Do you need ways to optimize your Google Shopping campaigns? Are you looking for a non-niche-related sale that is happening on your site and want to make use of it?
Whether your campaigns use some of the best bidding strategies like Target ROAS or Target CPA – go through it and discover and fine-tune your Google Ads campaigns to see the best results on advertising investment.
ROAS (return on ad spend) or CPA (cost per action or cost per conversion) are considered as the advanced machine learning bidding strategies that automatically optimize your bids at auction process time. They look into many aspects like location, language, device and remarketing lists, and many other signals.
How does priority bidding campaign structure work?
To get comprehensive details of the structure, you must create a Google Shopping campaign, and you will find priority-setting features. And, the default setting of low feature; but you have to choose campaigns to medium or high.
When you have a couple of campaigns and enter an auction for the same search, Google will take the highest bidding campaign.
Why do you use the priority bidding structure?
For instance, you have a cosmetic company, and Moon’s face cream is one of your products.
You want to get customers who search for ‘face creams’ as it would expand your brand awareness and get top-of-funnel traffic. But, you want to get the users who search for “Moon’s face cream” because these searchers help convert more users. If you decide to keep your bidding low for those high-traffic generic product searches, it might not be easy to get too many low-converting clicks.
Functionality of Google Shopping priority bidding structure
With the help of a priority bidding structure, you can have a campaign split out – there is an option of raising and lowering your bids based on the search intent.
So, get back to the face cream example, you will see three campaigns:
Here, you will see the brand and brand+style keywords to get generic searches like creams. It will result in low risk – If it is low, priority is set high.
You will see branded search keywords – brand and its style brand like “Moon face creams”. You set an average bid option – competitive and attracts prospective customers. Choose priority set to medium.
This campaign focuses on only capturing spot-on searches which are ready to convert. Your bids will be high, and priority is set to low.
Bidding strategies for the Shopping priority structure
Google shopping is the best practice because of its priority structure. It will help you how to adjust your bid and bidding strategies that you look for:
Manual Bidding: Once you step into the shopping, manual bidding is the best way. It has been proven with many organizations, and manual bidding permits you to dictate how much you are planning to spend per click – in this scenario for products of a particular product group.
Find your CPC against Google Shopping ads
You can have control over your bids, but it depends on the size of your Shopping account; you need to carve out the time to manage bids.
Maximize Clicks
Maximizing clicks is one of the best options because it targets possible traffic to your eCommerce website. Compared to manual bidding, maximize clicks will show the option to layer on max CPC bid limit at the campaigning level – automated strategy is in your control, and it also saves time on individual bids.
Maximizing clicks is a game changer for Shopping campaigns as Google strives to get maximum clicks on your chosen budget – so the cost of the click that converts to a sale is high.
If you plan to leverage more clicks on your Shopping campaign, the best way is to set a max CPC bid. However, set one realistic to where your present CPC is at.
Target ROAS
ROAS is better preferred to Shopping than CPC because it takes into consideration the amount of purchase instead of the way of purchasing itself. For instance, you might have a low CPA because of the high conversion rate concerning click per cost. However, if all those purchases are not more than $5, it is clear that you are not getting a healthy return.
Think how Google algorithm bids on both ROAS and priority bidding. If your target is higher, it will bid lower to increase your sales.
Priority structure based on Product subdivisions
On the priority structure, you will see campaigns subdivided by-products. It is an opportunity to bid more particularly on various groups of products in inventory according to priority and appeal. Therefore, you need to think of products on your list and the possibility of more sales. Based on necessity, you can select the priority to drive the revenue.
Tips On Negative keywords Google Shopping priority bidding
We understand that Google Shopping will rely on your product attributes in keywords, and negative keywords might cause damage to your shopping campaign. But, a thought -out keyword can help direct your shopping searches to the exact priority campaigns at the various positions of your funnel.
Your Google Shopping negative keywords might vary your places. For instance, some brands are the top in your services, and you don’t like to show as those auctions are not in your budget as it is high and makes you have a lower click-through rate.
Avoiding your brand name is also essential in the regular practice of the priority-based Shopping structure. The reason for negating is that people who come to search for you specifically, might be repeat- customers, so these are worth a high bid.
Search term reports can help you find negative keywords. Although it does not give you a complete idea, you can guess the types of searches you are showing for and whether your SERP results can be successful or abortive.
Avoid wasting spend on irrelevant clicks
Now, you understand how the priority-based Google Shopping campaign structure permits you to tell Google where you need your valuable bids to go. According to its campaign structure, you can avoid spending unnecessary clicks and increase your ROAS.
Digital marketing experts can help you in this case. So, rope in a professional SEO agency to suggest the best to save time and money.
