If you’re running Google Shopping Campaigns you can certainly relate to the insane amount of hours marketers spend in front of their AdWords accounts trying to make the most out of their campaigns. But what most of them ignore is the powerful impact they can witness if they combine data from AdWords with Google analytics.
Implementing the tips featured in this article will help you gain a better understanding of the metrics available on Google Analytics and how you can utilise them to improve the performance of your Google Shopping Campaigns.
1. Keep an eye on your Product Performance
Product performance can be found in the main menu bar under “conversions” in Google Analytics. This functionality allows you to track product performance across different channels and provides you with a valuable insight on how customers interact with your products.
This detailed analysis will also allow you to identify the top performing products within an active shopping campaign, you can then increase your bids for these products to get more exposure and drive better results.
Using the Product Performance option will not only change the way you measure performance but will also give you more flexibility over bidding decisions and will create room for optimizations that can increase your conversion rate and boost your campaigns.
2. Monitor your Search Queries
Search Queries are essential to identify which actual search terms trigger your ads to be fetched and displayed by Google.
Using this option gives you the opportunity to gain a deeper understanding of how customers search for your type of products, then by identifying the common terms used in these queries you will be able to tailor your keywords list accordingly in a way that will broaden your audience and increase your ads’ chances of being shown to the right customers.
Search queries can be found in the menu bar in Google Analytics under “Acquisition”, “AdWords” tab.
3. Track your Multi-Channel Conversion Paths
The Multi-Channel conversion option found under “Multi-Channel” in the “Conversions” tab is a great way of identifying the different paths leading to a conversion.
Customers interact with various traffic sources prior to converting, and using the MC conversion will allow you to analyse the different channels that influence customers to convert throughout the purchase journey. In addition, you can determine how many clicks it takes for a customer to convert by checking the length of the path taken under the “Path Length” tab.
4. Run a Site Diagnostics
Making sure your customers have a pleasant experience on your site is the key to your business success, and to do that it is pivotal to run a diagnostic on your website from time to time to identify what works and what needs careful attention.
The diagnostic options can be found in the menu bar under the “Behavior” tab, these options offered by Google Analytics provide you with information about areas on your site that can’t be spotted by the naked eye.
Functions like “Site Speed” and “Bounce Rate” will help you understand for instance if you’re lost customers end up leaving your site before converting because your page takes too much time to load and can even identify the pages responsible for driving away your visitors.
Besides the options uncovered in this section, many more useful tools can be found under the same section which can help you improve your site, increase traffic and drive better results.
By making good use of these Google Analytics tips, you can make sure your Google Shopping campaigns are performing well. Monitoring the data and acting fast upon it to make the necessary tweaks and adjustments will save you and your business a lot of headaches and lost profit.