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Google Shopping Campaign Help

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# 1
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Hi guys, 

 

I am presently running a google shopping campaign for dress shirts and blazers. My dress shirts category only has an impression share of 45.56% and blazers 43.62%. I am wondering if there is a way to increase the impression share. I know raising the bid can help. However, are there other methods I can potentially implement?

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Michael B
September 2015

Re: Google Shopping Campaign Help

[ Edited ]
Top Contributor
# 2
Top Contributor


the same similar concepts and strategies that might be used to increase
impression-share for other campaign-types and advertising more generally,
can be applied to shopping-campaigns and product-listing-ads -- by simply
shifting the details to the product (feed) data and product-groups.

first, measure.

analyze which specific items in the poorly-performing product-groups
are performing better than the others in the same group; then, closely
review all (feed) attribute information being submitted for those items.

be certain all attributes are focused on the physical product or
how the physical product might be used; remove any information
that might be unrelated to the (physical) product or might detract
from the item's relevancy.

consider adjusting attributes and images for any product variants.

 

consider higher quality images (not necessarily higher resolution)

for all (poorly performing) product (groups) -- especially blazers.

 

consider more relevant and granular product_type information.

consider custom labels to adjust seasonal,
promotional, or risk-related objectives.

consider carefully analyzing the landing-pages
of poorly performing product-groups -- with
respect to google's quality recommendations.

 

consider carefully analyzing any messages

in the quality sections of the merchant-center.


consider location-based targeting.

consider adjusting bids based on device-type.

analyze the terms triggering poorly performing items --
and consider negative-words for more focused targeting.

consider separating the poorly performing groups into
new product-groups and increasing those specific bids --
or use separate campaigns with targeted budgeting.

consider creating product-groups tied to a (limited, targeted) promotion.

consider utilizing ad scheduling.

consider analyzing the impression-share delta to determine if
the difference has been relatively steady between product-groups
verses a more dynamic drop over some time frame; the drop

should also be analyzed in terms of external factors -- such as

seasonality or potential changes to the market-segment.

 

then, measure again and compare the

results to the original measurements.

also, consider using google's built-in tools that are
specifically designed to analyze shopping-campaigns.

importantly, consider not having the goal of increasing impression-share
simply to increase impression-share -- any attempt at a tactical increase
should be in the context of increasing useful, relevant, and targeted,
impressions that are one component of a larger advertising strategy
and the business's goals and objectives.

see also
https://support.google.com/adwords/answer/3455573

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Michael B
September 2015

Re: Google Shopping Campaign Help

[ Edited ]
Top Contributor
# 2
Top Contributor


the same similar concepts and strategies that might be used to increase
impression-share for other campaign-types and advertising more generally,
can be applied to shopping-campaigns and product-listing-ads -- by simply
shifting the details to the product (feed) data and product-groups.

first, measure.

analyze which specific items in the poorly-performing product-groups
are performing better than the others in the same group; then, closely
review all (feed) attribute information being submitted for those items.

be certain all attributes are focused on the physical product or
how the physical product might be used; remove any information
that might be unrelated to the (physical) product or might detract
from the item's relevancy.

consider adjusting attributes and images for any product variants.

 

consider higher quality images (not necessarily higher resolution)

for all (poorly performing) product (groups) -- especially blazers.

 

consider more relevant and granular product_type information.

consider custom labels to adjust seasonal,
promotional, or risk-related objectives.

consider carefully analyzing the landing-pages
of poorly performing product-groups -- with
respect to google's quality recommendations.

 

consider carefully analyzing any messages

in the quality sections of the merchant-center.


consider location-based targeting.

consider adjusting bids based on device-type.

analyze the terms triggering poorly performing items --
and consider negative-words for more focused targeting.

consider separating the poorly performing groups into
new product-groups and increasing those specific bids --
or use separate campaigns with targeted budgeting.

consider creating product-groups tied to a (limited, targeted) promotion.

consider utilizing ad scheduling.

consider analyzing the impression-share delta to determine if
the difference has been relatively steady between product-groups
verses a more dynamic drop over some time frame; the drop

should also be analyzed in terms of external factors -- such as

seasonality or potential changes to the market-segment.

 

then, measure again and compare the

results to the original measurements.

also, consider using google's built-in tools that are
specifically designed to analyze shopping-campaigns.

importantly, consider not having the goal of increasing impression-share
simply to increase impression-share -- any attempt at a tactical increase
should be in the context of increasing useful, relevant, and targeted,
impressions that are one component of a larger advertising strategy
and the business's goals and objectives.

see also
https://support.google.com/adwords/answer/3455573