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.
I am addressing this because this is the first question I come across when I suggest Google shopping to any of my new/existing client. If you already have PLA ads or are sure about using them, kindly move to the next heading in the article.
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 AdWords is a profitable marketing channel. Here let us understand if PLA/ Shopping Ads are better for your industry.
Bids and daily budget are a variable term and may differ for every merchant and even for same products. However, for being profitable on Google Shopping, you should be able to invest a minimum amount of daily budget, so your shopping ads are always up and running throughout the day.
You do not have strict margins. As true for AdWords in generals, if you have tight margins, it is really difficult to be flexible with the campaign/ budget. Getting profit out of such a campaign would be difficult. So, add a product with higher profit margins for starters.
You have a quality and well-structured website.Google emphasizes on your website quality and links as part of its shopping algorithm to determine the website and merchant quality. Recently with Penguin 2.0 (A webspam Google algorithm). If you have a website which is still underprepared and not as per Google’s standard, it may affect your performance on Google Shopping.
Lastly, it puts us in a difficult place with Apparel being a highly competitive category. Getting to that sweet spot with shopping campaign might be difficult. But, like everything else, this varies mainly on your product type, margin, brand value, and competitors.
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.
Even though Google has complete control over displaying of 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:
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 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 better performance of the Products.
P.S.: Having more data can never penalize you or harm your campaign in any way.
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 AdWords shopping campaigns.
P.S. We will discuss them further in the article under shopping ad extensions.
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 AdWords 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 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 AdWords 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 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:
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 offer like Free shipping, Buy1 Get1 Free(BOGO), or sign up offers, discount codes, free gifts/accessory, etc.
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.
This is an important extension if you have a lot of competitors with the 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.
This was a short guide to get started with Google shopping campaign for Apparel Industry. Apparel Industry is one of the industries in e-commerce which are highly benefited from AdWords shopping if effectively done. In case you haven’t tried your hands on AdWords for your business, we suggest you to consider setting a campaign right now!
If you still are not sure how to start or to take your AdWords campaign to the next level, consider signing up with AdNabu. You can automate campaign creation and optimize within minutes.