Product Listing Ads have been present for quite some time now. However, there is still plenty of room to optimize this form of advertising. Generating a higher ROI by setting Product Listing Ads up properly is crucial if you want to stay ahead of your competition. Hugo van Mol recently wrote an article about Product Listings Ads. Here, we take things one step further and tell you all about maximising the ROI coming from your Google Shopping campaigns.
Google Shopping Feed
Your data feed is vital if you want to optimize Product Listing Ads. Updating your shopping feed on a regular basis, writing the right descriptions, using images with in 400x400px resolution, all these things are pretty well known. However, to make bigger wins in your Google Shopping campaigns, you have to take things one step further.
Unique product identifier
Google announced that adding a unique product identifier (e.g EAN or ISBN code) will be a requirement in the Netherlands. By adding these identifiers, Google is much more capable of matching the same products of multiple providers at once. Google recommends inserting a MPN (Manufacturer Part Number) in your feed, but hasn’t made it a specific requirement yet.
Google product category
The Google product category you can add to your product provides Google with more insights on the product you’re advertising for itself. Google has put together a taxonomie you should follow. Following those instructions will prevent your feed from being disapproved. The more information Google has, the more capable they are to value your products. Adding product categories gives more control to manage campaigns towards optimal results.
Product features are determined by advertisers themselves. In most cases, it follows the structure of your categories. It therefore is crucial that your category names are SEO-proof. This increases the chance of your products being interpreted correctly by Google.
Product title and description
Your product titles and descriptions should be focuses on keywords often used in search queries for your products. By placing a main keyword research at the front of each title and description, Google is able to provide you with a better match. Moreover, Google puts these words in bold on the SERP, making them stand out from the crowd.
You could consider advertising individually for products that are actually sold in sets, by inserting them in the feed as individual products. Visitors often are led by the price that is shown on the ad. Advertising product within product sets individually, allows you to show lower prices, making you more attractive on the SERPs