The following points compile some of the best practices to create effective Google Shopping campaigns. Find out if you are making the most out of your ads, and don't miss any chance to stand out in the marketplace.
1. Use descriptive titles
Product titles should contain as much relevant information as possible, without being too long. Search results only display the first 70 characters of titles, so it is recommended to keep them short and make sure the most important information is there.
Keep in mind that sometimes the search results will only show the title, without a description. This is why titles should also be descriptive.
Recommended title content: Brand name + Product name + Descriptive information of the product (colour, material, size) + Commercial keywords and adjectives (cheap, special price, promotion).
2. Use relevant keywords in descriptions and titles
Finding keywords for titles and descriptions is essential for your ads to be easy to find by search engines. Google has its own free tool to help merchants with this task, the Keyword Planner. Some free alternatives you can also try are Keyword Tool and Wordtracker. There are many others, so you can do your own research and find your own favourites if none of these suits your needs.
Checklist to write a flawless description:
- Customers should be able to tell what the product is without any additional text or images.
- It mustn’t contain promotional text such as coupons or offers, according to Google’s guidelines.
- Add as many keywords as possible, but in a way that sounds natural to the reader.
- Search results only display the first 70 characters of the description, so this part should be the most engaging.
3. List all variant items separately
Add as many product attributes as possible: color, size, gender, age group, pattern or graphic on the item. They help Google match your product with search queries when users look for specific characteristics in an item.
How it works: If you are selling several variations of the same product, each variation must be listed as an individual item, with its own “id” attribute. Otherwise, the product could be disapproved. Group all the variations together using the same “item group id” attribute.
4. Use high-quality images featuring each specific product
The most common and effective approach is to take one high-quality photo of each variant item on a white background. Each image has to match the colour, pattern and materials of the particular item, or Google might disapprove it.
In case of using any props, coloured backgrounds, or decorations in the photo, keep in mind that they should enhance the product, but never be distracting. Don’t include other objects unless it’s necessary. A good idea if we want our photo to stand out is to show the product being used by a model, as in the example.
5. Update often to reflect every price change
Make sure your product feed is updated whenever prices are changed on your website. Customers could feel disappointed and leave if they don’t find what they expect on the landing page. Setup micro data on your site to help Google autoupdate prices.
6. Start small and grow as you learn
Start with one campaign, with a small data feed of high-margin products. Google Shopping is a very powerful tool, that allows you to create several campaigns depending on market segmentations, products, and traffic volume, but it can’t get confusing at first. Grow as you learn. Analyze your results, remove products that don’t perform, and focus on those which do.
For your bid strategy, start with at least $20 per day, and you can adjust it in the future. If you were selling merchandise, for example, you wouldn’t want to bid the same amount for a hoodie and for a keychain. To optimize your data feed, you should set criteria to group your products. You can divide them by price, profit margin, popularity, and other custom criteria by using custom labels. Another way is to use Google’s categories.
Set different bids for each product group according to your goals and test your decisions using Googles Bid Simulator
7. Categorize products to the third level of Google’s taxonomy
As a general rule, go as deeply into Google’s taxonomy as you can, at least to the third level. This will ensure good performance, as it helps Google categorize and match your products to search queries. For example: A customer looking for a lens hood will likely be very specific in their search, they won’t waste their time browsing for lens hoods among all the other results in “camera & optic accessories”.
8. Utilize unique product identifiers
Unique product identifiers (UPC, MPN, ISBN, Brand…) help Google Shopping identify the specific products you are selling in the global marketplace, match them with search queries and place your offer in comparison charts. Comparison charts help customers choose between different sellers, showing their ratings, tax and shipping information on the item, base price, and full price.
9. Set up the right UTM tagging to clearly show where the traffic is coming from
UTM variables help analyze your performance accurately. You only need to add this to the URLs in your Google Shopping feed:
Each UTM parameter has an assigned value. The “campaign” value can contain any identifier value, and it is meant to help you track specific campaigns.
10. Make sure your destination URLs are working
And last but not least, this tip may sound basic, but precisely because it is one should always keep it in mind. Broken links will have a negative impact on your user experience, and they could make Google Shopping disapprove your feed. Check your feeds often to make sure your customers reach the correct landing pages.
Be always as specific as you can and learn how to use all the tools at your disposal: categories, product types, product attributes, custom tags, keywords, and more (Google loves data!). Provide rich, detailed information about each product. It really all boils down to knowing what product data to use, how to use it and always keep it updated. With Feedeo you can manage your product attributes and tailor product feeds for your favourite marketplaces, including Google Merchant Center, Bing, Kelkoo, Pricerunner and many other.
###Resources Google product feed specification