Google Shopping Campaigns Guide

By Terrance G Kern on November 17, 2018

What is Google Shopping?

Google Shopping Campaign

Google shopping ads help you show product searchers what your products are like and their prices even before they click on your site. By giving searchers that much information, shopping ads give visitors a greater intent to purchase than what text ads do.

Shopping ad’s keyword testing capability is zero.  They are also powered by product feeds in Google Merchant Center. This means that if you want to make google shopping ads part of our campaign, you will have to create another google account.

Setting up a Google Merchant Center Account

You need to create a merchant center account for data of all your products. To do this, go to the homepage and you will see an overview of products that are approved and disapproved, general updates, and paid clicks.

Setting your account will require you to start by updating your business information. You will have to fill in the business name you want displayed, account users, your physical and website address.

You then should claim and verify the URL of your website.  You can achieve through:

  • HTML tag
  • HTML file upload
  • Google Tag Manager
  • Google Analytics

On all of these, you will add some form of code to your site. If you want to use the least extra code amount while still having other code pieces consolidated to your site, you then should use Google Tag Manager in this. Placing the code in your site will call you to open a Google tag manager account first. After opening your account, click on Admin Tab, then click “Install Google Tag Manager”.

Merchant Center Guidelines

After verifying and claiming your site URL, you should ensure your site complies with the rules below prior to serving shopping ads.

  1. Ensure you are having a secure checkout
  2. Ensure that people from all parts of the world can access your shopping cart. Even though you only serve one country, see to it that even those on others can get to your checkout. You can, however, decline their payment method.
  3. Ensure that your data on the website has the official language of the country you intend to serve the ads.
  4. Confirm that the contact information and billing instructions, are accurate.
  5. Work on your tax & shipping settings

Shipping settings are very straightforward and you can come up with unique rules for different order types. Your offers could be like “Free shipping on orders $100”. To start, set an average transit time for a specific location and a minimum order value. You can proceed with choosing products that this criterion applies to.

On Google Merchant Center, you have granular control over all your rules for shipping. You also can group and choose products with specific labels and adjust the cost of shipping by weight, number of items, and destination.

Creation and Connection of Your Google Product Feed

Before you make exciting data-driven adjustments to your campaigns and data feeds, you should first create a product which meets all Google’s requirements. The reason behind this is; Google uses the product feed you give it for matching your ads with product’s searcher’s queries.

Creating a Product feed and Meeting Google’s Requirements

The requirements of Google for your product feed are dependent on the types of products you sell. However, some are universal and include:

  • A unique ID for your products
  • Your product’s title/name
  • Product description
  • A link to the product’s full detail page
  • A link to your product’s image
  • Product availability information
  • Your product’s condition- new, used or refurbished
  • Price
  • Shipping charge
  • Tax – Only applicable in the U.S
  • Adult info- whether what you are selling is an adult product or not.

In case you are selling clothes or any other products apart from movies, music or books, Google requires you to include some more fields in your feed. These are:

  • The brand name of your product
  • Global Trade Item Number (GTIN)- this applies if the original manufacturer has assigned GTIN to the product you are selling.
  • MPN- Not applicable if you are selling hand-made goods
  • Multipack- applies if you sell individual items as a single unit, eg a dozen, or a 6-pack.
  • Age group, size, and gender – needed for clothing products
  • Pattern- applies if it is important to distinguish products in a set of variants.
  • Item group ID- useful for products which are variants of each other. For example, different sizes of a similar type of shoe.

Upload and Submit the Product Feed

The option you use to upload your products to Google merchant center will be influenced by your product’s number, IT resources you can access, and how often you update your inventory.

Steps

  1. Click the + sign and specify our target country.
  2. Specify the type of feed you intend to create – one option is using a google sheet
  3. Choose whether you would like to be hooked up with a product template by the merchant center, or choose “Existing Google Sheet”. You also can decide to upload a schedule for your product data to be refreshed automatically.

How can you Optimize your Product Feed?

If you intend to optimize our product feed and have a significant impact on your traffic, optimize your title first. Do not stress yourself on optimizing areas that will not have a big return like product category and description.

How Can You Create a Winning Title?

First, know the type of buyer you are having. Is he a consumer or a professional? Also, consider whether the brand is known in your space. Why is this important? Google will read your product title from left to right. It will give words closer to your product title’s beginning more importance.

Even though there are some recommendations on how you should write your product titles such as brand – category – color, they might not apply to you.

How Will Your Brand Affect Product Titles?

If your brand is new or not relevant to searchers, avoid including it as the first element of your title. A known brand like Nike can, however, have the brand name appear first as it relates to searchers.

There You Go!

As you launch your shopping ads campaign, ensure you do everything right- a single mistake can ruin your efforts. Individually analyze your products to see those which are profitable and put more emphasis on their marketing. Also, avoid using a similar remarketing on all your audiences- make sure that your bid modifiers have a relationship with the audience’s purchase intent.

 

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