5 Ways to Supercharge Your Google Shopping Campaign

Sébastien Godin

Account Manager

Is your Google Shopping Campaign not living up to your expectations? Are you breaking even, losing money or not seeing the profit you were hoping for ? Lucky for you, we have some small tricks of the trade that’ll help you level your e-commerce performance and bring it into overdrive in no time!

Here are 5 ways to supercharge your Google Shopping Campaign :

1. Exclude Unprofitable Products

a) The first thing you will have to do is navigate to the “Dimensions” tab inside Adwords.

b) Afterwards, change your “View” by clicking on the “View” drop-down button. Go to sub-category “Shopping” then “ItemID” from within the Shopping subcategory.

c)  If you have transaction-specific conversion values enabled, you can create a filter or sort by “cost per conversion”, “conversions”, or “cost and value per conversion”. You can also compare cost to revenue by doing this. If you don’t track revenue “total conversion value” you can look up the price of the products and compare them to the cost per conversion.

d) Write down and capture the “ItemID’s” that are unprofitable (you can find them in your Google Shopping campaign.) Once you find them, click on them as if you are about to set a bid and then select the “exclude” option.



2. Naming your Products in Google Shopping

When it comes down to naming your products in Google Shopping, a few tiny changes can make a whole world of difference for your business/service. Simple additions to your product names/titles to include :  size, model, colour and other important variations can help :

A) your cost go down

B)  your CTR (click through rate) go up

C) help you get more relevant clicks that lead to sales.


Example:

Good : Womens [BrandName] Winter Coat

VS

Great : Women’s Blue Down [BrandName] Winter Coat Size Medium

While the first example is a pretty standard listing, the second adds much more detail which makes it more targeted and enticing to your consumer.

3. Run Promotions

In Google Merchant Center , navigate to the Promotions Tool. Click the “plus button”. Enter the necessary information and save it. This promotion will now appear in your dashboard.

If it is for only a certain product you will need to map the product ID to the promotion. Promotions allow your product to stand out from the sea of other similar products you may be up against in Google Shopping.

Alternatively,  you can always make a feed specific to promotions if you would like to do them in bulk.

4. Get Rated = Get More Sales!

How many times did reading a few Google reviews impact your buying decision? Chances are, it probably did more than a handful of times.  Which is why having a rating system helps your shop gain credibility and influence customers on their decision making.

In order to be eligible to participate in the Product Ratings program “you must have a minimum of 50 reviews across all of your products. A product must have at least 3 reviews for star ratings to show on Shopping Ads, though products with fewer than 3 reviews are eligible to show star ratings on the Shopping property.” This system rewards great customer service and great products.

5. Product Groups

Fun Fact: Most merchants make 80% of their profit from 20% of the products. A great way to manage bids is to put low priced items in their own group with their low bids counterpart. As a result, you’ll have high-priced items that can take more advertising cost and still make a profit with their own group and bids. This alone can save you tons of money on bidding and costs. To benefit from this feature, head over to your shopping cart,  add “product_type”. Then select it in Adwords and adjust the bids.

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