How to set up a successful Google Shopping campaign
Google has unveiled a new product called Google Shopping Campaign that works under AdWords. It allows one to place bids based on product searches, unlike the typical campaigns where bids are based on keywords. It is an improvement from the basic PPC campaigns where only text-based ads are allowed. You can now use product images, their prices, and some text.
This new product takes the guesswork out of bidding strategies since each ad will be triggered by the product searches. When a user clicks on the product image, they will land on the product page, therefore, increasing the chances of a conversion. You are targeting customers who are already searching for products like yours. It is not about marketing your site, but specific products.
How to get the best results
1. Clearly define your objective
It is crucial that you have a clear objective before getting into the details of the campaign strategy. What is it that you want to achieve with the campaign and what are the target metrics or specific goals. If you have many products, it is essential that you put them in categories with different priorities if your budget is limited. This will ensure your best selling products get the most exposure for increased ROI.
2. Quality content
This is obvious though some people do not put adequate emphasis on it. Use only the best quality images for the campaign and if you can, use a light grey or white background for a better contrast.
3. Test and analyze campaign response
PPC campaigns, just like social media campaigns, will give you different responses at different times of the day or days of the week. You should identify the best times when the campaign delivers better results. This is possible by analyzing data in the Dimensions tag.
4. Provide the correct information
Providing the correct and current product data in the data feed. The entire campaign depends on what you provide and the attributes created. There is always a plugin to help with this if your e-commerce platform is common.
5. Differentiate your bids
Adding a layer to your campaign so as to differentiate the bids depending on the target audience will give you the freedom to apply the Target and bid setting. This will display the ads only to shoppers in your audience list and allows you to exclude returning visitors who can be reached through a remarketing campaign.
6. Use industry benchmarks
It is prudent to place bids after learning the benchmarks within your industry. Even though these figures are not always accurate, they give an indication of where trends are headed and what to bid to be competitive.
7. Use a bid simulator
At times one cannot be sure of what bid to place in a PPC campaign. In such a situation, you can use the bid simulator to see what an increase or decrease in your bid will do to the ad performance.
8. Monitor the competition
Within the Auction Insights of AdWords, you can monitor how you compare to your competitors in terms of average position, impression share, and top of page rate. This is beneficial in showing you where you stand in the market and how you should adjust.
Even though Google Shopping Campaign is a little complex compared to AdWords, and is still new, it is still worth learning and using. Your campaigns are like your shop window in the online environment. How you present the products play a major role in whether you get a sale or the customer going to the neighboring shop.