An Introduction to GSCs - How To Get More eCommerce Traffic With Product Listing Ads

1. An Introduction to Google
Shopping Campaigns:
How to get more eCommerce traffic with product
listing ads
By Sam Vile

2. Agenda
• What are GSCs
• What are PLAs
• Why use GSCs
• Google Product Feed
• custom labels
• how to build the feed
• don’t forget about them!

3. About Me & Digital Gearbox
We are official Google Partners, which means our
team are fully trained and certified in Adwords, &
that we’re managing our client’s activity to the high
level that allows us be recommended by Google.

4. What are GSCs?
Google Shopping Campaigns are a type of campaign within the adwords
advertising platform that show people product listing ads based around a Google
product feed.
Product listing ads (PLAs)?

5. What are PLAs?
● GSCs are the campaigns in
Adwords while the ads are
called PLAs
● The campaigns used to be
called PLA campaigns but
they changed recently.
● GSCs are the back end, the
bit that the advertisers deal
with.
PLAs are the front end that
the consumer sees.

6. Why use GSCs?
• They give customers information that they
want.
-Price
-What it looks like
• High levels of competition in eCommerce so
self selection helps save you money.
• But it means the feed must be up to date.

7. Why use GSCs?
• Segmentation options
• custom labels
• other attributes
• Great for large product ranges

8. How do they work?
● GSCs are very different from keywords.
○ As the name suggests keywords are based around the match between the search term and the
keyword that the advertiser has put into the adwords camapign.
○ GSCs however are based around the match between the google product feed and the search
term.

9. Google Product Feed
● All your products in one place
○ Big database file
● No keyword stuffing
● Site product feed.
<g:availability>out of stock</g:availability>
<g:price>90.00 GBP</g:price>
<g:sale_price>45.00 GBP</g:sale_price>
<g:gender>Female</g:gender>
<g:age_group>Adult</g:age_group>
<g:brand>ECCO</g:brand>
<g:gtin>634246696941</g:gtin>
<g:color>Black</g:color>
<g:size>38</g:size>
<g:item_group_id>21361301001</g:item_group_id>
<g:custom_label_0>Female</g:custom_label_0>
<g:custom_label_1>Black</g:custom_label_1>
<g:custom_label_2>38</g:custom_label_2>
<g:custom_label_3>0-60</g:custom_label_3>
<g:custom_label_4>SS14</g:custom_label_4>
</item>

10. Custom labels
● Great way to segment
● Segmentation is a key part of GSCs
● Custom labels allow you to group the products.
○ For example:
■ price range
■ season
■ colour
● Can they be changed?

11. How to build the feed
• Carefully!
• Experts
• Planning
• Forward thinking:
• plan you ad strategy
• custom labels for the future

12. Don’t forget about them!
● They are not things to be set up and
left.
● They need regular updating:
-new products
-stock updates
-price changes (eg sale)
● How to Keep them up to date:
● Manual uploads
● Automatic upload schedule

13. Recap
• GSCs
• Not like keywords
• Based around the product feed
• allows great segmentation options
• PLAs
• Give customers a chance to self select
• price
• images
• conversion rate

14. For more information
DigitalGearbox.co.uk/Google-Shopping-Campaigns
Tel: 01865 980630
Email: Info@DigitalGearbox.co.uk
Follow us on Twitter: @DigitalGearbox

15. Any Questions?

16. Our next webinar….
Next Wednesday 7th at 2:00pm
How To Increase Your Local Business
Presence Online:
How To Get Your Business Back In The Local Search Results After
Google's Recent "Snack Pack" Update