As marketers, we all know the struggle – you set up a shiny new shopping campaign, hit “enable,” and… crickets. With so much riding on these ad formats, simply putting them live isn’t gonna cut it. You need to bring that special sauce to stand out in today’s ultra-competitive ecommerce landscape.
At The Evergreen Agency, we live and breathe this stuff daily for brands across industries. Through years of experience (and some trial-and-error), we’ve unlocked serious shopping ad growth for our partners. Here are five trade secrets we swear by:
Product title/description optimisation
- This one’s a no-brainer, yet brands constantly overlook it. Using those default website titles and descriptions is just leaving money on the table. You need to optimise this content with the terms consumers are actually searching for! Lean on friends like Google Search Console to uncover popular queries, then artfully work in those lucrative keywords. It’s a quick win for boosting relevance and click-throughs.
- Get Custom With Your Labels Chances are your product feed has some underutilised “custom label” columns ripe for the taking. These allow you to enrich your listings with bonus attributes like product use cases, variants, sale info, and more juicy details. More data for Google to leverage = higher campaign relevance. It’s a marketer’s dream!
- Go All-In on Asset Groups For the Performance Max crowd, asset groups are where the magic happens. This is your content hub for all those compelling headlines, descriptions, images, and more that Google will mix and match into killer ads. Give the machine tons of creative assets to play with, neatly organized by things like product categories or audience segments. More fuel for Google’s optimisation engine = better performance.
- Slice and Dice Those Campaigns While dumping all your products into one master campaign may seem efficient, this masses-to-the-masses approach often undermines performance. Savvy marketers will segment product groups based on factors like price positioning, margins, merchandising strategies, and more. Separate camping could be the key to lining up your products with the right audiences and objectives.
- Ditch Those Search Partners Controversial opinion alert: search partners are typically a waste of spend for most ecommerce players. These partner sites may seem to drive tons of impressions and traffic, but how much of that is actually converting? We regularly see minimal Return on Ad Spend (ROAS) from this slice of the auction. Our move? Shut off search partners and reallocate that budget to more profitable channels.
Bonus tip: unleash visual inventory
For Performance Max fiends, google has gifted us “visual inventory” – a suite of non-product creative assets to further augment your campaigns. Extra imagery, display ads, even video! More inputs = more for Google’s systems to test and optimise. We’re talking next-level ad quality and relevance.
There you have it – a five-point checklist for becoming a shopping ads extraordinaire! Of course, executing each of these tips is easier said than done. Nuances across industries, business models and more mean cookie-cutter approaches won’t cut it.
If you’re looking for tailored shopping ad mastery to drive sustainable revenue growth, we’d love to walk you through our full-funnel ecommerce solutions. Shoot us a message to learn how The Evergreen Agency can be your guide.
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