Introduction to AdWords:
Google Shopping
Jennifer Farnfield
PART-1
What is it? & Starter Tips
ContentsWhat is Google Shopping?
How does it work?
Setting Up Google Shopping
Key FeaturesCustom Labels Search Term ReportBenchmarks
Quiz
What is Google Shopping?Type of PLA/ Replacement of from August
E-Commerce Advertising
Comparison Paid Search for Products
Advertised Based on product feed Image Price Brand Product name & Description
The Journey Of ShoppingShopping
adverts appear besides to or above pay per click adverts
There can be between 3 and 8 products displayed
The Journey Of ShoppingThere is then the
option for the advertiser to add a promotional message for example:
“Free Delivery On Orders Over £100”
This appears when a mouse is hovered over the product
The Journey Of ShoppingYou then have the
Google Shopping tab located at the top of the page below the search box
This is where the user can compare products with ease against competitors using the left side bar filters
How Does it Work?Based on a Feed of products
Merchant Centre
Allows structure like an offline store
Allows view of products in AdWords interface
Elements of PPC & SEO Bids vs Content
Set Up What you need:
Google Merchant Center AdWords Account
Key Tips:Google Taxonomy
E.g. Home & Garden > Cookware > Cookware Accessories > Colander
Workable Structure Plan
Key FeaturesCustom Labels
0-4
Search Terms Report Dimensions Tab
Benchmarks CTR Impressions ShareMax CPC
QuizWhere would I find the search query report?
What two things do I need to run Google
Shopping?
What is the Google Taxonomy?
What is Google Shopping taking over in August?
Tell me 3 key features of Google Shopping?
Next Time…Optimising Feed
Merchant Centre
AdWords Interface
New Features Coming to Shopping
For more information or any questions please contact one of the
Digital Clarity Account Managers where we’d be happy to help.
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