Google Shopping Campaigns – 4 Underused Tactics
Published: November 13, 2014
Author: Hillary Read
If you’re a retailer, and you have a website that sells any kind of products, and you’re not running PLA or Google Shopping campaigns, well…it’s being kind to say you’re behind the curve. But even seasoned digital marketers who have been running shopping campaigns for years aren’t reliably making the best of the platform’s capabilities — and that’s even before the forced transition from PLAs to Google Shopping.
Our recent webinar on the subject, featuring Account Lead Jason Bruggemann and Account Director Jay Stampfl (who has spoken on this very topic at SMX Advanced), checks in at 41 minutes and covers a whole lot of ground ranging from feed to images to bidding to campaign structure. If you don’t have that kind of time, we’ve picked out 4 of the best — and least-known — tactics you should start using immediately.
1. You can advertise items on a pre-order basis.
Got a brand-new, not-yet-released product that doesn’t even have a unique product ID? You can still generate buzz — and, more importantly, pre-orders — by entering a value of “false” in “identifier exists”.
2. The new Campaign Priority feature helps you regain some query control.
One of the features introduced in Google Shopping is Campaign Priority, which allows you to establish query mapping outside of Google-assigned relevancy and CPC. This feature addresses the fundamental issue of how to map query to bid in the absence of strong control. Again, it’s not as precise as regular PPC match types, but it’s a step in the right direction. One important angle to note is that prioritizing shopping campaigns to regain some control is best leveraged with inventory filtering, shown below:
3. You can still define your own bundles, but watch your attribute.
Another new feature of Google Shopping, the “is bundle” attribute must be used when merchants define their own bundles. A big caveat: you will want to be very careful to note the bundle components in your product titles and descriptions.
4. You can use Promotional Messaging to highlight your ads.
Each of your ad groups can include unique promotional messaging…not ad copy but up to 45 (non-dynamic) characters of actionable alerts that differentiate you from your competitors. You can use Merchant Promotions (fill out an interest form) to highlight a special offer, and you can use your feed’s shipping attribute to highlight shipping promotions.
This is far from an exhaustive list; you should still catch that webinar if you need a larger refresher and/or you need the scoop on the transition from PLAs to Google Shopping. Good luck!