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@OnlineSellerUK

Slides to be Emailed

Prabhat Shah

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Helps you Compete with Big Brand

Across Result

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https://www.google.com/retail/merchant-center/

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Optimising your product titles

• People read from left to right, likewise Google weights title and descriptions terms from left to right.

• If you design your product titles and descriptions based on this logic, they are more likely to show up for the queries you want them to.

• Depending on your product the title might follow the general format of: “Brand, Gender, Product, Color, Size.”

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Optimising your product descriptions• Product descriptions are very similar to product titles in that you

want to format them from left to right in order of importance for descriptive terms.

• Descriptions will also vary based on what type of product you are listing, but you’ll still want to format them based on what users are searching for.

• While a description that has a hook and an incentive is nice, remember that that type of information is less valuable to an online shopper than more concrete search modifiers.

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• Also remember that longer descriptions get cut off, so you’ll want to have that important product information at the beginning (to the left) of the description. Google recommends submitting 500 to 1000 characters, but gives you space to include 10,000.

• Here is a good example of a description which doesn’t follow the left to right importance rule:

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Data feed errors or issues• Update Stock Qty / Price / Product Images ( Variants )• Watch Out for Critical Errors

You can view this on your Merchant Center Account Dashboard. When you encounter this situation start working on individual issues and resolve them.

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New Shopping Campaign Ad Creation

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• With Google Shopping Campaigns, ad breakout is a little bit Different to Product Listing Ads. • Shopping Campaigns carve ad groups out of your datafeed like cutting pieces out of a pie. • Shopping Campaigns have a base of the all products product group

(your whole feed), from which product groups for ads are cut out

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You have the option of only using your All Products productgroup, just like you can with your All Products ad group:• From here you can choose one of 10 feed attributes through which to

create a product group underneath all products:• Category (Google Product Category)• Brand• Item ID• Condition• Product Type• Custom Label 0 - 4

18 Simply Select “Shopping” from the Campaign Drop Down Menu

Google uses information in your Merchant Center products and shows relevant products when customers look for your products on Google search and Google shopping.

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Enter Campaign Details including Your Daily Budget

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Your Google Shopping Ads are READY.

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Click on “ + “ under Product Group to see Categories

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Now you can Select Either All products or Certain Category

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Here’s Example of Selection of a Category

You can Assign Different Bids for Different Categories

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Products Funnel

Bid more for Profitable Category

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More PLA best practices

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• Actively auditing your ad groups to elevate products which perform well and limit visibility to products which garner a lot of clicks but low conversions.

• Review at least once a week, and ideally at least once a day.• Which products perform well is going to vary based on the

season, your sales and what’s popular.

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• Recommend the All Products ad group be bid at £.01 so any more granular ad group bids you make will override that all products group.

• Include a product in multiple product groups, or give it multiple targets such as an item which is in a category, has a particular brand and is also a best seller.

• You can also look at data trends in AdWords, and modify your performance variables in the report using the dimensions tab.

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Keywords

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Find any Irrelevant Keywords and Add them in Negative Keywords to eliminate unprofitable Clicks

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Campaign Priority Important if you are running Shopping Campaigns along with other Google Adwords Campaigns

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• Comparison of Google Shopping Review PlatformsIt’s important to check out the individual platform reviews for a more

in-depth perspective:• Reviews.co.uk• eKomi • Feefo • Reevoo • Trustpilot • Yotpo

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For more Information:Contact

Prabhat Shah@OnlineSellerUKEmail: ps@onlineselleruk.comLandline: 0161 3272 923 Mobile: 0751 88 39629www.onlineselleruk.com