With Google PPC, you bid on keywords and your advertisements will only populate if people search for those specific keywords. However, even if you optimize the title and content on each product page, you’ll still drive traffic to your website that won’t convert, which is why the next step on negative keywords is so important. Within your Google Shopping campaign, you’ll want to click on “keywords” and then “search terms” and then segment by "clicks" to see which search terms are eating up the majority of your budget (see below). DermWarehouse sells a popular and trendy brand name Juara. Above in the "search terms" report, you can see DermWarehouse converts on keywords pertaining to the brand name Juara (look at the conversions tab). This means there are more search terms for Glytone products compared to Juara. I recommend segmenting your Google Shopping campaigns based on the following: Price of product: $10-$29, $30-$49, $50-69, etc. You want to make sure you are bidding strategically based on the price of the product along with your profit margin. If you can convert above 3.78 percent on this $100 product, you'd be profitable. Most advertisers don't realize that you can reduce your mobile bid adjustment, which will make your Google Shopping campaigns more profitable.
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In theory, Google Shopping is simple. You upload your products to a feed through Google Merchant Center, connect it with Adwords and voila, your product images and price will start to populate on Google’s search results.
If you are an entrepreneur looking to get started on Google Shopping, Adwards has a video tutorial that walks you through setting up a campaign in under 5 minutes.
Just so you have a visual representation of how Google Shopping works, below you can see how a product from your website will populate via an image after someone conducts a Google Search for the product name. If you have the right Google Shopping strategy, this can be a lucrative way to grow ecommerce sales.
The issue with Google Shopping is that you lack control, which means you can spend a lot of money without being profitable (unless you follow the hacks below). With Google PPC, you bid on keywords and your advertisements will only populate if people search for those specific keywords. I wrote an article on Single Keyword Ad Groups (SKAG) that details how controlled you can get with Google PPC.
Google Shopping pulls in product information from the title of your product along with information on your website, so there are much more search terms that can drive people to your site. Sometimes this can be good, other times, not so good.
Here are six hacks that can save you money on your Google Shopping while boosting your profitability.
1. Optimizing content on your website
Make sure your product titles are strategically selected and the content on the product pages of your website is well optimized.
If you are selling a product from a manufacturer, you’ll want to make sure the title is consistent with what the manufacturer has listed since this will likely be what people search and convert for.
If you have your own brand, it is beneficial to select titles that have keywords with good search volume so people can actually stumble on your product via Google Shopping.
Having unique content on each product page is an important way to differentiate your brand. If you just copy and paste the same content as a manufacturer or competitor, you could be looking at duplicate content isssues. Google is going to crawl the content on your product pages, so optimize each product page with search terms that can convert.
However, even if you optimize the title and content on each product page, you’ll still drive traffic to your website that won’t convert, which is why the next step on negative keywords is so important.
2. Negative keywords
I can’t overemphasis how important it is to add negative keywords into each one of your Google Shopping campaigns. This can drastically save you money and increase your performance.
Within your Google Shopping campaign, you’ll want to click on “keywords” and then “search terms” and then segment by “clicks” to see which search terms are eating up the majority of your budget (see below).
DermWarehouse, an ecommerce skin care brand, was nice enough to allow us to share campaign data for this Entrepreneur article so readers could get a better understanding of the examples we’re referring to.
Google is trying its hardest to drive people to your site based on keywords on each product page. This doesn’t mean the traffic it is driving to your site will convert.
DermWarehouse sells a popular and trendy brand name Juara. Juara has several products that contain coffee ingredients. Above in the “search…