Google Ads Optimization

Learn How to OPTIMIZE Your Google Shopping Ads in 2023

Jan 02, 2023

This article is designed to help you understand the ins and outs of getting the most out of Google Shopping ads. With a few simple tips, you'll be able to grow your online store's visibility, increase clicks on your listing, and boost sales.

Now that I have taken you through how to set up your Google Ads campaigns, it's time to start showing you how you can optimise your campaigns.

I am going to share with you the core optimisation actions of:

  • Reviewing your search terms, optimising your product fee & bid optimisations

For best results, I recommend that you use my Google Ads eCommerce optimisation checklist, and you can get free access just by following the link in the video description below.

Let's dive into the details of what and how to optimise for better results.

Review and optimise your search terms

When you sit down to optimise your Google Shopping Ads, the first step is to review and update your search terms. You can do this by going into a shopping campaign and clicking on Keywords, then Search terms. Make sure to do this at the ad group level, as you will be able to get more granular with your targeting if you do this.

Once in the search terms section, take the time to review any keywords getting clicks that are not relevant to your products and add them as negative keywords so that they don't show up in searches anymore. Also, look at any high-traffic keywords that aren't currently being used - adding these in could help boost visibility.

For newer campaigns, don't forget to repeat this process every 72 hours - it's always changing, and you want to make sure you stay updated. On a more mature campaign, you can switch to a weekly schedule. Following these steps will help ensure that only the right people are finding your store when they are looking for something specific - meaning more sales and success for you!

Review and optimise your product feed

Optimising your product feed is just as important as reviewing and optimising your search terms. Get into Product groups and take a look at any products with high spending but no or just a few conversions. Excluding these will force Google to show other products - this is especially beneficial if you have a product feed with hundreds or thousands of items.

Make sure you check the stats for each product before excluding it - ideally, you want to make sure it has had at least 5000 impressions in the last 30 days before excluding it, as this will give you better data. You also want to look at results over a longer time frame, such as 3-6 months, to get an accurate picture of how well an item is performing overall.

Once you've identified which products should be excluded, take a look at what new products should be added to the feed. By taking the time to review each product individually, you can ensure that only the most relevant items are displayed in search results.

Bidding strategy optimisations

If you're using a ROAS (Return on Ad Spend) targeted bidding strategy, make sure that you check the settings at the ad group level and compare the target ROAS with the conversion value cost. If it's significantly lower than the target ROAS, you should reduce the ROAS, as this will ensure your campaigns are as profitable as possible.

Before making any adjustments, however, make sure to analyse data from 30, 60 and 90-day time frames - this will help you to pick up on any longer-term trends which could be affecting the performance of the ads. Once you've edited the settings, give it 2-3 weeks before coming back in and reviewing again - some changes can take a while to show true results.

Remember, sometimes small adjustments can make a big difference - so use this research to your advantage and get your ads performing better than ever!

How long does it take for Google Shopping to optimise?

Depending on the size of your campaigns, the amount of data you have, and any optimisations you're making, it can take anywhere from a couple of weeks to a few months for true results to show.

It's important to remember that while optimization is an ongoing process, it takes a while for small changes to show improvements in performance. Changes such as bid adjustments and product feed reviews should be checked regularly (such as every 3-7 days) in order to ensure your campaigns are performing optimally.

Testing different strategies over time allows you to measure what works best for your specific business - so make sure you give yourself enough time before deciding on which ones are most effective.