what are google shopping campaigns? PDF
Preview what are google shopping campaigns?
a fundamental convenient constricting simplified unfamiliar neW WaY To Do plas A ____ New Way To Do PLAs GooGle ShoppinG CampaiGnS www.CpcStrategy.com 2 TaBle oF ConTenTS GooGle SearCh overvieW GooGle SearCh paiD aDS WhaT are proDuCT liSTinG aDS? WhY proDuCT liSTinG aDS? proDuCT liSTinG aDS STruCTure WhaT are GooGle ShoppinG CampaiGnS? ShoulD i CreaTe a GooGle ShoppinG CampaiGn? GeT STarTeD WiTh GooGle ShoppinG CampaiGnS CampaiGn SeT up ShoppinG CampaiGn SeT up unique aTTriBuTeS CampaiGn prioriTY neTWorkS online vS loCal FlexiBle BiDDinG DYnamiC TraCkinG link merChanT CenTer neW GooGle ShoppinG CampaiGn FeaTureS iSSueS To WaTCh ouT For WiTh GooGle ShoppinG CampaiGnS proDuCT GroupS vS aD GroupS 10 FeeD aTTriBuTeS laYerinG GooGle ShoppinG CampaiGnS proS & ConS www.CPCStrategy.com | [email protected] 619.677.2453 ChapTer 1 GooGle SearCh overvieW 4 GooGle SearCh overvieW Google announced the arrival of Google Shopping Campaigns in late October (2013), as a new way to break out Product Listing Ads campaigns for Google Shopping. Google Shopping Campaigns are an interesting development for retailers and retail search. We’ll outline the details of Google Shopping Campaigns structure, how to get started, and Shopping Campaigns best practices later in this whitepaper. To get an idea of how Google Shopping Campaigns work, you need to understand the layout of Google Shopping and how Google search results work. If you already know about Google Shopping pay layout and paid ads, go ahead and skip to What Are Google Shopping Campaigns? www.CPCStrategy.com | [email protected] 619.677.2453 5 GooGle SearCh paiD aDS Google is the number one search engine and a major destination for online shopping. Here’s a quick look at what shoppers see when they do a Google search. For reference, the page you see here was created by searching for “the da vinci code hardback” in Google search: Pay-Per-Click (PPC) text ads Organic search results Product Listing Ads Google Product Listing Ads are likely the first thing you notice on this page. These are the image ads that show up on the right of this page. Product Listing Ads are cost-per-click (CPC) ads for Google’s comparison shopping engine, Google Shopping. In addition to PLA ads on Google search, there are also sponsored ads, (out- lined in green). Like PLAs, these are also paid ads but do not include images. Lastly you’ll notice the organic or non-paid listings on the search page, which online sellers have very little ability to change other than SEO best practices. www.CPCStrategy.com | [email protected] 619.677.2453 ChapTer 2 WhaT are proDuCT liSTinG aDS? 7 WhaT are proDuCT liSTinG aDS? The place you want to be here is PLAs. PLAs are typically much cheaper than text ads and have been found to have a 22% higher click-through rate than traditional text advertisements. Wouldn’t you click on an image instead of text? Taking that a step back, to have products show up as ads with images on Google search, online sellers pay each time someone clicks on an image ad and submit product information using a data feed. On Google Shopping, Product Listing Ads lead to comparison shopping pages or directly to a merchant’s online store: www.CPCStrategy.com | [email protected] 619.677.2453 8 PLAs direct shoppers to your website, where they checkout on your shopping cart. Google also features comparison shopping pages (above screenshot), which show similar products and seller attributes such as shipping and price. Another aspect of Product Listing Ads is bidding. Bidding is one of various factors in determining how well your products rank on Google Shopping. Generally speaking, the higher the bid, the higher the likelihood that your product will be one of the first to be seen by a shopper. It is very likely that the top 5 Da Vinci code listings you see here also have some of the highest bids. Remember bidding is important for PLA performance and ranking on Google, but there are a number of factors are used to determine placement on these pages. We won’t go too much into PLA strategy here, but for an in-depth strategy and Google Shopping campaign best practices (including bidding, reports and campaign structure), check out the Google Shopping Guide. WhY proDuCT liSTinG aDS? So Product Listing Ads are paid image ads on Google search result pages. Before you learn about Google Shopping campaigns, which are an update to PLAs, lets touch on why you would list your products on Product Listing Ads in the first place. www.CPCStrategy.com | [email protected] 619.677.2453 9 If you aren’t already sold on the search giant and ecommerce destination Google, here are some intimidating statistics from Google: There are over 1 billion products on Google Shopping Google PLA clicks increased 200% YOY since Sept (2012 vs. 2013) PLAs are available in 23 countries globally Google Shopping accounted for an average of 20.19% of overall store traffic and 18.75% of overall revenue during Black Friday weekend. View our Black Friday report. PLAs are display ads, which means they include product images, which as previously mentioned have a 22% higher click-through rate than traditional text advertisements. For Sellers, Google Product Listing Ads are also designed with merchants in mind: Unlike other ad programs or marketplaces, PLAs allow sellers to make changes. Sellers have the ability to modify bids, budget, and ad group structure to limit spend, eliminate poor performing products, and granularly control their ROI goals. PLAs are integrated with Google Analytics, which makes tracking and monitoring performance easier. Shopping Campaigns allow merchants to make feed changes within AdWords (we’ll touch more on this later) If you aren’t listing on Product Listing Ads, here are detailed instructions to get you going. www.CPCStrategy.com | [email protected] 619.677.2453 10 proDuCT liSTinG aDS STruCTure We’ll get to the meat and potatoes of Google Shopping Campaigns here shortly, but we need to make just one more small pit stop. Google Shopping Campaigns are a new way to build out Product Listing Ad campaigns. To understand how Google Shopping Campaigns are structured its important to identify how traditional PLAs are created. Sell on Google Product Listing Ads 1. Send Data Feed To list products on Google Shopping, retail merchants send product infor- mation to Google via the Google Merchant Center using a product data feed. For Google Shopping data feed format and an example, check out this resource. Here is a general outline of required data feed content: www.CPCStrategy.com | [email protected] 619.677.2453
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