• by Evan Carroll , Op-Ed Contributor, August 13, 2015

Which product image produces the best click-through rate for my Product Listing Ads? What attributes should I include in my Google Shopping campaign structure? How does my PLA performance compare to other online channels?

As a digital marketing professional in the e-commerce world, you shouldn’t guess about what strategies might work — or you might find yourself losing money. To see an increase in ROI from Google Shopping campaigns, it’s important to make informative decisions based on real data and analytics.

A recent study by Searchmetrics reveals that Google Shopping search results are up 118% year over year. Despite this rapid shift in consumer behavior, many online retailers still treat Google Shopping like any other search channel. With Purchases on Google on the horizon, it’s time to quit the guessing game and start focusing on a comprehensive and effective Google Shopping strategy to prepare for what's next.

Here are five tips to help you optimize Google Shopping campaigns and prepare for mobile transactions via PLAs.

Focus on Mobile Functionality

Without a mobile-friendly Web site, your PLAs serve little purpose to mobile shoppers. Our 2015 Online Retail Survey found that more than 40 percent of retailers are seeing 21 percent or more of their total Web traffic come from mobile devices. Google has recognized this e-commerce trend and is making mobile conversions a priority for PLAs. Purchases on Google will be a mobile-only program, at least at first. You should test how your PLAs look on mobile devices to see how well your images and titles are translating. As with all mobile advertising, having a responsive Web site is necessary. Be sure your Web site text is readable on a mobile device without tapping or zooming to ensure shoppers who visit your site via mobile tablets and devices have a pleasant experience.

Optimize Your Feed Content for SEO

Your feed content is the backbone of your Google Shopping campaign. Keep SEO top of mind when organizing feed content and fill in as many data gaps as possible. Properly communicate your product title and attributes so that your product is searchable on Google and easy for shoppers to find. Including a comprehensive list of attributes, including Google’s standard attributes and your own custom labels will help you more effectively manage campaigns. Understanding the search volume for particular product titles and attributes will help ensure your PLA is responsive.

Enhance Your Image Quality

Product images can make or break your PLA click-through rate. Using attention-grabbing product images can help you convert searchers into buyers. Make sure no watermarks appear, use as much of the image box as possible and only include one image per box. It’s important to test product images to see which options are attracting the most visitors to your Web site.

Develop a Sound Structure for Correct Bidding

All clicks are not created equal. A sound PLA structure will help you place correct bids on the right products. You may want to test multiple strategies, but consider replicating how your products are organized on your Web site as a safe place to start. Another approach is to use customer behavior as your guide by examining search queries and conversion paths that visitors are taking to find products on your Web site. For example, if consumers are finding your products by searching for its category more than its other attributes, you will want to organize your Google Shopping campaign structure around a product category type.  

Understand Cross-Channel Analytics

Don’t monitor the performance of your Shopping campaigns in a vacuum, but rather understand how it relates to the performance of other channels. Slice and dice your data to see how your products are performing on marketplaces, through text ads, etc. If you notice a product is becoming a hot sale on Amazon, your Google Shopping campaign structure should reflect that trend. Also, revisit historical performance data to stay ahead of seasonal trends. Last year’s data holds a lot of insight that can drive this year’s strategy.

These strategies will help you resolve your questions and start developing sound solutions for managing Google Shopping campaigns.