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How can I decrease the cost/conversion on Google shopping?

2 points by jamesrivard ↗ HN
Hi Shopify world!

I run a fairly new store that sells wood and bamboo accessories for men (sunglasses, bowties, beaded bracelets, watches etc.) www.woodmaccessories.com

We've done decently well for our first two months ($500 in sales and a 4% conversion rate). I'm working on growing organic traffic but so far most of my sales have come from google shopping with help of [http://blog.advids.co/20-brilliant-product-marketing-video-examples/ product marketing video]product marketing video[/url].

The issue is that I'm paying about $5/conversion which is a lot given my profit margins. I've tried all of the obvious things (negative keyword searches, targeted ad campaigns) and I don't have enough conversions to give google conversion goals. I'm paying about $1/click on average but obviously not every click turns into a sale.

I understand that I need to invest in marketing to get my store off the ground but this isn't sustainable.

I'd love to hear other people's experiences and any tips they can share.

Thanks!!!!

5 comments

[ 3.3 ms ] story [ 23.7 ms ] thread
wingi
For Germany your Eco-friendly Wooden Beer Mug is only a third of a beer ...
sharemywin
have you lowered your bid on mobile and tablets? Not sure if you can do that on google shopping, but adwords you can. You can set your bid on mobile to be something like 5%-50% of your desktop bid. mobile sucks at conversion compared to desktop.

you might look into advertising on amazon also.

Eridrus
Rather than trying to drive down costs, how about trying to increase revenue per click? Maybe just charge users coming from google shopping more? Or offer them some discount if they spend more than X, or give them a discount for referring friends? I'm just spit-balling though, I've never run an e-commerce business.
apog
price discrimination can get you into trouble, some forms are straight up illegal in US.
Eridrus
Given the pervasiveness of price discrimination I would be surprised if this was prosecuted at all.

The only thing that popped up about price discrimination in the usa was this: https://en.wikipedia.org/wiki/Robinson%E2%80%93Patman_Act

Which seems to have a requirement that there was harm to competition, which is not the case here.