6 Pro Tips for Google Shopping Campaigns
Melissa Ros | 07 Dec 2016
Have you ever heard that adding one product per ad group is too much work? Here we explain why we recommend it anyway and give 5 other pro tips that could be very useful specifically in setting up and managing Shopping campaigns.
1. Campaign Structure
Don’t have various products in one ad group because you’ll seriously limit your optimisation capabilities.
Do set up one product per ad group so you can:
- See the search terms that trigger each product (and not just search terms for every product bundled together)
- Add negative keywords per product to have more control over the products that show for each search term
- See your missed impression share and optimise bids more effectively
Having multiple products in one ad group might be easier to set up but it hurts you in the long run because you’ll be limiting your control and optimisation potential.
2. Negative Keyword Match Types
Don’t always add the default negative match type or you won’t block as many searches as you might intend to.
Do use the most appropriate negative match type for your ad group or campaign.
Negative keywords behave slightly differently than normal keywords. To begin with, Google’s default match type for negative keywords is a very strict exact match, so bear in mind that it will only block that exact search (not plurals or misspellings). It’s also important to bear in mind that plural negatives in any match type have to be added separately.
Negative exact match: Ads will be blocked when the negative keyword is exactly the same as the search term, eg. a negative exact match “blue chair” will only block searches for “blue chair” and will not block searches for “blue chairs”.
Negative phrase match: Ads will be blocked when the complete negative keyword appears, in order, in the search term. For example, a negative phrase match “blue chair” will block “small blue chair” but will not block searches for “blue small chair” (or “small blue chairs”).
Negative broad match: Ads will not show when the negative keyword appears, in any order, in the search term. For example, a negative broad match “blue chair” will block “blue small chair” but will not block searches for “small chair” (or “small blue chairs”).
3. Bidding Strategies
Don't bid as high as you would for keywords in a search campaign.
Do start with low bids for all products except ones that have sold well from other sources.
Unfortunately, many of the search terms that show your Google Shopping ads can be quite inaccurate until you add negative keywords, so it’s often a good idea to let new products get a low volume of low priced clicks (to give you a chance to optimise), before you go all in.
4. Separate your Campaigns by Profit Margins
Don’t group all your products into one campaign.
Do separate your campaigns by profit margins.
Separating products by profit margin means you can quickly calculate your exact profits from Pay Per Click by subtracting your click costs from your profitable revenue for each profit margin you have.
5. Your Impression Share
Don’t miss out on impressions from your most profitable products.
Do use Impression Share metrics to maximise results.
Analysing your impression share will give you a good idea of whether you’re missing out on impressions. This is very useful in a variety of situations.
For example, product A might produce very profitable sales but those sales might be limited because of a low bid, or product B might be selling large volumes but many be unprofitable and could become profitable with a lower bid. In either of these scenarios, knowing your impression share will make all the difference.
6. Get Actionable Statistics
Don’t spend too much money on clicks before getting actionable statistics.
Do focus on a smaller range of products most likely to sell first.
When faced with hundreds or thousands of products, focusing on a select few will mean that each product can get enough clicks to be optimisable. Alternatively, if you advertise all your products from the beginning, you may spend a small amount per product (totalling a large amount of money) and still not have enough statistics to take any optimisation actions.
We hope you found these tips helpful. Get in touch if you have any questions or take a look at our other articles.