Think.Like this: One weekend in mid-August 2020, when the weather was clear and the sun was hot, a man watching the game at home drinking a cold beer suddenly realized that he needed to buy a team-loving jersey and needed it immediately and urgently.

And you, you are a sporting goods seller, your products in the industry leader. However, the man who typed the "new jersey" keyword directly in Google searches didn't see your company's products in the shopping ad. Because you haven't started advertising shopping yet, so.Your product does not appear on the search engine results page.， So we call it a lack of visibility.And, then the result is only one --- you lose a lead.

Introduction to Google Shopping.

Shopping ads are everywhere when users search for products on Google's search page. On the computer side, these ads will be displayed.The image or text appears on the search results page.

On the mobile side, these ads will also appear in the form of images or text, but will be marked next to the text.

Search ads account for about 75 percent of all non-branded product search clicks, according to the survey. So the proportion of search ads for the whole online ad is still very large.

How does Google Shopping work?

To become a shopping advertiser, you must connect your Google ad account to the Google Merchant Center. Next, you need to build yours.Product Data Stream (Product Data Feed) This spreadsheet that describes and organizes every product in your catalog makes it easy for Google to grab the information it needs.

When you create a feed, you need to provide the following information for the products in the catalog: 

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ID, title, description, link, picture link, availability price, category, brand, status, item category ID, shipping, etc...

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Advertisers don't have to create separate ad ideas for Google Shopping.Because Google automatically indexes product data. When customers search for product keywords, Google automatically generates the most relevant shopping ads. 

How do I build A Google Shopping ads?

 Back in Google Ads' UI interface, when you're creating an ad, Google puts all your products into a product group called "All Products." From there, you are free to divide regular product groups into as many different product groups as possible.

You need to make sure that all your divisions are carefully considered. Because general ad bids are set for product groups. In your catalog, different products have different prices, different profit margins and different conversion rates. If you put products with very different indicator values in the same product group, their highest bid per click will be the same - which is too inefficient. The more expensive the product, the more profitable it will be. The higher the conversion rate, the more you want to compete for its high price. For small and medium-sized advertisers with simpler categories, the only way to eliminate the differences between individual product groups is to provide their own product groups for each individual product.

For large advertisers, you should try to create.Product groups with as few product differences as possible.。

Suppose you are a distributor who advertises sportswear. First, you need to divide all product groups into two separate small product groups based on gender: male and female. Then, you separate the two small product groups by category: tops, lowers, and sneakers. Each top can be divided into short sleeves and long sleeves. Each lower pack can be divided into shorts and trousers. Each sneaker group can be divided into low and high gangs. Eventually, each of these categories is broken down by brand: NIke, Under Armour, and Puma. As a result, you will eventually get 36 different product groups. Here are four examples:

These are the product groups that you assign the largest CPC bid. As you can see, because you sell so many products, you can't create your own product groups (and bids) for each product, but because your product group is subdivided enough, you're sure you won't be bidding for the same amount of money on very different products. 

Now you've set up your product group and assigned a bid to each product group. Google now knows how much you're willing to pay for a single click for each product ad. 

As with Google Search Bidding, your place in search results depends on how much you're willing to pay for a single click. The more money you're willing to pay, the higher your ranking will be.

Another factor is the quality score. Every time Google generates an ad for your product, it will give it a quality score. Here are some.Ways to improve quality scores:

Provide as much product information as possible.The more information you provide, the more accurately Google will match your ads to your search queries. The more accurate the message you provide, the more your product will match the search results.

Create a well-targeted title and description.This will make Google's text more appealing to consumers. Good search text produces good click-through rates, and good click-through rates can improve quality scores.

Use clear and professional pictures.This is another way to increase click-through rates.

Optimize your customer login page experience, the smoother the better.The easier it is for users to browse your landing page, the more Google can give you a higher priority for your shopping ads.

How do I optimize my Google Shopping bid?

There are three key factors to consider when setting your bid: price, margin, and conversion rate. But when many advertisers first started using Google Shopping, they didn't know the conversion rate, and we'll cover this situation.Four tips for optimizing your bid.。 

At first, it's a good idea to bid below budget. That way, over time, you can slowly accumulate data and better understand sales of specific products. 

For example, suppose you assign a modest bid to a sportswear shopping ad. Two months later, you're sure that your women's Nike low-end sneakers are your best-selling product, while the men's Puma long-sleeved shirt isn't selling well.

 So you will.Increase the bid for the previous group and reduce the bid for the second group.。

If you can do this regularly throughout your ad campaign (focus on which product groups can use more spending and which product groups can use less), your overall performance will get better and better. 

Your product may sell better in some areas than in other regions. Once you've collected enough data to identify areas that need to be focused on, you can use the Geolocation Bid Modifier to increase your maximum value for single-click charges as long as users in those areas search for your product keywords. 

Search ingesta on share metrics is an important metric. In short, it is the total number of impressions your shopping ad gets divided by the total number of impressions it is eligible for:

Search for the Presentation Share metric - Impressions/Possible Impressions. 

If your product search presentation rate is low, it means it's low in the ranking. If you don't agree that it has a low quality score (if you've provided all the information, your ad's click-through rate is good, and you've optimized your target page), then all you should do is increase your bid. 

But what if the product is in the same group as the product with a lower conversion rate? If you don't want to also increase low conversion rates, you need to use "custom labels" to select specific products from different product groups and place them in separate groups so that you can assign them the same bid.

For example, you might find that your top 10 best-selling products are scattered among eight different product groups. You can then use custom tags to group all 10 best-selling products together and assign a unique, relatively high bid. 

The automated bidding strategy is designed for advertisers who don't have the time or the ability to manually manage their shopping bids, using machine learning to monitor your ad performance and automatically set ad bids based on your business goals.

If you want to increase site visits, Maximize Clicks can set bids to attract as many clicks as possible within the limits of your daily budget.

If you want to keep your bids under manual control and increase conversion rates, "Lower CPC" automatically increases or decreases the bids you set based on the likelihood that each click will become a conversion. 

Finally, if you want to maximize your conversion value while reaching a certain ROAS level, Target ROAS sets your bid accordingly.

Cool amount information, in Google advertising marketing has accumulated many years of experience, has helped many enterprises to expand overseas business, many times won the award of outstanding service providers of Chinese enterprises to sea, 2020, cool information hope to help more Chinese enterprises to expand their overseas business, so that more Chinese brands to achieve its global development.