• eCom PPC Blog

5 Easy Google Shopping Tips For 2020

Updated: Sep 5, 2020

If you’re an ecommerce business Google Shopping is an essential part of your marketing activity. We put together some quick wins to try on your campaigns.

1. Product Level Bidding

If you’re bidding at product group level, you will potentially have 1 bid for hundreds of products. In the same way broad keywords in search have 1 bid for multiple keywords, this can lead to inefficiency.

Breaking out bids for top selling products, or even better targeting them at SKU level in their own campaign can ensure you’re only bidding aggressively and maximizing visibility of the products that are driving performance – and not all in the product group.

This can easily be done by manually breaking out the SKU bidding, or alternatively by assigning top performing SKUs custom labels using supplemental feeds.

2. Dedicated Brand Campaign

People searching for your brand are most likely to convert.

You can create dedicated brand campaigns in Google Shopping. This can be done by creating a new ‘Low Priority’ campaign in Shopping, targeting ‘all products’. If you then add your brand keywords as negatives to all other campaigns, branded traffic will filter down to this campaign only. Filtering all branded traffic through one campaign will help to ensure 100% brand impression share.

3. Product Titles & Descriptions

You can’t target keywords in Google Shopping, however you can give Google a helping hand when choosing what keywords to serve your product against. Making product descriptions and titles as relevant to users search terms as possible will improve likeliness to serve. Product titles and descriptions can easily be updated using supplemental feeds in the Google Merchant Center.

4. Microsoft Shopping (Bing Shopping)

Microsoft Ads is similar to Google Ads, however ads serve across Bing and Yahoo browsers. You can create a Microsoft Ads account, and import you existing Google Shopping campaigns into Microsoft Ads to drive incremental revenue, for minimal work. There are a few steps to setup the Microsoft Merchant Center – but this can be done pretty smoothly.

5. Check You Priority Settings

Google Shopping uses priority settings for campaigns. If a product is being targeted by in two of your campaigns, and they have the same priority setting, this could lead to internal competition. There’s loads of ways to manage priority of shopping campaigns, but best practice we’d recommend is below:

  • HIGH – Sale Products & Priority Campaigns

  • MEDIUM – General product targeting

  • LOW – Catch All campaigns & brand campaigns

Give these a try, and see how they perform for you.

Already implemented these 5 tips? How about altering bids based on Google’s Price Benchmark data?

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