Fun Fact: Google Shopping was originally known as “Froogle,” then changed to “Google Product Search,” then “Google Products” and finally arrived at Google Shopping in June of 2012
Based on the rise in popularity of Google Shopping, we think they finally got the name right this time around. Looking at the search trends for “Google Shopping,” measured interest peaked in December of 2012, signaling that consumers definitely looked to Google during last year’s shopping season as a means for comparison shopping. Since search interest in this product continues to stay strong in 2013, we argue that this holiday could be the breakout year for Google Shopping. Gearing up for next season, Google also completed its global transition into a solely paid model in June of 2013, making product ranking and exposure within Google Shopping entirely reliant on an offering called “Product Listing Ads.” In this blog post, you’ll find a few power tips to start planning now for this year’s shopping season and the years ahead.
Tip #1 — Advanced product segmentation within your data feed
In a product listing ads campaign, your bidding strategy will be focused around product attributes, unlike a typical search campaign which is keyword based. Google allows you to select and bid on products in six ways: Product ID, Product Type, Brand, Condition, AdWords Labels and AdWords Grouping. Knowing that this is how you can bid on products, you’ll want to set your feed up in a logical hierarchy that will allow you to bid on priority product groups based on the attributes in your feed. For example, you may want to create a group for your top 10 selling items, holiday and seasonal products, special sales and events, or even simply for budgeting purposes. To accomplish this, we highly recommend leveraging the AdWords Labels and AdWords Grouping attributes within your data feed, as these are the most flexible for bidding strategies.
Tip #2 — Daily Bidding & Maintenance
Be sure to check in on a daily basis to see which product categories are converting best and segment further if needed. Using the “Search Terms” report within AdWords, determine if there are a few specific products resulting in high revenue. Using one of the six bidding options, segment high value products into their own campaign with dedicated bids and budgets and vice versa for under performing products.
Tip #3 — Maximize exposure using “Nearby Stores”
The Nearby Stores feature within Google Shopping uses information that advertisers provide within Google Places so it is important to ensure your Google Places account is up to date and linked to your merchant center account. When a user is searching for a product, the user is shown a list of local stores that sell the product based on the data you supply.
Tip #4 — Dynamic Remarketing
Dynamic remarketing with Google is not directly related to Google Shopping but is another great way to leverage your product feed. If you’re a retailer with a Google Merchant Center account, you can use dynamic remarketing to construct remarketing ads on the fly with the products and messages that are predicted to perform best based on visitors’ past actions on your site.
As always, please feel free to get in touch with us if you are interested in our Google Shopping Management services.