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Shopping ads appearing only to exact product name keywords

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

I'm a newbie to shopping ads and have just finished uploading products and setting up everything 3-4 days ago.

Right now my shopping ads do appear on search, but only to exact search queries for the product name that appears in the Title. Not even a single impression to any other relevant keyword. I have included a rich description of the product in the feed and the google product category which I assumed would trigger more keywords.

 

Any help would be appreciated.

 

Thanks.

 

 

2 Expert replyverified_user

Shopping ads appearing only to exact product name keywords

Badged Google Partner
# 2
Badged Google Partner

Hello @BG H,

Unlike with Search ads which are entirely managed in AdWords, a lot of the settings for Shopping ads are handled outside of the AdWords interface. They get their titles, images, descriptions and promotions from feeds in the Google Merchant Center.

While you can use the AdWords interface to set bids, structure campaigns and set up product groups, you will need to work with your product feed if you want to have ads appear for different keywords. How to manipulate the feed depends on its size and how it is generated.

With small product feeds, you can use the familiar Google Sheets interface to view and edit the feed using a link in the Merchant Center.

For large feeds, things get a lot more complicated… You can view the feed by downloading it from the Merchant Center; but, any edits you make have to be done either manually or through the tool used to generate the feed.

Large feeds are almost always generated automatically so making changes while also maintaining data accuracy when the feed automatically regenerates is not trivial. I won’t cover the specifics of that here, but instead will focus on what to change rather than how to change it.

5 Merchant Feed Optimization Tips

Unlike with Search Campaigns where you can handle both targeting (keywords) and messaging (ads) right inside of AdWords, with Shopping campaigns, much of that management has to happen in the Merchant Center feed.

That’s because the ads are automatically generated using feed data, and the keywords for which ads appear depend on how you describe the product and how Google thinks it’s similar to other products based on how you’ve categorized it. Here are some best practices for your Merchant Feed.

1. Optimize The Title In The Merchant Feed

Titles should be keyword-rich, descriptive, and under 70 characters. For example, for apparel products you would want to include the brand, style, and gender (if applicable) of the product.

A strong title that will fit nicely in the limited space provided by ads(currently 70 characters) might be “Patagonia Women’s Down Jacket.” If you need to have a longer title, be wary of truncation, and front-load any key terms so that if the title is truncated the critical item details show.

Avoid using overly descriptive or editorial language such as “High quality & Gorgeous Patagonia down jacket”. Your products will serve best when using simple and product focused language.

2. Optimize The Description In The Merchant Feed

The optimal description length is 500 characters, much shorter than the physical size limit of the field.

Like your product title, keep the description keyword-rich and product-specific. For products with variants (like clothing items that come in various colors), avoid listing the specifics of any of these variant products — simply state the product comes in other colors, materials, etc. This prevents the wrong product from showing.

For example, if you list a necklace and say it’s available in gold and silver, Google might show the gold necklace to a user searching for silver. By not using the words for the other variations, you can prevent these types of mismatches. As with product titles, you’ll want to avoid any editorial/promotional language and front-load any critical details that may be truncated on the Shopping results pages.


3. Use Correct Product Identifiers

Unique Product Identifiers or UPIs are probably the most important attribute in your feed. There are three types of UPIs: GTIN, MPN, and Brand. For most products, you’ll need to submit two of the three types of UPIs.

Be careful to submit accurate values in this section of your data feed. The UPI that you submit for one of your products should be the same value that a competitor submits for the very same product. Because these numbers are universal and standardized across all products, Google is able to use them to group like products together.

If you’re making up UPI’s or submitting the Identifier Exists attribute incorrectly, Google can’t group your products the same way and you could be missing out on potential impressions.

The Identifier Exists attribute should be used for custom-made goods only. If your goods are not custom made, you must get the proper UPI from the product manufacturer. Google will soon begin to disapprove products that are wrongly utilizing this attribute.


4. Use The Correct Google Product Category

Download the Google Product Taxonomy and make sure that every product has been given the most specific product category available. Products will still be approved with general categorizations, such as Apparel & Accessories > Clothing, but using the most specific category will allow Google to better group your product with other similar products.

The Google Product Categories are similar to UPIs in that you and your competitors should be submitting the same values for each product — giving Google another form of grouping your product with other competing products. Google updates the product taxonomy every three months so it’s a good idea to check back periodically and make sure that Google didn’t add a new category that is more specific or a better fit for your products.

5. Submit A Special Offer With A Promotion Feed

You have to request access to the beta for this, but by adding a special promotion to your feed, you can make your ad stand out from all the others. This only works in the U.S. at this time.


Regards,

Syed Sayem Mustafa

 

Shopping ads appearing only to exact product name keywords

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thank you very much Syed.

 

I have followed all tips prior to launching the campaign. 
Could the fact that it is a custom item (identifier exists=FALSE) prevent it from showing with similar products in the same google category?

 

 

Shopping ads appearing only to exact product name keywords

Rising Star
# 4
Rising Star

No,

 

Simply make sure that the titles correctly describe the product both in the data feed and website. Descriptions holds low to no ranking. Your key focus is titles.

 

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Shopping ads appearing only to exact product name keywords

Top Contributor
# 5
Top Contributor

Hi @Sayem M,

 

I would recommend that you review the Community Guidelines

 

"Respect copyright and other relevant laws
Respect copyright and other applicable laws by not linking to or posting materials that you do not have proper authorization to share. Also remember to cite your sources if you’re going to use statistics, quote other publications, or make claims about an issue."

 

There is nothing wrong with sharing your own ideas, or the ideas of others, if you trust in them, but please use your own writing to express this. Copying and pasting from other sources and not providing proper credit is not the best idea here (technically, it's plagiarism). Also, when there is official documentation available from Google, it's definitely best to share that before considering 3rd party information.

 

For instance, here are two articles from the Google AdWords Help Center that would be relevant if you're considering shopping optimization.

 

Monitor and optimize your Shopping campaigns

Best practices for Shopping campaigns

 

Thanks for your understanding.

 

-Tommy

 

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’