Best Practices for NEW Google Shopping Campaigns
Best Practices for NEW Google Shopping Campaigns was originally published on BruceClay.com, home of expert search engine optimization tips.
Yesterday morning the Google Shopping Team, including Partner Education Manager, Nicole Premo, and Product Specialist, Chris Azalde, held their second Google+ Hangout where they discussed best practices for Shopping campaigns and AdWords Editor support.
Nicole Premo
Chris Azalde
During the informational session, the Shopping Team reviewed a few items to keep in mind when managing the new replacement of PLAs and Shopping Campaign benefits. Whether you’re new to Product Listing Ads or a PLA master, the following takeaways and recommendations will help you with the Shopping campaign transition taking full effect in late August.
Below you’ll find takeaways from the Google+ Hangout including:
Best practices for implementing a Google Shopping campaign feed
A heads-up on updated data feed attributes
Shiny new features coming to the AdWords Editor (version 10.5!)
And, if you’re interested in talking about how Bruce Clay, Inc. can help you manage your Google Shopping or other paid search campaigns, let’s get in touch!
Best Practices for an Optimized Shopping Campaign Feed
Ensure “product data is complete, fresh and accurate”
Upload data regularly to keep information current
Once a day, or depending on changes, schedule frequent uploads
Feeds should be kept updated to reflect any new price changes and availability
“Product eligibility can improve your impressions”
Match the data feed to the information found on your website
Submit Unique Product Identifiers
Keep “titles, descriptions and images user-friendly”
Use high-quality, clear images for products
Use white, gray or light gray backgrounds
Avoid watermarks and logos
“Relevancy can improve your click through rate”
Use Search Query Reports to hone relevancy of products’ keyword lists
No keyword stuffing
Keep “product type and custom labels in good shape”
“Bid based on your product group’s relative value”
Organize your inventory by product type for easy management of your shopping campaigns
Create a product catalogue or taxonomy
Five custom labels are available and they make management control of new and old products that much easier
Each product can be assigned up to 5 labels
Resource: AdWords Best Practices Series on Search Engine Land
Updated Specifications for Data Feed Attributes
Landing Page Policy
Image Quality Recommendations
Attribute Character Limits
Resource: Google Merchant Center Product Feed Specification
Note: The Google Shopping Team will be reviewing feeds on Google Merchant Center. Google strongly recommends reviewing the Feed Summary Page for any warnings or messages. GST also mentioned to update account contact information to receive email notifications. You will be hearing from them this summer if your account is in need of any immediate changes.
Note on “is_bundle”: A good example for the best use of this attribute is a bundle including a camera and case. Clearly, the camera is the dominate product in the bundle.
NEW! 10.5 AdWords Editor Features
Manage and edit campaigns offline
Bulk Management: Bids and URLs of Product Groups
Bulk Management: Negative Keywords
Update promotional text for many Ad Groups
Note: Shopping campaigns or product groups cannot be created or deleted.
Things to Consider
Adding negative keywords to your Shopping campaigns directly from the Search Query Report is currently not available, but, like PLAs, you can still add keywords lists also available for bulk management
Review your Search Query Report to see how your customers are searching
Backend Auction Activity and Algorithm remains the same and has not changed
How can you get your product to be displayed for highly competitive keywords?
Submit Unique Product Identifiers
Update titles and optimize by relevancy
Submit Product Group Category
RECOMMENDED REFERENCES
“AdWords Best Practices Series” for checklists, whitepapers and more!
