas are worth investing in and which are wasting your budget – make sure you have it setup in order to get the most out of Shopping Campaigns.
I hope these tips have been useful. Feel free to share anything that you’ve implemented that you think is worth being in this post.