We've been helping our clients with structuring their Google shopping campaigns for many years. One thing I've noticed is that a lot of people miss some of the basics.

Chances are, you might be in the same boat.

So, in this article, I'll show you 4 simple steps for Google shopping ads optimization that you can do on your own. We'll be talking about:

  • Product Feeds
  • Campaign Settings
  • Asset Groups
  • Testing & Adjusting

Even if you've done some of these, I encourage you to go through each section. The fact that you're reading this article tells me you're not a pro (no offense). That said, I believe you'll get a better understanding of how to optimize your Google shopping campaigns.

Let's get straight into it.

1. Product Feed

As you already know, product feeds are where your products live. Google pulls the data from the feed to populate your shopping ads.

Why Optimizing It?

Optimizing this feed will tell Google to serve your ads to the most qualified audiences. This will improve ad performance and efficiently spend your Google shopping campaign budget.

How to Optimize?

Since the feed is most important for your product's visibility, I'll focus on two key aspects: images and product titles.

Images

This is the first thing your potential customers see, so put your best foot forward. Use high-resolution images that are clear and focus attention on your product. You don't need to be a PhotoShop master. I've been using free basic tools for ages to play with contrast, brightness, and colors.

You should also test different types of images to see which performs best. An example would be item-only vs. lifestyle images, which show your product being used or worn.

For the best UX, keep in mind Google's recommendations to use clutter and watermark-free images.

Titles

Use this opportunity to hook potential customers with clear and concise product titles that give them exactly what they're searching for. You only have so much space, so be very precise.

When I work on clients' shopping campaigns, I try to think from a shopper's perspective. What search terms would someone type in Google when shopping for a particular product?

To further improve click and conversion ratios, add attributes like brand, model, color, or material.

Google shopping ads product feed optimization

Optimizing the images and titles will enhance the visibility of your shopping ads. However, there is one more thing you need to do on a regular basis - manage your product data feed.

Make a habit of removing discontinued items and updating information and prices on available products. If you don't, your Google ads won't show up. Third-party tools and software solutions are also available for this task.

2. Campaign Settings

The campaign level is where your shopping ads will be created and managed within the Google Ads platform. I assume you've already created some standard shopping campaigns, so let's talk about the more advanced Performance Max campaigns.

Why Optimizing It?

Setting up your campaign properly is not just about ad spend. It also allows you to refine your targeting and adapt to the market changes to get the most conversions.

It's been years since Google introduced the Performance Max format, and I still see people underestimating it. Please don't.

How to Optimize?

To get the best out of Performance Max Campaigns, you must take advantage of Google's AI and add your personal touch. Here is where you need to focus.

Goals

For most people, the main goal of a shopping campaign is to generate revenue, so you've probably selected "Sales."

select the approproate goals in your shopping campaign settings

We often have clients selling both services and products on their websites. Naturally, they want to set different priorities for the different types of sales.

If that's the case with your business, I suggest you revisit the Google shopping campaign "Goals" and choose the more appropriate conversion action for each.

Audiences

The next thing you should do is optimize your Google shopping campaign for acquiring new customers. I'd prefer to have some insights, but even without them, this is still a task worth delegating to AI.

adjust audience signals in your shopping campaign settings

If you want to go further, you can refine your targeting by adjusting audience signals. By doing that, you'll connect your shopping ads with users who are more likely to convert. Let Google learn and help with that.

The recommended timeframe is 4-6 weeks, but I've got a tip for you to speed up the learning process:

Provide the right signals as a guide for Google. Use remarketing lists, custom intent, and similar audiences.

3. Asset Groups

You've already added your assets to an asset group, and your PMax shopping campaign is up and running. No worries; you can optimize asset groups at any time.

Why Optimizing?

Performance Max campaigns allow you to add plenty of creatives and assets. Some folks see this as a drawback, but not me. I think it gives you greater flexibility as an advertiser, even if you're working with a single ad group.

How to Optimize?

Ideally, you should take full advantage of all the options. That's how you make your Google shopping campaigns perform as strongly as possible. But, for the sake of this guide, let's stick with simplicity.

Listing Groups

Separate your products into specific buckets to promote them with tailored creatives and copy.

use listing groups

categorize your products

Assets

Use images, videos, and copy specific to the products you're promoting in each asset group. Yes, you could use the Google Merchant Center feed instead of adding assets, but...

We are talking about how to optimize Google shopping campaigns rather than fully automate them. The more assets you add, the more options you give to Google.

take advantage of assets to enhance your shopping campaign

That said, you can let the product images be extracted from the Google Merchant Center. If you do that, double down on creating brand and lifestyle images to make your shopping ads stand out.

4. Test & Adjust

We all have assumptions about what will perform best.

Let me ask you a question: Would you pay us or any other agency to run your Google shopping campaigns based on assumptions?

I don't think so. That's why we need to rely on performance data, and so do you. Always test your ideas and be willing to make adjustments.

While the Performance Max campaigns include some automatic testing, you can always do more. I recommend trying Google's Performance Max Experiments for starters.

Once you have a shopping campaign built on a solid foundation, keep testing and adjusting.

My Last Thoughts

Consumer behavior and market trends are constantly changing, and you must be adapting to those changes. Running a successful business in the competitive digital landscape isn't going to happen on autopilot.

These simple optimization tips will certainly help you get better results but don't stop here. You know what they say: "The more you learn, the more you earn."

And if you need help with anything related to digital marketing, reach out...or maybe see what our clients say about us first.

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