An Introduction to GSCs - How To Get More eCommerce Traffic With Product Listing Ads

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