Google Shopping Campaign Management

We focus on improving the ROI of your Google Shopping campaigns by using intelligent item ID bidding and thoughtful data analysis.

Google Shopping campaigns are the best way to your products in front of customers who are actively searching for them. It is the most effective and profitable form of e-commerce advertising, with clicks on Google Shopping ads increasing 170% year over year.

Our aproach to Google Shopping Campaign management

We don’t have a “set it and forget it” attitude with your Google Shopping campaigns. You know you can do better and we do too.

1

Business Intelligence

We need to understand your business before we can start structuring your campaigns. We’ll take the time understand your competitive landscape, your industry and your product catalog. We’ll focus on learning which of your products and categories are most important for you to promote, which ones generate the highest margins, what your break even return on ad spend is.

2

Feed Analysis

Google Shopping campaigns rely on a product feed submitted to Google Merchant Center before Google Ads can show any ads. It is integral that your product feed is properly formatted and optimised to ensure the long term success of your campaigns. We’ll take over the optimisation and management of your product feed, plugging your feed into third party partners of ours who specialise exclusively in optimising product feeds of any size and complexity.

3

Google Analytics Integration

While Google Ads provides a lot of data with regards to campaign performance, it is essential to understand how your website visitors are actually interacting with your website once they’ve clicked on a Shopping ad. We will make sure your analytics tracking is set up properly; so wecan enhance your Google Shopping campaigns using the data collected.Google Analytics also allows us to use Google Ads campaign data to create highly targeted remarketing audiences.

4

Conversion Tracking

Without conversion tracking setup properly, there is no sure way to determine whether your Google Shopping campaign is profitable. Every optimisation would be simply a best guess. Conversion tracking can be difficult to configure, particularly with more complicated checkout systems. We have extensive experience installing conversion tracking code on custom sites and popular checkout integrations, as well as e-commerce sites with longer sales cycles. Whatever you sell, there’s a way to track revenue back to each ad click … and we won’t launch a single ad campaign before we know that we’re tracking revenue accurately.

5

Segmentation

Google Shopping ads don’t use keywords to target customers in the same way that paid search (text ads) do. Google uses the information in your product feed to determine which query to show an ad for. The product feed will contain essential attributes such as product name, description, image and price. It’s important to segment your feed in a way that allows you to bid the right price for each search query. We use precise product segmentation in your feed, allowing us to bid more aggressively on products that are likely to sell and bid less on lower value items that are less likely to convert at a higher lifetime customer value.

6

Bidding & Budget

We use a mix of automated bidding strategies and product specific bidding. We’re always looking for better ways to drive high quality traffic for less cost. We won’t just stop when you start making a profit. We’ll test and test again, adjusting our bids to achieve the best value and return on ad spend we can. Ultimately, what we bid for each search determines whether or not we’ll get an ad impression, and how much we’ll pay for a click should our ad receive one.

7

Ongoing Optimisation

Our team adds value to your campaigns month over month by optimising your Google Shopping campaigns on an ongoing basis. The data your campaigns generate is invaluable, and we use all of it to your advantage. Optimisations include product segmentation, product feed optimisation, restructuring campaigns, using priority settings to customise query-level bids and collaborating with you to find new ideas to increase the lifetime value of your customers.

You can’t replace people

Bid automation is constantly advancing. While automation is useful for refining your strategy, there’s nothing that replaces the thought and analysis real people bring to the real money you’re spending on digital ads every day.

You don’t want to hand over full control of your campaign to Google with an automated bidding strategy.

When you’re investing a significant proportion of your marketing budget in to Google Ads, you want a trusted and experienced team to oversee your spend and ensure it is being used as effectively and efficiently as possible.

brainstorming stock image

what you get from us

Here is just some of what you can expect when you partner with us.

Conversion Tracking

We will will implement conversion tracking codes on your website, or we’ll work with your current web developer to make sure the codes we send are implemented properly.

If conversion tracking has already been installed, we’ll perform thorough tests to make sure that your finances are being tracked accurately.

We won’t enable a campaign until we are certain that the data we’re collecting reports conversions properly.

Transparent Reports

Our team will provide you with regular reports, delivered to your inbox on a schedule that works for you. Our reports detail all the key performance indicators important to your short term and long term advertising goals.

Regular Strategy Meetings

The long term success of your campaigns rely on your input and feedback.

We will communicate regularly to review the performance of your campaigns and to discuss further strategies and ideas for improvement.

We’re always happy for you to get in touch, but we like to schedule calls to maintain communication.

Remarketing Setup

Remarketing is a powerful part of our toolbox. It allows you to show ads to your previous website visitors when they’re browsing other websites so you and your brand is always at the forefront of their mind during their buyers journey.

It brings qualified traffic back to your site, and often a customer will return to complete their purchase.

We will install and configure remarketing tags, as well as manage remarketing audience creation and segmentation.

semrush logo
google ads logo
google tag manager logo
bing ads logo
google analytics logo
google developers logo

Our tech

Here are of the tools we use to help our client’s digital advertising campaigns outperform their competition.