Average Position & Quality Score in Google Shopping
DataFeedWatch enables you to modify anything in your product data feed. Customers continuously ask us how to improve their data feed to increase their RoI. Today’s client case: Average Position & Quality Score.
Many of our customers are experienced search engine marketers. They know how to get more sales and how to optimize a campaign.
When setting your keyword bids, you always look at average position and Quality Score (QS). If you are in 1st or 2nd position: why bid more? If you are on 11th position, that explains why traffic is so low. If you have a low QS, you know it will cost you more to get a better position or that you may need to optimize your landing pages. You may even figure out which position gets you the best RoI; that it not necessarily the top one.
Managing Product Listing Ads is something else, though.
If you check out your PLA-campaign in your AdWords account, you won’t find those two key metrics. Officially they don’t exist. It seems logical that Google does have some kind of score to judge the quality of the feed. And if there are 10 shops competing for a PLA-position, there has got to be some kind of ranking there too, because only 8 PLAs show on the SERP and 2 don’t. The 2 products not showing are either not providing enough information in the feed and/or not bidding enough.
So what do you do, as long as Google doesn’t reveal how they decide who’s PLA gets shown and who’s isn’t?
1. Optimize your feed
You must meet all Google’s feed requirements, but you should do much more:
– Add very specific Google categories for each product – 1 category for all your products is just not good enough
– You only need 2 out of the 3 fields Brand, MPN & GTIN. 3 out of 3 is better.
– Descriptions should be extensive and contain all keywords that a consumer would look for.
– You need a link to an image. Why not add 3 images?
– Include as many optional fields as possible: Information about product type, color, gender, age group, size,
material, etc also tells Google a lot.
And that is how it works: the more you tell Google, the better they can match your product with search queries. That is my unofficial description of Google’s QS for PLAs.
2. Granular bidding
If you have many products in 1 product target, you can only raise the bid for all products in that group. But you may want to bid more only on a few products, that do very well for you. Raising the bid for all other products in that group may be unnecessary and something that you can avoid.
Isolate your winners and give ’m their own product target. Now you can closely monitor the 10 products that get you the most turnover. For the other products: divide your products into different product targets based on conversion rate and gross margin. That is how you make sure that your PLAs will show on the SERP while keeping your bids in line with your profit.
DataFeedWatch is data feed management software that enables merchants on Magento, Shopify, Volusion, BigCommerce, 3DCart and numerous other shopping carts to optimize their product data feed for Google and 200+ Comparison Shopping Engines