Categories
Google Ads

Quick Guide On Google Shopping Ads For Ecommerce In 2021

Google shopping ads or Products listing ads(PLAs) appear on top of SERPs before the organic results. 

It allows website owners to set their desired cost per click on their products which are displayed above the fold and before any google text ads.

Product Listing Ads

According to a study, Google shopping ads are better at converting a customer than regular text ads.  

For example, when we search for Nike sneakers, shopping ads pop up on top of SERP before the organic results. People are more likely to click on one of these shopping ads than to scroll down and visit a website to find what they are looking for.

Main Components of Google shopping ads

  • Product Image
  • Price
  • Brand
  • Promotional offers
  • Reviews 
  • Shipping information

Why should you start google shopping ads right now?

As we all know because of the COVID-19 all businesses got affected, no matter big or small. But there are plenty of opportunities out there.

People are sitting in their homes and searching on google for products. If you have not listed your products on google then you are missing out big time.

Other than that, Google shopping ads tend to convert more customers than regular text ads.

So if you are a retailer and want to increase your sales, we suggest you start right now to throw a net in the pool to catch those fishes(Customers).

Where do shopping ads appear?

Whenever a person searches for any product on Google, they get results with google shopping ads on the top of SERPs. 

Google shopping ads appear on image searches, google shopping tab and it also appears across other Google platforms such as

  • YouTube 
  • Google search partner sites

Now you have an understanding of what google shopping ads are and why it’s a good time to start right now. But it’s also important to know how they work. 

How do google ads work?

Google shopping campaigns can help you catch the attention of the potential audience by optimizing your ad campaigns.

 This involves putting up an attractive product image and relevant description that appropriately describes and sells your product to the customer.

Even if your price is a bit higher Google shopping campaigns target Shoppers and grab their attention by offering them products of high quality and at great offers. 

This is a great tool that the business owner & marketers use these days to convert and bring in more new customers and expand their business.

Why are google shopping campaigns a must for an eCommerce store?

Google shopping ads have made it possible for local businesses to expand their visibility on a global scale online. 

When you search for something on Google search engines you are presented with a list of offers related to your search. 

These all are the shopping ads that the businesses use to increase website traffic and get more visibility. 

These results show you the product title, the image with the price tag. Google shopping ads have made it easy to find products that one needs according to its specifications and budget.

Why should you use shopping campaigns?

Shopping campaigns have helped businesses to increase the return of investment with a lower cost per click. 

Shopping campaigns have made it possible to sell your products and services to customers beyond geographical boundaries and with varying customer behavior years. 

Even if the customer is price sensitive shopping campaigns are effective in selling the products with attractive images and product information.

 It has made it possible to target potential customers and improve conversion rates. They are effective and strategic tools to target audiences at the lowest cost.

Types of Google Shopping Campaigns

There are 2 types of Google shopping campaigns we get to choose from in Google ads:

1.Standard Shopping Campaigns

2. Smart Shopping Campaigns

Standard Shopping Campaigns VS Smart Shopping Campaigns

In May 2018 Google introduced the new solution for Google shopping campaigns which was known as Smart Shopping. From today’s blog we will learn what smart shopping campaigns are and how they differ 

from the standard shopping campaigns..

What is Google Smart Shopping?

Smart Shopping is one of the relatively new features in Google’s portfolio. It uses Google’s AI 

technology to optimize the Google Shopping campaign and maximize the conversions and ROAS.

With Smart Shopping two things a user has to choose are the target of the campaign and give a 

budget. The rest of the process is taken care of by AI. And what does AI do?

Smart Shopping automatically bids for us and displays the ads in several Google networks, which include Google Search Network, Display Network, YouTube, and Gmail. It also covers various 

types of ads like display ads, local inventory ads, and product shopping ads. 

So without further ado let’s get into the process of creating shopping ads.

You mainly need to set up 2 things for that.

  • Merchant center
  • Google ads account

Make sure you use the same google account for both so that you can link your merchant center to your google ads account.

Quick Start Guide

  1. Create a merchant center account.
  2. Set up the product feed in the merchant center.
  3. Create a google ads account.
  4. Link your merchant center account to your google ads account.
  5. Set up Shopping ads campaigns in your google ads account.

You can use this link to see a step by step guide with images on how to set up a merchant center account.

So, what exactly is Google Merchant Center?

Google merchant center is a tool of Google through which you can upload your store and product data feed and make it available for shopping ads and other Google services. 

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 don’t need to write ads as you do in a search campaign because shopping ads automatically are generated using Google data feed.

Rules for uploading product feed

Now here are some rules that you must follow to upload your feed to the google merchant center. These feed rules allow you to fast in the process of the product feed creation and updating.

Go to the products menu and select fields. Under the activity feed, you will find the rules.

You can derive the constants, assign existing attributes, and include attributes from an additional feed through these feed rules. Let us now know how we can apply these feed rules to the shopping campaigns and get amazing results.

  1. The most basic way to apply these feed rules is to fill in the missing data in a product feed. 
  2. For example, if you don’t have an attribute called brand name then you can go to create a rule and set the static value for your product. 
  3. You can also use these to create custom data columns for campaign segmentation.
  4. This could also be used for adding the promotion ID field with the static value.

After setting up your merchant center account and giving the product feed. It’s time to set up a google ads account.

  1. Go to this link to sign up for a google ads account (Skip this step if you already a google ads account)
  2. If you already have a google ads account then it’s time to link it to your merchant center account which you have created earlier. 
  3. After linking your google merchant center account with your google ads account, you have to create shopping campaigns.
Google merchant center account

Google Shopping Campaigns

Google shopping campaigns are extensively used to market products online and increase traffic to your website.

Google shopping ads have made it possible to boost traffic at both local and digital platforms. These have made it possible to reach customers with product data including the product image, title, product price, product description, and reviews.

 It is easy to attract quality leads with appropriate product data stored in your Google merchant account. This way you are no more bound by the keywords to get into the search results of the search engine.

This flexible approach in the context of digital marketing has made it convenient for businesses to reach customers beyond hindrances. Here are some benefits of google shopping campaigns.

Benefits of using google shopping campaigns

  • Better quality traffic 

Google shopping ads help to increase the quality of the leads i.e. increase the conversion chances by providing entire product information on the ads themselves. This helps the customer to make a decision with the information available and make a purchase.

  •   Easy retail-centric campaign management 

Shopping ads are linked to your Merchant Center data feed. This helps to show your product attributes when someone searches for something related to your products. This makes it easier for customers to find your product among thousands of other products online.

  • Broader presence

You can put more than one Shopping ad. This increases your visibility to the viewers and ultimately the chances to increase sales. When you appear in a user search your reach with customers for a single search can increase multiple times.

  • Powerful reporting and competitive data

You can assess the performance of your products at any level. This helps to decide the effectiveness of your shopping campaign and whether you should continue it or not. 

It provides you analytics and tools that help to optimize the ads from time to time to improve the overall performance and return on investment.

Now that you know what google shopping campaigns are and their benefits. It’s time to learn how to set up a shopping campaign.

How to set up Google Shopping campaigns

Google shopping campaigns help you to promote your products by giving users detailed information about what you’re selling before they even click your ad.

With the use of retail-centric reporting tools, you will be able to track the performance of your products over time.

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.

Set up Google shopping campaign

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 Campaign

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.

We are going to focus on Standard Campaigns here so let’s continue with that.

Choose a merchant center account

The next step is to select your merchant center account and select the country where you want to target the potential customers.

standard shopping campaign

We have already discussed the difference between standard and smart shopping campaigns so choose whichever you prefer according to your needs.

Campaign

Then Pick a name for your campaign.

Bid strategy

Select your Bid strategy, automatic or manual. We advise you to choose manual CPC and your budget. However, you can go for an automatic bidding strategy too. 

Then set your Campaign Priority. If you are running more than 1 campaign then you can change priority otherwise keep it low for now.

Choose network & location

Make network selections, device preferences, and location targeting. 

Google Shopping Adgroup

After that, Choose your ad group type according to your products. We suggest you go with Product Shopping.

But you can also use Showcase shopping if you want to Create Multiple Product Ads at once.

Google shoppig adgroup settings

Then Name your ad group and enter how much you want to spend per click. 

Product lists

Pro tip – If you are a complete beginner and you want to have a basic idea on how much you should bid, then go for 1% of your product price.

For example, if your product costs $40 then you can go for a $0.4 bid and check it for 2 days, if you are not getting impressions then increase the bid by 30% to 40% and set the bid as the benchmark CPC suggested by Google. 

Here we can do product selection. You can choose from different products on which you want to run shopping ads.

Optimizing your shopping ads

You can easily improve the effectiveness of your campaign by using some techniques. This includes uploading attractive product images, giving appealing titles to your products, etc.

You should be ready with a website that runs across platforms including mobile devices, and laptops. 

Using your customer reviews on products can help you get new leads. These qualified reviews can prove to be a wonderful way to make money through google ads.

Shopping Campaigns Optimisation strategies

Let us now have a look at the Optimisation Strategies for the product feed to make them even more effective and workable.

So here we are going to talk about the top 5 optimization strategies.

  1. Add Negative Keywords

Unlike google text ads, you can’t tell the keywords to google for which your product lists. But you can add negative keywords to tell Google to stop showing your products for keywords you want to exclude.

  1.   Evaluate your winners & losers

Some of your products are going to perform better than others. You have to identify the products which are not performing well and make adjustments to improve them. 

Always keep in mind that a product that is not converting well is not the only loser, if your CPC is higher than your profit margin then you are losing money on those products too.

  1. Boost individual products 

After evaluating your winners and losers, now you know which of your products are doing really well. Now you know which products you have to bid higher in order to maximize your profits through the conversion of those products.

  1. Exclude Underperforming Products 

There might be several reasons because of which your product is not performing well. Instead of wasting your effort & money on them, just simply exclude them and focus more on your winners.

You can also exclude products when they are out of stock or you know they are not going be popular in upcoming times for example if you sell warm coats, you know people are not gonna buy those in summer.

5. Use Specific Extensions 

Using specific extensions in shopping campaigns could be the difference between a conversion and a wasted opportunity. 

There are two types of extensions i.e Automated and Merchant Center Program. Automated extensions show only Shipping and tax-related information. Its merchant center program, where we are going to benefit from.

We can use them to show promotional offers like price drop and customer reviews. 

Conclusion

Google shopping ads campaigns have changed the way we advertise today. The google merchant center is giving the businesses their visibility online through their product data.

This new approach to reach the target audience is proving to be effective and reliable. 

Google has put forward numerous tools that help to automate the process and track the performance from time to time.

This great and improved technique of marketing on digital platforms is both cost friendly and market-friendly. 

Having a good knowledge about this and implementing it in the right way could be certainly beneficial for the business.

Categories
Google Ads

Best Shopify Product Feed App For Google Shopping Ads

Google shopping ads demand is increasing rapidly due to this app’s search volume also increasing in time. Everyone is looking for the best google shopping app which is covered with all required features and offers an affordable price plan.

When business owners or advertisers search for the best google shopping apps then thousand’s shopping apps come with good features and ratings but at that time it’s quite complicated to select the best app that can make your job easy.

In this post we are sharing the best google shopping app that is covered with all required features and helps optimize your shopping campaign in a better way.

Why You Need Google Shopping Feed App?

First you need to understand why you need google shopping feed app. When you plan to run shopping ads you require google shopping feed.

Google shopping feed cover with all data like Product title, description, image link, product page link, price, gtin and etc. With help of this data google displays your ads in shopping paid ads listings. 

Mainly two ways to create google product feed, Manually and By App. Manually you have to prepare google sheets and have to put all required data that’s too much time consuming work if you have a lot of products including variants.

But by shopping apps you can create feeds within a few minutes. Majority of people use shopping apps to save their precious time and increase their productivity.  

Best Shopping Product Feed App

Majority of the people using Feed For Google Shopping app that created by Simprosys infomedia, I’ve also have long term experience with it and it’s an awesome app. 

This app for every Shopify ecommerce store to improve the performance of the Google Shopping Ad by providing most valuable and essential features.

With Google Shopping Feed, you easily connect your Shopify store with (GMC) Merchant Center without submitting any Feed URL or any other settings. You can create Google products feed in Google Merchant Center by this application within just a few minutes. 

Moreover, you can add Custom Labels, Product Condition, Google Product Categories, Gender, Age, and even customize the products’ values in bulk or one by one.

On top of that, Google Shopping Feed allows you to filter the products by vendor, by product type, by categories, by age, gender, by promotions, and even more. Now you are able to submit all variants of any items with its SKU and GTIN. 

Highlight Features

  • Help users connect Shopify store with merchant center
  • Allow users to add additional values in bulk or product by product
  • Help filter the product with advanced filtering options
  • Improve the number of product’s impressions by including all variants
  • Enable customers to use second image as product image

Conclusion

Hope this post helps you to know the best app for your google shopping ads and why you need to use Feed For Google Shopping app.

It’s extremely helpful to optimize your products with a better way and increase the overall performance of your shopping campaigns. 

Categories
Google Ads

How To Setup Product Feed As Per PPC Channel Requirement

Google shopping is a huge platform and can possibly generate enormous profits for you. In fact, for most retailers, Google’s ad network is the sweet spot for PPC shopping advertisements. Also, investment in Google shopping continues to develop every year.                                                                                

A Google product feed displays information related to products in a very specific format. It typically contains an image of a product, product’s id number, product’s title, and its attributes. This information is related to different eCommerce websites, related search engines, price comparison sites, affiliate networks, etc.

Manufacturers and retailers both generate this information to showcase their products into search engines. Following steps will provide you information on how you can step product feeds according to PPC channel’s requirements:                     

Step 1 – Set up Google Merchant Center account (GMC)               

First we will create a Merchant Center account. You will have to verify that you are the owner of the site that you wish to advertise.

Go to Settings → Business Information → Website → Enter your URL → Save

There are 3 ways to verify ownership:

  • Verify through Google Analytics
  • Verify through Google Tag Manager
  • Third way allows you to verify by adding a snippet (provided by GMC) to your website’s HTML code 

Step 2 – Create a Product Feed 

As explained in the intro, a product feed is a file where you will add all the necessary information regarding your products. This could be a little bit tricky as the data you provide has to be correct according to Google’s specifications. This is important because not following guidelines given by Google, your products may get disapproved or ineligible.

A typical product feed must have basic fields like title, description, price, SKU, product link, brand, and product image. There are chances that you may also stumble upon GTIN, MPN, and product categories. You can check the entire list here.     

Configure Shipping Settings

Click Settings → Shippings and returns → + Button

This is also an important step. Here you will have to make sure you add the right shipping costs. This is important as Google Ads is going to display shipping costs directly in product ads. Don’t forget to create shipping service that includes a particular area.  

Configure Tax Settings

This has to be set up only if your business is running in the United States. You don’t have to configure tax settings in case your business is outside of the US.     

When all of this is done, you can now upload the product feed to GMC. In some cases such as Shopify, the channel can be connected to Merchant Center through API. Here, you don’t need to upload any feed or data as the information is passed automatically.

Next, Google Merchant Center will process your data feed and you will get notification regarding any issues. This is where you will usually come across error messages if things aren’t 100% sorted out and you have to rectify them in order to get your product ads up and running.

Experiencing all the potential alerts and warnings however it will assist you with showing signs of improvement results and will increase your product’s visibility.  

Conclusion

Of course, there are many more steps you can complete in a shopping feed, but to be honest, if you have a full understanding of these fields, you should have no trouble in completing any additional fields if required.

Categories
Google Ads

Top 7 Advanced Google Shopping Strategies

Shopping campaigns can be called the ‘virtual asset’ of the retailers. It is best used by them to promote the products online and bring more traffic to their website. Three things are needed to get started, product data needed to be sent to the merchant center, and create a campaign in Google ads. 

To make the best of your Ad campaigns, you will have to add more strategies into the plan and put them into action to rock your shopping campaign! Below mentioned are some advanced features of Google ads and strategies which can help to level up your Google Shopping Campaign:

a. Google Shopping Bidding:

When you’re into running text-based Google ads, it is quite expected that you might be using “average position” to help you to adjust in bidding.  In such a scenario, once you crack the top position, you can lower your bid a little. On the contrary, Google shopping ads do not have the average position metric available to advertisers. 

In Google Shopping, impression share or absolute top impression share helps you to figure out when to raise or lower your bid. It is quite obvious that you need to keep an eye on ROAS, which means bidding higher when it’s good and lower when it’s not. 

Shopping ads

b. Use product groups:

Whether in business or in real life all of us like to have things that are clear and sorted. Being sorted by their types makes it easy for us to find, differentiate and choose. 

In addition to the same, if you are having all of your products under one product group, you need to start segmenting your products into sub-categories. In context to shopping ads, the subcategories have a lot of advantages for both the performance and reporting aspects of your campaigns. 

Do you want to know about an opportunity to increase ROI that you might be missing? Having a look at your ad account and segmenting large product groups into smaller ones. Remember, more closely related groups are a foundational element to Google Shopping Ads and most importantly, a remarkable opportunity to increase ROI. 

c. Remarketing with RLSA campaigns:

Remarketing has always been magical whenever it has been practiced. One of the main recommendations under this point is to use remarketing lists for search ads (RLSA) with your Google shopping campaigns.

Be ready to take a witty action! Just adjust your bids for groups of people based on previous website activity, for example, cart abandonment, loyal customers, and frequent visitors.

After this finally, when data from your ad campaign takes place, you can adjust your bids to optimize for ROAS inside each of these groups.

d. Geo-targeting modifiers:

Features like customer match, RSLA from targeting features in Google Shopping Ads, and noticing customers’ location as a potential bidding optimization plan. The best part of this feature is that it allows you to change percentages based on geographical locations.

e. Supervising product variants:

Out of stock is the signature spoiler in eCommerce, sometimes when a product group is performing well in your campaign but is starting to decline in results, the reason being the most common version is out of stock. As the performance gets low in case, it is important to decrease the bid which can cause other goods to perform even worse! 

Apart from the tips mentioned above, a suggestion is here, get the most out of Google shopping campaigns it is suggested to pair your ad campaigns with feed optimization.

As google ads differ from text ads, it matches the keywords search with the information stated in your product feed. Therefore, if your feed isn’t optimized unfortunately your results with Google will suffer.  

Google shopping campaigns

f. Use Merchant Promotions:

Offers, deals are bound to catch the attention of people, especially online viewers. As the crowd online tends to increase over time, we have more options to present the brand through promotions. The more the crowd is, the more chances are there to attract customers.

Google users are quite usual with the images shown along with the results on the search engine. A picture of the product with a white background which has the product title, brand name and price mentioned there as well. 

With the merchant promotions, a disruption in the pattern can be seen positively. Quite impressive to see, that merchant promotions have a tendency to catch a shopper’s eye even better than standard ad results. At the best, they can dramatically increase CTR and conversions. 

g. Customer match targeting:

Do you have an idea about which is the best tool in the Google shopping toolbox? Without any second thought, it’s customer match targeting! 

Purchased data can be highly beneficial, its potential is not something to be underestimated. The working is quite simple, customer match with Google Ads allows you to find the highest-value customers by uploading your customer data to the system and putting it to work properly. 

h. Segment by search query:

It is pretty uncertain to understand or know the intentions of the users behind their search queries. Searchers rarely have an idea about as they are searching, they are giving opportunities to the advertisers to fine-tune their campaigns.

i. Query Sculpting:

Query sculpting is quite helpful. It helps you to apply the right bids to shopping queries by using several campaigns, campaign priorities, and negative keywords to improve performance. In query sculpting, you’ll rank specific queries based on a list of criteria from brand name inclusion to traffic volume to the likelihood of last-click conversion rates. 

Now that you’ve mastered Google shopping, we have a very interesting topic to share. Read as mentioned below:

Advanced strategies to optimize the campaign

The following are the advanced strategies to optimize shopping campaigns:

1. Optimize search query:

It is important that you should segment your products according to their type or category. Performance varies remarkably depending on the type of query.

Let’s understand this with an example, if someone is searching for “Nike trainers”, you might want to bid more than if somebody was simply searching for “trainers”, because Nike trainers are generally more expensive than a well-known brand, so shoppers are most likely to convert. 

Google shopping

Here’s a twist, it can also be done by creating two separate Google Shopping campaigns consisting of “trainers” and then adding branded terms as negative keywords in one. 

This will become your non-branded campaign where you want to reduce bids. Whereas, the other one will become your Nike-branded campaign, where you want to increase your bids. 

2. Use pricing competitive:

Pricing of your products is one of the key factors in Google shopping campaigns. It should be understood that your Google shopping should show items that are competitively priced in order to grab the attention of the shoppers.

Keep it simple, you don’t have to lower the price of every product or in other cases get yourself into a price war.  Play the witty game here, advertise cheaper items in each product category to drive more traffic to your website, further where you can recommend other merchandise.

3. Test Bid strategies: 

Once you’ve made up your mind to bid on Google, you should understand that it is not as complicated and tough as it might seem to be. The message by Google is quite simple, if you’re overpricing your products in contrast to your competitors, your ads aren’t showing up as often.

4. Product segment:

 If you’re planning to set deals for each product, you have put each item within its own category that enables you to set deals for each product. 

Items do differ greatly in terms of price and profit margin, therefore, to optimize efficiency, you should bid more on high profit margin things besides, lower on low-profit-margin products. 

In a case where you are using the “All Products” bucket, the conversions can boost by as much as 280 percent and the CPA reduces by as much as 85 percent throughout the implementation of that strategy. 

It takes time to break lots of items into their own ad classes, particularly if you have a broad catalog of products, but for sure it is worth it. If you want to save time, you might want to use a device like Optmyzr or Camto that allows you to do this automatically at scale. 

5. Proper use of remarketing :

It is quite understood that the users who have visited your website previously are more likely to make a purchase from you as compared to the users who visited your website for the first time. This indicates how remarketing is so successful. 

Have you still thought about using Google Shopping Ads for remarketing? RLSA can be implemented in your Google Shopping campaigns also, clicks through rates and conversion rates have been shown to increase by as much as 4X. 

To get the best result, it is important that you section your remarketing audience as per the pages they have visited on your website. For instance,  If they’ve visited your category page, you might want to increase bids by 10 percent.

When they have visited and viewed your product pages, they are most probably to be further down the buying process and know what items they want to buy, so you may want to raise offers by 20 percent.

Cart abandoners are indeed the second most likely buyers so you should ramp up your bids by much more, possibly 30%. Whereas, existing customers are most likely to buy from you, so you’re going to want to bid them the highest – a 40 percent bid modifier, maybe. 

By enforcing such seven advanced Google Shopping strategies, you’re expected to see a substantial increase in conversion rate, sales, and profit performance.

Keeping other things aside today, execute strategy number four and group your product feed by product ID, because this will give you the most bang for your buck, with conversion increases of up to 290 percent.

Google Shopping

6. Optimize product title:

Not that all names of the products are created equally. Do not get too “creative” or “clever” with brand titles at the cost of including an explanatory sentence with the keywords required.

It is important to make sure your product titles and descriptions are rich in keywords while attracting potential customers. 

It is the duty of your store to help Google get you across to your viewers, because of negligence many brands omit to include keywords in their product titles. Don’t be one of them, your product titles are the most important elements for optimizing product feeds. 

Impressions and clicks spike when you apply keywords to your Product titles at the beginning. This is basically a simple SEO, as you are designing your product ad’s on-page elements to be more applicable to potential tourists. 

Your product title is the last sales language place in the world to use. ‍Don’t define how much your product looks like or what it does for your customer. Do detail what specifically is your product, highlighting key features such as color, size, etc.

7. Optimize Product Description:

It’s no different to reading a long-form blog post or a high-converting landing page.What you say first, determines whether a visitor will stay or leave.

You may have noticed that product descriptions appear to be very precise or short after a set number of characters, which only show in full if the visitor desires so.

Tackle this by writing the most essential information first like size, color, space, and dimensions, with the least relevant details which is descriptive language at the bottom. 

This doesn’t just help to boost click-through rates, but also has a direct relation with your Google Shopping Quality Score.

Conclusion:

It is important to understand that these ideas if implemented, can bring ultimate changes to your work. But there are two important elements to be taken care of: consistency and dedication.  These are the key elements that can be game changer. 

One should bear this in mind that “Once set for all” isn’t the thing that works in the case of Google shopping, like other PPC ads, you need to be constantly analyzing the results and adjusting your segmentation and bids to maximize ROI. 

Categories
Google Ads

How To Improve Impression Share In Shopping Ads

Ad impression share, also known as search impression share, is often easy to ignore and most of the time it’s underutilized. But one of the most effective ways to enhance the overall performance of your Ads account is by maximizing your impression share for high performing keywords. 

What is impression share?

The simple formula for calculating ad impression share is

Impression share = actual number of impressions / total number of impressions your ads were eligible for

The number of impressions you have received divided by the number of impressions you were eligible to get is denoted as ad impression share. These results are reported in form of percentage.

As an example, a 50% impression share implies that out of all considerable auctions you could have appeared, you appeared for only half of them.

Different Types of Impression Share

Search Impression Share – Used for impressions that are generated through the Search Network.

Display impression share – Used for impressions that are generated through the Display Network.

Search lost impression share (budget) – This tells us the percentage of impressions in Search Network that someone is lost out on. It usually happens because of low or an insufficient budget.

Display lost impression share (budget) – This shows the percentage of impressions that someone loses for the Display Network due to low budget.

Search lost impression share (rank) – This shows the lost percentage of impressions due to low ad rank on Search Network.

Display lost impression share (rank) – This shows the lost percentage of impressions due to low ad rank on Display Network.

Search exact match impression share – A Search Network impression share for search queries that exactly matched targeted keywords.

How to improve impression share for shopping ads:

Increase Budget: Low budget is one the biggest possible reasons for low impression share. Budget is the one that often limits the campaign. For instance, we can see that the campaign is performing really well and incredibly profitable but the budget is kept very low, for eg, $10. So everyday those $10 get used up when they could have spent $100.

There were $90 worth of searches but since the budget got used and couldn’t use more budget resulting in an ultimate loss of impression share. Here is an account that is “Limited by Budget” is capping performance.

Bidding: Increasing bids can improve the probability that an ad will show up more often for a given ad auction.

Reduce Regional Targets: You are very likely to notice an increase in impression share if you reduce your regional targets. But then there’s a catch. Reducing regional targets also results in reduction of potential number of impressions available to you.

Optimize Product Titles: Modifying your product titles according to how shoppers search for your product is another way to give a push to impression share. The key to effectively optimize your product title lies in user search query data. Editing your title to make them look more like search terms, makes them more relevant to users ultimately resulting in impression share increase.

Reconsider Mobile Strategy: Mobile strategy is one of the best places to focus if you are looking to increase impression share. You are very likely missing out on impression share if you are not showing ads on mobile devices.

It’s the only place where shoppers research and discover new products. If you feel like creating a separate campaign only for mobile ads is not worth it, you can simply increase the bids for mobile devices. That’ll also do the job.

In the end, there is no need to simply throw in a huge amount of budget to get a bigger slice of impression share. Instead, smartly segmenting and spending strategically, you can showcase yourself to the right audience even when the competition grows.

Categories
Google Ads

How To Scale Google Shopping Campaigns With 5x ROAS

Google Shopping Ads or product listings Ads is one of the most valuable ways to generate sales for any product catalogue.

Studies show that it can produce up to 25% higher conversion rates and have a very low CPC.

When you are not listing your product catalogs through shopping ads, you are missing around 40% of your total revenue.

Implementing the shopping ads with the right strategies can lead to good results but if you want to scale up your conversions, you need to work on advanced strategies.

To help you get the best out of Shopping campaigns, here are the top 5 strategies that can drive you 5× ROAS.

Google shopping

1) Adding Negative Search Queries

Shopping ads do not allow to addition of keywords and all the searches are carried from the data feed.

To avoid irrelevant queries, we should add negative keywords so that it does not burn our budget without giving us any conversions.

2) Amplify Top Performing Products

We can have an eye on each and every product in our campaigns and can see which one is driving us good results.

We should create a separate campaign for that particular product and can bid higher on that.

This way we are giving that particular product more exposure to performing better.

3) Day-Parting Trend

It is one of the most effective optimization techniques and is really easy to implement.

We can identify the timings of the day to see which time of the day has a large sales volume.

In addition to the same, we can see this report under the Dimension tab and can adjust the ad schedule accordingly.

4) Bid Modifiers

Google Ads provide us with a great way to optimize the bids for a number of things including location targeting and device bid adjustment.

In bid adjustments, we can increase or decrease our bids on various locations, demographics and devices in order to get the best out of them.

For example, if mobile devices are generating good results then we can increase the bid on that and if we don’t want to show our ads on desktop devices, we can simply decrease the bid on desktops to 100%.

Google shopping ads

5) Re-Target with Similar Audience & RLSA

Just like in Facebook ads, we have the option of a similar audience for shopping ads. Similar audiences are the ones who have very similar behaviour to our existing audience.

By targeting a similar audience, we are likely to get potential audiences in our marketing funnel.

Adding RLSA tin shopping campaigns helps to re-target the customers who previously visited the website but did not make any purchase.

By adding RLSA, we are pulling our warm audience down to the sales funnel.

To conclude, Google ads are all about testing different strategies. Setting up the campaigns will not let you drive anything for the long term.

Make sure to try implementing different scaling strategies to boost sales.

Categories
Google Ads

How To Get 10x ROI For Your eCommerce Website With Google Ads (PPC)

Introduction

“Google Ads” being considered as one of the major marketing channels especially in eCommerce businesses. If you’re looking for the best option to boost and get more traffic on your landing pages, than Google Ads is the best option. Generating leads and more sales is done with utmost efficiency through Google Ads. As per the statistics based on research done, Google Ads convert 50% better than organic traffic (in terms of paid ads). 

Google Ads Strategy

Google ads is a solid platform which allows you to advertise in different places, using different campaign types and different ad formats. It is suggested to run these different campaigns step by step in Google Ads:

Google Shopping Ads

These are the product based ads that show up for product searches across Google and Google shopping. It is a powerful and influencing method to get your products in front of the prospective buyers. Let’s understand this in detail:

Google shopping ads
  • Product Feed :

Putting into simple words, a big spreadsheet with all your products information mentioned in it is known as product feed. It is one of the most essential factors to run shopping Ads. The only problem here is that you need to have all various attributes and provide it exactly in the format as demanded by Google. Also, if you are on one of the big eCommerce platforms for sure there will be an app or plugin to take care of this. 

  • Google Merchant Center Setup:

This is one of the most important tools of all. In Google Merchant Center you connect your product feed to Google’s system. Here is a twist, some platforms like Shopify, Magento will connect straight through the API whereas, on others the work is on you, you have to add the feed manually. After this step you’ll be able to get quality information you’ve provided. If there are some errors after mending them you’ll be ready to move to Google Ads. 

  • Smart Shopping Vs Standard Shopping Campaigns:

While you’re setting up a new Google shopping campaign one of the initial things you’ll be required to do is to decide to go for a Smart Shopping Campaign or a standard one. 

Smart Shopping is not something that existed since the beginning, launched a short while ago, one of the biggest differences between the two is that in the case of Smart Shopping, Google will automate many things which you tend to do manually with Standard Shopping Ads.

Nevertheless, bidding, where your ads show up, which search queries you’re showing up for are some of the things you can’t control with smart shopping. 

smart shopping campaigns
  • Advance negative keywords:

In this scenario you don’t get to pick the keywords you want your shopping ads to appear for however, you can add the ones where you want to prevent your ads from showing up. If you’re looking to find the, it is quite accessible to find them through keyword research or from previous campaigns.

  • Selecting the Bidding Strategy:

It’s better to have a reality check before diving into something. It is quite important to have the right bidding strategy but when starting out you won’t get any benefits from one or the other. Maximize clicks can get things messed up therefore, in the beginning it is suggested to go for manual CPC and proceed further.

  • Shopping Campaign Structure Planning:

Shopping campaigns have a very simple structure, a single campaign with a single ad group and a single product group. Some advertisers tend to divide product groups in order to bid differently. At this point advertisers find it quite hard to figure out. Here’s a thing that seems to be unfair, which is that you’re paying the same amount for all queries that Google decides to match with your product.

  • Custom labels as per shopping campaign Structure Planning

Another way to conduct more effective campaigns is to distribute your budget to high-selling goods with a decent margin or a high net income. That concept is not available in Google Ads, but you could still add it to your product feed by using custom labels.

  • Showcase Shopping Ads:

Showcase Shopping Ads standout in its own way from Smart and Standard Shopping Campaigns which produce the same ads format. Rather than displaying a single product, a Showcase Shopping Ad displays the retailer’s range of items.

In a scenario in which someone clicks on the initial card, the actual items that fit the search query can be seen. It is quite common for most of the ads to appear on mobile for very generic category searches like “Cookware” and “Mattress”. 

showcase shopping ads

In addition to the information mentioned above when these are displayed, the normal shopping Ads won’t show. Therefore, there is no internal competition. 

  • Bid adjustments:

In simple words, Bid adjustments are a type of adjustments that you can make to increase or decrease the CPCs depending on the user’s characteristics.

These extend from -100% to infinite increase. For instance, you could decrease your max CPC by 45% for mobile devices. You’ll do this when you know clicks coming from mobile devices are 45% less valuable to you. Some of the possible bid adjustments are Devices, ad schedule, location and audiences. 

  • Audiences Selections:

As audiences are considered a special type of bid adjustments, in this scenario you’ll be able to adjust your bids based on visitors that are part of different audiences. For example for a visitor who had started checkout but didn; finish in case, you could increase your CPC by 70%. 

Moreover, it is important to add your audiences to your campaigns as observation, not targeting. 

  • Product Feed Optimization:

Google shopping operates on the information that you provide in your feed for your product. For betterment, optimizing information in your feed that you provide will help you to achieve better results. Below mentioned are the major ways to achieve them:

Google shopping product feeds
  1. Product Titles:

Right keywords in the title have a lot to do with the Google searches. It is important to remember that a big part of search query matching happens with the title. Having wrong keywords in the title will be an obstruction in matching with the queries. It is recommended to do keyword research. Keep the most important keywords at the start of your title.

  1. Product identifiers:

Product identifiers are the brand, GTIN and MPN numbers, they are the cause of many headaches when setting up your feed. It is important because it helps to attain product visibility. In a case in which you are using the same GTIN number as another seller, Google has little more information about which search queries to show your products for. 

  1. Product Images:

To stand out, you bring change in your selling, if there are other sellers doing the same too. Here, taking pictures of your own items can be a game changer. This is highly profitable to dropshipping stores. 

Google Remarketing Ads

These are a very special kind of display ads which appear on other sites to people that have visited your website. It is important to see if remarketing ads work for your business. Because for some it works like magic and for some it even gets hard to generate enough return from them. 

There are two groups of remarketing namely, Static marketing and Dynamic remarketing:

  • Static Remarketing Ads:

In this scenario you tend to show the same ad to every visitor. Also you can make seperate ads for visitors to specific pages on your site, but all those visitors will see the same ad. 

  • Dynamic remarketing campaign:

This type is quite different from the one mentioned above, rather than having the same ads, the ads feature products a visitor was looking at. Wondering how Google knows it? Simple, by the tracking code you’ve placed on your website.

The campaign is linked to your feed allowing Google to pull together an ad “custom” for that visitor. There is a reason why this type of remarketing is considered to be “intermediate”  because the tracking code can be quite tricky to get right. 

Dynamic remarketing
  • Creative effective responsive display ads:

In a scenario where you create a remarketing Ad, you will not be able to find static or dynamic ads. That particular “responsive” in ad type refers to the fact that you’re providing Google with a bunch of assets which they combine into different combinations.

For statics remarketing ads, these assets are headlines, logos, images, descriptions, and videos too. In dynamic remarketing ads you have to do things the same but Google can also show product gallery. 

  • Remarketing Audiences:

The major difference between the static and dynamic ad is the tracking code you need to put on your website. In the case of static remarketing, a single code serves the purpose.

On the basis of this, you can target visitors that have not been to specific pages. But if you’re looking for more dynamic features you need to add more complex remarketing code. That’s how Google will be able to match which products a specific user has visited, as Google “now” understands what visitors do on your site. 

Google Search Ads

The kind of Ad which most of the people refer to, when they talk about Google Ads. These are the most common Ads, and the presence of these Ads have made people quite familiar with it. Now that you’ve learned the interface, you know your way accordingly, know your way around various products. 

  • Settings:

Even though the settings tend to be a very simple item, there are a few ways you need to stop standing a chance of what comes next. The networks are the first up, these are places where the ads will appear. Google now has Search Partners and Display Network allowed by default: 

Starting with these, opt-out to ensure that you know where your ads appear. After you have set up, you can add to the mix in the Search partners. 

A further common error is bid strategy collection. They ‘re not even aware of what’s going on with most people new to Google Advertising. So, they trust the recommendation from Google. 

  • Keyword and match types:

The essence of Search Ads are the keywords you pick from where you want to see your ads. 

It really is a big move forward. Choose too common keywords and the tourists you’ll draw are much less likely to purchase. Anything entirely. But if you pick too common keywords, then you get just a couple of clicks on your ads. 

This second form of error is better than the first, but both start off very frustrating. 

Via strong keyword analysis, you can prevent those frustrations and find a good balance between enough traffic and specific traffic. The process will allow you to find search queries with appropriate volume and intention to purchase.

Google search ads

When you have been running the Shopping campaigns for a while, then you can also use the search terms document as a keyword analysis source. It’s indeed time to add them to your campaigns when you have a list (or spreadsheet) full of important keywords. 

Google really does make this easy. You can simply copy / paste the queries you find on the web. Yet if you do this, with Search Ads, you run into one of the most common errors: use wrong types of keyword matches. They are modifiers that you apply to your search queries, and they tell Google how similar you want them to find keyword variations.

  • Search Ads Campaign Structure:

Being quite similar to shopping ads, campaign structure is essential to run successful search campaigns. When a right ad appears for the right story it indicates good structure.

Making campaigns easier to manage, ensuring good quality score for keywords it all indicates a good structure. This indicates that you may have to decide practical things like which campaigns do you create? Which keywords to put in the same ad group, number of match types to use? 

Reaching at this stage it gets more challenging somehow. But for ecommerce there is an extra dimension because you have so many different pages on your site. 

Now the question is should you create an ad for each product or just for each category?

It varies from the product you are selling and how popular they are. To create ad groups for each product absolutely makes no sense, better to create an ad group with ads that target the category name. 

  • Search Ads:

Other than keywords creating effective search ads is another milestone to be achieved. You’ll get numbers of options when you’ll be creating numbers of ads. There are two types, text ad and responsive search ads.

The difference between the two is that the text ads only require a few assets whereas the responsive search ads need a lot of them. In the case of text ads, you will add multiple ones in one ad group and let them choose who’s the winner but RSA’s Google will do the testing internally. 

  • Ad extensions:

It is one of the most important parts in your campaigns. They help you to increase the chances of clicks. They show up if you’re showing up in 1-2 position in the results. Ad extensions like sitelink, callout have been there since a good time and most of the accounts have at least a couple of them active.

Google continues experimenting with new types like structured snippets, price or promotion extensions. A special type of extensions are the automated ones.

For ecommerce, the most important automated extensions are the seller ratings. Their work is to grab the attention and show the strength of the store!

  • Bidding:

People are always keen to know the best bidding strategy. But mostly it depends on the situation. Manual CPC is also a good starting point, starting out.

You can then check with an improved CPC after a while. Then once more sales are in, you can start evaluating automated bidding techniques such as target CPA or target ROAS, all of which are particularly well suited for ecommerce campaigns. 

Evaluate the pre and post metrics and change the strategy accordingly.

  • Dynamic Search Ads:

Keywords to find, ads to create; if you use dynamic search ads you don’t have to bother about any of these. Instead, you are able to provide the same products feed that you use with your shopping ads. Select which pages and include categories in it.

Create a few ads”templates” , Google will automatically populate the headline with dynamic content. Dynamic ads allow you to quickly set up campaigns for numbers of products. 

Dynamic search ads

Google Display Ads

Display ads are text,image or video ads that show up on Google display network, a known group owned by Google and third party websites. It includes Youtube, Gmail and 2 million websites that show adsense ads. 

Google Display campaigns are often managed through the Google Ads interface, although this is a separate platform altogether. 

We need a change in mindset to run successful Display Ads. 

With Shopping and Search Ads, we present advertisements to people who actively search out items. 

Yet with Display Advertising, you are showing up to people not even looking for your stuff. And for them to be successful, you need to interrupt them. The reason why more than 2 percent of Internet users use ad blockers is display ads. It is a phenomenon which keeps on that. I still use one, too. It’s also an environment infested with fraud by clicks.

  • Creative:

Display Ads are quite similar to the standard Remarketing Ads.The most popular examples are the Responsive Display ads where you add icons, pictures, headlines and texts of definition, which Google blends in its best ways. 

Many people aren’t major fans of the feel of the “normal” ads. A common concern is that their brand is not looking like it. Particularly because many of the advertisements you see, especially of big-budget companies,look very good. 

You can skip the default look and have your own banners made. However this can be an expensive affair also because of all the various sizes you need them. 

  • Targeting Options:

Targeting right people plays a very significant role. Anytime you learn about the current breach of privacy by corporations like Facebook and Google, that’s what’s at the heart of it.

Google builds a profile for someone who interacts with one of its websites or services to find out who they are and what they want. We then process all that data and make it available for advertisers like yourself to select from and choose.

Some of the targeting options are as follows:

  • Demographics
  • Keywords
  • Topics
  • Placements
  • Audiences 
  • Display Campaign structure:

Understanding the structure of display campaign structure with an example:

Campaign#1: Display – retargeting

Ad group #1: Product viewers (targeting: remarketing audience)

Ad group #2: Checkout abandoners (targeting: remarketing audience)

Campaign #2: Display – in-market audience

Ad group #1: Outdoor Recreational Equipment (targeting: in-market audience)

Ad group #2: Fitness Products & Services (targeting: in-market audience)

Ad group #3: Sporting Goods (targeting: in-market audience)

  • Gmail Ads:

The ads on gmail inboxes looks like an email but when opened shows an ad instead. This one gets a lot of attention. This one comes straight in front of people on the screen as soon as people open their email accounts.

The click rate is quite high in this scenario. Subject lines play a very important role in grabbing the attention, to show an attractive, time-sensitive offer, and convert on your own site. 

Google display ads

Youtube Ads for eCommerce:

These are one of their kind. One of the major reasons you can’t ignore them simply! It is important to understand that your success as a youtube advertiser depends upon bridging the gap between the users who are on youtube and the goods you’re selling. 

As with most of their commercials, this video ad is a combination of entertainment and education. It should be very familiar with the realistic specifics of how to configure video campaigns as they have several parallels with other Display campaigns.

  • Youtube Ad formats:

Once you’ve created your ads and uploaded them on youtube, it’s time to start creating a campaign. Below mentioned are some of the different video ad formats to choose from:

  • Skippable in-stream ads: these ads appear before, during or after another video and can be skipped after 5 seconds
  • Non-skippable in-stream ads: these ads cannot be skipped and play for 15 seconds
  • Video discovery ads: these are ads the appear as a promoted video next to a playing video or in the search results
  • Bumper ads: ads that are 6 seconds or less that can’t be skipped
  • Outstream ads: these are video ads that run outside video ads
  • Masthead ads: ads that take over the YouTube homepage 
  • Shopping: video ads linked with a Shopping feed 
  • Targeting options:

It is noticeable that many targeting options are similar as on the display network. Below are the ones you get access to on Youtube:

  • More detailed demographics: education, marital status, homeownership
  • Competitor channels (a type of placement)
  • Life events: people that are in the middle of life milestones like moving, graduating from college, or getting married
  • Retarget people that have interacted with your channel
Youtube ads
  • Bidding:

In youtube ads the most important thing in this scenario is view. The payment differs from the bidding strategy available. Which ad format is being used also makes a difference.

For some ads you are charged irrespective of anything, whereas for other videos you’ll only pay when someone doesn’t skip and watches more than 30 seconds. Youtube bidding strategies can be divided into three groups:

  • Conversion-based bidding: Maximize conversion, Target CPA
  • CPM (Cost per mile) bidding: Target CPM, Maximum CPM, and Viewable CPM
  • CPV (Cost per view) bidding: Maximum CPV
  • Trueview ads for shopping:

Discussing YouTube Ads for ecommerce stores, this ad-format is a combo of an “in-stream ad” , together with shopping ads. 

  • What to focus on right now:

This guide hopefully has given you ideas and actions to be implemented for better results. These guidelines will bring more clarity, experiments, success and upgrade your skills. 

Categories
Google Ads

Know Everything About Google Shopping Actions

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

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

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

  • Changing Buyer Shopping Experience

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

  • Shoppable Search Results

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

  • Voice Shopping

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

Google Shopping Actions Working

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

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

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

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

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

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

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

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

How Often Are Retailers Paid?

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

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

Take a Look at some Google Shopping Actions Benefits

  • At Once Placed on Multiple Google Platforms

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

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

  • Enhanced Customers Experience while Shopping

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

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

The Google Shopping Actions program features:

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

  • Pursue Customer Experience

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

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

  • Build an Email List

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

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

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

  • Commission Sale Model

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

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

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

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

Who’s eligible for Google Shopping Actions?

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

Here’s are some points that make you eligible: 

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

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

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

How to Participate in Google Shopping Actions?

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

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

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

Our Thoughts

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

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

Categories
Google Ads

How to List Your Products on Surfaces Across Google for free

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

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

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

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

Google Shopping

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

Where Will Your Products Display?

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

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

Google Shopping

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

Google Image Search

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

Google Maps

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

Google Shopping Images

How to Opt-in for Surface Across Google Programme?

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

2. Add your products

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

4. Set up shipping (optional)

5. Verify your website

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

Surface across Google Programme

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

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

Categories
Google Ads

How To Use Supplemental Feeds

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

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

Why you need supplemental feed:

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

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

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

OR 

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

Custom Labelling

How to Create Supplemental Feed:

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

Google merchant center

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

Google Merchant Center Feed

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

Supplemental Feed

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

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

Final Steps!

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

Supplemental Feeds

Supplement Feed:

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

Supplemental Feed

Conclusion: 

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

Categories
Google Ads

How To Use Best Sellers Report In Google Merchant

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

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

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

The best seller report  – what is this feature?

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

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

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

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

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

What Does The New Google Merchant Center Report Look Like?

To review your best seller report follow these steps:

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

In bestsellers report, you can include data such as:

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

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

Google Shopping

Best Sellers Tool Report in Google Merchant Center,

Country: France

And  Google product category: Animals & Pet Supplies

Google Shopping

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

Conclusion:

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

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

Categories
Google Ads

How To Use Price Competitiveness In Google Merchant

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

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

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

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

Firstly, how will you enable this program? 

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

You can enable this Price Competitiveness program as follows:

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

Let’s know what’s Merchant Price Intelligence?

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

How will you access the Price Competitiveness report?

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

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

How will you analyze Price Competitiveness report?

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

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

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

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

  • Price Competitiveness Main screen. 

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

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

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

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

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

Google shopping
  • How will you analyze each product?

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

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

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

Some Benefits of Google Merchant Center Price Competitiveness 

Following are the main benefits:

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

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

Categories
Google Ads

Uploading Your Products To Google Merchant Center Manually

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

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

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

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

Google Shopping primary Feed

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

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

Google Shopping Feed

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

Google Shopping Primary Feed

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

Google Spreadsheet

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

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

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

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

Google Merchant Center

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

Google Shopping Feed

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

Categories
Google Ads

How To Use Feed Rules In Merchant Center

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

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

Where to use feed rules?

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

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

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

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

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

So Let’s get started

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

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

Google Shopping Primary Feed

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

Google Shopping Product Feed

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

Audience

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

Data Sources
Data Source Feed Name

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

Google Shopping Ads

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

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

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

Google Ads Audience

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

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

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

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

Some places where you use feed rules-

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

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

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

CONCLUSION

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

Categories
eCommerce Ads Google Ads

How to Use Market Insights in Google Merchant Center?

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

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

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

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

How can you find this feature in Google Merchant Center?

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

google merchant center insight

Who’s eligible for Marketing Insight:

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

Benefits

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

How it works

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

Price Competitiveness Report:

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

Best Sellers Report:

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

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

Conclusion: 

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

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

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