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A competitor appears EVERYWHERE on Google Shopping
Posted by on January 14, 2021 at 11:18 amGood morning/afternoon everyone.
A new competitor recently appeared in the sector(equipement for restaurants/food professionnals) of one of my clients.
He does shopping and display only, no search. Not that I am aware of.
The problem is that he is EVERYWHERE on google shopping. He has all the top spots, all the time, on many many products.
I don’t know how he does it.
Is he paying 10€ per click ? Is his feed exceptionally good ? Is it some kind of google shopping structure ?
I have no idea.
I tripled my CPC and I don’t even come close to him.
How does he do it ? Do you guys have any idea ?
A few examples :
https://i.imgur.com/HHiH3ac.png
https://i.imgur.com/Asouwm9.png
https://i.imgur.com/UxR0Bq2.png
Something to add :
He is not the only company advertising those products. We are dozens. It definitely wasn’t like that before.Thanks for the help, reddit !
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9 Replies
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This is via a method known as query filtering. The first publisher, and probably the inventor of this method is Martin Roettgerding of Bloofusion.
Essentially, the method allows for keyword bidding within Google Shopping.
There are a number of agencies that specialize in this now, including mine https://www.ironpulley.com/advanced-google-shopping-tactics-truly-smart-shopping-campaigns/
It’s a lot more effort up front to set the structure, but when it’s working well it can be very profitable.
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There are 3 possible explanations
* better SEO
* better bidding
* both -
*Puts on tinfoil hat*
My so far fairly limited research suggests that Google is giving additional prominence to businesses that use Smart shopping campaigns over traditional ones. Also discounted CPCs.
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Odds are they have a better shopping feed. 80% of the work in shopping is with your feed. Your campaign structure will only get you so far and with Google pushing smart shopping even harder these days. Having a better feed is how a lot of brands win. Don’t get me wrong, a campaign structure matters but it only matters if you have the shopping feed set up for it.
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Great insights
Your feed is very important, try to have a 100% error free one. If for whatever reason there are products that are not at 100% better exclude them. -
He’s probably using smart shopping campaigns
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Have you visited the site before and are you doing test searches in your normal broswer? They may be extremely aggressively remarketing. It’s certainly possible they are just generally being aggressive and using good tactics, but check the auction insights report first to make sure they are as high up as you expect.
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Your competitor does not use the regular Google CSS anymore, but an agency to handle the ads for him. I guess you could just ask them how they do it? The text below the ad “par Smarketer” gives it away, that the name of the agency. I found this: [https://www.css-partner.fr/](https://www.css-partner.fr/)
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The’ve definitely hired someone to do it all for them like an agency or something. If you need help there are software’s that does your Google shopping for you also removing things like competition, and overbidding issues etc. It can actually bid based on the purchase intent of the customer
Btw my job role is literally a google shopping expert at one of these companies. If you want more info just drop me a message. I’m always curious to know how people handle their GS
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