Ad Formats 2 - Product Listing Ads

Question 1

Using shopping ads for your products

Product Listing Ads are a unique ad format that allows you to include an

Answer 1

an image, title, price, promotional message, and your store or business name, without the need for you to create unique ads for each product you sell.

Question 2

Using shopping ads for your products

The ads appear in their own box on Google Search (separate from

Answer 2

(separate from text ads), on Google search partner websites, and on Google Shopping (in select countries).

Question 3

Note

Product Listing Ads can be targeted to the following countries, where Google Shopping is available:

Answer 3

Australia, Austria, Belgium, Brazil, Canada, the Czech Republic, Denmark, France, Germany, India, Italy, Japan, Mexico, the Netherlands, Norway, Poland, Russia, Spain, Sweden, Switzerland, Turkey, the U.K., and the U.S.

Question 4

What you need to do before you begin using Product Listing Ads

Before you begin using Product Listing Ads, you’ll need both an AdWords account and a

Answer 4

and a Google Merchant Center account. Your Merchant Center account lets you manage your product information, while your AdWords account helps you manage your ads and campaigns. If you don’t have one already, create an AdWords account today.

Question 5

What you need to do before you begin using Product Listing Ads

you’ll need to do the following:

Answer 5

Upload your product feed to your Google Merchant Center account.
Link your AdWords and Google Merchant Center accounts.

Question 6

Benefits of Product Listing Ads

Answer 6

More traffic and leads:
Better qualified leads:
Easy management:
Broader reach:

Question 7

How Product Listing Ads work

Product Listing Ads use your existing Merchant Center product feed – not

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not keywords – to decide how and where to show your ads.

Question 8

You manage your Product Listing Ads in AdWords using

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using Shopping campaigns, a simple and flexible way to organize and promote your Google Merchant Center product inventory within AdWords.

Question 9

How much Product Listing Ads cost

We charge for clicks on your Product Listings Ads on a

Answer 9

Ads on a cost-per-click (CPC) basis

Question 10

Since Product Listing Ads don’t use keywords, you’ll use attributes in your

Answer 10

in your Merchant Center product feed to define product groups. Then you’ll set maximum cost-per-click (CPC) bids for your product groups. Just like how bidding works for AdWords ad formats, you’ll only pay the minimum amount necessary to rank higher than the advertiser immediately below you, and you’ll often pay less than your maximum bid.

Question 11

AdWords only charge for clicks on Product Listing Ads that lead directly to a merchant’s website. This includes clicks on

Answer 11

Local Product Listing Ads that link to merchant websites hosted by Google. You aren’t charged for clicks on Product Listing Ads that lead to pages within the Google Shopping website.

Question 12

Shopping campaigns use

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use product groups to determine when items in your Merchant Center account appear on a search results page.

Question 13

You create these product groups from the Product groups tab in AdWords, where your entire Merchant Center product inventory is made available for you to

Answer 13

for you to subdivide by levels of product attributes such as category, product type, brand, condition, item id, and custom labels.

Question 14

Shopping campaigns

Keep in mind

A product can be included in only one

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one product group – with one bid – in a given ad group. This will always be the most granular product group the product belongs to.

Question 15

Google Shopping Product Attributes

Answer 15

Item ID
Brand
Category
Product Type
Custom Labels
Condition

Question 16

Google Shopping Custom Labels

With Shopping campaigns, you use custom labels when you want to

Answer 16

to subdivide the products in your campaign using values of your choosing. For example, you can use custom labels to indicate that products are seasonal, on clearance, best sellers, etc. These values can then be selected to use for monitoring, reporting, and bidding in your Shopping campaign.

Question 17

Google Shopping Custom Labels

You’re limited to

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1,000 unique values per custom label across your entire product inventory. Products with a custom label submitted after the limit was exceeded won’t be included in product groups using this custom label.

Question 18

Google Shopping- Campaign Priority Setting

Use the optional campaign priority setting when you have

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when you have multiple campaigns advertising the same product and you want to determine which campaign (and its associated bid) will be used when ads for these products show.

Question 19

Google Shopping- Campaign Priority Setting

By default, every campaign is set at the

Answer 19

the “Low” priority level. When the same product is included in more than one “Low” priority campaign, the campaign with the higher bid will be eligible for the ad auction.

Question 20

Using Shopping Channels to promote products sold in local stores

By default, Shopping campaigns show ads for products sold from an online website. If you want your campaign to show products sold in a physical store location, and you have a verified

Answer 20

a verified Local Products feed set up in Google Merchant Center, then you can change the “Shopping channels” setting from your campaign settings tab.

Question 21

What are the shopping channels you can use:

Answer 21

Online
Local
Online and Local

Question 22

To add a local shopping channel to a new Shopping campaign, make your channel selection from the

Answer 22

n from the “Shopping channels” section of the “Select campaign settings” page. The “Online” option is checked automatically by default.

Question 23

Immediately after you create a new Shopping campaign, you’ll be taken to the “Create ad group” page, where you can add a

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a promotional message to your ads to highlight special information that applies to all of the products in that ad group.

Question 24

These messages shouldn’t be used as ad text, but rather as actionable

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actionable alerts that differentiate you from the competition.

Question 25

Promotional text is limited to

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to 45 characters, and keyword insertion won’t work with this text or the product information text provided dynamically from your Merchant Center account.

Question 26

If you want to add another promotional message to specific products in your Shopping campaign, you’ll need to create a

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a new ad group and promotional message, then organize the product groups in this new ad group so it contains only the products you want to display your new promotional message.

Question 27

Here’s how to add or edit a promotional message for your ad:

Answer 27

Sign in to your AdWords account at https://adwords.google.com.
Click the Campaigns tab.
From the side navigation, select the campaign or ad group you want to add a promotional message to.
Select the Ads tab.
In the table that appears, click the pencil icon next to “Product listing ad.”
A “Before you edit this ad..” message will appear to let you know that making a change will delete the existing ad and create a new one. Don’t worry. This will only change the promotional message in your campaign. Your performance data, product groups and settings will remain in place. Click Yes, I understand.
Enter or edit your promotional text and click Save.

Question 28

Promotional text guidelines

Here are a few common mistakes to avoid in your promotions:

Answer 28

Don’t use promotional codes with consecutive zeros
Don’t capitalize entire words
Don’t use double exclamation points
Don’t use symbols or shapes

Question 29

Promotional text

Examples of less useful product promotions:

Answer 29

Satisfaction guaranteed
Certified the best costume retailer in the Bay Area
Low prices, guaranteed

Question 30

Promotional text

You can use negative keywords at the

Answer 30

at the campaign or ad group level to limit the searches for which your ads will show. To add, edit, or remove negative keywords, select the Shopping campaign or ad group you would like to use, then click the Keywords tab.

Question 31

Best practices for setting up Shopping campaigns

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1. Organize your campaign based on your goals
2. Create a campaign promoting your best-selling products or other subset
3. Prioritize your bestseller, seasonal, and/or special promotion campaigns
4. Boost bids on your top converting items, brands, and categories
5. Use benchmarking data to stay competitive

Question 32

Boost bids on your top converting items, brands, and categories

Subdivide your inventory to create product groups that align with these top performers, and raise your bids to help increase their performance. You can also try the Bid Simulator to get performance estimates for particular bids. Look for the Bid Simulator icon in the

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in the “Max. CPC” column of your Campaigns, Ad groups, or Keywords tabs.

Question 33

Use benchmarking data to stay competitive

See how your competitors advertising similar products are bidding and performing by reviewing your

Answer 33

your benchmark maximum cost-per-click (CPC) and benchmark click-through-rate (CTR) data on the “Product groups” tab.

Question 34

Product listings will not be able to be shown on the

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Google Display Network Sites