A checklist for Shopping campaigns In case you only have time to skim a few bullets today, here is a summary of the best practices we cover from our “Shape Up Your Shopping Campaigns” guide. Search engine marketers should consider these points to get the most out of their Shopping campaigns.
Create High-Quality Product Feeds and Keep Them Fresh Use relevant titles, descriptions and images to increase CTR but don’t keyword stuff. WHY? When key information comes first in well-designed titles, descriptions and images, your CTR is likely to go up. Forced repetition can also harm your placement. Keep your feed accurate and up-to-date. WHY? Inaccurate or incomplete feeds will be disapproved by Google because they create a bad experience for users. That means your ads won’t show.
Structure Your Shopping Campaigns as You Would a Storefront Focus on product lines, profit margins and best sellers. WHY? It will help you budget and bid effectively for your top products. Promote seasonal items with a separate campaign. WHY? You’re likely to sell more with targeted budgets and marketing messages. Use multiple campaigns and campaign priorities to promote your flash sales. WHY? You can support and prioritize time-sensitive sales campaigns without restructuring your entire core campaign.
Bid Based on Your Goals and Your Competition Use benchmark and impression share data to set your best bids. WHY? Some impressions are more valuable than others, so make sure your bids match the value of each. Bid and budget more when you anticipate peak seasons or shifts in demand. WHY? This will keep your bids competitive at periods of high traffic and opportunity.
Make it Easy for Mobile Shoppers Simplify shopping and checkout. WHY? Mobile users have smaller screens and shorter usage periods. Don’t forget about mobile tracking. WHY? Shoppers use many devices each day, and mobile can play a big role in conversions. Bid higher for shopping queries close to your store. WHY? People who do shopping searches near your store are more likely to convert there.
campaigns. Create High-Quality Product Feeds and Keep Them Fresh. Use relevant titles, descriptions and images to increase CTR but don't keyword stuff. WHY? When key information comes first in well-designed titles, descriptions and images, your. CTR is likely to go up. Forced repetition can also harm your placement.
Add all mobile-relevant extensions such as location, call, or app extensions to engage users on the go. And with mobile ads potentially showing just one description line, prioritize the most important information in the first line. Add a mobile bid m
Sort your product targets A â Z. â Copy/paste your performance report data into a spreadsheet .... you want to bid on differently. â Now, you can edit your bids by clicking on each, or do it in bulk in the next step .... Instead of editing your
dresses and pants into their own product groups. Each group is then subdivided further: tops, for instance, are subdivided into blouses and graphic Ts. ... CASE STUDY: Farfetch is a London-based fashion retailer that brings together hundreds of indep
Watch out for truncation. The number of characters in your Product Listing Ad will depend on the ad unit being shown (usually between 50-70 characters). Leave yourself a safety buffer by using less than 50 characters in your titles. Match your feed t
Don't miss out on relevant and converting traffic by cutting .... 2014. 7 Google/Ipsos, The New Multiscreen World Study and Google & Ipso Multi-Screen User ...
Before jumping into Google AdWords or Merchant Center, let's talk about your plan. Forecast your budget and set KPIs. Why: Total holiday traffic increased 60% YoY on Shopping in 2015, so plan ahead to keep your digital store open and capture increasi
with 80% coming from e-commerce, making them one of the best performing businesses under their parent, Otto Group. The company has more than 3,000 ... imize ROAS based on user signals, such as location, time of day, device type, and search query. Alo
Building a recognized fashion brand. Based in Hamburg, Germany, bonprix is a leading brand in fashion retail. Consum- ers turn to bonprix to find outstanding value for clothing, accessories, and home goods. Last year, bonprix Handelsgesellschaft mbH
Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. Get more conversions and sales when you showcase your products prominently to c
Optimizing campaign structure. Bid management strategy. Tracking and honing performance .... products target. Create a separate campaign for PLAs. This allows different settings, budgets and performance tracking .... Place higher bids on your best pe
Add a 200-pixel-wide by 250-pixel-tall photo that captures your community's spirit and makes a good impression. Add a clear and descriptive tagline to attract the right members. In the 'About' section, add additional information relevant to your comm
Why: Local inventory ads have the same conversion rates as mobile with the added benefit of sending customers to your ... To view a holiday planning guide for Search and Shopping or Shopping campaign best practices, check out our full collection of b
Get the latest tips and best practices in our Playbook app. Feature testing. How do you test optimization ideas? Smart feature releases. How do you release new features? Great onboarding. How can you make your onboarding faster & more seamless? Succe
Get the latest tips and best practices in our Playbook app. Feature testing. How do you test optimization ideas? Smart feature releases. How do you release new ...
That's it. Over time, performance metrics for your PLAs, such as impressions and clicks, will appear in your Shopping campaign. Best Practices: ⢠Optimize your data feed so you can subdivide and bid effectively. Revisit attributes that are used to
The hotel chain is going to cast a wide net and drive as many impressions as possible, while the florist is more likely to push for immediate conversions. They'll be running two distinct campaigns, and will need to measure results differently. Take t
âYouTube has helped us acquire uses with a higher LTV compared to other video networks. We were able to find quality users at scale and optimize for the actions that matter most to our business.â Pocket Gems uses. YouTube app install campaigns to
deserve all of the credit for their business. In reality, most ... Every business has different advertising goals. ... Reach customers earlier in the purchase cycle. â.
The answer is yes; Nike's website does hurt its retailers in many ways. Nike posts ecommerce revenue of $767 million in fiscal 2014 as the web accounts. for about 3% of all sales and remains a top development priority. When it comes to. annual ecomme
looked like.â â Wendy Yuan, marketing manager, US-Mattress. 'Extremely simple' transition. The shift to Shopping campaigns was âextremely simple,â Yuan adds. âThe setup made it easy to transition and categorize all of our products. ... www.
20% more mobile shoppers visited retailers sites from Google in January. 2016 than October 2015 across the UK. Savvy shoppers continued to shop for the best ...
