10 Google Shopping Optimisation Tips

Looking for an effective way to showcase your products to your target audience online?

Google Shopping Ads are what you have been looking for.

They have become a must-have for eCommerce businesses.

With Google Shopping Ads, you can place your products directly in front of high-intent shoppers.

Unlike traditional text ads, Google Shopping campaigns showcase your items with images, prices, and store names, making them incredibly effective at driving conversions.

But with rising competition and tight profit margins, many advertisers struggle with:

• Low ROI from poorly optimised campaigns
• High CPCs due to increased demand
• Missed opportunities from weak product feeds

The solution to all these problems is smart Google Shopping ads optimisation.

10 Google Shopping Optimisation Tips

With our 10 actionable tips for optimising your Google Shopping campaigns, you will be able to improve your ad performance and drive more revenue for your business.

Optimise Landing Pages

Getting your audience to click on your Google ds is only half the battle.

The rest depends on your landing page.

A well-optimised landing page will improve conversions and keep your bounce rate low.

Make sure the product page users land on matches the ad exactly.

The product title, image, price, and description should all align.

Your web pages need to load quickly, be mobile-friendly, and display shipping, return policies, and call-to-action buttons very clearly.

Providing your customers a seamless journey from ad to checkout reduces bounce rates and boosts conversions.

Using High-Quality Images

Google prioritises listings with crisp, clean images.

Your audiences are also drawn to professional-looking images.

Great visuals increase click-through significantly.

Use high-resolution images that showcase the product from different angles (front, back, details) and enable zoom functionality.

Avoid cluttered or generic backgrounds unless they suit your brand aesthetic.

The best practice is to use white backgrounds, which is preferred by Google.

Don’t use promotional overlays (like text or logos), as Google may disapprove the listing.

If possible, A/B test different image styles to see what attracts more attention and aligns best with your target market.

Keeping Price & Availability Updated

Nothing frustrates users more than clicking on an ad only to find the item is out of stock or priced differently.

To avoid that, ensure your product feed is automatically synced with your inventory system to reflect real-time price and availability.

Inconsistent data can lead to ad disapprovals or a poor customer experience.

Google penalises accounts that frequently provide inaccurate information, so maintaining accurate listings is essential to your campaign’s long-term success.

Leveraging Attributes (e.g., GTIN, Custom Labels)

Google uses product attributes to categorise and match product listings to searches more accurately.

Including fields like GTIN (Global Trade Item Number), MPN, brand, and colour enhances visibility.

Use custom labels to group products by margin, season, or promotional strategy so you can create segmented campaigns.

Listing attributes gives you more control over budget allocation and bidding strategy.

Don’t leave these fields blank.

They’re your chance to feed Google more information and make your ads more relevant to your audience.

Using Campaign Segmentation & Performance Max Strategically

Performance Max (PMax), combined with audience segmentation, enables strategic Google Shopping campaigns by guiding Google’s automation with audience signals.

Segment users by intent, demographics, or behaviour, and tailor asset groups with relevant creatives. Use custom labels in your product feed to align campaigns with audience types.

If you want to run multiple PMax campaigns (e.g., one per segment), you can segment your product feed using Custom Labels in your Google Merchant Centre Account.

Complement PMax with branded Search or remarketing campaigns and continuously monitor insights to refine segments and messaging.

Perfect Your Product Feed By Leveraging First-Party Data

Your product feed is only as good as the data you put into it.

Use your first-party data from Google Analytics, CRM, and purchase history to fine-tune product titles, descriptions, and promotions.

Highlight best-sellers, repeat purchases, or high-converting items in the product feed of your online store.

Segment products based on real customer behavior, like average order value or repeat rates and structure your feed accordingly.

Leverage Negative Keywords

Negative keywords are a powerful filter to block irrelevant traffic and prevent wasted spending.

Regularly review the search terms report in your Google Ads account and exclude any that don’t align with purchase intent.

For example, someone searching “free” or “used” probably isn’t ready to buy your new, premium product.

Implementing the right negatives can significantly boost your return on ad spend (ROAS).

Use Smart Bidding Strategies

Smart bidding uses machine learning to adjust your bids based on the likelihood of conversion.

If you have enough conversion data, consider using strategies such as Target ROAS or Maximise Conversion Value.

These can be especially useful when managing large inventories.

Keep an eye on performance during the initial learning period, and avoid frequent changes that might reset the algorithm.

Segment Campaigns By Product Type

Separating high-margin products from low-margin ones or splitting campaigns by product categories like shoes, accessories, or electronics enables you to place similar products in the same group.

By grouping similar products, you can tailor your bidding strategy, ad copy, and budget based on each product group’s profitability and performance potential.

It also makes it easier to pause or scale specific product lines without disrupting your entire campaign.

Monitor Competitor Pricing & Adjust Accordingly

Google Shopping is price-driven by nature.

If your product is priced significantly higher than competitors', your ad will get fewer impressions and lower click-through rates.

Use tools like Price Competitiveness Reports to monitor how your pricing stacks up.

Consider price matching or offering added value like free shipping or bundle deals.

Staying competitive doesn’t always mean lowering prices.

It’s about positioning your offer to make it more attractive.

Benefits of Google Shopping Ads For Ecommerce Growth

We've listed some of the key benefits that you get from Google Shopping ads:

High-Intent Search Traffic

Google Shopping advertising shows up when users are actively searching for products to buy, which means you’re reaching people with clear purchase intent.

Unlike display ads, they appear when shoppers are ready to buy, resulting in higher conversion rates and lower wasted spend.

Better Visual Appeal & Engagement

Unlike text ads, Google Shopping ads are image-driven, making them far more eye-catching in the search results.

Shoppers can see the product, price, and product reviews before clicking.

This visual format encourages more interaction and trust, especially for new customers who haven’t experienced your brand before.

Smart Bidding & Automation

Google’s AI-driven bidding optimises bids in real time, reducing manual work while improving ROI.

Automation adjusts for factors like device, location, and time of day.

Features like PMax take automation a step further, helping you reach new customers across multiple channels while reducing manual workload.

It’s efficient, scalable, and built for performance.

More Conversions

Because Google Shopping surfaces the right product to the right person at the right time, conversion rates for Google Shopping ads are higher than other ad formats.

Shopping ads shorten the buyer's journey by showing important product details upfront.

This speeds up the decision-making process of your audience and maximises sales.

Targeting Other Google Networks

Google Shopping ads don’t just appear in Google search.

They can be extended to YouTube, Gmail, Discover, and the Google Display Network without any extra campaign setup.

You can expand your product's visibility beyond search into marketing channels where potential customers already spend time.

Deeper Insights & Reporting

Google Merchant Centre and Ads dashboards let you track key performance metrics, giving you clear visibility to make informed decisions and fine-tune your strategy.

Detailed metrics on impressions, clicks, and conversions per product help identify top performers.

Custom reports track profitability by SKU, enabling data-driven decisions.

Seamless Integration With Ecommerce Platforms

Google Shopping easily integrates with platforms like Shopify, WooCommerce, and BigCommerce, allowing you to sync your product feed automatically.

This means inventory updates, price changes, and availability are reflected in real time, saving time and reducing errors while keeping your campaigns fresh and accurate.

Benefits of Working with a Google Shopping Agency

By hiring a reputable agency, you get access to unique Google Shopping services that ensure your product appears in relevant search results, boosting your sales.

Specialised Google Shopping Expertise

A dedicated agency has a deep knowledge of Google Shopping campaign structures, feed optimisation, and compliance rules.

They know how to get your products approved, visible, and performing well.

Instead of learning everything through trial and error, you benefit from proven strategies and industry insights from day one.

Continuous Optimisation for Higher ROI

Agencies don’t just set up your campaigns.

They continuously monitor performance, fine-tune bids, refresh product feeds, and A/B test elements to improve outcomes.

Adjustments to bids, negatives, and targeting ensure consistent growth in conversions and profitability over time.

Access to Advanced Tools & Strategies

Professional agencies use advanced tools and data platforms that go beyond the basic Google Ads dashboard.

They can uncover hidden opportunities, track granular performance metrics, and implement strategies you might not have considered, such as audience segmentation, advanced bidding models, and competitive pricing analysis.

Synergy with Multi-Channel Campaigns

Many agencies run integrated campaigns across Google, Meta, TikTok, and more.

This helps ensure your Google Shopping strategy works hand-in-hand with other paid channels.

With a unified view of performance, they can allocate the budget wisely and keep messaging consistent across platforms to increase their online sales.

Support, Guidance & Adaptation to Google Changes

Google constantly rolls out updates that can affect how Shopping Ads perform.

A good agency stays ahead of these updates and helps you adapt quickly.

They also offer guidance on strategy, reporting, and expansion, giving you peace of mind and expert support.

How to Choose the Right Google Shopping Agency

Finding an agency with the right team of Google Shopping management experts can be challenging.

Here are some qualities you should look for when hiring an agency for Google Shopping ads.

Look For Ecommerce Experience

Not all digital agencies are built for Ecommerce.

Choose an agency that has hands-on experience working with online stores.

They’ll understand the complexities of product feeds, seasonal sales, and conversion funnels.

Your ads will be tailored for performance, not just clicks.

Ask for case studies showing ROI improvements for similar businesses.

Understand The Australian Market

If you’re targeting Aussie shoppers, your agency should understand local search trends, buying behaviour, and retail competition.

From shipping expectations to pricing strategies, local knowledge matters.

An agency with Australian market expertise will help you run campaigns that resonate with your audience and follow regional best practices.

Offers Multi-Service Integration (Search, SEO, etc.)

Choose an agency that blends Shopping ads with Search Engine Optimisation (SEO), paid search, social, and email.

The agency must also regularly analyse results using Google Analytics and other tools.

A multi-channel approach creates stronger brand consistency and smarter budget allocation.

Clear Communication & Transparency

You want an agency that maintains transparency while communicating, sets realistic goals, and provides transparent reporting.

Look for regular updates, honest feedback, and easy-to-understand dashboards.

A strong agency partnership should feel collaborative, not confusing.

Trust is key when you're investing in performance-driven Ecommerce campaigns.

Get More Sales By Working With BFJ Digital

Optimising your Google Shopping Ads is essential for staying competitive and growing your Ecommerce business.

However, it is not easy to create and optimise Google Shopping ads.

As a leading Google Shopping agency, we can help.

At BFJ Digital, we specialise in Google Shopping campaign management and Ecommerce optimisation strategies that deliver results.

From improving your product feed to scaling high-performing campaigns, we’re here to help you cut through the noise and reach your ideal customers.

But we don’t stop at Shopping Ads. Our full suite of Ecommerce Marketing services includes:

• Ecommerce SEO: We help you rank higher on search engines.
• Shopping Feed Optimisation: We fine-tune your product to improve ad relevance.
• Meta Shopping Ads: Driving more sales through visually engaging, social-first campaigns.

If you are now ready to take your business to the next level, book a free call with one of our Ecommerce specialists to find out how we can optimise your store to generate more sales for your business.