Changing Google Shopping landing pages to include collections -> higher conversion

dajper
Tourist
5 0 2

Hi,

We're running Google Shopping Ads today with success and are trying to further improve conversion by any means we can think of.

When a potential customer clicks on our Shopping ads, they are landing on a specific product page with an URL that does not include any categorization/collection, i.e. yz.com/products/example-product. The issue we see here is that we do not work with variants and by not including the collection to which the product belongs within the URL, the potential customer is unable to easily navigate back one level (via breadcrumbs) in case they are curious as to whether there is a another color available, or if they are trying to browse for similar products. 

What we would like to achieve is for Google Shopping ads to instead redirect to the URL that would be reached if the customer organically navigated themselves there through the site, i.e. /collections/example category/products/example-product as opposed to the one mentioned above. Any ideas on how this can be achieved? Seems we are unable to alter the URL through the Bulk Editor of the Google app.

Many thanks!

dajper

0 Likes
EmmanuelFlossie
Shopify Partner
858 32 192

Very interesting.

First make sure you never redirect, always submit the landing page URL that you want the visitor to go to. Redirecting will get you suspended.

The problem you will encounter is that there can be many collections assigned to 1 product and most likely with a top level parent collection. This top level collection in a lot of cases is not what you want to use.

I have looked at some clients I have and it would technically be possible. Just a bit hard to implement. And the setup will be very different from merchant to merchant.

So if you want to do this, check the abilities of your data feed solution, not all are equal, and not all have this function.

 

I'm a Google Shopping Specialist & a Google Ads Platinum Product Expert (Only a hand full of Platinum experts in the world!)
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dajper
Tourist
5 0 2

Thanks for your answer Emmanuel!

We decided to solve the breadcrumb problem directly in the breadcrumbs.liquid snippet. Since the main menus navigation links correspond to a collection in our shop those could be matched against the set of collections the product are a part of.

Here is the code. Hope it helps someone

 

        {% assign foundChildLink = false %}
        {% for rootLink in linklists.main-menu.links %}
          {% if foundChildLink %}{% break %}{% endif %}

          {% comment %} match against products collections {% endcomment %}
          {% for c in product.collections %}
            {% if c.title == rootLink.title %}
              {% assign collectionLink = c %}
            {% endif %}
          {% endfor %}
          {% for childLink in rootLink.links %}

            {% comment %} match against products collections {% endcomment %}
            {% for c in product.collections %}
              {% if c.title == childLink.title %}
                {% assign collectionLink = c %}
                {% assign foundChildLink = true %}
                {% break %}
              {% endif %}
            {% endfor %}
          {% endfor %}
        {% endfor %}
        {% if collectionLink %}
          <span class="divider" aria-hidden="true">&rsaquo;</span>
          {% assign url = product.collections.first.url %}
          {{ collectionLink.title | link_to: collectionLink.url }}
        {% endif %}

 

Have a nice day!