Read the whole Google Shopping guide:
There are two audit types for shopping campaigns:
First of all determine the goals of advertising, KPI and the strategy. This is where we determine point A (the current situation, where we are now), setting point B (the target situation, where we want to be) and constructing the way to achieve point B from point A (realization of advertising campaigns to go all way through to point B). Only knowing this we can start the analysis part.
To determine your point A look at your data from the account. Point B should be determined by a specialist i/c (marketing director, manager). However, that point B and point A can’t lay on different planes. What are we talking about? It’s easy. For example, if you don’t have net profit data, you can’t set the goal “net profit at the level $X”. You simply won’t have an origin, a reference point — point A. And if you don’t have a place to start, you can’t work your way from A to B. First you need to count up the current value and only then you can decide how to improve it.
Google Shopping is an e-commerce tool so the most common goals for it are:
A clearly understandable goal helps to choose the best way of improving it. Some goals can’t be combined. It’s impossible to work on increasing transactions and increasing ROAS at the same time and not to lose effectiveness. This way from A to B, way to more transactions and higher ROAS — are two different roads that lead in different directions. And you can’t have it all at the same time.
It is also important to correctly determine the actual purpose of advertising considering your current business strategy.
Important! The standard Google Ads and Google Analytics tools can’t calculate ROI and net profit. To do this you need to make some customization, for example:
Option 1. Upload the data from Google Ads to Google Sheet. Specify the margins of the goods:
Adding marginality allows you to calculate ROI and net profit. This is a huge benefit which is, of course, quite labor-intensive to obtain but it’s definitely worth it. The calculation allows you to determine account growth zones at the micro-level (analysis of each product’s performance) and identify budget leaks. One drawback — you have to spend time creating and updating the file.
Option 2. The Panda (beta) — PPC micromanagement soft which does this calculation automatically.
The Panda allows you to generate a report with ROI and net profit really quickly. And when you know ROI and net profit, you can conduct micro-account management for profits and a return on investment boost. And at the same time labor costs for the process become minimal unlike the first method of customization.
Option 3. Use the other software. Unfortunately, we haven’t found any good alternatives for the Panda but if you know something — let us know in the comments, we will be grateful.
When you have your strategy formed, the goals set and the KPIs known, you can initiate stage 2 which is the one and only technical audit.
Technical audit of Google Shopping campaigns
In a technical audit start with the question “Is there enough data on my products, are there enough clicks and conversions?”. If the answer is yes, you are fine. If not, you can already understand the direction of the audit.
If Google Shopping is low:
If you need to make just a few changes in the product feed, use the Merchant Center feed rules.
When you find a mistake, correct it and wait for at least one day. If everything is done correctly, during this time you’ll receive some statistics. If it doesn’t, continue to check the correctness of your technical settings. If Google Shopping still doesn’t bring any results, request a free audit from the Penguin-team and we’ll find out what the deal is.
#1 Quick audit
#2 Account audit checklist
#3 Feed audit checklist
#4 Google Ads management checklist
And that’s basically it. Now you can make even better results with your Google Shopping campaigns! Don’t wanna check it yourself? Request a free ROI and Profit Analysis of your Google Shopping Campaigns and we will determine exactly how Penguin-team can improve and scale your Google Ads account with The Panda — PPC micromanagement tool.
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