How to get the most from your PPC product feeds and campaigns

To improve the probability of your products showing up on Google, there are a few tasks you should be completing regularly. Let’s take a look…

Make ads relevant

Many people search for particular products online, so in your titles you should include relevant keywords that searchers will be likely to include. This includes the brand, colour and size of the product, as well as descriptive nouns and adjectives.

Test out different approaches to ads

To increase the performance of your ads, use A/B testing for your products. Test different titles and colours and analyse the results.

Manage errors

Setting and forgetting a product feed is a silly mistake to make. This is because in retail there are frequent price changes, new products and discontinued products – and if you don’t check and amend feeds, the Google Merchant Centre can disapprove your ads for Google Shopping. You should check your Google Merchant Centre daily for any errors that may appear.

Review converted search terms

It is common practice for PPC advertisers to look at converted search terms in their Google text ads for keyword ideas in their ongoing campaigns. The same can be done in Google Shopping, to analyse the words that people are using in searches, which are missing from your feed titles. These can then be used in A/B tests for product titles.

Add irrelevant search terms as negatives

Whilst analysing search terms for ideas for new product titles, highlight irrelevant ones and add them as negatives. This will block unwanted traffic and ensure that you aren’t spending money on terms that won’t convert.

Segment high-traffic product groups

By creating more granular segments for a high-traffic product group, you can identify the particular styles or items that are performing better or worse than the others in the product group. You can use this data to create more campaigns and bids.

Monitor traffic segment value

Increase your performance capability by evaluating your bid modifiers throughout the year and making changes according to shifts in traffic levels and performance.

Update custom labels

Custom labels should support your Google Shopping campaign and help you manage your current business priorities. Revisit you custom labels regularly to remove any that are no longer needed and add those that are. Useful label segmentations include clearance items, price buckets, margin buckets, dynamic performance-based labels and labels for easy data pulls on A/B tests.