LEARN: Google Shopping Highlights | November 2018

On Wednesday the 7th of November, we hosted our eighth #LEARNbyVERB on how to establish a successful Google Shopping strategy.The workshop was hosted by Verb’s very own PPC Account Director Emma Searle.

We welcomed brands such as Corbin & King, Les Senteurs and Clive Christian who joined us for breakfast at a private members club in Shoreditch.

 

The Top Takeaways from LEARN: Google Shopping

Despite common misconceptions, Google Shopping is in fact paid advertising. However, this wasn’t always the case up to 6 years ago. Since this turned into a paid advertising tool it has become increasingly important to approach it with a defined strategy in order to optimise your returns. Many of those at our workshop were shocked to hear that 88% of Google traffic come through Shopping ads vs Search ads for retail terms (UK).

Basic components of a Google Ad include the product image, the title, price, seller’s information and the comparison shopping service which most times is Google itself.

 

Screenshot 2018-11-12 at 10.26.09

 

After deciding on a strategy, the following steps should be taken to set up your ad.

The first step is to select the shopping campaign style which in this case should be ‘promote your products with Shopping ads’.

 

LEARN - Google Shopping (3)

 

Then you should create your campaign without a goal so you can manually select the desired settings. Make sure it is linked to the right shopping feed and select the country or countries you want to target.

 

LEARN - Google Shopping (2)

 

We recommend setting a manual CPC since you probably don’t have enough historical data to have an automatic CPC bidding strategy.

The last steps consist in selecting your campaign priority as well as your targeting and schedule. We always recommend to test the campaigns before going live to make sure it’s being served in the right places.

 

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It should be noted that whilst creating your campaign that the more detail there is the better!

It is also useful to note campaign priorities when building your campaign. Below is a flow diagram to help you optimise your feed.

 

Screenshot 2018-11-12 at 10.53.49

 

We then discussed the key difference between brand and non-brand shopping campaigns and how to use campaign priorities to separate them. For example, if someone searches for your brand specifically, you probably should serve a brand campaign where the name of your brand is attached to the item, rather than serving a generic campaign like ‘blue dress’.

 

LEARN - Google Shopping (5)

 

Once set up, the two top tips for feed optimisation include:

1.Improving the quality of the raw feed data – this means adding as much information as possible per product on your site.

2.Using Merchant Center rules and supplemental feeds to manipulate the raw feed – Feed Rules give you the ability to transform your data to match our product data specification requirements. Use Feed Rules to resolve errors and help us interpret the data in your feed (Google, 2018).

Using these simple steps to set up your campaign can hugely improve your Google Shopping feed results.  Those who attended LEARN learnt how to make the best out of Google Shopping for their luxury brands.

 

For those who sadly missed our event, we will be hosting a Webinar in January to recap this topic. If you would like to be notified when this webinar takes place, please email Ella Helps at ella@verbbrands.com and we will send you further information shortly.

 

What’s next?

The next LEARN event will take place in February on SEO Content Strategy. Stay tuned for more info #LEARNbyVERB.