Google Merchant Training Guide E-Book

Laura Maya

• Herausgeber: Publisher s21598
• Kategorie: Fachliteratur
• Sprache: Englisch

Veröffentlichungsjahr: 2018

Beschreibung

Whether you’re a small local shop or an international corporation, in order to advertise on Google, you’ll need to work with the Google Merchant Center.
Google Merchant Center has become one of the most standard eCommerce platform on the internet.
It is simple to use, is one of the most common  places where people search for products, and can result in large returns on ad spend.
It’s one of the first steps to take together with automation to boost your sales online.
The GMC is every advertiser’s portal for businesses to sell  on Google. It’s where users can upload their product catalog for later generating ads across the Google ecosystem.
Hence, creating goal optimized google shopping campaigns through Google Merchant could give your ecommerce business some significant advantages.
So, why wait?
You can tap into this incredible marketing potential by seeking our UpToDate, well researched, comprehensive Google Merchant Training Guide.
With this high-impact training guide, you’re going to learn to Set up your Google Merchant and Google Ads accounts, and link them together. Also how to Create a Shopping Campaign in Ads and show them to relevant customers on Google and around the web.
And that’s why we want to make it a total no-brainer for you to get started today!
Download this amazing guide and find out how to boost your impression share and increase conversions on Google Shopping.
Google Merchant Training Guide will enable you- To create better adverts for your products To manage and optimize google shopping campaigns for enhanced profitability. To boost your impression share and increase conversions on Google Shopping To generate a substantial amount of incredibly targeted traffic with high purchase intent.
 
Google Merchant Training Guide  walks  you through proven and expert tips and practices for your success with google shopping campaigns.
This is an enormous info packed training guide that is compiled with precision and enriched with time-tested methods.

Leseprobe

Disclaimer:

Google Merchant  Training  Guide

Every effort has been made to be accurate in this publication. The publisher does not assume any responsibility for errors, omissions or contrary interpretation. We do our best to provide the best information on the subject, but just reading it does not guarantee success. You will need to apply every step of the process in order to get the results you are looking for.

This publication is not intended for use as a source of any legal, medical or accounting advice. The information contained in this guide may be subject to laws in the United States and other jurisdictions. We suggest carefully reading the necessary terms of the services/products used before applying it to any activity which is, or may be, regulated. We do not assume any responsibility for what you choose to do with this information. Use your own judgment.

Any perceived slight of specific people or organizations, and any resemblance to characters living, dead or otherwise, real or fictitious, is purely unintentional.

Some examples of past results are used in this publication; they are intended to be for example purposes only and do not guarantee you will get the same results. Your results may differ from ours. Your results from the use of this information will depend on you, your skills and effort, and other different unpredictable factors.

It is important for you to clearly understand that all marketing activities carry the possibility of loss of investment for testing purposes. Use this information wisely and at your own risk.

Copyright © 2019 Laura Maya

Table of Content

Introduction

Chapter -1.

Getting Started with Google Shopping

Why Google shopping

How shopping campaigns work

Chapter-2. The Basics of Google Merchant Center

Merchant Center

Google Policies

Merchant Center Guidelines

Chapter-3. Google Merchant Center Setup – Step by step

Create a free Google Merchant Center account.

Add your business.

Verify and claim your website.

Export products from your shopping cart.

Configure the Google Merchant Center options.

Link GMC to your Google Ads account.

Chapter-4. Setting up sales tracking in the Merchant Center

Tracking explained

Setting up sales tracking

Chapter-5. How to get your products on Google shopping?

The Role of the Merchant Center

Creating a Data Feed

Required Product Information

Chapter-6. How Google Merchant Center helps boost sales for ecommerce businesses?

Integration With Google My Business

AdWords Integration and Support from Analytics

Develop Dynamic Ads

Automate the review process

Chapter-7. How to Set up Shipping in Google Merchant Center

Shipping Basics

How to Create a New Shipping Service

Additional Shipping Features

Setting up shipping rates

Chapter-8. How do Google Shopping Ads work and some Quick Tips You Need to Win

Setting up your GSA

How to optimize your GSA

Recommended practices

Chapter-9. Proven Techniques For Google Shopping Campaign Optimizations

Exclude Search Queries

Boost (or Suppress) Individual Products

Identify Top Brands

Optimize Product Data Feed

Chapter-10. How To Set Up Google Goal-Optimized Shopping Campaigns

Step by step creating goal optimized campaigns

Setting Up Responsive Ads

Chapter-11. Best practices to Help You Out With Google Merchant Center

Link AdWords with Merchant Center

Definitely Make Use of Dynamic Remarketing

Optimize your feed

Focus on Your Titles and Descriptions

And so many more

Chapter-12. Google Shopping best practices to help boost your conversions

Add promotions to encourage sales

Ensure shipping cost rules are correctly set

Ensure your product titles are well optimised

Chapter-13. Setting up Google Merchant promotions and best practices

Setting Up Google Merchant Promotions

Few things to keep in mind

Chapter-14. Monitoring & Analysing your Google shopping campaigns

Use Product groups page

Use Products page

Use Dimensions page

Use Auction insights report

Use Bid simulators

Chapter-15. Case studies

Conclusion

Introduction

Behind every good Google Shopping campaign is a great Google Merchant Center account. Sure, it can be easy to get caught up in the details of tweaking your Google Shopping settings, but when you get right down to it, if you aren’t using Google Merchant Center effectively, even the most optimized product listing ads (PLAs) will struggle.

Why? Well, your Google Merchant Center account is the hub that connects your ecommerce site to Google AdWords. Inventory, product categories, descriptions...everything Google Shopping needs to get your ads in front of the right people is pulled directly from your Google Merchant Center account.

In effect, managing your Google Merchant Center account is just as important as managing your keywords and text ads in AdWords. If you take the time to get it right, your ads will do just fine. If you get sloppy, you’ll end up wasting a lot of money.

To help you with all of this, we’re going to take an in-depth look at the Google Merchant Center: what it is, what it does and how to use it to create incredibly effective Google Shopping campaigns. Let’s get started!

Google Shopping was first introduced in the U.S. in 2009. But unlike Google Ads, Shopping is not yet universally available worldwide. It is still rolling out into new countries. As a result, due to little competition, click prices in these new locations can be as cheap as $0.01 (1 cent), making the sales from those ads highly profitable.

Shopping ads are becoming more prominent and versatile. They can appear for precise keyword searches — e.g., an exact product make and model — making them very effective in matching products to buyers.

Google Shopping ads can dominate the search results for physical products.

To use Google Shopping campaigns, you need a Google Ads account as well as a Google Merchant Center account to which you must be able to export your products from your ecommerce store. As with Google text ads, it is free to show your ads. You only pay when a user clicks on them.

Why Google Shopping?

You can use Google Shopping campaigns alongside existing text ads or independently of them. You can serve several of your products at the same time in Shopping ads. Thus your products can occupy a significant part of the search results page, giving you maximum sales opportunities.

In this example from Google search results, The Raw Honey Shop has two Shopping ads (“Raw Organic Multifloral Honey” and “Raw Spring Mountain Honey”) as well as a text ad.

Moreover, Shopping campaigns are an important source of keyword and negative keyword research for use in text ad campaigns and for on-page content optimization. And, importantly, revenue gains are higher - 10-40 percent from Google Shopping campaigns, beyond traditional text ads.

SEO

Search engine optimization is typically a long game. It can take weeks, months, or longer to see meaningful results. Shopping ads, however, can generate traffic and sales immediately.

Well-targeted Shopping campaigns can generate sales nearly immediately — 60 percent of visitors buy the product within the same hour of seeing the ad in certain instances.

How Shopping Campaigns Work

Unlike regular Google text ads that are based on the keywords you select and ad copy you write, Google Shopping campaigns require no keywords and no ad copy. These are created automatically from your product data, which is very strict and all-important. It can be the difference between success and failure of your campaigns.

It also means that careful product segmentation and negative keywords are a critically important way of controlling and optimizing Google Shopping campaigns from showing the wrong products for user searches.

When a user searches for a product, Google compares the search term to the signals your products carry. It then serves your ads for all that are a close match. Every product you sell has a unique product page URL, meaning every Shopping ad click delivers the visitor to a specific product, not the home page or a product category page.

For well-optimized product data and specific searches, Google is surprisingly accurate at matching products to user searches, making Google Shopping potentially a reliable source of buyers.

Follow the Money

The key to success in Google Shopping — for all ecommerce merchants — is to track sales and profit to the penny. Many are still not doing this. Sales and profit are the most important things to monitor. Otherwise campaign management and optimization are impossible.

Fortunately, shopping carts make real-time monitoring easy. Not every product will sell or make a profit. You can control in Google Shopping which products show ads, and focus your campaigns to be the most cost-effective.

By monitoring sales, profit, and ad cost — and thus return on ad spend — in almost real-time, you can fine-tune your campaigns for best performance by individual product. Then, when you know your campaigns are profitable, you will be able to safely increase your budget to make more money, instead of trying to spend less.

Getting Started

Google Shopping is a strict marketplace with many features and rules. Your products could change frequently, as could pricing and stock levels. Your ecommerce store must therefore always be synchronized with your Merchant Center account. This will prevent your ads, products, and stock levels from becoming obsolete, which might result in a suspension.

But if you follow the straightforward rules and keep your products approved, Google Shopping ads can be very successful.

Not every merchant will get the same results, however. Google Shopping works best for merchants whose products have these attributes:

Barcodes,

Makes and models,

Manufacturer part numbers,

Global Trade Item Numbers,

Specific sizes, shapes, colors, and dimensions.

Google changes its product data specification frequently. Optional attributes can become required, and new attributes sometimes show up.

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