Ultimate Guide On Google Shopping Campaign For Apparel Industry
Today we will start with How to setup Google shopping campaign and practices and high-performance tips for different business types. This article is for you if you own an apparel business - Small, large, online or offline.
In case you are looking to start a shopping campaign for a different industry, check out our page Google shopping Industries and you will find the right practices for your category. If you are looking for best PLA practices for Google Shopping categories - Apparel, keep reading further.
Is Investing in PLA a good choice for the Apparel Industry?
For those who are still skeptical about Product listing ads, with my minimum experience, I can assure that it the future for apparel industry as Apparel is one of the top industries to depend on visuals/product displays for conversions highly.
I’m sure, being from the apparel industry, you all are confident that Google Ads is a profitable marketing channel. Here let us understand if PLA/ Shopping Ads are better for your industry.
Investing in PLA/shopping ads will be better for you if:
In case you haven’t listed yourself on Google shopping because of your concerns for PLA or you had some problem getting started, today is the day for you to begin your journey.
How to take control of your shopping campaign?
Even though Google has complete control over displaying shopping ads as there are no keywords involved, but there is nothing that a well-executed shopping campaign cannot achieve.
Here, we are going to discuss tips and tricks that can grant you more control over your campaign. Suggestions which are apparent but hardly followed by a majority of the competitors.
Let us go after them one by one:
Filling Product details:
I cannot emphasize more on this step. In fact, this is where the whole game can change for you. Filling in the correct and detailed Title and Description can help you achieve the best results as Google decides to show ads based on this data.
Fill proper description details of product type, size, price, color, etc. will help you get noticed. So enter highly descriptive data into your products. Here are some more guidelines on Product title and description from Google to abide for the better performance of the Products.
P.S.: Having more data can never penalize you or harm your campaign in any way.
Structuring shopping campaign:
Well, structuring your campaign this way is definitely easy, but it gives you no flexibility to control your campaign. While finding a solution, we figured out an approach that can help you achieve the desired results; we call it Single Product Ad Group a.k.a SPAG.
The concept is simple. While studying our clients and new customers, we realized that there was one common overlooked flaw in the campaign due to which the campaign performance is not up to the mark, i.e., structuring or organizing the campaign incorrectly. Once we identified the problem, we found the most efficient way to organize shopping campaigns was creating a single Ad group for every single product, thereby effectively capturing the performance of every individual product. To know more about SPAGs, read our article on single product ad groups: the secret to more effective Google Ads shopping campaigns.
Promotional offers and Discounts:
Adding promotional offers or current discounts to your shopping Ad (as shown in the image below) is highly recommended. These offers to act as an extension of your product description and has been observed to improve the CTR of your ad.
P.S. We will discuss them further in the article under shopping ad extensions.
Best Negative keywords for Apparel Industry:
You cannot ignore the importance of negative keywords for shopping campaigns, especially when Google shopping does not use keywords for campaign creation, negative keywords are an asset to improve your campaign productivity. Though accumulating Negative Keyword is an ongoing process, but to begin with, below are a few points to consider for Apparel Industry:
=> Branded product ads are highly competitive and expensive than the non-branded ones, so unless you are selling branded products or have the extra cash to compete with the brands, negate the obvious ones.
=> The first negative list should be the Shared Negative list. As the name suggests, this is the list commonly shared by multiple campaigns in your Google Ads account. If there are certain search terms which give you unwanted clicks across many of your campaigns, you can create a list of such keywords and share it amongst the relevant campaigns.
Read here to know more about Shared Negative lists.
P.S.: If you are an AdNabu customer, learn how to create a negative shared list in AdNabu with a few easy steps
=> The Second negative list is at the campaign level, here you put keywords as per your intuition, i.e., list of keywords which apply to the entire campaign level.
For example, you sell women’s apparel only, the foremost thing to put in your negative keywords list are keywords like Men’s Apparel, Men’s wear, Kid’s wear, etc.
=> Lastly, Curating negative keywords is mostly an ongoing process where you keep reviewing the performance, and over a period you have an exhaustive list of negative keywords.
To understand more in-depth on negative keywords, read How to find negative keywords for your Google Ads campaign.
Since we do not have keywords involvement in Shopping campaigns, it is even more crucial to set up an accurate conversion tracking. It helps us keep a track of clicks that resulted in conversions, which in return helps to better optimize the campaign performance.
Read more about How to set-up conversion pixel for Shopping campaigns
P.S.: If you are a Shopify customer, here is our app that can help you set up your conversion pixel for shopping campaign in 2 simple steps
Google Shopping Ads Extensions:
Google Shopping ad extensions add life to your ads and make them more professional looking and trustworthy. There is no additional cost to use them. And they add weight to your existing Shopping Ad by positively impacting to CTR. When used right, they can make you easily approachable and hence lead to better visibility for your potential customers.
Ad extensions work differently for different Industries. For Apparel Industry, here are a few ad extensions to consider:
Google Merchant Promotions:
As discussed earlier, these extensions are the promotional offers or discounts which can give you edge over your competitors as they make your ads stand out and instantly incentivize your potential customer. Below is the screenshot of the same.
It can be used in case you are running offers like Free shipping, Buy1 Get1 Free(BOGO), or sign up offers, discount codes, free gifts/accessory, etc.
Local Inventory Ad extension:
These extensions allow customers to display real-time inventory and prices of the products. It not only describes the above but also helps locate the nearest store where you can find the product. Clicking the ad redirects the customer to the webpage of the local store nearest to the customer.
P.S.: It is critical to update the feed data in case of local inventory as it may occur that you lose a customer simply because of your lack of update mislead a customer.
Product rating extension:
This is an important extension if you have a lot of competitors with similar products. Proving you are legit and better than your competitors becomes equally necessary in such cases. Product rating extension helps you exactly the same by evaluating your product reviews and ratings from across the web and then displaying it in the form of star rating up to 5 stars (as shown in the screenshot below)
So if you have lots of customers who are happy to rate your product, this extension might just work wonders for you especially for the apparel industry, where people are still skeptical about the quality of fabric, design, etc. when they order online.
P.S. Similar to Search Ad extensions, Shopping extensions are still chosen by Google. It reserves the right to display or discard any extension for the ad, anytime.
If you still are not sure how to start or to take your Google Ads campaign to the next level, consider signing up with AdNabu. You can automate campaign creation and optimize within minutes.
AdNabu helps improve sales in Google Ads. if you are running search, shopping or display campaigns in Google Ads, Our software will be able to increase your sales. Sign up today for a 14 day Free trial