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Tag: Google Shopping

Evolution of Google Shopping: From Froogle to Google Shopping

Posted on by Adenlab Adenlab

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.

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Levers such as search engine optimization (SEO) or sponsored campaigns (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 has been 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.

Google Product Search

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 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 ever-changing behavior of Internet users, 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 a developed ad with a single click. It’s very important to have a rich catalog to enable Google to offer Internet 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 the optimization of 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!

Part. 1 – Performance Max & Ecommerce v

Posted on by Adenlab Adenlab

Performance Max campaigns: will the future of ecommerce campaigns necessarily involve Performance Max?

Max. performance

This is a new advertising campaign format from Google Ads that promises maximum performance for advertisers, with greater ease of use.

Will it bury search or shopping campaigns? Only time will tell.

For now, let’s take a look at Google’s new advertising solution and the benefits it can offer e-tailers.

Performance Max: what's it all about?

Google presents it as a new Google Ads campaign format to maximize advertiser performance across all the channels offered by Google Ads. It’s a new way to buy Google ads on YouTube, Display, Search, Discover, Gmail and Maps from a single campaign.

Why this new offer?

Google starts from the premise that consumers consult an ever-increasing variety of sites and platforms on a daily basis, and especially when they want to make a purchase.

The figures put forward are as follows: for certain products, consumers have more than 500 points of contact before making a purchase!

We’re talking here about the famous “messy middle” described by Google in its newsletter “Think with Google: How intent is redefining the marketing funnel”.

We talk about the “Messy Middle” in the artilcles of SEA Strategies for Ecommerce.

The consumer’s procrastination and the wide variety of contact points before a purchase can be difficult for advertisers to keep up with.

That’s whyautomating and Machine Learning campaigns to engage customers effectively and at scale is an important expectation for e-retailers.

Google Ads Performance Max campaigns do just that, and here’s how.

The promise of Google Performance Max

The benefits promised by Google Performance Max to e-merchants are as follows:

💡
1. Reach the customers who convert best according to your objectives
The promise

More qualified traffic, more leads, more purchases
complementary traffic to that generated by search campaigns

Resources

Access the entire Google Ads inventory (YouTube, display, search, maps, Gmail…) from a single campaign to reach your specific objectives.

Use Google’s real-time consumer tracking to serve your ads at the right times

The plus

You can set the acquisition of new customers as your objective. Simply upload the list of your existing customers, define your criteria and after the campaign, you’ll receive a report on the conversion rate of new customers brought in by Performance Max.

💡
2. Improve your return on advertising investment (ROAS)
The promise

Your budget is optimized across all channels to seize the best opportunities

Resources

Performance Max campaigns use automated bidding and targeting technology, data-driven attribution* (DDA) and personalized ads to help you find more customers, wherever they are in the Google Ads inventory.

Data-Driven Attribution* (DDA) is still optional, but it enables campaigns to be optimized by activating them on the sites, networks and interactions that are most likely to convert, in real time.

The plus

Google claims that Performance Max campaigns are capable of generating 13% more conversions at the same or lower cost per conversion when run with comparable campaigns.

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3. High visibility for your campaigns (transparency and wealth of information)
The promise

Understand how automation works and how you can improve your campaign. See which criteria impact performance (audiences, formats, trends, etc.).

Resources

Performance Max integrates with the Insights page in your Google Ads account to help you streamline your feeds:

By identifying the performance factors of your campaigns from one period to the next

Helping you solve any problems you encounter

By sharing Google marketing information to help you adapt and develop your business and your ads

By integrating with recommendations to continually achieve better results for your Performance Max campaign, and allowing you to focus on the levers you can control

The plus

Advertisers will be able to learn about the main performance criteria for their campaigns, and gain a better understanding of their audiences.

💡
4. Benefit from the power of the Google Ads algorithm
The promise

Get better results faster, to accelerate the learning curve of campaigns.

Use exclusive functions such as Audience Signals

Resources

Performance Max combines Google Ads’ automation technology with all sales data and Google Ads bids to achieve optimal machine learning:

The algorithm has full visibility of bidding data across all Google media. Smart Shopping campaigns achieve on average + 20% higher conversion value than similar technologies.

The algorithm bids in real time on all channels. And real-time bidding offers an average 15-30% increase for the same CPA/ROAS.

Creation is automated based on your account data. On average, responsive search ads generated up to 10% more clicks and conversions.

Attribution is based on data analysis (Data Driven Attribution – DDA) to give you full funnel visibility. We’ve seen a 5% increase in conversions at a similar CPA for customers using DDA on Search.

Focus on... Audience signals

Introduced with Performance Max, Audience Signals is presented by Google as a more effective way of reaching your most important audiences.

When advertisers create Performance Max campaigns, Audience Signals enable them to influence automation by directly indicating the audiences most relevant to their business, those with the highest probability of conversion.

In this way, Audience Signals enables advertisers to accelerate the campaign learning curve.

Tips to avoid overdependence

While automated recommendations from Google Ads can be useful, it’s crucial to maintain control to avoid unnecessary expenditure. By combining automation with manual adjustments, you can balance smart bidding with your overall strategy.

NB: Regular performance monitoring and adjustment of ROAS targets are essential to avoid unpleasant surprises.

Conclusion

In the past, Google’s new solutions have often lived up to their promises and delivered excellent performance for advertisers.

But as always, be careful not to switch all your Google Ads campaigns at once.

Creating a schedule and identifying the most relevant categories in your catalog to activate as a priority is crucial to securing all the benefits and lessons learned needed to achieve your 2022 performance objectives.

However, if you need an expert to structure your Google Ads campaigns for your Ecommerce business and make the most of Google’s algorithms, we’re specialists in the field.
Don’t hesitate to ask a Google Ads agency such asAdenlab about the solutions to be applied, as there are different ones for each strategy.

We're here to advise you and develop your sales

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Google Partner Premier Agency: A certified agency to develop your Google Ads sponsored campaigns

Posted on by Adenlab Adenlab

Every day, 20 billion sites are visited on Google. With this reality in mind, to have a strong digital presence and gain visibility, you need to become a must-have site on this search engine. In order to obtain a privileged position in Google rankings, it’s a good idea to call on a Google Partner Premier agency.

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Since 2015, Adenlab has received several certifications and was quickly identified by Google and Bing as a top agency.

Thanks to its Machine Learning technologies for Ecommerce and Google Shopping campaign management, the agency was one of the first to be certified as a “Shopping Partners”.

Thanks to its expertise and technology, Adenlab has joined Google’s exclusive Channel Partner program. Google selects agencies whose technological efforts enable more effective development of Google Ads accounts and campaigns.
Since 2016, Adenlab has been a certified Google Partner Premier agency.

Here are a few key figures to help you understand the strength of this search engine:

  • 93% of French Internet users use Google to search the web.
  • 86% of consumers use Google to find a product or request a quote.
  • According to Google Benchmarks and Insights, Google Display campaigns reach 80% of the world’s Internet users.
  • Google Economic Impact Report states that businesses generate an average of $2 in sales for every $1 invested in Google Ads.

Request an audit and analysis to boost your performance.

All the benefits of working with a Google Premier Partner Agency

A Google Partner Premier agency is one that has been certified by Google. This is a guarantee of trust and quality for all advertisers. In fact, being one of Google’s certified agencies means that the company meets a set of specific criteria. Only teams with the technical and strategic skills to exploit the levers offered by Google obtain this certification.

Work with a Google Partner Premier agency to create and develop your Google Ads campaigns

When it comes to Google Ads, the aim is to achieve the best possible return on investment. Thanks to a Google Partner Premier certified agency, your online store can benefit from expert knowledge. They know all the ins and outs of how to take advantage of all the Google options available.

What’s more, while respecting your online store’s brand image, our teams are qualified to implement a relevant SEA strategy while taking into account the customer journey and your conversion funnels.

Request an audit and analysis to boost your performance.

Keeping abreast of market trends

The digital world is evolving rapidly. For anyone outside the industry, it can be difficult to keep up with the latest developments and implement the best actions.
By working with a Google Partner Premier agency, you’ll have early access to all the latest Google updates. Our experts can help you benefit from new developments before your competitors, and boost the performance of your campaigns.
Adenlab makes sure that the implementation of new Google campaigns meets the new Google Ads quality criteria.
Adenlab is also in constant contact with Google’s teams; the agency benefits from privileged support, enabling direct consultation with Google experts on all issues relevant to your sector. This support benefits the agency’s customers.

Get a return on your investment with a Google Partner Premier Certified agency

A Google Ads campaign only benefits your e-commerce business if best practices are followed. Otherwise, Google Ads are a waste of time and money.
To avoid this situation, work with a Google Partner Premier certified agency.
Unlike people without Google badges, Google-recognized experts have the knowledge and a clear reading of all the data and performance of the ads set up.
This is a real advantage for identifying the elements to be improved and the criteria that really work to increase sales for your business.

Get a preview of Google Ads options and new features

Before launching new features, Google tests them with Google Partners agencies first. Because they have all the knowledge required, they are in the best position to understand whether the new features really work. Calling on a certified agency therefore means gaining access to these options in advance, and differentiating yourself from the competition.

Aligning with your goals

A Google Partner Premier agency takes all your objectives into account, and implements the right strategy to achieve them.
For maximum performance, the Adenlab team uses high-performance tools in-house, and exploits your data to the full.

Guaranteed quality for your Google Ads campaigns

Google-certified agencies work hand in hand with the search engine. To retain the Google badge, companies have to meet certain criteria. This condition is an assurance for online stores wishing to collaborate with a SEA consulting and management agency.
In addition, if an e-commerce business has a problem, certified teams are able to contact Google immediately. This responsiveness is made possible by the availability of Adenlab consultants, who are on call 24/7.

Continuous follow-up with your teams and your company

When making an investment, it’s important to monitor and improve your approach and strategy in terms of target, content and presentation.
A Google Partner agency analyzes the impact of Google campaigns. Professionals focus on audience attitudes to increase sales and build a high-performance digital presence. At Adenlab, we’ve developed a number of alert systems that enable our teams to respond quickly and efficiently to problems and their resolution.

Adenlab's various certifications

Adenlab, expert in managing Google Ads campaigns for e-tailers, has become a Google Partner Premier agency.
A status conferred on few French companies, obtaining this badge proves our teams’ knowledge and expertise in Google Ads tools (search network, Google Shopping, Google Display, Google Ads on Mobile, and Google Analytics).

The combination of our specializations means we can work with you to develop a complete marketing strategy to significantly increase your online sales and acquire new customers:

How did we obtain our Google certifications to become a Google Partner Premier certified agency?

To earn Google’s trust and become a certified Google Partner Premier agency, we followed several steps:

  • Register on the Google Partners platform
  • Detailed training on Google Ads to familiarize our teams with the tools used on a daily basis (videos, diagrams, illustrations and simulations)
  • Professionals take a test and must achieve a score of 80% to be certified. If they fail, they have to wait a week to retake the exams.

Working with a Google Partner Premier agency is a real time-saver for online stores and other sites needing to develop their visibility. Thanks to our strategic and technical approach, increase your sales and your online presence.

We’re e-commerce & shopping experts, and the strength of our agency lies in our automation tools and techniques, our creativity and our proximity to our customers.

If you have any questions or would like to ask our experts for advice, please contact the Adenlab team on +33 (0)1 83 81 90 60 or by e-mail: contact@adenlab.com.

Adenlab is a certified Google Partner Premier!

Posted on by Adenlab Adenlab




Adenlab, expert in Google Ads campaign management, is a Google Partner Premier certified agency.

Google Partner Premier

A fixture on the e-commerce landscape since 2013, Adenlab helps e-tailers sell better. Now certified Google Partner Premier, Adenlab is the partner of choice for advertisers!

This status, entrusted to a handful of partners in France, attests to the knowledge of our teams and our expertise in Adwords tools (Search Network, Google Shopping, Display, AdWords on Mobile, and Google Analytics).

The Google Partner Premier badge rewards companies that have the technical and strategic skills to exploit all the levers offered by Google and achieve the best performance.

Our campaigns are guided by an objective set with our customers. Once this objective has been reached and surpassed, our customers do not hesitate to increase their daily budget in order to maximize their return on investment!

Stay one step ahead of your competitors by working with real Google Ads experts! Don’t hesitate to contact us, and let’s define together the digital advertising strategy that will maximize your ROI, and increase your visibility.

Adenlab: 100% adapted to all its evolutions

At Adenlab, we’ve developed strong expertise in Brand & E-commerce catalogs, both in terms of analysis (competitive & pricing) and in terms of flow optimization and Adwords campaign management for e-tailers;

Our solutions enable us to quickly analyze our customers’ competition, increase product visibility across their entire catalog, and boost the performance and ROI of Adwords campaigns thanks to our predictive and automatic algorithms.

Competitive intelligence and pricing
Automatic, predictive Google Shopping management

Our E-commerce & Shopping experts are available to answer all your questions; you can also reach me directly on 01 83 81 90 60 or by e-mail: contact@adenlab.com

The Adenlab team

Top 4 product flow errors that can sabotage your e-commerce campaigns

Posted on by Adenlab Adenlab

A new study by DataFeedWatch has revealed a number of product flow optimization tactics used by e-tailers to boost campaign performance – and where they’re going wrong. In fact, we at Adenlab have also analyzed all the flows and errors identified in the Merchant Center to compare the DataFeedWatch study with the flows we manage.

One of the first findings of the study relates to supply. Since the beginning of the pandemic, supply chain problems have caused panic among e-tailers.

On average, 16% of products are out of stock and cannot be purchased by Internet users.

Conversely, 39.40% of French e-tailers will be out of stock, hit at the start of 2022 by Omicron’s higher-than-expected inflation.

There are also major disparities between geographical zones. Latin America had one of the lowest levels of stock availability.

These DataFeed Watch statistics are based on information from 4.5 million products, 15,000 e-tailers and over 60 countries.

To conclude this report, we’ve identified some common trends and mistakes, as well as optimizations you can apply to your own product feed for Google Shopping.

What are the 5 most common errors in Google Shopping feeds?

Common feed problems often include missing or incorrect data and poorly formatted attributes. This information is fed back into Google Merchant Center reports and diagnostics.

It is therefore very important to check your Merchant Center account regularly.

Delivery information

Shipping information is responsible for 23.49% of all product rejections by Google Shopping (Merchant Center).

Shipping is the most troublesome aspect of product data configuration. The most common errors are: values that are too high, and unspecified attributes such as the missing shipping country.

🤓
Your product images

Image attribute problems are responsible for 20.32% of all refusals. The level of requirements and quality is high on Google Shopping, and the main image errors include :

  • Promotional overlays on images.
  • Images too small.
  • Missing or invalid images.
  • Generic visuals.
🤓
GTIN codes (EAN code for France)

GTIN problems account for 5.5% of errors. Sending incorrect GTIN values or omitting GTINs altogether accounts for just over 5% of errors.

🤓
Product titles

25.82% of ad and product titles on Google Shopping exceed 70 characters. This has an impact on the information displayed to the surfer, as the same title is then cut off in the ad.

In Google Shopping, product titles have a total length of 150 characters, but are cut off after 70 characters. Since 25.82% of Shopping titles exceed 70 characters, important product data may not be visible.

What are the recurring errors on Google Shopping feeds in Adenlab accounts?

The DataFeedWatch study was of particular interest to us, and we wanted to compare its data with that of the accounts we work on.

The study covers a large number of merchants and products: 4.5 million products for 15,000 merchants.

So, let’s start with this simple fact:

  • DataFeedWatch: 4.5 million products / 15 thousand merchants: 300 products per merchant
  • Adenlab: 425 thousand products / 40 active merchants: 10625 products per merchant

Of course, some accounts have many more products than others, but the fact is that we work on much larger catalogs. Too strong Adenlab 😉

And without boasting, let’s take a look at the rejected product rate:

  • 3% for accounts managed by Adenlab
  • data provided by the DataFeedWatch study (which, as a reminder, is not an agency but a tool for managing and optimizing your flows): the industry average is 7% of rejected items
In fact, what can we see in our accounts?
For this analysis, we have chosen to sort errors by the number of items concerned (and not by accounts affected, which would also have made sense).
  • The 1st type of error concerns “Non-respect of Google rules”, which accounts for 57% of rejected articles on all accounts.
  • the 2nd concerns images with missing values in the attribute, which would be the image link

What are the most commonly used Shopping flow optimization techniques?

Most e-tailers use flow tactics to boost the performance of their campaigns. When advertising across multiple channels, different feed data may be required, increasing the likelihood that advertisers will need to tap secondary data sources.

Whether you’re creating new titles or segmenting based on “best sellers” or margins, optimizing data feeds has a positive effect on campaign performance.

Product titles are the most optimized data elements in a product flow. Of all the stores whose data was modified, 14% of these changes concerned product titles. Advertisers either modified several keywords or rewrote titles from scratch.

Two out of five e-commerce advertisers use custom labels to optimize their campaigns. 13% of these advertisers create product groups based on whether the product is on sale or not.

When advertisers segmented their flows according to margins, they saw a 96% increase in ROAS.

64% of e-commerce companies filter out the least profitable products. In almost all cases where merchants cut products, it’s because prices fall below a certain threshold.

Price is the #1 reason for removing products from campaigns. When excluding products from paid advertising based on item price, 90.92% of marketers choose to remove products below a specified price.

Only 9% of marketers filter products by highest price.

Over 25% of e-tailers provide advertising platforms with additional images. Additional images usually show the product from a different angle or with staging elements. This gives buyers the best possible idea of what they’re buying and how the product can be used.

At least one in 10 e-merchant advertisers provides additional product information in the feed by leveraging secondary data sources. The types of secondary data sources used include:

  • Inventory management systems
  • Analytical
  • Google Sheets

You can download the full DataFeedWatch PDF report here. It includes more information on the current state of online shopping, including advice for advertisers on optimizing and improving their feeds, choosing the right platforms and best practices for paid advertising campaigns.

Optimizing user experience for e-commerce sites: the case of I-run

Posted on by Adenlab Adenlab

The e-commerce sector is constantly evolving, pushing online retailers to constantly improve their user experience (UX) to stay competitive. According to Contentsquare, the average shopping session involves 22 page views, leaving room for potential errors in the customer journey. UX is therefore essential to the success of an e-commerce site, as it influences purchasing decisions. This article focuses on UX best practices for e-commerce sites, using the website of sports equipment retailer I-run as an example.

BEST PRACTICE STARTS WITH THE HOME PAGE!

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I-run applies several UX best practices. Firstly, a promotional banner at the top of the home page with a carousel presents five different offers, capturing customers’ attention and encouraging them to browse. The promotional code is then highlighted, either below the banner or integrated directly into it. On the home page, the flagship categories (running, trail and hiking) are positioned before the waterline, for quick and easy access.

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A CROSS-SELL STRATEGY RIGHT FROM THE FIRST PAGE!

The home page also features leading products, selected according to criteria such as trends, bestsellers or popularity. They are displayed as carousels, grids or lists, with quality images and clear information. I-run also showcases competitively priced products, such as complete outfits from €65.

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Promotions are included in the drop-down menu at the top of the home page, providing easy access to current offers. Category pages clearly display information such as crossed-out prices, two-installment payment options and the number of stars on item thumbnails.

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INFORMATION-PACKED LISTING PAGES!

Products are ranked by “customer satisfaction” rather than relevance or popularity, emphasizing user experience and satisfaction. No-click quick item preview is also used, allowing users to see the name, price, discount and an image by hovering over the item with the mouse.

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Last but not least, the product sheets follow best e-commerce practices, with clear, precise and useful information, benefits such as free delivery and advice on choosing the right size.

In short, e-commerce sites specializing in retail have adopted UX best practices to enhance the customer experience and facilitate the transition to purchase. These practices include clear, intuitive navigation, consistent layout and typography, detailed product information display, and the provision of customer reviews, purchase recommendations and filtered search options.

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Performance Max’s new features for optimizing Google advertising campaigns

Posted on by Adenlab Adenlab

Since the launch of Performance Max, many key features have been added to help advertisers optimize their campaigns on Google. Thanks to optimized AI and Performance Max, advertisers can maximize conversions from their ads on the Google Search Network by combining broad query keywords with intelligent bidding strategies.

Performance Max also uses landing page content, assets and product flow to find new conversion queries and generate text ads relevant to the user.

OPTIMIZE YOUR INVENTORY RESULTS ON THE PERFORMANCE MAX SEARCH NETWORK

Keyword exclusion

Advertisers can also add keywords to exclude at account level to improve the relevance of their ads and exclude unwanted traffic.

Attention point: To optimize your coverage and performance, it’s important to carefully monitor the impact of exclusions on your advertising strategy. Be vigilant and don’t miss out on any potential conversion opportunities.

Also note that Google already takes steps to block ads related to sensitive topics, such as vulgar language and violence, so be aware of these restrictions

Page flow

The import of page URL feeds will improve results when using the final URL extension in a few months’ time. This additional feed will inform Google’s AI of the importance of these URLs, with no match limitation. If disabled, page feeds will simplify the addition of specific URLs for better performance in large-scale campaigns.

Note: Organize your URLs using thematic labels for more efficient management within a specific campaign or asset group.

MEASURE THE INCREMENTAL INCREASE IN CONVERSIONS WITH TESTS

Tests

Performance Max also offers tests to measure conversion incrementality by comparing a standard campaign with a Performance Max campaign.

Point of attention:

  • Formulate a clear hypothesis.
  • Choose one or two metrics to assess test success.
  • Use the same campaign parameters, bidding strategies and targets as other similar campaigns.
  • Run the test for at least 4 to 6 weeks.
  • Evaluate results with statistical relevance, taking into account time to conversion.
  • Draw reliable conclusions and decide whether or not to implement the new campaign.
  • Remember to consult the best practice guide for using Performance Max tests.
Video assets

Advertisers can also use the video creation tool directly in the “Assets” section of the Performance Max campaign workflow to easily create high-quality video assets.

Please note: For successful videos, be sure to select relevant, high-quality images. We also recommend importing as many relevant elements as possible and creating several videos using different templates. This will provide AI with a variety of videos to match the best option to a particular audience and context. Don’t forget to create videos in different formats for delivery to more relevant locations.

UNDERSTAND YOUR RESULTS WITH NEW INSIGHTS AND REPORTS

Asset Group Report and Budget Control Insights

Soon, new asset group reports and budget regulation insights will be deployed to help advertisers understand their results and optimize their budget and performance.

Point of attention:

  • Analyze the data to assess the impact of each asset group on your campaign’s performance. To improve results, add assets or asset groups to your Performance Max campaign to provide Google’s AI with more data, maximizing conversions and ROI.

  • Optimizing your budget for a multi-channel strategy is crucial. To find out more about multi-channel advertising and how Performance Max campaigns can improve your ROI, read the Google white paper on the subject.

By following these tips, advertisers can get the most out of their Google advertising campaigns using Performance Max.

What are the “signals” of Machine Learning to optimize your bids on Google Ads?

Posted on by Adenlab Adenlab

As you may know, Google Ads uses Machine Learning technologies to automatically manage your bids.

It’s the bids that determine the cost you’ll pay for a click and a visit from a potential customer. And more generally, good bid management will ensure your sales and ROI objectives.

To understand how and why your bids go up or down, you first need to understand which signals are valued by Google Ads.
Here are the explanations 😉

GOOGLE ADS MACHINE LEARNING

The aim of Google Ads machine learning is to make predictions about the future based on examples from the past. All to help you achieve your campaign objectives more easily.

When it comes to bidding, machine learning algorithms draw on large-scale data to help you make more reliable predictions for your account, including the potential impact of different bids on conversions or the value of conversions.

Google Ads’ algorithms will take into account a very large number of parameters affecting the performance of your campaigns, and probably far more than we could if we did it manually.

WHAT CONTEXT SIGNALS ARE TAKEN INTO ACCOUNT BY GOOGLE ADS ALGORITHMS?

To set your bids and make your ads visible to the right people at the “right” price to achieve your objectives, Google Ads’ algorithms take several criteria into account, right down to changing the price of your products!

When your ads and campaigns are live, Google Ads will take into account a large number of signals to optimize your bids.

These signals are attributes linked to a person or their context at the time of bidding. They may include attributes such as device and geographic area, as well as other signals, individually or in combination, specific to smart bidding strategies.

Here’s a list of important signals.

Device

Google Ads can optimize bids for target CPA or target ROAS strategies depending on whether the person is using a mobile, computer or tablet.

Example: In the case of a car dealership, bids can be adjusted if the person is searching on a mobile device, which means they are more likely to book an appointment at a dealership near them.

Geographical location

Google Ads can optimize bids according to a specific geographic area (as precise as a city), even if the advertiser’s geographic targeting is not as specific.

Example: In the case of a bank, even if the advertiser’s geographic targeting is Paris, bids can be adjusted if a person searches for “new checking account” from a city where the branch’s penetration rate is fairly high. It is more likely that this person will apply to open an account.

Geographic focus

Google Ads can optimize bids based on a person’s geographic intent, in addition to their physical location.

Example: In the case of a travel agency, bids can be adjusted if someone is actively searching for a vacation destination you offer (e.g. “vacation barcelona august”), even if they are not physically in that region.

Day of week and time of day

Google Ads can optimize bids according to a person’s local time and the day of the week in their time zone.

Example: In the case of a restaurant, bids can be adjusted if a person performs their search at 8pm on a Thursday, when they are more likely to make a reservation for the weekend, as opposed to 8am on a Monday.

Remarketing list

Google Ads can optimize bids on the Search and Display Networks, and Hotel Ads according to the remarketing list the user is on. The Search and Display Networks can also take into account the period since the user was added. In addition, the Search Network takes into account each list to which a user belongs, for a given campaign or ad group.

Example: In the case of an online clothing retailer, bids can be adjusted if someone has already viewed a product on a previous visit to the website, and whether or not they added it to their shopping cart the previous week (rather than the previous month). It’s more likely that they’ll want to buy it soon.

Ad features

Google Ads can optimize bids according to the version of an ad, even if the ad is displayed on a mobile application.

Example: In the case of a telecoms company, bids can be adjusted according to whether the ad shown is the “New Offers” or “Flexible Packages” creative, or whether it redirects to the mobile site or app, depending on which version is more likely to lead to a conversion. For campaigns on the Display Network, bids take into account ad sizes and formats that are more likely to generate a conversion.

Interface language

Google Ads can optimize bids according to the user’s language preferences.

Example: In the case of a Spanish course site, bids can be adjusted for the query “learn a new language” if the user’s language preference is English. The user is more likely to buy a tutorial if the language setting is Spanish.

Remarketing list

Google Ads can optimize bids on the Search and Display Networks, and Hotel Ads according to the remarketing list the user is on. The Search and Display Networks can also take into account the period since the user was added. In addition, the Search Network takes into account each list to which a user belongs, for a given campaign or ad group.

Example: In the case of an online clothing retailer, bids can be adjusted if someone has already viewed a product on a previous visit to the website, and whether or not they added it to their shopping cart the previous week (rather than the previous month). It’s more likely that they’ll want to buy it soon.

Browser

Google Ads can optimize bids according to the browser used by the user.
Example: In the case of a company offering health foods, bids can be adjusted if a person searches from Chrome, which has a higher conversion rate for this company than other browsers.

Operating system

Google Ads can optimize bids according to the user’s operating system.

Example: In the case of a game app developer, bids can be adjusted if someone searches for “puzzle game” on Google Play from an Android device running the latest version of the operating system. This user will be more likely to install the application than someone using a less recent version.

Real search query (Search and Shopping

Google Ads can optimize bids based on the text of the query that triggered the ad, not just the corresponding keyword.

Example: In the case of a shoe merchant, bids can be adjusted if a person’s search query is “leather boots”. This person is more likely to buy a new pair of shoes than someone searching for “repair boots”, even if both searches include the keyword “boots” as a broad query.

Research Network Partner (Research Network only)

Google Ads can optimize bids according to the Search Network partner site on which the ad is displayed.

Example: In the case of a FMCG brand, bids can be adjusted if the query comes from a more relevant search on an e-commerce site, which has a higher probability of conversion than a news site.

Web location (Display Network only)

Google Ads can optimize bids according to the site location on which the ad is displayed.

Example: In the case of a FMCG brand, bids can be adjusted if the ad is displayed on a popular site with high traffic, as its conversion probability is higher.

Site behavior (Display Network only)

Description: Google Ads can optimize bids based on a person’s activity on your site, including the number of pages viewed, the value of products viewed, the stage of the conversion process reached and other sites previously accessed.

Example: In the case of a furniture brand, bids can be adjusted if a person has viewed several expensive sofas, rather than lower-priced lamps.

Product attributes (Shopping only)

Description: Google Ads can optimize bids if attributes are similar for several products, including price, condition, brand and category.

Example: If you’re an outdoor equipment dealer, bids can be adjusted if you add to your product data a tent that resembles some of your existing items with a high conversion probability.

Hotel and stay attributes (Hotels only)

Description: Google Ads can optimize bids according to the hotel attributes and stays selected by the user.

Example: For a given hotel, bids can be adjusted if positive guest ratings, and the indication of user-selected arrival and departure dates (rather than default dates) are more likely to generate a hotel booking.

Mobile application reviews (coming soon)

Description: Google Ads can optimize bids based on the value and quantity of an application’s reviews.

Example: In the case of a fitness brand, bids can be adjusted if an application has excellent reviews and is more likely to generate an install.

Competitive pricing (Shopping and Hotel Ads only)

Description: Google Ads can optimize bids by comparing your rates with those of other advertisers taking part in the same auctions as you.

Example: If you’re a kitchenware retailer, your bids may be adjusted if you offer a better deal on a set of knives than other advertisers.

Seasonality (Shopping only)

Description: Google Ads can optimize bids according to performance trends at different times of the year.

Example: In the case of an electronics store, bids can be adjusted if someone is looking for a new TV around the festive season, when the probability of conversion is generally higher.

Conclusion

In short, the machine learning algorithms used in auctions are very useful for making reliable predictions for your account by taking into account a large number of parameters affecting performance.

Google Ads can optimize bids according to numerous signals, such as device, geographic area, geographic intent, day and time, remarketing list, price competitiveness and seasonality, for example.

Algorithms can help maximize the probability of conversion for different bidding campaigns based on relevant signals.

French Days and SEA: The winning combination to boost sales!

Posted on by bhumi.raval@iflair.com

This year’s Winter French Days run from September 26 to October 2.

Are you ready?

It’s an opportunity for you and your customers to do good business and develop your turnover.

The increase in traffic and demand on Google for categories ranging from clothing and electronics to household appliances is already being felt.

For you, dear e-businesses, the French Days are an opportunity to boost your sales and increase your visibility.

To succeed, it’s important to activate and develop SEA strategies adapted to the period.

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French Days: key points to remember!

As you can see from the Google Trends graph, the French days have already begun and searches on Google are intensifying.

According to the Beezup study, here are the sales statistics for the Spring 2022 French Days, which may interest you and help you anticipate the 2023 French Days.

  • 37% increase in purchases and 6% increase in online orders at French Days de Printemps 2022 compared to 2021
  • Sales of major brands at Rentrée 2022 French Days up 4% to 20%.
  • 70% increase in sales by 2020
  • +71% increase in traffic for participating retailers by 2020

The impact of French Days on SEA

It’s an opportunity to introduce your brand and your products to consumers who don’t know you yet!

Increased traffic

Event and promotion-related searches will explode.

In 2022, Spring French Days generated 200 million visits to e-commerce sites. That’s a 15% increase over the previous year!

This increase in traffic is accompanied by more intense competition.

You need to ensure that your campaigns and ads are highly visible and impactful to stand out from your competitors.

And, of course, this includes promotional offers that your customers have come to expect!

Maximize your earnings with SEA!

As SEA specialists for e-tailers, we review campaign budgets to ensure that we don’t lose qualified traffic and buyers looking for bargains.

Revising your sales offers and promotions is essential during this period.

These are the elements of your promos that we will push and put into your campaigns.

Systematic analysis of your products’ performance will help us push the best references, brand and category (Conf : Cataloguestraquker)

Here are a few more tips for a SEA strategy strategy during French Days:

  • Review and optimize your keywords to target the right searches: don’t hesitate to create campaigns with broad keywords. Use the Google Keyword Planner to help you identify the most relevant keywords and simulate a new Google Ads budget
  • Revise your ad titles and descriptions: Integrate your offers and promotions
  • Increase your budgets and give less constraint to the google ads algo
  • Optimize your Shopping feed: add sales price attributes to display crossed-out prices! Revise your product titles to ensure they include the right keywords (see our article onoptimizing your shopping feed).

Also to develop your sales we can clearly recommend you to make more video:

  • In France, 64% of people said they had turned to short videos to discover a new product or brand.

Adenlab’s creative studio can provide your videos: UGC videos or product presentations. See below one of our creations for the Le rêve chez vous brand:

And according to google data:

  • Respondents frequently reported that after viewing a Short, they would switch to the Google search network or a brand’s website for further research.

Conclusion

French Days has become a must-attend event on the French e-commerce scene. For companies, it’s a unique opportunity to boost sales and increase visibility. But to succeed, a well thought-out and adapted SEA strategy is essential. Drawing on our expertise and experience from previous editions, we’re here to support you and help you make the French Days a real success!

5 Enchantments to terrify your Google Shopping catalog on Halloween 🚀🪄

Posted on by bhumi.raval@iflair.com

Welcome to the grimoire of Google Shopping optimization for Halloween. The clock is ticking, and there’s little time left to prepare your spells and bewitch your competition during this bewitching period. In these mysterious pages, we’ll reveal the spells and enchantments you need to propel your Google Ads campaigns to Merlin the Enchanter and terrify your competition during this magical time.

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Optimizing your flow is crucial for you, guardians of e-commerce sites. However, if you preside over a domain geared towards lead generation and forms, these incantations may not fit your domain. Don’t hesitate to get in touch with our consultants for tailor-made advice. Also take a look at our articles onHalloween and SEA, and onShopping feed optimization, to explore other secrets. 🧙‍♂️

How to terrify your competition by improving the performance of your Performance Max, Google Shopping, Bing and Meta (facebook / Instagram) campaigns? 👻

Sortilège 1: The art of crossed-out prices 🪄

Dive into the darkness of pricing on your site and acquisition channels. The rates you charge are crucial, sometimes even decisive. To unleash the power of crossed-out prices, you need to master and utilize the following attributes of your feed:

  • sale_price
  • sale_price_effective_date (Google or Facebook)

E-commerce wizards, discover the magic of bewitched prices! These attributes can be adjusted for your Google and Facebook campaigns. Lowering prices is one thing, but using the power of crossed-out prices is what will charm consumers and boost your sales tenfold!

Other information

Communicating your prices effectively is the key to your success, but be careful not to fall under the spell of obscurity…🔮

Spell 2: Unveil Diabolical Halloween Deals 🪄
Dive into the magical world of Google Shopping and the Merchant Center to reveal SPECIAL OFFERS that will enchant your customers this Halloween! You have two options for unleashing the magic:
  1. Use the Promotions configuration tool in the Marketing tab of the Merchant Center.
  2. Use the Merchant Center’s Promotion Flow for a touch of mystery.
Other information
These special promotions visually increase the seductive power of your ads, making your click-through rates soar! But to achieve this, the first step is to join Google’s Merchant Promotions program: sign up here Find official Google spells in the Enchantments Implementation Guide HERE. 📈
Sortilège 3: Turn your rejected products into Halloween treasures! 🪄
Awaken the magic of Halloween to illuminate your Performance Max and Shopping campaigns on Google and Facebook! Sometimes, the solution to boosting your visibility and the performance of your campaigns are closer than you think. Although your current offer is already vast, many products may be rejected by Google’s Merchant Center or Facebook’s Business Manager. These products remain hidden from your audience, preventing them from discovering you on Google or Facebook. Fortunately, it’s entirely possible to thwart these spells and release your products. Go to Google’s Merchant Center, then to Products > Merchant Diagnostics. Here you’ll discover the errors that need to be corrected first, revealing the magic behind your products! Other information
Spell 4: Improve the Quality of your Halloween Product Images and Visuals 🪄

Don’t be fooled by poor-quality or too-small images! Like an evil shadow, this warning frequently haunts Merchant Center diagnostics.

Find out more about enchantments and the criteria for Google Shopping :

  • Images of non-apparel products: must be at least 100 x 100 pixels in size.
  • Images of clothing products: must be at least 250 x 250 pixels.
  • Avoid images larger than 64 megapixels
  • Avoid image files larger than 16 MB

The ultimate recommendation: Choose images of at least 800 x 800 pixels.

AUTOMATIC IMAGE ENHANCEMENT POWERS :

The Merchant Center also offers a mystical incantation called “automatic image enhancement”. It won’t turn your images into pumpkins, but it can clean up imperfections automatically.

Google notice “If you enable the automatic removal tool, Google will try to automatically correct these images by removing the overlay promotional elements.” ✨

Here’s an example of automatic image enhancement:

Other informationTo do this, go to your Merchant Center and activate the “automatic image enhancement” option:

Other information

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.
Spell 5: Enchant your product titles for magical optimization 🪄

Your product title is the ultimate attribute, the magic potion of your catalog. Optimizing it is the absolute must in your Halloween preparations.

  1. The Master Keyword: The main keyword, the key to your success, should take pride of place in the title, preferably in the first few words.
  2. Product Type: If your property is a “knife case”, make it the crest of your title. Not only is it obvious, but more importantly, it’s your very description that sells the dream.
  3. Brand, color, size or even gender in your title elixir: These elements, though present elsewhere, are here to help you blend in with your future followers’ searches.
  4. 150 Characters, the Art of Concision: Your charm has a 150-character limit. So be precise and detailed at the same time.
  5. The Optimization Grimoire: Know that working these title incantations can transform your impressions and reveal your visibility like never before!

Get ready to bewitch your customers this Halloween! 🎃✨

Conclusion

We hope these valuable tips have brightened your path on your future magical expeditions. As you know, we’re much more than just an online grimoire. We’re here, at your fingertips, for face-to-face discussions. Get in touch with us and let’s talk about your needs for feed optimization, SEA and Google Shopping campaign management, or Dynamic Facebook Campaigns. Let’s work together to create the magic of an exceptional Halloween! 🎃🔮