an introduction to gscs - how to get more ecommerce traffic with product listing ads
TRANSCRIPT
An Introduction to Google Shopping Campaigns:
How to get more eCommerce traffic with product listing ads
By Sam Vile
Agenda
• What are GSCs• What are PLAs• Why use GSCs• Google Product Feed
• custom labels• how to build the feed• don’t forget about them!
About Me & Digital Gearbox
We are official Google Partners, which means our team are fully trained and certified in Adwords, &
that we’re managing our client’s activity to the high level that allows us be recommended by Google.
What are GSCs?
Google Shopping Campaigns are a type of campaign within the adwords advertising platform that show people product listing ads based around a Google product feed.
Product listing ads (PLAs)?
What are PLAs?● GSCs are the campaigns in
Adwords while the ads are called PLAs
● The campaigns used to be called PLA campaigns but they changed recently.
● GSCs are the back end, the bit that the advertisers deal with. PLAs are the front end that the consumer sees.
Why use GSCs?
• They give customers information that they want. -Price -What it looks like
• High levels of competition in eCommerce so self selection helps save you money.
• But it means the feed must be up to date.
Why use GSCs?
• Segmentation options• custom labels• other attributes
• Great for large product ranges
How do they work?● GSCs are very different from keywords.
○ As the name suggests keywords are based around the match between the search term and the keyword that the advertiser has put into the adwords camapign.
○ GSCs however are based around the match between the google product feed and the search term.
Google Product Feed
● All your products in one place○ Big database file
● No keyword stuffing● Site product feed.
<g:availability>out of stock</g:availability><g:price>90.00 GBP</g:price><g:sale_price>45.00 GBP</g:sale_price><g:gender>Female</g:gender><g:age_group>Adult</g:age_group><g:brand>ECCO</g:brand><g:gtin>634246696941</g:gtin><g:color>Black</g:color><g:size>38</g:size><g:item_group_id>21361301001</g:item_group_id><g:custom_label_0>Female</g:custom_label_0><g:custom_label_1>Black</g:custom_label_1><g:custom_label_2>38</g:custom_label_2><g:custom_label_3>0-60</g:custom_label_3><g:custom_label_4>SS14</g:custom_label_4></item>
Custom labels● Great way to segment
● Segmentation is a key part of GSCs
● Custom labels allow you to group the products.○ For example:
■ price range■ season■ colour
● Can they be changed?
How to build the feed• Carefully!• Experts• Planning• Forward thinking:
• plan you ad strategy• custom labels for the future
Don’t forget about them!
● They are not things to be set up and left.
● They need regular updating:-new products-stock updates-price changes (eg sale)
● How to Keep them up to date:● Manual uploads● Automatic upload schedule
Recap
• GSCs• Not like keywords• Based around the product feed• allows great segmentation options
• PLAs• Give customers a chance to self select
• price • images• conversion rate
For more informationDigitalGearbox.co.uk/Google-Shopping-Campaigns
Tel: 01865 980630Email: [email protected]
Follow us on Twitter: @DigitalGearbox
Any Questions?
Our next webinar….
Next Wednesday 7th at 2:00pm
How To Increase Your Local Business Presence Online:
How To Get Your Business Back In The Local Search Results After Google's Recent "Snack Pack" Update