Email marketing: what it is and how to implement it

Google Shopping Ads

 What are Google Shopping Ads?

Google Shopping Ads is a Google application that allows customers to directly view products that can be purchased in online shops. Since Google is currently not only the most used search engine in the world but also currently the largest price comparison site, it is worth taking a closer look at the effect of Google Ads Shopping.

 But why exactly? Due to the prominent positioning in the search engine, Google Shopping Ads are a great opportunity to present your range of online products to potential customers directly on a silver platter. Because other advertising offers from Google, e.g. B. normal Google Search Engine Advertising have to take a back seat together with the organic search results.

 So it would be tactically unwise to rely on this great advertising option, how to dispense with the google shopping ads. In the following, we will therefore show you which 10 professional tips you absolutely must follow so that you can get the best out of your Google Shopping Ads.

Google Shopping Ads: 10 tips for more conversions

Tip #1: Product title and description

Unfortunately, it is not possible to store keywords directly in Google Ads. This means that Google plays the products based on their description and attributes. So an important point is to optimally feed your title and description with suitable keywords. This is the only way to ensure that the customer is shown the product that he is really looking for.

 Great help for this is e.g. B. the Google Keyword planner, which can be used free of charge. And don't forget: Be sure to comply with the length restrictions. According to Google, 150 characters are possible in the product title, but only 70 are recommended. When it comes to the description, there is a little more leeway with up to 5,000 characters.

Tip No. 2: Shared Google Ads budgets – team spirit!

Google Shopping Ads

Why is it important to use a common budget for all Shopping Campaigns Google Ads? The shared budget ensures that there are no inquiries that were not intended for the actual search query. In practice, this is expressed as follows: If the daily budget of a campaign is used up, let's say e.g. B. that the generic one, then it is possible that these search queries will accumulate in the other campaigns.

 How so? Because it's not possible to pre-exclude every exact search query that could potentially be made about your products on Google. However, this can be avoided by using joint budgets. In this way, all campaigns remain in the auction intended for them until the entire budget for the day has been used up.

Tip #3: Don't forget negative keywords!

As already explained in tip 1, it is not possible to control Google Shopping Ads using keywords. But that doesn't mean we can't work with excluded ones. That's right. You should not neglect this point in your daily Google Shopping Ads maintenance.

 In practice, it often happens that search queries are too far removed from the product and do not show any real intention to buy. So that can waste a lot of budgets. So always keep an eye on it. Day after day!

Tip #4: Exclude products with a ROAS below 500%

Key figures are your constant companion in the daily Google Shopping Ads optimization. This is the only way you can regularly ensure that your performance is worthwhile and that you are not ultimately making a loss. The ROAS forms part of the ROI indicator. The ROAS, also "return on advertising spend", shows how much profit a campaign or advertising measure really brings.

 The relationship between costs and sales is considered as opposed to the ROI. So your ROI can be negative, but on the other hand, your ROAS and thus your advertising measure can be positive. And now our ultimate pro tip. With daily Google listings and Ads optimization, make sure your ROAS is at least 500%. If this is not the case, we recommend that you exclude the product.

Tip No. 5: A clean basic structure is a be-all and end-all

Do you have a good basic structure? Then we give you the tip to break down your campaigns even further. There are different variants that you can use for this. We recommend a granular breakdown of the ad group. A separate ad group for each product group is ideal.

 Any number of products can be assigned to an ad group. Negative keywords are also done at the ad group level, which is another advantage. e.g. B. Don't want to use search terms across products within the same campaign. Furthermore, a better and more efficient analysis is possible.

Tip No. 6: Outsource top sellers!

As already explained in tip 5, in addition to the standard structure of Google Shopping Advertising, it is recommended to identify and outsource the top sellers of the online shop. The top sellers are separated using a feed, which, thanks to its labels, enables automatic assignment to specific campaigns.

 Because these preferred products should always be given a high campaign priority to ensure that the top sellers contained in them are given priority to potential customers. This tip is also particularly useful for promotional periods such as Black Friday when certain products should be given priority. So can z. B. push the top sellers better than the rest.

Tip #7: A separate campaign for each device

As is well known, the conversion rate for smartphones can often differ from that for desktops and tablets. Because who doesn't know it. Especially when watching TV in the evening, we are often still on our cell phones at the same time and like to shop online.

 For high-volume Google Shopping Ads, we, therefore, recommend mirroring the campaigns for each device. They can therefore still have the same structure but are advertised differently for each end device due to the bids.

Tip #8: The optimal data feed

The data feed is the heart of every perfect Google Ads Shopping  campaign. With its help, we feed the Merchant Center and determine how and where to show an ad. And as the saying goes: the more the better. That's why we optimize our feed so that all attributes are filled out. So the data feed has the quality it needs.

 The competition is notorious for never sleeping. Therefore, check your data feed daily to make sure it meets all the requirements you want. We recommend transferring large amounts of data via API for shopping. Even small changes are stored directly in the Merchant Center.

Tip #9: Use merchant promotions

Another insider tip for successful Google Shopping Ads. Be sure to use Merchant Promotions. However, note that these are not available in every country. Since they have to be applied manually, not everyone uses them and they are a good way to position yourself against your competition.

 But what are merchant promotions? They are the perks of buying from your online store when potential customers are deciding where they ultimately want to shop. In this way, customers can see your actions in your Google Shopping Ads both on the desktop and on the smartphone. This includes e.g. B. Discounts, gifts, or free shipping.

Tip #10: Automated Performance Marketing Bidding Tools

These are mainly for accounts that have a very large Google Shopping Ads offer. Because especially with a high volume of products, manual control and optimization are hardly possible, or simply take too much time. Bidding tools can help online shops with this.

 You end up doing the work and getting the most out of the campaign. Do you have a high volume of products? We would be happy to advise you on which automated performance marketing bidding tool suits you and your Google Shopping Ads.