Your Google Shopping Campaign is essential to make your products’ ads reach the people who are looking for them. These ads will give the shoppers detailed information about your products even before they click on them. When you optimise these ads, you make certain that the shoppers, who want to buy your products, will see these ads. Your ads have to be at their best to entice shoppers to click on them.
Here we tell you the best practices to achieve this. We’re breaking down these tips into broad categories for better understanding and implementation.
● Use images displaying people using the products
Your product images are the first thing that shoppers see in your ads. You have to make sure that they are of high-quality. Not only do images create an aspirational factor; they also give a use-case appeal. Your target audience may prefer a high-quality product image to a person using the product.
You can check their preferences by testing these images by changing them after a particular duration. Keep the other elements of the campaign the same so that you get the answer you’re looking for.
● Stick to the guidelines
Google Shopping has defined some rules for a high-quality image. These rules mention the size, format, and background colour information, among others.
If your product images don’t meet Google’s criteria, it will inform you, and you can make the desired changes and submit the image for re-verification. It would be best if you kept an eye on warning or error messages in your console.
● Cover up keyword searches that you wish to avoid
There will be specific keywords for which you wouldn’t want your products to show up. These could be the searches that are expensive or searches that do not match with products that you are selling or searches for products that do not have.
To find keywords that you should remove from your campaigns, go to Keywords>Search Terms report in your Google Ads console. It will show the keywords that are performing poorly to display your products.
● Write detailed descriptions with keywords
Use the keywords in the product description that you couldn’t use in your product title.
Go through Google Shopping’s guidelines for descriptions. They specifically mention to be specific and accurate and say the essential information to be in the first 160-500 characters.
These guidelines will help you optimise your product data for better performance.
● Be specific
When shoppers use specific words in their search query and your product with that title shows up, it increases the chances of them clicking on your product ad.example, if a shopper is looking for an “anti-allergen vacuum cleaner for pet hair” and a product with precisely that product title comes up, the shopper would find what they’re looking for.
Google focuses on showing products that match shoppers’ queries. If your product titles are accurate, your ad has a better chance to get clicked on.
● Use important attributes at the beginning of the title
Your product’s main features, such as colour, brand, or material used, should be at the beginning of the title. It will motivate shoppers to click. Depending on your industry and product, you should mention these features in the product title.
Google Shopping Feed Optimisation
● Keep your data stream updated
Google analyses your Google Shopping product feed as a data stream to understand your product catalogue. It will use this information such as availability, size, colour, and price, among others, to group your products and show them in fitting user searches.
● Use unique product identifiers for your products
Google uses these unique product identifiers to get more information about your products. Not all products have them, but if your product has one, particularly a GTIN, you should provide that. This can help your ads and listings richer and makes it simpler for shoppers to find your products.
If you’re handling your Google Shopping campaign yourself, you should refer to Google Shopping’s informative Help Center and various online how-to articles from reliable sources.
If you’re looking for some assistance and want experts’ opinions on your campaign, feel free to talk to us. We would love to accelerate your Google Shopping Campaign’s optimisation