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Using Google Shopping for B2B Targeting

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# 1
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Hi,

 

Is there a strategy that I can use to ensure that only (or mostly) retailers search and click on the shopping ads that I'm planning on running for my client? The client operates a marketplace where small shops that sell to local customers can find and purchase products from suppliers.

 

Since Google Shopping is not keyword based, I'm having trouble brainstorming a targeting strategy that will make the ads get served to business owners looking for wholesale products.

 

Please share any tip you have.

 

Thanks!

Kevin

1 Expert replyverified_user

Re: Using Google Shopping for B2B Targeting

[ Edited ]
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# 2
Top Contributor

first, shopping-ads have restrictions with respect to business-to-business
listings that, if not followed, may trigger a disapproval or more permanent
suspension, at any time.

for example, individuals must be able purchase products securely from the
claimed website -- business information, such as company-name or any
related id's typically must be optional, during checkout-flow; otherwise,
an alternative checkout-flow for individuals, where such business details

are optional may be offered, but must be clear and clearly labeled.

for shopping-ads, there is no specific option that will

cause items to show only for business customers.

some best practices that may help include, clearly indicating the exact physical
offer being shipped, within the title and description -- such as a pallet or an
exact quantity required for a minimum purchase (e.g. two-dozen widgets).

adding day-parting targeting to the shopping-campaign, such as
only showing during standard-business-hours, may also help.

related, submitting, and displaying on the landing-page, only the gross-price,
for the minimum quantity sold may also help -- and is required for shopping-ads.

submitting the highest shipping-cost a person could pay,
may also dissuade individuals from purchases -- and is
also required for shopping-ads, if exact shipping-cost
cannot be submitted.

 

using negative-words may also help.

what is not allowed, is mentioning anything other than the details
about a physical item-offer or the physical item's characteristics --
for example, mentioning b2b, non-consumer, or any related language,
within any submitted data, is generally not allowed and is grounds for

having shopping-ads removed, or a suspension from the program.

generally, items must be deliverable to anyone within the target-country --
there are "no-delivery" options, but this is typically for specific outliers,
not for large areas of exclusion; the shopping-campaign's geo-targeting

may also help restrict where google may show shopping-ads.

there is also the local-inventory-ads program for local businesses --
but the business must have walk-in hours for purchases, by anyone,
and most all the shopping-ad rules and policies apply.

 

also, marketplaces have additional restrictions on submitting and

displaying any shopping-ads; for example, a multi-client-account

is required and each individual-seller must be under a sub-account;

for example, the marketplace owner is responsible for all sellers and

all selling-listings submitted; their landing-page, supply-chains, their

business and business-practices, physical items being sold, etc.,

must conform to all shopping-ads policies, or the sub-account may

be suspended, at any time -- too many sub-account disapprovals,

or suspensions, can cause an entire marketplace to be suspended.

shopping-ads are mainly for retailers selling to individuals.

otherwise, other campaign-types and ad-formats
are available, to advertise such wholesale products,

that may offer better targeting methods, and do not
have the same strict rules and policies.

see also
https://support.google.com/merchants/answer/6323982
https://support.google.com/adwords/answer/2567043
https://support.google.com/adwords/answer/1722124