Most of us are well aware of the potential of Google Shopping campaigns. Shopping ad campaigns have the edge over Search ad campaigns for e-commerce stores and retailers whose products are visually attractive. But, can the shopping do better? Can retailers improve the conversion rate of shopping campaigns?
The answer is yes.
But first, we need to understand that click-through rate and conversion rate of shopping campaigns are the way they are as high-intent buyers initiate the majority of shopping searches. And low click-through rate and conversion rate of shopping campaigns are usually due to the competition. Even though there are no industrial benchmark standards for the conversion rate of shopping campaigns, improving the conversion rate from what it already is can be done. And I will tell you how.
Measures to Increase the Conversion Rate of Shopping Campaigns
It all starts with the product feed. From regularly keeping the feed updated to having an elaborate feed has unique benefits for the retailers.
Without keywords, Google uses product titles and descriptions to match user queries with product ads.
Because customers can only view the product, high-resolution images and attributes including colour, size, shape and all that you can provide are of utmost importance. It is best to fill out optional attributes.
Google assigns a quality score for product feeds. Hence, an optimised product feed can help reduce cost-per-click and improve the conversion rate of shopping campaigns.
Campaign priorities help retailers structure bidding strategies for different products. Even though campaign priority setting doesn’t let us prompt Google which product to show to the users, they allow us to decide which campaign we want Google to pick a product from.
A simple example to understand campaign priorities is when we have a year-end sale. We create a new campaign for products under sale. But we also know that these products are already in campaigns we created earlier. Now how can we make sure that Google picks the products from “sale campaign” rather than the ones we created earlier? By setting “sale campaign” under “high priority”, we can ensure that products from this campaign show to the users.
Campaign and ad group segmentation
The most important reason to segment shopping campaigns is to bid appropriately according to the price of the products. There are different methods to segregate the products such as product category, product type, brand, condition, availability, custom labels etc. When campaigns are segmented, optimised product feed is also simple to build and to set campaign priorities will be easy. Thus, impacting the conversion rate of shopping campaigns.
Distributing products into ad groups lets you make the most of negative keywords to regulate your ads, bid modifiers and different other settings.
As we know, shopping campaigns don’t run on keywords; they run on products, their titles, their descriptions and Google’s algorithms. This is why product feed and campaign segmentation repeatedly top the list of hacks for reducing CPC or increasing the conversion rate of shopping campaigns.
But negative keywords let us gain little more control over our product ads. By setting negative keywords at ad group level, we can control what search terms we don’t want to show our ads.
Combination of negative keywords, the best possible product feed and sensible campaign segmentation should make your shopping ads highly relevant. And high relevancy results in a consistent conversion rate of shopping campaigns.
Product star ratings
Products rating beautifies the ads. Using seller rating extension with shopping campaigns has proven to be useful for many sellers. Product ads that showcase more than fifty positive reviews are known to increase the conversion rate of shopping campaigns by up to 5%.
Insights from your data
Most of the essential clues to improve the conversion rate of shopping campaigns is right on your dashboard. Choose the campaign you want to scrutinise and make sure you include all the relevant columns (conversion rate, cost per conversion, category, type etc.) in the data table. Data from this table will help you gauge the performance of your campaigns.
Let’s say the impression count is low for our ads, but the products are not specific to a niche. To increase the impression count, adjusting the titles of products should do. Low impressions mean that Google isn’t finding your products relevant to user searches. Alternatively, increasing the bids is also necessary if the product titles are already optimised.
If the impression count is high, but the clicks are few, your ads are probably showing up for user queries and intent that don’t match your product right. Or, the images you are using aren’t appealing to the users. Or, your products are costlier than that of the competitors.
Competitive pricing is said to improve quality score, and yes, customers like it too!
High impressions, high clicks and low conversions mean that your landing page needs to do better.
Checkout process can also be a reason for low conversions for e-Commerce companies.
Cross-selling works for most of the sellers. However, there are things you want to do and things you don’t want to. The easiest way to cross-sell is to have a list of your best selling products on each product page or category page where you redirect your users to after clicking on the ad. Because customers often end up buying different products than what they wanted to purchase.
This might not work for everyone, but hey, that’s why we recommend A/B testing for shopping campaigns!
Mobile shoppers and cross-device shoppers
I wouldn’t say this is for pros, but yes, I recommend exploring this option only when you have followed all the previous recommendations.
It is all over the news that today is a mobile-first environment. It might seem very obvious, but having a mobile-optimised website, mobile-specific payment process and mobile-friendly shopping experience is the last suggestion.
Mobile devices usage hits the peak early in the morning and late in the night, meaning, people use mobile the first thing when they wake up and the last thing when they sleep. Considering these statistics alone, would a website content with tiny font size, ill-fitting images and a tiring payment process make a customer go through with the purchase? I wouldn’t personally enjoy such a website.
And it’s not us (retailers) who care about customer experience. Google does too, even better than us sometimes. To make it effortless for shoppers to purchase stuff anywhere anytime and for retailers to better reach customers, they launched Shopping Actions. Shopping actions are a step closer to improving the conversion rate of shopping campaigns.
Remarketing is again an advanced strategy. But that shouldn’t stop you from exploring. Remarketing allows us to reach previous visitors. The advantage of remarketing is that we don’t need to introduce ourselves again. We can get to the point without much small talk. And remarketing campaigns are one of the safest investments to improve the conversion rate of shopping campaigns.
And the end
I understand all of this is a lot to grasp. From data feed to remarketing, each of the steps mentioned above is vital and are sure to help you improve your conversion rate of shopping campaigns. You could either do this manually or let us do it for you. Yes, you read it right. We can do it for you. AdNabu can structure your campaigns, optimise bids, prompt you for the changes and also set up remarketing campaigns to ensure your shopping campaigns rock!