Week 9: optimise and Adjust Your Budget

August 11, 2014

Digital Marketing ChannelAdvisor By ChannelAdvisor


Google has announced that all retailers have until September to transition their current Product Listing Ad (PLA) campaigns to the recently released Shopping campaigns format. After the transition date, Google will automatically force all remaining PLA campaigns into the new format without optimization or input from the retailer. Join us here each week for our ongoing Shape Up Your Shopping Campaigns series, as we count down to September and help you prepare for the switch. Be sure to email us at marketing@channeladvisor.com with any questions you have along the way.

The finish line is now in sight. Both your old and new campaigns should be live and generating valuable performance data for you to compare. It’s now time to make any necessary adjustments — and apply the same steps you took during your first test period.

  • Pay special attention to the product groups that contain high-margin products or products that performed particularly well in prior campaigns.

  • Use the competitive benchmark tools as a general guide for product groups that need extra attention.

  • Look for performance patterns that are similar to those you experienced in your test groups. In these situations, try applying the same bidding tactics you used to improve performance.

  • Consider rearranging or adding levels to your product groups if your bid modifications prove to be unsuccessful.

Once you’re content with the performance of your new product groups, you can begin the ultimate transition by increasing the daily budget of your new campaign and decreasing the budget of your former campaign.

Now, there’s only one thing left to do….

In next week’s blog, we’ll cover this last step, as well as provide a recap of the entire process you should have just completed. Until then, we’ve decided to answer some Shopping campaigns questions we’ve received in the past few weeks.

Q: What steps should I take to optimise the titles in my feed?

First, review your search query data to understand what words customers are using to find your products. Use this data to optimise the first 20 to 25 characters of your product titles — this will make them more relevant. You should begin to see more words bolded in search results, which will help your ad stand out from less relevant products.

Don’t forget about the rest of the title, though. While the front of the product title should include relevant, high-volume terms, the back end should include size, color, material or other important descriptive terms. This will help reinforce the relevance of that product for specific queries.

Q: I have products with multiple images. How do I know which image will perform best?

Test. Test. Test. Rotating images is a great way to find out which one yields the best click-through rate.

Q: What are some additional uses for priority settings?

Consider using priority settings to manage newer styles versus older styles, since you may have better margins on a newer style of the same product. If each product falls under the same product group, you can create a campaign at a higher priority setting and use inventory filters to select only the products you’d like to bid differently.

Q: How should I be optimizing my Shopping campaigns for mobile?

As you’re probably well aware, more and more customers are turning to their phones and tablets when shopping. But the types of products that people buy on their phones can vary drastically from the products they buy on their desktops.

The first step you need to take is to review your site metrics to better understand your customers’ mobile behaviour. After you have a better idea of which products perform well (and poorly) on each device, use mobile bid modifiers to bid more or less competitively for product searches made on mobile devices.

Keep track of your progress with our Shape Up Your Shopping Campaigns Roadmap.

And as always, if you have additonal questions, feel free to email us at marketing@channeladvisor.com.