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Poor Google Shopping Performance?

Poor Google Shopping Performance?

Most marketing agencies will tell you that Googles Shopping Network will give you lower CPA’s and higher ROI than conventional keyword text ads. This is broadly true. Except when it isn’t.

In general Google Shopping Campaigns will perform when the following components are present –

1 -Feed Quality

The feed title and description is optimised for relevant search queries and you have good product image. The text especially the headline, is what Google uses to match search queries. Poor quality traffic can be reduced by honing this. Although there is no quality score published for shopping adgroups, there is almost certainly one hidden by Google. If your shopping products have very low CTR, you have been showing to those search queries irrelevant products. These are literally stealing opportunities away from better performing, more relevant products in your feed.

2 – Your pricing is competitive

Pricing must be competitive with peoples expectations. Search marketing works best with competitive pricing, because automatically, people can search competitor prices. This applies even if you have a unique product, when it is competing with alternatives to solve the same problem.

3 – Layer Traffic Using Generic and Targeted Ad Groups

Construct a Google Shopping campaign using a layering of generic ad groups with lower product bids, and highly specific ad groups built around specific products or product groups. Skulpting traffic with negative keywords, and tight groupings of products, and higher bids, you get each click at a better CPC. This increases new traffic as well as conversion of existing customers. Your generic ad groups can have a wider range of products, but keep the Max CPC low and don’t use Target CPA or Target ROI as a targeting method. This leaves the search matching to Google to sort out and this works efficiently only with lower Max CPC’s.

4 – Remarketing

A layered campaign captures people at different stages of the purchasing journey. The generic search queries are allowed through further back in the journey, but at lower Cost-Per-Click. Closer to purchasing, we can target better search queries by use of negative keywords in the premium ad groups. These must be built around closely related products.  This strategy really works well with remarketing audiences. This combined approach allows you to target people with relevant products as they refine their searches towards specific products.

5 – Budgets

It is not always possible to double spend and get 2x the revenue. There is usually a sweet spot where ROI’s can be achieved at the desirable level. You may be spending too much, or too little.

We find that the best performance comes from combining Shopping with very targeted, single-keyword-per-adgroup text ad campaigns, generic text ad groups with lower Max CPC’s, and with Display marketing using either very tightly targeted website placements, or remarketing lists. They all generate traffic into your remarketing lists which will generally lift the whole account.

If you need help with Google Shopping, contact our Adwords certified Feed experts right away.

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