5 Questions About Google Shopping on Quora

A few weeks ago I discovered Quora and was completely blown away by its outreach and community. While browsing through the site, I spotted some nice and interesting questions about our favorite topic – Google Shopping!

As I started to answer the first few questions, I figured that this would be the perfect opportunity to collect the most common questions and outline them in this blog post for you. 

 

Tl;dr

  • I fell in love with Quora 🙂
  • We outlined the 5 most common questions about Google Shopping
  • How can Google Shopping drive more traffic and sales?
  • What is the exact role of a data scientist or data analyst in Google Shopping operations?
  • Are Google Product Listing Ads available in India?
  • What are the factors that can affect the listing of your products on Google Shopping integration?
  • What is the best way to structure Google Shopping campaigns?

 

1. How can Google Shopping drive more traffic and sales?

Everything that leads to higher CTRs will help the listing of your products, as it is of mutual interest for Google, the advertiser, and the user. So consider using Merchant Promotions, Product Reviews, Seller Ratings, Local Inventory Ads, Provide High-Quality Images that stand out compared to your competition, etc.

Another very important aspect is a high-quality product feed, which meets Google’s requirements and an appropriate bid. Many online retailers make the mistake to set one bid for everything or to large selections. This approach may seem fine at the first glance, but marketers should be aware that bidding individually for every product can lead to a significant increase of the ROAS (if you need more information you’ll find interesting blog posts about the ROAS here and here).

Being listed on Google Shopping is crucial because it is getting more popular every day and it recorded a huge growth in the last few years. The revenue from Product Listing Ads grew by 52% year over year in the first quarter of 2016.

An even more interesting fact is the usage of Google Shopping on mobile devices:

  • Sales from mobile Product Listing Ads grew by 164%
  • Clicks on mobile PLAs were up 171%
  • Orders were up by 171%
  • ROAS was up by 23%

As we work with Google Shopping every day, we wrote a Blogpost on Why Google Shopping is Already the next big Thing in PPC, explaining why users love it and what the advantages for buyers and retailers are. 

 

2. What is the exact role of a data scientist or data analyst in Google Shopping operations?

A data scientist for Google Shopping operations should be definitely a key play in your team. Things can get quite complex very fast, especially if you are managing thousands of products. Combine this with Remarketing Lists, Geographic considerations for Local Inventory Ads and the rising usage of Google Shopping on different devices. Based on this high dimensionality you need a deep understanding what really drives your Google Shopping Performance.

We did an interview with our data scientist and asked him about his daily tasks:

“The biggest advantage of my profession is the variability – every day is different. For instance, model development could be mixed with the conceptualization of some visualizations or content creation for the Whoop!-Blog. Other days are spent on challenging data wrangling or ad-hoc analysis of customer data to derive business decisions.”

At Inside Whoop! Interview with Data Scientist Thomas Otzasek you’ll find the whole interview.

 

3. Are Google Product Listing Ads available in India?

Yes, they are! We created a Google Shopping Compendium where you can look up every Google Shopping country!

 

4. What are the factors that can affect the listing of your products on Google Shopping integration?

There are a few factors that need to be considered:

  • Product feed (data quality): a high-quality product feed – which meets Google’s requirements and recommendations – is the basis for everything. If the product feed doesn’t meet Google’s requirements or doesn’t match with the content of your online shop, not only your ads will be affected. Also, your account might even get suspended.
  • The Bids: Many online retailers make the mistake to set one bid for everything or to large selections. This approach may seem fine at first glance, but marketers should be aware that bidding individually for every product can lead to a significant increase of the ROAS. As we know a lot of online retailers making this mistake, we wrote a blog post explaining why it is better to bid on product level which you can read here: Why You Should Stop Bidding On Brand or Category Level
  • Everything that leads to higher CTRs will help the listing, as it is of mutual interest for Google, the advertiser, and the user. So consider using Merchant Promotions, Product Reviews, Seller Ratings, Local Inventory Ads, Provide High-Quality Images that stand out compared to your competition, etc.

 

5. What is the best way to structure Google Shopping campaigns?

There is no silver bullet for the best way of structuring a Google Shopping Campaign. An important part of a great campaign structure is to break it out very granular. With a granular campaign structure, you have even the possibility to set bids for every single product. If you don’t have the time to manage bids for every single product, especially if you have many products to handle, you can set bids on different product clusters such as brand-product-type combinations, or you simply use a tool which gives you the opportunity to bid on item id level and updates these bids. With granular bidding, you can influence the performance in a better way and you can reach your desired ROAS more easily. A possible campaign structure could look like this:

Google Shopping campaign structure best practice

If you want to know more on what you need to consider when creating a granular campaign structure, read about it in our blog post How To Structure Your Google Shopping Campaigns”.

 

Conclusion

Those are just a few questions out of a big pool, but there are plenty more to answer. Next time, I’ll cover 5 more including “For single product companies, is listing your product on Google Shopping worth while?” and “What are the single most important things to do before jumping into a Google Shopping campaign? How do I fix my budgeting issues this with 20k products?”.

If you have any questions on your own, feel free to comment and I’ll include them in my next blog post 🙂