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Google Shopping Ads - Issues

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# 1
Visitor ✭ ✭ ✭

We have recently taken over a campaign where a number of products that are showing as good in Merchant Center have only received a few clicks over the past two years.

 

Increasing the bid and budget did not help as get more impressions, so after we noticed that the titles and description were not optimised, we changed them so that they looked inviting to click.

 

There has been a little improvment but nothing serious.

 

We think that Google quality score on these products has been really bad in the past, and that is working against us.

 

Is it a wise idea to change the SKU / Item ID for these products, thus wiping out any bad history with them, and letting the products get judged again based on their current CTR?

1 Expert replyverified_user

Google Shopping Ads - Issues

[ Edited ]
Badged Google Partner
# 2
Badged Google Partner

Hello @Eli P,

Google says you should not change product IDs after you have submitted them for the first time. This is because their Quality Score uses your product ID to maintain performance history about ads from each product in your merchant feed.

By changing the product ID, you wipe out some of the QS history. If your product had a great CTR, then this is a bad thing… but if your product had a poor CTR and you fix the description, title, and perhaps even added a more appealing image, it might be worth changing the product ID to get a clean slate and another shot at getting better results for that product.

The search terms report for Shopping campaigns is a bit hidden, but it’s available in the Dimensions tab. Here are a few ways you could use the data in the report to optimize a Shopping campaign:

• Add negative keywords for queries that have an extremely low CTR and lots of impressions. These queries are likely just not relevant. You could also look for these strings in titles and description fields in your merchant feed and remove them there.

• Find missed opportunities by looking for high-performing keywords in the rest of your account that have few or no impressions in the shopping campaign. These products would be relevant but are not triggering Shopping ads. Look at the merchant feed to determine if the right products are missing or if the titles and descriptions are not using these keywords, or if the product identifiers are wrong.

• If you have a query that is getting lots of good clicks from a Shopping campaign but you don’t yet have it as a keyword in a regular campaign, it should be added as a new keyword with a very specific product landing page.

• Determine if you’re showing a less than ideal product for a generic query. When a user searches for a category of products, Google still has to pick a few products from that category to display. Maybe they’re showing some of your more expensive products, or some with less-common attributes, and that could cause your CTR to be lower than average.

If you find generic queries that suffer from this, see if you can move some better products with similar keywords to a higher-priority campaign (shopping campaigns can be set with a low, medium, or high ad serving priority).

The above are some ways to get better performance from Google Shopping campaigns.

Adding on to that I have mentioned below few tips to improve shopping campaign performance. 

 

1. Optimize The Title In The Merchant Feed

Titles should be keyword-rich, descriptive, and under 70 characters. For example, for apparel products you would want to include the brand, style, and gender (if applicable) of the product.

A strong title that will fit nicely in the limited space provided by ads(currently 70 characters) might be “Patagonia Women’s Down Jacket.” If you need to have a longer title, be wary of truncation, and front-load any key terms so that if the title is truncated the critical item details show.

Avoid using overly descriptive or editorial language such as “High quality & Gorgeous Patagonia down jacket”. Your products will serve best when using simple and product focused language.

2. Optimize The Description In The Merchant Feed

The optimal description length is 500 characters, much shorter than the physical size limit of the field.

Like your product title, keep the description keyword-rich and product-specific. For products with variants (like clothing items that come in various colors), avoid listing the specifics of any of these variant products — simply state the product comes in other colors, materials, etc. This prevents the wrong product from showing.

For example, if you list a necklace and say it’s available in gold and silver, Google might show the gold necklace to a user searching for silver. By not using the words for the other variations, you can prevent these types of mismatches. As with product titles, you’ll want to avoid any editorial/promotional language and front-load any critical details that may be truncated on the Shopping results pages.

3. Use Correct Product Identifiers

Unique Product Identifiers or UPIs are probably the most important attribute in your feed. There are three types of UPIs: GTIN, MPN, and Brand. For most products, you’ll need to submit two of the three types of UPIs.

Be careful to submit accurate values in this section of your data feed. The UPI that you submit for one of your products should be the same value that a competitor submits for the very same product. Because these numbers are universal and standardized across all products, Google is able to use them to group like products together.

If you’re making up UPI’s or submitting the Identifier Exists attribute incorrectly, Google can’t group your products the same way and you could be missing out on potential impressions.

The Identifier Exists attribute should be used for custom-made goods only. If your goods are not custom made, you must get the proper UPI from the product manufacturer. Google will soon begin to disapprove products that are wrongly utilizing this attribute.

4. Use The Correct Google Product Category

Download the Google Product Taxonomy and make sure that every product has been given the most specific product category available. Products will still be approved with general categorizations, such as Apparel & Accessories > Clothing, but using the most specific category will allow Google to better group your product with other similar products.

The Google Product Categories are similar to UPIs in that you and your competitors should be submitting the same values for each product — giving Google another form of grouping your product with other competing products. Google updates the product taxonomy every three months so it’s a good idea to check back periodically and make sure that Google didn’t add a new category that is more specific or a better fit for your products.

Google Shopping Ads - Issues

Top Contributor
# 3
Top Contributor

Often people underestimate how high the bid should be. Try raising the bid way higher and keep an eye on it. It might be all you need and is worth finding out.

 

Double check that you don't have any negative keywords that are stopping your ads showing.

 

If your products are sold by other merchants in Shopping, compare prices. If you are too expensive Google might decide not to show your ads.