When you run a Google Shopping campaign with a large inventory of products on the ID level, it is standard that a sizable percentage of your products will not get impressions. There are a few reasons that this could happen:
- Your product titles are terrible and not searchable.
- Your bid is too low.
- Your product is disapproved in Merchant Center.
Although the three examples above are great things to check and fix, you may find that none of these issues apply to your products. Your product titles are good, your bids are high enough and the products are approved in Google Merchant Center, but many of your products still aren’t getting impressions, so what gives?
Where the Issue Lies
When Google Shopping Campaigns have a large number of products within them, Google simply has issues with displaying all of them. When a Google search is performed by a potential customer, Google spits out Google Shopping Ads for products that it determines are relevant to the search term. Google only allows itself a slim fraction of a second to find relevant products and display them. If it takes Google longer than that slim fraction of a second to find your product, it will not display that product.
In order to see if you have products without impressions, build out an impressions = 0 filter in the product groups section of your campaign.
When you have a large inventory in one campaign, Google must search through all those products and some of them may end up towards of the bottom of the list that Google must go through for that campaign. When the products are far down the list, they may get ignored because Google cannot identify that they are a fit for the search term in time.
What’s the fix?
Fortunately, like many quirks in AdWords, there is a way to get around this. The way to do it is to create a No Impressions campaign. This new campaign will contain all the products that have no impressions in your original campaigns. Now that these products are in a separate campaign with a fraction of the products, Google will have an easier and faster time identifying which products are relevant to a search term, allowing them to show.
Quickly Implement This Strategy
There is a great way to quickly implement a campaign like this. In AdWords Editor, all you have to do is
- Pull in data from “All Time”
- Go to your current campaign
- Go to Product Groups
- Filter out “Impressions = 0”
- Press Ctrl+A to select all product groups
- Right click and copy all those product groups
At this point, you should create a new campaign right there in AdWords Editor. Once that new campaign is created, go to the product groups section, and paste all those product groups into that campaign. At this point, all you have to do is press “Post” and those updates will be sent to AdWords.
Reaping the Benefits
With this campaign all set up, you will begin seeing these products getting traffic for the first time. Ideally, this will uncover great products that perform well on Google Shopping. To make sure that this campaign does not interfere with your original campaign, it should be set at a higher priority than your original campaign.
This will ensure that the no impression products only show in the new campaign even though they were already not showing in the Primary campaign. As time goes on, there will be products in the new “No Impressions” campaign that still don't get impressions, at this point you can build out another campaign with those products.
This can be repeated until you are happy with the number of your products that are receiving impressions.