此文是蘭州品牌策劃公司關于設計公司如果推廣和營銷企業的分享，蘭州品牌策劃公司旨在想讓更多的設計公司提高設計業務能力！

注：配圖為UCI設計公司作品

蘭州品牌策劃公司轉發原文直譯：

在任何電子商務零售商的武器庫中，谷歌購物都是一個極其重要的工具。但是，如果你正在讀這篇文章，你可能已經知道了。

你可能也知道，谷歌購物廣告產生了超過85%的零售付費搜索點擊，并且它們通常產生400-1000%(或更高)的廣告支出回報(ROAS).

但是，如果你不知道如何建立和運行一個有利可圖的谷歌購物活動，這些統計數據都不重要。

好消息是，你來對地方了。在顛覆性廣告，我們已經幫助無數的電子商務企業——從初創公司到企業公司——通過谷歌購物取得了成功。

例如，我們最近幫助一家電子商務零售商將他們的羅阿斯提高了225%,總收入增加了近100萬美元……我們只用了幾個月的時間就做到了。

如果你想為自己的企業獲得這樣的結果，這篇文章就是為你準備的。

在這里，我們將討論你在谷歌購物中成功所需的一切（包括所有谷歌沒有告訴你的事情)。這需要做一些工作，但是如果你遵循了這篇文章中的建議，你應該很快就能讓谷歌購物為你服務了。

聽起來像個計劃嗎？我們開始吧！

注意，這篇博文更新于2019年5月15日，以反映谷歌廣告平臺的變化。盡情享受吧！

什么是谷歌購物？

以防你還不熟悉谷歌購物廣告，讓我們花點時間來談談什么是谷歌購物。簡而言之，谷歌購物就是你如何讓你的產品出現在谷歌搜索結果頁面上那些漂亮的產品廣告中。

例如，如果你在谷歌上搜索“風衣”，會出現以下內容：

正如你在上面看到的，谷歌顯示了3種不同類型的產品相關搜索結果：谷歌購物廣告、付費搜索文本廣告和有機搜索結果。

當您查看這些搜索結果時，您注意到的第一件事是什么？Lululemon廣告還是諾德斯特龍鏈接？大概不會。

如果你和大多數人一樣，圖片是你首先注意到的。在你意識到Lululemon文本廣告或諾德斯特龍的有機搜索結果在那里之前，你已經在瀏覽購買選項了。

這就是谷歌購物的力量。

當然，如果你在搜索引擎結果頁面上滾動瀏覽30種產品，卻找不到你想要的，你可以點擊"在谷歌上購買風衣",然后在谷歌購物上篩選所有可用選項：

然而，讓谷歌購物真正強大的是這樣一個事實，即在這些廣告中出現的產品或公司幾乎都不會出現在有機搜索結果的第一頁。如果沒有谷歌購物，這些產品永遠不會被潛在客戶看到。

最重要的是，谷歌購物將你的產品放在高意向、低漏斗搜索流量的前面，這些流量想要購買你賣的東西。

與大多數形式的廣告不同——比如展示廣告或社交媒體營銷——在谷歌上看到你廣告的人是在尋找你要賣的東西。當有人在谷歌上搜索“戰壕風衣"時，你不需要說服他們冬天來了，他們應該買一件時尚的外套——你只需要說服他們你的溝風衣是他們應該買的外套。

谷歌購物如何運作

理想情況下，你的產品會在所有相關的谷歌搜索中排名靠前，但是說實話，如果你不是一家大公司，搜索引擎優化對你不利。

但是……有了谷歌購物，你不需要有機排名就能出現在相關搜索中。谷歌讓你付費玩。

要讓你的產品出現在谷歌購物上，你需要與兩個平臺合作：谷歌廣告和谷歌商業中心。谷歌商業中心是你告訴谷歌你的產品的方式。谷歌廣告是你告訴谷歌你想如何營銷你的產品。

谷歌廣告拍賣流程

谷歌廣告是一個點擊付費(PPC)廣告平臺，這意味著你需要付費來增加網站和/或登陸頁面的流量。也就是說，在谷歌上做廣告并不像說"我想為每次點擊支付x "那么簡單。

不幸的是，你不是唯一想要谷歌用戶點擊的企業。為了確保你的廣告被看到，你必須出價高于競爭對手。

好消息是，在谷歌上做廣告并不意味著你會坐在拍賣行里聽約翰詹南德雷(谷歌的搜索主管)快速背誦產品搜索詞。

盡管想象起來很有趣，但谷歌拍賣過程比這要高效得多。

你上傳到谷歌商業中心的信息告訴谷歌你的產品應該出現在哪些類型的搜索中。在谷歌廣告中，你輸入你愿意為這些搜索之一的點擊支付的最高金額。

這個最大值就是你對這個關鍵詞的出價。

當有人搜索你的產品時，谷歌會比較所有符合條件的出價，并選擇誰在哪里排名。由于這整個過程是一個拍賣，你所要做的就是出價高于下一個最低的廣告客戶——你實際上不必每次有人點擊你的廣告時都支付最高出價！

使用谷歌商業中心

不幸的是，盡管谷歌的算法很好，但谷歌仍然無法讀取思想谷歌廣告。不知道你想賣什么（產品名稱、SKU、尺寸、顏色、描述等),也不知道是否有貨，也不知道你對某件商品的要價。你必須把信息"喂"給他們。

要向谷歌提供所有這些信息，你需要一個谷歌商業中心賬戶（你可以在這里注冊一個賬戶)。

使用您的商業中心帳戶，您可以上傳一個購物提要，其中包含您想要出售的所有產品的信息（可用性、價格、顏色等)。這告訴谷歌你的產品目錄里有什么，你的廣告里應該有什么信息。

如果有任何變化（例如，你的風衣用完了),你所要做的就是更新你的產品喂，并將其重新加載到你的谷歌商業中心賬戶。

很簡單，對吧？

設置你的商業中心賬戶是相當容易的（見上面的視頻簡單介紹),但是一旦你設置了你的商業中心并且上傳了你的購物喂，你需要連接你的谷歌商業中心到你的谷歌廣告賬戶（點擊這里注冊一個谷歌廣告賬戶)。

方法如下：

登錄您的谷歌廣告帳戶，查看右上角，找到您的10位谷歌廣告客戶身份證.

登錄你的谷歌商業中心賬戶，點擊右上角的3點下拉菜單，然后點擊"賬戶鏈接"點擊"鏈接帳戶"

輸入您的谷歌廣告客戶ID，然后點擊"鏈接"

當狀態變為"鏈接"時，您就可以開始了！點擊"創建購物活動"或返回到您的谷歌廣告標簽，開始建立您的活動。

將您的購物信息整合在一起

正如你可能想象的那樣，一個好的購物提要是任何成功的谷歌購物活動的關鍵。你的購物飼料告訴谷歌你的產品是什么，它們的價格是多少，在你的產品列表廣告中使用什么圖片和廣告文案，你的廣告應該出現在什么搜索中等等。

毫不奇怪，正確設置你的購物飼料是值得的。

因為你的谷歌購物活動的成敗取決于你的購物飼料與谷歌的溝通程度，谷歌在你的飼料中有很多你可以使用（或必須使用)的字段。

有各種各樣的購物訂閱源管理平臺（或者您甚至可以手動創建和管理您的購物訂閱源)可以處理您的訂閱源的技術管理，因此在本文中，我們將重點關注如何充分利用您的購物訂閱源。

我們不會一一介紹您可用的字段，但讓我們來看看您的提要中最重要的字段：

谷歌產品類別

正如我們之前提到的，谷歌購物活動不使用關鍵詞來定位你的廣告。他們使用產品類別。因此，正如你所想象的，在"谷歌產品類別"中輸入正確的類別非常重要。

您可以從谷歌產品分類列表中選擇您的產品類別。

你的類別越廣，你的產品就越有可能被搜索到，所以你可能會想為你的產品選擇一個非常廣泛的類別來最大化你的印象——但是不要這樣做！你的類別越廣，你得到的無關點擊和印象就越多。

不相關的點擊不會轉化為銷售，所以選擇一個廣泛的類別通常意味著你會浪費很多錢。

另一方面，你的類別越具體，你的流量就越相關。畢竟，如果你賣的是自行車運動衫，那么"運動服"或"自行車運動衫"這兩個類別更有可能帶來相關的點擊嗎？

"自行車球衣"是"運動服"的一個子類，所以選擇"自行車球衣"類別可能會導致較少的印象和點擊，但這些點擊更有可能轉化為購買。

標題

當人們在谷歌上進行相關搜索時，首先會看到你的標題：

正如你所想象的，你的標題對你的廣告點擊率有很大的影響，所以花些時間為你的提要設計一個好的標題策略是很重要的。

請記住，雖然谷歌允許你的標題最多150個字符，但谷歌只會顯示大約70個字符，所以一定要把你最重要的關鍵詞放在開頭！

此外，谷歌不贊成在你的標題中放置明顯的促銷文字("限量供應"、"免費送貨"等),所以你的標題內容應該集中在產品細節上，如材料、顏色或尺寸。

描述

描述字段包含您的潛在客戶可以閱讀的文本，以便更好地了解您的產品是什么和做什么：

在描述字段中，最多可以輸入5000個字符，但谷歌只會顯示一兩句話。所以，再次強調，確保你首先列出最重要的信息是很重要的。

在這里，促銷內容是一個禁忌，所以要把重點放在產品的特點和好處上，而不是從你這里購買的好處。

環

你猜怎么著？如果你打算在谷歌上投放廣告，你需要有一個可以點擊的地方！

然而，你不能把這些點擊指向任何地方。你的鏈接需要指向你的產品頁面，而不是你的主頁。你的鏈接也必須有"http://"部分的網址。

如果您有一個不同的手機用戶產品頁面，請將該鏈接放入"手機鏈接"字段。

圖像鏈接

您還需要在"圖像鏈接"字段中包含產品圖片的鏈接。此鏈接應指向高質量、800 x 800像素(或更大)的圖片，沒有徽標和額外文本：

如果你真的希望你的圖片成功，你的圖片需要引人注目。僅僅有一張漂亮的圖片是不夠的，你需要它來吸引潛在客戶的注意。

情況

條件字段只有3個選項（新的、舊的和翻新的),但它是必需的，所以請確保完成它。

有效性

可用性字段也是必填的，很容易填寫。你可以從現貨、脫銷和預購中挑選。然而，這個字段對于保持定期更新尤為重要。否則，你可能會有很多失望的顧客！

價格

啊，價格。這才是你真正關心的領域。你只需要給出你的售價和貨幣（例如，547.43美元)。只要確保你的貨幣與你做廣告的國家相匹配。

關于你的價格（以及條件和可用性)要記住的一件事是，你的購物提要中的信息需要與你的產品頁面上的信息相匹配。如果你不這樣做，谷歌會懲罰你的廣告，甚至阻止它們顯示。

所以，如果你頁面上的價格發生了變化，請確保你已經更新了購物信息！

全球貿易項目編號(GTINs)

谷歌使用全球貿易商品編號(GTINs)在購物結果頁面上對相同的產品進行分組。

GTINs是制造商發布的。以下是您最有可能看到的GTINs:

剛果愛國者聯盟——這是北美的主要GTIN

EAN/UCC—北美以外使用的主要GTIN

一月——日本的GTIN

國際標準書號——書籍的GTIN

有些產品會有一個以上的GTIN(例如，aUPC和一個EAN).在這種情況下，只需選擇一個GTIN用于該字段。

如果您的產品沒有GTIN，您將需要使用您的制造商部件號(MPN).

制造商零件號(MPN)

MPN是由部件制造商創建的。它們往往是非常具體的一個特定部分，但它們服務于相同的基本目的作為一個GTIN .

如果你不確定你的GTIN或MPN是什么，試著和你的供應商核實一下。如果你失敗了，你可以試試upcitemdborbarcodelookup .

標識符存在

當然，如果你賣的是定制商品或古董，你可能既沒有MPN也沒有GTIN .在這種情況下，將"標識符_存在"設置為“假的”.這樣，谷歌就不會在你的提要中尋找GTIN或MPN .

品牌

品牌字段讓谷歌知道產品是誰制造的。一般來說，這不應該是你的公司名稱（除非你恰好是你自己產品的制造商)。

例如，如果亞馬遜決定再次在谷歌上發布購物廣告，亞馬遜可能會將學術公司列為最新的哈利波特小說的品牌，但將其自己的企業名稱（亞馬遜)列為點燃火焰的品牌。

膚色、性別、年齡組、尺寸

如果你在銷售鞋子或服裝，顏色、性別、年齡組和尺碼字段都是必填的。當然，由于大多數在市場上購買衣服或鞋子的顧客都需要這些信息，如果這些字段不是必填字段，最好填寫。

身份證明

身份證明字段真的大部分是給自己參考的。這是你創建的一個唯一的號碼，允許你將你的谷歌數據與你的商店數據聯系起來，所以使用任何對你的業務有意義的系統(SKU，內部參考號等)。

創建谷歌購物活動

現在，如果你曾經玩過谷歌廣告，你可能對付費搜索文本廣告很熟悉。谷歌購物廣告（又名"產品列表廣告")有點不同。

與文本廣告不同，你不能告訴谷歌，"我希望我的廣告在有人使用這個特定關鍵字時顯示出來。"相反，谷歌決定你的產品列表廣告(解放軍)何時有資格顯示。

將谷歌購物活動和產品列表廣告放在一起非常簡單。如果您已經擁有一個有效的谷歌廣告帳戶，并且想要創建一個新的活動，請查看下面的視頻：

https://youtube.com/watch?v=Rti9sQkTwMg

以下是創建基本購物活動需要做的事情（更多詳情，請點擊此處):

打開你的谷歌廣告賬戶。

點擊"活動"標簽，然后點擊"活動"并選擇"購物"選項。

命名您的活動。

選擇與您的谷歌商戶中心賬戶相關的"商戶標識符"。

單擊"銷售國家/地區"旁邊的下拉菜單，選擇您想要為您的產品做廣告的國家/地區。如果你想更具體地了解你的位置或其他設置，你可以在設置部分進行調整。

在"默認出價"旁邊輸入你愿意為一次點擊支付的最高金額（別擔心，你稍后可以調整)。

在"預算"旁邊輸入您想要花費的總額。

點擊"保存并繼續"。

如果您以前從未創建過谷歌廣告活動，請點擊左側欄中的"活動",然后點擊藍色的""。此時，您將有多種活動類型可供選擇：

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在本文中，我們將堅持使用谷歌購物廣告，但如果你有興趣開展其他類型的活動，請查看以下鏈接：

搜索

顯示

錄像

通用應用程序

要開始創建您的第一個文本廣告活動，請單擊"購物"選項，讓我們開始吧！

第一步：選擇目標

每一個好的在線營銷計劃都是從一個目標開始的（或者兩個，或者三個……)。知道你想從你的活動中得到什么將指導你做出每一個谷歌購物的決定，這就是為什么谷歌廣告在你選擇了一個活動類型后要求你做的第一件事是選擇一個目標。

因為你正在創建一個谷歌購物活動，你的目標可能是賣東西，所以點擊"銷售"并繼續前進。

第二步。選擇你的目標位置

一旦你決定了你的廣告目標是什么，是時候建立你的活動了。

為您的活動選擇一個名稱和語言，然后選擇您希望您的廣告在世界上的哪個地方顯示。如果你的目標受眾真的是美國/加拿大或整個世界的所有人——電子商務企業通常都是如此——那就別管它了。

否則，我建議使用"輸入要定位或排除的位置"搜索欄：

在這里，谷歌廣告讓你能夠鎖定或排除某些地點，所以如果我們想鎖定除薩拉索塔以外的整個佛羅里達州，這是一個選項。

這一點很重要，因為許多公司瞄準了某個州、地區或國家的所有人，卻沒有意識到他們實際上并不想為該地區的點擊付費。例如，如果你想賣皮草鑰匙鏈，你可能不想在舊金山做廣告，因為在那里賣皮草是違法的。

是的，你可能會獲得點擊，但這些點擊不太可能轉化為銷售。因此，雖然對你的位置設置保持明智可能不是特別令人興奮，但它非常值得你花時間。

第三步。決定你的預算

通常，營銷人員和企業主會心血來潮或根據他們當時能承受的價格來選擇他們的谷歌購物預算。這是一個真正的恥辱，因為粗心的預算經常導致inef

fective campaigns…or a lot of wasted ad spend.

To avoid both of these problems, make sure you take the time to run the numbers and come up with a budget that allows you to maximize clicks without eating too far into your profit margin.

Once you’ve figured out a budget that makes sense for this campaign, divide it by 30 and enter the result as the average you want to spend each day in the “Budget” section. In a given month, Google Ads won’t spend more than 30 times more than your daily average, but it might spend more or less in a specific day.

If you want Google Ads to spend your budget as quickly as possible (you’re advertising morning coffee, for example), click “Delivery method” and switch to “Accelerated”. Otherwise, it’s time to select your bidding strategy!

Step 4. Select a Bidding Strategy

Bid management is actually a fairly complex process. But, for your first campaign, let’s stick with the basics.

When determining how much you should bid, you’ll want to consider:

The average CPC of your product(s). Different products will cost more than others due to volume and competition levels. Your budget. If you have a smaller budget and want to make it go further, consider bidding on lower cost keywords or making smaller bids. Your anticipated ROAS.?ROAS is one of the most important Google Shopping metrics, but it isn’t perfect. Obviously, your marketing spend can’t be greater than your profit margin, but if bidding more means you eat into your profit margins a bit and double your sales volume, you may want to opt for a lower ROAS.

Ultimately, the right bid will allow you to drive the maximum number of sales for the lowest cost-per-click. Finding that balance point can be tricky, but the results are worth it.

Step 5. Put Together Your PLAs

Unlike text ads, creating PLAs for Shopping Campaigns is easy. The shopping feed you uploaded to your Google Merchant Center account tells Google Ads everything it needs to know to create your ad.

To set up your PLAs, all you have to do is:

Click on your Shopping Campaign and click on the “Ad groups” tab. Click “+Ad group”. Name your ad group. Click “Save and continue”.

If you want to get into the more nitty-gritty of campaign structure, Google Ads offers a ton of customization options you can use to separate products into different groups with different bids, but we’ll get into some of those tactics later on.

Step 6. Set Up Conversion Tracking

Now, at this point, you could technically launch your Shopping Campaign. There’s just one problem. If you turn your campaigns on now, you’ll have no idea what’s working and what isn’t in your campaigns.

Sure, Google will tell you how many clicks your ads are getting, but you won’t really know if those clicks are turning into profitable sales.

To get at that information, you need to set up conversion tracking.

Essentially, conversion tracking allows you to link your Google Shopping clicks to the actual sales they produce. That way, you can accurately measure and optimize your return-on-ad-spend.

Setting Up Conversion Tracking in Google Ads

The good news is, it’s pretty easy to set up conversion tracking in Google Ads.

To get started, click the wrench icon in the upper lefthand corner of your screen, then click on “Conversions” under the “Measurements” menu.

This will bring you to the “Conversion actions” page. Click the blue button to add a new conversion.

Next, you’ll have the option to choose between 4 different types of conversion action:

Since the goal of your Google Shopping campaign is to drive sales on your website, click “Website”.

This will bring up the following options:

In the screenshot above, I’ve created a conversion for people who buy a trench coat. Let’s take a closer look at some of these settings:

Value

You can have Google Ads assign a specific dollar value to your conversions that you can track in the main Google Ads interface, which is very handy for ecommerce businesses.

Unfortunately, while this works great if you only sell?a handful of products, if you’re selling dozens-to-hundreds of products, you’re going to need to set up transaction-specific conversion tracking.

To do that, you’re going to need to tweak the conversion code Google As generates for you and customize it to pull sales data directly from your ecommerce shopping platform.

Discussing how to set this up for each shopping platform is beyond the scope of this article, but we’ve already covered this elsewhere on our blog.

So, to learn more about how to implement transaction-specific conversion tracking for your Shopping Campaigns, just click on the name of your shopping platform below:

Shopify Magento BigCommerce WooCommerce Volusion 3dcart Pinnacle Cart

Even if you’re customizing your tracking code, Google will still ask for a default number to include here. If you’ve set your transaction-specific tracking up right, this number shouldn’t matter, so I generally recommend setting it equal to 1.

Count

Here, we have the option to count every conversion separately or only allow one conversion per click. If you choose to track every conversion, that means if someone makes two purchases, those purchases will be counted as separate conversions—even though they were both from the same person.

Hypothetically, tracking every conversion can result in a conversion rate of over 100%–especially if you have separate conversion actions set up for different products.

Most of the time, tracking conversions separately can muddy up a couple of reporting metrics, but it usually provides better data overall.

Conversion Window

“Conversion window” refers to the maximum length of time between a click and a conversion that you want Google Ads to track.

Here, I’ve set this to 30 days, so if someone clicks on my ad and then comes back and converts 10 days later, it will show up as a conversion from that ad.

Since most ecommerce businesses have a relatively short purchasing cycle (people click your ads and either buy or don’t buy), many ecommerce businesses set this timeframe to a week or 30 days, but the “right” conversion window for you will be specific to your business.

View-Through Conversion Window

“View-through conversion window” is a kind of funny metric. Essentially, you use this setting to tell Google Ads how to measure the impact of an ad when it isn’t clicked.

For example, if someone searches for “trench coat” and sees my ad—but doesn’t click on it—and later that day clicks on a link to my site on Pinterest and makes a purchase, that conversion would show up as a “view-through conversion” for the ad they saw.

Include in “Conversions”

This is just a checkbox that tells Google Ads whether or not you want this action reported as a conversion in your reports.

Unless you?have an action outside of product sales (like viewing the shopping cart page) that you want to be able to track using a custom report, but don’t want to show up in your regular reports, leave this box unchecked.

Attribution Model

Sometimes, the path to conversion isn’t as simple as “they see my ad, click and convert”. For businesses with a multi-step marketing funnel, this option is a good way to measure the contribution of different steps in their funnel.

Ecommerce usually has a straightforward marketing funnel, though, so it’s usually best to stick with “Last click”.

Using Your Snippet

Once you hit “Create and continue”, Google will generate a couple of code snippets for you to add to your website.

The first snippet is a “Global site tag” you will need to add to your entire website (lean on your developer for help with this if you don’t manage the backend of your site). You’ll only need to add this to your site once.

Essentially, the global site tag will “cookie” the browser of anyone who visits your site, tracking how they interact with your site and adding them to a list you can use for retargeting ads (we’ll get into that later).

The second snippet is specific to the conversion action you just created. Typically, ecommerce sites add this code to their “thank you” page or order confirmation page.

Alternatively, you can add this code to a button on your site by switching from “Page load” to “Click”. This is useful if you want to report a conversion when someone clicks on an important button (for example, the “Buy Now” button) on your site.

Unlike the global site tag, you’ll need to add a new “Event snippet” to any relevant pages or buttons every time you create a new conversion action.

By the way, if you happen to be using Google Analytics on your website (and you should be), you can use Google Tag Manager to integrate your Google Ads data with your Google Analytics data. To learn how, check out this article.

And that’s it! Your first Google Shopping campaign is ready to go! Launch it and let’s talk about some ways to optimize your campaigns during the coming months.

Optimizing Your Google Shopping Campaigns

Now, if you’ve ever played around with Google Ads, you’re probably familiar with paid search text ads. Google Shopping ads (aka, “Product Listing Ads”) are a bit different.

Unlike text ads, you can’t tell Google, “I want my ads to show up when someone uses this specific keyword.” Instead, Google decides when your Product Listing Ads (PLAs) are eligible for display.

So, instead of optimizing your keywords, you’ll need to focus on optimizing each of the following areas:

Campaign settings.?As you run your campaigns, you’ll gain new information that you can use to tweak your campaign settings, so it’s a good idea to update your settings every so often. Shopping feed. The shopping feed you upload into the Google Merchant Center is how you control which searches your products show up for, what your ads look like, where clicks are sent and what your ad copy will be. Bid strategy. When you can’t pick what keywords your ads are eligible for, using the right bid strategy is absolutely critical to maximizing the profitability of your campaigns. Campaign structure. Although the structure of your Google Shopping account might not seem important, how you structure your campaigns can have a huge impact on your ability to properly manage and optimize your ads. Remarketing campaigns. Unfortunately, even when people want to buy what you’re selling, they don’t always buy right away. A good remarketing campaign can keep you in front of your potential customers until they finally make a purchase.

This is where all that conversion tracking data you worked so hard to acquire comes into play. Using that information, you can quickly identify a variety of opportunities in your Shopping Campaigns and make the necessary tweaks to maximize your results.

Let’s take a look at how to optimize your Google Shopping campaigns in each of these areas.

Campaign Settings

Although it might feel like we just talked about how to pick your campaign settings, there are a few settings you can only truly optimize after you’ve run your campaigns for a bit.

If you’ve taken the time to set up conversion tracking, you can use that data to optimize your campaign settings and ensure that you are targeting the most relevant traffic with your ads.

Here are a few things to try:

Geo-Targeting

Let’s face it, certain products just perform better in certain areas. You don’t see a lot of kayaks for sale in Arizona, but in Florida they’re all the rage.

While some locations are an obvious “no” or “yes” for certain products, you can’t always predict how well a given product will perform in different locations.

Once you have some conversion data, however, you can figure out which locations are the most profitable by clicking on the “Reports” tab at the top of the Google Ads interface, “+ Report” and then creating a new table report.

From there, you can view a variety of location-specific results by adding in different location-specific columns:

For example, here I’ve selected “Region” and “Conv. value/cost” to get a sense for this client’s ROAS in a variety of different areas.

Based on this report, it looks like this client gets about $13.00 for every $1.00 they spend on Google Shopping clicks from the Yukon Territory, so it would probably be a good idea to increase their efforts in this region.

As you can see on the right of the above screenshot, there are a lot of other location filters you can use to get a feel for where your PLAs are performing well or poorly.

You can also evaluate your performance in those locations using almost any metric you can think of, including impressions, click-through rate, revenue and everything in between.

Once you have this information, you can decide which locations you should be targeting with a given campaign and adjust your location settings accordingly.

Alternatively, by setting up different campaigns for different product categories that sell better in different locations, you can use this approach to ensure that you making the most of your ad spend for each category. It will take some time and effort to get this working properly, but this can be a great way to eliminate wasted ad spend.

Ad Scheduling

Similarly, not all products sell equally well at all?times of day, days of the week or seasons.

If you look back up at the Reporting Tool screenshot above, you can see that you also have a variety of time filters you can use to determine the ideal times to run your ads.

Or, if you find it hard to interpret this data in spreadsheet format, you can always switch to a bar chart:

Here, you can clearly see that this client’s cost-per-conversion is much higher in the afternoon and evening than in the morning. They get most of their conversions around 10:00 am, so it may be a good idea to add a bid modifier for the morning hours or even turn off their ads after about 4:00 pm.

Negative Keywords

Although you can’t use keywords to tell Google what searches you want to target, if a particular search isn’t relevant to your product, you can tell Google not to target that search.

In addition to adding negative keywords at the campaign level, you can also add them to ad groups.

So, if you have an Adult Shoes campaign with Men’s Shoes and Women’s Shoes ad group, you could add [children] and [kids] as negative keywords in your Adult Shoes campaign and add [mens] and [male] as negative keywords in your Women’s Shoes ad group.

Now, these sorts of negative keywords are fairly obvious, but you can’t always predict what sorts of search terms will trigger your ads or how profitable those search terms will be.

The good news is, to identify search terms that aren’t delivering good results in your campaigns, all you have to? click on your Keywords tab, click “Search Terms” and add a filter for “Conversions < 1”:

This report will show you all of the search terms that your ad showed up for that didn’t produce any conversions. If you look at a broad time window like 2-3 months and see search terms that are eating a lot of ad spend on this list, you’ve probably just found some good negative keywords to add.

Shopping Feed

Your shopping feed is what Google uses to create your PLAs, so you need to make sure your shopping feed is as optimized as possible.

There are a lot of tweaks you can make to your feed, but for this article, we’re going to focus on the key shopping elements that dictate the content of your ads: your titles and your images.

Titles

Your titles are how you market your products to a potential buyer, so it should come as no surprise that optimizing your titles can increase clicks by up to 9.6x.

In general, PLA titles work best when they include?keywords like material, color, brand or size. Since they can’t see the product in person, most online shoppers want to know the details about what they will be buying.

Here are some well-designed product titles:

However, just because you think a certain title is great, that doesn’t mean that?your customers agree.

In general, when people are searching for products online, they’re looking for something specific. It may not be a specific brand or model, but they usually have a particular look, feel or color in mind. If they see that information in your title, they’ll be a lot more likely to click and make a purchase.

To figure out what your potential customer are truly looking for, you need to see which search terms are triggering your PLAs.

You can do this by clicking on the Keywords tab and then clicking “Search Terms”, just like you did to find negative keyword opportunities in the last section. This time, however, you won’t want to filter for searches without conversions, you want to look for searches with conversions.

The words people use to find and buy your products can give you a lot of insight into the types of words you should be using in your titles. If people use certain phrases or vocabulary to describe your products, your titles should reflect that so that when people read your titles, they feel like they’ve found exactly what they’re looking for.

Check out the Negative Keywords section above for more info on how to see which search terms are triggering your PLAs.

Product Images

High-quality, relevant product images are always a good idea. However, simply having a beautiful picture doesn’t guarantee that your ads will be noticed. You also need images that stand out in some way.

For example, take a look at these tennis rackets. Which one catches your eye?

The effect is fairly subtle, but?the first ad’s gray background sets it apart from the other ads. And, since different draws attention, that’s the ad you notice.

Bid Strategy

Your bid strategy dictates how you want Google to spend that budget you just worked so hard to figure out. Google’s default option asks you a few questions you can use to figure out what strategy you want to use.

There’s no harm in using this approach, but if you really want to get the most out of your campaigns, I recommend clicking “Select a bid strategy directly” during the campaign set up process, which will bring up the following options:

Manual CPC. For the truly anal retentive, manual CPC gives you full control (or, at least, as close to full control as Google Ads will give you) over how much you spend on a given keyword. Target ROAS. With Target ROAS, you specify what sort of return-on-ad-spend you want from your ads (this works well for many eCommerce companies). Maximize clicks. Like the name says, if you select this bidding strategy, Google Ads will try to get you as many clicks as possible out of your budget. There’s no guarantee that those clicks will turn into sales, but you will get lots of clicks. Enhanced CPC.?If you have enough sales, enabling this setting will allow Google Ads to adjust your bids up and down depending on whether or not Google believes a given search will turn into a click and a sale.

Manual bidding allows you to say “this is as much as I’m going to pay, and that’s it”.?The other bidding options, on the other hand, will take your bids and use them a little more creatively to reach very specific results. It gives you less control, but it tells Google Ads what you’d like to optimize for.

Adjusting Your Bids

Of course, even after you’ve set your initial bids, Google Shopping isn’t exactly “set it and forget it”. After all, when you pay for every click, a simple mistake can cost you an awful lot over time.

As you’re monitoring your campaigns, you may notice different scenarios that could indicate that it’s time to adjust your bid. You can adjust your bids at any time, but here are a few scenarios where you might want to adjust your bids:

If your CPC is coming in way under budget, but you want to improve your position in the ad display, increase it. If your cost-per-sale is too high, but you’re in a top position and you want to stay that way, drop your bid slightly. This can bring the cost-per-sale down while still getting you plenty of clicks. If you’re getting a ton of sales, but your profit margin is low, change up your bid. If you’re paying for a lot of clicks but not getting sales, try switching up your bid strategy.

Good bid management is an ongoing process. The market is constantly changing and if you aren’t changing your bids in response, you can quickly find that either your ads aren’t showing or you’re paying too much for your clicks.

Campaign Structure

If you really want to make the most of your bid strategy, however, you need an effective campaign structure. And, to effectively structure your campaigns, you need to think about the profit margins of your products.

If you think about it, does it make sense to use the same bids or bid strategy for a $2.00 product and a $2,000 product?

The profit margins for these products are completely different. If you use the same bids for both products, you could either end up spending way too much on clicks for the cheap product or bid way too low for the expensive product.

And yet, at Disruptive, we see this situation all the time.

This is why campaign structure is so important.?If you don’t organize your Shopping Campaigns by profit margin or (at least) price, you could be missing out on some of your biggest eCommerce opportunities.

How to Set Up a Margin-Based Campaign Structure

The first step in setting up a true margin-based Google Shopping campaign is to determine the gross profit margin for each of your products. Once you know your gross profit margin, you can use that information to create profit margin-based ad groups in your campaigns.

Alternatively, you can separate your ad groups by price and assume an even margin on all of the products in your account. Obviously, this isn’t the best way to do this, but if you don’t know what your profit margin is, it’s better than nothing.

Once you have decided how you will be sorting your product (by price or by gross profit), you can create price brackets using feed rules.

To create a feed rule, open Google Merchant Center and click on Products in the left-hand sidebar, click “Feeds” in the sidebar that appears, click “Rules” and then click “Create Rule”:

Feed rules allow you to create a custom label based on criteria in the feed. For example, if you use price as your variable, you can set up a feed rule that says, “If ‘price’ is ‘less than’ ‘10’ set ‘Custom label 1’ to ?‘$0.01 – $9.99’.

If you set these rules for all price ranges of your products, all products will be given a custom label that you can use to sort your products into their respective brackets in Google Ads.

Now that you have a custom label 1 set up with price or profit brackets, you can now use custom label 1 as your ad group!

Using this approach, it usually works best to use a high level category such as product type to organize your campaigns and then your custom margin labels for your ad groups.

Easy Bidding and Optimization

The great thing about margin-based campaign structure is the way it allows you to optimize revenue and profit. For example, if you have products that produce around $5.00 of gross profit and a conversion rate of 10%, you probably don’t want to spend more than $0.50 per click.

Again, this is where the ad group level organization is key. If you have a margin-based campaign structure instead of merely a price-based structure, you will see better results at the profit level.

Remarketing Campaigns

Remarketing (aka, retargeting) is an advertising option in Google Ads that you can use to deliver targeted ads to people who visited your website…and didn’t convert.

Not everyone who comes to your site is ready to convert today, so remarketing is a great way to stay in front of potential customers while they make up their minds.

How it Works

Google remarketing uses pixels to identify people who have visited your website. A “pixel” is basically a short piece of code you place