“With Shopping, you can’t just bump bids up. Great Shopping results begin with feed design and optimization.” — Kevin Wetherby, Google Shopping Commercial Lead
According to Marin’s Q4 2017 benchmark report, Shopping ads saw 8% more clicks and 31% more click share from Q3 to Q4 2017. Given the strong adoption of Shopping campaigns by retailers, we believe this trend is only set to continue in 2018.
How do top advertisers run Shopping campaigns that consistently outperform their peers? With the industry constantly evolving and so many moving parts, how can retailers optimize their digital shopping campaigns to gain more clicks?
The Almighty Product Feed
Shopping success starts and ends with the product feed. The first step is verifying that all of your feed’s values are accurate and that the feed is structurally organized so you can confidently build campaigns that map to value groupings within the feed. In other words, you can only build product groups that correlate exactly with your feed—so, this is your top priority when it comes to Shopping.
There’s just no substitute for domain expertise when setting up Shopping campaigns; using a combination of quality feed setup and proven campaign structure will improve the likelihood of each product showing for related customer searches.
A Clean and Organized Shopping Campaign Structure
Once the foundation of your feed structure is set, the next step is establishing an effective campaign structure. This basic structure addresses two of the most common challenges when it comes to Shopping:
- Establishing a fluid optimization workflow for growth
- Increasing overall product visibility
The best way to ensure Shopping success is to use a multi-pronged approach. Heavy reliance on broad segments (All Products or Everything Else) leads to inefficiencies, while an overly granular structure (all item ID) can bottleneck volume and impede performance. The trick is to find the right mix through a combination of continuous testing and optimization.
Learn More in Our Shopping Webinar
There are even more great things you can do to ensure your Shopping campaigns are meeting and exceeding your revenue goals—feed optimization, scaling your campaigns, advanced strategies like mobile and RLSA, and more.
For in-depth tips on positioning your Shopping campaigns for success, join us on Thursday, February 22nd at 10 am PST (1 pm EST) for Shop ‘til You Click: Creating Shopping Campaigns at Scale. During this 60-minute webinar, we’ll offer expert advice that includes:
- Establishing a foundation for seamless workflow and campaign management
- Making the most of your product catalog and maximizing visibility
- Tips for success with Google Shopping and Facebook Dynamic Ads
Our Product Marketing Manager for Search, Patrick Hutchison, will present with Brian Roizen from Feedonomics and retail industry leader, Ginny Marvin, from Search Engine Land.
Ginny Marvin, Associate Editor, Search Engine Land
Ginny writes about paid online marketing topics including search, social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
Brian Roizen, Co-founder and Chief Architect, Feedonomics
Brian oversees all of Feedonomics’ automation processes and loves taking the most annoying manual tasks and automating them. He has founded a series of AI-based websites reaching tens of millions of users per month and landing in the top 1,500 websites on the internet. His latest company, Feedonomics, helps automate feed-based advertising for some of the largest agencies, brands and retailers.
Patrick Hutchison, Product Marketing Manager, Marin Software
Patrick is a Product Marketing Manager at Marin Software, with a specialty in search. Previously, he held roles in Sales, and Professional and Client Services at Marin Software. He got his start in online advertising back in 2007 with Vizu (acquired by Nielsen).