February 9, 2022
Over the holiday season we highlighted the steps we can take to really level up your Smart Shopping campaigns with the inclusion of key ‘event’ search terms within product headlines and descriptions. ‘Gifts for him’, ‘Gifts for her’ for example are key drivers during the festive season and are also key for upcoming events such as Valentine's day!
The adoption of Shopping Feed Management is essential for any account that is heavily reliant on shopping campaigns to drive performance. This is even more key with the development of Smart Shopping.
Our Paid Marketing Manager, Chris, takes us through his top tips for maximising your campaigns this Valentines…
Research key trends and utilise SQR within your existing search campaigns
Valentines Gifts, Valentines Gifts For Him & Valentines Gifts For Her have seen an uptick in search volume from the 2nd January 2022 and we can see from the above how prominent these key terms were in 2021.
To capitalise on this, we can input this information into our product tites where 80% of Smart Shopping ads are triggered from and make changes to campaign structures within our Google Ads accounts to increase visibility of these products.
Group your valentines/gift products with a custom label
This will allow us to create a dedicated shopping campaign, once our feed optimisations are complete, giving us the ability to control spend and drive traffic specifically, ensuring we stand out and are visible when competition is at its highest!
Ensure key ‘event’ is evident within applicable product titles
Within our accounts we can see the significant up-tick in search volume for terms including ‘valentines’ or ‘gifts’. Carrying out in depth SQR within your accounts alongside recognising key trends throughout the year allows you to capitalise on events within your feed optimisation strategy.
Optimise product titles to include keywords for ‘valentines’, ‘valentine's gifts’, ‘gifts for him & her’ for example, ensuring the key event search terms from your research are applied.
Manage optimisations in bulk
Controlling the search terms within our product titles gives back some of the control lost when shopping moved from Standard to Smart Shopping. Our shopping feed management tool allows us to carry out optimisations from our research in bulk and quickly.
For Valentine's day gifts, this could be applied with a simple rule such as; IF URL contains ‘gift’ > append product title with ‘Valentine's Day Gift’, for example. OR, IF title contains ‘gift’ > replace ‘gift’ with ‘valentines gift’.
An Example of how this might look within a feed:
Old Title: Godiva All Milk Chocolate Assortment Gift box 500g. Luxury Belgian Milk Chocolate Gift.
Optimised Title: Godiva All Milk Chocolate Assortment Valentine’s Gift box 500g. Luxury Belgian Milk Chocolate Valentine’s Day Gift.
For the above client, we don't necessarily have to focus entirely on ‘valentines’. Generic terms such as ‘chocolate gifts’ see considerable uptick this time of year, as shown below. So simply ensuring that the term ‘gift’ is evident in all product titles would be a worthwhile optimisation in this case and something that can be applied year round.
You wouldn’t run search campaigns for Valentines Day without any mention of valentines day or gifting within your keyword list, so why would you run shopping ads without them? Keyword research, understanding trends data and making feed optimisations in line with key seasonal events is as essential as SQR for search campaigns.
Check out the recent work of our shopping specialists here!