Categories
Google Ads

Know Everything About Google Shopping Actions

Shopping Actions simply enable retailers to show their products on different Google platforms like Google Shopping, Google Shopping mobile app including Google Search, Google Assistant for mobile and Google Home devices. 

Under the Shopping Actions program, it offers the shoppers a universal cart with Google Shopping experience that they can use regardless of whether they’re shopping on mobile, desktop, or using voice search can instantly checkout with saved credentials, allowing customers to easily turn browsing into buying.

There’s a lot more to know, read the below-mentioned points : –

  • Changing Buyer Shopping Experience

‍Now buyers can easily make the transaction directly on Google platform. Google processes the transaction and sends order information to a merchant for fulfilment.

  • Shoppable Search Results

Now Google makes the search results shoppable for the user by showing the shopping cart icon. These Google search results will appear in Google Shopping ads, image searches and YouTube videos. By showing the shopping cart icon Google tells shoppers that products can be purchased using Google shopping platform.

  • Voice Shopping

Now the Voice shopping is quite trending as shoppers find they can complete purchases using Google Home, mobile devices with Google Assistant.

Google Shopping Actions Working

Shoppers can access the products from Google Shopping Actions in three ways:

Desktop: By visiting Google Shopping marketplace by going through shopping.google.com

Mobile: By visiting Google Shopping Android App / Google Shopping iOS App

Google Assistant-enabled device: Just say, ‘OK Google, buy…”

Shoppers can make the purchase from these stores and their order will be shipped to them.

Google will track each sale, and at the end of the month, sends the retailer or ecommerce store owner (that’s you!) a commission invoice.

Note: While Google ads work on a module of Cost Per Click (CPC) or Cost Per Action (CPA) model, Google Shopping Actions utilizes a Cost Per Sale (+-CPS) model instead.

If you didn’t get any sales via Google, you don’t have to pay them any amount.

How Often Are Retailers Paid?

Once an order is confirmed as shipped in Google Merchant Center, it’s a signal to Google’s systems that the order value is ready to be sent to the merchant’s bank account via ACH.

Once a day, Google made the transfer for all orders that have been marked as shipped.

Take a Look at some Google Shopping Actions Benefits

  • At Once Placed on Multiple Google Platforms

As a retailer, your objective is to maximize the visibility of your products and expose your brand to as many customers as possible.

With the help of Google shopping action, you can showcase your products on Google.com, Google Shopping and Google Assistant.

  • Enhanced Customers Experience while Shopping

People love shopping from Amazon. The reason behind this is that It’s easy to make an order on amazon — from there you can select items from multiple merchants in your cart, and check out everything at once.

Google Shopping Actions also give you the same experience as Amazon. 

The Google Shopping Actions program features:

  • A shareable list
  • A universal shopping cart
  • Instant checkout with saved payment credentials

  • Pursue Customer Experience

From Google Shopping Actions customers get personalized item recommendations, and with this, they can re-order products with just a single click.

If a person regularly purchases makeup remover on a monthly basis, Google will display her same brand of makeup remover, right when she has the highest intent to re-order the product.

  • Build an Email List

A retailer on Google Shopping Actions gets all their buyer data, and it will help them to build their email list. During checkout, Google prompts your shopper to sign in to your email list.

After getting customers’ email, you can re-engage with them and notify them about your currently running promotions and encourage them to purchase again…

By doing this you can increase your Customer Lifetime Value (CLV) and overall revenue will also increase. 

  • Commission Sale Model

We’ve mentioned this before that Retailers on Google Shopping Actions don’t have to pay per click or per action; rather they have to pay only when Google generates a sale.

It will be the best model for a new startup or a small ecommerce store who’s operating on a tight budget. 

Retailers who use Shopping Actions in addition to Google Shopping search ads see an increase in the total number of conversions at a lower cost as compared with shopping ads alone.

Take a glance at this post to ascertain the Google Shopping Actions commission rates.

Who’s eligible for Google Shopping Actions?

The objective of Google’s with Google Shopping Actions is that they want to make online shopping quick and easy for shoppers. 

Here’s are some points that make you eligible: 

  • Your transit time of products shipment must not exceed 10 days.
  • Maximum product handling time restricted to four days. If your product handling times are greater than four days then google will not show your product.

Note: Google reserves to automatically cancel orders that aren’t shipped within three days of your handling time.

  • Provide a legitimate tracking number to their shopper within one day of shipment.

How to Participate in Google Shopping Actions?

The first thing that you need to sign up for Google Shopping Actions, you should set up with Google Shopping.

You start with by going to Google Merchant Center. Where you have to verify and claim your URL and upload your products feed here.

Once you have done, head to Google’s Shopping Actions programme, and go to Google’s Shopping Actions page and fill in the opt-in form. After that, you have to wait for Google to approve your application. After approval, you’ll want to get the ball rolling on Google Shopping.

Our Thoughts

We’ve said this many times before and we’ll say it again: it’s a game-changer for retailers.

If you want to leave behind your competition, you have to get in Google shopping action as early as possible. Start selling before your competitors start to sell first.

Categories
Google Ads

Best ways to increase eCommerce conversion rates

eCommerce business owners are always looking for opportunities to increase the conversion rate that helps to grow their business. Here most valuable tips for increasing the conversion rate for your site.

What Is a Conversion Rate:

Before proceeding you must understand what is a conversion rate and what is the average conversion rating that occurs in eCommerce sites? Basically, the conversion rate is defined as the percentage of users that visit your site and complete the desired action. For example, if you had 25 conversions from 1,000 visitors, your conversion rate would be 2.5%.

The average conversion rate on the eCommerce website is 1% to 2% but it totally depends on traffic quality. 

Here, take a read of 5 minutes to know how to improve the conversion rate of your website.

1. High-Quality Image: When you sell something online, users can’t touch your products so it’s essential your images should be attractive and should provide detailed information. Use multiple images for each product so users can check the product from every angle.

High-Quality Image

2. Product description: Product description matters a lot as it provides all the required information to users that they want to know before buying any product. Concise product information always contains the points mentioned below:

  • Who the product is for
  • What it will do
  • Why it’s good
Product Overview

3 Product videos: Along with the product images, a video also plays a vital role to improve the conversion rate because a video is the best source to show how you can use products and what is the end result you will get.

Product videos

4. Free Shipping Offer: According to marketing research 80% of users expect free shipping. If you don’t offer free shipping then there are higher chances to lose customers. Keep in mind free shipping is a psychological game. When a user doesn’t find a free shipping offer on your website they go on other sites to buy products.

5. Create Urgency: When users see any limited time offer on your website or some other type of urgency, it helps to take quick action from the user end without any distraction. It will help to boost your conversion rate.

Urgency image

6. Keep Competitively Price: When users buy any products they consider the product price a lot. They check the same product on different websites to compare product prices and complete USP. In the shopping ads, product price is visible along with the rest of the detail so it’s impacting the clicks through its rate too.

7. Reduce ACT Abandonment: ACT stands for add to cart, if you have a high rate of ACT abandonment, it means you are losing a customer who wants to buy your products. Below mentioned are the main reasons for the high ACT abandonment:

  •  High product price
  • Shipping cost
  • The too long and unconventional checkout process
  • Slow website loading speed
  • Asking too much of details

8. Concise Website Structure: Make sure your website structure should be very easy and clear that helps users to find any product without any hassle. In this era, every industry is full of competition so if any user will have trouble finding products on your website they will leave and go on another site. 

Concise website structure

9. Customers Review: A majority of the customers want to see reviews before buying any products. New customers are always curious to know what existing buyers are saying about the products. If you have a good review of the product it helps to boost the conversions rate.

Customer reviews

10. Optimize for Mobile Devices: With the advent of technology, 70% of the customers use the internet on their mobile device and if your website doesn’t provide a great experience with mobile usage you’re missing a large number of sales. So make sure your website is working fine on mobile devices. 

Conclusion:

I hope these tips will help you to boost your eCommerce website’s conversion rate and make sure you don’t miss anything while creating your eCommerce online store. Meanwhile, in shopping ads do proper product segregation, target your potential customers, refine traffic quality, and optimize your product page which is quite essential to run elite shopping ads.

If this article was helpful to you, do let us know. We would love to hear from you! 

Categories
Google Ads

How To Improve Paid Ads CTR?

When you run paid ads, CTR is considered as the most valuable element in terms of overall paid results. CTR stands for click-through rate and it is calculated based on the received clicks divided by the number impression. 

For example, if you have received 10 clicks and 200 impressions then your CTR will be 5%. If you want to increase the number clicks then you must consider CTR. Each ad copy and keywords have their own CTR.  

Want to get clicks on your paid ads, if yes read continue 4 minutes. You will start ramping your paid traffic, save money, and improve the overall paid ads performance by increasing the CTR. 

You need to work on ad copy to raise CTR and get a high number of clicks. 

Below mentioned are the proven tips that will help to attain higher CTR than your competitors:

1. Use a countdown timer in your ads: 

To improve the CTR you need to generate urgency in your ad copy. A countdown timer is one of the best options to attract more users. We have tested downtown timer ads and expanded text ads. Results? We found a 22% high CTR generated by countdown ad copy. 

Countdown timer

2. Use Ads Extension: 

So many ad extensions are available in Google ads but some are extremely important to increase the CTR like site link, callout, promotion, etc. 

Ad extensions grab the users’ attention that helps to increase the CTR. Experts say if you use ad extension precisely, it will increase 10% of the CTR.

Ads Extension

3. Proper Use Of Primary keywords: 

If you utilize primary keywords properly in your ad copy, it will help to increase the CTR. Make sure you use primary keywords in the main headline and display the URL. This technique helps to build the trust of users that they click on the right ads.    

Use of primary keywords in ads

4. Use Strong CTA: 

Do not ignore CTA in your ad copy. It’s a good way to increase CTR. CTA stands for call-to-action and you can use it with different angles like “Free Quote”, “10% off order now” and etc. 

5. Write a Compelling Ad Copy: 

Always try to write a compelling ad copy that can stand out from your competitors. If you will write ad copy with the same label of your competitors then CTR will suffer for sure. 

In your ad copy use unique selling points, explain to the user why you’re better than your competitors, what additional advantages you provide comparatively from others, etc. 

Conclusion: 

We have tested all these points in order to raise the CTR and if you will do good practice with these valuable points then it will help you too to get a big push in your ad copy CTR.

Categories
Google Ads

How To Track Conversion In Google Ads?

Tracking of conversion is one of the essential parts of Google ads. If you did not track your conversion then you did not differentiate between your visitor and your customer in that case both get counted as visitors. This is definitely not quite helpful for you.

In this way, you are just spending your money and do not really have any idea about your real customer. For example, people walk into your shop and do not purchase anything. 

How does tracking work?

Tracking in Google ads is done by a pixel that’s a snippet of code. A Pixel is added on your website to track the path of visitors. From that point, you can differentiate between your visitors and customers. For example,  you want to track those persons who download your ebook, so you have to add 2 pixels on your website.

The first one is the global tag that tracks all visitors and the second one adds a thank you page (specific page). Thank you pages only appear when someone downloads your ebook. 

Now you can track how many people visit your website and how many of them download those ebooks.

So let’s get started on how to track conversions in Google ads.

For proper tracking setup, you need to do two things. First, create a tracking pixel, and second, install that tracking pixel on your website.

Create tracking pixels in Google ads

At first, go over to the tools and settings dashboard and click on conversions under the measurement column.

Google Ads Conversions

After that click on the plus button. 

Google Ads Campaign

Here Google gives options about conversion type. Then you have to choose one out of the 4 options. Each option flow is almost similar to each other. For example, you want to track conversion on a website like a form submission, then you have to select the option “Website”.

Type of conversions

After clicking on the website, you have to fill information regarding your objectives in the category section. For instance, lead category or sales category, etc., here you have to select and submit the lead form because we need forms submission.

Google Ads Lead Form

The next step is to give a name to your conversion like sign-up or form submission etc., it’s up to you.

Lead Form Submission

After the given name, you have to select the value of your conversion. Select “Use the same value for each conversion” and enter a value like each conversion to get you $75 then add $75. Remember to use this option when you have a static product or service value. 

You know about your lead that every lead on an average gives you $75 then adds $75 value. 

If you have multiple products then select “Use different values for each conversion” because your product value changes every time when someone purchases and leaves your website.

And the 3rd option is to select “Don’t use a value for this conversion action (not recommended)”. This option is not recommended by Google because every conversion has a value that’s’ why Google did not recommend this option. Rest, it’s up to you.

Conversion value

The next step is to select “count”. This means how many conversions to count per click or interaction. You have 2 options: one is “every” and the second is “one”. 

Every

This feature provides the information of conversion for example if someone is clicking on your ad and goes to the website and in the 1st time they buy one product, after completing the purchase they buy one more again. This means a person clicks one time but conversions are counted 2 times.

If you are using every count it means you have conversions but in an incorrect way. This is how you’ll not be able to know how many real conversions happened.

One

You can choose this option when you want that every conversion is separately counted. If we take the above example then this time you have only one conversion because there is the same person involved.

Conversion count

The next step is to choose the “Click-through conversion window”. This feature is quite useful.  Not everyone converts the first time or maybe less than 1 percent of people convert. By giving a time period your conversion counts as per days to enter here also,  you can choose any time period or custom your days.

The next step is Include in “Conversions”.  You can select this option when you run a smart campaign based on this selection. The smart campaign targets the right audience based on this conversion which means every time when someone goes through this process then it counts as a conversion.

The next step is to choose the “Attribution model”. This attribution model is very helpful for tracking conversions. In addition to the same, it is very important to understand that your conversions are dependent on this attribution model.

In the case of the lead generation perspective, you have to select the last click. 

Attribution Model

After clicking on save and continue button. A code is generated which is a tag (pixel). This tag you need to add to your website so that every conversion will be tracked on your website.

How to setup tag (code)

You have two codes: first is a global tag and the second one is event code, you need to implement on your website.

Global tag tracks all website data that fire on every page. You need to add this tag to your header section of the website. If you are using WordPress then use the “header and footer” plugin to easily install this tag. 

Google Tag Manager

A second tag (event snippet), you have to add this tag on your thank you page of your website. For example, if someone lands on your website and submits a form then a new page on the screen that should appear as a thank you page. On this page, you have to add the event snippet code so that this is counted as a conversion.

Event snippet

For phone call

All the steps are the same, just choose phone calls in conversion type. Set no conversion value and set call duration like  30 seconds & 40 seconds as you think a person converts after 30 or 40 seconds that count as a conversion. Rest the process is the same. 

Call only ads

For app 

All the steps are the same, just choose the app in conversion type. Select how you want to track your app conversion and rest the entire process is the same. 

App conversion type

CONCLUSION

Every click on your ad does not get conversion but those clicks which get converted are tracked by tag. A tag will help you to find out the right data about your targeting audience. You will be able to analyze data according to your goal. You can also scale your campaign performance based on conversion data.

Categories
Google Ads

How To Write The Best Ad Copy for PPC Advertising

When you’re going to run your paid campaign some attribution plays vital roles to bring success for you. Ad copy is one of them that 70% contribute to send the potential and right audience to your landing page.

Before visiting the landing page, the audience gets an idea about your services or product specification through ad copy. So your ad copy should be very attractive and should be able to convey to the users to click on the ad copy and reach the landing page.

Now the question is how to write the best ad copy? There are numerous articles and blogs available that talk about writing the best ad copy, but here I’m going to share a proven and forever principle that you must use while writing your ad copy.

The objectives mentioned below will be in context to increase the connection with the audience and improve the overall campaign performance.

Display User’s Objective:

When you sit down to write an ad copy, keep in mind the user’s objective, and write ads in a way that directly appeals to your audience’s desire.

Google Shopping Ad

Look at the ad above, it’s displayed on the search query “sell my car”. I have chosen a simple yet a good example for better understanding therefore, let’s understand the concept with this example. 

Ad Copy headline should be precisely talking about what your audience is trying to accomplish. In the second heading the advertiser offers the advantage of picking up your car by themself.

In the description part, the advertiser highlights the effortlessness of the process and the special reward of getting your cash that day.

Use Scarcity

Scarcity attracts users and focuses them to take quick action. You can use scarcity in two ways.

  • Limited quantity
  • Limited time

It’s a proven principle to increase the CTR of your ads and attract more and more audience. Sometimes advertisers use “hurry, ends soon, quickly but this is not an effective way to show you scarcity in your ad copy. The best strategy to display scarcity in your ad copy like 50 percent off sale “for two days” or limited stock available so order now etc,.

Add Emotional Triggers in Your Ads

The majority of the users take action based on the powerful emotional response, especially online. Normally people read something, experience strong emotional connection and reaction to it.

This procedure is one of the most impressive to write the best ad copy.

You can use an emotional trigger in a different way in your ad copy. For instance some negative emotions, like anger, disgust, and fear can incite an extremely powerful response in the users.

Highlight What Makes You Unique

The services or products you are selling the same is also being offered by thousands of people. So to be unique from other competitors, use specifications in the ad copy that makes you unique. Display in your ad what you have that your competitors don’t have. It will help you to improve the quality of your ad copy and attract more users. 

Match Your Ad to Your Landing Page

Relevancy is most important between ad copy and your landing page. Google gives high credit to ad copy basis on the relevancy. Make sure you show the same offer or specification in your ad copy which is available on your landing page.    

Focus on the Benefits

While writing ad copy keep in the mind the benefits of your services or products. If you demonstrate benefits precisely it always draws the attention of the users towards your ad copy. This principle helps to improve the CTR and overall ads performance.

Summary: How to Write Best Ad Copy for PPC Advertising:

  1. Display User’s Objective
  2. Use Scarcity
  3. Add Emotional Triggers in Your Ads
  4. Highlight What Makes You Unique
  5. Match Your Ad to Your Landing Page
  6. Focus on the Benefits

I believe these proven principles will help you to write the best ad copy that helps to run a successful PPC campaign.

Categories
Google Ads

How To Optimize The Landing Page For Paid Ads

In the paid ads, the landing page is one of the most powerful elements that play a significant role to get a substantial amount of leads or sales. Well-designed landing pages help to set-up an elite paid campaign and raise business revenue that is the end goal of every business owner. 

The Benefit of Good Landing Page In Paid Ads:

After clicking on the paid ads, users land on the page that provides all desired information and which consists of a strong call to action, every advertiser wants their audience to take this action. In paid ads, there are a number of benefits of the landing page but here are two primary benefits for your business.

More PPC Leads: When you use a high-quality landing page it helps to convert more clicks into leads, the reason being users feel they are in the right place and find all whatever they are looking for. 

Better Quality Scores: When you use well-designed landing pages, all paid ads platforms give better quality scores because good landing pages are more aligned with the searcher’s intent. This practice helps you get higher quality scores, better result rankings, and low CPC.

Everyone knows a clean landing page helps to generate fruitful results, here are the most valuable points that should be having on your landing page to yield best results.

A Strong heading: Powerful headlines have a tendency to grab the attention of the visitors and entice them to scroll down. Make sure you are using relevant and best headlines on your landing page. 

Clean and attractive design: Always build a clean and attractive landing page, use a precise content flow that should present information step by step. Professionals keep their landing pages clean and attractive always which helps to get more leads.

User & Mobile Friendly: Your landing page should not be messed up which in turn makes the users go away. Make your landing page from a user perspective that should depict their problems and solutions in the correct way. These days 80% traffic comes on your landing page through a mobile device, make sure your landing page should be mobile-friendly.

Strong CTA: Every paid advertiser wants the users who visit their landing page, take their desired action. You must give clean and strong CTR so that users easily take action if they are interested to proceed ahead with you.

Use Testimonials: If you want to win the trust of the users about your services then you must show them the best testimonials so they can know what people say about your services. Testimonials are extremely helpful to increase the conversion rate of your landing page.

Fast Loading Speed: Your landing page’s loading speed should be very fast, that’s another valuable point to optimize your land page. In this era no one likes to wait for long, if your landing page has poor loading speed then the user will probably leave your landing page before even opening it. 

Final Thoughts:

Effective landing pages are too crucial to run your PPC campaigns. It helps to get a high amount of leads. While creating a new landing page follow these best practices. A high-quality landing page improves the performance of your overall paid campaigns so always use a well-designed landing page.

Categories
Google Ads

Get 3x Plus ROAS with Proper Google Shopping Campaign Structure

When we think about E-Commerce store Google ad campaign structure then we get confused about what structure we will opt to set up the shopping campaign. 

Most of the marketer didn’t go with the optimised campaign structure but they went with to set up the standard shopping campaign. 

Structure of Google shopping campaigns is important because we have limited control over search terms for product adverts.

The optimised shopping campaign structure is as important as shopping feed optimization. Most of the marketer do not know about how-to structure the optimized Shopping campaign that will help in getting the 3X Plus ROAS. 

In this eCommerce shopping campaign structure setup, we are going to explain different types of Google Shopping campaign structure that you can set up to make your E-commerce store profitable. 

1. A Standard Way – One Shopping Campaign with one Ad group

It is a standard approach to setting up an Ecommerce account by creating one campaign and adding one Ad Group, and then divide your product groups out.

Pros about using this structure 

  • Easy to set up
  • Less time to manage

Cons about using this structure 

  • Hard to Optimise search terms by using negative keywords
  • Bid Adjustment on the basis of brand terms or high intent terms is not possible.
  • Not possible to control search queries at the product group level
  • Some of the products will not get as much exposure.

2. Setup Two Campaigns On the basis of Campaign Priorities (High, Medium, Low)

The idea behind setting up the two shopping campaigns using campaign priorities is that you should not miss the opportunity. While setting up the High, Medium and Low priorities shopping campaign you can set the bid on the basis of their priorities. 

Google gives the preference in the auction to campaign in the account as per campaign priority or bid. If the budget of a high priority shopping campaign exhausts then a medium priority shopping campaign will perform the same as a low priority campaign. 

On the basis of priority, you can also priorities you search terms 

  • High Priority to Generic Terms ( Exclude Brand and other irrelevant terms)
  • Medium Priority to Brands Terms ( Exclude Generic and other irrelevant terms)
  • Low Priority to Catch-All Terms ( Exclude Generic, Brand  and other irrelevant terms)
Google Ad Campaign Priority

Good thing about using this structure 

  • Easy to set up. Setup the first campaign then copy and change the priority settings and bid. 
  • More control over bidding on higher intent terms such as brand terms or any product-specific search query. 

Bad thing about using this structure 

  • Twice as many campaigns to manage and create confusions. 
  • It isn’t possible to control search queries at the product level
  • Segregating the products into one Ad Group in each campaign is a challenge.
  • Due to poor product groupings within a single Ad Group then Some products will not get exposure or clicks 
  • Harder to find out the Poor performing products then it will difficult to exclude or manage unless you take them out.

3. On the Basis of Profit Margins 

This campaign structure is highly beneficial. In this approach, you entail to setting up your shopping campaigns to include product categories based on your product profit margins. 

This shopping campaign structure is beneficial because you know how much cost you are able to spend to get the sale for a particular product. Then you can keep an eye on your campaign performance by tracking the amount spent on your particular product. 

Good thing about using this structure 

  • More control over bidding on the basis of intent terms.  
  • Concentrate budget and efforts on the campaign who generating the best return
  • It will improve the profitability of your overall E-Commerce store ad account.
  • It is possible to set device, location and audience bid adjustments on the basis of different types of search terms performance. 

Bad thing about using this structure 

  • Segregating the products in one Ad Group is still challenging.
  • It isn’t possible to control search queries at the product level
  • Some products will not get the impression or clicks.
  • Poor performing products are harder to exclude and manage.

Now the case of using multiple ad groups within Google Shopping Campaign 

In the above-suggested campaign structure, we go through the outer structure of the shopping campaign by using the single ad group. Now you have to work on how you will structure your ad groups within your shopping campaign. 

You can divide up the products by the available Product Grouping attributes by custom labels, product type or by product category etc.

In a small account where no product is less, the Single Ad Group approach can work, but from my experience, it gives you less control over managing products in your account. 

So we always recommend you to further segregate your product on the basis of product category, product type or a custom label. It can be by creating further shopping campaigns or by creating an ad group. 

Let’s discuss what are the disadvantages of one ad group within Google shopping campaign. 

In a single ad group within a Google Shopping campaign, you have to subdivide it on the basis of product group attributes such as Brand, Price and Category

Most of the marketer starts with by adding product group divisions and then further dividing products and adjusting bids over time once you have the clicks and conversions data makes sense. But this approach has limitations. Let’s brief you about the Disadvantage of one ad group shopping campaign

  • In one ad group campaign, it’s hard to further divide out categories, products, brands, price and IDs is a pain if you have tens of thousands of products.
  • If there is any update in products than the product SKUs that did well will disappear from product group divisions.
  • It isn’t possible to find what keywords are triggering specific products.
  • To find out poor performing products is more time consuming with hundreds or thousands of products within one Ad Group.
  • Some products will not get exposure or clicks.because of an exhausted budget. 

Advantages of using Segregated Ad Groups in Google Shopping Campaigns include:

  • By using this you can reduce in your unwanted clicks and spend more on effectively managing search terms. 
  • Get the granular level of keyword search term queries that are triggering product impressions and clicks.
  • Preventing feed and product group updation from messing up your data. 

Some disadvantages of it as well:

  • It can take time to get significant click data for bid adjustments or bidding automation.
  • It can be harder to review, adjust and manage bids when there are hundreds & thousands of product Ad Groups.
  • It takes a lot of time to split out products. . 

Conclusion:

The more granular Shopping campaign or Ad Group structures is then you will automatically get improved or gain performance.  

Categories
Google Ads

How to List Your Products on Surfaces Across Google for free

On April 21, Google announced that it will now display products from the merchant center to an image, search, and Google Lens platform for free.

Back in 2019 when Google announced this program things were not pretty clear but now with Surface across Google, retailers can list their products on Image and Search for free to get more attention and exposure. 

Due to COVID 19 pandemic, most of the countries have strictly applied social distancing norms and this is hurting brick and mortar businesses badly. Google’s move is more important than ever this time for small businesses and retailers to list their inventory online for business.

Of Course this can be seen as Google’s attempt to pull away merchants from Amazon to Google Shopping but this is definitely great news for shoppers, advertisers, and retailers. 

Google Shopping

Shoppers can now see and compare more products simply in the Google shopping tab. Advertisers can now take advantage of free listings with paid campaigns. Also, Retailers can now list their inventories across Google for free. This is a win-win situation for all the players in the e-commerce ecosystem.

Where Will Your Products Display?

With the surface across Google Program, your product will be display across following Google Channels:-

1 Google Shopping:- Your inventory products will be displayed in the Google Shopping unpaid listing tab.

Google Shopping

2. Google Image Search:- When searchers use Google Search to shop for products, they require results that are more visual than a typical listing.

Google Image Search

3. Google Maps:- When you search for a product and if it’s available in any store near you Google will display store results and will inform you about the product availability as shown.

Google Maps

4. Google Images:- When someone searches for a product on Google Image they will see images labeled with the “Product” annotation.

Google Shopping Images

How to Opt-in for Surface Across Google Programme?

  1. Click Growth in the left navigation menu and then click on manage programs from the list of available programs.
Google Merchant Center Programme

2. Add your products

3. Using feeds, add your products to the Merchant Center. Add your tax information (optional)

4. Set up shipping (optional)

5. Verify your website

6. Confirm that your website and URL belong to you.

Surface across Google Programme

The Surface Across Google programme is like butter on the bread for the retailers who are running shopping ads for a while now they can get even more exposure free of cost.

It’s pretty easy to join the surface across google programme. If you haven’t done this, do as described in the post and get more traffic and sales for your store free of cost.

Categories
Google Ads

How To Use Google Ads Auction Insights Tool In Google Ads

You might know about auction insight but does not know how to utilise it to track your performance as compared to your competitor. 

We will help you with an overall overview of auction insights, that will also help you to know how you can compare your performance with respect to your competitor’s performance, who are participating in the same auction as you. Taking data from there, you could decide what action you must like to slow down or to act more aggressively.

Auction insights can be accessed at the campaign, ad group or keyword level. The metrics available to measure this comparison are:

Where You can View the Auction Insights Report?

You can view the Auction Insights report for Google Search campaigns and Google Shopping campaigns. Auction Insight will give you information about advertisers who are using the same keywords in auction as you. Keep in mind that it doesn’t mean that other advertisers have the same settings as your’s in their advertising campaigns.

Auction Insight will now show the keywords, quality score, bids, or settings of your campaigns, nor does it show the same information from the campaigns of other advertisers. It is purely based on performance of keywords at the time of auction.

You can access Auction Insights report at three levels:

  • Campaign
  • Ad Group
  • Keywords

In Search campaigns auction insight will provide insights about six metrics:

  • Impression share
  • Overlap Rate
  • Position Above Rate
  • Top-of-the-page Rate
  • Absolute top of the page rate
  • Outranking Share

In Search campaigns auction insight will provide insights about three metrics:

  • Impression Share
  • Overlap Rate
  • Outranking Share

With Auction Insight, you can generate reports for one or more keywords, ad groups, or campaigns, and Auction Insight shows the report only when it meets the minimum threshold of data & activity for the selected date range. 

Auction Insights Metrics in Detail

There are six core metrics in the Auction Insights Report. Let me explain all of them:

  • Impression Share

Its percentage of impressions your ad receives with respect to the total number of impressions your ad was eligible to receive. You can calculate the impression share as below formula:

Impression share formula

For example your Impression Share is 60%, that means your ad displayed 60% of the time that it was eligible to show. You can not directly compare it with your competitors, as their respective impression share depends on their own setting like targeting criteria, statuses, bids, and Quality Scores.

  • Overlap Rate

It’s how often your ad received an impression with another advertiser also received an impression. For instance, a 40% overlap rate means that for every 10 impressions you got 4, and an ad from another advertiser also received the impression with you.

If overlap rate is higher, it means that your competitor have similar targeting, budgets, and Ad Rank as you. 

  • Position Above Rate (In Search Campaigns Only)

Competitor’s ad your ad are shown at the same time, under Position Above Rate it will tells that how often competitor’s ad displayed at higher position than yours in the search engine results pages (SERPs).

For Instance, when you see your Auction Insights report there a competitor has 20% in the Position Above Rate, it means their ad was ranked higher than you in 2 out of 10 times whenever your ads showed at the same time.

  • Top of the page Rate (In Search Campaigns Only)

It will answer how often an ad displayed at the top of the SERPs, above the organic search results.

For Instance, if you get 200 impressions, and 60 appear in any of the positions above the organic search results, the top of page rate is 30%.

You can also see your competitors’ report of top of the-page rate in the Auctions Insights too. Remember that this metric is independent of your ad impressions. So, if you and a competitor have a top of the page rate of 90%, it’s quite likely that you don’t get impressions at the same time. You can compare this rate with the overlap rate for deeper insights.

  • Absolute Top of the Page Rate (In Search Campaigns Only) 

It will answer how often your ad displayed at the very first ad on the page above all other ads.

For Instance, if you have 100 impressions, with 20 being the top spot in SERPs, the absolute top of the page rate is 20%. If you want to increase this absolute top of the page rate, you should influence Ad Rank with its factors focused on increasing your maximum cost per click (max.cpc) bids, and improving your Quality Score.

  • Outranking Share

It’s the frequency at which your ads ranked higher than a competitor’s ads in an auction. You can calculate the outranking share as below formula:

Outranking share formula

Note, when you make this calculation, you should include instances where your ad appeared in auctions when your competitor’s ad did not.

The outranking share metric offers the best insight into how you are faring head-to-head with another competitor.

How Auction Insights Will Help You?

So, What will you see the Auction Insights report for your Google Ads Advertising? Here some way to use it:

1. Let you know who is bidding on your brand terms.

With the Auctions Insights report, you can see how your competitors bid for your branded terms.

By using this information, you can devise a bidding strategy that will ensure you block competing bids, and attract most of the click traffic for your chosen brand terms.

2. Let you know when competitors are more active.

Knowing when your competitors are placing bids is useful as you can identify days of the week or specific times of the day when they are more active (or less active). You can then adjust your bidding schedule accordingly to win more auctions when it matters.

3. You can see which devices are most competitive

Perhaps your competitors target specific keywords on mobile, but other keywords on desktop. Use these insights to tweak your bidding strategy, so that you can outbid competitors for your target keywords on various devices, effectively maximizing your reach and ROI on each device.

4. You can gauge keyword performance

The Auction Insights report offers performance data for individual keywords or sets of keywords. You can use this information to assess the performance of your keywords — or your competitor’s keywords.

By using these insights, you can make smarter decisions more efficiently about reducing bids, and subsequently, reducing your cost per acquisition (CPA).

You can also identify patterns in other key metrics, including quality score, which will guide decision-making to optimize your PPC budget in other ways.

How the Auction Insights Report will help you to Improve Performance?

The Auction Insights report you will get lots of useful information. Which you can use to improve your campaign. 

When you are analysing your campaign performance then you have a lot of questions. That will allow you to analyze your account. We have listed some the important questions that auction insight report help you with answer:

  • Who are my competitors in Google ads auctions?
  • Are my competitors active throughout the week or month?
  • Do any advertisers have a higher impression share for specific campaigns or ad groups?
  • What are my most and least competitive campaign and ad groups or keywords?
  • How does the competition level influence advertising spend and keyword bids?
  • Have any new competitors entered the market recently?
  • Is there a correlation between my CPC spikes or conversion declines and the arrival of a new competitor (or an existing competitor increasing their impression share)?
  • Who sells similar products to my branded products? Who is using my branded search terms?

After getting the answers of all these above questions, you will have more information that will help you to guide your PPC campaign to success. 

Auction Insights Report Limitations:

With respect to so many benefits of auctions insights there are some shortcoming of it also. Some points that we should keep in mind. 

  • Auctions Insights data has an expiration period of 24 hours.
  • Auctions Insights is available for high traffic keywords only.
  • It only displays the impression share percentage when the keyword was active..
  • It doesn’t show which match types triggered the impressions.
  • It doesn’t give information on competitor metrics, such as CPC, clicks, and Quality Score.
  • It doesn’t tell you if competitors are actively bidding on a specific keyword.

Wind Up

The Auctions Insights report is an excellent tool to know more about your campaign performance with respect to competition. Auctions Insights data helps you to make decisions to improve your bidding strategies, and optimize your PPC budget.

Categories
Google Ads

How To Use Supplemental Feeds

Google Merchant Center has mainly two types of feed, one is primary feed and second is supplemental. Primary feed contains core products data and it is mandatory to run shopping ads. Supplemental feed is an option but can be used for overwriting primary feed data. 

Supplement feed connects with primary feed by the ID attribution and it can update your product data when it connects with ID that is already available in the primary feed.

Why you need supplemental feed:

Primary feed contains all data that is required to run shopping ads but supplemental feed helps to optimize primary feed, along with it  you can add or change anything in your primary feed that helps to improve the shopping ads performance.  

You can add more than 50 different pieces of information in your shopping campaign by supplemental feeds. Like you can use supplement feed to add missing images, GTIN’s, sale prices, custom labels and more.

For example if you want to change product title and current product title is “Men’s Running Shoe –  Adidas”. You can use supplement feed to rearrange your product title without making any change in website or primary feed. You can display your product title like “Adidas Men’s Running Shoe – Red/Black – US size 12.” 

OR 

By supplemental feed, you can add custom labels and promotion IDs which is very useful when you segregate your shopping campaign for better optimization.

Custom Labelling

How to Create Supplemental Feed:

Log in your Google Merchant Center account and navigate to the Products tab and then click on the feeds option.

Google merchant center

Then click on the “Add Supplemental Feed,” button as displayed below. Also, this link may appear as a plus sign in older versions of Google Merchant Center.

Google Merchant Center Feed

You will be taken to the next section that is name your feed, choose Google Sheets, then clicks on the Continue button.

Supplemental Feed

In Google Sheets you can add any type of data that you want to overwrite by supplemental feed but make sure your ID should match with primary feed products. Here I added example data of custom labels in Google Sheets.

Supplemental Feed Google Sheet
  • Last steps! Select the Feed and appropriate Country/Language
  • Click Create Feed
Google Merchant Supplemental Feed

Final Steps!

Now you have almost completed the setup of your Supplemental Feed. Click on your feed name and you will reach on the next label.

Supplemental Feeds

Supplement Feed:

Now click on the Fetch button so that Google can fetch your supplemental feed and start to appear in the same data in Google Shopping Ads whatever you use in supplemental feed. Within 2-3 hrs you can find changes in your shopping ads whatever you done in supplemental feed.

Supplemental Feed

Conclusion: 

Hope this content was  helpful for you to understand supplemental feeds and how it is so easy to create and manage. Supplemental feed is also an extremely helpful tool for adding or improving information in primary feed data. The use of Google Sheets makes this incredibly easy to do, and make changes in real time shopping ads.

Categories
Google Ads

How To Use Best Sellers Report In Google Merchant

Google is adding new features and functionality in the merchant center tool so advertisers can promote their products in a better way. These new features started to reflect in some countries and advertisers began to take advantage of these new functionalities.

In this article, we will talk about the bestseller report features. How does it work and how you can use and take benefits from it.

The best seller report feature is extremely helpful for the advertisers to choose the right products and brands that are value investing and contain their offers. Although this feature is available in the four countries the UK, Germany, France, and the USA.  Expected in the coming time this feature will be available for the rest of the countries too.

The best seller report  – what is this feature?

In this feature, Google displays products and brands that are the most popular on Shopping ads. Google updates data weekly and shows on the top fashionable products so if these products are available to advertisers, they can take more advantage of the sales by increasing the budget and bid.

How Can You Take More Advantage From The New Best Seller Report?

Make right product inventory: By this valuable report, you can analyze and decide the most popular product for the users and the same product you can add in your Google feed and can start to run shopping ads for them. So it really helps to add the right product in your inventory that’s in high demand right now.

Proper use of Budget and bid: You can consume your budget for the right products and it will help your sale along with good ROAS.

Clear insight for Scale: When you recognize high demand products then you can scale with those products with consistently high ROAS.

What Does The New Google Merchant Center Report Look Like?

To review your best seller report follow these steps:

  •  Go to Google Merchant Center 
  • Navigate to the Growth tab
  • Then you will be able to see best-sellers report
Google Merchant Center

In bestsellers report, you can include data such as:

  • position based on fame,
  • photos,
  • title,
  • GTIN number,
  • category,
  • brand,
  • brand inventory status,
  • product inventory status,
  • price range.

In the blow,snapshot for selected USA country and shoe product category. Google gives access to download this report by clicking the download button that’s in the top right corner.  

Google Shopping

Best Sellers Tool Report in Google Merchant Center,

Country: France

And  Google product category: Animals & Pet Supplies

Google Shopping

This report is worth analyzing bestsellers’ products and it is also helpful in planning your own sales strategy.

Conclusion:

Keep in mind customer behavior isn’t too much different in most European countries. Therefore, begin to access the best sellers for the local market. We have been using this best-seller data report to generate the best results for our client. 

If you need any help or suggestions feel free to contact us. If you want to grow your skills and want to generate high ROAS for e-commerce business then follow this complete shopping guide.

Categories
Google Ads

How To Use Price Competitiveness In Google Merchant

Google launched the program named price competitiveness in Google Merchant Center in February 2020 and currently, it’s running in a beta version. 

Most of the users do not know how to utilize the price competitiveness program and have no idea what it does. 

One of the main things about it is that it will help you make a decision with respect to your product prices to make it competitive. 

I will help you go through all the Features of the Google Merchant Price Competitiveness program and how you can utilize it to make a decision for your product pricing.  

Firstly, how will you enable this program? 

This program is available for all without any prerequisite eligibility. It will help you to get access to retail insights and also to improve your product selection and pricing decisions on Shopping ads. 

You can enable this Price Competitiveness program as follows:

  1. Go to Growth option on your left side in merchant center 
  2. Then go to manage programs. 
  3. There you will see the last option with the name Market Insights program. 
  4. Just click enable then it will get enabled. 
Google Market Insights

Let’s know what’s Merchant Price Intelligence?

Google merchant centre price Intelligence helps you to know how market’s prices affect your buyers purchasing decisions as a consequence of the same company’s or ad account performance. Price Intelligence data will be used to optimize the pricing strategy and make the strategy to have more competitive pricing and boosting sales and profitability.

How will you access the Price Competitiveness report?

You have to visit your Google Merchant Center account. On the left sidebar, you will have primary tabs:

  • Overview
  • Products
  • Growth
Price competitiveness
  • Tap on the Growth tab to get the Price Competitiveness report.

How will you analyze Price Competitiveness report?

First, you should need to know about Primary metrics of Price Competitiveness reports. There are few metrics that are interesting despite being pretty rare.

Average product price is the average price set shown on the auction bid.

Benchmark product price is the weighted pricing average of the product that got impressions at the time of auction. This is the product sales price, unlike the average product price, it takes into account all the advertisers that had shown ads during the auction.

Benchmark product price difference is the difference between our sale price with respect to the market’s average price (benchmark product price).

  • Price Competitiveness Main screen. 

Here in this Main screen panel, the Price Competitiveness report shows a chart that gives an idea of your product position in the market.

Google Merchant Price Competitiveness
  • Yellow Graph: Product sales price was higher than 1% of the reference price.
  • Magenta Graph: Product sales price was equal to the reference price.
  • Green Graph: Product sales price was lower than 1% of the reference price.
  • Blue Graph: For this segment, Google doesn’t have enough data to show your product status in the market during this period.
  • Price Competitiveness “Group by” section

Right under this chart, you will see these sections that show your position in the market with respect to various sections under “group by”. There are four aspects:

  • Product: see metrics on an SKU level.
  • Category: It is probably a listing based on Google categories level.
  • Brand: listing by product’s brand you have entered in the feed.
  • Product type: this listing shows the competitiveness according to the product type as per your website product type. 

You can click and get some of these options to have access to subgroups.

Google shopping
  • How will you analyze each product?

To get a fully detailed overview of the competitiveness of each product, you need to select the product group by product option. Once selected, you will have access to a report that shows the following columns:

  • Picture
  • Title
  • Category
  • Product type
  • Brand
  • ID:this is the SKU code for each product.
  • Clicks: clicks obtained during the chosen time range.
  • Your price/Current benchmark price: that means your price and the average price.
  • Current benchmark of the price difference
  • Historical benchmark of the price difference

Here in this tab, you will get the information from which you could determine whether the pricing strategy you are running is actually useful for you or not, so you could optimize which products to display on shopping ads or product listing ads.

Some Benefits of Google Merchant Center Price Competitiveness 

Following are the main benefits:

  • It’s a free tool that allows you to assess your competitiveness by product, brand, product type, or SKU, in a very approximate way.
  • You can detect brands and categories in which you are not competitive enough.
  • It provides you with quite detailed information on each product.

We advised you to utilise this helpful resource of merchant centres of Price Competitiveness. This will help you in making the decision to set the Competitive product price. 

Categories
Google Ads

How To Setup Dynamic Remarketing Campaign

Before setting up a dynamic remarketing campaign, it is important to understand it at first. 

What is the dynamic remarketing campaign and why do you need to set up?

Dynamic remarketing campaigns are those campaigns where you target those audiences who have visited your website before. 

For example:-

You have an apparel website. A number of people browse your website online. Some people like shoes, some people like shirts and some people like purses. Everyone is seeing and interested in different products. 

Now you want to retarget these audiences with what products they are browsing on your website, here dynamic remarketing campaign works. Because these campaigns dynamically retarget the audience with their specific product that they are browsing on your website in the display network.

Remember, dynamic remarketing campaigns work only on the display network.

Benefits of dynamic remarketing campaigns:

  • Scaling campaign.
  • High ROAS or ROI.
  • Higher chances of conversion.
  • Recapture the previous audience. 

Dynamic remarketing is really helpful if you target the right audience intent wise. Like you set up two audiences. 

The first one is all visitors and the second one is who clicks on the check out button but does not buy. If you target these two audiences, first you must need to understand the behavior of customers in which the audience is more valuable. If you bid normally or the same on these two audiences then you are making a big mistake because the second audience intent to buy is higher than the first one.

So how do you settle down these audiences? Simply bid high on the second audience as compared to the first one.

Remember – Not every visitor is your customer. Target those audiences with more focus who will be your customer.

Tips:

Set audience and bids by intent wise.

You must need to configure the setting for a dynamic remarketing campaign. So, let’s configure settings first then set up a dynamic remarketing campaign.  First, go to the tools and settings tab and click on the audience manager under the shared library.

Google adwordsAfter that click on the audience source, then click on edit source over Google ads tag. 

Google adsHere you need to select “Collect data on specific actions people performed on your website to show personalized ads” option under the remarketing section. This feature is needed to enable dynamic remarketing so that every person sees the same product ad, what they saw on your website previously.  

The next option is to select a business type – choose one which fits for your business. If you have an apparel website then select the “Retail” option in this section.

Google adsThe next step is to select retail parameters. You have to select all parameters and click on the save and continue button.

Google adsAfter adding all information, the next step is to install a tag on your website. You need to install two tags on your website in the header section. The first one is the Global site tag and the second one is the event snippet tag. 

Global site tag adds to your website the same as it is. But for event snippet tags you just need to add some values in place of “replace with value”. Just talk to your developer about this code, so that they provide values or generate proper code. After that, you have to set up these tags on your website. That’s all.  

Google adsSo let’s start with how to set up a dynamic remarketing campaign:

First, you have to click on the plus button and select a new campaign. 

Google ads

Then you have to select a sales option in the goal section. Here you have different options to select, each one based on its results accordingly.

Google AdwordThen you have to select the campaign type. Here you have to select the display option because of dynamic remarketing works on display campaigns.

Campaign TypesThe next step is to select the campaign subtype. Here you select the standard display campaign.

Google ads

Also, you have an option to fill out your website address but it’s not mandatory. After the information is filled out, click on the continue button.

Google adsThe next step is to add the campaign name. Here you fill out information according to your choice like the Dynamic Campaign.

After adding the campaign name, select the location option then select the area where you want to target. Like you are targeting New York then add a new york location or if you want to target the United States then select the United States option in this section.

Google CampaignThe next step is to select a language and bidding strategy. You can select a language like English and Spanish according to your audience and website language. The next step is to select the bidding strategy.

In the beginning, you have to select a manual strategy. After you get some conversion then change manual to conversion automatic strategies, so that Google automatically bids on that audience.

Google ads

The next step is to add your daily budget. This means how much you spend on a daily basis. Provide a sufficient budget because you are targeting those audiences who know about your business. 

Google ads budget

After the budget, you have to give the name of the ad group. 

After adding the ad group name you have to select the targeting method. You don’t have to select the automatic method as it means you are targeting all audiences, not the specific one, so here you have to select the manual targeting.

Google ad group

After selecting manual targeting, you have to select the remarketing audience, which audience you want to target like you are targeting all visitors or a specific audience. Select your target audience by clicking on the audience.

Google ads

 

The next section is about targeted expansion. 

Here you select target expansion to keep off because your focus is only targeted audiences. If you increase the target expansion it will mean that you are targeting similar audiences as well. But here only targeted audiences will be in focus therefore, keep targeted expansion off.

Google ads

After targeted expansion, you need to add a CPC bid i.e how much you want to pay per click. Start with little then increase according to the performance of the campaign. After the checkmark, the dynamic ads option and select your merchant center.

Google ads

And finally, you have to create ads for your campaign. You have options like responsive display ads and upload display ads. Here you have to select the responsive display ads. 

Google ads

After selecting a responsive display ad you have to fill out a couple of information like the final URL, add images and logo, headline, descriptions, and business name. Use all the spaces in the headline and description. After filling out information click on add to the ad group and finally click on create a campaign.

Google ads

Google ads

The next step is confirmation so click on continue to campaign. Now your dynamic remarketing campaign is ready.

Create campaign

Pro Tip: 

Before setting up the dynamic remarketing campaign you have set up your audience, the audience you want to target intent wise. Google ads by default generate all user’s audiences.

CONCLUSION

The concept of using dynamic remarketing is very simple. Targeting those audiences who already visit your website. As you understand, With the help of dynamic remarketing, you are able to target the same product to customers who already visited your website with specific products. This way your chances are higher in terms of getting more conversion. 

If you segment your audience based on intent and then target those audiences that’s also more profitable for your campaign. Most of the time we notice that the average conversion rate has increased by 30% as compared to normal campaigns, with the help of dynamic remarketing.

Dynamic remarketing is a good way of re-engaging your previous audience with the right message. You can scale your campaigns with these audiences easily. That’s awesome.

Categories
Google Ads

Uploading Your Products To Google Merchant Center Manually

If you are already running Google shopping ads then you must be familiar with Google Merchant Center, most of the people these days use some third-party tools or plugins to add a feed from store to merchant center. In this post today we will learn how we can manually enter the product data to the merchant center using Google sheets.

With uploading data manually you have full control over the product information and it’s quite easy with a spreadsheet interface.

  1. Log into your Google Merchant Center
  2. Go to Products > Feeds and  then click on the plus symbol in the blue circle as shown below:
Google Shopping Feeds

3. After this you will be asked to set up your feed here you need to select Google sheet as your primary feed.

Google Shopping primary Feed

4. Next step is to register on Google Spreadsheet. Select “Generate a new Google Spreadsheet from template”.

If you select upload schedule in optional settings you will prompt Google to regularly update your inventory overwriting anything that you update through your online store.

Google Shopping Feed

5. After you click continue, Google Sheet will be created from the template and you can find a link to this sheet in your merchant center.

Google Shopping Primary Feed

6. This sheet  has a few tabs at the bottom which you should review carefully.

Google Spreadsheet

7. On the sheet you will need to fill out product information. For product data specification you should follow these details.

  • Id : Product Id is your SKU ( Stock Keeping Unit) which should match exactly on your ecommerce store and other marketplaces to ensure proper syncing .
  • Title :  Here you should add your product name, you can add distinguishing attributes such as color and size here but don’t try to add promotional text here. This should not be no longer than 150 characters.
  • Description : This should be no longer than 5000 characters. Try to add information that only describes your product. Don’t try to include promotional text, store links or any accessories details in this field.

 The other information you  will need to add is  the link of the product on the store, availability in the stock, price and condition of the product.

8.  Go back to your feed list and click on the name of your sheet. In a single merchant center account, you can have multiple feeds.

Google Merchant Center

Click on fetch now and you  can now manually transfer data from the Google Sheet to the Google Merchant Center.

Google Shopping Feed

Adding Google Product information through Google sheet to Merchant Center takes time if your store has hundreds of products. But to optimize product data in bulk this is the best and easiest way. Here at ROI Minds we always focus on creating feed manually.

Categories
Google Ads

How To Use Feed Rules In Merchant Center

Before covering the topic of how to use feed rules, let’s understand what feeding rules are. 

Feed rules are just a rule that applies in feeds for automatic work. If you know how to use the feed rule then definitely you are saving a lot of time to resolve diagnosis issues in the merchant center. Instead of repetitive work on merchant diagnosis issues, use feed rules to optimize data automatically.

Where to use feed rules?

It all depends on you, which category or type you choose. You can use feed rules based on the issue you are facing in the diagnosis section of the merchant.

Like you notice that commonly gender and color etc are issues found in product diagnosis. You can resolve these types of issues automatically by using feed rules.

Feed rule is used for easily modifying your product data, removing errors, and making feed level modification in the Google merchant center directly.

Firstly, you have to analyze the merchant diagnosis. What issue we need to resolve by using the feed rule.

For example, you find that you get an issue regarding age group. Instead of the female category filled in this section, you see that women’s category is filled. Now you know what you want to change. Women is changed to female because female is acceptable but not women.

So Let’s get started

Firstly, go to the merchant account and select your account (in which account you want to use or apply the feed rule). 

Then go to the feed section under the product tab and select your primary feed in which feed you want to apply the rule. 

Google Shopping Primary Feed

The next step is to select the primary feed. After selecting a primary feed, click on create new or plus button and select the age group.

Google Shopping Product Feed

After that, you have two options, first one is where you take the data, which is known as a data source, and the second one is what you want to change, that’s called a modification.

Audience

In the Data Source section, you have to select the attribution by clicking on the “set to” box. After clicking, you have to choose the attribution – by age group under your selected feed then click on the “ok” button.

Data Sources
Data Source Feed Name

After that, click on the Modification section and click on standardization. Then you have to add values (what you want to change and replacement value), as can see in the image below (Original value and replace value):

Google Shopping Ads

Now you have to edit within original value with men and women and replace them with an adult.

You see the results appear at the right-hand side column, changes have not occurred yet on your account. It shows the results that you have done a few seconds ago. If you were sure about the changes that appear then click on save as draft. 

Now, you have to click on the test changes tab so that before changes happen test changes can preview the whole diagnosis whether the feed rule is working fine or not. If all is good then click on the apply button. But if you get some issues during testing then check the values you added, re-correct them and test again with new changes. 

Google Ads Audience

Remember – always test first before applying. The test button conforms to the results you get in advance. 

After applying, changes tend to take place in your account. But it takes a little bit of time before the full changes are made. 

Now you know how to use feed rules. Indeed, you will save a lot of time by using this feed rule. 

Above feed rule is just one example. You can use the feed rule in multiple ways. It’s easy to use but before applying the feed rule, you must know about what changes you want. After answering just this one question, all things are easy to set up.

Some places where you use feed rules-

  • Edit and replace attribute values like age and gender.
  • Add prepend and append in your product title. Like you can add a prefix or suffix on titles according to the condition you apply.
  • You can add promotion on your products automatically by feed rule.
  • You can categorize your product title name in sequence like – brand + size + title + color etc.
  • You can use the rule for the custom labels. Like you can automatically custom label your products by feed rules.

Some important information you need to consider before using feed rules.

  • It is good for simple modification data.
  • Automatically applies whenever a new feed is uploaded.
  • Large feed takes up to 1 hour or more to proceed with the data.
  • Rules are applied on the merchant center Id level individually, not on the merchant account level.
  • You can’t remove products by feed rule but you can exclude them.

CONCLUSION

Feed rule is just a feature you can get in your merchant center. But how to use it, it’s up to you. After applying the feed rule, you are saving a lot of time. Always remember one thing, before applying any feed rule always test first. A test can show the result in advance before applying the feed rule. 

Categories
Google Ads

Boost your Google Shopping Ads With Merchant Promotion

If you are looking for “How you can boost Google shopping ads?” Your search ends here. 

By using merchant promotion you can easily boost your Google Shopping Ads performance.

In this post, you will get to know everything about merchant promotion.  

Merchant promotion helps in show promotion offers on Google Shopping ads. For instance: 

google merchant center promotion

 

When someone searches for “Christian Louboutin strappy heels”  then some google shopping ads are displayed to the viewer.

 The first shopping ad is showing merchant promotion along with an eye-catching word like   “SPECIAL OFFER”. By clicking on this, more detail about the promotion shows up. 

Google shows three types of promotion through merchant:- 

  1. Discount:- such as 30% off, buy one get one free, cashback, buy one get one 20% off or cashback
  2. Free gifts
  3. Shipping – Such as free shipping, etc. 

 

Merchant promotion is applicable to all audiences. You can not show this promotion to a specific audience. 

For using merchant promotion there is a specific criterion that you have to follow:-

  • Promotion must be applied at the time of checkout means you cannot show fake promotion.  
  • That offer must be expiring within 6 months. 
  • You must follow Google’s promotion policies and requirements

Steps to create a merchant promotion:

By following these steps you will be able to create merchant promotion for your google shopping ads:

Step-1 

You’ll need to create a spreadsheet with all required attributes for the feed and any desired optional attributes.

Promotion_id:

The unique ID of the promotion that lets Google know which products belong to a specific promotion.

We’ve listed out the required attribute definitions below.

#Product_applicability:

Specifies whether the promotion is applicable to all products or specific products.

Valid values: ALL_PRODUCTS or SPECIFIC_PRODUCTS

If you are using SPECIFIC_PRODUCTS, then you must map the specific promotion_id to the eligible products in your Google product feed.

#Offer_type:

Indicates whether shoppers need a coupon code to redeem the offer.

Valid values: NO_CODE or GENERIC_CODE

If you are using GENERIC_CODE, then the generic_redemption_code field is required.

#Long_title:

Title of the promotion

#Promotion_effective_dates:

This is where you provide the date and time range of when the promotion is active and ready for validation review.

#For the format, Google states:

The start date and end date are separated by a forward slash (/). The start date is specified by the format (YYYY-MM-DD), followed by the letter ‘T’, the time of the day when the sale starts (in Greenwich Mean Time, GMT), followed by an expression of the time zone for the sale. The end date should be in the same format.

#Redemption_channel:

Shows that promotion is available online.

Valid value: ONLINE

You can reference the Merchant Promotions feed specs and best practices here.

You can add up to 10 promotions to one item by submitting the values separated by commas in the promotion_id field.

Step 2: Choose Products for Your Promotion

To apply the promotion to all products, set the product_applicability attribute to ALL_PRODUCTS.

To apply the promotion to specific products, set the product_applicability attribute to SPECIFIC_PRODUCTS.

Step 3: Submitting Your Promotions

In this step, you’ll need to register and upload the feed for review.

At last, after being approved by Google your shopping ads will start showing promotion. 

Conclusion:

 Merchant promotion boosts google shopping ads’ performance by 200% with improving CTR. 

It is very essential to use while doing Google shopping ads. For showing promotion on Google shopping has to set up merchant promotion by following several steps like create a spreadsheet, choose your product, etc. 

 

Categories
eCommerce Ads Google Ads

How To Use Local Inventory Ads

According to a marketing report, 38% of holiday shoppers use smartphones to search for products and service information on Google before visiting a store. 

Google shopping ads offer online marketers and e-retailers an excellent platform to showcase their products, reach out to their audience, and build brand visibility. So let’s start with Local Inventory ads or LIA, LIA are the local information users ask for. 

We also know that 44% of shoppers wish that retailers could do a better job sharing inventory information, well the good news is LA or LIA actually do help retailers provide this information to customers and when they do the retailers themselves see an upside so where local inventory information was provided in the US retailers actually saw 3 times increase in the CTR and an 80% improvement in CPA. 

So our recommendation to you is to use local inventory ads to drive increased ad engagement clicks as well as store visits which are a really special and important piece here and then take advantage of that local location-based targeting feature to really drive performance to specific stores.

So how does LIA work?

As you search for something in the Google Search Bar like a Fitbit in your body, Google will display results of stores that are selling the Fitbit with distance from your location, opening hours, and price. 

If you click right there on this ad you will be navigated to a Google-hosted storefront, this it pulls information from the retailers feed Merchant Center feed actually.

Who should Use LIA?

  1. Retailers who have separate online & offline merchandising and marketing teams
  2. Have separate offline budgets and success KPIs
  3. Have a strong in-store assortment
  4. A retailer who rely on auto-bidding tools for their online campaigns 

How to Setup LIA’s?

  1. Startup a new shopping campaign supporting all categories and then within settings you will have to enable the local inventory ads through a feature called enable local inventory ads. Moreover, you need to set up an inventory filter for the channel.
  2. Next thing is to do the bidding, don’t select conversions as a goal for LIA, here opt-in for maximizing clicks bidding strategy.

LIA Campaign Strategy Tips 

  • Local only is the preferred setup for departments funding drive-to-store separate from e-comm programs as they can control, optimize & report on performance separate from the e-comm program.
  • Set a 20% higher base bid than your average Google Shopping bid, and adjust the mobile bid modifiers to +100% to drive store visits. Separate campaigns help optimize these specific goals.
  • Mirror programs that are happening in-store to make the most of LIA/Local Campaign. For example – bid up on seasonal items featured in stores, end caps, or in the circular. Some advertisers use LIA to drive inventory relief (bidding up on certain stores or on certain inventory)

Example of Interpreting Store Visit Data :

Online Spend  = $1000

Store Visits = 100

In-store Conversion Rate  = 50% (Assumed)

In-store AOV = $100 (Assumed)

In-store Sales = $5,000

ROAS = 5:1

 

LIA Campaign Optimizing Tips 

 

Bid Higher to reach shoppers closer to your location

Location-based bid modifiers help merchants to increase bids for shoppers closest to their stores.

Increase bids when stores are open

Ad scheduling bid modifiers allow merchants to bid higher during store open hours or high traffic hours.

But don’t “turn off” when your stores are closed because late night/ early morning LIAs help drive shoppers planning their route in advance.

Bid higher by Device

Merchants can boost their bids on the device (Computer, Tablet, and mobile)

As LIA is a mobile-first ad format, we recommend store mobile bid modifiers of at least 100% to start out.

Final Words

Local inventory ads don’t cost any more than regular shopping campaigns, as today most of the searches are shifting from desktop to mobile and consumers grow continually more reliant on Google to guide their purchase, LIAs can help ensure they will find you -online or nearby.

Categories
Google Ads

Get Free Traffic with Surfaces Across Google Programme

Chances are there that you probably didn’t know about the Google- Merchant program, with the name of Surface across Google. Google announced this program back in 2019, they announced that they would start displaying products from Merchant Center feed in areas other than Shopping Ads.

At that time, Google didn’t clarify the details about the area where products will be shown with Surfaces Across Google that got cleared recently.  

The following new areas include Surfaces Across Google:

  • Images
  • Search & Shopping
  • Lens

The best thing is that Google will give extra exposure without charging anything from merchants for this service. 

When someone makes a search for “Dining chair”, Google wants to provide the search results with the most relevant information from as many retailers as possible, so that shoppers get the result with the right product that they are searching for. 

Behind this program, there is a win-win situation for both Merchant and Google as well. With this Google engages with businesses and merchants to make them back on using shopping and other paid options. 

On the other hand, Google wants to enhance its user experience and as well Google gives free resources to Businesses to at least upload their product, Irrespective of whether they wanted to run paid shopping ads or not. 

Another thing behind this is that they are attempting to pull merchants away from amazon and other online e-commerce platforms.  

Who are eligible for Surfaces Across Google?

Surface Across Google program is open for all Merchants. Anyone can have benefits  of this, they just need to have the following:

  • Online Store
  • Merchant Center Account
  • Product feed with Structured Data Markup

What’s Big Deal in Surfaces Across Google and Why you Should Go for It 

With surface across Google, you will get traffic with the highly purchase intent audience. So it’s really a big deal with Surface across Google. 

Google does its best-ever before and helps these businesses by connecting them with potential buyers. If you haven’t taken advantage of this opportunity yet, there are three reasons why you should go for it without waiting for any longer.

1. You’ll have more without spending any Penny

As we already mentioned that you don’t have to spend anything, Google offers you greater visibility across Google surfaces for free. 

You just have to upload your product feed to the Merchant Center.

It’s a  good thing in cases like when you don’t want to spend more on ads or are not ready to start spending on ads or you don’t need to make changes in your budget but your profit margin will increase. 

2. Reach the Untapped Audience

Surface across Google will help you to tap the users who are not recognized or are untapped from brand or product. 

It’s beneficial for companies who are not paying to get traffic to their website, and it will also give additional traffic to companies who are currently running ads.  

Most of the shoppers check out the images of products on Google images before making any purchase. Let’s imagine how many shoppers could convert if Google shows your products in front of them while they are searching for images. 

So just optimize your product for Google images with descriptions and enable all steps for “surface across Google” and enjoy completely free customers. 

In the year 2018 Google introduced the Google lens and in the year October 2019 its reach 50 million users.

 Google lens is used by Shoppers to find out the product by clicking the product image. So there are many potential customers who are searching for a similar product to yours. 

3. Get Highly Targeted and Qualified Traffic

One of the best things about Google Surface across Platforms is that it will give you highly targeted and qualified traffic. 

A much more exciting thing about it is that Google will display your product much more like Product Listing Ads. 

 How can you get started?

Now you know about the benefits of Surfaces Across Google then there is no point to forego from utilizing it. 

It’s the easiest way to increase your number of shoppers to your site and completely free.

No other platform other than this will give you this opportunity as compared to eCommerce companies.

Firstly you just need to qualify your product feed to the following attributes:

  • Id
  • Title
  • Description
  • Link
  • Price
  • Brand
  • GTIN
  • Availability 

If your products include apparel or accessories, then there are some other Google attributes that need to be included:

  • item_group_id
  • color
  • size
  • pattern
  • additional_image_link
  • gender
  • age_group
  • size_type, size_system
  • material
  • condition

How will You Confirm it’s Active or not?

It’s pretty easy to verify your Surfaces Across Google status whether it is active or not from Google Merchant Center. 

You have to navigate to the tools section of Google Merchant Center and selecting the

Surfaces across Google link:

There you will see whether your account is active or not. 

Let’s get started to get the benefits of free surface across Google programs, we are here to help you to make your store more profitable.

Categories
eCommerce Ads Google Ads

How to Setup and Use Google Product Ratings

Google Product rating is the program provided by the Google Merchant Center. By participating in this program it will enable you to show your product rating (star-ratings) to users on Google shopping ads.

Product ratings and reviews help shoppers in their product research and help them in making purchase decisions.

Product rating is in the form of star rating from 1 to 5 and designed to give shoppers an overview of the product’s performance and make trust in the purchase of that product.

How will you add Google Product Rating In Google Shopping Ads?

To add Google Product rating to Google shopping ads your product should have at least 3 product reviews that will be aggregated to form an overall product star rating. 

Product ratings can be sourced from various places including your own site and from a review aggregator site such as Review.io or many others. It can also be aggregated from Google Customer Reviews. 

Learn Google Product Rating Working

One thing that all we should know is that Google Product Rating is specific to product, not seller specific. In Google product rating product performance rated, not the business who is providing it. 

You can aggregate the reviews for a product from multiple retailers, marketplaces, and third-party review sites. This is all done by the Google Merchant center program by using globally unique product identifiers such as GTINs, or other metadata data related to the product such as SKU, Brand + MPN pairs and product URLs.

When a search is performed for a product – such as ‘Wishbone chair’ – a list of different models of Wishbone chair will be listed, some products showing aggregated Product Ratings where applicable. Sellers selling this model can be located by clicking on the individual product listing.

What are the Benefits of Product Ratings

Having a product rating or review on your own site is different from the perks of Google Product Ratings. Take a look at some main benefits of Google Product Ratings.

1. Google Product Ratings make products stand out in shopping ads.

Google Product Ratings will make your product stand out from your competitor product. These star ratings will catch the eyeball after all that is natural, who will not love a flash of gold?

For example, if you are looking for ‘Wishbone chair’ and some listings will show stars and others don’t, then eyes will naturally be drawn to the star because there is a little gold digger inside all of us!

There is also a concept that stars = trust, and quality ingrained with it, and that will make us biased towards product listings that feature them.

Google Product Ratings

2. Customers get educated about the product. 

Product rating and review also help the shopper to know more about the product. They are more educated about the product by getting more information from the review. 

The product description is not sufficient to get all the information about the product. They are a little impersonal, just a copy of the manufacturer description that will make it ‘scripted’, and many shoppers realize it is written by marketers whose job it is to sell the product. 

Now Customers product reviews will help the buyer get more information about the product that is not conveyed from the product description 

Google Product Ratings mostly contain valuable information about the product that may make or break a sale.

Shoppers who wanted to know more about the product which they wanted to purchase are also less likely to be disappointed. On average, it’s said that 78% of Shoppers who read reviews are more satisfied with their final purchase. 

If you give more information about the product then the buyer leads to more confidence in your product which further increases your conversion rate. 

3. Google Product Ratings help in to increase the on-site conversions too

Google Product rating will leave the impact on the buyer journey. After viewing product ratings it will build trust, inform, and confidence on the arrival of your site. 

They have already covered quite far along the buying journey and come with a high intent when they arrive on your site.

By Increasing trust off-site, it will lead to an increase in on-site conversions, sales, and profits.

How you can get the power of Google Product Ratings

Google product rating is not unique only to you, they are aggregated from the different review sites. So most of the sellers are selling the same product with the same ratings aggregated from the same source. 

Technically you are competing with other sellers who are selling the exact same product with the exact same Google Product rating. 

So, how can you stand out from this?

There are four steps to make your Google Product Reviews to win over your buyer.

1. Sell Renowned Products

Wanted to succeed in Google shopping? Then there is a need to sell the product that can achieve the above. You should stock the product that is previously highly rated so that you can stand out in a good way.  

If you’re selling your own branded products then make sure you are collecting high-quality product reviews from your customers and sending them to Google review. 

2. Regularly Optimise your product listings & bid high

Now the question is how to compete with other sellers?

In order to compete in Product listing ads, you should make sure you are optimizing your product listing and bidding for your product. It will help you in securing the top spot position and make the most of the shopper land up to your site as compared to your competitors.

3. Collect Seller Ratings

Product is the same and product Price is the same then how will buyers determine from which store they will prefer to buy the product. So the seller rating and the product rating go hand in hand. They will prefer the store who has a higher seller rating. 

4. Competitive Product Pricing

Last but not least is your Product pricing. Google shopping is also known as a product price comparison site. 

The final thing that needs to be considered is your product price. It should be competitive. Even if you have flawless Seller Ratings and have a product that is 20% more expensive as compared to your competitors, It’s likely to make your customers not click on your ad.  

Product Rating In Summary

Now you know that there are many benefits of Google Product Ratings but getting them is just half the battle. With all these, you should make sure you optimize your pricing as per competition, bidding and descriptions help you to stay ahead of the pack on product listing pages and get customers to choose to buy from you. 

Want to know more about Google Product Ratings? Head over to our website to jump on live chat with one of our advisors and we’ll be more than happy to answer any of your questions.

Categories
eCommerce Ads Google Ads

How to Use Market Insights in Google Merchant Center?

Google has added new features in the merchant center to optimize your product feed in a better way. 

Product feedback contributes 70% to making your shopping ads successful so make sure you’re using these features precisely to make your shopping campaign profitable.

In this article, we will talk about the Market Insights features. How it works and how you can take advantage of this most valuable feature.

Market Insights data is extremely helpful to build a powerful business strategy. This data includes best-selling products and the most competitive product price points for your industry.

How can you find this feature in Google Merchant Center?

When you enter your Google Merchant Center account then click on the Growth option then click on Manage Program and then you will be able to see Market Insights.

google merchant center insight

Who’s eligible for Marketing Insight:

This feature is not available for all countries. Only selected countries can pursue with the advantage of the same. Please check the suitable Merchant Center Terms of Service based on the country to use this feature.

Benefits

  • Google provides benchmarks to better recognize and evaluate your position.
  • Use market insights to help inform your business decisions, such as your products and pricing strategy
  • Identify and sell products that already display a competitive advantage.

How it works

You need to enable Market Insights under the Growth and Manage Program. Then you will be able to see two new reports appear in Growth, including the price competitiveness and best sellers report

Price Competitiveness Report:

The price competitiveness report explains how other competitors have the same price products that you sell. You will see an average price for each product, which can help you understand the price at which other advertisers are successfully attracting clicks.

Best Sellers Report:

Available to retailers who use Shopping ads or Shopping Actions, the best sellers report shows you the most popular brands and products used in Shopping ads. In addition to the same, it shows you whether you currently use them in your feed or not. 

This popularity data is grouped by Google product category and country to help you decide which new products and brands to stock. It also helps you to recognize the products and brands that would be of an advantage from an enhanced budget or bids.

Conclusion: 

Hope this article helped you to understand Google Merchant Center Market Insights’ new feature.

 It’s really helpful to optimize your feed and gather information about the products which you are selling. By helping with this new feature you can carry your products better than competitors that help to increase sales and profit. 

Furthermore, read the full 2020 shopping ads guide to make your shopping ads more and more profitable.