Strategy

Google Shopping Strategy at ChannelAdvisor

Over the last couple of years, businesses have steadily shifted more and more dollars to Google's Product Listing Ad (PLA) format. These more informative, image-based ads have created a better search experience for shoppers, as well as an increase in conversions (sales) for retailers. So it's no surprise to see the current transformation of the search engine results page (SERP), where paid ads are given premium shelf space, and organic listings are pushed farther and farther down the page. As Google updated the look of the SERP, it also began thinking about how these ads could be better managed behind the scenes.

Google recognized that retailers needed flexibility in how they structured campaigns for their PLAs, and created a solution: Google's Shopping Campaigns. These campaigns allow PLAs to be managed at the granular level, and offer great control over bids. And with ChannelAdvisor Digital Marketing and our Product Group Generator, the process of creating, managing, and optimizing your Google Shopping campaigns is streamlined and synchronized to save you time.

Product Listing Ads (PLAs) are Google ads that include richer product information, such as product image, price, and merchant name. Product Listing Ads are eligible to appear on both Google Search and Google Shopping pages. These ads display prominently along the top or right side of the search results page.

ChannelAdvisor offers what we call complete “4C” support for all the primary components of Google Shopping:

  • Content: Your feed content is the backbone of your Shopping campaigns. Without detailed and organized feed content, your Shopping campaigns will fail to thrive. At ChannelAdvisor, we’re feed specialists. Optimizing content is at the core of what we do best.

  • Campaign Structure: Once your feed is in order, the Product Group Generator removes most of the work by quickly building the campaign structure and automatically keeping all products in sync.

  • Correct Bidding: The right bids can be the difference between your ads landing in the top page position - or being left out in the cold. And our Automated Bid Manager ensures that the correct bid is assigned to the correct product so that your bids are aligned with your revenue goals.

  • Cross-Channel Analytics: Anybody can show you how your Shopping campaigns are performing. But our Actionable Reporting brings your Shopping campaigns full circle and allows you to see how they influence the rest of your channels, from Amazon and eBay to paid search text ads and social sites.

Click below to download the one pager:     

The following pages will walk you through the steps to successfully prep and build a Google Shopping campaign. Along the way, you'll pick up some advanced tips and recommendations to ensure that your new campaigns are running smoothly.

  1. Best Practices for Your Google Shopping Feed
  2. Campaign Structure and Product Groups
  3. Testing and Adjustments
  4. Improving Campaign Performance
  5. Google Merchant Promotions

Then, read on to learn the steps involved in creating your Google Shopping Campaigns with ChannelAdvisor by visiting our  Google Shopping  page on the SSC. 

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