Every online shop wants to sell more and make more money while trying to keep costs down. The Google Shopping Feed has proven to be a great way for e-commerce shops to promote their products, however, like in most things in life, if you don’t apply best practice, you will end up overspending and your results won’t be what you hoped for.
Here are some tips to optimise your Google Shopping Feed:
- Do campaign segmentation. Some people search very specifically and some generically. In this case it could boost your campaign to segment your campaign to cater for both, but ensure you bid higher for the best performing queries. To put this in practice, consider the following example:
Specific Search: Spalding Official NBA Game Ball 2019
Generic Search: Indoor Basketball
- Pay attention to Product Titles. Like with normal SEO practices, it’s important to use keywords. Product titles that have keywords will give you more impressions. Be descriptive but not overbearing.
- Be competitively priced. No masters degree in marketing required here. If your product is well priced, you will get more sales.
- Optimise your bidding by time of day and by day of the week. Different times will yield different results and it’s advisable to optimise your bidding accordingly. There are bidding scripts available to help you optimise your bidding.
- It’s of vital importance to test your bids just like you test your site. Whenever there is bidding involved, one should keep your eye on the ball. It’s a very dynamic environment, and because there are so many nuances when it comes to the bidding process, you will find that what worked for you two hours ago has changed, and you need to adapt. Testing your bids should be second nature for the online shop manager.
- Ensure your profit margins make sense. When you bid, take care to ensure that the products with the desirable profit margins are being pushed, especially where bidding rates are becoming quite high.
Cassie van Wyk is the main author of this blog and has years of experience in the field of channel marketing and e-commerce respectively. He has a passion for writing and sharing knowledge, and does a lot of research in order to bring factual information to all the blog visitors. Feel free to reach out at any time!