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T&C 2020: 21 Ways to Make Google Shopping More Profitable in 2021

by Christina Hooper.
Last Updated on May 8, 2022

This article is part of a series breaking down the top takeaways from the key speakers at T&C 2020.

What Was This Session All About?

Google Shopping is an excellent resource for your business, but there is a lot of competition. It’s so hard to stand out in the market. 

Lead marketer Mike Rhodes went over some tricks and techniques that he knows to get your profits up, and to get your products out there. He takes you through the different aspects of Google, including Google Ads and Shopify. 

If you’re struggling to increase your profits, check out what Mike had to say. But, first, let’s take a look at who he is.

Who is Mike Rhodes?

  • CEO and Founder of WebSavvy and Agency Savvy
  • Co-Author of the best selling book on Google Ads
  • Named “top 18” agency globally by Google
  • Loves Google

What We Learned

21 Ways to Increase Your Profits

The Basics 

  • One is the most dangerous number in business, but so many companies only have one tool, usually Facebook. 

Benefits of Shopping Ads

  • Consumers use them (-70% of non-brand, paid clicks)
  • Images and price = context= high CTR
  • Send visitors to product page
  • High conversion rates
  • Dynamic remarketing. 

3 Critical Components

  1. Shopify (Products)
  • Big list of the products you sell (your feed)
  • Detailed info about each one (attributes)
  • Where transaction happens (for now)
  1. Google Merchant Center (Data)
  • Where Google “checks” your data is ok (to show ads)
  • Add “rules” to change that data
  • Add promotion deals
  • Various Growth tools
  • Benchmark data (growing)
  1. Google Ads (Ads) 
  • Shopping Ads
  • Shopping Ads on Youtube, Discovery, Gmail
  • Campaign Creation and Structure
  • Targeting, Bidding, Optimization 

Google is starting to show the square picture ads in other places besides a Google search. 

Your Product Feed

Feed Basics

  • Update daily for best results
  • Don’t only use the required fields
  • Feed quality is what drives the entire engine 

Your first customer is the Google machine. But, first, you have to figure out how to play the game the machine wants you to play. 

Tools 

  • Google Sheets (inventory) 
  • Google Merchant Center
  • Data Feed Watch

Basic Product Data (When logging products)

Fields: I, Title, Description, Link, Image_link

Optional Fields: Price, Availability, Cost of goods sold, Sale price

Your title is the most crucial part because it needs to match what people search on Google. 

Cart Reporting Metrics

Attributed sales metrics: measure the impact of a product as a lead generator. They are calculated with consideration for all orders attributed to a click on an ad for a specific product. You can see these metrics in the product groups page, Ad groups page, Campaigns, page and Report Editor. 

The metrics include orders, revenue, cost of goods sold, gross profit, average order value, and average cart size. 

Offer-level sales metrics measure the actual products sold in orders. They can help understand what people buy when they click on an ad. You can see these metrics in the Report Editor. They include units sold, product revenue, product gross profit, and product average COGS. 

List your sales price. You want your product to stand out. 

Product Category

List a product type, and you will have the chance to create your type of product. You will also be ahead of most people because barely anyone does it. 

Product Identifiers

These vary depending on location but make sure you get them right. 

Others

Custom labels enable you to tag every product in your feed. 

Common Custom Label Use Cases

  • Price Buckets
  • Product Margin Buckets
  • Seasonal/Sale Stock
  • Performance Buckets

Feed Optimization

  • The title should contain words people are searching for (brand-product type-gender-attributes)
  • Price is a huge signal.

Merchant Center

Fill out the  Primary Feed, use Feed Settings to schedule, and then you can see the data inside the merchant center. There is a color coat, but if you have products not highlighted in green, then Google will explain why there are errors. 

For Feed Rules, you can add your brand to the front of every title and many other things. 

For Marketing Promotions, you can make your ads stand out more. A little bit extra will help your ad stand out among others. 

Price Competitiveness is a handy area. 

In the Top Products section, you can find out which products are top sellers anywhere in the world. In addition, you can set filters for specific countries and other things. 

Play with all these aspects, and it will give you many ideas on how to improve your store. 

If you go to Manage Programs, you can use these features to drive people into the bestsellers in the store. 

Google Ads

  • Smart Shopping
  • Legacy Shopping
  • Free listings (no volume)
  • Local Inventory Ads (physical stores) 

Smart Shopping 

Pros: Fast to Set Up, Fully Automated, Aims for ROAS target, Dynamic Remarketing, Possible Within Supply. 

Cons: No Query Data, No Device Choice, No Audience Data, No Reporting Data, Bo Location Targeting, Includes Remarketing Dynamic

Smart or Not? 

Should You Use It? Ask these questions. 

  • How well do you know how people search?
  • How good is your feed at matching those searches?
  • How much control do you want? 

You will have the best results by having more than one campaign. 

Legacy (Optimization)

  • Negative and positive; Queries 
  • Bids and audiences 
  • ROAS targets (look at IS%)
  • Expand to new channels (partners, YouYube, Discovery)
  • Showcase Ads
  • Bestsellers Search 

Audience Options

  • Remarketing
  • Customer Match
  • YouTube
  • In Market
  • Similar
  • You can’t exclude an Audience in Shopping

Smart Optimization

  • ROAS targets
  • Multiple campaigns
  • New v Repeat sales data
  • Optimize for revenue or profit 

Great Data, Great Decisions

New vs. Repeat Sales

  • Most retailers focus on CAC and Profit
  • Platforms focus on total sales and revenue

Google’s Answer =Made up data.

 The problem is it messes up all your reports. 

The (Better)  Simple Solution

  • Create at least one new conversion
  • Push into “all conv” (not “conversions)
  • Then add some code to the Shopify store

This allows you to look at your helpful bestsellers’ data charts and know what your sales and conversions are doing. It gives you robust data. 

You can also optimize for profit instead of revenue.

Check Them Out

Mike has some special features for everyone on websavvy.com/au/shop. Use code TCS2020 for 20% off (if you’re one of the first five people who buy). 

What Do You Think?

If you watched this presentation or are familiar with Mike’s work, I want to know what you think. Leave a comment or tell a story below.

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