semKRK #12 BIG – Stefan Chochlac
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"Why & how to automate product ads on Google Search?"
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semKRK #12 BIG – Stefan Chochlac
- 2. Štefan Chochláč Why & how to automate product ads on Google Search? 19. june 2019 13:00-20:00, sem KRK #12 BIG, Poland at semKRK #12 BIG
- 3. E-commerce in Poland ● 30,000 e-shops in Poland ● thousands new e-shops per year ● 50 billion PLN in 2019
- 4. E-commerce client ● sells products on the Internet ● measurable results ● rapid growth ● higher budget ● possibility of expansion
- 5. Part I Ads on Google Search
- 6. Ad formats on Google Search ● Google Shopping Ads (PLAs) ● Product Text Ads
- 9. "According to BlueWinston’s study, customers who see both Product Text Ads and Shopping Ads (PLAs) at the same time are 90% more likely to do purchase on the retailer’s website!"
- 11. Nadpis ● Text
- 12. The benefits of automation Time saving Increase the number of clients Simplification of processes Better results
- 13. Feed-Driven ads = Ads creation from .XML Why is automation the only way to create ads for an e-commerce client? ● e-shop products are still changing ● product price changes ● availability changes (out of stock) ● manual advertising is not possible for a large number of products
- 14. 1. Google merchant feed import 2. Google shopping ads on Google Search 3. Optimization Automation in Google Shopping Ads
- 16. Part III Product text ads camapaigns
- 17. Product campaign ● product ads for hundreds, thousands or ten thousands of products ● highly targeted ads directed at specific customers ● promotion of products which people are really looking for ● achieve the lowest CPA
- 18. Primalex PLUS 7,5 kg Primalex PLUS 7,5 kg Product campaign
- 19. Customers gets directly to product page
- 20. Group campaign ● reach higher % of potential customers ● allow product selection based on customer preferences ● maximize the conversion rate for the lowest price possible
- 21. Barva Primalex PLUS 7,5 kg Barva Primalex PLUS Hobok 40 kg Barva Primalex PLUS PPG 1L Group campaign (finding group of products)
- 22. Primalex PLUS Somebody is looking for Group of products
- 23. Customers gets to the fulltext search results
- 24. DSA-P (Dynamic Search Ads for Products) ● benefit from the use of Google Index of your websites ● eliminate low search volume ● DSA ads support product ads automatically
- 25. Cover all Search Traffic with 3 Campaign types
- 26. Part IV Is your client eligible for ads automation?
- 27. Does your client have a Google Ads account?
- 28. Does your client have an .XML product data feed placed on URL? e.g. https://www.yourshop.com/products.xml You can use any .XML Product Data Feed dedicated for: ● Price comparison sites & Marketplaces ● Google Merchant ● Dropshippers ● Google Sheet ● Or any other feed from CMS platforms & their feed generator plugins
- 29. Example of correct .XML product data feed <?xml version=“1.0“ encoding=“UTF-8“ ?> <shop> <item> <g:id>678390G7</g:id> <g:title><![CDATA[Philips 190WV7CS1 dark-blue]></g:title> <g:description>Enjoy playing games thanks to the latest Philips monitor.</g:description> <g:price>65.34</g:price> <g:product_type><![CDATA[Monitors > LCD > 19“ monitors]]></g:product_type> <g:brand>Philips</g:brand> <g:link><![CDATA[http://www.yourshop.com/index.php?page=prod_info&prod_id=407]]></g:link> <g:gtin>32457897543246</g:gtin> <g:image_link><![CDATA[http://www.yourshop.com/67390G7.jpg]]></g:image_link> <g:availability>in stock</g:availability> <g:model>190WV7CS1</g:model> <g:color><![CDATA[dark-blue]]></g:color> </item> </shop>
- 30. DO you or DO NOT search for client’s products? DO NOT Hugo Boss JFGW3845 (fashion stores, apparels) Not Known Brand Trousers Not Known Brand Electric tools “Chinese” products DO Apple iPhone XS 256GB (electronics, phones, computers) Merida One-Twenty 2018 (bicycles, sports equipment) Dan Brown Inferno (books, audiobooks) Dolce Gabbana The One 100ml (fragrance, parfumes, cosmetics)
- 31. Campaigns for products people DO search for DSA (Search Ads for Products) Product campaign [Electric chain saw Makita UC3541A 2018] [Makita UC3541A 2018] [Electric chain saw UC3541A 2018] [UC3541A 2018] Group campaign [Electric chain saw Makita UC3541A] [Electric chain saw Makita] [Makita UC3541A] [UC3541A]
- 32. Campaigns for products people DO NOT search for DSA for Products DSA for Categories
- 33. Human Search Based Campaigns on Google Search Advertise only what people are looking for and buying in your e-shop! 9-15% average conv. rate
- 36. ,,Thank you “Machine intelligence is the last invention that humanity will ever need to make.” ~Nick Bostrom Štefan Chochláč chochlac@bluewinston.com +421 903 434 587
Notes de l'éditeur
- Good afternoon. My name is Štefan Chochláč and I am a project manager at BlueWinston.com. I'm glad that I can open today's series of presentations.
- Today, I'm going to speak about automation of product ads in Google Search.
- To catch your attention right from the start, let's look at some numbers. Over the last five years, the number of registered online stores on the Polish market has increased by more than 34%, from 21,000 in 2013 to over 30,000 by the end of 2019. It is a great opportunity for you as agencies to acquire new customers and support them in their growth. The ecommerce market in Poland is also constantly growing, as evidenced by the analysis that is predicted that in 2019 Poles spend 50 billion PLN shopping in e-shops.
- Why should you focus on e-commerce client or e-shops? The answer is simple. Such a client is ideal for online advertising as he or she sells on the web. Purchases and conversions are immediate, results are easy to measure and what is important they are really easy to interpret and present to your client. Such a client has a much larger budget for advertising and the possibility of expansion into foreign markets is interesting as well. With adding a foreign domain, one client becomes two or more, which for you as an agency means a continuous growth and upsell of the same client. Prečo sa zamerať na e-commerce klienta, e-shop? Odpoveď je jednoduchá. Takýto klient je ideálny na online inzerciu, nakoľko predáva na webe. K nákupu a teda ku konverzii dochádza okamžite, výsledky sú ľahko merateľné a prezentovateľné. Takýto klinet má oveľa väčší budget na reklamu a zaujímavý je aj pre možnosť jednoduchej expanzie na zahraničné trhy. Z jedného klienta sa pridaním zahraničnej domény razom stanú dvaja a viac, čo pre vás ako agentúru znamená neustály rast a upsell toho istého klienta.
- Let's take a look at what ways of most profitable ad formats / advertising Google Search offers to e-commerce customers. Pozrime sa na to, aké možnosti inzercie ponúka Google Search e-commerce zákazníkom.
- First of all, it is Google Shopping ads that present a product with an image. The other form are text ads, respectively text ads targeting specific products. Both have excellent results and acquire new customers and conversions. However Google uses different ways to display these two kinds of ads. Let's have look at few examples. V prvom rade ide o reklamy Google Shopping, ktoré prezentujú produkt s obrázkom. Druhou formou sú textové reklamy, resp. textové reklamy zacielené na konkrétne produkty. Obe majú výborné výsledky a prinášajú inzerentom nových zákazníkov a konverzie, resp. transakcie. Google používa rôzne spôsoby ako tieto dva druhy reklám zobrazuje. Pozrime si zopár príkladov.
- Here's an example where Google Shopping ad is in the first place, followed by a product text ad. As you may notice, both ads are directed to e-shop of the same advertiser. These two ad formats work independently and individually. Therefore, they are in no way competing with each other in the bidding system at Google Search, which may be interesting for many of you. Tu vidíme príklad, kde je reklama Google Shopping Ads na prvom mieste, za ňou nasleduje produktová textová reklama. Ako si môžete všimnúť, obe reklamy smerujú na e-shop toho istého inzerenta. Tieto dva typy reklám (ad formats) fungujú úplne nezávisle a samostatne. Navzájom si teda v žiadnom prípade nekonkurujú v aukčnom bidding systéme v Google Search, čo vás určite viacerých zaujíma.
- Here we see the opposite example when the product text ad is in the foreground in search, while Google Shopping ad is displayed to the user on the right. Of course, the ad layout is different. For example, for mobile devices, it can just be placed under one another. What is the most important, however, is that by combining both of these ads, the advertiser has a much greater chance to engage with the customer. Tu vidíme opačný príklad, kedy je produktová textová reklama v popredí vo vyhľadávaní, zatiaľ čo Google Shopping reklama je užívateľovi zobrazená na pravej strane. Rozloženie reklám je samozrejme rôzne. Napríklad pri mobilných zariadeniach to môže práve umiestnenie pod sebou. Čo je však dôležité, kombináciou oboch týchto reklám má inzerent oveľa väčšiu šancu zaujať zákazníka.
- According to our study by BlueWinston.com in collaboration with Google data, customers who were seeing product text ads alongside with Google Shopping ads are up to 90% more likely to visit and make a purchase in the e-shop! Podľa našej štúdie od BlueWinston.com v spolupráci s dátami z Google sú zákazníci, ktorím sa súčastne zobrazujú product text ads spolu s Google Shopping ads, až o 90% náchylnejší k návšteve a realizácii nákupu na stránke e-shopu!
- What role does automation play in this whole process? Why is it already pushed by Google, you can hear about it from all sides, and even small companies reach for its use? Akú rolu v celom tomto procese zohráva práve automatizácia? Prečo je pretláčaná už aj od Google, počuť o nej zo všetkých strán a už aj malé spoločnosti siahajú po jej využívaní?
- Today, automation is inevitable and it becomes our daily companion. According to the latest information from Google Marketing Live 2019, which I attended last month in San Francisco, Google expects that up to 30% of agencies in the world will disappear in the upcoming years mainly because they have not turned to automation and did not make their processes more effective. Automatizácia je dneska už nevyhnutná a stáva našim každodenným spoločníkom. Podľa posledných informácií z konferencie Google Marketing Live 2019, ktorej som sa zúčastnil minulý mesiac v San Franciscu, Google očakáva, že až 30% agentúr vo svete zanikne v najbližších rokoch a to práve z dôvodu, že neprešli na automatizáciu a zefektívňovanie svojich procesov.
- The main benefits of automation are: 1. time saving and associated cost savings; 2. possibility to offer your services to more clients, even to those who normally would not be able to pay for them; 3. simplification and higher efficiency of the processes; 4. better results in the advertising. Last but not least, thanks to automation, processes that no person would be able to perform on their own, such as creating product text ads in Google Search, are possible. Hlavnými prínosmi, kotré automatizácia so sebou prináša su: 1. úspora času a s tým spojená úspora nákladov 2. možnosť poskytovania služieb viacerým klientom, vo veľa prípadoch aj takých, ktorí by neboli schopní si vaše služby zaplatiť , 3. zjednodušenie a zefektívnenie procesov, 4. lepšie výsledky v inzercii. V neposlednom rade sú vďaka automatizácii možné procesy, ktoré by žiadny človek nebol schopný sám vykonávať, ako je napríklad tvorba produktovo textových inzerátov v Google Search.
- Why is automation inevitable during the product ads creation on Google Search? It is due the fact that retailer has hundreds, thousands and even tens of thousands of products in his e-shop. Every day the stock, price or availability changes. It is essential that advertising for these products changes in real time. The only way to do this is to use the product feed that is generated by the e-shop and always contains up-to-date information about each single product. Prečo je automatizácia nevyhnutná pri inzercii produktov v Google Search? Je to spôsobené typom klienta - teda hovoríme o e-shope. Ten má vo svojom obchode stovky, tisíce a neraz desaťtisíce produktov. Každý deň sa mení skladovosť, cena, dostupnosť. Je nevyhnutné, aby sa v reálnom čase menila aj inzercia na tieto produkty. Jediným spôsobom ako to dosiahnuť, je využívanie produktového feedu, ktorý je generovaný e-shopom a obsahuje vždy aktuálne informácie o každom jednom produkte.
- How does automation work with Google Shopping Ads? Google has fully automated Google Shopping Ads so the process is very simple. Just upload the product data feed with the structure of so-called Google Merchant account, go to Google Ads account where products can be filtered out and ads displayed on Google Search created fully automatically. The PPC specialist is thus free from creation of product advertising and his know-how is fully dedicated to and used in the further campaign optimization process. Ako funguje automatizácia pri tvorbe Google Shopping Ads? Google plne automatizoval Google Shopping ads, takže proces je veľmi jednoduchý. Stačí nahrať product data feed so štruktúrou tzv. Google Merchant účtu, prejsť do Google Ads účtu, kde sa dajú produkty vyfiltrovať a plne automaticky vytvoriť na ne reklamy zobrazované v Google Search. PPC špecialista je teda oslobodení od tvorby produktových reklám a jeho know-how sa plne spotrebúva a využíva v procese následnej optimalizácie kampaní.
- But what about the text ads for products where Google has not yet offered advertisers this way of automation? Čo ale v prípade textových reklám na produkty, kde Google tento spôsob automatizácie doteraz inzerentom neponúka?
- Since we know that Google is doing most of work for us when it comes to Google Shopping Ads, let's stay awhile with the product text campaigns and see what product campaigns we can create with automation and external tools. Keďže vieme, že pri Google Shopping Ads za nás robí väčšinu práce Google, zostaňme chvíľu pri produktových textových kampaniach a pozrime sa na to, aké produktové kampane vieme vďaka automatizácii a externým nástrojom vytvoriť.
- Of course, the basic campaign is a campaign for specific product. The keyword is the name of the product in the most specific form - it contains the brand, model, color, type… The advertising focuses on the customer who knows exactly what he is looking for. Therefore, the advantage of such ads is a higher conversion rate. After clicking on the ad, the customer gets directly to the product page in the e-shop where he can make a purchase immediately. Základnou kampaňou je samozrejme kampaň určená pre konkrétny produkt. Kľúčovým slovom je názov produktu v čo najšpecifickejšom tvare - obsahuje teda značku, model, farbu, typ… Inzercia sa zameriava na zákazníka, ktorý presne vie, čo hľadá. Výhodou takýchto reklám je preto vyššia miera konverzie. Po kliku na reklamu sa zákazník dostáva rovno na stránku produktu v e-shope kde ho môže aj ihneď zakúpiť.
- Another type of campaign is a product-group campaign advertising for product groups. It is aimed at customers who know what product they want to buy, but do not know the exact color, size or they want to choose. After clicking through such ad, the customer gets to the search results of the e-shop itself (fulltext search results within the e-shop), where all variants of the product are displayed and he chooses what he likes the most. Druhým typom kampane je produktovo-skupinová kampaň inzerujúca na skupiny produktov. Je zameraná na zákazníkov, ktorí vedia aký produkt chcú nakúpiť, no nevedia presnú farbu, veľkosť, prípadne si chcú vybrať. Po preklku na takúto reklamu sa zákazník dostáva do výsledkov vyhľadávania samotného e-shopu (fulltext search results within the e-shop), kde sa mu zobrazia všetky varianty daného produktu a vyberie si podľa vlastného gusta.
- In case the products we want to advertise are not searched for in the market, respectively have low search volume we can advertise them via DSA (Dynamic Search Ads). There is still a possibility to advertise such products. In this case we use Google Index and SEO power of e-shop product pages. V prípade, že produkty, ktoré chceme inzerovať nie sú v danom trhu / markete dostatočne vyhľadávané, resp. majú nízky objem vyhľadávania vieme reklamovať / inzerovať pomocou DSA (Dynamic Search Ads). Je tu stále možnosť ako inzerovať takéto produkty. V tomto prípade využívame Google index a SEO silu produktových stránok e-shopu.
- In this chart you can see a combination of these three types of campaigns - Product, Group, and DSA. Thanks to such combination you are able to cover all search queries in Google Search network. Na tomto grafe vidíte kombináciou týchto troch typov kampaní - produktová, skupinová a DSA - takouto kombináciou sa vám podarí pokryť všetky vyhľadávacie dopyty v sieti Google Search.
- If you want to use automation with your client, you need to assess whether this client is eligible. You can do it yourself. All you have to do is answer these simple questions.
- Does your client have a Google Ads account? This is a simple question, but it is important to ensure that the account is set up correctly, that the conversions and also transaction values are being tracked from your customer’s e-shop.
- As I mentioned before, always fresh, up-to-date data is essential for automation. Whether you want to create Google Shopping ads or Product Text ads -> in both cases you need constantly updated information about products from the e-shop. Má vaš klient .XML data feed? Ako som už spomínal, pre automatizáciu sú nevyhnutné čerstvé dáta. Či už chcete tvoriť Google Shopping ads alebo Product Text ads -> v oboch prípadoch potrebujete neustále čerstvé informácie o produktoch z e-shopu.
- A correct example and structure of a suitable .XML feed can be seen here. Contains product name, price, category, manufacturer, url. It may also contain a model, color and other parameters. Správny príklad a štruktúru vhodného .XML feedu vidíme tu. Obsahuje názov produktu, cenu, kategóriu, výrobcu, url. Rovnako môže obsahovať aj model, farbu a iné parametre.
- To select the appropriate product campaigns you will create for the customer, you need to answer the question of whether your client's products are being searched for in Google Search. Here we can see the differences between products like Apple iPhone XS 256GB, Dolce Gabbana The One 100ml, where customers know the full name of the product they want to buy. It is mainly about e-shops with tires, electronics, books, fragrances, bicycles and so on. The opposite is especially clothing, unknown brands or so-called chinese products. Pre výber vhodných produktových kampaní, ktoré budete pre zákazníka tvoriť, si musíte zodpovedať otázku, či sa produkty vášho klienta vyhľadávajú v sieti Google Search. Tu vidíme rozdiely medzi vyhľadávanými produktami ako napríklad Apple iPhone XS 256GB, Dolce Gabbana The One 100ml, pri ktorých zákazníci poznajú celý názov produktu, ktorý chcú nakúpiť. Ide hlavne o e-shopy s pneumatikami, elektronikou, knihami, voňavkami, bicyklami a pod. Opakom je najmä oblečenie, neznáme značky alebo tzv. čínske produkty.
- With searched products, you can create a product, group campaigns, and additionally DSA campaigns for the client to reach 100% coverage of all search queries. You can get keywords with descriptive expressions, without them, with or without brand, etc... Pri vyhľadávaných produktoch, môžete pre klienta vytvoriť spomínané produktové, skupinové kampane a doplnkovo DSA kampane na docielenie 100% pokrytia všetkých vyhľadávacích dopytoch. U tohoto zobrazeného produktu dosiahnete kľúčové slová with descriptive expressions, without them, with or without brand and so on.
- For products with low search volume effect, you can create automated DSA campaigns for the client, as well as product types or categories, that are often used and also deliver great results to advertisers. Pri produktoch, ktoré majú nízky objem vyhľadávania (low search volume effect), môžete pre klienta vytvoriť automatizované DSA kampane na produkty a taktiež aj produktové kategórie (product types or categories), ktoré sú často využívané a tiež prinášajú veľmi pekné výsledky inzerentom.
- Currently, the latest trend is automated creation of keywords and search ads that have been made in the e-shop site by its customers and have led to more than XY conversions in recent days. You can apply this type of campaign, whether it's for Google-searched products or not. Aktuálne najnovší trend je automatizovaná tvorba kľúčových slov a reklám z vyhľadávaní, ktoré boli uskutočnené priamo na stránkach e-shopu jeho zákazníkmi a viedli v posledných dňoch k viac ako XY conversions. Takýto typ kampane viete aplikovať, či už pre produkty, ktoré sa v Google hľadajú alebo nie.
- Finally, let me share with you a video preview from our BlueWinston application, which allows you to create thousands of ads for Google Search in just 2 minutes and automate all the types of campaigns I talked about in previous slide shows. Na záver mi dovoľte sa s vami podeliť o video ukážku z našej aplikácie BlueWinston, pomocou ktorej viete už za 2 minúty vytvoriť reklamy na tisícky produktov do Google Search a automatizovať všetky typy kampaní, o ktorých som vám hovoril v predchádzajúcich slide-och.
- Thank you for your attention. Ďakujem za pozornosť.