Putting your products live

Both types of campaigns work in the same way. Once you’ve gone through the settings such as bid strategy, targeting location, and budget, it’s time to link the products.

In the advertising set you directly link the desired products. You can simply put all products in it, but I recommend a clear division. This way you can use bid adjustments and budgets per product group and you also have direct insights into the different target groups. This way you can see which group achieves more results and for which search terms you are found per product group. You can then exclude any unwanted search terms that have been used and where you have been shown.

Optimizing your campaign

With Smart Shopping, Google itself gets to work with optimizations, which saves a lot of time. On the other hand, you give up power that you don’t know what is happening. So keep a close eye on your CPCs, impressions and CPA. You can remove bad-performing products and exclude search terms to purify your campaign.

This story also applies to the standard Shopping Ads, but here you can still ‘play’ with your bid per product. You can also bid on target groups such as specific industries or Taiwan Phone Number on people who have previously visited your website (remarketing). Even adding a customer list is an option, where Google will search for similar people. The manual optimizations are therefore a bit more extensive here, the only question is whether you should want that. It takes a lot of time and you do not have the option to also use your products as a display advertisement.

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Getting started with Google Shopping?

All in all, a great project. It is doable, but requires some time and effort. In addition to linking the accounts and product feeds, you also have to make sure that your products really stand out. This often requires optimizations to the products in your webshop. Depending on the size of your webshop, this can take a lot of time. Well, then you also have something! As far as I’m concerned, Google Shopping is here to stay and increasingly important in the (beginning) orientation of the potential customer.

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