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.

January marks the start of New Year resolutions in work life and at home. There are many PPC trends earmarked for 2020, however, before you go overboard with your ad spend, it’s important to consider your budget and what will work for you.

Place forecasting at the fore

By making educated predictions about your performance in the upcoming year, you can make better informed decisions on where to spend your PPC pounds. Planning ahead is important if you are to maximise your budget each year. Google Keyword Planner provides traffic estimates, whilst monitoring the PPC news can prepare you for any expected market changes.

Set your budget based on data

It can be tricky knowing how much you need for a PPC budget, so first things first, you need to know the value per lead, the number of leads you will need to obtain through PPC and your affordability.

Monitor performance on a weekly basis

Projections sheets allow you to analyse where you are up to with your performance targets – such as spend, clicks, conversions and CPA – week-by-week and month-by-month. They can help you to predict how the current month will end performance-wise so you can make any quick budget changes.

Choose the budget types that are best for your account

Every PPC platform has its own budget set-up, so make sure you are choosing the right settings for your business goals. You should check this every year to maximise campaign success.

Use the Google Ads Traffic Estimator

A quick and easy way to estimate how many more clicks you could expect to get (and the cost) if you increased your budget, is by using the Google Ads Traffic Estimator. These budget estimations can help you to decide whether or not it would be worthwhile spending more money.

Assign your budget according to keyword type

The lead funnel will provide you with the insight needed to know which keywords are worth spending more of your budget on. Keywords for customers at the purchase stage, at the bottom of the funnel, should be allocated more of your overall PPC budget than high-funnel and branded keywords.

Don’t expect overnight results

Although PPC can produce results quicker than other digital marketing platforms, new campaigns require a period of testing, learning and optimising before profits can be made. Therefore, make sure you set a budget that you can afford and that is suited to your business needs.

Remember to be flexible with your budget in order to chop and change your strategy throughout the year.