Over the past decade that I’ve been managing Shopping campaigns, a lot has changed in how they function and how they’re managed. But some things never change. These are just a few of the areas that many marketers miss, but can really impact your campaigns’ performance and success.
Not prioritizing top products
There are many ways to segment your campaigns and ad groups to ensure higher focus on your top-performing products, whether you’re using Performance Max or standard shopping campaigns. Prioritizing your top products helps you gain more visibility for products that are most important to your business and will drive more sales for your budget.
Not optimizing product titles
As users are deciding which ad to click on, the product title is a big factor. It can confirm information the user is looking for, like the product brand or what the product is used for. By optimizing your title, you can significantly improve your CTR, which will result in more future impressions and opportunities for more traffic as Google sees that users like your ad.
Missing data in product feeds
There are a lot of options for data fields in shopping campaigns and not all are required. However, the more data you include about your products, the more opportunity they will have to serve in search results. As always, the more information you provide Google, the more it will learn the most relevant places to serve your ad. It’ll help reduce serving on irrelevant queries and get you in front of the right users more frequently.
If you’re looking for help optimizing your shopping campaign performance, contact us for more information on how we can help you drive more efficient traffic and improve your return on investment!