PPC is one of the world’s most popular forms of advertising. Google Shopping is an advertising feature for businesses that want their products to be seen by a wider audience. It allows online users to search for a product, see a picture of the products and then compare prices between all of the online retailers selling it. Setting up a Google Shopping feed and running it correctly to get good results can be quite difficult. Here are 2 more Google shopping optimisation tips to help you get better results from your Google shopping campaigns.
1: Competitive Prices
The prices you choose to sell your products at in comparison to those of your competitors can determine how much you sell and how easily you can be found. Pricing is very important when it comes to using Google Shopping. Customers are more inclined to go for the cheaper priced product but Google is also more inclined to show the cheaper product more often. Their algorithm favours cheaper priced products, and the difference could be very small. When you have a product that’s slightly cheaper than the exact same product from a competitor, there’s a greater chance that you’ll get a lot more clicks on your ad. Most people use Google Shopping to compare prices of the product they are interested in, if they can find that product for less money through another business, you’ve probably lost a sale. Before setting your prices you should conduct some market research. Think not only about the actual price of your products but the final price when you include all costs like shipping. Savvy shoppers will pay attention to those kinds of details. Comparing your product prices with that of your competitor’s will enable you to optimise your campaigns for better results.
2: Use Negative Keywords
Using negative keywords is the best way to ensure that your ads get the highest chance of a conversion. This will filter out irrelevant traffic and clicks from people that are not interested in what you offer. It will also save you money as Google shopping is a PPC advertising platform which means you are charged everytime someone clicks one of your ads. If a user clicks with no intention to buy then it is a waste of your money. Negative keywords will stop your ads from showing up when certain search keywords/phrases are entered into the Google search network. Google provides a search terms report that lets you see how your ads performed and what search terms triggered an individual to click on your ad. Simply go into your Adwords account, press the campaigns tab or a specific campaign and click the keywords tab to view all information and data from your campaigns. Then hit the search terms button located next to the negative keywords tab which will show you the data and information on the search terms that led to people clicking on your ads. From there, you will be able to determine if some of the keywords are likely to lead to conversions or not. You can add them in as negative keywords so they won’t show your ads when people search those particular search terms in future. It is a best practice that you make use of the negative keywords feature in order to maximize the ROI from your Google shopping campaigns.
Google shopping is a great marketing tactic to improve your sales online. If you have no Google shopping campaign strategy and would like to then book a consultation online today to see how we can help your business increase sales online.