Because of the con perpetrated by Google when they switched Google shopping to a paid only service, we never ventured to get this started for our own stores. Call it hard-hardheadedness… Whatever. However, in this post I am going to demonstrate to you that Google Shopping is an absolute fail, unless your products are square and fit in to a square box.
So we have a very successful dollhouse miniatures website, thus a perfect candidate to “get our feet wet” by paying Google for shopping ads.
Step 1: In the merchant center we had to develop and submit a feed containing product information such as (below) for 16,000 products.
- Product ID
- Product Title
- Product Description
- Google Product Category (Taxonomy)
- Product Type
- Product Link
- Product Image Link
- Product Condition
- Product Availability
- Product Price
- Manufacturer’s Part Number
- Sales Tax
- Shipping Cost
- Offer Expiration Date
These are the minimum information parts that are required….. But guess what?
Google is using ONLY the product title and product description to trigger your ads!
Worse than that, in product search ads you cannot include keywords.
So The first few days running the campaign, we saw lots of clicks and a bunch of our money go away and not a single conversion. This is cause for concern as organically and even in regular Adwords our site performs very well.
So I called Adwords. I spent an hour and a half on the phone with 3 different specialists to set up the ability for us to actually try to see some data needed to improve the performance of the campaign.
Now, you will never see what products are actually clicked on… Well maybe in the products tab of the merchant center where there is a “sampling” of your products which includes a “clicks” column. However, this is of no use to us, and most merchants as the columns cannot be sorted and there is no pagination AT ALL. So searching through 16,000 products at 50 products a page which no sorting tools at all is a lost cause for our 320 pages!
However, the young lady in the Analytics department was able to help be correctly tag my feed urls so I can at least see what is being queried. Below is an example of a tagged url.
Now today we have queries in Google Analytics…. but they were still challenging to locate, so let me tell you how to find them.
- From the account’s dash in the left column select Adwords >> Matched Search Queries.
- Now if you are running regular Adwords or Express they are all in here as well. But, we can help you locate them.
- From the list of queries Click the “Secondary Dimension” button, then Advertising and finally select “Campaign Code”