Optimize Google Shopping campaign with expert tips in 2023

Optimize Google Shopping campaign can be challenging and time-consuming but still necessary. Optimizing your campaigns can increase your visibility, attract more qualified traffic and boost sales. Let our experts from Mega Digital show you how to make the most of your Google Shopping campaign and effectively improve your results.

Why is Google Shopping campaign optimization important?

Why is Google Shopping campaign optimization important?

Google Shopping ads optimization provides marketers and business owners with crucial information on the effectiveness of their product advertisements. Therefore, optimizing your Google Shopping campaign helps you to:

  • Track performance across different metrics: See the full report on click-through rate, purchases, conversion rate, and cost-per-click.
  • Get more qualified traffic to your website: Reach more people and bring more high-quality leads. This raises the chance for a sale.
  • Increase your revenue and ROI: Displaying relevant products to users’ search intent can generate more conversions. This also provides marketers and business owners with crucial information on the effectiveness of their product advertisements.

Strategies to optimize Google Shopping campaign

Optimize your Product groups page

You may use this page to build and manage product groups based on specified features, optimize bids for each group, evaluate performance, revise product groups, and increase ROI. You can generate targeted advertising, improve performance, and drive more visitors and sales to your website.

Product feed

Google Shopping campaign product feed
  • Use high-quality images: Your product images are one of the essential elements of your product feed. Use high-quality images that accurately represent your products (especially images with white backgrounds). Ensure your images are at least 800×800 pixels in JPEG or PNG format.
  • Include clear product titles and descriptions: Use clear and concise titles and descriptions that accurately describe your products. Include important details such as product features, size, and color. Add accurate pricing information, and make sure your product prices are up-to-date. Ensure your pricing information is consistent across your website and your product feed.
  • Use relevant product categories: Use relevant product categories to help Google understand your products and how they relate to other products. Use Google’s taxonomy to find the most appropriate categories for your products. 
  • Have product identifiers: Provide accurate product identifiers, such as GTINs (Global Trade Item Numbers) or MPNs (Manufacturer Part Numbers), for each product in your feed. This helps Google match your products to search queries and display the correct product information.
  • Optimize mobile display: Ensure your product feed is optimized for mobile devices. This includes using mobile-friendly images and ensuring your product information is easily read on a small screen.
  • Ensure compliance with Google’s policies: Ensure that your product feed complies with Google’s guidelines. This includes adhering to their content policies and prohibiting promoting specific products, such as counterfeit goods or infringing intellectual property rights.

In addition, you also need to regularly update your product feed to ensure that your product information is accurate and up-to-date. This includes updating prices, product descriptions, and images as required.

Campaign structure

Align your campaign structure with your business goals

Your campaign structure should align with your business goals. Consider product categories, target audience, and budget when structuring your campaign.

Organize your products into relevant groups based on product type, brand, or price range

This helps you create more targeted ads and makes optimizing bids for each group easier. When dividing products, choosing the attribute that will be most effective for your specific campaign goals is essential, and using product type or brand may be a better option.

For example, if you have a clothing store, you may want to divide your products by type (e.g. shirts, pants, dresses) or brand (e.g. Nike, Adidas, Puma). Alternatively, you can divide your products by category or type and subdivide them by brand or other relevant attributes. This can help you create more targeted ad groups and control your bidding.

Campaign structure
Use custom labels to categorize products

Use custom labels to categorize products based on your specific business needs. This can include categorizing products based on seasonality, best-sellers, or profit margins.

Consider setting up multiple campaigns

Do this based on location, device, or target audience and build a Remarketing Plan. This allows you to customize your bids and ad messaging for each campaign.

Monitor performance at the campaign and group level

Monitor campaign and group-level performance to identify areas for improvement. Use data such as impressions, clicks, and conversions to optimize your campaign structure. Moreover, adjust your bids based on group or product level performance. Increase bids for products that are performing well and decrease bids for products that are underperforming.

Review and refine your campaign structure

Regularly review your campaign structure and make adjustments as needed. This includes refining your product groups, updating custom labels, and adjusting campaign settings.

To optimize Google Shopping Ads, you can create more targeted ads, improve performance, and drive more traffic and sales to your website.

Find out what works best

Compare the top with the other

In Google Shopping campaigns, the top position is sometimes the best-performing for all products. By analyzing the performance of your products in both the Top and Other positions, you can identify whether some products perform better when they are not shown at the top of search results. 

You can use the Segments feature in Google Ads and select the Top vs. Other option to compare essential metrics such as conversion rate and CPA between the two positions. By doing so, you can optimize your bidding strategy and ad placement to maximize the performance and profitability of your Google Shopping campaigns.

Find out what works best
Identify winners and losers

Winners are products or groups that generate significant transactions. In contrast, losers receive many clicks or visits but must convert them into sales. By regularly reviewing the performance of your products and product groups, you can identify your winners and losers and adjust your bidding strategy and ad placement accordingly. 

For example, allocate more budget to your winners or adjust your targeting to focus on similar products or audiences. Conversely, pause or adjust your losers to minimize wasted ad spend. By focusing on your winners and addressing your losers, you can optimize your shopping campaign to maximize the return on investment and drive more revenue for your business.

Exclude unprofitable products

Another effective Google Shopping optimization tip is to exclude unprofitable products. To do this, you can use a data feed tool, such as the one offered by our company, which includes a filter to identify products that are not performing well. This filter lets you quickly identify your losers and exclude them from your product feed with a single click. This can help you streamline your feed and focus on promoting only the most profitable products, maximizing the return on investment for your Google Shopping campaigns.

Add negative keywords

Negative keywords can be a powerful tool to prevent your Google Shopping ads from appearing for irrelevant search queries. Using the search terms report, you can identify which search terms triggered your ads and add negative keywords to your campaign to exclude those terms from future ads.

It’s essential to regularly review your search terms report and identify new negative keywords to add to your campaign. Negative keywords can be a broad, phrase, or exact match, depending on the level of specificity you want to apply. This can be a complex process, and we suggest you ask for expert revision.

With Mega Digital Google Advertising Service, our team will not only carefully select negative keywords and continuously refine your list, but we will also improve the relevance of your ads and reduce wasted ad spend. Our service will support your ad and, ultimately, increase the efficiency and effectiveness of your Google Shopping campaigns.

Sub-divide negative keywords:

When adding negative keywords to your Google Shopping campaigns, it’s important to subdivide them into two categories: universal negatives and ad group negatives. Universal negatives are the keywords that you never want to trigger your ads under any circumstances. These are typically broad terms completely irrelevant to your products or business. 

By subdividing your negative keywords, you can have even more control over which searches trigger your ads. By carefully selecting and subdividing your negative keywords, you can ensure that relevant searches only trigger your ads and avoid wasted ad spending on irrelevant clicks. 

Regularly reviewing and refining your negative keyword list is essential to optimize the process. Doing so can improve your ads’ targeting and relevance, ultimately increasing your advertising efforts’ efficiency and effectiveness.

Use Auction Insights

The Auction Insights Report is an essential tool to optimize Google Shopping Ads. It provides a wealth of information about how your ads perform compared to your competitor’s ads in the same auctions. Here are some key features of The Auction Insights Report: 

Use Auction Insights
  • Competitor performance: The Auction Insights Report allows you to see how your ad performance compares to your competitors regarding impression share, overlap rate, position above rate, and top-of-page rate. This information can help you identify areas where you need to improve your ad performance and gain a competitive edge. 
  • Time frame: You can adjust the time frame for The Auction Insights Report to view data for a specific time period, such as the last 30 days or the last quarter. This can help you identify trends and patterns in your competitors’ ad performance.
  • Device: The Auction Insights Report lets you view data broken down by device types, such as desktop, mobile, or tablet. This can be particularly useful if you have a mobile-optimized website and want to see how your competitors’ ads perform on mobile devices specifically. 
  • Benchmarking: The Auction Insights Report also provides benchmarking data, which allows you to compare your ad performance to the average performance of all advertisers participating in the same auctions. This information can help you identify areas where you need to improve your ad performance and stay competitive.

Overall, the Auction Insights Report is a powerful tool to optimize Google Shopping campaign. By analyzing competitor performance data broken down by various dimensions, you can identify areas where you need to improve your ad performance and gain a competitive edge.

Use Bid Simulators

Here are some tips on how to optimize your bid simulations for better Google Shopping optimization: 

  • Use historical data: Bid simulators use historical data to estimate the impact of bid changes on ad performance. Therefore, having enough historical data for accurate bid simulations is essential. Before using bid simulators, you should wait until your campaigns have accumulated sufficient data (the suggestion is when you have up to 100 conversions).
  • Experiment with bid changes: Bid simulators allow you to experiment with different bid amounts to see how they impact your ad performance. Use this feature to find the optimal bid amount for your campaigns, balancing cost and performance.
Use Bid Simulators
  • Focus on different performance metrics: Bid simulators allow you to see how different bid amounts impact performance metrics, such as click-through rate, cost per click, and total cost. Focus on the performance metrics that are most important to your advertising goals and adjust your bids accordingly. 
  • Use bid simulators at the ad group level: Bid simulators are available at both the campaign and ad group levels. Using bid simulators at the ad group level allows you to optimize bids for specific products or groups of products, maximizing the ROI of your advertising spend. 
  • Monitor and adjust: Bid simulators are only estimates based on historical data, so monitoring your ad performance after adjusting bids using bid simulators is essential. Monitor and adjust your bids based on real-time performance data to achieve the best results.

Following these tips, you can use bid simulators effectively to optimize Google Shopping campaign and maximize your advertising ROI.

Expert Bonus Tips to optimize Google Shopping campaign

Consider running a Performance Max campaign

If you’ve been running standard Google Shopping campaigns, transitioning to Performance Max can save you time and effort, as the platform automates bidding, targeting, and ad placement to maximize conversions. This type of campaign is especially beneficial if you want to expand your reach and target audiences across multiple channels, as Performance Max integrates with other Google networks such as Display and YouTube. When launching a Performance Max campaign, ensure that you have a clear goal in mind and that your product feed is optimized to help the algorithm find the best audiences for your products.

One more notable thing about Performance Max campaign: It can use Google Ads Intelligence to make the best out of automated bidding. It uses data and advanced algorithms to analyze real-time information and make informed bidding decisions. By leveraging this intelligence, advertisers can maximize campaign performance, improve ROI, and allocate their budget effectively. With Google Ads Intelligence, advertisers gain valuable insights on audience behavior, competitor analysis, and performance metrics to drive better results.

>>> Read more: Google Ads Intelligence: How to use AI-powered Advertising

Additionally, ensure your website is optimized for mobile users, as Performance Max campaigns heavily rely on mobile traffic to drive conversions. By considering these tips, you can unlock the full potential of Performance Max campaigns and boost the performance of your Google Shopping campaigns.

Bid higher for selected search queries 

An expert bonus tip for optimizing your Google Shopping campaign is to target specific search queries and bid higher for them. This is a lesser-known feature that can significantly impact your campaign’s performance. By identifying the most valuable search queries, you can allocate a higher budget to them and lower it for less relevant ones. This technique requires understanding your target audience and their search behavior. 

Bid higher for selected search queries 

Conduct thorough keyword research and regularly analyze your search term report to identify valuable search queries. Additionally, you can use tools like Google’s Keyword Planner to find new relevant keywords to add to your campaign. Optimizing your bids for targeted search queries can maximize your return on ad spend and drive more qualified traffic to your website.

Use A/B testing

A key aspect of optimizing your Google Shopping campaign is conducting A/B testing on your product images and titles. This involves creating different variations of your images and titles and comparing their performance to determine which ones are most effective in driving conversions. Analyzing the results and making data-driven decisions on which variations to use is essential. 

Additionally, remember that certain product titles consistently perform better than others, so carefully consider the language and wording used in your titles. By using A/B testing and optimizing your product images and titles, you can increase the effectiveness and success of your Google Shopping campaign.

Track the changes you make 

To optimize your Google Shopping campaign effectively, tracking your changes and monitoring their impact on performance is crucial. One way to do this is to regularly check your performance metrics for the last 7 or 14 days and compare them to the previous period. To access this data, click on the date at the top right-hand corner of the screen and select the appropriate time frame. 

Additionally, you can set up automated reports to be emailed regularly, so you can keep a close eye on your campaign’s performance without manually checking it daily. Another helpful tip is to track your changes using annotations in Google Analytics. This lets you easily see when certain optimizations were implemented and their impact on performance over time.

Optimization is an ongoing process. Continuously review your campaign performance and adjust your strategy as needed. With a professional mindset, you’ll approach each optimization effort as a chance to learn and improve. Following this outline, you can optimize your Google Shopping campaign to drive more traffic and sales for your business.


In conclusion, optimizing your Google Shopping campaign is crucial to increase your sales and ROI. You can improve your targeting, bidding, and ad creatives by implementing the above-mentioned tips and consistently monitoring your campaign’s performance. With the right strategy, you can take your e-commerce business to the next level. And if you need further assistance, the experts at Mega Digital are here to help you achieve your goals.

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