How we “trick” Google to show our ads across more high-converting searches

Google Shopping has a mechanic very few brands take advantage of.

The platform ranks your listings based on feed relevance.

In other words, the closer your feed attributes like title and description match a search query, the more likely you are to show up for it.

The issue is, most products serve more than one type of buyer.

Take magnesium supplements as an example. The search landscape around that product looks something like this:

'magnesium for sleep,'
'magnesium for anxiety,'
'magnesium for muscle recovery,'
'magnesium for kids.'

Each of those comes from a buyer with a different problem they want solved.

The common approach brands take is to go after the highest-volume keyword.

Like for the magnesium example above… they’ll  optimize for "magnesium supplement" and add a popular use case like "for sleep.”

That makes a lot of sense…

But when you optimize your feed for only one of those terms, you're essentially opting out of the rest.

I’m not saying that you have zero chance of showing up for “magnesium for sleep” or “magnesium for kids”...

But your odds drop significantly.

And any brand that built their feed around those other terms will consistently outrank you.

Which means…

You’ll be missing out on a significant chunk of demand… from keywords with different use cases or demographics.

Searches that tend to have lower competition, because everyone else made the same call.

So now, the question is:

Can you optimize your feed for all those keywords at once?

Can one product show up across every relevant search intent in its category?

Well…

The answer is yes. You can do that with a strategy we call Query Stacking.

The main idea is that… for every search intent, you build a separate feed for the same SKU.

Each variation gets:

• A title structured around that query

• A description written to match that audience's language and concerns

• A unique landing page URL

• A unique item IDs

• Occasionally, a distinct price point or offer

As a result, you have 3-10 feeds that Google’s algorithm sees as separate listings.

So your one product now appears across the full range of searches in its category

Just like how we ran it for this brand…

We built separate feeds targeting every major search intent around the product and helped them show up for those terms.

One product was doing the job of 4.

Also, notice how each ad carries messaging that mirrors what the buyer searched.

A woman searching "creatine for women" sees a title written for her.

That alignment between search intent and ad copy drives CTR up.

And when CTR goes up, Google reads it as a relevance signal, ranks you higher, which drives even more clicks.

And the cycle keeps going

We've seen great success with this strategy across many different verticals.

Especially with products that have multiple use cases or buyer personas.

And it’s definitely one of the higher-leverage things you can do in Shopping without adding a single new product.

If you want to see how this applies to your account, grab a call with us here.

We'll identify which products are worth building this out for and show you what kind of results to expect.

Jackson

Founder and CEO of Echelonn.

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