Get more out of your Shopping ads with smart feed optimization
Do you want to achieve more results from your Google Shopping ads? It all starts with a strong, optimized product feed. Your feed is the foundation of your shopping campaigns, and a well-optimized feed ensures that your products are found more easily, are more relevant to your target audience, and lead to more conversions.
We are happy to give you some tips to increase the visibility and relevance of your product feed.
Google Merchant Excellence report
To know how Google assesses the quality of your product feed, you can request a Merchant Excellence report. This report provides insight into the performance of your product feed and shows where improvements can be made. Google evaluates your feed on various criteria such as product data, quality of titles and descriptions, and the completeness of your attributes. The report also compares your feed with competitors and provides insight into how you perform against them. This way, you know exactly where you are missing opportunities.
The report forms a good starting point for optimizing your feed, and based on it, you can set priorities for optimizing your feed.
Optimize titles with relevant keywords
The title of your product is one of the most important elements in your feed. A well-formulated title ensures that your product not only stands out but is also more relevant in Google's eyes.
Make sure your title contains the right keywords. Keywords with a high search volume that also increase the relevance of the searches. Use keywords that your target audience actually enters into Google, and enrich your titles with as much information as possible that may be relevant to the searcher, such as color, material, and other specifications.
By adding more specific properties to your titles, you will cover more targeted searches. You thus add extra relevance to your product and also ensure more specific searches that are further down the funnel and will therefore convert faster.
Here you see an example where "statement earrings" and color are added in the titles. There is a clear uplift in impressions for these more specific searches.
Make your product descriptions more powerful with AI
With your product descriptions, you can provide additional information about your product, thus providing relevant information to Google and users to display your products more. An extensive description of at least 500 characters ensures that your product gets more context, leading to more visibility and conversions. Think of clear and detailed information about your product that distinguishes it from other variants or competing brands.
Use AI to improve and expand your product descriptions. This way, you can quickly and intelligently generate extensive and informative texts that are relevant to both Google and your customers.
Testing with images
The image is the first thing that catches the consumer's attention. It is therefore important to use high-quality and attractive images in your ad. This can increase the CTR. To ensure that you advertise with the most performing image, it is important to test and find out which images work best with your target audience. Try different angles and styles, or experiment with mood images to make your products even more attractive.
In the US, you can already work with 3D images in the ads, so be prepared for upcoming innovations to take your product ads to the next level.
Capitalize on trends and stay relevant
The e-commerce market does not stand still: searches evolve based on the changing market, especially during special occasions such as holidays and events. So make sure you continuously evaluate, analyze, and adjust your product titles and descriptions to the latest trends to strengthen your presence with your target audience.
Conclusion: Your feed is the backbone of your shopping ads
Optimizing your product feed is the first step to success with your Google Shopping campaigns. From keyword-rich titles and extensive descriptions to using high-quality images: every small optimization can make a big difference in the performance of your ads.
Keep testing, keep optimizing, and capitalize on trends to always stay relevant. With an optimized feed and targeted shopping ads, you can strengthen your position in the market and bring your products extra to the attention of the right target audience.
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