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Best practices for successful Google Shopping campaigns

If you own an e-commerce site, you're probably familiar with Google Shopping campaigns. They enable you to promote your online and in-store inventory, boost traffic to your website and increase the quality of your leads. Your ads appear in the Shopping tab or in Google search results, for example. This allows you to be present and visible throughout the buyer's purchasing journey. To optimize your campaigns and maximize your performance, discover the best practices for successful Google Shopping campaigns!

Define your Google Shopping campaign objectives

The first step is to clearly define your campaign objectives. Ask yourself what you're trying to achieve, what you're trying to arouse in your audience. By defining your objectives, you'll be able to draw up a plan to achieve them effectively.

Use smart shopping campaigns

Smart Shopping campaigns enable you to manage your inventory more easily, optimizing bids automatically as well as audiences and products to help you achieve your marketing objectives.

Please note, however, that some businesses are not eligible for intelligent Shopping campaigns. In this case, we recommend that you select the "Standard Shopping Campaign" sub-category and follow the best practices described in this article.

Choosing the right bidding strategy for standard Shopping campaigns

There are two main bidding strategies for your campaigns: smart bidding and manual bidding. Bids have a direct impact on the visibility of your ads, and therefore on your performance. It's therefore essential to determine the right bidding strategy for your Google Shopping campaigns.

Smart bidding

Automatic bidding optimizes your bids based on the performance statistics you define as important to you. The aim is to optimize your conversions by reaching a target ROAS (return on ad spend). The system then automatically adjusts bids according to performance on device type, user location and product type. By automatically presenting ads to users likely to generate conversions, you maximize your ROAS.

The second automatic strategy is to "maximize clicks". In this case, bids are automatically adjusted to encourage users to click on your ad and visit your site, within the limits of your budget.

Manual bidding and CPC

If you need to adjust your bids manually, we recommend you activate the optimized CPC (eCPC). This option increases the number of conversions for manual bids. It automatically reduces or increases your manual bid depending on whether the click is likely to lead to a conversion or not.

Create a solid structure for your Shopping campaigns

To achieve your objectives, your Google Shopping campaigns need to have a solid, consistent structure. We recommend dividing your campaigns into several product groups. The aim is to structure your activity from the broadest to the most specific product categories. This method has the advantage of covering all your inventory and optimizing your bids on your ad or product groups. It's also easier for you to analyze your performance and optimize it according to your needs. Finally, you'll benefit from better account management by gaining the ability to prioritize certain ad groups and reduce the investment you put into product IDs or ad groups that generate little activity.

Optimize your product feed

An important aspect of Google Shopping campaigns is the product feed. This is a collection of data on your products, with all relevant details about them, such as name, image, unique identifier, description, category, EAN, etc. The more your feed is optimized, the better Google will understand and know your product. The more optimized your feed, the better Google will understand and know your product. In this way, it will be easier to present it to users searching for products.

Analyze and optimize your Google Shopping campaigns

Once you've collected enough data from your campaigns, you can evaluate your performance and optimize your Google Shopping campaigns to achieve your goals.

In the "Products" section of Feedcast, you can identify important areas for improvement or problems to be solved. It may be that your products don't meet the eligibility criteria for being broadcast. In this case, you'll see "Rejected" in "Product status".

Shopping campaigns attract the attention of consumers and, when properly optimized and updated, can increase your sales. However, with all Google's features, it can sometimes be a bit tricky to navigate and program relevant ads. That's why Feedcast has developed a solution to help you automate and optimize your campaigns on Google's main ad networks. Discover Feedcast technology and improve your Google campaigns simply and easily!

Updated on: 08/02/2024

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