introduction to adwords: understanding google shopping
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Introduction to AdWords: Google Shopping
Jenny Farnfield
Introduction to AdWords: Understanding Google Shopping
Jennifer Farnfield | Digital Clarity
What is it?
• Replacement of product listing ads August 2014
• E-commerce advertising• CPC Bidding within AdWords• Advertise based on product
feed• Image• Price• Brand• Product name &
description • Placements
• Shopping Tab• In search
Shopping Ads Layout
Shopping adverts come in different layouts and dependent on optimisation techniques you can enhance your Ad. Above from left to right we have:• Standard un-optimised ad with white background• Standard un-optimised ad with scenic background• Ad which includes price drops • Ad which includes Special Offers and promotional codes • You can also ad star ratings, although these appear more in
the Shopping Tab
Benefits & Features Drive More Sales
• Bring your sales catalogue to life with product listing ads
Discover New Customers• Connect with shoppers on desktop, mobile
and tablet devicesSearch Terms
• Negative Keywords
Benchmarks• CTR • Impression Share• Max CPC
Segmentations & Grouping • Google Taxonomy• Product Groups• Custom Labels • AdGroups
How does it work?
All commerce stores have a range of products with different price points, revenue drivers and performance. This needs to be reflected when setting up Google Shopping campaigns.
Google Shopping allows you to set up specific targeting and adjust product groups to reflect your goals. AdWordsAdWords is your where you create your campaigns and segmentation of product groups. It uses the same CPC bidding model as search ads and similar processes to optimise and enhance performance.
Three Tips:
•Run Search Query Reports and add Negative keywords
•Use the benchmarking data available to understand where you sit in the competition •Break out your groups logically and push top preforming products
How does it work?
MERCHANT CENTREThe merchant centre is the techy dashboards which keep you up-to-date with your feed data. This should be checked weekly to address errors and optimise suggestions.
Three tips:
• Set up promotions & ratings to pull through to your ads
• Check your data health with the Diagnostics Tab
• Check the assortment report
How does it work?
FEEDGoogle shopping works off a feed of data, which contains your product details. Your online inventory. It is vital this feed is always up-to-date and optimised.
Three tips:
• Use High quality images and promo text
• Follow Googles taxonomy by the letter and space
• Use custom labels to customise segmentation
Learn more
JENNY FARNFIELDDigital Clarity
TEL: +44 (0)845 388 4071DDI: +44 (0)845 388 4902