Those who partake in the beauty of online shopping (notice, we steered clear of the word “addict”) are extremely familiar with Google’s Shopping Campaigns.
In a nutshell, they are the pretty pictures you see when you search on Google for a product to buy, or when Google deems your search as an intent to buy.
For the eCommerce advertiser, these Shopping Campaigns are much, much more – they are pay-per-click ads that help them get their products in front of the right customers at the right time.
When we first heard of Shopping Campaigns (formerly PLAs), we had to get our eCommerce client on there immediately. We speedily set-up the product feed, optimized descriptions and titles of their products, and tested various strategies to get our client into the top three spaces.
We were able to get our client to the top on numerous searchers, but the coveted broad searches proved to be more difficult. That’s when we put our thinking caps on and came up with a successful strategy:
The clients’ item IDs were organized by style and/or color, making it appear as though the client had products only in one color, not the multitude of colors they offered. We then created a feed for the parent IDs that showed a photo of the products in different colors. Within weeks, we were at the top for broad searches – just see below!
During the management of shopping campaigns for our gift packaging client, we were able to increase sales by 87% for Google Shopping and stay on the first page for thousands of keywords.