Thank you to Wesley Parker and our friends at Clicteq for sharing this awesome content with the Acquisio team!
It’s no secret that Google Shopping is a difficult and competitive task for even the most experienced users. With 56% of retailers’ AdWords spend going to Google Shopping, it is more important than ever for retailers to have a strong Google Shopping strategy.
This post is going to break down 7 advanced strategies that will help you get the most out of Google Shopping.
1. Segment Branded and Non-Branded Shopping Campaigns
The first tactic to focus on is segmenting your campaigns by intention. Branded terms perform differently in Google Search than non-branded terms, so you will want to bid differently for each. This can be achieved by creating two separate shopping campaigns and adding branded terms as negative keywords in one of them.
2. Competitive Pricing Always Wins
Pricing is very important within Google Shopping. The message from Google is clear – if your pricing is not competitive, your ads won’t show up as often. In fact, by reducing your pricing to make it more competitive, you can increase conversions by as much as 280%!
3. Carefully Test Bid Changes
Extensively testing bids in Google Shopping is much more important than it is in Google Search. This is a result of the more volatile atmosphere of Google Shopping. A small bidding change in Search usually makes very little difference, but on Google Shopping it can significantly increase your revenue. You can do this manually or by using Acquisio’s bid management tools.
4. Include Product Data in the Title
Because there are no keywords in Google Shopping, you have to optimize product descriptions to ensure that they include the keywords that you want to appear for. By adding these keywords to the product title, data shows that a well optimized title can double or even triple CTR.
5. Set Bids on a Product-by-Product Basis
Each product in your store will have a different value and a different profit margin, so you will want to set bids for each product in most cases. The best way to do this is to segment products so that there is only one product in each ad group.
6. Adjust Bids to the Best Time of Day
Conversion rates vary a lot depending on the time of the day and day of the week in AdWords. To get the best ROI, you need to react to these changes by increasing and decreasing bids hourly to respond to the changes in conversion rate. This can be done either with the aid of an AdWords Script or the bidding functions within Acquisio.
7. Increase Bids for Familiar Faces
We all are more likely to purchase from brands that we recognize and trust and this proves true in Google Shopping too. Therefore, to maximize your profit it is important to increase bids and show your Google Shopping ads to people who have previously visited your website using RLSA (Remarketing Lists for Search Ads).
Check out the infographic below to see how these 7 advanced strategies can help you get the most out of Google Shopping!
Infographic: first published on Clicteq and has been republished with permission