Articles on: Advices & News

Best practices for successful Google Shopping campaigns, Define your campaign goals on Google Shopping

Articles on : Tips & News

If you have an e-commerce site, you are probably familiar with Google Shopping campaigns. They allow you to promote your online and in-store inventory, drive 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 journey. In order to optimise your campaigns and maximise your performance, discover the best practices for successful Google Shopping campaigns!

The first step is to clearly define your campaign goals. Ask yourself what you want to achieve, what you want your audience to respond to. By defining your goals, you can develop a plan to achieve them effectively.

Smart Shopping campaigns allow you to manage your inventory more easily, optimise bids automatically and optimise audiences and products to help you achieve your marketing goals.

Please note that some businesses are not eligible for Smart Shopping campaigns. In this case, it is advisable to select the "Standard Shopping Campaign" sub-category and to follow the best practices mentioned in this article.

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 is therefore essential to determine the right bidding strategy to adopt for your Google Shopping campaigns.

Smart bidding

Automatic bidding optimises your bids based on the performance statistics that you define as being important to you. The goal is to optimise your conversions by reaching a target ROAS (return on ad spend). The system then automatically adjusts bids based on performance on device type, user location and product type. By automatically presenting ads to users likely to convert, you maximise your ROAS.

The second automatic strategy is "Maximise Clicks". In this case, bids are automatically adjusted to encourage users to click on your ad and go to your site, within your budget.

Manual bidding and CPC

If you need to adjust your bids manually, it is recommended to activate the optimised CPC (eCPC). This option allows you to increase the number of conversions when bidding manually. It automatically reduces or increases your manual bid depending on whether the click is likely to lead to a conversion or not.

In order to achieve your goals, your Google Shopping campaigns must have a solid and consistent structure. It is recommended to divide your campaigns into several product groups. The aim is to structure your activity from broad to specific product categories. This method has the advantage of covering all inventory and optimising your bids on your ad or product groups. It will also be easier for you to analyse your performance and optimise it according to your needs. Finally, you benefit from better management of your account by gaining the ability to prioritise certain ad groups and reducing the investment you put into product IDs or ad groups that generate little activity.

As with Google Ads campaigns, it is possible to optimise Shopping campaigns by adding audience layers. Google recommends adding remarketing lists and applying the Observation setting. This way, your bids adjust to your known traffic and are shown to those who are searching for your products. Then you can choose the most appropriate bid multiplier depending on the value you give to your audience segment. It can be high for known buyers as they are more likely to convert and it can be lower for users who have visited your site but left without interacting.

By adjusting your bids and targeting or excluding specific users, you will have a better chance of getting conversions.

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

When your campaigns have collected enough data, you can evaluate your performance and optimise your Google Shopping campaigns to achieve your goals.

In the "Products" section on Feedcast, you can see which aspects are important to improve or which problems need to be solved. It may be that your products do not meet the eligibility requirements for being featured. In this case, you will see "Rejected" in "Product status".

You may also have access to competitor data. Google recommends segmenting the reports by device type because the data can vary widely from device to device. Then, in the "Click Share" column, you can find out where you stand compared to your competitors. With a low click share and a high impression rate, it is likely that your ads will not appear in the top results. You will need to adjust your bids accordingly and according to the competition's data.

Shopping campaigns attract consumers' attention and can increase your revenue when they are well optimised and updated. However, with all of Google's features, it can sometimes be a little difficult to navigate and schedule relevant ads. For this reason, Feedcast has developed a solution to allow you to automate and optimise your campaigns on the main Google ad networks. Discover Feedcast technology and improve your Google campaigns simply and easily!

Updated on : 27/01/2023

Updated on: 09/03/2023

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