Common Google Shopping Disapproval Problems & Tips fro SMBs by Heather Cooan

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From SMX East 2013 - Common Google Shopping Disapproval Problems & Tips fro SMBs by Heather Cooan #SMX #23D

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Common Google Shopping Disapproval Problems & Tips fro SMBs by Heather Cooan

  1. 1. Google Shopping Disapprovals COMMON DISAPPROVALS, SOLUTIONS, & SMB TIPS
  2. 2. Thanks so much for having me! Heather Cooan @HeatherCooan LinkedIn.com/in/hcooan Heather is Director of Client Services for Clix Marketing, regular writer and speaker. Heather contributes to many publications and served as a technical editor of Google AdWords – Managing Your Advertising Program (O’Reilly Media, 2011). Clix Marketing is an independent digital media firm specializing in paid display, search, and social advertising. http://www.clixmarketing.com/blog HeatherCooan.com
  3. 3. The Mystery of All Mysteries… GOOGLE, WHY YOU DISAPPROVE? 3@HeatherCooan #smx #23D
  4. 4. No Reasons, Just Denied! 1. Breathe 2. Investigate why 3. TRY to be patient Google shopping will drive you insane due to lack of alerts and information about disapprovals. @HeatherCooan #smx #23D 4
  5. 5. Common Disapprovals AND SOLUTIONS @HeatherCooan #smx #23D 5
  6. 6. • Alcohol • Casinos and Gambling Equipment • Endangered Species • Fake Documents • Fireworks • Healthcare and Medicine • Human Remains and Body Parts • Illegal Drugs • Illegal Hacking • Illegal Products • Immovable Property • Live Animals • Online Gaming Goods and Currency • Tobacco Products • Traffic Devices • Stolen Property and Lock Picking Devices • Vehicles • Weapons • Wholesale Currency Can you advertise your product? Getting stuck on policy? Policy: https://support.google.com/merchants/answer/2731539?hl=en&topic=2701546&ctx=topic Restricted Products @HeatherCooan #smx #23D 6
  7. 7. Product Feed Problem: Broken product page URL. All product page URL’s must be live and working, be extra careful if you manually tag. Solution: Ensure all page URL’s are accurate and working as reported in your feed. Problem: Unique product ID’s. Each product must have a unique product ID. (variations are exception). Field cannot be empty. Solution: Assign each product a unique ID or utilize the FALSE parameter in this field. @HeatherCooan #smx #23D 7
  8. 8. Product Feed Problem: Broken image link or improper image parameters. Solution: Ensure all images are the right specs (see support docs), do not contain text, and all links are working. Problem: Feed contains marketing text Solution: Google does not allow marketing or promotional text in the title or description. Ensure all product titles and descriptions are just about the product. @HeatherCooan #smx #23D 8
  9. 9. Product Feed Cont. Problem: Discontinued products are still in the feed. Solution: Ensure feed is up to date and all discontinued products are removed. R.I.P Wonder Wheel @HeatherCooan #smx #23D 9
  10. 10. Product Pages Problem: Information in the feed does not match what is on the product page, particularly price. Solution: Ensure all information must match in both the product feed and on the product page. Problem: Website load time is slow. Solution: If your website lags, Google will refuse to show your products. Ensure pages load quickly and all components are working. @HeatherCooan #smx #23D 10
  11. 11. Common PLA Mistakes AND TIPS! @HeatherCooan #smx #23D 11
  12. 12. Mistake: Feed upload every 30-days. Solution: A fresh feed reflects updated information, which suggests prices will be correct, stock status will be correct, and other factors. Google places importance on accurate info and a daily feed is HIGHLY advisable. Mistake: Only submit the bare minimum of required fields in your feed. Solution: Use as many "recommended" fields as possible. If you can fill it, then fill it. Google appreciates a product with detailed information and it's good when Google appreciates you. Common Mistakes @HeatherCooan #smx #23D 12
  13. 13. Mistake: Google bot blocked from product pages. Solution: Don't block the Google bot. Make sure robot.txt file is available and pages are crawl-able. Mistake: Ignore the stock status field and always set everything to "In Stock" because it's easier than keeping up with stock status. Solution: Stop paying for out of stock item clicks and manage this field! *Incredibly important with holiday traffic spikes around the corner. Common Mistakes @HeatherCooan #smx #23D 13
  14. 14. Mistake: Not monitoring load time. Not fixing slow loading pages. Solution: Speed up your site! Look into page-caching options, CDNs, upgraded server hardware, etc. Mistake: Don't care about what keywords are in your title or description or what order they are in. Solution: Analyze which keywords are most important, searchable, recognizable, distinguishable, and revamp product titles. For example: Nike Freeform Crossfit Running Shoes - NK546 Common Mistakes @HeatherCooan #smx #23D 14
  15. 15. Mistake: Using a lower price or other misleading info into your Google Shopping feed to capture attention. Solution: Google’s hip to your tricks, make sure they match. Mistake: Don't care about Store Reviews in Google Shopping SERPs. Solution: Don’t forget about seller rating extensions, these apply to PLA’s too! Stand out against the competition. Common Mistakes @HeatherCooan #smx #23D 15
  16. 16. Mistake: Enabling Conversion Optimizer. Solution: Automated bidding tools are currently incompatible with PLA’s. Conversion Optimizer will break your campaign and stop ad serving. *eCPC is coming soon to PLA’s. Common Mistakes @HeatherCooan #smx #23D 16
  17. 17. Resources GET HELP! @HeatherCooan #smx #23D 17
  18. 18.  Merchant Center Contact Form: https://support.google.com/merchants/?rd=1#contact =1  PLA Dedicated Email Support: product-search-dedicated@google.com  1-866-2GOOGLE  Google Partners (Engage) Reps *All reps have access to shopping reps, but general reps are the first line of defense. PLA & Product Feed Support @HeatherCooan #smx #23D 18
  19. 19. Support Tips Be Ready…  AdWords CID  Google Merchant Center ID  Login Email Addresses *Ideal if all on one Google account Work With Them…  Help narrow down based on this info  Ask them to get in touch with a shopping rep *They’re usually good at getting back to you @HeatherCooan #smx #23D 19
  20. 20. Thanks so much for having me! Heather Cooan @HeatherCooan LinkedIn.com/in/hcooan Heather is Director of Client Services for Clix Marketing, regular writer and speaker. Heather contributes to many publications and served as a technical editor of Google AdWords – Managing Your Advertising Program (O’Reilly Media, 2011). Clix Marketing is an independent digital media firm specializing in paid display, search, and social advertising. http://www.clixmarketing.com/blog HeatherCooan.com

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