In-feed shopping has steadily risen in popularity as a channel to effectively market products. Here are some secrets that your competitors who use In-feed shopping don’t want you to know.
In the past expensive keywords were at the bottom of the funnel, which suggested shoppers had immediate purchase intent. At present though, the majority of advertisers aim for high funnel search queries, ramping up competition throughout the sales funnel.
Google has managed to catch up with Amazon and make new and improved features available. One such example is Shopping Actions. Marketers who select this program can make adverts visible on Google Express, Google Search and Google Assistant.
As advertisers start using these new features as they are rolled out, the competition has become more fierce than it has ever been. Implementing a feed optimization strategy to outperform competitors is vital to staying ahead! Here are some things you can do to give your A-Game regarding in-feed shopping optimization.
Make Your Images Shine!
The first thing that catches a customer’s eye is the product visual. Visuals play a significant role in search results and have an unparalleled impact on the click-through rate (CTR). The image’s quality, relevancy and overall appearance may decide if or if not a prospective client decides to invest in your product or service.
Images need to be of high resolution, and it is advisable to have at least 3 images of the product to give the customer a clear idea about it. Each image should provide new information about the product. It’s best to experiment with different visuals to see which images convert better.
Optimize Your Product Titles
Product titles are another essential aspect that needs to be taken into consideration. Having keywords as a part of the product title will enhance the visibility and discoverability of your product, making your product appear in relevant search results. The product title is just as important as the product image. The right keywords will direct potential customers to your products.
An important aspect that is needed to be noted is that it is best to have target keywords at the beginning of the title, but this doesn’t mean they aren’t effective when applied further from the start. Brand name, colour, size and material can be included as keywords in the latter part of the title.
It is advisable not to create long and messy titles. Doing keyword research to determine the most important keywords will help you overcome this problem.
Create Highly-Detailed Product Descriptions
It is essential to have unique and exciting product descriptions to provide your potential customers with all the necessary information they would require to make a purchase. It is common to see many products following a formulaic description that is not attractive to potential customers. The product description should be written clearly and creatively for customers and Google to identify your product’s relevance.
Google will usually highlight keywords in the product description that matches the search queries customers enter onto the search bar. A specific product description will help your product stand out from the crowd.
The more detailed your description, the better it will be for Google to serve your product to relevant customers and customers who might have questions about your product. Google usually allows up to 10,000 characters per product description, so make sure to make the best of it!
It’s best to include relevant keywords in your product descriptions. The keywords used in the title should also appear in the product description.If your product has any special or technical features, don’t forget to mention them in your product description. It is also essential to include details such as color, material and design relevant to your product!
Select the Correct Google Product Categories
Using relevant and specific product categories is often overlooked by many advertisers. Paying attention to this will make your product stand out from those who don’t take the trouble to invest time and effort into choosing specific product categories.
Most marketers don’t take the trouble to do this because it is time-consuming. But it could make the difference between your product being exposed to more potential customers vs your product not being able to do so. Choosing specific categories will also assist Google in fully understanding your product and what queries match your product.
Automation of Google Shopping Field Optimization
Automation is the most necessary aspect of Shopping Field Optimization. All Google Shopping campaigns gather information from your merchant feed, consisting of data on your products. If you have over 20 products, managing them using spreadsheets becomes messy. Google Ads has developed automated feeds to solve this issue.
Automated feeds scrape your website to discover what products you are offering and create relevant feed information based on the data gathered. Campaign optimization relies heavily on automated fields.
Automated feeds are most valuable when your website provides accurate detail. If not, the data feeds might contain broken links and messy product titles.
Testing a Variety of Feeds
Shopping feed optimization can be operationalized in a variety of ways. Many methods exist to optimize the product title, description and category. If you want to discover the most effective way to optimize feed for Adwords, then it is essential to experiment with different ways to do so.
Though your Google Shopping feed is created automatically, developing extra feeds and then comparing the results is simple. Supplemental feeds are an effective type of feed you create to understand the data on the performance of a campaign better.
Supplemental feeds can be used effectively to experiment with performance data to get an idea of the most effective elements of your feed. You can also use the custom labels within the Supplemental Feeds to gather more insights!
At Ladder Global, we can help you set up a highly effective infeed shopping experience for your customers. Book a free consultation with one of our experts now!