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Wednesday, 11 September 2019

How to set up Google Shopping ads


How to set up Google Shopping ads

As effective as they are, setting up Google Shopping Ads can be complicated. We’ll go through everything you need to know about how to set up Google Shopping ads. 

If you need help with any stage of setting up your Google Shopping ads you can contact us via our website or you can create Shopping ads through our Ad Platform.

The first thing you’ll need to know when creating your Google Shopping ads is how to add products to Google Shopping with a Google Shopping feed. 

How to add products to Google Shopping


In order to add your products to Google Shopping, you’ll need a Google Shopping feed. A Google Shopping feed is a collection of your website’s products and relevant product information. It organises your website’s product data in a readable format ready to connect with Google Ads.

The product data must include a title, description, link to your product landing pages, a link to the product’s image, availability, price and for most products, brand and GTINs. Your feed must always stay up to date with your website’s information to avoid ad disapprovals for inconsistencies. 

How to set up Google Shopping ads

Google Shopping feeds can be created in two formats, .txt or .xml. You could create a feed in Google Sheets using a Google Merchant Center template and manually enter and update the required product information. You could populate your feed in Google Sheets using Structured Data markups through your website’s HTML, however there are imitations around adjustable landing pages. Another option is to use the Dynamic Creative Google Shopping Feed tool to easily create an optimised feed, that automatically updates, through API integration. 

Once you’ve created your Google Shopping Feed, you must upload and register your feed in Google Merchant Centre.

Just need a feed? Use our Google Shopping Feed tool

How to set up Google Merchant Centre

Google Merchant Center is a tool that allows retailers to connect their product data to Google Ads to create Shopping Ads. Without uploading your product feed to Google Merchant Center, you cannot advertise your products in Google Shopping.

So firstly you’ll need to create a Google Merchant Center account with a Google account and Gmail address. You’ll then have to input your business and contact information. Part of this process includes verifying and claiming your website URL. 

Google needs to confirm that you own your website and are authorised to associate your Merchant Centre account. There are 4 methods of verifying your website; by uploading an HTML file, installing an HTML tag, using Google Analytics or implementing Google Tags. The most common method is to download the HTML verification file and upload it to your website. Find out more information on verifying your website in Google’s Merchant Center help files.

Once you have completed one of the verification methods, you will then be able to claim your URL in Google Merchant Center. 

If you’ve created and registered your feed, you can then upload your product data to your Google Merchant Center account. You can upload your .xml or .txt file manually or you can create an uploading schedule if you plan to make ongoing changes to your Google Shopping Feed. You must also enter your shipping details within Merchant Center to avoid disapprovals.Then you can create your first Google Shopping Campaigns in your Google Ads account.

How to create Google Shopping Campaigns

Sign in to or create your Google Ads account.You will be able to create Google Shopping Campaigns from within Google Ads. 

The first thing you’ll need to do is link your Google Merchant Center with your Google Ads account by sending a link request from your Merchant Center account to your associated Google Ads account. 

From your Google Ads account landing page, click on the ‘campaigns’ tab on the left-hand-side of the page and click on the blue plus button to create a new campaign. 

Identify your goal and select Shopping as your campaign type. Select the appropriate Merchant Center account and the associated country of sale. You will then be able to choose your Campaign name, bid strategy, budget, campaign priority, targeted networks and locations. 

Once you have selected the right settings for your campaign you can create your ads and ad groups. Select whether you would like individual product ads or shopping showcase ads then set an ad group name and bid. Once you have done that, there will be a Google Shopping ad for every product in your Google Shopping feed all within one ad group. 

These steps simply outline the creation of your Google Shopping campaigns. You will need to set up conversion tracking to know where to optimize and how your ads are performing. You can do this through your Google Analytics account, if it is linked to your Google Ads account, or through global site tags and Google Tag Manager. With your conversion data, you can optimize the products within your campaigns, your location targeting, device targeting, time of day targeting and more. 

Want conversion tags set up for you? Reach out via our website


To utilise Google’s Machine Learning in these optimizations, you need to know how to set up Google Smart Shopping. 

How to set up Google Smart Shopping

Once you have recorded a verified conversion from your new Google Shopping ads you will be eligible to create a Google Smart Shopping campaign

As with your standard Google Shopping ads, navigate to ‘Campaigns’ and click the blue plus button on your screen. Once again, identify your goal and click Shopping as your ad type, now you’ll be able to see a Smart Shopping selection available to you. Set your campaign name and budget and proceed to ‘Product groups and assets’. 

You can select which products you’d like to advertise and upload assets for your Smart Shopping Display Ads. You’ll need to upload a marketing image and write headlines and descriptions that relate to your business and products much like you would for a text ad. Alongside these ads, you will see product based display ads that will be shown as part of your Google Smart Shopping campaign. 

Hit save and you will have Google Smart Shopping ads that use Google’s Machine learning to optimize your campaigns and maximise your conversion value. 

Want Google Smart Shopping ads optimized for Machine Learning? We can help!

Dynamic Creative Google Shopping ads

Whether you need a Google Shopping feed, a Merchant Center account, Google Shopping and Smart Shopping ads created or help optimizing, Dynamic Creative can help.

We integrate your website with our Ad Platform & optimise your product and category data to match the way that shoppers search, browse and buy. You get a Google Shopping feed and/or Google Shopping ads for every product listed on your website. 

With over 17 years experience in Google Ads and over 400 websites globally, we have the ad platform and experience to help you grow and scale your business. Find out how you can start with us for FREE via our website at www.dynamiccreative.com

Wednesday, 21 August 2019

What are Google Shopping ads?

What are Google Shopping ads?

Google Shopping ads are the fastest growing format in e-commerce advertising. Shopping ads allow you to show your products at the top of Google search results for search terms relevant to your products.

Google Shopping ads direct users to your product specific landing pages. There they can find more information about the product and purchase directly from your site.

There’s no easier way to be found by people searching for the products you sell than with Google Shopping. That’s why we recommend all e-commerce retailers start with Google Shopping ads.

What do Google Shopping Ads look like?

A Google Shopping Ad consists of your product title, your branding, an image and your product’s price.


What are Google Shopping ads?
Product title
The title of your Google Shopping Ad can let consumers know about your product’s specifications i.e the brand, size and colour. Being as descriptive as possible allows you to appear for all relevant searches. Whether or not you show for a search will be down to what’s included in your product title. You can optimise your titles to appear for your desired search terms by adding in all relevant terms.

Image
A picture is worth a 1000 words. It’s also the main difference between Google Shopping ads and Search ads. While you can be as descriptive as possible, nothing will help a shopper understand your product more than an image. They can ‘window shop’ and decide if they’re interested in what you’re offering. If they don’t click, you don’t pay. But you have to remember that the image in your Shopping Ad must clearly show the product you’re advertising within Google’s Specifications.

Website branding
Google Shopping ads associate your brand with your products. Before shoppers even click your ads they’ll know what your website stocks. Those that are familiar with your brand can then identify your business from your competitors.

Price
A Google Shopping Ad also includes the price. This can help filter the people searching for your products. If your product is too expensive for a shopper, they’re unlikely to click on your ad. If your price is competitive against other merchants, they will be more likely to continue to your website.

You only pay when someone clicks on your ad. Pre qualifying with your image, title and price means you’re only paying for relevant traffic. 

Where do Google Shopping ads show?

Google Shopping ads appear at the top or alongside a Google search results page. As mentioned above, they appear when your product title matches to a search term.

Google Shopping ads can even be shown to shoppers on the go. They are available on mobile devices and tablets as well as desktops.

Your Google Shopping ads can also be seen when shoppers click on the Shopping tab on the Google homepage. Here, shoppers get a more rounded experience with greater opportunity to compare products and prices.

What are Google Shopping ads for?

Google Shopping ads are used to target the best possible return for your ad spend. If set up correctly, they can use Google’s Machine Learning through Google Smart Shopping. They target consumers most likely to purchase, showing them the product ads most relevant to their needs.

Users are pre qualified and often further along their purchase journey. That’s why Google Shopping ads have over 30% higher conversion rates than Google Search ads.

Google Shopping Ads are for e-commerce retailers of all sizes. If your goal is to sell products online, you need to be on Google Shopping.

What are Google Shopping ads benefits?

There are many benefits to Google Shopping ads that you don’t get with other avenues. Shopping ads allow you to focus on the best possible return on your ad spend. Where Search and Display ads target shoppers at all stages of their purchase journey, those clicking on Shopping ads are more often closer to buying.

You can advertise product images, but, unlike Display ads, you’re appearing for shoppers that show intent to purchase.

Another benefit of Google Shopping ads is the ability to take advantage of Google’s Machine Learning. By creating Google Smart Shopping Campaigns, you get access to automatic Dynamic Remarketing. If a shopper clicks on your Smart Shopping ad, they will be shown the product on the Google Display Network. As such, shoppers could see an ad for your brand and product on any number of websites.

There are a few different considerations for Google Smart Shopping which you can read a little more about in our blog "What are Google Smart Shopping campaigns?"

How to get Google Shopping ads

As effective as Google Shopping Ads are, setting them up can be complicated. Shopping ads need a Google Merchant Centre account, feeds, shipping details, GTINs and more. You could do it all yourself by setting up a Google Merchant Center account and Google Ads account. Or you could get started with Google Shopping Ads using the Dynamic Creative Ad Platform.

We integrate your website with our Ad Platform & optimise your product and category data to match the way that shoppers search, browse and buy. You get Google Shopping ads for every product, category, sub category and variant listed on your website.

Every product on your website will have a Google Shopping ad, every product title optimised for relevancy and every ad price adjusted whenever you do. If you're looking to get started with Google Shopping ads, you can find the DC Google Shopping ads app in the Shopify and BigCommerce app stores. Alternatively you can get started with our Ad Platform on our website.

As you progress, we have full managed Google Shopping ads plans to keep up with your business priorities as you grow and scale. We’ll introduce machine learning, multiple campaign goals and expanded search ads to help you reach a predictable revenue growth model through your advertising.

Find out more information about Google Shopping ads and the Dynamic Creative Ad Platform here

Tuesday, 20 August 2019

7 Biggest Benefits of Google Shopping

7 Biggest Benefits of Google Shopping

Google Shopping ads are the best ad format for getting your website found by people searching for your products. You can create an ad with an image, title and price for every product on your website. Over the last few years, more than 50% of all Google Ads spend has shifted from traditional text ads to Google Shopping ads.

For more information on what Google Shopping ads are, read our blog What are Google Shopping ads?

For now though, let’s look at the 7 biggest benefits of Google Shopping ads.

1. Images

Google Shopping ads allow you to advertise an image for each of the products you are selling. The benefit this provides retailers over Google Search ads lies in how shoppers respond to images.

Firstly, an image of your product means your Google Shopping ads are much more likely to be remembered than a text ad. 65% of people are visual learners and will remember a picture of product over text about one.

Another advantage of image based advertising is that shoppers are drawn to image ads before text ads. According to research from 3M, our brains process images 60,000 times faster than text. Using images with Google Shopping ads allows you to get your website found faster and easier than ever before.

Shoppers respond to simplicity. Removing overly descriptive text in place of an image keeps your ads simple and effective. 

2. Search page real estate

As simple as it sounds, taking up more of a search results page can have more of an impact on the effectiveness of your ads. Google Shopping ads appear above text ads, giving you the chance to get your products in front of shoppers at the first opportunity.

Google Shopping ads allows you to ‘own’ a Google search results page with your products and brand. 






7 biggest benefits of Google Shopping

3. Better conversion rates

One of the most practical benefits of Google Shopping ads is that they convert better than Google Search & Display ads. Alongside the appeal of image advertising and their page location, shoppers are more likely to buy a product after clicking on a shopping ad.

With Google Shopping ads, you’re reaching people that have shown a greater intent to buy. If a search matches to your specific product title, the shopper is likely to be further along their purchase journey.

As a result, Google Shopping ads have over 30% higher conversion rates than Google Search ads.

4. Save money on irrelevant clicks

Google Shopping Ads can pre-qualify buyers in a way that other ad formats can’t. Shopping ads show the product in the image, can outline sizes and colours in the title and include the price. If a shopper doesn’t like the look of a product, or is looking for a particular size or price point, they will be able to find the information before clicking on your ad.

You only pay when someone clicks on your ad. By filtering our potential buyers before they click on your ad, Google Shopping ads save you money on irrelevant clicks. Pre qualifying with your image, title and price means you only ever pay for relevant traffic.

5. Product specific landing pages

Google Shopping ads will direct shoppers to your website’s product specific landing pages. With Google Search and Display ads, more often than not you’re driving shoppers to category pages or your homepage. In doing so, you’re adding steps between a shopper and a sale.

With Google Shopping ads you can drive shoppers to the pages you want. Google Shopping ads make a sale as frictionless as possible by taking people to product pages. Shoppers would then ideally add your products to their cart in 1-click. 

6. No keywords

With Google Shopping ads, you don’t have to worry about picking the keywords most relevant to your products. Searches match to your product titles, not a manually entered keyword. The search popularity of your product and your title optimisations will dictate how sizeable and relevant your traffic is. So any traffic shaping optimisations you want to make to your Google Shopping ads can happen easily at the product title level on your website.

7. Dynamic Remarketing

You can use Google Shopping ads whilst also taking advantage of Google’s machine learning with Smart Shopping. Smart shopping ads are in the same format as standard shopping ads but utilise automated bidding to reach consumers more likely to purchase your particular product.

As well as the product Shopping ads, Google’s Smart Shopping includes Dynamic Remarketing. This shows tailored display ads to your website visitors on the Google Display Network. Unlike Google Display ads, you’re targeting shoppers who’ve shown an intent to purchase. The user will have searched for your product and clicked on your Google Shopping ads.

For more information on Google Smart Shopping read our blog "What are Google Smart Shopping campaigns?"

Get Google Shopping ads

As effective as Google Shopping Ads are, setting them up can be complicated. Shopping ads need a Google Merchant Centre account, feeds, shipping details, GTINs and more. You could do it all yourself by setting up a Google Merchant Center account and Google Ads account. Or you could get started with Google Shopping Ads using the Dynamic Creative Ad Platform.

We integrate your website with our Ad Platform & optimise your product and category data to match the way that shoppers search, browse and buy. You get Google Shopping ads for every product, category, sub category and variant listed on your website.

Every product on your website will have a Google Shopping ad, every product title optimised for relevancy and every ad price adjusted whenever you do. If you're looking to get started with Google Shopping ads, you can find the DC Google Shopping ads app in the Shopify and BigCommerce app stores. Alternatively you can get started with our Ad Platform on our website.

As you progress, we have full managed Google Shopping ads plans to keep up with your business priorities as you grow and scale. We’ll introduce machine learning, multiple campaign goals and expanded search ads to help you reach a predictable revenue growth model through your advertising.

Find out more information about Google Shopping ads and the Dynamic Creative Ad Platform here

What are Google Smart Shopping Campaigns?

What are Google Smart Shopping campaigns?

Google Smart Shopping campaigns are a combination of Google Shopping and display campaigns that utilise the power of Machine Learning.

Standard Google Shopping ads allow you to show product ads at the top of Google search results for terms relevant to your products. Smart Shopping campaigns use automated bidding and placements to improve upon the results of standard Google Shopping Campaigns. For more information about standard Google Shopping ads, read our blog What are Google Shopping ads. But for now, let’s consider “what are Google Smart Shopping campaigns?”

Machine Learning

Machine Learning is the use of data and algorithms to improve upon the effectiveness of a task. Google is a “Machine Learning first” company.

Google, through their AI, use Machine Learning to determine which ad they show, to who and when. Google Smart Shopping campaigns use Machine Learning to select between different ad attributes to show the ads most likely to convert. 

What are Google Smart Shopping campaigns for?

Google Smart Shopping campaigns focus on maximising the revenue you generate from your ads. Whereas, standard Google Shopping ads are effective in focusing on the return on your ad spend. Although the only bid-strategy available to you with Smart Shopping campaigns is ‘maximise conversion value’, you are still able to target a specific return on ad spend in your settings. That’s where Machine Learning comes in. The ‘maximise conversion value’ bid strategy uses historical data to set your click bids to have greater weighting for shoppers more likely to convert. As a result of the campaign-type focus, Google Smart Shopping campaigns have on average 30% higher conversion value than standard Google Shopping campaigns.

If you want to maximise the revenue you get from advertising in Google you need to be on Google Smart Shopping. 

What are the Google Smart Shopping ad formats?





What are Google Smart Shopping campaigns?
Unlike standard Google Shopping campaigns, Smart Shopping campaigns come in more than one ad format. Those are ‘product shopping ads’, ‘dynamic remarketing display ads’ and ‘dynamic prospecting display ads’.

Product shopping ads

Google product shopping ads are the format of standard Google Shopping ads. Your product shopping ad consists of your product title, your branding, an image and your product’s price. For a better understanding of what these ads look like you can read our blog title What are Google Shopping ads.

Dynamic remarketing display ads

Smart Shopping campaigns begin to branch out from the standard Google Shopping campaigns by incorporating display ads. Dynamic remarketing display ads show products and brand imaging to shoppers that have clicked on your ads. Shoppers will be shown products they have shown intent to buy in banners across the Google Display Network. As a result Google Smart Shopping ads can drive revenue even when someone isn’t directly searching.

Dynamic prospecting display ads

In a similar manner to Display remarketing ads, dynamic prospecting display ads drive revenue by showcasing your products across the Google Display Network. However, the targeted audience have not clicked on your product shopping ads. Google’s Smart Shopping campaigns layer 3rd party data on display remarketing ads to target shoppers that Google know have intent to buy. This format is another tool in the Google Smart Shopping arsenal to maximise your revenue. 

Where do Google Smart Shopping ads show?

Google Smart Shopping ads show in multiple places, targeting shoppers with different placements to improve revenue. The product shopping ads, or standard Google Shopping ads, appear at the top or alongside a Google search results page. They appear when your product title matches to a shopper’s search term.

The Google Smart Shopping display ads appear across the Google Display Network (around 2 million websites), YouTube & Gmail.

Google Smart Shopping ads can also be shown to shoppers on the go. They are available on mobile devices and tablets as well as desktops.

What data do Google Smart Shopping campaigns use?
Google Smart Shopping campaigns take into account various data points to set bids and attribute budget to ad formats and audiences. The changes to the bids and audiences the budget goes to all boils down to what will give you the maximum revenue. Google take data from the effectiveness of your ads in the following different areas.

  • Location: You can only set location targeting of Google Smart Shopping campaigns at a country of sale level. However, Google’s Machine Learning looks at what states, cities or suburbs particular products perform best in and optimises towards those.
  • Placements: Your Google Smart Shopping campaigns will consider the website placements that perform best. Whether it be any number of sites on the Google Display Network, YouTube or Gmail, the Google Smart Shopping display ads will be placed to maximise your conversion value.
  • Time of day: If your ads are driving more revenue on a particular day or at a particular time, your Smart Shopping campaigns will adjust your bids so that your ads are showing at those times. Similarly, your budget will be spread among your product ads, your display remarketing and your display prospecting ads, in real-time, depending on performance.
  • Devices: If you have products that perform better on mobile or desktop, your bids will be automatically adjusted to ensure your ads are shown on the correct device.
  • Products: Your Smart Shopping campaigns will also consider what products are converting and what products are more likely to bring you greater revenue. Your bids for higher performing products will be adjusted to show those ads more often.

With standard Google Shopping campaigns all of these data points can be adjusted manually. Smart Shopping uses a combination of your historical retailer insights and Google’s user insights to optimise for you.

Get started with Google Smart Shopping

As effective as Google Smart Shopping ads are, setting them up can be complicated. They need a Google Merchant Centre account, feeds, shipping details, GTINs and more. Smart Shopping campaigns also require that you verify your conversion tags before you’re eligible to run Smart Shopping ads. You also need to understand your business goal to set an effective ROAS target, do you want to maximise conversion value or do you need a particular return?

But first, you need to link your e-commerce store to Google and create your ads. You can create your Google Merchant Center account, your Google Ads account and ads yourself or you can could get started with Google Shopping Ads using the Dynamic Creative Ad Platform. We integrate your website with our Ad Platform & optimise your product and category data to match the way that shoppers search, browse and buy. You get Google Shopping ads for every product, category, sub category and variant listed on your website. When you’re ready, we’ll create Smart Shopping campaigns so that you can get the most from Google’s Machine Learning.

Every product on your website will have a Google Smart Shopping ad, every product title optimised for relevancy and every ad price adjusted whenever you do. If you're looking to get started with Google Shopping ads, you can find the DC Google Shopping ads app in the Shopify and BigCommerce app stores. Alternatively you can get started with our Ad Platform on our website.

As you progress, we have full managed Google Shopping ads plans to keep up with your business priorities as you grow and scale. We’ll introduce machine learning, multiple campaign goals and expanded search ads to help you reach a predictable revenue growth model through your advertising.

Find out more information about Google Shopping ads and the Dynamic Creative Ad Platform here