Feel like you’ve hit a brick wall? Unsure how to scale? Constantly seeking answers on how to get the most out of your Google Shopping account? Well, you’re not alone – this is one of the most common frustrations faced by Digital Marketers.
Google Shopping, despite being an incredibly powerful platform, can often leave you scratching our head and wondering, what else can I do to grow my account? That’s why we’ve put together 3 top tips to take your Google Shopping or Google Smart Shopping to the next level, and how Upp’s AI solution can help.
1. Re-evaluate your campaign setup
It’s time to revisit your campaigns and work out whether they are correctly set up for success. We are often left asking ourselves is this the right campaign set up for my business? How should I segment my campaigns?
Well the answer is, it varies. Upp was recently invited to the ‘Google’s Smart Shopping Campaigns: Optimisation, Best Practices and Use Cases for 2021’ and uncovered some useful insights around best practices for campaign optimisation.
Google suggests that you should structure your campaigns based on; your goals, product performance and ROI. This makes a lot of sense, as different products tend to perform very differently and this will ensure they all receive an equal amount of visibility.
For example, for a retailer selling a mix of high value items and low value items, it is important to segment campaigns based on product performance. That’s because each set of products will have a different performance goal attached to it, and this is something Google won’t be able to understand if all products are thrown into one campaign. This usually results in certain products having wasted visibility so that Google can ensure that the campaign goal is reached.
How Upp can help
By blending your Google Shopping data with your retail performance data, Upp ensures that all campaigns are optimised for growth. Here are some examples of how our AI has helped retailers structure their campaigns correctly and maximise visibility:
- Products that have a similar gross margin (ensuring no under or overspend)
- Similar spend ratios to drive conversions (products within a campaign should all have a similar CTR and CPA).
- Segment your products by the different goals you have as a business.
2. Optimise each SKU for Growth
Unclear about how your PPC efforts drive new business? Whether you’re managing your Google Shopping account or using an agency, you can often feel left in the dark with limited data around how each of your products is performing. This is because whilst Google does an excellent job of managing and reporting on your campaigns, it doesn’t provide the specific details around each individual product’s performance.
At Upp we understand that this can be frustrating and can often leave you thinking can I be doing more? Through conducting hundreds of retail audits we found that, on average, 88% of products receive no visibility at all on Google Shopping, with over 40% of ad spend generating no revenue at all. This means that for most retailers, their campaigns aren’t actually getting optimal results due to a lack of understanding of how the campaigns are performing at a product level.
How Upp can help
Upp shows you exactly how each SKU is performing (underspending, overspending, margin erosion) and how it impacts on your business. But Upp also goes a step further. With our advanced automation Upp will automatically restructure your campaigns for you to ensure that the right products are in the best campaigns so that your Google Shopping account is always performing at the optimal level.
3. Take a blended ROAS approach
Have you set a ROAS target on your campaigns and left it to Google to achieve it? Yes? Well that’s a very common set up that many Digital Marketers chose to take and it’s not necessarily the wrong one. This approach will almost certainly guarantee that your campaign will hit the desired target. But have you ever wondered how this might be restricting your account’s growth?
Well one of our clients was achieving an impressive 20:1 ROAS, however, when we dug deeper into their data we actually discovered that Google was promoting just 11 of their products in total to hit that target. Crazy!
This is where ROAS can hinder your performance and is why we recommend taking a blended ROAS approach to get the most out of your campaigns. In order to optimise campaigns by performance, this requires both additional data sets outside of Google, and a helping hand from an automated process to ensure a balance between ROI and % of inventory advertised is optimised.
How Upp can help
Upp will calculate a blended ROAS that increases the visibility of products, so that you obtain a better balance between ROAS and ROI. .
Overall Upp has developed an AI neural network capable of identifying pattern opportunities outside of what Google can provide. Closing the gap between your entire organisation and Google, Upp can automatically maximise your performance for Smart Shopping ads whilst still giving marketers strategic control and providing full data transparency.
Book a free AI Audit with us today to learn how to maximise your marketing spend and take your Google Shopping Campaigns to the next level.