As an eCommerce store, it was clear that the core of Bell Tent Boutique’s paid activity must centre around Google Shopping. We split our shopping campaign strategies into 2 key areas:
Search Query Sculpting
Whilst the technique of search query sculpting has been discussed by various industry professionals for years, we took this one step further.
Traditionally, this is built using branded terms vs non-branded terms. Instead, we used n-gram analysis to find high-performance query strings. This allowed for bids to be applied based on the user’s intent, rather than simply the product.
This technique proved to be vital in improving performance. As always, we then set to work on automating this process so that our time can be better used elsewhere – focusing on continuing to innovate.
Feed optimisation is a vital component to any Shopping campaign, but we split this into 3 distinct considerations.
a) Feed optimisation for Google
Feed optimisation for Google is, for the most part, straightforward. Merchants must ensure they cover all required and recommended attributes, and submit their data in the most efficient way. For Bell Tent Boutique this meant ensuring all relevant information was included in product titles such as sizes and material. This is the area of feed optimisation that is most common.
b) Feed optimisation for the User
Slightly more complex is feed optimisation for the user. For Bell Tent Boutique, competitor analysis, reviewing search queries all assisted in building product titles and descriptions that best answer a users query. Crucially, testing of new feed titles and attributes was vital to ensuring success.
c) Feed optimisation to meet business goals
This is where the idea of ‘contextual feeds’ come in. These involve the use of external data in order to assist in campaign structure and bidding decisions. For example, businesses already have a wide range of other data (best sellers, offline data, margins, size coverage, stock levels etc), and these can be added as additional attributes in Shopping campaigns, to allow for more informed bidding decisions. For Bell Tent Boutique this meant using supplemental feeds to apply custom labels to products based on if they were key bestsellers for the business, allowing us to optimise our bids more efficiently.