A hack for optimizing your presence on Google Shopping with Lengow, AdWords and Analytics

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A problem with Google Shopping, which you don’t see in AdWords text, is you can’t define queries that are related to ads because Google makes these choices automatically.

As a supplement to our new Google Shopping whitepaper (bit.ly/GoogleShoppingWPinfo) and our recent coverage of Google’s e-commerce expertise (available here and here), here’s a five-step technique using Lengow, AdWords and Analytics that allows you to better handle the aforementioned query situation.

1) Tag the URLs of the Shopping campaigns via Lengow, i.e. utm_source=gshopping.

2) Create a “Gshopping” segment in Google Analytics, while using utm_source=gshopping as a filter.

3) Choose your new segment in Analytics in order to only show traffic that comes from Google Shopping.

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4) In Analytics, go in to AdWords/search queries and add “Destination URL” in the secondary dimension in order to link the search queries with the products.

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5) Based on the queries that appear for each of your products:

– Improve the titles/descriptions of your products in Google Shopping via Lengow.
– Add negative keywords via AdWords.

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Find out more about AdWords best practices and optimizing your Google Shopping campaigns in Lengow’s new whitepaper!

  [button url=”http://www.lengow.com/whitepaper/googleshopping/” target=_blank]Download Google Shopping white paper![/button]     

Lengow Google Shopping whitepaper page 33
An excerpt from page 33 of Lengow’s new Google Shopping whitepaper (download at bit.ly/LengowGoogleShoppingWhitepaper).

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Elias Jabbe