SlideShare a Scribd company logo
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
Introductions
Ben
Riggle
Bryan
Butler
Joshua
Young
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
Have you moved over to Google Merchant Center Next yet?
POLL
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
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
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
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
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.
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
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
Do you currently use a product feed management platform?
POLL
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
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
THANK YOU
Email: ben.riggle@channable.com
Linkedin
Email: bbutler@searchlogic.com
Linkedin
Email: jyoung@mezlan.com
Linkedin

More Related Content

Similar to [Expert Panel] New Google Shopping Ads Strategies Uncovered

5 Powerful Audience Segments For Your AdWords Remarketing Strategy
5 Powerful Audience Segments For Your AdWords Remarketing Strategy5 Powerful Audience Segments For Your AdWords Remarketing Strategy
5 Powerful Audience Segments For Your AdWords Remarketing Strategy
Tinuiti
 
Google Shopping Ads in 2018
Google Shopping Ads in 2018Google Shopping Ads in 2018
Google Shopping Ads in 2018
Chainlink Relationship Marketing
 
Boost Your Digital Shelf Visibility with Sponsored Products
Boost Your Digital Shelf Visibility with Sponsored ProductsBoost Your Digital Shelf Visibility with Sponsored Products
Boost Your Digital Shelf Visibility with Sponsored Products
Tinuiti
 
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product AdsHow to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
Tinuiti
 
Amazon Sponsored Products & Brands Workshop
Amazon Sponsored Products & Brands WorkshopAmazon Sponsored Products & Brands Workshop
Amazon Sponsored Products & Brands Workshop
Tinuiti
 
NetBooster Google Shopping Best Practices AdWorld Experience
NetBooster Google Shopping Best Practices AdWorld ExperienceNetBooster Google Shopping Best Practices AdWorld Experience
NetBooster Google Shopping Best Practices AdWorld Experience
NetBooster_UK
 
What is Google Shopping Campaigns?
What is Google Shopping Campaigns?What is Google Shopping Campaigns?
What is Google Shopping Campaigns?
PPCexpo
 
Staying Ahead of Google Shopping Changes
Staying Ahead of Google Shopping ChangesStaying Ahead of Google Shopping Changes
Staying Ahead of Google Shopping Changes
buyerpath
 
PPC in a Cost of Living Crisis - BrightonSEO 2023 (3).pdf
PPC in a Cost of Living Crisis - BrightonSEO 2023 (3).pdfPPC in a Cost of Living Crisis - BrightonSEO 2023 (3).pdf
PPC in a Cost of Living Crisis - BrightonSEO 2023 (3).pdf
GregHolland24
 
Remarketing for search and dynamic ads
Remarketing for search and dynamic adsRemarketing for search and dynamic ads
Remarketing for search and dynamic ads
Eliyahu David Speiser
 
A guide to remarketing with Adwords
A guide to remarketing with Adwords A guide to remarketing with Adwords
A guide to remarketing with Adwords
Crafted
 
Owning The Q4 Google Shopping Search Results
Owning The Q4 Google Shopping Search ResultsOwning The Q4 Google Shopping Search Results
Owning The Q4 Google Shopping Search Results
Tinuiti
 
New Product Strategy- Online Marketing
New Product Strategy- Online Marketing New Product Strategy- Online Marketing
New Product Strategy- Online Marketing
Manu Fotedar
 
Google Display Network (GDN) Guide
Google Display Network (GDN) Guide Google Display Network (GDN) Guide
Google Display Network (GDN) Guide
Vũ Văn Hiển
 
How to Make a Better Search Network Campaign?
How to Make a Better Search Network Campaign?How to Make a Better Search Network Campaign?
How to Make a Better Search Network Campaign?
PPCexpo
 
8 Expert Lead Gen Tips for CMOs - slides
8 Expert Lead Gen Tips for CMOs - slides8 Expert Lead Gen Tips for CMOs - slides
8 Expert Lead Gen Tips for CMOs - slides
DemandWave
 
Crafting Advanced Google Shopping Strategies to Rank Higher in 2017
Crafting Advanced Google Shopping Strategies to Rank Higher in 2017Crafting Advanced Google Shopping Strategies to Rank Higher in 2017
Crafting Advanced Google Shopping Strategies to Rank Higher in 2017
Tinuiti
 
Secrets to Accelerating SEO Results - slides
Secrets to Accelerating SEO Results - slidesSecrets to Accelerating SEO Results - slides
Secrets to Accelerating SEO Results - slides
DemandWave
 
Drive Profit with Google Shopping Campaigns
Drive Profit with Google Shopping CampaignsDrive Profit with Google Shopping Campaigns
Drive Profit with Google Shopping Campaigns
Tinuiti
 
How to Effectively Target Search Queries in Google Shopping Campaigns
How to Effectively Target Search Queries in Google Shopping CampaignsHow to Effectively Target Search Queries in Google Shopping Campaigns
How to Effectively Target Search Queries in Google Shopping Campaigns
Tinuiti
 

Similar to [Expert Panel] New Google Shopping Ads Strategies Uncovered (20)

5 Powerful Audience Segments For Your AdWords Remarketing Strategy
5 Powerful Audience Segments For Your AdWords Remarketing Strategy5 Powerful Audience Segments For Your AdWords Remarketing Strategy
5 Powerful Audience Segments For Your AdWords Remarketing Strategy
 
Google Shopping Ads in 2018
Google Shopping Ads in 2018Google Shopping Ads in 2018
Google Shopping Ads in 2018
 
Boost Your Digital Shelf Visibility with Sponsored Products
Boost Your Digital Shelf Visibility with Sponsored ProductsBoost Your Digital Shelf Visibility with Sponsored Products
Boost Your Digital Shelf Visibility with Sponsored Products
 
How to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product AdsHow to Succeed with the New Bing Product Ads
How to Succeed with the New Bing Product Ads
 
Amazon Sponsored Products & Brands Workshop
Amazon Sponsored Products & Brands WorkshopAmazon Sponsored Products & Brands Workshop
Amazon Sponsored Products & Brands Workshop
 
NetBooster Google Shopping Best Practices AdWorld Experience
NetBooster Google Shopping Best Practices AdWorld ExperienceNetBooster Google Shopping Best Practices AdWorld Experience
NetBooster Google Shopping Best Practices AdWorld Experience
 
What is Google Shopping Campaigns?
What is Google Shopping Campaigns?What is Google Shopping Campaigns?
What is Google Shopping Campaigns?
 
Staying Ahead of Google Shopping Changes
Staying Ahead of Google Shopping ChangesStaying Ahead of Google Shopping Changes
Staying Ahead of Google Shopping Changes
 
PPC in a Cost of Living Crisis - BrightonSEO 2023 (3).pdf
PPC in a Cost of Living Crisis - BrightonSEO 2023 (3).pdfPPC in a Cost of Living Crisis - BrightonSEO 2023 (3).pdf
PPC in a Cost of Living Crisis - BrightonSEO 2023 (3).pdf
 
Remarketing for search and dynamic ads
Remarketing for search and dynamic adsRemarketing for search and dynamic ads
Remarketing for search and dynamic ads
 
A guide to remarketing with Adwords
A guide to remarketing with Adwords A guide to remarketing with Adwords
A guide to remarketing with Adwords
 
Owning The Q4 Google Shopping Search Results
Owning The Q4 Google Shopping Search ResultsOwning The Q4 Google Shopping Search Results
Owning The Q4 Google Shopping Search Results
 
New Product Strategy- Online Marketing
New Product Strategy- Online Marketing New Product Strategy- Online Marketing
New Product Strategy- Online Marketing
 
Google Display Network (GDN) Guide
Google Display Network (GDN) Guide Google Display Network (GDN) Guide
Google Display Network (GDN) Guide
 
How to Make a Better Search Network Campaign?
How to Make a Better Search Network Campaign?How to Make a Better Search Network Campaign?
How to Make a Better Search Network Campaign?
 
8 Expert Lead Gen Tips for CMOs - slides
8 Expert Lead Gen Tips for CMOs - slides8 Expert Lead Gen Tips for CMOs - slides
8 Expert Lead Gen Tips for CMOs - slides
 
Crafting Advanced Google Shopping Strategies to Rank Higher in 2017
Crafting Advanced Google Shopping Strategies to Rank Higher in 2017Crafting Advanced Google Shopping Strategies to Rank Higher in 2017
Crafting Advanced Google Shopping Strategies to Rank Higher in 2017
 
Secrets to Accelerating SEO Results - slides
Secrets to Accelerating SEO Results - slidesSecrets to Accelerating SEO Results - slides
Secrets to Accelerating SEO Results - slides
 
Drive Profit with Google Shopping Campaigns
Drive Profit with Google Shopping CampaignsDrive Profit with Google Shopping Campaigns
Drive Profit with Google Shopping Campaigns
 
How to Effectively Target Search Queries in Google Shopping Campaigns
How to Effectively Target Search Queries in Google Shopping CampaignsHow to Effectively Target Search Queries in Google Shopping Campaigns
How to Effectively Target Search Queries in Google Shopping Campaigns
 

More from Search Engine Journal

2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
Search Engine Journal
 
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysMastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Search Engine Journal
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
Search Engine Journal
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Search Engine Journal
 
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesGoogle 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Search Engine Journal
 
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Search Engine Journal
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
Search Engine Journal
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Search Engine Journal
 
Holistic Website Health & Technical Tips for SEO Success
Holistic Website Health & Technical Tips for SEO SuccessHolistic Website Health & Technical Tips for SEO Success
Holistic Website Health & Technical Tips for SEO Success
Search Engine Journal
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
Search Engine Journal
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions
Search Engine Journal
 
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
Search Engine Journal
 
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 DaysHow An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
Search Engine Journal
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And Opportunities
Search Engine Journal
 
How We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkHow We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven Framework
Search Engine Journal
 
2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024
2023 Google Algorithms & SEO's Future: Powerful Predictions For 20242023 Google Algorithms & SEO's Future: Powerful Predictions For 2024
2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024
Search Engine Journal
 
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad SpendSaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
Search Engine Journal
 
Emergency SEO: How To Recover When SERP Rankings Suddenly Drop
Emergency SEO: How To Recover When SERP Rankings Suddenly DropEmergency SEO: How To Recover When SERP Rankings Suddenly Drop
Emergency SEO: How To Recover When SERP Rankings Suddenly Drop
Search Engine Journal
 

More from Search Engine Journal (20)

2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
 
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysMastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesGoogle 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
 
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
Holistic Website Health & Technical Tips for SEO Success
Holistic Website Health & Technical Tips for SEO SuccessHolistic Website Health & Technical Tips for SEO Success
Holistic Website Health & Technical Tips for SEO Success
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions
 
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
 
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 DaysHow An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And Opportunities
 
How We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkHow We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven Framework
 
2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024
2023 Google Algorithms & SEO's Future: Powerful Predictions For 20242023 Google Algorithms & SEO's Future: Powerful Predictions For 2024
2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024
 
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad SpendSaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
 
Emergency SEO: How To Recover When SERP Rankings Suddenly Drop
Emergency SEO: How To Recover When SERP Rankings Suddenly DropEmergency SEO: How To Recover When SERP Rankings Suddenly Drop
Emergency SEO: How To Recover When SERP Rankings Suddenly Drop
 

Recently uploaded

Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
PratibhaShelake1
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
omywaf
 
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Lauren Polinsky
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
InstBlast Marketing
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
Y
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
Shuntaro Kogame
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
gokceyesilbas
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 
Top 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptxTop 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptx
zaireendigitech
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
elizabethella096
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
5ys5mvlp
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
Ed Shimp
 
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Navah Hopkins
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
Ishaaq6
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
Jorge Calmett
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
HighViz PR
 
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxMeta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
providenceadworks416
 

Recently uploaded (20)

Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
 
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
 
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 
Top 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptxTop 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptx
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
 
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
 
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxMeta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
 

[Expert Panel] New Google Shopping Ads Strategies Uncovered

  • 1.
  • 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
  • 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
  • 16.
  • 17. 17 THANK YOU Email: ben.riggle@channable.com Linkedin Email: bbutler@searchlogic.com Linkedin Email: jyoung@mezlan.com Linkedin