Improve which products display for search terms to increase conversions.
Choose a High Priority setting on campaigns for bestselling products and a Medium Priority setting for all other products.
Priority settings determine if 2 products match a search, and which one Google should show first. High Priority is used for your highest converting and ‘best’ products.
For example, let’s say you had products that are discounted and products that are not, where 20% and 30% of your products are always on sale, but it jumps from category to category. You’ve noticed that when you spend your marketing budget on the products that are discounted, you get a much greater return than the ones that are not discounted. So you don’t want to just tweak it out evenly. You want to have a focus on the discounted products only.
You want to invest more budget into those, and you want to prioritize those. Typically the way that works, if you don’t use the product levels is that when you’ve had the first group convert really well over time, then all of a sudden, you’re going to switch over to using another group that is on a discount, or you’re going to change the discounts. Then Google will not be able to see that you’ve changed over and it doesn’t know that the discount means that now this product is not converting anymore, but this product over here is now converting.
So what we’re trying to tell Google is using these discount tiers and these priority settings is that whenever we switch products from being on a discount to not being discounted, then you should not show it as much as you used to do before.
Focus on 5 smart bidding signals for Google Shopping; Device, Price Competitiveness, Seasonality, Actual Search Query, and Product Attributes.
If you’re using manual bidding, you don’t have access to bid on the actual search query. Smart Bidding is already bidding on the actual circuit. So you don’t need to split it up on the query level or keyword level.
In order to bid on more of the product attributes, you have to create an advanced setup with manual bidding.
Portfolio bid strategies also allow you to gather more insights on campaigns. To set up a portfolio bid strategy:
- Navigate to Tools > Settings and click on Bid Strategies.
- Select Target ROAS from the blue + icon, enter a name, select your campaign, and enter your Target ROAS; this ROAS is for profit and not your overall campaign.
- Set a minimum and maximum bid limit - aiming for 15-20% higher than your CPC limit.
- Select Save
Create a campaign by going to the Google Ads dashboard and selecting New Campaign > Sales > Continue > Shopping making sure you select Standard Shopping as the Campaign Subtype.
Name your campaign, choose Manual CPC, and enter your budget, choosing a High Campaign Priority and de-selecting Search Network.
Under the bid section, you can enter a CPC bid of $1.
Target different products by navigating to the campaign level, then Settings > Additional Settings > Inventory Filter and selecting the Filter option.
From here you can select your desired filter, in this instance your custom label, to only advertise your products that match the custom label attached to them.
Add settings for locations, devices, schedule audiences, negative keywords, and other target metrics relevant to your campaign.
Google ads editor allows you to keep the same settings and create multiple campaigns whilst changing the priority setting easily. To do this, go to the Shopping Tab, a little shopping icon in the Google Ads Editor dashboard, and select the Campaign Priority dropdown to amend.
Once you have changed the priority, you can select post in the top right corner, and a new campaign with the same settings, but different priority will be posted. Note, you cannot adjust the inventory filter in Google Ads Editor, this must be done manually after posting.
This allows you to have 2 different campaigns that are completely the same with different priorities. For example, If two products match a search, then products from the high priority will show, and if no match from the high priority, then products from the medium priority group will be shown.