If you’re an e-commerce advertiser, you’re likely running Shopping ads (and if not, drop everything you’re doing and set them up). Shopping ads are available on both Google and Bing and are a great way to get your products in front of consumers.
Here are some tips to boost the performance of your existing Shopping campaigns.
1. Don’t Have Only 1 Shopping Campaign
Segmentation is key to a successful account as it allows you to more easily see performance insights and make campaign optimizations. One of the main benefits is the ability to set different budgets for products.
For example, if you have products were the ROAS is 500% vs 90%, would you want to have the same budget for both? Probably not. Segmenting your Shopping campaigns will let you spend your money where it is most profitable.
The only exception to not having 1 Shopping campaign would be if you have just a handful of products you’re advertising.
Here are some common ways to segment your shopping campaigns:
- Product Category
- Sale Items
- Product Price
- Best Sellers
2. Create a “Catch-all” Campaign
In order to ensure full coverage of all of your inventory, I recommend creating what I call a catch-all campaign.
This is a campaign with one ad group that targets all products, set at a low priority level.
I set my other, more segmented Shopping campaigns to a medium or high priority. This way, search terms will match to those campaigns first, and anything not covered will match the catch-all campaign. Whether it’s because you’re still building out your Shopping campaign structure, or there are new products added to your inventory, having a catch-all campaign will make sure those products are eligible to show as Shopping ads.
3. Review Search Terms Reports Often
I like to review my Shopping search terms about 2x as much as the search campaigns. Because you aren’t specifically bidding on keywords, you have less control over what searches your ads will show for.
However, don’t just be on the lookout for negative keywords. Because there will be so many searches, this is a great way to find new keywords to add to your Search campaigns. Typically, I’ll add in anything that has converted or that is relevant and has 50+ impressions.
4. Use Search Keywords to Influence Your Shopping Feed
I’ve run into the same issue a few times while working with e-commerce clients over the years where many of their products aren’t getting a lot of impressions.
If you are in this situation, I recommend looking at your product feed data. Remember, the product data is what is used to determine which searches will trigger your ads. Sometimes, if the product data is too specific, it can limit the amount of exposure a product gets. To combat this, you can add in some of your higher volume keywords into the product data.
For example, I worked with a client who sold biking equipment. One of their most popular helmets wasn’t showing up a lot in the Shopping ads because the product data was too specific. We added in some more general terms like ‘mens biking helmet’ in both the product title and description to boost the number of impressions for this product.
5. Segment Brand vs. Non-Brand Traffic
If you want to get more advanced with your Shopping campaigns, you can work to segment brand vs. non-brand traffic.
You can find my step-by-step instructions on how to set this up, but I’ll give you the basic rundown of why you’d want to try this method.
I think most advertisers agree that branded search terms are of different value to you than non-brand search terms. By segmenting out Shopping campaigns into brand vs. non-brand, you can set different budgets for each so that non-brand terms aren’t eating up all the available spend. It will also allow you to bid differently on products when they are showing for brand or non-brand terms.
What are some additional tips you have for Shopping campaigns? Let us know in the comments below.