How To Create A Shopping Campaign In Google Adwords – Part 4

Local Inventory Ads…

Recently there was an interesting campaign launched with the tag line “Mrs. India Ka Ghar”. The concept was that today’s working woman comes home and gets prepped for the guests’ homecoming at night, she reflects back on memories. This happens while she is taking viewers through all the rooms. This way the entire décor is being showed and the variety offered by Fab Furnish is also established. The objective was to position Fab Furnish as the homemaker for modern working women who has extremely less time at her hand. You can check out the video here.

Fab Furnish image

Say a furnishing brand wants to show different set of products in different countries in Google shopping campaign then that is possible.

Inventory filter is a very novel way of excluding products from a particular shopping campaign.

inventory filter image 1

inventory filter image 2

The by default option is set to “None – Use all products in country of sale (recommended).” Now for creating your own custom filter click on “Create custom filter”. You will have to specify attributes vis-a-vis values for those products which you want to include in the campaign. The highest limit is 7 for putting attribute filters.

Mainly shopping campaigns are done to show products which are sold online. But if you want to sell products that are available in physical store, it is advisable to use local inventory ads. These ads will show your products to a customer who is nearby to the store and is looking for your product. When clicked the ad will show a Google hosted page which has details about product inventory, store timings and directions to the store.

The products will be showed in different ways on the basis of the type of product inventory selected. There are 3 types:
1. Local only
2. Online only
3. Multichannel

You can select the ad format you want to use for each inventory type. You will have to fill up a form on the following link  https://support.google.com/merchants/contact/local_availability to check your eligibility for “Google My Business”.

Now you have to enable your local product listings on shopping campaign. Following link will give you step by step guide on this: https://support.google.com/adwords/answer/6275309

After enabling local inventory ads, you can specify locations which you want to target. Exclusion of locations is also possible. For example say your target location is Thane but you don’t want the ads to be showed in Kalyan then the same needs to be specified under locations.

While selecting networks on which the ads will be showed, you should check the box which says “Include search partners “. This will help you to increase traffic to your products and reach more shoppers.

The next step is to set your bid strategy. By default it will be set to “I’ll manually set my bids for clicks”. If you don’t have the bandwidth to do so then you should look at conversion tracking and enhanced CPC. This will involve creating a flexible bid strategy as well.

Now what’s conversion tracking? Simply put, it means you track conversions. In AdWords you have to put a tag (HTML code) in your website pages. So when a user clicks on your ad, a cookie is placed on users’ browser/mobile. Note when the user reaches a conversion page, say a purchase confirmation or sign up thank you page, AdWords looks for a cookie to identify which ad lead to the conversion and records it. This helps you in understanding – how click on an ad on one device/browser leads to conversion on some other device/browser.

That’s it for today, next time we will see details of Enhanced CPC set up, till then keep being awesome 🙂

(Content and image source: support.google.com/adwords/answer

“Mrs. India KaGhar” image source: Lighthouseinsights.com)

HOW TO CREATE A SHOPPING CAMPAIGN IN GOOGLE ADWORDS – PART 3

Setting up campaign priority…

Recently I was in a two day conference where a lot of emphasis had been on how video is making a difference in consumers shopping preferences. According to “Think with Google” there are four different kind of micro moments which customer experiences.

1 – I want to watch what I am into moments – these are mainly related to one’s passion or interest – data suggests that 53% of online video viewers watch online video to be inspired or entertained.

2 – I want to know moments – mainly related to learning or researching – data suggests that nearly 70% of millennials agree that they can find a video on anything they want to learn.

3 – I want to do moments – how to do certain things/activities is what is being searched in this context – data suggests that searches related to “How to” are up by 70% as compared to last year.

4 – I want to buy moments – most important for marketers, these are mainly pertaining to what or how to buy – customers in 18-34 age suggest that YouTube is the best place to learn about a product or service that interests them.

(Data Source: Thinkwithgoogle.com)

Well imagine if your shopping campaign can be showed on YouTube while customers are going through these micro moments. Purchase decisions can be a lot more quicker than what they are right now.

But we can reserve this topic for some other day. Today we will look at steps for setting up shopping campaign in AdWords.

First log into your AdWords account. Then click on “+Campaign” button as showed below.

+campaign image

Click on “Shopping” option. You will be taken to the “Select campaign settings” page. Here you can give your campaign a name, load setting from existing campaign or give new settings, provide merchant id for which you are creating the campaign.

Merchant identifier image

Select country of sale where the products will have to be sold. This is related to the target country field which is mentioned in product data in Google Merchant Account. When the campaign is getting executed the system checks which target country the product will be delivered in and accordingly pulls it into the shopping campaign.

country of sale image

There are advance shopping settings also which you can use for the purpose of advertising local products. These are “Campaign priority” and “Inventory filter”.

Campaign priority could be set at – low, medium or high

Campaign priority image

The rules used for determining bids in this case is as follows – When the priority is same across all the campaigns then the highest bid value will be taken. If one campaign has high priority & other campaign has low priority, then the product bids are taken from high priority campaign.This is done even if the lower budget campaign has given a higher bid.

Once the budget for high priority campaign runs out then the bid from low priority campaign is taken. Take an example – Priya has a bakery shop and has started a campaign for winter. Now one product is cupcake, which is also listed in cakes campaign. Priya has a specific budget for the winter campaign and wants it to be expended first. In this scenario winter campaign has to be set as high priority and cakes campaign low. So when winter campaign budget is expended,system will take bids from cakes campaign.

That’s it for today. Next time we will look at what settings need to be done for creating custom filters and using local inventory ads. Till next time keep being awesome 🙂

(Image source: https://support.google.com/adwords/)

How to create a shopping campaign in Google AdWords – Part 2

Shopping policies to be adhered…

A few days back I was just browsing through a few videos on YouTube and I stumbled upon an ad from HP. The content was amazing, they show a young guy who is working on his laptop and there are a few hi-fly execs in their expensive suits who make fun of this guy. But tables turn when they find the same guy to be an investor in their company. The tagline is “I like your soch, but love my approach” #BendTheRules. To watch the video click here

Imagine that HP’s team overlooked Google’s shopping policy & promoted a product that formed part of a Recalled Products list. This will lead to Google disapproving ads of other products and in some cases suspending the brands account. Can you imagine what a disaster this will be, just because one small detail was overlooked?

Today we will look at a few of these Shopping policies from Google.

User Experience:

(a) Accounts which are inactive:

Google doesn’t allow ads from accounts which are inactive for more than 14 months.

(b) Quality of landing pages:

Say a user advertises on Google with the only purpose of showing ads on his website and earning money, then such websites are not allowed by Google to be advertised. A few other instances which are not allowed by Google are as follows:

– Submission of any items twice

– Content or images which are taken from any other site and are not owned by the advertiser

– Ads which lead to Parked domain. Parked domain sites are those where only ads are showed and there is no relevant content.

(c) Content of landing pages:

There are a couple of points that you need to keep in mind in order to maintain the landing page’s content and its adherence to the Google’s Shopping policy. Following are just a few of many:

– The product on the landing page should be the same as compared to the ad that you have showed to the user.

– User should not be taken to an error page and it should be a proper landing page. Instead of a page you can’t take the user to a video link or a PDF file.

– Making login compulsory to see a product is not allowed.

You can see a detailed description of other points here.

Safety & Security:

Following are the kind of sites that are not allowed by Google’s shopping policies:

(a) Sites which:

– are infected with or install malware on user’s computer

– pull content from such malware infected sites

(b) Phishing:

When any website tries to look like another site to obtain personal information, this activity is called phishing. Google has a list of suspected sites who may indulge into phishing. These sites are not allowed to be promoted.

(c) Recalled products:

Recently there have been a few instances where lot of cars have been recalled by a few auto players. These cars may not be allowed to be advertised as per Google’s Shopping policy. Another scenario is products which are recalled by any government agency will also not be allowed to advertise.

(d) Sale of free items:

Say you have got a holiday package which you paid for but later came to know that it has been offered for free to everyone. You will feel bad and will never trust the ad on Google network again. In order to avoid this, Google doesn’t allow promotion of products which are offered for free. Even no entity can advertise forms which are offered by government agencies for free or lesser cost.

(e) Spam techniques:

Google shopping campaigns do not allow techniques such as cloaking and bulk marketing. In Cloaking the content presented to the Google crawler is different from that presented to the user’s browser. This clearly violates Google’s code of offering relevant content to its users. Apart from this Google doesn’t allow promotion of keyword stuffed webpages which are dense with keywords just to increase SEO ranking of the webpage.

(f) Time sensitivity:

Google doesn’t allow promotion of services whose value is based on time. For example, concert passes have a time expiry. Similarly railway tickets are something which have time expiry. These services can’t be advertised as part of a shopping campaign.

(g) Safety of users:

If the product guarantees cures or benefits beyond abilities of modern medicine, then those products are not allowed to be advertised. Additionally any content on illegal products is also not allowed in the shopping campaign.

That’s it for today. Next time we will see steps on how to create a shopping campaign. Till then keep being awesome 🙂

(Content source and courtesy: Adwords support.google.com)