Tips to Optimize Your Shopping Campaigns

2 years ago

Tips to Optimize Your Shopping Campaigns

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In this article we will be talking about the 3 Tips to Optimize your Shopping Campaigns.

First off, why would you want to optimize your shopping campaigns? There are 2 simple reasons:

To stop wasting money on inadvertent and wrong clicks
Spend money on what is working

There are 2 ways you can run a shopping campaigns, first is the standard shopping campaign and the other one is smart shopping which has been turned into a Performance Max Campaign.

Standard shopping campaigns demand more work on your end, but the perks with this shopping campaign is it gives you the most amount of control specifically in preventing wasted ad spend.

In this article we will be talking about the standard campaign. Now let’s go through the tips.

In order to be in the first search results of shopping ads you need to bid high which leads me to the first two tips.

Optimization Tip #1: Add Negative Keywords

Though there’s no search keywords for shopping campaigns, it’s still important to set a negative keywords in your shopping campaign to prevent your ad in appearing in irrelevant search queries.

To do this, go to the campaign, then to the ad group. Once you reach the ad group, go to the negative keywords. You have the options to add individual negative keywords or you can create a dedicated list for your negative keywords.

For example, when you add “low quality” as negative keyword, your ads won’t appear on the search results when someone searches for “low quality beard oil”.

Optimization Tip #2: Bid Differently in Product Groups

You can bid differently for different products and you can do this by going in the Product Groups and tweak the Max. CPC for each product group.

The product though for this strategy where you have all of your products into one campaign is that the negative keywords you set will apply to all product group. The solution for this is what we recommend a Two-Tier Structure for optimal results.

Optimization Tip #4: Implement 2-Tier Campaign Structure

So what do I mean by Two-Tier Structure?

Essentially it looks like this.

These are two different shopping campaigns each with the same products. The only difference is they have different negative keywords and they have different bids.

The first campaign is a high priority which you can set at a campaign level. Basically, I tell Google to make the first campaign a high priority over the second campaign but I bid low for its products. By bidding low, I’m not ensuring that my ad will show on the far left, there will be times that my ad is far across.

What I do is add my best converting keywords on the first campaign to force Google to show my ad for my best converting keywords on the second campaign where I’m bidding high. Additionally the negative keywords that are applied to my High Prio campaign does not apply to my Low Prio campaign, forcing Google to bid higher for my best keywords.

The end result is getting better CTR, getting lower cost/conv., and getting more conversions.

Optimization Tip #5: Checking the Search Term Report

If the ads are not showing up for the right type of search terms, then consider changing the title and descriptions on the shopping feed because clearly Google is not understanding the type of search queries that the ad should show for.

So there you have it, those are my tips in optimizing shopping campaigns. Hopefully you find it helpful!