Why Google Smart Shopping Is a Boon for Retailers

Why Google Smart Shopping Is a Boon for Retailers

Google

School is always in session at True Interactive. We regularly learn about Google products through Google’s Partner Academy, which keeps its advertising partners in the know about key product updates.  At a recent Partner Academy event in Chicago, we got immersed in Google’s recently launched smart shopping campaigns. Smart shopping combines multiple campaigns running on Google ad networks and uses machine learning to maximize their performance. My take: retailers should jump on smart shopping now to maximize your holiday campaigns.

Smart shopping combines shopping and dynamic remarketing campaigns into one product available on all networks where people are conceivably shopping:

  • Search.
  • Display.
  • Remarketing.
  • YouTube.

Smart shopping provides an efficient way for advertisers to roll up multiple campaigns into one. In addition, Google optimizes performance of your campaign across each network. According to Google’s blog,

With Smart Shopping campaigns, your existing product feed and assets are combined with Google’s machine learning to show a variety of ads across networks. Link to a Merchant Center account, set a budget, upload assets, and let us know the country of sale. Our systems will pull from your product feed and test different combinations of the image and text you provide, then show the most relevant ads across Google networks, including the Google Search Network, the Google Display Network, YouTube, and Gmail.

With Smart Shopping campaigns, your existing product feed and assets are combined with Google’s machine learning to show a variety of ads across networks. Link to a Merchant Center account, set a budget, upload assets, and let us know the country of sale. Our systems will pull from your product feed and test different combinations of the image and text you provide, then show the most relevant ads across Google networks, including the Google Search Network, the Google Display Network, YouTube, and Gmail.

To help you get the best value from each ad, Google also automates ad placement and bidding for maximum conversion value at your given budget.

The main advantage of the product is that Google serves your ads among the four networks where they perform best. In addition, smart shopping offers a more efficient spend, more sensible budgeting (you fund only one campaign and let Google optimize your budget), and a simplified approach to campaign management. The product is a boon for large retailers running complex campaigns, including, of course, holiday campaigns.

There is a downside, though: you cannot break out results by the four types of shopping experiences. Therefore you cannot really optimize toward the best performing format. When I asked Google about this limitation, I was told that providing this breakout is one of Google’s highest priorities for smart shopping campaigns in 2019. So, stay tuned.

In addition, you cannot apply negatives, such as negative keywords and topics, to your campaign. So if you want to, say, exclude news topics to avoid having your ad appear alongside an undesirable topic, you cannot do so.

The format also has limits. Smart shopping supports only two bid types: maximum conversion value and target return on ad spend. You also have to install the dynamic remarketing tag on to your site, which drops a cookie on users’ browsers and draws on the product ID as well as the revenue and other attributes to create audiences. (By contrast, with standard remarketing, you don’t need to fuss with this tag. You can use a generic tag that applies everywhere.)

Since smart shopping campaigns take about 15 days to really take effect, make sure you plan ahead so that you hit peak performance on days that matter most to you, such as Cyber Monday. If you have questions about how to deploy smart shopping campaigns, contact True Interactive. We’re here to help.

Note: this post is the first in a four-part series on recently launched ad products from Google. Watch our blog for more posts.

Image source: https://www.pexels.com/photo/working-macbook-computer-keyboard-34577/

Google Broadens Exact Match: What You Need to Know

Google Broadens Exact Match: What You Need to Know

Google

Our clients have been asking us about some recent news regarding how Google defines exact match. Here’s what’s going on and what you need to know:

Broadening “Exact Match”

Exact match is a keyword match type. With exact match keywords, a business can conduct a paid search campaign and reach potential customers searching for a specific keyword that you’re bidding on; or some close variant of it.

Google recently broadening the meaning of an exact match. Google is now looking at user intent when matching a query against a keyword. As Google noted in a blog post, Google will show ads for searches that include implied words, paraphrases, and other terms with the same meaning. Here’s how Google explains the change:

Let’s say you’re marketing for a travel business. If you’re using the exact match keyword [yosemite camping], your ads may show on other terms like “yosemite campground,” “campsites in yosemite,” or “yosemite national park ca camping.”

In each case, the intent of the search still matches the original keyword: to go camping in Yosemite National Park. However, you wouldn’t show on terms like “yosemite hotel” or “best yosemite camping,” because while both refer to staying at the park, the intent is different. Instead, these terms would match to the broad match version of this keyword.

This update represents a major change to Google’s algorithm. Why the change? According to Google, roughly 15 percent of searches conducted every day are new. As a result, potential customers might be looking for products and services using terms and phrases that are not even on your radar screen. But now, with machine learning, Google can cast its net wider without advertisers needing to manage an ever-expanding keyword list.

Benefits

Both advertisers and Google should benefit from this change. Businesses should be able to reach more people using Google’s advertising products. According to Google, advertisers using mostly exact match keywords see 3 percent more exact match clicks and conversions on average, with most coming from queries they aren’t reaching today. Google also benefits by matching user queries to a broader pool of keywords – which means more clicks, traffic, and revenue for Google.

What You Should Do

I advise any advertiser to keep a close eye on your search query reports (SQRs). You may notice unexpected queries matched to your keywords. You may need to add keyword negatives to modify your campaign. All algorithm changes have an impact. So watch your reports closely and be ready to adapt as needed. If you have additional questions about exact match targeting, contact True Interactive. We’re happy to help!

Google Responsive Ads: What You Need to Know

Google Responsive Ads: What You Need to Know

Google

Google is working harder to woo advertisers as the company faces stiffer competition from Amazon and Facebook. For example, Google rolled out responsive search ads and responsive display ads to make the advertising platform more flexible for brands. It is important that advertisers understand these features and how to maximize their value.

How Responsive Search and Display Ads Work

According to Google, responsive search ads make it possible for advertisers to enter multiple headlines (up to 15) and descriptions (up to four) when creating a search ad. Then Google Ads applies machine learning to automatically test different combinations and learn which combinations perform best. In addition, per Google, advertisers can add a third headline and second description to your text ads, and your descriptions can have up to 90 characters.

Responsive display ads work the same way, with advertisers submitting up to up to 15 images, five headlines, five descriptions, and five logos for a display ad. As with responsive search ads, Google uses machine learning to test different combinations and show the ads that work best. According to Google, “On average, advertisers see 10% more conversions at a similar CPA when using multiple headlines, descriptions, and images with responsive display ads (versus a single set of assets).”

What You Need to Know

Based on our experience with clients, I see some near-term ramifications:

  • Your advertising will become more effective. These formats are exciting because they capitalize on machine learning to scale your advertising content. As Google notes, “Great display ads assist consumers using rich images and useful information. However, showing the most relevant and engaging ads across millions of sites and apps isn’t easy.” Responsive ads are a compelling solution.
  • Organic content pays a price. By making ads more effective, Google will push organic listings down in search results.
  • You need to invest more effort. Yes, Google does do the heavy lifting when it comes to executing on your ads. But to get the most out of this format, you’ll need to come up with more variants of your message and images. (That’s the point of responsive search and display: Google takes multiple inputs to give you optimal results.) In addition, you’ll want to monitor which assets are performing best, which takes time and effort (although Google provides tips for doing so on its blog).

What You Should Do

  • Review your messaging strategy. Having more variants of your content presents an opportunity to review your messaging and differentiators. You obviously don’t want to create content willy-nilly. All your content should support your brand in some way.
  • Learn. The Google blog links I’ve shared above contain a number of tips for maximizing the value of these ads. For instance, with responsive search ads, Google advises that you include at least one of your keywords in your headlines, and create headlines that are relevant to the keywords you’re targeting. Furthermore, provide as many distinct headlines as you can. Per Google, “More headlines gives Google Ads more options for assembling your messages into relevant ads, which may increase performance.”

At True Interactive, we’re working with clients to plan and execute advertising with these and many other tools. We’ll report our learnings on our blog. Watch for our posts, and contact us if you need help with your online advertising.