Number of advertised products
To get best results of the easymarketing algorithm for Google Shopping, it is necessary to set an appropriate ratio between daily budget and advertised/active products.
We recommend the formula "Daily budget x 20 = maximum of advertised products". Example: a daily budget of 50€ leads to a maximum of 1.000 products which should be advertised.
- Go to your easymarketing account and open the menu "Products" to see all imported products.
- By setting/removing the hooks in the "Advertised" column, you can determine which products are listed on Google Shopping.
- By using filter functions, several products can be edited simultaneously. Information about the selection of products can be found in the article "Select products for editing". How to activate/deactivate all products can be found in the article "Change product status".
Product selection based on performance data
In the product list, you will find a few columns that will help you make a meaningful selection of the items to be purchased through Google Shopping. These are primarily Number of orders, Ad spend, Ad spend per order (CPO) which should regularly be checked in an ongoing campaign to find out how well each product performs on Google Shopping:
- Number of orders: This column indicates the number of times the item has been purchased for the campaign's total run time after clicking the appropriate shopping ad.
- Ad spend: Indicates how much budget for this product has been used across the campaign's total runtime through clicks on shopping ads.
- CPO (Cost per order): This value specifies the cost per purchase that has been generated through a shopping ad.
By sorting the product list according to these columns, it is possible to identify products which cause high costs with low turnover. Sort the product list, for example, descending for "Ad spend" to display the products for which the most budget is spent. If the values in the "Number of orders" columns and above all "CPO" do not have appropriate values for the costs incurred, you can first check why these items are often clicked, causing costs but not being purchased. In most cases, a high selling price is responsible for this.
Google Shopping is used by most users as a price comparison platform. If you find a cheaper offer for a product, your ad may be clicked, but it will not sold. For example, by copying the EAN from the "GTIN" column of the product list, you can start a price query using the Google search. Paste the copied EAN into the Google search box and start the search. If you find a cheaper deal for the product, consider pricing or disabling the item for Google Shopping.