The biggest challenge for many online stores is bringing their products into the limelight and persuading consumers to buy them. Everyone knows that the best way to start a Google Shopping campaign is to upload your product feed and optimize it regularly. Many individuals expect that their sales should start within a few days, but the fact is that you have to take several marketing measures to become a familiar face in the online world. You need to make a lot of effort to improve your KPIs and reach ambitious targets.
Google Shopping and paid search campaigns are good ways to kick-start a new business. When you invest in these ads, you expect them to perform well and give you the start you want. Find the hidden potential of your campaigns by uncovering and assessing anomalies. It means identifying those areas that are performing well in general but are not showing any outstanding progress in paid search campaigns. For example, one of your top-selling products should get a boost during a paid search campaign but is doing poorly. This means something is wrong. You need to identify the issues and fix them so that you can get better performance out of your marketing campaigns.
FINDING ANOMALIES
Let’s understand the complete process of finding the anomalies in your search campaigns. Before you start finding issues in your campaign, you must know how well you expect your search campaigns to perform. For this, you have to get the similar data from Google Shopping and Keywords campaigns. Start the operation “Google Ads” and collect performance for each campaign type with the help of different semantic attributes. These could be:
- Category – shoes, sandals
- Brand – Adidas, Nike
- Gender – Men, Women, Girls, Boys
- Other attributes
Before you perform comparisons, you need to get the data for the areas you want to compare. You can find data:
- The search query reports in Google Ads
- The organic queries from Google Analytics
- On-site keyword performance available through preferred web analytics system
Once you have information on semantic attributes, then you have to drill it more and get down to granular level for deep knowledge. Find out data for subcategories. For example, if you are looking for shoes, then you also have to get data for each shoe type like shoes, sandals, boots, etc. Different analysis software are available in the market that can help you get this information. Finding it manually can be a tough job. Analytics software will give you a clear graphical representation of all the categories, so you can spot anomalies easily.
FIXING THE ISSUES
Once you have found where the problem is, fixing it is quite easy and quick. The question that keeps coming up is: what is the reason for such a huge difference in ad performance? There are a few reasons for it. These include:
- Important keywords are missing
- Improper bid management
- Vague ad copy
- Broken links or no deep linking
These errors are usually simple to solve, much like fixing 404 errors. Once you solve them, have a closer look at all semantic attributes and make sure the associated landing page fits well with the keywords.
If you think that you have followed all optimization techniques well, but still facing problems in results, finding and solving anomalies will definitely help you hit upon the actual issues and take your marketing campaign to the next level. Make sure you choose some analysis software because – if not automated- it could be a very time-consuming task.
