It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition. So how can you ensure you’re maximizing ROI on your ad spend? Let us help. Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time. We’ll show you: - How to reduce costs while maximizing ROI using the entire Google Ads ecosystem. - The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience. - How to set up Google Shopping feeds flawlessly with Google Merchant Center Next. In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics. If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.

2. 2
➔ Introductions
➔ Overview of Current Google Shopping Ads Landscape
➔ Strategic Insights:
◆ Google Merchant Center Next
◆ Measuring Success with the Right Metrics
◆ Audience Targeting & Informed Keyword Bidding
◆ Performance Max vs. Standard Shopping
➔ Mezlan Case Study
➔ Best Practices
➔ Q&A
Agenda

3. 3
Introductions
Ben
Riggle
Bryan
Butler
Joshua
Young

4. 4
Overview of Google Shopping Landscape
76.4%
of all retail search ad spend in the US is
on Google Shopping Ads
0.86%
The average click-through rate for
Google Shopping Ads
$0.79
Average cost-per-click for Google
Shopping Ads
2.86%
Average Google Shopping Ad
Conversion Rate that Searchlogic sees
What does this mean for you?
It’s necessary to have Google Shopping Ads as part of your strategy
It’s even more necessary to set it up and manage properly so hard earned budget
doesn’t go wasted

5. Have you moved over to Google Merchant Center Next yet?
POLL

6. 6
Google Merchant Center Next
1. User Interface and Usability Improvements:
● Simplified User Interface
● Automatic Product Feed Detection
2. Enhanced Product Management Features:
● Direct Product Editing
● Product Studio with Generative AI
3. Advanced Analytics and Insights:
● Consolidated Performance Tab
● Enhanced Diagnostics and Reporting
4. Customer Support Features:
● Easier Addition of Support Information
5. Integration and Feed Management:
● Feed Limitations and Management
6. Transition Considerations:
● Automatic Transition

7. 7
Measuring Success with the Right Metrics
GMCN has simplified the product diagnostics tab so it’s easier to determine which of your listings
needs work but doesn’t have historical context/granularity like the old Google Merchant Center – so
be vigilant always.
The new GMCN has a Performance dashboard that covers a variety of insights and reporting into
one centralized location. Here are a list of tabs that it includes and what you should focus on:
● Overview
● Products (existed previously)
● Competitive visibility
● Pricing
● Demand
● Store on Search and Maps
● Non-product website results

8. 8
Audience Targeting & Informed Keyword Bidding
The same way your website content quality leads to better keyword rankings on search
ads, the quality of your product listings will lead to better shopping ad placements and
relevance to your customers.
2 things you should keep in mind when trying to uncover new audiences:
● Ensure a proper connection between your CRM and Google Ads for real-time
customer match (both for inclusion and exclusion campaigns)
● Ensure your brand is verified on Google Ads – it makes it much easier to create
brand exclusions and focus your spend on non-branded campaigns (new eyeballs)

9. 9
Shopping Ads vs. Performance Max
Criteria to Keep in Mind
Budgeting Flexibility
Implementation &
Management
Performance
Each campaign has its
budget, which you set
and manage
Advertisers have granular
control over product
groupings, bids, negative
keywords, and other
settings
Requires regular monitoring,
adjustments, and optimization
by advertisers
Performance varies
based on how well the
campaigns are
managed and optimized
by advertisers
Since it's a portfolio-based
approach, there's a shared
budget across the
products and campaigns
in that portfolio
More efficient for
advertisers managing
large catalogs or those
looking to optimize
toward a specific ROAS at
scale
Setting up portfolio and target
ROAS requires initial effort, the
ongoing management is more
hands-off, with Google's
algorithms handling the bid
adjustments
Designed to maximize
performance based on
the target ROAS
Standard Shopping Ads Performance Max

10. Performance Max was a black box
At launch
PMax was a black box for
advertisers when it launched
Now
Google added a lot of new feature,
which results in:
● More control
● More insights
New features:
Automatically created assets
A/B testing
15 Headlines in PMax
Brand exclusion
Search themes
More insights / reports
Many more.. (see full list)
Note: next to new features, a lot of new (free) PMax scripts were created.
This also contributed to more insights & control.

11. The end of Feed-only PMax
The old PMax strategy:
● Feed-only campaigns
● All products in one campaign
No control
The new PMax strategy:
● Segment products by performance
● Theme based asset groups
● Highly relevant assets
In full control
But.. very time-consuming to apply at scale
Products
Campaign
structure
Asset
groups
Assets
Clustered
products
Campaign
structure
Asset
groups
Assets

12. Asset groups
For 620 sub-sub categories
⨉
2 types of asset groups
⨉
3 campaigns
=
3720 asset groups
Garden chair
discount
Garden chair
standard
Assets Assets
High focus
Garden Chairs
Main category Sub category
=
Sub-sub category

13. Do you currently use a product feed management platform?
POLL

14. 14
Mezlan Case Study
The Challenge: Mezlan went through a complete overhaul of its eCommerce platform and
shifted product data to a new source of truth. With this new system, the team needed to
ensure that the fields and columns needed to be aligned and rules created to ensure content was
synced over and updated correctly. Leveraging Channable, here’s a list of optimizations we made:
Removed Code from description copy: Ex. “<p><span data-sheets-value=”
Created dynamic titles using product descriptors like Color, and Size and Type
Ex. 2-Eyelet Alligator Derby
vs
2-Eyelet-Alligator-Derby, Mens Size 9, ALLIGATOR, Sport, by Mezlan
Ensured product availability was cleaned up and consistently updated
Set up custom labels by value tiers
Created rules that look for attributes in the wrong spot, like Color

15. 15
Shopping Ads Best Practices
Here is a list of best practices when setting your shopping campaigns and
data feeds
● No Keywords Targeting: Make Titles and Descriptions as keyword rich as
you can
● Not All Products need to be included: Review LTV and Margins first
● Availability: Don’t list unavailable items
● Setting up Custom Labels, and use them to help with structure
● Leverage Priority levels, High, Mid, Low
● Isolate products between Pmax and Shopping campaigns to avoid
cannibalization
● Optimized Pricing Strategy:
● Use High Quality Images without Backgrounds

17. 17
THANK YOU
Email: ben.riggle@channable.com
Linkedin
Email: bbutler@searchlogic.com
Linkedin
Email: jyoung@mezlan.com
Linkedin