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Google Shopping Ads: I have 500 similar product variants on Merchant Center (sunglasses). Debating consolidating to 1-3 to have more control of testing and keywords. Opinions?
My Google Shopping ads have been performing poorly. This is largely due to the fact that I have 500 pairs of similar glasses and the product titles are burning budget inefficiently.
The goal for me isn’t to have someone purchase the pair they clicked from the ad but browse other frames on my site and then hopefully purchase.
I am debating scraping my existing product catalog and having 3 product pages jammed with key words potentially rotate creative.
Would this be a good idea?
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5 Replies
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If your shopping campaigns are performing poorly the either your bids are to high and or your shopping feed is not optimized at all. Your goal on shopping to be make money, if someone buys the pair they clicked on or buys 4 other pairs… you should not care. Not that you can really control what someone is going to buy. If you have not been optimizing your shopping feed… start there.
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You can edit your product groups. Just subdivide it by product id. Turn off all products and then turn on those what you want.
You pay for clicks so people who clicks on your ad are already interested in your product. They see the product, the price, the title and the description. If it does not convert I would highly recommend to look for a reason first (competitiveness, site usability, technical issues etc.)
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You’re going to want free clicks so I’d just build out those three items in a campaign and exclude all other products.
Real talk though, this will probably increase your CPC’s and I’d just recommend showing them all if you have the budget to test.
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You could try a ‘top products’ campaign, splitting campaigns into two, one for the historical top 10 sellers and another for the remaining products, then budget the top products campaign first. Or as you mentioned, just reduce to the top products you have and consolidate your budget to the most likely to sell items.
Also, as others mentioned, make sure you have distinct title & descriptions that identify the differences in products for semantic relevance.
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I’d say that’s way too many combinations/variations to sell on a single product page. It’s not going to be a good user experience and it’s going to make it hard to segment and optimize products in your shopping campaigns.
Consider breaking these us into more logical products/variations. Maybe that means you only let people select color variations for 20 different products, or similar.
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