Google Shopping has a lot to offer online businesses. Some optimization is needed, however, for the platform to be effective. If you want to take advantage of this opportunity for growth, read on to learn about structuring campaigns and making adjustments to your shopping feed. Google Shopping can be a boon to your eCommerce store if you can invest some time into getting it set up to maximize potential revenue.
The world’s shoppers are using mobile more and more. Over half off all Google Shopping clicks are from mobile devices. Just two years ago, mobile only accounted for about 20% of all clicks on the platform. It is due to this rapid increase in shopping click volume that Google Shopping ads are now filling the top half of the first page of Google’s search engine results on mobile devices. Organic rankings and text ads are no longer visible.
To make the most of your Google Shopping campaigns, you need to keep abreast of these mobile trends. If you are getting half of your hits from mobile shoppers, then you need to do all that you can to ensure the success of your mobile campaigns rather than leaving mobile conversions to chance. Because of the very high volume of mobile traffic that we are seeing in general, and the continuing upward trend over the past two years, mobile is the future.
It is necessary for businesses to have the opportunity to create both a mobile and a desktop strategy, possibly with a focus on mobile campaigns. This thrust will require that you tweak the default settings in Google Shopping. The recommended settings are not going to get you anywhere near the level of profits that you could be raking in if you were to customize your campaigns.
Separate Mobile Campaigns
Because mobile shopping covered such a small margin until the massive surge between 2015 and 2016, most businesses did not bother to use the mobile targeting options that were available. Now, however, ignoring this market would be a grave error in judgment. Fortunately, AdWords is undergoing an overhaul. At first, there was no way to set Google Shopping campaigns to target different device types. Businesses could still tweak settings specifically for mobile to adjust bids and fine-tune ad settings, but the options are limited. Upcoming changes due to launch this year will make mobile targeting for each campaign even better with specific settings for desktop, tablets, and mobiles.
Mobile campaigns used to consist of dummy bids based on the desktop campaigns, which were simply a certain percentage of the desktop bids. This was the only way that the platform would be able to distinguish between which click were for desktop and for mobile. Google Shopping will soon allow businesses to create completely separate campaigns that give business owners complete control over all aspects of a campaign.
For advertising strategies that warrant separate campaigns to properly target desktop versus mobile users, this is great news. Business owners should be aware, however, that not all businesses need to make the additional investment to manage completely separate mobile and desktop strategies. The option is there, however, to use when a business sees a significant increase in mobile traffic.
The way that you structure your campaigns is going to have a big impact on how they perform. Take advantage of the different options that you have on Google Shopping to optimize your audience targeting, bids and feed. This way, you will be able to spend less and get better results faster.
Geographic and Demographic Targeting
A few tweaks for geographic and demographic targeting can refine your campaigns to make sure that your ad investment is well spent. The early stages of your campaigns are the research phase, when you should be gathering a lot of data so you can use it to make good decisions regarding your campaigns.
The Google Shopping default location is the entire United States. While this may seem like a good way to reach a wider audience, it is impractical. Businesses will usually get much more hits from certain states as compared to others. Targeting the whole country does not make good business sense. By learning which areas are bringing in the highest conversions, you can refine your geographic targeting and see an immediate increase in your ROI.
Demographic targeting options are not available by default on Google Shopping, so business owners will have to manually turn them on. To test the waters, you can add target groups to a campaign without setting bids and allow them to collect information before you begin spending on ads. You can also take advantage of demographic targeting to see even more data on who is showing interest in a product and who is buying it. You can also check socio-economic levels to see which areas have the extra income that makes shoppers more likely to seriously consider purchasing your products.
Without custom labels, you will not be able to segment your ads to target different groups for specific products. Once you have collected a significant amount of information on your ideal audience, you will want to streamline your campaigns. You can save a lot of ad capital and put it to better use by serving ads for different products only to those who are most likely to be interested in and able to make a purchase. An additional advantage of custom labels is the ability to make separate bids for different products depending on which ones are the better sellers, which ones bring in higher profits for your business, which ones are currently available, on sale, and so on.
The way that a product is displayed is just as important to your potential profits as the quality of the product itself. Online shopping is highly competitive because of the much wider range of products available as compare to brick and mortar stores. You need to make sure that your shopping feed is the best that it can be to make your products stand out.
The attention span of the average customer today is shorter than ever before. Most people will give a single product a few short seconds before passing it over. You may still be able to sell some product without optimizing your feed, but you will lose out on a lot of sales. If you are able to capture the attention of today’s ultra-impatient shopper, you may be able to improve your sales by as much as 300%. Learn how to show shoppers what they want to see and deliver it in a format that takes as little time as possible to absorb. Then you can win them over and maximize the resources that you have put into Google Shopping.
It today’s market, good enough is never good enough. Businesses have to put in everything that they have to be able to stay afloat and have a chance to grow. Your potential customers are not looking for something that is good enough. You have to offer them something extraordinary. Anything less is a huge waste of time and ad capital.