Google Ads Optimization is not a piece of cake, but not rocket science either. Creating the ideal content and data feed is not enough for Google Shopping Ads optimization. It is essential to step in the right direction to advertise your products on Google. However, you will need to create a Google Shopping Ad Campaign in Google Ads (Google Adwords); and lastly, optimize it.
Optimizing Google Shopping ads not only helps in creating approved ads but also showcases the product as per the new user, increases sales, and helps avoid money wastage on products not performing well. Let us learn 8 simple tactics for Google Shopping Ads optimization:
8 Tactics for Optimizing Google Ads
Optimize Product Feed
The first step is to optimize the product feed for creating a better Shopping Ad- where eh Google will take care of the data for the products to be displayed in the ad.
The easier it is to make the product information readable for Google, the higher your chance to show up to the right customers. Information needed for the product feed might already be in the file, but not how Google can easily translate it.
New to Google Product Feed Optimization? Start with a few attributes like Images, Product Titles, and Price.
Optimize Campaign Structure
The next step is to ensure that the campaign structure is optimized as it helps in the successful running of shopping ads in the long run. For beginners, it might be challenging to understand what optimizing campaign structure means in Google ads optimization.
The goal is to have as much control as possible over these Google Ads. This implies that you will be able to place different bids for different products. Since this is not feasible from the start, you can do it by segmenting and optimizing product ads.
Divide the products based on category, brand, Item ID, condition, product type, and custom labels.
Divide Products into groups
Another way to control your bidding on products is without using keywords. You can organize the products into different groups. The ad groups are like various departments in a store. Also, make sure that the ads triggered as per the optimization should be as relevant as possible.
Additionally, if the products fall under the same Google category, then the product type and other attributes will help in the differentiation of products. It is best if you divide your products based on category or product type and further subdivide them using brands. It is a good idea to create product groups with comparable numbers of products inside.
Find your Winners and Losers
Some of the products may be performing better than others. Remember, this is valuable information for you to work upon your ads and make adjustments accordingly. Winners are the products that are performing well, and the Losers represent the products receiving more visitors but no transactions.
Since you want to sell your products rather than just show them. Also, identifying the winners and losers help in saving costs spent on products and increasing revenue sales.
Filtering your products helps in finding the losers easily and quickly. Note that you have to set up your filters as per your campaign and market. For example, if a T-shirt gets 100 clicks and 0 conversions, this means that it is a loser. Therefore, exclude the products with many visits and no transactions.
A product without any conversion may be a loser. If the cost per conversion is more than the profit margin, then you are wasting your money as well. Try bidding more on the winners and bid less on the losers with high CPC.
Exclude the Unprofitable Products
Why spend money on nonperforming products? It is better to exclude them from the ad groups. All you need is to edit your bids and mark them excluded. You can use the data feed tool to identify the losers with relevant filters and remove them from the feed in a single click.
Besides this, other times when you would want to exclude the products are when the product is out of stock or certain colors are not available. Moreover, if you are employing a third-party application or tool for these product exclusions, then you can simply set a dynamic rule that automatically excludes the product.
Use Negative Keywords
Negative keywords play an important role in your Google Shopping Ads. Unlike the text ads, defining the keywords that will trigger the product ads to show. Because all the data feeds are derived from your respective data feed, you can limit the searches for which the Google Ads will showcase the product by adding negative keywords. These keywords tell Google which search phrases should not trigger your product ads. Add the keywords for the entire campaign or a specific product ad group.
Adjust your Bids
Some clicks are way more worthy than others. By using the bid adjustments, you get more control over the Google Shopping Ads. You can adjust the bids based on location, devices, and schedules. Once all these bids are adjusted and ready, the bids can increase and decrease easily.
Don’t Make Dramatic Changes
It can be tempting to try many things all at once, but this is not the right course of action. Remember that Google Shopping Ad Campaigns are highly sensitive. Any small changes can extensively impact the performance of your Google Shopping Ads. So, make sure that you prefer excluding the losers and not make any drastic changes on the same.
Note: it is not good to increase or decrease your bid by over 20%.
Want to run effective and revenue-inducing Google Shopping Ads? Speak to the experts at Digital Drew SEM today and get the most out of your ads. They hold expertise in curating and designing the ideal ads for every product and drive high traffic and better conversion rates for your business.