Google Shopping isn’t just another advertising channel; it’s the undisputed titan of paid e-commerce advertising channels. And why is that? Because it is responsible for a colossal 70% of online advertising sales generated by Google Ads. What’s more, it’s not just a question of quantity, but also of quality: Google Shopping boasts a remarkable average conversion rate of 1.76%, according to data provided by the agency Céos. These figures are not to be taken lightly. They indicate an efficiency and return on investment that can be game-changers for any brand or retailer.
However, we don’t live in an idyllic world. Customer acquisition costs are constantly rising, and competition is fiercer than ever, especially in this age of accelerated digitalization. In this scenario, leaving your Google Shopping feed on autopilot is like throwing money out the window. Optimizing your Shopping feed is no longer just an option; it’s become an absolute necessity for any business looking to maintain or increase profitability.
Shopping feeds play a vital dual role in this dynamic:
So, in this highly competitive climate, how do you get the most out of Google Shopping, especially during massive sales events like Black Friday? In this article, we present four key, tried-and-tested Google Shopping optimizations to boost your performance.
Black Friday is synonymous with price reductions, but succeeding in this competitive environment requires more than simply lowering your prices. The first step to dominating Google Shopping listings during this crucial period is skillful promotional price management. Google Shopping allows you to specify two types of price for a product:
The benefits of sale_price integration
By adding sale_price, three key components are activated on your ad:
Example: Let’s say you’re selling a pair of high-end sneakers normally priced at $200. For Black Friday, you offer a 25% discount, reducing the price to $150. In this case, the price would be $200 and the sale_price would be $150.
Important rules to follow
To ensure that Google validates your promotional price, you need to follow certain rules:
Pro tip: data not provided by Google
Don’t neglect to add additional attributes to your feed, such as size availability, color options, or even a brief product description. This information can enrich the user experience and improve the quality of your ad.
If promotional price optimization is the backbone of your Google Shopping ads, promotions via Google Merchant Center (GMC) are the muscle that brings all the power. Don’t think of these promotions as simply a complement to promotional pricing; they can be a strategic weapon in your arsenal to maximize the visibility and effectiveness of your ads during Black Friday.
Types of promotions in Google Merchant Center
There are several types of promotion you can add via Google Merchant Center. Each has its own advantages and is suitable for different types of products and strategies:
The art of integrating promo codes
In addition to standard promotions, GMC also lets you integrate promo codes into your ads. For example, you can display a code such as BLACKFRIDAY30, which offers a 30% discount on a selection of products. This can add an element of exclusivity and encourage customers to act quickly.
Concrete example: Let’s say you sell top-of-the-range kitchen equipment. You could have a promotion like “Buy a coffee machine and get a free set of ceramic cups” while also offering a promo code for “10% off all kitchen accessories” with the code KITCHEN10.
How to make the most of promotions in Google Merchant Center
Alignment with the promotional price: Make sure that your promotions via Google Merchant Center are consistent with the sale_price you’ve defined. Inconsistency can create confusion and affect consumer confidence.
A/B testing of promotions: Try out different types of promotions to see which are the most effective. Use the data to refine your strategies.
Strategic use of promo codes: Don’t use promo codes lightly. Reserve them for products where you know a small boost can result in a big increase in sales.
Limited duration: Make your promotions more attractive by giving them a limited time window. Urgency can boost conversions.
Custom Label attributes allow you to really optimize your Google Shopping feeds and double your revenues! (see above for an example of a case study on Custom Labels from storegrowers)
If you think Google Shopping is all about adjusting prices and offering a few promotions, think again. Custom Labels give you a depth of control that can literally transform your advertising campaigns. Basically, they work like tags that help you categorize your products so you can implement more targeted advertising strategies. Here’s how you can use them to boost your sales during Black Friday.
Why Custom Labels?
Custom Labels allow you to segment your product catalog according to various criteria that you can choose. For example:
Example: Let’s take the case of an online store selling clothing. You could create a Custom Label “BlackFriday2023” for all the products you intend to heavily discount during Black Friday. Another label “HighMargin” could be applied to products where you can afford higher bids.
Examples of Custom Labels for Google Shopping
How to use Custom Labels in Lengow and Google Merchant Center (GMC)
Custom Labels are more than just a categorization tool. They’re a powerful lever that can help you personalize and fine-tune your Google Shopping strategy, giving you the flexibility and adaptability you need to succeed during major shopping events like Black Friday.
Once you’ve optimized prices, made the most of promotions and strategically segmented your products with Custom Labels, it’s time to move on to the last but no less crucial step: optimizing competitiveness and profitability. By using sophisticated tools such as the Google Shopping tracking module developed by Netrivals (the Lengow price intelligence tool), you can turn your Google Shopping campaign into a model of profitability.
Google Shopping tracking module by Netrivals
With this Lengow-integrated tool, you can easily track the top 50 sellers of your products and monitor their prices and shipping costs. By knowing exactly where you stand in relation to the competition, you can dynamically adjust your prices.
Example: Let’s say you sell high-quality wireless headphones. You can use the module to monitor the prices of this product among your main competitors. If you notice that a competitor is making an attractive offer, you can quickly adjust your price while ensuring that you maintain your margins.
Price vs. competition (Additional Netrivals sources)
Dynamic Pricing is a powerful lever for optimizing your Google Shopping campaigns, allowing you to adjust your prices in real time to stay competitive.
Tips for effective dynamic pricing :
By implementing a comprehensive strategy to optimize competitiveness and profitability, you don’t just play the game; you dominate it. In Black Friday, when every click counts, these optimizations can be the little extra that turns a high-performance campaign into an exceptional one.
By submitting this form you authorize Lengow to process your data for the purpose of sending you Lengow newsletters . You have the right to access, rectify and delete this data, to oppose its processing, to limit its use, to render it portable and to define the guidelines relating to its fate in the event of death. You can exercise these rights at any time by writing to email@example.com
We've outlined eight steps that you, as an ecommerce or marketplace manager must understand and implement to cut through the…
Emerging under the vast umbrella of PDD Holdings Inc., Temu has skyrocketed in popularity as a shopping sensation from China…
The rise of Generative AI has transformed many industries, including e-commerce. With the ability to generate new content such as…
As we witness the growth of e-commerce, a concurrent evolution is unfolding - the rise of niche marketplaces. These specialized…
In today's fast-paced digital world, e-commerce companies are constantly seeking new and innovative ways to improve their online advertising efforts.…