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Parcels with discount signs on them and an open laptop with a shopping basket.

Black Friday: Tips & Checklist for your Shopping campaigns

ARTICLE
Nadia Syed, Account Manager & Laura Maria Knochenhauer, Associate Account Manager, Google Shopping [August 2021]

Black Friday and Cyber Monday have become two of the biggest in store and online shopping moments of the year. In 2019, more than 1 out of 2 of shopper-reported holiday purchases in the U.K. were made online, while 71% of U.K. holiday customers used three or more channels to complete their shopping1. Although this was the case across Europe last year, holiday shopping in 2020 may be different. In Germany, France, Italy, Spain, and the U.K., for example, 24-39% of customers who would normally shop in-store for Black Friday said that they will not go to stores this year. Between 31% and 61% of those shoppers admitted that the current circumstances will affect how they'll shop for this year’s holiday season2. There’s been an overall shift towards online product research and shopping, as consumers’ interest in online shopping and how to buy online has doubled worldwide since the beginning of March3. In these challenging times, it is more complex for online businesses to plan ahead to meet peak season’s high demand and make the right choices when it comes to creating and optimising Shopping campaigns.

At Google Shopping (CSS), we help businesses optimise their Shopping campaigns across Europe so they can achieve a high performance in their campaigns, reach the right audience at the right time, with the most relevant information, especially during Black Friday and Cyber Monday.  That’s why we’re sharing some useful tips and best practices that can help merchants overcome the challenges that peak demand may bring and optimise their Shopping campaigns. In this article we’ve summarised some key optimisation tips for the Merchant Center and Google Ads that may help you improve your Shopping campaigns’ performance and sell more and better across Europe.

Tips & best practices for your Google Merchant Center:

  1. Feed:

    • Make sure that all of your products have been approved and are live on your Merchant Center.
    • Check that all titles, descriptions, images & URLs are up-to-date, precise and include relevant information, as they act as keywords in Shopping ads. You can easily update incorrect product data with supplemental feeds.
  2. Promotions:

    Confirm that promotions are well highlighted thanks to the sale price annotations, and are set up in advance thanks to the attributes [sale_price] & [sale_price_effective_date].

  3. Item disapproval & suspension:

    • Add relevant contacts for feed-related email notifications and get notified of any issues in your Google Merchant Center.
    • Regularly check that you do not risk an account suspension by visiting Diagnostics tab > Account Issues.
    • Look at the Opportunities tab for feed and Shopping campaign recommendations that can help you fix item issues, unlock clicks and improve the performance of your Shopping campaigns.
    • Check these recommended best practices for tips on what to do before a planned or unplanned site outage.
    • You can prevent automatic item disapprovals due to policy violations by requesting a manual review.

Hands holding shopping bags.

Checklist with Shopping campaigns’ recommendations for Google Ads:

  1. Audiences

    Add remarketing & similar lists to all of your Shopping campaigns.

  2. Products

    Make sure that your inventory filters in campaign settings are not preventing your products from being displayed to potential customers.

  3. Seasonal Shopping campaigns

    Consider creating a Shopping campaign dedicated to peak season by gathering the top products you want to highlight and giving them more visibility.

  4. Budget & bids

    • Regularly check the top & absolute top impression share metrics for your top products.
    • Consider lowering your ROAS target in order to capture more demand.
    • If you do not use ROAS, the Smart Shopping campaign will ramp up in ~24  hours. Adjusting the budgets accordingly can help you if a Shopping campaign is hitting the budgets almost every day.
    • Smart Bidding is able to handle frequent and large ROAS changes.
    • Make sure that your Shopping campaigns are not limited by budget.

Key takeaways

  • Light bulb - Idea icon

    Shopping campaign dedicated to peak

    Consider creating a Shopping campaign dedicated to peak season, by gathering the top products you want to highlight and give them more visibility.

  • Tick icon

    Inventory filters

    Make sure that your inventory filters in campaign settings are not preventing your products from being displayed to potential customers.

  • Mountain with a flag on the top icon

    Avoid keeping promotions for the last day

    A recommended practice is to not keep promotions for the last day, as the review process may take at least 48 hours during busy periods.

 Think with Google: ‘How the pandemic may affect holiday shopping’ (September 2020).

2 Think with Google: ‘How the pandemic may affect holiday shopping’ (August 2020).

3 Think with Google: ‘COVID-19 has accelerated digital adoption — the time to transform is now’ (July 2020).

This article was published by Google Shopping (CSS). Google Shopping is Google's CSS and a Premium CSS Partner.