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Serving & Ranking of Products on Google Shopping

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Serving & Ranking of Products on Google Shopping


Below, we summarise the best practices for optimizing Shopping campaigns. The aim is to give you a comprehensive knowledge which will help you to maximise the serving and ranking of your products. Remember, though, that since PLAs are not keyword-targeted, optimizing your feed does not guarantee that your ad will serve on specific terms.


 

 

The product will serve depends not only on the bid you set in Adwords but also on the product relevancy and predicted CTR.

 

Relevancy: Since Shopping campaigns are not based on keywords, the system uses the information from the Merchant Center feed to understand what the product is and match it to relevant search queries when the product is eligible to enter the auction. To catalogue a merchant's product offers and match them to the right queries, the system uses attributes like:

  • Title and description - these should contain keyword-rich details about the product.
  • Google product category
  • Unique Product Identifiers (Brand, MPN, GTIN)

 

CTR: On top of feed and bids optimization, merchants can also use the following features to boost their CTR:

  • Merchant promotions
  • Product Ratings
  • Seller Ratings
  • Google Trusted Store Program

 

 

Shopping ads are 100% reliant on products being added to the feed. To make sure all your products are able to serve, check the Merchant Center Diagnostics Tab on a regular basis. The tab displays all issues that would prevent a product from being eligible to serve on Google Shopping, from account setup to feed processing, to data quality and policy violations.

 

 

 

Avoid duplicate titles. Unique titles help consumers better understand your product before they click through.

 

Add strong brands to the title if you have any, as they are common search terms and can increase clicks if visible in your ad.

 

Add sizes to apparel titles. Unique sizes are often difficult to find, so highlighting them helps attract qualified consumers.

 

Add keyword-rich product descriptions. Rich, descriptive content on your site can help improve search relevance for your products.

 

Use accurate Google product category values, since they can prevent miscategorized products.

 

Use accurate product types. Accurate and detailed product types improve search relevance and campaign structure.

   

Titles are an important attribute that Google uses to catalogue a merchant's product offers. They will be display up to 70 characters, so be sure to place the most important keywords first!

 

If you care about impressions, you should use broad terms: “Patio,” “Golf Club,” “Shoe,” etc. If you care about clicks, you should use specific terms: “Wicker,” “Energy Star.”

 

The recommended basic title structure is: Brand + Product + Attributes (Color, Size, Weight). However, this may vary depending on your product category. Here are the best practices for title structures, per category:

 

  • Apparel: Brand + Gender + Product + Attributes (Color, Size, Style, Material) Example: Ann Taylor Women’s Black Slacks Size 6
  • Consumable: Brand + Product + Attributes (Flavor, Quantity, Weight, Count) Example: Mega CoQ10, 50 mg, 60 caps
  • Hard Goods: Brand (manufacturer) + Product + Attributes (Size, Weight) + Model # Example: Target, Patio Wicker Chair Set, Brown, 4-Piece
  • Televisions, Electronics: Brand (manufacturer) + Attribute +Product + Model # Brand +Product + Attribute + Model # Example: Vizio 52” TV, Black, #A783x63
  • Seasonal: Occasion + Product + Attributes (Color, Size, Weight) Example: College Grad 2013 Storage Box Gift, Silver

   

Subdivide using a hierarchal many-to-few approach.

Create a relational, broad-to-narrow campaign structure to avoid bid overlap. Choose the most precise representation of a retailer’s important categories by deciding between Google product category, product type (retailer category), and then granulating by brand or item ID (SKU).

Comments
B F
September 2016

Shopping Feed - I am not able to locate the area to adjust daily buget. Under the tab "Shopping Ads" only two choices show -Curency conversion and Adult content - this is where it was previous - please help

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