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Google Shopping (formerly known as PLAs) provides a great opportunity for clients with appealing photos of their products. The trouble is, they’re often seen as a black box because of the detailed product feeds required, and there are several fundamental errors I’ve seen advertisers make in the feed that can quickly derail their results.
Here, then, are four quick fixes you can make to get your Google Shopping campaigns raking in the revenue:
Titles – First of all, we need to remember that humans are seeing the titles. Let’s make them human-friendly. No one wants to see a strange string of letters and numbers in their search results. Consider including your Brand, a trending category for your product, and the actual product in this title.
They’re all kind of doing it wrong, especially the one on the far right.
Fix Merchant Center Errors – Just do it. Common errors include:
-Encoding problem in attribute – This means you have an invalid character. Avoid apostrophes in your titles and descriptions; they turn into “â€™”. Also avoid accent marks. For example, avoid “Pavé” and use “Pave” instead.
-Insufficient product identifiers: This means you’re missing two out of the three attributes [GTIN, brand, mpn]. This is a very tedious part of ensuring your products are showing, but it is very important. Take some time and fix these!
The last thing I want to mention is the Low, Medium, and High priority settings for Google Shopping campaigns. These settings only tell Google which bid to use on your product. For example, if you have the same product in separate Google Shopping Campaigns (High and Low), the bid set in the High Priority campaign will be used. Be mindful of these when you set your bids – and your priorities.