Q4 is fast approaching, so it’s time to review those best practices for Google Shopping! This strong list of best practices will help you kick start optimising your shopping campaigns to achieve the best performance, when it really matters!
Common ways to separate your shopping campaigns:
Set other more segmented shopping campaigns to a medium to high priority. This way, search terms will match to those campaigns first and anything not covered will match the ‘all products’ campaign. Having that ‘all products’ campaign will make sure that those products are eligible to show as shopping ads.
…as if you’re bidding alongside unrelated businesses, then you might have to rethink how you’re appearing in Shopping.
However, a target ROAS strategy will see Google control the Cost per Click based on millions of data points to achieve the desired ROAS.
Ideally, if the product list is not that big, the clients could use custom labels in order to label items that do well in certain seasons. For example, a woolly hat would be in the ‘winter’ campaign as it performs better in winter than during other seasons in the year.
Depending on the amount of products that the client has, checking Merchant Centre for product improvements is useful as product alterations can help get a product more visibility and appear on more accurate search terms.
Some key optimisation techniques would be to:
You can attract consumers by highlighting your unique value proposition. Do this by:
This will allow you to use your time more efficiently to build a strategy for Q4. It takes your business goals and campaigns based on your objectives to choose the most appropriate bidding strategy for you and then uses machine learning to automate optimisations across intent channels.
This is because shopping campaigns don’t specifically have keywords. Shopping campaigns ideally need to have a search query report done about twice as much as the search campaigns. This is because you’re not bidding on keywords so you have less control over what searches your ads will show for.
Now you’re prepared to use Google Shopping to its full potential; good luck this season and Happy Shopping!