Google Shopping ads are one of the leading traffic sources that can give you the ultimate edge. Discover this hidden gem often overlooked by your competition. In this presentation you will learn: How customers see your Google Shopping ad in the SERPs Why the product title is the 2nd most important element Title structure best practice Understand why less is more in your ads Rapid ecommerce results Google merchant centre Common problems to avoid Shopping ads policy Price changes Missing or incorrect product category Global Trade Item Number Missing title, description & images Multiple country targeting on one domain Incorrect currencies Promotions extensions roadmap Google seller ratings Choosing the correct product image Optimise for the right colour Search term review Price monitoring Setting the correct bid Google shopping results Learn more about Pay Per Click advertising: How to Make Money Online With Google | Turn $1 into $4 https://youtu.be/ypJ-txmmllE How To Get $100 Google AdWords Voucher In Under 60 Seconds https://youtu.be/78VbM0N8hrg Google Shopping Tutorial Christmas Edition https://youtu.be/hVjRsf4ILXw Measure The Right Metrics on Google AdWords https://youtu.be/PwFvk4qgFWU UPDATED Google Expanded Text Ads | ETAs Explained https://youtu.be/jIpSi_OnLoc Pay Per Click Language Settings Guide https://youtu.be/WUzh7d6NPXM Digital Marketing Interview Questions and Answers 2018 https://youtu.be/TvN21ZX9yB8 🤩 Want to learn more hints, tips and tricks about digital marketing??? Then checkout my marketing blog 📚 Addicted 2 PPC Blog💻

1. ESTEBAN MARTINEZ
ADDICTED 2 PPC
GOOGLE
SHOPPING
TUTORIAL

2. 2
INTRODUCTION

3. 3
BRANDS

4. OMG
Just 36 Days Til
CHRISTMAS!!!
TIS THE SEASON TO BUILD SHOPPING ADS
4

5. CHRISTMAS TIME IS SHOPPING TIME
5

6. ● Image
● Title
● Price
● Website
● *Offer/Star Rating
A PICTURE IS WORTH A THOUSAND WORDS
6

7. The product title is the second most important
element on Google Shopping after the image.
OPTIMISE FOR RESULTS & REVENUE
● Google match customers with your website via keywords
● Customers search for relevant & compelling ads
● Advertisers can show the best keywords combination to
maximise visibility
7

8. RECOMMENDED TITLE STRUCTURE
Industry Combination
Apparel Brand + Gender + Product Type + Attributes (color, size, material)
Consumables Brand + Product Type + Attributes (weight, quantity)
Hardware Brand + Product Type + Attributes (size, weight, quantity)
Electronics Brand + Attributes + Product Type + Model Number
Seasonal Occasion + Product Type + Attributes
Books Title + Genre + Format (hardcover, eBook) + Author
8

9. BRAND + ATTRIBUTES + PRODUCT TYPE
9

10. LESS IS MORE
You can submit 150 characters, but Google only display 70 characters.
Use the most engaging information at the beginning of the title.
For example, 'Nexus 7 tablet in black with 32GB of storage' becomes 'Nexus 7
tablet, 32GB, black'
Tip: Think about small mobile screens.
10

11. RAPID RESULTS
Over 70% of transactions are made on the same
day for eCommerce clients.
11

12. BEHIND THE SCENES
● GTIN Code
● Image URL, Size, Format
● Product ID
● Availability
● Delivery Fee
● Weight
● Condition
● Instalments
● Loyalty Points
● Material
● Brand
● Taxonomy
12

13. COMMON PROBLEMS
Shopping Ads Policy
Prohibited Content
Content you're not allowed to promote on the Google Network
Prohibited Practices
Things you can't do if you want to advertise with us
Restricted Content
Content you can advertise, but with limitations
Editorial and Technical
Quality standards for your ads and website
13

14. COMMON PROBLEMS
Price changes
14

15. COMMON PROBLEMS
Missing or incorrect product category
Mature > Weapons
Mature > Weapons > Brass Knuckles
Mature > Weapons > Clubs & Batons
Mature > Weapons > Combat Knives
Mature > Weapons > Gun Care & Accessories
Mature > Weapons > Gun Care & Accessories > Ammunition
Mature > Weapons > Gun Care & Accessories > Ammunition Cases & Holders
Mature > Weapons > Gun Care & Accessories > Gun Cases & Range Bags
Mature > Weapons > Gun Care & Accessories > Gun Cleaning
Mature > Weapons > Gun Care & Accessories > Gun Cleaning > Gun Cleaning Cloths & Swabs
Mature > Weapons > Gun Care & Accessories > Gun Cleaning > Gun Cleaning Patches
Mature > Weapons > Gun Care & Accessories > Gun Cleaning > Gun Cleaning Solvents
Mature > Weapons > Gun Care & Accessories > Gun Grips
Mature > Weapons > Gun Care & Accessories > Gun Holsters
Mature > Weapons > Gun Care & Accessories > Gun Lights
Mature > Weapons > Gun Care & Accessories > Gun Rails
Mature > Weapons > Gun Care & Accessories > Gun Slings
Mature > Weapons > Gun Care & Accessories > Reloading Supplies & Equipment
Mature > Weapons > Gun Care & Accessories > Reloading Supplies & Equipment > Ammunition Reloading Presses
Mature > Weapons > Guns
15

16. COMMON PROBLEMS
16

17. COMMON PROBLEMS
GTIN Issue
Global Trade Item Number (GTIN) uniquely identifies
your product like a barcode.
Several different types of ID numbers are considered a
GTIN. Use the gtin attribute to submit any of the
following types of numbers:
North America: 12-digit number
Europe: 13-digit number
Japan: 8 or 13-digit number
For books: 13-digit number
For multipacks: 14-digit number
17

18. COMMON PROBLEMS
Missing Title, Description & Images
● Image
● Title
● Price
● Website
18

19. COMMON PROBLEMS
Multiple Country Targeting on one domain
19

20. COMMON PROBLEMS
Incorrect Currencies
20

21. PROMOTIONS INCREASE SALES
21

22. GOOGLE SELLER RATINGS
Customers are 17% more likely to click on brands with ratings
Customer reviews are vital for ecommerce businesses as they provide trust &
confidence to new customers.
The only way to get seller ratings is to collect reviews for your business. Once
you have 100 reviews of 3.5 stars or above in a 12 month period, Google can
start to show Seller Rating stars below your ads.
22

23. CHOOSE THE BEST IMAGE
Looks Matter
● Use high quality pictures (For Mobile Responsive Devices)
● Make sure the variants match the picture (color, size, material etc.)
● Look out for text over the picture (watermarks, sales, manufacture parts numbers)
● Test product images vs lifestyle images (to find which works best for your brand)
23

24. OPTIMISE BY COLOUR
K.I.S.S. Keep It Simple Stupid
Don’t use a products naming colour like Pomegranate
simply change it to light red or just red.
24

25. SEARCH TERM REVIEW
Keywords Are The Secret
Google match customers with you website via keywords.
Ensure that your review the search terms regularly to
segment or negative different terms to maximise return
on investment.
Think of it as running on broad match; there is a lot of
wastage that you need to filter out.
25

26. PRICE MONITORING
$1 Can Make a BIG Difference
How competitive are you?
eBay, Amazon & Google Shopping
Third party platforms: Wisepricer or Price 2 Spy
26

27. PRICE CORRECTLY
Bidding too high or low
If your bids are too high you will burn up your budget and limit your return on
investment.
If too low you will not get any impressions to generate clicks, sales or revenue.
27

28. GOOGLE SHOPPING RESULTS
28

29. SUMMARY
● The Importance Of Product Titles
● Recommended Title Structure
● Less Is More
● Rapid Results
● Behind The Scenes
● Common Problems
● Promotion Offers
● Google Seller Ratings
● Choose The Best Image
● Optimise By Colour
● Search Term Review
● Price Monitoring
● Price Correctly
Santa’s List:
29

30. THANK YOU
ESTEBAN MARTINEZ
ADDICTED 2 PPC
YouTube/Addicted2PPC
Twitter/Addicted2PPC
Quora.com/Esteban-Martinez-39
LinkedIn/EstebanMartinezMarketing