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 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

  1. 1. Google Merchant Center Explained<br />Presented by Brian Smith & Ryan Douglas<br />with special guest Sarah Beritzhoff <br />
  2. 2. Google Merchant Center Data Feed<br />WWW.SINGLEFEED.COM<br />
  3. 3. Agenda<br /><ul><li>Brief introduction from SingleFeed and Google
  4. 4. Google Merchant Center Basics
  5. 5. Google Merchant Center & Google Product Search
  6. 6. new page format, review of Onebox formats
  7. 7. Google Merchant Center & Google Affiliate Network
  8. 8. examples, explanation
  9. 9. Google Merchant Center & Google AdWords
  10. 10. examples, data, explanation, proper set-up
  11. 11. Q&A with SingleFeed & Google</li></ul>WWW.SINGLEFEED.COM<br />
  12. 12. Who is SingleFeed?<br />We’re Shopping Engine Experts<br />
  13. 13. SingleFeed Background<br /><ul><li>ComparisonEngines.com started May 2005
  14. 14. LoveYourFeed Blog October 2006
  15. 15. SingleFeed launched February 2007
  16. 16. VC backed – True Ventures, KPG Ventures
  17. 17. Hundreds of merchants
  18. 18. Focus on SMBs
  19. 19. Lots of experience
  20. 20. First account manager @ Become
  21. 21. Years of internet marketing work – SEO, PPC, Affiliate Programs, etc.
  22. 22. Analyst for the industry, frequent speaker at industry events
  23. 23. Google Merchant Center Partner</li></ul>WWW.SINGLEFEED.COM<br />
  24. 24. SingleFeed Services<br /><ul><li>Affordable self-service data feed submission services from $100 - $600/mo.
  25. 25. For stores over $250K in total online revenue
  26. 26. Managed Services - $600/mo + % of sales
  27. 27. For stores over $30K/mo in shopping engine revenue</li></ul>WWW.SINGLEFEED.COM<br />
  28. 28. n<br />Sarah Beritzhoff<br />Strategic Partner Manager<br />WWW.SINGLEFEED.COM<br />
  29. 29. Get the basics done right<br /><ul><li>Tax & Shipping
  30. 30. Claim your URL
  31. 31. Big, high quality images
  32. 32. Go above and beyond the basics</li></ul>WWW.SINGLEFEED.COM<br />
  33. 33. Tax and Shipping<br />WWW.SINGLEFEED.COM<br />
  34. 34. Claim Your URL by MAY 18th!<br />WWW.SINGLEFEED.COM<br />
  35. 35. Google Webmaster Tools<br />Go to Google Webmaster Tools<br />Sign into Google Webmaster Tools with your Google Account. <br />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/<br />Click Continue. The Site verification page opens.<br />(Optional) In the Name box, type a name for your site (for example, My Blog). <br />Select the verification method you want, and follow the instructions.<br />WWW.SINGLEFEED.COM<br />
  36. 36. Images – They will be used in lots of places<br /><ul><li>Big = up to 400x400
  37. 37. No thumbnails
  38. 38. No logos/watermarks
  39. 39. Do not include ‘image not available’</li></ul>WWW.SINGLEFEED.COM<br />
  40. 40. Go Above and Beyond the Basics<br /><ul><li>5 required fields
  41. 41. 7 recommended fields (Unique Identifiers!)
  42. 42. 16 optional fields (Color, Size)
  43. 43. …and an infinite amount of custom fields</li></ul>WWW.SINGLEFEED.COM<br />
  44. 44. WWW.SINGLEFEED.COM<br />
  45. 45. Google Merchant Center & Google Shopping<br />WWW.SINGLEFEED.COM<br />
  46. 46. Google Merchant Center & Google Shopping<br />WWW.SINGLEFEED.COM<br />
  47. 47. Google Merchant Center & Google Shopping<br />WWW.SINGLEFEED.COM<br />
  48. 48. Google Merchant Center & Google Shopping<br />
  49. 49. WWW.SINGLEFEED.COM<br />
  50. 50. Google Merchant Center& Google Affiliate Network<br />WWW.SINGLEFEED.COM<br />
  51. 51. Google Merchant Center& Google Affiliate Network<br />WWW.SINGLEFEED.COM<br />
  52. 52. Google Merchant Center& Google Affiliate Network<br /><ul><li>Google Product Listing Ads work on CPA basis
  53. 53. Run through Google Affiliate Network (GAN). Google decides when to show, what to show, etc.
  54. 54. Powered by Google Merchant Center data feed
  55. 55. Improved category taxonomy and data validation
  56. 56. Improved user experience for advertisers who will only have to send one feed to Google
  57. 57. Publishers benefit from a higher quality data feed</li></ul>WWW.SINGLEFEED.COM<br />
  58. 58. WWW.SINGLEFEED.COM<br />
  59. 59. Google Merchant Center& Google AdWords<br />WWW.SINGLEFEED.COM<br />
  60. 60. Google Merchant Center& Google AdWords<br />WWW.SINGLEFEED.COM<br />
  61. 61. Google Merchant Center& Google AdWords<br />Alternative format (top of page)<br />WWW.SINGLEFEED.COM<br />
  62. 62. Google Merchant Center& Google AdWords<br />Alternative format (top of page)<br />WWW.SINGLEFEED.COM<br />
  63. 63. Google Merchant Center& Google AdWords<br /><ul><li>Product Extension Ads
  64. 64. AdWords US Only
  65. 65. AdWords Product = CPC based
  66. 66. Google.com, Google Image Search Ads (if opted into content network)
  67. 67. Integration with AdWords
  68. 68. Data from RKG
  69. 69. How to enable
  70. 70. Using Additional attributes</li></ul>WWW.SINGLEFEED.COM<br />
  71. 71. Google Merchant Center& Google AdWords<br /><ul><li>If a keyword has high click volume, expect to see a Plusbox a higher percentage of the time
  72. 72. 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.
  73. 73. Surprisingly, lower volume keywords, those outside of the Top 50, actually had CTR decreases of close to 10% when product extensions were present.</li></ul>WWW.SINGLEFEED.COM<br />
  74. 74. Google Merchant Center& Google AdWords<br />WWW.SINGLEFEED.COM<br />
  75. 75. Google Merchant Center& Google AdWords<br />WWW.SINGLEFEED.COM<br />
  76. 76. Google Merchant Center& Google AdWords<br />http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=165687<br /><ul><li>Updating Merchant Center accounts with product extensions attributes</li></li></ul><li>Google Merchant Center& Google AdWords<br />Product extensions metrics in Report Center<br /><ul><li>Plusbox Impression: Number of impressions with a plusbox
  77. 77. Offer Click: Number of clicks on offers
  78. 78. Headline Click: Number of headline clicks that occurred on impressions with a plusbox
  79. 79. Plusbox Show Rate: Share of impressions that showed a plusbox
  80. 80. Post-Expansion CTR: CTR for ads when the user expanded the plusbox
  81. 81. Plusbox Headline CTR: Number of headline clicks divided by the number of plusbox impressions </li></ul>WWW.SINGLEFEED.COM<br />
  82. 82. Google Merchant Center& Lots more<br /><ul><li>Local/Mobile
  83. 83. 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.
  84. 84. Commerce Search
  85. 85. 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.
  86. 86. Reviews, Coupons, and more…</li></ul>WWW.SINGLEFEED.COM<br />
  87. 87. Google Merchant Center Data Feed<br />WWW.SINGLEFEED.COM<br />
  88. 88. Question & Answer<br />WWW.SINGLEFEED.COM<br />
  89. 89. Contact Us<br />Brian Smith – brian@singlefeed.com<br />Ryan Douglas – ryan@singlefeed.com<br />Call us directly: 800-705-8852 x2<br />WWW.SINGLEFEED.COM<br />
  90. 90. Conclusion<br />Visit our blogs to view the webinar recording<br />www.singlefeed.com/blog<br />www.loveyourfeed.com<br />www.comparisonengines.com<br />Twitter: @singlefeed<br />See us at Internet Retailer!<br />WWW.SINGLEFEED.COM<br />

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