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Experts Tips on Google Shopping Feed Optimization

by Joanna Foyle on 16 Apr 2020
Topics Google Shopping Share:

Experts Tips on Google Shopping Feed Optimization

The tips that are listed in this article are for the people who have in-depth knowledge on optimizing data feeds and want to take their Google shopping campaign to a new level to boost traffic and sales.

experts-tips-on-google-shopping-feed-optimization

Global Trade Item Number is a critical part of optimizing your campaign. The manufacturer provides the GTIN number. However, if you are a reseller of the product, you must have a GTIN number to upload the product data feed. GTIN numbers are not required for antique products, custom products, manufacturer parts, handicrafts, apparel products, multipacks and the products that are solely produced by you.

You can add this number to the ad in the auction. It is the auction where the other resellers who are selling the product similar to yours take part. The ad would be shown based on the attributes set by the supplier catalogue and will override the changes that are made in the product feed.

These are the ads that are shown for particular searches and would appear on product listing ads. When the user clicks on the ad, then he/she lands on your website. The user can see the variations of the same product on the landing page.

GTIN is also helpful to put your ad on the top or best. The position of the ad on product listing ads is also dependent on the reviews given by the customers for the product. If there are more positive reviews for your brand or product, it appears in the first position. Google will fetch the review details about your brand through various third party review sites.

Optimizing the product title is the best way to make the ads relevant to user searches. It is the most crucial attribute in the product feed. The sellers must spend a lot of time in writing the best title that helps your ad appear on the top when a user searches for the product similar to yours.

The attributes you use will depend on the type of category your brand or product falls into. For instance, if you are selling clothes in your store, the title should have a brand, gender, product type and attributes (such as size, material and colour). In case if you are selling consumable products, you must have the title with the brand name, product type and attributes (such as weight, count etc).

If you are selling electronic goods, you must add a brand name, attributes and product type in the title.

In the title, you must make sure that all the critical keywords related to the product are included. You can use the search term report to see which user queries have high conversion rates. You can use these queries as the titles to get more traffic and sales.

You can run keyword testing to check which all keywords are reaping better results for the store. You should use the same product information that is on the site, so when the user clicks on your ad, he will find the same information that you have provided in the advertisement. It is advised to place critical information at the start of the title. When titles are shortened, the essential information would be shown to the users at the beginning.

You must use light colours in the feed so that it is visible to the user. For instance, if you are selling the product whose uses the colour pomegranate, then you can use a light red colour. The colour that you are applying for the ad would be the same as the one on the landing page. When Google crawls the micro data that is on the landing page, it will match the colour attribute that you have used in the feed with the colour on the landing page.

Competitive pricing would play a critical role in the marketing strategy set for eCommerce stores. Many dynamic solutions are available to keep the pricing levels, which changes with time in the eCommerce space. You can use our tool Pricechecker to check how your pricing is compared with the pricing of the competitors.

You can extract this information and use it in the feed to create the best and dynamic pricing tool. You can export the file related to the pricing tool and integrate this with the product data feed that matches by ID.

The essential step you can do is create a custom label . It helps you bid based on the pricing of your competitors.

In case, if you are making use of the feed optimization platform, it would be easy for you to set the rules for the custom labels. The product would be moved from one label to another label based on the pricing becoming more or less competitive.

It is easy for you to set the label to medium, high or low based on the pricing of the product on that particular day. By using the Google Adwords account, it becomes quite easy for you to bid for the products that are priced low and bid down for the products that are not having competitive pricing.

When the ad appears on Google, the first thing that grabs the attention of users is the images that are shown.

Here are a few critical points to keep in mind to optimize the image links of the product:

The Regular expressions, also known as Reg Ex are a series of characters that help define the right pattern. The pattern matching is done with the help of strings. This is the function that is useful to optimize the data feed. It enables you to match all the characters with the help of a single string.

There are regular expressions that one can use to duplicate the words or replace the words. You can also fix multiple sizes at one go. It is also easy to remove the spaces between the words in one go. For instance, if the title of the product comprises of too many spaces throughout the text, you can use regex string. This would find the extra spaces in words and replace them. The regular expressions are beneficial, especially when you are working on the data feeds that are huge.

The sales and merchant promotions are created based on the buying behaviour of the customers. These promotions will help the eCommerce stores to increase the click-through rate of the site and boost the conversions by spending less.

For example, if you have an apparel store and you are offering a discount on the t-shirts of 25% during the spring season, then you can create a SAVE25 promotional code for the site. You must embed this code to the shopping ads. For this, you must initially create a call promotion_id, and the promo code must appear only for the t-shirts for which you want to give the discount. Once this is done, you can visit the Google Merchant Centre account for creating a promotion. If you do not see the merchant promotion tab, you must fill the merchant promotion form.

There is a step by step instruction that gives you the process to create a promotion in Google. This includes the effective start and end time from when to when the ad must be displayed, specific products and given the promotional code if any. It is easy for you to run the promotions for three to four months without updating them. You can use this if you are running the sale for a long time and are offering free shipping for the products.

If you are offering promotions on multiple products, then it is wise to use Google promotions feed. This allows you to upload the promotions directly to the Google Merchant centre.

These are a few valuable tips you need to follow to optimize the Google shopping feeds. Doing this helps you to increase the traffic for the site and thereby sales.

Staying on top of the competition is easy with price-checker. Deeper pricing intelligence gives you the edge against top rivals.

Smartfeed is the leading SaaS solution for automated Shopping ad campaign management and feed optimisation.

Accurately measure page speed, checkout performance, conversion rates of your ads, etc. Generate custom performance reports.

Resources Company

Book a demo

Get in touch with us to find out how we can help you make your customers happy and your ad campaigns profitable.

Retail
Travel
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Feed management
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Google Shopping Actions Program
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solutions

Google Shopping Actions Program

by Joanna Foyle on 15 Apr 2020
Topics Google Shopping Share:

Google Shopping Actions Program

The e-commerce industry is growing at a brisk pace. It has become essential for retailers to stay up-to-date with the latest technological trends to improve sales for the business. Google is making retailers use technology and reach the customers in every nook and cranny of the world.

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One of the popular programs that Google started is the Google shopping actions program. This is a win-win for both the retailers and the customers. The retailers are using this program to reach customers, and customers are using this program to purchase items in a new way.

What is Google Shopping Actions?

A shopping program, which gives an excellent opportunity to retailers, showcasing their products on various Google platforms such as Google Assistant, Google.com, and Express.

Setting a new path for online shopping that enables the shoppers to take action on buying a product at their convenient time in a day.

When you enroll for this program, Google showcases your ads on the internet-connected devices of the users in their purchase journey which makes shopping experience incredible and allows the customers to make the right decision. If customers like the product, they can simply assign Google Assistant to add the product into the cart and checkout. This process has made shopping simple and easy for shoppers.

For instance, when a customer searches for the best mobile cases, the ads related to the mobile cases are shown to the customer. If they do not make a purchase and realize that they want to buy it, they can directly use Google Assistant. This will show the ads that were displayed before. The customer can pass a voice command to the Assistant to add the product to the cart.

How will Google Shopping actions work?

Google shopping actions will take many factors that are considered by the buyer to take the desired action. For instance,

This program is based on the cost per sale model where the retailers can pay when the order is placed, and customers can add the items from different retailers to their cart and make payment to all in a single transaction. This is beneficial for both customers and retailers.

Benefits of Google Shopping actions program to a retailer

The best part of this program is that retailers have to pay only when the customers complete the buying process. This is highly beneficial over the cost per click and cost per impression models since, in these models, the retailer has to pay Google for every click on the ad, be it the customer buys the product or not.

Support multiple platforms:

This allows you to showcase your products in the form of ads to customers wherever they are. You can show the ads on Google Assistant, Express, and search. This gives maximum exposure for your brand to the right people at the right time.

Gain loyalty of customers :

Retailers can showcase the ads that are appropriate to the user based on the previous purchases. Google traces out your previous purchases and show the ads similar to those products. These ads work wonders, especially for the products that are purchased every month (cosmetics, apparels, dietary supplements, etc.). With just a click, the customers can reorder and make the payment. This improves the purchasing process and helps the retailers to improve sales.

Boost brand reputation :

This becomes easier for you to grab the attention of customers to a new brand using this program. This program gives an excellent opportunity for the brands that have hit the market in recent times to gain maximum visibility on Google. When the ads appear again, it catches the eye of the customers. This also helps them to remember your brand when your ad is featured along with the other top brands.

How to manage Google shopping actions?

If you feel more time is invested to manage the Google shopping actions program and you are unable to make important business decisions, you can always trust our moonbow experts who can handle your account meticulously. You can set up and manage the Google shopping actions program on the Google merchant center. You can also check the inventory information and download invoices for the commission that you have to pay Google.

Availability of Google Shopping actions program

This program is currently available only to a few selected retailers who are operating physical stores and warehouses. These stores and warehouses are located in the US and France. To try out this program, you must express your interest to Google. You also have to specify the data quality role. The success of this program can be attained when you have quality product information.

If you are selected to be a part of this program, Google will send the policies. However, after applying for this program, it is recommended to get acquainted with the policies. This allows you to use this program with ease.

If you are selected as a retailer and want to be a top shopping action retailer, there are various factors that Google will consider. These factors are verified to check retailer standards. These standards also measure the performance of the retailer and identify the areas of improvement.

You will receive ratings for the performance in the last three months. You can attain the top retailer position if the defect rate is less than 2%. If the defect rate is above 10%, then the retailer will be marked as below standard retailer.

How Smartfeed can help?

Smart feed is a feed optimisation tool that helps brand and retailers by optimising their product data feed according to different marketing channels like Google Shopping, Bing, Facebook and sells their products online.

We have a strong and positive experience of handling client’s marketing strategy and boosting their online performance to reach maximum profits in their niche.

Staying on top of the competition is easy with price-checker. Deeper pricing intelligence gives you the edge against top rivals.

Smartfeed is the leading SaaS solution for automated Shopping ad campaign management and feed optimisation.

Accurately measure page speed, checkout performance, conversion rates of your ads, etc. Generate custom performance reports.

Resources Company

Book a demo

Get in touch with us to find out how we can help you make your customers happy and your ad campaigns profitable.

Retail
Travel
FMCG
Telecoms
Pharmaceutical
Feed management
Supported platforms
Integrations
features
FAQ
Resources
Company