Top 5 tactics to prepare Google Shopping Campaigns for the Holidays
It’s that time of year again.
As Black Friday approaches and the most significant retail quarter, digital marketing specialists are struggling to take advantage of the next season’s break.
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According to a new eMarketer report, paid search is the fastest growing digital channel among retailers. Only in the US In the US, advertising spending for retail research is expected to increase to $ 13.12 billion in 2019, up 22.5% in the previous year.
Part of the increase in spending is the exponential expansion of Amazon’s advertising services.
Despite increased competition, Google products still dominate Google’s purchases, especially in the rise.
A new Adthena report found that more than 75% of US retailers’ spending on research has been spent on purchasing campaigns. In the UK, they have an 82% share.
It is not time for resellers and agents to ignore Google’s purchases.
Here are some tips, tricks, and best practices to follow when running Google Shopping to make sure your account is up-to-date.
It’s more important than ever to make sure that the basics of your account are the best you can get during Black Friday and holidays.
1. Use Google Automation … But the Assumption is Better!
Google launched smart shopping last year. Just like intelligent search contracts, Smart Shopping uses automated learning algorithms to optimize your google shopping campaigns.
It saves you the time needed to analyze historical data, redefine policies and change offers manually.
Google’s first test showed that advertisers using Smart Shopping campaigns generated at least 20% more conversions than manual google shopping campaigns.
However, our results vary. Although smart shopping is usually the best, there is no guarantee that it will win.
If you have time to bid manually but have problems, we recommend that you copy your campaign and then put one on Smart Shopping.
You can then test your machine with your optimization to determine if you want to make an automatic offer for your account.
If you want to make smart purchases, perform these tests as soon as possible. It’s too late for Black Friday to arrive. The algorithm must be trained for at least two weeks before it can work properly.
Also, monitor seasonal features of the “Smart Shopping” campaign published by Google.
Currently, this feature is only available for search and display ads and tells the algorithm that the conversion rate is expected to peak.
As a result, he learns to respond to fundamental changes, making Smart Shopping a more attractive solution for managing sales.
2. The Structure is the Key
Because the algorithm will optimize the maximum conversion value when running Smart Shopping, this structure is only essential for reports.
But if you do a manual optimization, your buying structure can have a significant impact on overall performance.
What you should do is divide your campaigns by the level of segmentation that best suits your business: are there different brands being sold for the first time or by product type? There is no right or wrong answer here.
Then we use the “Unique Product Ad Group” structure to create an account: each product ID is in its product group, which is in its ad group.
This level of granularity provides the most accurate and useful reports, but it can be challenging to achieve without automation. You may find it easier to group products with similar attributes or historical performance into a single group.
Creating a solid structure is also essential to guide traffic. Because Google Shopping does not have a keyword system that easily matches the query, it is difficult to direct the search to the right offer.
To solve this problem, we create three copies of the google shopping campaigns with the same product and assign different priority settings.
In the most basic iteration:
- Incomplete search terms are low bids and are part of a high priority campaign.
- Right moderate conditions give average offers and priorities.
- High-performance conditions have lower priority and more top offers.
This system will only work if you add negative keywords to high and medium priority campaigns.
Negatives can provide a more useful search for your lower priority campaigns, and you are willing to pay more for more intense searches.
You will not bid on a search that is less valuable as it has a higher priority than the auction.
It may sound a bit confusing, but it is handy for improving spending efficiency. It is the real way to work:
Note that the specific question mark “Nike Roshe run pink trainers” will be excluded from the first two google shopping campaigns due to its negative keywords.
It means that the search terms with high value match the most competitive offer products.
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3. Feed optimization – Google Shopping Campaigns
Any coincidence of questions not based on a positive orientation of keywords, but on your flow: an exhaustive list of products and their attributes that you sell.
The next step to becoming a shopping hero is to make sure your feed is accurate, updated and optimized for performance.
Your feeding fields will be weighed from left to right. Therefore, make sure to add the most crucial information at the beginning of the title and description. Check out your search query for inspiration.
You can try these changes: Labeling can be an essential attribute of the product, and for other products, it can be colour or material. You can also test the image to see which unit is performing better.
Another step is to fill in the missing fields. The gap can lead to rejection.
It means your ads will not run; otherwise, they will decrease the performance of Google search distribution by-product, which will reduce your impression share and clickthrough rate. It is especially important when we are close to Black Friday.
Don’t forget to include [sales price] and [sale price_effective_date] in your feeds. You do not want your ads to suddenly be disapproved as a whole because your feed data no longer matches your site.
4. Think Carefully About Your KPIs (& Don’t Panic If CTR Looks Off)
As you optimize your account and try a specific feed, you may want to see participant statistics.
While this seems reasonable, consider the risk of cheating: CTR.
The good news is that the results may be worse than the actual situation.
As a reminder, CTR calculated by dividing the number of clicks by the number of impressions. In text-based search ads, all actions share the number of clicks on the number of searches you’ve done.
However, during purchases, you can show multiple ads to search, which means you get more impressions.
It is especially true when you make an active offer, as you can do it during the high season.
In this case, as you show more ads, the number of clicks per search will increase, but due to strong impressions, your clickthrough rate may be lost.
(Note: If you have a single product ad group structure in your account, the clickthrough rate in your segment ad group will be accurate in your reports.)
Also, pay attention to your conversion rate. If you run Smart Shopping, your ads will appear on all Google properties.
While this is an advantage when it comes to expanding coverage, graphical ad networks tend to be less effective. Expect your conversion rate to be slightly lower.
5. The Corresponding Budget
In the next vacation, you will spend more money to fulfil the game and intentions. Don’t forget to consider it.
In November last year, our retail customer portfolio averaged 22.8% of the total budget within four days between Black Friday and Cyber Monday.
Make sure you do not miss the investigation phase before the shopping trip. Customers will review the offer in advance and should see it from the start.
If you do not allocate enough funds during this conscious period, the season’s results will be affected.
Reduce the cost of the end of the sales period. You will be surprised at how many you forget.
Besides the general offers, there is no doubt that the number of RLSA modifiers has increased to offer, especially for new visitors or to leave the shopping cart.
Download them when cyber Monday or Christmas morning arrives. Visitors to your site have bought initially what they want or don’t care about.
Finally, all your decisions should use last year’s data. Combine performance to decide whether you are spending too much or not, and develop a strategy accordingly.
Read also: The Best Way to Get Started with Edge SEO
Not Much Preparation – Google Shopping Campaigns
It is not the end.
It is imperative to pay attention to your account to manage your budget or keep it updated. It is true even if you use smart shopping.
However, following the steps above to create a reliable account will make things a lot easier.
Being ready to use as much historical information as possible and respond to incoming data on time will make it the right way to buy successfully this season!