Four steps towards successful advertising on Google Shopping

We have already focused on Google Shopping ads, their benefits or quick and easy creation in our older blogs. If you’re interested in using this format, you’re definitely looking for ways to get the most out of it. We’ve outlined four steps for more successful advertising and higher conversions.

shopping campaign example

In order for your Shopping ad to be as successful as possible, it should meet the following four key prerequisites:

  • quality product feed;
  • the appropriate product name;
  • optimal bid;
  • monitoring and optimization.

In the following lines we will show you how to do that:

  1. Quality product feed

Shopping ads are made up from the product feed you provide to Google Merchant. The product feed contains product information (specifics) that your potential customers will see in your ad and decide whether or not to click on it. Therefore, the information must be specific, understandable, and up to date with what you offer on the site.

Some specifications are required for all products. Others are mandatory only for certain product types and some are optional. You can read about concrete specifics and their obligations directly on the Google Merchant Center Help

  1. Appropriate product name

Of the entire product feed, the product name is the most important. It stands in the position of keywords as we know them from classic text ads. It determines whether your products appear with the right search queries, and whether customers are willing to click on your ad.

We’ve prepared a guide so you can learn the best practices for formulating appropriate and engaging product names.

  1. Optimal bidding

Product bidding can be challenging. Higher bid does not automatically mean better result – offer a lot and destroy all efficiency, offer little and nothing will happen.

There are different strategies you can use to set your bids. We recommend using automated Smart Bidding. Just set your goal and daily budget, and machine learning ensures optimal bidding for your ads.

Learn all about Smart Bidding automated strategies in our older blog. 

Whether you choose to bid manually or let machine learning work, keep in mind that it may take several weeks for you (or machine learning) to collect enough performance data of your ads to analyze it and optimize bids.

  1. Monitoring and optimization

After a few weeks of running advertising, you’ll be able to track the results. You can monitor them through Google Ads or Google Analytics. With both services, you can control which data is important to you and what you need to track.

Monitoring should be done regularly because the environment in which you advertise is constantly changing. For example, new sellers are coming, product availability is changing, new models are created, old sellers are changing bids… All this affects your ad performance and the necessary settings. Monitor and optimize your settings based on your ad performance.

About the Author:

Marek Fule
Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.