Google automatically transferred all existing Product Listing Ads (PLA) into the new and improved format known as Google Shopping. The campaigns work in much the same way but with increased functionality, segmentation and reporting available there are a whole host of ways to improve your Google Shopping performance.
1. How To Make The Most Of Your Google Shopping Campaigns
Google automatically transferred all existing Product Listing Ads (PLA) into the new and improved format known as Google Shopping. The campaigns work in much the same way but with increased functionality, segmentation and reporting available there are a whole host of ways to improve your Google Shopping performance.
2. Excluding Products & Subcategories
The new shopping campaigns make it incredibly easy to create more granular levels of segmentation based on product types, brands of sub-categories. Instead of lumping everything into one category, give your best performing products their own ad groups and exclude low-margin/poor-performing products. This will give your best products the chance to shine and generate a more positive ROI.
3. Utilise the Benchmark Data
One of the most useful new features is the benchmark CTR and CPC metrics available on the product groups tab. This data shows you what the expected CTR for the product group is and what the expected CPC is. Compare these metrics against the performance of your ad groups to determine whether your ads are competitive enough and whether or not you’re paying too much or the right amount per click.
4. Low, Medium & High Priority
Another useful feature gives you the ability to set a priority level to each of your campaigns. If there is any product overlap Google will look to your campaign priority settings and choose the highest ranking priority campaign over the other. Your best-selling/performing campaigns should be set to a high priority and your catch all ‘all products’ campaign should be set to a low priority.
The most important thing with Google Shopping campaigns is to plan your activity around your marketing objectives and ensure you measure and optimise all campaigns regularly.
