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5 Strategies To Skyrocket Your Google Shopping Campaign & Increase Sales

You’re well on your way to building out a successful eCommerce business, and lining up a Google Shopping Campaign is on your agenda, but how do you create the most effective listing that’ll pull in the best results from your campaign?

In this article, we’ll take you through the 5 most important steps that anyone just starting out their online store needs to know.

Your biggest wins will come from optimizing your Google shopping feed. To make your shopping campaigns successful, you’ll need to create and maintain high-quality, detailed product data, along with an effective optimizing process, bidding strategy, and execution.

Product listing ads on Google shopping provide the best gateway to reach and attract a greater audience.

Here are some useful and essential Google feed tips to help you build a strong set of data that’ll boost your campaign delivery and audience reach.

1. Think about your customers

a. Map out your customer journey from ads to checkout.

As a business owner, it is essential to discover opportunities that will reliably create great shopping experiences for your customers. Customers tend to purchase more if they can quickly find what they are looking for and are able to complete the transaction swiftly. Therefore it’s imperative for you to continuously make improvements to your product data, landing page, and checkout process.

b. Prioritize your most valuable products.

It is essential that while making your product listing that you provide detailed data in all fields, giving complete and accurate information about the products to customers - avoid adding misleading information as this can result in negative feedback from Google and your customers. Google checks for the authenticity of your feeds and it can remove your products from Google shopping if it finds any errors.

c. Run experiments to identify optimization techniques.

As you publish your shop’s listings try running experiments to identify optimization techniques that are most effective for your products and target audience. You can try adding color to your product titles to better attract the eyes of a viewer, then measure if this change had an impact on your performance metrics. In many ways re-optimizing your feed is key to launching successful tactics and weeding out ineffective ones.

Before spending too much money on a shopping ad, you should first analyze all aspects of the data. Do this regularly to ensure maximum benefits from your shopping ads. Other things you can do are look at conversions, search volume, and negative keywords for your shopping ads.

d. Take advantage of opportunities to differentiate your ads

Always draw on opportunities to differentiate your ads with merchant promotions, product ratings, Google customer reviews, and local inventory ads. Utilize the Google Merchant Center to create promotion codes like discounts, sale offers, free shipping, etc to gain more clicks on your ads and attract customers.

Another consideration that’ll help optimize your listings for traffic is to add product ratings to your ads, not only do they build trust with potential customers but also boosts sales as online shoppers heavily rely on Google reviews before deciding to purchase an item.

2. Highlight important product details

a. Include important attributes

Be mindful to add the necessary attributes of your product to its title, like strong brand names, gender, size, color, age group, personalization options, and visual details like pattern, design, and material. The critical point here is to publish the most relevant information about your product to match search queries better and improve your ad performance.

Keep in mind that there is a penalty if your title is more than 150 characters, and Google will not approve your ad. Product title optimization is absolutely necessary because the algorithm uses the title to figure out what a person is looking for and matches those keywords with the feed.

b. Put key details at the front of your product title

It is crucial to be detailed about your product information, always try to put key details at the front of your product title, particularly when they are not visible in the image. All while making sure your most engaging content is at the beginning of the title because 1. Google shortens product titles in the ads, and 2. so that customers feel compelled to click on your site.

After you’ve added your keywords to your product title and description, follow up with checking if your product listing ads actually show up for the keyword you have provided. The more details you give, the chances of your product matching with search queries also increase. Also by optimizing your product titles you can expect a positive impact on your shopping revenue.

3. Use high-quality Images

Ensure that you use high-quality images for your product listings, matching the product specifications like color, size, model, etc. Aim to use the best images for the desired impression you want to create with customers, this will improve the performance of the product.

Use original photos that are unique to your store, rather than manufacturer stock photos. Tip: Google prefers original images as well as original product descriptions.

a. Provide the highest resolution image_link

Products with high-quality images are more likely to be shown for relevant searches grabbing your audience’s attention. Try providing the highest resolution images giving your customers a chance to peruse and exercise their buying decision as they zoom in and out of the photo.

4. Always include the most accurate data

a. Provide up-to-date price and availability

Provide up-to-date pricing and availability for your listings including tax and shipping by using automated feed delivery (including intraday updates), the Content API, or structured data markup. Customers want to be informed about the products they’re interested in. If you miss adding these details the customer will likely leave your site and the mismatches will cause disapprovals by the algorithm.

b. Provide the most detailed product_type values

Always be as detailed as possible when updating your product_type values and use Google_product_category values that are at least 2-3 levels deep.

The Google Product Category attribute is used for categorizing an object or a product. Each group is picked from the Google taxonomy. By placing items in product categories, its intended to help potential buyers find their way through your company.

Google is increasingly putting more emphasis on product types that contribute to the overall “quality score” of your data feed. Once you organize your products into respective categories, you’ll get clear visibility over all of your products which in turn helps make the bidding process easier.

The product category is how Google categorizes products within Google shopping so aim to arrange your product_type in such a way that it starts with a broad group and ends with a specific group. Avoid adding synonyms, search query terms or promotional text.

Products should be categorized only by type. For example: Apparel & Accessories> Clothing> Outerwear> Coats & Jackets> Denim Jackets. You can also create custom labels based on the values you define and how you categorize your products accordingly to differentiate various products, for example, best-selling products, clearance sale products, etc.

c. Use a unique product id and title value for every item

Use a unique product id and title value for every item in your product data. Repetitively using the same id for multiple items won’t fit into your optimization process, by creating different ids for each product, you can advertise details and attributes of each product and help customers find what they are looking for quickly and easily.

d. Provide the GTIN whenever available for your products.

Critical to your optimization process is your Global Trade Item Number. Merchants who add correct GTINs to their product data normally see a 20% increase in clicks on average. This mainly stems from Google’s use of GTINs from the supplier’s catalogue, giving the algorithm the prompt to put your ad in an auction with other resellers of the same product, which helps the algorithm to understand your product and boost your ad performance by adding beneficial details about the product.

Concurrently your shopping ad will appear in relevant searches for users in more places on Google, YouTube, and other partner sites. GTINs give your product a plug for authenticity, placing your products in searches like “Best” and “Top”, citing customer reviews that help determine your ad’s position

5. Match your product data to your landing pages

a. Use the same product title and description

Use the same product title and description of your product data on your landing page. Customers expect landing pages or websites to reflect the same product information on your shopping ad. Neither should you use synonyms or search query terms that are not present in your product’s landing page. Failing to do this may result in customers becoming confused and frustrated, leaving the site without completing a purchase

b. Use the same names of colors that appear in your product data

Use the same names of colors that appear in your product data, on your landing page. Avoid confusing your customers and getting disapprovals if your site displays different colors in your shopping ad from that on your landing page.

Optimizing your data feed is a powerful and effective way to improve your ad performance on Google. To see a top performance in your shopping ad campaign, you should try using all available features, following up with a low cost per click and more conversion rate, producing more sales.

To learn more strategies for optimizing your eCommerce business’s Google Shopping listings or if you need help building out your online paid media strategy get in touch with us at Xeno Leads, we help companies scale their digital strategies across multiple channels through SEO, PPC, and social media, earning more leads, more revenue, and more profit. Tell us about your project at:

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