Google Shopping is one of the most talked about AdWords features at the moment but if you don't know what you are doing, you can waste a lot of budget and not get the ROI you were expecting.
In this presentation from BrightonSEO in 2015, you will find lots of tips and advice for making the most out of this platform and really competing in this competitive space.
20. Your images need to stand out in a crowd
and really focus on the actual product.
21. Make the MPU your Item Number so
the product name is pulled in.
22. Update your feed daily. The fresher the feed,
the higher Google seem to rank it.
23. Keep a close eye on the Diagnostics tab in
Google Merchant Center.
24. Act on core warnings immediately and then
move onto potential issues.
25. Use the Feed Debugger tool to make changes
& test individual products before you go live.
26. There are three top reasons for disapprovals in
data feeds.
Disapproval reason How to fix it
Price availability in feed doesn’t
match landing page
Implement Automatic Item
Updates
Product has been automatically
disapproved due to a policy
violation
Request manual review via the
Merchant Center Products tab
Items image URL was broken
upon an attempt to crawl it
Check to make sure robots.txt
isn’t blocking crawler; or image
URL actually contains an image
Source: Google
27. 1
3
2
Used as a backup for availability and price
(ideal for quick changing stock).
If the feed is different to the schema on site,
Google will default to schema rather than
disapprove the ad.
This is not a replacement for the data feed
or for regular updates to the feed.
Implement Schema markup on product pages
to avoid disapprovals due to differences.
33. Some products maybe affected by
seasonality so bids should be adjusted to suit.
34. For products that generate the highest profit
margin, you can afford to bid more.
35. Some products may have a high complaint
rate; you may wish to bid lower.
36. Use GA to tell you which products are your
best selling items and increase your bids.
37. Group products into price buckets so you
bid a realistic amount for each group.
38. 1
3
2
Maximise Clicks:
Adjust bids to capture as much traffic as
possible for your budget
Enhanced CPC:
Dynamically optimise bids to get more
conversions at a similar cost.
Target ROAS:
Choose your desired ROAS and dynamically
bid for higher revenue products.
Google recently launched an updated suite
of automated bidding solutions.
BETA
63. Black Friday ‘14 was the biggest day ever in
the UK for online sales.
64. The key dates for your diaries. Get planning to
make the most out of this!
Black Friday
27th November
Cyber Monday
30th November
Manic Monday
14th December
Boxing Day
26th December