Over the past year, consumer behaviour has transformed. In 2020, online shopping in Aussie households grew by 57%. In fact, out of 2.3 million low-frequency online shoppers, 52% were spending more time shopping online in 2020. These shoppers were said to have purchased items online at least 10 times between March and December of that year.
The big question is, are you making the most out of your digital marketing to reach these customers, or do you think you could do more? For businesses running Google Shopping ads, what are some ways that you can ensure that you’re making the most out of this opportunity?
We’ve listed below 5 easy steps to help you make sure that you’re doing the right things in optimising your Google Shopping ads. Let’s take a look.
What is the Google Shopping feed? At its core, this is basically the spreadsheet that contains a list of all your product SKUs (stock-keeping units). It’s from this spreadsheet that Google sources the data and information it needs to determine whether your products are relevant to a user’s search query.
Just because it’s your product database, however, doesn’t mean that you should simply upload the spreadsheet directly onto the Google Merchant Centre. Doing this can cause problems such as duplicate listings, products not being listed at all, or even the suspension of your account.
To make sure that your database doesn’t run into any compatibility issues, go over it again and make sure that it contains information such as:
For a quick and easy reference, you can always check out Google’s Product Data Specification page to make sure that you have all the necessary information to ensure that your spreadsheet is optimised and ready.
One thing that you have to note is that Google Shopping campaigns are a little bit different compared to Google search campaigns. With search campaigns, you’re bidding on keywords. Whereas with Google Shopping ads, you’re bidding on Product Groups.
But even though the bidding process is different, keywords still play an important role in making sure that your ads convert into clicks.
When writing out your product titles and descriptions, then, keep the customer in mind. Think about what keywords they would type trying to search for your products. It’s best to be specific, especially in the title, as you want to be able to grab your audience’s attention right away and have them say, “This is what I’m looking for.”
What are Google Seller Ratings? Your Google Seller Ratings are actually your Google customer reviews. These reviews are the best way for you to fortify trust and authority with the audience you’re targeting, especially if they’re a cold audience. The higher your seller rating, the better your clicks and click-through rate will be.
To make your account eligible to display your Google Seller Rating, however, you first have to build up your customer reviews. Google requires that you be able to collect around 100 or more reviews within the last 12 months for them to be able to calculate and showcase your seller rating score.
That means it’s important to be consistent in asking customers for reviews. Create a system within your business wherein you always ask a customer if they could leave a review and you should be well on your way to collecting 100.
When it comes to Google Shopping success, bidding is definitely something that you have to keep an eye out for. If you’re also currently running Google Ads, it’s important to note that there’s a difference in the bidding process for Google Shopping. For Google shopping, you’re bidding for visibility and not just placement.
Unlike search ads, your bidding strategy with Google Shopping ads will determine whether your ad will show up or not. Here, testing is important. Keep testing to see which bids are working for you. Don’t overbid, as doing so can have your ads appear for more generalised queries, hurting your results in the long run. Bidding high, in this case, isn’t always the best solution.
Last, but not least, make sure that your campaign structure is optimised and segmented properly. This can make or break your campaign.
Shopping behaviours are different, whether the user is shopping on their mobile devices, or on their laptops and desktops. In 2020, 91% of online shoppers use their mobile phones to make purchases, while 76% did so through a laptop computer, and 61% on their tablets.
Segmenting your campaigns based on the device is one way to structure your campaign, as shoppers on a mobile phone will behave differently than one doing so on a computer. And although a computer is the preferred purchasing device during the holidays, the mobile phone is the winner overall.
Another way you would want to structure your campaign is to segregate your products into different ad groups. Group them according to price. Give your high-priced items more exposure, as they can give you the highest margins, and lower your bidding for your low-priority products. Aim to achieve a sense of balance with your bidding so that you can get the most out of your ad spend.
Of course, all of this can be time-consuming, especially during the holiday season. But that’s why agencies like Get More Traffic exist. If you’re looking to start or optimise a Google Shopping campaign, feel free to get on a call with one of our agents so that we can discuss how we can best serve you and set you up for success.
Part of my job is setting up Google Shopping for my clients; all that time spent liaising with web developers from overseas creating manual Data Feeds when the web developers aren’t able to pull one from the site, setting up a Merchant Center (sic) and spending time on creating Shipping Rates tables, creating the campaign in the AdWords account, troubleshooting, and when you think you have entered everything correctly you find that one tiny detail that wasn’t required on other accounts is now suddenly is required on this particular account! It’s enough to pull your hair out (lucky I don’t have much there)!
There is some real joy in setting up a Google Shopping campaign, but that comes right at the end when you begin to see actual results and conversions coming in. The build-up though can be exhausting and time consuming. Google has recently added extra requirements which allow us to provide customers with a better experience, which is of course great, but it does take a little more time.
The key to setting up a successful Google Shopping campaign in time for Christmas is all in the organisation and preparation. Much like a SEO campaign, which needs to be implemented many months before you begin to see results, a Google Shopping campaign needs to be given sufficient time to be set up so that once Christmas actually rolls around, it’s up and ready to serve. A Google Shopping campaign has many components that must be set up, reviewed and validated prior to the campaign even going live.
Depending on the efficiency of your web team, or the capabilities of your web platform, pulling a Data Feed can take time. Some platforms don’t even allow it, so a manual feed must be produced and depending on the extent of your product database, you could be sitting there inputting data for quite some time.
Updated shipping requirements are time consuming too. If you’re a ‘single rate’ business, then good for you, but if you’re not, get comfortable, and this is all before the ads are put under review by Google.
There is also the inevitable scenario that not every product on your website is going to give you an instant ROI, so optimising your Google Shopping campaign will require attention too. Hopefully your digital strategist has been on top of things and provided you with this same advice and your Google Shopping campaign for Christmas 2015 is well underway. If not, then perhaps it’s time to have a word with us here at Get More Traffic, so call us today on 1300 332 256.