Now that the rush of the holiday season is behind you and the shopping year has come to an end, it’s time to take part in the time-honored, annual tradition of improving yourself. That’s right: New Year’s resolutions. And while we may not be able to help you with your waistline, we do have some easy tips to help you improve your business’s bottom line.
Be thrifty. You don’t always have to spend money to make money. Fortunately, there are several free search tools that you can use to help your ads stand out from the competition. Google’s Merchant Promotions allow you to include information within your PLAs, such as promotion codes, applicable dates and custom promotion titles at no additional cost.
For your paid search campaigns, extensions and sitelinks are an easy way to add visibility to your ads and improve your ROI, at no additional cost. And because they give users more reasons to click, Google rewards advertisers that use extensions and sitelinks with higher ad rank. Now that’s a good deal.
Add more structure to your life. Because Google now allows you to build your Shopping campaigns with more granularity, you have better control over how you structure your campaigns and assign bidding. A good starting point is to identify how your products are organized on your site and how your customers find them. For example, do your customers search by brand name or by product category? Your campaign structure should be aligned with the customer’s behavior. Also, take the work out of building and maintaining your Shopping campaigns by using ChannelAdvisor’s Product Group Generator. Not only does the Product Group Generator build campaigns 37 times faster than by hand (based on internal testing), but it automatically keeps new products in sync with your campaign structure.