Categories
Google Ads

How To Use Supplemental Feeds

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

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

Why you need supplemental feed:

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

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

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

OR 

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

Supplement feed

How to Create Supplemental Feed:

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

Good merchant feed

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

Google merchant supplement feed

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

Supplement feed setup

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

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

Final Steps!

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

Supplemental feeds

Supplement Feed:

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

Supplemental feed

Conclusion: 

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

Categories
Google Ads

How To Use 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 below, 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 Feed

Best Sellers Tool Report in Google Merchant Center,

Country: France

And  Google product category: Animals & Pet Supplies

Google Product Category

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 shopping market insights

Let’s know what’s Merchant Price Intelligence?

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

How will you access the Price Competitiveness report?

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

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

Google shopping ads

How will you analyze the Price Competitiveness report?

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

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

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

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

1. Price Competitiveness Main screen

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

Price Competitiveness Main screen

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

2. Price Competitiveness “Group by” section

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

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

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

Google Shopping category

3. How will you analyze each product?

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

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

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

Some Benefits of Google Merchant Center Price Competitiveness 

Following are the main benefits:

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

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

Categories
Google Ads

Uploading Your Products To Google Merchant Center Manually

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

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

1. Log into your Google Merchant Center

2. Go to Products > Feeds and  then click on the plus symbol in the blue circle as shown below:

Google merchant center feeds

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

Google merchant center feeds

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

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

Google merchant center feeds

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

Product feeds

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

Google Doc

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

Id: Product Id is your SKU ( Stock Keeping Unit) which should match exactly on your eCommerce store and other marketplaces to ensure proper syncing .

Title:  Here you should add your product name, you can add distinguishing attributes such as color and size here but don’t try to add promotional text here. This should not be any longer than 150 characters.

Description: This should be no longer than 5000 characters. Try to add information that only describes your product. Don’t try to include promotional text, store links, or any accessories details in this field.

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

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

Google merchant center feeds

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

Google merchant center feeds

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

 

Categories
Google Ads

How To 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 are 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. 

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.

Feed rules

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.

Feed rules

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.

Feed rules

Feed rules

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):

Feed rules

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. 

Feed rules

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 Setup and Use Google Product Ratings

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

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

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

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

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

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

Learn Google Product Rating Working

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

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

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

What are the Benefits of Product Ratings

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

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

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

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

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

Google Product Ratings

2. Customers get educated about the product. 

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

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

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

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

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

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

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

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

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

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

How you can get the power of Google Product Ratings

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

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

So, how can you stand out from this?

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

1. Sell Renowned Products

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

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

2. Regularly Optimise your product listings & bid high

Now the question is how to compete with other sellers?

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

3. Collect Seller Ratings

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

4. Competitive Product Pricing

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

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

Product Rating In Summary

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

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

Categories
Google Ads

How To Access Google Shopping Account?

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

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

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

Step – 1 Sign in to your Merchant Center account

google merchant center

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

google merchant center

Step-3 Select the account access option.

how to get merchant center access

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

google merchant center

Click Save 

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

account access

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

google account access

google account access

Step – 7  Click Save 

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

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

Step – 1 Login into your Google Ads account.

Google Ads account.

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

Campaigns

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

new campaign

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

google shopping

Step – 5 Choose your advertising preferences-

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

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

merchant access

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

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

campaign name

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

google merchant center sale

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

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

campaign priority

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

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

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

google search partners

Click Save and continue.

AD GROUP CREATION:-

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

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

google shopping adgroups

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

Google showcase ads

2.) Ad group name –

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

Click Save at last.

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

Categories
Google Ads

How to Use Custom Labeling in Google Shopping Ads

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

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

Why you need custom labeling-

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

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

Easy ways to use custom labeling 

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

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

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

Or 

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

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

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

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

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

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

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

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

Case 4- sales item and free shipping

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

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

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

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

For example –

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

Custom Label 0 – Men’s Tee

Custom Label 1 – Short Sleeve Shirt

Custom Label 2 – Summer

Custom Label 3 – under $30 to $50

Custom Label 4 – Plain Shirt

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

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

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

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

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

custom labeling

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

custom labeling

Conclusion-

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

Categories
eCommerce Ads Google Ads

Everything about Showcase Shopping Ads Campaign

Most of the marketers know about Showcasing shopping ads but didn’t try it till now. In the Year 2017 Google ads introduce the shopping ad format with showcase shopping ads. 

With the help of showcase shopping ads, merchants can gain visibility from upper funnel users who are in their research phase. It also helps the users to go through products without visiting the website.   

Showcase shopping ads are helpful for advertisers because they appear at the top of paid search ads and with this advertisers can showcase the product catalog that will help them to increase click-through. This, in turn, will also help in an increase in sales. 

Know you wanted to learn more about Showcase Ads.

Firstly, Know What is Showcase Shopping ads?

In Showcase shopping ads you can combine a selection of related products (catalog) and present them together with vivid, high-quality images or video. Showcase ads mainly trigger on broad search terms like “Furniture” and “Lamps”.

On relevant search terms, Showcase ad appears on clicking on it will expand the store product catalog related to the product group.

One biggest advantage of Showcase ads is that first clicks are free, so advertisers are only charged when the user clicks again to open up the expanded catalog.

Where do Showcase shopping ads appear and how do they work?

Showcase shopping ads appear in Google Feed, Google Images and when someone searches for a broad product term, like “Furniture” or “standing desks.”. With Showcase Shopping ads you can advertise the whole category of your inventory.

To work with Showcase ads you need to have a linked and fully functional Merchant Center account.

In Showcase ads, you can also Showcase video. It was introduced by Google in 2018 and it’s their first retail search ad unit that features video designed to help advertisers provide a more contextual experience, immersive for shoppers. 

With Showcase video ads you can upload video along with multiple images to a single ad and promote your products through beautiful imagery, descriptions and relevant promotions.

google showcase ads

Showcase shopping ads Prerequisites:

Before you running Showcase Shopping ad you’ll need to first complete the following prerequisites:

  • Setting up a merchant account and linking it with Google Ads account. Also, you have to send Google up-to-date product feed data every 30 days.
  • Set up a Shopping campaign and Optimize it. Using the retail-centric reporting metric, you’ll be then able to track the performance of your products.
  • Upload your 1:1 logo in Merchant Center so it appears in your ad and helps you in branding.

Ads specs = Showcase Shopping Ads 

  • Header Image should be 1200 X 628 px in JPG or PNG format for the best quality across all devices.
  • Headline Text with 24 characters limit.
  • Description with 120 characters limit.
  • Final URL: where you want your user to arrive after they click on ads. 
  • Display URL: 25 characters are shown on mobile, 35 on desktop.

Let’s know How you can set up your Showcase Shopping ads

Follow these steps to set up Showcase Shopping ads:

  • Set up your Shopping Campaign
  • Select a Campaign
  • Create a new Ad Group.
  • Click on Showcase Shopping’
  • Select your new Ad Group name
  • Enter your Maximum Cost-Per-Engagement (Max CPE)

Now you have to select the products which you want to promote with a Showcase ad. You have to subdivide your product groups smaller and make it more specific by excluding product groups that contain products you don’t want to promote.

google showcase shopping ads

Some Major Benefits Showcase Shopping ads

In addition to showing multiple products in ads, it provides advertisers with the following benefits:

  • It helps users to decide where to buy.

     

Most Google Shopping searches use broader search terms. These broad terms are in their deciding phase and considering what product they have to buy or from where to buy. 

Showcase Shopping Ads allow advertisers to reach these potential customers and get them thinking about your brand while they’re still in the initial stages of making a decision.

  • Control over which products you want appears in your ad.
  • Track engagements and conversions in real-time. You can use comprehensive reporting tools to track the performance of your ads.

 

Let’s Know How much it will cost to run a Showcase Shopping ads

Showcase Shopping ads work on maximum CPE (cost-per-engagement) bidding, and we have to set the highest amount of CPE that we are willing to pay for engagement. 

In this scenario, you’re not get charged on the first click, rather we will be charged when someone does the following: 

  • When the user expanded the ad with the spend time of 10 seconds within the ad or
  • Clicks the product link in the expanded ad before opening it. 

How to Optimize Showcase Shopping ads

By just uploading the multiple product images and selecting the appropriate URLs it does not help you to give you the best result. To encourage desired user action you need to consider the following tactics.  

  •  Add High-Quality Header Image: 

For Header image, you should showcase high-quality imagery related to lifestyle that shows off your branding and that will engage with your target audience. 

  • Segregate your ads: 

You should start by creating the multiple ad groups in the category or product type levels to get it segregated and set your bids accordingly. 

It’s best to start with a broad level or base category level ad groups. It will help you to identify which search terms are getting more engagements by targeting entire categories (e.g., “Dining chair” is a broad term). 

Now you have to set up the additional ad groups that will target sub-categories of your above winning one such as “European Modern Dining Chair ” and see if you receive any engagements. You can now increase the bids for the sub-category ad groups that show higher buying intent.

 

  • Three ads in each Ad Group: 

 

We recommended having at least three ads in each ad group. Every ad should have unique headers, descriptions, headlines and category URLs. 

Let’s Maximize Visibility with Showcase Shopping ad

Showcase Shopping ads help you to display more products as compared to Google Shopping with more visibility. It will help you to find out the high-intent audiences by having the right ad specs and optimized ads.

Categories
Google Ads

10x Your Sales With Google Shopping Feed Optimization

Most of the people in our private group e-commerce PPC secrets asked how we can boost up sales, how to 10x your sales with google shopping feed optimization. 

Now, this is something a lot of people are basically unaware of because most of them don’t know what Google Shopping Feed optimization means.

From the past few years, Google shopping is my #1 choice for putting the products in front of potential buyers and no wonder even amazon and other big e-commerce stores are doing this for years.

And why not? According to Power Reviews Study, 35% of all online product research begins on Google so why not put your product in front of those directly who are searching for it.

There are lots of people who are running Google shopping campaigns but they didn’t end with a great ROAS because of not focusing on Google shopping product feed.

I will explain in this article why you need to focus on the product feed first and how to optimize product feed to boost up your sales and revenue up to 10x.

#1. Optimize Product Titles To Capture Search Queries

Since you can’t target keywords directly, include them in the product titles. To get most people clicking on your product you need to do complete keyword research first before proceeding.

optimize product titles

Since you have the option to get most of what people are searching on the web don’t forget to include the search query in the product titles directly.

 To capture more relevant traffic, add product attributes, such as product type, brand, color, or size to the titles.

 

#2 Optimize Product Titles For Higher CTR

 You should optimize your product title in such a way that you get the highest CTR, so relevancy to popular search queries is the key; that means you need to write product titles as ads.

 But don’t write too much, in this case less is more.

 

#3 Optimize Product Picture

An image is way better than a thousand words.

optimize product picture

A unique and great product picture helps to stand out your product. Make sure you invest in your product images, because they will be responsible for grabbing the attention of your shoppers, which indicates relevancy to search queries.

 

#4  Research for best Price

If you want Google to display your product to the maximum number of users, keep your product price in a competitive range. 

research for product price

Neither too low nor too high.

Lower the product price relative to market value, the higher the odds are that Google Shopping will prioritize your ad and serve it to users.

 

#5  Be specific with product categories

Even if your products don’t require categories, to keep the ads more relevant, you should map the products to the official product categories. You can download a list of close to 5,500 categories.

 

#6  Optimizing Product Description

Product description plays a very important role in the success of your Google Shopping Campaign. The description gives you the opportunity to list out product features, technical specifications and give shoppers a reason as to why the product can benefit them.

 

#7  Custom Labeling 

Custom labeling in Google Ads is a way to organize products like a shopkeeper does in the shop; all related items are put in a single rack. Every product varies according to price, seasonality or even margins.

custom labeling

Custom labels allow you to organize products in Google Shopping campaigns to your preference, and the labels will only show up internally. If done right custom labeling helps you to setup smart and profitable campaigns else it hurts the performance of your campaigns 

 

Conclusion

It is very important to be aware of the best practices in terms of shopping platforms. You can align your campaigns with those practices. 

Google shopping is inclined towards betterment by the time by serving relevant products to their uses. It is quite obvious that the competition has risen far higher than it was. 

Therefore, you need to cope up with this highly competitive field; which can be done by optimizing your product feed. 

Categories
eCommerce Ads Google Ads

Google PLA : How to add products to Google Shopping Ads?

Have you ever done online shopping? I know that’s a silly question, everyone does. But have you ever wondered how we get those products to Google search results as we search for them?

You have started thinking of online marketplace Amazon, eBay, and Etsy but the answer is Google Shopping. Although Google shopping is not an online marketplace, definitely it provides shoppers the same opportunity to browse a variety of products based on their search query.

As retailers, Google shopping has numerous benefits for you because in the end the shoppers are sent back to your online store. If you haven’t run a campaign for your store you are missing a huge chance for your business.

You can showcase your products on Google search results by creating a merchant center account and then adding your product inventory in the merchant center.

How to Add Products:

1. Add your products

To set up your product feed, go to your Google Merchant Center account. Click Products > Feeds, and then click the blue “+” icon.

add your products

First, enter your country and language. This data determines which demographic(s) will see your products, so it’s important.

google pla

Next, name your product feed and choose how you’ll input your product information.

google ads pla

If you choose Google Sheets, you can either upload your own spreadsheet or use a template provided by Google Merchant Center. This step also allows you to create an upload schedule depending on how often you update your inventory.

google pla

This spreadsheet is used to assemble the product attributes that Google will use to index and display your products. 

After you have set up product inventory you need to link your Google Merchant center account to Google Ads Account

 Now it’s time to run your campaign on Google Shopping 

 Log into your Google AdWords account. Open the Campaigns tab on the left-hand side menu, click the blue “+” icon, and choose New campaign.

Gogle shopping ads

First, choose a campaign goal. A Shopping campaign can have a goal of Sales, Leads, or Website traffic. (You can see the Shopping designation if you hover over the goal.)

google shopping ads

After placing Bids and other campaign settings it’s now time to build your ad groups. There are two kinds of product groups available in Google shopping campaign – Product shopping ads and showcase shopping ads 

 

If you choose a Product Shopping ad group, enter your ad group name and set a maximum CPC bid.

google shopping ads

Once you click Save, your campaign is submitted. Congratulations on completing your first Google Shopping campaign.

If set up correctly Google Shopping campaigns provide fruitful results for your business. If you have set up your first ever PLA campaign, the next step is to optimize the shopping campaign and feed. In our previous article on how to optimize Google shopping feed we have suggested 7 tips to improve your campaign. 

Categories
eCommerce Ads Google Ads

Google Shopping Setup Guide 2020

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

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

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

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

Let’s get started!

What Are Google Shopping Ads?

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

google shopping

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

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

Why Should You Use Google Shopping Ads?

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

Below are few reasons to  the run Google Shopping Ads:

Top rank for shopping ads:

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

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

google shopping

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

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

Show and tell

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

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

google shopping guide

How Does Google Shopping Work?

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

Understand What is Google Merchant Center Exactly:

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

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

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

How to Maintain Your Product Feed?

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

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

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

 

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

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

 

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

google shopping guide 2

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

Use of Merchant Promotions:

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

google shopping guide 4

Use Product Rating, Seller Rating:

google shopping

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

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

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

Set-up a Google Shopping Campaign

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

google shopping guide5

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

google shopping

Standard Shopping vs Smart Shopping Campaigns

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

smart shopping vs standard

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

standard shopping vs smart shopping

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

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

Google Shopping Campaign Structure

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

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

google shopping 6

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

– Custom Label

– Product Type

– Product Category

– Product Brand

– Product Item ID

Bidding Strategies:

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

 

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

 

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

 

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

 

Using Custom Audiences for Google Shopping Ads

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

– RSLA campaign

– Re-target display campaign

– Dynamic Re-marketing campaign

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

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

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

google shopping 7

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

google shopping guide

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

 

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

 

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

google shopping campaign

What Is Possible With Google Shopping Ads

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

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

google shopping results

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

Categories
Google Ads

How to use google merchant center: The ultimate Guide

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

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

GOOGLE MERCHANT CENTER FEED

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

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

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

MOST IMPORTANT FIELDS

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

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

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

google merchant center

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

google merchant center

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

HOW TO ADD PRODUCTS

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

SHIPPING COSTS

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

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

CONCLUSION

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

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

Categories
eCommerce Ads Google Ads

Google Smart Shopping Optimization: 6 Tactics for better ROI

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

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

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

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

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

Smart Shopping Campaigns Optimization Tactics 

Setting up Smart Shopping Budget

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

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

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

Bid Strategy for Smart Shopping Campaign  

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

Choosing Products for Smart Shopping Campaign  

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

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

Remarketing list to optimize smart shopping campaign 

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

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

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

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

Product Segregation

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

Some of the other examples of such campaigns are

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

Give time to Smart Shopping Campaign

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

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

Don’t panic with smart shopping campaign

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

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

Take an action on smart shopping campaign

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

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

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

 

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

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

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

Categories
eCommerce Ads Google Ads

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

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

How do they do it?

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

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

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

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

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

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

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

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

Google Shopping Ads

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

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

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

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

Set Your Budget

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

setting your budget in google ads campaign

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

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

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

Utilize promotion feed from the Google merchant

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

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

Google Merchant Promotions

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

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

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

Impression share

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

5. Use Product Ratings, Seller ratings

Google Shopping Ads Seller and product ratings

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

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

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

use custom labels on every possible product for the segmentation

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

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

7. Make product groups based on the themes and profits

Google shopping ads product groups based on the themes and profits

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

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

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

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

Use Google Merchant automatic rules to avoid unnecessary product disapproval​

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

The approval process requires 2 steps:

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

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

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

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

Manual ECPC

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

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

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

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

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

11. Keep updating your negative keywords list.

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

Keep updating your negative keyword list

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

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

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

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

Run (RLSA) Remarketing lists for search ads campaigns

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

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

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

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

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

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

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

13. Running Dynamic Remarketing campaign to get sales.

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

More reasons to use dynamic remarketing are:

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

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

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

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

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

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

optimize your product Feed Title, Descriptions

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

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

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

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