Proprietary + Confidential - services.google.comservices.google.com/fh/files/misc/thshoppingwebinar.pdf · Proprietary + Confidential An daily average number of search queries on

Proprietary + Confidential

Proprietary + ConfidentialAgenda

● วิเคราะหเทรนดการ Shopping ในประเทศไทย

● ขอเดนตางๆของ Shopping Ads

● เรียนรูวิธีสราง Shopping Ads

● นโยบายที่ควรรู

● ขอปฏิบัติที่ดีเพื่อเพิ่มประสิทธิภาพการทํางาน

ของเคมเปญ

● Q & A

Proprietary + ConfidentialProprietary + Confidential

วิเคราะหเทรนดการ Shopping ในประเทศไทย


An daily average number of search queries on Google in Thailand

2x of those search comes from mobile devices

130m


A number of search queries on Google in Thailand triggered Google Shopping in 2018

8m

Thailand online shoppers to increase to 59M, 20 million new shoppers

38MInternet Users 59M

Internet Users

9% Annual Growth

2015

2020

55% of Thai Population

84% of Thai Population

© 2018 Google | All Rights Reserved. | Confidential + Proprietary


Customers are changing the way they purchase. We have to be there for them.

Confidential & Proprietary

The role of the store is changing

40B2010

2015 16B

60%

10%+

25%

consumers who clicked on a retailer's Google Search ad before visiting the store are over 25% more likely to buy something in-store.

They spend 10% more on average.

In-store traffic is decreasing... ...But when shoppers go in-store, they’re spending more.

Source: MasterCard SpendingPulse (Nov -Dec 2016)Google data, U.S., Median percent difference comparing in-store purchase per visit and spend value between merchants’ search ad click-attributed and unattributed subgroups, Oct-Nov 2016, Advertisers = 25


Retail and E-Commerce Trends

1. E - Commerce is on the rise as stores grow at a slower rate

2. Retail isn't dead, it's just evolving

3. Leading brands will deliver non-line assistance


Customer Behaviors


Today’s shoppers expect personalization, relevancy

49%

of smartphone owners prefer to shop on a mobile site or app that recommends brands or products based on their past views, sales,

and purchases.

Rising Consumer Expectations Q8. Base size: Rising Consumer Expectations Total (n=3,119)


Looking for inspiration without a brand in mind


EMAIL

SOCIAL IN-STORE

WEBSITE

Put the customer at the center of your marketing strategy

MOBILE

DESKTOPVIDEO

SEARCH

© 2018 Google | All Rights Reserved. | Confidential + Proprietary

What is Google doing to improve user experiences - Google Shopping


ขอเดนตางๆของ Shopping Ads


Google Shopping Ads Launch in Thailand in 2018

● Visual, product based ads on Google.co.th assist users looking for specific items

● No need to write ads or choose keywords - just upload a data feed of your products and the rest is automatic

● Only pay when someone clicks on your ad, set a daily budget cap to manage spend

● Measure success with online conversion tracking

● Ad ranking based on CPC bid, relevancy and performance history


Where can they appear?Shopping ads show on mobile...

● Side-scroll carousel with up to 25 products

● Only shows on queries where Google can show relevant products

● Can be more than one product from same retailer

● Top 2 spots get up to 3x higher CTRs


On desktop

● Top: Side-scroll carousel with up to 25 products

● Or right hand side with up to 9 products showing


Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


Where do Shopping ads appear?Shopping ads appear across Google owned and operated properties, on partner networks, and across surfaces. Below are some of the places that Shopping ads can show based on country availability. Note: Shopping ads are not available for Play Store.


Shopping Ads VS Text Ads

You can show both shopping and text ads together

+73%

+75%

+90% Visit a Website

+83% Make a Purchase

+77% Visit a Product Page

Add to Cart

Search for Brand

When a consumer is faced with both Shopping & Text Ads...

...compared to only one type of ad


Personalized results, surfaced automatically

Gender Disambiguation Personal Recommendations




Key Benefits of Google Shopping

Targeting

Reach

Merchant Diversity

Formats Attractive, Engaging Ad FormatShopping draws shoppers’ attention with the information and product images they are looking for

Solid Lead QualityShoppers see important information before they click like product price, image, and retailer name before they click on your ad

Increased ExposureShopping can show at the same time as a text ad, doubling a retailer’s exposure for a given search query without inflating costs

Easy TargetingGoogle automatically selects the most relevant products to show when a shopper is searching - no need to manually create ads and keywords



Proprietary + ConfidentialCapture users with high commercial intent

Shopping conversion rates in Q2’14 were

37% higher than non-branded

search ads.

69% of US marketers find

them more effective than search ads.

Source: eMarketer, “Product Listing Ads: Google Dives into Comparison Shopping,” July 2014 RKG Digital Marketing Report, Q2 2014

Google Shopping

Grow loyalty

Influence consideration

Build awareness

Drive action

Shopping accounts for half of non-branded search clicks for US retail sites


ขอกําหนดที่ควรรูกอนเริ่มทําโฆษณา Shopping


Basic Requirements

Have language and currency that support the target country

กอนที่เราจะเริ่มสรางเคมเปญ Shopping เราตองมาดูขอกําหนดเหลานี้เพื่อจะเปนขั้นตอนแรกที่เราจะสามารถดูไดวาบัญชีของเรานั้นสามารถที่จะทําการโฆษณาได

Website must allow products to be bought and paid for online

Retailer must allow shipment to customer’s address

Retailer must have supported content - examples of Unsupported Content: tickets, cars, house, game vouchers

Retailer has checkout page secured with SSL (or better yet, the whole site must be secured with SSL)

Non-members of site should be able to add products to cart and pay for them

Retailers should provide a clear and easy-to-find refund policies

Every product must have its own landing page

Retailers have prices that are fixed (not based on auction)

https://support.google.com/merchants/answer/160637?hl=en





Can my products be advertised on Google Shopping?

Ticket Sales

Vehicles

Services

Property

Currency

Financial Products

Gift Cards

Recurring Billing




Quiz Time!

เว็บไซตเราควรที่จะตองมีอะไรบางถึงที่จะพรอมทําโฆษณา Google Shopping


เรียนรูวิธีสราง Shopping Ads


Website Set up Google Merchant Center (MC)

● Link AdWords Account● Upload Feed

Create Shopping

Campaigns in AdWords

Optimize your

Shopping Campaign

ขั้นตอนเริ่มตนงายๆเพื่อใช Google Shopping Ads

30


The roots of retail ads come from your dynamic product catalog!

Merchant Center คือรากคลังสินคาของเรา

Shopping Ads (PLAs) on

Google search

Invest in creating a Product feed and use it across different ad formats

Dynamic Remarketing



Proprietary + Confidential1. Create your Merchant Center AccountGo to www.google.com/merchants and follow on-screen instructions

Tip: Use the same email login as your AdWords login.

http://www.google.com/merchants



Proprietary + Confidential2. Verify and Claim website URLGo to www.google.com/webmasters/tools and follow on-screen instructions

Help: Learn more about verifying your URL.

http://www.google.com/webmasters/tools

https://support.google.com/merchants/answer/176793?hl=en&topic=2493029&ctx=topic



Proprietary + ConfidentialWhat if we are an agency?About MCA

Merchant Center multi-client accounts allow a single person or company to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account.

To create an MCA account, you need to submit a request via this form: https://support.google.com/merchants/contact/account2

mMCA

m m msub-account sub-account sub-account

https://support.google.com/merchants/contact/account2



Proprietary + Confidential3. Create a Product Data FeedTranslate the product info you already have into a data feed

$1,999.99Free shippingAlloy frameShimano A050 rear derailleurShimano front derailleurShimano shifters700c alloy rims

Add to Cartin stock!

The Tour De France Legacy Bike matches innovation and performance with classic style and sleek lines. The Legacy comes fully stocked. All complete bikes are sold and delivered partially assembled.

Tour De France Legacy Bike (Yellow, Black)

Bikes > Road Bikes > MensProduct Type

Product Title Color

PriceAdditional Images

Availability

ImagesDescription

Help: Learn more about creating and submitting feeds.

https://support.google.com/merchants/answer/188478


What is a feed?

id title description price condition link

1 Schwinn 26" Ladies' Delmar Cruiser Bike

Classic styling meets modern innovation in the Schwinn Delmar 26" Ladies' Cruiser Bike. The steel cruiser frame features a comfortable, upright riding position. Rear coaster brakes make it easy to stop. You'll enjoy a smooth ride as you hit the beach or any paved path on this awesome bike.

220.99 USD new http://www.example.com/SchwinnCruiser

2 Tour De France Legacy Bike (Yellow, Black)

The Tour De France Legacy Bike matches innovation and performance with classic style and sleek lines. The Legacy comes fully stocked. All complete bikes are sold and delivered partially assembled.

1,999.99 USD

new http://www.example.com/TDFLegacyBike

Feed (max. 15 feeds)

Items

Option 1 - Shopping Platform IntegrationDo you use any of these platforms?

5 mins to multiple weeks

Option 3 - DIYCreate your own feeds

● Schedule upload of feed files daily

● Files can be .txt, .xml or a Google Spreadsheet

● Send via FTP or Scheduled fetch

● API also available

● Feed Spec is available online

Option 2 - Feed agency/Feed toolNeed to do multi-channel feeds?

Ways to create product feed




Feed Upload Methodology

Google Sheet Template XML File Content API Manual Upload

(FTP, Google Cloud)




Sample attribute in your feedIn general, these are the required attributes that you need to have on your feed:

● id - your product id● title - your product name● description - description of your product● link - product landing page● link_image - URL for your product’s main image● availability - product’s availability● price - product price (we follow ISO 4217 standard)● google_product_category - required for Apparel & Accessories (166), Media (783), and Software

(2092) categories)● brand - required or all new products, except movies, books, and musical recording brands● gtin - required (For all new products with a gtin assigned by the manufacturer)

For more information on the value format of each attributes: https://support.google.com/merchants/answer/7052112?hl=en




Proprietary + Confidential4. Register & Upload Product Data FeedFollow the on-screen instructions in Merchant Center

Help: Learn more about registering a data feed.

1

2

3





I want to target different countries. How can I structure my Merchant Account?

(1) Create an MCA, specific sub-accounts for different countries targetedIn this case, merchant would need to verify the top domain at the MCA level (e.g. example.com). This means that all the sub-accounts can acquire the claim to the domain, and this includes the sub-domains of the website (e.g. en.example.com, id.example.com, th.example.com, etc.). In this case, it is recommended for the merchant to have one feed to target one country in one sub-account.

(2) Create one account, and have different feed targeting different countriesIn this case, you claim the top domain using one standard Merchant Center account, and have different feeds to target different countries. One important thing to note is that the landing page in the feed has to have the same language as the information on your feed.Merchant Center Account A (with verified domain example.com)*

- Feed 1 targets Indonesia (id.example.com) and Feed 2 targets Thailand (th.example.com) - This means that the language of the landing pages need to match that of the feed. If merchant uses Bahasa Indonesia as the landing page language, then the information written on the feed must use Bahasa Indonesia as wel

*If you have multiple languages in your landing page (e.g. combination of Thai and English for description), please ensure that all the languages are supported in the target country, and that the multi-language feed information matches that on the landing page itself.For more information regarding language and currency supported: https://support.google.com/merchants/answer/160637

Ilustrate Slide



Overall Process in GMC

*Information is written for every item → Feed is uploaded to account → Feed ditinjau dalam maksimal 3 hari kerjaFeed is reviewed (maximum 3 working days)

Feed

Item Policy Product Data Specification for Feed

Automatic Item Disapproval

Account SuspensionPreemptive Item Disapproval

Temporary Item Disapproval

Item Level Feed Level Account Level

Item Account

Levels and Types of Disapprovals

Types of Policies

1

2

3

#

#

#

#


● Feed review process takes maximum 3 working days● The review process cannot be expedited since there

are so many items on every feed we need to check.

*If your client waited for more than three days, and have yet to receive update on your feed, you can fill out this form: https://support.google.com/merchants/contact/processing

Feed Review Process

Overall Process in GMC1

72 HoursMaximum review time

Review Results in the Interface1 2

https://support.google.com/merchants/contact/processing




Analyse data quality in the Diagnostics Tab

Item suspensions and

warnings

Feed Status (30 day period)


นโยบายที่ควรรู


Item Policy vs Product Specification for Feed

Item Policy disapprovals result from violating the Shopping Policies

Top reasons:● Unsecure checkout / Missing refund policy● Adult Products ● Healthcare and medicine● No Online Purchasing Means / User Safety ● Checkout incomplete● Endangered species

Data Quality disapprovals result from violating the Shopping Products Feed Specification

Top reasons:● Watermarked or promotional elements● Price mismatch between feed & landing page● Shipping Issues ● Generic Landing Pages● Availability mismatch between feed & landing page● Language mismatch between feed & landing page

Item Policy Product Data Specification for Feed

Types of Policies in GMC



#

#


Preventing common suspensions

Do not advertise disallowed products

- Pharmaceutics- Dangerous goods- Local restrictions apply

Correct pricing and availability

- Automatic item updates- Online inventory feed- Content API

Respect the landing page policies

- No Pop Ups/Interstitials- Pricing / Currency- No login required

Shopping






Image pitfalls to avoid

✓ Clean images, light background ✘ Text overlay, borders ✘ Watermarks


Policy pitfalls, make sure to have● Secure checkout. The whole checkout flow needs to be secured and all PII information (name,

address, credit card, ...) needs to be transmitted over a secure connection.

● Functioning check-out (on top of secured connection piece)

● Return & refund policies need to be present and easy to find for the user

● Contact information (physical address, e-mail, phone) available

● Billing terms & conditions available and easily accessible from landing page

● Shipping option to deliver to customers' door needs to exist (not only pick up points shipping)

● Possibility to purchase for B2C clients for B2B sites




Quiz Time!

ยกตัวอยางประเภทสินคาที่เราไมอนุญาติใหโฆษณาโดย Google Shopping

Give an example of a product that we do not allow to advertise with Google Shopping.



Proprietary + Confidential5. Link Merchant Centre & AdWords accountsEnter your 10-digit AdWords ID to finish your Merchant Center set-up

Help: Learn more about linking accounts.

https://support.google.com/adwords/answer/3207149?rd=1%23LinkAccount




Can I link the same Merchant Center account to multiple AdWords accounts?


Google Shopping Ads on AdWords



Proprietary + Confidential6. Create a Shopping Campaign in AdWordsChoose “Shopping” from the + Campaign drop-down menu

Help: Learn more about creating a Shopping Campaign.

https://support.google.com/adwords/answer/3455481?hl=en




Campaign Structure

Campaign

Ad Group

Product Group Product Group Product Group




Preferred Bid

Very High

High

High

Medium

Medium

Low

Low

Title Product type Price

Bike A bicycle/cruiser $860

Bike B bicycle/mountain $570

Bike C bicycle/road $270

Helmet A clothing $50

Tyres A parts $60

Bottle bottles $5

Bike pump pumps $10

7. Use feed attributes to determine campaign structureExample of the online bike shop inventory structure




Click further to subdivide by 2nd level product groups within bikes & set highest bids

Clothing and parts have less variation, so set lower bids

Everything else will catch rest with low bid

Click to subdivide by a product group & select Bicycles, Clothing, Parts. Everything else group will be added automatically

7. Replicate the desired structure in the campaign


Top Tips for creating Shopping Ads campaigns

● Compared to Search Text ads, you’ll usually have fewer campaigns and ad groups, but lots of product groups.

● Either set your bids manually for each product group or use autobidding (Target ROAS or eCPC)

● You can use all the normal bid adjustments (location, device, time)

● Create new campaigns if you need separate budgets, geo-targeting etc


Automate your biddingHow to pick the best bidding strategy

✔

✘

FullyAutomate

Your Bidding Optimization

✔

✘

Target Return on Ad Spend

Enhanced Cost-per-Click

Maximize Clicks

Get most clicks for your budget

Maximize conversions, with manual control

Get maximum revenue for given ROAS, while keeping ROAS constantAdWords

Conversion Tracking enabled

orGoogle Analytics

imported conversion data


Implement RLSA for Shopping Campaigns

Key Functionality● Shopping remarketing lists (RLSA for PLAs)

allows you to set bid adjustments on your Shopping Campaigns for users who have been to your website before.

Value Proposition● Previous visitors tend to convert better

because they have been to the site and may even be part way through the conversion path.

● -35% avg CPA decrease for conversions from an RLSA user list vs. entire campaign

● +10% avg conversion increase for advertisers with RLSA vs. advertisers without RLSA

Homepage Visitors

Product Page

Cart Abandoners

Category Pages

CPA Bid Multiplier

High 0%

+ 300%Low




Use custom labels for your own targetable values ● Ideal for grouping by key performance indicators (KPIs) like margin, inventory, seasonality, and

more ● Assign up to 5 labels per product with these attributes in your feed: custom_label_0,

custom_label_1, custom_label_2, custom_label_3, custom_label_4● Start by defining how you’ll use each label and mapping possible values

https://support.google.com/adwords/answer/6275295?hl=en

Proprietary + ConfidentialThe Shopping Value Chain

Analyze

Workflow & Campaign Structure

Optimal Structure

Advertise

● Campaign setup

● Optimized structure

Site Design, Product, Pricing

Display

User Experience

● Offer assortment

● Price & promotions

● Website content & design

● Feed creation

Data Feed

Optimized Feeds

Merchandise

● Accurate categorization

● Feed optimization

● Custom signals

● Policy alignment

● Feed monitoring

● Feed experiments

Bidding

Optimal Bidding

● Automated bid & budget mgmt

● ROI bidding

● Portfolio algorithm

● Margin optimization

Insights &Reporting

Product Performance

● SKU performance

● Category performance

● Shopping insights

● Bidding insights

● Customer dimensions

Optimize


Q & A

https://goo.gl/forms/LXcvdPGNghdlVEOh2

Q&A

Proprietary + Confidential - services.google.comservices.google.com/fh/files/misc/thshoppingwebinar.pdf · Proprietary + Confidential An daily average number of search queries on

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