The Secrets to Run Google Shopping Ads Profitably!

Google Shopping ads are an important part of any online store’s growth. And we use Shopping campaigns to promote online inventory, boost traffic to the websites, and find better-qualified sales.

Shopping ads are more than a text ad--they show users a photo of your product, a title, price of a product, store name, and more. The ads appear first in the searches in a carousel for up to twenty ad positions. These ads give users a strong sense of the product we're selling before they click the ad, which gives us more qualified sales.

To run the shopping campaign we'll build a Merchant Center account and list all our product information over there, which will be fetched by Google while running ads.

A manual Feed file will be created by us and fetched in our Merchant Center account. Then the campaign will be created in Google Ads and our products will be ready to advertise.

Now, here we will discuss a few points on how we can create successful shopping ads.

**Optimize your product feed **-

Title, Description - While creating the product feed, we need to optimize our product title and content. We should make them search-friendly so your products rank on search engines.

• Use Keyword in Title of product feed
• Analyze our competitor’s titles and descriptions and optimize further accordingly
• Use Brand Name in your Title

Product Images Quality- Our Product Images should be of high resolution. If our products' images are not visible properly, have poor quality, we could lose our potential shoppers.

**Optimize Your campaign Structure **- Divide into Ad Groups- Once we set up a shopping campaign, one ad group is default created with all products. We always recommend creating ad groups of brand-wise, category-wise collections of eCommerce stores.

• It helps to easily optimize products category-wise.
• We can do bid optimization at the product ad group level. We can easily increase or decrease the bids according to performing or non-performing groups.
• And further, in ad groups, we can add a subdivision of products under that particular category.
• We can optimize our campaign at the product level easily. It gives more understanding of how our products are performing at the group level.

Test Smart Shopping Campaign - We can test with smart shopping campaigns as well. It's so easy to set up and launch. A Smart Shopping campaign automatically pulls product data from a feed and uses it to create Shopping ads specifically designed for your customers.

Smart Shopping can reach a wide and previously unreachable audience. So we can set up a smart shopping campaign for top-performing products.

Exclude unprofitable products - Once we make our campaign live, we should keep an eye on our stats for further 1 - 2 weeks. On the basis of stats, we should find our winning or losing products or ad groups. And should take action to exclude unprofitable products so that our budget is not exhausted on unprofitable products.

Add Negative Keywords - Negative keywords are terms that we can add to our negative keywords to avoid showing your ads on any irrelevant search queries. So, we always optimize the search terms which we are getting on our shopping campaign and should add irrelevant searches as a negative.

• It helps you focus on only the keywords that matter to your customers.
• It helps to reduce our costs on unwanted clicks.

Sub-divide negative keywords. We have two types of negatives- Universal and product-specific negatives.

Universal Negative Keywords are some search queries that will have a higher chance of not being relevant to most people’s campaigns.

We can add universal negative keywords at the campaign level.

And Product Specific Negative keywords, apply at the ad group level, prevent specific ad groups from showing ads for specific queries.

Products Optimization Using Shopify and Analytics Stats- We always need to check the analytics data using website backend or analytics. It helps to know which products are performing best on which we are getting sales.

• Track customer journey from landing on a product page.
• Get to Know your Demographics
• Identify targeting opportunities based on interests
• Know your best geographic locations & devices
• Check how users behave on our Shopify store

Separate Campaigns for Performing/Non Performing Products- Once we have enough data to analyze which are our top-performing products and nonperforming products. Once we find it, we recommend creating separate campaigns for performing products and giving a budget to boost more traffic and increase sales on them.

Use Custom Label for Google Shopping- We can add custom labels for our products and assign values. Custom labels allow you to organize products in Google Shopping campaigns to your preference, and the labels will only show up internally. We can add custom values 0 to 4. Using custom labels, we can filter our products.

Add Promotions in Merchant Account- We can add promotions to our merchant account for shopping ads. It helps to boost the interaction rate and give reasons to buy the products to users.

Set up Dynamic Remarketing for Google Shopping- Remarketing helps us reach people who visited your website.

Dynamic remarketing campaigns show ads to your previous website visitors based on products or services they viewed on your website.

When users browse specific products on your site but leave without converting, then we can use Dynamic Remarketing to visible our product again to them as they visit other sites on the Google Display Network.

So, we can also set up a Dynamic Remarketing campaign for shopping ads after creating remarketing lists in Analytic or Ad accounts. It also helps to retarget the user when we have offers or discounts available on our products.