Google shopping ads come in handy if you want to promote certain products within your inventory with greater visibility. Optimizing these ads can result in more qualified leads and faster conversions. While Google shopping recently made format changes, there are still productive ways to optimize your ads. You can boost your odds of connecting with fickle browsers already bombarded by an assortment of ads and offers.
Getting the Most Out of Your Google Shopping Ads
One of the first things you’ll notice with the new Google shopping ads format is that you can get into much more detail. Under the “All Products” heading you will list your entire inventory List the items you wish to make available for purchase online at Google shopping. Further divide your products by adding details such as size to color. For instance, you could have:
• Light blue, bathroom towel set
• Dark green, Bathroom towel set
• Winter white, Bathroom towel set
Subdividing your products for Google shopping will make it easier to see what’s selling. You can decide what products you may want to push. You can add up to seven levels for each product group, with the subdivisions being entirely up to you. Google shopping allows up to 20,000 product groups per ad group for shopping campaigns. You can also edit product groups, as necessary, and remove products.
Target Google Shopping Sub-Segments with Custom Labels
Custom labels allow you to target sub-segments that are the most profitable for your featured online ads. Your custom labels can be anything that pertains to how you normally group your inventory. For instance, you can have custom labels for clearance items and seasonal merchandise.
Link Custom Labels to Profitability
Use your custom labels to divide your Google shopping products by profit margin. You can use these each specific value to determine bids for your Google shopping campaigns or for stat-tracking purposes. Use the five custom label options you get to put your efforts into what’s most profitable for your business. Linking your custom labels to profitability will make it easier to determine your bid amounts,. In turn, this will eqate to higher bids for products with a higher profit margin. And lower bids for products with a lower profit margin.
You can separate your best-selling products into product groups with the new shopping structure. Setting up groups for your best-sellers will also make it easier to control your bidding. Group things like impression share and other specifics important to your campaign. Getting this in-depth with your best top-performing products allows you see how much more you can realistically increase your bid. If you’re going to bid more, do it with your best-sellers so you don’t blow your allocated budget or cut into your profit margin. This translates into increased product visibility,
Adjust Bids at Lower Levels
Maximum cost-per-click bids are only recognized by Google at the lowest product level. For this reason, you want to adjust product grouping bids at those lower levels. You will have a default ad group level bid. However, this only serves as a starting cost-per-click value for your products. After you’ve divided your products into multiple segments, as detailed above, you can make the appropriate bid adjustments at the lower levels.
Bid by Location
Geography-based bid modifiers allow you to change bid percentages based on your preferred location. This is more important than ever today, since more consumers are shopping locally. Dive into your demographics to identify patterns with consumer behaviors and products linked to specific locations. Geo-based bid adjustments are made by clicking on the “Settings” tab.
Segment Geo-Bid Modifiers
Consider increasing your bidding for locations where you’re seeing greater sales and customer engagement, and lowering them for regions where you’re not getting as many conversions. Keep in mind that you can also segment your geo-bid modifiers by brick-and-mortar and online locations. If you don’t see any increase in your lower-performing locations, consider removing those locations altogether to boost your ROI.
Identify Day-Parting Trends
Google allows shopping campaigns to be targeted to specific times of the day when your preferred consumers are likely to be most active online. Check out your data for each campaign on the “Dimensions” tab to see what parts of the day you have the most engagement and which times of day you have the least conversions. While Mondays and Tuesdays are traditionally higher-volume days, you may find that you have more engagement on weekends or other days.
Track Traffic Patterns
How customers access your ads also plays a role in daily trends. Mobile browsers tend to be most active in the morning and later in the day during the commute home and throughout the night. Browsers using PCs and tablet computers are usually more active during the typical nine-to-five work hours. Mobile once again dominates over the weekend. If you haven’t done so already, take a look at your mobile traffic patterns to see if there’s a correlation with your conversions throughout the day. Do the same traffic coming from PC and tablet browsers.
Monitor Mobile Shoppers
You can either adjust all of your shopping campaigns for mobile consumers or take a look at mobile performance by ad group. Take a look at your overall data and base your mobile bids accordingly. For many businesses, it’s not an all-or-nothing decision. You’re likely to base some of your bids on daytime activity of all browsers, some on engagement by geographic location, and some on how visitors are viewing your ads. You can also determine how you want to attract mobile shoppers based on each product group or campaign.
Use Benchmark Data as a Guide
Google added three competitive benchmark metrics into the mix along with the other adjustments they made to their shopping ad setup. These new benchmark data columns nestled between your “Maximum CPC” and “Average CPC” stats offer a suggestion for what you may want to consider bidding. The key word here is suggestion. You don’t have to increase your bid to the benchmark level if it doesn’t make sense based on other metrics you’re tracking or your overall budget.
Weigh Bidding Options
Before increasing your bid to the benchmark level, ask yourself if your product will truly perform well at a higher bid based on your goals for that campaign. Also consider your impression share for the products you have featured in relation to your click-through rate. Go at a slow-and-steady pace to make sure you’re not putting a dent in your profitability. Analyze product performance according to the goals that matter most to you to determine how much you can increase your bid.
Once you understand how to optimize your Google shopping ad for the new format, you’re likely to reach a point where you see positive results, especially since you can get really specific with how you categorize your products and place bids. As with anything on Google, you’ll want to collect as much data as possible to track how your products are performing so you can make necessary adjustments to your bid strategy as quickly as possible, or shift your focus to your top sellers that are likely to benefit by the increased visibility that goes along with higher bids.