This document discusses Google shopping ads, including the benefits of shopping ads, the process for creating shopping ads, and tips for optimizing shopping ads. It explains how to set up a Merchant Center account, create and upload product data feeds, make Google shopping ads on the AdWords platform, and techniques for improving shopping ad performance like analyzing reports and optimizing product listings.

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谷歌购物广告

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购物广告的优势
AdWords
产品介绍
合适价格
理想商店
转化
?购买意向

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制作购物广告流程
选择产品 制作数据
Merchant
Center
数据中心
AdWords 购物广告

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1 设置Google Merchant Center账户
2 创建并上传数据文件 (Data Feed)
3 创建谷歌购物广告
4 购物广告优化技巧
购物广告整体解决方案

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设置Google Merchant Center账户

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Merchant Center 界面介绍
- 信息中心：综合页面，产品上线情况
- 数据文件：上传和管理数据文件
- 诊断/ API 诊断：查看有关数据的错误提示和优化建议**
- 全部商品：查看某个国家所有产品的数据表现
- 设置－常规：认证网站域名
- AdWords：关联账户才可以做购物广告
- 税金及送货：统一设定

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Merchant Center 界面介绍

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创建并上传数据 (Data Feed)

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数据属性要求
必要属性
建议属性

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产品类别 UPI 需求
音像制品及软件 gtin - UPC, EAN, 或 JAN
书籍 gtin - ISBN (ISBN-10 或 ISBN-13)
服饰
例如鞋子，太阳眼镜，皮
包，和手表
brand + [gtin 或 mpn]
服饰
其他
brand
所有其他 gtin, mpn 及 brand中至少有两样
例外
如果产品没有UPI (如定制产品), 提交 identifier
exists 属性并填写 “false”
重要数据属性：Unique product identifiers
属性 价值
gtin
Global Trade Item Numbers (GTINs)
包括:
● UPC, EAN (欧洲)
● JAN (日本)
● ISBN
mpn Manufacturer Part Number (MPN)
brand 供货商的品牌名称

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id title price availability item group id gender age group color size
123-w-s Tour De France 2013
Womens T-Shirt
19.99
USD
out of stock 123 unisex adult white small
123-w-m Tour De France 2013
Womens T-Shirt
19.99
USD
in stock 123 unisex adult white medium
123-w-l Tour De France 2013
Womens T-Shirt
19.99
USD
in stock 123 unisex adult white large
123--b-xl Tour De France 2013
Womens T-Shirt
19.99
USD
in stock 123 unisex adult black x-large
● 属性 gender, age group, color 是必要的
● 系统不接受重复产品。对于同一款式产品，需要
用 color, material, pattern & size 列明
● 款式可以用 item group id 列明
特别情况：服装行业

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利用自定义属性
Custom label Definition Possible custom_label values
0 Season spring, summer, fall, winter
1 Promotion flash sale, clearance, merchant promo
2 Selling rate bestseller, low seller
3 Margin high margin, low margin
4 Holiday valentine’s day, mother’s day, father’s day, christmas
－设定出价策略
－方便管理产品广告

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数据文件类型
透过Excel / Google Sheets** 制作Txt 文档
XML文档
API对接
利用 Databases 制作XML数据
API对接，技术层面要求比较高

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数据文档制作方法
id title description price condition link
1 Schwinn 26"
Ladies' Delmar
Cruiser Bike
Classic styling meets modern innovation in the Schwinn Delmar
26" Ladies' Cruiser Bike. The steel cruiser frame features a
comfortable, upright riding position. Rear coaster brakes make it
easy to stop. You'll enjoy a smooth ride as you hit the beach or
any paved path on this awesome bike.
220.99
USD
new http://www.
example.
com/Schwinn
Cruiser
2 Tour De France
Legacy Bike
(Yellow, Black)
The Tour De France Legacy Bike matches innovation and
performance with classic style and sleek lines. The Legacy comes
fully stocked. All complete bikes are sold and delivered partially
assembled.
1,999.99
USD
new http://www.
example.
com/TDFLega
cyBike
属性
产品资讯
注意事项：
1. 及时更新价格
2. 保证产品页面语言及币种一致
3. 提供正确的图片链接

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上传产品
1

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上传产品
2
3

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创建谷歌购物广告

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AdWords 平台广告设定
XXXXXX
1 2
3

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AdWords 平台广告设定
4

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购物广告优化技巧

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查看基准数据
- 定制出价策略
- 设定目标CTR
- 查看广告表现

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利用报告优化数据文件及广告 关键字报告 (Search Terms)
－在数据文件的产品名称／产品描
述中加入相关关键字
－排除不相关流量
竞价报告 (Auction Insights)
－查看同行产品及份额
A B

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利用产品点击报告查看效果
－分析消费者行为
－产品点击及购买比例
－网站流程
－帮助后期优化

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优化产品数据文件
清晰产品信息 保持资料更新 利用数据属性 图片突出产品 检查数据质量
1. 尽量提供所有产品属性 (*描述，UPI等)
2. 图片清晰，避免水印／背景／商 标
3. 使用简单颜色标记 (选择 red 还是 sun glow)
**提供完整数据

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常见问题

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数据状态
○ 产品可展示
○ 产品等待审核
○ 产品正在更新
○ 产品被拒登

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数据中心－诊断页面检查数据文件的错误
常见上载流程错误:
● 没有完成认证域名
● 缺少必要属性
● 错误 “Google product category”
● 过多或过少列分隔符 (仅限txt.文件)
常见数据错误:
● 缺少 unique product identifiers
● 数据抓取错误
● 数据与网站资料不符 (例如 availability, price)
● 标题过长
● 语言不符

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here
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