3 Tips to Keep Your Google Shopping Campaigns Healthy

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When observing Google’s progress as a company over the past ten years, one can’t help but admire its continuous innovation that strengthens not only itself, but entire industries as well. Whether it’s helping a stressed out student the night before a paper is due, or a retailer attempting to gain visibility online, Google’s services have helped millions.

One of Google’s more beneficial services is its Product Listing Ads (PLAs) that are transforming into Google Shopping Campaigns (GSCs). These services have increased in usage by 118% year over year. They have helped retailers improve their reach to various consumers with an easy-to-use interface and a recent coming to prominence. Crafting the perfect Google Shopping Campaign can take a lot of work, but it’s worth it in the long run.

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Our partners at ChannelAdvisor recently hosted a webinar on Google Shopping Campaigns, and with their help we’ve assembled some tips to help you optimize yours. Using them incorrectly can be costly and a waste of time. Here’s how you can avoid sabotaging your Google Shopping Campaigns.

Generate Killer Content

When you’re assembling content for your campaigns, essential fields such as the sales price or promotion ID can make your ads as appealing and accurate as possible. While they may appear to be tedious at first, this information is crucial to getting the most out of your campaigns. You may not think they’re necessary at the time, but they may come in handy later.

When it comes to putting together your products’ ads on Google, you need to come up with an awesome description that will properly recount your products’ features and help you appear at the top of search rankings. Think of your descriptions from an SEO standpoint, and leverage Google Trends to use the right keywords in your description. Put the most important details in the first 25 characters of your description, and use clear images. Also, be sure to take full advantage of Google’s merchant promotions. They’re free and directly advertise when you’re having a special discount or promotion.

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Create Well Structured Campaigns

Like most things, if your campaigns lack structure, they will probably fall apart. You need to create groups for your products to help keep track of them and their respective campaigns. An easy way to do this is to observe your Google Analytics account. If most of a product’s conversions come from a search of the product type, place it into that category. If they look for your product directly by its name, put it in that category.

Custom labels can also help you create an advanced set up for your products. Filling custom labels’ purposes with useful values can help you differentiate your products from one another. If a product is only available during a certain season, apply the appropriate season value to its custom label. It can help you keep track and make sure you’re listing the most appropriate ads possible.

Keep Track of Costs

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Sometimes, retailers look too closely at one aspect of a campaign that they forget to look at the bigger picture. This is most appropriate when placing bids on your items. Placing the same bid on two items with very different prices is easy, but will not warrant the success you’re looking for. If your bid on a belt is the same as the pants, you’re doing it wrong. Instead of sacrificing margins on bids, pay attention to each item to make sure they’re getting appropriate ones.

Unique bids are the best way to ensure this. To measure your unique bids, divide the number of products you have by the number of unique bids. You want to make sure your number is as close to 1 as possible, because that means that each product has a unique bid. It can be hard, but getting that number as close to 1 as possible can save you money and prevent accidental bid overlap.
Google Shopping Campaigns are the easiest way for retailers to appear at the top of Google searches, and successfully convert shoppers. The reason that GSCs work so well is because they’re feed driven. Since most retailers already have feeds for marketplaces like Amazon or eBay, it’s easy to transfer that information. GSCs constantly out perform text ads, so now is the time to take your search engine advertising to the next level. There is little room for error, but if you take your time and divide your attention equally you can boost visibility and become successful on Google, the most popular website in the world.

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Angelica Valentine

Angelica Valentine is the Content Marketing Manager at Wiser, a dynamic pricing and merchandising engine for online retailers, and a contributor to VentureBeat, Business Insider, The Future of Commerce, and more. She holds a BA from Barnard College of Columbia University.