Google Shopping is an almost essential sales channel in e-commerce. When you have a lot of SKUs in your product catalog, managing your Shopping campaigns can be both time consuming and repetitive manual work. It is for these reasons that an innovative automation tool to automatically update your Shopping campaigns can be interesting. In addition, such a tool can also save you part of your CPC budget for your Shopping campaigns for affiliate sites. Have you build already your affiliate site revglue.com/blog-detail/37-how-revembed-offers-free-affiliate-websites-for-uk-publishers!
1. What are Google Shopping and Product Listing Ads?
First of all, for those who are not familiar with Shopping campaigns, here is some information on how this marketing channel works (for others you can skip this paragraph): “Google Shopping is a comparator that displays ads containing detailed information about products, such as their image, price and seller's name. ” Google selects the most relevant products from the Merchant Center feed to match them to user queries.
This paid Google ads program is powered primarily by a product data feed (to be inserted into your Merchant Center account). Moreover, to create a Shopping campaign, it is necessary to have a product feed in your Merchant Center account. For Google Shopping, it is essential to have optimized information and as detailed as possible, so you will have a better chance that your ads appear when an Internet user performs a search. If you didn't know it yet, data feed integrators are an easy, fast, and efficient way to create an optimal feed for Google Shopping. Here are some tips for creating the perfect feed for Google Shopping or even tips to correct the most common Google Shopping errors .
To better define your budget, it is advisable to create campaigns for Google Shopping. This is therefore called Product Listing Ads. These product SEO campaigns must be created in your Google Ads account. Google Shopping and Product Listing Ads work on CPC. This CPC is triggered when a user clicks on your product ad to be directed to your merchant platform.
2. Why and for whom does automation make sense?
Automation is not necessary for all advertisers! If you only sell a few flagship products on your e-commerce site and they hardly ever change, or you always have high levels of inventory, then automation is not for you.
But then for which type of advertiser and for what reasons is it worthwhile to automate its Shopping campaigns ? If you don't use a tool and have a lot of products in your catalog, you probably know that it usually takes a long time to create Ads for Shopping. Campaign management, if not automated, can take an average of 8-10 hours per week to create, optimize, and update your Shopping ads and campaigns. For a seller who has several thousand items in his product catalog, you can quickly imagine that this becomes impossible to manage manually. But that's not the only reason an advertiser should use an automation tool to create free affiliate site revglue.com/blog-detail/36-create-free-affiliate-websites-with-revglue.
2.1 Segment your campaigns to save on your CPCs
When you sell many products or very diverse categories or brands, you will not want to give the same CPC for each of your products. If you put all your products in the same campaign, you will not be able to manage your campaign or evaluate its performance. Another negative aspect is that Google's algorithm will have full control over how your ads will show.
You therefore need to segment your product catalog . Your segmentation should reflect your strategy / business. For example, you can divide your catalog by brands, product types, best-selling items, etc. To segment your products in Google Merchant Center, for example, you can use custom labels called custom labels. This allows you in particular to manage your CPCs according to the categories that you have created. If you are familiar with Google Shopping, you will know that the more complex the segmentation, the more laborious it becomes to create Shopping campaigns manually. This is where a tool for automating the creation of your Shopping campaigns becomes interesting.
2.2 Advertisers with catalogs that change often
If you are an advertiser who has new products or new collections very often, you will have to add them manually in your campaign structure. This will take time, and you will also risk more setting errors. For these advertisers, an automation tool that automatically updates your Shopping campaigns and adds new products to the pre-existing structure of your campaigns is a real asset!
In summary, automating Shopping campaigns is a real benefit for advertisers:
Who sell many products on Google Shopping
Who want to maximize their CPC for each product
Who often have new product additions in their catalog
3. Why automate your Shopping campaigns?
Automating certain tasks also allows you to focus more on the analysis and performance of your campaigns . Google already allows you to automate parts of your Shopping campaigns such as automated auctions . On the other hand, you may not be familiar with Channable, which will allow you to automate the creation and update of your Shopping campaigns!
With Channable , you can therefore generate in a few minutes, for hundreds or thousands of products, Shopping campaigns for your entire catalog with advanced segmentations. All campaigns are updated automatically based on your product feed. Changes in price, stock or even specific promotions will be integrated into your ads without you having to lift a finger!
In addition, your new products will be automatically added to your Shopping campaigns daily!
Save your CPC budget by automatically setting up a complex structure . For example, you can create campaigns with only one product per ad group and per product group, which allows you to control exactly which negative keywords for each of your products and manage the exact CPC for each of your products even for your mobile comparison sites article1.co.uk/Articles-of-2020-Europe-UK-US/comparison-mobile-website-vs-responsive-website.
Use your performance to improve your ROI: If you use custom labels, you can segment your campaigns based on your best selling items. It will then be easy to increase the CPC for these products and decrease the CPCs for less efficient products.
In summary, the benefits of automating your campaigns with Channable are:
Automatic creation and update that saves you time and avoids manual errors
More control over CPCs and negative keywords (by automatically implementing complex segmentation of your campaigns)
The possibility of optimizing your CPCs according to product performance