2018 is quickly flying by – before we know it, Black Friday, Cyber Monday, and all the rest of the festive holiday season promotions will be upon us.
Will your Google Shopping campaigns be ready?
Although it may feel like the holiday season is still far off, winter is indeed coming. Some of the most intense selling periods for online retailers happen between October and December. And now is actually the best time to make sure your Google Shopping campaign will be optimized for the seasonal selling flurry.
Here are three tips to help you get prepared:
- Compare Your Prices
- Utilize Customer Match
- Make Sure You’re Mobile Optimized
Your potential customers will do it, so you need to do it first: compare your prices with your competitors and make sure yours match up.
Don’t forget, the function of Google Shopping is to serve as a Comparative Search Engine (CSE); its primary goal is to compare the same/similar products sold by different sellers.
Google Ads offers a useful tool to help you discover who your true competitors are and where you may be missing opportunities to improve your sales performance. The tool is called the Auction insights report and it provides statistics on how many impressions your ads have received and how often a competitor’s ad received an impression when your ad also received an impression. From this data, you can see not only how many times your ad showed together with your competitors’ ads, you can also see how many times you outranked your competitors.
One bonus tip: make sure your campaigns are set up to be very granular, i.e. broken down by brand, product, or customer query. The more specific you can be in your Google Shopping campaigns, the better you can understand just where you may be getting outperformed by a competitor.
Keeping your prices competitive while still staying within your own desired margins is one way you can usefully try to improve your Google Shopping click-through and conversion rates.
Customer Match is Google’s service that allows you to build audiences and understand their activities across Google Shopping, Google Search, YouTube, and Gmail. You can use information you’ve already obtained from your customers to target ads to them and to other customers similar to them.
Once you build an audience, you can use your customer list for effective remarketing, for example through the principles of Remarketing Lists for Search Ads (RLSA), which also work for Google Shopping. This service allows you to tailor your ads and your bids to people who have already visited your website but have not yet made a purchase.
You can even create a custom combination list for visitors who view specific pages on your website and target them accordingly.
Using Google Ads, you can review your past performance segmented by the device your visitors and customers used to peruse your website and make any purchases. It’s worth knowing how your ads might be performing differently across mobile devices, tablets, and desktops.
Given current trends, you want to make sure your website provides an ideal experience for mobile users. One way to optimize your Google Shopping campaigns is to arrange your bids or even build entire campaigns tailored to specific devices.
By dedicating a certain budget to each device based on previous impressions, click-throughs, and spending, you can better analyze shopper activity and adjust your campaigns accordingly.
Try these three Google Shopping tips now, and your campaigns could be seeing much more green and a lot less red this holiday season.