Google shopping ads are one of the top ways to get your products noticed in a visually pleasing manner and with the right google shopping optimisation, you can draw your customers in.

You cannot bid on the keywords that you want to rank for in shopping ads. So how do you manage your rankings? Well you don’t, Google does and this is why optimising your campaign is important.

Google offers smart and standard campaigns. The smart campaigns use their own automated services to choose your bidding and advertise your ads across multiple channels. There is not much you have to do in terms of optimisation.

However, with standard campaigns, you have more control over your bidding and where your ads appear. Standard campaigns are complex and can be time-consuming.

To fully take advantage of your standard campaign, you must optimise the structure of your campaign in your AdWords as well as your shopping feed in your merchant centre.

Google shopping

The Structure of Your Campaign Matters in Google Shopping Optimisation

When it comes to Google shopping optimisation, you must start with the structure of your campaign as the structure is crucial for its success.

Since you cannot bid on the keywords that you would like to rank for, you need as much control as you can get over your campaign.

All products are different and some may be more popular than others. Conversion rates differ for each product too. As a result, it is important to categorise your products so you can bid accordingly with their profit margins.

Why Google Shopping Feed Optimisation Matters?

Google uses your shopping feed to generate your ads automatically for you. Without your feed, they cannot create your ads or decide where your place is on search engine results pages.

That is why you need to focus on your feed when it comes to Google shopping optimisation.

Your shopping feed is a spreadsheet that contains all your products’ data that Google can use to understand your products. They use the information on your spreadsheet to manage your ranking and your overall visibility.

Since Google is mostly responsible for the keywords for which you rank, you can increase your success rate through a well-optimised shopping feed.

When it comes to search engines, it all comes down to SEO, and it always will. The only way to stand out in search engines is to feed them exactly what they want in a digestible way.

Your shopping feed can make or break your campaign. Therefore, It is your responsibility to provide all the necessary data that Google needs, to rank your product in SERPs.

The correct optimisation can land you on more search engine results pages, and increase the chances of your click-through rates. By missing out on any relevant information, you risk losing to your competitors instead.

A low-quality shopping feed could lead to:

  • Low or incorrect impression rates

  • Wrong click-through rate

  • Overspending

  • Low conversions

  • Poor performance and campaign failure

Switch off Search Networks and Youtube For Better Google Shopping Optimisation

To start your Google shopping optimisation, before you start setting up your campaign you should always turn off the ‘search networks’ and ‘youtube and discover on display networks’.

Although both settings will increase your overall visibility, it doesn’t necessarily generate sales. By showing your ads on partner sites and websites such as youtube, your ads are displayed to people who might not be interested in your products.

Switching both off can increase the quality of the people that see your ads.

Google shopping

How to Optimise Your Google Shopping Structure

The structure matters in your campaign and there are many ways that you can categorise your products in your Google Adwords, that helps you to bid accordingly with their profit margins.

You can improve your Google shopping optimisation by placing products in the correct categories and that also increases the overall performance of your campaign.

A good structure will enable you to bid on products and search queries that are more valuable to you.

When you set your campaign up it will be one undivided campaign. You will see only one ad group with one product group called ‘all products’. Google shopping lets you divide your campaign to multiple products groups. It allows you to create your groups accordingly based on:

  • Category

  • Brand

  • Item

  • ID

  • Condition

  • Product type

Find Negative Keywords For Your Google Shopping Ads

As we previously mentioned, with shopping ads you cannot bid on keywords. However, in regards to Google shopping optimisation, you still have the ability to eliminate the keywords that you do not want

A good way to discover negative keywords is by checking the search query report in your Adwords.

You will find a list of all the search queries that people have used, that triggered your ad. You can also view the impression and the click-through rates for those searches too.

Add those that are irrelevant to your shopping ads to your negative keyword.

Google shopping

Optimise Your Product Title in Your Google Shopping Feed

Titles automatically stand out so you need to make sure that your title stands out in the right way when it comes down to Google shopping optimisation. Using the right keyword for your title will help Google connect you to your customers. You should use your valuable keywords at the begging of your title, and always make sure that it is SEO-friendly.

Just remember that Google generally uses the words at the beginning to decide the relevancy of your product, so include your keyword and most important details first. The right structure can increase your impression rates.

Place them in an order that reads well and can stick with your customers too. The right title can make your customers go through with that extra click, to land on your page.

If you realise that the keywords you use aren’t having a positive impact on your campaign, check your search terms report for new ideas.

This report gives you an insight into what users searched for that triggered your ad. You can view the impression and click rates for each search too, which allows you to calculate the value of the new keywords that you may find.

For further insight, we also recommend using Google trends to examine the popularity of those keywords.

It is important to remember that this is a continuous process. Keywords and how people search for your products change regularly, and you must ensure to stay on top of that.

Optimisation tips
  • Add keywords to your title

  • Include size, colour, and material for more optimisation

  • Include your brand and category

  • Follow Google’s requirements for your titles.

The picture below is a good example of title optimisation. It shows the first two ads that appear for blue trainers, and the first one has a better-optimised title than the second one.

Google shoppingProduct Image Optimisation

Your product image is the very first thing a user will see and it is important to make a good first and lasting impression. Google shopping is a visual experience and therefore images play an important role in regards to optimisation.

However, Google has specific product data requirements. If your images do not meet the requirements, then your product will not be allowed to participate in your campaign.

Fortunately, they offer you a list of all the low-quality images that you may have. You can find your low-quality images that they have disapproved of in their downloadable report.

Top tips to follow for image optimisation
  • Choose the Highest resolution for your images – 800plus pixels in height and width

  • Avoid logos, text, and watermarks

  • Use only white, grey, and light backgrounds – avoid patterned and dark backgrounds

  • Correct scale – Your product has to be between 75% to 95% of your Image

  • Avoid blur, noise, and excessive jpeg artefacts

  • Use a clear view with an even lighting

  • Avoid borders around your images

Use our pictures below to find your downloadable reports in diagnostics.

Product Description

You must use clear and descriptive product descriptions as part of your Google shopping optimisation tactics because they can help to improve the overall performance of your shopping ads. Many overlook their product description, but your product description can be used to target secondary keywords.

Avoid keyword stuffing in your descriptions, instead, make clear descriptive captions that highlight your products’ features. The keyword density of content plays an important role in how it ranks. You should always avoid capital blocks, promotional links, and information on billing.

Google will only preview up to 180 characters on SERP, so make sure to include all your important attributes at the beginning such as:

  • Shape

  • Pattern

  • Size

  • Material

  • Design

  • Special features

  • Age range

Product Category and Product Type

Google uses a product category to identify what searches your products should appear in.

This is purely for search engine optimisation, and it allows you to be even more precise with narrowing down what your product is.

Although Google does this for you automatically by looking at your product, brand, pricing, and description, you also have the ability to do it manually.

If you would like to match the categories yourself, then Google’s Taxonomy or GPT offers you over 6000 options to choose from.

Product type field on your spreadsheet is not mandatory, but you can narrow it down as much as you can to increase your product’s relevancy.

The more precise you are with your product types, the more specific Google will be when it comes to ranking your ad.

Google shopping feed

Use Google Merchant Promotion

This is an extra tip for those of you who want to do as much as you can when it comes to Google shopping optimisation.

You can make sure your customers will choose you over your competitors by using promotions.

You can use merchant promotions on a few products, to stand out to as many potential customers as possible and generate more sales.

Your Impression rates and click-throughs without conversions mean nothing. Your end goal has to be conversion.

Here are some of the examples you can use:

  • Free shipping

  • Lowering your shipping costs

  • Discounts

  • Sales

  • Buy one get one half price

How to add promotions
  1. Click on the navigation menu in your Merchant centre
  2. Choose marketing
  3. Select promotions
  4. Click the blue + button
  5. Choose your promotions

merchant centre

Add Ratings

This one is a winner for your Google shopping optimisation. Ratings will always stand out to potential customers who view your ads. People will automatically choose higher ratings when selecting a brand or a product.

By adding reviews and ratings you can ensure to reach those customers who have a higher intent of purchase.

How to add your rating and review through your feed
  1. Click on the navigation button in your merchant centre
  2. Choose marketing
  3. Click product reviews
  4. Choose product reviews feed
  5. Click the blue + button on the feeds button

goole adsConclusion on Google Shopping Optimisation

We hope we have given you an insight into why and how important your optimisation is. Just remember that your competition increases on a daily basis and the only way to succeed is to be persistent with your optimisation.

If you want to stay on top, you must make the effort to understand how to use the tools correctly. Familiarise yourself with each and every setting if you want to succeed because what worked today might not work tomorrow.