4 Quick Tips To Optimize Your Google Shopping Ads
Most ecomm brands leave their Google shopping optimizations up to the black box that is Google's algorithm. In this post, we outline how simple optimizations to your product feed can increase the volume and ROI of your Google Shopping campaigns.
Google shopping ads drive 85% of all clicks on Google search for retail brands. despite this, 99% of brands don't optimize their product feed beyond what they get with their standard out-of-the-box Shopify integration. In reality, Google Shopping ads should be treated similar to standard Search Ads – regularly optimized, tested, and improved by leveraging every possible data point that Google collects from merchants.
Here are four additions to your product feed that will help you out rank your competition:
1. Add a Product Highlights data field
Add a Product Highlights data field. Product highlights are short bullet points of the relevant highlights of your product ("breathable, flexible fit", "gluten-free", etc). They can boost your ranking by as much as 20%.
Google Merchant Center reference article: https://support.google.com/merchants/answer/9216100
2. Add a Product Detail field
These are similar to the Product Highlights data field, but go more in-depth on product specs to provide Google with additional data to feed their algorithm. Some examples might be "contains vitamin D", or "made with recycled materials".
Google Merchant Center reference article: https://support.google.com/merchants/answer/9218260
3. Add a Product Type field
Google puts you into a default product category, like Clothing -> Dresses. Adding a Product Type field, however, gives you a chance to be more even more specific with your product type (Clothing -> Dresses -> Maxi Dresses). More relevancy equals more clicks and better ROI.
Google Merchant Center reference article: https://support.google.com/merchants/answer/6324406
4. Lengthen your product description
We would shout this from the rooftops if we could! Google recommends using a product description that can be as long as 500 characters. Every additional relevant word you add to your product description is another data point it has to differentiate your product vs your competition.
Implementing these four recommendations should, over a period of several weeks, lead to significant improvements in click volume, revenue, and ROI from your Google shopping campaigns.