connecting google merchant center with google adwords
DESCRIPTION
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 adsTRANSCRIPT
Connecting Google Merchant Center with
Google AdWordsSingleFeed: Brian Smith & Ryan Douglas
Rimm-Kaufman Group: Matthew Mierzejewski & John Thornton
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Agenda• Brief introduction to SingleFeed• Google eCommerce – Importance of the Data Feed• Google Merchant Center Basics• Google Product Ads – The Google Merchant Center
perspective
• Brief introduction to The Rimm-Kaufman Group• Google Product Ads – The Google AdWords
perspective (RKG)
• Q&A with SingleFeed & RKG
Who is SingleFeed?We’re Shopping Engine Experts
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SingleFeed Background• ComparisonEngines.com started May 2005• LoveYourFeed.com Blog October 2006• SingleFeed launched February 2007
• VC backed – True Ventures, KPG Ventures• Hundreds of merchants• Focus on SMBs ($500K+ in yearly online revenue)• www.GoogleCommerceGuide.com launched June 2010• Facebook App – see FacebookMerchant.com
• Lots of experience• First account manager @ Become• Years of internet marketing work – SEO, PPC, Affiliate Programs,
etc.• Analyst for the industry, frequent speaker at industry events
• Google Merchant Center Partner
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SingleFeed Services
• Affordable self-service data feed submission services • $100 - $600/mo.• For stores over $250K in total online revenue
• Managed Services• $2000/mo minimum• For stores over $50K/mo in shopping engine
revenue• SingleFeed acts as agency, handling bidding, SKU
suppression, attribute optimization
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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
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Google Merchant Center Data Feed
How to Succeed on Google Shopping?
SingleFeed - We’re Shopping Engine Experts
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Get the basics done right
No matter how deeply you’re involved with Google’s new ad formats or other marketing channels, you need to provide the best data feed possible to succeed with Google Merchant Center.
Here’s where to start:• Add Tax & Shipping• Include Big, high quality images• Rel=canonical• Go above and beyond the basics
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Tax and Shipping
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Images – used in lots of places
• Big = up to 400x400• No thumbnails• No logos/watermarks• Do not include ‘image not available’
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Rel=canonical
• Solves duplicate content issues• Best practices for Google Merchant Center• Future requirement?
• Google Reviews• Maybe others…
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Go Above and Beyond the Basics
• 5 required fields• 7 recommended fields (Unique Identifiers!)
• UPCs, MPNs, ISBNs, Model Numbers• 16 optional fields (Color, Size)• …and an infinite amount of custom fields• LoveYourFeed.com for more tips & advice!
Hooking up Google Merchant Center with
Google AdWordsProduct Ads – Listings & Extensions
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Google Shopping/Google Product Search
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Product Ads #1Product Listing Ads
◦Currently CPA based◦Currently Run through Google Affiliate Network
(GAN) This will change soon
◦Current attributes: GoogleAffiliateNetworkProductURL GoogleAffiliateNetworkCategoryID GoogleAffiliateNetworkPublish
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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
Google Merchant Center& Google AdWords
• Updating Merchant Center accounts with product extensions attributes
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Google Merchant Center Setup
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How to use the GMC Data Feed
Product Listing attributes act just like any other GMC attribute
Check with AdWords rep if you have oneadwords_queryparam can take multiple parametersadwords_publish and adwords_grouping give you more
control over listings – Google is attempting to make Product Ads easier to manage.
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
Google Product Extensions
• Agenda– Available AdWords Tracking Columns– Linking AdWords & Merchant Center– AdWords Reporting Options– Industry & RKG Statistics– Facts & Recommendations
Product Extensions – Ad Extensions
Before
After
Many Ad Extensions Available
• Many New AdWords Ad Extensions Available• http://www.google.com/ads/innovations/extensions.html
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
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
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
AdWords Product Extension Reporting
• Reporting available in AdWords Interface (Dedicated Tab)
AdWords Product Extension Reporting
• Reporting also available in AdWords Reporting Center
AdWords Product Extension Reporting
• Various metrics available for review• Plusbox Show Rate will reveal keywords that
should receive extra attention
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
RKG Average Statistics
• Show Rates (on Google.com only)
• 61% for top 50 keywords
• 44% for rest
• Expansion Rates (click on Plusbox)
• 0.1%
• Offer Click Rate (click-through on product after expansion)
• 10%
• Changes in Overall ad CTR vs. Control (headline or offer click)
• +11% Overall
• +28% for top 50 keywords
• - 10% for rest!
• One of the Keys: Difference in Plusbox Messaging
Plusbox Message on “Promoted” Ads vs. the Rest
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
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Question & Answer
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Contact Us
SingleFeed Brian Smith - [email protected]
Ryan Douglas - [email protected] Call us directly: 800-705-8852 x2
Rimm-Kaufman Group Matthew Mierzejewski - [email protected]
John Thornton - [email protected] Ryan Gibson – [email protected]
Call us directly: 434-978-4300
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Conclusion
Visit our blogs to view the webinar recording
www.singlefeed.com/blogwww.loveyourfeed.com
www.comparisonengines.comwww.rimmkaufman.com/rkgblog/
Twitter: @singlefeed