How to boost my Shopping campaigns

Written by

Marc Salvador

SEM · 08 / 11 / 2018

The first thing we must be clear is that, to create Shopping campaigns, we have to upload a data feed to Google Merchant Center.

Therefore, the more complete this data feed, the more sales opportunities we will be creating in our Google Shopping campaigns, or what is the same, we will be enhancing the visibility of our Shopping campaigns.

Search Google Shopping

First of all, what should we know?

A. Feed Renewal Time

Normally Google asks you to update the feed once a day, personally I would recommend that this be done automatically in the early hours, to automate the process a little but have margin of reaction in the event that this fails.

Feed renewal Time

B. The Product ID

This section is fundamental and we often do not give it the importance it should. Each product must have a unique ID, so we must use different IDs for different colors of the same product, different models of the same brand, etc. It is not advisable to reuse ID, even if the product is no longer available.

Shopping article ID

C. Complementary feeds

It is possible that your feed of products is so extensive that it complicate when modifying it directly or continuously, for this exist the complementary feeds. These will help you enrich it, including additional data to your main feed; Descriptions, images, mobile URLs, etc. But eye, you have to bear in mind that this type of feed cannot be used as the main source of data.

Google Complementary feed

And now, how can we improve the feed?

1. Title and description

It is very important that among these fields of the Google Shopping feed appear all relevant terms, but with a certain hierarchy.

For example, in title exit; The term the name of the product; Whether it is for men or women, size, color, model, the more information the better.

In the description go out all the other relevant terms for which we want that piece, and above all use synonyms to help Google understand what we are selling. This must be as complete as possible and has up to 5000 characters. Surely the titles will fall short in some cases and certain attributes of the product will have to go down to this level.

2. Availability

I would not recommend sending products to the feed without stock, but I understand that there are some types of products that are sold or charged on demand. In any case, we must always indicate if the product is available or not.

3. Quality Images

As with the descriptions, the image can differentiate us from the rest of our competitors so, expanding the catalog of images or improve the quality of these, can come to differentiate.

Quality Image Shopping

4. Sale Price and Price

We should be active only the Price, and leave the Sale Price for really moments of promotions or sales, such as Black Friday, January sales, etc.

In addition to use the Sales Price There are some very specific requirements that we can consult Here.

5. Google Product Category

On the one hand, you can only put one category per product, from Google Product category, and it is obligatory to do so. For example:

Clothing and Accessories > Accessories [sunglasses] (178)

6. Detailed Product Description parameters

In this section it is recommended to add all possible to all the products; Age_group and gender, color, gender, material, pattern, size, size_type, etc.

The more complete, the easier it will be to find you, the more accurate will be the searches that arrive and the more likely we will have to be better than the competition and be rewarded for it.

7. Custom_label//Etiqueta_personalizada

To increase the chance of success, it is very important that Custom labels be configured. As the name indicates, these custom labels are nothing more than labels that we can introduce in the feed, and that later, can help in the creation of structures so that our shopping campaigns can be optimized according to categories, temporality/ Seasonality, product performance, product competitiveness, etc.

8. Shipping

And finally, just remember that putting the shipping price is mandatory, so if we have free shipping we should choose the option of fixed rate and then when to enter an amount to be free shipping indicate “0”.

Finally, once we have tuned all these parameters, we can see the true potential of our Shopping campaigns.

But Care CoMo The feed is a file in continuous movement, we will find the possible occurrence of errors: Gtin, Google policies, price conflicts, URL errors, etc. Therefore, we must always be very attentive to our Google Merchant to solve and have our data feed as optimal as possible.


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