{"id":"13552","date":"2023-11-14T08:01:20","date_gmt":"2023-11-14T16:01:20","guid":{"rendered":"https:\/\/blog.pickfu.com\/?p=13552"},"modified":"2024-07-20T22:13:31","modified_gmt":"2024-07-21T05:13:31","slug":"google-shopping-optimization","status":"publish","type":"post","link":"https:\/\/blog.pickfu.com\/google-shopping-optimization\/","title":{"rendered":"Optimize Google Shopping: 6 ways to maximize ad campaigns and product feeds"},"content":{"rendered":"\n<p>Google\u2019s algorithm is one of the most sophisticated in the world \u2013 which means if you\u2019re selling on Google, you\u2019ll need to get under the hood, so to speak.&nbsp;<\/p>\n\n\n\n<p>Google Shopping feed management requires a granular approach by micromanaging your data feeds, bidding strategies, and product descriptions. The question is, where do you start?&nbsp;<br>In this guide, we\u2019ll discuss the some good ways to<strong> optimize your Google Shopping campaigns<\/strong>. You\u2019ll find six effective strategies to maximize the performance of your Google Shopping ads, product feeds, and e-commerce business in general. But first, let\u2019s review the fundamentals of how Google Shopping works.<\/p>\n\n\n<div role=\"navigation\" aria-label=\"Table of Contents\" class=\"simpletoc wp-block-simpletoc-toc\"><h2 style=\"margin: 0;\"><button type=\"button\" aria-expanded=\"false\" aria-controls=\"simpletoc-content-container\" class=\"simpletoc-collapsible\">Table of Contents<span class=\"simpletoc-icon\" aria-hidden=\"true\"><\/span><\/button><\/h2><div id=\"simpletoc-content-container\" class=\"simpletoc-content\"><ul class=\"simpletoc-list\">\n<li><a href=\"#ecommerce-fundamentals-google-shopping-optimization\">E-commerce fundamentals: Google Shopping optimization<\/a>\n<ul><li>\n<a href=\"#google-merchant-center\">Google Merchant Center<\/a><\/li>\n<li><a href=\"#google-ads-account\">Google Ads account<\/a><\/li>\n<\/ul>\n<\/li>\n<li><a href=\"#what-product-data-does-the-google-shopping-ads-algorithm-usenbsp\">What product data does the Google Shopping ads algorithm use?&nbsp;<\/a><\/li>\n<li><a href=\"#1-research-positive-and-negative-keywords\">1. Research positive and negative keywords<\/a><\/li>\n<li><a href=\"#2-optimize-product-data-in-google-shopping-feeds\">2. Optimize product data in Google Shopping feeds<\/a><\/li>\n<li><a href=\"#3-assess-google-shopping-campaign-priority-for-specific-products\">3. Assess Google Shopping campaign priority for specific products<\/a><\/li>\n<li><a href=\"#4-segment-google-shopping-campaigns-by-product-groups\">4. Segment Google Shopping campaigns by product groups<\/a><\/li>\n<li><a href=\"#5-consider-google-performance-max-and-smart-biddingnbsp\">5. Consider Google Performance Max and Smart Bidding&nbsp;<\/a><\/li>\n<li><a href=\"#6-optimize-your-product-images\">6. Optimize your product images<\/a><\/li>\n<li><a href=\"#example-aeropress-choosing-the-right-image-for-google-shopping\">Example: AeroPress choosing the right image For Google shopping<\/a><\/li><\/ul><\/div><\/div>\n\n<h2 class=\"wp-block-heading\" id=\"ecommerce-fundamentals-google-shopping-optimization\">E-commerce fundamentals: Google Shopping optimization<\/h2>\n\n\n<p>Google Shopping involves a few different moving pieces that fit together like clockwork to make up the online shopping process. Let\u2019s talk a little about the Google Merchant Center, your Google Ads account, and how they fit together.&nbsp;<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"google-merchant-center\">Google Merchant Center<\/h3>\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold.png\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"473\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-970x473.png\" alt=\"Google-merchant-center-screenshot-above-the-fold\" class=\"wp-image-13553\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-970x473.png 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-470x229.png 470w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-768x374.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-1536x749.png 1536w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-2048x999.png 2048w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-725x354.png 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-540x263.png 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-345x168.png 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-300x146.png 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-286x139.png 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-120x59.png 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-126x61.png 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-merchant-center-screenshot-above-the-fold-129x63.png 129w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.google.com\/intl\/en_ca\/retail\/solutions\/merchant-center\/\" rel=\"nofollow\" class=\"ek-link\">The Google Merchant Center<\/a> is like your home base. It\u2019s where you store all your product data (your Google Shopping feed) and enables your products to show up in potential customers\u2019 Google search queries. If you\u2019re already using another e-commerce platform like Shopify or BigCommerce, you can often connect those <a href=\"https:\/\/www.pickfu.com\/product-page-optimization\" class=\"ek-link\">product listings<\/a> automatically.\u00a0<\/p>\n\n\n\n<p>You can set up an account with the Google Merchant Center for free, although you\u2019ll have to invest time and elbow grease to maximize its efficiency.&nbsp;<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"google-ads-account\">Google Ads account<\/h3>\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website.jpeg\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"473\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-970x473.jpeg\" alt=\"Google-ad-above-the-fold-website-screenshot\n\" class=\"wp-image-13554\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-970x473.jpeg 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-470x229.jpeg 470w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-768x374.jpeg 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-725x353.jpeg 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-540x263.jpeg 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-345x168.jpeg 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-300x146.jpeg 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-286x139.jpeg 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-120x59.jpeg 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-126x61.jpeg 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website-129x63.jpeg 129w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/Google-ad-above-the-fold-website.jpeg 1280w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p>Although your products will still show up in Google search queries without ads, they won\u2019t show up as often or in the best spots. The truth is, Google Shopping ad campaigns run the show. If you don\u2019t invest in <a href=\"https:\/\/ads.google.com\/\" rel=\"nofollow\" class=\"ek-link\">Google Shopping ads<\/a>, your competitors probably will \u2013 but don\u2019t worry, they\u2019re designed to be affordable with scalable pricing.&nbsp;<\/p>\n\n\n\n<p>Product ads are pay-per-click (PPC) which means you only pay when someone clicks on your ad. <a href=\"https:\/\/www.pickfu.com\/blog\/best-amazon-fba-tools\/\" class=\"ek-link\">Sellers<\/a> bid on search keywords, and the winner\u2019s product ad is shown in search queries for that keyword. If your bid is too low, your ad won\u2019t get shown, but you also won\u2019t pay anything.&nbsp;<br>Creating a Google Ads account is free, but it costs money to run product ads. The good news is that you can automate how much you spend with Google Smart Bidding and Smart Shopping, which we\u2019ll explain below.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"what-product-data-does-the-google-shopping-ads-algorithm-usenbsp\">What product data does the Google Shopping ads algorithm use? <\/h2>\n\n\n<p>As you might have guessed, Google Shopping operates through the Google search engine. Customers type in search queries for products they\u2019re looking for, and the Google algorithm shows them the best matches.<\/p>\n\n\n\n<p>So how do you get your product pages or ad campaigns to appear in relevant searches? You need to use the high-quality product data that Google\u2019s algorithm looks for.&nbsp;<\/p>\n\n\n\n<p>In particular, Google prioritizes:&nbsp;<\/p>\n\n\n\n<ul>\n<li><strong>Product titles<\/strong><strong> <\/strong>\u2014 do the keywords in your product title match the search queries for particular product brands, variants, and details like size or color.&nbsp;<\/li>\n\n\n\n<li><strong>Unique Product <\/strong><strong>Identifiers<\/strong><strong> <\/strong>\u2014 UPIs, or Unique Product Identifiers, are universal codes for product attributes like GTIN, UPCs, or other SKUs. They\u2019re entered in your Google Merchant Center data feeds.&nbsp;<\/li>\n\n\n\n<li><strong>Click-through rates<\/strong> \u2014 your product\u2019s CTR, or click-through rate, is the ratio of people who see your ad and people who click your ad. Essentially, your CTR monitors how successful your product is at getting clicks, which determines how desirable Google\u2019s algorithm considers your product or ad.<\/li>\n\n\n\n<li><strong>Product description<\/strong><strong> <\/strong>\u2014 your product description is a second chance to mention any relevant keywords that didn\u2019t fit in the title. It\u2019s useful for listing product attributes like variants.&nbsp;<\/li>\n\n\n\n<li><strong>Google Product Category<\/strong> \u2014 another crucial product attribute in your data feed is the Google Product Category. Choose the best match for your product group within the preset category tree.&nbsp;<\/li>\n<\/ul>\n\n\n<h2 class=\"wp-block-heading\" id=\"1-research-positive-and-negative-keywords\">1. Research positive and negative keywords<\/h2>\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon.png\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"574\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-970x574.png\" alt=\"A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon\" class=\"wp-image-13377\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-970x574.png 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-470x278.png 470w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-768x454.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-1536x909.png 1536w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-725x429.png 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-540x319.png 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-345x204.png 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-300x177.png 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-286x169.png 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-120x71.png 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-126x75.png 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon-129x76.png 129w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/10\/A-keyword-query-search-for-22iphone-1522-in-the-Perpetua-tool-showing-different-keywords-to-relate-and-search-volumes-from-Amazon.png 1545w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p>Because Google Shopping is so intrinsically connected to the Google search engine, your choice of SEO keywords will make or break your search campaigns. So naturally, step one in Google Shopping success is SEO research and keyword optimization.<\/p>\n\n\n\n<p>Basically, you want to find what words your potential customers type in (or speak if they\u2019re using a virtual assistant) when searching for your products. Different types of people have different ways of using Google and other search engines, so it\u2019s best to find concrete SEO data rather than guessing. You should also keep an eye out for negative keywords, which you can choose to exclude your product from to make sure it only shows up in relevant product searches.&nbsp;<\/p>\n\n\n\n<p>To find the most effective search terms for your product, it\u2019s best to use a <a href=\"https:\/\/www.pickfu.com\/blog\/amazon-keyword-research-tools\/\" class=\"ek-link\">keyword research tool<\/a> or analytics software like Google Analytics. This software reveals the most popular search queries and displays them in easy-to-understand charts and graphs, applicable to beginners and experts alike.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"2-optimize-product-data-in-google-shopping-feeds\">2. Optimize product data in Google Shopping feeds<\/h2>\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/Google-shopping-ads.png\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"627\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/Google-shopping-ads-970x627.png\" alt=\"Google-shopping-ads\" class=\"wp-image-3164\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/Google-shopping-ads-970x627.png 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/Google-shopping-ads-464x300.png 464w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/Google-shopping-ads-768x496.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/Google-shopping-ads.png 1408w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p>Google Shopping feed optimization is absolutely essential. This is where you input your product data so the algorithm can assess it to determine which search queries, if any, to show your product listing in.&nbsp;<\/p>\n\n\n\n<p>For starters, you\u2019ll want to include all the product information mentioned above when we talked about how the Google Shopping ads algorithm worked. This encompasses all your product attributes, including an item ID like a GTIN or UPC.&nbsp;<\/p>\n\n\n\n<p>It\u2019s also an ideal opportunity to use those SEO keywords, especially in the product title and description. Your product title is perhaps the most important part for SEO keywords, so be sure to mention details like the brand, product type, and other top keywords. The product description is a good place to use all the keywords that didn\u2019t fit in the title.&nbsp;<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"3-assess-google-shopping-campaign-priority-for-specific-products\">3. Assess Google Shopping campaign priority for specific products<\/h2>\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign.jpeg\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"647\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-970x647.jpeg\" alt=\"\" class=\"wp-image-9876\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-970x647.jpeg 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-450x300.jpeg 450w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-768x512.jpeg 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-725x483.jpeg 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-540x360.jpeg 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-345x230.jpeg 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-300x200.jpeg 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-286x191.jpeg 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-120x80.jpeg 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign-126x84.jpeg 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2021\/09\/kickstarter-campaign.jpeg 1350w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p>Google Shopping campaigns can get fairly meticulous, which is why micromanaging gives better results.<\/p>\n\n\n\n<p>For one thing, don\u2019t use the same campaign structure for different product types \u2014 it\u2019s better to customize them for individual products. It helps to segment your products into product groups and then build a campaign strategy just for those particular products. This allows you to target certain types of customers or keywords that don\u2019t apply to other product groups.&nbsp;<\/p>\n\n\n\n<p>Moreover, you should allocate your resources based on performance. In other words, give a successful campaign priority over unsuccessful ones. Be mindful about which metrics you consider \u201csuccessful\u201d though.&nbsp;<\/p>\n\n\n\n<p>Typically, you\u2019ll want to look at return on ad spend (ROAS); this metric is a ratio of how much you spend on advertising versus how much you make on sales with that particular campaign. If a campaign has a high ROAS, it\u2019s a marketing success and you should invest more in it. If it has a low ROAS, you need to rethink your strategy, such as advertising in a different place, fine-tuning your strategy to minimize or maximize traffic, or dropping the product altogether.&nbsp;<\/p>\n\n\n\n<p>Another useful metric is your conversion rate, the percentage of people who clicked the ad and purchased your product (compared to people who clicked the ad but didn\u2019t buy). Ad campaigns with high conversion rates are successes \u2014 the ad essentially does its job in convincing people to buy the product.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"4-segment-google-shopping-campaigns-by-product-groups\">4. Segment Google Shopping campaigns by product groups<\/h2>\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large.jpeg\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"970\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-970x970.jpeg\" alt=\"demographic-segmentation-collage-with-people-on-different-pedestals Large\" class=\"wp-image-13558\" style=\"aspect-ratio:1;width:580px;height:auto\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-970x970.jpeg 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-300x300.jpeg 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-768x768.jpeg 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-725x725.jpeg 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-540x540.jpeg 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-345x345.jpeg 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-286x286.jpeg 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-120x120.jpeg 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-126x126.jpeg 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large-129x129.jpeg 129w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/demographic-segmentation-collage-with-people-on-different-pedestals-Large.jpeg 1024w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p>Following on the previous tip, it\u2019s smart to segment your Google Shopping campaigns into related ad groups, typically by the product type. Uniform product categories tend to have a lot in common when it comes to campaign structure, so it helps you stay organized by grouping them accordingly.&nbsp;<\/p>\n\n\n\n<p>Items in the same product category usually have the same potential customers, so the marketing strategies that work for one product will often work for another. This allows you to co-opt the same ad campaign structure for multiple products to save you time without sacrificing results.<\/p>\n\n\n\n<p>Alternatively, you can create Google Shopping ad groups based on other metrics, such as geographic location, seasonal products, or items on sale. Google Ads allows retailers to use custom labels to better organize their ad campaigns, so feel free to personalize your labels in a way that\u2019s easy for you to keep track of.&nbsp;<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"5-consider-google-performance-max-and-smart-biddingnbsp\">5. Consider Google Performance Max and Smart Bidding <\/h2>\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large.jpeg\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"485\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-970x485.jpeg\" alt=\"performance-max-on-Google-screenshot-example Large\" class=\"wp-image-13557\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-970x485.jpeg 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-470x235.jpeg 470w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-768x384.jpeg 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-725x363.jpeg 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-540x270.jpeg 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-345x173.jpeg 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-300x150.jpeg 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-286x143.jpeg 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-120x60.jpeg 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-126x63.jpeg 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large-129x65.jpeg 129w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/performance-max-on-Google-screenshot-example-Large.jpeg 1280w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p>Google Merchant Center offers two automated services to help streamline your e-commerce business: Performance Max and Smart Bidding.&nbsp;<\/p>\n\n\n\n<p>Performance Max, formerly called Smart Shopping, uses AI machine learning to experiment with different ad campaign strategies across a variety of Google networks to see which ones work and which ones don\u2019t. It uses automated bidding strategies and advanced analytics to pinpoint the top advertising opportunities for any particular product (although you still have to fill in the product data yourself). While Smart Shopping only worked with Google Shopping Ads, Performance Max extends to all of Google\u2019s platforms.&nbsp;<\/p>\n\n\n\n<p>Similarly, Smart Bidding also uses machine learning, but exclusively for bidding strategies. You can choose your goal of increasing either sales\/leads or profits overall, and from there Google\u2019s AI experiments with different bidding strategies to find the perfect fit for what you\u2019re looking for.&nbsp;<\/p>\n\n\n\n<p>In Smart Shopping, Smart Bidding, and Performance Max, you have the benefit of advanced AI working for you to reveal the top identifiers and variables for ad campaign optimization. The downside is that you don\u2019t have direct control. While this can be a huge advantage for people who prefer to automate these kinds of tasks, if you have a special expertise or veteran sales instincts, you might feel more comfortable taking the wheel yourself.&nbsp;<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"6-optimize-your-product-images\">6. Optimize your product images<\/h2>\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test.png\"><img decoding=\"async\" loading=\"lazy\" width=\"970\" height=\"572\" src=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-970x572.png\" alt=\"AeroPress-Google-shopping-product-test\" class=\"wp-image-13556\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-970x572.png 970w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-470x277.png 470w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-768x453.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-725x428.png 725w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-540x319.png 540w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-345x204.png 345w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-300x177.png 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-286x169.png 286w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-120x71.png 120w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-126x74.png 126w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test-129x76.png 129w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2023\/11\/AeroPress-Google-shopping-product-test.png 1132w\" sizes=\"(max-width: 970px) 100vw, 970px\" \/><\/a><\/figure>\n\n\n\n<p>Last but not least, be sure to use only the best product images. Ads with pictures perform better than text ads, but having just any picture isn\u2019t good enough \u2014 you need to have the right one.<\/p>\n\n\n\n<p>For starters, that means using high-quality images, preferably taken with a professional camera, although a top-tier smartphone camera can work as a last resort. It also means uploading your images correctly, especially using the image link attribute (written as [image_link]) for your main and best photo.&nbsp;<\/p>\n\n\n\n<p>However, the technical requirements are only the beginning. Product images are absolutely crucial for e-commerce success because that\u2019s what potential customers use to gauge the product: they can\u2019t pick it up and move it around in their hands, so they depend on product images to make purchasing decisions.&nbsp;<\/p>\n\n\n\n<p>The problem is that different products attract different customers, and different customers have different tastes. Product images that excel for one type of product may be disastrous for another. How do you know which product images will work with a particular audience?&nbsp;<\/p>\n\n\n\n<p>PickFu offers A\/B testing with real consumers for this exact scenario. You just show two or more sample images to a group of participants and ask which one they prefer. They\u2019ll also provide comments to explain their thought process and provide insights into future decisions.&nbsp;<\/p>\n\n\n\n<p>The beauty is that you can filter who participates in your test, choosing among demographics like age group, income, or geographic location, as well as psycho-demographics like shopping behaviors. This allows you to isolate people just like your own unique customers and hear what they have to say in their own words.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"example-aeropress-choosing-the-right-image-for-google-shopping\">Example: AeroPress choosing the right image For Google shopping<\/h2>\n\n\n<p>See how <a href=\"https:\/\/aeropress.com\/\" class=\"ek-link\">AeroPress<\/a> used PickFu to find the best product picture for their audience. They ran a <a href=\"https:\/\/www.pickfu.com\/results\/lgCd9lc26e-which-product-image\" class=\"ek-link\">PickFu test<\/a> on four different images to see which resonated with their target audience: coffee drinkers and full-time workers between the ages of 25-44 who exercise 1-3 times a week. That\u2019s a pretty particular audience, but they were easily able to find 50 participants in the U.S.&nbsp;<\/p>\n\n\n\n<p>And the results were clear! Although other photos had their top fans, one choice was overwhelmingly the favorite, letting AeroPress know without a shadow of a doubt which picture to use as their main image. On top of that, they get excellent feedback from real-live potential customers on why they favored that image.&nbsp;<\/p>\n<style class=\"advgb-styles-renderer\">html { scroll-behavior: smooth; }<\/style>","protected":""},"excerpt":{"rendered":"<p>Google\u2019s algorithm is one of the most sophisticated in the world \u2013 which means if you\u2019re selling on Google, you\u2019ll need to get under the hood, so to speak.&nbsp; Google &#8230;<\/p>\n","protected":""},"author":"24","featured_media":"13555","comment_status":"open","ping_status":"open","sticky":"","template":"","format":"standard","meta":{"_editorskit_title_hidden":"","_editorskit_reading_time":"0","_editorskit_is_block_options_detached":"","_editorskit_block_options_position":"{}","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":["17","29","26","30"],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Optimize Google Shopping: 6 ways to maximize ad campaigns and product feeds - 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