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Tips for Google Merchant Centre & Shopping Campaigns

At a recent Google presentation about using the Merchant Centre feeds and AdWords Shopping campaigns, a range of insights and tips were presented which aim to get better results for ecommerce stores from this increasingly important sector of AdWords.

One of Google’s current areas of focus is the use of automation and machine learning to help improve the management and results of AdWords campaigns, including Shopping. Here, the main objective should be to improve margins and ROAS (return on ad spend) so that as campaigns develop and data is collected, the bid targeting and ad performance should improve based on results.

The other main area that Google is pushing is website load speed, particularly for mobile sites. Research shows that most searchers will leave a mobile site after 5 seconds if it still hasn’t loaded, with a target time of less than 3 seconds to keep the user engaged and onsite. As we have noted before, Amazon and other big retailers obsess about these metrics as differences in milliseconds can have a notable impact on sales and revenue.

Google is continuing to enhance the interaction between product feeds from the Merchant Centre account and AdWords Shopping campaign performance. New opportunity suggestions for feeds will be appearing in AdWords soon, along with price benchmark reports.

With the product feed content, the use of good title and description for a product are important to help it rank better in the results. It’s recommended that brand names are included in the product title, plus gender and size information where relevant. By looking at the search terms report that has displayed products in the past, the common search phrases should be fed back into the product descriptions to match popular usage and increase the chances of products appearing on the search page.

As Shopping becomes a bigger part of AdWords inventory, and often the most effective part of an ecommerce account, the tools and metrics being made available are becoming more sophisticated and valuable, such as click impression share reports and price benchmarks for the same products. These things can all help an advertiser develop their product feed and campaign targeting to maximise sales and make an AdWords Shopping campaign a highly cost effective source of new online business.

If you’d like to know more about developments in Google Shopping campaigns and how these could work for your business, please contact us for more information.