Improve Google Shopping Performance [4 Steps]

Are you not achieving your desired results with Google Shopping?

Following the checklist below doesn’t take much time and can drastically improve your Google Shopping performance.

Go through search terms report and add negative keywords 

Google Shopping isn’t driven based on the keywords you’re bidding on. It’s driven based on the title of your product, the description and the content on the product page.

Closely monitoring your search terms report can save a substantial amount of money be eliminating low quality search terms. Our agency strives to keep our clients above 85% in terms of quality search terms per campaign.

Below is an example of Search Terms for DermWarehouse, our in-house eCom brand. The campaign we focused on was a segmented shopping campaign for Defenage. You can see there were two search terms over the time period we analyzed that weren’t relevant to this brand. We added these irrelevant search terms as negative keywords so our ads never populate when someone types this in the future.

Implementing this simple tactic will save you money, lead to more quality searches and improve conversion rate percentage.

If you are unfamiliar how to access the Search Terms, click into your campaign, then click on “Search Terms” and then you will find the search terms report. Select the keywords you want to add as negative keywords and then select “Add as negative keyword.”

Adjust Mobile Bid Adjustment

65% of clicks on paid Google search results come from mobile devices. [source]

According to SalesCycle, mobile conversion rates are less than half that of desktop.

A common flaw is when the mobile bid isn’t properly adjusted within the Shopping campaign.

Sticking with the Defenage campaign for DermWarehouse, you can see that we are bidding down 50% on mobile. Why would we do this? Because we’re seeing a 9.31% conversion rate percentage on desktop versus a 1.36% on mobile. Our cost per conversion is 1/3 on desktop versus mobile so we’ve even bid up 10% on desktop.

Not sure how to adjust the mobile bid ? You can see within “Bid Adj.” there is the opportunity to bid up or bid down a certain percentage.

If you want more detail on mobile bid adjustment, I wrote an entire article on it [read more].

Segment By Price 

You don’t want to bid the same amount on a $30 product as you would a $150 product.

It wouldn’t make financial sense to bid $4 on a $30 product. If you have a conversion rate below 10% while bidding $4 on a $30 product, you’d be losing money. It would make sense though to bid $4 on a $150 product though.

If you don’t know how to create a custom label, this article from Google will help. This is an easy way to properly segment by price at scale.

Below you can see how many products are segmented based on various price points. This allows us to create unique shopping campaigns that are segmented by price while bidding accordingly for profitability.

Test Bidding Strategies 

Google allows you to set-up campaign with different bid strategies. There’s a Target ROAS, vs. Maximized Clicks vs. Manual CPC. Below is a quick overview of each:

  • Target ROAS:
    • Lets you bid based on a target return on ad spend (ROAS). This Google Ads Smart Bidding strategy helps you get more conversion value or revenue at the target return-on-ad-spend (ROAS) you set. [Source]
  • Maximized Clicks
    • An automated bid strategy that automatically sets your bids to help get as many clicks as possible within your budget. [Source]
  • Manual CPC
    • This is self explanatory. You can bid on each product manually with a separate bid.

With Target ROAS, you don’t have control of mobile bid adjustment. Google takes control and does its best to optimize the entire campaign to perform at your target benchmark. We’ve seen plenty of campaigns where target ROAS works masterfully. We’ve seen others where it’s flopped. Within Manual CPC, you have more control where you can bid differently on each product and adjust mobile bid adjustments. We recommend testing different bid strategies to see what works best with your shopping campaigns.

 

In Closing

There are hundreds of ways to optimize a Google Shopping campaign. We wanted to outline some quick hit items that could make a big difference for your overall performance.