How to do Google Shopping Audit in 2022?
Google Shopping Campaigns play the main role in optimizing your strategies for selling. Only by targeting the correct search term that relates to your catalog can you sell your products through Google Shopping. These keywords will assist in creating a product ad that can be readily accessed by clients.
Before getting into the nitty-gritty, an understanding of Google Shopping is crucial. The tool, which was formerly known as Google Product Listing Ads, allows customers to search for and compare products based on their search queries without leaving the Google platform they’re on. Users see ads for multiple products with text, images and a link leading to the product owner’s website. Not only do Google Shopping ads and broader search campaigns make users aware of a brand, but they also display their catalog specific to what users have searched for.
Google Shopping is a Google Merchant Center and Google Ads-based. The former is where the product feed or catalog of your item will reside. Google has requirements on how to layout products and information. This can be performed manually in a spreadsheet or using a third-party plugin that scrapes information from your website to organize it in the format of Google’s liking. Google Ads is what businesses use to create product listing ads (pla google or google pla ads) that display at the right time on users’ screens based on their search query.
Google Shopping will guarantee that your advertisements reach the correct audience and only interested customers while maintaining them in line with the budget. The budget optimization tool will ensure that ads fall within the budget without disturbing their output. Google will also guarantee that you are updated on the results of your product and can even provide insights on competitors’ products.
Why you need Google Shopping for your eCommerce business?
Need #1: Direct users’ attention.
Google Shopping Ads are the only advertisements that boast a picture in the search outcomes and this can instantly capture the shoppers' attention. Visual appeal is essential to optimizing Google Shopping because it attracts customers and makes them more likely to click through an ad and land on the desired product page.
Need #2: Higher ROI.
Google Shopping advertisements statistics have shown that conversion rates are much greater than text ads. On average, conversion rates are 26% greater and your cost-per-click is also lowered by around 23%. This contributes to better traffic, reduces general ad spend and, in the long run, boosts your returns on investment (ROI).
Need #3: Appear on the top of SERPs.
For any budding business or established ecommerce platform, appearing on the top of search engine results pages is crucial to spreading the word about your products and services. Since Google Shopping Ads guarantee that your products appear above the outcomes of organic searches, the online visibility of your brand can be expanded readily and efficiently. One of the reasons why these advertisements are so great at matching potential clients to your company is that they show your products based on the keywords generated based on user search queries.
Need #4: Get qualified leads.
With Google Shopping Ads, the client can see enough data in the ad that when they arrive at your website they are already a little acquainted with your product. The advertisements consist of the picture and name of your item, price, brand name and product ratings displayed as simple starts. Based on the picture, rating, and cost, shoppers who aren’t fully aware of your brand or business name are still likely to click on an ad, especially if it perfectly matches what they’ve searched for. This way, you get more qualified traffic and leads that are more likely to convert.
Need #5: Increase your reach.
With Google Shopping campaigns, your advertisements may appear for a single query more than once, or for multiple similar queries just once. As Google also selects the keywords against which to display your products, you may discover that your products are starting to show up for keywords that you may not have researched about or added to your list. A precise match is not needed, since Google’s synonym repository only gets smarter, making search queries and match terms more flexible.
Need #6: Eliminate separate keyword bids.
With Google Ads, you'd have to bid individually for all these keywords, but that’s not the case in Google Shopping. Whatever phrases shoppers personally use to define the products they want, Google matches it with synonyms and broader keywords to reach more leads in the end.
How to audit your Google Shopping Campaigns?
Given that Google Shopping has a lot of income and returns on investment riding on its efficient functioning, it is essential for companies to ensure that their ad spending is always diverted to the correct platforms, campaign groups and search queries. Do note that Google Shopping links directly to your Merchant Center account, so changes made there need to be applied in Google Shopping.
Method #1: The default way
To perform an audit of Google Shopping Campaigns in the default way set out by Google, you will need to look at:
Product Groups page- to measure the performance of individual product groups
Products page- understand the performance of individual products in single campaigns
Predefined reports page- for metrics at a granular level, based on dimensions including category and Merchant Center ID
Auctions insight report page- to compare your performance with that of other advertisers bidding on the same keywords and search terms
Bid Simulators tab- using simulations to experiment with different bids and their results without actually affecting current bids
Method #2: The AdNabu way
You can use AdNabu to plan out a demo of a Google Shopping audit or register to test Google Shopping for free. You can enhance your shopping campaigns to make them more profitable with the assistance of AdNabu. They will assist in categorizing high-efficiency and low-performance campaigns and initiate fresh searches-based products and campaigns.
The team at AdNabu performs regular audits and produces extensive reports on issues, warnings, and critical issues. AdNabu can also assist to fix these problems in a timely manner to guarantee that no losses occur and no campaigns are hit.
After using their services, AdNabu's customers saw conversions of more than 30% because their plans combine technical know-how with customer experience and knowledge. The team can specify exactly what taxes the program, or what supports it, and then evaluate the best alternative accordingly.
The best practices for auditing Google Shopping
Best Practice #1: Maintain a campaign structure.
It is essential to guarantee that the feed is fully managed with custom labels, enabling segmentation when structuring your campaigns and ad organizations. ‘Custom labels’ will categorize your goods into certain structures. This allows you to quickly create a campaign and/or ad group based on labeled product groups. While auditing, ensure that your campaign structures are labeled and accurately segmented.
Best Practice #2: Set campaign priorities.
While performing a Google Shopping audit, ensure campaign priorities are set to avoid unnecessary ad spend. Using the priority setting in Google Shopping Campaigns, you can prioritize one campaign over the other so that Google Ads understands from which one to bid. This function is only required when you have one item in different shopping campaigns. Each campaign priority is set to Low by default. Depending on where you want the offer to be taken from, you can alter this to Medium or High. The highest-priority campaign always bids first.
Best Practice #3: Write compelling product titles.
Product titles and images are the keys to attracting customers and increasing traffic. Ad titles need to be compelling yet accurate and must match with both our Google Merchant Center product feed and your landing page content. Similarly, images need to be of the highest quality and ideally not stock images that aren’t wholly connected to your product. Include high-ranking keywords in the title and description to be considered more appropriate for a search query.
Best Practice #4: Focus on the 10% top-selling products.
A comprehensive market analysis discovered that 10% of your products have the ability to create 75% of your revenue when focused on correctly and relentlessly. These are the money-makers and cash cows of your product listings, so ensuring that these products are recognized and correctly leveraged with enough ad spend is crucial to boosting sales.
Best Practice #5: Focus on product segmentation.
To spend most time managing the most in-demand products, segmenting them based on key dimensions works well. A business can segment products and ad spend based on best-selling items, levels of traffic generated, returns on investment, even gross margin. This makes the 80/20 strategy of focusing on the best a lot easier to manage.
Things to consider while auditing Google Shopping
Consideration #1: Shopping campaigns are more technical.
For those used to Google Ads, Google Shopping becomes nearly 3 times more overwhelming because it’s increasingly complex. It’s common to run Shopping campaigns yet miss out on opportunities to optimize. Therefore, auditing means more than a dipstick check across dimensions; it requires extensive research and, if necessary, an overhaul of strategy to make way for more promising, revenue-generating ones.
Consideration #2: Check landing pages.
Even if your Google Shopping campaigns are watertight and your click-through rates are slowly increasing, a great landing page is what seals the deal. Use high-quality images, excellent copy, and have all the information on the landing page that you had in the Shopping ad. This way your user knows they’ve come to the right place in search of what they want and are ready to buy.
Consideration #3: Use negative keywords.
It’s been established that keywords are important in Google Shopping and general Google Ads campaigns. However, it is equally important to finding negative keywords. A negative keyword is a kind of keyword that prohibits a certain word or sentence from triggering your ad. Blacklist them so your traffic flow is tighter and more relevant.
Consideration #4: Read Google’s Shopping Ad policies.
As the largest search engine and a tech titan, Google is very particular when it comes to setting up and displaying ads. Their requirements range from general to specific and outline prohibited and restricted content, prohibited practices, and editorial and technical nuances that need to be adhered to. Inappropriate content, ads for counterfeit goods, and general abuse of the ad network can lead to immediate suspensions and ad removals, so watch out for mines like these.
Consideration #5: Avoid misrepresentation.
A successful Shopping ad banks entirely on how accurately it describes the product advertised and available. Being honest and providing correct details to users will not only increase click-through rates but also increase trust and visitor retainment. Promotions that make users commit to something without obtaining the user’s consent or unrealistic representations of products or businesses will receive severe strikes from Google.
Auditing your Google Shopping Campaigns, account, and product listings may take time and effort, but it is a rewarding method that leaves every company extremely aware of how their ad spending is delegated and how they can optimize it. A digital marketing expert like AdNabu can save both time and money and allow businesses to hit the ground running in terms of sales while the marketing partner holds the fort.