Daily Archives: May 1, 2017

GOOGLE SHOPPING AD CAMPAIGN TEMPLATE EXAMPLES

Google Shopping allows shoppers to quickly and easily find your products on Google. As a seller, Google Shopping lets you attract more potential buyers. Google Shopping helps you to reach shoppers while they are searching for items to buy on Google. You can also control your product information. With Google Shopping, you can maintain the accuracy and freshness of your product information.

Google Shopping is currently available in Australia, Austria, Belgium, Brazil, Canada, Czechia, Denmark, France, Germany, Italy, Japan, Mexico, Norway, Poland, the Netherlands, Russia, Spain, Sweden, Switzerland, Turkey, the UK, and the US. By linking your Google AdWords and Merchant Center accounts, you will be able to surface your products directly to users through Shopping ads.

If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better-qualified leads. First, send Google product data with Merchant Center and create a campaign in AdWords. Shopping ads are then placed in a different area because they’re more than a text ad–they show users a photo of your product, plus a title, price, store name, and more. These ads give users a strong sense of the product you’re selling before they click the ad, which gives you more qualified leads.

  • More traffic: Many businesses experience significantly higher clickthrough rates (CTR) with Shopping ads compared to text as shown in the same location for shopping-related searches.
  • Better qualified leads: As a merchant, you can increase the quality of your leads by featuring product information directly in your ads to help shoppers make informed purchase decisions such as image and cost.
  • Easy retail-centric campaign management: Instead of keywords, Shopping ads use the product attributes you defined in your Merchant Center data feed to show your ads on relevant searches. Browse your product inventory directly in AdWords and create product groups for the items you want to bid on.
  • Broader presence: More than one of your Shopping ads can appear for a given user search and, if relevant, a Shopping ad and a text and can also appear at the same time.
  • Product Shopping ads. These are created based on the product data that you submit to Merchant Center.
  • Showcase Shopping ads. You’ll create these in AdWords by grouping related products together. That way people can compare several of your products and click the right one.Powerful reporting and competitive data: See how your products are performing at any level of granularity you want. Identify growth opportunities with impression share data and the Bid Simulator tool.

    How Shopping campaigns and Shopping ads work

    Shopping ads use your existing Merchant Center product data — not keywords — to decide how and where to show your ads. The product data you submit through Merchant Center contains details about the products you sell. We’ll use these details when we match a user’s search to your ads, making sure to show the most relevant products. You manage your Shopping ads in AdWords using Shopping campaigns, a simple and flexible way to organize and promote your Google Merchant Center product inventory within AdWords. You can advertise your store and your products using two types of Shopping ads:

    Product Shopping ads are charged using cost-per-click (CPC), which is just when someone clicks your ad. So you’re charged only when someone clicks an ad that leads to the landing page on your website or to the Google-hosted landing page for your local inventory. Learn more about cost-per-click (CPC) bidding

Showcase Shopping ads are charged using cost-per-engagement (CPE), which is when someone expands your Showcase Shopping ad to see more and then clicks. Charged only when people expand your ad and then click a link. If they just expand the ad, that’s free. Learn more about cost-per-engagement (CPE) bidding. When you’re creating your Shopping campaign, you’ll decide how much you’re willing to pay for each click or engagement. You’ll only pay the minimum amount necessary to rank higher than the advertiser immediately below you, and you’ll often pay less than your maximum bid.

Where your ads appear

  • Google Shopping (in select countries)
  • Google Search, next to search results and separate from text ads
  • Google Search Partner websites, including YouTube and Image Search in some countries (if your campaign is set to include search partners)

Your Shopping ads can appear at the same time as text ads because we want to give shoppers access to the full variety of products that match their search.

Business information section of Merchant Center

In the navigation panel in your Merchant Center account. This information is used in different Merchant Center programs, such as Shopping ads. Google uses the business information you submit to display to users who view your products online.

  • Business display name: The name of your business or store.
  • Website: The domain that hosts your products.
  • Business address: The location of your headquarters.
  • Primary contact: The primary contact information for your Merchant Center account.
  • Technical contact (optional): The technical contact information for your Merchant Center account. This point of contact is used to send updates (as indicated) following data feed processing. Your contact information won’t be displayed publicly.
  • Customer service contact (optional): The customer service contact email, URL, and number from your website.

Website

Verify and claim your website URL in the Website page under Business information. Use this page to claim your website URL and go to Business information to update your URL.. Before you can upload product data to Merchant Center for Google Shopping, you need to verify and claim your store’s website URL. Verification lets Google know that you are an authorized owner of a website URL. Claiming associates the verified website URL with your Merchant Center account. Merchant Center leverages Google Search Console, a product that helps you monitor and maintain your site’s presence on Google, for website verification and claim.

If your domain is already verified in an existing Google Search Console account, the easiest option for claiming that URL in Merchant Center is to add the Google Account for your Merchant Center account as an Owner of the verified Google Search Console account.
  • HTML file upload (most common method): You’ll upload an HTML file to your server and we’ll verify that the file exists in the specified location. To use this method, you must be able to upload new files to your server. To stay verified, do not remove the HTML file even after you’ve verified and claimed your website URL.
  • HTML tag: Add a meta tag to your homepage. To use this method, you must be able to edit the HTML code of your site’s index page. To stay verified, do not remove the HTML tag even after you’ve verified and claimed your website URL.
  • Google Analytics: Add the Google Analytics code you use to track your site. To use this method, you must be an administrator of the Google Analytics account and you must be using the asynchronous tracking code. The Google Analytics tracking code is used only to verify your website URL ownership. No Google Analytics data will be accessed.
  • Google Tag Manager: Add the Google Tag manager container snippet to your website. You must have “View, Edit, and Manage” account level permission in Google Tag Manager. The Google Tag Manager container ID is used only to verify website ownership. No Google Tag Manager data will be accessed.

Multi-client accounts

Multi-client accounts allow you to submit items for more than one website domain. Multi-client account owners may verify and claim a website URL for the parent account. Typically, the parent account should verify and claim the top-level domain, e.g. http://example.com. Each sub-account will then automatically inherit the claim and can submit products for that domain. . Merchant Center multi-client accounts allow a single person or company to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account. Avoid submitting duplicate websites containing similar content to avoid account disapproval. Learn more about our policies on duplicate content. Multi-client accounts are designed for the management of multiple sellers and domains at a large scale, such as marketplaces and multi-country retailers. If you want to connect your Google account to multiple Merchant Center accounts, for example in order to manage their feeds, you can request to be added as a user by the respective account admin. Request a multi-client account.

THE DIFFERENCE BETWEEN XML AND HTML

XML is not a replacement for HTML.

XML and HTML were designed with different goals:

  • XML was designed to describe data, with focus on what data is
  • HTML was designed to display data, with focus on how data looks

HTML is about displaying information, while XML is about carrying information.

XML Components

  • Element

An XML element is everything from (including) the element’s start tag to (including) the element’s end tag.

An element can contain:

  • other elements
  • text
  • attributes
  • or a mix of all of the above…

<bookstore>

 <book category=“CHILDREN”>

   <title>Harry Potter</title>

   <author>J K. Rowling</author>

   <year>2005</year>

   <price>29.99</price>

 </book>

 <book category=“WEB”>

   <title>Learning XML</title>

   <author>Erik T. Ray</author>

   <year>2003</year>

   <price>39.95</price>

 </book>

</bookstore>

In the example above, <bookstore> and <book> have element contents, because they contain other elements. <book> also has an attribute (category=”CHILDREN”). <title>, <author>, <year>, and <price> have text content because they contain text.

  • Attributes

XML elements can have attributes, just like HTML.

Attributes provide additional information about an element.

In HTML, attributes provide additional information about elements:

<img src=”computer.gif”>

<a href=”demo.asp”>

Attributes often provide information that is not a part of the data. In the example below, the file type is irrelevant to the data, but can be important to the software that wants to manipulate the element:

<file type=”gif”>computer.gif</file>

Attribute values must always be quoted. Either single or double quotes can be used. For a person’s gender, the person element can be written like this:

<person gender=”female”>

or like this:

<person gender=’female’>

If the attribute value itself contains double quotes you can use single quotes, like in this example:

<gangster name=’George “Shotgun” Ziegler’>

or you can use character entities:

<gangster name=”George &quot;Shotgun&quot; Ziegler”>

  • XML Elements vs. Attributes

Take a look at these examples:

<person gender=”female”>

<firstname>Anna</firstname>

<lastname>Smith</lastname>

</person>

 

<person>

<gender>female</gender>

<firstname>Anna</firstname>

<lastname>Smith</lastname>

</person>

In the first example gender is an attribute. In the last, gender is an element. Both examples provide the same information.

There are no rules about when to use attributes or when to use elements. Attributes are handy in HTML. In XML my advice is to avoid them. Use elements instead

XML Syntax Rules

All XML Elements Must Have a Closing Tag

XML Tags are Case Sensitive

XML Elements Must be Properly Nested