Used correctly, Google Shopping can be an effective PPC channel for your ecommerce business. It’s a great platform for getting your products in front of potential shoppers and competing with similar retailers.
It does come with some difficulties, however, which can be separated into 3 major categories.
If you’re not bidding uniquely for each individual SKU for your products, it can be hard to grow your Google Shopping channel.
A lack of access to data, such as using Google Smart Shopping’s ‘black box’ approach, can make it difficult to optimise your Shopping channel. If you don’t have the data available, you can’t make educated decisions on how to grow your Shopping channel. Access to more data means you can react faster to outperform your competitors and respond appropriately to fluctuations in the market.
Time is potentially the biggest barrier to managing a Shopping channel successfully. Manual bidding is very time-consuming and can often lead to you not getting the most out of your Shopping channel.
For retailers dealing with thousands of SKUs, it’s near impossible to bid manually on a granular level, meaning you’ll end up missing out on conversions. If you’re not managing to keep on top of your bids and react to spikes in the market, you’ll struggle to unlock the full potential of Google Shopping.
Placing SKUs in groups could lead to certain products showing up for irrelevant search queries, or for low intent searches with less probability of converting. To truly succeed with your Shopping channel, you need to be bidding on an individual level for each SKU.
A great solution to Google Shopping success is to use an automated platform. A technology platform like Bidnamic can be used to get past the three major barriers to Google Shopping success. In-house bidding comes with a huge time commitment, and having a managed service is more efficient. For information related to Google Shopping management, we have an article available here.
Here at Bidnamic, we use machine learning with a human touch. Our technology platform sets bids based on market fluctuations for every single SKU in a product catalogue on a granular level. We make an average of 500,000 Google Shopping bid adjustments for our clients each week, and bid prices are altered in real-time and run 24/7.
We combine this machine learning approach with an integral human touch. Our Customer Success team are available to support our clients whenever needed, and schedule weekly conversations to get to know businesses in-depth. We find that with the knowledge we gain from having close working relationships with our clients we are able to fully maximise their Google Shopping potential.