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Google Shopping with inventory distributed around the USA

[ Edited ]
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# 1
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I’m preparing to build a Google Shopping campaign for a company with 4,000+ products and they have differing levels of the products in warehouses in about 30 states.  In the metro areas around the locations with warehousing, they offer same-day shipping service if the order is placed by noon.

 

I spoke with Google support a few times about how to structure this campaign, and eventually my question was escalated.  Here’s what they came back with, as a recommendation:

Use a single merchant feed for all products.  Create a campaign for each city with same day delivery, and connect the one feed to all campaigns.  Then use the control in each shopping campaign to run ads for each product, or not based upon whether it is in stock locally, or not. 

With that solution, we would also need to run a nationwide campaign with 2-day delivery to reach areas not within an area covered by same day delivery; with their shipping arrangement, any product in stock can be shipped anywhere in the US within 2 days. 

Unfortunately, the solution recommended by Google is not practical, as there are over 4,000 products in stock and a lot of product turnover, and restocking every day around the country.  So I am assuming we will need to develop custom software tying into their backend systems, and communicate with their local campaigns via the Google Shopping API.  However, it looks to me like the Google Shopping API centers on querying and setting data objects in the Merchant feed.

 

I looked into using the 5 custom label fields to create inventory records by city, but there are only 5 labels fields and each may contain one of up to 100 label values.  So there are not enough fields to do anything useful here, using custom labels and filtering, that i can see. 

 

I'm aware that in the Google Shopping content API there are capabilities to manage "local inventory ads".  Perhaps that is the key to solving this problem.  But i am not familiar with the Shopping API.  Is there also a API into the campaigns, like with conventional AdWords Search campaigns?

I’m thinking surely this issue is handled routinely by other companies.  I would have handled it in the ecommerce platform; but still you would need some kind of filtering based upon purchase location.  Anyway I have two questions:

 

  1. Does this look like the right architecture to use (1 merchant feed, 30 local Google Shopping campaigns all tied to it, custom software)?
  2. If not, or even if it sounds ok - is there a better way to solve this problem?

Thanks in advance for any contributed insights!

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Accepted by topic author Steve B
May

Google Shopping with inventory distributed around the USA

[ Edited ]
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# 6
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the content-api controls data within the merchant-center-account;
there is a separate api to control details within the ad-account;
either api may be used in coordination with a back-end system:
https://developers.google.com/shopping-content/v2/quickstart
https://developers.google.com/adwords/api/docs/guides/start

 

see also

https://groups.google.com/forum/#!forum/google-content-api-for-shopping

https://groups.google.com/forum/#!forum/adwords-api

 

 

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Google Shopping with inventory distributed around the USA

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# 2
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I would recommend to consolidate all the cities into one. Otherwise managing all these campaigns can be a big task.

 

You can specify delivery rates and times in your Google Merchant Center account under shipping for all states.

 

Local inventory ads is for stores located on physical locations, not warehouses. So this is not for you.

 

Hope it helps.

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Google Shopping with inventory distributed around the USA

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# 3
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Thanks Emmanuel.  Yes we started out planning to run one campaign.  But the issue is, they cannot offer same-day delivery unless there is inventory in that City.  That's why we asked Google how to configure this so that the ads are only running in a particular metro area, when a product is in stock in that Metro area.  

I suspect that most businesses solve this problem on the backend of their website.  They simply advertise nationwide then offer the same-day option (or not) after the customer enters their Zip code.  This vendor sells a product where it's a "big deal" to offer same day delivery, so they want to tout that on the landing page before the person has decided to convert.  That's why they need this capability. 

 

I might be asking for the answer to a question that has no good answerSmiley Happy Just thought i would put it out there. 

 

tia

Google Shopping with inventory distributed around the USA

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# 4
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Ah, I see. Didn't know it was stock based too. Than what Google suggested is the only way.

 

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Google Shopping with inventory distributed around the USA

[ Edited ]
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# 5
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Thanks Emmanuel.  Do you know if there is an interface into Google Shopping, so that we can control the status (running an ad, or not) for each product programmatically, for each of the ~30 local campaigns?  

 

All i see for a Google Shopping API is this, which is an API into the Merchant Center.  That won't work because we need to control the status of the campaigns in this case, not the (one common) Merchant feed:

https://developers.google.com/shopping-content/v2/quickstart

Turns out it's not practical, in terms of people-hours required, to control each of the 4,000+ product's inventory status in each Shopping campaign for each city using the Google Shopping interface as was suggested, because there is so much churn in the inventory every day.  It would have to be done through an API that ties into their inventory control system.  But I don't find an API into Google Shopping campaigns like there is for Google AdWords campaigns.

Marked as Best Answer.
Solution
Accepted by topic author Steve B
May

Google Shopping with inventory distributed around the USA

[ Edited ]
Top Contributor
# 6
Top Contributor

the content-api controls data within the merchant-center-account;
there is a separate api to control details within the ad-account;
either api may be used in coordination with a back-end system:
https://developers.google.com/shopping-content/v2/quickstart
https://developers.google.com/adwords/api/docs/guides/start

 

see also

https://groups.google.com/forum/#!forum/google-content-api-for-shopping

https://groups.google.com/forum/#!forum/adwords-api

 

 

Google Shopping with inventory distributed around the USA

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# 7
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Thanks, celebird.  That is SUPER helpful!