Google Shopping really is the goliath of shopping engines and search marketing – Not necessarily easy, but it works!
Some of you are here because you want to find out how to get listed on Google Shopping. Google has the highest traffic and highest conversions of all the CSEs
Some of you are listed – or were listed when Google Shopping was free – but want to know how to drive more traffic and create better ads.
But everyone should think about what drives CONVERSIONs on Google Shopping and all CSEs – Customer shopping experience from search to cart.
Google Shopping is part of your Search Marketing Strategy . You own the customer (unlike eBay and Amazon)
Highest conversions, most traffic.
Product Listing Ads are a unique ad format that allows you to include specific product information like an image, title, price, promotional message, and your store or business name. Product Listing Ads appear in their own box on Google Search, separate from standard text ads, as well as Google Shopping.
More traffic and leads: Many businesses experience significantly higherclickthrough rates (CTR) with Product Listing Ads compared to standard text ads shown in the same location for Google Shopping searches. In some cases, advertisers have experienced double or triple standard clickthrough rates.
Send your product catalog to a data service provider, or directly to Google.
A data file is a simple text file. The benefits of using a quality data provider.
Your Google Accounts
AdWords and Product Listing ads are both managed through the AdWords client center, and they both appear on Google Shopping and Search, but that’s largely where their similarities stop. Manage your AdWords ads based on keywords, and manage your Product Listing ads with product, category, brand (etc.) and AdWords_label specific bids, based on the past performance of these products in Google Analytics.
Product Targets are attributes in your Merchant Center data feed. Let’s say you want to bid the same for all your products…. One Campaign “All Products” One Ad Group “All Products” One Product Target “All Products”. One PLA is created. A way to specify which products in your Google Merchant Center account should trigger your product listing ads for related searches. You can also set unique bids for different sets of products.
Let’s say you want to bid the same for all your products…. One Campaign “All Products” One Ad Group “All Products” One Product Target “All Products”. One PLA is created.
Google will scale down your thumbnails for different locations – make sure the smallest ones will still work.
PLAs don’t use Keywords – AdWords do PLAs use Auto Targets – AdWords don’t - but they are all grouped in your Adwords account – Click the Auto Targes tab and your PLAs will all show.
You can always rely on the safety net of setting a low campaign budget if you're worried about spend, and not very knowledgeable about product ads. As long as you set up ad groups under your main PLA campaign, they will always be restricted by that campaign budget, no matter how many you set up. Example above has a daily limit of $20.
Google Product Search was largely a set-it-and-leave-it type of campaign. Other than optimizing your feed and landing pages, there wasn’t much you could do to increase visibility on Google Product Search.In contrast, paid comparison shopping engines (CSEs) like Google Shopping require weekly (if not daily) campaign management. If you’ve already set up PLAs, you should actively check on which ad groups are performing well, and identify specific products, categories, brands, etc., to elevate or exclude.Pro Tip: Use Google Analytics to determine which products perform well on the CSEs to set up PLAs.
A simple use of labels would be marking your high-margin products, so that you can bid more aggressively on those items. Low cost items – label these items ‘low cost’ and then bid higher on these. Your lower priced items will then display next to your competitors' higher priced items – winning you the traffic and click. ‘Motorcycle tyres’
As inventory changes, as products go in and out of season, and as certain products become less profitable than others based on click costs and conversion rates, you may be tempted to constantly pull out and then add back products into your data feed.
secret to producing ‘out-of-this-world’ results lies within the exclusions you make. By adding exact match negative search terms at the ad group level, you cut the unqualified traffic in order to focus more on what I deem the search query potential.
Your data feed can also power your mobile website – www.mshopper.com
Source PracticaleCommerce.com Likely to become higher priced as more merchants participate – so get in early. But across the board we’re seeing merchants take advantage of unusually cheap yet highly profitable clicks by optimizing their PLA campaigns. What makes this possible, in large part, is that most merchants have not caught on to the power of PLA campaigns. Eventually they will.
All Products – target every product within your feedID – the specific identification number or naming convention of theproductProduct Type – a designation of product categoryBrand – the brand which manufactures the productCondition – to identify if the product is new, refurbished or usedAdWords Labels – Targeted product labels set in the data feed.AdWords Grouping – a customized grouping of products