Optimizing your Google product feed
According to what Google says, a feed is a file in your Google Merchant Center Account. It contains a list of products you want to be displayed on Google. When you add the products, you fix attributes for each of them. Your product feed uses these attributes to group products together. Over 63% of the marketing budget in all online businesses is often used on Google Ads. This is proof of the effectiveness and ROI of this tool.
- Many online retail business owners think that by only listing products, they will get the sales they wish to achieve. However, the feed still needs optimizing if you are hoping for better results and wish to drive higher ROI.
- This includes optimizing your product titles, images you use to describe them, the categories you sort them into, the offer prices and even the overall website design.
- The visibility you create with your Google Shopping campaigns depends on how thorough and organized your feed is. You can increase e-commerce sales with paid search, by correctly evaluating seasonal trends and demands.
- There is a direct relation between the work you put in and the value you get out of it. The more informative and precise you can make your feed, the better.
You should however be prepared for the amount of time needed to optimize your feed. This is a time-consuming process and requires thorough competitor feed research for you to achieve utmost relevance. Here are a few things to consider while sitting down to formulate your plan –
- What are the most prospective categories for competitors?
- What are your competitors’ product descriptions like?
- How can you make your shopping campaigns make a greater impact?
- Are competitors using Google Shopping Ads along with promotions?
- How many reviews do they have and what is the average review rating?
Creating a Smart Bidding Strategy
With Google, retail business owners can adjust their bids by schedule, location or device. A smart bidding strategy regarding PPC for E-commerce starts slightly lower than what you have budgeted. Only once you start collecting data should you work on adjustments to your bids to improve performance.
- If you are selling products in more than one location, you can also use geographic bid modifiers to increase your bid in prospective markets. On the other hand, you can also lower it in markets that have lower traffic or lower volume of purchases.
- You can also adjust your bidding strategy to accommodate different devices. For example, if most of your sales are coming from mobile devices, then you should not focus much on desktop bids.
- Paying attention to the exact timings of the highest conversions is also important. You should thus focus your bids on popular times to get the most value for money.
