Optimize Google Shopping Feed for Improved Ad Performance

Posted By: editor
Posted On: 01 Jul, 2021

In today’s digital world, more and more e-commerce brands are moving towards Google Shopping Ads since it facilitates brands with an opportunity to position products to the largest potential audience.

However, product feed shapes the way shopping ads behave and perform on Google platforms. As a result, to make ads successful, one needs to provide and maintain a high-quality product feed.

Here are some vital tips to help retailers create a powerful, well-optimized product feed and see beneficial results from the campaigns.

Tips to Optimize Google Shopping Feeds:

Create Better Titles:

The product title is one of the most crucial elements of the product feed. Optimizing it is important because both the consumer and the channel’s algorithm look at the (key) words in the title. Below are few ways to optimize titles:

  • Include important attributes at the front of the product title (like powerful brand names, gender, size, color, age, etc.)
  • Use the search term report to see converted queries and add those keywords in the titles.

Use High-Quality Product Images:

The element of shopping ads that immediately stands out is the images. Consequently, it is important to follow the below pointers while selecting images:

  • Use high-quality images with at least 800×800 dimensions and 10 MB size.
  • Use at least three different images of the same product with a seamless white background. Also, display the primary image with clickable thumbnails on the side.
  • Ensure not to use watermarks, logos, or promotional text. Remember to add proper titles and alt text to images using long-tail keywords that describe the product.

Match Product Data to Landing Pages:

Customers expect landing pages or websites to mirror product information on the shopping ad. Failing to do so would make customers frustrated enough to exit the page, creating a poor shopping experience. Hence, one should make sure that the below aspects related to the product are the same in both the product data and landing page.

  • Title and descriptions
  • Variant
  • Color (name)

Always Include the Most Accurate Data:

Since prices and quantities change every day, updating data feeds daily helps to keep data as accurate as possible and increase campaign performance. Below are some benefits of daily feed updates:

  • Avoids ad spend wastage since customers no longer will see out-of-stock products.
  • Facilitates price adjustments to be more competitive than other online shopping deals.

Create and Test Various Categories for a Product:

The product category is how Google categorizes products within Google shopping. Hence, it is important to arrange product type in such a way that it starts with a broad group and ends with a specific group and has at least 2-3 levels. For instance, instead of categorizing the product as “Apparel & Accessories > Clothing,” categorize it as “Apparel & Accessories > Clothing > Baby & Toddler Clothing > Baby & Toddler Socks & Tights.”

For some products, a category is quickly apparent. But for many, there can be multiple relevant options. In such cases, the best way to determine the right categories for the product is to A/B test.

Do not Advertise All the Products:

It is crucial not to include all the products in data feeds as some products eat up the marketing budget but do not get any conversions. Hence, one should

  • Avoid cheapest products if the gross margin on those products is less than the respective CPA.
  • Exclude unseasonal products as they do not fetch any conversions.
  • Cut on advertising products that always have a lower-cost alternative from the competition.

Make Use of Google Merchant Promotions:

Google promotions enable retailers to append special offers to their Shopping Ads. And these special offers help retailers to:

  • Distinguish themselves from other advertisers with related products.
  • Encourage potential clients to visit their sites.

One needs to use the promotion_id attribute in the product feed to accomplish this. Once the products on sale are mapped to the promotional attribute, the discount code will appear in shopping results. Ads with such promo codes have extremely high CTR and conversion rates.

Create Custom Labels:

Custom labels allow to better organize internal data for enhanced reporting, deeper insights, and increased segmentation capabilities. They help in analyzing campaign results and mapping out certain bidding strategies.

For instance, using price range as a custom label can help analyze ROAS by associating products from distinct categories with similar prices. Or one can use the same custom label as a bidding tactic by bidding aggressively on expensive items or items having higher profit margins.

Optimize Product Descriptions:

Google Shopping campaigns do not use keywords. Rather than using campaign keywords to bring up relevant products, Google searches the product details itself. If the details match the search, that product will be in the results. Hence it is crucial to write descriptions with targeted keywords as per the below rules:

  • Provide in-depth details about the product only (not the company, “free shipping,” etc.)
  • Use secondary keywords beyond the product title.
  • Use formatting such as line breaks, bolding, italics, and bullets to highlight keywords.

Conclusion:

Building an excellent product does not ensure its reception by online shoppers. Google Shopping Ads is no exception. It requires a well-optimized Google Shopping feed to capture the shopper’s attention. An optimized feed also improves ad performance, lowers the CPC, and generates more sales.

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