Google Shopping Campaigns
Product Listing Ads or Google’s Shopping ads are the most effective campaigns for e-Commerce sites.
For creating a PLA campaign, we have to register our business with Google Merchant Center account, and we need to submit product data feed.
Product Data feed contains;
- Product Id – Title – Description – Price – Condition – Availability
- Product Category – Product type – Brand – High label – Link
Learn Optimizing the Product Listing Ads;
Taking the example of a Client who has one product category – ” Home & Garden,” We are not able to categorize all the products in the different product category. If we were having a lot of product categories in our feed, we could set bid differently for the different product category in priority wise.
The easiest way to set an ad group & products for PLA is having one ad group & one product group, different bids for different products.
Here the one major problem we face is “accurately putting negative keywords.”
Once you start running your PLA campaign, you will see a lot of irrelevant keywords bringing your audience to your product page. But if we put that keyword in the negative list – that will apply to other products as well in above criteria.
As I said earlier, we have one product category and around 200 products.
We created different ad groups for different types of products in home & decor category. By doing this, we have more accurate data on keywords which are triggering for different products, and we can put negative keywords in ad group level, and it brings the much better result.
Don’t forget the essential metrics like benchmark CPC and share impression to set your product bid.
Another way to optimize the PLA campaign is to check the bounce rate, average sessions for each ad group so that we can optimize the product page content.
Checking device and setting bid adjustment
Checking weekdays performance, the hour of the day for ad scheduling
Location wise performance is also a regular optimizing technique to do on a regular basis
To know more, or learn the best of the techniques, join the “Product Listing Ads Workshop” by
eMarket Education or Follow their Facebook Page for the Live Streaming of the events; https://www.facebook.com/emarketeducation