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Shopping bags for Black Friday post

Black Friday Countdown #5: How to optimise your shopping campaigns

Categories: PPC

Google Shopping campaigns are a brilliant way to gain more visibility alongside your search campaigns and demonstrate your product range to potential customers.

Conversion rates on Shopping campaigns tend to be higher than that of search as the price, description and an image are all visible to the searcher before the ad is even clicked. As the user is presented with much more valuable information pre-click the traffic quality is higher, therefore increasing conversion rate.

Whilst an increased conversion rate generally translates to a higher ROI, there are a number of important areas that need to be optimised effectively to make the most of your Google Shopping campaigns, particularly around big holiday shopping days like Black Friday.

Shopping feed

Your feed contains all of the information about your product range, including landing pages, images, prices, shipping details, brand information and much more. This feed is then uploaded into your Merchant Centre account, which then links the information through to AdWords to populate your Shopping campaigns.

It is essential that your shopping feed adheres to Google best practices as this can have a huge impact on how many of your products will return in search results and how prominent they are. Below are the required attributes that every shopping feed must contain:

  • ID
  • Title
  • Description
  • Link
  • Image link
  • Condition
  • Availability
  • Price
  • Brand
  • GTIN
  • Delivery

Depending on your industry there will be a number of other required attributes, but these are required for every feed.

Once your feed is uploaded into the Merchant Centre you will be able to view the diagnostics and highlight any problems with the products in your feed to ensure they will show. It’s important to ensure the feed you have uploaded has as high a percentage of approved products as possible to ensure that your feed has a high quality score:

shopping feed

Once you have all the attributes added, it’s important to optimise key elements to increase click-through rate and relevancy. The title of your product should contain the most relevant information to the searcher and display this according to priority. For example, clothes should specify the brand, gender, item type, colour, size and material.

Old title – Blue t-shirt

Optimised title – Gap Women’s t-shirt, blue, size 10, cotton

Shopping campaign

Once your data is uploaded into your shopping feed and is being pulled into AdWords, it’s important to ensure your Shopping campaign set-up allows you to effectively allocate budget and optimise your bidding strategy to manage campaigns effectively.

One incredibly effective strategy is to split out your highest revenue products into their own campaign so you can assign a separate budget and ensure they reach the maximum level of visibility possible.

You can then manage your bids against benchmarks to improve your impression share and increase visibility of your products.

In order to increase the visibility of your ads make sure you are using a promotion in them, as this will increase the size of your listing and increase both engagement and click-through rates on your ad.

Screenshot of google shopping feed

More tips from the series

Black Friday Countdown #6: Make your ads stand out

Black Friday countdown #7: Google’s new Customer Match feature

Black Friday countdown #8: Get promoting on social

Black Friday countdown #9: Target your audience early through PPC

Coralie has been a PPC expert for more than 5 years and has experience across multiple industries, including financial services, IT, retail, automotive, B2B, tourism, engineering and education. Prior to working for Vertical Leap, she worked in-house for one of the UK’s fastest growing financial services companies.

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