0:07
Google smart shopping campaigns use machine learning, automation. So they require very little maintenance. That doesn't mean you should do nothing. Our team has identified several ways to boost performance with manual tweaks which we'll walk through today. Remember, you should not make changes to your campaign until it's been live for at least 14 days to allow the algorithm to calibrate one of the biggest pitfalls we see in shopping campaigns is overly restrictive budget settings.
0:36
It's only natural that merchants want to err on the side of caution when starting with a new marketing channel. But if you're budget limits are too restrictive you may prevent yourself from seeing any performance at all. So how do we go about determining the right starter budget for our campaigns. We like to think about budget in relation to our return on ad spend. Here's an example Samantha sells beaded bracelets worth $25 per purchase.
1:03
Assuming Google is about to get her purchase for $20 of ad spend she will make 125 percent return. In this case, because her return on ad spend is positive, we recommend that she tries to get at least 30 purchases per month, which works out to a $600 monthly budget and $750 in revenue. Generally your budget should depend on your product categories higher ticket items tend to have higher cost per conversions.
1:32
For example, high end jewelry brand would normally require much higher budget. The audience is out there. But it takes longer to find them and the net has to be wider. The cost per conversion will be high, but the overall return ad spend remains stable, which is the real goal. Another key factor is your product margin or the cost of goods sold. For example, a bicycle might sell for $150.
1:57
But it has a 50% cost of goods sold. This gives you $75 per product to work with pushing overall cost per conversion up to the $75 level. Early on will allow the algorithm to generate more sales quickly. From there, you can start to work that cost per conversion down. Consider it a down payment to speed up the algorithm and later, you can sit back and profit off the investment you made at the start.
2:24
The most important part is that the front end data there is nothing more frustrating than seeing prospective customers click through to your site only to leave without making a purchase. Fortunately, the most valuable part of your shopping campaign data is the ability to identify opportunities to strengthen your site experience to see all post click data.
2:47
Check out the marketing funnel section of the Shopify interface in the automation section of the Marketing tab. Here you will see metrics for session added to cart and orders. These numbers help you to understand how far people are making it into the purchase funnel before giving up. For example, a high number of prospective customers view your product pages.
3:12
But do not continue with an order, it could be an indication that your pages could be more compelling or trustworthy. Consider adding unique selling points like fast shipping 24/7 customer support or free refunds. Or perhaps try including some customer reviews press mentions or other endorsements. You could also try boosting your web page quality by reducing load times and adding product images and descriptions that cater to your target audience.
3:42
Make sure your page doesn't include any counterfeit trademarks poorly written copy or unclear messaging about customer support or return policies. These can all prevent your prospective customers from moving forward with their purchase. On the other hand, if you're seeing a high number of prospects abandoning their order after adding products to their shopping cart, you can try other approaches perhaps set up emails or similar triggers to encourage users to take action.
4:11
These could simply be reminders that they have not yet finished the checkout process. Or they could be additional offers to sweeten the deal like free shipping or short term discounts. Your product fee can affect when into whom your ads show on Google properties and can greatly influence the number of impressions and clicks you receive. We'll explain more about feeds and how to optimize them in the next module.
4:36
When it comes to optimizing your campaign performance. Keep in mind that some of the most powerful changes you can make live outside of your campaign settings. Be sure that you're taking steps to improve customers site experience. And don't forget to dig into the data that the campaign provides you.
