Getting the Most Out of Google Shopping with AdWords bidding strategies

Our online shopping methods have evolved. We are no longer solely using desktops at home, but we’re now using multiple devices to research, compare, and analyze products before acquiring them.

 

Google Shopping was created to bridge the gap between consumers searching for the best products, and store owners who have the right inventories.

 

From an AdWords PPC expert perspective, what are the ways to ensure your Shopping campaigns are working well?

 

Google Merchant

Your product feed must be correctly set up. Google has rigid product data specifications, and any failure to keep to it can lead to disapprovals (which take days to reverse).

 

Information such as product titles, descriptions, prices, and other identifiers must be there from the start. Go through Google’s guide here and get it right from the start.

 

Campaign Structure

Clients are often overwhelmed when seeing their products uploaded on AdWords. The inventory is not organized in a way that resembles traditional campaigns. Consider how to optimize AdWords campaigns and segment your products into groups. One recommended way is by the value of the products. If a group of products is more expensive then you can set aside higher CPC bids for that group.

 

AdWords Bidding Strategies

Shopping campaigns are data-heavy and eCommerce marketing automation can help with the heavy lifting. There are AdWords bidding strategies that offer elementary functions such as smart bidding. You set the ROI goal and Google will work towards it. However, AdWords PPC experts and professional automation such as Okiano specializes in optimizing structures, bids, and product exposure for shopping and do get better results.  

 

Device Modifiers

Many consumers commence their mobile searches whilst in retail stores. Therefore cross-device conversion tracking is advised. Once you know what percentage of conversions are completed on multiple devices, then you can calculate the value of each device, and decide what bid should be placed on that device.

 

Conclusion

Shopping campaigns are daunting because their structures, bids, and management are unlike traditional campaigns. Therefore, either start on a small scale by testing structures and bids or consider using AdWords management services that know how to optimize AdWords campaigns and running these campaigns for you.

 

Related readings

The Ultimate Guide to Google Shopping in 2019

Google Adwords 101

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