Guide to maximizing your ROAS on Google Shopping

[tongfkymm44]

Create custom labels in Google Shopping
The time comes to create custom labels and you ask yourself: why do you need custom labels if you can change the CPC bid for each product? Well, basically, because it is very difficult to track through the Google Ads interface , especially if you do not have easily recognizable IDs, as in the following image:

Custom labels make it much easier to group products into buckets based on price, las vegas email marketing address profitability, or any other variable that is considered valuable to the business. Therefore, it is good to keep in mind our goal: identify the products that provide the most revenue/profit in order to bid their CPCs more aggressively.

Add custom labels to the Shopping feed
After completing the segmentation, based on product characteristics, this information should be added to the product feed that is sent to Google. Google Shopping has 5 custom labels that can be used. Typically, one label should be reserved for price, one for seasonality, and one for margin.


Once the products have been grouped, as in this example, the next step would be to restructure the Google Shopping campaigns.

Restructure Google Shopping campaigns
Once you've finished regrouping, it's time to reorganize your Google Shopping campaigns. To do this, you can use custom labels to subdivide your active campaigns into the optimal product groups. You should also split them into different ad groups or create new campaigns. In any case, the implementation of these campaigns will depend on the complexity of the information you've added to the custom labels.

Once the division is made, campaigns could be set up with different types of bidding, such as:

For campaigns with products that generate 75% of the company's profitability, we can bid more aggressively on a CPC, while for those that generate 20% of the profitability, we can opt for a moderate CPC, and for the remaining 5%, a more conservative CPC. In this way, the majority of the budget is invested in those products that generate value for us .

Once these campaigns have been generated, you will have greater control over your budget and your bids on the products you want to promote. If you do not achieve the profitability you expect with segmentation, you can try other types of segmentation that will allow you to have better results.

At SEOCOM we are experts in optimizing campaigns on Google Shopping, discover how we work and get in touch with us