product stream . Regularly keeping the feed updated to have an elaborate feed has unique benefits for retailers.
Without keywords, Google uses product titles and descriptions to match users' queries with product ads.
Because customers can only see the product, high resolution images and attributes, including color, size, shape and anything else you can provide are of utmost importance. It is best to fill in the optional attributes.
Google assigns a quality score to product feeds. For example, an optimized product feed can help reduce the cost per click and improve the conversion rate of Shopping campaigns.
Priorities of the campaign
Campaign Priorities help retailers structure their auction strategies for different products. Even though setting campaign priorities does not allow us to tell Google what product to show users, they allow us to decide which campaign we want Google to choose a product for.
A simple example to understand the priorities of the campaign is when we have an end of year sale. We are creating a new campaign for the products on sale. But we also know that these products are already in the campaigns we created earlier. Now, how do we make sure that Google chooses the products of the "sales campaign" rather than the ones we created earlier? By defining "sales campaign" on "high priority", we can guarantee that the products of this campaign will be disseminated to users.
Campaign and segmentation of advertising groups
The most important reason for segmenting buying campaigns is to make an appropriate bid based on the price of the products. There are different ways to separate products such as product category, product type, brand, status, availability, custom labels, and so on. When campaigns are segmented, the optimized product flow is also easy to create. Thus, impact on the conversion rate of Shopping campaigns.
Distributing products in ad groups allows you to get the most out of negative keywords to regulate your ads, bid modifiers, and other settings.
As we know, Shopping campaigns do not work with keywords. they work on products, their titles, their descriptions and Google's algorithms. This is why product feeds and campaign segmentation consistently top hacks to reduce CPC or increase the conversion rate of Shopping campaigns.
But negative keywords allow us to have a little more control over our product listings. By setting negative keywords at the ad group level, we can control search terms for which we do not want to show our ads.
The combination of negative keywords, the best possible product flow, and smart campaign segmentation should make your Shopping ads highly relevant. And a high relevance results in a consistent conversion rate of Shopping campaigns.
Number of product stars
Product evaluation embellishes advertisements. The use of the seller's rating extension with Shopping campaigns has proven useful for many vendors. Product announcements with more than fifty positive reviews are known to increase the conversion rate of Shopping campaigns by up to 5%.
Insights into your data
Most vital clues to improving the conversion rate of Shopping campaigns are directly on your dashboard. Choose the campaign you want to review and make sure to include all relevant columns (conversion rate, cost per conversion, category, type, etc.) in the data table. The data in this table will help you evaluate the performance of your campaigns.
Let's say that the number of impressions is low for our ads, but that the products are not specific to a niche. To increase the number of impressions, adjusting the titles of the products should do the trick. Low impressions mean that Google does not find your products relevant to user searches. It is also possible to increase bids if product titles are already optimized.
If the number of impressions is high, but the clicks are few, your ads probably show up to respond to user queries and intentions that do not match your product. Or, the images you use are not attractive to users. Or, your products are more expensive than those of competitors.
The competitive price is supposed to improve the quality score, and yes, the customers like it too!
High impressions, high clicks, and low conversions mean that your landing page needs to be improved.
The payment process can also be a reason for weak conversions for ecommerce companies.
Cross selling works for most sellers. However, there are things you want to do and things you do not want to do. The easiest way to cross sell is to have a list of your top selling products on each product page or category page where you redirect your users after clicking on the ad. Because customers often end up buying different products than what they wanted to buy.
This might not work for everyone, but hey, that's why we recommend A / B testing for Shopping campaigns!
Mobile Buyers and Cross-Device Buyers
I would not say it is for the pros, but yes, I recommend exploring this option only when you have followed all the previous recommendations.
Everyone is talking about the mobile environment first. This may seem very obvious, but the last suggestion is to have a mobile-optimized website, a mobile-specific payment process and a mobile-friendly shopping experience.
The use of mobile devices reaches its peak early in the morning and late at night, which means that people use the cell phone when waking up and the last thing when they sleep. Given these statistics only, does a website content with tiny font size, poorly fitting images and an exhausting payment process make a customer go through with the purchase? I would not personally enjoy such a site.
And this is not us (the retailers) who care about the customer experience. Google does it too, even better than us sometimes. In order to allow buyers to buy products anywhere and to ensure that retailers can better reach customers, they have launched purchase actions. The purchase actions are a step closer to improving the conversion rate of Shopping campaigns.
Remarketing is again an advanced strategy. But that should not prevent you from exploring. Remarketing allows us to reach previous visitors. The advantage of remarketing is that we do not need to introduce ourselves again. We can get to the point without talking too much. Remarketing campaigns are one of the safest investments to improve the conversion rate of Shopping campaigns.
And the end
I understand that all this is very difficult to understand. From data feed to remarketing, each of the steps mentioned above is essential and will help you improve your conversion rate for Shopping campaigns. You can do it manually or let us do it for you. Yes, you read it well. We can do it for you. AdNabu can structure your campaigns, optimize bids, propose the desired changes and also set up remarketing campaigns to move your shopping campaigns!