ISRAEL

KEYNOTE

Internet

1989 1994 1998 2006

1990 1995 1999 2007

Source: https://visual.ly/community/infographic/social-media/short-history-major-internet-milestones
https://visual.ly/community/infographic/social-media/history-ecommerce
 KEYNOTE

changed
everything

3
KEYNOTE
 KEYNOTE

‘where to shop/buy’

85%

3
Google Data, US, Jan—June 2015 vs. Jan—Jun 2017
 KEYNOTE

58%
promotions/deals

Source: Google Data, US, Jan - June 2015 vs. Jan - June 2017
 KEYNOTE

mobile searches for

same day shipping 81%
checked

120%
whether a product was
in-stock

Source: Google Data, US, Jan–Jun 2015 vs. Jan–Jun 2017

Source: Google/Kelton: How digital innovations influence consumer expectations, US, December 2016 (number of 3,119 US adults 18+)
 OMNI-CHANNEL

Social Watch
Media Ad YouTube Reviews

Pick up in-store

Search for
Brand

Purchase Leaves review

on mobile On product
 ML

We are are entering the 4th revolution

Computer Web Mobile Machine Learning

ML
SHOPPING CAMPAIGNS
 SHOPPING CAMPAIGNS

Retail-centric campaign management

Browse your product inventory directly in Ads and create product groups for your items

Advanced reporting
Filter and segment performance data by your product attributes or for individual products

Competitive landscape data

Use insights like benchmark data and impression share to optimize and scale campaigns

Available across multiple devices

Stay connected in a multi-screen world
 SHOPPING CAMPAIGNS

Create & Link Create & Upload Create Google Ads

Merchant Center Product Feed Campaign

Source: BCG/Google, U.S., Online to Offline (n=250, customers of industrial manufacturing products; n=250, customers of industrial supply products; n=586 customers of pack-and-ship products), Sept. 2017.
 SHOPPING CAMPAIGNS

Visit www.google.com/retail/merchant-center/ and follow the instructions

Tip: Use the

same email login
as your Ads login
 SHOPPING CAMPAIGNS

Add your URL here

 SHOPPING CAMPAIGNS

There are 4 ways to verify your URL:

1. HTML file upload (most common method): You’ll upload an HTML file to your server and we’ll verify that the file
exists in the specified location.
2. HTML tag: Add a meta tag to your home page. To use this method, you must be able to edit the HTML code of
your site's index page.
3. Google Analytics: Add the Google Analytics code you use to track your site. To use this method, you must be an
administrator of the Google Analytics account and you must be using the asynchronous tracking code.
4. Google Tag Manager: Add the Google Tag manager container snippet to your website. You must have “View,
Edit, and Manage” account level permission in Google Tag Manager.

Full info in our Help Center

 SHOPPING CAMPAIGNS

What are Product Feeds?

Product feeds
are structured pieces of data, much like a spreadsheet,
that contain your offers and provide all the product
information Google uses to run your Product Listings
Ads; the higher the quality of your feed, the better
campaigns generally perform.
 SHOPPING CAMPAIGNS

How does the product feed get to Google?

Option 1: manually

Google Sheets Text file XML file

Shopping Content API

Option 2: Programmatically
 SHOPPING CAMPAIGNS

Attributes

Shopping ads show:

● Product title
● Image
● Price
● Store title
● Promotional message

Full info in our Help Center

 SHOPPING CAMPAIGNS

Required for 100% of submitted products

ID, title & description, brand, URL & image link, price
(including VAT), Condition, Availability, GTIN,
Shipping and Google Product Category

Additional attributes for Apparel products

Gender, age group, color, item group ID, size

Recommended
e.g. custom labels, product types
 SHOPPING CAMPAIGNS

Once you have created your

data feed, go to ‘Feeds’ on
the left hand side of the
dashboard and follow the
on-screen instructions.
Full info in our Help Center
 SHOPPING CAMPAIGNS

First Feed review: the very

first upload takes 3 business
days for manual review.
Standard uploads: after the
initial upload, it takes 4-8
hours for the feed to be
processed.
Ads: changes in MC are
reflected in Ads 24 hours later
 SHOPPING CAMPAIGNS

Enter your CID to finish your

Merchant Center set-up.
If the MC admin is the same as
the Ads admin, no need to enter
CID, just click the grey link button
 SHOPPING CAMPAIGNS

1 Pick campaign type: ‘Shopping’

2 Select the MC account

3 Chose the target country (matching the feed’s target country)

 SHOPPING CAMPAIGNS

Structure your
campaign by
subdividing it into
Product groups.
 SHOPPING CAMPAIGNS

built with Machine Learning

Simplicity Performance Reach

 SHOPPING CAMPAIGNS

YOUR BUSINESS GOALS MACHINE LEARNING ACROSS GOOGLE

Maximize conversion value

 SHOPPING CAMPAIGNS

ACROSS GOOGLE
 SHOPPING CAMPAIGNS

Global site tag or set up tag using Remarketing list with at

GA (same as what’s needed for least 100 active users
dynamic remarketing)
 SHOPPING CAMPAIGNS

STEP 1 STEP 2 STEP 3 STEP 4

1 2 3 4
Create Set budget Select products Add creative
Create a goal-optimized Set your budget Target all products Add creative assets for
Shopping campaign (target ROAS optional) (recommended) or choose ads showing on the GDN*
specific products

* Used to promote your business to your website visitors who have not expressed interest in a specific product yet
SHOPPING CAMPAIGNS
SHOPPING CAMPAIGNS
SHOPPING CAMPAIGNS
SHOPPING CAMPAIGNS
 SHOPPING CAMPAIGNS

Select your
Merchant Center
account and
country of sale

Select
campaign type
 SHOPPING CAMPAIGNS

Use the sum of the

average daily spend
of your current
shopping
campaign(s) AND
dynamic remarketing
to maintain a similar
spend to current
shopping.
 SHOPPING CAMPAIGNS

All products are

included by
default; you can
use exclusion if
needed.
 SHOPPING CAMPAIGNS

See a preview
of your ad.
Add assets

Add an image and

text that are
applicable to your
business overall.
 SHOPPING CAMPAIGNS

Congrats!
You just created your
first goal optimized
Shopping campaign.
 REPORTING

Available in the UI at Available from the reporting

the campaign, ad icon , you can select
group, product group, ‘shopping’ to see reporting
device, product levels by different product
attributes in your feed like
category, product type,
custom labels and more
 EVALUATE PERFORMANCE

All Products
in 1 campaign
 SET UP

There are a few limited scenarios where you

might target a subset of product in your
Select the products
goal-optimized Shopping campaign: you want to target in
your campaign
✓ If you want to start testing on a specific
product category only
✓ If you have very different ROAS goals or
budgets for certain products, you can use
separate campaigns and product groups
to set a specific budget and target ROAS.
SET UP
 SET UP

ASSETS IMAGE REQUIREMENTS

✓

✓
 RESULTS

Conv.
Enable the following Conv.
value / Conversions Cost
columns that are value
Cost
most relevant
 EVALUATE PERFORMANCE

TIME PERIOD CONVERSION LAG APPLES TO APPLES SEASONALITY BUSINESS CONTEXT

Minimum 2 Exclude Compare Daily (weekday Offering &

weeks pre last same vs. weekend), other market
and post 3 days segments weekly, monthly dynamics
(First 15 days is (2 weeks e.g. t-shirts vs.
learning period) + 3 days) t-shirts
SETTING FOUNDATION
 SETTING FOUNDATION

Overview of your Timestamp to

feed health over help you check
the last month time and date of
data reported
(sometimes ~12h
time lag)

Item level suspensions

are in red, warnings are Link to relevant
in yellow and information on issue
suggestions are in blue on Help Center

What % of my
product inventory How many of my
is at risk clicks in last 30
days are affected
by given issue?
 SETTING FOUNDATION

feed disapprovals
Read more about Supplemental Feeds
in our Help Center
 IN YOUR SETTING FOUNDATION
HANDOUTS!

The feed rule function allows you to make simple modifications to your feed directly through Merchant Center.

Common uses:
✓ Existing accounts: fast implementation of custom label
✓ New accounts: allows you to adjust the data feed to a required format.
✓ E.g: If the condition attribute says “new in box”, you can apply a rule to change it to “new” without changing the feed itself.
✓ Use to set ‘sales price’ effective date
 IN YOUR SETTING FOUNDATION
HANDOUTS!

✓ ‘Set To’ operation to map invalid attribute names to adhere to the feed spec (e.g. set link to myfeed.URL)
✓ ‘Extract’ operation to surface missing required data from (e.g. harvest color & size from title or desc.)
✓ ‘Standardize’ operation to modify invalid values to adhere to spec (e.g. standardize men to male in gender)
 SETTING FOUNDATION

Use Feed Rules & Supplemental feeds to unlock new feed opportunities, examples:

✓ Use supplemental feeds to join in promotions data (or any other required or recommended data)
✓ Use supplemental feeds to populate custom labels for campaigns
✓ Write rules on excluded destination in order to exclude certain products from shopping, as needed
 IN YOUR SETTING FOUNDATION
HANDOUTS!

Add as much relevant

Title includes brand, information as you
gender, product type, can. Add relevant
size and color keywords. Info from
landing page.

High quality image

Accurate price, Ratings and

including tax reviews
and shipping
 IN YOUR SETTING FOUNDATION
HANDOUTS!

Brand Product Type Attributes

Brand + Gender + Product Type + Attributes Bestop Supertop w/ 2 Piece Soft Doors & Clear Windows -
(Color, Size, Material) Jeep Soft Tops, Tan, 58” 47” 35”
 SETTING FOUNDATION

Non Optimized Titles Optimized Titles

●
●
Indoor Running Indoor Running
● Shoes Shoes Size 9
Acme Shoes Acme Shoes
●
●
●
Studio Beats Studio
headphones headphones
 SETTING FOUNDATION

Add as much
relevant information
as you can. Add
FEED RULES APPLY
relevant keywords.
Info from landing
page.

“Ad”
 SETTING FOUNDATION

High quality image

FEED RULES APPLY
 SETTING FOUNDATION

FEED RULES APPLY

●
●
●
●
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
BEST PRACTICES
 BEST PRACTICES

----FALSE-
 BEST PRACTICES
Campaign Structure Best Practices

Tip #1 Tip #2 Tip #3 Tip #4 Tip #5

 BEST PRACTICES

Tip #1 Organize inventory into a tiered, relational structure

1

All Products
2

2
Apparel Electronics Everything else
3 in All Products 1 Product Type or
Google Product Category
Shirts Everything
3 else in Apparel
Laptops Product Type or Google
2 Product Category or
Brand
Luxury Everything
Tablets
Brand else in Shirts
3 Product Type or Google Product
Category, Brand, Custom Label or Item ID
Phones
Item ID: Everything else
123456789 in Luxury Brand
Everything else
in Electronics
 BEST PRACTICES

“Everything else”
 BEST PRACTICES

Tip #2
 BEST PRACTICES

1.

2.
3.
 BEST PRACTICES

Tip #3
 BEST PRACTICES

Tip #4
 BEST PRACTICES

Tip #5
 BETTER TOGETHER

●
●
●
●
●
 BETTER TOGETHER

Power

Your Data

G
Google Data
+
 BETTER TOGETHER

Allows you to use your

normal targeting but
set a priority for
specific audiences
 BETTER TOGETHER

Allows you to show

ads only to people
associated with
specific audience lists
or categories, with the
option to bid on them.
 BETTER TOGETHER

●
●
 BETTER TOGETHER

largest and/or active

Bid to win with RLSA

 BETTER TOGETHER

IN YOUR
HANDOUTS!

+100% +40% +120% +60%

 BETTER TOGETHER

When can I use ‘Targeting’?

 BETTER TOGETHER

●
●
●
BETTER TOGETHER
 BETTER TOGETHER

●
●
 BETTER TOGETHER

People with
similar search
behavior to your
Customer
BETTER TOGETHER
BETTER TOGETHER
 IN YOUR BETTER TOGETHER
HANDOUTS!

Conversions Profit Value

€
 BETTER TOGETHER

Signals available Signals available

with bid adjustments without bid adjustments

Time Targeting Remarketing App Browser Search

(day, hour) method list partner

Device Location OS Language Actual Ad

query creative
Combinations between
Multiple signals
 BEST PRACTICES

1. Work faster

sets of data 50% more

signals proactively set the likely
optimal bid

1
Econsultancy and Google, Marketing and Measurement Survey, 2017
 IN YOUR
HANDOUTS! BEST PRACTICES

2. Work faster

Bidding
Tomorrow’s
Workflow Breakdown
 IN YOUR
HANDOUTS! BEST PRACTICES

3. Win more

Maintain control of your

higher return on spend
investment using an
automated strategy.
 BETTER TOGETHER

Goal: Revenue. Required:

Recommended:
Target return on ad spend (Target ROAS)
 BETTER TOGETHER

Solution:
Example:
●

●
 BETTER TOGETHER

FALSE

it knows
the Brand, the name, and the price.
 BETTER TOGETHER

TRUE
 BETTER TOGETHER

FALSE
 BETTER TOGETHER

Keep tROAS On, but consider adjusting it to reflect

ROAS what is reasonable for the seasonality

Conversion If your ROAS does not matter at this period,

Volume consider moving to eCPC
What is
your goal? Website Switch to Manual, and Bid on what brings you
Traffic more Click Share

New Consider switching to Manual Bidding, since tROAS will look

Customers for the ROAS, regardless of the Audience
BETTER TOGETHER
Assistance

battleground
for growth
 2018 & BEYOND

Assistance: Meet customers

where they are

Be There Be
Valuable Be Quick