Google Shopping has been changing so fast it’s not even funny. As a digital specialist, it’s hard enough to keep up with, let alone for your general e-commerce shop owner. With so much to think about and understand, I want to give you a bit of a one stop shop for your Google Shopping campaigns! I’ve got a couple of simple tips which will allow your campaign to grow and give you the absolute most control when it comes to setting up your online store!
Google Shopping should really be treated like any other shop front. Just because it’s in the digital space doesn’t mean it’s any different from any other shop in the history of retail. Keeping things organised will help both your online campaign, your data analysis and give your customers the best possible opportunity to find what they need, when they need it at a price they like!
HOT Tip # 1
As you would in a Google search campaign, it pays to group like minded products together. The great thing with Google Shopping is that you can break things down further and further until you’ve got a campaign that is set up to optimise your advertising spend based on line categories and profit margins.
You can create a product breakdown which starts with your product category, for example, apparel. From there you can segment; men’s fashion/women’s fashion and everything else. From there, you’re able to break each segment down further -- Brand A, Brand B and so on. If you think about any bricks and mortar shop you’ve ever walked into, it’s set up in almost the same way. If it’s not segmented by brand, it will probably be segmented by style, either way, you can do it within your campaign.
Setting up your campaign like this allows you to focus your budget, time and energy on what you can see is working and allows you to easily pull category reports and see where you’re money is returning vs. what needs work. Whichever way you look at it, organisation is key. As your business grows and your product lines grow, you will thank your past self for being so organised in the early days. Trust me.
HOT Tip # 2
You don’t have to limit yourself to a single campaign. In fact, as your business grows, the more the merrier! Let’s say you’re having a flash sale, an end of financial year sale *cough* *cough*… Use a separate campaign to funnel your sale products into. This gives you the absolute most control which is what you will want and need. It will not only allow you to better manage your reduced margins on the sale items, but it will also give you a quick snapshot of the results and return your sale is giving you at any point in time.
The other benefit of multiple campaigns is the fact you can set separate campaign priorities. In running a sale campaign, you will be able to set a high priority on the campaign which will set your ads to show ahead of anything else. Think of it as putting your sale items at the front of your store. You’ll draw people in with your loss leaders and if your site is set up to do so, you’ll be able to up sell your full priced items while you’re at it!
Again breaking the campaign down by category and brand will give you ultimate control, but keeping things in campaigns based on your objectives will make life so much easier in the long run. So don’t forget to stop at your one stop Google Shopping shop!