Maybe you’re managing your Google Ads in-house or outsourcing them to an agency. Either way, perhaps you’re reading this because you’re wondering if they could be performing better. So – let’s take a look at 9 signs you need urgent help with your Google Shopping Ads!
1 – You’ve left all your products in one, or a handful of Ad Groups
Google Shopping Ads work best when you split them up into small groups so they can be matched against relevant queries. The most common mistake is to upload the entire Product Feed and then leave it, presuming that Google will then match each product against a relevant query.
For best results, your products should be broken down into highly relevant groups, and possibly to the individual product level for your highest earning products.
2 – You don’t know how to check what your products are being matched for
If you’re presuming that people hitting your shopping results are searching for precisely what you sell, you’re in for a shock when you check your keyword matches.
I’ve seen occasions where up to 90% of the entire budget is being wasted on irrelevant terms, where Google is showing your products when it shouldn’t.
It’s essential to keep on your search queries, adding in negative keywords on a weekly basis to ensure you’re only being seen for highly relevant terms.
3 – You don’t know how to check what changes are being made by your team or your agency
Fed up with trusting that your account is being effectively managed, as you think you have no way of checking what’s being done? A simple check of the Change History on a weekly basis will reassure you that effective management is taking place. You can find it in the bottom left of your account.
4 – You’re not optimising your Product Titles
In the Google Shopping results, it’s the Product Title (and image) that is responsible for getting the click. So it’s essential that you optimise your Product Titles in the Merchant Centre, putting the main keywords you want to be found for at the start, NOT the end.
5 – You’re not combining them with Google Search Ads
Your ads will show for the Search Ads AND the Google Shopping Ads if you bid upon both, so make sure you make use of this to increase brand awareness and Click Through Rates.
Take advantage of the fact that the main Search Ads will take the prospect to a dedicated, specialised landing page. Optimise this page carefully to showcase your full range and give your contact details. You may want to consider increasing your bids for the Search Ads to increase the chances of someone landing on this page.
6 – You’re not using Dynamic Retargeting
If someone has landed on your website once without purchasing, you’ll want them to encourage them to come back again. You can bring them back to the precise page they visited by using Dynamic Retargeting, and then exclude them once they’ve bought.
PLUS – did you know that depending on your spend to date, you can upload your entire past customer database, and follow them around the Google Display Network with Special Offers and such like? AND – It’s even possible to create Similar Audiences based on your past customer list, and then target these new prospects with your ads across the Google Network.
7 – You’re not tracking conversions effectively
There are lots of ways to track your Google Ads conversions, you shouldn’t just be tracking your sales. Here’s just a few that I recommend:
- Adding a product to a cart
- Opening a trade account
- Calling your customer service team via your website
- Calling you via your Call Extension on your Google Ads
- Requesting a call back
- Starting an online Chat
In addition, you’ll want to make sure that you have Google Analytics set up properly for Ecommerce, tracking the products you’re selling, where your sales are coming from, and where your visitors are entering and exiting your site.
Without this information, you’ll never be able to properly optimise your website to increase sales.
8 – You’ve left Google in charge of the bidding
Whether you’re accepted Google’s suggestions for “Enhanced CPCs” or its attempts to manage the entire process via “Optimising for Conversions”, letting Google control your bids typically increases your costs without increasing results substantially.
Ensure you’re manually managing your Click Costs and if you really want to put Google in charge, set up Experiments to check it can do a better job first before letting it control your entire budget.
9 – You’re not obsessed with your results
If managing and obsessing over your Google Ads isn’t really your thing, then maybe it’s time to find someone who can help.
Whether you’d like in-house training for you or your team, or a consultant who can manage your Google Ads account for you – I’d love to help.