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Rotating Google Shopping Feed

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Maybe this is a dumb question but before I speak to my tech team about this, I wanted to ask a question about xml shopping feeds.

 

Our site sells thousands of items at very low quantities (1-3) and certain items keep showing up on Google Shopping searches. Many aren't clicked and some haven't sold in a year and a half.I thought about blocking these items from the feed and would need their help to do this.

 

Someone on the team also thought we could rotate items in the feed. Would it make a difference in the searches if the items were rotated in some way? 

 

My hope is to increase CTR for the campaign too so any thoughts on this would be appreciated. Would rotating have an effect or should we just block poorly performing items?

 

Thanks in advance!

1 Expert replyverified_user

Rotating Google Shopping Feed

Top Contributor
# 2
Top Contributor

the idea of rotating such items may derive from google possibly giving a
slight boost to newly added items; however, this is generally short-lived
and may adversely affect quality and performance long-term.

google tends to prefer a strong inventory with a
long history of increasing quality and performance.

generally, removing such items from the auctions altogether, or
bidding much lower on such items, are the more typical solutions.

rather than removing items from the feed, the items may be blocked from the
auctions simply by applying an inventory-filter to the shopping-campaign --
then removing the filter if the items are to be added back into the auctions.

reasons for adding such items back in the auctions may include --
improving the landing-page, improving image quality, seeing
an improvement in sales from other verticals, or increasing
a business's overall advertising budget with a corresponding
ability to temporarily increase the bids for such items.

using google-analytics or similar to measure return-on-investment and related
results, after any such changes, to help determine if such items may be added
back into the auctions, is also a good practice.

Re: Rotating Google Shopping Feed

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thanks so much for your insight. A filter sounds like the best bet.

 

Currently I'll just exclude them through AdWords because it is clear that certain items - even though they are performing poorly, are being preferred in most of the categories. 

Rotating Google Shopping Feed

[ Edited ]
Top Contributor
# 4
Top Contributor

first, you're welcome.

what may be more of a concern is why the remaining items were not being
preferred; generally, the items with higher bids, better overall performance,
better landing-pages, higher relevance, better expected click-through rates --
better overall quality -- should be preferred within the ad-auctions.

that is, there may be bid, budget, targeting, negative-word,
or quality related issues with respect to the remaining items.

before and after the inventory-filter change, consider carefully monitoring
the campaign and reviewing all google's guidelines and related best-practices.

see also
https://support.google.com/adwords/answer/3455573
https://support.google.com/adwords/answer/6167176
https://support.google.com/adwords/answer/6275319

https://support.google.com/merchants/answer/7052112

https://support.google.com/merchants/answer/6363310