Google Shopping Agency - Google Partner

Google Shopping should be fundamental for any e-commerce retailer. Shopping allows you to reach a new audience who are searching for the products which you sell.

With such a dynamic environment, you need an expert PPC Shopping agency to maximise your revenue.

We use our years of experience to fully optimise your products to deliver the best relevance for Google, and consumers. This means maximum reach to the most relevant users.

Please provide us with some details and our team will get back to your shortly.

Our Approach

Our paid search team have been working with clients for over a decade. We work as an extension of our clients teams to understand which products matter most.

Rather than blindly pushing all products, a data-driven, analytical approach is required to ensure products are only sold at a profitable level.

We work in a foundational approach, starting at the ground up to layer in every aspect of business and product performance.

Only then can we consider shopping campaign structure and your strategy for revenue growth.

Data is constantly fed back into decision making to optimise, align and push the best products and make your advertising budget work as hard as possible.

Your products need to be fully optimised in Google Merchant Centre, targeting every single data point to increase performance.

Google Shopping Feeds - The Foundation

The foundation of Google Shopping is your product feed. Your Shopping Feed is a detailed list of products provided to google, which must adhere to a strict set of criteria to pass Google’s quality and data assurances. Each product must contain data points such as product name, product brand, price and other information.

Shopping feeds are created by obtaining a list of your products, either directly form your e-commerce platform or using a third party tool to scrape the products on your website. This product feed is submitted to Google, and linked directly to your shop for verification.

e-commerce platforms such as Shopify, Magento, WooCommerce and others provide plugins and tools to automatically create a data feed for you. There are also third party companies which can scrape the information directly from your website.

However the data pulled by these tools is usually just a base to start with. You need to consider if the data on your website (product titles, categories etc) is optimised for both Google and your customers search patterns. There are around 50 data points which you can provide for every product. Though the number of data points which are required (rather than optional) varies by the type of product you sell, and the markets which you sell in.

Optimising these data points to provide the best information to Google is critical, and an often overlooked part of Google Shopping. You can find more details of the shopping feed specification here.

Check our our article for some of the most common issues with data feed relevance and how to fix them.

Shopping Campaigns - Displaying Your Products

Once you have optimised the data points in your product feed, it’s time to decide how to structure your products in Google Ads. This can be a complex task and every single client has different needs, based on the types of products, the competition in market, level of brand and product recognition, profitability of each product, and as importantly the goals and objectives of the advertisers.

Some advertisers opt to take a loss on particular products to grow brand awareness. And while we wouldn’t generally recommend this, it is a key example of the considerations which need to be taken into account when structuring your products in Google Ads.

Once you have a view on the best products to promote for your business, you can divided these products into individual campaigns in Google Ads. Unlike traditional keyword based advertising, with Shopping, Google decides which search queries (what a user types into Google) to display your products against. This is why it is so important to optimise your products correctly to let google know what products you sell.

In some campaign types, you can add negative keywords, to stop Google from showing your products against certain search queries. If using traditional shopping campaigns, negative keywords are a must to exclude irrelevant terms.

When deciding on campaign structure, ensure that you give sufficient budget to your most important products or the products which sell the most.

It is a complex business to fine-tune your shopping structure, but the basics of feed and product optimisation, and campaign structure are core to making shopping work for your business.

More details of our Google Shopping Services

Google Merchant Centre Setup

Our team can provide cover for any gaps in resource, from keyword research to strategic planning and delivery. Fully qualified and highly experienced at every aspect of PPC support. We can implement and advise on work.

Shopping Feed Creation

From the ground-up, we can build new PPC accounts, optimise and restructure old accounts, and bring areas up to best practice for an individual clients needs. We offer the resource to fully manage your PPC accounts from end-to-end, removing the stress and hassle, while always providing you full clarity on the details, changes and time taken.

Product Optimisation

Do you need your campaigns maintained on a regular basis? Our team can do that too. We’ll monitor performance, optimise campaigns within the limits of the targets, and suggest new areas to grow an account. We can take the day to day strain and feed all of the information back to your team.

Profit Margin Integration

Creating data feeds for Google Shopping, optimising types, product types, product categories and everything in-between. We optimise, and test changes to shopping feeds to provide the highest relevance to customers and Google. Our team can solve just about any Google Merchant Centre Issue, and optimise and maintain.

Merchant Centre Diagnostics

Google Merchant Centre can be a temperamental system to say the least. Product disapprovals, account suspensions and warnings can be hard to navigate. We know GMC inside out and can quickly get to the bottom of any issue. From automatic IP price changes, to data mismatches on site, we can resolve almost any issue.

Campaign Structure & Management

Leaving this to last isn’t a mistake. It’s the products and data quality which sets your foundation for success in Google Shopping. But you can’t generate revenue without a campaign structure. Every single client is unique and so is their structure. We focus on data-driven real-life performance to help structure our campaigns and always promoting the right products for our clients.

Feel free to reach out to our team for an informal chat: