Presented at London Online Seller Meetup these slides walks you through the best practices of creating Google Shopping Ads

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@OnlineSellerUK
Slides to be Emailed
Prabhat Shah

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Helps you Compete
with Big Brand
Across Result

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https://www.google.com/retail/merchant-center/

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Optimising your product titles
• People read from left to right, likewise Google weights title and
descriptions terms from left to right.
• If you design your product titles and descriptions based on this logic,
they are more likely to show up for the queries you want them to.
• Depending on your product the title might follow the general format
of: “Brand, Gender, Product, Color, Size.”

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Optimising your product descriptions
• Product descriptions are very similar to product titles in that you
want to format them from left to right in order of importance for
descriptive terms.
• Descriptions will also vary based on what type of product you are
listing, but you’ll still want to format them based on what users are
searching for.
• While a description that has a hook and an incentive is nice,
remember that that type of information is less valuable to an online
shopper than more concrete search modifiers.

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• Also remember that longer descriptions get cut off, so you’ll want to
have that important product information at the beginning (to the left)
of the description. Google recommends submitting 500 to 1000
characters, but gives you space to include 10,000.
• Here is a good example of a description which doesn’t follow the left
to right importance rule:

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Data feed errors or issues
• Update Stock Qty / Price / Product Images ( Variants )
• Watch Out for Critical Errors
You can view this on your Merchant Center Account Dashboard. When you encounter this situation start
working on individual issues and resolve them.

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New Shopping Campaign Ad Creation

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• With Google Shopping Campaigns, ad breakout is a little bit
Different to Product Listing Ads.
• Shopping Campaigns carve ad groups out of your data
feed like cutting pieces out of a pie.
• Shopping Campaigns have a base of the all products product group
(your whole feed), from which product groups for ads are cut out

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You have the option of only using your All Products product
group, just like you can with your All Products ad group:
• From here you can choose one of 10 feed attributes through which to
create a product group underneath all products:
• Category (Google Product Category)
• Brand
• Item ID
• Condition
• Product Type
• Custom Label 0 - 4

18. 18Simply Select “Shopping” from the Campaign Drop Down Menu
Google uses information in your Merchant Center products and shows relevant
products when customers look for your products on Google search and Google
shopping.

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Enter Campaign Details including Your Daily Budget

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Your Google Shopping Ads are READY.

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Click on “ + “ under Product Group to see Categories

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Now you can Select Either All products or Certain Category

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Here’s Example of Selection of a Category
You can Assign Different Bids for Different Categories

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Products Funnel
Bid more for Profitable
Category

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More PLA best practices

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• Actively auditing your ad groups to elevate products which
perform well and limit visibility to products which garner a
lot of clicks but low conversions.
• Review at least once a week, and ideally at least once a day.
• Which products perform well is going to vary based on the
season, your sales and what’s popular.

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• Recommend the All Products ad group be bid at £.01 so any
more granular ad group bids you make will override that all
products group.
• Include a product in multiple product groups, or give it
multiple targets such as an item which is in a category, has a
particular brand and is also a best seller.
• You can also look at data trends in AdWords, and modify
your performance variables in the report using the
dimensions tab.

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Keywords

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Find any Irrelevant Keywords
and Add them in Negative
Keywords to eliminate
unprofitable Clicks

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Campaign Priority
Important if you are running
Shopping Campaigns along with
other Google Adwords
Campaigns

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• Comparison of Google Shopping Review Platforms
It’s important to check out the individual platform reviews for a more
in-depth perspective:
• Reviews.co.uk
• eKomi
• Feefo
• Reevoo
• Trustpilot
• Yotpo

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42. For more Information:
Contact
Prabhat Shah
@OnlineSellerUK
Email: ps@onlineselleruk.com
Landline: 0161 3272 923 Mobile: 0751 88 39629
www.onlineselleruk.com