Optimize Your Google Ads Shopping Feed: Key Drivers for Success

When it comes to Google Ads Shopping, not all elements of your product feed carry the same weight. To truly drive performance, focusing on what matters most can make most of the difference. Here’s where you should direct your energy:

Price 🔥🔥🔥🔥🔥: Competitive pricing is crucial. It directly influences click-through rates and conversion

Title 🔥🔥🔥🔥🔥: The first thing a potential customer sees. Make it count by including key details and keywords.

GTIN (Global Trade Item Number) 🔥🔥🔥: This helps Google match your product with the right searches, improving visibility.

Image 🔥🔥: A high-quality, clear image can significantly increase your product's appeal.

Description 🔥: While not as impactful as the title, a good description supports SEO and provides valuable info to shoppers.

Category 🔥: Correct categorization helps Google place your product in relevant searches, but it’s less impactful than other factors.

🔍 Pro Tip: Regularly visit your Merchant Center and keep a close eye on the Diagnostics tab. Addressing feed or product issues promptly can prevent ads from being sidelined and ensure your products are always ready to captivate potential customers.

By prioritizing these elements, you can fine-tune your Google Ads Shopping strategy for better visibility, higher click-through rates, and more conversions.

Beyond Ads: Crafting a Marketing Funnel that Converts Skeptics into Brand Advocates

Simply launching ads is not the end; it's just the beginning. Before introducing your brand into the advertising sphere, understanding the marketing funnel is essential. This funnel is a deliberate path that can transform an uninformed visitor into a dedicated brand advocate.

Imagine a stranger, completely new to your brand, becoming intrigued by an attractive blog post on the web, a relevant social media update, or an article well-positioned on Google due to well-executed SEO. This marks the attraction phase, where content does more than merely exist; it interacts, encourages, and addresses the questions that every visitor has.

As these visitors move from initial awareness to the consideration stage, we turn them into prospects by showcasing our products in a way that tells a story about their needs and the benefits we can offer.

As we progress from one stage of the funnel to another, scepticism acts as our silent challenge. A sceptical reader will evaluate every claim and statistic with a critical eye. They are not convinced by lofty adjectives, but by logical and trustworthy content that addresses their silent questions and demonstrates value beyond the superficial.

The relationship doesn’t end with a purchase; it deepens as prospects become customers and, eventually, promoters of the brand. Our goal is not merely to conclude a sale, but to foster ongoing engagement, turning customers into open advocates of the brand.

From identifying Marketing Qualified Leads (MQLs) in the Middle of the Funnel (MOFU) to securing Sales Qualified Leads (SQLs) at the Bottom of the Funnel (BOFU), each stage is a calculated effort to maintain relevance.

By incorporating CRM and automation tools, we strengthen trust and ensure that every interaction is personalized, every message is precise, and no potential brand advocate feels overlooked.

Therefore, before launching your next advertising campaign, consider whether your marketing funnel engages even the most sceptical readers.

Troubleshooting Google Ads Conversion Tracking Issues: The Conversion Linker Tag

If you have tried to create conversion actions and/or set up Google Ads Conversion Tracking with Google Tag Manager and you find that it is not working properly or not measuring performance, make sure you have the Conversion Linker tag, and that it is firing on all pages.

Here are the steps to check that you have the Conversion Linker tag:

1. Open Google Tag Manager

2. Click Tags

3. Search for the Conversion Linker tag

4. If the tag is not present, create a new Conversion Linker tag

5. If the tag is present, check that the trigger is configured to fire on all pages