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Since 60% of all clicks for US ecommerce are derived from Google Shopping, you can understand why investing a little - or a lot - of your time in this service is a good idea. Here are some valuable tips to stay on top of your Google Shopping game!
Google Shopping lets you advertise directly in Google's search results with a product image, price, and offer. Google Shopping is a part of a system called Google Merchant Center, so you need to get familiar with the system. Learn more about Google Merchant Center here -
3 things you must optimize in Google Merchant Center today.
1. Make sure to segment your campaigns
When you are subdividing an Ad Group into product groups, Google provides you with a lot of different options, but be sure to segment your campaigns into just product, category, and brand. You should also make sure to bid differently based on ROAS and/or LTV.
How to use multiple ad group to show the best-converting ads for specific search terms
The most important ways to segment your campaigns:
1 Single product ad groups
2 Product searches
3 Brand searches
4 Generic searches
2. Work with price threshold for your products
You need to figure out what your price threshold is and then bid different based on the product price. It’s important that you understand how factors like ROAS and/or LTV affect your products, categories, and segments. Want to read more about price threshold? Look into: 4 pricing strategies every e-commerce business need to work with.
3. Use a data-driven setup
You should use a data-driven setup that works differently depending on factors such as device, day of the week, time of day and location.
4. The title for Google Shopping is more important than you might think
The BIG change today is that 60% of all clicks for US ecommerce are derived from Google Shopping. Many customers have seen even bigger challenges. The challenge comes in working on your product feed and how you use your data.
Setting optimized titles for your products is definitely one of the most important things to consider in your feed since the keywords in your product title determine what search terms your products will appear for. The best way to write an optimized title is to combine the following, as shown in these pictures. Put brand, product, category and attribute in the title. “Attributes” relates to the following factors: color, size, and gender. Also, make sure to use different structures for different product titles.
Product titles for different verticals within retail and ecommerce
| Category | Example | Recommended Structure |
| Apparel | GANT Women’s Sweater zipped, Black (Size 6) | Brand + Gender + Product + CATEGORY + COLOR +Size |
| Consumable | TwinLab Mega CoQ10, 50 mg, 60 caps | Brand + Product + CATEGORY + Weight + Count |
| Hard Goods | Frontagate Wicker Patio Chair Set, Brown, 4-Piece | Brand + Product + CATEGORY+ Size+ Weight |
| Electronics | Samsung 88” Smart LED TV with 4K 3D Curved Screen (UN88JS9500) | Brand + Attribute + Product + CATEGORY + Model |
| Seasonal | Mother’s Day Personalized Storage Box, Silver | Occasion + Product+ CATEGORY + Attributes |
| Books | 1,000 Italian Recipe Cookbook, Hardcover by Michele Scicolone | Title + Type + Format (Hardcover, eBook) + Author |
This video explains further how using keywords can help you target customers better online.
You can catch the entire webinar here.
5. Split out campaigns
Split out campaigns on individual product ID and bid differently for each product based on ROAS or LTV.
How to split out campaigns on individual product ID's while creating product groups
6. Double up on RLSA
Remarketing lists for search ads (RLSA) target search ads only to those who have recently visited your site, people that thereby already know about your company. For many ecommerce stores, returning visitors are 50% more profitable than new visitors – so this is a powerful metric to use. You can customize your Google Shopping bids for groups of users based on their previous engagements, such as “one-time returning visitor” and “past buyer”. Then you can evaluate on ROAS or LTV. Learn more about remarketing: How to use remarketing in Google Ads.
Want to get insights on the very basics of Google shopping? Look no further:
Google Shopping structure – how does it work?
Boost your E-Commerce Sale up to 60% by using Google Shopping Ads
Articles by Jonas Hagströmer Theodorsson
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