Last Updated on July 26, 2022
If you’re selling products on eBay or other online marketplaces, you can promote them in your Shopping Ads campaign. Here’s how to do it: Show them in an eye-catching, visual format. Use bid adjustments to increase your CPCs. Optimise your campaign structure to get the most out of Shopping Ads. Here are a few more tips to help you make the most of Shopping Ads.
Adjust your CPCs with bid adjustments
If you want to grow your sales, you should adjust your CPCs with bid adjustments for shopping advertisements. AdWords offers two types of bid adjustments: automatic and manual. To maximize your advertising ROI, you should adjust your bids for each location based on the cost of that traffic. Besides, bid adjustments affect your conversion rates. So, when you want to improve your conversion rates, increase your bids for the country where your target customers are based.
AdWords has many types of bid adjustments that allow you to increase or decrease your bid depending on your target audience. These adjustments are made on a campaign level and don’t affect your daily budget. However, they can affect your campaign and ad groups independently. Therefore, it is important to use them wisely. However, you shouldn’t use more than one adjustment at the same time.
You can also adjust your bids manually using Google’s bid adjustment feature. Google recommends using the smart bidding feature to optimize your ads. With this feature, you can increase your maximum bid by up to 30% based on past conversion rates. Moreover, it will attempt to average your bids at the max cost per click. However, it is not recommended to use this option for competitive searches.
You can use Google Ads’ Advanced Bid Adjustments tab to target pages that have a higher rate of engagement. These pages get more traffic, impressions, and engagement. By targeting these pages, you can increase your advertising frequency and reach. This will ensure your ads appear on top-performing pages. You can choose your ad placement and target pages based on the type of product you sell.
Optimize your campaign structure
One of the most important steps in optimizing your Shopping campaigns is to choose the right structure for each of your ad groups. When setting up your campaigns, you can split them into several levels, allowing you to manage your bids on both the product level and the search query level. However, if you are new to Google Shopping, you should avoid the maximum CPC structure for now. It is also not recommended to combine winning products from different campaigns.
A good example is Glossier Play. This campaign is separated by sub-brand, country, and brand terms. For this campaign, you can add negative keywords to exclude those terms. Once you have the negative keywords set, you can run your campaign in tiers. This way, you can choose which products to target. By defining each tier, you can focus your advertising efforts on products that are relevant to your brand.
Product feeds can help you optimize your Shopping ads campaigns by using custom labels. These labels make it easier to sort items by gender, price range, and category. You can also use product groups to separate products by type, gender, and price point. These categories can help your ads to show up in relevant locations during peak shopping hours. However, paid ads require more planning and are not 100% guaranteed. Therefore, it is not recommended for everyone.
You can separate shopping campaigns based on inventory levels by brand, category, or product type. You can even create a custom label to limit the campaign to products that are bestsellers. Having multiple campaigns also allows you to set specific budgets for each product. One problem with single-ad-group campaigns is that they make it hard to control the budget. If you have too many products, you might as well make them into several ad groups.
Aside from product-related factors, product titles also influence your shopping ads campaign. Make sure your product titles are informative and long enough to capture the buyer’s attention. Vague product titles can confuse them and fail to attract clicks. So, make sure you choose a product-specific product title. If the title is too vague, your campaign may not show up at all in the top searches. In addition to optimizing the campaign structure, you can also use negative keyword lists and ad priority settings to maximize the chances of getting a sale.
About The Author
Mindy Vu is a part time shoe model and professional mum. She loves to cook and has been proclaimed the best cook in the world by her friends and family. She adores her pet dog Twinkie, and is happily married to her books.