@AnnStanley Guide to Google Shopping Ads Presented on 7th May 2015 By Ann Stanley Managing Director of Anicca Digital @AnnStanley Anicca Group Digital & Search Marketing (Paid advertising, SEO, PPC, Analytics, ecommerce) Marketing training (and qualifications) for business professionals Owned & Earned media (SEO, Content, PR, Social, Email, MAS) More leads and sales Educating your team Building your brand Some of our clients @AnnStanley @AnnStanley Contents 1. Importance of using Shopping ads for eCommerce sites 2. Product feeds from your website 3. Best practice on setting up your campaigns, ad groups and product groups 4. How to avoid possible pitfalls and account disapproval 5. Top tips and methods to improve your results 6. What’s new and what’s coming soon! @AnnStanley Part 1: Importance of using Shopping ads for eCommerce sites @AnnStanley Google results for ‘hotpoint fridge’* Shopping Ads (paid ads via AdWords) Google My Business listings Pay per click text ads (via AdWords) Organic or natural search results Pay per click text ads (via AdWords) Google My Business listings Organic or natural search results Below the fold *keyphrase chosen to illustrate different types of results @AnnStanley Why Use Shopping Ads? • Only for ecommerce websites (other inventory ads coming soon?) • Higher click through rate (CTR) = more website traffic • Usually converts better than text ads • You can display a Shopping and text ad at the same time (is this cost effective?) • Huge growth in Google Shopping ads – with many advertisers getting the majority of their revenue from these ads rather than text ads • Bing Shopping ads available in USA and in beta in the UK • Facebook and Amazon have developed their own versions of product ads @AnnStanley Digital advertising in the UK – (2014 full year results) • UK digital ad spend in 2014 reached record high of £7.194 billion with 14% yearon-year growth • Mobile reached £1.62 billion of this, representing 23% of total. Mobile had 63% yearon-year growth, driven by social, video and in-app ads • Social ads grew 65% yearon-year to £922m with 56% on mobile (£517m) Source: www.iabuk.net/blog/digital-adspend-goes-stellar-in-2014 @AnnStanley Marin 2013 – data from their users (global) Product Listing Ads (PLA) Spend PLA Share of Spend PLA CPC Note: Shopping ads replaced PLA’s in August 2014 @AnnStanley Kenshoo – USA vs. UK data @AnnStanley Adobe – USA Data According to data from Adobe Digital Index: • Google shopping ad spending in the US retail sector grew 47% year over year and 53% quarter over quarter in Q4 2014. • Meanwhile, spending on Google text ads was down 6% year over year. • PLAs accounted for one-fifth of US retail search ad clicks in Q4 2014 (mainly because many sites using AdWords are not ecommerce) @AnnStanley Merkle RKG - USA Data RKG found that: • • • US retail paid search clicks for PLAs and Bing Product Ads combined rose 50.8% year over year in Q4 2014, vs. 6.4% for text ads. Spending on the two product ad types combined rose 45.4% in the retail sector between Q4 2013 and Q4 2014, while growth for text ads was 10.4%. CPC’s were down for product ads - this was mainly attributed to cheaper Bing Product ads @AnnStanley AdGooroo – top USA spenders by ad format • 9 out of the 20 advertisers had over 70% of their ad spend allocated to Shopping ads • Amazon (who does not use Google Shopping ads in the US as a point of principle) and 4 other advertisers had less than 50% of their ad spend allocated to Shopping ads @AnnStanley Part 2: Product feeds @AnnStanley How To Setup Shopping ads LINK Create & Export Product Feed from your website Set up Shopping Campaigns and Ad Groups Set Max CPC Bids @AnnStanley Creating a Merchant Centre account @AnnStanley Merchant Centre – Data Feed @AnnStanley Merchant Centre – Uploading a Feed @AnnStanley Merchant Centre – Uploading a Feed @AnnStanley Feed Requirements • • • • • • • • • • • • ID Title Description Google Product Category – e.g. Clothing & Accessories > Clothing > Dresses Product Type - This can be made up by you – use website categories Link - Landing page – must have price and click to buy option Image Link - Image URL Condition Price Brand Availability GTIN - Unique product identifier @AnnStanley Google Policies • • • • • • Correct information Price, Stock, URL (Landing Page) Membership sites must allow non-member purchasing Prices should be fixed, not for auction use Prices should include tax International e.g. language and currency of country Product feed Policies https://support.google.com/merchants/answer/188494 Shopping Policies https://support.google.com/merchants/answer/188484 @AnnStanley Ecommerce plug-ins for creating products feeds http://www.woothemes.com/products/google-product-feed/ https://wordpress.org/plugins/purple-xmls-google-product-feedfor-woocommerce/ http://www.magentocommerce.com/magentoconnect/simple-google-shopping.html @AnnStanley Linking Merchant Centre to AdWords @AnnStanley Part 3: Best practice for setting up your campaigns, ad groups and product groups @AnnStanley Setting up a new Shopping Campaign • New Shopping campaigns were introduced to allow more granularity and provide competitive metrics for marketers • Old PLA campaigns were upgraded to Shopping ads in August 2014. @AnnStanley Shopping Campaigns settings Planning your campaign and product group hierarchy @AnnStanley Targeting Options • Typically create campaigns for: – Product types (from your feed) – Brands (from your feed) – Brand in combination with Product type ˃ Plan out your hierarchy in advance: Product Type > Brand > Item ID Brand > Custom Label 0 (Margin) > Product Type > Item ID Brand > Product type > Custom Label 1 (Price band) > Item ID @AnnStanley Using campaign filters Using campaign or inventory filter: Without using inventory filter: Campaign Brand A Campaign Shopping First Hierarchy Category First Hierarchy Brand Second Hierarchy Custom Labels Second Hierarchy Category Third Hierarchy Item ID Third Hierarchy Custom Labels Fourth Hierarchy Item ID • • Campaign is Brand specific – so it can be allocated its own budget. Ideally you want each variation of the first hierarchy in a new ad group. • Campaign can include all brand variations in one campaign (just use Ad Groups to separate brands) – so it can be allocated an overall Shopping budget. @AnnStanley Creating a campaign priority and Inventory filter @AnnStanley Creating a campaign filter @AnnStanley Other campaign settings and creating an ad @AnnStanley Example product group hierarchy Brand (Campaign) Product Type Item ID Product Type Item ID @AnnStanley Creating the product group hierarchy @AnnStanley Part 4: How to avoid possible pitfalls and account disapproval @AnnStanley Feed quality and disapproval • Some information about your feed is imported into AdWords dashboard • You need to access Merchant Centre for full view @AnnStanley Merchant centre – feed status @AnnStanley Site-wide disapprovals • Terms and conditions (absent or unclear) • Policy violations e.g. Lack of address details, prices excluding Tax • Duplicate serving (more than one site with same products from same company) • Image quality or violations • Can take 2-3 weeks to get reinstated! Managing price and availability changes @AnnStanley • Use XML with daily feed (or preferably the API), to keep data in Merchant Centre synchronised with your website • Disapprovals are often for competitive sectors that employ pricematching with many price changes per day • Use automatic item updates via Schema Microdata. • Google says: – Enabling automatic item updates in your account allows us to update your items on Google Shopping based on the schema.org microdata we find on your website. – Issues such as latency between updates on your website and updates to your data submissions to Google Shopping can result in inaccurate or stale product data. – For example, if your most recent data feed contains an item that costs $4 but your product landing page lists it as $3, we will update the item to $3 on Google Shopping. – Automatic item updates are currently offered for price and availability information only. @AnnStanley Multi-price issues This ad could be disapproved due to policy violation on prices! @AnnStanley B2B sites with prices excluding VAT This ad could also be disapproved due to policy violation on including Tax! @AnnStanley “Approved” way of displaying VAT and multi-packs for B2B sites @AnnStanley Feed management software Feed out • • • • • • • Feed Optimise One Feed Single feed Feed Manager Go Data feed Summit Feed Fuse Pump Feed out – Orders in • • • • • ChannelAdvisor Intelligent Reach Sell Brite Linn Works Seller Express • Software packages from £50 - £2k+ per month • Some charge additional costs for each channel • Some charge percentage of sales @AnnStanley Advantages of using Feed management software • Easy set-up with one feed in and multiple feeds out (each bespoke for specific platform) • Some offer creation of dynamic text ad with parameters e.g. price inserted from feed for a specific SKU • Easy expansion into other platforms: – – – – CSE Affiliate Marketplaces Social ads • Manual adjustment of feed content i.e. allows you to modify content outside of website for specific platforms • Bid management – including rules based • Reporting by product, category, brand etc. @AnnStanley Example of dashboard (Feed Optimise) @AnnStanley Item level reporting and bidding @AnnStanley Using feed management software to create Merchant Promotions @AnnStanley Feed content management/ overwrite @AnnStanley Other tools • Competitive intelligence e.g. SEM Rush • Bid management e.g. Marin, Kenshoo, Acquisio @AnnStanley Part 5: Top tips and methods to improve your results @AnnStanley Search Terms For Shopping Campaigns @AnnStanley Use of negatives • Add negatives at the campaign or ad group level @AnnStanley Bidding too low @AnnStanley Bidding too high • Being shown for multiple models or variants • Reduce bids across all of these items, as you will cannibalise your own sales @AnnStanley Use of promotions Ad text created in AdWords – this only shows occasionally Special offer created in Merchant Centre @AnnStanley Creating promotions in Merchant centre @AnnStanley Creating a promotion in Merchant Centre (cont.) @AnnStanley Searching for generic phrases • Generic search terms trigger different models with different prices • Look at search term reports to determine performance for generic phrases • Consider use of negatives if conversion rate is low? • Reduce bid if you have many products appear for the same term @AnnStanley Effect of competitors with lower prices Competitors dropped price @AnnStanley How to avoid loosing sales when you are out of stock @AnnStanley Which ads are shown? – Limited budget and time of day? 6am 12pm @AnnStanley Frequency and average position 6am AO Sonic Direct Currys Argos Very Tesco Euronics 12pm Stats Ad 1 Ad 2 Ad 3 Ad 4 Ad 5 Ad 6 Shown Frequency Av. First showing 1 1 1/2/3 1 1 1 6 8 1.0 2 3 2 2 0 2/5 5 7 1.8 4 4 0 4 5 4 5 5 3.5 3 0 5 3 0 3 3 3 2.3 5 5 0 5 0 0 3 3 2.5 0 0 0 0 2/3/4 0 1 3 0.3 0 2 0 0 0 0 1 1 0.3 • Positions and presence changed each time the search was made and at different times of day • AO and Sonic Direct are bidding the highest and or have the most budget • Some advertisers like Tesco only showed at night when other advertisers were turned off @AnnStanley Mobile ads for PLA’s • • • • • Most users think there are only 3 ads on mobile as they do not realise they can scroll horizontally Additional ones do not get clicked on (with negative effect on Quality Score) Conversion rate is typically less than half desktop (so bid modifiers should be used) Cross device conversions are still difficult to measure, so users may research on mobile and buy on other devices Recommend that you bid lower and then use remarketing @AnnStanley Local Inventory ads Loughborough Rugby Note: These locations are within 15 miles of my search location (Leicester) @AnnStanley Part 6: What’s new and what coming soon! @AnnStanley Ratings (stars) in Text ads @AnnStanley Product reviews in shopping ads • Aggregated product review of many ratings • No minimum stars (unlikely text ads) • 5% CTR uplift in USA • <1% click through to Google Product page @AnnStanley Google Certified Shops @AnnStanley Remarketing with Shopping ads • Set bid adjustments for Shopping campaigns for users who have been to the website before • Increasing bids for known customers and continuing their shopping experience @AnnStanley Bing Shopping ads @AnnStanley Thank you Ann Stanley [email protected] anicca.co.uk +44 (0)7930 384443
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