How We Increased in Google Ad Revenue by 56% With Product Feed Optimisation
Applying the process we are about to share can lead to some pretty impressive improvements in Google ad performance. For a haircare brand we saw 28% increase in traffic, 56% increase in conversions and 82% increase in ROAS! For a fashion brand we saw CPA go down by 59% and revenue increase by 41%.
What is the secret? It’s not exciting, but with the right attention to detail, boy does it yield results.
So what is it? Optimizing product feeds!
If you can improve the quality and relevance of your product listings, this can lead to higher click-through rates, higher conversion rates and, ultimately, higher sales. Because so much of Google advertising is now data driven, it makes sense that if the data you have in your product feeds - the titles, the images, and other attributes is not complete, the the algorithm won’t be able to as good a job at matching the search query to the right person.
Here is how we do it.
1) Product Title Optimisation
It is worth considering the best structure of your product title to ensure the most important information for your product is displayed.
A big part of our strategy is conducting keyword research. That research helped us understand exactly how our potential customers search for our products, and what information was the most relevant. Then we included additional important information describing products to the product titles.
If you know your industry well and you've analyzed your customers’ path, you will know how they search for your products.
Do they search by brand name? Then use your brand first. But if your brand is largely unknown or you are selling unbranded items, use descriptive words first.
Do they search by category or maybe by the product’s UPI (as in the case of electronic devices)? Your knowledge will help you understand the intent of your customer and find applicable keywords to boost the title.
Reports and statistics are worth trusting when it comes to finding the right keywords for your titles. Don’t forget to explore your search query report, starting with the queries that are converting well and those that aren’t.
Use keywords with a positive impact on your product feed health. Properly optimized titles can boost your campaign impressions and clicks quickly.
Consider the order of keywords. The sequence matters as Google puts weight on keywords placed at the beginning of the title. When choosing keywords and their order don’t forget to test. Check out multiple title formulas and keywords. This is the best way to tailor your tactics according to performance.
2) Product Feed Images
This is one of the first things a customer will see. Thus, selecting the best image for your product can help boost your campaigns.
The image is the most important component of your ad also because that’s the first thing shoppers can compare with competitors.
By selecting the right image you can tell shoppers something important about your product, service or brand.
High image quality is strongly correlated with user engagement and clicks. By improving your images, you'll provide a better experience for the users who view your item and you might increase the performance of your Shopping campaigns.
So investigate which: product images or lifestyle images are more suitable and find which works best for your brand.
3) Other optional attributes
In Google ads, attributes play a crucial role because they provide detailed information about a product that helps users find what they’re looking for on Google.
We always add the missing fields to our product feed.
For example, if a user is searching for a shirt, attributes such as “color” and “size” will help the user to identify and select the right product. Attributes are also used by search engines and advertising platforms to match user queries with relevant products.
Conducting a thorough audit of your feed to ensure the right product attributes are present and there are no missing fields can make a huge difference to your ad performance.
