SUMMER SCHOOLSHOPPING FEEDS

JAHNVI PATEL SEAN O’CONNOR

SHOPPING FEEDSSYLLABUSHERE’S WHAT YOU’LL LEARN

• What are Shopping Feeds & Why they

are great for Ecommerce

• Overview of Merchant Center

• Troubleshooting Issues in Merchant Center

• Overview of AdWords

• Identifying Problem Areas in Campaigns

• Checklist for Optimization

• Product Listing Ads based on a pay per click

model• Contains product image, price, and store

name• Product information is shown from data

feed, not keywords

WHAT ARE SHOPPING FEEDS?

WHY USE SHOPPING FEEDS?

QUALIFIED TRAFFIC

• Ecommerce-focused advertising

• Quick, qualified, image-driven traffic• Shoppers can see the price and image before

clicking• Ease of use, directs customers to specific

product pages

WHY USE SHOPPING FEEDS?

• An ad can be created for every product

• Can drive a lot of sales• Usually shows at the top of the search

results

YOU’LL NEED 3 THINGSHOW TO GET STARTED

YOUR VOLUSION STORE

GOOGLE MERCHANT ACCOUNT

ADWORDS

PREREQUISITES• Understand Google policies & ensure

your site is compliant

• Google changes requirements frequently

• Must have a credit card on file within

AdWords

https://support.google.com/merchants/answer/

6149970?hl=en&rd=2

PREREQUISITES• Make sure you have good product information since this what Google uses when determining when to display your ads

• Detailed titles & descriptions

• A lot of products

• Good product images

• Images that do not have watermarks• Contact Us page that has two forms of contact (email, phone number, or physical

address)

• Dashboard

• Where the feed is uploaded

• Overview of data feed health• See which products are active & disapproved

GOOGLE MERCHANT CENTER

 

SETTINGS TAB• Where to collect your verification to claim

your store’s url

• Storewide settings such as Tax and Shipping

• Where your feed (or feeds) lives

• Where you can set feed-wide rules to cover gaps in your product information

FEEDS TAB

• Which items are active, rejected, or awaiting review

PRODUCTS TAB

• Specific errors within the data feed – under “Items”

• See exactly which products are affected by clicking “affected items”

• Download all errors for easy reference & troubleshooting

DIAGNOSTICS IN MERCHANT CENTER

COMMON ERRORS• Invalid images

• Google is now requiring GTINs for all products that are given UPC codes from

manufacturers• Prices should be updated and reflected in

the feed• Automatic item disapproval due to policy violation

POP QUIZ

JANE’S BOUTIQUEJane sells jewelry online. She has added 15 new bracelets to her data feed. She checks the Merchant Center to see if there are any errors for them and sees that she must have a gender, age group, size & color for these items. How can Jane resolve this?

A) Fill in these fields in her data feed for the items and re-upload her feed

B) Re-upload her feed as is

C) Add those attributes to her product titles

QUESTION #1

JANE’S BOUTIQUEQUESTION #1

Jane sells jewelry online. She has added 15 new bracelets to her data feed. She checks the Merchant Center to see if there are any errors for them and sees that she must have a gender, age group, size & color for these items. How can Jane resolve this?

A) Fill in these fields in her data feed for the items and re-upload her feed

B) Re-upload her feed as is

C) Add the attributes in her product titles

BOB’S OFFICE SUPPLYBob has decided to offer free shipping on all his items. He has already set it up in his Volusion store. How does Bob make this change for his product ads?

A) Google will automatically crawl Bob’s products and recognize he offers Free Shipping. No change is needed by Bob.

B) Set up a free shipping method in Merchant Center to reflect this change

C) In AdWords, change his ad text to “Free Shipping On All Items!”

QUESTION #2

BOB’S OFFICE SUPPLY

QUESTION #2

Bob has decided to offer free shipping on all his items. He has already set it up in his Volusion store. How does Bob make this change for his product ads?

A) Google will automatically crawl Bob’s products and recognize he offers Free Shipping. No change is needed by Bob.

B) Set up a free shipping method in Merchant Center to reflect this change

C) In AdWords, change his ad to “Free Shipping On All Items!”

JACK’S AUTO SHOPJack notices many of his products have an invalid GTIN value. What would be the first step in resolving this?

A) Check to see if he has UPC codes submitted for these items

B) Submit his product brands for the GTIN field

C) Add in UPC codes for these items

QUESTION #3

JACK’S AUTO SHOPQUESTION #3

Jack notices many of his products have an invalid GTIN value. What would be the first step in resolving this?

A) Check to see if he has UPC codes submitted for these items

B) Submit his product brands for the GTIN field

C) Add in UPC codes for these items

QUESTIONS?GOOGLE MERCHANT CENTER

ADWORDS OVERVIEW

HERE WE GO

• See how campaigns are performing• Where bid & campaign management takes

place

• How much your ads have cost

• Adjust bids by SKU level

• See costs of individual products

• Conversion data

PRODUCT GROUPS TAB• Break out products by brand or category

• Must be at the Ad Group level

• Pause poor performing products

• Campaign Level

• Make bid adjustments by Location

• Ad Schedule

SETTINGS TAB• Device

• Change how often ads show

• Search term data

• Which search terms triggered your ads

• Cost of each term

KEYWORDS TAB• Conversion data

• Add negative keywords

• Cannot pick keywords for Product Ads

COMMON NEGATIVE KEYWORDS

• Overall view of campaign performance

• Daily impressions, clicks, & conversions

• Compare metrics

DIMENSIONS TAB

POP QUIZ

JACK’S AUTO SHOPJack sells car parts and is running a Google Shopping campaign. He sells two major brands and wants to advertise one of them in California only. How should he structure his campaign?

A) Divide brands into two product groups, each with their own location

B) Divide brands into two ad groups, each with their own location

C) Divide brands into two campaigns, each with their own location

QUESTION #4

JACK’S AUTO SHOPQUESTION #4

Jack sells car parts and is running a Google Shopping campaign. He sells two major brands and wants to advertise one of them in California only. How should he structure his campaign?

A) Divide brands into two product groups, each with their own location

B) Divide brands into two ad groups, each with their own location

C) Divide brands into two campaigns, each with their own location

CARL’S SPORTING GOODSCarl sells sporting goods online. He sells snowboards, running shoes, and workout apparel. He does not sell skis. He looks at his search term data to find low quality keywords. Which term below should be added as a negative keyword?

*Asics GT 3000 shoes *Where to buy Roxy Snowboards *Nike running shoes *Adidas leggings cost*Skis for women

QUESTION #5

CARL’S SPORTING GOODS

QUESTION #5

Carl sells sporting goods online. He sells snowboards, running shoes, and workout apparel. He does not sell skis. He looks at his search term data to find low quality keywords. Which term below should be added as a negative keyword?

*Asics GT 3000 shoes *Where to buy Roxy Snowboards *Nike running shoes *Adidas leggings cost*Skis for women

JANE’S BOUTIQUEJane sells jewelry online. She noticed her conversions have decreased in the last month. Jane wants to reduce costs but wants to keep traffic coming in from the ads. How can she can reduce her daily ad spend?

A) Lower bids on high click, low converting products from her feed

B) Decrease bids across all products

C) Pause the product ads during certain times

QUESTION #6

JANE’S BOUTIQUEQUESTION #6

Jane sells jewelry online. She noticed her conversions have decreased in the last month. Jane wants to reduce costs but wants to keep traffic coming in from the ads. How can she can reduce her daily ad spend?

A) Lower bids on high-click, low-converting products from her feed

B) Decrease bids across all products

C) Pause the product ads during certain times

BOB’S OFFICE SUPPLYBob runs a office supply store. After looking into the Dimensions tab for his daily cost, he notices he is not getting very many impressions nor hitting his budget. How can he best resolve this?

A) Decrease his bids

B) Add negative keywords

C) Change his ad settings to “Accelerated”

QUESTION #7

BOB’S OFFICE SUPPLY

QUESTION #7

Bob runs a office supply store. After looking into the Dimensions tab for his daily cost, he notices he is not getting very many impressions nor hitting his budget. How can he best resolve this?

A) Decrease his bids

B) Add negative keywords

C) Change his ad settings to “Accelerated”

STRATEGIESADVANCED OPTIMIZATION

CARL’S SPORTING GOODSCarl has a sporting goods store and has been running a shopping campaign successfully for a year and wants to improve his performance even more. Carl has provided a handful of metrics that will be insightful. • 500 products • $20/day budget • Hitting budget consistently, currently running ads at all hours

• Products range from $3-$500 - submitting all of them

• Most conversions happen during the week

Where are their opportunities for improvement?

ADVANCED OPTIMIZATION

CARL’S SPORTING GOODS• He can put in a price filter to submit only

products that are above a certain price point. • Add an ad schedule, where his ads do not

show on the weekends. • Recommend changing one variable at a

time.

ADVANCED OPTIMIZATION

OPTIMIZATIONCHECK LIST FOR

1.Review & adjusting bids

2. Adding irrelevant search terms as negative keywords

3. Budget increases if budget is met consistently with a good conversion rate

4. Fixing errors in Merchant Center

5. Removing or lowering bids on poor performing products

6. Ad scheduling

7. Adjusting bids by device

RECAPQUICK

• Shopping Feeds are great for many ecommerce stores looking to advertise

• Quick & quality traffic

• Many of our merchants find that feeds is responsible for up to 90% of their total sales

• AdWords is for bidding

• Merchant Center is for troubleshooting data feed errors

• Shopping Feeds optimization can get complicated and intensive

QUESTIONS?WHO HAS

Call our Marketing Advisors at 877-591-7006 or email services@volusion.com

to get advice on your marketing strategies.