Achieve Your Best Google Shopping Holiday Season
The holidays are upon us. Are you ready to have your best-selling holiday season ever? Let us help. Here’s our countdown list of the top 10 ways to make sure your Google Shopping account is ready for customers.
10. Set Up Promotions Early
Google Shopping promotions are manually reviewed on the actual starting date of the promo. This means that your promos and codes should be submitted early and be ready to go on your website in advance of the start date. Any coupon codes must be active at the time of the Google review or your promotion will be rejected. If you plan on numerous promotions, you can upload a promo feed into Merchant Center rather than upload each individually.
9. Use Analytics
Analytics will help you objectively view performance and can show you specifics, like which categories have the most conversions or what products drive the most purchases. Using this information, you can then make bid and budget adjustments based on whatever segments are performing the best. Make sure your advertising campaign are properly tagged so you can track them in your analytics programs.
8. Confirm Audience Lists
Remember that many people browse for gifts heading into the holidays and don’t necessarily purchase immediately. Because of this, you’ll want to take advantage of shopping traffic with remarketing campaigns at another time. Segment your site visitors based on previous visits to your website by categories of products or even specific actions. Use remarketing to show your Google Ads to people who have already shown interest in your brand or products well past the holidays too!
7. Review Shipping Settings
Check that your shipping options are configured correctly for both the Merchant Center and data feed overrides. Costs on your website must match those that you submit to Merchant Center, otherwise your products will be disapproved. Confirm that your shipping service settings are accurate, including delivery times, shipping rates, and zones.
6. Enable Automatic Item Updates
Enabling automatic item updates will allow Google to update products in Shopping based on microdata information on your website. Opt into auto updates for price and availability in order to avoid disapprovals based on mismatched data from your website and your Merchant Center product feed.
5. Review Product Suggestions
Use the Merchant Center Product Suggestions report to get a better understanding of what your competition is doing with the same or similar products. You can view “Top Products” to see popular products in your industry on Google that you’re currently not advertising. View “Personalized” product suggestions for insight on your competition’s pricing and traffic estimates. You can then make adjustments to your products as needed.
4. Ensure Contact Information is Updated
Check and double-check your contact information. If there are any problems with your product feed, Google will email the address provided for technical contact, so you want to make sure this email contact is not only up-to-date, but that it is regularly checked for incoming messages. If it’s not, you may miss a critical message regarding your account.
3. Check Merchant Center Often
Regularly check in on your Merchant Center. Here you’ll find any account issues that need to be resolved, including product disapprovals that must be fixed in order to show in Google Shopping. You’ll also want to check your Business Information in the left-side pane to confirm the info is accurate and that your branding is live. Make sure your website is verified and claimed.
2. Get to Know Smart Shopping Campaigns
If you’re not using Google’s new Smart Shopping, you should be. This campaign subtype expands your reach, using a combination of standard Shopping and display remarketing campaigns. Smart Shopping campaigns take your feed and combine it with Google’s machine learning to automatically show various ads across networks, using automated ad placement and bidding for maximum conversion value.
1. Make Sure Stock is Available
You can’t sell what you don’t have, so make sure you have plenty of inventory ready to go. You’ll want to update your Merchant Center feed several times daily so that information remains accurate. Remember, your website information and your Merchant Center feed need to match, otherwise you risk product disapprovals. So update your feed to keep your information updated and your Shopping ads eligible to show.
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