google shopping

‘Shopping Campaigns: Croud Best Practices’

Vikki Pearson PPC

Google Shopping Ads have been around for a number of years, yet their importance is ever increasing, particularly in light of some of Google’s recent changes. For example; they are no longer showing ads on the right-hand side, which you can read more about here.

shopping ads

At Croud, optimisation of shopping campaigns is a key strength to our business. We like to think we live and breathe shopping!

Further to this, Croud have recently been recognised as having the best shopping account in the UK! – Google we like to think, know a thing or two about delivering great shopping accounts.

We caught up with the Google experts last week and have put together a few tips and tricks that most people aren’t doing very well on at the moment and can further enhance a traditional shopping account. Hope you find it helpful but of course get in touch if you want a bit more information on what we can do specifically for you.

Structure

Consider both the structure of your site and your search account set-up, then try to mirror this. Housing thousands of products in one ad group is both difficult to manage and see what is really working. So, break the products out based on their product type and the range they fit within.

High Vis Campaigns

In a similar fashion to breaking up your top performing terms in search into a high vis campaigns, top performing products should be broken into separate campaigns within shopping. This campaign can then be set as high priority (more details on this below) to ensure that these are shown as a priority for relevant searches – these may be your best sellers, the most price competitive or highest margin products depending on your business objectives.

Consider also creating a sales campaign – housing all your products classified as sale together allows you to up-weight them and manage them separately, this is key for sale periods.

Catch All Campaigns

Alongside all other campaigns, it is key to also have a catch-all campaign – this should be a low priority campaign with lower bids that mops up any additional activity. Often new products are added to sites without the correct labelling or categorisation- catch all campaigns act as a safety net to ensure these products are not missed out in current campaigns.

Priorities

Campaign priorities are often under utilised. However, these help to determine which campaign should be given preference. This is particularly important if you have a cross-over for certain products, perhaps they are in a sales campaign as well as particular product range.

Again, it is important to consider your objective when deciding on priorities. If you need to clear stock perhaps your sales campaign should be set as high priority. High Vis campaigns as mentioned above may also benefit from being set as high priority, particularly if they house your most competitive or best-selling products. Use priority settings to help with your optimisation and ensure the most suitable products appear at the most beneficial times.

Audience – Overlying RLSA

Up-weighting bids across previous purchasers or even site visitors tends to be the most common use. Those that have previously expressed an interest and already have an affinity with your brand are always going to be more likely to convert. There are many other additional ways in which this can also be used. However, to ensure the audience you are targeting are definitely the best fit for your product, consider setting up audiences based on time on site, previous purchasing behaviour or pages visited on site and create really meaningful segments as discussed in more detail in our previous blog ‘Audiences – How To Layer Your Data.