Romain Stevens

Everything you need to know about Google Shopping campaigns

Posted on April 14, 2020April 2, 2025 by Romain Stevens

The article below is particularly aimed at acquisition managers and SEA campaign managers of Ecommerces, or for Ecommerçants wishing to work on Google Shopping.

We’ll take a detailed look at the various stages involved in launching this popular advertising format for e-merchants.

In fact, Google Shopping ads have the ability to boost site sales when campaigns are well organized and managed.

As you know, Google remains the ideal medium for promoting your products via sponsored ads.

Adthena’s study “The Rise of Google Shopping” showed that Google Shopping accounted for 75% of clicks on all Google Ads campaigns by retailers.

And more recent data shows that mobile channels are responsible for even greater growth in click volume.

What we’re going to talk about below

What exactly is Google Shopping?
How to set up a Google Merchant Center account.
The Google Shopping feed: how to create a product data feed and import it?

1. What is Google Shopping?

Google shopping ads (sometimes called PLA => Product Listing Ads) are designed for advertisers who have physical products to sell.

Advantage 1: they allow you to show right away what your products look like and how much they cost, even before the visitor arrives on your website.

Advantage 2: as these ads are more visual than text ads, the clicks they generate tend to capture visitors with a higher purchase intent than traditional text ads.

Advantage 3: For shopping campaigns, you don’t need to search for keywords to rank.

Against this backdrop, it’s hardly surprising that online retailers are investing so heavily in shopping campaigns. Budgets devoted to Google Shopping campaigns have grown steadily in recent years.

But how do ad settings work if you don’t have keywords to target like traditional text ads?

We’ll explain it below, because if you don’t have to select keywords, Google will automatically use the data from your Shopping Feed, which is hosted in the Google Merchant Center.

In fact, the first step to getting started with Google Shopping is to create a Google Merchant Center account.

2. Configure your Google Merchant Center account ?

Your Google Merchant Center is the tool that will centralize all your product data, so you can promote your entire offer.

It’s in the Merchant Center that you’ll integrate the products from your Ecommerce site that you want to promote via your Shopping campaigns.

When you log in to your Merchant Center account, you’ll find all the information you need about your products, including a diagnosis of their condition, as shown in the image below.

You’ll quickly see all approved products, unapproved products, clicks generated by your Google Shopping sponsored campaigns, as well as updates and recommendations on your account.

When you create your account(register with Google Merchant Center), the first thing to do is update your company details.

These include basic elements such as how you want your company name displayed, your website, your physical address and your account users.

info Merchant — Administration Merchant Center

Validate and claim your website URL

Once your account has been created, you’ll need to validate and claim your website URL.

To achieve this, Google offers several methods:

Download HTML files
HTML tag
Google Analytics
Google Tag Manager

Each of these methods involves adding a piece of code to your website, which will be supplied to you depending on the choice you make.

It’s quite technical, and often requires the help of your developer or webmaster.

Once you’ve validated and claimed your site, your lights will turn green as above.

Google Merchant Center guidelines

Now that you’ve validated and claimed your website’s URL, you need to make sure your site complies with Google Merchant Center guidelines before running ads on Google Shopping :

Of course, you must have a secure payment system (https in the address bar, whenever someone is about to give you their payment details).
Internet users must be able to access your site from anywhere in the world.
Your website and product data must be in the official language of the country for which you are advertising.

3. The Google Shopping Feed: How to create a product data feed and import it

Before tackling this crucial subject, there are a few principles to be observed on Google. To create a product in your feed, you need to meet all the specifications of Google’s product data.

What’s more, Google uses your product feed to match your ads to users’ search queries.

The attributes of your Shopping feed

Google’s requirements for your product feed will depend on the types of products you sell, but there are a few elements common to all that are required for every feed:

Here is the list of mandatory attributes:

id [identifiant]: a unique identifier for all your products

title [titre]: a title; the name of the product

description [description]: a description of the product

link [lien]: the URL linking to the precise, detailed page devoted to the product

image_link [lien_image]: product image URL

availability [disponibilité]:Availability of your product, in stock

price [prix]: the price of the product

Brand [marque]:the product brand

gtin [gtin]: EAN code for Europe, bar code (mandatory for all new products to which a GTIN code has been assigned by the manufacturer)

MPN[référence_fabricant]:Supplier reference (mandatory only if your new product does not correspond to any GTIN code assigned by the manufacturer)

condition [état] :the state of the product. Whether it is new, used, reconditioned, etc.

adult [adultes]: adult or non-adult product (Required if a product includes adult content)

multipack [multipack]:the number of items contained in a single package (e.g. box of 6 candles).

age_group [tranche_d’âge]:age range of potential recipient (Mandatory for all clothing products Ex:[nourrissons] / [enfants] / [adultes]

color [couleur]: product color if applicable (mandatory for all apparel products, as well as for products available in different colors).

gender [sexe]: you can choose between male [homme], female [femme]

unisex[unisexe]. This is a mandatory attribute for all clothing products, as well as for gender-specific products.

size [taille]: mandatory for all clothing products, as well as for products available in multiple sizes.

item_group_id [identifiant_groupe]: Mandatory if the product is a variant

shipping [livraison]: shipping costs

Although the above list is long and there are over 40 attributes for a Google Shopping Feed.

However, these elements are generally part of the information you already have in your site’s back office and product sheet manager.

Import your product flow into Google Merchant Center

To import your product flow into the Merchant Center, Google offers several options, and the method you choose will depend on the size of your catalog.

The simplest option is to import your products via a Google Sheet (Google’s Excel) andsave a spreadsheet in Merchant Center. This method is suitable for “small” catalogs.

To do this, go to the left-hand menu, “Products” section, then “Feeds” and “Add a main feed”.

In the steps below, you’ll find the import steps.

In step 3, you can choose between a spreadsheet template, or select the Google Sheet spreadsheet you’ve created beforehand.

Shopping Flow import step — Add a Product Feed

Last but not least, you can set the frequency at which your data is updated.

This is all the more important as Google requires you to present your complete product data feed every 30 days, even if your ‘inventory’ hasn’t changed.

If your inventory shows strong variations, Google gives you the option of refreshing your data up to 4 times a day.

How to optimize your Google Shopping feed.

A number of tests and optimizations were carried out by various specialists, including Adenlab.

Very often, it’s the optimization of product titles that produces the most positive effects on Shopping campaigns.

Improving the relevance of a product’s title has in some cases led to a 10-fold increase in traffic volume.

We strongly advise you to read our article onoptimizing your Shopping feed.

Product Title:

The title of your product is certainly the most important attribute; improving your title is one of the top priorities of feed optimization.

Include the Top Keyword: in fact, the main term or keyword on which you want to position yourself, should be present in the title and rather at the beginning of the sentence.

Include product type: if your product is a “knife sheath”, include this term in the title. This is pretty obvious, but it’s also very useful, because by including the product type in your title, you’re describing the very product you’re selling.

Color, brand, size, gender: these are elements found in other feed attributes, but which can be added to the Title. In fact, having a Title that is as close as possible to your customers’ searches will enable you to position yourself on more precise terms.

Product description

Although the description isn’t often visible to Internet users, it plays an important role in your feed.

In fact, the description (up to 5,000 characters) will enable you to complete the information in the Title and thus work more on the long tail and more precise queries.

Precision: although you can include a lot of content in the description, the aim is above all to be concise and precise. A clear product description is the most effective.

Keywords and searches: think about the keywords your customers will search for to find your product; these terms must be included in the Description.

Google Product Category

Google has created a list of product categories and sub-categories, allowing you to “classify” each product in your catalog.

This flow attribute is recommended, but mandatory in certain sectors;

Use Google categories from among the +6000 categories and sub-categories. You can download the Google taxonomy here

Choosing the right category: to gain in quality, it is always in your interest to be as precise as possible when choosing your category.

The images

Images are one of the most important factors! In fact, they’re the 1st element your future customers will see before clicking on your ad. Your photo must be attractive and realistic.

**Light background **: Google requires the product photo to be on a light background. Generally speaking, a white background is best.

Image size: 800×800 pixel images are recommended. The minimum is 250×250 pixels for clothing products and 100×100 for other products.

No text or logo: only the product image should be visible. Do not add promotional text to your image.

Merchant Center has implemented an automatic image enhancement option. You can activate this setting in your Merchant Center account in :

Click on the Tools icon (the wrench at the top right of your account) > Settings > Auto Enhancement.

Improve your product titles with search term reports

Thanks to Google Ads’ search term reports, you’ll have access to the queries made by Internet users who have searched for your products.

These reports will help you better understand the expressions used by your potential customers. And, of course, identify recurring terms.

Examining search reports will enable you to find the words and phrases that most often lead to sales of your products.

Once you’ve identified these “conversion” keywords, you’ll adapt your product title to include these words/phrases.

And don’t forget: the closer the term is to the beginning of the product title, the more Google will give it priority.

To make the most of semantic optimization, regularly review your search term reports.

In conclusion

At this point, you should feel ready to launch your Google Shopping campaigns. You’ve learned how to create a product flow from A to Z.

Now that you’ve familiarized yourself with Google’s various rules and obligations, you’re ready to launch your first campaigns.

You also know that among the many attributes of the product flow, it’s the product title that counts the most.

Now that you’ve familiarized yourself with the various Google Shopping settings, keep in mind that :

Analyze your products, making a clear distinction between those that earn you the most and those that earn you the least
Don’t leave your current shopping campaigns in the lurch, especially when working on granular campaigns
Optimize your shopping campaigns according to your audiences’ purchase intentions

If you have any questions or comments, please do not hesitate to contact us.

If you need more information and advice on your acquisition, our team ofGoogle Ads Experts is available to talk to you.

Google Ads: the ads that will attract new customers and ensure your growth

Posted on April 12, 2020April 2, 2025 by Romain Stevens

What types of advertising does Google Ads offer ?? Which formats are best suited to sales or lead acquisition?

Today, Google offers a wide range of services, including hosting, cloud services, mapping and much more.

But the best-known and most profitable for Google is its Google Ads advertising system.

With over 90% of searches carried out on its search engine, Google reigns supreme over digital advertising, along with Facebook.

What’s more, for companies and e-tailers using Google Ads as an advertising lever, the return on investment is immediate, and 50% of people who click on an ad are more inclined to buy than others – those who click on the free, “natural” SEO links.

Google Ads enables companies of all sizes and budgets to create advertisements targeted at people who are actively searching for their service.

It’s a powerful lever for reaching more Internet users and a targeted clientele of consumers.

But how do you use this tool provided by the Internet giant? How can you ensure that your campaigns meet your business objectives and become a real advantage for your company or online store?

Increase sales and attract new customers

1. The essential Google Ads figures

Many companies choose to create Google ads to showcase their products and services. This approach is strategic for many businesses. This is because

company awareness increases by 80% thanks to Google Ads.
63,000 Google searches are carried out every second.
90% of online searches are carried out on Google.
Google has a 73% market share in digital advertising.
65% of companies have a Pay per click campaign
46% of clicks on search engines go to the first three paid ads.
35% of users buy a product within 5 days of their Google search.

2. The benefits of Google Ads for your business

If you haven’t already, integrating Google ads into your acquisition strategy will bring you a number of benefits.

You’ll be instantly visible, adapting your ads to the searches and requests of Internet users, and arousing the interest of your future customers.

You’ll be able to personalize your ads according to your different prospects and, above all, track your sales targets.

Be immediately visible

Once you’ve created campaigns in your Google Ads account, you’ll have the opportunity to position yourself immediately in Google’s top search results.

Your budget will depend on the type of keyword you’ve selected, the number of products in your catalog and, more generally, the structure and objectives of your campaigns.

Positioning your site in Google’s top results is extremely important, given that 75% of Internet users are content to see only the top 5 sites on the first page of search results.

Generate consumer interest and attract new customers

Internet users want to find information quickly and easily.
Being in first position in the Google search engine can give your company a click-through rate of 34.36% for computers and a click-through rate of 31.35% on smartphones.

On high-demand searches, this can lead to very significant traffic. That’s why you need to target the terms that will bring you conversion and a high volume of business.

Quickly adapt and change your offers and ads

With Google Ads, you can update the content of your offer and review your ads instantly.

This is obviously a major advantage over SEO, which can take a “while” to attract qualified traffic.

For example, if you want to integrate a new range into your e-commerce or a new presentation, you’ll have to wait a few months before conquering the keywords related to this novelty (in SEO).

With Google Ads, evolutions and changes are taken directly into account.

Improve the accuracy of your targeting

Google gives companies using Google Ads the ability to optimize targeting, so that ads are only shown to people who might be interested in the products.

Customize the audience parameters to suit your target.
We also suggest setting up a retargeting strategy.

Tailor your strategy to your objectives

The search engine provides you with advertising formats adapted to your initial strategy and defined objectives.

For example, ads are designed specifically for product sales. To take this a step further, Google has created form extensions for lead acquisition.

This evolution is in line with new business needs. With the decision funnel, leads are more likely to become loyal customers.

To sum up:

Paid positioning enables us to address web users who are in an active search phase: this traffic is therefore highly qualified (much more so, for example, than banner traffic).
Advertisers can choose the keywords on which they wish to be present.
The billing model is “per click” (CPC), so the advertiser only pays for the traffic that actually arrives on the site.
The bidding system enables the advertiser to control the maximum CPC it is prepared to spend on each keyword (the more targeted a word, the more profitable it can be to offer a high bid, as the conversion will be good).
Market tracking tools enable sales to be attributed to each word: we can therefore calculate the cost of acquisition for each keyword and adapt bids according to the results observed.
The campaign can be monitored and modified almost in real time
Versus Search Engine Optimization ➔ traffic generation is immediate.

What are the different types of campaign and when should they be activated?

Before creating a campaign, it is important to consider your company’s strategic priorities:

What is the target audience or persona?
What are the informative pages on your site?
Which pages will convert
What are the strategic products (loss leaders, high-margin products)?
What are your prospects looking for?
What will be the traction campaigns (generic)
Conversion campaigns (long tail)
Your sector and the challenges of your campaigns
Understand your prospects’ research methodologies
And how to adapt the campaign structure to your website and offers

The structure of a Google Ads account can be very different, depending on your company’s objectives and challenges.
For example, in some cases, generic campaigns are rarely deployed, because the aim is to maximize the profitability of campaigns, and to position ourselves only at the bottom of the funnel: in this case, shopping campaigns are the most appropriate, as this format has the highest conversion rate (if we consider the “last click”).

On the other hand, if you want to track the entireconversion funnel, you’ll need to create several campaigns, each with its own objectives and performance. In fact, in a full funnel structure, the challenge will be to track the user journey and the contribution of each campaign to the final conversion(attribution)
As you can see, it’s vital to set objectives for each type of campaign?

If your goal is to create brand awareness, you’ll need to:

Gain visibility for your site
Generate cold leads
Increase your list of new customers
Generate qualified traffic to the site

If your goal is growth, you’ll need to :

Increase the number of sales on your site
Develop sales
Control and improve ROI (Return on Investment) indicators

1. Search campaign: text ads and keyword research

Google Ads text campaigns enable you to reach consumers at different stages of their research and needs. You can position yourself on keywords and terms related to your products and services on search engines (Google and Bing).

The key to these campaigns lies in the structure of your account and your campaigns, and consequently in distinguishing between informative searches and searches for hot prospects. In fact, you won’t have the same strategy for these 2 types of search, nor the same return on investment.

The positioning of advertisers is never identical, and doesn’t depend solely on the price you’re willing to pay!

The basic principles :

Paid positioning enables us to address web users who are in an active search phase: this traffic is therefore highly qualified (much more so, for example, than banner traffic).
Advertisers can choose the keywords on which they wish to be present.
The billing model is “per click” (CPC), so the advertiser only pays for the traffic that actually arrives on the site.
The bidding system allows the advertiser to control the maximum CPC it is prepared to spend on each keyword (the more targeted a word, the more profitable it can be to offer a high bid (since the conversion will be good).
Market tracking tools enable sales to be attributed to each word: we can therefore calculate the cost of acquisition for each keyword and adapt bids according to the results observed.
The campaign can be monitored and modified almost in real time
Versus Search Engine Optimization ➔ traffic generation is immediate.

2. Dynamic Search Ads (DSA)

Dynamic Search Ads (DSA) are ads targeted to the content of your website.
The use of Dynamic Search Ads (DSA) allows you to appear on search terms related to the content of your website or a particular page
The advantage of DSA is that it allows you to capture traffic that is not currently being captured by existing campaigns within the account.

The advantages of DSA :

No keywords to “buy”; ads benefit from a dynamic title that automatically adapts to the user’s query – and a dynamic url that redirects to the most appropriate page on your website.
Ads feature a dynamic title that automatically adapts to the user’s query, and a dynamic URL that redirects to the most appropriate page on your website.

3. Remarketing campaign (text, banners, videos)

Remarketing enables you to show ads to people who have already visited your website or used your mobile application.
It gives you the opportunity to show ads to people who have already visited your site.
Depending on the actions carried out on your site (e.g. shopping cart abandonment), you will be more or less aggressive (with your bids) in bringing these same people back to your site. This feature is extremely powerful, as it enables you to target the hottest prospects and bring them back to complete their conversion or purchase action.

Remarketing methods offered by Google :

Standard Remarketing: serve ads to your former visitors when they visit Display Network websites and applications.
Dynamic Remarketing: serve dynamic ads featuring the products and services your previous visitors have viewed on your site when they access web pages and applications on the Display Network.
Remarketing for mobile applications: serve ads to mobile users who have previously used your mobile application or website when they browse other content.
Video remarketing: serve ads to users who have interacted with your videos or YouTube channel when they access YouTube and browse Display Network videos, websites and applications.
Remarketing lists for Search Network Ads (RLSA): serve ads to your former visitors as they search on Google for the products and services they need, after they’ve left your site.

4. Display ad campaign targeting themes and interests

Display ad campaigns targeted by themes and interests give your company the opportunity to appear on sites in the Google Display Network. Generally speaking, these are “upper funnel” campaigns, which allow you to work on visual advertisements, since they are images and banners, which will enable you to take advantage of other sites’ traffic to make yourself known.

The Display Network is a collection of Google websites (for example, Google Finance, Gmail, Blogger and YouTube), partner sites, mobile sites and applications that display Google Ads based on page content.

Google Display partner sites — Example of Google Display Partner Sites

You can use attractive ad formats to reach a large number of customers with varied interests. With the Display Network, you can increase brand awareness, build customer loyalty, generate more customer interaction and choose more specifically where your ads are displayed, as well as the type of audience you want to target.

Features :

Several distribution methods: by keyword, by site, by category…
The business model: auctions and CPC payments
It is possible to find out which sites you are distributed on and “blacklist” sites deemed irrelevant or unprofitable.
This traffic is less qualified than search traffic because Internet users are not actively searching for information.

5. Google Shopping campaigns

Within Google advertising, you can choose Shopping campaigns. This is the most popular format for e-commerce. In fact, it’s currently the Google advertising format that generates the most conversions and sales.
Shopping campaigns for merchant sites using the Google Merchant Center enable them to display ads presenting their products (photos, product name, price) during Google.fr searches.

We recommend that you read or re-read our articles on the subject:
Google Shopping campaigns: A necessity for e-tailers?

Highlights :

Promote your products in a high-impact format (photo) when web users are actively looking for a product.
Increased visibility with double display: classic text ad + product ad.
Easy to target and set up.

Weaknesses :

Requires a Google Merchant Center account, which is not available in all countries or for all merchant sites (e.g.: prices must be inclusive of VAT, whereas some B2B sites are exclusive of VAT).

CONCLUSION

The success of Google campaigns has been proven. Depending on your company’s objectives, choose the right ads for your online store and your products;

Before creating a campaign, it is important to:

Understand prospect and customer research methodologies
Adapt the structure of your campaigns to your website
Think about your real needs: brand awareness or sales

This will determine the structure of your Google Ads campaigns, which represents 60% of the optimization of your account.
In addition, the structure of your campaigns must be constantly evolving, because not only are your users’ behaviors changing, but so are you and your offer.

If you need more information and advice on your acquisition or tips on how to structure your SEA accounts and campaigns, our team ofSEA Experts is available to talk to you.

White paper: E-commerce sales by acquisition channel

Posted on April 8, 2020March 31, 2025 by Romain Stevens

Adenlab’s Analytics team undertook an analysis of 27 BtoC e-tailer Google Analytics accounts to identify the main e-tailer conversion channels.

Analysis of sales distribution by channel. Analysis of conversion paths and lengths

receive the study in your mailbox

Evolution of Google Shopping: From Froogle to Google Shopping

Posted on April 3, 2020April 2, 2025 by Romain Stevens

E-commerce is experiencing strong growth year after year. As an entrepreneur, you’re well aware that this strong growth has come with the development of digital marketing and multi-channel acquisition techniques.
As you know, there are a number of practices you can exploit to attract qualified traffic to your e-commerce platform and optimize your sales performance.

Download our white paper

Levers such as Search Engine Optimization (SEO) and Search Engine Advertising (SEA) are the most widespread techniques.

Google Shopping sponsored campaigns are a must for e-commerce businesses. They deliver significant results and returns on investment. However, all these levers require different technical skills.

The origins of Google Shopping

The giant Google offers a range of tools to optimize the visibility of e-commerce sites. Google Shopping is one such platform that has revolutionized the world of online sales. Initially called Froogle in 2003, this tool was entirely free of charge.

The origins of Google Shopping: Froogle Beta

The name was changed to Google Product Search in 2007 for reasons of internationalization. It is a product comparison services tool that enables all e-commerce sites to offer their products on the platform.

Then, 5 years later, Google Product Search changed its name to Google Shopping. It should be noted that the tool is not free. The principle of Google Shopping is to enable online retailers to display their products directly on the platform for a fee defined by the platform. Your products are positioned according to their relevance to the user’s search query, and also according to the maximum amount you are willing to invest for each click or action made by the user.

Shopping campaigns

It’s very important to know the basics of Google Shopping, so that you can make the most of it and ensure that your Google Shopping ad campaigns are successful.
Your ads must include several pieces of information to optimize their visibility on the platform.
All product information should already be included, such as price and a technical data sheet with an image of the product for sale. For greater efficiency, it’s important to combine your shopping campaigns with Remarketing campaigns. This retargeting technique is a common and proven practice in online advertising.

The principle of retargeting enables you to automatically track visitors who have visited your site, or a particular page.
It’s a powerful strategy for encouraging your visitors to convert and complete their purchases on your site.

Given the constant evolution of Internet user behavior, Google is also updating its SEO and shopping campaign techniques, notably with Showcase Campaigns.
The latter offers several advantages, such as the possibility of displaying multiple visuals on the same ad.
With this evolution of Google Shopping, visitors can land on an expanded ad with a single click. It’s very important to have a rich catalog to enable Google to offer web users a wide choice of products likely to match their searches.

In addition, the creation of the Google Shopping feed is a prerequisite for launching on Google Shopping.
The Shopping Feed is a spreadsheet file containing all the information relating to your products (price, name, reference, color, availability, product qualifications, etc.).
You can create your Shopping Feed on a Google Sheet spreadsheet, using tools such as the Google template. This option is particularly recommended if your catalog is not large.

If this is not the case, we recommend the use of a feed module or aggregator, which will automatically create your Shopping Feed. There are several types of modules available for integration into your CMS, such as Prestashop, WordPress, Magento or Shopify. For a PLA (Product Listing Ads) campaign, as an advertiser, you’ll need to reference your feed in the Google Merchant Center and, of course, create an account.
And a key element will be optimizing your feed: we recommend that you reread our article onoptimizing your Shopping Feed.

If you’d like to know more about creating feeds or managing Shopping campaigns, please don’t hesitate to contact us!

Google Shopping campaigns: A necessity for e-tailers?

Posted on February 21, 2020April 2, 2025 by Romain Stevens

Find out more about the statistics, benefits and optimizations required for Google Shopping.

The figures presented in Adthena’s study “The Rise of Google Shopping” are indisputable. E-merchants’ favorite ads on Google are Google Shopping ads. Ads in Google Shopping campaigns alone account for 76% of spending, compared with 24% for text ads in the US and UK. Google Shopping is the preferred advertising lever and format for E-retailers.

In fact, Google Shopping ads have the ability to highlight all your offers and products in Google search results. Thanks to this type of ad, which enhances the value of your catalog, Internet users can view the product photo, price, brand, promotion, etc. directly in the Google search engine.

Google Shopping search results — Text ads vs. Shopping ads

Depending on your objectives, these campaigns can also be promoted on several Google media: in Google search results, in the Google Shopping tab, in Google Image, on partner sites and on Youtube.

In the coming months, the number of media or “surfaces” where your products will appear will increase, and so will the visibility of your products, thanks to the new“Multiplatform” program.

With that in mind, let’s take a look at some of the key elements of Google Shopping campaigns. What are the figures and statistics to be taken into consideration? And what are the levers you can use to improve your campaigns?

Google Shopping: a must? Figures and statistics on Google Shopping campaigns

The use of Google Shopping campaigns has already borne fruit with a majority of e-commerce businesses. This is highlighted by Adthena’s study (“The Rise of Google Shopping”):

Google Shopping campaigns account for 74.6% of corporate advertising spend (US/UK)
23.6% of Google ads spend generated 14.7% of clicks on text ads.
In the UK, the budget is higher, with Google campaigns accounting for 82% of ad spend. 18% of ad spend generated 12.1% of ad clicks.

The above statistics were obtained via the analysis of over 40 million Google ads (Shopping and text) in the UK and US, during January and February 2018 and across nearly 1 million keywords.

As this graph shows, Google Shopping campaigns cover all types of products and sectors.

Source: “The rise of Google Shopping” Adthena

What are the advantages of Google Shopping campaigns for your e-commerce business?

spending on Google Shopping has grown steadily in recent years. This is due to the various advantages of this approach:

You can reach an audience of buyers with a genuine interest in your products.
This type of ad increases the visibility of your offer and your entire catalog.
The format facilitates and accelerates the transaction. It’s a format designed for selling your products.
You can stand out from the competition with your prices, your promotions and your photos.
Merchant Center tools make it easy to highlight promotions, with crossed-out prices or coupon codes.
Customer reviews reinforce your reputation and facilitate sales through social proof(participate in the product reviews program).
You can exploit retargeting strategies to retarget undecided web users.

Tools for optimizing your Google Shopping campaigns

Google Shopping campaigns can be activated via 3 levers:

Your Catalog, which is translated into a Product Flow.
Google’s Merchant Center, to which your product feed (your catalog) is sent.
Google Ads, which will connect to your Merchant Center and manage your Google Shopping campaigns.

Below, we’ll discuss the first 2 areas of optimization: the Merchant Center and your Catalog (= Google Shopping product feed).

The Merchant Center: the cornerstone of your Google Shopping campaigns

Before you can launch a Shopping campaign and feed your Google Ads account, you’ll need to get to grips with your Google Merchant Center account and product flow.

The Merchant Center is the tool that allows you to import all your catalog data, and also to control the quality of your product information.
The Google Merchant Center is the product database that allows you to distribute your offers and link them to your Google Ads account.
The platform centralizes your products and company information.

One of the advantages of the Merchant Center is its ability to diagnose the quality of your flow (catalog).
It seeks to verify and ensure the quality of the technical elements, including the mandatory rules to be respected. We strongly advise you to check your account regularly. This often helps to avoid too many rejected products, for example.

Merchant Center diagnostics — Products refused by the Merchant Center

In addition to its diagnostics, the Merchant Center offers you other tools to improve the performance and quality of your ads.
Managing promotions is one of the most important levers for Internet users. And you can manage your promotions or promo codes from the Merchant Center.
A crossed-out price on a shopping ad always has a strong impact.

In our opinion, the major evolution of Merchant Center lies in its new price analysis functionality. You now have access to pricing intelligence on your market, and can analyze your competitors’ price competitiveness.

As you can see, without a Merchant Center account, no Google Shopping campaign is possible.

The first step before launching Google Shopping is to create your Merchant Center account(sign up for Google Merchant Center).

How can you optimize your Google Shopping feed and what quality criteria should you work on to boost the performance of a Shopping campaign?

To gain in visibility and performance, your Google Shopping campaigns must respect a certain number of criteria.
While the budget and bids that you allocate to your products and campaigns play a very important part in the success of your campaign, there are other optimizations to be made to the data and content of your feed.

Capitalize on product titles

The title is the first element seen by the user. It attracts the attention of Internet users. That’s why you need to integrate the relevant keyword in relation to the product chosen and the search made by your future customers.
Keep in mind that a consumer makes several searches before buying on your site. The more precise the search, the closer the user is to making a purchase.
For different sectors, the structure of titles can be different. Here are a few examples:

Electronics and household appliances: Brand + Attributes (e.g. size, weight) + product type + model or part number
Fashion and apparel: Brand + gender (men/women/children) + product type + attributes (color + size + material)
Consumables: Brand + product type + attributes

Also read: 5 steps to optimize your Catalog and your Google Shopping feed)

Take care with the product description

Although the description isn’t often seen by Internet users, it plays an important role in your feed; in fact, the description (up to 5,000 characters) will enable you to complete the information in the Title and thus work more on the long tail and more precise queries.

Precision: although you can include a lot of content in the description, the aim is above all to be precise and concise; a clear product description will be the most effective.
Keywords and searches: think about the keywords your customers will search for to find your product; these terms should also be included in the Description.

Description Flux Shopping — Product description in the Shopping feed

However, the purpose of the product description is not limited to informing the prospect about your offer. In fact, it’s also designed to improve your product’s SEO.
To take this approach a step further, your Google Ads search term reports will be your allies.

The fundamental role of visuals

Statistics from the Just Uno website are clear on the subject. 93% of users consider images to be an important aspect of the purchasing decision.
Choose high-quality visuals with good lighting.

Photos are very often the only medium on which they can get an idea of your offer.

Google’s image quality requirements are as follows:
Resolution, minimum image size, image background.

Flux Shopping product — Image Flux Shopping

The power of social proof to facilitate sales

Within Google ads, you have the option of integrating your customers’ reviews of the products concerned.
Make sure this data is highlighted, as 68% of prospects indicate that reviews encourage them to look into the product, or even buy it(figure provided by Bright Local).
And according to IFOP, prior to purchase, 88% of consumers consult online customer reviews, forums or blogs.

Product reviews - Flux Shopping — Product reviews – Flux Shopping

To get stars on your Shopping ads and get reviews from your customers, participate in Google’s Product Reviews program:About Google’s Product Reviews program

Stream enrichment

To find out more about optimizing your Google Shopping feed :

Add new attributes to your feed. There are over 46 possible attributes to enrich your product and catalog information.
Use SEO methods and Google Ads search reports to find and select the most relevant keywords.

We also recommend that you read the following articles on our blog to improve your performance on Google Shopping:

This approach will enable you to improve the performance and quality score of your Shopping campaigns, thereby optimizing your costs and conversions.

CONCLUSION

Shopping campaigns are the main Google acquisition lever for e-tailers; in fact, the figures speak for themselves (76% of e-tailers’ Google Ads spend is concentrated on Google Shopping). But what about other formats? Are text formats being consulted more? Is this not an opportunity to reposition ourselves in this format, which has been neglected by the majority of e-tailers? At Adenlab, we know that it’s more complicated to seek performance equivalent to Shopping campaigns via text ads.

That’s why we’ve developed in-house methods, automations and solutions to develop complex campaigns and ensure an effective presence in line with your buyers’ behavior.

Please contact us to find out more about our multiplatform shopping devices and SEA campaign management .

Facebook campaign: towards automatic campaign budget allocation

Posted on January 30, 2020March 31, 2025 by Romain Stevens

If you’re using Facebook’s Business Manager to manage your sponsored campaigns, you’ve set your budgets when creating your campaigns.

In the image below, you can see that in step 3, you can select “optimize campaign budget”.

Well, this option will become mandatory for all your campaigns in February.

Creating a Facebook campaign

Facebook campaign creation — Creating a Facebook campaign

Why optimize your campaign budget?

Campaign budget optimization allows you to allocate your spend in the most effective way to achieve the best results, and to ensure that the cost of those results matches your bidding strategy and campaign objectives.

It’s a way of automatically distributing your campaign budget across all your ads and guaranteeing optimal results.

This feature automatically seeks to allocate your budgets in order to seize the best opportunities for results.
The idea is to automatically determine which advertisement will obtain the best results, and to present it more often than others.

Historically, you could choose between : – automatic budget optimization – and manual budget distribution (at ads group level)
The diagram below shows the 2 budget distribution modes offered by Facebook’s Business Manager.

budget breakdown Facebook campaigns — Campaign budget allocation options

From now on, manual budget allocation will no longer be an option. Automatic budget distribution will be the rule.

What actions need to be taken to make the most of campaign budget optimization?

With Facebook’s automation and machine learning, you need to prepare and organize your campaigns for learning those same campaigns.

Facebook says “to avoid inefficient spending, it’s important not to interrupt and then manually restart your ad sets”.

In fact, Facebook’s algorithms are enriched by the behavior of your targets and the history of your results.
It is therefore essential that your objectives are clear and that your audiences and targeting are consistent.

Here’s what you need to review:

Campaigns that contain different conversion points of unequal value should be segmented into different campaigns.
An example would be to have one group optimize for Add to Cart and another for Optimize Shopping. The system will favor the add-to-cart ad group because it naturally gets more “conversions”. This distorts your results.
Don’t mix retargeting ads with prospecting ads (whose targeting is higher up and in the middle of your conversion funnel) as this tends to send mixed signals to the algorithm.
If you’re geo-targeting with specific objectives or budgets by geo-targeting, you’ll need to segment your campaigns according to geo-targeting in order to fully control these elements.
Think about the personas and audiences you want to target when creating your campaigns. Gather your top audiences into a single campaign and allocate a significant budget to it. If you want to test new audiences: create a separate campaign.

Don’t hesitate to consult our Facebook campaign creation guide, to take you through the steps involved in launching your campaigns.
We’re always available to talk to you if you need advice or need to delegate your social and SEA campaigns.

See you soon;)

Google Ads: Evolutions and changes you need to implement in your Google Ads campaigns!

Posted on December 30, 2019April 2, 2025 by Romain Stevens

To get 2020 off to a flying start, we’ve selected 8 Google Ads evolutions from this year 2019, which are having and will continue to have an impact on the year to come.
In addition to presenting these updates, Natalya Donnat – Adenlab’s Director of Operations, comments on each of them and gives you her opinion and the results obtained with these various novelties.
The article is comprehensive and rich in information that you can use for your own E-commerce or lead acquisition campaigns.
Of course, we’re available to talk to you in person. So don’t hesitate to contact us and ask for more information on how we can help you manage your Google Ads campaigns and reach your goals in 2020!

1. New audiences for Google Ads search campaigns

Two new audience segments for more effective targeting

The first update we’d like to introduce to you is the new audience types offered by Google Ads;
Indeed, for our teams and our customers, audience targeting offers significant opportunities for growth and profitability, as well as numerous advantages; we’ve made it a priority in our SEA campaign management.

It was in October that Google announced the official launch of new affinity audience segments in Points of Interest and seasonal event segments in “In-Market Audiences”.

Affinity Audiences (user interests and habits)

The Affinity audience segment is a group of consumers who have expressed an interest in a particular subject. To determine whether someone qualifies for this affinity audience, Google takes into account factors such as search history, frequently visited web pages…

In its October announcement, Google used the example of a company selling camping equipment. If this were your company, your goal would be to reach your prospects by retargeting keywords such as “camping tent”. With affinity audience, you’ll be able to target that keyword while simultaneously associating an affinity audience like “Running enthusiasts.”

In the example below, the “Running enthusiasts” audience segment represents

In other words, affinity audiences for text ads enable you to refine your targeting, make your ads more effective, deliver a more compelling message, and increase your click-through and conversion rates.

Google Ads audiences — Audiences by “User interests and habits

Seasonal Buying Audiences (in Market Audiences)

In-market audiences” allow you to limit the reach of your ads to users who are actively looking for a product or service like yours.
In fact, the new seasonal shopping audiences (= Christmas shopping, Back-to-school shopping, Black Friday shopping, Mother’s Day shopping), will allow you to target consumers who are actively looking for a product or service for a specific occasion (= Christmas shopping, Back-to-school shopping, Black Friday shopping, Mother’s Day shopping).

“Indeed, this is good news for our customers, whose objectives are often focused on growth and profitability.
The affinity and in-market audiences have enabled us to target the right person at the right time, and the creation of these new segments to be all the more refined in our adjustments and optimize budgets and expenditure.
Some results obtained: We used the affinity and in-market audiences for an advertiser in the Cosmetics sector. Audiences were applied to the Search network and Youtube. Using the “Black friday” segment, the advertiser recorded a 28% improvement in conversions and a 42% reduction in acquisition costs.”
Natalya Donnat – Adenlab Operations Manager

We’ve written several articles on the subject of audience strategies. You can, however, read or reread “How to guarantee the success of your campaigns thanks to Audience parameters and Remarketing“.

Smart Bidding — How to apply Google Ads intelligent bidding strategies?

2. Expanding audiences on the display network

A simple new tool for expanding your most promising audiences

With audience enlargement, the objective is clear: reach more buyers with the same budget!
“an audience enlargement tool makes it possible to reach more users in order to generate more conversions for the same average cost per acquisition (CPA).“

Like Facebook’s “lookalike” audiences,Google’s audience expansion tool lets you expand your display campaigns by reaching new prospects who behave in the same way as the users you’re already targeting, i.e. increasing impressions, clicks and conversions without affecting your budget.

*New audience widening parameters for display campaigns*

“Audience Expansion is ideal for advertisers who make a minimum of 30 conversions per month, who want to increase their conversion volume while keeping the same acquisition cost, and who have no budget restrictions or restrictions on appearing on different sites.
We recommend testing this feature for a minimum of 3 weeks, as the tool is based on historical data and recorded matchings, and we have seen a real increase in conversions with a constant Acquisition Cost after 4 weeks of testing.”
Natalya Donnat – Adenlab Operations Director

3. “average position” of ads: a metric removed

For more accurate metrics and analysis

It was in February that a big change in google reporting was introduced with the removal of “average position” from Google Ads metrics.
This metric has long been tracked and optimized by traffic managers, advertisers and agencies and which has been removed from our metrics on September 30, 2019.
Google has decided to remove the metric in favor of a newer, more accurate metric that was rolled out at the end of 2018:

Absolute Top impression rate, i.e. in 1st position.
the “Top” impression rate, which corresponds to the 3 ads at the top of the page.

Since smart bidding solutions are becoming increasingly important, manual bidding strategies are becoming less and less useful.

Google Ads invites advertisers to consult :

the ” Search Absolute top impression share“, which reflects impressions associated with the Top Absolute location
Search Top IS“, a similar indicator but for Top positions, not Absolute positions

“The average position indicator was very important for many of our customers, who wanted to monitor their positioning on the search network. However, this indicator did not reflect real visibility coverage. We may be in 1st position, but only 10% of the time. We worked with our customers to learn how to use this new indicator. Our customers’ campaigns have gained in accuracy and performance.”
Natalya Donnat – Adenlab Operations Manager

4. Lead form ad extension

To facilitate the generation of inbound contacts (leads) via your mobile traffic

Since mobile traffic has overtaken desktop traffic, web users are becoming less patient and more demanding about the quality of your pages and website. Speed and simplicity are the keys to converting new customers and prospects on mobile.

In a bid to help advertisers convert more leads on mobile, Google recently launched a brand new ad extension:
thelead form extension
For the moment, the extension is still in Beta in France and active only on Mobiles.

With this extension, you’ll be able to collect all the contact details you need from your prospect without it leaving Google’s search engine (search results). The aim is to eliminate as much friction as possible for your prospect.
What’s more, if a user is logged into their Google account when they see your ad, they can access the form (by clicking on it) already pre-filled with their details.
On the other hand, they don’t need to go to your site: good or bad idea, it’s up to you to test!

Objective: to make your mobile conversion rates take off.
Lead form extensions seem like a great new option, but these ad extensions do have some limitations:

Lead form extensions will only appear in search campaigns.
Lead form extensions will only appear on mobile devices and tablets.
You cannot create lead form extensions at account or ad group level. Each lead form extension can only be applied at campaign level.
Certain sensitive industries (such as healthcare) will not be able to collect personal information using form extensions. Visit the restrictions page for this extension
The use of the personal information you collect using form extensions must comply with the privacy policy provided by your company, with Google’s data collection policies and, of course, with the regulations of your users’ country.

Google Ads Form Extension — Adenlab Lead Form Extension

“We have tested this new extension on several B2B customers. The advantage of the extension is that we can choose for ourselves the level of detail via the form that we want to have: Surname, first name, e-mail address, telephone number, address, etc.
Initial observations: Very little data has been recorded since the launch. We’ve sensed a certain reluctance on the part of Internet users to leave contact details via the form. We’re going to continue the test and will let you know our findings very shortly”.
Natalya Donnat – Adenlab Operations Manager

5. Conversions” taken into account at campaign level rather than account level

Refine and optimize your Google Ads campaign objectives

And yes, “Conversions” can now be taken into account at campaign level, not just at account level.

You may think that this is of little interest or that it doesn’t add much to your management, but beware, it’s a major change for your performance and the optimization of your objectives.
Let’s go back to the principle of tracking conversions in your google ads accounts;
And I’m going to take the example of a B2B E-commerce site whose conversion objective is twofold:

conversion 1: obtaining leads via a form
conversion 2: sell products directly on your site

These are 2 very important types of conversions for the site, yet totally different to manage in terms of optimization and campaign management.
Before this new feature, and the arrival in force of Google’s smart bidding algorithms, it wasn’t really possible to effectively distinguish between these 2 conversions in the account. And I do mean in the account.

Indeed, for these smart (automatic) bidding strategies, there was no way of determining which specific conversion objective was the most useful for a particular campaign.
In fact, and to return to the example of the B2B site, if you build a campaign whose objective is to generate leads via a form, and your prospect finally converts by buying a product, this action would be counted as a conversion even if this wasn’t the campaign’s objective (since the conversion objective should have been the validation of a form).

From now on, with conversions at campaign level, you can specify to Google that the only conversion objective that counts for this campaign is the validation of a form, and that the other objectives set up in your account have no importance for this campaign.

6. Bumper video creation tool – 6-second video

To improve the effectiveness and impact of your video and Youtube campaigns

The tool was unveiled at the Google Marketing Live conference. It allows anyone with a video under 90 seconds to create a series of ready-to-use 6-second Youtube video ads. Given the cost of editing a video, this is a pretty powerful tool.
The real problem is the production of the 90-second video, which for many advertisers on Google is neither a reality nor an exploited means of communication due to its cost.
However, this lever seems to have proved its effectiveness (at least for Lipton 😉 You can find thecase study carried out by Lipton Ice Tea, Google and Marketing Scan:** 13% more sales thanks to Bumper Ads**.

Given the amount of time spent by Internet users on YouTube, we advise you to position yourself on this platform. Don’t hesitate to reread our article on Youtube: An advertising channel for Ecommerces?

Example of Renaud Scenic’s Video Bumber:

7. Videos in Responsive Display Ads

Make your Display ads even more attractive

A reminder about Google’s responsive display ads: this feature enables you to prepare your images and ads so that they can adapt and be displayed automatically on the multiple formats and inserts available on Google’s network of partner sites.
I.e. image ads in formats such as :

Google Display image format — Different formats for Google Display Network images and ads

Google’s algorithms combine the images and automatically optimize them according to the content of the web page and the size of the user’s screen.

However, until March, content for these formats could only be images and gifs. Since then, advertisers have also been able to use video content in their responsive display ads.

Responsive Display format — Video integration in Display Responsive format

Here are three reasons to use this feature:

Get more impressions: Google prefers responsive display ads to standard banners.
More clicks: Responsive display ads – especially those with video content – are more attractive than standard banner ads.
More accessible and simpler: Unlike standard banners – which require time, resources and expertise to constantly optimize – responsive banners are semi-automated.

Find out more on Google’s official Responsive Display Ads page.

8. Gallery Ads

A visual format to be tested on Google search engine results (SERP)

This is the brand-new mobile advertising format unveiled at Google Marketing Live and currently available in beta version to selected advertisers.

Here is the example given by Google at the time of the official announcement:

advertise Gallery Ads — Example of a Gallery Ads ad

As you can see, an Illustrated Ad appears at the top of the search results (SERP) with a carousel of eight images that can be scanned. There’s a clickable title and a display URL, and below each image is a brief description.
What’s more, you can submit three titles for your ad, giving you the opportunity to test different ad combinations to optimize your click-through rate.

Google’s initial tests have shown that illustrated ads generate 25% more engagement (measured by clicks and swipes) than standard Text ads.

“For our part, at Adenlab, we’ve been able to implement it on several customers. The tests are quite convincing, with an improvement in the click-through rate of +18% and an improvement in the conversion rate of +12% on average. Image quality plays a vital role, and we recommend testing this type of ad with high-quality images.”
Natalya Donnat – Adenlab Operations Manager

Find out more about Gallery Ads from Google .

CONCLUSION

In recent years, Google Ads has undergone many changes and evolutions. Testing and choosing the right options is the key to developing your campaigns and your Google Ads account. At Adenlab – SEA Agency, we know that it’s necessary to work on these new features and share our experience with our customers. Don’t hesitate to contact us if you need :

Restructure your Google Ads account
Boost your performance and sales
Internationalize your campaigns
…

See you soon!

5 steps to optimize your Catalog and Google Shopping feed before the sales

Posted on December 18, 2019April 2, 2025 by Romain Stevens

In this article, we’ve put together some effective features and feed optimizations to boost the performance of your Googel Shopping campaigns during important events such as sales.

The information below is very useful for ecommerce site managers. In fact, if you manage a lead generation and forms site, this content is not for you… Our teams are of course available to discuss it with you in person! Also read:“Optimizing your Shopping feed“.

How to improve the performance of shopping campaigns on Google, Bing and Facebook?

Contents

1. take advantage of discounted prices

2. Highlight special offers

3. Work on your rejected products in the Merchant Center

4. Improve the quality of your product images and visuals

5. Optimize your product titles

Step 1

Take advantage of special prices

As you know, the prices you charge on your site and on your various acquisition channels are very important, and sometimes even decisive. To harness the power of crossed-out prices, you need to know and use the following attributes of your feed:

sale_ price
sale_price_effective_date (Google or Facebook)

These are the 2 attributes that can be created and modified, both for your Google and Facebook campaigns.
Lowering prices is good for the consumer, but showing it visually with a crossed-out price is much better for your sales and more impactful for the consumer!
Communicate effectively on your prices is more important!

Step 2

Highlight special offers

With Google Shopping and the Merchant Center you can make your product ads even more attractive with SPECIAL OFFERS.
There are 2 ways to do this:

Use the Merchant Center promotions configuration tool (in the Merchant Marketing tab)
Using the Merchant Center’s Pomo Flow

Visually, the impact can improve the click-through rate on your ads!!
To do this, the first step is to apply to participate in Google’s Merchant Promotions program: Register Google Form here

You can find the official information from Google on the Guide to Implementing Promotions here
We can of course help you with these points.

Step 3

Work on your rejected products in the Merchant Center
?

Sometimes, you don’t have to look very far to increase the visibility and performance of your Shopping campaigns on Google or Facebook.
Your current offer is probably already well developed, and yet a large number of products may be rejected by Google’s Merchant Center or Facebook’s Business Manager. That’s a lot of products that your audience won’t be able to see or find on Google or Facebook
But it’s entirely possible to identify and correct the errors that are blocking your products.

Go to Google’s Merchant Center
In: Products > Merchant Diagnostics
Here you’ll find the most important errors to correct;

Step 4

Improve the quality of your product images and visuals

Having a poor-quality or too-small image will not systematically lead to a refusal. On the contrary, it’s a warning we see all too often in Merchant Center diagnostics.

Here are the optimizations and elements to consider for Google Shopping:

Images of non-apparel products: at least 100 x 100 pixels
Images of clothing products: at least 250 x 250 pixels
No images larger than 64 megapixels
No image files larger than 16 MB

Recommendation: Choose images of at least 800 x 800 pixels.

Automatic Image Enhancement :

The Merchant Center also offers an automatic “image enhancement” feature; this will not optimize the above information, but will automatically “clean up” your image.
Google information: “If you activate the automatic removal tool, Google will try to automatically correct these images by removing the overlaying promotional elements”.

Here are some examples of automatic image enhancement:

Merchant Center automatic image enhancement

To do this, go to your Merchant Center and activate the “automatic image enhancement” option.

For Facebook, the rules are somewhat different. Here are the optimizations and quality requirements for the Facebook News Feed, for images with a link:

479 x 246 pixels on computer
and a minimum width of 320 pixels on mobile.
However, we recommend a size of 1080 x 1350 pixels.

Step 5

Optimize your product titles

A quick reminder of the recommendations and structuring of Titles:

The limit is 150 characters for a Title
Include the Top Keyword at the beginning of the title: In fact, the term or main keyword on which you want to position yourself should be present in the title and rather at the beginning of the sentence.

Include the product type: if your product is a “knife sheath”, include this term in the title. This is rather obvious, but also very useful, because by including the product type in your title, you’re describing the very product you’re selling.

Color, brand, size, gender: these are elements found in other feed attributes, but which can be added to the Title. Having a Title that’s as close as possible to your customers’ searches will enable you to position yourself on more precise terms.

For different sectors, titles can be structured differently. Here are a few examples:

Electronics and household appliances: Brand + Attributes (e.g. size, weight) + product type + model or part number
Fashion and apparel: Brand + gender (men/women/children) + product type + attributes (color + size + material)
Consumables: Brand + product type + attributes

In conclusion,

We hope these tips will provide you with some inspiration for your next operations. As you know, we’re always available to discuss your needs in person. Get in touch with us and let’s discuss your needs in terms of feed optimization, SEA or Google Shopping campaign management or Dynamic Campaigns on Facebook.

How to set up conversion funnels in Google Analytics (step-by-step)

Posted on December 10, 2019April 2, 2025 by Romain Stevens

In this article you’ll find a number of tips and detailed steps for setting up your conversion funnels in Google Analytics.

Extremely useful for analyzing customer journeys, we strongly recommend that you set up your funnels to identify friction points in your customer journeys and improve your conversion rates.

We also recommend that you download our detailed study of Ecommerces’ sales by acquisition channel: Ecommerces’ Google Analytics Attribution

Several sections are covered:

Contents

1. What is the conversion funnel?

2. Why worry about conversion tunnels?

3. What is conversion funnel analysis?

4. How to view conversion funnels for your website

5. How to set up sales funnels in Google Analytics

6. How to use Google Analytics funnel data to optimize your conversion rates

7. Turn insights into action

Article source: How to Set Up Sales Funnels in Google Analytics (Step-by-Step)

written by Andy Calvo, web analyst at Hostgator

Let’s get to the heart of the matter, and to illustrate the point, let’s say you have a promotional video on your B2B site’s homepage, and it’s doing a great job of encouraging your potential customers to give you a call. The only problem is, no one is watching that video…
Or maybe you have an Ecommerce store, and you have no problem attracting people who come from social platforms like Facebook or Instagram. Many of them even add items to their Shopping Cart, but halfway through the checkout process your potential customers leave the site.

Surely these two scenarios ring a bell?

Although frustrating, these experiences are commonplace for any website owner. Fortunately, there’s a way to find out what’s stopping people from converting on your site.

All you need to find out is a free Google Analytics account and a good Internet connection. (If you haven’t yet set up Google Analytics for your website, you can do so here).

Then it’s time to set up your sales funnels in Google Analytics. Once you’ve done that, you’ll be able to:

track visitor behavior on your website,
identify problem areas
optimize the user experience to get more visitors to do more of the things you want them to do: like make a purchase, fill in a recommendation form or subscribe to your newsletter.

If all this sounds confusing, don’t worry. Below, we’ll explain what conversion funnels (or sales funnels) are in Google Analytics, why they’re important and how to track them in Google Analytics. We’ll finish with a look at how to take action by leveraging your conversion funnel data.

Part 1

What is a conversion funnel?

A conversion funnel (or Conversion/Order Tunnel) is a sequence of steps that a user follows to complete a conversion. A conversion funnel on an Ecommerce site might look like this:

The customer arrives on the website.
Once there, the customer browses a few pages of different products.
The customer then adds an item or two to the shopping basket.
Finally, the customer buys the item(s).

The sales funnel is different for different types of website and different types of customer. That’s why it’s important to know who your customers are, and to describe the series of actions they can take on your website.

All sales funnels (or conversion tunnels) end with a conversion. A conversion can have different definitions, depending on the business you’re in and the type of website you’re running.
Traditionally, when people think of a conversion, they think of completing an order on a website. But a conversion can be broader than that, such as signing up on a site or downloading a white paper.
Ultimately, a conversion is any type of behavior you want your customer to adopt that results in some value for your business.

Also read on our blog: The Facebook Guide to Creating Ecommerce Ad Campaigns

(https://www.adenlab.com/news/guide-pub-remarketing-facebook-ecommerce/) — The Facebook Guide to Creating Ecommerce Ad Campaigns

Part 2

Why should every site owner care about conversion tunnels?

Conversion tunnels or sales funnels are essential for understanding the steps your customers take before reaching their final conversion, and the obstacles that prevent them from doing so.

You can think of each stage of your sales funnel as a central touchpoint that you want people to reach on their way to conversion. Once you’ve defined each of these stages, you can identify the friction zones: the places where people get stuck, leave or don’t continue the conversion process. When you have this information, you can optimize your page design and site flow, adjusting the right elements to capture more conversions. And suddenly, you know what’s working on your website and what’s not – so you can start adjusting and improving.

Banner Image — Optimize your Analytics data and tagging plan with Tag Manager

Concrete example: Example of a Business Coach

Here’s an example to illustrate the value of sales funnels (or conversion tunnels). Let’s say you’re a business coach. As part of your assessment process, you offer a free 30-minute consultation, so that customers can get an idea of what you do and what you can bring to the table.
You advertise this consultation throughout your website with a prominent CTA (Call To Action) button.
To sign up, web users click on a separate registration page and fill in a form.

When you analyze your sales funnel in Google Analytics, you’ll see that your CTA button has a high click-through rate. Whatever page they clicked from, the number of people who see the CTA button, compared to those who click on it to go to the sign-up page, hovers around 50%. This indicates that you’re doing an excellent job of generating interest in your free consultation.

However, once people reach the page with the registration form, less than 1% fill it in. Given the high interest rate, what explains this sudden loss of interest? Your consultation is free. What do people have to lose?

Well, maybe your registration form could have too many fields, discouraging prospects from filling out your form. Or, the sign-up form is too far down the page and people can’t find it. Maybe the page loads far too slowly and people give up and leave.

Each of the above could be an opportunity to improve your sales funnel. Right now, one or more of these elements turns people off and forces them to leave. Once they’re gone, they may be gone forever. It’s up to you to test different changes to see what motivates the 1% who convert.

Thanks to Google Analytics, you know exactly where the problem lies: the page with the form. People click through to the page with the form, but stop there. The sales funnel helps you pinpoint the problem so you can stay focused and make changes that lead to improvements – instead of wasting your time working on things that aren’t part of the problem, like changing your ad copy or increasing the consultation time from 30 to 60 minutes.

Part 3

What is conversion funnel analysis?

Funnel analysis turns your conversion tunnel into something you can monitor and analyze. Let’s use an e-commerce site as a hypothetical example.
Below are the potential stages in your funnel:

People arrive on your website.
People navigate to a product page.
People add a product to their shopping cart.
People arrive at the payment page.
People are finalizing their purchase.

The funnel analysis involves quantifying each of these steps and seeing how many people made it to each one. Essentially, you want to know two things: the percentage exit rate from one step to the next, and the cumulative percentage of the total. This gives you a very good overview of the friction points in your sales tunnel.

Set up these steps in Google Analytics, and you can literally see the friction points. For our hypothetical Ecommerce site analysis, here’s what the data might look like in Google Analytics:

The blue blocks represent the total number of people reaching each stage, while the red arrows point to and indicate the number of people exiting at each stage. This data tells us several things:

Of all the people who access the website, 80% leave without browsing the product pages. This represents a great opportunity for you. We might ask, does the home page do a good job of directing people to the product pages? Are product categories listed in the main menu? Are “Best of” items highlighted on the home page? These are all things we could test to encourage more people to visit the product pages.
Of those who visit a product page, 75% end up taking the next step and adding the item to their shopping cart. Nice! It’s a good sign that among the people who are interested enough to visit the product page, we’re doing a great job of convincing them that they should buy it.
Unfortunately, only around 6% of these people complete their order. So there’s something wrong. Maybe there’s a technical problem with the payment page, or people don’t feel they can trust the site with their credit card information. Maybe there are too many fields to fill in, or it asks for information unrelated to their purchase. Whatever the reason, it’s an issue worth investigating. The fact that people have added the item to their shopping cart indicates a strong intention to buy, so if none of them are converting, there must be something preventing them from validating their order.

Just by looking at the raw data, we suddenly have a ton of information to work with to optimize our website. That’s what makes funnel analysis so reliable. Once you start thinking of your website as a journey/journey for your customers, you can get into their mindset and consider the incremental steps that move them forward.

Next, let’s talk about how to apply this strategy to your site.

Part 4

How to visualize sales funnels for your website?

Before you even open Google Analytics, the first step is to fully understand your site and what you want your future customers to do. I recommend a brainstorming session where you map out your funnels. If you have an Ecommerce site, your funnels probably look like the ones we described above.

If you have a blog, the funnel concept still applies. There may be no product page or “add to cart” button, but you still have a home page, category pages, and blog posts. These blog posts should be considered as the “products” of your site.

You really want to think about your site, the journey you want users to take and their ultimate destination or goal. Is the goal to get people to read your blog? Figuring out how to direct them to your blog posts would be the top priority.

Remember that you could have multiple funnels within the same site. Maybe you’re a blogger who sells products on the side, so you’d have different sales funnels for your blog content versus your online store.

By the end of this brainstorming session, you should know what you want people to do, and break it down into steps (e.g. get to the site, visit a blog page, download a white paper).

Part 5

How to configure sales funnels in Google Analytics

Once you’ve got your sales funnels mapped out, it’s time to collect the data. There’s a lot to do, but segments and objectives are the easiest steps to set up, so that’s what I’m going to show you today.

Let’s start with the simplest option: create a segment.

Note: For convenience, we’ll use product pages as an example in the following steps. If you’re setting up funnels for your blog, adjust accordingly.

Option 1: Create a segment in Google Analytics

You will create four segments:

one for your home page,
one for your product,
one for your basket and
one for the thank-you page.

In Google Analytics, go to Acquisition > All Traffic > Channels. This report view shows you all your website’s traffic, broken down by channel (social, organic, direct, etc.).

Step 1: Create your home page segment.

Click on the “Add a segment” button at top left

Google Analytics segment — Creating a segment in Google Analytics

Clicking on “Add segment” takes you to a new screen. Here you’ll see that Google Analytics already offers plenty of relevant options for sales funnels. If you like, you can also click on “Make a purchase” and that would be it for today 😉

But your site is not identical to any other. You’ve already described the specific pages of your site that you want users to be able to browse. The easiest way to create a segment for this specific sales funnel, and avoid Google scrambling the data, is to create a custom segment.

Click on the red “New Segment ” button at top left.

New Google Analytics segment — New segment in Google Analytics

Then click on “Conditions in the “Advanced” menu on the left.

Condition Segment Google Anlaytics — click on “Conditions” in the “Advanced” menu on the left.

In this screen, you’ll define each stage of your sales funnel.
Use the drop-down menu to find and select “Page”.

Then select “exactly matches” in the second drop-down menu. This prevents Google from including other pages with similar URLs.

Finally, enter the URL of your home page in the text field, or use the / suggested by Google. (In Google Analytics, / is a shortcut for your home page.)
Name your segment in the “Segment name” field at top left, and click on the blue Save button.

Step2: Create your product page segment.

To see how many people go from your home page to the product page, you’ll need to create another segment. To do this, repeat the same steps above. Here they are for your convenience:

1 Click on Add a segment.
2 Click on the red New segment button.
3 Click on Conditions in the advanced menu on the left.
4 Find Page in the drop-down menu.

Then, if you have a single product, or want to create a funnel for a single product, you can continue the same process you used for your home page. Select “exact match” from the drop-down menu and enter the exact URL of the product page in the text field.

Alternatively, if you sell several products, you’ll want to see how many people visit any given product page on your site. In this case, you would select “contains instead of “exactly matches” in the drop-down menu, and use a common denominator in the text field (for example, if all your product pages include /shop/ in the URL, you’d enter /shop/ in the text field).

Give your segment a name you can identify, such as the product name, or simply “Product Page”, and click Save.

Google Anlaytics segment — Save the segment as “Product Page” and save.

Step 3: Create your shopping cart segment

Follow the same steps again:

Step 4: Finally, create your purchase confirmation or thank-you page segment

Follow the same steps again:

Click on Add segment.
Click on the red New Segment button.
Click on Conditions in the advanced menu on the left.
Search for the page in the drop-down menu.

Again, since the specific URL may vary from user to user, you’ll want to use the “contains” option and find a common denominator in the URL, such as /thank-you/. Give your “Thank you” segment a name and click Save.

Your Google Analytics should look like this:

Viewing Google Analytics segments — Viewing segments in Google Analytics

Each segment is represented by a different colored line, and you can visually see the decline from one step to the next. There’s also a wealth of data for each segment described below. In this example, there appears to be a significant drop-off from the product page to the shopping cart, and again a number of people who don’t complete their order. Either of these would be a good place to start optimizing.

Option 2: Setting goals in Google Analytics

Let’s move on to a more advanced option: creating and setting objectives.

Once you’ve done this, you’ll unlock other Google Analytics features, such as the Funnel View report (available under Conversions > Goals > Funnel View).

Google Analytics objectives — Visualizing Analytics Goals

To define goals, you need to access your Google Analytics administration settings. Click on the equipment icon in the bottom left-hand corner of your screen, then click on Goals.

Then click on the red button “button..

Enter a name for your goal, such as“Place an order“, and check “Type: Destination”.Type : Destination”.. Then click on Continue.

In the last screen, we’ll use our thank-you page as the URL and select “is equal to from the drop-down menu:

You now have the option of defining a value for each conversion. If you use your website primarily for lead generation, your revenue is probably not captured by Google Analytics. You can still estimate it by setting the Value field to ON, then specifying an amount. For example, if you’re using this goal to track white paper downloads, you can assume that, on average, each download is worth $100 to your business, so you should enter that. Again, this field is optional.

Next, turn the funnel ON. Here, you’ll present the different URLs for each stage of your funnel, just as we did when we created custom segments. Click Save when you’re done.

Finally, click on “Check this goal” to verify your work. Next, return to Conversions > Goals and you’ll see that you can now view the Funnel Visualization report, where it shows you a visual representation of your funnel:

This report tells us a number of things at a high level:

At the top, it shows you how many people have reached the target (120 sessions) and the overall conversion rate for this funnel (14.69%).
On the left, it shows us the previous page that brought visitors to the funnel in the first place. Often, this is the home page. It’s the most popular page for most websites, so it’s logical that it should appear here (indicated by “(entry)”).
On the right, it tells us how many people left the funnel at each stage, and which page they visited next, if they didn’t leave your site completely (indicated by “(exit)”).

Google Analytics will show you this same information at every stage. Where did your visitors come from before entering your funnel, did they leave at any stage and, if so, where did they go?

Part 6

How can you use Google Analytics funnel data to optimize your site’s conversion rates?

Funnel analysis helps you quantify the number of users who reach each stage, and determine the abandonment versus retention rate for each stage. Funnel analysis gives you the “What” (the cause). The “Why” (the reason) is a little harder to decipher.

Let’s take the example of our E-commerce funnel once again.

Our funnel analysis reveals that we have a high percentage of people going from our home page to our product page. That’s great! But if people don’t take that first step (go to a product page), it’s the #1 roadblock.

But many of those who reach the product page abandon their journey before adding anything to their shopping cart. This is where the focus should be. What can we do to improve our product pages?

Is it a design issue? Users don’t know how to add a product to the shopping cart? We may need to change the location, color or size of the Add to Cart button.
Is it a marketing issue? Maybe our positioning needs to be more effective, and we need to do a better job of emphasizing the benefits of this particular product.
Is it a question of price? Maybe the prices are really high compared to our competitors. When web users see it, they look at it and go.

There are all sorts of reasons why you might see friction on the funnel steps. That’s when that quantitative data really works well from a qualitative point of view, like adjusting the user experience, surveying your customers, and A/B testing your changes.

Customer surveys are a great place to start. There are many (and free) survey tools you can use for this purpose. Conduct a survey on the page where the problem arises, asking a simple question: “Were you able to accomplish what you were looking for on the site? If not, why not?”

From my experience with usage testing, you’ll find that a lot of people say they can’t find something or don’t know where to go. It’s a great opportunity to work on it.

If you’re on a tight budget, start with your friends and family. Ask them to follow the buying process on your website, but don’t give them any hints. Do they have any roadblocks along the way?

Part 7

Turning insights into action with Conversion Funnels in Google Analytics

Conceptually, sales funnels aren’t a very difficult thing to grasp. We’re all consumers and we know how to do business online. We’ve all been in that position where we get lost on a website, get frustrated and leave for a competitor’s site.

This confusion represents a choke point in your sales funnel, and it can break your site. Funnel analysis helps you find these choke points. Then it’s up to you to experiment and improve the user experience.

Fortunately, setting up sales funnels in Google Analytics isn’t difficult. Follow the steps above, and you might be surprised by what you find.

For more information, don’t hesitate to contact our web analyst and tag management teams to work on optimizing your customer journey and acquiring qualified leads on your site.

B2B social networks: What strategies can your company adopt?

Posted on December 9, 2019April 2, 2025 by Romain Stevens

According to the Francenum.gouv.fr study on the online presence of small and medium-sized businesses “the need for an online presence is understood: 94% of companies surveyed have now integrated the need to be on the Internet, and consider it useful for their business”..

With the widespread use of social networks and the Internet, companies are adapting to consumer habits. To be visible and make their mark on the market, companies need to be present in the right place at the right time.

Taking on the competition also means having the right B2B strategy on social networks. In fact, for many companies, the questions keep coming up: where to start and how to go about it, how to communicate …

How can social networking help your business and your visibility on the web?

According to the same study published on Francenum.gouv.fr, companies have many expectations when it comes to online visibility. Nevertheless, action is minimal. 67% of companies declare that they are not taking any advertising action! Which is rather problematic given the business expectations of these same companies…
To reap the rewards of a digital presence, it’s important for your business to use inbound or outbound advertising methods.

Among the various means of communication, social networks have a role to play in your customer acquisition or loyalty strategy. Social networks are real communication tools, accessible and more or less easy to use, with a number of advantages:

Opportunity to use media and social networks to communicate brand image, corporate values and storytelling. This presence offers companies the opportunity to control their communication and e-reputation (an essential element when considering the new customer journey).
Create relevant content with real added value through an inbound marketing strategy. Businesses can establish themselves as experts in their market and become essential sources of information.
Customer relationship management and development. Having visibility on networks and maintaining exchanges on these platforms creates a relationship of trust and proximity between consumers and companies. This digital presence enhances the customer experience and can strengthen customer loyalty.
Gain new customers or acquire leads. Audience-targeted advertising and creative advertising have proven their effectiveness. But you still need to make sure that your ad formats are appropriate.

Drive your digital strategy with actionable, reliable data

Which networks do you use for your business?

Before diving headlong into all the existing social platforms, review your business objectives and then define the most suitable social networks where you need to be present.

According to Content Marketing Institute :

97% of companies are present on Linkedin
87% are on Twitter, a network that promotes fast, instant communication
86% on Facebook
30% on Instagram

For each platform and social network, the creation of your profile needs to be carefully thought out. Think about your target audience.

For example, as a manufacturer, you may not see the point of having a Facebook page. And yet, your company needs to adapt to the habits of targeted profiles and be present in the right place.

Your future target customer is a user like any other: it’s highly likely that he spends time on his Facebook or Instagram profile, and will browse this social network for several minutes a day.

By the end of 2021, Facebook will have almost 40 million monthly active users in France. Infrogram

These words need to be weighed up according to your audience and the consumers you’re targeting. If your industrial activity is aimed at young people and new start-ups, your company could leverage an Instagram or TikTok account. Indeed, this target group is present on this trendy network and spends hours discovering content from their “nearest and dearest” and their favorite companies.

This will make it easier to reach these audiences with targeted advertising.

When thinking about your B2B digital strategy, ask yourself the right questions and adapt to your audience. What are their habits? What do they like? What social networks are they on?

marketing Mix — “Which social network is part of your marketing mix? “

Linkedin is the social network for companies.
For B2B communication, a professional Linkedin page for your company is more than recommended.
According to Social Media Today, 610 million professionals are registered on LinkedIn worldwide, including over 19 million in France.

Official Linkedin map(https://news.linkedin.com/about-us#statistics)

For Develop your social campaigns on Linkedin it’s here …

Your company has the opportunity not only to make contact with strangers in your sector, but also to recruit sought-after profiles. The advantage here is to enlarge your circle and network, develop your reputation and ensure your presence on the market.
Linkedin is digital word-of-mouth, but it’s also a platform for promoting your offers with highly targeted, qualified advertising.

In addition to communicating with users, highlight your latest products and news. Highlighting this information invites users to want to know more about you. You can also use the Linkedin Pulse function, which allows you to create articles and thus generate engagement around you.

To take things a step further, Linkedin offers companies the opportunity to invest in advertising. These campaigns should be integrated into your B2B strategy if you want to acquire new leads or work on your brand image.

An interesting and increasingly popular approach is to use influencers to spread the word about your brand or product.
Influencers on Linkedin are less well-known than the Kardashian’s, but have important communities for your business.
You can find this type of profile directly on Onalytica.

In his article “Définir votre stratégie d’acquisition de leads” (Defining your lead acquisition strategy), Emeric Lefort takes up several key concepts for your B2B actions. I recommend you read it.

Twitter

The social network Twitter enables companies to communicate quickly and directly.
It’s strategic to use it for conferences, events or just to react to news. These elements require immediate action to generate interest. Your company needs to react “on the fly”.

With tweets, beyond communicating about your offer and your entity, you have the opportunity to take a stand on broader issues. To strengthen the link and identification with your company, highlight your values and the causes that are close to your heart.

Twitter audience — In France 5.6 million subscribers and potential audience

Facebook & Instagram

Now belonging to the same group, Facebook and Instagram have similarities for showcasing your business and solidifying your online presence.
Why are these two networks important for creating a place for yourself in the market? According to a Business Insider study, “in 2017, one in three French companies with fewer than 250 employees still doesn’t have a website”.
Take advantage of the lack of development of companies on these networks to become the forerunner in your industry.
It’s a fact: consumers are present on social networks. Don’t miss this opportunity to stay ahead of your competitors.
These two networks are the most widely used in the world.
You have a 99% chance of finding your target.

Two advantages to using Facebook and Instagram:

The ability to create professional profiles. Through them, you can be more precise in terms of audience and have access to statistics on your publications.
Humanizing your approach with stories and Live: even if the aim of your B2B strategy is to sell, show that beyond digital there are humans with feelings who put themselves in the shoes of consumers.

How do you differentiate yourself on social networks?

Faced with so many users, you might think it’s a closed territory. A space where you’ll never fit in. But that’s not true! It’s all about differentiating yourself and integrating your business identity into your publications. It’s not easy, and it takes consistency.

😇 3 tips to implement now:

Even if it’s a B2B approach, speak in a friendly, even funny tone. Don’t take yourself too seriously by using a solemn tone. Social networks forge links between consumers and companies. Don’t distance yourself from users.
Don’t scare people away with pop-ups, violent colors or spam. On the networks, the aim is to have a good time and interact with nice companies.
Be consistent and offer coherent content that resembles your company. To make your mark, have a real identity. Depending on your resources and organization, you can focus on creativity and variety in your publications: videos, interviews, photos, montages, infographics, quotes, customer feedback, behind-the-scenes stories, teams… You’ve got carte blanche!

According to Marketing Charts, social media content and blog posts/short articles are considered the most influential content in the beginning of the buying process and in building brand awareness.
(“social media content (95%) and blog posts/short articles (89%), have been found to be the highest performing at the beginning of the buyer’s journey in building brand awareness”).

Put yourself in the consumer’s shoes: what do they need to know about you? What information would you like to have in their place?

As a guide, here are the best times to post :

LinkedIn: from 7am to 8am then from 5pm to 6pm
Twitter: at 3pm then from 5pm to 6pm
Facebook: at 9am, 1pm and 3pm
Instagram: from 8am to 9am and at 5pm

Bonus: lunchtime is always a good time to post. While eating or after lunch, the reflex of many people is to consult the networks.

What steps do you need to take to develop your visibility and B2B strategy on social networks?

1. Determine objectives

What is the purpose of your social networking presence?
Expand your network?
Gain visibility?
New customers?
Generate leads?
Successful new collaborations?

Answer these questions. But above all, be precise. Define numbers and durations (in weeks, months or years). This approach enables you to tailor your actions to achieve your objectives. For example, if you want to win leads or increase your visibility, the communication and tasks are different.

2. Define your personas

Who is the target audience for your offer? Who are the people your company wants to reach? Who is the perfect profile for your business?

To have a successful presence on social networks, you need to know your target’s tastes, interests, connection times, professional activity… The more criteria you have, the more effective your B2B strategy will be.

For example, creating a persona allows you to identify the perfect times to broadcast your message. If your target is 24-35 year-olds, consider that these are people who work all day. They’re not (or not very) connected on social networks during working hours. It’s not part of their daily routine.
But that’s not true if you’re reaching people who work in the web, digital and marketing sectors. The use of social networks will then be frequent in these sectors.

In our article on audience strategies, you’ll find the Persona section and examples.

3. Be present on a regular basis

Many company accounts are inactive. In your B2B strategy, if you can’t manage several accounts, limit yourself to one, or even two maximum. It’s wiser to do less and do it well than to do too much and get no results.

Depending on your objectives, in a B2B strategy, if you have to make a choice:
Linkedin has the capacity to generate leads and open up new opportunities. Proximity to the network and recommendations have a real power to build trust. 40% of people use this network to find out more about companies and their reputations.

Twitter is an effective lever, because the tweets are quick and spontaneous. Users have the impression of communicating with companies that are real, transparent and close to Internet users. It’s a far cry from overworked content that consumers can’t identify with.

Facebook has a very large market. Everyone has Facebook today. You can share all kinds of content. Nevertheless, depending on your sector of activity, it may make more sense for your business to be on Instagram (which has the advantage of presenting your offer as a virtual shop window).

If you’re looking to generate leads to boost sales, create a newsletter. Sending e-mail keeps you in touch with consumers. According to 2016’s The State of Pipeline Marketing Report, e-mail is the channel most used by B2B marketers. Even if you have to be different, look at what works.

If professionals use this means of communication, the results and benefits should be interesting.
Gaining the trust of Internet users to communicate their e-mail address is the only obstacle to lead acquisition.

4. Create your editorial calendar

What type of content do you create?
When to post it?
Where?
What’s the legend?
Integrate #?

The creation of an editorial calendar brings rigor to the publication of content. Optimize production and improve organization. Having ideas in advance enables you to anticipate production and automate publications.
These tools save considerable time. Examples includeHootsuite, Buffer, SociallyMap and CoSchedule.
Depending on your needs, they all have different functionalities and interfaces:

😇 Buffer can manage multiple accounts. Prepare publications directly through this tool and schedule them according to your calendar.

😇 In addition to planning, Hootsuite offers analyses of publication times, audience and popular content.

😇 Thanks to RSS feeds, SociallyMap automatically publishes your site’s news on social networks.

😇 Finally, CoSchedule is easy to use and has all the qualities needed to manage social networks. Its little plus is the republishing option. It allows you to put forward quality content at the best possible time (defined according to the presence of subscribers).

CONCLUSION

Creating an effective B2B strategy requires asking the right questions at the right time. It’s not just a matter of creating an account and waiting. Your company needs to implement a number of actions to differentiate itself, build a digital presence and become a force to be reckoned with.

All our teams are available to discuss with you and propose an appropriate strategy for your social networks and social media campaigns.

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Strategic and Operational Consulting

Advanced Analytics & Tagging Plan

Optimization of product flows and catalog distribution

Straker* catalog: actionable data catalogs

1. What is Google Shopping?

2. Configure your Google Merchant Center account ?

Validate and claim your website URL

Google Merchant Center guidelines

3. The Google Shopping Feed: How to create a product data feed and import it

The attributes of your Shopping feed

Import your product flow into Google Merchant Center

How to optimize your Google Shopping feed.

Product Title:

Product description

Google Product Category

The images

Improve your product titles with search term reports

In conclusion

Increase sales and attract new customers

1. The essential Google Ads figures

2. The benefits of Google Ads for your business

Be immediately visible

Generate consumer interest and attract new customers

Quickly adapt and change your offers and ads

Improve the accuracy of your targeting

Tailor your strategy to your objectives

To sum up:

What are the different types of campaign and when should they be activated?

1. Search campaign: text ads and keyword research

2. Dynamic Search Ads (DSA)

3. Remarketing campaign (text, banners, videos)

4. Display ad campaign targeting themes and interests

5. Google Shopping campaigns

CONCLUSION

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The origins of Google Shopping

Shopping campaigns

Google Shopping: a must? Figures and statistics on Google Shopping campaigns

What are the advantages of Google Shopping campaigns for your e-commerce business?

Tools for optimizing your Google Shopping campaigns

The Merchant Center: the cornerstone of your Google Shopping campaigns

How can you optimize your Google Shopping feed and what quality criteria should you work on to boost the performance of a Shopping campaign?

CONCLUSION

Creating a Facebook campaign

Why optimize your campaign budget?

What actions need to be taken to make the most of campaign budget optimization?

Here’s what you need to review:

1. New audiences for Google Ads search campaigns

Two new audience segments for more effective targeting

2. Expanding audiences on the display network

A simple new tool for expanding your most promising audiences

3. “average position” of ads: a metric removed

For more accurate metrics and analysis

4. Lead form ad extension

To facilitate the generation of inbound contacts (leads) via your mobile traffic

5. Conversions” taken into account at campaign level rather than account level

Refine and optimize your Google Ads campaign objectives

6. Bumper video creation tool – 6-second video

To improve the effectiveness and impact of your video and Youtube campaigns

7. Videos in Responsive Display Ads

Make your Display ads even more attractive

8. Gallery Ads

A visual format to be tested on Google search engine results (SERP)

CONCLUSION

How to improve the performance of shopping campaigns on Google, Bing and Facebook?

Step 1

Take advantage of special prices

Step 2

Highlight special offers

Step 3

Work on your rejected products in the Merchant Center?

Step 4

Improve the quality of your product images and visuals

Automatic Image Enhancement :

Step 5

Optimize your product titles

In conclusion,

Part 1

What is a conversion funnel?

Part 2

Why should every site owner care about conversion tunnels?

Concrete example: Example of a Business Coach

Part 3

Work on your rejected products in the Merchant Center
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