For any marketing campaign, goals need to be defined to understand their success, or failure, and to learn how improvements can be made. We will work with you to define your goals before we do anything else. These goals are the benchmark of our success, but will also set what can be expected in terms of performance.
Two common goals are:
A target Cost-per-sale Margin (CPSM)
What are you willing to pay as a percentage of the sale? If the average order value is £100, and you average margin is 35%, would you be willing to spend all £35 of profit from the order on the media spend (Google’s cost-per-click)? 10% to %15, is mostly like more acceptable, but once you decide the percent you are able to pay, this is what we will aim to achieve.
Build a customer base and make sales
There are really two types of merchants: those who want to generate sales, and those who want to generate customers. Both types of merchants can make money, but only the later can really build a lasting business and brand. It is important to consider this when deciding on your CPSM. Taking life-time value into account is important to achieving a lasting success - by building a customer base that you can sell to again and again.
There are three accounts needed to make Google Shopping work: AdWords, Google Merchant Centre, and Google Analytics.
Is where the product feed is managed, it is also where the tax , shipping rules and promotions are created..
Is where campaigns are created and where all the setting are configured such as target locations, device bidding, budgets & product bidding.
Is where all conversion data and actions are collected. This data is used to make optimisations to the campaigns, to deliver the goals.
We will set all these account up for you and link them all together so the correct information is available for each account. If you already have these accounts, we will audit them and fix any issues that could be causing a loss of data integrity.
The product feed is simply where all the information about the products are formatted in a way Google accepts them. Google uses this information to determine if one or more of your products is relevant for a particular search query. In this regard, Google Shopping has similarities to SEO.
What are the top three key attributes?
Depending on the type of product you sell will require different attributes, not getting the information correct or complete could cause the products to be rejected, or will lose out on impressions and clicks.
The product title needs to be accurate and descriptive or Google will not know when you show your product. This attribute is arguably the most important element of the feed. Like SEO the Product Title is similar to the Title tag of a webpage, in the simplest of terms.
What makes a great title?
- Include target keywords the product should show for – but titles should not be stuffed.
- The name of the product and any descriptive variations such as colour, brand, gender and size.
- The placement of the key information at the beginning of the title - to make it stand.
While not as important as product titles, descriptions are crucial components of the feed. Google pays close attention to the descriptions to help determine what keywords will trigger product listing ads.
What makes a great description?
- Be concise and accurate when describing your products. Think of what a buyer needs to know to make a purchase.
- Always be thinking of keywords and the different ways people can search to find your product.
- Important information, and keywords should be written into the front of the description as is carries more weight here.
Google Product Category
This is a very important and required attribute in gaining visibility. Products have to be assigned to specific taxonomies set out by Google in order to be found and categorised. Getting this wrong can severely impact on the impressions products can potentially receive.
Choosing the right category:
- Google’s taxonomy contains over 6,000+ categories and sub-categories, so most if not all, products will fit somewhere.
- One way do discover these categories, is to search for the product on Google and look through those shown by Google, and choose the best fit.
We build, clean and optimise your product feed for maximum reach, and map all product data to appropriate feed attributes including Google Categories. With continued optimisation, regular auditing and error checking we make sure your product feed is the best it can be.