• Category: PPC

    10 Common Mistakes in Shopping Campaigns

    10 Common Mistakes in Shopping Campaigns

    Shopping campaigns are a great way to reach potential customers, but they can also be expensive if not done correctly. If the wrong targeting is used, the wrong products are chosen, or the campaign isn’t properly optimized, you could be wasting your ad spend on shopping ads that don’t reach your target audience or don’t convert at all. It is quite possible that you’re making one of these 10 common mistakes in shopping campaigns.

    Disorganized Google Shopping Campaigns Structure

    One of the most common mistakes made in shopping campaigns is having a disorganized campaign structure. Make sure that you group your products into a well-defined ad group, with each group containing tightly related products. This will help you to target your ads more accurately and improve your campaign performance. Your dynamic search ads campaign structure is key to the success of your eCommerce stores.

    With the launch of the Enhanced Campaigns, advertisers have even more flexibility when it comes to structuring their shopping campaigns. You can now target by device, location, and even time of day. Make sure that you take advantage of all of these targeting options to create a campaign that reaches your target audience.

    Running campaigns unsplit

    Another common mistake is running ads for incompatible products. For example, if you’re selling clothes, you don’t want to run google ads for furniture. Make sure that you carefully select the products that you advertise, and make sure that they are compatible with each other. If you’re not sure if your products are compatible, test them out with a small budget before launching a larger campaign.

    Processing Shopping Campaign feeds manually

    Another common mistake is processing feeds manually. This can be a time-consuming process, and it’s easy to make mistakes. Automating your feed processing can save you time and help you to avoid mistakes. You can use a tool like FeedBurner to automate your feed processing or use a third-party tool like Kenshoo or Marin Software to help you optimize your shopping campaigns.

    It can make sense to use a mix of manual and automated processing, depending on your needs. If you’re just getting started with shopping campaigns, it’s a good idea to start with automated processing and then move to manual processing if needed.

    Ignoring keywords

    If your shopping campaign is keyword-based, you need to make sure that you’re using the correct keywords. This means including both general and specific keywords, as well as long-tail keywords. You can use the Keyword Planner to find the right keywords for your google shopping campaign.

    Ignoring keywords can lead to a loss in traffic and missed opportunities. Make sure that you target the right keywords to get the most out of your shopping campaign.

    Inaccurate fields in merchant product feed

    This is another common mistake that can lead to a loss in traffic. Make sure that you fill out all of the fields in your merchant product feeds, including the title, description, and keywords. If any of these fields are left blank, your ads won’t be shown. Search queries that trigger your ads are now automatically included as keywords in your shopping campaign, so you don’t have to worry about adding them manually.

    Missing or incorrect UPIs

    Another common mistake is using incorrect UPIs. Make sure that you use the correct UPI for each of your products. If you’re not sure how to find the UPI, contact the merchant and ask for help.  You can also use the Product Feed Specification Tool to find the UPI for each of your products. If you use incorrect UPIs, your ads won’t be shown. Make sure that you use the correct UPIs for your products to get the most out of your shopping campaign.

    If you feel like you’re struggling with your shopping campaigns, it might be a good idea to reach out for help. There are a number of resources available online, including tutorials and articles. You can also find help from Google AdWords experts or from third-party agencies.

    Not Adjusting Location Targeting

    Another common mistake is not adjusting your location targeting. Make sure that you target the right locations for your products. If you’re targeting the wrong locations, you’ll end up wasting your money on ads that don’t reach their target audience. With the new location targeting options in Enhanced Campaigns, it’s easier than ever to target the right locations for your products.

    Using the wrong images

    Google Advertising & Shopping differs by using images more than in Google Advertising & Shopping. Set out a shopper experience and first response for your product. In addition, they attract attention and give you confidence that your products are genuine and reliable. However, it could make a big difference. Firstly, we must learn how the Image requirement for Google is. It is important to keep a clean image from displaying unauthorized text or watermarks on a page.

    Overuse of negative keywords

    With shopping campaigns, it’s important to use negative keywords. However, using too many negative keywords can lead to a loss in traffic. Make sure that you use negative keywords sparingly and only when necessary. Also, make sure that you’re not using overly restrictive negative keywords.

    If you’re not sure which negative keywords to use, you can use the Google AdWords Keyword Tool to find the right keywords for your campaign.

    Only caring for Poorly Performing Shopping Campaigns

    A big mistake that people often make is only caring for their poorly performing shopping campaigns. This can lead to a loss in traffic and missed opportunities. Make sure that you take the time to care for all of your shopping campaigns, not just the ones that are doing well. You might be surprised at how much traffic you can generate by optimizing your poorly performing campaigns.

    There are a number of common mistakes that people make when running shopping campaigns. By avoiding these mistakes, you can improve your chances of success. Make sure that you carefully select the products that you advertise, and make sure that they are compatible with each other.

    Digital Engage is a leading eCommerce Marketing Company that provides complete digital marketing solutions from web development to paid ads. We offer free consultation so get in touch with us today to book yours right now!

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    digitaluser March 25, 2022 0 Comments

    How to Develop an Engaging and Effective PPC Ads Campaign for Higher Clickthrough Rates and Conversions

    If you know anything about digital marketing, you may have come across the term PPC.
    PPC or pay-per-click advertising is a digital advertising strategy in which advertisers pay each time a potential customer clicks on an online ad.
    With this and other digital advertising strategies becoming more complicated, how do you develop an engaging and effective PPC strategy that works? Which platforms should you publish your ads on, and what should you include in your ads to reach and convert your target audience?
    Here, we answer these questions and more to help you improve your overall PPC ads marketing strategy.

    How to Make Your PPC Ads Strategy More Effective

    Whether you are looking to increase your click-through rates and conversions or are simply building awareness for your product or service, the tactics you employ in your PPC ads campaign will directly influence its success.
    Some effective PPC strategies to consider include:

    1. Research Your Target Audience

    Identifying your target audience and their needs and wants is essential to developing a water-tight PPC campaign.
    With many ad platforms now restricting keyword targeting, you must invest more into researching what makes your target audience tick to have a higher chance of getting them interested in the products and services you offer.
    Segment your customer base to give you a clearer picture of customer intent. Ask questions such as:

    • What is your customer demographic? (age, income, gender, location, interests)
    • What are their expectations for your product or service?
    • What are their pain points? How can you meet them?
    • What do they currently buy from you? Would they consider alternatives?
    • Which other brands do they buy from?

    With answers to these questions, you’ll make your PPC campaign compelling enough to get potential customers to convert.

    2. Undertake Proper Keyword Research

    Keyword research is the cornerstone of any effective PPC ad campaign. The keywords you choose can mean the difference between converting a lead into a paying customer and losing out on business.
    The keywords available to you are innumerable, so create the perfect keywords or combination of keywords to match various categories.
    Keyword research also allows you to know which keywords your competitors are bidding on and decide whether you can take them on.
    You might also find that some keywords have a higher CPC (cost-per-click) than your budget allows. You should also avoid negative keywords and apply positive keywords correctly to your PPC campaign to prevent search engine penalization and yield higher click-through rates.
    Invest in a good keyword tool like Google Keyword Planner, SEMRush, Long Tail Pro, and Answer the Public to ensure you’re using the right keywords in your ad copy and significantly improve conversions from your PPC campaigns.

    3. Write Relevant and Compelling Ad Copy

    Your ad content should match what the user is searching for and meet their pain points to be effective. Relevant PPC ad content should give the consumer the information they are looking for and not contain clickbait.
    Ensure that you:

    • Use direct, attention-grabbing headlines with the relevant keywords
    • Use simple, readable, and understandable language that sounds human and includes your unique selling points
    • Include social proof in your copy
    • Include a compelling call-to-action that captures the attention of a user with the promise of reward.

    4. Formulate an Integrated Campaign

    Integrated PPC campaigns can mean the difference between converting one or two customers and blowing up your ROI.
    Try to combine strategies, e.g., connected TV and paid search, to get an inflated ROI on multiple channels instead of spending all your money on one platform. For instance, you could leverage Facebook Ads and YouTube on the same campaign to reach different audiences and obtain new customers.

    5. Set Clear Campaign Objectives From the Start

    For your campaign to be successful, you must begin with the end in mind.
    Using a simple three-stage funnel is a perfect way to do this, guiding you on how to tailor your ad to your potential customer from the awareness stage right through to the conversion stage.
    Ask yourself the following:

      • What’s the reason for your PPC campaign?
      • How does your PPC campaign fit into your overall marketing strategy?
      • Are you looking to grow brand awareness or increase sales?

    This will enable you to know how to customize and tailor your PPC ads content to meet your potential customer at the right stage of their buying journey.
    If you’d like to know more about developing an engaging PPC Ads strategy for your business, get in touch with Digital Engage. You can call us at (423) 397-2467 or contact us online to get started.

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    digitaluser April 16, 2021 0 Comments