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Charita Chutoorgoon

If you’re looking to increase your online sales, 

 could be the tool for you! Shopping Ads quite literally place your products in the shop window, matching your product up with your customer's search term and search intent at the time that they’re looking to make a purchase.

Google Shopping isn’t just a great tool for customers but also benefits the retailer, sending customers directly to your e-commerce store rather than an online marketplace such as Amazon, eBay or Etsy. Giving you full control over the customer journey and removing the nasty fees and hits to your profit margin that is so prevalent throughout online marketplaces.

If you’re not advertising on Google Shopping, you’re missing out! However, running a successful campaign of shopping ads demands more than setting up a Google Ads account and pressing go. That's why we’ve set up this handy guide to point you in the right direction.

Or you can get in touch with us for a Free 39-point Google Shopping Audit to give you actionable insights to help improve the performance of your account in the short, medium and long term.

1. Automate Your Google Merchant Centre Product Feed

Optimising your Google Merchant Centre product feed is essential for success in a competitive product auction. Set up an automated product feed which is uploaded from your website daily to ensure that your product information is accurate, prices are up to date, and any changes in inventory are reflected.

It is best practice to separate your feeds, rather than utilising one main product feed. This helps to minimise the impact of any upload failures or system errors.

2. Optimise Your Images For Google Shopping Campaigns

Images are crucial for success in Google Shopping, they're the first thing a customer will see. Products with strong imagery are much more likely to appear for relevant search queries and will capture your customer's attention, boosting your click-through rate. Some key points to remember include:

In a competitive product auction, it’s important to stand out, this is why it’s extremely important to optimise the product data that you’re sending to Google, there are several ways to do this:

Campaign structure is one of the clearest ways that you can maximise the performance of your Google Shopping Campaigns. In its simplest form, this could be 1 x Campaign, 1 x Ad Group, 1 x Product Group.

Whilst a single campaign can work well for accounts, there are some severe limitations to optimisation. Using a single campaign only allows for one budget to be set within the account. This can lead to more popular products with a higher Average CPC (Cost Per Click) dominating the budget allocation, severely limiting the performance of other products across the account.

There are a range of strategies to counteract this, one of the most popular being a campaign structure which follows the category structure of your e-commerce website. Campaigns will match to top-level navigation categories of your website, with ad groups representing the subcategories and product category pages, product groups may then be added at brand, range or SKU level. This same principle can be applied to division by Product Categories, Product popularity, Profit Margin or Brand.

Google Shopping is a fantastic tool for showing your products across a wide range of search terms and placing your Ad in front of prospective buyers. However, Google’s machine learning systems need some direction to make sure that your products are being served to the right customers for relevant search terms. 

This is where Negative Keywords come in, Negative Keywords are words and phrases that you can block Google from serving your products on. Negative Keywords are a vital tool in improving account ROAS (Return on Ad Spend) and maintaining a profitable, efficient Google Ads Account.

Negative Keywords can be added at either [exact match], “phrase match” or broad match levels and fall within the following categories:

We hope this short guide provides you with some actionable insights into optimising your Google Shopping Campaigns and gives your sales a boost! We are, however, only scratching the surface of how to optimise your shopping campaigns.

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5 Best Practises for Google Shopping