Have you ever noticed a series of images at the top of Google’s Search Results displaying various items with their pricing, etc.? These are Google Shopping Ads. They are customized and triggered when users search for something associated with the products. Retailers can leverage Google Shopping Ads to reach more customers, giving searchers a convenient way to find their product without looking for it manually. When the user clicks on any displayed images, it goes to the retailer’s site.
While this might be the basic process to display the shopping ads, how do you contribute to the success of your products? To do this, you must create an appropriate data feed and, after that, create a shopping campaign in Google Ads. This must then be optimized for better performance. Here are some tips you can use to optimize your Google Shopping Ads.
Optimizing Product Feed
Google collects product data from your feed and you will have to add the relevant attributes that precisely describe your items to optimize them.
Campaign Structure
Gain max control over your product listing ads in a way that you bid differently for various products. This way, you would have created an optimized campaign structure where your products are organized and recognized.
Ad Groups
Since the entire process does not use keywords, you must find a way to control your bidding. You can do this by categorizing your products into ad groups, much like departments in a store.
Do Not Include Non-Profitable Products
Exclude products that are not profitable – edit your bids to check these as excluded. Use a data feed tool with a smart filter to list and omit such products.
Using Negative Keywords
Keywords for your product ad campaigns are undefined because they are triggered to show product ads. That is why you must add negative keywords to avoid your ad popping up at every search, even unwanted ones.
Conclusively
When you create your Google Shopping ads, identify every opportunity to improve your customers’ buying experience. Your enhancements should primarily focus on the landing page, product feed, and checkout process. In the end, remember your customers will buy from you only when they see you have what they want.
