Google Shopping Advanced Campaign Bidding (EN)

Written by Betsy Nelson
Updated over a week ago

In order to maximize your Google Shopping profit, it is essential to be aware of certain strategies. Here we introduce you to these strategies and ultimately implement them for you. That way, emarketing individually optimizes your Google Shopping campaigns to help you boost your sales.

What are the costs?

As soon as your account together with your product feed is created, a maximum CPC bid is set for all your products. Advertising your products with Google Shopping is free of charge until your ads are actually clicked. Only once a product ad is clicked - leading to a purchase or not - the merchant has to pay a certain amount.

With Google Shopping, bids are placed on products instead of keywords. Product bidding is more complex than bidding on keywords with Google AdWords. All product details contribute to the cost of a bid, making bid calculation more complex. You cannot choose your own keywords with Google Shopping as Google decides these.

General Strategies

1. Keep your product data feed up to date

Generally it is advisable to maintain an up to date product feed. This guarantees accuracy of product data. That way only current products are displayed to the customer. An error in your product feed leads to your ads not being displayed. In the worst case scenario, your Google Merchant Center account might be closed. This causes unnecessary trouble as reactivating your account takes time and leads to extra costs. Additionally, your campaigns will need to be paused.

2. Focus on core products

If you focus on products with high demand, you can intelligently optimize your marketing budget. Products with little to no revenue, could either be drastically optimized or entirely removed from your campaign. Your products can be organized into groups such as 'promotions', 'most revenue' or 'release date'. Subsequently, a CPC is determined for the entire product group. emarketing optimizes the CPC of individual products. That way you don't need to modify it yourself and save a lot of time.

3. Advertise seasonal products

If your product catalogue contains clothes, you might want to think about advertising winter clothing and summer clothing during their respective season. Trends of consumer behaviour during a certain season should be closely monitored. As soon as a season comes to an end you could automatically let your seasonal campaign be terminated.

4. Create campaigns with varying priority settings

That way you could increasingly advertise a promotional campaign. Moreover, seasonal campaigns could be setup with high priority. Your marketing budget for these types of campaigns can be higher. A lower maximum CPC bid can be placed on low priority campaigns. By dividing your campaign by priority you will maintain an overview of your marketing aims and goals. One advantage of easymarketing is the possibility to individually increase the CPC for bestsellers within a campaign. These modifications can be easily implemented through the product list of your emarketing account.

5. Optimize your campaign by device type

As more and more customers are using mobile devices such as smartphones or tablets, it is crucial to optimize ads specifically for these systems. Your ads need to be as effective as possible on smaller screens.

In order to measure how effective your ads are, the conversion rate (CR) is analyzed on different device types. The conversion rate describes the percentage of clicks that actually lead to a purchase. If the conversion rate is favourable on mobile devices, your ads will be optimized for smartphones and tablets. The emarketing dashboard analyzes the performance of your campaign on different device types:

You obtain an overview, which device had the highest number of ad clicks, ad appearances and conversions. Now your Google Shopping campaign optimized by emarketing is ready for take off.

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