Join Brian Smith and Ryan Douglas of SingleFeed along with John Thornton, Ryan Gibson and Matt Mierzejewski of Rimm-Kaufman Group to hear how to make the most of your Google Merchant Center and Google AdWords accounts. Learn about AdWords Extension/Plus Box ads, improving your data feed quality and customizing ads to improve click through and conversion rates.
In this webinar we will cover:
- Connecting your Merchant Center & AdWords accounts
- Why you need a Google Merchant Center account
- Creating AdWords Extension/Plus Box ads
- Optimizing & tracking your Extension/Plus Box ads
Connecting Google Merchant Center with Google AdWords
1. Connecting Google Merchant Center with Google AdWords SingleFeed: Brian Smith & Ryan Douglas Rimm-Kaufman Group: Matthew Mierzejewski & John Thornton
30. Google Commerce BoA/ML Report Google Product Search is the #1 Shopping Engine Google uses Product Search data feeds to help funnel merchant data to higher value ad formats A structured data feed provides Google with a unified mechanism to syndicate eCommerce data (images, description, price) to a variety of Google products Product Ads (Listings, Extensions) drive up CPC, CTR Google Checkout allows for insight into conversion data which can be used to optimize search results New Blog: www.GoogleCommerceGuide.com WWW.SINGLEFEED.COM
56. Product Ads #1 Product Listing Ads Currently CPA based Currently Run through Google Affiliate Network (GAN) This will change soon Current attributes: GoogleAffiliateNetworkProductURL GoogleAffiliateNetworkCategoryID GoogleAffiliateNetworkPublish WWW.SINGLEFEED.COM
57. Product Ads #2 Product Extension Ads Currently CPC based Run through AdWords Attributes – These will change adwords_queryparam adwords_prefer_for_query adwords_redirect adwords_publish adwords_grouping WWW.SINGLEFEED.COM
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59. How to use the GMC Data Feed WWW.SINGLEFEED.COM Product Listing attributes act just like any other GMC attribute Check with AdWords rep if you have one adwords_queryparam can take multiple parameters adwords_publish and adwords_grouping give you more control over listings – Google is attempting to make Product Ads easier to manage.
60. About RKG Founded in 2003 Full Service Paid Search Management, New in 2010 -- Attribution Management and Display Advertising RKG listed in the Inc 500 in 2008 Just missed it in 2009, ranked 535 The RKG Blog is ranked in the Ad Age 150 Working with over 150 clients
61. Google Product Extensions Agenda Available AdWords Tracking Columns Linking AdWords & Merchant Center AdWords Reporting Options Industry & RKG Statistics Facts & Recommendations
63. Many Ad Extensions Available Many New AdWords Ad Extensions Available http://www.google.com/ads/innovations/extensions.html
64. AdWords Tracking Columns for Merchant Center Feed adwords_queryparam: use kw={keyword} or aid=12345 ex- http://example.com/offer26?q=5&kw=digital+cameras&aid=12345 adwords_prefer_for_query: Gives the advertiser the ability to specify key, user queries, and designate particular items as preferred for that query. *Note that you can submit more than one keyword for each item adwords_publish: This is a boolean attribute (yes/no) that will allow Merchants to opt out specific products from Product Extensions. adwords_redirect: Gives the advertiser the ability to specify a unique URL for AdWords Plusbox use only
65. Linking Merchant Center Data to AdWords Merchant Center login needs access to AdWords account (listed in My Account > Account Access) Select Campaign Settings and look for Ad Extension settings > Products Select ‘Edit’ Option
66. Linking Merchant Center Data to AdWords Successful Linking! Repeat process for each Campaign you would like to include Takes roughly 24 hours to relay to Sponsored Listings
69. AdWords Product Extension Reporting Various metrics available for review Plusbox Show Rate will reveal keywords that should receive extra attention
70. Google Reported Statistics Overall interaction with this ad format is about 5% Headline CTR tends to be about 4.5% While, expansion rates are about 0.5% These ads tend to deliver an 8% lift in CTR vs. non-product extension enabled text ads running against the same queries
83. Facts & Recommendations Track Product Extensions separately from Google Shopping Utilize adwords_redirect column and create a unique destination url Clicks on Product Extension Offers will be charged to the AdWords keyword that delivered the ad Make sure you are assigning credit for Product Extensions orders to that same AdWords keyword Plusbox Expansions incur no costs Clicks on Offers incur normal CPC charge for AdWords keyword Clicks on more than one Offer incur only one-click charge Consider testing all relevant ad extensions Local, Sitelinks, Seller Ratings Owning more “real-estate” captures attention & increases CTR
85. Contact Us SingleFeed Brian Smith - brian@singlefeed.com Ryan Douglas - ryan@singlefeed.com Call us directly: 800-705-8852 x2 Rimm-Kaufman Group Matthew Mierzejewski - matthew@rimmkaufman.com John Thornton - johnt@rimmkaufman.com Ryan Gibson – ryan@rimmkaufman.com Call us directly: 434-978-4300 WWW.SINGLEFEED.COM
86. Conclusion Visit our blogs to view the webinar recording www.singlefeed.com/blog www.loveyourfeed.com www.comparisonengines.com www.rimmkaufman.com/rkgblog/ Twitter: @singlefeed WWW.SINGLEFEED.COM
Hinweis der Redaktion
Related Links: http://www.google.com/ads/innovations/productextensions.html http://www.rimmkaufman.com/rkgblog/2009/10/08/plusbox-revisited/ http://www.rimmkaufman.com/rkgblog/2010/04/27/product-extensions-data/
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