How To Optimize Google Ads Shopping Campaigns | 4 Tips

[00:00:19] So let's get to it. So first thing is campaign strategy. Now this usually comes down to either number of collections you have. So if you have five, 10 collections, that's gonna be a lot more. Or [00:00:30] overall number of products. If you only have 10 products in your store or your brand, it's a lot different than having, you know, a thousand, 2000 skews that rotate in and out and ask me a lot more complex of a strategy.
[00:00:39] Now we actually talk about strategy specific ideas. Here are the four main ways I try to use shopping campaigns. Um, You could even do this in Performance Max if you want to, but basically think you have a tear shopping approach, which is basically doing three campaign types for a specific product or collection.
[00:00:55] So you're thinking if you're top of the funnel keywords bidding with very low bids, a [00:01:00] medium for more, uh, higher aggressive bids for only good converting search terms. And then a bottom of the funnel for either branded. If you have retailers you can include. Or just brand as a whole or remarketing, stuff like that.
[00:01:10] Um, that's usually, you know, it's a very complex one. It needs a little bit more breaking down into another video, but it's a great strategy for the time and the whereabouts actually do that. Um, however, a little bit easier way to do it is a profit margin goal. So if you have maybe, uh, a high row as medium rows and low row as goal, if you, you know, if you only have some products need a, a 1.5 x to be profitable, put those in a [00:01:30] low row as needed campaign.
[00:01:31] You'd be more aggressive with your bids, right. Versus a high rows, you need like a thousand percent rows if you're, Drop shipper, stuff like that. Then of course, put that in High rose campaigns, be a little less aggressive. Folks in conversion rates, right? And lower CPCs. Um, seasonality is a big one, especially this time of year.
[00:01:45] If we wanna create like a, you know, a winter or a Christmas themed, uh, product group, make sure you have a new campaign specifically for that so you can detail and all that stuff as a seasonality there. And then of course, your best sellers. Um, this is like a no brainer one. If you just wanna get started in Google Shopping is a take your [00:02:00] 10, your five to 10 bestsellers and analytics.
[00:02:01] Look at those or Shopify data. And put those in their own campaign. Just you can control the bids and see how they, uh, respond in Google shopping, right? If you're only doing search or pmax, stuff like that, easy way to kinda just test the water to, with your best performed products, so you're hedging the risk of actually getting a good return back.
[00:02:16] So pretty much the success, the success equation you can have with this is either, you can either decrease your CPCs or you can increase your commercial rate, right? So if you're spending about a dollar per click, but your commercial rate's only like 1%, it's gonna, [00:02:30] your CPA's gonna be pretty high depending on, you know, what your product.
[00:02:32] If you have a, you know, a couple hundred dollars to a thousand dollars value of a product, that shouldn't really matter to you, but there's only so much aggressive biding you can do until it's kind of intuitive to the conversion rate you get, right? So most of the time I try to increase the conversion rate from most stores and people that I work with just because I'd rather bid a little bit more aggressively, but still have a higher payoff in the back end.
[00:02:52] Or you can take the other approach and say, oh, hey, if I'm spending a dollar, I'm getting, you know, 78% social impression share. What if I. 70 half cents, [00:03:00] 50 cents even. See how that increase overall impacts your, you know, your results that you give for the next week, two weeks depending on how much you're spending and the quality of traffic.
[00:03:08] You know, if you're spending a dollar per click, do you have a way that our quality and then convert way higher than maybe if you're spending 50 cents per click? Right? Uh, so it's always a game, but main thing is either try to decrease CPCs or increase your conversion rate. Um, those are the two kind of areas you're playing with when you're looking at your bids and how they are performing for your return.
[00:03:26] Now another equation I kind of go off of is the relevance equation. So [00:03:30] another way to kind look at your shopping performance and see if you can actually improve it with optimizations is looking at your CTR to your conversion rate. So click through to conversion rate. Now, if you click through is now 1% does always basically can improve that by either making the title and image more relevant to the search.

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