Google Shopping Feed Management & Optimization Services
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Google Shopping Feed Management

Google Shopping used to be (and is occasionally still) known as Product Listing Ads. You may be familiar with them as the tiles that populate at the top of a search engine results page which contain products with images and prices. This is a Google Shopping Feed, and it displays a variety of products based on the search query.

When properly managed, a Google Shopping feed strategy can result in higher traffic figures and additional conversions for your eCommerce website. Since many shoppers are visually motivated and price-sensitive, having a paid search listing that shows both a picture of the product and a price can result in a quick click and an equally quick sale – provided that the strategy is managed by an experienced team of paid search professionals.

How Google Shopping Can Positively Affect Your Paid Search Strategy

There are all different types of paid search marketing strategies that you can build into your overall digital marketing plan, and Google Shopping is but one of them. That being the case, Google Shopping accounts for a lot of paid search clicks every year. According to some sources, Google Shopping alone accounts for over half of paid search clicks every year.

Unsurprisingly, online businesses have been quick to realize the potential and spend accordingly. More than half of online ad spend is allocated to Google Shopping.

Google Shopping ads are also associated with higher click-through rates and conversions than text ads. This could be because they feature a picture and a price; it could be because they are displayed above text ads and organic results. Whatever the reason, Google Shopping ads appeal to more than one sense, and are effective at reaching shoppers with a willingness-to-buy.

However, a Google Shopping Feed doesn’t manage itself, and you need to pay for all of those clicks. With tons of products, ad groups and ad listings to manage, streamlining the process will quickly become a necessity instead of a nicety. Here’s how 1Digital® Agency’s Google Shopping Feed Management will help optimize your campaigns for success.

1Digital® Agency’s Google Shopping Feed Management

Whether you’re simply looking to maximize the return-on-investment of your Google Shopping Feed campaign or you’re running into trouble effectively managing all of your different product displays and ads, our PPC specialists are here to help with a proven process that will save you work and maximize your return on investment.

Effective Bidding Strategies

Quite simply, an effective bidding strategy ensures your ads appear where they are mostly likely to result in conversions. You don’t want to bid on keywords simply for the privilege of appearing if the ad is not going to draw in traffic that will convert. It might seem as though high bids win every time, but realistically, that’s just a way to cost-engineer your Google Shopping campaign in the wrong direction.

Our PPC specialists will keep close watch on your Google Shopping Feed 24/7, ensuring that only the highest converting ads merit the most aggressive bidding strategy, whereas fewer resources are allocated to less lucrative ads associated with poor or uncompetitive positions.

Optimizing Product Feed Displays

Quite simply, an effective bidding strategy ensures your ads appear where they are mostly likely to result in conversions. You don’t want to bid on keywords simply for the privilege of appearing if the ad is not going to draw in traffic that will convert. It might seem as though high bids win every time, but realistically, that’s just a way to cost-engineer your Google Shopping campaign in the wrong direction.

Product data feeds are one of the most important aspects of your PPC campaign, and a poorly optimized product feed will result in underperforming ads, perhaps even ads associated with high impressions figures that simply don’t generate clicks or conversions.

Optimized product data feeds should be regularly updated and comprehensively filled out. Missing information is not good for the customer experience and will likely not result in either a click or a conversion – although, not setting expectations properly and displaying the wrong price of a product definitely has the potential to ruin the customer experience, which could cost you the price of a click that does not convert.

Any available space that you can use should be used. For example, some Google Shopping ads are displayed with text advertising “More Options,” or with a pictorial representation of a product’s reviews or ratings – both of these things can encourage user interest in an ad and can result in higher conversion figures.

Impressions that are not associated with clicks are a fact of life for PPC campaigns. Some users will, invariably, see your ad but will not click. Some of these have no intent to buy and should not realistically be considered a part of your target market. However, others have intent to buy, but your ads, for some reason or another, do not appeal appropriately to their sentiments. If the only issue for some of these impressions is price, dynamic repricing can help turn an impression into a conversion.

1Digital® Agency’s specialists leverage the ability to dynamically adjust the price reflected by an ad to encourage some members of your target audience to convert; by keeping close tabs on the price-sensitivity levels of your target audience, it can help you position product pricing more effectively in the future of your paid search efforts.

Managing Google Shopping Feed Errors

Poor Google Shopping Feed Management practices can overlook errors associated with pricing, product imagery, tax and shipping, availability, feed processing, and much more. Some of these more minor errors might be overlooked by some interested buyers, whereas others can adversely affect user behaviors and cost you conversions.

Issues associated with pricing or imagery, that actually affect the shopping experience, can push customers farther away from conversions. Furthermore, they harm your brand image and make a Google Shopping feed seem unreliable. With trust at the focus of most digital marketing initiatives, losing out on potential customers because a shopping feed seems mistrustful can have far-reaching consequences.

Luckily, a well-devised Google Shopping Feed Management strategy will help ensure that your feed is updated regularly and help prevent errors at the source, resulting in a higher-quality shopping experience that encourages conversions.

Remarketing to Boost Conversions

If your current paid search campaign is not taking advantage of the opportunities associated with remarketing or retargeting, you’re missing out on potential business. Some visitors to your website will actually navigate through your ads, belying interest in your products; sometimes very targeted interest – however, these will not always convert, at least not on the first time around.

Remarketing and retargeting enables you to track user behavior, following along with potential interest in specific products before positioning those ads in front of potential buyers that showed interest in your ads in the past. Artful use of remarketing and retargeting can significantly boost the overall success of your PPC campaign.

Continuing to pitch the same ads opportunistically to these visitors can help conversions along, especially in the case that a visitor was interested in a specific product but was not particularly loyal to any given seller. Being in front of that client at the right time will make the difference between a conversion and a lost sale.

Additional Ongoing Optimizations

In addition to these optimizations that will take place when you partner with 1Digital® Agency for Google Shopping Feed Management, our specialists will keep a close watch on the performance of your Google Shopping Feed in order to optimize it to appeal to your target audience so it can deliver the best results in term of clicks, conversions and revenue.

To learn more about the ongoing optimizations we perform for our PPC clients, visit our page on eCommerce PPC services or get in touch with a specialist at 888-982-8269. You can also start with a free eCommerce PPC audit to see how your current campaign is performing.

Start with a Free eCommerce PPC Audit!

If you’re already running a Google Shopping or another form of paid search campaign and you’re not sure if it’s worth it to take the plunge of working with a PPC specialist to manage your efforts, start with a free eCommerce PPC audit.

A PPC audit will offer you current, analytical insights into the performance of your current PPC campaigns, with respect to performance of certain ad variants, where performance can be optimized and where costs can be cut. The ultimate goal is to engineer overall spend down and maximize the highest possible return on that ad spend for greater return on investment, and a PPC audit is a great place to start.

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Capture More Business with an Optimized Google Shopping Feed

A Google Shopping Feed might be easy to set up but it takes the insight of the experts to optimize. Our Google Shopping Feed management experts will analyze your current campaigns and then make the adjustments necessary to promote a higher-quality user shopping experience and to encourage their journey along the sales funnel. Contact us today to get started: Higher sales figures are within reach!

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