[bctt tweet=”Google Shopping is the best possible advertising platform for e-commerce retailers.” username=”adstriangle”]<\/p>\n
However, with Google Shopping<\/a>, you can put your product image, price and business right in front of the people who are searching on Google, irrespective of the device that they are using.<\/span><\/p>\n Google Shopping is thus a suitable platform for those e-commerce owners who sell a lot of products and have loads of product data as well.<\/p>\n Google Shopping works on the basis of 2 platforms: Google AdWords and Google Merchant Center.<\/span><\/p>\n While Google Merchant Center<\/a> is the place where you are going to keep your data feed. Consequently, Google AdWords is a place where you will set your budget, manage bids and optimize your campaigns <\/a>according to the performance.<\/span><\/p>\n The Shopping Campaigns uses your Product Feed from the Google Merchant Center and then decides how and when to show your ads.<\/span><\/p>\n The Product Feed in the Merchant Center contains all the details of the products you sell and then Google uses these details to match a user\u2019s search query to your ads.<\/span><\/p>\n [bctt tweet=”Google makes sure that the most relevant product ad is shown with respect to the search query.” username=”adstriangle”]<\/span><\/p>\n To get started with Google Shopping, you need to upload the product data into Google Merchant Center and then connect it to Google AdWords.<\/span><\/p>\n However, there is just one drawback with Google. To find the most relevant keywords and match them to their ads, the advertisers are highly dependent on Google. This is because there is no keyword targeting in Google Shopping. Hence, the advertisers don\u2019t bid on keywords in Google Shopping. <\/span><\/p>\n Instead, they bid on products and Google takes care of the keywords for them. So, in this case, the building blocks are the product groups.<\/span><\/p>\n The other thing of importance in Google Shopping is the negative keywords<\/a>. For example, you sell Formal Dresses<\/em> <\/strong>and would not like to show your shopping ads for \u201cCheap Formal Dresses\u201d.<\/em><\/strong> Moreover, you can go ahead and use \u201cCheap\u201d<\/em> <\/strong>as a negative keyword to block this kind of irrelevant search queries.<\/span><\/p>\n You can see your ads in\u00a0<\/span>Google Shopping,\u00a0<\/span>Google Search which is next to the search results and separate from the text ads and also in\u00a0<\/span>Google Search Partner Websites like YouTube.<\/span><\/p>\n The Google Shopping Ads can also appear at the same time as the text ads. <\/span>So, if your text, as well as shopping ads, are super relevant to the search query of the user, then both of them will get displayed.<\/span><\/p>\n In a nutshell, you need to upload your product feed data in Google Merchant Center and then link Google Merchant Center to Google AdWords.<\/a> Structure your product groups, set bids and use negative keywords.<\/span><\/p>\n In Google Shopping, the advertisers usually bid on products and not on search queries. However, it is always recommended to understand the shopping queries to get much better insights of what the users are typing into Google to look for your products. And then focusing your bidding strategies on search queries<\/a> might be a good strategy to get most out of your Google Shopping campaigns.<\/span><\/p>\n In one of his blog posts, Martin Roettgerding talked about “Taking Google Shopping to the Next Level” in the form of a video. Furthermore, this inspired me to write a blog post on Query Based Bidding Strategies of Google Shopping.<\/p>\n In due course of time, it has been observed that the longer the Search Query, the more valuable it is. It has a higher probability of getting more conversions.<\/span><\/p>\n However, the scenario for the Cost per Click is totally different.<\/span><\/p>\n [bctt tweet=”The shorter queries, are more general and have high Cost per Click due to high competition.” username=”adstriangle”]<\/p>\n While the longer queries are more specific and have low competition, so they have comparatively low Cost per Click.<\/span><\/p>\n Let us take an example of a product which is Printer<\/em><\/strong>. Now, this product is way too common. To make it specific, let us attach a brand name<\/em><\/strong> to it, say HP Printer<\/em><\/strong>.<\/span><\/p>\n To further make it more granular, we\u2019ll attach a product specification<\/em> <\/strong>with it. Now it becomes HP Printer M1005<\/em><\/strong>.<\/span><\/p>\n As a result, We can describe the products in three ways:<\/span><\/p>\n \u201cPrinter\u201d<\/em><\/strong> is a short as well as a general query. If anyone types \u201cPrinter\u201d<\/em><\/strong> and sees “<\/em><\/strong>HP Printer M1005″<\/em><\/strong>, doesn\u2019t mean that he\/she is ready to buy HP Printer M1005.<\/span><\/p>\n The probability of buying HP Printer M1005 becomes relatively less.<\/span><\/p>\n At the same time, there are a lot of printers in the market and a lot of retailers are bidding on the keyword \u201cPrinter\u201d. This means that there is a lot of competition for \u201cPrinter\u201d. This high competition increases the Cost per Click, making it relatively high.<\/span><\/p>\n On the contrary, we have a long query \u201cHP Printer M1005\u201d<\/em><\/strong>. This is so specific that is suits only one model of a product.<\/span><\/p>\n So, whoever type this long query is most probably looking for this particular model of the HP Printer. Hence, the probability that the user is going to buy this particular product is much higher.<\/span><\/p>\n Furthermore, not everyone has this product, so there is less competition and the Cost per Click is comparatively less.<\/span><\/p>\n However, owing to a lot of exceptions to this rule, it is not always important that longer queries will always overtake the shorter ones.<\/span><\/p>\n There are still many queries which are short but still valuable and others are long but worthless.<\/span><\/p>\n Therefore, to overcome this dilemma, it is recommended to use Brand Preference in the Search Query.<\/span><\/p>\n <\/p>\n Brand Searches tend to perform differently from the general searches. They are purely navigational in nature and are focussed towards a single brand. <\/span><\/p>\n Apart from producing incremental revenue, brand searches are also helpful in assessing its performance of the Shopping Campaigns.<\/span><\/p>\n [bctt tweet=”Usually, queries that contain a brand name are more valuable.” username=”adstriangle”]<\/p>\n Taking the above example, if a user searches for <\/span>HP Printer <\/b>rather than <\/span>Printer<\/b>, he has shown his preference towards a specific brand i.e. HP<\/em><\/strong>.<\/span><\/p>\n Hence, you should divide your search queries into campaigns that contain brand preference and queries that do not contain a brand preference.<\/span><\/p>\n Product reference means when the user includes a proper product specification while searching on Google.<\/span><\/p>\n Here, the users know the exact product that they are looking for. So queries that have a product reference or specification tend to perform better.<\/span><\/p>\n However, the queries that have a particular product specification are the ones that have a better performance ratio. Because in this type of query, the user already knows which model of the product he wants to purchase.<\/span><\/p>\n Moreover, this query is highly specific and therefore have more conversions and low Cost per Click.<\/span><\/p>\n Therefore, again taking the example of a printer, the user is not only interested in a certain brand but also a particular product of that brand.<\/span><\/p>\n Like here, the user searches for HP Printer M1005<\/em><\/strong>, which is one of the various models of printers that HP manufactures.<\/span><\/p>\n So, by now we have we have three type of campaigns on the basis of Queries:<\/span><\/p>\n (i) <\/b>If the query includes a general term<\/em><\/strong> (General Campaigns), then bid it low<\/em><\/strong>.<\/span><\/p>\n (ii) <\/b>If the query includes a brand name<\/em><\/strong> (Brand Preferred Campaigns), then bid it higher<\/em><\/strong>.<\/span><\/p>\n (iii) <\/b>If the query includes a product specification<\/em><\/strong> (Product Specific Campaigns, then bid it the highest<\/em><\/strong>.<\/span><\/p>\n These campaigns have certain key components which are:<\/span><\/p>\n (i) Priority Setting:<\/b> It tells which of the campaign should be used first for a query.<\/span><\/p>\n (ii) Negative Keywords: <\/b>Filters the queries in the correct campaign.<\/span><\/p>\n (iii) Product Bids:<\/b> It sets the place in the auction for a query.<\/span><\/p>\n (iv) Shared Budget: <\/b>Shared Budget<\/a> ensures that the working of a campaign is not hampered when that particular campaign runs out of the budget.<\/span><\/p>\n Here, is a clarified interpretation of how the three above-mentioned campaigns will look like.<\/em><\/strong><\/p>\n (i) Priority Setting:<\/b> They acquire low converting and general search queries.<\/span><\/p>\n (ii) Negative Keywords: <\/b>All brand and product specific keywords.<\/span><\/p>\n (iii) Product Bids:<\/b> Low Bids<\/span><\/p>\n (iv) Shared Budget: <\/b>One shared budget between each campaign.<\/span><\/p>\n <\/p>\n (i) Priority Setting:<\/b> They acquire more specific search queries which include the brand name.<\/span><\/p>\n (ii) Negative Keywords: <\/b>All product specific keywords.<\/span><\/p>\n (iii) Product Bids:<\/b> Higher Bids<\/span><\/p>\n (iv) Shared Budget: <\/b>One shared budget between each campaign.<\/span><\/p>\n <\/p>\n (i) Priority Setting:<\/b> They acquire super specific queries that include the product specification. <\/span><\/p>\n (ii) Negative Keywords: <\/b>Only those product specific keywords that have high cost and low conversion.<\/span><\/p>\n (iii) Product Bids:<\/b> Highest Bids<\/span><\/p>\n (iv) Shared Budget: <\/b>One shared budget between each campaign.<\/span><\/p>\n Usually, there is a shared budget for all the campaigns because if one campaign runs out of the budget, then the traffic for that campaign will move to the other campaigns. So, it breaks down the working of the campaigns. <\/span><\/p>\n Hence, to prevent this breakdown, it is recommended to use a shared budget.<\/span><\/p>\n Furthermore, every strategy needs sufficient time and effort to prove its worth. Moreover, only after allocating sufficient time you can move on to the conclusion regarding its optimal working.<\/span><\/p>\n For a lot of reasons, this strategy can have better results for some accounts than the other.<\/span><\/p>\n Some of the outcomes of this strategy are:<\/em><\/strong><\/p>\n Since in this strategy, you will decrease your budget from more general campaigns to more specific campaigns. As the general campaigns lead to clicks that were less conversion likely and specific campaigns are more conversion oriented. So, there would be an increase in conversion oriented traffic <\/a>which would initiate more conversions.<\/span><\/b><\/p>\n Due to using this strategy, you are making some of your campaigns highly specific by including the brand and the product specification and leaving some of your campaigns very general. Moreover, this will enable you to enter into higher CPC auctions, thereby, increasing the cost.<\/span><\/p>\n \u201cRome was not built in a day.\u201d Therefore, the same theorem is applied here as well. Hence, the more time the strategy gets to run, the more it gets access to the data required to make the brand and product specific campaigns. However, to make these new campaigns, it really does take the time to gather data and make optimization decisions. Hence, this the reason why this strategy is a long-term strategy. Hence, t<\/span>he Query based strategy does take the time to take off. But once settled properly, it guarantees long-term and profitable results.<\/span><\/p>\n There are 3 types of campaigns you need to set up for this strategy:<\/em><\/strong><\/p>\nHow does Google Shopping work?<\/b><\/h2>\n
![\"Merchant](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/Merchant-Center-and-AdWords-300x150.jpg\")
<\/p>\nWhere can you see your Google Shopping Ads?<\/b><\/h2>\n
![\"Shopping](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/shopping-ads-location-300x147.png\")
<\/p>\nGoogle Shopping Query Based Bidding<\/b><\/h2>\n
Shorter Queries v\/s Longer Queries<\/b><\/h2>\n
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![\"General](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/General-Search-Query-300x149.png\")
<\/p>\n![\"Product](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/Product-Specific-Search-Query-300x146.png\")
<\/p>\nBrand Preference in Google Shopping Search Query<\/b><\/h2>\n
![\"Brand](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/Brand-Preference-Search-Query-300x27.png\")
<\/p>\nProduct Reference in Google Shopping Search Query<\/b><\/h2>\n
![\"Product](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/Product-Reference-Search-Query-300x29.png\")
<\/p>\n\n
General Campaigns (including the Non-Brand Preferred Campaigns and Non-Product Specific Campaigns)<\/strong><\/h4>\n<\/li>\n<\/ul>\n
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Brand Preferred Campaigns<\/strong><\/h4>\n<\/li>\n
Product Specific Campaigns<\/strong><\/h4>\n<\/li>\n<\/ul>\n
The Goal of Query based Bidding in Google Shopping<\/b><\/h2>\n
The Strategy of Query based Bidding in Google Shopping<\/b><\/h2>\n
![\"Query](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/Query-Based-Bidding-Strategy-300x150.jpg\")
<\/p>\n(A) General Campaigns (Non-Brand & Non-Product)<\/b><\/h3>\n
(B) Brand Preferred Campaigns<\/b><\/h3>\n
(C) Product Specific Campaigns <\/b><\/h3>\n
The Outcome of Query-Based Bidding Strategy in Google Shopping<\/b><\/h2>\n
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An increase in Conversion Rate: <\/b><\/h3>\n<\/li>\n<\/ul>\n
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An increase in Traffic Volume and Cost:<\/strong><\/h3>\n<\/li>\n<\/ul>\n
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Successful Long-Term Strategy:<\/strong><\/h3>\n<\/li>\n<\/ul>\n
How to set up Query Based Bidding in your Google Shopping Account<\/b><\/h2>\n