Optimizing Google Ads & Shopping Campaigns for Waterproofing Materials on Shopify

[Leakfix]

We're a newly launched Shopify store specializing in waterproofing materials, and we’d like to improve our visibility and sales using Google Ads and Google Shopping. What are the best practices for structuring campaigns for a niche construction product store like ours?

Specifically, we want to know:

- How should we segment our Google Shopping feed for technical products like ours?

- What keywords or targeting strategies work best for B2B or trade customers in the building/construction industry?

- Are there recommended campaign types or bidding strategies for a store with a limited budget but high-margin products?

- Any tips on how to write effective product titles and descriptions to comply with Google Merchant Center policies while also optimizing for search?

We’d really appreciate advice tailored to a construction niche rather than general e-commerce. Thanks!

[sanjnalal]

Hi LeakFix, 

I will try to answer all of your questions. 

1. Instead of manually creating a product feed for Google Merchant Center (GMC), you can use the Google & Youtube app from the Shopify app store. It will automatically create connect your store to GMC and create a feed for you. Now because you have niche products, you have to use metafields because there is a chance your products will get disapproved in GMC because it offers very limited product fields. Ps - the Google & Youtube app does not offer metafields, there are metafield apps you can install. (Or you can use Nabu for Shopping feeds, it has the metafields feature and will also AI optimize your shopping feed)

2. In terms of keywords, use Google Keyword Planner to get keyword ideas. Don't forget to use negative keywords as well.

3. I think Standard Shopping Campaigns would be the best option for you. You can try PMax as well, it has a wider range of placements (youtube, gmail, search, maps, etc). For high margin products, target ROAS and maximize conversions is the best bidding strategy. You can use manual CPC if you know certain keywords are driving conversions. 

4. For product titles and descriptions - follow Google's guidelines closely and you should be good to go. 

I highly recommend using Nabu for Google Shopping Feed, as it will aid with most of the things I have discussed here. And yes, it even generates product titles and descriptions for you and individually scores each product for Google Shopping Ads. 

Hope this helps!