7. Google Confidential and ProprietaryGoogle Confidential and Proprietary
8:19 pm
LCD television
10:22 am
Color printer
7:10 am
Madden NFL 13
9:13 pm
Crockpots
7:26 am
Kurig B70
4:34 pm
Pink dress
12:17 pm
Macy's sale
Running shoes
8:22 am
Mattress
2:10 m
消費者每時每刻在世界各地、使用各種設備/裝置購物
8. Google Confidential and ProprietaryGoogle Confidential and Proprietary
購物的路徑和方式也越來越複雜
/搜尋 /比較選擇 /購買
9. Google Confidential and ProprietaryGoogle Confidential and Proprietary
而我們住在一個透過各種設備/專注互相聯結的世界
2009
10M部Android手機被賣出
2012
120M部平板電腦被運出
Source: Mary Meeker, State of the Internet Report, Dec 2012.
10. Google Confidential and ProprietaryGoogle Confidential and Proprietary
有更多選擇的消費者也讓商家面臨更多機遇和挑戰
消費者行為
● 線上/線下發現、了解產品
● 跨設備的更靈活購物
● 對購物體驗的高要求:方便快捷
商家的挑戰
● 如何提供好的產品展示和購買建議
● 價格戰、信任和品牌形象
● 付款的速度、成本和可靠度
11. Google Confidential and ProprietaryGoogle Confidential and Proprietary
商家需要在這個跨設備/裝置的世界維持競爭力
25. Google Confidential and ProprietaryGoogle Confidential and Proprietary
1. 購物廣告可出現的國家和地區
在Google購物商城和Google搜索/搜尋平台中同時都可以展示的國家:
僅在 Google 搜索平台中展示的國家:
美國、英國、澳大利亞、德國、法國、日本、意大利、荷蘭、巴西、西班
牙、瑞士以及捷克共和國。
奧地利、比利時、加拿大、丹麥、印度、墨西哥、挪
威、波蘭、俄羅斯、瑞典和土耳其。
34. Google Confidential and ProprietaryGoogle Confidential and Proprietary
數據製作示範
Product Type
Product Title
Colour
Images
Additional
Images
Price (注意是用当地 货币)
Shipping
Availability
id / UPI (EAN) / Brand
Description
35. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Product Category: http://www.google.com/basepages/producttype/taxonomy.en-US.txt
數據製作示範
id title descri
ption
Google
Produc
t
Catego
ry
Prod
uct
Type
Link Image
link
condi
tion
availa
bility
price
(當地
貨幣結
算)
brand gtin Identi
fier
exists
color tax
(US)
Shippi
ng
25117
4
Sony
Xperia
Z
Ultra
Xperi
a™ Z
Ultra
- Big
scree
n. Big
entert
ainme
nt
Electron
ics >
Commu
nication
s >
Telepho
ny >
Mobile
Phones
Phabl
ets>
Sony
>
Xperia
Z
Ultra
http:
//ww
w.
expa
nsys.
com/
sony
-
xperi
a-z-
ultra
-
black
-
2511
74/
http:
//i1.
expan
sys.
com/i
mg/p/
25117
4/son
y-
xperia
-z-
ultra.
jpg
New in
stock
214.9
9
Sony 73112
71434
856
True Black
屬性
產品資訊
連接:https://support.google.com/merchants/answer/188494?hl=en
36. Google Confidential and ProprietaryGoogle Confidential and Proprietary
數據製作示範
id title descri
ption
Google
Produc
t
Catego
ry
Prod
uct
Type
Link Image
link
condi
tion
availa
bility
price
(当地
货币结
算)
brand gtin Identi
fier
exists
color tax
(US)
Shippi
ng
25117
4
Sony
Xperia
Z
Ultra
Xperi
a™ Z
Ultra
- Big
scree
n. Big
entert
ainme
nt
Electron
ics >
Commu
nication
s >
Telepho
ny >
Mobile
Phones
Phabl
ets>
Sony
>
Xperia
Z
Ultra
http:
//ww
w.
expa
nsys.
com/
sony
-
xperi
a-z-
ultra
-
black
-
2511
74/
http:
//i1.
expan
sys.
com/i
mg/p/
25117
4/son
y-
xperia
-z-
ultra.
jpg
New in
stock
214.9
9
Sony 73112
71434
856
True Black
属性
产品资讯
https://www.zh.advertisercommunity.com/t5/%E5%AE%98%E6%96%B9%E7%94%A2%E5%93%81Blog/%E9%87%8D%E5%A4%A7%
E6%9B%B4%E6%96%B0%E5%AE%8C%E6%95%B4%E6%8C%87%E5%8D%97-5%E6%9C%8816%E6%97%A5%E5%B0%86%E5%
85%A8%E9%9D%A2%E6%89%A7%E8%A1%8C%E7%9A%84Google-Shopping-GTIN-%E4%B8%8A%E4%BC%A0%E8%A7%84%
E5%88%99-%E6%88%91%E8%AF%A5%E5%A6%82%E4%BD%95%E5%A4%84%E7%90%86/ba-p/28127
重大更新全面指南 |
5月16日将全面执行
的Google Shopping GTIN 上传规则,
我该如何处理?
37. Google Confidential and ProprietaryGoogle Confidential and Proprietary
數據製作示範-服裝行業
● 系統不接受重複品。
● 款式可以用 item group id 列
明。对于同一款式產品,需要
用 color, material, pattern &
size 列明。
● 属性 gender, age group,
color 是必要的。
38. Google Confidential and ProprietaryGoogle Confidential and Proprietary
id title pric
e
availability item group id gender age group color size
123-w-0 ASOS Embellished Flutter
sleeve Maxi Dress
154
USD
in stock 123 female adult green 0
123-w-2 ASOS Embellished Flutter
sleeve Maxi Dress
154
USD
in stock 123 female adult green 2
123-w-4 ASOS Embellished Flutter
sleeve Maxi Dress
154
USD
in stock 123 female adult green 4
123-w-6 ASOS Embellished Flutter
sleeve Maxi Dress
154
USD
in stock 123 female adult green 6
123-w-8 ASOS Embellished Flutter
sleeve Maxi Dress
154
USD
in stock 123 female adult green 8
數據製作示範-服裝行業
39. Google Confidential and ProprietaryGoogle Confidential and Proprietary
高級設置:利用自定义属性
Custom label Definition Possible custom_label values
0 Season spring, summer, fall, winter
1 Promotion flash sale, clearance, merchant promo
2 Selling rate bestseller, low seller
3 Margin high margin, low margin
4 Holiday valentine’s day, mother’s day, father’s day, christmas
-設定出價策略
-方便管理產品
40. Google Confidential and ProprietaryGoogle Confidential and Proprietary
步驟三:上傳商品數據 (Data Feed)
41. Google Confidential and ProprietaryGoogle Confidential and Proprietary
上傳商品數據方法
透過 Excel / Google Sheets** 製作Txt 文檔
XML文檔
API對接
利用 Databases 製作XML數據
API對接,技術層面要求比較高
42. Google Confidential and ProprietaryGoogle Confidential and Proprietary
在 Merchant Center上傳商品數據
1
44. Google Confidential and ProprietaryGoogle Confidential and Proprietary
上傳商品數據
4
注意事項:
1. 商品數據需要48小时導入AdWords 平台
2. 首次上传數據需要人工審核,需 时2-3天
45. Google Confidential and ProprietaryGoogle Confidential and Proprietary
數據文檔注意事項
id title description price condition link
1 Schwinn 26"
Ladies' Delmar
Cruiser Bike
Classic styling meets modern innovation in the Schwinn Delmar
26" Ladies' Cruiser Bike. The steel cruiser frame features a
comfortable, upright riding position. Rear coaster brakes make it
easy to stop. You'll enjoy a smooth ride as you hit the beach or
any paved path on this awesome bike.
220.99
USD
new http://www.
example.
com/Schwinn
Cruiser
2 Tour De France
Legacy Bike
(Yellow, Black)
The Tour De France Legacy Bike matches innovation and
performance with classic style and sleek lines. The Legacy comes
fully stocked. All complete bikes are sold and delivered partially
assembled.
1,999.99
USD
new http://www.
example.
com/TDFLega
cyBike
屬性
產品資訊
注意事項:
1. 每30天更新一次 (重新抓取商品)
2. 及时更新價格
3. 保證產品頁面語言及幣種一致
4. 提供正確的圖片連接
46. Google Confidential and ProprietaryGoogle Confidential and Proprietary
步驟四:創建Google Shopping Ads/谷歌购物广告
47. Google Confidential and ProprietaryGoogle Confidential and Proprietary
AdWords 平台廣告設定
XXXXXX
1 2
3
50. Google Confidential and ProprietaryGoogle Confidential and Proprietary
查看基準數據
- 定制出價策略
- 查看廣告表現
51. Google Confidential and ProprietaryGoogle Confidential and Proprietary
優化產品數據文件
清晰產品信息 保持資料更新 利用數據屬性 圖片突出產品 檢查數據質量
1. 盡量提供所有產品屬性
2. 圖片清晰,避免水印/背景/商標
3. 使用簡單顏色標記 (選擇 red 還是 sun glow)
**提供完整數據
52. Google Confidential and ProprietaryGoogle Confidential and Proprietary
利用報告查看結果
競價報告 (Auction Insights)
-查看同行產品及份額
A B
關鍵字報告 (Search terms)
-在數據文件的產品名稱/產品描述中加入相關
關鍵字
-排除不相關流量
53. Google Confidential and ProprietaryGoogle Confidential and Proprietary
利用報告查看結果
產品點擊報告
-分析消費者行為
-產品點擊及購買比例
-網站流程
-幫助後期優化
56. 您隨時隨地的AdWords小幫手
通過下列方式,您可以與 Google官方廣告專家分享交流,了解
AdWords最新活動以及產品信息分享。
最新版 Google AdWords官方社群,幫到您!
https://www.zh.adwords-community.com/
Google AdWords微信帳號:
谷歌广告 (ID: AdWordsOfficial) 或者掃描左侧 QR code 立即關注!
Google AdWords Line 官方帳號:
(ID: @adwordstw) 或者掃描左側 QR code 立即關注!
Google AdWords YouTube 官方頻道
頻道:AdWords Greater China
微信: 谷歌广告
(ID: AdWordsOfficial)
Line: Google AdWords
(ID: @adwordstw)
FB: Google AdWords
(/gcnadwords)
AdWords Greater China
http://www.youtube.
com/c/AdWordsGreaterCh
ina