Optimizing Your Google Shopping Campaign – Part 4

Optimizing Your Google Shopping Campaign – Part 4

Optimize your Bidding

Raise Budget – Do this when your campaigns are profitable and are running out of your budget.

Raise Max. CPCs – Do this when you are not exhausting your daily budget and are losing out on impression share. You can start by trying this for your profitable products.

Bidding Strategies

Opt for manual bidding strategies when you want more control over your CPCs. Automated strategies let Google do the bidding for you.

The manual CPC option gives you the most control on your bids and you can use this when you are just starting out to try different bids to see what works best for you.

Maximize clicks is an automated strategy in which clicks might be geared more towards keywords that are cheaper in CPCs. They may or may not be your most profitable products.

Enhanced CPC is another automated strategy and is an extension of your manual CPC strategy, Here Google will raise your max CPC. bid if it thinks a click will get you a conversion.

With the Target Return on ad spend or ROAS bid strategy, you’ll set a conversion value that you would like to achieve for every pound you spend on your campaign.

Conclusion

As you can see, there are a lot of parameters that go hand in and hand and need careful monitoring and optimization for your Google Shopping campaigns to perform effectively and be profitable for your business. Try out different strategies based on your campaign goal till you find the one that works best for you. However, continue to optimize bids and monitor campaigns and change strategies as the need arises. The key is to not be complacent and look out for ways to optimize your campaigns for improved performance.

Optimizing Your Google Shopping Campaign – Part 3

Campaign Structure

Campaign structure plays a key role in the effectiveness of your Google Shopping campaign performance. There are 2 fairly common campaign structures that most advertisers experiment with.

A Single “All Products” Campaign

This is a simple structure with only one ad group and one product group targeting all your products.

Use this if you want to advertise most of your products and are just starting out with Google Shopping. This can help you understand how shopping works and what works for you.

Once you are familiar with this type of campaign you can experiment with other campaign structures.

One Campaign Many Adgroups

This campaign is based on your website structure and the ad groups are created based on the different product categories you would like to focus on.

Within each ad group, you can further subdivide product groups.

You can adjust your bids at a Category, Brand, Item ID, condition,  product type, channel exclusivity or custom label level.

Other Campaign Structures

Multiple campaigns – This works similar to one campaign, many ad groups. However, here you can filter out the category of products that you wish to advertise at the campaign settings level. This campaign structure also allows you to split your budget, so that you can have a higher budget for campaigns that target your bestsellers or most valued products.

Optimizing Your Google Shopping Campaign – Part 2

Negative Keywords

This is a very critical part of optimizing your Shopping Campaigns and begins with you having a closer look at the search terms that are triggering your google shopping ads.  The search terms report shows you what keywords people searched for before they clicked on your product listing ad (PLA)

Sort the list based on cost and filter out queries that are not relevant to your business but are still costing you monies. Add these to the negative keyword list.

Next sort by impressions and again filter our irrelevant search queries that are triggering your ads and add these to the negative keyword list.

Next, have a look at the search terms that have a competitor’s name, if these are not profitable to you filter these out as well.

Lastly, look at generic keywords related to the products you sell, if these do not get you conversions or have poor click-through rates, it would be a good idea to add them to the negative keyword list as well.

Negative Keyword Google Shopping

Optimizing Your Google Shopping Campaign – Part 1

Google Shopping is a wonderful tool for merchants to sell their products and in many ways can be compared with SEO.

The same principles apply and the process is similar behind creating product titles.

With Google Shopping Campaigns, however, you don’t have the opportunity to choose what keywords your ads should use since Google will automatically match the titles in your Google Shopping feed with searches in Google and your ads will appear when appropriate.

Besides, Google will also look at your overall google shopping feed quality to determine when your ads should show by just matching search queries with your product titles.

Optimize Your Google Shopping Data Feed

Google loves frequently updated information and also you need your products to be accurate.

So each time there’s some change regarding your products like price, shipping or on the product description, update your data feed.

Equally as important is running a test data feed, which submits your information to the Google Merchant Center for troubleshooting prior to including products in the search listings.

Using Google Shopping isn’t necessarily difficult and if you’re selling products online you should be taking advantage of every opportunity to drive qualified traffic back to your product pages through the program. Some of the key product attributes you should be optimising in your feed.

Product Titles

You don’t have to use the same product title that you use on your website in your Google shopping data feed.

Retailers generally tend to go with short product titles on the website, typically 40 to 50 characters in length. Whilst this may be suitable for the website, you are losing out on valuable clicks by not making use of the Google shopping title length of 150 characters. The more information you add to the product title including keywords, the better it is for conversions and impressions.

Adding commercial intent adjectives like promotion or offer can be a way to ensure you get impressions from these very highly sought-after searches.

And this is true especially for product categories where the price means a lot and you can compete on the price, it will be efficient to include these words.

Product Descriptions

Although Google allows up to 5000 characters for product descriptions, no one is going to have the patience to read through all of that in your product listing ad. The ideal limit that most retailers look at is around 500 to 1000 character descriptions.

As mentioned earlier in this article, Google shopping can be optimized similarly to how you would SEO a website. So look at product descriptions as meta descriptions and follow similar principles while optimizing these. Again, using the right keywords is the key.

Images

Some key factors while optimizing your images for Google Shopping Ads

  • Use high-quality images
  • Do not use stock photos
  • Make sure the photo highlights your product’s best attributes and the lighting is great
  • Add Image Alt tags and Titles

Contact Us today for help promoting your Google Shopping Campaign and marketing.

The Purpose of Using Relevant Keywords

SEO Keywords

Keywords can be anything from one word to short phrases that describe whatever the topic of the website or the website page is.  It is good to customize the keywords for each page because every page does not contain the same content.  A keyword is what you enter into the search engine before hitting enter and seeing what it pulls up.

So when someone enters “little girls ballet shoes” the search engines will return a list of web pages that are relevant to the keywords you entered.  If your website uses the exact phrase the user searched for as a keyword, part or of the phrase (“ballet shoes”) or a related phrases (e.g. “girls shoes,” “Adidas” or “ballet flats”) Google is more likely to show the user your website.

Only 2% of the total traffic to your website is from clicking on paid advertisements, even though you will always find the paid ads at the top of each search page results.  Using keywords is not only more effective than ads, but it is also more cost effective.

Contact Optimize 4 Your Seo today to ask how we can help your business rank with optimized keywords in Google or any other organic search.

Training Questions FAQ

Optimize 4 You SEO is dedicated to answering your questions regarding any of the training services we provide. From time to time we find the same questions being asked, so, we have put together an FAQ to help you decide which training package is best for you and your team.

Are your courses suitable for sole traders/freelancers?

Of course, our training has been enjoyed by sole traders, small businesses with a small team of three, NGO’s and large corporations. Our content is delivered in a way that is relevant to all delegates, including case studies and live exercises to help you understand the essential takeaways of the course.

Are you able to send me an invoice instead of booking online?

Sure, you don’t have to book online if you wish to book more than one member of your team onto one of our open courses, we can simply invoice you for the course and take care of all the booking administration for you.

Can you train my team at our offices and make the content industry specific?

We can deliver any of our courses in-house, popular ones include our Digital and Social Masterclasses, however, if you need a more interactive, hands-on workshop session, perhaps an audit on your current social media platforms, Google Analytics training, or a fresh new marketing strategy built for you with your objectives incorporated into the session, we can do this too. SocialB can deliver the training at a time and date that works around your diary and we even travel overseas!

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Optimize 4 You Seo offers one on one consultancy, this can either be a training package on its own or as a post-course consultancy package. Our rates are very competitive, and you can block book sessions providing you with a cost-effective way of receiving digital marketing consultancy at a time and date that fits around your diary. The best part is we can offer this service via webinar, so you can learn on the train, at home or in-between meetings. Our trainers have a range of experience from all industries, so we can direct you to the best-suited trainer for your specific needs and goals, our training team are always dedicated to making sure you receive the most relevant service possible.

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Experiment Shows Up To 60% Of “Direct” Traffic Is Actually Organic Search

Everyone knows that browsers don’t always report where visitors came from when they arrive at a website. When they don’t report where they were in the Hypertext Transfer Protocol (HTTP) referrer header, often the traffic is considered “Direct” — which really means, “we have no clue where they came from, maybe they typed the URL in or hit a bookmark.”

There are legitimate reasons why browsers shouldn’t report where they have come from. The HTTP technical spec (RFC 2616) says when traversing from an HTTPS site to an HTTP site, a browser should not report where it was. And users can set privacy settings that instruct their browsers never to report this at all.

In testing with default browser settings, we’ve found differences based on whether you perform a search at Google directly vs. in a browser’s search box, or based up which version of an operating system you are running. Getting a referrer is unreliable, which means organic traffic measurements are unreliable.

But all this has been known for some time. What hasn’t been known — and what is the bane of all SEOs fighting for budget — is that we know some percent of Direct is really Organic, but we don’t know how much. Until now.

This Article is courtesy of  https://searchengineland.com/60-direct-traffic-actually-seo-195415

Tumblr and SEO

Tumblr is like an additional blog that you can post links to your on-site blog,  articles, images, videos and more.  The purpose is to
expand your SEO reach and bring back links to your site.

Here are some of the ways it can help your SEO posted by Mark Scott  on social media today:

1.  It allows you to easily customize your domain

2. Lets you define custom urls for individual posts

3. Provides “do-follow” links in all posts

4. You can have custom HTML posts

5. Allows you to optimize Alt and Title Attributes

6. You can optimize posts with Keywords

7. Allows you to promote yourself and improves visability with reblog option.

8. Drives traffic towards your tumblr posts

9. Helps discover great content even without any followers

10. Benefits of both Facebook and WordPress

Let us know if you want to know more details about Tumblr SEO or any other SEO service,  call us at 760-443-1609 and we can talk more about this and possibly schedule a training as needed.