Google Shopping campaigns are an effective way of combining paid advertising and SEO to drive traffic to your ecommerce store. With Google Shopping campaigns, not only does your company show up when a user searches Google for an item, your actual product listing – complete with photo, price, and merchant – links a user directly to a point of purchase.
If you’re looking to invest in a Google Shopping campaign for your own business, you’ll want to it to be optimized for better execution and results. To make sure you get the greatest returns on your marketing efforts, we’ve compiled four tips you should incorporate into your Google Shopping campaigns:
1. Clarifying Your Goals Can Save You Money in The Long Run
Many an ecommerce business has fallen into the trap of jumping into a Google Shopping campaign without planning out clear objectives. The problem? Spending on advertising can quickly soar past sales. Assess your analytics before you increase bidding, and be patient when starting out campaigns. Stick with your targets rather than trying to capture generic traffic.
2. Product Titles Can Have a Huge Impact on Traffic Volume
Besides your product image, the title of your product ad will be the first thing your potential customers notice, and should be one of the first elements you optimize. A challenge in crafting ideal product titles is making sure you fit all of the pertinent information into one search-friendly title. We recommend that you focus your efforts on including your company name, product type and style, defining features like color, and one keyword for specific search queries.
3. Segmented Campaigns Can Increase Cost Efficiency
Compared to PPC ads, you’ll have less control over when your Google Shopping ads show up, and so you may end up spending more on products that don’t sell as well or often. Streamline your campaign by increasing your bidding activity for your best-sellers, and consider prioritizing promotional items and limited-time offers.
4. Product Descriptions Don’t Actually Boost Search Visibility
In some platforms, your product description can be the best place to add keywords, but it turns out that product descriptions don’t matter that much in Google Shopping’s product feed. Similarly, the product category in the feed also has negligible effects on search effectiveness. While of course you want your information to be as accurate as possible so that customers see you as responsible and respectable, you don’t need to spend too much time strategizing optimization in these areas.