Currently, every e-commerce marketer focuses on getting the right keywords on Google Shopping. Converting traffic into customers on e-Commerce sites is easier with proper google shopping keyword research.
Google Shopping is a red-hot marketplace for e-Commerce store owners around the world. Every day merchants are joining this popular platform to improve their marketing efforts.
You will find out that bidding on keywords is not available on Google Shopping while setting up campaigns. Paid ads on Google are not enough to show your signature products on a specific search term.
Finding the best keywords is as important as optimizing the whole Google shopping campaign. Proper Google Shopping campaign structure is essential to run a google shopping campaign.
This article will guide you on how to find the best keywords for Google Shopping Ads for better conversion.
Google Shopping Ads and Their Appearance
Product Listing Ads or PLAs is another wellknown name of Google shopping ads. These ads appear in Google search results on specific search queries.
Shopping Ads in Google
Google Shopping Ads does not appear only in standard search results of Google. They appear on the Google Shopping tab, store owners’ websites, and different shopping services and apps. It also appears on different Google networks and YouTube as well.
Google Shopping ads are equally helpful for both advertisers and shoppers. It expanded the Google Shoppings reach, which created more opportunities for shoppers.
Google Ads and Google Merchant Center are the two platforms that empower the Shopping ad campaign. It is the base of google shopping campaigns with tremendous opportunities. Here you can manage and maintain the budgets, get insights and optimize the ads.
You can transfer your product information to Google Merchant Center via google product feed very easily. Google Product feed also includes crucial information such as shipping and sales tax. Product feed includes the product information in a preferred format of Google.
Organize your Product information based on thorough keyword research and then inserted it into a product feed. Setting up Google Shopping Ads is a bit different from traditional text ads when it comes to Google Shopping Keywords.
Google Shopping Keywords were focused more while creating the traditional text ads. On Google Shopping ads, product feed, your website, and more factors are determined. Researching keywords still carries importance while creating the product feed.
To get success in Google Shopping, focus on the below tactics:
- Optimized product feed where Google Shopping keywords are researched on every step.
- Creating an optimized campaign structure to get the best out of it.
- Getting accurate reporting data to make proper decisions for optimization and growth.
To find the best google shopping keywords follow the guideline we are providing below.
Researching the Google Shopping keywords
Google shopping ads do not use keywords like classic Google Ads. It does not mean you don’t need to research keywords at all. Product Listing, titles, description, and image name should match with a user’s search query. It helps to rank better and better conversion rate.
Even before defining the campaign structure, you should start researching the keyword. Set a keyword that fits the customer’s search query. With proper market research, you will quickly get what customers are always looking for
Your profitable product promotion becomes easier with correct keyword placement. So, with proper research, keyword and even negative keyword aligns the search query.
For example, while crafting the product title, you should use the actual name of the product. Customers may search your product with their search queries. How will you find it? Simple, with proper research.
So, use your top selected google shopping keyword in the title with other important information such as color, model number, size, etc.
For product descriptions, inject one or two google shopping keywords to make it more effective. Most useful features and benefits should be mentioned in the description as a google shopping keyword. The same goes for the google product type, where you should put your researched google shopping keyword.
When it comes to negative keywords, you have to exclude keywords carefully. Let’s say you are selling ten different brands of shirts. If one of the brands shows up while searching the shirts but does not convert into sales, then what’s your approach?
Usually, you will be bidding lower or add that search term as a negative keyword. You exclude the search term from displaying for that product or brand and testing another.
Most of the conversion comes from long-tail searches, so be more careful while excluding keywords. Filtering all the search terms that did not convert might exclude the keywords that did not convert before but may convert in the future.
We recommend you to be more patient while excluding a keyword in Google Shopping campaigns. Focus on keywords that may appear in a search term and not a particular day for its appearance.
If you add negative keywords on generic campaigns except for the branded campaign, the searches will appear in branded campaigns. So, to exclude irrelevant search terms, adding them to the negative keywords is the best idea.
Google generally excludes the search terms that you want to appear in a search term. Adding negative google shopping keywords is required in all google shopping campaigns.
You shouldn’t just add negative keywords on ad groups in a campaign. You should add it to the lists; otherwise, nothing will be excluded.
Adding negative google shopping keywords in generic campaigns will represent the branded and other campaigns for those keywords.
Multiple Campaign Method to Align Keywords
This method is one of the best to collect Google Shopping Keywords and practical as well. This method utilizes negative keywords and prioritizes the campaign. High-priority campaigns are always focused more than the medium-priority campaign.
Create at least three shopping campaigns and prioritize the campaigns accordingly
High Priority Campaign
In this campaign, ads will be triggered for usual Google Shopping campaigns. Your selected negative keywords won’t appear on this campaign.
Medium Priority Campaign
Though high-priority campaigns block this campaign from operating effectively, this campaign will appear for the keywords set as negative keywords on a high-priority campaign.
The negative keywords serving for both high and medium-priority campaigns serve this campaign. This concept is outstanding for Google Shopping. It is useful to create different campaign hierarchies.
The brand-based campaign is helpful for the retailers who want to separate their brand terms for a better conversion rate.
The campaign is ideal for non-Brands terms, which is ideal for most upcoming terms. You may add the negative terms for brands and the best terms.
The campaign is ideal for branded terms. Let’s say your store’s name is Andy’s Tools, and you’ve added “Andy” as a negative keyword. It will ensure that it is added as a negative keyword in high-priority campaigns.
This campaign is compatible with the best terms. The keyword focused for this campaign is negative for both high and medium-priority campaigns. This is commonly used for the best terms or where you want to bid on. The conversion rate for this type is usually high and effective.
Qualifying Google Shopping keywords
This type of Google Shopping keyword breakdown is effective for B2B companies that sell in bulk. Bulk or wholesale takes the shopping ads into a new level where it becomes exceptional. Multi-campaign setup doubles the outcome of sales.
For this campaign, we would suggest you set your bid at $0.01. We recommend adding “bulk” and “wholesale” as negative Google Shopping Keyword in this campaign.
This type of campaign works for the absolute best terms, which is another level of differentiation.
Sculpting the Product
By sculpting the product, you will show the perfect product for a related search term. With the suitable google shopping keyword representation, you will surely get better conversion.
Two different levels of keywords are :
- Generic Keyword, and
- Product-Specific Keyword
let’s say you have hundreds or thousands of product variations. You might be thinking about which products to represent when there is a high-volume search. Well, there are two methods you can apply to get the best outcome:
- Represent best selling products at the beginning
- Represent products on sales at the beginning.
Both these approaches work effectively, but we recommend the best sellers as the priority. Promotions are not usually executed within every product category. It is recommended to run a promotion within a product category; otherwise, segmentation won’t work in that category.
However, this strategy is very effective if you have a proper promotional strategy. Your strategy should include a large portion of products. The products should also be available in numerous product categories and on sale.
For generic keywords, there is less chance for consumers to buy the product they have clicked. Generic searches are done for the research purpose of the buyer’s shopping journey.
Product Specific Keywords
If you have a vast inventory, finding the product-specific google shopping keyword becomes challenging. Google search engine works perfectly by showing the correct product in a search term.
Still, there are some scenarios where they lack in showing the right results:
- If the search term is a long tail and the searched product title does not include the searched words.
- In the case of some keywords, reversed word order means something entirely different.
Google search engine reviews the CTR for each product on a search term. It always tries to optimize the search result representation of a product. Well, this is now always wise to rely on Google to have enough data to make this decision.
If your product inventory is enormous, you can lose thousands of dollars in ad costs. Without promoting the right product with the right keyword, you would have missed out on revenue. Besides, you don’t want to decide what search term should be shown for a specific product on CTR.
Product Sculpting for Product-specific Keywords
You can apply two strategies to ensure that the right product is displayed for the proper search term:
- By predicting the most common misrepresentations
- Updating the ad groups individually and manually when you see the wrong search terms
Create an ad group by maintaining the proper structure with one ad group for each product ID. If your product types are narrow, you should have an ad group per “final” product type.
In the following example, USB & FireWire Hubs is the final product type:
Electronics > Electronics Accessories > Computer Components > USB & FireWire Hubs
If your add group is based on product ID, there is a massive chance of getting better output. It enhances the product ID by matching the search term. Still, there are some issues with this that are not ignorable.
Let’s say you have ten product IDs with the same USB & FireWire Hubs with different colors. Suppose you have added a negative google shopping keyword in one of the ad groups for a color. Next, you need to find the rest of the nine ad groups
Finding nine colors for a product’s category is not the issue. But it is time-consuming when there are thousands of products.
Treat Categories Differently
We recommend you to treat categories generally on their own. So if you have a category such as USB & FireWire Hubs where there is a chance to display products for incorrect search terms, you are suggested to create a granular structure.
The structure should include one ad group per product ID. For the rest of your inventory, create a different structure.
We also recommend you choose a solution that fits an individual product category. If you have a large inventory, eventually, you will have to break down the shopping campaign.
Customize the Product Titles to Target Keywords
This tacit is crucial to display google shopping results according to google shopping keywords. It’s all about gathering google shopping keywords that you want to appear. The objective here is to place the google shopping keywords so that they are appropriately targeted.
It is wise to overuse the google shopping keyword rather than underusing them on product titles. It is a common fact that product titles are not appropriately optimized in google shopping by site owners.
For example, PC game vendors won’t put PC games in every product title. But google needs that info to understand that the site owner is selling that specific product.
Someone selling bulk A4 size paper probably won’t put the word “bulk” in all the product titles. In this case, it is crucial to append those google shopping keywords in product titles. It will ensure that the keywords are being targeted for a better conversion rate.
For getting the better to the best conversion rate, finding the best keyword is a must. By placing the keywords correctly, half of the campaign optimization gets done.
As an eCommerce store owner, you must place google shopping keywords with the proper ad group structure to continuously convert the users. Though keywords are not the basis of modern Google shopping, it ensures that the right products are presented on a search term.
Don’t get stuck on the theory that text ads and shopping ad campaigns are different things. Focus on what you can fully control and optimize the google shopping keywords for the best outcome.