Get the most out of Squared.io's shopping and feed insights by linking Merchant Centre
Shopping, Smart Shopping, and Performance Max campaigns are all fully supported throughout the platform. As well as performance insights for these campaign types, there are a number of insights specifically aimed at helping with the management and optimization of shopping activity.
Feed optimization
Firstly, ensure Merchant Centre has been linked here.
Missing or top level categorization: The product category column is one of the key values used by Google to determine which queries to show your products for – so this should be as granular as possible to match to the most relevant queries and expand reach. You can find the available product categories and IDs here (GB).
Download the report to see impacted products before making the relevant changes.
Zero click product: You can also see zero click products - products in your feed which are not delivering clicks. This could indicate the products need feed optimization to improve their delivery / CTR.
Feed diagnostics
These reports all come with diagnostics to see which issues are impacting your delivery and how they can be resolved in the feed.
- Product disapprovals: Fix disapprovals on products in GMC
- Product demotions & errors: Resolve products missing out on impressions due to missing or incorrect columns in GMC
Performance validation
In Conversion score you can find two reports - discontinued products and product out of stock- which will help you validate performance fluctuations. They show you recent performance data to help you see how your campaigns are being impacted by changing stock levels or products being removed from the feed.
Performance insights
Low reach ad groups: Use the low reach ad groups report to see if there are shopping ad groups or Performance Max campaigns performing well but missing out on valuable impressions, and whether that's due to budget or ad rank. Where ad rank is the issue, you can check if the bidding is restricting your reach if you're comfortably delivering on targets. Alternatively, making feed optimizations will help ensure you can appear in more auctions and increase impression share.
Zero conversion / high CTR: Check if you're product groupings are delivering on conversions and not driving a high bounce rate. These reports show you the highest spending entities (keywords and product groups) which have not recently delivered a conversion - these areas should be optimized or paused/excluded.
