I scaled my client to $2M /mo
Steal my 10-Step Strategy to Optimize Your Standard Shopping Campaigns:
1/ Set Up Product Feed Correctly
Update your Product Feed.
Ensure all product data is accurate and complete.
Include details like:
• product title
• description
• price
• availability
• image URL
Use Google Sheets or a feed management tool to maintain a clean feed.
Next, optimize titles and descriptions.
Use relevant keywords in your product titles and descriptions.
e.g. instead of “Running Shoes,” use “Men’s Running Shoes – Lightweight and Durable.”
Keep titles under 150 characters.
Add High-Quality Images.
Images should be at least 600x600 pixels and no larger than 64MB.
e.g. use images with a minimum resolution of 800x800 pixels.
2/ Configure Campaign Settings
Create a New Campaign.
In your Google Ads account, go to Campaigns > New Campaign.
Select “Shopping” as the campaign type.
Choose the appropriate campaign subtype
(e.g., “Standard Shopping Campaign”).
Set Budgets and Bidding.
Start with a daily budget that aligns with your goals.
e.g. if you aim for a $20 CPA, set your budget accordingly.
Use manual CPC or Target ROAS bidding strategies.
If starting with manual CPC, set initial bids at $0.50 above your average CPC.
Select Target Locations.
Choose the geographic locations you want to target.
For instance, if you are focusing on the US market, select the US and adjust settings for specific states or regions based on performance data.
3/ Optimize Product Grouping
Organize by product categories.
Group your products into relevant categories.
e.g. create product groups for “Men’s Shoes,” “Women’s Shoes,” and “Accessories.”
Use the “Product Groups” section in Google Ads to set these categories.
Use Negative Keywords.
Add negative keywords to prevent your ads from showing on irrelevant searches.
For instance, add “cheap,” “free,” or “discount” as negative keywords to avoid traffic that won’t convert.
Check the Search Terms report weekly to refine your negative keyword list.
4/ Enhance Landing Page Creatives
Highlight your USP.
For example, “Shop the Best Men’s Running Shoes – Free Shipping & Returns!”
And use CTAs to highlight offers like “Free Shipping” or “30-Day Returns.”
5/ Monitor and Optimize Performance
Aim for a:
• CTR of 1.5-2%
• CVR of 1-3%,
• CPA target based on your profit margins.
6/ Leverage Google Merchant Center
Enable Merchant Promotions.
Use Merchant Promotions to highlight special offers directly in your Shopping ads.
For example, create a promotion for “10% off all orders over $50” and ensure it’s properly linked in the Merchant Center.
Optimize Product Data with Custom Labels.
Use custom labels to segment your products based on performance or other criteria such as seasonality or price range.
For example, label products with high ROAS as “high_performance” and seasonal items as “seasonal”.
Use Automated Feed Rules.
Set up automated rules to ensure your product data remains up-to-date.
For instance, create a rule to update prices or availability automatically from your store inventory system.
7/ Monitor and Address Disapproved Products
Regularly Check for Disapprovals.
Use the Google Merchant Center to monitor product disapprovals or warnings.
Regular checks ensure that no product is left out of your campaigns due to compliance issues.
Fix Disapproved Products Promptly.
Address issues such as missing required attributes, incorrect pricing, or policy violations immediately.
For example, if a product is disapproved due to image quality, upload a higher resolution image that meets Google’s standards.
Maintain Compliance.
Ensure your product listings adhere to Google’s Shopping Ads policies.
Regularly review the policies to stay compliant.
For instance, avoid using promotional text in product titles and ensure all products have clear return and refund policies.
8/ Implement Advanced Bid Adjustments
Use Device Bid Adjustments
Analyze performance data to adjust bids by device type.
For example, if mobile conversions are higher but CPC is lower, increase mobile bids by 20%.
Adjust Bids by Location.
Use geographic performance data to optimize bids.
If you notice that certain states or cities have higher conversion rates, increase bids for those areas.
For instance, raise bids by 15% for New York if it shows a high ROAS.
Time-Based Bid Adjustments.
Adjust bids based on the time of day or day of the week. If conversions peak during weekends, increase bids by 10-20% during those times.
9/ Enhance Audience Targeting
Create Remarketing Lists
Set up remarketing lists to target users who have previously visited your site but didn’t convert.
For example, create a list for users who viewed product pages but didn’t purchase.
Use Customer Match.
Upload your customer email list to target your existing customers with tailored ads.
For instance, show exclusive offers to repeat customers.
This can help in expanding your reach effectively.
10/ Regularly Analyze and Report Performance
Set Up Custom Reports.
Use Google Ads custom reports to track key performance metrics.
Create a report that tracks daily spend, conversions, CPA, and ROAS.
Schedule Weekly Performance Reviews.
Analyze campaign performance at least once a week.
Look for trends and anomalies, such as sudden spikes in CPC or drops in conversion rates.
Adjust Strategy Based on Data.
Use the insights gained from reports to make informed decisions.
For instance, if a particular product category is underperforming, consider adjusting bids, refining keywords, or improving product images and descriptions.