Learn How to OPTIMIZE Your Google Shopping Ads in 2023 🤑

Welcome back to my free Google Ads teaching tutorial video series called Get Google Ready in 2023. Just in case we haven't met yet, my name is Aaron Young. I'm from Define Digital Academy and I'm your 15,000 hour Google Ads Master. And in this video, I'm going to be taking you through the process of how to optimize your shopping campaigns. And as I go through this process, you're going to see that I'm going to be using a tool which I call my E Commerce Optimization Checklist. And this is a checklist which lets you know exactly what you need to be optimizing in your Google Shopping campaign. And it also lets you know how often you need to be completing this optimization action. So whether you need to be completing it every seven days, every week, every 30 days, or every 90 days. And if you would like to get your own copy of my Google Ads E Commerce Optimization checklist, all you need to do is to follow the link in the description below. And this is a free checklist that you can use and download free for your own Google Ads shopping campaigns. And in this video, I'm going to take you through the three core processes of optimizing your Google shopping campaigns, of reviewing your search terms, reviewing and optimizing your product feed, and then also reviewing your bid optimizations. And that's especially for those people who are using Target ROAS goals in your shopping campaigns. But right now, let's jump into that screen share so I can take you through the optimization process for your Google shopping campaigns. So this is the Google Ads E Commerce Optimization Checklist which you can get. And as you can see, I've also added in this campaign type which lets you know whether this action is required for your shopping campaign or your performance max campaign, or both your shopping and performance max campaigns. And what we're going to be focusing on in today's video is completing your search term audits, also going through and optimizing your product feed, and then finally also reviewing and optimizing your current bidding strategy. So, so firstly you want to go into your shopping campaigns, and let's just choose one of these shopping campaigns from here. And to complete the search term audit, we want to go into our keywords and we want to go into our search terms. Now I do recommend that you do this at the ad group level and then you go into your search terms. And what this report is letting us know is that this is letting us know the exact search terms that users are using in order to trigger your ads. So what you would then go through and do is, let's just say we, we can see the search terms here, cat fabric or dog fabric. And if this was not relevant for your products, what you could do is you select them and then you go through and add them in as a negative keyword. And what this is going to do is that this is going to stop Google from triggering your ads and showing your shopping ads when someone uses that search term. And that's something that I recommend that you go through and do every 72 hours. Or if it's a bit more of a mature campaign, you could go through and do it every week. And now let's move on to the next item. I wanted to take you through and this is optimizing your product feed. So to complete this, you want to go into your product group section and then when you're in your product groups and remembering when we've gone through the shopping campaign setup, I showed you how to go through and break down your shopping campaign into different ad groups and also how to break it down so that you're getting this data at a product level. And what you're looking at here is, you're looking to find is are there any products which have a high spend and are not getting any conversions? Because what can happen in shopping campaigns is that you can get the situation where Google continually shows your products and they're just not getting any conversions. So what we're looking at doing is we're just looking at do we need to exclude any products which then forces Google to start showing some other products. And this is especially important if you're running a campaign which has, you know, hundreds or potentially thousands of different products. But before you go through and exclude any products, what you want to be doing is you just want to be making sure that you're confident with the data. So what I would generally do is I'll break this down by impressions. Now before I exclude any product, I want to be seeing at least 5,000 impressions in a 30 day period. But I'm not just running off that 30 day period. I also want to be looking at the longer term data, so looking at the monthly and also the three monthly data. So if we were to look at this one through here, so let's just have a look to see if there's any of these high spending which aren't getting any conversions. So we can see this one in here where we've got 11,000 impressions, but we've only had $5 in conversion value. Now for this one, I do want to look at a little bit longer data. The reason being is because this is only off 114 clicks and $45 to spend. So we just sort of take note of that number, which is 6126. And then we go through and have a look at a longer term data. Let's go back to August and this is that same product in here. And as you can see through here, the conversion value cost is at 10. So when we looked at the 30 day data, it wasn't that positive. But when we went back and looked at 90 days of data, we can see that we're getting some good results there. So I would not be willing to exclude that product yet. So what you'd be wanting to do is that when you find a product which has potential to exclude before you make that exclusion, you want to go back and review it not only on a 30 day window, but also on a three month or even a six month window. So you can be sure that you're not excluding a product which hasn't had a good history of performance. And then the last thing that I want to show you, and this is especially for people who are using a Target ROAS setting, and what you want to be going through and doing is you want to be looking at your Target ROAS setting at the ad group level. Because remember when you set a Target ROAS setting, that's a campaign wide setting, but it may have different results when it comes to your ad groups. Now these campaigns, we only started them in September because we did some restructure of this account. And what we're looking at through here is that I'm happy with both of these target roll settings because you can see our target rolls is at 350 and our conversion value cost is at 3.62, so about 360. Same with this one, it's 275, it's at 313. Now potentially I could increase this, but I'm not comfortable in increasing that yet. Once again because we've only got sort of 2,000 clicks of data. But to show you right now, the main thing you want to look out for, and that's here where you're seeing a really big variance between your Target ROAS and your conversion value cost. Now it's better to be lower. So the fact that we've got a target ROAS at 500 and the conversion value cost is at 8, so about 800%, that's actually not a bad thing. It's more if it's the other way around where you're seeing a higher Target ROAS than your actual conversion value cost. So you can see with this one we've got a target rollus at 650 and the conversion value cost is only at about 600. Now it doesn't need to be changed yet, but let's say our target row is here was at say 800 or 900 and our conversion value cost was down at 3 or 3.5. You would definitely want to reduce this, but once again, similar to what we did with the product feed, you want to make sure that you're not just reviewing this over seven days, that you're looking at longer term data. So you're looking at it at 30 days, 60 days and 90 day intervals. And if you're seeing that same mismatch between your Target ROAS and your conversion value cost is that's when you go through and change this in here. And the way that you would change that is just press this little icon and then add in your new Target ROAS goal. The only thing that I would also stress in here as well is that when you do change your Target ROAS is that you do need to allow it a good two to three weeks so that you can go through and see that data before you come back and review your Target ROAS goals again. Once again, thank you for joining me on this training. It's been a pleasure showing you how you can go through and optimize your Google Shopping campaigns. And remember, if you want to get your copy of my Google Ads E Commerce Optimization Checklist so that you know all of the optimization actions that you need to be completing for your Google Shopping campaign, all you need to do is to follow that link in the description below. And remember to not only subscribe, but also turn on that notification bell so that you know every single time I release a new video right here on YouTube. And now that I've shown you how to go through and optimize your shopping campaigns, go through and watch all the videos in my Get Google Ready for 2023 playlist. I look forward to seeing you in the next video very soon. See ya.