Easter spending is on the rise. Is your 2017 Google Shopping campaign ready?
If you’re a Marin customer, here are some advanced tips to help you get the most bang for your buck with your Shopping budgets.
1. Dimension Synergy Across Shopping and Search
Ever wonder how your Shopping campaigns are performing compared to search? With a solid understanding of how your account is structured, you can readily implement this reporting with Marin Dimensions.
Create a dimension for All Networks, and then tag corresponding ad groups with respective products. For example…
Campaign: Shoes (Search) > Ad Group: Running Shoes and
Campaign: Footwear (Shopping) > Ad Group: Shoes > Product Group: Product Type = Running Shoes
…would get the same tag Running Shoes. This allows you to see how Running Shoes are performing in aggregate, and also to pivot the two against each other (campaign vs. campaign).
Consider ways you can apply these to identify opportunities. Is a product category performing exceptionally well on Shopping but not search, or vice versa? Identify and rectify this by adding objects or tweaking bids. The flexibility of Marin Dimensions makes this an easy project.
2. Remarketing with Shopping
You can use Google remarketing lists for search ads (RLSA) in combination with Shopping. Plus, it’s supported to the same extent as RLSA for search.
Create lists in Google, and then use campaign management functionalities in Marin to link them to campaigns or groups to manage the audience boost.
There are some neat ways to remarket with Shopping. For instance, if you have a list for Returning or Existing Customers, you could define your product groups so that you’re only showing these customers a preset list of products. Similarly, if you have a list for Shoe Buyers, you could set up product groups for socks or shoelaces for customers to re-engage with.
3. Clone to Facebook Dynamic Ads
If you’re comfortable using Google Shopping campaigns and want to increase your reach, check out Facebook’s Dynamic Ads (DAs). Facebook is growing rapidly, with 61% of advertisers planning to increase their Facebook spend over the next 12 months. Marin has a tool to clone existing Google Shopping campaigns to Facebook DAs, and we can help you set the program up for success.
If you’re interested in further details on any of the above, we’re happy to discuss. Just get in touch. Here’s to a nice spring and happy Easter.
