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Feed Formatting for PLA Tacking, Grouping, Lables, and Prefer for Query

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# 1
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I wanted to check with the community about a few attributes/parameters for mechant feed files. The main objectives looking to accomplish are the following Tracking, Correct Use & Understanding of Groups & Lables, and How to use Prefer for Query

 

 

  1. Tracking: make sure able to track with Google Analytics
    1. Type of ad clicked on
    2. User keyword used when the ad was clicked

Questions:

  • Is the below screen shot example correct? Can you have 2 column headings with adwords_queryparam?
  • By using the default {adtype} will this separate in Google Analytics whether the source was from a Product Listing Ad (PLA) from Product Extensions Ads (PE)?

 

  1. Adwords Grouping & Labels: want to verify that these attributes are used to group and segment product offerings

Questions:

  • Adwords_grouping: This is used by Adwords for grouping products for specific campaigns? Does this attribute can only have 1 value or is multi values accepted?
  • Adwords_lables: This is used by Adwords for grouping products for specific campaigns? This attribute can have multiple values correct?

 

  1. Prefer For Query: Wanted to check the use and values of this attribute

Questions:

  • Does this Can this attribute have 1 value or is multi values accepted?
  • Can or does value(s) entered here help and or used to trigger a product ad?

Thank you

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Feed Formatting for PLA Tacking, Grouping, Lables, and Prefer for Query

Top Contributor
# 2
Top Contributor

Hi Blkgtr.
In question 1, there's no screenshot, so it's difficult to know what we're looking at Smiley Happy

 

First of all, PLAs don't use keywords to trigger ads (They DO use negative keywords to limit display though).

Instead of keywords, product listing ads use product targets to determine when items in your Google Merchant Center account appear on a search results page. Defining keyword lists for proactive targeting won't have any effect on your product listing ads or product targets at this time. However, you can use negative keywords to limit the queries for which your product listings will show. Negative keywords can be applied at the ad group or campaign level.
To refine which products appear in your product listing ads, you can use product filters.

 

You might want to have a look at this first:
https://support.google.com/adwords/bin/answer.py?hl=en&answer=2456108


Finally, have you read the entire conversion tracking setup guide here? https://docs.google.com/a/redflymarketing.com/document/d/1mc6bIAx_m1IeNldEGCoGPYTzavLHvMzjUFLBuAgcCg...


Appendix A:  Field Descriptions

The following describe the variables that need to be included as a part of the AdWords conversion tracking set-up to provide sufficient information for product listing ads on CPA % commission payment.

FieldRequiredExampleGenerated ByDescription
google_conversion_idYES1234567890Google SnippetUniquely identifies the conversion
google_conversion_languageYESen_USGoogle SnippetPage language from conversion set-up
google_conversion_formatYES1Google SnippetText format from conversion set-up
google_conversion_colorYESffffffGoogle SnippetBackground color from conversion set-up
google_conversion_labelYESxxxyyyzzzGoogle SnippetEncoded conversion action name
google_conversion_valueYES for product listing adsDecimal:
25.00
Dynamic value from advertiserTotal conversion value.  Do not include taxes, shipping or handling.  Valid characters are 0-9 and ‘.’  Do not include currency symbols or commas.
google_conversion_order_idHighly Recommended.  
See Alternative C.
Alphanumeric:
67890
Dynamic value from advertiserUnique Order ID, multiple conversions with the same Order ID are de-duplicated.
google_conversion_itemsHighly Recommended.
See Alternative B & C.
List of itemsDynamic value from advertiserList of the items purchased, see below.
Do not use  * anywhere in your values.



For each of the “google_conversion_items” purchased by the user, we ask for a list of the following fields below.  Note that all of the information below are dynamic values provided by the advertiser depending on which items the user purchased.

FieldRequiredExampleDescription
valueYESDecimal:  2.50Price of the specific item purchased
quantityYESInteger:  2Quantity of the item purchased
item_idYESAlphanumeric:  ABC1234Unique product “id” specified in Google Merchant Center
skuOptional.Alphanumeric:  SKU1234Stock-keeping unique identifier for the item purchased


Appendix B:  Product Ads Relevant Valuetrack Parameters

You can better track the performance of your product ads by using the adwords_redirect attribute in your Google Merchant Center offers. Adding this attribute allows you to create URLs for your product ads to differentiate sources of traffic, different product targets, and more. The following are parameters you can add to your adwords_redirect parameter to enhance tracking.

ParameterProduct ExtensionsProduct Listing Ads
{adtype}“pe” if the origins of the clck is a product extension“pla” if the origins of the clicks is product listing ad
{creative}the unique ID for the creativethe unique ID for the creative
{adwords_producttargetid}N/Areturns the product target id
{keyword}for the search sites, the specific keyword that triggered your ad; for content sites, the best-matching keywordN/A
{copy:[name]}The product extensions URL will include the actual parameter name and value from the corresponding headline URLN/A


Examples of using the {adtype} attribute

Let’s say you decided to use a URL parameter, origin=, to help you keep track of where your users are coming from. If you choose to put the valuetrack parameter at the end of your clickthrough URL, it might look like this:

www.example.com/product.html?origin={adtype}

When the ad is shown as part of a Product Extensions ad, the adtype will be replaced with pe:

www.example.com/product.html?origin=pe

When the ad is shown as part of a Product Listings ad, the adtype will be replaced with pla:

www.example.com/product.html?origin=pla

Examples of using the {copy} attribute

- [tent] keyword level URL: www.example.com/?keyword={keyword}&mt={matchtype}&kid=2938495
- adwords_redirect attribute in Merchant Center: www.example.com/columbia-tent.html?keyword={keyword}&mt={matchtype}&{copy:kid}
- Resulting Product URL (at serving time): www.example.com/columbia-tent.html?keyword=tent&mt=exact&kid=2938495
 

View solution in original post

Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Feed Formatting for PLA Tacking, Grouping, Lables, and Prefer for Query

Top Contributor
# 2
Top Contributor

Hi Blkgtr.
In question 1, there's no screenshot, so it's difficult to know what we're looking at Smiley Happy

 

First of all, PLAs don't use keywords to trigger ads (They DO use negative keywords to limit display though).

Instead of keywords, product listing ads use product targets to determine when items in your Google Merchant Center account appear on a search results page. Defining keyword lists for proactive targeting won't have any effect on your product listing ads or product targets at this time. However, you can use negative keywords to limit the queries for which your product listings will show. Negative keywords can be applied at the ad group or campaign level.
To refine which products appear in your product listing ads, you can use product filters.

 

You might want to have a look at this first:
https://support.google.com/adwords/bin/answer.py?hl=en&answer=2456108


Finally, have you read the entire conversion tracking setup guide here? https://docs.google.com/a/redflymarketing.com/document/d/1mc6bIAx_m1IeNldEGCoGPYTzavLHvMzjUFLBuAgcCg...


Appendix A:  Field Descriptions

The following describe the variables that need to be included as a part of the AdWords conversion tracking set-up to provide sufficient information for product listing ads on CPA % commission payment.

FieldRequiredExampleGenerated ByDescription
google_conversion_idYES1234567890Google SnippetUniquely identifies the conversion
google_conversion_languageYESen_USGoogle SnippetPage language from conversion set-up
google_conversion_formatYES1Google SnippetText format from conversion set-up
google_conversion_colorYESffffffGoogle SnippetBackground color from conversion set-up
google_conversion_labelYESxxxyyyzzzGoogle SnippetEncoded conversion action name
google_conversion_valueYES for product listing adsDecimal:
25.00
Dynamic value from advertiserTotal conversion value.  Do not include taxes, shipping or handling.  Valid characters are 0-9 and ‘.’  Do not include currency symbols or commas.
google_conversion_order_idHighly Recommended.  
See Alternative C.
Alphanumeric:
67890
Dynamic value from advertiserUnique Order ID, multiple conversions with the same Order ID are de-duplicated.
google_conversion_itemsHighly Recommended.
See Alternative B & C.
List of itemsDynamic value from advertiserList of the items purchased, see below.
Do not use  * anywhere in your values.



For each of the “google_conversion_items” purchased by the user, we ask for a list of the following fields below.  Note that all of the information below are dynamic values provided by the advertiser depending on which items the user purchased.

FieldRequiredExampleDescription
valueYESDecimal:  2.50Price of the specific item purchased
quantityYESInteger:  2Quantity of the item purchased
item_idYESAlphanumeric:  ABC1234Unique product “id” specified in Google Merchant Center
skuOptional.Alphanumeric:  SKU1234Stock-keeping unique identifier for the item purchased


Appendix B:  Product Ads Relevant Valuetrack Parameters

You can better track the performance of your product ads by using the adwords_redirect attribute in your Google Merchant Center offers. Adding this attribute allows you to create URLs for your product ads to differentiate sources of traffic, different product targets, and more. The following are parameters you can add to your adwords_redirect parameter to enhance tracking.

ParameterProduct ExtensionsProduct Listing Ads
{adtype}“pe” if the origins of the clck is a product extension“pla” if the origins of the clicks is product listing ad
{creative}the unique ID for the creativethe unique ID for the creative
{adwords_producttargetid}N/Areturns the product target id
{keyword}for the search sites, the specific keyword that triggered your ad; for content sites, the best-matching keywordN/A
{copy:[name]}The product extensions URL will include the actual parameter name and value from the corresponding headline URLN/A


Examples of using the {adtype} attribute

Let’s say you decided to use a URL parameter, origin=, to help you keep track of where your users are coming from. If you choose to put the valuetrack parameter at the end of your clickthrough URL, it might look like this:

www.example.com/product.html?origin={adtype}

When the ad is shown as part of a Product Extensions ad, the adtype will be replaced with pe:

www.example.com/product.html?origin=pe

When the ad is shown as part of a Product Listings ad, the adtype will be replaced with pla:

www.example.com/product.html?origin=pla

Examples of using the {copy} attribute

- [tent] keyword level URL: www.example.com/?keyword={keyword}&mt={matchtype}&kid=2938495
- adwords_redirect attribute in Merchant Center: www.example.com/columbia-tent.html?keyword={keyword}&mt={matchtype}&{copy:kid}
- Resulting Product URL (at serving time): www.example.com/columbia-tent.html?keyword=tent&mt=exact&kid=2938495