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Google Shopping has become imperative to e-commerce strategies today. Considering this has become the first point of call for the vast majority of customers, if you are not on Google Shopping, you are going to be missing out on many opportunities for sales online. Nevertheless, it is not only about being on Google Shopping; you need to use this platform effectively. 

To be a success on Google Shopping, the correct structure is required. It is a complex and competitive process. You need to make sure you rank for the correct things. This is why it makes sense to work with an agency. An experienced agency can manage your Google shopping campaign for you, giving you complete peace of mind.

One of the key things that an agency is going to work on is the structure of your campaign. Campaign structure gives you the ability to tailor your expenditure between collections of products, as well as optimizing your bid. 

Considering that, we are going to take a look at three of the main areas of your Google Shopping campaign structure you need to address. 

Segmentation of products into groups 

Structuring your Google Shopping campaign is one of the first steps you need to take. In a traditional search campaign, your structure is based on ad groups and keywords. However, with Google Shopping, you need to locate ad groups and product groups. However,  this does not mean that keywords and product groups are the same. 

You can carve your feed into smaller segments with a product group, which enables more granular optimization. One of the chief differences with Google Shopping is that you will target everything if you do not add any product groups. This is why product groups are vital. They make it possible for you to create a logical structure, which is simple to manage. You can easily optimize and exclude products.

Bid management

Next, we must look at bid management on Google Shopping. We advise using the 80/20 rule. This means that 80 percent of your budget goes to 20 percent of your product group.

Consequently, if you use cost to organize your product groups, the first few groups get the most significant part of your budget. 

The keyword optimization process is also critical. After all, this represents a significant part of your costs when you think about the fact you will be placing bids on keywords, and so you control when an advert is featured. This gives you the power to control your budget against genuine expenditure.

When using Google Shopping, you are not able to adjust bids or bid on a specific keyword, as there is a much more organic process. Nevertheless, it is known that if an advert creates a higher amount of traffic, the big will increase, and the search engine will do more to match your products to certain search terms. 

You also need to consider negative keywords, as this is another area where Google Shopping differs from conventional search campaigns. In conventional campaigns, negative keywords are used for searches that are not relevant, and you can add them to both campaign and ad group levels, making sure these keywords are not linked to your product adverts. 

Nevertheless, when using Google Shopping, every search is excluded that features a specified term within the keyword match types. This is why you need to act with extreme caution when utilizing negative keywords in your Shopping campaign.

Data management 

Last but not least, we have data management, which is imperative in effectively segmenting your items, and is consequently important in conversions too. You won’t be able to make improvements going forward if you do not use data now.

Moreover, you need to make sure that product data is managed effectively, as this is what Google utilizes on its platform.

So, if data is not managed properly, you will not feature highly on Google Shopping.

Important here is your Merchant Center. This is where your data will be stored and sent. You can also fuel your campaigns with the diagnostic and reporting features found here. This will help you to come across any issues or stumbling blocks that need to be rectified. 

You can also submit extra data that is not needed, as this will help to enhance the quality of your data. For example, some of the additional data you may want to submit could include gender, size, and other customer data. If you are able to manage all of this effectively and efficiently, it will help you to achieve success.

Photo by Solen Feyissa on Unsplash


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