15 Jul '15, 1pm

Advanced Optimization Of Google Shopping Campaigns

Advanced Optimization Of Google Shopping Campaigns

Although traffic is likely to increase when bids are raised, the traffic quality can decrease if cannibalization happens. The results across our test products varied. For some products we tested, we saw a significant increase in traffic from generic search queries (which would previously have been served by another product within our account), but the traffic for designer/specific search queries remained the same. In addition, our average cost per click (CPC) increased. This meant that we paid much more for the designer query clicks, and we also gained a lot of generic query clicks (which generally do not convert as well), so our product became less profitable. In other cases, we found that the increase in traffic came from search queries that were much more relevant to the product, meaning the higher bid resulted in an increase in traffic quality, while the profitability ...

Full article: http://searchengineland.com/advanced-optimization-google-...

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