Google Shopping Ads: The Importance of Google Merchant Center

Google Shopping Ads: The Importance of Google Merchant Center

Google Shopping ads show above, or to the right side of the text ads on the search results page. The ads include a product image, title, description, company name & price – taken from the information you submit into the Merchant Center data feed. The successfulness of the shopping ads is largely dependent on the quality of the Merchant Center.

Merchant Center

The Merchant Center is an online dashboard where you can manage and edit the products you’re selling via Google Shopping. The main use of the Merchant Center is to upload and maintain product information which is then displayed within the Ads.

Data Feed (Spreadsheet)

Google Shopping uses a data feed, submitted into the Merchant Center, to access the correct information when displaying the product ads. The data feed is spreadsheet file that contains the details of the products you are selling.

Google has various required & optional fields you submit for each product when creating the spreadsheet and it is the quality of the spreadsheet content that impacts the performance of the Google Ads campaigns.
Diagnostics (Re-process feeds)

The diagnostics section displays any outstanding issues within the Merchant Center, such as expiring & disapproved products. You can view the number of items that are currently active, disapproved, expiring or pending. Google will provide a reason if products are disapproved and direct you towards a solution in Google Help.

The data feeds must be re-processed at least once every 30 days to avoid products expiring and eventually becoming disapproved. You can submit feeds manually or set up scheduled fetches by entering the desired frequency, timing and location of the feed.

Google Ads

The Merchant Center account must be linked with a Google Ads account to set up the Shopping campaigns. From the Google Ads dashboard, you can separate and organise the products into campaigns and ad groups (e.g. brands/price/material/flavour etc.).

To achieve the best results from Google Shopping, you should continually optimise the campaigns. By using conversion tracking to measure the total transactions and profit produced by Google Shopping you can assess the return on investment of your Google Ads Account.

Google Shopping can be a cost-effective advertising tool for companies selling products online. However, it’s important to ensure the Merchant Center is optimized effectively to get the best results from the Google Ads campaigns and increase sales for your business.

At Website DNA, we professionally manage Google Shopping campaigns & Merchant Center accounts. We offer a FREE review of your Google Ads & Merchant Center accounts, please visit our Google Ads page on our website or contact us (digital@websitedna) for further details.

Why Try Google Ads – Conversion Tracking

Why Try Google Ads – Conversion Tracking

Many companies find measuring the performance of their marketing spend e.g. radio ads, magazine ads, etc. very difficult, if not impossible, and as a result they don’t know what types of marketing work and what doesn’t for their company.

Google Ads provides Conversion Tracking which enables you to measure the value of those visitors that it brings to the website. You can then compare the cost of the Google Ads campaign with the value it has generated to work out an ROI for your Google Ads marketing.
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5 Common Google Ads Beginner Mistakes and How to Fix Them

5 Common Google Ads Beginner Mistakes and How to Fix Them

When you are juggling a Google Ads account as a business owner, you are likely thrown into the fray by Google with little guidance. We have compiled a list of mistakes (and fixes) which we often see in self-managed Google Ad campaigns.

1. Using the broad match keyword type

Keywords are vital to show your adverts on Google, but you need the right ones – too broad and you will pick up irrelevant searches, too narrow and you will be limiting your chances of appearing to new customers.
An example, includes recent work for a local tree surgeon; they asked us to check their Google Ads account as part of our free account audits we provide.

With little experience, they used the broad match keywords which contained no formatting, so it appeared as ‘tree grinding’ – Broad match appears for synonyms, so they appeared to searchers of ‘tree grinder hire’, something they do not provide.

To fix this, we recommend using broad match modified with pluses in front of each word e.g. ‘+tree +grinding +service’.

2. Not using the Ad Extensions available

Ad Extensions allow extra snippets of information about your services and business. These range from your phone number, highlights (USP) and site links to other pages on your website.

Not utilising these extensions (which are free) can mean you miss out increasing the size of your ad to embolden its presence on the search results page.

We recommend always using the Call, Callout, Structured Snippet and Sitelink extensions. You can find them in the ‘Ads & Extensions’ tab at the side, from there the ‘Extensions’ tab at the top.

3. Only one Ad Group and one campaign in the account

Ad Groups allow advertisers to segment their products and services to create targeted adverts. Many of our clients who self-manage their Google Ads account did not use Ad Groups to their full extent.

Using one Ad Group in a single campaign when you sell multiple services is a no go – You will end up with a large group of keywords clumped together with little relevance, leading to a generic advert to cover all the searches it is going to pick up.

Increased Ad Relevance will lead improved click-through rates and reduce the average cost per click whilst creating higher quality click-throughs.

4. Poor final landing page URLs on the ad

Many self-managed Google Ads accounts just use their homepage as the only URL for the advert. This is not user-friendly, and Google picks up on this with its Quality Score system.

Let’s take an example, a national selling joiner who we have as a client sells kitchen cabinets but also sells wine racks. They sell two separate products via different pages on their website – it would make sense to send the person searching for ‘bespoke wine racks’ to be sent to the wine rack page rather than the general homepage about all of their products.

With Quality Score, a factor influencing this is ‘landing page relevance’. Best practice states that if you have a service page for that topic of keyword, use that page as your final URL in the advert as it will improve Quality Score.

Although, the main reason to consider is user experience – save the user trawling your website and take them straight to what they searched for.

5. Not tracking your clicks (which give you enquiries)

Creating an advertising campaign is one task, monitoring and analysing it using tracking code is vital to ensuring you are getting the most out of your money.

One way this is done is by tracking your website’s conversions, this could be a contact form completion, a brochure download or a transaction.

With tracking, you can monitor what keywords, search queries and adverts are leading to conversions. Using this data, you can plough more money into the keywords which work and remove the ones that do not convert.
Tracking can be implemented using Google Analytics Goals and Google Tag Manager or a third-party tracking software. It is best to ask your web-developer or consider professional Google Ads management if you do not have the time to implement this yourself.

Follow these steps to managing your Google Ads account and you will likely boost relevant clicks, reduce cost-per-click and improve your click-through rate.

Alternatively, consider opting for a managed Google Ads from a digital marketing agency like ourselves. We ensure your account is set up correctly, managed professionally with the latest practices and continually optimised to save you time to focus on your business goals.

Google Ads Remarketing For Non-eCommerce Websites

Google Ads Remarketing For Non-eCommerce Websites

In a recent article I covered Google Ads Remarketing campaigns focused on e-commerce websites. However, Remarketing campaigns can be applied to a wide range of websites where the aim is to generate enquiries for products or services and not to directly buy a product online.

Google Remarketing campaigns enables a company to remarket to previous visitors to their company website through a network of websites where you can display advertising images.

These advertising images provide a reminder of the company to the website viewer and include engaging text and images to try to persuade the visitor to return to the company website.

Google states that in 96% of first visits to a website, the visitor does not carry out a purchase or interact with the website on that visit. Its only on secondary and additional visits where the interaction levels are higher and Remarketing campaigns are an ideal way of generating those subsequent visits to a website.

Many websites have forms, which when completed are sent to the company enquiring about purchasing a service. For example, a Wedding Venue website may have a form where you can “Book A Private Tour” or a window manufacturing company may have a “Quick Quote” form where you can request a quote for wood manufactured windows.

In each case, you can not only remarket to the website visitors, but you can also have specific Remarketing campaigns for those that started the forms but failed to complete them. If the form is quite long you could use Remarketing campaign to get the visitor to “Request a Callback” where they can go through their requirements in a phone conversation rather than complete the form.

These Remarketing campaigns can target these groups of specific visitors to the website and represent a very cost-effective way of encouraging a high quality website visitor to return to the company website.

Furthermore, a remarketing campaign can significantly help to build brand awareness through the repetition of the advertising images being seen by the same person on a regular basis over a short period. When set-up correctly the advertising images are shown on a significant number of occasions across a wide range of devices and when not clicked through on represent free digital advertising.

Remarketing campaigns enable you to target high quality visitors who are already aware of you and your products or services. They represent a significantly cheaper cost than the original click-through cost and can generate a significant ROI.

The Power of Google Ads Remarketing

The Power of Google Ads Remarketing

Google enables a company to remarket to previous visitors to their company website through a network of websites where you can display advertising display images. These display images provide a reminder of the company to the website viewer and include engaging text and images to try to persuade the visitor to return to the company website.

These remarketing campaigns can target different groups of specific visitors to the website and represent a very cost-effective way of encouraging a high quality website visitor to return to the company website. Two examples of particular types of visitors are visitors who are “cart abandoners” or “past convertors”.

These 2 groups can be very profitable groups to target.

Cart abandoners are people who added products to their shopping carts but didn’t complete the purchase. They obviously had some interest but didn’t complete the purchase process.

Past convertors are where you target people who bought something from your website. These visitors bought one or more products and may well be interested in buying again. They are familiar with your brand, your website, products and sales process and are more likely to make a purchase again.

Often past convertors drive the best remarketing performance for many advertisers. Generally past convertors can be sub-divided into 2 groups.

Firstly, repeat purchases of exactly the same product or the same product in a different variety (e.g. quantity) – for example dog food or fishing bait where the item is exactly the same and they just want to repeat a previous order.

The second group is where they like your style or design, so that the product may be different but has a similar style e.g. clothing. This second group is ideal for up-selling or cross-selling to since they’re purchased from your website before and you have a level of familiarity and creditability with them already.

Remarketing campaigns enable you to target high quality visitors who are already aware of you and your products or services. Furthermore, a remarketing campaign can significantly help to build brand awareness through the large amount of occasions that your display images and hence your brand is shown. They represent a significantly cheaper cost than the original click-through cost and can generate a significant ROI.

Google AdWords is changing to Google Ads

Google AdWords is changing to Google Ads

Google recently announced changes to its major advertising platform brand Google AdWords. Now welcomed by a new simpler name Google Ads phased in on the 24th July 2018.

The move from AdWords to ‘Ads’ shows a simplistic rebranding approach from Google AdWords which is no longer just keywords and text advertisements.
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