Raising The Roof With Paid Search – Amazing Returns From A Google Shopping Campaign
HookedOnMedia has run several dozen Google Shopping Campaigns over the past two years. It is something that we recommend that all our eCommerce clients invest in because of the great returns it can deliver.
We recently ran a highly successful Google Shopping campaign for Roofing Supplies UK, a business that sells roofing supplies online. Like every one of our other campaigns, the client saw an immense increase in sales, in fact, a 600% return on ad spend from the campaign, in just two months. The results from the campaign are only getting better, something that the owner of Roofing Supplies UK acknowledges in this testimonial.
Here is what has happened since we ran the Google Shopping Campaign for Roofing Supplies UK:
- The company has had to employ three new people to handle the orders, and that has been possible thanks to the additional revenue.
- Speaking of revenue, the business has experienced a 2500% increase from January 2021 to March 2022.
- Traffic conversion rates have seen a 500% increase.
- The average order value has also doubled from the start of the campaign slightly over a year ago.
So, the question you are probably asking is: what is the key to running a successful Google Shopping Campaign? To answer your question, there is quite a bit that goes into running a campaign; in this article, we’ll offer a few tips for business owners that want to run their own campaigns.
Optimise Your Google Shopping Campaign Structure
You will want to start with creating an optimised structure, which also happens to be one of the most crucial steps to running a successful campaign. However, if you are beginning, it can be hard to figure out how to structure the campaign.
Our goal is often to control the ads we run as much as possible. This allows us to bid differently across a variety of products. Though we can’t do this from the start, products can be organised and segmented.
Ideally, you shouldn’t have a single bid across all your products because different products will have varying profit margins, with some being more popular than others and having variable conversion rates. Fortunately, Google Ads allows advertisers to divide their products into groups. They can be divided based on brand, category, product type, custom labels, and ID.
Divide Products Into Ad Groups
The other way to control bidding on ads, since it can’t be done via keywords, is to do it via ad groups. By organising products into ad groups, they can work like different departments in Walmart. However, you will want to ensure that the ads triggered are relevant.
So, the question is, what attributes should the products be divided based on? Well, this will mainly depend on the campaign. If all products are in the same Google category, this isn’t going to be helpful, so you’d want to use the product type. That said, if you sell items manufactured by a specific brand like Adidas, the brand group can contain things like sporting equipment, tees, and shoes.
The best thing about this approach is that you can divide your products based on attributes and then subdivide them. You can subdivide them based on brands like Nike and further into categories.
Finally, you will want to create groups with comparable products inside. This will help make advertising and controlling your budget easier.
Top Versus Others
It might surprise you to learn that increasing your bids isn’t the best solution in most cases. You can end up wasting a lot of your ad spend by doing it, though. However, we know that some products perform better when not shown at the top of SERPs.
If you want to see that this is the case with a couple of your products, simply go to Segments, then Top Vs. You can compare the conversion rate, CPA, and other metrics between being in the Top position and others.
Remember that this data is only available for ad groups but not product groups.
Find Winners and Losers
It is a given that some products are going to perform better than a few of your others. This information can be invaluable when it comes time to adjust your ad.
Winning products are those that bring in transactions, and losers are those that may provide you with many visits by lower transactions per number of visits. Your goal should be to sell products and not merely job show up, especially since you are paying per click.
If you are paying a higher cost per click or conversion than others, it is money being wasted, and those products are also losers.
Once you have the data required to determine winners and losers, navigate to the Product Group tab and adjust your bid. If these aren’t in your campaign structure, create a separate product target for them. You can subdivide these based on product types, categories, and brands.
We advise bidding more on the winners and reducing your bidding on the losers. Exclude items that get many visits and yet no conversions or sales.
Many business owners complain that Google Shopping Campaigns are either too expensive or haven’t seen results from it. The truth is that they haven’t been using it correctly.
At HookedOnMedia, we continue to prove to our eCommerce clients that running Google Shopping Campaigns can be highly lucrative. Sure, it takes some time to hone a campaign, but the returns are exponentially more than any other advertising campaign.
If you have tried Google Shopping Campaigns with little to no results, we’d like to hear from you. Tell us about your experience, and our team should be able to help you.