What are Product Groups in Google Shopping?

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Product GroupsWhat is a Product Group?

A product group is a subset of your inventory. As an advertiser you can group the products that fall under the same category, or of the same brand or any with any other similarity into product groups. In Google Shopping, advertisers bid on product groups. (Advertisers bid on keywords in search campaigns). All the products in a product group use the same bid as the product group.

Getting started with Product Groups –

When you create your first shopping campaign, Google clubs all your products from your product feed into a single product group by default. You will have to break the products down into different product groups. Grouping products into a product group are recommended as it helps in bidding specifically to meet the best of your advertising goals. You can further subdivide a product group into smaller fragments. Advertisers can create product groups based on product attributes like category, product type, brand, condition, item ID and custom label.

To sum up –

A product group is basically a subset of your inventory of products. One can create product groups based on condition, category, product type, brand, ID, and labels. Product group acts as a keyword for Google Shopping. Advertisers do all the bidding and optimization at product group level.

This is a basic article to inform about product groups in Google Shopping. An ideal way to structure your campaigns is to use single product ad groups.

To get a stronger grip on the basics of setting up merchant center, how product listing ads work and various AdWords & PPC fundamentals, follow our blog or contact us.

Google Shopping Ads are now on Google Display Network too!

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Google Shopping Ads are now on Google Display Network.

Google Shopping is one of the most used advertising platforms used by e-commerce advertisers to promote their products. And to retain the big number of advertisers, Google very regularly updates the features of Google shopping ads. Google Shopping ads had already made their way to Google Image Search, YouTube and third-party retail sites partnered with Google. Expansion of Google Shopping Ads to the Google Display Network was just a matter of time.

Retail Shopping on Display –

Google launched the pilot named “Retail Shopping on Display” in April this year. Google handpicked a few partners to test this project.

The partners chosen for the pilot of this project can avail the option of targeting their shopping campaigns to Google Display Network. Google also announced that starting Monday, May 29, these selected pilot accounts will have Google Display Network enabled for shopping campaigns by default. However, partners can opt out of the project at their will.

For this pilot, Home Decor and Fashion websites have been selected. Google hasn’t specified the particulars of these websites yet. For obvious reasons, Google sent an email to advertisers with businesses closely related to Fashion and Home Decor intimating them about the pilot. and inviting them to join it.

Joel Wollner of UpClicks Media uploaded the first look of Display Network option. Find the screenshot below.

Google Shopping Ads on DIsplay Network

It looks fairly easy, advertisers will just have to tick the box to enable Google shopping ads on Google Display Network.

Google’s Q1 2017 reports clearly suggest that advertisers are spending generously on shopping ads. Google has seen a 32% growth on shopping ads spend as compared to 12% of text ads in Q1 2017.

Now that the pilot is live, we are waiting for more information from Google on retail shopping on display. We soon will find out how shopping ads look on the display network. Stay tuned for more updates.

 

What is a Good Average Position for your Business?

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Google defines Average Position as “A statistic that describes how your ad typically ranks against other ads.”

In other words, Ad Position and Average Position tell where your ads are being displayed on the Google Search Network, Google Display Network or Google partners network.

Google provides 8 ad positions on a SERP. Google numbers these ad positions from 1 to 8, 1 being the top-most position above all the other results. And 8 is the bottom-most position. Your ad can be anywhere between 1 to 8. It can also be on the second SERP where the ad positions are numbered 9 to 16.

How Google determines Ad Position?

Ad Position of an advertiser’s ad is determined by the Ad Rank of that particular ad. Google defines your Ad Rank as the product of your Max CPC Bid and the Quality Score of the keyword that triggered an ad.

Ad Rank = Max CPC * Quality Score

What is Average Position?

It is simply the mean average of ad positions of an ad, keyword, ad group or a campaign. It is also important to note that Average Position statics are available for ads and campaigns as a whole too.

A working example to calculate Average Position –

Let’s say a search query triggered your a hundred times ( hundred impressions) in the last three hours. Google positioned your ad at 1 twelve times, at 2 twenty-three times, at 3 twenty-seven times, at 4 seventeen times and at 5 twenty-one times.

Ad Position No of Impressions
1 12
2 23
3 27
4 17
5 21
Total Impressions = 100

Avg position =(Ad position * No of Impressions) ÷ Impressions

{(1*12) + (2*23) + (3*27) + (4*17) + (5*21)} 100 = 3.12

I have used a very simple formula to calculate the Average Position. We calculated your Average Position to be 3.12  in the last three hours.

Interpreting Average Position –

From the example above, we can see that the Average Position need not necessarily be an absolute figure like 1 or 2. It is mostly a decimal number like 3.12 (from above). What it means is that your ad got the most impression at Ad Position 3.

How to access the Average Position data from your AdWords account?

Average position as a metric is available in almost all views in AdWords including campaigns, ad groups, keywords and ads. One recurring requirement is to observe whether average position changes during the day. You can see that by going to the dimensions tab and segmenting the data by Hour of day.

Average Position

More about Ad Position and Average Position –

Till now we focused majorly on ad position in respect to AdWords Search Network. There is a different approach to evaluating the position of your ad listings. Advertisers very popularly call this “Top vs Others”.

To get the data about your ad placements, you can segment your AdWords tables. In the segments tab in your campaigns, select Top vs Others.

Average Position

Here is what Google says about Top vs Others segmentation. “Apply the “Top vs. Other” segment to your statistics tables to find out where your ad appeared on Google’s search results pages and search partners’ pages.”

To add, Google has also provided guidelines to help interpret the data from Top vs Other segmentation. There are five different terms and each of them is explained for easier understanding.

  • Google search: Top – Your ad was displayed above the organic Google search results.
  • Google search: Other – Any AdWords text ads that don’t appear directly above Google search results are categorized as “Google search: Other.”
  • Search partners: Top – Your ad was displayed above the partner’s organic search results on a search partners’ page.
  • Search partners: Other – Ads that don’t appear directly above partner search results are categorized as “Other.”
  • Google Display Network – Your ad ran on the Google Display Network.

All of this is a lot of information, and Average Position is a topic that gets deeper as you dig. Let us consolidate on what we already discussed in the article.

  • Ad Position is dependent on Ad Rank.
  • Google determines Ad Rank using Max CPC Bid and Quality Score.
  • Average Position is the mean average of impressions per Ad Positions.
  • Data related to Average Position is available in under the dimensions tab.
  • Advertisers also use Top vs Other segmentation to evaluate Average Position.

What is a good Average Position?

We have learned different approaches to segment and collect the data. But what is a good Average Position? A good Average Position for your business is where you are making a positive ROI. It need not necessarily be #1.You can understand this when you look at the Cost-Per-Click and Conversions reports. The lower your CPC, the better. In contrast, higher the conversions, the best.

From customer insights, AdNabu suggests that an Average Position of 2 is idle for a balanced progress. Click-through Rate of positions 1 and 2 aren’t significantly different. But to retain the top position, advertisers might end up bidding higher. Unless the Quality Score of an advertiser is exceptionally better than the competition, pushing to get on the top isn’t cost-effective. Top position is no harm as long as it is not draining the budget. If the Average Position is >= 3, AdNabu suggests improving it.  

Moreover, instances where a higher position with lower conversions and a lower position with higher conversions are not new. In such cases, bringing down the position is a must to maintain a good return on the ad spend.

How to adjust Average Position?

To attain a higher Average Position you can either increase the bid or focus on improving the Quality Score. Likewise, to reduce the position, you can bid lower. Also, there might be a situation where Google Search: Top might be performing lower than Search Partners: Top or vice versa. These are a few optimization techniques to keep your Average Position good.

In conclusion, as we all already know, each keyword, campaign, AdWords account, and advertiser are different in their own way. What works best for one need not produce similar results. This blog post is aimed at equipping advertisers with an in-depth knowledge of Ad Rank, Ad Position, and Average Position. We hope that you have learned something new, and can make better decisions when optimizing your campaigns.

How is the new Enhanced CPC going to change the bidding game?

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Enhanced CPC

A little about the basics of CPC and auctions –

To understand enhanced CPC (cost-per-click), let’s recap the concept of cost-per-click and how auctions work.

Cost-per-click is the bidding strategy in Google AdWords. Google, therefore, charges an advertiser only when a user clicks on their ad copy. The link in the ad copy redirects the user to the landing page. Google rules out the cost for displaying the ad in this bidding strategy.

When a user searches for a query on Google search, using the keyword in the query as a cue, Google sends ads of different advertisers to the auction. Also, advertisers define a maximum cost-per-click they are willing to pay for their ad to be shown. This maximum bid is extended up to 30% of its original value to benefit an advertiser to beat the competitors. This is only for advertisers who has opted for enhanced CPC. And this is done only on auctions that Google thinks have a chance of conversion. Based on this max bid and quality score, ad rank is calculated. Google decides which ad is shown on the top using ad rank. And the rest of the ads come next in the order of their ad ranks.

What is the new enhanced CPC?

Google’s new enhanced CPC aims at removing the 30% cap on the maximum CPC bid. Instead, Google adjusts the bid automatically while considering the probability of a click leading to a conversion. Google predicts the conversion probability of that particular advertiser’s account based on the historical data of conversions. Other factors including the match type, keyword-query match, location, language, browser, time of the day, date of the month etc. Your bid might increase or decrease as needed. Google believes that this automated bid adjustment strategy will increase the ROI of AdWords campaigns.

The transition from the old strategy to the new –

Even though Google officially announced the launch of enhanced CPC, the transition from the old strategy to the new might probably be slow. Especially, AdWords, as per popular reports, might do a split testing first.

With regular evaluation, AdWords will validate the improvements from the test. If these results show a significant progress, this new automation might get popular among the AdWords community.

An important note for everyone –

With enhanced CPC being still an experiment, at present, the outcomes are only theoretical. Your spend might, first of all, see a spike in the initial weeks. And probably even out in the months to come. It might also go down drastically initially but burst out later. We furthermore aren’t sure of anything as of now. But at AdNabu, we recommend not switching to E-CPC yet, instead use our in-house Bid Optimizer, at least for your campaigns on AdNabu.

What is a good Click-through Rate in Google AdWords?

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Click-through Rate

What is a good click-through rate?. This question frequently comes up during our AdWords Q&A. Before we get into the quest of finding out what a good click-through rate is, we have a few basics to revise.

What is Click-through Rate?

Click-through rate is the ratio of the number of clicks and impressions. It is expressed in percentage. Click-through rate is a key performance indicator of both keywords and ads. To avoid misinterpretation, I have listed down a few important points that highlight the extent and limitations of click-through rate.

  • CTR measures the immediate response, not the overall response- CTR talks about the % of people who clicked on the ad right away to reach the destination page. It doesn’t include people who failed to click on the ad then but visited the website later seeing the ad.
  • CTR doesn’t measure the quality of clicks – A click can merely be out of curiosity which might not lead to a conversion. Hence a high CTR doesn’t necessarily guarantee a good Conversion Rate or a low CTR doesn’t mean a poor Conversion Rate.
  • A good CTR leads to better Quality Score – Good CTR means that an ad is relevant to the searcher’s query. The relevance of an ad is an important parameter when Google assigns Quality Score.

What are the factors that affect Click-through Rate?

Like most of the metrics in internet marketing and AdWords in particular, click-through is also dependent on various other factors. Without a doubt, the ad copy is one of them, but it isn’t the only one.

The advertising network –

Most advertisers, when looking at CTR, overlook the fact that CTR for search, display & partner networks vary significantly. Search network has a higher CTR than display. And partner websites usually have a lower CTR than Google-owned websites.

The device –

Again, device level CTR is a metric that varies heavily. Devices like smartphones and tablets usually see a slightly lower CTR than laptops or desktops. This may, however, vary from campaigns to campaigns.

The industry –

The good click-through rate for each individual industry is different. An eCommerce website can expect a different CTR than a lead-generation website.

Location targeting –

Ads which are locally targeted can have a higher CTR than ones that are targeted globally. We have observed that for countless AdWords accounts localized campaigns have a higher CTR due to customers trusting a store near them.

The ad type –

A text ad might not work well as a persuasive ad, whereas it could be an effective informational ad. Likewise, an image ad might work well for an eCommerce website but not for a lead-generation website. An informational ad might drive a viewer curious and persuade them to click, whereas an acquisitional/promotional ad might not have the same impact.

Ad relevance –

When considering the content of ad you want to advertise using, it is a must to consider the relevance it has to the product/service you are advertising for.

Target audience –

If your ads are placed in front of the wrong audience, CTR will be low. Who do you want to see your ads? This determines CTR too.

Keywords –

The kind of keywords you select, it affects the CTR too. A unique keyword like AdNabu will without a doubt see a good CTR. Because it is not generic, it is focused and it doesn’t have competition. But how would a keyword like Quality Score guide or AdWords optimization software perform? They are generic, a lot of advertisers are using these keywords and CTR is distributed across the advertisers!

Average ad position –

Of all the factors, ad position is the top most factor that affects the CTR. You can’t expect the same performance from an ad that is the bottom of the pile as the one that is at the top.

Having brushed up on the basics, let’s not dive into finding an answer to this complex question:

What is a good click-through rate?

Even though most advertisers look at generalizing CTR and quantifying it, sane ones do understand that this quantification makes very less sense or no sense in most of the cases. Why is it so? Because of the above-listed factors! There are so many considerations, most of which are unique for each advertiser. One could assume all the factors to be at their best, then state a measure of CTR that is good. But that is not the case.

What one can do is take the industry benchmarks listed by popular advertisement management agencies as just a reference. The agencies publish this information which is an average of both low and high performing accounts. They also include the less spending accounts along with the accounts that are burning a lot of cash. You can’t just compare Amazon’s CTR to a local retailer who has just launched their store. There are so many such contradictions.

Yet, with a few meticulous considerations, an advertiser can derive a good click-through rate for their campaigns. One widely accepted and relevant consideration is the average position of ads. Based on the average position, generalization of good CTR makes some sense.

For average ad position between 1 & 2, 20% click-through rate can be considered good. For 2 & 3, 10% and for 3 & 5, 5%.

How to improve click-through rate?

  • By improving ad relevance –  This is one trained and tested ways to improve the click-through rate. Using techniques like Dynamic Keyword Insertion, enhanced ad image quality, catchy ad text and most importantly by choosing the right keywords.
  • By improving ad position – If I have to pick one factor that can surely make a difference the click-through rates, it would be the average ad position. No matter the industry, product/service type, targeting, device and other factors, if the average ad position is good, your click-through rate will be good.

And I can already sense the follow-up question, what is a good average ad position, right? – We have a few elements to investigate before judging an average ad position to be good or bad. One important element here is the spend. How much are you paying to achieve or retain an ad position? We will discuss the ad position in detail in the next blog.

What is a Product in Google Shopping?

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product

What is a Product?

Things that are produced and marketed to be sold are called products. This is the standard marketing definition. Products could be goods, services or an idea that satisfies a demand, want or a need. A product can either be tangible or intangible.

But in the context of Google Shopping, the definition of products is a little different. A good that is tangible and can be sold are products. Products can be apparels, accessories, commodities, consumables, cosmetics,  electronics etc.

Products eligible to list and sell on Google Shopping –

  • a pair of chinos,
  • a set of key chains,
  • a barrel of oil,
  • a loaf of bread,
  • a pack of cigarettes,
  • a dozen apples,
  • an iPhone etc

Products not eligible to list on Google Shopping – services such as plumbing, carpentry, advocacy etc

Products in the context of Google Shopping –

Like Google AdWords is keyword-centric, Google Shopping is product-centric. From account structure to all the optimization activity and everything in between is built up keeping in mind the products in the inventory. The product feed is an inventory of products.

Product groups consist of products. An Ad group contains different product groups. A product group can have more than a single product, but at AdNabu, we recommend the using a single product. Also, an ad group can contain a number of product groups, but having one product group with one product has significant benefits over the other approach.

Advantages of having a single product in a group range from acquiring search terms data to impression share. This approach also helps in setting negative keywords effectively and improves feed optimization. Identifying out of stock products and eliminating them from bidding is difficult when using other approaches.

Single Keyword Ad Group (SKAG) is an ideal AdWords account structuring practice. Similarly, the best approach is using Single Product Product Group (SPPG) and Product Level Ad Groups in Google Shopping.

 

What is a Priority Setting in Google Shopping?

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Priority Setting

What is a priority?

The Merriam-Webster dictionary defines a priority as a condition that is more important that the rest. This dictionary definition holds true for Google Shopping campaign too. Priority setting in Google Shopping.

Priority in Google Shopping has three predefined values, Low, Medium and High. Google considers a campaign with high priority more important. A campaign with medium or low priority come after the high priority.

By default, Google sets the campaigns with a low priority. However, advertisers can adjust the priority of a campaign at their will.

What is the use of priority setting?

Priority setting comes in handy when you are advertising a single product in more than one campaign. You can set a different priority condition for both the campaigns. And Google pulls the product with a higher priority into the auction.

For instance, an eCommerce owner is using shopping campaigns to promote biker accessories. One of the products, leather gloves fits into two campaigns. One campaign of all the biker accessories, and the other campaign of different varieties of gloves. The advertiser considers their need of the hour to promote the newly launched bike accessories, they set campaign one under HIGH priority and their campaign two is set at MEDIUM. When a user searches for gloves, the product from campaign one is sent to the auction irrespective of the bid amount. Similarly, if campaign one was set under MEDIUM priority and campaign two under LOW, still the product from campaign one will be sent to the auction.

However, if an advertiser sets campaign one under MEDIUM priority and sets campaign two under HIGH, the product from campaign two will be considered for the auction.

Campaign priority trumps over the bid amount in shopping campaigns. We highlight this fact because in search and display campaigns, bid amount decided which ad to be pushed forward to auction. Whereas in a shopping campaign, campaign priority is considered first.

What happens if two or more campaigns have the same priority settings

Google considers the bid amount. This is when none of the campaigns have a higher priority than the others.

A product, Moto G5 phone is under three campaigns, namely ELECTRONICS, SMARTPHONES, and MOTOROLA. All the three campaigns have a low priority. But the advertiser sets different bid amount, $5 for electronics, $4 for smartphones and $3 for Motorola. The product from electronics campaign is sent to auction when the search query is Moto G5,

What are different approaches when setting up campaign priorities?

Advertisers employ various approaches when using campaign priority setting in Google shopping.

  1. Setting high priority for low ROI products – Taking the example of Moto G5 phone from above, the bid for electronics is $5. But the advertiser might find the worth of Moto G5 less than a $5 bid. They can give the campaign Motorola a high priority. This will ensure that the product from this campaign with a bid of $3 is sent to auctions each time a user searches for the product.
  2. An advertiser promoting new products – Taking the example of biker accessories, setting a high priority for the campaign with biker accessories means that the products in that campaign are sent to auction. This way, the advertiser can select the products or the products to promote. Google sends these to auctions.
  3. AdNabu’s uses this approach to analyze and optimize Google shopping campaigns – A user can search for a single product using different search terms. But not all these search terms bring in conversions. To understand what search terms work best for a given product, we use the above-mentioned method at AdNabu. AdNabu uses these insights to promote better-converting search terms and bid adjustment.
    Example:

    We created three campaigns with high, medium and low priorities for each product in the inventory or the target product of an advertiser. AdNabu then generates a list of high ROI search terms and low ROI search terms from the historical data of an advertiser’s account. This list of search terms is used as negative keywords in the campaigns. Both the high and low ROI go as negative keywords in the high priority campaign. This means that only new search terms can call products from high priority campaign. High ROI search terms go as negative in medium priority campaign. Only low ROI search terms can target products in the medium priority campaign. And this leaves only high ROI search terms to call products in low priority campaign.

Note:

Campaign priority setting are useful when you have a product in multiple campaigns. You can find priority setting for a campaign under Settings>All Setting>Shopping Settings Advanced.

priority setting

For help in setting up Google Merchant Center or creating an optimized Product Feed, follow the AdWords and PPC blog by AdNabu.

What is Cost-Per-Conversion?

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Cost-Per-Conversion

What is Cost-Per-Conversion?

Advertisers in PPC Marketing/Online Marketing use Cost-Per-Conversion as an important metric. It measures the cost incurred by an advertiser to get one conversion.

How to calculate Cost-Per-Conversion?

The steps to calculate the Cost-Per-Conversion aren’t difficult. But the quality insight it provides is valuable.To get clicks, you spend some money. And these clicks lead to conversions. The cost of all the clicks to the number of conversions from these clicks, this is your cost per conversion.

Cost-Per-Conversion = Total cost for clicks / Number of conversions

For instance, the total number of clicks on your ad or the total number of visitors on your website during the month of April is 50,000. And to get these clicks/visitors, you have spent $25,000 at $0.5 per click. Of these 50,000 visitors, 10,000 visitors took an action which you set as a conversion. This basically means that you spend $25,000 to attain 10,000 conversions. We can calculate your cost using the above formula. It comes up to $2.5.

Note: Cost-Per-Action or Cost-Per-Acquisition are popular synonyms.

What is Cost-Per-Conversion bidding?

Cost-Per-Action bidding or Cost-Per-Acquisition bidding are essentially Cost-Per-Conversion bidding. Advertisers use this optimization method to maximize conversions for a given amount. Using this strategy, you don’t worry about how much you pay Google or other online advertising platforms for each click. Rather, you try to look at the bigger picture and calculate how much does one have to pay for a conversion. So even if you have to pay really high for a keyword which converts really well (better conversion ratio), You are okay with it as it gives you conversion under your desired cost per conversion target.

You make money if you are an e-commerce advertiser and you set a purchase made from your website as a conversion. Or if you are lead-generation platform host, you got a value addition when a visitor fills in a contact form. An optimization strategy optimizing for this end result is more likely to be beneficial for a company as it looks at actual sales than just clicks.

Cost-Per-Conversion is a very fruitful way of spending your money. It is a very wise investment in AdWords. Understanding the basics of tracking different conversions like call conversions, website conversions helps. And tracking conversion metrics like conversion rate is vital for successful implementation of this model.

What is a Conversion in Google AdWords?

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Conversion

What is a conversion?

Advertisers set well-defined targets for their potential customers. These targets are aligned with the interests of their business. When a customer reaches that target, advertisers count it as a conversion. A conversion, therefore, can be defined as a target/goal (directed towards a user) set by an advertiser that contribute to the success of business.

Conversions for different businesses might mean different things. A conversion for a blogger could be a subscription to their blog. It can be a download to an app developer. A sign up for trial for a Saas company. A filling contact form for a lead generation agency. Writing a review for a restaurant. Or a purchase for an eCommerce company.

What is a conversion in Google AdWords?

In AdWords, conversion happens after a click on the ad of an advertiser. This is counted as a conversion if the customer fulfills the goal defined by the advertiser. An advertiser can set multiple goals, few primary and a few secondary goals. A conversion can be each such goal. It is however completely up to the advertiser to decide what a conversion is. This is dependent on their business prospects.

Note: AdWords doesn’t keep conversions enabled by default. An advertiser has to set them manually as per their business goals.

How do conversions benefit an advertiser?

Conversions help an advertiser understand the value their campaigns are generating with respect to their investments in the same. They also help track the movement of a user post-clicking on the ad. Conversions are very vital when bidding for keywords. This is because conversions provide additional information about a click, which is the quality of a click. A click that isn’t leading to a conversion is basically no good for the business. Knowing this particular information about a click helps decide which keywords (leading to these clicks) are working towards the cause of the campaign. Thus bidding higher for keywords leading to high conversions.

Conversions give insights to a customer’s persona. It is possible to know what triggered them to make a purchase or where were they last before they left the website. Such insights come in very handy in improving the product/service, offer personalized promotions and alter the advertising tactics.

Setting up conversions help unlock a higher potential of PPC campaigns.Tracking, measuring, consolidating and processing conversions helps in achieving this. And then it also helps an advertiser to meaningfully interpret the data.

Deploying codes to track conversions isn’t much of a task. Whereas mastering the art of setting up worthy conversions and tracking them needs profound experience and able guidance. AdNabu’s Conversion Rate, Call Conversions Tracking, Web Conversions Tracking, Common mistakes when setting up conversions and  Right conversions for my business blogs are aimed at providing such relevant resources.

What is Google Product Feed?

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Google Product Feed

What exactly is Google Product Feed?

Google Product Feed is information about all your products that you want to be listed on Google and partner sites. The feed has to be formatted for Google to crawl through easily and return one or more products as results for relevant search queries. The catch though is that you don’t get to choose keywords you want your Product Listing Ads/ Google Shopping Ads to show for. Instead, Google does so by itself based on your product feed and the user search query.

This process of Google showing Product Listing Ads of an advertiser to relevant users is similar to the Search Engine Optimization (SEO) to an extent. When structuring various elements of your product feed, keep in mind the Google crawler.

You can either build your product feed manually using a spreadsheet, or you can use extensions, app, plugins etc that extract and format data from your website.

Why is it necessary to structure Product Feed?

A well-structured product feed helps an advertiser by showing right ads for relevant search queries. And when the content of the search query and the corresponding ad are the same, there is a better chance to earn a click from a potential prospect.

Structuring product feed by labeling the products and their details clearly also eases the process of optimization and management.

What are the key elements of Product Feed?

    • Product Title – The name of the product, better if it is unique.
    • Product Description – A line or two explaining the product for users to get an idea in the first look.
    • Google Product Category – Google has listed down more than 6000 categories and subcategories, your products need to be categorized accordingly.
    • Product Type – Incase you don’t find a relevant Google Product Category, you can adjust your website’s taxonomy to help Google categorize your product.
    • Image – A suitable product image with a white background as recommended by Google.
    • Price – One of the most important factors that drive a user to buy or not to buy. Set the price keeping in mind the competitors.
    • Brand – It could be your own brand or a different brand you are reselling for.
    • Apparel Categories – When selling apparels, additional information needs to be provided.
  • Gender – Male, Female or Unisex
  • Color – Product Color
  • Size – Product Size
  • Fit Type – Regular, Petite, Plus or Maternity
  • Sizing System – UK, US or others
  • Age Group – infants, kids, teenagers, adults etc
  • Manufacturer’s Product Number (MPN) and Google Trade Identification Number (GTIN)
  • Sales Tax – You can set taxes using Google Merchant Center.
  • Dispatch and Delivery – Free shipping, flat rate shipping, carrier based shipping etc can be set using Google Merchant Center.
  • Availability – Preorder, in-stock or out of stock, mention this too.
  • Condition – New or old, the condition of the product has to mentioned.
  • Custom Labels – Custom labels are for your benefit, they help organize the product feed.

Google Product Feed Management Software?

Google Product Feed is without a doubt a lengthy and exhausting project, but it is trivial to the success of Google Shopping Campaigns. For better handling of the same, leading companies have developed Feed Management Softwares.

Feed creation and management is a topic in itself. Feed creation and management tactics with more resources on Google Shopping will be made available for better help on a dedicated blog.