product listing ads campaign - google adwords

Google Shopping Ads

Member Payal Daryani

What We’ll Cover

Google Search Overview

Product Listing Ads: Why and How

Data Feed Overview

New PLA Google Shopping Campaigns Overview and Creation

Shopping Campaign Ad Group Structure & Features

What’s On a Google Search Page ?Google Search Overview

Product Listing AdsText AdsOrganic Search Results

Text adsGoogle Search page PLA ads

Result

What is Product Listing AdsGoogle Search Overview

Product Listing Ads are a unique ad format that allows you to include specific product information like an image, title, price, promotional message, and your store or business name.

PLAs are separate from other text ads

You need to sign up for a Google Merchant account and link your AdWords account with it

Your Merchant Center account lets you manage your product information, while your AdWords account helps you manage your ads and campaigns.

Google Product Search is currently available in 23 countries.

Google shopping was launched in America may 2011.

Why PLA ?Product Listing ads why and how

Click Through Rates Product ads are more effective and engaging than standard text ads

, they offer better CTRs

Why PLA?Product Listing ads why and how

Product ads gives user information (Merchant, price, image) before they click through, so they are better informed and more likely to purchase when they arrive at your site .

Conversion Rate

Easy Targeting Google automatically selects the most relevant products

to show from your merchant center account when a users enter a query.

Data Feed Overview

Google defines a data feed as “a file made up of a list of products which use groupings of attributes that define each one of a merchant’s products in a unique way”.

In simpler terms its nothing but a list of all the products categorized under attributes like, product name, description, link, price, image link, type, quantity, shipping , tax etc. Attribute names need to be included as headers in the first row, while the rows thereafter describe your items according to the attributes.

File Format- Google supports data feeds in two general formats, text (.txt) and XML (.xml). After adding products and corresponding attributes to the feed, the file needs to be saved as a tab-delimited file.

What is Data Feed ?

PLA data Feed AttributesData Feed Overview

Id: An identifier of the item.

Title: Title of the item.

Description: Description of the item.

Google product category: Google’s category of the item

Product type: Your category of the item.

Link: URL directly linking to your item’s page on your website.

Mobile Link: Mobile landing page URLs.

Image link: URL of an image of the item.

Additional image link: Additional URLs of images of the item.

Condition: Condition or state of item.

Availability: Availability status of the item.

Availability date: The day a pre-ordered product becomes available for delivery.

Price: Price of the item.

Sale price effective date: Date range during which the item is on sale.

Sale price: Advertised sale price of the item.

Brand: Brand of the item.

GTIN: Global Trade Item Number (GTIN) of the item.

MPN: Manufacturer Part Number(MPN) of the item.

Identifiers exist: Submit custom goods

Excluded destination: Excluded destinations of your items.

Expiration date: Date that an item will expire.

Promotion id: The unique ID of a promotion feed.

Gender: Gender of the item.

Age group: Target age group of the item.

Color: Color of the item.

Size: Size of the item.

Size type: Size type of the item.

Size system: Size system of the item.

Shipping: This attribute provides the specific shipping estimate for the product.

Shipping weight: weight of the item for Shipping.

Shipping label: Specific Product Labels

Product Information

Apparel Information

Merchant Promotion Attributes

Tax and Shipping

Unique Product Identifiers

PLA Campaign Creation

Select the new shopping campaign from the campaign creation drop down menu

Campaign Name

Location Settings

Set Bid, Budget

Link Google Adwords account with GMC

Note : - Continue the set up by selecting your location, languages, bidding and budget options as well as your preferred delivery method.

PLA - GMC Creation

Google Merchant Center is a tool which helps you upload your product listings to be used for Google Shopping, Product Listing Ads, and Google Commerce Search.

PLA Ad group Creation Within the Campaign, create a PLA ad group It’s a good to add a promotionTarget All ProductsSet a bid

Note: At the same time you must login with your GMC account

GMC Creation

Sign in to your http://www.google.com/merchants.In the left navigate to Settings > AdWords.In the AdWords Customer ID field, enter the AdWords account’s customer ID (in the format xxx-xxx-xxxx).Click Link Account.

PLA- Ad Group Product TargetsYou can target All Products ,with in an AdGroups create Product Targets

PLA- Ad Group Product Targets These categories help you to define your products in a unique way and come in handy to organize your campaigns

with any of these attributes or any combination of thereof.

You can add multiple product targets to each of your ad groups. You should consider doing so only if you want to have different promotional messages for each product target.

Like unique placement and keyword-level bids, you can set bids for your product targets. This will allow you to specify how much you are willing to pay when a customer clicks on a Product Listing Ad triggered by a particular target

How to register a feed?

Go to Merchant Center and click on the Data feeds option

How to register a Feed ?

Basic Information

Mode Standard Feed is used to create items.Test feed to check and fix any processing errors

Select Target Country

Feed Name Enter a descriptive name that helps you understand the content of the feed.

How to Register a Feed ?

Data Feeds

When you click on edit spreadsheet , you can add items manually and also you can edit it .

PLA- Ad Group Product Targets You can target All Products with in an Ad Groups create Product Targets

Product Target Attributes

These categories help you to define your products in a unique way and come in handy to organize your campaigns with any of these attributes or any combination of thereof.

You can add multiple product targets to each of your ad groups. You should consider doing so only if you want to have different promotional messages for each product target.

Like unique placement and keyword-level bids, you can set bids for your product targets. This will allow you to specify how much you are willing to pay when a customer clicks on a Product Listing Ad triggered by a particular target

PLA Benefits & Limitations Google Search Overview

There are over 1 billion products on Google Shopping

Google PLA clicks increased 400% YOY since Sept (2014)

Display ads have a 22% higher click-through rate than

traditional text ads

Google Shopping accounted for an average of 20.19% of overall

store traffic and 18.75 of overall revenue during Black Friday

weekend

Limited segmentation

Layers Cannot Be Retrieved Once

Deleted Products Tab .

Easy to delete entire campaign

Statistics

Limitations

Benefits

High Growth

Product listing ads on Mobile DevicesGoogle Search Overview

There are big opportunities for retailers to connect with mobile shoppers using mobile Product Listing Ads (PLA), particularly in the holiday retail season.

Retailer success story with mobile PLAs

REVOLVEclothing.com understands that their customers are very mobile-savvy, so they increased their focus on optimizing their mobile PLA campaign. Within a few months, they grew their mobile PLA campaign clicks by 371%, their conversions climbed 537%, and their mobile return on ad spend (ROAS) increased by 77%.

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