So, You’ve Jumped Into The World Of Smart Shopping…
You’ve set up a campaign and it’s finished the learning period. Now what?
If there’s one thing we know about search marketers (including ourselves), it’s that we all love a bit of account optimization. We also know that it can be daunting to know what to optimize and where to start with an essentially automated campaign format. But fear not, dear search marketer! There are things you can do to add value.
Read on to find our top tips for optimizing this campaign type for success.
#1 Review The Optimization Score For Your Smart Shopping Campaigns
You can use these recommendations to identify optimization opportunities that will help improve the performance and to prioritise recommendations that are expected to have the biggest performance impact.
#2 Review Your Budget To Understand The Search Appetite
Remember: Smart Shopping campaigns will not always display a ‘limited by budget’ warning so check your budget regularly to understand if there is additional budget opportunity.
#3 Adjust ROAS Goals To Impact The Scale Of The Campaign
Adjusting budget and ROAS targets are the easiest ways to help your Smart Shopping campaign scale efficiently. To be more aggressive and drive more sales, set a lower ROAS target.
To be more conservative and focus on a higher return (but fewer overall conversions), set a higher ROAS target.
When deciding on and setting your ROAS target, make sure to check your competitive positioning. Use competitive share metrics to determine click share & impression share. Use Auction Insights to see how you rank relative to your key competitors. If there is room to scale either metric (ongoing or for particular seasonal periods), consider setting a lower ROAS target in order to increase click share or impression share.
#4 Always Use High-quality Images For Your Ads
The better the images, the better your ads will be received by your audience and the better they will perform.
And to get maximum brand impact from your ads, ensure that you’ve included your primary and accent colours under the “Branding” section of Merchant Center.
#5 Set Up Custom Parameters To Tailor Your Dynamic Remarketing Ads
Using these parameters, you can categorise your site visitors by sending additional data through the remarketing tag to build more sophisticated, highly targeted remarketing lists.
For example, an online store could collect the product price and the page type in the tag to create a list for people who bought any product above a certain price.
In this case, the custom parameters that the online store would include in the remarketing tag would be ‘value’ (price of the product) and ‘pagetype’ (in this case, the purchase page). This type of implementation allows a more advanced categorisation of visitors and is not limited to simply defining audience lists based on URLs.
Prior to tackling this optimisation option, keep in mind that it requires more advanced technical expertise and IT resources to set up.
As it’s coming up to the holiday season check out our article ‘Get Holiday Ready With Google Smart Shopping Campaigns’ to make sure you maximise your Smart Shopping Camapaigns.
If you’re interested in more information about any of the tips above, reach out to us at firstname.lastname@example.org – we’re here to help!