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Google Shopping Superchargers for Online Retailers 5 Best Practices to Drive Maximum Conversions and ROI with GMC Feed Optimisers, Using Google Shopping Ads

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Google Shopping Superchargers for Online Retailers 5 Best Practices to Drive Maximum Conversions and ROI with GMC Feed Optimisers, Using Google Shopping Ads SOKRATI Google Shopping Superchargers for Online Retailers 5 Best Practices to Drive Maximum Conversions and ROI with GMC Feed Optimisers, using Google Shopping Ads. July 2016 Who is this Ebook For? The Aspirant Online E-Commerce Marketer Google Shopping, known previously as Product Listing Ads or PLA, has come to be recognised as the most powerful channel for E-Commerce business promotions. Retailers are looking to expand their search universe to ensure that a wider range of consumers across geographies discover the right products at the right time. Further, as the SERP ecospace is becoming more visual and competitive, using Google Shopping campaigns with their top-notch value propositions has become a necessity. Before jumping into optimized campaign structures and management, what most retailers fail to realize is the massiveroom for possible optimizations in creating a world-class Product Feed. Google Shopping campaigns with such optimized feeds can boost your ROI by as much as 30%, as observed by many of our clients. This E-Book, the 1st edition revising the learnings from the Google Shopping Masterclass series aims to educate Online Retailers & E-Commerce marketers to create a world-class Product Feed. • Diving Deep inside Google Merchant Center The tips, tricks & best practices that really matter for optimizing your Google Shopping Campaign initiative. • Educating Online Retailers in Feed Management Best Practices How an intelligent feed can improve your product’s visibility, click throughs and revenues, if you know exactly what to showcase to your end users and Google! • Creating a World-Class Product Feed The secret sauce is what separates just another E-Commerce product feed from a world class product feed, and how some of our clientele benefited from the same. This E-Book attempts to educate all Online retailers & E-Commerce marketers in maneuvering across all the heavy and complex Shopping jargons and decode the best practices around Google Merchant Center, Product Feeds and a sneakpeak into Sokrati’s DIY automated tools that has all these tips and tricks built in. SOKRATI 2 Section 1 GMC Best Practices Google Merchant Center (GMC) is a free Google Interface which allows you to connect, upload and update your E-Commerce product catalog. If you haven’t created one already, simply create a free GMC account, verify your e-store information and you’re all set to start your Google Shopping Campaigns. 1 1. Uploading Your E-Commerce Feed While you’re uploading your E-Commerce store feed you need to keep the following checks in place for a smooth upload with minimum or zero errors onto GMC. For a step by step guide to uploading your feed to GMC you can read Google’shttps://support.google.com/merchants/answer/188477?hl=en support documentation.https://support.google.com/merchants/answer/188477?hl=en A. THE RIGHT FEED FORMAT Google currently supports data feed in 7 formats - • TSV or Tab Separated Values, extension (.tsv). • CSV or Comma Separated Values, extension (.csv). • TXT or Text File, extension (.txt). • XML or Extensible Markup Language File, extension (.xml). • ZIP File, extension (.zip). • GZIP File, extension (.gz). • BZ2 compressed File, extension (.bz2). Keep in mind ZIP, GZIP & BZ2 files need to be compressed text or xml formats. Most commonly used file formats are TXT & CSV. More on feed formats in the next section. B. THE 3 FEED TYPES In the beginning while launching Google Shopping campaigns we only upload the product feed file, which has an array of products listed with basic attributes like brand, size, color and price. However there are two more types of feeds that you need to be aware of: The Merchant Promotions Feed : This helps you to assign and communicate special offers to your consumers when they see your product ads on Google SERP. We’ll be talking about the advantages of merchant promotions in greater detail in the next section. SOKRATI 3 The Inventory Feed : If you have dynamic price fluctuations and new products flooding into your store catalog or even products going out of stock, there is a simple way to keep abreast with thousands of such product level changes that could otherwise make life difficult for an E-Commerce marketer. The inventory feed takes care of this. On an average, for product catalogs ranging from 100,000 SKUs and above, these inventory feed updates are a great way to ensure that product prices shown on Google Shopping Ads match that of the product pages on the website. This results in lower bounce rates and more add-to-carts. C. THE 5 INPUT SOURCES The most popular way to upload larger feeds (50k+ SKUs) is through sharing a feed link that fetches the source multiple times during the day to keep your Google Shopping Feed fresh and healthy. Smaller feeds can be uploaded via Google Sheets. Some other input sources of feeds manually use (for very small product lists), an API call and finally use a FTP (File Transfer Protocol), which is also popular. D. FREQUENCY OF FEED REFRESH Many E-Commerce marketers ponder what really is the ideal frequency at which product feeds need to be refreshed, and the answer really depends on the size of your feed and how dynamic it is. Feeds in GMC expire every 30 days, so it is advised to refresh feeds before that time. Can this be automated? Yes, Google has a scheduling feature, which allows you to schedule your GMC feed refreshes daily, weekly or on a monthly basis. However, if your feed demands multiple refreshes, then it needs to be done manually. This can be done using APIs. 2. The Tricks about Merchant Promotions Google Merchant Promotions is a great way to induce a sense of discount in the hearts of buyers, attracting them even before they land on your website. Merchant promotions increase your Ad CTRs by 5-7% and also lead to better conversion rates. A step-by-step, detailed implementation guide for merchant promotions is shared on https://support.google.com/merchants/answer/4588748?hl=enGoogle’s help documentation. Here are some common areas where users have issues setting and optimizing Merchant Promotions: SOKRATI 4 A. WHITELISTING DOUBTS Yes, you need to whitelist your account before you set up the 1st merchant promotion for your Google Shopping Campaigns! The only way to whitelist your merchant promotions is through contacting channel partners and filling up the merchanthttps://services.google.com/fb/forms/merchantpromotionsform/ promotions interest form, which can take around 2-3 working days to get activated. Hence make sure you have done this with enough time in hand, if you have any specific season sale or campaigns scheduled. B. SETTING UP MERCHANT PROMOTIONS FEED You can create promotions manually or upload a feed with promotional details. Promo id, applicability (all products or specific), offer type (code, generic), title (maximum 60 characters), effective dates of the offer, channel (online) are the required fields in setting up a Merchant Promotions Feed. C. MAPPING PROMOTIONS TO SPECIFIC PRODUCTS If your promotions are applicable to a specific set of products agnostic of any particular pattern like brand, for example, an end-of-season sale across categories, you will need to map particular promo ids in the feed for those specific products. D. THE POLICIES YOU NEED TO ADHERE TO • Promotions must not be overly restrictive (first time users or registration specific). It must be applicable for all users. • The minimum discount amount must be at least $5 or at least 5% off on the current price of the item. • Discounts must not already be shown on the Product landing page, but given in the cart or at checkout. SOKRATI 5 E. IS THERE A REVIEW PROCESS Well yes, after the merchant promotions are updated, Google will scan through the details with respect to the above policies and only once it is cleared, the merchant promotions will be visible to the audience on Google Shopping Ads. This may take around 1 business day. 3. Keeping Your GMC Healthy Keeping your Google Merchant Center feed healthy is an important aspect, which many tend to overlook sometimes. This can take a severe toll on your campaigns, so address these issues proactively. Read Google’shttps://support.google.com/merchants/answer/6149970?rd=1 Shopping policies for a deep-dive. A. THE BASIC WARNINGS In general there are 4 types of errors in GMC that you should keep in mind, these mostly talk about policy violations or product feed issues, we have listed some common examples here: Policy violation : This is most common error in Google Merchant Center. There could be many reasons for this error but the most common is inappropriate or offensive content in the title or description. For example, Google doesn’t allow selling weapons, drugs or alcoholic products (in certain countries). Image Errors : Image sizes should be proper and only product image should be shown on it (no logo or price) which can lead to those products getting disapproved. SOKRATI 6 Inaccessible Product Page : Product pages should be accessible from all countries and devices and Google should be able to crawl it. Price and Availability : Product price and availability (in/out of stock) should be up to date, multiple failures in price or out-of-stock can get your top-selling product SKUs, hence updating feed as mentioned earlier is a must. B. DIAGNOSTICS The diagnosis tab is on the left hand panel in your GMC interface. The diagnosis gives you a comprehensive report of why one or many of your SKUs are being disapproved along with a specific reason. A sample set of common diagnostic issues are shared in the image.
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