![]() ![]() Bidding up high-performing products - i.e., products that generate the most clicks and conversions - accomplishes both goals. Shopping channels such as Google and Bing want to do two things well: 1) offer an outstanding user experience and 2) make money. 2) Bid Management: It Matters to You and the Channel Insert the brand/category into those titles as a way of alerting Google that you’d prefer that generic searches within a brand or category to match to those products. Instead, evaluate performance data to determine which subset of products in each brand and category converts well. A common practice is to insert the brand or category into every single title to optimize the content. The second rule of feed optimization: Don’t give every product the same treatment. Someone looking for “women’s tshirts” has the same intent as someone searching “womens t-shirts,” but if your title caters toward only one version, you might lose out on impressions for the other query. User experience is paramount to Google, so you have to think like a shopper and evaluate search query reports to gain concrete data around the way shoppers search.Īlso bear in mind various iterations of a search. So the first rule of feed optimization? Use data about how shoppers search to craft your product titles. Start by shoring up these three areas: 1) Product Feed Optimization: Title Is KingĪfter unique product identifiers (UPIs), product titles matter the most. But you can influence search query matching and increase your chance of displaying the right product at the right time. There is no silver bullet to ensure that a given product matches a particular search query in Google Shopping. To make your impressions count, you need an optimized product feed, the right bid for every product, and a data-driven approach that considers relevant sources to inform grouping and bidding. It’s not easy to make your products display to the right consumer at the right moment on channels like Google Shopping.
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