#adnabu

Google Dynamic Search Ads was a breath of fresh air to digital marketers and burgeoning eCommerce businesses when it arrived. While Search Ads and Shopping Campaigns were much more popular, Dynamic Search Ads  didn’t take too long to upend the eCommerce landscape and revolutionize online advertisement systems.

What are Dynamic Search Ads?

The function enables businesses to find more clients on search engines, specifically on Google, based on relevant searches. Most probably, these clients are already looking for what you are offering, so Dynamic Search Ads pushes your product or service higher in the search engine results list and farther into the spotlight so that you can be discovered. An effectively created and monitored Dynamic Search Ads campaign could make or break your sales and returns on investments.

What drew many users to the tool is its ability to fill gaps in keywords-based campaigns and expand reach and customer base effectively and way beyond what a pure paid search or keyword campaign is capable of. Add to the mix creative ad copy and compelling headlines and you’ve got an ad that’s ready to power sales.

How does Dynamic Search Ads work?

When someone searches on Google with terms strongly linked to the titles and frequently used sentences on your website, Google Ads will use this search query to pick a relevant landing page and create a clear, appropriate headline for your ad. This way, these ads directly target potential customers based on their search terms and your product listings.

To formulate Dynamic Search Ads, Google uses content from your websiteto position your ads against search queries. The tool offers a plethora of targeting options including landing pages, categories, and a spreadsheet-based page feed. A dynamic ad targets the right user at the right time, leading them to where you want them to be- a landing page, a catalog or an individual product listing.

Why do you need Dynamic Search Ads?

Dynamic Search Ads are called’ dynamic’ because, according to new search trends and terms, they change- the best part is that you don’t have to do it yourself. Here are a few fast points to persuade you to consider eCommerce vibrant search advertisements. Here are some benefits of Dynamic Search Ads:

Benefit #1: Compatible with other tools.

DSA is fully compatible with other Google tools such as Shopping Campaigns, Search Ads and AdSense from Google AdWords. It also operates well with Smart Bidding, which will save time and money in finding the right keywords that are just right for your business.

Benefit #2: Allows target specific leads.

With dynamic ads, you’re more likely to see your ads targeted at relevant users on the brink of making a purchase rather than uninterested visitors who click through by mistake or were misled due to wrong targeting. This is because the headlines and copy are tailored to your product or service and accurately describes what the user is going to click through to.

Benefit #3: Uses both keywords and search terms.

There’s no denying that keywords are essential to any digital marketing campaign. However, pure keyword marketing does have its cons and can leave a lot of loopholes. By taking search terms into consideration in generating dynamic ads, Google can encourage a broad match to your set keywords, thus bringing in the traffic you may have otherwise missed with a stringent keywords list.

Benefit #4: Generates automatic headlines.

This is the key feature that sets dynamic ads apart from standard text ads. Google Ads crafts a dynamically generated headline for the most appropriate landing page you have when a user searches for a word most relevant to your product and recommended for your website. This headline will be clear, so your user is not misdirected and Google doesn’t flag your account for misrepresentation.

Benefit #5: Bypasses Google’s rules.

Google is stringent about the content submitted by digital marketers and can any day disapprove or suspend any account or ad if a rule is flouted. However, with dynamic search ads, there’s no need to maneuver Google’s rules because the ads are generated through their processes and will naturally be in their required format. This gets your ads out faster and quicker and avoids unexpected pull-backs.

How to create Dynamic Search Ads in Google Ads?

The organic web crawling method can be high of use to businesses and general content-rich websites, but the process of setting up your first ad can be daunting and prone to mistakes. Google has laid out a step-by-step approach to creating your first Dynamic Search Ad.

Method #1: The default way

Step 1. Log in into your Google Ads account and click ‘campaigns’ on the left menu.

Step 2. Click on the ‘plus’ button and then hit the ‘New campaign’.

Step 3. Click on ‘Search Network’, then select the required goals for your campaigns. (If you’re not sure about goals, be sure to uncheck ‘use goals’ or your results may be skewed).

Step 4. Enter the domains which need to be targeted by the campaign, then click ‘continue’.

Step 5. Choose the locations and languages you plan to target through these ads. Enter your set bid strategy, or choose an automated one to generate Google-optimized bids.

Step 6. Enter your budget. If you have a fixed bid limit, specify that as well.

Step 7. Navigate to Additional Settings and click on Dynamic Search Ads. Tick ‘Enable Dynamic Search Ads for this campaign’, then hit ‘Save’.

Step 8. Click on ‘Dynamic’ in the Ad Group type menu to begin creating a dynamic ad.

Step 9. Specify where to send users when they click-through your ad. This could be landing pages, feeds or categories.

Step 10. Adjust your bids based on your specific business targets. If you had selected automated bidding, move directly to ‘save’ after skipping this step.

For a new ad within a specified ad group, click on ‘New ad’, enter the description for your ad, click ‘done’ and then ‘save and continue’.

Method #2: The AdNabu way

How about the AdNabu route, if all this seems too complex? For assistance with Google Ads campaigns, including Dynamic Search Ads, eCommerce companies come to AdNabu.

While keeping expenses at a minimum, AdNabu can optimize search engine campaigns to achieve all of your objectives, be it CTR or sales-boosting. All you need is to take five minutes, sign up on AdNabu and create your campaigns in a jiffy.

Best Practices on Dynamic Search Ads in Google Ads

With a tool as complicated yet beneficial as Dynamic Search Ads, there are many ways in which a business could skip a step or miss out on optimizing their bids or campaigns.

Best Practice #1: Keep your ad copy accurate.

Dynamic Search Ads will assist in pushing your advertisements to the correct crowd, but it is the marketing company that is responsible for writing excellent copy. Consider writing copy that is customer-friendly yet SEO-optimized for higher search engine rankings. This is what will push customers to actually click on the ad and head to your website or landing page.

Best Practice #2: Optimize website content and design.

Your advertisements will send prospective clients to your site, so make sure it looks its best. Write creative and appealing product descriptions, make clear your goals and USPs through website copy and have clean and accurate product titles that convince the user they landed on the correct page.

Best Practice #3: Aim at the right audience.

You can effectively target your advertisements to the correct audience by watching and analyzing customer behavior. You can even set an auto-target that will cover all appropriate queries and send them to your site. All this can be achieved by setting Dynamic Search Ads objectives.

Best Practice #4: Focus on your selling points.

Be sure to show your selling points or main customer draws in your ad copy or description line, regardless of what your promo or offer is. If it’s a free shipping day, promo code or a gift upon purchases, highlight it. When users see your offers clearly stated, they are more likely to convert as it pushes them to at the very least click on the link.

Best Practice #5: Carefully structure campaigns.

To monitor campaigns or campaign settings efficiently, consider dividing your target groups and web pages into distinct ad groups. If a campaign is under-performing, you can rapidly realize this. Use only one DSA per language, and lastly generate a catch-all sort of campaign that acts as a safety net for leads you couldn’t catch through other ads.

What to be aware of while creating Dynamic Search Ads Campaigns

DSAs only complement existing campaigns. The endpoint of Dynamic Search Campaigns is to fill in the gaps left by keyword campaigns; they do not function efficiently on their own. Keywords based campaigns have many benefits that shouldn’t be overridden in favor of Dynamic Search Ads.

Consideration #1: Ads are automatically updated.

Google will crawl your website again when you adjust pages on a website in their database. This is to guarantee that your advertisements are as up-to-date as possible. This indirectly business more control over their messaging, because data is taken directly from their websites without the need for manual intervention.

Consideration #2: Setting page inclusions.

Some websites may have pages that a business doesn’t want to be indexed. These pages can be excluded using ‘page exclusions’. This is especially useful for pages that contain limited edition or sale products so that potential customers are blocked from pages they inevitably won’t be able to buy anything from.

Consideration #3: Ideal for seasonal products.

While dynamic search ads can be leveraged to a certain extent by most businesses, it is large retailers or seasonal-heavy inventories that can be most benefited. Through these ads, advertisers no longer have to individually update product lists or remove out-of-stock options because Dynamic Search Ads will pull out the right phrases based on search queries.

Consideration #4: Release of control.

Working with Dynamic Search Ads means relinquishing a good amount of control over bids and ads. While Google is a trustworthy platform and their structures are highly technological, some businesses may prefer to maintain more control over their ad and ad spend than allowed by this feature. Hence, it’s the most ideal option for businesses with big inventories and not enough time on their hands.

Consideration #5: Landing pages are equally important.

Your business ads may be exquisitely crafted and bang-on description, but if the destination landing page isn’t up to the mark, there’s no guarantee that a lead will convert. In effect, a subpar landing page can undo all the good effects of a Dynamic Search Ads campaign, so ensure that your landing page content and images are of the highest quality.

Conclusion:

It can be quite complex get used to Dynamic Search Ads and an ad account in general. You can always sign up for help on AdNabu if you don’t have the time to go through the motions yourself. You can get professional advice on the ins and outs of your campaigns and how DSA can work for you. DSA operates well with other Google tools, so consider opting for help in those departments as well to get the most returns on investment and ad spend.

What is Quality Score?

Quality score is an approximation of the quality of our ads, keywords and landing pages. If the quality of the ads is higher than even at lower prices we can get better ad positions. We can see our Quality Score in our keywords “Status” column. Higher the relevancy of ads and landing pages to users, higher is the Quality Score. It is generally an aggregated estimate of our overall performance in ad auctions.

Components Of Quality Score:

Let’s understand and discuss all the components which are necessary for the quality score.

Keywords:

Keywords are the most important aspect for increasing the quality score. Your keywords in your account will genuinely give you a rating about whether it’s poor or really good as it is determined by Click-through rate(CTR).

Ad Text:

Google sees it as a goal to provide better experiences to the users for Publishers so including keywords in our Ad Text is only one step in that direction to get relevant Ad Text in the search query. If we have poor Ad Text that isn’t getting many clicks or has a low click-through rate then we might be experiencing a lower quality score in return so at that place we see our keyword’s minimum bid increases due to low click-through rate and lower relevance. So, adding relevant keywords to our Ad Text helps it to get more relevant and in return, we can increase the quality score.

Landing Page:

The most important thing about the landing page is that it has immediate effects on our minimum keyword bids, our keyword-targeted ads position in the content network. Google has defined three components for a quality website. It includes Relevant and original content (Users should be easily getting what the Ad has promised), Transparency (Building trust with customers), Navigability (Easy navigation on the website for the product user is searching for).

Which of the following items are not a component of Quality Score?

There are various components on which Quality Score doesn’t depend on. I will be listing some of them.

Conclusion:

Hopefully, you must have understood what is quality score all about and what are the components which are not to be included to calculate your quality score. If you find any difficulty in Google Ads you can check out our article on Google Ads help.

How to start with Google Display Planner?

The Main Purpose of Google Display Planner is helps to expand our reach of the display campaigns while targeting relevant users for our business.

The Google Display Planner is a tool in Google Ads which helps to expand our reach of the display campaigns while targeting relevant users for our business. It is generally used to make our research on placements better. It is easy to use and can save you time.

How to start with Google Display Planner?

We can locate the Google Display Planner option in Google Ads by going to Tools and Analysis menu in Google Ads. There are options for us which we can use on Google Display Planner which I will be listing them below.

You can tell Google what our customers are interested in by using a word, phrase or a set of keywords separated by a comma.

We can give Google our landing page URL which will help to find relevant targeting suggestions. If you don’t want to run both either insert the keywords or the landing page URL.

You have to select the country and language that you would like to target and then click on “Get Ideas”.

When your request is processed you will get an exceptional list of keywords, interest, topics, and placements to target.

Now we will see how can we customize our results in the below extract.

What can we do to create custom-made Advertising Strategies for our results?

There are some steps which you will need to follow:

You have to create new ad groups based on what the tool has suggested. You will be able to customize the results which matched your strategy.

You can filter results by text ads, rectangle and square images, skyscraper images as well as leader board images.

You can filter results by mobile and video ads.

You can show only above the fold ad space.

You can filter by the operating system of app placements.

You can find out about the age and gender of your search results.

You can add the results directly to your account which will be added as paused for you t work on them and you can create custom-made advertising strategies.

You can now go to “Your Plan” on the right sidebar where you can put together planned ad groups.

You can assess the plan and get an approximation of impressions, costs and unique visitors.

Navigate and make changes through it till you get your best campaign objectives and then you can download the plan and add it directly to your campaign.

Rules for setting a target on the display network:

Below mentioned is the Rules:

You should create custom advertising messages for each ad group.

You should use as many image dimensions as possible so that you can test various placements.

You should use both text and image ads.

You should customize your bids by placements.

You should add negative placements when websites aren’t performing well.

You should change display ads every 3 to 4 weeks to keep fresh and attractive content.

Google Ads Call Only Ads Campaign Management Software — AdNabu

Call Only Campaign in Google Ads

Easily create, manage and optimize call only campaigns in Google Ads using AdNabu.

Call Only Ads

Call only ads are a special type of ad appearing in google search. instead of directing users to a landing page, call-only ads to take them to the dial pad urging to make a phone call. These ads are similar to text ads in every way except the destination after a click happens. They are triggered by keywords and only appear in google search results. Although some advertisers mix text and call-only ads in the same campaign, it is much more ideal to separate the campaigns into text-only and call-only ads. More often than not, Calls are much more valuable to businesses than clicks to a landing page.

Best Suited for Leads

Call only ads are ideal for businesses who run lead generation campaigns. Ideal advertisers can include lawyers, locksmiths, roadside assistance, educational institutions, and service providers. Call-only ads can do wonders for advertisers who want calls to come directly to them and who seek out users in urgent need of their service. A huge reason why advertisers are ready to pay a premium to call-only ads is because of that fact that it removes the friction of signing up or leaving contact details. The relevance of call-only ads to lead generation companies is very similar to how shopping or pla ads work for e-commerce. Call-only ads to have near hundred percent conversion ratio as almost all clicks convert into customer inquiries.

Call Only Campaign Best Practices

AdNabu creates perfect call-only campaigns for advertisers. Campaigns created through AdNabu follow all the best practices for call-only campaigns and creates single keyword ad groups. Calls made from different searches might have varied conversion ratios and AdNabu understands this and allows you to have highly targeted bids on every single keyword. AdNabu’s focus on long-tail keywords also helps in getting calls which are highly relevant but easy to miss. Conversions from calls can be measured and optimized using AdNabu’s bid optimization software.

There are multiple PPC tools which help an advertiser in managing their Google Ads campaigns. These tools help users in various steps like competitive research, budget estimation, landing page optimization etc. We would be listing out the popular and useful tools for you in the following section.

PPC Tools for Keyword Research

Keyword research is a must before setting up your campaign. It helps in identifying and prioritizing the keywords which will be part of your ad campaign. It is a time consuming and elaborate processes and the PPC tools mentioned in the following section helps in reducing the effort to find the best keywords.

AdNabu

AdNabu can automate the keyword research for you. When you enter your landing page, AdNabu will automatically suggest relevant keywords which can be used to advertise the page. You can then select them as well as add new keywords. AdNabu will also automatically discover new long tail keywords from this initial set of keywords.

Google keyword planner

Google Keyword Planner is a free Google Ads tool for advertisers. It is like a workshop for building new campaigns or expanding existing ones. You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.

Keywordtool.io

Keyword Tool is one of an alternative to Google Keyword Planner. Keyword Tool helps to discover new long-tail keywords related to any topic.

Google.com in an Incognito Window

You can discover auto fill opportunities while searching in an incognito window. This will bring up that all-familiar list of auto fill options, many of which can help guide your keyword research. The incognito ensures that any customized search data Google stores when you’re signed in gets left out. Incognito may also be helpful to see where you truly rank on a results page for a certain term.

Google Trends

Google trends show how often a particular search term is used by users relative to the total search volume across various regions of the world.

BuzzSumo

BuzzSumo majorly helps an advertiser by in identifying & analyzing what content performs best for any topic or competitor. Buzzsumo allows you to find the most shared content on a given topic/keyword or from a specific domain. You can choose the type of content you want (article, info-graphics, videos, etc.) and you can sort results by the major social network.

PPC Tools for Competitive Research

Competition research helps you to understand competition’s acquisition strategy and sometimes their business strategy. Knowing about your competition helps in formulating your strategy. With the valuable information about your competition, you can estimate your budget and other critical information. Following are the tools which would be helpful in competition research.

SEMrush

SEMrush helps to find top organic and paid competitors for a particular keyword in Google Search. It also helps you to find your competitors based on your target keywords. With that, you can identify the keywords your competition is targeting and corresponding ad copy.

SpyFu

The main value proposition of SpyFu is to see or to "spy on" the keywords that competitors use and improve SEM and SEO strategies based on those. It also gives the cost per click and search volume statistics on keywords and uses that data to approximate what websites are spending on advertising. It also has a cool feature to download all of your competitors’ keywords.

iSpionage

iSpionage is easy-to-use competitive intelligence tool. It provides accurate, up-to-date competitive intelligence information. It allows you to gain insight into competitors’ effective keywords, ad copies, and ad budget.

PPC Tools to Optimize Landing Pages

The landing page is the web page on which a potential customer reaches after clicking an advertisement. According to Compete.com, there is a no faster, more efficient way to improve your return on PPC advertising spend than by improving your landing pages. In fact, it is possible that your competitors could be generating five times the ROI as you are with comparable messaging and spending. Following are a few tools which will help you to improve your landing page experience :

Unbounce

Unbounce comes readily available with dozens of landing page templates and allows you to create your own templates. It is also integrated with HubSpot and Mail Chimp which helps in automating the engagement with the acquired leads.

Instapage

Instapage offers almost all of the same important content builder features as Unbounce. It allows you to drag and drop elements in and out of your page, as well as to edit them just by clicking on them. You can quickly launch a page and easily replicate pages to A/B test and optimize for conversions.

VWO- Visual Website Optimizer

If you’re looking for a tool that has plenty of analyzing resources built, VWO is the best option. The landing page analyzer will give you specific data highlighting what works and what doesn’t. It has the same features as others - a Visual Editor to modify landing pages without having to know any coding.

Useful Miscellaneous PPC Tools

Google Analytics

Google analytics tools are the most critical tool for any online advertiser. Understanding the tool and using it to your advantage, can make or break your company. You should be able to see basic data out of the box like sessions, time spent etc. On deeper analysis, you will be able to understand the user behavior which helps make better ads and landing page for better conversions.

Google Ads app

The Google Ads app helps you stay connected with your ad campaigns from anywhere, using your Android smartphone. You can easily view your ads’ performance on the go with this simplified companion to your desktop account.

Conclusion

Introduction to Google Shopping Audit

Google Shopping Campaigns play the main role in optimizing your strategies for selling. Only by targeting the correct search term that relates to your catalog can you sell your products through Google Shopping. These keywords will assist in creating a product ad that can be readily accessed by clients.

Before getting into the nitty-gritty, an understanding of Google Shopping is crucial. The tool, which was formerly known as Product Listing Ads, allows customers to search for and compare products based on their search queries without leaving the Google platform they’re on. Users see ads for multiple products with text, images and a link leading to the product owner’s website. Not only do Google Shopping ads and broader search campaigns make users aware of a brand, but they also display their catalog specific to what users have searched for.

Google Shopping is a Google Merchant Center and Google Ads-based. The former is where the feed or catalog of your item will reside. Google has requirements on how to layout products and information. This can be performed manually in a spreadsheet or using a third-party plugin that scrapes information from your website to organize it in the format of Google’s liking. Google Ads is what businesses use to create product listing ads that display at the right time on users’ screens based on their search query.

Google Shopping will guarantee that your advertisements reach the correct audience and only interested customers while maintaining them in line with the budget. The budget optimization tool will ensure that ads fall within the budget without disturbing their output. Google will also guarantee that you are updated on the results of your product and can even provide insights on competitors’ products.

Why you need Google Shopping for your eCommerce business

Need #1: Direct users’ attention.

Google Shopping Ads are the only advertisements that boast a picture in the search outcomes and this can instantly capture the shoppers' attention. Visual appeal is essential to optimizing Google Shopping because it attracts customers and makes them more likely to click through an ad and land on the desired product page.

Need #2: Higher ROI.

Google Shopping advertisements statistics have shown that conversion rates are much greater than text ads. On average, conversion rates are 26% greater and your cost-per-click is also lowered by around 23%. This contributes to better traffic, reduces general ad spend and, in the long run, boosts your returns on investment (ROI).

Need #3: Appear on the top of SERPs.

For any budding business or established eCommerce platform, appearing on the top of search engine results pages is crucial to spreading the word about your products and services. Since Google Shopping Ads guarantee that your products appear above the outcomes of organic searches, the online visibility of your brand can be expanded readily and efficiently. One of the reasons why these advertisements are so great at matching potential clients to your company is that they show your products based on the keywords generated based on user search queries.

Need #4: Get qualified leads.

With Google Shopping Ads, the client can see enough data in the ad that when they arrive at your website they are already a little acquainted with your product. The advertisements consist of the picture and name of your item, price, brand name and product ratings displayed as simple starts. Based on the picture, rating, and cost, shoppers who aren’t fully aware of your brand or business name are still likely to click on an ad, especially if it perfectly matches what they’ve searched for. This way, you get more qualified traffic and leads that are more likely to convert.

Need #5: Increase your reach.

With Google Shopping campaigns, your advertisements may appear for a single query more than once, or for multiple similar queries just once. As Google also selects the keywords against which to display your products, you may discover that your products are starting to show up for keywords that you may not have researched about or added in your list. A precise match is not needed, since Google’s synonym repository only gets smarter, making search queries and match terms more flexible.

Need #6: Eliminate separate keyword bids.

With Google Ads, you'd have to bid individually for all these keywords, but that’s not the case in Google Shopping. Whatever phrases shoppers personally use to define the products they want, Google matches it with synonyms and broader keywords to reach more leads in the end.

How to audit your Google Shopping Campaigns

Given that Google Shopping has a lot of income and returns on investment riding on its efficient functioning, it is essential for companies to ensure that their ad spending is always diverted to the correct platforms, campaign groups and search queries. Do note that Google Shopping links directly to your Merchant Center account, so changes made there need to be applied in Google Shopping.

Method #1: The default way

To perform an audit of Google Shopping Campaigns in the default way set out by Google, you will need to look at:

Product Groups page- to measure the performance of individual product groups

Products page- understand the performance of individual products in single campaigns

Predefined reports page- for metrics at a granular level, based on dimensions including category and Merchant Center ID

Auctions insight report page- to compare your performance with that of other advertisers bidding on the same keywords and search terms

Bid Simulators tab- using simulations to experiment with different bids and their results without actually affecting current bids

Method #2: The AdNabu way

You can use AdNabu to plan out a demo of a Google Shopping audit or register to test Google Shopping for free. You can enhance your shopping campaigns to make them more profitable with the assistance of AdNabu. They will assist in categorizing high-efficiency and low-performance campaigns and initiate fresh searches-based products and campaigns.

The team at AdNabu performs regular audits and produces extensive reports on issues, warnings, and critical issues. AdNabu can also assist to fix these problems in a timely manner to guarantee that no losses occur and no campaigns are hit.

After using their services, AdNabu's customers saw conversions of more than 30% because their plans combine technical know-how with the customer experience and knowledge. The team can specify exactly what taxes the program, or what supports it, and then evaluate the best alternative accordingly.

The best practices for auditing Google Shopping

Best Practice #1: Maintain a campaign structure.

It is essential to guarantee that the feed is fully managed with custom labels, enabling segmentation when structuring your campaigns and ad organizations. ‘Custom labels’ will categorize your goods into certain structures. This allows you to quickly create a campaign and/or ad group based on labeled product groups. While auditing, ensure that your campaign structures are labeled and accurately segmented.

Best Practice #2: Set campaign priorities.

While performing a Google Shopping audit, ensure campaign priorities are set to avoid unnecessary ad spend. Using the priority setting in Google Shopping Campaigns, you can prioritize one campaign over the other so that Google Ads understands from which one to bid. This function is only required when you have one item in different shopping campaigns. Each campaign priority is set to Low by default. Depending on where you want the offer to be taken from, you can alter this to Medium or High. The highest-priority campaign always bids first.

Best Practice #3: Write compelling product titles.

Product titles and images are the keys to attracting customers and increasing traffic. Ad titles need to be compelling yet accurate and must match with both our Google Merchant Center product lists and your landing page content. Similarly, images need to be of the highest quality and ideally not stock images that aren’t wholly connected to your product. Include high-ranking keywords in the title and description to be considered more appropriate for a search query.

Best Practice #4: Focus on the 10% top-selling products.

A comprehensive market analysis discovered that 10% of your products have the ability to create 75% of your revenue when focused on correctly and relentlessly. These are the money-makers and cash cows of your product listings, so ensuring that these products are recognized and correctly leveraged with enough ad spend is crucial to boosting sales.

Best Practice #5: Focus on product segmentation.

To spend most time managing the most in-demand products, segmenting them based on key dimensions works well. A business can segment products and ad spend based on best-selling items, levels of traffic generated, returns on investment, even gross margin. This makes the 80/20 strategy of focusing on the best a lot easier to manage.

Things to consider while auditing Google Shopping 

Consideration #1: Shopping campaigns are more technical.

For those used to Google Ads, Google Shopping becomes nearly 3 times more overwhelming because it’s increasingly complex. It’s common to run Shopping campaigns yet miss out on opportunities to optimize. Therefore, auditing means more than a dipstick check across dimensions; it requires extensive research and, if necessary, an overhaul of strategy to make way for more promising, revenue-generating ones.

Consideration #2: Check landing pages.

Even if your Google Shopping campaigns are watertight and your click-through rates are slowly increasing, a great landing page is what seals the deal. Use high-quality images, excellent copy and have all the information on the landing page that you had in the Shopping ad. This way your user knows they’ve come to the right place in search of what they want and are ready to buy.

Consideration #3: Use negative keywords.

It’s been established that keywords are important in Google Shopping and general Google Ads campaigns. However, it is equally important to finding negative keywords. A negative keyword is a kind of keyword that prohibits a certain word or sentence from triggering your ad. Blacklist them so your traffic flow is tighter and more relevant.

Consideration #4: Read Google’s Shopping Ad policies.

As the largest search engine and a tech titan, Google is very particular when it comes to setting up and displaying ads. Their requirements range from general to specific and outline prohibited and restricted content, prohibited practices and editorial and technical nuances that need to be adhered to. Inappropriate content, ads for counterfeit goods and general abuse of the ad network can lead to immediate suspensions and ad removals, so watch out for mines like these.

Consideration #5: Avoid misrepresentation.

A successful Shopping ad banks entirely on how accurately it describes the product advertised and available. Being honest and providing correct details to users will not only increase click-through rates but also increase trust and visitor retainment. Promotions that make users commit to something without obtaining the user’s consent or unrealistic representations of products or businesses will receive severe strikes from Google.

Hope this Helps,

Bid optimization for Google Ads

Maximize profit / conversions or clicks from Google Ads campaigns using this bid optimization software.

Optimize All Campaigns At Once

Most successful Google Ads campaigns have thousands of Ad Groups and many more keywords. Optimizing the campaigns for maximum conversions is a repetitive task done through messy scripts and excel files. Even with all this manual effort, finding the conversion ratios of keywords with insignificant data is much more difficult than one can imagine. Then there is the variation based on user location, device and days of the week. All these complex adjustments can quickly grow out of hand and any meaningful optimization can become extremely tiresome and error-prone operation.

Bid Optimization Software

Optimizing Campaigns through AdNabu is a breeze. One can optimize thousands of keywords and Ad Groups at once through the software. Bid Optimizations job runs daily and calculates the best bid to be placed to help you reach the desired cost per conversion or the return on investment (conversion value/cost). You can configure the jobs to be run at any time of your choice, daily or weekly. We highly recommend running the optimization every day. Through AdNabu, You can configure multiple campaigns or a single campaign and have a separate cost per conversion target for mobile and desktop.

Powerful Algorithm

Our customers see upwards of 40% improvement in their campaigns thanks to powerful algorithms developed after years of research and gigabytes of data processing. Our algorithm can predict future conversion ratios of keywords even with very little past data accurately. We achieve a better optimization than Google by creating relationships between keywords whereas Google treats every keyword as a unique one. Our software also predicts the conversion ratios of different match types with much better accuracy. The strategy used for optimization is called rule-based bid optimization.

Google Shopping Priority setting is a feature that was rolled out by Google as part of Google Ads and Google Shopping. This feature allows marketers to identify which campaign a bid should be taken from when advertising a certain product. What’s beneficial about this tool is that if you advertise the same item in various shopping campaigns but for the same nation, you can tell Google which campaign takes precedence over which.

For example, if you’re a retailer selling sneakers as part of your basics collection, you may also have the same pair of sneakers in, say, a sale campaign or a festival campaign. In this case, you may wish that a bid for any product during the discount season be taken from the sale campaign and bids for Christmas deals be taken from the festival campaign.

The campaign priority setting feature easily allows you to demarcate and allocate these bids based purely on your preference, ad spends and overall budget. It also makes clear to Google which campaign should participate in what sort of auctions and

Do note that by default, campaign settings are set to ‘Low’. You can set this to ‘Medium’ or ‘High’ depending on which campaign takes precedence and where you want the bid to be taken from. The basic logic behind this is simple- the campaign with the highest priority always bids first. There are a few prerequisites to this, as will be explored further down.

Why you need to focus on Google Shopping Priority Setting

Digital marketing can use a huge portion of the marketing budget of a business, so you don't want to spend it on promoting an incorrect product that the campaigns may share. You can advertise the right products at the correct moment and against the most relevant search query by altering the priority of a campaign. Here are the benefits of setting Google Shopping Campaign Priority:

Benefit #1: The highest priority bids.

If two campaigns share the same product, a big against a relevant search term will be taken from the bid with the highest priority setting first. This doesn’t always mean that the priority needs to be set to ‘High’- it could also be taken from a ‘Medium’ priority campaign if all your other campaigns are set to ‘Low’.

Benefit #2: Low bids don’t sacrifice traffic.

In this campaign setting feature, prioritizing a campaign as ‘Low’ doesn’t mean it won’t bring in traffic- it just means that traffic will be brought through another campaign at this point of time. Therefore, campaign priority settings don’t actually tamper with traffic flow; in fact, they make it more streamlined and relevant to both users and your sales targets.

Benefit #3: Sticks to the budget.

It is often the case that businesses have a fixed budget for a certain campaign but not another, especially during the sale or discount season. By setting campaign priorities, you can make sure that bids are not taken from another campaign that isn’t ready or has been put on hold to give way to another.

Benefit #4: Increases chances of conversions.

When a user enters a relevant search term, the bids are inserted on the search engine for ad space. This is great for promoting offers, inventory clearances, and discounts. If two campaigns share a product, one of which is a stock clearance campaign, you can set the priority as High in order to increase the chances of conversions from the stock clearance campaign first.

Benefit #5: Standard delivery method reserves funds.

Another interesting feature of this campaign setting option is reserving funds using the standard delivery method. Reserved funds mean your budget is spread evenly throughout the day, so it may come to be that your high priority campaign may not bid even if it has the budget, because these funds have been ring-fenced.

Benefit #6: The highest bid for similar priority settings.

Sometimes a business may have set the same priority settings for multiple shopping campaigns. In a case like this, a campaign that puts forth the highest bid is used, provided there’s an item in the group that relates most closely to the user’s search term.

How does Google Shopping Priority Setting work?

Google has a series of formula to identify which campaign will participate in the auction and will then determine the bid accordingly.

Setting #1: The highest priority campaign bids.

This is regardless of how much ad spend has been allocated to the campaigns- the one with the highest priority setting sends a bit for relevant search terms.

Setting #2: Campaigns with non-reserved funds bid.

If a business has opted for a standard delivery method, then their budget for the day is spread evenly across campaigns. This way, if a high priority campaign hits its reserve limit for the day, the bid will automatically go from a campaign with non-reserved funds.

Setting #3: Next campaign bids when out of budget.

If a high priority campaign runs out of budget, then the next medium priority campaign bids in its place by default, as long as they have the same product. This is a good way to keep track of ad spend and allocate budget to different campaigns.

To be able to set shopping campaign priorities, you first need a Google Ads and Google Shopping account. The latter must be linked to your Google Merchant Center account for seamless campaign creation and customization.

Best Practices in using Google Shopping Priority Setting

This advanced and useful tool can be quite tricky to master, especially for a first-timer. Like all tools, even using Google Shopping and setting priorities can be done using optimized methods to get the most out of allocated budgets and campaign setups.

Best Practice #1: Set up an inventory filter.

This is Google’s pro tip- using an inventory filter on higher priority campaigns allows businesses to prioritize a specific subset of products in the inventory. This way, there’s no need to create separate campaigns for special products- it just allows easy management and bidding on these items during, say, special seasons like end-of-season sales and festival discounts.

Best Practice #2: Narrow down on negative keywords.

It’s common knowledge today that Google Shopping uses search terms to drive ads rather than high-ranking keywords. However, negative keywords, which are terms you don’t want to rank for, are crucial in determining a target audience and demographics. They improve the efficiency of your shopping ads and bring in more relevant traffic, which in turn will likely advance sales.

Best Practice #3: Use priority settings for campaigns with the same products.

Google has stressed upon this quite often- priority settings work best when you use them on campaigns that contain the same products that need to be promoted against different search terms or at different times. This is not to be confused with custom labels, where you may split products into different categories, but each set still has separate products.

Things to understand while considering Google Shopping priority 

Consideration #1: Priority setting doesn’t effect unique campaigns.

This priority setting function was put in motion for multiple campaigns with the same products in them. Therefore, businesses won’t see any change is these settings are applied to unique campaigns i.e. campaigns that don’t have even a single common product.

Consideration #2: A negative keyword can prevent ad show.

There are only two occasions on which Google prioritizes a ‘Low’ campaign first, one of which is when a higher one’s budget runs out. However, setting negative keywords can also prevent specific campaigns from showing a product ad even if the campaign is set to the highest priority.

Consideration #3: Shared budgets spread ad spend.

To keep control over the total budget and ad spend through your account, it’s ideal to share budgets between campaigns. This is especially essential while setting priorities because if not, one campaign may run out of funds and Google will automatically divert bids to a lower priority one which may be more expensive.

Consideration #4: Use competitive metrics to set priorities.

To further optimize your campaigns and send bids from the most profitable ones, it’s ideal to look at competitive data and identify open opportunities. Click share, impression share, auction insights, and other options allow businesses to understand metrics and formulate benchmarks, using which campaign priorities can be set.

Consideration #5: Use the Bid Simulator strategically.