Google Shopping Ads are a powerful tool for e-commerce businesses to promote their products and drive revenue. With the right optimization strategies, you can take your Shopping Ads to the next level and generate millions for your clients. In this post, we’ll share seven top Google Shopping Ad optimization strategies that you can use to increase sales and drive revenue in 2023.
- Review Your Product Feed Regularly
The first step to optimizing your Google Shopping Ads is to review your product feed regularly. Some products may not perform well, and you’ll want to exclude them to avoid wasting your ad spend. Go into your product feed and review your products at 30, 60, and 90-day windows. If a product consistently shows poor conversion value, cut it.
- Use Ad Extensions
Ad extensions can help you stand out, create trust, and grab attention. Take advantage of whatever extensions are available to you, such as product ratings and reviews, merchant promotions, and shipping. Use these extensions to provide more information to potential customers and improve your click-through rates.
- Follow a Product-Themed Structure
If you have multiple product types, create a category or product-themed shopping campaign. This will give you more control over optimizations like targeting, device splits, and negative keywords. Some optimizations may be irrelevant across multiple product types, so a product-themed structure can help you focus your efforts.
- Review Irrelevant Traffic
Continually review your search terms report and remove any terms that have poor intent or low conversion rates. This is an ongoing process, and you should aim to add negative keywords regularly. Some brands have thousands of negative keywords to exclude irrelevant traffic.
- Use Targeted ROAS Bidding
Experiment with using target ROAS bidding. This bidding strategy adjusts bids at every auction to deliver more cost-effective conversions. Review your target ROAS every 2-3 weeks and make sure it is higher or similar to your actual conversion value. Otherwise, adjust your target ROAS.
- Optimize Your Product Feed
Optimize your product feed by filling in accurate and persuasive information like categories, titles, product descriptions, and more. Don’t let Google auto-fill or assign values, as you want full control over your feed.
- Use Device and Location Split Targeting
Different devices and locations may convert differently depending on your industry, niche, product, and target market. Find the devices and locations that perform well and split them into new campaigns or adjust your bid accordingly.
In conclusion, optimizing your Google Shopping Ads is an ongoing process. Use these seven strategies to increase your sales and drive revenue in 2023. Remember to take intellectual guesses, gather data, and keep testing to find the strategies that work best for your business.