4 Practical Steps to Optimize Google Shopping Ads


1. use of negative keywords


Shopping ads do not let you choose the keywords you want to rank for. You use your data feed to determine which search query could lead to your ads being displayed.

And that's where the negative keywords come in!

Negative keywords allow you to delete those search terms that do not match your potential customers' purchase intent. This means that using negative keywords can help sellers like you find the terms that you do not want your shopping ads to be displayed for.

For example, let us say you are an optician and you sell eyeglasses and sunglasses. One of the keywords you target could be "eyeglasses". Ideally, you would include negative keywords like "drinking glasses" or "wine glasses" in the list of general keywords.

On the other hand, Google charges you for every single click. So without negative keywords, you are wasting your money without making much, if any, profit.


2. choose the right bidding strategy


In general, there are two ways to bid:

Automated bidding strategies: This means that you let Google do the bidding. The search engine eventually decides how much you should pay for a click in this scenario.

Manual CPC: In this option, you do all the work. Starting with evaluating reports, setting bids at the product level, and adjusting bids on a daily basis - everything is done manually.

So when should you increase the maximum CPCs for your campaigns?

The ideal time to increase bids is when you are already getting a lot of conversions and profits. The idea is simple: you increase your ad spend to get more visitors and sales for your online store.

It is well known that you want more orders at the lowest possible cost. However, Google is not thinking about your profit margin. They just want you to spend more and more on their platform.


3. optimize your product feed


An optimized product feed is extremely important for the Google Shopping ads optimization process. It is recommended to pay attention to the most important fields like product titles, descriptions and images. Let us take a look at how to optimize them!

a. Product title

Google reads your product titles to analyze what you are selling and to determine if your item is relevant to a particular search query.

Therefore, the way you coin your product titles has a huge impact on the effectiveness of your Shopping Ads campaign. One of the best optimization steps is to carefully analyze your customers' buying behavior to get an idea of the relevant keywords associated with your products.

The search engine algorithm focuses on the information contained in the frontmost position of the title. Therefore, you should highlight the most important features or unique selling points (USPs) of your products in the first 70 characters.

b. Description of the product

While a good title encourages users to learn more about your product, a well-written product description provides more information about your item and gives buyers a good reason to buy it.

Ideally, when writing the description, you should not leave out the size, pattern, shape, texture or design of the product, as well as its technical specifications. This is your best opportunity to show buyers whether your product is suitable for their purposes.

Even though Google Shopping allows up to 5000 characters for this field, you should ideally limit your description to 500-700 characters.

c. Product image

Online shoppers make instant judgments about your products based on the image or picture of the items you sell. The more realistic and appealing your product images look, the more likely users are to click on you.

Google Shopping Ads is to make good use of the product image area.


4. target specific locations


Many online retailers fail to target specific locations. They simply give the name of a country as the target market. However, this is not the ideal scenario for ad optimization.

For example, let us say you sell items like thermal clothing or winter jackets and unknowingly target an entire nation. In this way, you waste a large portion of your ad spend when one half of the country has hot and humid weather for most of the year.

Instead, focus on the places where you are most likely to get conversions and use a geographic bid adjustment strategy accordingly. Use the Dimensions tab and increase your return on investment (ROI).

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