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.

Supplement feed

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.

Good merchant feed

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 supplement feed

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

Supplement feed setup

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.

Supplement feed Google Sheet
  • Last steps! Select the Feed and appropriate Country/Language
  • Click Create Feed
supplement 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 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 shopping market insights

Let’s know what’s Merchant Price Intelligence?

Google merchant center price Intelligence helps you to know how market prices affect your buyer’s 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
  • Tap on the Growth tab to get the Price Competitiveness report.

Google shopping ads

How will you analyze the Price Competitiveness report?

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

The 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).

1. 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.

Price Competitiveness Main screen

  • 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.

2. 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 category

3. 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 utilize this helpful resource of merchant centers 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 merchant center 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 merchant center feeds

4. The 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 merchant center feeds

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.

Product feeds

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

Google Doc

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 any 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 feeds

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

Google merchant center feeds

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 Access Google Shopping Account?

Discover how to access Google shopping ads accounts that drive more sales and profits.

First of all, I have to set up a merchant center and need to link it with a Google account. 

Here is a step by step instruction to set up a merchant center and then to link it with google account and then how to set up google shopping campaigns. 

Step – 1 Sign in to your Merchant Center account

google merchant center

Step-2 Click the tools icon, then select Account access

google merchant center

Step-3 Select the account access option.

how to get merchant center access

Step-4 Enter the email address of the person you want to invite after a click on ( + ) plus sign 

google merchant center

Click Save 

Step – 5 Select option Account access in the tools menu bar

account access

Step-6  Type Google ads ID shown in the top of Google ads account

google account access

google account access

Step – 7  Click Save 

Now, your merchant center is linked to your Google ads account 

Here are step by step instruction to set up Google shopping ads account:- 

Step – 1 Login into your Google Ads account.

Google Ads account.

Step -2  In the page menu along the left, click Campaigns.

Campaigns

Step- 3 Click the plus button, then click the new campaign.

new campaign

Step- 4 For “Campaign type,” select Shopping and click Next.

google shopping

Step – 5 Choose your advertising preferences-

a.)  Merchant –  Select the Merchant Center account that has the products you want to advertise. If you don’t see any accounts here, you’ll need to link your Merchant Center and Google Ads account first. You can’t change the merchant after you’ve created the campaign. 

Here you can learn how to Link Merchant Center and Google Ads.

merchant access

b.)Campaign name – Enter a name for the campaign. You’ll use this name to find the campaign later. 

You can change the name after the campaign has been created.

campaign name

c.) Country of sale –  Select the country where your products will be sold and shipped to. Ads will only be shown to people from the country you select.

google merchant center sale

d.) Bidding –  Select which type of bidding to use in your campaign. You can change this setting after the campaign has been created.

e.) Campaign priority – If you have multiple campaigns with one product, use campaign priority to decide which campaign’s bid will be used. If campaigns have the same priority, the campaign with the higher bid will serve.

campaign priority

If you are advertising one product then there is no need to set a campaign priority. 

Networks: If you want to show your ads on Google search network when people search for terms that are relevant to your service, then select Google search network 

If you want to show your ads on Google partner platforms like youtube, Gmail & discover, etc. Then select youtube, Gmail, and discover as shown in the below image.

google search partners

Click Save and continue.

AD GROUP CREATION:-

1.Choose what kind of ad group you want to create:

A.) Product Shopping ad (recommended if you’re new to Shopping). This type is basically for individual product ads. These are created automatically using the information from your Merchant Center account.

google shopping adgroups

B.)Showcase Shopping ad –  This type is basically for Multi-product ads. Suppose customer search “couches” on this broad keyword, this type of ad group shows multi couches instead of a single.  The process for creating these requires some additional steps also.

Google showcase ads

2.) Ad group name –

  Enter a name for the ad group. You’ll use this name to find the ad group later. 

Click Save at last.

Conclusion- By following these steps you can create your merchant account and also can link your merchant with google ads. After completion, you can run your google shopping ads, boost your profit, and eCommerce store growth.

Categories
Google Ads

How to Use Custom Labeling in Google Shopping Ads

Custom labeling is a type of tag that you can use to filter and group the products in the Google Ads campaigns.

Before we understand how to use custom labeling in google shopping, you have to be clear of why you need to use custom labeling.

Why you need custom labeling-

  • Grouping specific category products together.
  • Better overview of your performance campaigns.
  • Finding the sweet spots products.
  • Better control over the campaigns.
  • You can higher bid on fast selling products and lower the bid on slow-selling products.
  • You can apply custom labels according to the group and set different bids based on different product groupings in the ads campaigns.

Custom labeling is an easy way to organize your products. Custom labels have  5 empty boxes where you can add your data or value according to your requirements. Custom labeling starts from 0 and ends with 4.

Easy ways to use custom labeling 

Based on seasonality – spring, summer, and winter season.

based on profit margin – Long sleeve shirts and jeans have a high margin product.

Basis of high performing products – leather shoes (high selling products).

Or 

You can use custom labeling according to the product category like – Socks, Shoes, jeans, and Shirts, etc.

Custom labeling is a simple and quick way to organize your shopping campaign. Below are some cases where you can use custom labels accordingly:

Case 1- you can label your products based on the high, medium, and low-profit margin and adjust bids accordingly on it.

Like you can use custom label 0- profit margin according to low, medium, and high-profit margin items.

Case 2-   You can adjust the bids based on product pricing. Also, you can assign higher bids on the most expensive items and lower the bids on less expensive items.

You can use custom label 1 -price categories like under $25, under $40, and under $70.

Case 3- you can show your products based on the seasonality base. Show the right products based on the season. Like shows woolen clothes in winters. 

Here you can use Custom label 2- seasonal base according to Spring, summer, and winter.

Case 4- sales item and free shipping

You can use a custom label based on a free shipping product and have to find which products are most interested in and then custom label on those items. 

Here, you have more chances to convert on those items.

You can use Custom label- 3 shipping or free shipping.

You can use all custom labels at once if you want.

For example –

First, you analyze your product data first. After analyzing you find out your highest performing item is short sleeves men’s category under the range of $30 to $50 plan shirts. Now you custom label these categories.

Custom Label 0 – Men’s Tee

Custom Label 1 – Short Sleeve Shirt

Custom Label 2 – Summer

Custom Label 3 – under $30 to $50

Custom Label 4 – Plain Shirt

Now you have to set up a campaign based on these custom labeling. Because you know that this category item is performing very well. 

Now, you have to set up a simple shopping campaign and only run these custom labeling category items and exclude all products. 

Google gives you an option to filter the product based on a brand name, product type, google product category, and condition value, etc.

After assigning all custom labeling you can use the custom label in your shopping campaigns.

You can use the custom labels in Google shopping in two ways. The first way, you click on campaigns then go the settings tab and click on the inventory section where you can use custom labels according to your requirements.

custom labeling

The second option is to click on the campaign and then click on specific ad groups, now click on the plus button in front of all product tabs. Here you select your custom labels according to your need.

custom labeling

Conclusion-

Custom labels are nothing more than just a tag. Where you tag category or products accordingly. Custom labels are very useful if you use them in the right way. Labeling the products makes it easier to manage and analyze the custom labeling performance Campaign. 

Categories
Google Ads

Google Ads : How to Set Up DSA feed Campaign ?

DSA stands for Dynamic Search Ads. Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer.

In the DSA campaign, Google shows ads according to the relevance between search and landing page. Before you’re going to proceed further, you must understand what DSA search ads are.

What are dynamic search ads?

DSA is the automatic ads based on our website content. Google matches the queries of people with the text on our website pages. 

These are the ads that are shown based on the content of our site. DSAs are very similar to traditional text campaigns but differ in one big way which is that they can help to attract more clicks and conversions in comparison to traditional search ads. 

So with the DSA campaign, we can drive additional traffic to our site and they can also help to close the gap in keyword coverage and product inventory. DSA campaigns are very useful for large product-based e-commerce websites.

Dynamic Search Ads Page Feed:

By using page feed we can specify precisely which URLs to use with our Dynamic Search Ads. With the help of dynamic search ads, page feeds advertisers can upload a list of URLs from their website that have been cleared to use in dynamic search ads campaigns. 

Sometimes when we provide a page feed of any specific page such as landing page from our website it helps Google ads to determine when to show your ads and where to direct people on your website.

Steps to Set up DSA Page Feed:

Before you start you need to keep in mind a few things. You need to download the page feed data template or you can create your own spreadsheet with at least two columns page URL and custom level.

Page URL: This is the URL of your target pages from the website. And this can be the URL of your whole website.

Custom label:

These are nothing but we can use these label values to create the product grouping in the campaign. But here custom labels are based on the Page URL in column A. We can separate one or more labels per row with a semicolon (;). Mainly custom labels depend upon the page types, reviews, availability, category, price range, etc.

DSA

Steps to create your page feed

Step 1: Click on the tools and settings option from your Google ads account.

Step 2: Click on the Business data option ( go to set up -> Business data).

google DSA

Step 3: click on the plus sign (+) and choose page feed from the drop-down menu.

Step4: Then give your feed name and choose a file to upload.

Step 5: Press the preview button

Step6: If there is no error found, click the apply button.

Now page feed is uploaded and after reviewing, it will be ready for Dynamic Search Ads (DSA).

Use of DSA page feed in DSA campaign:

Step1: Click into the settings option from the Google ads campaign. And Scroll down to the Dynamic Search Ads section. Open it up, now you will see:

Google DSA

Step2: Now enter your domain name and select the language. After that make sure, you choose my page feed only section from select a target source. And scroll down you will see one-page feed there. Now click the save button.

Step 3: Now click on the dynamic ad targets section. Then click create dynamic ad targets on (+) button. You will see the window like this:

Google DSA

Step 4: Add your custom label based on your page feed and set the bid for every used label. After adding all custom labels, uncheck the ‘All Web Pages’ default and press the save button. And now you will see your final set up window.

Now you can adjust your bid and you can pause any label and also check the performance data.

 This article is quite helpful to set up a complete DSA campaign with page feed. There are very easy steps to understanding the structure of the Dynamic Search Ads campaign with images.

Was it helpful to you? Kindly let us know in the comments section below.

Categories
eCommerce Ads Google Ads

3 Best Steps To Find Negative Keywords For e-Commerce

Suffering from finding negative keywords from the campaign? So, here in this guide, you will Completely know about “how to find 100% right negative keywords?. 

As we know, search ads campaign and shopping ads campaign 90% success depend upon how many keywords we will put in negative keywords? 

Have you asked yourself why we find negative keywords? If not, that is very important to know about this question before doing finding negative keywords. 

What are the negative keywords? Why do we find negative keywords? 

Search terms that are not relevant to our ads, landing page and service that we are offering. These search terms we can call negative keywords. 

It is important to find negative keywords because by finding negative keywords, we closed the door for the irrelevant search term. So, due to this more and more relevant search terms will come that increases a chance for conversion. 

So, hope you understand why we find negative keywords? 

Best Ways To Finding Negative Keywords

Now, the next question has arisen “ How can we find the right negative keywords?

Here, we sharing our 3 best steps to find negative keywords that help us in boosting the performance of the client’s project. 

Step – 1 First Step ( Understand your product properly)

Firstly understand your product properly; as it is important to understand your productivity to find the right negative keywords. 

The main question is “ what things you should consider while understanding the product, find as below:

  1. Product category 
  2. Product qualities 
  3. Product usage
  4. Who can buy that product? 

Below you can see the product image, detail, specification etc. 

The point that has to note:- 

a.) Product used to move heavy furniture

b.) furniture lifter and roller 

c.) Pad slider 

d.) Made of plastic and have PVC handle 

e.) Price $49.9

f.)  Discount 50% off

negative keywords

negative keywords

Step-2 (Understand keyword search terms)

After proper understanding of the product then you have to understand search terms. 

Put the search term into a negative keyword list that is not relevant to the above-noted points of the product. 

Understand keyword search terms

Above image is showing negative keywords:- 

lifting dolly

safe mover dolly

machinery dolly

Lifting heavy aquarium 

Find this type of negative keywords from the search term and then put them into a negative keyword list. 

Step – 3 (competitive analysis) 

There are many search terms that are relevant but unable to convert into leads.

 So, this type of search term is also important to put in a negative keyword list. 

For example:-   One search term we found “ heavy furniture lifter “ that takes $36 cost with zero conversion. Then we searched that term on Google and found that the same product is dealing with low prices here and also some companies offer free shipping here.  So, on this search term, we will not get any conversion until we set the lowest price and give any other offer. So, put this search term into a negative keyword. 

competitive analysis

By conducting these three steps you will find 100% negative keywords. That will automatically boost your campaign performance by coming from the relevant customer. 

Hope, you will know about “ how to find negative keywords ? “ inefficient manner. 

Categories
eCommerce Ads Google Ads

Google Shopping Setup Guide 2020

Shopping in real life to online stores one must always be very particular about their choice. Choosing the right platform is not as easy as it seems to be!

Google Shopping ads are the best source for an e-commerce store to drive a substantial amount of traffic that converts well into customers.

In the Shopping campaign, Google does automate most of the work to target potential customers but you need to use your intelligence to give the right direction to your Google shopping ads to get maximum number of sales.h

In this guide, we will cover major things  from setup to optimize , which shall further help you to set-up an elite shopping campaign.

Let’s get started!

What Are Google Shopping Ads?

Google Shopping Ads are also called product listing ads (PLAs) that appear on Google’s Search and Shopping results.

google shopping

 These product-based ads consists of information as stated below:

  1. Google shopping ads display at the top of Google’s search engine results page, even before organic listings for relevant keywords.
  2. These include visuals of the product.
  3. Also include additional information that boosts engagement, such as prices, reviews, and special promotions.

Why Should You Use Google Shopping Ads?

Marjory of e-commerce business owners tend to get curious to run Google Shopping campaigns because they can display products where potential customers are. Let’s briefly understand this.

Below are few reasons to  the run Google Shopping Ads:

Top rank for shopping ads:

Google displays shopping ads in the top results list where there is a high chance to get a maximum number of clicks and grab more attention of the users with eye-catchy images including additional offers.

Checkout below screenshot of a typical Google search results page for your better understanding :

google shopping

As you can see, there is no room left for organic results and Search Ads are also getting pushed further, down the page.

Shopping Ads get the top place in the search results as their visual format attracts most of the clicks.

Show and tell

If you are looking to buy shoes and search on Google, Search ads will provide you information but shopping ads will display the actual product  in front of you; including valuable information that gets a pretty high chance of more clicks.

Shopping ads display different product types, models, colors, prices, as well as the stores they can purchase them from.

google shopping guide

How Does Google Shopping Work?

Google shopping ads work differently than regular search ads. Google algorithms fetch all product data from the product feed available in the Google merchant center. Users see shopping ads with images of the products, with a price and additional information such as reviews, discounts offered.

Understand What is Google Merchant Center Exactly:

Google merchant center is a platform where your product data feeds are uploaded in different ways. A product data feed is a list of all the products that you sell online. This list contains a special format and tons of attributes. Below are some key attributes of your product data feed:

  • Product Title: Title is contained with the name of your products and title text shows with your ads serve.
  • Product Description: This text describes your products and shows when your ads clicked by users.
  • Product Category: This category defines your product type.
  • Product ID: Product ID is the unique identity  of your products
  • Product Type: It is defined by the product owner
  • Product Image: Google defines image size basis on product category
  • Destination URL: Your destination URL should be working, so the user is able to see products after clicking on the ads.
  • Availability Status: (In stock or out of stock)
  • Price: Each product should have an original price
  • GTIN: The GTIN is a globally unique 14-digit number for each product.

In the shopping campaign, you need not write ads as you do in a search campaign because shopping ads automatically are generated using Google data feed.

How to Maintain Your Product Feed?

You’ll be unable to set up a Shopping Campaign in Google until you get your product data feed defined and have a process in place to update product info, availability, and price change. It is extremely important because if Google product feed doesn’t match your website, Google will not serve product ads in the shopping ads list.

You can create product feeds with various methods. Google spreadsheet is the best option for the low number of products and it’s easy to manage but if there are more than one thousand products then it might not be possible  to manage.

A good data feed is a big factor in the success of your Shopping Campaigns. 

 

Here are the super-important things to keep in mind:

  • Product title and description play a vital role in high CTR and high conversion rates, so, make sure your product titles and descriptions have rich keywords and are appealing to a potential buyer who is viewing your ads. Google shows your ad if your products are relevant to a search query.Pro Tip: In Google shopping campaigns, you have the option to add negative keywords to cut unwanted and irrelevant traffic, but always be careful in doing so, you don’t want to accidentally cut all of your traffic.

 

  • Make sure prices are 100% accurate, especially if dealing in international currencies – Google will not display your product ads if this information does not match.
  • If you are advertising to more than one country, you will need a product data feed for each country. Shopping Campaigns in Google ads are country-specific, so, you will have to set up a new campaign in each country according to Google ads policy.
  • Product images are most important because they can make or break your ads – make sure your images are high-quality. Display Images should be of only the product you are selling. Family-friendly images are best and least likely to get suspended.

google shopping guide 2

  • Make sure all destination URLs are to live pages and not 404s/dead pages – Google will disapprove ads for dead links.

Use of Merchant Promotions:

Google merchant promotion helps to increase the CTR and ultimately conversion rate, revenue, and return on investment (ROI). Google Merchant Promotions allows showing your special discount offer to the audience, so, don’t miss this optimization while running shopping ads.

google shopping guide 4

Use Product Rating, Seller Rating:

google shopping

Product reviews help the consumer to make online purchasing decisions. In fact, 90% of customers say reviews influence their buying decisions and 80% of consumers trust online reviews as much as personal recommendations.

On Google shopping, there are two types of rating, product rating which applies to individual products and seller rating which apply to the vendor. Both types of ratings are important to win the trust of buyers. In Google merchant, you can enable it and start to show along with ads.

After understanding the value of Google merchant center, you are now prepared to start your profitable Shopping Campaign.

Set-up a Google Shopping Campaign

Once you get approval on your products in Google merchant center, the next step is to set-up the Google Shopping campaign in Google Ads.

google shopping guide5

In the Google ads dashboard, click on the plus button to create a shopping campaign and on the next screen select shopping campaign.

google shopping

Standard Shopping vs Smart Shopping Campaigns

After selecting Shopping as your next step campaign type, you can choose a Standard or a Smart Shopping campaign.

smart shopping vs standard

Before you select a smart or standard shopping campaign, let’s get more clear about the difference between both smart and standard.

standard shopping vs smart shopping

If you choose a smart shopping campaign it shows ads also on the display network, your ads can appear as banner ads on other network sites or even on YouTube. Smart campaigns are totally automatic and Google gives more exposure to your ads.

On the other hand, in Standard Shopping campaigns, you are eligible to set  CPC for each product and you can make it up and down according to your product performance. But with Smart Shopping, all of that is automated.

Google Shopping Campaign Structure

Creating an accurate shopping campaign structure is the part of the biggest optimization that helps to manage products easily and scale in the right way.

This picture gives you more clear insight to set-up the correct structure of your shopping campaign.

google shopping 6

You can also segregate your all products basis on thestructure as below:

– Custom Label

– Product Type

– Product Category

– Product Brand

– Product Item ID

Bidding Strategies:

In Shopping Campaign Google provides three types of bid strategy that you can use as per your strategy and desired results:

 

  • Enhanced Cost-Per-Click (eCPC): It manually bids for a strategy that you can set for each product, In eCPC Google has the authority to increase and decrease your manual to attain more conversion with low CPA.

 

  • Maximize Clicks: It automatically bids strategy to get as a maximum number of the clicks as possible on your ads by Google. In this bid strategy, Google focuses on the only number of clicks instead of conversions.

 

  • Target Return On Ad Spend (Target ROAS): By this bid strategy Google goal generates maximum conversion value so Google tries to sell your high ticket products.

 

Using Custom Audiences for Google Shopping Ads

By using a custom audience, you can re-target users who have visited your website but didn’t purchase. To retarget users you can set-up below type of campaign:

– RSLA campaign

– Re-target display campaign

– Dynamic Re-marketing campaign

You can create an audience of those users who have visited the website, visit some specific landing page, abandon cart and checkout page. Add to cart and check out abandoned audiences more valuable than the rest of the audience.

When you plan to set-up a retarget audience campaign, according to Google policy you need a minimum of 1,000 people in that audience.

In the picture below you can see which type of and how you can target users who already visited your website.

google shopping 7

While adding the audience Google display two options one is “Targeting” and Second “Observation”. mode.

google shopping guide

Targeting: In the target option, you can display ads that only target people that are part of the audience that you select.

 

Observation: In the observation option you can display ads users who add in your target list as well as other users. In the observation audience, you can increase and decrease the bid for the selected audience.

 

If your selected audience list has audience size below than 1,000 users then Google will get a notification. For instance,  see the screenshot below:

google shopping campaign

What Is Possible With Google Shopping Ads

Google shopping ads is  the best place for e-commerce to generate fruitful results. You can grow your e-commerce business by shopping ads.

We have run the tone of a successful shopping campaign and scale further to grow client business with good ROAS.

google shopping results

In this guide, our goal not only gives you an answer to questions about what, how and why but gives you real explanations  on each step that you should take to set-up the elite shopping campaign.

Categories
Google Ads

Strategies to understand & implement A/B split testing

When we create any ad creative, content, landing page or call to actions for the landing page we keep user behaviour in mind, but sometimes users don’t interact the way we have expected and the user behaves differently. In that scenario, do we have a plan b?

So there is an option that is to run A/B split tests which is one of the main strategies for Conversion Rate Optimization.

A/B Split Test is the technique of showing 2 variants of a similar ad copy, landing page, creative, etc to different people at the same time and then comparing which one works better and use the performing variant. So we can use the performing variant and get better results by doing A/B split tests.

How Can We Do A/B Split Testing

 

  • Website Experience – We can test a landing page with different variants, these variations can be in CTA text, CTA Color, Design, Content, Lead Form, etc. according to the performance issues.

 

To understand this we’ve done A/B split testing for one of our client’s websites.

Based on one of our case studies, we have tested 2 landing pages for sign up. The existing landing page had a complex sign up form which included a large number of fields and the bounce rate was very high on that page whereas, a new landing page was made with fewer fields. This test really made a difference as the conversion rate increased exponentially.

The old lead form which was quite complex is displayed below:

a/b split testing

To conduct the test we designed a new form with fewer fields

A/B SPLIT TESTING

So testing different landing pages on the basis of user behaviour can help the business to grow if we make the user feel comfortable with our service & better user experience

 

  • Ad copies – We can test ad copies with different variants such as:  

 

  • By switching headlines & descriptions
  • Using different CTA’s
  • Using keywords, website URL, USP’s in headlines
  • Test which one variant performs better in terms of CTR, CPC & ad strength and keep the winning variant and scale them further

You can create a buffer stock of google ad copies for each ad group. Let’s say 10 ads for 1 ad group with different angles like pain points, emotional, scarcity, informative, etc. Initially test 3 ad copies at a time and check their performance and replace the faulty ad copy with a new one keep testing until we get our winning ad copies

So creating a buffer stock of content can help us split test better as we can test immediately if any of our content fails to perform

 

  • Ad Creatives – We can test similar ad creatives with different ad content, CTA offers & analyzes the winning creatives which are low in cost and high in rewards.

 

Similarly, in case of ad creatives, we can create a buffer stock of creatives in different sizes a7 formats to test immediately if any of our creative fails to perform well.

 

  • Single Variable – In this,  we use a single variable with the existing one to find out which one converts more 

 

For example, you can test up to 10 versions of a call to action, by splitting the traffic to 5 versions of the same page, each one with a different call to action.

 

  • Multiple Variable -In this, we use multiple variables to find out which combination of variables converts more

 

For example, on one variation you can change the title, the call to action button and the price at the same time.

A/B Testing Strategies

 

  • Create a Solid A/B Testing Plan – Set up a detailed monthly strategy that you are going to use and not forget to have a plan B.

 

For example, to test different ad copies for a month we can create a buffer stock of the ads related to the keywords with different variations which we can test if the ad doesn’t perform well or we can create different creatives for the Facebook ads to test which one is performing and testing them till we get our winning ad.

 

  • Have Some Patience – Test a few changes at a time don’t test all of your variants simultaneously  because testing all your variants at the same time makes it impossible to make any real progress

 

  • Never Stop Testing – Once you’ve discovered the winning variant, we should not stop on that but we should think about how we can improve more. Don’t repeat the same thing you just did, if your new CTA is the reason for the increase in conversion rate don’t test that thing again but look for other things you can test & improve.

 

See What Your Competitors Are Doing – Always keep an eye on your competitors that how they are doing things, what are the things which are working for them and how we can also achieve the same. Competitors are a great way to find new ideas to test but don’t copy the whole idea just take inspiration and do it in your own way.

Benefits Of A/B Split Testing

A/B Split Testing can help improve performance in the following ways:

 

  • Increases  Website Traffic
  • Healthier websites and landing pages
  • Increases Conversion Rate
  • Get more conversion by investing less
  • Get a sense of how you can profitably redesign your website
  • Decreases Bounce Rates
  • Eliminate pain points from your users’ journeys
  • Decreases Cart Abandoners
  • Reasonable costs and benefits
  • Reach your goals faster
  • Eliminate pain points from your users’ journeys

 

Categories
Google Ads

How to use google merchant center: The ultimate Guide

Google Merchant Center is an online platform that helps online e-commerce businesses to submit their store and product data through feeds, such that their products can appear in google shopping search results.

The store and product data mainly comprise product information, pictures & prices which afterward appears in google shopping search results when someone searches for similar products.

GOOGLE MERCHANT CENTER FEED

To submit the product data and information in a way that Google’s algorithm can understand, you need to add all that data in Google Shopping Feed.

Google shopping feed is the most important information which Google needs to create Shopping ads. It is important for your products in order to show your ads on google shopping search results.

From all of the information which we fill in the google shopping feed, google fetches that data and creates ads. Here comes the cherry on the cake, you don’t have to select keywords and to create the ad copies, you just have to fill the shopping feed and google creates shopping ads for you.

MOST IMPORTANT FIELDS

Product Title – It is the blue hyperlink text which appears below the product image in google shopping search results.

It is the most prioritized information field as when a user searches for a product, google matches that search query with the product titles and shows the ad if the query & title are relevant.

It’s very important to optimize the product titles by researching the keywords related to your product with high search volumes & add them as your product titles. You can also optimize them by seeing the search queries. You can see an example of the product title highlighted as below:

google merchant center

Product Image – It is the image of the product which appears above the product title, so it should be of high quality, with proper lighting so that it looks clear, photos should be stable and clear.   It is advised to use tripods so as to enhance the photo stabilization. take inspiration from your competitors, use plain backgrounds, don’t use watermarks, logos & extra text. You can see an example of the product Image highlighted as  below:

google merchant center

Product Category – It is the information that does not appear in the shopping search results but is only used by Google to identify the category of the products. You can select the category from Google Product Taxonomy (GPT). It is the most important data field for the relevance of product type

HOW TO ADD PRODUCTS

The products can be added to the merchant center in two different ways. The first one is by manually adding the product data mentioned above in feeds and further uploading them on the platform. The second way is that you can make it fetched automatically through plugins which can save your time if you have a large inventory of products.

SHIPPING COSTS

Shipping costs are very important as it tells the customers how much extra amount you need to pay in order to get your product shipped. Shipping can be a game-changer because people either prefer free shipping or low shipping prices.

So it’s very important to fill shipping cost information, to set up shipping settings you can have a look here.

CONCLUSION

Promote your e-commerce business through Google Merchant Center easily by creating a manual or automatic feed of your products, and run google shopping campaigns with a lower CPC than regular search ads and get your products displayed on google shopping search results. Explore Google Merchant Center Today!

If you find our blog post helpful then do comment & let us know!

Categories
Google Ads

Geo-targeting : How to Optimize in PPC ads?

Geotargeting, or local PPC, refers to the practice of delivering various ads and related-content to consumers based on their location. Talking about the paid search, geo-targeting is generally used to advertise to local customers (prospects as we call them!).

By using this method, you can optimize campaign performance by location(As discussed above!). Here, in this write-up, we have shared our insights that will help you understand different trends and segments to boost your return on ad spend (ROAS).

First Understand about Geo-Targeting

 

This methodology helps you to target users on the basis of their real-world locations for your Pay Per Clicks ads.  Geotargeting is available for all types of Pay Per Clicks platforms. Major Players of  PPC platforms are Google Ads, Facebook Ads, Microsoft Ads, LinkedIn Ads, and more.

Why Do We Need Geotargeting? 

 

It is one of the important tools in PPC, that showcase your ads as per the location of the users. Below are a few reasons why we need geotargeting, let’s take a walk through them:

  • Half of the mobile searches are location-based,  who are seeking local results out of which around 61% of them lead to conversions.
  • When a user searches for products or services “near me,” they signal a readiness to buy ASAP.
  •  Local search results are more likely to physically visit the store within 24 Hours.
  • Benefited Higher mobile searches intent
  • More control over settings like Language and scheduling.

How Geotargeting Helps you ?

 

Some components for finding a user’s location for geotargeting can include:

  • IP address
  • Phone GPS
  • Wi-Fi
  • Bluetooth
  • Cell tower IDs

On the basis of \s,  user location of interest that included in their search queries with location, previous user locations, relevant website content, Google Maps searches, and custom location settings in search.

3 Major Ways to do Geo-targeting :-

 

Geotargeting depends upon the level of targeting you want. You can target a larger or a smaller area accordingly. We have sorted them out from Largest to Smallest, highlighting the three most common types of geotargeting.

 

  • By Targeting Countries 

The  Widest one! It means that you are targeting the audience at a country-based geographic level.  You can use this type of targeting if you are selling a product in different countries by customizing your ads accordingly. For instance- worldwide shipping or 24-hour customer service support.

 

  • Areas Within Countries ( By State or Region )

If the country you are targeting is broader in area, you can target different states or regions by adding information like Target regions, cities, and Zip Codes.

 

  • Location Radius ( Marking the area around your business location )   

Radius or Proximity targeting means that you are targeting users who are within that particular location radius.  This type of targeting is mainly used by Local stores for foot traffic- this will help you to get the best result from your geo-targeting adjustments.

Additionally, tight radius targeting will provide you with the high intent customers in your targeted area. But, there are some drawbacks to it as well, according to which you cannot get the desirable search traffic in that area, due to which your ads might appear or do not appear at all.

Let’s Setup and Review Geotargeting

 

Once your ads appear in front of the users, you can review your location data and adjust your targeting as well as bidding strategies to improve your campaigns.

In your active campaign, there are metrics that help you to track how your ads are performing based on the location you decided to go for. However, the data from this metric will further help you to target the potential audience by adjusting the bid of best performing geographic.

For example, Cost/Conv in New York is higher than other states, then we will add negative bid modifiers at the state level. You can also further segregate the geo-location with respect to individual states, cities or towns. This will help you to tweak your performance in lowering down your cost per conversions.

 

Tips & Best Practices to Optimise Geotargeting 

 

Here are some of the best ways to do geotargeting. We explain this on the basis of our own experience.

 

  • Use Location Name Wherever Possible

To target, the local market you can run the script to personalize ad copies or can use Dynamic keywords insertion. It will insert the location (& related-details)in the ad copies to result in an increased conversion rate. Always remember,  people like the local sounded Ad copies.

 

  • Schedule  as per Store-Open and High-Traffic Hours

For Geotargeting,  you should never forget to synchronize it with the store openings time along with the high traffic hours, especially for the brick and mortar store, which includes physical traffic.

 

  • Test Campaign Locally Before Scaling Up

Before launching any new campaign you need to start with the local target and check its performance before scaling it.

 

  • Double-Check Your Locations

Before targeting any location you must double-check or Verify if the location is accurate. Because the name of the city or state may be related to some other countries across the globe.

 

  • Always Exclude Poor-Performing Areas

We always should exclude the poor performing geotargeting, it can be at Narrow level or at the state level. Whatever you think is good for your campaign performance, keep it and utilize it!

 

  • Target Areas as per Audience Demand 

Your Geo-Targeting should be as per your business requirement. It can be as specific to a particular area radius or the entire city or state.

 

  • Exclude the Area where you don’t want to Target

Always exclude the locations where there is a low or no audience this will help you to save a few of your hard-earned greens.

 

  • Discover Location Intent By Search History

You should always search for new location intent in your search history and target them in your campaign it will always be profitable.

 

  • Target the Radius Around Your Store

To increase the number of foot traffic to store you must target the radius around your store.

 

  • Adjust Bids According to Specific Areas

Bid adjustment must be performed on the basis of your area’s performance. You can increase or decrease the bid with respect to the area performance.

 

  • Start Small then Build Up

Start with a bunch of locations and test them out. After collecting some actionable data then we can scale it with performing location sets.

 

  • Use Location-Specific Keywords

Add Location-based keywords in the ads and count on us if we say that it will improve CTR and CR. Example of Location-based keywords are:

  • Restaurants in New York
  • Hostels in London
  • Men’s suits in Paris

Let’s go for a Geo-Targeting 

Now you know how to optimize the geo Targeting, let’s use it to enhance your campaign performance. It will help you to know which location will give you the best result.

As for us!

We know what’s important of geo-targeting and utilizing it efficiently. Therefore,  we optimize most of our accounts with Geo-Targeting to gain better results for our clients.

Categories
eCommerce Ads Google Ads

Google Smart Shopping Optimization: 6 Tactics for better ROI

Now Google ads give the option in shopping campaigns to automatically target the potential Audiences who are extensively searching for your Product. It is Google’s next generation of shopping campaigns namely “Smart Shopping Campaigns.”  

Smart shopping campaigns will simplify your tasks in Campaign Management by maximizing your conversion value and help you to generate more sales. Smart shopping campaigns will help you to target all google networks using automation and machine learning. Smart shopping will automatically optimize towards maximum revenue for your budget.

Here are some of the smart shopping campaign set up requirements: 

  1. You should have at least 20 conversions from traditional shopping campaign. As in,  20 conversions will give enough data to start a Smart shopping campaign.
  2. Setting up the dynamic re-marketing tag on your E-commerce site, the Smart Shopping Campaign will get help in targeting the audience. 

Now we will help you to know how you can optimize smart shopping campaign optimizations. 

Smart Shopping Campaigns Optimization Tactics 

Setting up Smart Shopping Budget

If you are testing a smart shopping campaign for the first time then your budget should be set at 50% of your standard shopping campaign. 

You should provide enough budget for a smart shopping campaign so that it can be utilized for its quick machine learning.

Make sure you don’t give more than enough budget to avoid any harm to your bottom line. 

Bid Strategy for Smart Shopping Campaign  

In the smart shopping campaign, we all should go with the “Maximize Conversion Value” bidding strategy and enter the target ROAS.setting up the target ROAS should be based on your actual product margins. If your margin is 25% then it should be set at 400% ROAS just to break even. 

Choosing Products for Smart Shopping Campaign  

Like traditional shopping campaigns, smart shopping campaigns also provide the option to select the product which you want to promote in a smart shopping campaign.

It would be better for you to start with all the products so that Google can collect more data to serve the purpose. 

Remarketing list to optimize smart shopping campaign 

The optimization capacity of a smart shopping campaign depends upon the strength of the remarketing list build. 

A smart shopping campaign utilizes the data of the remarketing list to target the audience. 

After you’ve added up the dynamic remarketing tag on your e-commerce website, it will start creating the list of remarketing audiences used by the smart shopping campaign. 

That is why it is recommended to implement the dynamic remarketing tag at the initial stage. 

Product Segregation

In the Smart shopping campaign, the top priority is given to best selling product. It is a better option to create a separate campaign for them based upon the performance. 

Some of the other examples of such campaigns are

  • Different ROAS goal for different product lines
  • Clearance sale
  • As product price
  • Seasonality etc

Give time to Smart Shopping Campaign

We should give time to a smart shopping campaign in order to learn from it. Typically, it starts performing within a week but Google recommends it to wait for a minimum of two weeks.

However, you should keep an eye on external factors like seasonality, weekends, events, offers, holidays, etc.

Don’t panic with smart shopping campaign

In terms of CPC and clicks, the performance of the smart shopping campaign may fluctuate.  In the first week of smart shopping campaign performance, you will not be getting a big number of clicks. Maybe it is because the campaign strives to optimize for conversion value than clicks. 

Therefore,  it may try to eliminate the non-converting clicks and bid higher on converting clicks with the saved money.  

Take an action on smart shopping campaign

It is not certain that every smart shopping campaign will perform, some can fail to give results as well. 

It is hard to tell when to stop or pause the campaign. In our opinion and with experience, it is better to kill the campaign when you have stability or less  fluctuation in the data in the following context:

  • Average CPC has become constant in the last 3-5 days
  • Number of clicks from the campaign is getting stable

 

Smart Shopping campaigns are basically a better decision for getting started with product listing ads (PLAs). With the smart shopping campaign, we can only do limited optimization.

Smart Shopping campaigns have mostly outperformed traditional shopping campaigns and need less management. 

Reach new heights by setting your e-commerce on the rocket of Smart Shopping Campaigns!

Categories
Google Ads

What’s The Best Attribution Model For Your E-Commerce Store?

Selling a product or services on the internet using an online platform is similar to in-person sales. Somehow, it can be argued, especially when it comes to determining how a conversion happened.

Let’s think of this way.

Imagine that you are running Google Ads, Facebook Ads, Email campaigns, SEO, Snapchat Ads, and more for your E-Commerce store. 

On average, you are getting 100 purchases per day and you went to Analytics to find out from where they came. You discovered that it came from Google Ads & Direct traffic. In context to the same, you further decided to switch off Facebook and Snapchat ads as they were negligible purchases from both the ends.

But suddenly your purchases deflated around 20-30 per day. You are wondering what happened, have tried every possible solution to get back to the purchase volume.

But, everything failed.

The thing that you missed was your analytics is set up on the “LAST CLICK” attribution model.

What is an Attribution Model?

We know the question you’re thinking about – what is this attribution model & what does it have to do with the purchases/conversions?

Attribution Model is a set of rules that determines which touchpoints(marketing channels) receive credit for a purchase/sale & how the credit is distributed among them.

In other words, it is a process of determining how the credit for sales or conversion is assigned to different touchpoints when it comes to customer journeys. 

In the case below, the analytics assigned the entire credit to the last clicked channel from where the sale occurred.

attribution model

“Users must have come across your ad on Facebook or Snapchat and visited your website by following the link from the respective platforms, but still did not buy anything. Despite this, they would have been re-targeted by e-mail sequences & youtube ads. They research organically for your website, reviewed it & finally after some days, they came back  directly to purchase a product.”

Analytics, as it was set to the LAST CLICK model, assigned the entire credit to the direct channel. So, when you stop the Facebook and Snapchat ads, no new users will get to know about your brand or product and your overall purchases will fall drastically.

This is why it is important to use the right attribution model as per your business goal.

Here, we will tell you about the types of attribution models along with the best one for your eCommerce store that will help you to leverage your ROI 5000%.

Types of Attribution Models

Note:  The next part is only applicable if you’re a data-driven geek and want to upgrade your marketing skills to a whole new level. But, before you make any further changes to your attribution settings make sure that you’re tracking everything accurately.

In Google Adwords, there are six attribution models to choose from:

attribution model

#1 Attribution Model – Last Click(Default)

 The word explains itself very precisely.

The Last  Click attribution model is the default model in Google Adwords when setting up conversions. This model credits 100% value to the last clicked marketing channel in the conversion path.

 As discussed above, it is either Direct or Google Ads.

attribution model

As you can see, last-click attribution ignores the efforts you’ve added to the other channels and can make you spend more on the wrong marketing channels.

When to use?

This attribution model is only beneficial if your customer’s journey cycle is small & doesn’t comprise of many touchpoints.

But, we recommend you not to use the last-click model for my accounts to get a better insight into the customer journey & to know which marketing channel you need to invest in more.

#2 Attribution Model – First Click

The First Click attribution model is like the far-end brother of the Last Click.

This attribution model also gives the entire credit to a single touchpoint in the conversion cycle. 

In this model, the entire credit is assigned to the first marketing channel from which buyers came to your website.

attribution model 2

In the above example, it is Facebook or Snapchat ads, it doesn’t matter if the customer found you on Facebook & watched your youtube ad, and then a fortnight later made the purchase by going directly to your website.

The 100% credit will go to Facebook/Snapchat ads.

When to use?

This attribution model is very useful for knowing which platform is responsible for bringing customers into your website. You may find that Facebook ads are performing very well. In that case, you can invest more budget & content into it.

On the other side, this model neglects the efforts of other assisting channels like Youtube, e-mail, organic & Google ads. If your main goal is to acquire new top-of-the-funnel customers to scale your business & your customer cycle is small, the First Click attribution model can be your star model.

Buckle up your seat belt. Because it’s about to get messy now!

#3 Attribution Model – Linear

This is where interesting things start. 

Linear Attribution model credits to every touchpoint in the customer’s journey equally. This model simply assigns the same amount of credit to every touchpoint.

attribution model 3

In the above example,  we have 4 touchpoints. Each touchpoint gets 25% of the total credit.

Just like, a mother loves all her children equally. 

When to use?

This is the most used attribution model among marketers & should be used in the scenario where you want to know about all the marketing channels that are contributing to the purchase funnel.

But, this attribution model also overvalues minor touchpoints and undervalue major touchpoints in the funnel. Do you think all touchpoints play an equal role in making a purchase? It’s unlikely the case. Thus,  sometimes it’s tough to identify the best performing marketing channel in the conversion cycle.

#4 Attribution Model – Time Decay

Time Decay attribution model works exponentially.

The touchpoint closest to the purchase will get the highest credit. As you go back to the farthest touchpoint, the credit decreases.

attribution model- time decay

Unlike the linear model, this attribution model gives more weight to the touchpoints in the middle where a user starts getting convinced about making the purchase.

The closer to conversion, the more weight it gets.

When to use?

If you want to focus on marketing channels that are closer to the conversion, this attribution model is the best for you, especially if you have a complex and long purchase cycle.

Is this model perfect? Not quite.

Despite providing excellent information about the purchase cycle, it highly undervalues the credibility of the first touchpoint.

#5 Attribution Model – Position Based

The amalgamation of the Linear & Time Decay attribution model.

Attribution Model- Position Based

The position-based attribution model credits 40% value to the first and last touchpoints in the purchase cycle and the remaining 20% to all the other touchpoints equally.

As discussed earlier, 40% credit goes to Facebook/Snapchat and Direct/Google Ads channels & 10% to both Email/Youtube and Organic channels.

This attribution model can be insightful if you are interested in knowing about the first & last touchpoints in the conversion cycle.

You can also change the credit percentage as per your business goals.

When to use?

Position Based attribution model fits the best if your business brand value is low or it probably has low-ticket products where decision making doesn’t need to be very complex.

But, if you have a pretty big e-commerce website & your products are of high-ticket, this attribution model can be non-informative, as it will give around 80% credit to the first & last touchpoint, leaving the middle, decision making touchpoints with low credit.

#6 Attribution Model – Data-Driven

The mother of all attribution models – Data-Driven.

The data-driven attribution model uses machine learning to evaluate the conversion that is impacting touchpoints in the conversion cycle.

Attribution Model - Data-Driven

This model differs from all the above-mentioned attribution models as it assigns credit to the touchpoint based on how much it actually contributed towards the conversion.

Like in the example above, it was decided that email campaigns contributed the least & Google Ads contributed the most, while organic search also contributed a lot to the conversion cycle.

When to use?

If you ever fall under the requirements, you should definitely go for this attribution model. But, the requirements to enable this attribution is massive. You need to have at least 15,000 clicks & 600 conversions in the last 30 days to be able to use the data-driven attribution model.

Final Verdict: Which Attribution Model Do I Recommend?

Our favorite is the data-driven attribution model as all of the accounts that we handle meets the threshold requirement.

If you also have accounts with 600+ conversions & 15,000 clicks in the past 30 days, then we highly recommend using the data-driven attribution model.

For all the other accounts, we would suggest going for the linear attribution model, if most of your conversion cycle has less than 3 to 4 touchpoints, or else, you can go with the position-based attribution model.

On rare occasions, we go with the first-click or last-click attribution model.

Categories
Google Ads

How to Set Automated Bidding Strategy Like a Pro ?

The automated bidding or Smart Bidding is the kind of bidding strategy in which google advanced machine learning is used to optimize bids according to the past data, user behavior, interest, and many other factors. Automated bidding strategy is a very useful strategy, if you use it properly, you can earn a good ROAS on your campaign.

In this guide, we will briefly explain to you how to efficiently utilize an automated bidding strategy.

Automated Bidding

Automated bidding is a bid strategy in which an AI works for you to get maximum results within the same budget. In this strategy, Google automatically adjusts bids for you to get the best performance and results. Google Automated bidding strategy is only profitable when you have old historical data. This data helps Google to understand and get more business within the budget. The automated bidding strategy depends upon your keywords, demographics, audience targeting, ad-copies, goal type, age, landing page experience. If an advertiser wants to successfully run an automated bid strategy then they may have to take note of these points in mind to get most of the automated bidding strategy.

In general bidding strategy the advertisers have two main concerns about their ads:

  1. Whether their bids are high enough to beat other advertisers during the auction.
  2. Whether the ads are shown to the right audience or not.

These two main concerns can be easily solved by automated bidding strategies. If you’re using automated bidding strategies then you don’t need to update bids as google will adjust bid automatically in the auction as per your goal. On the other side, automated bidding strategies have their drawbacks also, you cannot use automated bidding strategy for following ads recent events, media coverage, weather, or flash sales, all of which can affect ad performance (e.g., increased brand recognition because your company name was mentioned in the news).

You can use an automated bidding strategy for Search, Display and Shopping Campaign.

Smart Bidding

Smart bidding or Automated bidding are the same, these bidding strategies use machine learning, campaign historical data to optimize the campaign and get results accordingly.

Smart bidding uses machine learning to get the maximum result in the proposed budget by tracking and analyzing data. The bid increases or decreases depending upon the user. For example: If the user is highly interested in the ad and most likely to convert then google increases the bid.

Requirements and recommendations

To run a campaign with smart bidding, you will require historical data depending upon which type of bidding you are using. For target CPA or target ROAS, you have at least 30-60 conversions in the last 20 days.

Note: Before implementing all of it, it is important to ensure your conversion tracking is working properly so that your smart bidding strategy gives you the desired results.

There are six different automated bid strategies:

  1. Target CPA
  2. Target ROAS
  3. Maximize Conversions
  4. Maximize Conversion Value
  5. Target Impression Share
  6. Maximize Clicks

1. Maximize clicks

  • Goal: Increase site visits, phone calls, and traffic.
  • Available In: Search campaigns, Display, and Shopping campaign.
  • Description: The strategy aims to improve and increase the traffic to your website. Maximize click uses automated bidding strategy on campaign level in which a user can decide the maximum CPC(optional) or it can ignore it. Google will automatically set a bid according to the user and historical data.

Best Used When: To get maximum out of it, use maximize click when you are getting a conversion and tracking accurately and want to scale more. This bidding strategy leads you to get maximum visitors to your website.

Note: Avoid using maximize click strategy for your fresh campaign as you will not get a fruitful result.

2. Target cost-per-acquisition (CPA)

  • Goal: Increase your conversion with target CPA
  • Available In: Campaigns and ad group level.
  • Description: Target CPA automated bidding strategy is used to improve the CPA and increase the number of conversion at the target CPA. In the automated bidding strategy, you have more control as you can set your bidding strategy at the ad-group level.

Best Used When: Target CPA helps to maintain cost per conversion, if you are getting conversions, but your CPA is high and you want to decrease the CPA then target CPA bidding strategy comes handy and helps to decrease in CPA and maintain the conversion flow. You can use the target CPA bidding strategy if you are getting 30-40 conversion in the last 30 Days. If you are using a target CPA in your fresh account then it will only eat your budget without giving you the desired result.

3. Maximize Conversions

  • Goal: Get maximum conversion in your Budget
  • Available In: Campaigns, ad groups, keywords
  • Description: With a maximum conversion bidding strategy, Google automatically adjusts your manual bids to help you generate more conversions at the same cost-per-conversion.It helps to maintain the cost and get maximum conversion out from the budget

Best Used When: you are getting a few conversions after optimizing your campaign and the conversion is not increasing, then you can use maximize conversion bidding strategy which helps you to get an increase in conversion.

Note: Only use when you have 40-60 conversions in the last 30 days.

4. Target return on ad spend (ROAS)

  • Goal: Get target ROAS with this bidding strategy
  • Available In: Search Campaigns, Shopping campaign
  • Description: It’s a very useful bidding strategy and a very effective one. In this bidding strategy, you can target your desired ROAS and google will adjust your campaign and get conversion accordingly.

Best Used When: Target ROAS is a very useful and most effective bidding strategy as it maintains your target ROAs without increasing the cost or CPA. If you want to get maximum out from this bidding strategy then use when you are getting 60-70 conversion in the last 30 days.

5.  Target Impression Share

  • Goal: Get top impression share with this bidding strategy
  • Available In: Search Campaigns
  • Description: This bidding strategy is useful if you want are targeting only to get maximum impression share in google ads. There are sub-choices to select in this bidding strategy i.e Absolute top of the result page, Anywhere on the result page, and top of the result page. You can select according to your needs or use of purpose.

Best Used When: This strategy comes in handy in many ways, one of which is if you’re targeting your cold audience about your products or services. In this bidding, strategy google optimizes your bids according to your targeted impression share and get you maximum impression reach.

As you go through the guide it seems automated bidding strategy is very easy and useful to use, that’s right but we all know there are pros and cons. Before implementing the strategy read must this is very important so that“Your ad-spend counts in investment, not in expense”.

Automated bid strategies in Google Ads are a fantastic way to save time while utilizing algorithms to optimize an account, but only when evaluated and chosen wisely.

Each of the automated bidding strategies we’ve talked about in this guide – bidding, ads, and keywords, or other settings– can have its place in any account, but only if it’s the right fit. They’re not a one-size-fits-all solution, but there’s also no excuse for “set it and forget it.” Once these strategies are being implemented in an account, keep a reminder to check in on them to ensure they’re still accomplishing the goals they set out to hit.

Categories
Blog Content Google Ads Images Posts

Getting Down the Road to the Best PPC Campaign in 2020 for Better ROI

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In a world full of technological advancements, you want to ensure that you are making the most out of your ad budget. But, with the new Pay Per Click (PPC) Strategies continuously evolving it can be a little hard to know the factors which are worth paying attention to.  

Don’t worry,  we have your back!

In this write-up, we have covered all the nook and corners of the tactics you can use to establish the best PPC Campaign for better ROI.

Read on, to know more! 

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ICEBERG THEORY

Do you know that about two-tenths of the iceberg is above the surface, and eight-tenths submerged, and you must be thinking why we are talking about the Iceberg here and how is this related to PPC?

Let us explain you the process in-depths:

The case of PPC campaigns is similar to the Icebergs, as what we can control in PPC is less than what we cannot control. So, things we can control are like the tip of the iceberg (2/10th) and things we can not control are like the submerged part of the iceberg (8/10th).

So, how do you control the uncontrollable?

Here, by tactically analyzing the campaigns, you can get an idea of the data that can help you to control the uncontrollable aspects(the submerged area of the iceberg) of your campaign. Furthermore, to understand this situation in-depth.

What is a Keyword and Search Term?

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Keywords are the foundation of everything when we talk about PPC Campaigns. Without a deep understanding of keywords and how to use them effectively, you cannot achieve your goals with PPC. Whereas, search terms are the words that a user types into the search engine when performing a search. 

In this case, you can select the keyword you want to add in a particular campaign, but cannot control the search term your user decides to go for. Fortunately, you can control them (as stated above) by using tactical analysis.

Somehow, you can monitor the search terms for better results and can exclude irrelevant words later on. But, when you focus on the search terms reports to add negative keywords, the growth graph you are aiming at will eventually fall downwards. Here, all you need to do is to understand that every search term has a different conversion or sales rate, considering the search term reports. 

We suggest you add the search terms as keywords accordingly from the search term reports, as this is the best way to get the effective and complete control over the campaign for better outcomes.

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How to control analyze things more granularly for better ROI?

It is necessary for every one of us, to track the budget of our ad campaign along with how it will be utilized on the entry-level.  This will provide you with better profits- That is something we all look for, isn’t it? Also, this is the reason why we market our products or services digitally.

Are the keywords, placements or the audience you target giving your business some genuine leads? 

Yes, you can get an insight from google ad metrics about your PPC campaign. But, are these leads actually converting into sales or getting disqualified by any means? Let’s explain it with an example:  Assume that ABC Company is a Pizza Store and they are using Google Ads to promote their pizza to improve their sales. 

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For that, they have implemented Call-Only Ads, so when people in their targeted area search for generic pizza keywords their ads automatically pop out allowing the customers to call and place orders.  

By using  AdWords you can track the conversions or leads, considering the situation ABC Company has set a conversion tracking of 60 seconds to sell pizza by converting a lead. But, in case one of the customers is talking to the executives for more than 60 seconds and not ordering. Here,  Adwords considers it as a convertible lead. Also, if an existing customer calls the company using the ad and repeats their order, taking approximately 45 seconds to place the same, Adwords will not track the lead.

Now, the question arises- how can we track such issues in a granular way?  There are various methods to do it such as: for ABC Company which sells pizza, they track the leads which can be converted and which cannot be. Additionally, you can use some call tracking and analytics solution for tracking the phone calls such as CallRail, DialogTech, Invoca, Call Box, etc.

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To track sales data at a granular level,  you can also use automatic ValueTrack parameters or manual UTM parameters.

  • A value track parameter or parallel tracking helps to load your landing page faster due to which we can reduce the rate of lost visits due to slow speed. It sends the customer directly from your Ad to the final URL while click measurement happens in the background. Therefore,  it’s a click measurement tracking with the help of which we can collect information related to the source of your ad clicks. 

 

  • Urchin Tracking Module (UTM) codes are the snippets of text added to the end of your URL to track from where website traffic is coming if users click a link to this URL. This can help you to track down the components of AdWords campaigns a little more deeply and to save your ad spend to get more profitable leads.

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TRAFFIC TEMPERATURE

Do you know that the audience who visits your website through Google ads is classified as Cold, Warm & Hot?

You can get a lot of boost in sales by differentiating your audiences and target them accordingly.

Cold Audience, are the users who don’t know about your business, product or service. These types of audiences are a little tricky to convert as your business is unknown to them. 

So, how can you pitch them considering their low intent?

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Well, you can use Display Ads with cold CTA’s (Call to Action) like Infographics, Industry Stats, etc. It can be done to create your brand awareness by telling them more about your business or services, to target the users who fall under cold traffic criteria. It will help you to convert your lead to a warm audience.

Warm audiences are the users who are in the consideration stage and are looking for a specific product or service. If you place an ad in front of them (which is similar to what they are searching for). There are chances that users might get engage with your ad campaign and don’t take much to buy a product or service. 

Here, you can pitch them by adding a  CTA (Call To Action) such as free consultation, free demos, ebooks, whitepapers, coupons, and more. 

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Hot audiences are the user who are aware of your brand’s existence, they have visited your website and stayed there for a long time and had purchased a product or service. Based on their likeness towards your business, you can also pitch them again with CTA’s (Call to Action) such as  Consultation, Quote, Purchase, etc.

This is why traffic temperatures matter and can benefit you to differentiate your audience based on the temperature metrics of your ad.

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Please note:  You can always re-target the cold & warm audiences who falls under the awareness or consideration phases. Furthermore, you can show them your ads by means of retargeting or by giving them some special offers. 

Not to forget, hot audiences who had purchased a product or service can also be re-targeted by Upselling and  Cross-selling as well as by offering them some special offers so that they can be converted as the most valuable customers for your business.

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MICRO CONVERSIONS

Let us start by understanding the term itself: Micro-conversions are the activities that generally engage your user before purchasing your product or services.

For Instance: The tasks involved during a purchase from searching for a particular product to visit the product page to click on the “Add to Cart ” button, this process is known as micro-conversion. 

Some more examples of the micro-conversion may include as follows: 

  • Email signups
  • PDF downloads
  • Button Clicks
  • Filling out a form
  • Account signup

Here, it is necessary for you to track down how the actual conversion happened by tracking the customer journey. The most common micro-conversion metrics available in Google ads are Average Session Duration, Bounce Rate, Pages/Session & % new sessions.

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If a visitor doesn’t stay on your landing page for a long time, then it would be very difficult to get your lead form filled. Here, the problem is not with the Google Adwords, because the customer is searching for something using a specific keyword and your ad gets displayed. If your ad copies are engaging that will automatically lead the customer to click on your ad from where they will enter the landing page of your official website. 

Somehow, due to some abnormal website functionalities like poor user interface, slow speed, non-responsive mobile landing page, etc the customer bounce back then that particular click is considered to be wasted.  Similarly, if the methodology you are using to target is incorrect, this means that you are targeting the irrelevant audience, as for them your ads and websites do not hold much of relevance in terms of what they were searching for.

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Keeping the basics in mind, you must optimize such metrics effectively along with the website functionality to track your visitors accordingly. Also when a PPC campaign isn’t working, don’t give up. Look for micro conversions you can optimize for getting better results. Once you improve them, you’ll be a step closer to your actual conversion goal.

We hope these tactics may help you to optimize the PPC campaigns effectively to fire up your online presence. Feel free to share your experience by commenting below. 

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Categories
eCommerce Ads Google Ads

Google Shopping Ads Guide to Get up to 5000% Profitable ROI for an eCommerce Store

Have you ever wonder how some E-commerce stores seem to become successful overnight? This question has been mulling for years, many of the E-commerce stores do not know the secret behind it.

How do they do it?

The answer is “Google AdWords”. If you own an e-commerce store and it is not currently running Google Shopping ads on it, then you are not yet done with your e-commerce advertising campaign.

E-commerce and AdWords go together like groundnut butter and jam for a good reason: that works:

In a study, it was found that e-commerce retailers have the highest click-through rate out of all industries at 5.23%, with an average conversion rate of 3.58%.

We at ROI Minds have implemented a winning formula that works and magnifies the results.

We have helped one of our clients to utilize Google Shopping ads properly to get him 4x ROI for his store. We helped our client to set up and optimize his Google Shopping campaign to get an additional 64% conversions at 34% low cost than before.

Here’s how to swing your Google AdWords operations, even if it’s your initial time obtaining one. Creating a successful AdWords campaign that drives sales can seem baffling at first. But, all you need to get results from it, is a little planning and strategy. Here are our plannings and strategies made by ROI Minds to increase the ROI of your Google Shopping campaigns:

1. Make sure campaigns are segregated properly based on product value, margins, and promotions.

Before creating a campaign, you need to know what you’re trying to accomplish. This includes sketching your goals and preparing what you’ll need to carry out your campaign, like a landing page, an AdWords budget and more.

Google Shopping Ads

The first goal you need to set for your new campaign is what progress and success look like. It could be anything from assigning an order to accessing their email address to join your email list. If you have infinite goals, then you must write them all down. Every ad group should focus on only one goal. When you have many goals, you need multiple ad groups in your campaign.

2. Make campaigns and product groups as granular as possible to simplify the bidding and testing process for the budget and impression share.

The bidding procedure you choose depends on your initial campaign goal. If your aim is to make more trades and sales for your E-commerce store, “Maximize Conversions” is the way to perform. AdWords will show your ads to people more inclined to buy, based on factual data.

If your aim is to drive traffic to your site, you want to maximize for clicks alternatively. This will optimize your campaign for the tremendous number of clicks, rather than focus on whether users regenerate or not.

Set Your Budget

You wouldn’t originate any other marketing initiative without a budget in mind. Possessing a particular number in mind is crucial before you even log in to AdWords. Without 1, you’ll bankrupt your budget in no time. AdWords works on a regular budget basis. To discover the daily budget to use for your campaign, figure out your entire monthly ad spend budget, then divide that by 30.

setting your budget in google ads campaign

Make sure this is a practical budget to achieve your goals. Having a $100 monthly budget with a goal of making 50 sales of a $10,000 product isn’t going to skip it.

3. Utilize promotion feed from the Google merchant account to get the additional competitive advantage.

The online shopping space is boisterous than ever and you would clearly be questioning how you can make your ads stand out so people visit your landing page instead of your competitor’s one.

Utilize promotion feed from the Google merchant

Google Shopping gives a solution for you to show your promotions within your Product Listing Ads, so they will really stand out from contenders. Merchant Promotions are designated in shopping ads with footnotes which trigger a pop-up with supplementary details and a “Shop” button. They proved to significantly enhance CTR and ultimately Conversion Rate, Revenue, and ROI.

Google Merchant Promotions also allows you to determine your discount to a comprehensive audience at no added cost, securing the best ad placement you would ever think of the very top of the Google Search Result Page.

Google Merchant Promotions

In fact, unlike regular search ads, Shopping Ads regularly appear at the top of the SERP (Search Engine Result Page) and are one of the most noticeable elements on the page.

4. Identify top performing products and set up them in the individual campaigns with a dedicated budget and high-priority settings to acquire at least 60% search Impression share

Many times instances have been seen where clients pause keywords because they aren’t creating click or impression volume. While pausing is unquestionably one method for acting on low-performing keywords, we typically recommend pausing only as a last option. There is everything to consider when it comes to diagnosing why a keyword isn’t generating volume, and one often overlooked, yet illuminating metric is

Impression share

Impression share is the number of impressions you have received divided by the predicted number of impressions you were eligible to receive. Worth is based on your current ads’ targeting settings, endorsement statuses, bids, and Quality Scores. You can survey impression share data at the campaign, ad group and keyword levels.

5. Use Product Ratings, Seller ratings

Google Shopping Ads Seller and product ratings

Have you ever inquired how to get the stars on your Google Adwords ads? A desire to efficiently boost conversions and beat your contestants? Google has now made it a lot more manageable to get the stars. Before you had to do all kinds of assimilation into your Google Base or Google merchant account, but not anymore. Now what Google does is license out to 32 autonomous 3rd party review companies.

These companies are allowed by Google and the stars are normally the ones that you see in Adwords CPC TEXT ads or your Google Shopping ads (PLAs). Not solely will the star ratings show in your Google Adwords, but they will show in Bing Ads/Yahoo BTW, BingAds controls Yahoo PPC. These merchant rating stars will work for both service-based companies and eCommerce websites.

6. Make sure to use custom labels on every possible product for the segmentation

use custom labels on every possible product for the segmentation

With Shopping campaigns, you can use design labels when you want to divide the products in your campaign using values of your selection. For example, you can use custom labels to indicate that products are periodical, on clearance, best sellers, etc. These values can then be elected to use for monitoring, reporting, and bidding in your Shopping campaign.

Campaign precedence is also beneficial when you’re advertising the same product, for the same country, in various Shopping campaigns. To use the campaign priority setting, you first need to generate a Shopping campaign. But always remember that campaign priority is only necessary if you have multiple Shopping campaigns that promote the same product. Campaign priority is not agreeable with showcase Shopping ads.

7. Make product groups based on the themes and profits

Google shopping ads product groups based on the themes and profits

AdWords keyword grouping is a surveyed part of the AdWords workflow. Not everyone understands that creating parsimonious, better-organized ads groups in your AdWords account can have a big positive effect on your overall report performance. That’s because well-organized keyword accumulations improve your account’s significance, which raises your Essence Score and lowers your cost per click.

Dramatically grouping and classifying your keywords to improve your PPC strategies by enabling you to create:

  • More Quality–Score-friendly ad groups
  • More relevant text ads
  • More effective landing pages that drive more conversions
  • While you segment your keywords, PPC campaigns are more prosperous and cost-effective from end to end.

8. Use Google Merchant automatic rules to avoid unnecessary product disapproval

Use Google Merchant automatic rules to avoid unnecessary product disapproval​

After your promotion feed and commodities feed are concocted, Google evaluates and validates your promotions before administering them. This process is typically finished within 12 hours but can take up to 24 hours. We at ROI Minds suggest you avoid unnecessary product disapprovals and submit your promotions as early as possible for a timely review.

The approval process requires 2 steps:

1. Custom review: The custom review strengthens the progression follows all editorial obligations and program strategies and will occur quickly after a promotion is tendered during workday business hours.

2. Validation review: When a promotion becomes engaged on your site, Google testers will confirm that the promotion works and that it follows all program policies.

9. Manual ECPC and gradually set to CPA bidding strategy by starting campaigns

Enhanced cost-per-click (ECPC) aids you to get more progress from manual bidding. ECPC runs by automatically adjusting your manual bids for clicks that resemble more or less likely to lead to a sale or exchange on your website. Unlike Target CPA, which automatically sets bids based on your destination cost-per-conversion, ECPC is restrained by your max CPC bids when optimizing for conversions.

Manual ECPC

For exploration and exposure campaigns, ECPC benefits in increasing conversions while attempting to keep your cost-per-conversion identical as you are receiving with manual bidding. For Shopping, ECPC helps in increasing conversions while striving to maintain your same overall spend.

If you want to use Enhanced CPC with Search or Shopping campaigns, you’ll need to set up conversion tracking also you don’t need conversion tracking to use ECPC with display campaigns, but conversions will help you see whether your ads are capable and effective or not.

10. Ensure to identify as much as possible from everything else product group.

Creating your account enables you to entirely serve the right ads to the right customers, and it also enables you to thoroughly track the effectiveness of your advertising efforts. When people are scrutinizing online and they type a word or phrase, they are probably looking for information that’s intimately tied to those words. For example, if Varun types digital watch and he sees an ad for film reels, he will probably not click the ad.

To show ads that are appropriate and applicable to the searches of people you are trying to reach, bundle and gather your related ads together with related keywords into an ad group. By using this way, all of your related ads would be displayed to customers searching for related things.

11. Keep updating your negative keywords list.

If there are some kind of search terms that give you undesired impressions or clicks across various campaigns, you can create a negative keyword list that includes those terms, then apply the list to appropriate campaigns. This way you won’t have to manually add the related negative keywords to a particular campaign, and you can more efficiently manage future changes to negative keywords across campaigns.

Keep updating your negative keyword list

To build and update a negative keyword list, you would have to think of concepts and words that you don’t want triggering your ads. You can use the search terms outline to get ideas. You may also want to prepare these word by themes, such as the different products or services you offer. You can also add up more than 4000 negative keywords per list, and create more than 15 negative keyword lists in your account.

Once you create and update your negative keyword list, you can apply the list to various campaigns at once. Later, if you need to add a new negative keyword to those equivalent campaigns, you can just add it to the negative keyword list, and the change applies to all campaigns that share the list.

12. Run (RLSA) Remarketing lists for search ads campaigns for the most common search terms.

Remarketing lists for search ads (RLSA) is a Google AdWords characteristic that enables advertisers to tailor their search campaigns based on whether a user has earlier visited their website (or app), and the pages that user surveyed.

Run (RLSA) Remarketing lists for search ads campaigns

RLSAs Remarketing lists for search ads can be used in two ways:

1. Initiating bid modifications on your ad groups for users (remarketing lists) who are exploring on Google using the keywords you are bidding on.

2. Set up search ad groups to only be triggered and display ads if a user is on your Remarketing list, and is searching with the keywords you are bidding on.

RLSA shows ads only to users who have already visited a page on your website. With the following strategies, you can make it possible:

1. Make the most of a very small ad spend.

2. Bid on more universal terms, but only for the most qualified users.

By using RLSAs, you can elect to only have your search ads shown to users who have already visited your site. This means your small budget will last a lot longer than on conventional search ads because the users seeing your ads are probably a more qualified audience as they must already be aware of your brand and has previously visited your site.

13. Running Dynamic Remarketing campaign to get sales.

Remarketing empowers you to show ads to people who have already visited your website or used your mobile application. Dynamic remarketing drives this a step further, letting you show former visitors ads that carry products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you create leads and sales by conducting previous visitors back to your site to accomplish and complete what they started.

More reasons to use dynamic remarketing are:

Ads that scale with your products or services: Pair your feed of products or services with dynamic ads, scaling your ads to meet your entire catalog.

Simple, yet powerful feeds: Create a basic .cvb, .tdv, .xas, or .xhsxx feed. The Google Ads product suggestion engine will pull products and assistance from your feed, discovering the best mix of products for each ad based on popularity and what the visitor inspected on your site.

High-performance layouts: Google Ads prognosticates which dynamic ad layout is likely to function best for the person, placement, and platform where the ad will show.

Real-time bid optimization: With heightened CPC and translation optimizer, Google Ads determines the optimal bid for each impression.

14. Don’t forget to optimize your product Feed Title, Descriptions

Your product data molds the way your ads behave and work on Google Shopping. To make your Shopping campaigns as prosperous as possible, you need to provide and maintain high-quality product data.

optimize your product Feed Title, Descriptions

*Map out your customer journey from Shopping ad to check out. Acknowledge opportunities that will build a better shopping occurrence, such as enhancements to your product data, landing page, and checkout process. Consumers are more likely to obtain if they can immediately find what they want to buy if they can use rich content to help them make an implicated decision and if they can execute the transaction in just a few steps.

*Prioritize your most relevant products when designating resources. Concentrate on products that have the most influence on your performance. Make sure you give complete product data and fix any significant issues for those products.

*Run experiments to distinguish optimization techniques that are most effective for your products and target audience. For example, try attaching a color to your garments product titles and measure the change in your key administration metrics. Test different tactics to discover what will drive results for your business.

*Take advantage of opportunities to distinguish your ads with Merchant Promotions, Product Ratings, Customer Reviews, and Local Inventory Ads. Highlight your unique offers and value declarations to set your Shopping ads apart from your contestants’.