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Webinar - Google Merchant Center Explained
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Webinar - Google Merchant Center Explained

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Walk through all the ways your Google Merchant Center feed can be used. It starts with listing products on Google Product Search, but you can also leverage your data feed on the Google Affiliate ...

Walk through all the ways your Google Merchant Center feed can be used. It starts with listing products on Google Product Search, but you can also leverage your data feed on the Google Affiliate Network and Google AdWords. It’s time to put the power of your data feed to greater use. Get a jump start on your competition today!
All serious ecommerce businesses can benefit from this informative Webinar. Register today if you want to improve your performance, drive more sales, and discover how to better leverage your Google Merchant Center feed.

Brian Smith and Ryan Douglas of SingleFeed will cover:
- Google Product Search and Google OneBox listings
- Google Merchant Center Account Optimization Tips
- Google Product Extension Ads w/ Google AdWords
- Google Product Ads w/Google Affiliate Network

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  • Thanks for all the info you provide on blogs and here on slide share, about various marketplaces like Amazon Product Ads, the Google Merchant Center, and Yahoo stores. You've provided some really good solid info on the various opportunities for a low-profit margin product's online marketing efforts options.
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Webinar - Google Merchant Center Explained Webinar - Google Merchant Center Explained Presentation Transcript

  • Google Merchant Center Explained
    Presented by Brian Smith & Ryan Douglas
    with special guest Sarah Beritzhoff
  • Google Merchant Center Data Feed
    WWW.SINGLEFEED.COM
  • Agenda
    • Brief introduction from SingleFeed and Google View slide
    • Google Merchant Center Basics View slide
    • Google Merchant Center & Google Product Search
    • new page format, review of Onebox formats
    • Google Merchant Center & Google Affiliate Network
    • examples, explanation
    • Google Merchant Center & Google AdWords
    • examples, data, explanation, proper set-up
    • Q&A with SingleFeed & Google
    WWW.SINGLEFEED.COM
  • Who is SingleFeed?
    We’re Shopping Engine Experts
  • SingleFeed Background
    • ComparisonEngines.com started May 2005
    • LoveYourFeed Blog October 2006
    • SingleFeed launched February 2007
    • VC backed – True Ventures, KPG Ventures
    • Hundreds of merchants
    • Focus on SMBs
    • Lots of experience
    • First account manager @ Become
    • Years of internet marketing work – SEO, PPC, Affiliate Programs, etc.
    • Analyst for the industry, frequent speaker at industry events
    • Google Merchant Center Partner
    WWW.SINGLEFEED.COM
  • SingleFeed Services
    • Affordable self-service data feed submission services from $100 - $600/mo.
    • For stores over $250K in total online revenue
    • Managed Services - $600/mo + % of sales
    • For stores over $30K/mo in shopping engine revenue
    WWW.SINGLEFEED.COM
  • n
    Sarah Beritzhoff
    Strategic Partner Manager
    WWW.SINGLEFEED.COM
  • Get the basics done right
    • Tax & Shipping
    • Claim your URL
    • Big, high quality images
    • Go above and beyond the basics
    WWW.SINGLEFEED.COM
  • Tax and Shipping
    WWW.SINGLEFEED.COM
  • Claim Your URL by MAY 18th!
    WWW.SINGLEFEED.COM
  • Google Webmaster Tools
    Go to Google Webmaster Tools
    Sign into Google Webmaster Tools with your Google Account.
    Click Add a site, and type the URL of the site you want to add. Make sure you type the entire URL, such as http://www.example.com/
    Click Continue. The Site verification page opens.
    (Optional) In the Name box, type a name for your site (for example, My Blog).
    Select the verification method you want, and follow the instructions.
    WWW.SINGLEFEED.COM
  • Images – They will be used in lots of places
    • Big = up to 400x400
    • No thumbnails
    • No logos/watermarks
    • Do not include ‘image not available’
    WWW.SINGLEFEED.COM
  • Go Above and Beyond the Basics
    • 5 required fields
    • 7 recommended fields (Unique Identifiers!)
    • 16 optional fields (Color, Size)
    • …and an infinite amount of custom fields
    WWW.SINGLEFEED.COM
  • WWW.SINGLEFEED.COM
  • Google Merchant Center & Google Shopping
    WWW.SINGLEFEED.COM
  • Google Merchant Center & Google Shopping
    WWW.SINGLEFEED.COM
  • Google Merchant Center & Google Shopping
    WWW.SINGLEFEED.COM
  • Google Merchant Center & Google Shopping
  • WWW.SINGLEFEED.COM
  • Google Merchant Center& Google Affiliate Network
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google Affiliate Network
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google Affiliate Network
    • Google Product Listing Ads work on CPA basis
    • Run through Google Affiliate Network (GAN). Google decides when to show, what to show, etc.
    • Powered by Google Merchant Center data feed
    • Improved category taxonomy and data validation
    • Improved user experience for advertisers who will only have to send one feed to Google
    • Publishers benefit from a higher quality data feed
    WWW.SINGLEFEED.COM
  • WWW.SINGLEFEED.COM
  • Google Merchant Center& Google AdWords
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google AdWords
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google AdWords
    Alternative format (top of page)
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google AdWords
    Alternative format (top of page)
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google AdWords
    • Product Extension Ads
    • AdWords US Only
    • AdWords Product = CPC based
    • Google.com, Google Image Search Ads (if opted into content network)
    • Integration with AdWords
    • Data from RKG
    • How to enable
    • Using Additional attributes
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google AdWords
    • If a keyword has high click volume, expect to see a Plusbox a higher percentage of the time
    • Ads with product extensions have about an 11% higher CTR than ads without product extensions on the aggregate. This number becomes 28% when you are only looking at the top 50 keywords by click volume.
    • Surprisingly, lower volume keywords, those outside of the Top 50, actually had CTR decreases of close to 10% when product extensions were present.
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google AdWords
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google AdWords
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Google AdWords
    http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=165687
    • Updating Merchant Center accounts with product extensions attributes
  • Google Merchant Center& Google AdWords
    Product extensions metrics in Report Center
    • Plusbox Impression: Number of impressions with a plusbox
    • Offer Click: Number of clicks on offers
    • Headline Click: Number of headline clicks that occurred on impressions with a plusbox
    • Plusbox Show Rate: Share of impressions that showed a plusbox
    • Post-Expansion CTR: CTR for ads when the user expanded the plusbox
    • Plusbox Headline CTR: Number of headline clicks divided by the number of plusbox impressions
    WWW.SINGLEFEED.COM
  • Google Merchant Center& Lots more
    • Local/Mobile
    • Thank you for your interest in Google Local Shopping. We're currently ramping up the program, so if you're interested in participating, please fill out the information in this form. In the meantime, you can get prepared by making sure your Local Business Center data is up to date, and ensuring that your Product Search data is in great shape.
    • Commerce Search
    • Step 1. Submit your product data to the Google Merchant Center and Google Product Search. Visit www.google.com/merchants to upload your items via data feeds, direct uploads, or use our API.
    • Reviews, Coupons, and more…
    WWW.SINGLEFEED.COM
  • Google Merchant Center Data Feed
    WWW.SINGLEFEED.COM
  • Question & Answer
    WWW.SINGLEFEED.COM
  • Contact Us
    Brian Smith – brian@singlefeed.com
    Ryan Douglas – ryan@singlefeed.com
    Call us directly: 800-705-8852 x2
    WWW.SINGLEFEED.COM
  • Conclusion
    Visit our blogs to view the webinar recording
    www.singlefeed.com/blog
    www.loveyourfeed.com
    www.comparisonengines.com
    Twitter: @singlefeed
    See us at Internet Retailer!
    WWW.SINGLEFEED.COM