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.
10. Google Confidential and ProprietaryGoogle Confidential and Proprietary
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
11. Google Confidential and ProprietaryGoogle Confidential and Proprietary
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
12. Google Confidential and ProprietaryGoogle Confidential and Proprietary
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
13. Google Confidential and ProprietaryGoogle Confidential and Proprietary
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
14. Google Confidential and ProprietaryGoogle Confidential and Proprietary
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
21. Google Confidential and ProprietaryGoogle Confidential and Proprietary
查看基准数据
- 定制出价策略
- 设定目标CTR
- 查看广告表现
22. Google Confidential and ProprietaryGoogle Confidential and Proprietary
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
23. Google Confidential and ProprietaryGoogle Confidential and Proprietary
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
24. Google Confidential and ProprietaryGoogle Confidential and Proprietary
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
28. Google Confidential and ProprietaryGoogle Confidential and Proprietary
感谢支持!
24小时内问答支援: AdWords社交媒体
在您最熟悉的社交媒体中,与Google官方广告专家分享交流,了
解AdWords最新活动以及产品信息分享。
Google AdWords微信账号:
谷歌广告
Google Facebook粉丝专页:
https://www.facebook.com/gcnadwords
Google Greater China Google+页面:
here
以及更多渠道等待上线!