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Optimising your Google Shopping Feed & GMC Next
22 ideas de marketing sacadas de «Optimising your Google Shopping Feed & GMC Next», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de…
- 22 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 37 min
- Publicada en 2024
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Canales de adquisiciónPara maximizar la eficiencia en Google Ads, se deben proteger los términos de alta intención mediante campañas de búsqueda en concordancia exacta y utilizar Performance Max no como campaña inicial ni como herramienta de segmentación precisa, sino como un motor de prospección amplio configurado para captar exclusivamente clientes nuevos.
at the moment is really having two tiers in our accounts we're really using our search and shopping campaigns to really focus in on high high intent so what we'll generally do with that is our search search campaigns will be exact match for all our top converting keywords because we know that that's still overperforms performance Max so that'll take the click then with use performance Maxes the leadoff campaign when we introduce it we're introducing it to only Target on new customers adding in our existing why it was created and it was created to see what's converting and find more similar…
Escúchalo en el minuto 36:05
Canales de adquisiciónCuando una campaña de Performance Max entra en una meseta de rendimiento o pierde tracción, retirar temporalmente los objetivos de ROAS deseado (tROAS) o CPA objetivo (o cambiar la estrategia de puja a maximizar conversiones) permite reiniciar el aprendizaje algorítmico y desatascar la entrega.
like it just hits these weird plateaus and these weird struggles where it's almost like sometimes we've learned in certain accounts where if we just kind of reset it somehow and that might be like just kind of changing up the way it's organized or even like switching from the Raz Target back to Max conversions or things like that sometimes it kind of seems to reset a little bit so I don't know yeah we've we've experienced that as well so I I have found that sometimes we will just remove the target rows goals or or Target CPA goals um just to give it a reset having said that though what we're
Escúchalo en el minuto 35:31
Condicionar los descuentos al aumento del ticket promedio o a la recompra futura
Oferta y precioLas promociones deben estructurarse de modo que el descuento exija un mayor volumen de compra (elevando el AOV) o se entregue en forma de crédito/vale exclusivo para una segunda compra (aumentando el LTV).
there it was like that if you buy three pairs you know you get whatever 20% off and I was like okay now I got to buy three pairs so I end up spending more I brands that do it really really well is they run promotions in a way that sort of suck you in further I mean Apple are the masters of this where you know their Black Friday sales you get a voucher for $50 or $100 or something like that that you can only use with them and it's you great way of doing it of it's a discount but you're kind of giving them a discount to buy more stuff from you so think about promotions is if you are going to…
Escúchalo en el minuto 23:56
Oferta y precioEn tiendas con múltiples líneas de producto, rotar promociones periódicas enfocadas en categorías específicas en lugar de hacer rebajas en todo el catálogo mantiene el impulso de ventas sin erosionar el margen global ni provocar que Google Ads anule las etiquetas de oferta al detectar precios rebajados permanentes.
know some Brands kind of Fall start to fall into that trap where it's just kind of like there's an endless 30% discount on their website sort of a deal but and and Google has fought back against that too in terms of what they'll allow like they have automated like sale pricing notes annotations and stuff like that and that a lot of times that is based on like 30-day averages and stuff like that so you won't even always get some of those annotations for people who run sales all the time that sort of thing because Google's like no this is just your price this so yeah so sale every single month…
Escúchalo en el minuto 20:32
Canales de adquisiciónAntes de excluir completamente del feed los productos con bajo rendimiento histórico, es recomendable resegmentarlos en una campaña PMax separada con un presupuesto mínimo y un objetivo de ROAS muy exigente para que el algoritmo busque conversiones rentables sin arriesgar gasto innecesario.
feed although before you exclude low Performance Products from the feed I'm a big fan of like res segmenting those and like pushing those like push the like the crappy products into their own pmax campaign shove the Raz Target way way up keep a low budget on there so you almost don't care yeah and just see if like Google can do something with it um I like doing that rather than excluding so
Escúchalo en el minuto 28:54
Criterios para estructurar campañas independientes frente a grupos de recursos en Performance Max
Canales de adquisiciónLa división de productos en campañas independientes en lugar de asset groups en Performance Max o Shopping debe responder a las palancas de negocio que se necesitan controlar: asignación de presupuesto, estacionalidad de inventario, acuerdos de margen con proveedores y metas diferenciadas de ROAS o CPA.
but then let's say pmax you have I mean really the biggest reason to subdivide into campaigns as opposed to asset groups would be like go and budget you know geography location and budget although in pmax also I guess efficiency goals like Target row as and uh and CPA what levers do you want to be able to control in your business around your product categories so you know that way you can start thinking You' got a whole L of products that are seasonal so you might have you know winter and summer stock let's put them to separate campaign so that we can up and down the spending depending on the…
Escúchalo en el minuto 30:50
Canales de adquisiciónOptimiza los títulos de producto en el feed de Google Shopping utilizando las palabras y términos exactos que los compradores emplean al buscar, en lugar de la terminología técnica o el naming de marca interno, para aumentar impresiones, clics y ventas.
it's actually terms that aren't the most accurate way to describe a product but it's what people who are purchasing it's how they describe your product and so that's the sort of keyword we like hey put that towards the front and see if you can increase exposure to those terms shopping feeds is looking at the search look I know that your marketing team want to call it this but this is what people are searching when we've been you can really see a real bump up always seen Impressions and clicks and SES when
Escúchalo en el minuto 10:04
Canales de adquisiciónAunque se decida no invertir pauta en ciertos productos por bajo margen o bajo volumen, conviene mantenerlos subidos en Google Merchant Center y excluirlos únicamente del canal publicitario para continuar recibiendo clics orgánicos a través de las fichas gratuitas de producto.
from the ad spin first thing to remember is as much as possible like do have as many product as possible in merchant center because of free product listings next there's like a push button where it's like exclude this product from ads or something like that whatever so again like you can still upload that product and just remove it from being served and going to Google ads but it's still going to show in free product listing so remind people like hey don't overe exclude even if this product doesn't have a margin or whatever because like you still could get some free clicks so
Escúchalo en el minuto 25:21
Canales de adquisiciónMantener campañas de Standard Shopping activas junto a Performance Max ayuda a capturar tráfico y ventas incrementales de subastas y términos clave que los algoritmos de PMax suelen pasar por alto.
times what we are doing a lot of times I still see in accounts where they just have pmax running and no standard shopping so a lot of times we just add in standard shopping pretty immediately anyways because even though pmax gets preferred over that there's a lot of reasons for this but you'll still have some incremental traffic and sales come through standard shopping which to me makes sense because pmax does have limitations that you're giving it and it's just not able to go after everything all the time so if you have your standard shopping kind of making sure that you're getting some of…
Escúchalo en el minuto 16:39
Canales de adquisiciónEl título del producto es el atributo más determinante del feed para mejorar el rendimiento en Google Ads; incorporar y testear palabras clave con historial de conversión en los títulos genera aumentos directos en tráfico y ventas al facilitar el emparejamiento algorítmico con la intención de búsqueda.
to do probably the product title is where I'm heading right off the bat yeah and find different keywords people are searching for and and converting on and test those entitles and stuff that's typically where you can actually see sometimes an obvious increase in traffic and sales and that sort of thing there
Escúchalo en el minuto 7:05
Canales de adquisiciónSegmentar los productos con mejor rendimiento histórico en su propia campaña de Performance Max permite escalar su volumen al dotarlos de mayor presupuesto y reducir de forma intencional el ROAS objetivo (target ROAS).
of the ways we like to segment pmax is like buy historical performance if we have it so we might have our top products that we kind of bring into their own campaign and then you know way we're really making sure and then we just give that gas we lower the RO as Target we give it more budget you know
Escúchalo en el minuto 31:31
Canales de adquisiciónLa estructura del título en el feed debe ordenarse según el elemento que denote mayor intención de compra: en categorías técnicas o de repuestos conviene ubicar el SKU o número de parte al inicio, mientras que en categorías como moda es preferible descartar el SKU y priorizar modificadores visibles como color y talla.
or or what are you using there it'll depend on the account it'll depend on an espresso grinder almost for sure knows the exact part they're looking for down to the skew number and so that's an example where like we want that skew probably upfront because that is such a crucial indicator that this person is closer to purchasing because they in buyer intent so again like we're trying to find the T terms that are closer to that and putting those further work for every industry there will be some Industries where you know someone the skew is pointless you're just wasting title space but then that…
Escúchalo en el minuto 7:48
Canales de adquisiciónPrueba retirar la marca o relegarla al final del título de producto en anuncios de Shopping cuando la marca ya aparece como atributo independiente o no es determinante en la compra, liberando espacio frontal para modificadores y palabras clave de alta intención.
tip and test worth trying is it's not always worth losing the character space to have the brand in your title especially because the brand often appears as its own attribute in most champing ads so I actually think it's very worth testing that because if you can remove brand from your title especially if we've had somewhere they have a very long brand which takes up so much important characters in the title if you can test removing that or at the very least pushing that to the end and having more of those important modifiers up front if you can do that without the brand and getting more of…
Escúchalo en el minuto 11:36
Canales de adquisiciónModificar los precios con excesiva frecuencia o mostrar precios dinámicos distintos según el usuario o momento puede provocar la desaprobación de productos en Google Merchant Center al ser detectado por Google.
around a little bit more one caution I'll note if you're changing price a lot though is just be aware that that can start to get tricky with feed approvals um so just kind of be aware of the fact especially if you start showing different price to different people at different times Google catches that they're going to disapprove that so it
Escúchalo en el minuto 15:28
Riesgo de canibalización por objetivos de ROAS inconsistentes entre campañas con mismas temáticas
Canales de adquisiciónAl segmentar productos entre distintas campañas, no se deben colocar objetivos de ROAS más bajos en campañas secundarias que apunten a las mismas temáticas de búsqueda, ya que esto roba impresiones y deteriora el rendimiento de la campaña de productos estrella.
where I see people do get confused by this is that you do still have to remember things like your keyword themes you know if you're segmenting some high performing products into one campaign don't want to be having lower lower rows Targets on another campaign which is going to be targeting the same keyword themes otherwise you're just hurting that top performing performance so
Escúchalo en el minuto 34:25
ConversiónOfrecer un descuento en un producto gancho atrae al cliente en la etapa donde compara activamente precios; una vez que toma la decisión de compra, es más propenso a aceptar complementos u order bumps a precio regular sin comparar alternativas.
just think about when you buy things online what sometimes happens and if you're inside of the cuts if you already made the if you can get them to buy on one product because that first product is when they'll generally price compare right so they'll go and they'll check but once they're inside the store if you've got your product bumps and all of your things set up correctly they can very very quickly buy other products that aren't cheaper than their competitors but because they've committed to that first product they'll go ahead with the sale and that's where you can really use that…
Escúchalo en el minuto 22:59
Estrategia de filtrado de búsquedas mediante múltiples campañas de Standard Shopping
Canales de adquisiciónPara productos con intención de búsqueda muy específica (como modelos exactos), se puede utilizar una estrategia de query filtering con múltiples campañas de Standard Shopping para forzar pujas más altas en términos prioritarios donde el sistema no permite pujar por keywords directas.
because you often have people who know exactly the bicycle that they want the exact model and all that that can be worth doing standard shopping where I don't know how complicated you want to get in here but you get kind of that query filtering strategy where it does allow you to have a few different standard shopping campaigns where you can push like someone typing just bike models because you know for someone listening you're not able to bid specifically on keywords and shopping but with this strategy you can kind of push them into one campaign that you've bid higher so we've seen like…
Escúchalo en el minuto 17:41
Auditar precios de la competencia ante caídas repentinas en la conversión de Shopping
Medición y experimentosCuando la tasa de conversión de un producto con buen rendimiento caiga sin causa técnica aparente en campañas de Shopping, audita de inmediato los precios de los competidores, ya que los usuarios suelen clicar en el anuncio pero comparar y comprar donde esté más barato.
the very least be very aware that when you start to see metrics changing for almost no reason that's typically where I suggest hey be aware of where you're priced in the auction just to see if especially to me like one of the biggest things is if all of a sudden you see conversion rate kind of you know drop on you know a specific product that's sold real well and you can't really figure out why one of the first places to look would be competitor prices have they lowered prices on your product because often times we'll see people will still click on a bunch of those those shopping ads but now…
Escúchalo en el minuto 13:52
Canales de adquisiciónSi el seguimiento de inventario es preciso, conviene excluir de los anuncios de shopping los productos con stock crítico (por ejemplo, menos de dos unidades), ya que suelen agotarse de forma orgánica y pagar por sus clics puede generar ventas duplicadas o problemas de stockout entre canales.
just to kind of ponder is I like when when possible and when it makes sense sometimes it really does make sense if you have your you know all of your stocks status and everything is just real nailed down and accurate then you know exclude sometimes out of stock or stock products that have like less than two left yeah and uh because uh what that does is if there are products that are selling anyways they're going to sell regardless of whether you send people to pay for them and then there might be issues with them being purchased on other channels or that sort of thing so like let's just keep…
Escúchalo en el minuto 27:06
Canales de adquisiciónSi el seguimiento de inventario es preciso, conviene excluir de los anuncios de shopping los productos con stock crítico (por ejemplo, menos de dos unidades), ya que suelen agotarse de forma orgánica y pagar por sus clics puede generar ventas duplicadas o problemas de stockout entre canales.
just to kind of ponder is I like when when possible and when it makes sense sometimes it really does make sense if you have your you know all of your stocks status and everything is just real nailed down and accurate then you know exclude sometimes out of stock or stock products that have like less than two left yeah and uh because uh what that does is if there are products that are selling anyways they're going to sell regardless of whether you send people to pay for them and then there might be issues with them being purchased on other channels or that sort of thing so like let's just keep…
Escúchalo en el minuto 27:06
Canales de adquisiciónGoogle Merchant Center está evolucionando de los feeds tradicionales en hojas de cálculo hacia la extracción automatizada de información directamente desde el marcado estructurado de los sitios web, motivo por el cual la plataforma renombró los feeds como 'fuentes de datos' (data sources) para dar cabida a múltiples métodos de ingesta de catálogo.
names like they're not called feeds they're data sources and supplemental know for sure at some point some sort of spreadsheet like feed will likely disappear especially as they begin pulling more and more automated data from websites as structured markup gets more accurate and things like that that's definitely the reason why they rebranded feed over to data sources because I think they wanted people to know like hey there's a variety of different ways sources to pull your data
Escúchalo en el minuto 2:20
Desfase entre los lanzamientos anunciados por Google y su funcionalidad real
Canales de adquisiciónLos lanzamientos y cambios anunciados en las plataformas publicitarias de Google frecuentemente representan la visión o estado ideal hacia el que la compañía quiere avanzar, y no necesariamente una funcionalidad completamente madura o lista para operar de inmediato.
of people when Google makes an announcement I found very very often that it's an announcement that they want it to be right and they're planning it to be right but it's just not right there yet like you go through a he of
Escúchalo en el minuto 4:04
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