Beginner’s Guide to Google Shopping

1.Reading Materials:

Proper prepartion and a solid strategy are just as important as doing the actula work of setup and management.

2.Google Shopping

  • Feed Mastering
  • Bidding
  • Monitoring and Optimization

Data Feed: Google Help Center
google_product_category: Definition     Excel sheet /Plain text sample
Product data specification 
Supported file formats
Getting started with Shopping campaigns and your Google Ads account

3.Competitive Landscape

Manual Google search: products, prices, images, service
Tool:SEMrush

4.Accounts

a.Google Merchant Center
  • Verify that you own the site
  • Tax and shipping setting
  • Link merchant center to Adwords
b.Google Ads (AdWords)

Link Analytics and Set up conversion tracking with the pixel or Google Analytics.

c.Google Analytics
  • Conversion tracking
  • consumer engagement data
  • remarketing lists

5.Bidding

The Bidding Trifecta: product price, profit margin, conversion rate

  • sale price – cost of goods sold = available profit
  • available profit  * CR = MaxCPC
  • initial CPC bid = (0.4~0.75) * Max CPC

a. Your conversion rate for paid traffic is usually going to be less tat your site average. (10-30% lower rate)
e.g.  site: 1%,  paid traffic: 0.7%-0.9%

b. You may want to bid less initially.

c. Bump bid $0.03-$0.1  at a time until you start getting impressions and clicks.

e.tight product groups (brand, category, product type, custom label and more)

f. SKU level bidding, RLSAs (remarketing lists for search ads)

6. Q&A

1.Product with no impression
low bids or data feed issue.
Stary by increasing your bids first and consider feed changes later.

2.Products with high impression, no or low clicks
product price issue or poor image quality.
Ad preview and diagnostic tool.

3.Products with high clicks, no conversion
Ads, Landing pages, Competitive Research

Keyword Research on Christmas

When We Talk about Christmas-Keyword Research on Christmas

Keyword Tool

Google Trends

Google Keyword Planner

https://soovle.com/

https://answerthepublic.com/

https://www.semrush.com/  (Paid)

 

  1. What is hot with Google Trends?

A. It is obvious to see an increasing search of Christmas from the start of Q4.

Also people search Christmas more that Xmas.

B. Xmas ugly sweater is impressive, isn’t it?

C.Merry Christmas, Happy New Year or Happy Holidays.

2.Keyword ideas through Google Keyword Planner.

Merry Christmas, Christmas tee, Christmas decoration are hot topics.

3.What is popular at Amazon?

Top Searches include Christmas decoration, lights, tree and gifts.

People always love discounts, sale, clearance.

When we type ugly, it suggests “ugly Christmas sweater”, which is consistent with the result of Google trends.

What does ugly Christmas sweater look like? Just Google it.

 

5.Other Tools to Get More Cues

 

 

Find a topic you are intersted, and do it on our own.

How to Hire the Right Google Ads Agency

2 things  to  consider before we go on

  1. Adwords is no easy to outsource. Generally it is one of the hardest marketing jobs you can hand off to an outside person or firm.
  2. You should not outsource it too soon. It is doubly hard to outsource if you donot  thoroughly understand it yourself.

 

Hire someone inhouse or hire an agency

  1. hire someone in-house who has an intimate knowledge of your business, objective, your budget and marketing plan and more.
  2.  hire an agency who is more professional and keeping up with Google’s perpetual changes.

 

Payment models

  1.  Percentage of ad spend.
  2. Fixed fee
  3. Performance-based

 

11 quesions to Ask

  1. Did the person who is going to be monioring your adwords account, learn adwords on their own time?——Ask them to prove to you they built a successful, profitable campaign with their own money.
  2. Is the agency rally an agency?——Be aware of the lone-ranger account managers who come with no credentials, no certificaton, and no backing of an kind by the big players.
  3. What service does the agency offer?——Some multi-service companies will say they offer PPC when it’s really only a sideline.
  4. How did you hear anout the agency?——Always  get references or case studies from previous or current customers.
  5. Have they worked with anyone else in your specific market or vertical niche?——It is a go sign if they have prior experience in your sector.
  6. How do they report their results? weekly? montly? in what formats?
  7. What KPIs do they use?——Good agencies talk about CPAs, volume of conversions and profits instead of number of clicks, impressions,CTRs or eve the posion of your ads.
  8. What account  management system do they use?——The important thing is to know they have a system and they don’t just manage accounts on an ad hoc basis.
  9. Who exactly will be working on your account?——Don’t be afraid to ask for specifics about the people that will be physically working on your account.
  10. Is the agency certified?——The agency should be at least Adwords Certified and part of the Google Partner program. (Certification requires passing a couple of fairly easy exams as well as maintaining a minimum monthly Adwords spend)
  11. What does yout gut tell you?——The right agency will take the talk and have good business sense.

 

Who will have the ownship of your account?

  • You must always retain ownship of your adwords coouns. It is your business asset and you are granting an agency acceso your property.
  • Do no have the agency create their own account on your behalf.
  • Do you have admin-level control of your account?

 

Disclaimer: Contents are from Ultimate Guide  to Google Adwords