My product (a coffee maker) was, in fact, showing up for the exact match letter “m.” Unless I’m selling bobble-head versions of James Bond’s superior or Facebook’s new personal assistant app, I don’t want to show up for [m]. The Problem with Google Shopping This has always been the problem with Google Shopping. Because there is no keyword targeting, we are dependent upon Google to find the most relevant keywords and match them to our products. If we want to adjust the bids for queries that appear, we must change the bid on our products or product groups. But this has its issues. If a product is bid to $5.00, we will be bidding: $5.00 if the keyword is as general as: [microwave] $5.00 if the keyword is as specific as: [i have cash in hand and want to buy an Acme Model 406 space saving microwave now now now]. With this model (the Shopping model the majority of advertisers use), you really are stuck. You have three options: Exclude [microwave] if it … [Read more...] about A Step-By-Step Guide To Query-Level Bidding In Google Shopping
Costs google shopping
Get Your Priorities Straight: Structuring Google Shopping Campaigns
I’m a big fan of Google Shopping. As a user, it provides an easy-to-use platform for comparing products and prices at a glance. Instead of clicking through to eight different websites to find the item I want at the right price, I could make my choice before I even leave the search results page. Shopping campaigns are invaluable for any e-commerce retailer. At my employer (Periscopix, a Merkle Company), we consistently see them outperform generic search in terms of revenue and cost of sales. Shopping campaigns have taken many shapes over the years, as Google has responded to demand and made improvements. Many of you may remember Product Listing Ad (PLA) campaigns, Shopping’s previous incarnation. While creating a campaign structure based on your feed was possible, it certainly wasn’t as simple and intuitive as it became when Shopping campaigns were launched in spring 2014. Also, a brand-new feature was the ability to use campaign priority settings in order to … [Read more...] about Get Your Priorities Straight: Structuring Google Shopping Campaigns
Can you manage your inventory with Google Shopping?
There are a number of reasons why they might want to do this. They might have high stock levels of a particular product; some ranges might be out of date, and they wish to sell off remaining stock; or perhaps a product is not selling as well as they had hoped, and they wish to boost the sales. On the face of it, Google Shopping seems like a good platform for this task. Advertisers can pay more to increase the exposure of a particular product, rather than bid on keywords alone (as is the case with standard text ads). Hence, advertisers often believe Google Shopping is the ideal means to proactively manage inventory and stock levels. However, behind this approach is the assumption that there is a direct relationship between what consumers search for and what they end up buying. So let’s take a closer look at the data to see how consumers actually behave. Do consumers always buy what they search for? For a deeper insight into what is actually going on in Google Shopping, we analyzed … [Read more...] about Can you manage your inventory with Google Shopping?
5 Steps to Launching a Profitable Google Shopping Ad Campaign
With the holidays just around the corner, now is the best time to expand your product advertising in e-commerce, which includes Google Shopping campaigns. According to RKG’s Digital Marketing Report, these types of product listing ads consistently demonstrate improved conversion rates over other forms of ads, such as text ads in search. Unfortunately, as the popularity of Google Shopping ads increases, so do costs per click. That means you’ll need to focus more on the setup and optimization of your campaigns to ensure they remain profitable while still targeting the right audience. Although product listing ads lack the option of traditional keyword targeting, they can still be optimized to help you maximize your ad campaign’s performance. In this post, I’ll show you the five best ways to ramp up your returns in Google Shopping ad campaigns. 1. Master the Feed to Google Everything in your shopping ads is fed to Google. You start out with Google crawling your … [Read more...] about 5 Steps to Launching a Profitable Google Shopping Ad Campaign
Five Ways to Improve Google Shopping Results
Ever since Google Shopping transitioned into a monetized service last year, marketers have been looking for ways to get the most out of it. After all, the service is making quite a name for itself. In fact, in the fourth quarter of 2012, Google Shopping sent 96 percent more traffic to sellers compared to Amazon Product Ads. For some marketers, the approach to Google Shopping is to treat it like any other comparison shopping engine (CSE). While Google Shopping is a CSE, it also acts a lot like paid search. This makes sense when you consider how seamlessly consumers can flip back and forth between search, shopping, and product listing ads within Google. It’s not uncommon to see clicks start in one of these channels and then lead to a conversion in another. Because of this close interaction, you can be successful in Google Shopping by applying many of today’s proven paid search strategies, yet not all of them will work. With this in mind, here are three key points to know … [Read more...] about Five Ways to Improve Google Shopping Results