When you’ve shopped online in the past, if you’ve ever opened up half a dozen tabs to compare products and prices, you know how clunky it can get. Clicking back and forth between tabs and retailers, losing that product that was your number one pick, trying to determine the right pick.
Well, thanks to Google Shopping, online shoppers don’t have to do the multi-tab comparison shopping rodeo anymore.
Google Shopping is a service from Google that lets online shoppers search for, compare, and purchase products from various retailers who paid to advertise their products.
This service is known as a CSE, or Comparison Shopping Engine. Results from Google Shopping searches show up as images that showcase each product’s price and company name on a single page.
According to Smart Insights, Google Shopping Ads made up 76.4% of all US retail search ad spend. Even more impressive, they win 85.3% of every Google ad click. If you sell your products online and you aren’t advertising on Google Shopping yet, then you’re missing out.
In this article, we’ll outline 5 simple tips to optimize your Google Shopping campaigns so you can start reeling in more revenue.
1. Optimize Your Titles
The first step to creating an effective Google Shopping campaign is to optimize your product titles in your feed. If you only had the time to make a single change to your product copy, this is it.
Google shopping searchers are only reading the first few words of product titles. You should be using the right keywords at the front. Your optimal title format will depend on your industry and product. For instance, with clothing, you might want to write the brand name, product type, gender, a few keywords, the color, and the size. Check your top-ranking competitor’s product titles and match their format.
2. Use High-Quality Photos
People searching for products with Google Shopping are visual-driven. You need to make sure your images are high-quality, simple, and clear.
The easiest option is to have a clean, white background with just the product displayed. However, sometimes a product model may be necessary if you sell clothing.
Again, check out your top competitors’ photos to see what’s working for them and replicate their format. After you’ve got the format down, you can work on standing out. Remember to check Google’s minimum image requirements to ensure your product image actually gets displayed.
3. Upgrade Your Product Descriptions with SEO
Just like your product titles, your product descriptions should include the right SEO keywords. Your product description has a 5,000 character limit. However, that doesn’t mean you should fill it out fully.
Most people won’t read that much and filling it out too much can look a bit messy. Using up a quarter of the space is generally the right size, at about 1000-1250 characters.
Optimize your product descriptions with well-researched keywords to help your ads rank in search engines like Google and Bing.
4. Take Advantage of Google’s Targeting
There are a number of ways you can nail down your ad campaign’s targeting. Using negative keywords can help remove your ads from irrelevant search queries.
For instance, you might be selling golf balls, but searches for other sports-related balls keep showing your golf balls. Putting in negative keywords like “basketball, volleyball, soccer ball, and tennis ball” would help prevent irrelevant searches and reduce your ad spend.
If you have products in multiple categories, you can also optimize your groups so the product groups that convert better on take preference, using your ad spend more effectively.
You can use geo-targeting to adjust bids in areas where your products sell better. For instance, if your golf balls sell best in South Carolina, you can increase your bidding.
Day-parting allows you to target specific times of the day. If your ads are converting better on Tuesdays or in the evenings, you can adjust your targeting to match those peak times.
5. Optimize Bids On Individual Products
Just as you bid on entire Google Shopping campaign ads or product groups, you can also optimize individual products. If you see that one of your products is doing really well, you can boost the ad. Likewise, you can suppress an ad for a product that isn’t performing.
This will let you further optimize your ad spend so you get the most bang for your buck, allowing for a greater return on advertising spend (ROAS).
Optimizing or creating Google Shopping campaigns could be tricky and sometimes confusing. If you want to learn more about the topic or need some help to implement or optimize your Shopping ads, don’t hesitate to contact SeaSand Digital, we’ll be glad to help you!
Don’t forget to subscribe to our newsletter below to stay in the know!