September 06, 2016
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But what is a fully optimised shopping feed and how do you build your own? With Google Shopping, advertisers don’t get to choose the keywords their ads appear for. Instead, the system automatically matches titles with searches to show your ads. If your feed is lacking any relevant information that your competitors are supplying, you could lose out.
Thankfully, we’ve prepared some tips to help you optimise your shopping feed and capture more sales. While many aspects of Google Shopping may feel out of your hands, these tips will put you back in the driver’s seat.
When you’re writing copy for your ecommerce website, you’ll often leave the brand name out of your product title. However, when it comes to Shopping, you’ll need to make sure it appears in your feed. You should also optimise your title based on your product – for instance a ‘blue sequin dress’ rewritten as a ‘Boohoo Blue Sequin Party Dress’ can vastly increase results.
This is a case of context: Google will see your brand title and will place more relevance on the item for searches around that brand.
You should also add keywords about the item in question to your ads – including materials, size and colour. If you’re doing this through a data feed, you can look at the URL of the item to see if a colour is stated and then match your description to it.
Surprisingly, in light of the importance of titles and details, the product description doesn’t seem to matter too much. Research from Search Engine Land suggests that descriptions don’t affect the click rate. Category also has very little effect.
At a minimum level, you’ll need the following for your data feed to actually work.
However, you should also add an MPN (Manufacturer Part Number) if you have access to it. Adding one of these unique codes helps Google match a query with your product. If you don’t have the MPN, use this fix.
When running promotions, you’ll also need to include the sale price in your feed. This is the promotion price (sales price), which Google Shopping can then show in your before and after prices, increasing the ‘buy this now’ appeal to a customer.
Because the description isn’t too important, some advertisers may be tempted to stuff their product title with as much information as possible. You have a 70 character limit – use it wisely. You can’t stuff a title with keywords and expect to rank, as they’ll be ignored past that limit.
However, you do need to add keywords and negative keywords as you would with a standard Adwords account. Despite not being able to choose which keywords you actually appear for; you still need to help ‘steer’ the shopping campaign.
Ultimately, Google Shopping can be a dream or a nightmare, depending on how well you optimise for it. Your campaigns can flourish under the right guidance – so if you need advice, contact us and our award-winning PPC team can help you out.
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