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Creating a better product feed for Google AdWords Product Listing Ads for PPC Hero Conference 2013 in Austin, TX
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How this presentation will go:
A delicate balance between super nerd and super nerd’s significant, less-nerdy other
What is a Feed?
Product Feed
Building the Feed
Research Cart Capabilities
Can you export the needed attributes?
Can you submit directly to Google?
Can you edit the feed or submission to use AdWords attributes?
Do you need any plugins, extensions or support?
Plug-Ins/Extensions
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Upload the Feed
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Manual or Automatic
Ability to edit the product feed
WP Gold Cart Feed
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Building a Better Feed
Feed Best Practices
• Do more than the required attributes• Be descriptive, unique• Watch character limits• Use the AdWords attributes• Consider the “freshness” factor• Feeds have a sort of “quality score”
too
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Google Product Type vs. Product Type
Product Type = YOUR taxonomy
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Categorization/Google Product Type
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Removing Products
True = included in AdWords/PLAsFalse = don’t include
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excluded_destination
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Special Characters
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$1 is the minimum…
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Merchant Center
Merchant Center Checklist
Create feedUpload to Merchant CenterMake sure Merchant Center info
is filled inWait for feed to be acceptedLink Merchant Center with
AdWords
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Link AdWords & Merchant Center
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Set Up Account
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Tax & Shipping
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Affiliates
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Test Data Feed
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Google Docs
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Thanks!
@ebkendowww.portent.co
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