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How to increase the click-through rate for smart shopping campaigns
Posted by on August 23, 2021 at 4:47 pmHoping to learn from some wise sages how to increase the CTR for smart shopping campaigns. Here’s the theory / what I already know:
**The feed**
At the feed level, you can control elements that would increase the CTR like the product title, image, and price. You can also ensure that any free shipping offers or promos are completed.
AFAIK, you can’t a/b test your feed. Maybe you can but I imagine it is a lot of work.
**The campaign**
You can adjust the target ROAS but I can’t intuitively explain if going in any direction would help/hurt the CTR.
Other than that… I can’t think of how I would improve the CTR.
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6 Replies
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[deleted]
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Are you segmenting by product groups and then excluding your duds?
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The Display placements are likely dragging down your CTR, so if you know some placements that you don’t perform well on (perhaps from past experience), you can exclude those. That said, Smart Shopping will probably always have a lower CTR given the Display component. Does CTR have to be a focus for you? Or can you focus on the back-end since it is a Shopping campaign?
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Try to match descriptions and titles as perfectly as possible to highest CTR search terms
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Lowering your ROAS will increase your bids. Increased bids result in higher ad placement which will tend to increase your CTRs. However, you may also participate in more SERPs.
Bottom line, you will get more impressions, clicks, and conversions, albeit at a higher CPA.
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Try to match descriptions and titles as perfectly as possible to highest CTR search terms
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