1. Google Product Feed Optimization
Google recently changed their shopping over to only show the paid results. We’ve found that the ROI from the product feed is much higher than from text ads. To get ahead of the competition, you should bid on each product individually. How do you do that?
- Create a new field in your feed called “adwords_grouping”. Put your product IDs there.
- Bulk create ad groups and “product targets” for each product.
- Launch your campaign.
- Optimize bids at the keyword level.
Voila! You're four steps ahead of your competitors!
2. 'Quality Score' for Third-Party Engines
Google is one of the first to use “quality score” to determine bid prices and ad ranks. However, as touted as they are, Google isn’t the only one that uses it. The product engines seem to factor in “quality score” as well, they just don’t disclose it. The core of quality score is how good your click-through rate (CTR) is.
If you can fake good CTR to the product engine, you can get some nice little CPC discounts, and some better positioning. When you start expanding on third party engines like Shopzilla, Nextag, Amazon product ads etc., your first step will be to identify your best selling products, and only upload those products to the shopping engines.
3. Better Ad Copy for Products
What you should do is build out a campaign for every single product you sell. Every single ad should have pricing in the ad. This will qualify users who click on your ad, increasing your conversion rate. It will often increase your CTR as well. Done right, you can see sales triple or quadruple, and CPS/CPA halve simultaneously once you start putting pricing and product information in the ad.
What do you think? Are you ready for Cyber Monday? What tips or tricks did we leave out?