此文是兰州品牌策划公司关于设计公司如果推广和营销企业的分享，兰州品牌策划公司旨在想让更多的设计公司提高设计业务能力！

注：配图为UCI设计公司作品

兰州品牌策划公司转发原文直译：

在任何电子商务零售商的武器库中，谷歌购物都是一个极其重要的工具。但是，如果你正在读这篇文章，你可能已经知道了。

你可能也知道，谷歌购物广告产生了超过85%的零售付费搜索点击，并且它们通常产生400-1000%(或更高)的广告支出回报(ROAS).

但是，如果你不知道如何建立和运行一个有利可图的谷歌购物活动，这些统计数据都不重要。

好消息是，你来对地方了。在颠覆性广告，我们已经帮助无数的电子商务企业——从初创公司到企业公司——通过谷歌购物取得了成功。

例如，我们最近帮助一家电子商务零售商将他们的罗阿斯提高了225%,总收入增加了近100万美元……我们只用了几个月的时间就做到了。

如果你想为自己的企业获得这样的结果，这篇文章就是为你准备的。

在这里，我们将讨论你在谷歌购物中成功所需的一切（包括所有谷歌没有告诉你的事情)。这需要做一些工作，但是如果你遵循了这篇文章中的建议，你应该很快就能让谷歌购物为你服务了。

听起来像个计划吗？我们开始吧！

注意，这篇博文更新于2019年5月15日，以反映谷歌广告平台的变化。尽情享受吧！

什么是谷歌购物？

以防你还不熟悉谷歌购物广告，让我们花点时间来谈谈什么是谷歌购物。简而言之，谷歌购物就是你如何让你的产品出现在谷歌搜索结果页面上那些漂亮的产品广告中。

例如，如果你在谷歌上搜索“风衣”，会出现以下内容：

正如你在上面看到的，谷歌显示了3种不同类型的产品相关搜索结果：谷歌购物广告、付费搜索文本广告和有机搜索结果。

当您查看这些搜索结果时，您注意到的第一件事是什么？Lululemon广告还是诺德斯特龙链接？大概不会。

如果你和大多数人一样，图片是你首先注意到的。在你意识到Lululemon文本广告或诺德斯特龙的有机搜索结果在那里之前，你已经在浏览购买选项了。

这就是谷歌购物的力量。

当然，如果你在搜索引擎结果页面上滚动浏览30种产品，却找不到你想要的，你可以点击"在谷歌上购买风衣",然后在谷歌购物上筛选所有可用选项：

然而，让谷歌购物真正强大的是这样一个事实，即在这些广告中出现的产品或公司几乎都不会出现在有机搜索结果的第一页。如果没有谷歌购物，这些产品永远不会被潜在客户看到。

最重要的是，谷歌购物将你的产品放在高意向、低漏斗搜索流量的前面，这些流量想要购买你卖的东西。

与大多数形式的广告不同——比如展示广告或社交媒体营销——在谷歌上看到你广告的人是在寻找你要卖的东西。当有人在谷歌上搜索“战壕风衣"时，你不需要说服他们冬天来了，他们应该买一件时尚的外套——你只需要说服他们你的沟风衣是他们应该买的外套。

谷歌购物如何运作

理想情况下，你的产品会在所有相关的谷歌搜索中排名靠前，但是说实话，如果你不是一家大公司，搜索引擎优化对你不利。

但是……有了谷歌购物，你不需要有机排名就能出现在相关搜索中。谷歌让你付费玩。

要让你的产品出现在谷歌购物上，你需要与两个平台合作：谷歌广告和谷歌商业中心。谷歌商业中心是你告诉谷歌你的产品的方式。谷歌广告是你告诉谷歌你想如何营销你的产品。

谷歌广告拍卖流程

谷歌广告是一个点击付费(PPC)广告平台，这意味着你需要付费来增加网站和/或登陆页面的流量。也就是说，在谷歌上做广告并不像说"我想为每次点击支付x "那么简单。

不幸的是，你不是唯一想要谷歌用户点击的企业。为了确保你的广告被看到，你必须出价高于竞争对手。

好消息是，在谷歌上做广告并不意味着你会坐在拍卖行里听约翰詹南德雷(谷歌的搜索主管)快速背诵产品搜索词。

尽管想象起来很有趣，但谷歌拍卖过程比这要高效得多。

你上传到谷歌商业中心的信息告诉谷歌你的产品应该出现在哪些类型的搜索中。在谷歌广告中，你输入你愿意为这些搜索之一的点击支付的最高金额。

这个最大值就是你对这个关键词的出价。

当有人搜索你的产品时，谷歌会比较所有符合条件的出价，并选择谁在哪里排名。由于这整个过程是一个拍卖，你所要做的就是出价高于下一个最低的广告客户——你实际上不必每次有人点击你的广告时都支付最高出价！

使用谷歌商业中心

不幸的是，尽管谷歌的算法很好，但谷歌仍然无法读取思想谷歌广告。不知道你想卖什么（产品名称、SKU、尺寸、颜色、描述等),也不知道是否有货，也不知道你对某件商品的要价。你必须把信息"喂"给他们。

要向谷歌提供所有这些信息，你需要一个谷歌商业中心账户（你可以在这里注册一个账户)。

使用您的商业中心帐户，您可以上传一个购物提要，其中包含您想要出售的所有产品的信息（可用性、价格、颜色等)。这告诉谷歌你的产品目录里有什么，你的广告里应该有什么信息。

如果有任何变化（例如，你的风衣用完了),你所要做的就是更新你的产品喂，并将其重新加载到你的谷歌商业中心账户。

很简单，对吧？

设置你的商业中心账户是相当容易的（见上面的视频简单介绍),但是一旦你设置了你的商业中心并且上传了你的购物喂，你需要连接你的谷歌商业中心到你的谷歌广告账户（点击这里注册一个谷歌广告账户)。

方法如下：

登录您的谷歌广告帐户，查看右上角，找到您的10位谷歌广告客户身份证.

登录你的谷歌商业中心账户，点击右上角的3点下拉菜单，然后点击"账户链接"点击"链接帐户"

输入您的谷歌广告客户ID，然后点击"链接"

当状态变为"链接"时，您就可以开始了！点击"创建购物活动"或返回到您的谷歌广告标签，开始建立您的活动。

将您的购物信息整合在一起

正如你可能想象的那样，一个好的购物提要是任何成功的谷歌购物活动的关键。你的购物饲料告诉谷歌你的产品是什么，它们的价格是多少，在你的产品列表广告中使用什么图片和广告文案，你的广告应该出现在什么搜索中等等。

毫不奇怪，正确设置你的购物饲料是值得的。

因为你的谷歌购物活动的成败取决于你的购物饲料与谷歌的沟通程度，谷歌在你的饲料中有很多你可以使用（或必须使用)的字段。

有各种各样的购物订阅源管理平台（或者您甚至可以手动创建和管理您的购物订阅源)可以处理您的订阅源的技术管理，因此在本文中，我们将重点关注如何充分利用您的购物订阅源。

我们不会一一介绍您可用的字段，但让我们来看看您的提要中最重要的字段：

谷歌产品类别

正如我们之前提到的，谷歌购物活动不使用关键词来定位你的广告。他们使用产品类别。因此，正如你所想象的，在"谷歌产品类别"中输入正确的类别非常重要。

您可以从谷歌产品分类列表中选择您的产品类别。

你的类别越广，你的产品就越有可能被搜索到，所以你可能会想为你的产品选择一个非常广泛的类别来最大化你的印象——但是不要这样做！你的类别越广，你得到的无关点击和印象就越多。

不相关的点击不会转化为销售，所以选择一个广泛的类别通常意味着你会浪费很多钱。

另一方面，你的类别越具体，你的流量就越相关。毕竟，如果你卖的是自行车运动衫，那么"运动服"或"自行车运动衫"这两个类别更有可能带来相关的点击吗？

"自行车球衣"是"运动服"的一个子类，所以选择"自行车球衣"类别可能会导致较少的印象和点击，但这些点击更有可能转化为购买。

标题

当人们在谷歌上进行相关搜索时，首先会看到你的标题：

正如你所想象的，你的标题对你的广告点击率有很大的影响，所以花些时间为你的提要设计一个好的标题策略是很重要的。

请记住，虽然谷歌允许你的标题最多150个字符，但谷歌只会显示大约70个字符，所以一定要把你最重要的关键词放在开头！

此外，谷歌不赞成在你的标题中放置明显的促销文字("限量供应"、"免费送货"等),所以你的标题内容应该集中在产品细节上，如材料、颜色或尺寸。

描述

描述字段包含您的潜在客户可以阅读的文本，以便更好地了解您的产品是什么和做什么：

在描述字段中，最多可以输入5000个字符，但谷歌只会显示一两句话。所以，再次强调，确保你首先列出最重要的信息是很重要的。

在这里，促销内容是一个禁忌，所以要把重点放在产品的特点和好处上，而不是从你这里购买的好处。

环

你猜怎么着？如果你打算在谷歌上投放广告，你需要有一个可以点击的地方！

然而，你不能把这些点击指向任何地方。你的链接需要指向你的产品页面，而不是你的主页。你的链接也必须有"http://"部分的网址。

如果您有一个不同的手机用户产品页面，请将该链接放入"手机链接"字段。

图像链接

您还需要在"图像链接"字段中包含产品图片的链接。此链接应指向高质量、800 x 800像素(或更大)的图片，没有徽标和额外文本：

如果你真的希望你的图片成功，你的图片需要引人注目。仅仅有一张漂亮的图片是不够的，你需要它来吸引潜在客户的注意。

情况

条件字段只有3个选项（新的、旧的和翻新的),但它是必需的，所以请确保完成它。

有效性

可用性字段也是必填的，很容易填写。你可以从现货、脱销和预购中挑选。然而，这个字段对于保持定期更新尤为重要。否则，你可能会有很多失望的顾客！

价格

啊，价格。这才是你真正关心的领域。你只需要给出你的售价和货币（例如，547.43美元)。只要确保你的货币与你做广告的国家相匹配。

关于你的价格（以及条件和可用性)要记住的一件事是，你的购物提要中的信息需要与你的产品页面上的信息相匹配。如果你不这样做，谷歌会惩罚你的广告，甚至阻止它们显示。

所以，如果你页面上的价格发生了变化，请确保你已经更新了购物信息！

全球贸易项目编号(GTINs)

谷歌使用全球贸易商品编号(GTINs)在购物结果页面上对相同的产品进行分组。

GTINs是制造商发布的。以下是您最有可能看到的GTINs:

刚果爱国者联盟——这是北美的主要GTIN

EAN/UCC—北美以外使用的主要GTIN

一月——日本的GTIN

国际标准书号——书籍的GTIN

有些产品会有一个以上的GTIN(例如，aUPC和一个EAN).在这种情况下，只需选择一个GTIN用于该字段。

如果您的产品没有GTIN，您将需要使用您的制造商部件号(MPN).

制造商零件号(MPN)

MPN是由部件制造商创建的。它们往往是非常具体的一个特定部分，但它们服务于相同的基本目的作为一个GTIN .

如果你不确定你的GTIN或MPN是什么，试着和你的供应商核实一下。如果你失败了，你可以试试upcitemdborbarcodelookup .

标识符存在

当然，如果你卖的是定制商品或古董，你可能既没有MPN也没有GTIN .在这种情况下，将"标识符_存在"设置为“假的”.这样，谷歌就不会在你的提要中寻找GTIN或MPN .

品牌

品牌字段让谷歌知道产品是谁制造的。一般来说，这不应该是你的公司名称（除非你恰好是你自己产品的制造商)。

例如，如果亚马逊决定再次在谷歌上发布购物广告，亚马逊可能会将学术公司列为最新的哈利波特小说的品牌，但将其自己的企业名称（亚马逊)列为点燃火焰的品牌。

肤色、性别、年龄组、尺寸

如果你在销售鞋子或服装，颜色、性别、年龄组和尺码字段都是必填的。当然，由于大多数在市场上购买衣服或鞋子的顾客都需要这些信息，如果这些字段不是必填字段，最好填写。

身份证明

身份证明字段真的大部分是给自己参考的。这是你创建的一个唯一的号码，允许你将你的谷歌数据与你的商店数据联系起来，所以使用任何对你的业务有意义的系统(SKU，内部参考号等)。

创建谷歌购物活动

现在，如果你曾经玩过谷歌广告，你可能对付费搜索文本广告很熟悉。谷歌购物广告（又名"产品列表广告")有点不同。

与文本广告不同，你不能告诉谷歌，"我希望我的广告在有人使用这个特定关键字时显示出来。"相反，谷歌决定你的产品列表广告(解放军)何时有资格显示。

将谷歌购物活动和产品列表广告放在一起非常简单。如果您已经拥有一个有效的谷歌广告帐户，并且想要创建一个新的活动，请查看下面的视频：

https://youtube.com/watch?v=Rti9sQkTwMg

以下是创建基本购物活动需要做的事情（更多详情，请点击此处):

打开你的谷歌广告账户。

点击"活动"标签，然后点击"活动"并选择"购物"选项。

命名您的活动。

选择与您的谷歌商户中心账户相关的"商户标识符"。

单击"销售国家/地区"旁边的下拉菜单，选择您想要为您的产品做广告的国家/地区。如果你想更具体地了解你的位置或其他设置，你可以在设置部分进行调整。

在"默认出价"旁边输入你愿意为一次点击支付的最高金额（别担心，你稍后可以调整)。

在"预算"旁边输入您想要花费的总额。

点击"保存并继续"。

如果您以前从未创建过谷歌广告活动，请点击左侧栏中的"活动",然后点击蓝色的""。此时，您将有多种活动类型可供选择：

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在本文中，我们将坚持使用谷歌购物广告，但如果你有兴趣开展其他类型的活动，请查看以下链接：

搜索

显示

录像

通用应用程序

要开始创建您的第一个文本广告活动，请单击"购物"选项，让我们开始吧！

第一步：选择目标

每一个好的在线营销计划都是从一个目标开始的（或者两个，或者三个……)。知道你想从你的活动中得到什么将指导你做出每一个谷歌购物的决定，这就是为什么谷歌广告在你选择了一个活动类型后要求你做的第一件事是选择一个目标。

因为你正在创建一个谷歌购物活动，你的目标可能是卖东西，所以点击"销售"并继续前进。

第二步。选择你的目标位置

一旦你决定了你的广告目标是什么，是时候建立你的活动了。

为您的活动选择一个名称和语言，然后选择您希望您的广告在世界上的哪个地方显示。如果你的目标受众真的是美国/加拿大或整个世界的所有人——电子商务企业通常都是如此——那就别管它了。

否则，我建议使用"输入要定位或排除的位置"搜索栏：

在这里，谷歌广告让你能够锁定或排除某些地点，所以如果我们想锁定除萨拉索塔以外的整个佛罗里达州，这是一个选项。

这一点很重要，因为许多公司瞄准了某个州、地区或国家的所有人，却没有意识到他们实际上并不想为该地区的点击付费。例如，如果你想卖皮草钥匙链，你可能不想在旧金山做广告，因为在那里卖皮草是违法的。

是的，你可能会获得点击，但这些点击不太可能转化为销售。因此，虽然对你的位置设置保持明智可能不是特别令人兴奋，但它非常值得你花时间。

第三步。决定你的预算

通常，营销人员和企业主会心血来潮或根据他们当时能承受的价格来选择他们的谷歌购物预算。这是一个真正的耻辱，因为粗心的预算经常导致inef

fective campaigns…or a lot of wasted ad spend.

To avoid both of these problems, make sure you take the time to run the numbers and come up with a budget that allows you to maximize clicks without eating too far into your profit margin.

Once you’ve figured out a budget that makes sense for this campaign, divide it by 30 and enter the result as the average you want to spend each day in the “Budget” section. In a given month, Google Ads won’t spend more than 30 times more than your daily average, but it might spend more or less in a specific day.

If you want Google Ads to spend your budget as quickly as possible (you’re advertising morning coffee, for example), click “Delivery method” and switch to “Accelerated”. Otherwise, it’s time to select your bidding strategy!

Step 4. Select a Bidding Strategy

Bid management is actually a fairly complex process. But, for your first campaign, let’s stick with the basics.

When determining how much you should bid, you’ll want to consider:

The average CPC of your product(s). Different products will cost more than others due to volume and competition levels. Your budget. If you have a smaller budget and want to make it go further, consider bidding on lower cost keywords or making smaller bids. Your anticipated ROAS.?ROAS is one of the most important Google Shopping metrics, but it isn’t perfect. Obviously, your marketing spend can’t be greater than your profit margin, but if bidding more means you eat into your profit margins a bit and double your sales volume, you may want to opt for a lower ROAS.

Ultimately, the right bid will allow you to drive the maximum number of sales for the lowest cost-per-click. Finding that balance point can be tricky, but the results are worth it.

Step 5. Put Together Your PLAs

Unlike text ads, creating PLAs for Shopping Campaigns is easy. The shopping feed you uploaded to your Google Merchant Center account tells Google Ads everything it needs to know to create your ad.

To set up your PLAs, all you have to do is:

Click on your Shopping Campaign and click on the “Ad groups” tab. Click “+Ad group”. Name your ad group. Click “Save and continue”.

If you want to get into the more nitty-gritty of campaign structure, Google Ads offers a ton of customization options you can use to separate products into different groups with different bids, but we’ll get into some of those tactics later on.

Step 6. Set Up Conversion Tracking

Now, at this point, you could technically launch your Shopping Campaign. There’s just one problem. If you turn your campaigns on now, you’ll have no idea what’s working and what isn’t in your campaigns.

Sure, Google will tell you how many clicks your ads are getting, but you won’t really know if those clicks are turning into profitable sales.

To get at that information, you need to set up conversion tracking.

Essentially, conversion tracking allows you to link your Google Shopping clicks to the actual sales they produce. That way, you can accurately measure and optimize your return-on-ad-spend.

Setting Up Conversion Tracking in Google Ads

The good news is, it’s pretty easy to set up conversion tracking in Google Ads.

To get started, click the wrench icon in the upper lefthand corner of your screen, then click on “Conversions” under the “Measurements” menu.

This will bring you to the “Conversion actions” page. Click the blue button to add a new conversion.

Next, you’ll have the option to choose between 4 different types of conversion action:

Since the goal of your Google Shopping campaign is to drive sales on your website, click “Website”.

This will bring up the following options:

In the screenshot above, I’ve created a conversion for people who buy a trench coat. Let’s take a closer look at some of these settings:

Value

You can have Google Ads assign a specific dollar value to your conversions that you can track in the main Google Ads interface, which is very handy for ecommerce businesses.

Unfortunately, while this works great if you only sell?a handful of products, if you’re selling dozens-to-hundreds of products, you’re going to need to set up transaction-specific conversion tracking.

To do that, you’re going to need to tweak the conversion code Google As generates for you and customize it to pull sales data directly from your ecommerce shopping platform.

Discussing how to set this up for each shopping platform is beyond the scope of this article, but we’ve already covered this elsewhere on our blog.

So, to learn more about how to implement transaction-specific conversion tracking for your Shopping Campaigns, just click on the name of your shopping platform below:

Shopify Magento BigCommerce WooCommerce Volusion 3dcart Pinnacle Cart

Even if you’re customizing your tracking code, Google will still ask for a default number to include here. If you’ve set your transaction-specific tracking up right, this number shouldn’t matter, so I generally recommend setting it equal to 1.

Count

Here, we have the option to count every conversion separately or only allow one conversion per click. If you choose to track every conversion, that means if someone makes two purchases, those purchases will be counted as separate conversions—even though they were both from the same person.

Hypothetically, tracking every conversion can result in a conversion rate of over 100%–especially if you have separate conversion actions set up for different products.

Most of the time, tracking conversions separately can muddy up a couple of reporting metrics, but it usually provides better data overall.

Conversion Window

“Conversion window” refers to the maximum length of time between a click and a conversion that you want Google Ads to track.

Here, I’ve set this to 30 days, so if someone clicks on my ad and then comes back and converts 10 days later, it will show up as a conversion from that ad.

Since most ecommerce businesses have a relatively short purchasing cycle (people click your ads and either buy or don’t buy), many ecommerce businesses set this timeframe to a week or 30 days, but the “right” conversion window for you will be specific to your business.

View-Through Conversion Window

“View-through conversion window” is a kind of funny metric. Essentially, you use this setting to tell Google Ads how to measure the impact of an ad when it isn’t clicked.

For example, if someone searches for “trench coat” and sees my ad—but doesn’t click on it—and later that day clicks on a link to my site on Pinterest and makes a purchase, that conversion would show up as a “view-through conversion” for the ad they saw.

Include in “Conversions”

This is just a checkbox that tells Google Ads whether or not you want this action reported as a conversion in your reports.

Unless you?have an action outside of product sales (like viewing the shopping cart page) that you want to be able to track using a custom report, but don’t want to show up in your regular reports, leave this box unchecked.

Attribution Model

Sometimes, the path to conversion isn’t as simple as “they see my ad, click and convert”. For businesses with a multi-step marketing funnel, this option is a good way to measure the contribution of different steps in their funnel.

Ecommerce usually has a straightforward marketing funnel, though, so it’s usually best to stick with “Last click”.

Using Your Snippet

Once you hit “Create and continue”, Google will generate a couple of code snippets for you to add to your website.

The first snippet is a “Global site tag” you will need to add to your entire website (lean on your developer for help with this if you don’t manage the backend of your site). You’ll only need to add this to your site once.

Essentially, the global site tag will “cookie” the browser of anyone who visits your site, tracking how they interact with your site and adding them to a list you can use for retargeting ads (we’ll get into that later).

The second snippet is specific to the conversion action you just created. Typically, ecommerce sites add this code to their “thank you” page or order confirmation page.

Alternatively, you can add this code to a button on your site by switching from “Page load” to “Click”. This is useful if you want to report a conversion when someone clicks on an important button (for example, the “Buy Now” button) on your site.

Unlike the global site tag, you’ll need to add a new “Event snippet” to any relevant pages or buttons every time you create a new conversion action.

By the way, if you happen to be using Google Analytics on your website (and you should be), you can use Google Tag Manager to integrate your Google Ads data with your Google Analytics data. To learn how, check out this article.

And that’s it! Your first Google Shopping campaign is ready to go! Launch it and let’s talk about some ways to optimize your campaigns during the coming months.

Optimizing Your Google Shopping Campaigns

Now, if you’ve ever played around with Google Ads, you’re probably familiar with paid search text ads. Google Shopping ads (aka, “Product Listing Ads”) are a bit different.

Unlike text ads, you can’t tell Google, “I want my ads to show up when someone uses this specific keyword.” Instead, Google decides when your Product Listing Ads (PLAs) are eligible for display.

So, instead of optimizing your keywords, you’ll need to focus on optimizing each of the following areas:

Campaign settings.?As you run your campaigns, you’ll gain new information that you can use to tweak your campaign settings, so it’s a good idea to update your settings every so often. Shopping feed. The shopping feed you upload into the Google Merchant Center is how you control which searches your products show up for, what your ads look like, where clicks are sent and what your ad copy will be. Bid strategy. When you can’t pick what keywords your ads are eligible for, using the right bid strategy is absolutely critical to maximizing the profitability of your campaigns. Campaign structure. Although the structure of your Google Shopping account might not seem important, how you structure your campaigns can have a huge impact on your ability to properly manage and optimize your ads. Remarketing campaigns. Unfortunately, even when people want to buy what you’re selling, they don’t always buy right away. A good remarketing campaign can keep you in front of your potential customers until they finally make a purchase.

This is where all that conversion tracking data you worked so hard to acquire comes into play. Using that information, you can quickly identify a variety of opportunities in your Shopping Campaigns and make the necessary tweaks to maximize your results.

Let’s take a look at how to optimize your Google Shopping campaigns in each of these areas.

Campaign Settings

Although it might feel like we just talked about how to pick your campaign settings, there are a few settings you can only truly optimize after you’ve run your campaigns for a bit.

If you’ve taken the time to set up conversion tracking, you can use that data to optimize your campaign settings and ensure that you are targeting the most relevant traffic with your ads.

Here are a few things to try:

Geo-Targeting

Let’s face it, certain products just perform better in certain areas. You don’t see a lot of kayaks for sale in Arizona, but in Florida they’re all the rage.

While some locations are an obvious “no” or “yes” for certain products, you can’t always predict how well a given product will perform in different locations.

Once you have some conversion data, however, you can figure out which locations are the most profitable by clicking on the “Reports” tab at the top of the Google Ads interface, “+ Report” and then creating a new table report.

From there, you can view a variety of location-specific results by adding in different location-specific columns:

For example, here I’ve selected “Region” and “Conv. value/cost” to get a sense for this client’s ROAS in a variety of different areas.

Based on this report, it looks like this client gets about $13.00 for every $1.00 they spend on Google Shopping clicks from the Yukon Territory, so it would probably be a good idea to increase their efforts in this region.

As you can see on the right of the above screenshot, there are a lot of other location filters you can use to get a feel for where your PLAs are performing well or poorly.

You can also evaluate your performance in those locations using almost any metric you can think of, including impressions, click-through rate, revenue and everything in between.

Once you have this information, you can decide which locations you should be targeting with a given campaign and adjust your location settings accordingly.

Alternatively, by setting up different campaigns for different product categories that sell better in different locations, you can use this approach to ensure that you making the most of your ad spend for each category. It will take some time and effort to get this working properly, but this can be a great way to eliminate wasted ad spend.

Ad Scheduling

Similarly, not all products sell equally well at all?times of day, days of the week or seasons.

If you look back up at the Reporting Tool screenshot above, you can see that you also have a variety of time filters you can use to determine the ideal times to run your ads.

Or, if you find it hard to interpret this data in spreadsheet format, you can always switch to a bar chart:

Here, you can clearly see that this client’s cost-per-conversion is much higher in the afternoon and evening than in the morning. They get most of their conversions around 10:00 am, so it may be a good idea to add a bid modifier for the morning hours or even turn off their ads after about 4:00 pm.

Negative Keywords

Although you can’t use keywords to tell Google what searches you want to target, if a particular search isn’t relevant to your product, you can tell Google not to target that search.

In addition to adding negative keywords at the campaign level, you can also add them to ad groups.

So, if you have an Adult Shoes campaign with Men’s Shoes and Women’s Shoes ad group, you could add [children] and [kids] as negative keywords in your Adult Shoes campaign and add [mens] and [male] as negative keywords in your Women’s Shoes ad group.

Now, these sorts of negative keywords are fairly obvious, but you can’t always predict what sorts of search terms will trigger your ads or how profitable those search terms will be.

The good news is, to identify search terms that aren’t delivering good results in your campaigns, all you have to? click on your Keywords tab, click “Search Terms” and add a filter for “Conversions < 1”:

This report will show you all of the search terms that your ad showed up for that didn’t produce any conversions. If you look at a broad time window like 2-3 months and see search terms that are eating a lot of ad spend on this list, you’ve probably just found some good negative keywords to add.

Shopping Feed

Your shopping feed is what Google uses to create your PLAs, so you need to make sure your shopping feed is as optimized as possible.

There are a lot of tweaks you can make to your feed, but for this article, we’re going to focus on the key shopping elements that dictate the content of your ads: your titles and your images.

Titles

Your titles are how you market your products to a potential buyer, so it should come as no surprise that optimizing your titles can increase clicks by up to 9.6x.

In general, PLA titles work best when they include?keywords like material, color, brand or size. Since they can’t see the product in person, most online shoppers want to know the details about what they will be buying.

Here are some well-designed product titles:

However, just because you think a certain title is great, that doesn’t mean that?your customers agree.

In general, when people are searching for products online, they’re looking for something specific. It may not be a specific brand or model, but they usually have a particular look, feel or color in mind. If they see that information in your title, they’ll be a lot more likely to click and make a purchase.

To figure out what your potential customer are truly looking for, you need to see which search terms are triggering your PLAs.

You can do this by clicking on the Keywords tab and then clicking “Search Terms”, just like you did to find negative keyword opportunities in the last section. This time, however, you won’t want to filter for searches without conversions, you want to look for searches with conversions.

The words people use to find and buy your products can give you a lot of insight into the types of words you should be using in your titles. If people use certain phrases or vocabulary to describe your products, your titles should reflect that so that when people read your titles, they feel like they’ve found exactly what they’re looking for.

Check out the Negative Keywords section above for more info on how to see which search terms are triggering your PLAs.

Product Images

High-quality, relevant product images are always a good idea. However, simply having a beautiful picture doesn’t guarantee that your ads will be noticed. You also need images that stand out in some way.

For example, take a look at these tennis rackets. Which one catches your eye?

The effect is fairly subtle, but?the first ad’s gray background sets it apart from the other ads. And, since different draws attention, that’s the ad you notice.

Bid Strategy

Your bid strategy dictates how you want Google to spend that budget you just worked so hard to figure out. Google’s default option asks you a few questions you can use to figure out what strategy you want to use.

There’s no harm in using this approach, but if you really want to get the most out of your campaigns, I recommend clicking “Select a bid strategy directly” during the campaign set up process, which will bring up the following options:

Manual CPC. For the truly anal retentive, manual CPC gives you full control (or, at least, as close to full control as Google Ads will give you) over how much you spend on a given keyword. Target ROAS. With Target ROAS, you specify what sort of return-on-ad-spend you want from your ads (this works well for many eCommerce companies). Maximize clicks. Like the name says, if you select this bidding strategy, Google Ads will try to get you as many clicks as possible out of your budget. There’s no guarantee that those clicks will turn into sales, but you will get lots of clicks. Enhanced CPC.?If you have enough sales, enabling this setting will allow Google Ads to adjust your bids up and down depending on whether or not Google believes a given search will turn into a click and a sale.

Manual bidding allows you to say “this is as much as I’m going to pay, and that’s it”.?The other bidding options, on the other hand, will take your bids and use them a little more creatively to reach very specific results. It gives you less control, but it tells Google Ads what you’d like to optimize for.

Adjusting Your Bids

Of course, even after you’ve set your initial bids, Google Shopping isn’t exactly “set it and forget it”. After all, when you pay for every click, a simple mistake can cost you an awful lot over time.

As you’re monitoring your campaigns, you may notice different scenarios that could indicate that it’s time to adjust your bid. You can adjust your bids at any time, but here are a few scenarios where you might want to adjust your bids:

If your CPC is coming in way under budget, but you want to improve your position in the ad display, increase it. If your cost-per-sale is too high, but you’re in a top position and you want to stay that way, drop your bid slightly. This can bring the cost-per-sale down while still getting you plenty of clicks. If you’re getting a ton of sales, but your profit margin is low, change up your bid. If you’re paying for a lot of clicks but not getting sales, try switching up your bid strategy.

Good bid management is an ongoing process. The market is constantly changing and if you aren’t changing your bids in response, you can quickly find that either your ads aren’t showing or you’re paying too much for your clicks.

Campaign Structure

If you really want to make the most of your bid strategy, however, you need an effective campaign structure. And, to effectively structure your campaigns, you need to think about the profit margins of your products.

If you think about it, does it make sense to use the same bids or bid strategy for a $2.00 product and a $2,000 product?

The profit margins for these products are completely different. If you use the same bids for both products, you could either end up spending way too much on clicks for the cheap product or bid way too low for the expensive product.

And yet, at Disruptive, we see this situation all the time.

This is why campaign structure is so important.?If you don’t organize your Shopping Campaigns by profit margin or (at least) price, you could be missing out on some of your biggest eCommerce opportunities.

How to Set Up a Margin-Based Campaign Structure

The first step in setting up a true margin-based Google Shopping campaign is to determine the gross profit margin for each of your products. Once you know your gross profit margin, you can use that information to create profit margin-based ad groups in your campaigns.

Alternatively, you can separate your ad groups by price and assume an even margin on all of the products in your account. Obviously, this isn’t the best way to do this, but if you don’t know what your profit margin is, it’s better than nothing.

Once you have decided how you will be sorting your product (by price or by gross profit), you can create price brackets using feed rules.

To create a feed rule, open Google Merchant Center and click on Products in the left-hand sidebar, click “Feeds” in the sidebar that appears, click “Rules” and then click “Create Rule”:

Feed rules allow you to create a custom label based on criteria in the feed. For example, if you use price as your variable, you can set up a feed rule that says, “If ‘price’ is ‘less than’ ‘10’ set ‘Custom label 1’ to ?‘$0.01 – $9.99’.

If you set these rules for all price ranges of your products, all products will be given a custom label that you can use to sort your products into their respective brackets in Google Ads.

Now that you have a custom label 1 set up with price or profit brackets, you can now use custom label 1 as your ad group!

Using this approach, it usually works best to use a high level category such as product type to organize your campaigns and then your custom margin labels for your ad groups.

Easy Bidding and Optimization

The great thing about margin-based campaign structure is the way it allows you to optimize revenue and profit. For example, if you have products that produce around $5.00 of gross profit and a conversion rate of 10%, you probably don’t want to spend more than $0.50 per click.

Again, this is where the ad group level organization is key. If you have a margin-based campaign structure instead of merely a price-based structure, you will see better results at the profit level.

Remarketing Campaigns

Remarketing (aka, retargeting) is an advertising option in Google Ads that you can use to deliver targeted ads to people who visited your website…and didn’t convert.

Not everyone who comes to your site is ready to convert today, so remarketing is a great way to stay in front of potential customers while they make up their minds.

How it Works

Google remarketing uses pixels to identify people who have visited your website. A “pixel” is basically a short piece of code you place