5 Ways on How to Find Google Shopping Keywords

Google Shopping keywords may seem a wild beast to tame, especially for those new to shopping ads. Once you figure out how to use keywords in Google Shopping effectively, you’ll be well on your way to achieving great success online. Let’s explore the details of keyword research and optimization that can help boost your Google Shopping campaigns and turn potential customers into actual buyers.

How Does Google Shopping Work with Keywords?

Surprisingly enough, the question “Does Google Shopping use keywords?” pops up here and there from time to time. Mostly, it is coming from advertisers who are new to Google Shopping. That might be because many would automatically assume that Google Shopping ads prioritize product images above keywords. In reality, things are not so straightforward.

While it’s true keywords aren’t directly used for ad display in Google Shopping, product data (title, description etc.) acts as a sort of a substitute for keywords. This twist in the tale doesn’t diminish the importance of keyword research. Rather, it shifts the focus towards optimizing product listings, titles, descriptions, and even image names to align with what users are actively searching for. This alignment is crucial for improving your rankings and conversion rates, making keyword research an indispensable first step even before you sketch out your campaign structure.

How to Add Keywords to Google Shopping Campaign

Google Shopping campaigns differ from Search Network campaigns in how they target users. You can’t directly add keywords to your shopping ads. As was mentioned, instead of using keywords, Google Shopping relies on your product data feed to determine which searches your ads are eligible for.

Here’s how your product data feed acts like keywords for Google Shopping Ads:

  • Product Title: This is a prime spot to include relevant keywords that describe your product.
  • Description: Accurately describe your product’s features and benefits, incorporating relevant keywords naturally.
  • Product Type: This attribute allows you more freedom with keywords. Google doesn’t display this to users, but it helps them understand your product category.

One of the most important but often neglected aspects of Google Shopping campaigns is product title customization. It’s not about keyword stuffing, it’s about making sure your product titles match exactly what your potential customers are searching for.

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How to Find Keywords for Google Shopping Campaigns

While Google Shopping campaigns don’t directly use keywords, you can optimize your product data feed to target relevant searches. Here are 5 ways to effectively target the right audience:

  1. Competitor Analysis: Research what terms your competitors are using in their product titles, descriptions, and by using competitor keyword research tools. This can give you insights into relevant keywords and even negative keywords to exclude irrelevant searches.
  2. Search Term Report: Regularly review the Search Term Report within Google Ads. This report shows you the actual search queries that triggered your ads. Analyze the data to identify relevant search terms you might not have considered and add them to your product titles, descriptions, and product type attributes.
  3. Brainstorm User Needs: Consider how users might search for your products. Think about different variations, including long-tail keywords (more specific searches). For example, instead of just “dress shoes,” consider terms like “brown leather oxford dress shoes for men.”
  4. External Keyword Research Tools and AI: Utilize keyword research tools typically used for Search Network campaigns. While you won’t directly import these keywords, they can spark ideas for relevant terms to include in your product data feed. Also, incorporate AI tools in the keyword research process. AI automates much of the work, saving you time and effort compared to manual brainstorming and analysis.
  5. Industry Trends & Popular Searches: Stay updated on industry trends and popular searches related to your products. Look for relevant terms through industry publications, social media listening, and Google Trends to incorporate into your product data.

Check these blog posts for more tips on Google Shopping optimization, including attributes optimization:

how to find google shopping keywords

How to Use Negative Keywords in Google Shopping

While Google Shopping Campaigns don’t directly use keywords like Search Network campaigns, you can still control which searches trigger your ads using negative keywords. Here’s how to optimize your Shopping Ads for better targeting.

  • Reduce irrelevant clicks and improve campaign performance: Negative keywords prevent your ads from showing for searches that are irrelevant to your products.
  • Target the right audience: Add terms that indicate users aren’t looking to buy, like “used” or “free” if you only sell new items.
  • Avoid irrelevant searches: Use broad match negative keywords (without quotation marks) to exclude searches containing a specific word, like “rental” for products you sell to own.
  • Target specific phrases: Use phrase match negative keywords (with quotation marks) to exclude searches for the exact phrase only, like “buy cheap shoes” but not “red shoes.”
  • Exclude exact searches: Use exact match negative keywords (match type not required) to completely block your ad from showing for a specific term, like “buy [your brand name] + free”.

How to Find Negative Keywords for Google Shopping Campaigns

There are three main ways to find negative keywords for Google Shopping campaigns:

  • Search Term Report: Regularly review your Search Term Report in Google Ads to identify irrelevant searches users entered that triggered your ads.
  • Brainstorm Misconceptions: Consider how users might misunderstand your product and add those terms as negative keywords.
  • Competitor Analysis: See what terms your competitors are using as negative keywords (tools available).

When updating negative keywords, remember that there isn’t a specific timeframe for Google Shopping to update negative keywords. The update process likely happens continuously, but it might not be instantaneous.

By combining optimized product data and strategic negative keywords, you can ensure your Google Shopping Ads reach the most relevant audience, leading to better campaign performance. Remember that patience and precision are key. Overzealous filtering of search terms that haven’t converted in the past might rob you of future opportunities. The art lies in identifying and excluding terms that consistently underperform while remaining open to the evolving search patterns of your target audience.

How to Set Up a Multi-Campaign Structure for Google Shopping

Effectively structuring your Google Shopping campaigns allows you to leverage the power of keywords and negative keywords for optimal reach. A multi-campaign strategy creates a layered approach, targeting different audience segments:

  • High-Priority Campaigns: These campaigns capture the majority of your traffic using broad-match keywords. Negative keywords can be used to exclude irrelevant searches.
  • Medium-Priority Campaigns: Here, target queries marked as negative keywords in your high-priority campaigns. This allows for more specific targeting of potentially valuable searches.
  • Low-Priority Campaigns: This final layer acts as a catch-all for queries filtered out by both higher-priority campaigns. It focuses on long-tail keywords, potentially high-converting searches requiring a more nuanced approach.

If we look at Performance Max campaigns, we can see that they automate targeting, but a multi-campaign strategy can supercharge your shopping ads. Here’s how:

  • Product Category Campaigns: Group products by category (e.g., clothing, electronics) into separate campaigns. This allows for specific product titles, descriptions, and image selection within each campaign, optimizing ad relevance for each category.
  • Brand vs. Non-Brand Focus: Create dedicated campaigns for brand terms (including variations of your business name) and broader, non-brand terms. This grants control over bids and messaging for each category, ensuring brand terms get top billing while non-brand terms reach a wider audience.
  • High-Performance Products: Identify your top-converting products through conversion tracking. Build a dedicated campaign highlighting these winners with targeted messaging within Performance Max. This leverages the automation power to further amplify proven performers.
  • Shopping Ads Showcase: Create a campaign specifically for experimenting with new product feeds, ad formats, or targeting strategies. This isolates performance data for Shopping Ads within Performance Max, allowing you to refine your approach and identify winning tactics for broader implementation.

Finding the Right Approach to Google Shopping Keywords

Learning how to use keywords in your Google Shopping campaigns isn’t about adhering to a one-size-fits-all strategy. It’s about learning how to understand and interpret search behaviour. By carefully researching and embedding your product listings with relevant keywords, using negative keywords sparingly, and innovating your campaign structure, you’re not just trying to get clicks. You are crafting a smart plan that talks to shoppers, turning them into loyal customers and making them love your brand.

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