Google Shopping Ads are the bread and butter of most e-commerce businesses. Here are some ideas curated by Ernst Media to help you improve the efficiency of your shopping ads and bottom line.
Optimize Product Feed
Product feeds are where your products live and where Google pulls the data to populate shopping ads.
Why you should optimize the product feed?
Your product feed is where your products (product information and images) are stored for Google to use in shopping ads. Optimizing this feed will tell Google to serve your ads to the most qualified audiences which will improve ad performance and spend your budget efficiently.
How to optimize your product feed?
This is the first thing potential customers see so it’s important to put your best foot forward. Use high-resolution images that are clear and focus attention on your product. You should also test different types of images to see which performs best. An example would be product-only images tested against lifestyle images that show your product being used, worn, etc.
Use this opportunity to hook potential customers with clear and concise product titles that give them exactly what they’re searching for. You only have so much space so be very precise. Consider using words that people would use to search for your products so they click and convert.
Optimize Campaign Settings
The campaign level is where your shopping ads will be created and managed within the Google Ads platform. For this guide, we will be using Google’s new Performance Max shopping format. This is Google’s next generation of smart bidding formats that help you reach more shoppers across all Google Ads channels including YouTube, Search, Display, and more.
Why you should optimize your campaign settings?
Setting up your campaign properly will give you the best foundation for building shopping ads that perform.
How to optimize your campaign settings?
This gives you the ability to set your preference for new customers or a combination of both.
Focus Google’s machine learning on purchases that generate revenue.
Optimize Asset Groups
Customized asset groups give you greater flexibility as an advertiser.
Why you should optimize your asset groups?
This gives you the ability to create customized creatives and copy tailored to specific products.
How to optimize your asset groups?
Separate your products into specific buckets to promote them with tailored creatives and copy.
Use images, videos, and copy specific to the products you’re promoting in each asset group.
Test, Test, Test
Performance data is the key to success! We all have assumptions on what will perform best. Always put your ideas to the test and be willing to make adjustments based on performance data. Lucky for you, Google’s new Performance Max campaign automatically tests different combinations of headlines and descriptions. Go build a shopping campaign on a strong foundation and let Google help you with some of the testing. Good luck!
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