Competing in Google Shopping is hard.
If you want to succeed as a retailer a successful strategy is essential, especially when you consider the fact that 56% of Google PPC budget is spent on shopping. That’s right: In the USA, Shopping is more popular than search.
To help you get the most out of Google Shopping, our friends at London-based digital marketing agency Clicteq have put together an infographic outlining some advanced techniques that advertisers can leverage to find success in the highly competitive world of eCommerce.
The 7 advanced strategies for Google Shopping success include:
- Segment campaigns based on intention
- Keep pricing competitive
- Test bids extensively
- Add keywords to product titles
- Segment by product ID
- Use dayparting
- Add RLSA to Shopping campaigns
With that, the infographic!
As the infographic suggests, Google Shopping can be a tangled web, a place where finding success (measured in ROI) is anything but easy.
Doing so starts with segmentation. By breaking products out based on their Item ID, you can take control of your search queries and product bid. Creating separate campaigns for different types of searchers means you can bid differently for branded vs non-branded terms, limiting wasted spend.
Google’s emphasis on pricing—particularly ensuring that your pricing is competitive relative to other advertisers—is a key component of success: if your goods are overpriced, conversions volume can decrease by over 60%. In a similar vein, bidding mechanics are hyper sensitive on Google Shopping compared to Google Search. A small change, even just a few cents, has the potential to double or half your revenue: talk about volatility.
The message from Google, at least when it comes to Shopping, is clear: if you want more, better impressions for a certain product, you need to strike the perfect balance between keyword implementation (using search queries in your product headlines is a great place to start) and bidding.
Doing so will pay dividends, especially when you consider that on Google Shopping conversion rates change hourly: your bids should do the same. Advertisers who use historical data to adjust their bids on a daily or even hourly basis see an average increase in conversion volume of 11%. And it gets even better: by using RLSA to apply remarketing lists to your shopping ads you can expect to see significant increases in CTR and conversion rate for pre-qualified audiences.
This infographic was originally published on and re-posted here with permission from clicteq.com.
About the Author
Wesley Parker is Founder and CEO at Clicteq. He currently manages an AdWords portfolio across a range of different sectors. His writing is regularly featured in leading search publications such as Search Engine Journal, Search Engine Watch, and Econsultancy.
Source: Search Marketing