You’ve done all the hard work, and your Google Merchant Center has no errors or disapprovals but you still find that many of your products are just not showing in your advertising efforts. This can be commonplace, especially for those retailers that have hundreds, if not 1000’s of products that they are wanting to showcase on the Google Shopping network.
Do you just throw more budget at it and hope? Even if you 2x, 3x, or more on your budget, this will not translate to showing 2-3x more of your products, especially if Google has “dialed in” on those products that are consistently converting and meeting your campaign goals.
What about creating a new campaign, just for products that have received 0 clicks? For those that have many products that are not getting any attention, this is an opportunity to have a dedicated campaign that is solely biased towards your products that have had zero clicks, get more awareness, and ultimately, more sales.
Depending on the amount of traffic you generate through Google Ads, and with so many products to showcase, manually trying to do this on an ongoing basis could potentially come with headaches. How often do I check the products? What timeframe should I run this for? How do I separate the products again for those that are getting clicks? When are you going to find the time to do that?
Committing to doing this manually is a brave move, especially for stores with a high number of products, and could potentially add many, many hours to the weekly tasks you already have in place.
There is a simpler solution – AUTOMATE it!
Introducing Google Ads Scripts
Running Google Ads can be an arduous process, with quite a list of tasks & optimizations to consider on a daily, weekly, or monthly basis. Some of these tasks can take time and combining that with multiple clients, there are moments when you’ll feel that there is just not enough time in the day.
The more you can understand how Google Ads scripts work, the more you can look at automating many other functions involved in running a successful Google Ads account. The other advantage of using these Google Ads scripts is that it will give back one of the most valuable assets you have. Your time.
Let’s Get Started
As mentioned, there are some very educated individuals that have taken the time to create scripts for automated functions, and for us non-coders, there is one to automate this process.
To put this together, there are certain tasks that need to be done to put all this into place, which has been broken down into a 4 part process as follows:
- Creating the spreadsheet
- Adding the script
- Adding the supplemental feed
- Building the campaign
Creating The Spreadsheet
Preparing the spreadsheet for your supplemental feed is a fairly straightforward process:
- Open up the free Google Sheets application and create a new spreadsheet
- Enter “id” as the column header for column A1
- Enter the custom label you are using in your script (custom_label 0-4) for column B1
- Rename the tab to “LowVolume”
- Give the spreadsheet a name that identifies what it is
Adding The Script
Equipped with the script code below, we need to add it to the “Scripts” section of your Google Ads account. You can navigate to this area by clicking on Tools and Settings > Scripts
Click on the big blue button and select New Script
Copy & paste the script below into the editor
With the script below pasted, change the following sections:
- Provide a name for the script
- The custom label number you are using in “var CUSTOM_LABEL_NR =” (custom_label 0-4)
- Replace the spreadsheet URL link after “var SPREADSHEET_URL =” with a link to your working spreadsheet
- This is the minimum number of product clicks before it is considered to be “ramped up” and moved off the list. Insert this number after “var THRESHOLD =”
- Click on Save in the bottom right-hand corner when you have updated the script
From the Scripts interface, you should now see your new script. Depending on the number of products you have, you can adjust the frequency of when the script runs and updates the spreadsheet. Once this has been updated, click Save.
Adding The Supplemental Feed
Head over to your Merchant Center, where we will be using the prepared file as a supplemental feed.
- Under the Product menu, navigate to the Feeds Section
- Scroll down to the “Supplemental Feeds” section and click on “Add Supplemental Feed”
- Provide a clear name of the feed and select Google Sheets, then Continue
- Choose the “Select an existing Google spreadsheet” option and select the spreadsheet you created in the previous step, then click Continue
- In the last step, don’t select any Product feed and click on “Create Feed”.
Building The Campaign
Well done on completing the previous steps, especially if this is your first time doing this. Now it’s time to build the Google Ads campaign to showcase these products on the Shopping network. As most should be aware of how to set up a Google Ads campaign, we’ll touch on the finer details that will assist in creating your Low Click Volume Products campaign.
Firstly, whilst there are many options to set up your Performance Max campaign, we would suggest first testing the Maximise Conversion value option, which doesn’t place any restrictions on the campaign to get up & running. You can test the other options, such as adding a target ROAS, but this will come down to how it aligns with your overall goal.
Secondly, use inventory filters to ensure you are only including the products that have been populated in your spreadsheet. This will be the label you have chosen for the spreadsheet and populated in column B, under the custom label header. If this label does not show, ensure that you have the script and its variables set up correctly, even allowing up to 24 hours to be fetched.
You will also use the same custom label to exclude these products from other campaigns, so there is no overlap between the two.
One of the most important aspects of the process and something that we prepared for you earlier. If you’re unable to copy & paste the following code, you can obtain it from here – https://github.com/google/low_volume_skus/blob/main/low_volume_skus.js
So why the need to go through all this?
For store owners, having your products sitting there collecting dust at home or in a warehouse does not help with the growth of their business. This can lead to them discounting the price, sometimes at a loss, when in fact they’re just not getting shown. It’s no different from those products that sit on the bottom of shelves in a bricks & mortar store and never seem to get any attention until they are placed in a more prominent position.
So once you’ve worked your way through the instructions above and implemented it into your account, this new automated process will ensure more of your products are getting seen by your customers.
5 Ways to Make the Best of the Five Latest Google Ads Features
With technology’s growing influence over trade, PPC marketing has become one of the biggest trends in business. While it has been used extensively in today’s time due to the pandemic shifting most business operations online, PPC marketing’s history dates back to early 2000 when Google launched the initiative AdWords.
Google’s advertising platform has evolved over the last two decades, adding more features and functionality while removing others and rebranding to Google Ads. Google Ads has also continuously kept evolving and adding new features in the last couple of years. In today’s post, we’ll cover Google Ads’ five latest features and show you how you can make the most of them.
What is AdWords?
AdWords was Google’s native advertising system. It was designed to help businesses maximize their potential to reach their target markets online. By partnering with websites, AdWords was able to advertise those websites’ products based on keyword searches and images. It was an effective and progressive marketing tool that sparked the growth of PPC marketing throughout the years.
From Adwords to Google Ads
Despite AdWords’s immense success, the industry remained cut-throat and demanding. Consequently, there was a need to change the tool and adapt it to the new trends in online marketing. This also required changing the name from AdWords to Google Ads.
This was not merely done for aesthetics, as changing the name was a big move to present new features and products that the marketing facet of Google wanted to introduce to the public—DoubleClick and AdSense, to name a few.
Of course, the decision to include Google’s name in the new version of AdWords was effective in attracting more business owners. Not many people would invest in AdWords at first glance, but had they known it was owned by Google, they would have done it in a heartbeat. The change also meant the extension of services of Google for advertising and debunked any false narratives about their services limited only to the use of ads in Google’s search result pages.
New Google Ads Features in 2022
Google is one of the biggest tech companies in the world today, but that doesn’t mean that they can sit idly when opportunities for growth and realizing more profit arise. Additionally, trends in the marketing industry tend to change rather quickly, so what they might have been doing in the past couple of years is considered outdated today.
This creates a need for constant updates, releasing new features within the Google Ads platform to continuously cater to the market’s advertising needs.
The use of Artificial Intelligence, or AI, for example, is one of Google Ads’ most recent features. It works like magic in terms of creating personalized ads for users, making them more relevant.
This brings us to an important question: What are Google Ads’ new features, and how does a business owner or marketer make the most of each? Let’s have a look.
#1 Use Google Ads Local Campaigns to Better Track Conversions
In today’s time, it’s easy for marketers and business owners to be fooled into thinking that the world is fully digital. That’s simply not true because many transactions made by consumers nowadays are still conducted physically, and the things they do when it comes to shopping online might only be a small portion of their entire shopping behavior.
According to the latest data from Google, about 30 percent of all mobile queries made online correspond to local searches, and of this number, approximately 75 percent would actually pay a visit to the store within the next day. These are substantial amounts of sales that could have been used as leads for more effective conversion of clients.
With Google Ads’ new feature for Local Campaigns, companies can now use this foregone opportunity just by using their WiFi or GPS. Based on users’ real-time location, Google will present personalized advertisement choices to attract sales more effectively. For example, if your company offers a crypto app for paying with different cryptocurrencies, you can have Google Ads show your ad to users when they’re near a local commerce that accepts crypto payments.
The best way to use this feature is to integrate the offline components into a tracking setup that’s omnichannel. If you do not have this type of tracker, now would be the time to invest in one so you can maximize your conversions. By creating different conversion actions for each campaign you launch, you will be able to measure your conversion in a variety of ways and develop a more optimized PPC marketing campaign that meets your goals and justifies your expenses.
#2 Use Google Smart Shopping to Acquire New Customers Effectively
All types of conversions are considered beneficial for a business, whether a customer is new or not. However, new conversions are usually considered more important as they’re more likely to lead to future purchases. All businesses strive to achieve loyalty from their customers, but search engine marketing just isn’t the most cost-effective way to earn that loyalty.
With Google Shopping, one of Google Ads’ newest features, you can easily calculate each customer’s total lifetime value and optimize the way you acquire new customers.
For example, by using the “New Customer Acquisition” option in the settings of the Smart Shopping campaign, you can set an incremental price you’re willing to pay for each new customer that converts compared to a returning buyer. It’s like bidding more for new customers than for current ones to get more value from your PPC campaign.
The best way to use this feature to your advantage is to use varying tags for both returning and new customers, which you can establish through the Tag Manager in your eCommerce platform. In the whole process of using this feature, you have to ensure that your Google Analytics and Google Ads accounts are both connected. It would also be more effective to apply this feature in line with your paid research and promotion agencies.
#3 You Can Get Listed on Google Shopping for Free!
To clarify, Google Shopping is still a generally paid PPC avenue. However, there is an option for you to enjoy the free traffic it offers. This comes after the introduction of the Google Shopping feature, and as part of it, Google itself ejected other price comparison websites from its SERP.
It was a move that resulted in Google being fined around three billion dollars by the European Commission in 2017 for providing an unfair advantage to a different Google product, the Comparison Shopping service. While this is still an ongoing issue, they decided to make Google Shopping an official feature for their clients to enjoy.
The best way to get the most out of this feature is to optimize every single one of your Shopping Ads and assess which of the products you currently endorse entail the highest click and conversion rates. For instance, using Google Analyzer will help you get this information and use it to make the necessary changes for your product pages and emphasize the products with the most substantial profit margins.
Once you sort all this out, you can proceed to your Google Merchant Center account in the North Menu and change the status of your “Surfaces across Google” to “Active.”
This is an easy process if you’re in the US or India, but the feature has yet to be available in other countries.
#4 Free Impression for Display—Pay Only for Conversions
When talking about online acquisitions, display and video ads are usually not the first things that experienced marketers would talk about. More than conversions, these two things are usually known for their capacity to establish brand awareness and influence targets. But Google, being the trendsetter it is, has decided that it is time to deviate from this narrative.
Considering the gargantuan amount of data Google has on its users’ profiles and intents, predicting their purchasing decisions can almost be considered easy.
Just like Facebook can boost its platform’s marketing performance from its users’ browsing history, Google also has a massive command over its users’ behaviors—from their music preferences to their present and past purchases as recorded via their Gmail accounts.
Because of the control that Google has over its users’ data, they are especially capable of tweaking the algorithm so that only relevant and appropriate visual ads will be shown to the users, ultimately driving them to make a purchase.
This power comes in the form of the new Display and Youtube ads features. By using these features, your chances of realizing actual conversions will be greatly enhanced.
To make this feature a valuable tool for you, you have to use the “Custom Intent on your competitors” and “Similar Converters.” Additionally, you can deploy Smart Display with Toras or a CPA bidding strategy.
#5 Your New Best Friends: Gallery Ads and Showcase Shopping Ads
If you don’t already know, it is possible to test both Gallery and Showcase Shopping Ads on Search. Based on recent data, it’s proven that roughly 85% of all users pay more attention to the information presented visually as compared to pure text. Intent Lab Research has provided a supplemental study saying that 50% of shoppers in various categories like household goods and electronics prefer seeing visual information. So, even if you’re building brand loyalty by offering free stuff for seniors or selling high-tech equipment for graphic designers, you’ll benefit from visual ads more than from pure text ads.
With this being said, Google Ads has devised a feature that allows using new ad formats uniquely designed for mobile display through Google’s Search Network. It provides an avenue for you to be more creative and personal with your ads, and above all, you can place those ads on several other platforms like Gmail and Youtube, which can be huge!
One way to use this new feature effectively is to explore your product’s potential to be more visually appealing by getting creative. For example, you can ask your PPC agency’s help to look into what your target market finds the most appealing based on how ads are placed on certain channels like Gmail or Youtube. This will entail a repetitive process with a lot of trial and error before arriving at the best fit for your target audience. Still, it will come in handy, especially when trying to make the most out of your creative ads.
Through the years, Google has retained its position as the biggest search in the world. As its influence grew over time, it also took the role of an effective PPC marketing tool, first as AdSense and now as Google Ads. As trends change, Google will continue to add new features in Google Ads to allow marketers and users to benefit mutually. This ensures a more stable profit for companies while giving their customers the freedom to choose which form of ads they’re presented with.
As such, partner companies must make the best use of Google Ads’ current and upcoming features, especially when it is an avenue that has great potential to uplift a business through perfectly generated and positioned ads.
PPC Marketing remains one of the biggest trends in marketing today, and it will likely continue to dominate in the coming years, with Google and Google Ads at the forefront. This is why business owners and marketers need to understand, research, and effectively use the new features Google Ads rolls out and be the pioneers of this new marketing era.
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