High quality product information is the foundation for connecting retailers with the most qualified customers on Google Shopping. Luckily, getting your product data in shape has never been easier with new Merchant Center tools. The new feeds experience and Opportunities are here just in time for you to win this holiday season.
Add or override product data with supplemental feeds
Previously, your product data could only be submitted in one primary feed. Now, supplemental feeds give you the flexibility of submitting and modifying your product data from multiple sources. You can use them to add or override attributes and values in your primary feed. For example:
Add holiday custom labels or promotion ids to products in your primary feed through a supplemental feed
Replace attribute values in your primary feed with new values from your supplemental feed
Take your products global with a single multi-country feed
With Shopping available in 37 countries, don’t miss the opportunity to bring your products to new global customers. Simply add new countries with the same language to your primary feed and your prices will automatically show in the correct currency of the user. You can also reach new countries with different languages by applying Feed Rules to pull language-dependent values from a supplemental feed, like title and description. Now’s the time to add international expansion to your holiday plans.
Farfetch, a luxury fashion retailer, was able to quickly and easily extend their global footprint:
"The new feed management features in Merchant Center are an amazing solution. With the ability to create multi-country feeds, we easily launched Shopping campaigns in 6 more markets across 2 continents that now represent 29% of our traffic coming from Search in those countries. Our expansion would have been slower and more costly without this feature."- Martin Zirfas, Performance Marketing Executive
Modify your product data from the Content API with Feed Rules
The power of Feed Rules is now available for product data provided through the Content API. This means that you can easily make product updates without having to change your feed directly. For example, you can:
Apply custom labels based on other values
Complete shipping values based on product weight values
Append strong brand values to the beginning of product title values
Look out for additional updates as more functionality is added to Feed Rules.
Drive more clicks with Opportunities
Get a better idea of the potential results and effort needed to improve your product data or campaigns in the Opportunities tab. A card will appear if there’s enough information to surface an opportunity. From minor adjustments to important feed fixes, each card pulls in dynamic information to help you prioritize your resources and drive more clicks to your account. Initial cards will show on a limited basis and focus on improving your product data quality. But, this is only the beginning -- expect more opportunity types in the future. Check the Opportunities tab regularly as it's constantly working in the background to spot opportunities for you. And, make it a goal to address any high-value opportunities before heading into the holidays.
Keep your entire team informed of your Merchant Center account
The days of setting one primary contact and one technical contact are over. You can add multiple team members as either Admin or Standard users to your Merchant Center account. Each user can manage their own email preferences to opt into important news and notifications, including feed alerts, tips and best practices, and beta opportunities. You can also specify email-only users, who will receive communications but can’t log into your account. Before the holiday season, keep your team in the loop by adding them to your Merchant Center account.
Every business has its own unique set of reporting needs -- from determining which keywords drive the most website traffic to understanding the top performing mobile search ads over time. Having a consolidated, and comprehensive view of how your account is doing helps you spend less time creating reports, and more time identifying new opportunities. That's why over the next several weeks, we’re rolling out dashboards: a single place in AdWords* where you can bring together your most important reports and unearth insights about your business.
Create a customized view of your data
Dashboards gives you the flexibility to arrange your tables and charts in a way that’s most meaningful to you. You can add existing saved tables and charts to your dashboard, or create new ones on the spot. Curious about how your campaigns performed last summer? As you can see in the image above, you can quickly select any date range to see how your dashboard looked during that period.
Monitor performance in one place
You no longer have to navigate back and forth across different tabs and reports to get a comprehensive view of account performance. Instead, you now have all your important tables and charts in one place. You can easily see your impressions and CTRs by device right next to clicks by device as shown in the image above. This helps you to better understand the relationships between your data, and easily identify patterns and trends. There’s always a performance improvement opportunity waiting to be discovered, and dashboards allows you to quickly identify them and take action.
Collaborate and share with your team
If you work with multiple people on the same AdWords account, you can now build and review dashboards together. All dashboards in an account are conveniently listed in the Reports tab for seamless collaboration.
Create your first dashboard
To help get you started, we’ve provided a starter dashboard as an example of what’s possible. You can choose to build off of this dashboard, modify it to your needs, or delete it and create your own.
Creating dashboards in AdWords is simple. Just click Reports at the top of your account, click the Dashboards tab, and then + Dashboard.
We recently announced that we'll be moving all AdWords app install campaigns to Universal App Campaigns (UAC) later this year.With UAC, you can reach the right people across all of Google’s largest properties like Google Search, Google Play, YouTube an...
People expect to get things done in ‘one step’ or ‘one second’. Whether it’s finding the cheapest flight or ordering takeout, they demand fast and seamless mobile experiences. Did you know that for every second it takes for a retail website to load, conversions fall by up to 20%?1 In other words, if you’re sending your customers to slow-loading landing pages, you’re missing out on potential traffic, engagement and sales.
That’s where Accelerated Mobile Pages (AMP) can help. The open-source AMP Project aims to make the web faster and better for everyone. AMP pages are so fast, they appear to load instantly.
Earlier this year at Google Marketing Next, we introduced the ability to use fast-loading AMP landing pages for your search text ads. Starting in two weeks, we’ll be rolling this out to all AdWords advertisers globally.
Create a faster mobile ad experience with AMP landing pages
Get your mobile landing pages ready
We know that a better landing page experience results in a better ad experience—that’s why your landing page experience is such an important factor in how Google determines ad rank and pricing. By directing your search ad clicks to AMP landing pages, you can create the super-fast and delightful mobile experience that consumers expect. To get started, check out the AdWords Developer's Guide for AMP and learn how to create AMP landing pages.
“With AMP, we were able to improve mobile performance, achieve impressive results and double our conversion rates. AMP really moved the needle for Greenweez.” - Simon Le Fur, CEO, Greenweez
“AMP plus AdWords equals better conversion rates. These results also prove that even if your mobile site loads in four seconds, there’s scope for improvement. We’re absolutely confident about the benefits of AMP. We’re now building more and more AMP pages for most of our large and enterprise clients across all markets.”- Leif Grenevall, CEO, Adtraction Visits
“We've seen some good early results with AMP including improvements in engagement metrics, such as bounce rate, pages per session, and conversion rate. It’s clear that AMP’s faster loading times are driving a better user experience.” - Mike Carmody, Director of Paid Search, Saatva Mattress
To see the percentage of clicks that go to invalid AMP pages, visit the "Landing Pages” page in the new AdWords experience. You can then work with your contact to ensure your landing pages comply with AMP guidelines and fix potential issues.
AMP landing pages for search text ads will be available for all mobile clicks—however, caching will initially only be available for the Chrome browser on Android. We’ll be rolling out support for additional mobile browsers in the coming weeks. Learn more in the AdWords Help Center.
Posted by Jon Diorio, Group Product Manager, AdWords
1. SOASTA, The State of Online Retail Performance, April 2017
The holiday season is right around the corner - are your Shopping campaigns prepared to maximize increased shopping traffic? To help you get a head start identifying product data gaps and measuring your competitiveness in Shopping campaigns, we’re rolling out product status reporting and absolute top impression share.
Recover potentially lost Shopping traffic
If your Shopping campaign includes products not eligible to serve, that means disapprovals could be affecting the number of shopping results you show up on. See how many of your products are ready to serve by adding product status reporting to reporting charts in the ‘product’ and ‘product groups’ page. For example, a dip in ‘products ready to serve’ means your products are no longer eligible to participate in the auction.
Historical performance using Shopping product status
A new diagnostics report in the products page helps identify your aggregate product status, like products ‘ready to serve’ or ‘disapproved.’ Add performance columns like Clicks and Conversions to the report to prioritize where product updates can make the biggest impact to lost traffic. Click on each product status to see more details on how to fix the issues immediately. Alternatively, you can also view a full list of affected products directly in AdWords from the report. Develop a routine cadence to go through your Shopping campaigns and identify the top performing products not eligible for auction as products details frequently change, especially with the peak holiday season coming up.
Use the products tab (1) and diagnostics report(2) to see product status (3)
New metric shows how often your Shopping ad is in the top spot
Now that your products are eligible to serve, it’s time get them in front of shoppers. The left-most ad on mobile Shopping results get up to 3X more engagement from shoppers1; impressions in this position are called “absolute top” impressions. To see the percentage of time you’re showing in this top position, use absolute top impression share (Search abs. top IS column in AdWords).
Absolute top impression share is the number of “absolute top” impressions you received in Shopping results over the total times you could’ve been in the top impression.
For instance if you showed up as the “absolute top” in 8 search results but were eligible for 20 results, then your absolute top impression share would be 40%. If you have a high absolute top impression share, it means your products often appear at the top position in Google Shopping results. “Absolute top” impressions include ads from the Shopping carousel on Google search results and is available for both Shopping ads and Local Inventory ads.
The “absolute top” impression in mobile Search results
You can use this metric to optimize seasonal campaigns and get in front of more shoppers. Let’s say you sell kitchenware and plan to have a holiday sale on pots and pans. Separate out the sale products into their own product group. Monitor it for two days and adjust bids upwards if you need to make your ads more prominent. Also review absolute top impression share by device at the ad group level. You can optimize an underperforming device audience by increasing the bid modifier. Ad quality is the other factor in growing your absolute top impression share; include high quality images, relevant product titles, and the correct GTINs across your inventory to improve the quality.
To monitor your impact in key categories, you also can combine absolute top impression share with other competitive metrics such as click share. By increasing both metrics, you’re claiming more of shoppers’ attention.
The diagnostics report and absolute top impression share are available starting today in the new Adwords experience2.
To learn more about how to use absolute top impression share and other metrics to prepare for the holidays, visit our Help Center.
Posted by Thomas Houit, Product Manager, Google Shopping
Whether it’s Diwali, Back to School, Christmas or Boxing Day, shoppers go online to purchase gifts globally. Here's how you can capture the attention of global shoppers with Shopping ads.
Here's how you can capture the attention of global shoppers with Shopping ads (based on 2017 dates)
Show Shopping ads everywhere you sell
This year, Shopping ads expanded to Argentina, Chile, Colombia, Hong Kong, Indonesia, Ireland, New Zealand, Malaysia, Portugal, Singapore, South Africa, Taiwan, the Philippines, United Arab Emirates and is now available in more than 30 countries. Use Shopping ads to reach new global customers, promote the products you sell and find better qualified leads by putting product images, price, and business name in front of people searching globally on Google.
Quickly expand your Shopping Campaigns to multilingual countries
We know one of the hardest challenges to expanding internationally is preparing your Shopping ads for a new language. But, did you know that you can submit your feeds in English in more than 21 countries? You can quickly expand to english speaking countries and to countries that support multiple languages, such as: Belgium, Czechia, Denmark, Hong Kong, Indonesia, Norway, Sweden and Taiwan.
Let us handle the currency conversion
Additionally, if you sell and ship products to multiple countries, but your website doesn’t have different product pages for each country’s currency, Google will automatically display your product prices in the local currency.
Ready to start an export campaign? To start promoting your products internationally, learn more here.
Posted by Aaron Berger, Product Manager Google Shopping