Google Shopping Tips to Prepare for Holiday Season
As the holiday shopping season approaches, digital marketers are competing to capitalize on spoils of the season. Recent studies show that paid search is the fastest growing online channel for retailers. It is estimated that billions of dollars are spent each year on advertisements by online retailers. Google Shopping is one of the biggest players in this industry. In this post, you will learn some tricks, tips, and best practices to take into account. With the holiday season looming, it is vital to make sure you take your business to another level.
Use Google’s Automation
It is some years back since Google introduced smart shopping. In this case, the search engine uses a machine-learning algorithm to optimize the campaigns. That can save you many years of historical data, manually changing your bids, and having to re-strategize. Studies showed that using smart shopping campaigns increased conversion by over 20%. Also, you should pay attention to seasonality adjustments in the future.
Structure is Key
Google’s algorithm will optimize towards maximum conversion when running smart shopping. However, the shopping structure can make a significant difference in your overall performance. The right thing to do is to split your campaigns horizontally to find the segment that works for you. It is vital to set up a robust structure for funneling your traffic. The fact that Google Shopping lacks a keyword system to allow easy query-matching, it is quite difficult to funnel your searches.
Feed Optimization
Rather than using positive keyword targeting, your query matching is done against the feed. That is where you have a list of products you are selling along with their attributes. Therefore, if you want to become a shopping superhero, then you should ensure the feed is accurate and optimized for performance. Ensure you place your information at the start of the title and descriptions. Also, have a look at the search queries for inspiration. It is easy to test the modifications, and the brand is the most significant attribute for one product.
Budget Accordingly
During the holiday season, you are bound to spend more as you bid up in response to intent and competition. Ensure you do not neglect the research phase as that precedes shopping spree. Most customers browse deals ahead of time, and you ought to be visible from the start. Thus, if you do not allocate adequate budget for the awareness period, your performance during the season is likely to suffer.
