GOOGLE SHOPPING CAMPAIGNS

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1 GOOGLE SHOPPING 2014 WHITEPAPER PART 1: GOOGLE SHOPPING CAMPAIGNS AN OVERVIEW AND INTRODUCTION BY NOW MOST OF the online marketing community is very familiar with what Google Product Listing Ads (also known as Google Shopping Ads) are and what they look like. Plainly stated, Google Shopping Ads are online ad units for specific products that include a picture, price, seller, and title for that featured object or merchandise. Google Shopping Ads show as one large ad unit with multiple product pictures and products. Clicking on a specific Product Listing Ad unit will take you directly to the page where you can purchase the product. While product-level specific SEM campaigns run by Google have gone through many transitions and overhauls, this is how they look in their present day format. Many users online are searching for specific products or product-level categories when entering queries. Online brands and advertisers are looking to sell specific products from their online stores. Google Shopping Ads provide a seamless experience that connects e-commerce advertisers looking to sell specific products with the people looking for those products through pictures and the Product Listing Ad units on the search engine results page. Part one of this two-part Elite SEM Google Shopping Whitepaper will introduce you to all of the basic principles and background information needed to fully understand Google Shopping campaigns. The Google Shopping experience on desktop and mobile devices.

2 GOOGLE SHOPPING ADS ON SEARCH RESULTS PAGE A Product Listing Ad (PLA) from a Google Shopping ad unit. PLA displays product image, title, price, and seller. merchants/?hl=en#topic= The Google Merchant Center The foundation of Google Shopping ads includes a company s product feed that lists their products, and accompanying key details and information about said products. This all lives in the Google Merchant Center. In merchant center accounts, advertisers upload their store information and product data so that Google can index and access it. It is only after the advertiser has set up a product feed, loaded that data into a Google Merchant center, and then linked their Merchant Center with their Adwords account that users can advertise their product ads in product listing ads or shopping ad unit spaces. For those without an account, you can sign up at google.com/merchants 2 elitesem.com Elite SEM: Performance Driven Digital Marketing

3 The Product Feed The heart and soul of any Google Shopping campaign is the product feed. Your product feed is a text spreadsheet (tab delimited) or XML file that contains the necessary and specific product information required by Google. Certain pieces of information in your feed are required for all types of items. Additional elements may be needed for specific items, depending on what products you sell. Visiting the merchant center for the most up to date recommendations and requirements is highly encouraged but a brief summary of the most common can be found here: The Basic Product Information ID: A unique identifier of each item. Title: The title of each item. Include both brand and color in your titles to differentiate similar products. Description: An area to include visual and additional attributes of each specific product. Sizing, technical aspects, material, age, and/ or gender are recommended attributes to be listed here. Google Product Category: This field pertains to the specific category of product as per Google s product taxonomy. Google has predefined all the different types of products, thus you will have to classify your products and items by their specific categories and subcategories. Product Type: Provide your own category of your items submitted if you have specific categorization of your products that is different from the Google taxonomy. EXPERT TIP Title is one of the most important columns within your feed! It needs to include more specific information than just the name of the product. Consider adding the following: Brand name Product Type Color Other informative general characteristics about the product Elite SEM: Performance Driven Digital Marketing elitesem.com 3

4 Link: A link that sends a user specifically to the product. Mobile Link: A mobile link specified for mobile-friendly landing pages for your products if different from your desktop experience. Image Links: A link that points to the main image for a specific product. If you have multiple product images you can add in a column for additional image links. All items require an image link and there are many best practices and recommendations listed on the Google Merchant Center support page. EXPERT TIP You can use specific tracking on your links, or implement a redirect in order to measure users coming to your site from shopping campaigns. It s worth the extra legwork some advantages include product-specific measurement and cross campaign attribution. Condition: Identify whether your product is new, refurbished, or used. Inventory Status, Pricing, Tax, and Shipping Availability: Identify whether the product is in stock, out of stock, or available for preorder. Price: The price of the item. Tax: Adding the country, region, rate, or tax on shipping is required when necessary. Shipping: Price of shipping, as well as additional optional charges for area of delivery or delivery speed/service. Unique Product Identifiers Brand: The brand that manufactured the product. GTIN or MPN: The Global Trade Item Number or Manufacturer Part Number where applicable. DECEMBER 2002 FROOGLE LAUNCHES Google uses web crawlers to catalog and list product data from vendors. Froogle clicks are free! OCTOBER 2012 PRODUCT LISTING ADS LAUNCH Google Shopping ads completely transition to a paid ad format. Google offers a new way to optimize campaigns at a more granular level: optimizing bids for individual products (while it was possible to create specific groupings for more granular products or product categories, tracking cost and revenue to specific products was not available in the Google Adwords interface) APRIL 2007 FROOGLE CHANGES TO GOOGLE PRODUCT SEARCH Mostly interface changes as well as a name change. Still free, product search ads were not served on Google.com but located in more options in the search page along with video, maps, news, etc. Fun fact: Marissa Meyer was the VP of Search Products and User Experience at Google at the time. 4 elitesem.com Elite SEM: Performance Driven Digital Marketing

5 Adwords Attributes and Other Variables on the Product Feed There are five custom label columns available the only business specific attributes you can to further group your products and promote, use. Additionally, you are limited to 1,000 values per unique label. budget, and bid on your e-commerce products more specifically and intelligently. These custom labels can be used how you see fit to dicific to certain product types, especially for ap- There are plenty of additional variables spevide a product catalog based on performance. parel. Consult the Google Merchant Center to The most advanced advertisers use custom be 100% clear on the most up to date required labels to their advantage to separate out their and optional feeds for your specific product offering. product feed into more manageable segments for budgeting, bidding, reporting, and monitoring. Some common examples include orga- advertisers to test different classifications and This is the biggest area of opportunity for nizing product feeds by the ones that are the categorization to not only improves on their top-performing, best-selling, or have the highest profit margin. Keep in mind these are placement, but their ROI. not MAY 2013 GOOGLE PRODUCT SEARCH TRANSITIONS TO PRODUCT LISTING ADS Announcement that Google Shopping will change from a free offering to a pay-per-click commercial model. Google offers all merchants who create Product Listing Ad campaigns by August 15, % of their total Product Listing Ad spend through the end of Google touts making Product Listing Ads paid will lead to better customer service on the product end and a better experience. Google also mentions consolidating where product ads show up on the Google.com SERP from multiple spots to one format clearly labeled sponsored. AUGUST 2014 GOOGLE FULLY RETIRES PLAs AND SWITCHES TO GOOGLE SHOPPING CAMPAIGNS New Shopping campaigns allow advertisers to browse product inventory directly in Adwords, as well as monitor the specific product level cost, revenue, and other metrics that were unavailable for Product Listing Ads. Up to five custom labels are now available in the product feed for customized bidding and grouping (as compared to two previously: Adword labels and Adwords groupings ). Benchmarking your shopping campaign performance against similar products for CPCs and CTR becomes available. Creating multiple ad groups within shopping campaigns are now supported. OCTOBER 2013 GOOGLE INTRODUCES GOOGLE SHOPPING CAMPAIGNS Google announces a new campaign type for Product Listing Ads to streamline the management and reporting of product specific shopping campaigns. Only available to a limited group of advertisers. APRIL 2, 2014 RETIREMENT OF PLAs, FULL TRANSITION TO GOOGLE SHOPPING ANNOUNCED Google gives advertisers a specific date when PLA campaigns will be discontinued and all advertisers must transition to Google Shopping campaigns. Elite SEM: Performance Driven Digital Marketing elitesem.com 5

6 The Differences Between Search Ads and Shopping Ads Product Listing Ads show on the same search engine results page as SEM keyword campaigns, but there are many differences between search ads and shopping ads. GOOGLE SHOPPING MOBILE DEVICE VIEW Targeting criteria for ads showing While both SEM ads and shopping ads are triggered by keywords, you don t actively select the keyword that triggers shopping ads like you do for search ads. Because of this there are no positive keywords and/or match types to be selected for Product Listing Ads. Product Listing Ads are targeted by the product details, title, and description of your products in your product feed that lives in your Google Merchant Center account. Landing pages and destination URLs For shopping campaigns your product-level ads need to go directly to your product pages. For search campaigns you have full control over where you direct the users on your site. Want to send them to the product page, the home page, a different product to be purchased, or an sign up page? The choice is yours! The look of your ads and extensions For shopping campaigns you can change: Images Title of your product For search campaigns you can change: Headline, description, display urls Any of the numerous extensions available on search Google Shopping ads unit (PLAs) SEM paid search ad SEO search results Remarketing list for search ads works for search but not yet for Shopping campaigns 6 elitesem.com Elite SEM: Performance Driven Digital Marketing

7 The Similarities Between Search Ads and Shopping Ads GOOGLE SHOPPING DESKTOP DEVICE VIEW While there are many differences between search and shopping campaigns, there are a few key synergies. Search Query Reporting and Negative Keywords While you cannot choose what keywords trigger your Shopping Campaigns ads, you can still review search query reports for terms that have triggered your ads. From that point you can: Include negative keywords for both search and shopping campaigns that are too general or irrelevant to your products but triggered your ads nonetheless. Monitor keywords that trigger your ads with high spend and impressions, but poor to no ROI. You can additionally see what specific queries triggered your ads and converted. This can give you good insight on specific keywords and themes to focus your product titles and descriptions around. Google Shopping ads unit (PLAs) SEM paid search ad SEO search results Double vision People searching for products you carry have the same intention, so showing on the same SERP for both shopping campaigns and search campaigns is a sound strategy to maximize placement and visibility for your top products and product categories. Lay out a strategy, test, modify, measure, repeat Search and shopping campaigns both require a similar due diligence. Always test to get the maximum ROI for your program. Bid modifiers Search and shopping campaigns can be adjusted for mobile traffic and other bid modifiers. Elite SEM: Performance Driven Digital Marketing elitesem.com 7

8 Let s Recap So now at this point you know a lot about Google Shopping campaigns. We know: What Google Shopping Campaigns look like across different devices How the key elements of Shopping Campaigns are set and how they operate and function FIND MORE WHITE PAPERS AT ELITESEM.COM Google Merchant Center Product Feed The history of Google Shopping Campaigns Things have changed a lot since 2002! Key differences, similarities, and synergies between search and shopping campaigns Now that we know all of these things, what else can we learn? What is the current growth trajectory of Google Shopping Campaigns? Lifting Google Penguin Penalties for Two Online Retailers How has 2014 compared to the trends we saw with Shopping clicks and spend in 2013? Has Google Shopping competition gotten fiercer, less competitive, or stayed the same in 2014? What portion of Google Shopping traffic comes from mobile compared to desktop and tablet use? We re so glad you asked and are interested! To get the answers to these questions and more, please download part two of this Elite SEM Google Shopping Whitepaper series: Google Shopping Campaign Trends (2014) and the Future of Google Shopping. Search Marketing Trends by Device Type (2012 vs. 2013) Marc Weisinger Director of Marketing

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