Google Shopping for Shopify The Definitive Guide by Joshua Uebergang of DigitalDarts.com.au v1.2 Table of Contents 1 1. The Power Of Google Shopping The Ultimate Advertising Platform 1. Measurable ROI 2. Control 3. Conversion Rates Of Sales And Leads The Downside Of Google Shopping 8 2. How Does Google Shopping Wor#$ "here Do Google Shopping Ads Show$ Google Search Google Shopping Google Partner Sites Google Display YouTube 14 &. How To Profit From Google Shopping Goals ()*ing +ntent Competitor ,esear-h Google Search Ad Preview And Diagnosis Tool 1 %. How To Setup Ke* Google Prod)-ts For Ad Growth The 'our !orsemen Of Google Shopping Setting Up The Ac-ounts 1. Google Ads 2. Google Merchant Center Business Information 3. Google Search Console 4. Google Analytics && /. Your Google Shopping Feed In Shopif* "h* Should + Optimise 1* 'eed? "hat 1akes A (ad 'eed? Out Of Stock Product Disapprovals Inaccurate Pricing Irrelevant Searches Unoptimised Titles Three Of The (est "ays To .eep 0our Shopify Shopping 'eed !ealth* 1. Manual Input With Google Sheets 2. Shopify’s Google Smart Shopping 3. DataFeedWatch The 1ost +mportant Attrib)tes 'or A Google Shopping 'eed ID Title Description Link Image Link Availability Price Google Product Category Brand Identifier Exists GTIN MPN Color Shipping Tax Optional ()t Powerful Attrib)tes 'or Google Shopping Product Type Cost Of Goods Sold Sale Price Promotion ID Additional Image Link Other Attributes 'eed S)bmission Submit The Feed To Merchant Center How To Correct Google Shopping Errors Get The Google Shopping 'or Shopify +nfographic Download It Embed It 22 2. Campaign Structure The 'irst Campaign3,ight The 'irst Time General Settings Bid Settings Targeting And Scheduling Settings Strateg* And Str)-t)re Common Segments Category And Product Type The .ing And Peasant Strateg*4 An Overview Of Priorities And 5egative .e*words 67 7. Optimise Your Google Shopping Campaigns The Two 8evers Of Growing Ad ,even)e "ith Google Shopping Quality Score Bids The AIDA 1odel 'or Shopping Ads To Spot Growth Opport)nities Get More People In Front Of The Ad—Increasing Impressions Get More People Clicking On The Ad—Increasing Clicks Get More People To Buy And Buy More—Increasing Sales And Average Order Value (idding Optimisation “The Sweet Spot” Considering Automated Bid Strategies Promotional Periods Seasonal Bids SKU-Level Bidding Bid Modifiers To Get The Right Person At The Right Time ,evisiting Campaign Str)-t)re "ith The .ing And Peasant Strateg* Negative Keywords The King And Peasant Strategy: How To Structure Your Campaign For Your Most Important Searches Search Term Optimisation Tools Sniff Out The Competition Campaign Management Scripts 114 8. Google Shopping Merchant Center Programs The Six T*pes Of Google Shopping Programs 1. Seller Ratings 2. Product Ratings 3. Dynamic Remarketing 4. Merchant Promotions 5. Google Shopping Actions 6. Local Inventory Ads +nfographic4 Google Shopping 1er-hant Center Programs 'or Shopify Download It Embed It 132 7. E9panding Be*ond Google Shopping 'our Channels To :9pand (e*ond Google Shopping 1. Video Ads 2. Google Search Ads 3. Google Display Ads 4. Microsoft Advertising Con-l)sion "here to 5e9t$ About the Author Before you continue: Step 1: Know of someone who runs an online store that would be happy to turn more visitors into customers? Feel free to share with them the following link so they can download the latest version of this free book: https://www.digitaldarts.com.au/google-shopping Step 2: Learn the ecommerce growth secrets of “little” online stores owning their niche to hit $1,000,000 in sales a year and beyond. Free 7-part course made for Shopify store owners wanting more sales. Free sign-up available now: 1. The Power Of Google Shopping Why The Advertising Platform Can Ma#e A Store S)cceed Overnight “Nobody reads ads. People read what interests them, and sometimes it’s an ad.” Howard Gossage, an advertising innovator known as “The Socrates of San Francisco” in the 50s and 60s oogle Shopping drives 76.4% of retail search ad spend in the US and 82% of Gretail search ad spend in the UK, according to Search Engine Watch. It is no surprise ad spend rises as companies report greater success on Google Shopping over any other channel. The ad platform allows control and near-instant reporting that surpass traditional media. Since 2002, Google has provided retailers a solution to boost sales by promoting online inventory and increasing foot-traffic to retail stores. Previously referred to as “Google Product Search” and “Froogle,” we now know this as Google Shopping and to a lesser extent, Product Listing Ads (PLAs). Google Shopping is one type of ad on the Google Ads platform, formerly known as Google AdWords. From small retail startups, to major players like Amazon, businesses in the ecommerce industry take to Google Shopping to drive product sales. Google in their 2018 Economic Impact Report shares that "we conservatively estimate that for every $1 a business spends on Google Ads, they receive $8 in profit through Google Search and Ads." The Google Ads model creates 70.9% of Google’s total profit. According to Summit, Google saw spend on shopping ads skyrocket by 34% in 2017—a vast jump compared to the 2% increase for text ads. The advertising platform is growing as retailers find profit through it. That is lovely knowing others benefit, but what do individual companies experience? 1. The Power Of Google Shopping 1 I run Digital Darts, a company certified by Shopify in marketing as part of their Experts program and part of Google’s Partner program. Every day we manage ad campaigns of Shopify stores. What are real-life results we see managing Google Ads for retailers? We have a fashion client who averages $13 for every $1 spent. There’s a company that successfully raised money on Kickstarter to launch their pet product. They were lost at how to grow after the crowdfunded campaign. Thanks to ad campaigns that were well-built and managed, we were able to achieve a return on ad spend that smashed their goals by 4 times. A large drop-shipping company had stalled at $80k in sales for 2 years. The month we took over their Google Ads, they broke through 6- figures of revenue to reach a record month. Shopping campaigns are used by stores and traders for good reason. Here are some important research statistics to take note of: • 55% of online millennials turn to search engines when shopping. • 64% of smartphone users use mobile search before visiting in store to figure out what to buy—most of them are same-day searches. • 71% of smartphone users who search in store trust what they get from their search more than a sales assistant. The ease, simplicity, and convenience of the online shopping model (as demonstrated by the growth of Amazon and eBay in recent years), makes Google Shopping campaigns a key tool in your arsenal for achieving greater sales. The Ultimate Advertising Platform Shopping ads typically appear at the top or right of search results. Other locations where shopping ads are used include the shopping tab of search results, YouTube, partner websites, and more. You will learn further about these various locations and how you can use them to grow your store. 1. The Power Of Google Shopping 2 Billions of dollars have been put into Google’s algorithms to deliver users relevant search and advertising results. Google wants advertisers to maintain this experience so its users continue to spend time on Google’s platforms. The giant gives advertisers the tools to make scientifically accurate decisions and then rewards them for relevancy in the form of lower costs and increased volume. The data and trends show many businesses focus on Google Shopping as part of their overarching marketing plan. I love the platform for geeky reasons. Personally, I feel it is the ultimate advertising platform because the return on investment is clear, the control is hyper-granular, and it is a reliable lead-generation tool. We have many businesses thank us for doubling their total sales by using the platform. 1. 1easurable RO+ Marketing is seen as a necessary evil. How many times have you heard the phrase, “You need to spend money to make money?” Probably more times than you’d like. A typical store owner has to ask themselves many difficult questions such as, “How much do I need to invest in marketing?” and “How do I know it’s working for me?” 1. The Power Of Google Shopping 3 This is where the age of digital marketing—particularly PPC (pay-per-click)—has been advantageous with its ability to measure bottom-line results. Google Shopping is a prime example of a platform that allows any advertiser to break down real results and attribute them in a granular fashion, allowing a store owner to see exactly how every penny was spent and what results it returned. Once your desired ROI is achieved, then you can increase your initial budget. The granularity goes far deeper than seeing an overall ROI. You can break it down to incredible actionable insights including: • Time of day: Do you want to pay more for people when the majority of searches and transactions take place? Do you know what time people browse and research, but do not buy? All is possible thanks to the level of data provided by Google Shopping and Analytics. • Device: Do people buy from you more often on mobile because it is quick and convenient? Or do they convert later while searching on their desktop computer when they have more time to think about the item? I’ve turned unprofitable campaigns into cash-cows by simply observing how mobile users convert at half the rate of desktop users.