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Google Shopping and Product Listing Ads

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi everyone, 

Just have a few quick questions surround google merchant

 

What maintenance is required from us once the product spreadsheet (with our product range) has been uploaded?

How frequently should we submit a product feed?

What are the costs involved?

Will we be notified of any errors which we can rectify?

What analytics are available to track clicks/conversion?

 

Thank you, 

Botani

1 Expert replyverified_user

Re: Google Shopping and Product Listing Ads

[ Edited ]
Top Contributor
# 2
Top Contributor

(1) the inventory data, product spreadsheet, must be updated

whenever a critical, relevant, change to the website or physical

on-hand inventory occurs.

 

a best-practice is to consider quality changes

to the website (and then the spreadsheet) on

some regular basis, usually based on metrics.

 

the other, maintenance related, best-practice would be to monitor

all product-groups under the linked account's shopping-campaign;

there may be changes needed in the feed (spreadsheet) to help

accommodate an updated bidding strategy -- for example, adding

a custom_label_ attribute to bid separately on best-selling items.

 

(2) inventory data is required to be re-uploaded at least monthly --
typically, at least five-days prior to the default 30-day expiration --

or immediately after any critical change to the website,
or physical, in stock, inventory availability, occurs.

 

the registered feed can handle about 100,000 inventory items.

 

generally, use the same registered feed for all updates

and be certain id values never change for any physical

inventory item, once submitted.

 

a best-practice is to use a mix of letters and numbers for id; e.g.

abc123au

especially if a spreadsheet is being used to maintain the data-feed.

 

if inventory is very large or frequent updates are needed then, a

scheduled-fetch, inventory-feed, or website microdata may help.

(3) cost is per click.

performance in the ad-auctions is determined mainly
by the quality of all data submitted along with other
quality factors, and the bid.

(4) an error summary may be sent via email depending on account-settings;
otherwise, a best-practice is to always check (a) the main dashboard,
(b) feed status under the feeds-tab, (c) website, account, feed, and
item status under the diagnostics-tab after google re-crawls the site,
and (d) individual item status by clicking on the item's title under
the products-tab -- within the merchant-center-account, at least
72-hours or so after each re-upload.

 

google may only show examples of errors that can be used

to help diagnose the root-cause of an issue; in those cases,

a hand-inspection of most all submitted data may be required.

(5) impressions and clicks are the most typical metrics --

these should be tracked by default so nothing is required;
there are many more advanced metrics that may be used
to help examine overall quality and performance such as
clickthrough-rates, conversions, impression-share, user's

search-terms, performance vs other merchants, etc.

see also

https://support.google.com/merchants/answer/1344057
https://support.google.com/merchants/#topic=3404818
https://support.google.com/merchants/#topic=3404778
https://support.google.com/merchants/#topic=3404779
https://support.google.com/merchants/#topic=3404820
https://support.google.com/adwords/topic/6275305
https://support.google.com/adwords/topic/6275311

https://support.google.com/adwords/topic/3119145

https://support.google.com/adwords/answer/1722054

https://support.google.com/analytics/answer/6014873