Google Shopping Campaign Management
Just like with anything to do with marketing, Google Shopping Ads management takes time and expertise to fully understand, and even then, it’s a difficult thing to manage. This is where Google Shopping management services like those offered at Traffic Radius, can really help businesses like yours dominate the market.
Our process begins, as with any good project, with research. This research encapsulates an understanding of your business and your desired or existing clientele, depending on your goals. We perform research into who your target market is, what they look for, when they look for it, and more importantly what search terms they use to find it. Once we have this data, we can form a strategy and design your PLAs that will appear on Google Shopping’s listings.
Then we go about creating your product feed, the file that contains the products you wish to advertise through Google Shopping. Once created we optimise the product feed. This optimisation is designed to raise your relevance to your audience, as well as your quality score with Google. This is how Google decides which results to place at the top of the SERPs (Search Engine Results Pages). There are AI-directed bots that continuously crawl through the internet and analyse the content on websites. Depending on numerous criteria, these bots (known as “spiders”) catalogue the content and websites that they find and then rate its relevance to certain keywords, and a “quality score” that Google awards the website based on the veracity of the content therein. Google uses the spiders’ data to determine how high or low in the SERPs you appear, with higher positions typically getting more clicks.
After this campaign has run for a short while, we check the analytics of your Google Shopping PLAs and track their performance in terms of enquiries, calls, and conversions. This process is then followed by an optimisation of your campaign, making beneficial changes and tweaks, or experimenting with new features that may help your ads gain traction, even actively monitoring your bid to make sure that your ROI (Return on Investment) is the highest it can be.
Throughout this whole process, Traffic Radius maintains a policy of transparent reporting, where we keep you appraised of every step of the course of the campaign, letting you know exactly what is being enacted, why, what the results were, and how effective the campaign is according to projected results.
As much work as this may seem, this is an extremely pared down rendering of the process of organising, implementing, and managing an ongoing Google Shopping campaign, and it’s because of this that Google Shopping campaign management services like ours are in high demand these days.