Facebook & AdWords Tips: Optimising Shopping Ads

gstips

When creating Google Shopping campaigns, you need to be sure that you are building them in the correct and most efficient way.

Tip #1 – Disable Search Partners

We’ve found that with Search Partners, you tend to get a lot more traffic to your site, but these are generally low quality. We would recommend not targeting search partners, especially for a new shopping campaign.

Tip #2 – Enhanced CPC

Enhanced CPC is a good way of optimising bids. Google automatically adjusts the bids of clicks that they feel would convert the most, and reduce bids on anything that is less likely to convert. It’s a good method to use, if you are driving for conversions at a lower cost.

Tip #3 – Separate Ad Groups

If you have a shopping campaign with several different products; we would recommend creating separate Ad Groups for these. This way, you are able to monitor them easily, be able to add more relevant negative keywords, and manage the bids more efficiently.

Tip #4 – Actually Use The Priority Settings

You can specify which campaign you’d like Google to serve more, by just changing the campaign priority settings. A campaign with a higher priority setting – but with lower bids – would win in an auction over a campaign with lower priority, but higher bids.

This is helpful if you have important campaigns that need to be shown all the time; so Google would look at the priority settings and decide to push the campaign with the highest priority.

We find it helpful, as we monitor and optimise a lot of shopping campaigns. So by having priority settings in our Google Shopping strategy, we can ensure that our best campaigns are getting the visibility they deserve.

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