Google Shopping campaigns have the power to help scale businesses super fast. But, that’s only if you can get the ROI where it needs to be.
If you’re looking for a few tactics to help boost the ROI for your shopping campaigns then you’re absolutely in the right place. Keep reading!
#1 Stop wastage with a high priority, Low Bid campaign
One of the best things you can do for your AdWords account is to stop wasted ad spend. With shopping campaigns this is usually done through negative keywords and reducing bids on product groups that aren’t performing well. But there’s a much more efficient way…
Create a high priority campaign and split this by item ID, including all the products that simply aren’t working for you. This might be because they have no return, have a low price point, aren’t competitive on price or because you simply can’t use negative keywords to filter out all the irrelevant searches the product triggers. These products will be wasting your precious budget and killing your ROI.
Pop all of these items on a really low bid, I normally start with 5p. Chances are, you’ll get some cheeky impressions even at 5p and occasionally you’ll bring in a sale or two. Once you get to that point, exclude the product but make sure that it’s still on a relatively low bid in your other campaigns until it proves its worth.
Straight away you should see an increase to your overall ROAS (return on ad spend).
#2 Let Your Top Products Shine With a Best Sellers Campaign
Having a high priority campaign for best selling products is a no brainer. You want to regularly evaluate your best selling products, either by return or revenue, and pop them into their own campaign. This will help you make sure you’re getting as many impressions as you can for these products.
There’s a couple of ways things go wrong here though. One is that I often see people setting up a best sellers campaign and then just let it go. You can’t just optimise the products you have in this campaign, you’ve got to be refreshing these products on a regular basis. Yes, you’ll find a couple that always stay in there, but you’ll also find a few products that need to drop out as well as discover some new best sellers from your catch all or other campaigns.
Put a line on your account development plan reminding you to refresh products every 4-8 weeks, depending on volume.
Another way people go wrong with this is by not considering what Google Analytics has to say. Take a look at the Product Performance report in the E-commerce section of Google Analytics. Are there any products in here that you could pop into your campaign? Maybe there’s a top selling product not getting any airtime because it’s in a product group with a low bid.
Google Analytics is your friend, so treat it like one and spend time with it regularly.
#3 Give Your Existing Audience Priority With RLSA Campaigns
This one is massively important for accounts with lower budgets. If you have any shopping campaigns that are limited by budget and you don’t have the funds to spend more, create an RLSA version of the campaign. When you’re limited by budget, you’re not appearing for all searches that happen over the course of the day. Imagine missing out on showing ads to people who have already visited your site or bought from you before. Not good.
Once you’ve created your RLSA campaign, remember to exclude the audiences you use from the original campaign by adding them in and putting the max negative bid adjustment on them (-90%). You can keep the two campaigns at the same priority level as the -90% bid adjustment should make the bids for the original campaign significantly lower than the RLSA bids.
Keep in mind that this is likely to reduce the ROI of your original campaign, though you should see an increase to the overall ROI for the two campaigns as you get a higher percentage of existing customers/visitors coming through.
#4 Make Your Life Easier With Merchant Center Rules
Oh, Google Merchant Center. Now we all have a love/hate relationship with GMC don’t we. But you know what, the new look and more to the point, the new rules, are ok in my books. Most people just use Merchant Centre to make sure the feed is working but rules are where it’s at.
The best thing you can do with rules is to make your life easier by categorising products for yourself. This is great if you don’t have budget for a feed management system and you’re using something like WooCommerce for your website. I have nothing against WooCommerce but when it comes to Google Shopping, the two just seem to fight more often than they need to!
With rules, you can do all sorts of things like pull colours from the title of products to populate the colour attribute, you can append the product title to include the brand name if it doesn’t already, or you can do the classic move of ‘identifier exists’ set to ‘no’.
You can also populate the custom labels to help with segmenting your shopping campaigns. For example:
- if title contains ‘red’ and ‘dress’ set custom label 0 to ‘Red Dresses’
- if size contains ‘medium’ and ‘title’ contains ‘shorts’ set custom label 1 to ‘Medium Sized Shorts’
- if brand contains ‘apple’ and price is greater than ‘400’ set custom label 2 to ‘High Value Apple Products’
There are endless combinations. When you find similarities between products that are performing well, think about whether there’s a rule that could help you then segment these products into their own campaign. It’ll save you so much time not having to copy and paste all those item IDs individually.
If you want to go a step further when it comes to optimising your feed, I recommend using Shoptimised. After using it for just a couple of weeks and tweaking product titles for the top selling items, we saw a 50% increase to the amount of Shopping impressions received for one of our clients. It’s fantastic for refining feeds without the need for a developer or even website access! 🙌 Go take a look.
#5 Maintenance, Maintenance, Maintenance
Maintenance tasks aren’t always the most fun but there’s nothing like a few bid adjustments and some negative keywords to improve performance. If you don’t have an account development plan that outlines all the maintenance tasks that should be done and when, it’s time to create one. Or you can use our account development plan template.
Tasks that should be getting done regularly for Google Shopping campaigns include:
- Product/Product Group
- Ad Schedule
- Shared Lists
Expansion & Segmentation
- Splitting out Product Groups
- Expanding high performing Product Groups into their own campaigns
- Best Sellers campaign
- Low Bids campaign
If you regularly stay on top of all these tasks you should see steady improvements to your ROI, month on month.
I hope you’ve found a gem or two in this post to help you improve the ROI for your Google Shopping campaigns. If you have, why not be an awesome human being and share this post? 😊
Thanks for reading!