As you should know by now, Google recently announced that it was combining its free Google Product Search listings and Product Listing Ads (PLA) to Google Shopping, where all listings would be shown in an auction based process akin to PPC. This is a significant change for retailers as it means that a significant percent of traffic that has until recently been free until recently, is now paid. Thus it is imperative for the retailer to focus on effectively managing and optimizing Google Shopping campaigns. How Google Shopping Works: A Very Short Summary Google Shopping works differently from regular search ads. In the case of search ads, campaign, ad group, keywords are managed in Google Adwords where the advertiser can change bids. To run a Google Shopping campaign, the advertiser has to also set up a product feed with Google Merchant Center. The feed contains a variety of product parameters including product id, image URL, price, availability etc. On the Adwords side, the advertiser … [Read more...] about Best Practices To Get The Most Out Of Google Shopping
Google shopping adwords labels
This past October, Google announced a new campaign type for Google Shopping which fundamentally changes campaign management for Product Listing Ads (PLAs). Google Shopping Campaigns are currently in beta (you can request to sign up here), but are likely to become the main campaign structure for Google. This will revolutionize how you create Google product ads. So, how can you avoid getting burned by the New Google Shopping campaigns? Read on to find out. 1. Choose Your Product Groups Wisely Google has emphasized that the new campaign structure for PLAs is designed to make managing PLAs easier for advertisers. But with that ease comes a significant change to how product ads are created in AdWords. Currently, advertisers use labels from their product feed to create product groups based on product attributes. For product attributes which aren’t a default column, advertisers can create product ad groups using the AdWords label column. This boils down to almost limitless possibilities … [Read more...] about Are You Ready For The New Google Shopping Campaigns?
Now that Shopping Ads and Product Listing Ads (PLAs) are getting more prominent positions on the SERPs (and taking away traffic from search ads); I’ve started to focus on them more with my clients. I found that working with Google Shopping campaigns is a good deal different from working with traditional keywords and text ads; so over the coming weeks, I’d like to share some of my experiences with this new type of AdWords campaign. The key initial learning for me is that product groups are so different from keywords that you really need to understand how they function before setting up your campaign. While Shopping campaigns are created in the traditional AdWords hierarchy of Campaigns and Ad Groups, they operate very differently because they don’t use keywords. That means you can’t just use what you already know about structuring a great Search campaign to create a great Shopping campaign. The core difference is that with Search campaigns, you target nothing … [Read more...] about Forget All You Learned About Keywords For 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
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