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.

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

Make Sure Your Images are SEO Friendly

SEO Search Engine Optimization

If you are looking to increase your organic search traffic to your website, you need to be at the top of your SEO game. Although, people tend to overlook one very important tool, Google image search.  Image optimization is a crucial part of increasing your organic search traffic.

People using Google image search will often click on the image, which will take them back to your site where the image is hosted.  So how much potential does Google image search have to drive traffic to your website?  Some data suggests that having optimized images will result in more organic traffic through Google.

There are a few main steps to help ensure your images are fully optimized for the search engines.  Follow these steps and you will notice more clicks to your site through organic search.

Web Image OptimizationSteps for Image Optimization

  1. Choosing the Right Image.
    • Choose a Compelling, Relevant Image
    • Make Sure Your Images Are Properly Sourced
  2. Uploading the Image
    • Make Sure to Use Keywords in the Image Name
    • When You Name Images Use Hyphens, Not Underscores
    • Always Use Keywords In Your Alt Text
    • Make Sure To Pay Attention to the Image Size

If this is something that you do not want to do yourself, Optimize 4 You SEO has over 15+ years of experience in search engine optimization.

 

Why Hire a Social Media Marketing Company

Social Media Marketing San Diego

Social media isn’t just for tracking personal mile stones and having fun outside of work.  When you hear someone say they work in social media marketing you might wonder what that job entails.

Social media managing might seem like something anyone with a little extra free time could do, right? Wrong! Writing social media posts, managing social media pages and accounts, and creating social media ads is not as easy as it sounds.

Since social media is so prevalent and easily accessible now that it is a critical part of any marketing campaign.  It must be done correctly, you don’t want your social media presence to disappear because it is all too easy to post something that is all wrong for the current promotion or just wrong in general because of the timing of the post.

Social Media Marketing San DiegoEvery business should have a current social media presence.  Most potential customers are on various social media networks.  People don’t just search the internet for services they are looking for, they also search social media channels.  Most people prefer social media because it connects them directly with your business, one on one interaction is what most people are looking for.

We will help your company go to where the consumers and potential customers are online to help you expand your customer base.  Although, sometimes smaller companies and business owners can find it difficult to manage their company’s social media channels properly and run their business at the same time, that is where we come in and manage all social media.

While the exact duties may change based on industry and brand demands, the duties, tasks and responsibilities of a social media manager may include some or all of the following:

  • Set goals and plan out an extensive social media strategy
  • Develop brand awareness and build an online reputation
  • Monitor, manage and respond to online reviews
  • Curate, create, and publishing relevant, original, and high-quality content
  • Coordinate with any SEO strategies to help generate more inbound traffic
  • Design, create and manage promotions and social ad campaigns
  • Create and implement an editorial calendar to manage content
  • Promote any other blog or website content through social advertising, social posts, and more
  • Develop relevant content topics that speak to the company’s target audience
  • Participate in online advocacy efforts and look for cross-promotional opportunities
  • Build and expand community and/or influencer outreach efforts
  • Track and analyze key metrics and then tweak the strategy as needed
  • Monitor trends in social media tools, applications, channels, design and strategy, and implement the ones that are going to provide the most benefit
  • Continually educating yourself on the most effective methodologies so you can remain as effective as possible
  • Coordinate with others in the company to find the best new stories to tell
  • Develop relationships through social media platforms

Contact Us Today to Inquire about Social Media Management.