Google Shopping, formerly called Product Listing Ads (PLAs), may be managed from the Google AdWords platform, but they are not the same. In some ways you have more control over your ads with Google Shopping since you are bidding on products rather than keywords. With this newfound control, what are different ways you can optimize your results?
1. Focus on title descriptions
This is what most people will see and should include keywords such as brand, style, color, size and product details so that the consumer knows exactly what they will get.
2. Group your best selling products
There are several methods you can use to group and categorize your products such as brand names or new vs. used. Make sure you set your best selling items in one category and designate it at a higher priority.
3. Use your SEO skills on product descriptions
This is a great place to use your keywords, but remember that most customers will only see the first 180 characters. Keep the length between 500-1000 characters and put your most important information first.
4. Don’t break the rules
Google Ads editorial rules still apply to the shopping platform. For example, don’t use BLOCK CAPITALS or gimmicky symbols.
5. Run your feed regularly
Google favors merchants with consistent and clean data. If you can’t run your feed every day, make sure it is run on a regular schedule. Your listing should include only products available online and reflect the current price.
6. Use high quality photos
Make sure you are using high quality photos that are not watermarked. Avoid product images with harsh shadows or distracting backgrounds.
7. Encourage reviews
Both Seller Reviews and Product Reviews can help with consumer confidence. Consider participating in Google’s Trusted Store Certification program.
Are you looking to launch a Google Shopping campaign? Get started on the right foot and contact Informatics Inc. today.