Google Shopping and Product Listing Ads
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?
Re: Google Shopping and Product Listing Ads[ Edited ]
June 2016 - last edited June 2016
(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.
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.