Google Shopping
Google Shopping originally launched as “Froogle” in a play on the word “frugal.” It later became Google Product Search in 2007 before officially rebranding to Google Shopping in 2012.
Product Feed
A well-structured product feed is essential. We assess and optimize your feed using management platforms like Channable and ESS. These tools allow us to make quick adjustments and expand your reach to platforms like Amazon, Bol.com, and more. We also enhance product visibility by incorporating reviews and sale indicators.
Website Optimization
A smooth user experience is crucial for both conversions and organic ranking. Maintaining updated stock levels is especially important to avoid customer drop-offs due to unavailable products.
Bidding Strategy
Google Shopping doesn’t rely on keywords, but strategic bidding is key. We use negative keywords to filter out low-intent searches, ensuring your budget is spent on users closer to making a purchase. We adjust CPCs based on the customer journey stage—Orientation, Interest, Consideration, and Conversion—to maximize ROI and align with your ROAS targets.
CSS (Comparison Shopping Service)
We collaborate with Bigshopper, a CSS partner, to help lower CPC costs. Google Shopping allows ads to run through alternative comparison sites, and working with a CSS partner provides a 20% discount on clicks, ensuring cost efficiency.
Our Strategy
At Ad Hornets, we optimize Google Shopping campaigns by focusing on three key areas: product feed, website performance, and Google Ads bidding. While bids were once the primary factor, Google now considers organic ranking elements introduced in mid-2020.
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What is Google Shopping?
Google Shopping allows consumers to easily compare products from different sellers, helping them find the best price and quality. It has expanded Google Ads beyond text and display campaigns to include shopping campaigns, which don’t rely on keywords but instead use a product feed.
A product feed contains details about each item on your website, and Google Merchant Center (GMC) uses this data to generate ads for individual products. Rather than matching search terms to preset keywords, Google analyzes how well a search query aligns with the information in your product feed. Optimizing titles, descriptions, and product identifiers like EAN or GTIN codes can improve visibility. These identifiers help Google compare your products with competitors, increasing the likelihood of your listings appearing in relevant searches.
Product Feed Information is Becoming More Critical
The importance of having a comprehensive product feed is increasing. As of April 27, 2020, Google announced that businesses can list their products on Google Shopping for free in the U.S., with plans for a global rollout. This shift was accelerated due to the pandemic, aiming to support smaller companies. While businesses can still pay for top placements, organic results will appear beneath “promoted listings.” Ensuring your product feed is fully optimized will be crucial to maintaining visibility and competitiveness.
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