Dominate Google and YouTube ads this quarter.
How to Optimize Your Google Merchant Center (GMC) to become a sales powerhouse:
How to Optimize Your Google Merchant Center (GMC) to become a sales powerhouse:
1. Feed Finesse:
You’re only as strong as your feed.
It's where your ads draw your product information and ad assets.
You want to focus on 2 things:
You’re only as strong as your feed.
It's where your ads draw your product information and ad assets.
You want to focus on 2 things:
a. Granualar Product Type Definition:
Avoid broad categories like "shoes."
Get more specific.
Try:
"men's athletic shoes" or "men's trail-running shoes"
Google will find it easier to match your products to search queries.
Avoid broad categories like "shoes."
Get more specific.
Try:
"men's athletic shoes" or "men's trail-running shoes"
Google will find it easier to match your products to search queries.
b. Custom Labels:
If you’re not using these, you leave money on the table.
Start now.
Create labels based on:
- Profit margins
- Bestsellers
- Stock levels
You'll be able to adjust your bids better in your campaigns.
Next...
If you’re not using these, you leave money on the table.
Start now.
Create labels based on:
- Profit margins
- Bestsellers
- Stock levels
You'll be able to adjust your bids better in your campaigns.
Next...
2. Image Mastery:
Whenever Google Shopping ads are involved, it becomes a visual game.
You need high-quality images.
This isn't the place to skimp out.
Invest in:
- High-resolution
- Clear images
During Q4, Shopping ads become flooded; make your products pop.
Whenever Google Shopping ads are involved, it becomes a visual game.
You need high-quality images.
This isn't the place to skimp out.
Invest in:
- High-resolution
- Clear images
During Q4, Shopping ads become flooded; make your products pop.
Note: You want to make sure you're using a white background.
Not cream.
Not eggshell.
White.
Google prefers it.
Test to find which angles or styles (i.e., lifestyle vs. product) perform best for you.
Not cream.
Not eggshell.
White.
Google prefers it.
Test to find which angles or styles (i.e., lifestyle vs. product) perform best for you.
3.. Price Competitiveness:
Make use of the Price Competitiveness report in GMC.
If your product is 10% pricier than competitors but isn’t perceived as 10% better, you have a problem
Adjust your prices or justify the premium with better product data and images.
Make use of the Price Competitiveness report in GMC.
If your product is 10% pricier than competitors but isn’t perceived as 10% better, you have a problem
Adjust your prices or justify the premium with better product data and images.
4. GTINs, Brand, and MPN:
Our agencies call this the Holy Trinity.
Google uses these to understand what you're selling:
- Brand
- Global Trade Item Numbers (GTINs)
- Manufacturer Part Numbers (MPNs)
Miss these or get them wrong; your ad performance will tank.
Our agencies call this the Holy Trinity.
Google uses these to understand what you're selling:
- Brand
- Global Trade Item Numbers (GTINs)
- Manufacturer Part Numbers (MPNs)
Miss these or get them wrong; your ad performance will tank.
5. Availability Sync:
There’s nothing customers hate more than clicking on a hot product deal only to find it’s out of stock.
Ensure your feed is updated daily or, even better, in real-time.
Use the API integration if you've got the knowledge.
Or hire an expert.
There’s nothing customers hate more than clicking on a hot product deal only to find it’s out of stock.
Ensure your feed is updated daily or, even better, in real-time.
Use the API integration if you've got the knowledge.
Or hire an expert.
In Echelonn.io, we have an in-house tech specialist to accommodate these kinds of optimizations.
6. Optimize for YouTube:
YouTube’s not just for cat videos or influencers anymore.
It’s a behemoth for e-commerce brands during Q4.
I'm going to cover my agency's top 3 optimizations quickly...
YouTube’s not just for cat videos or influencers anymore.
It’s a behemoth for e-commerce brands during Q4.
I'm going to cover my agency's top 3 optimizations quickly...
a. Video Feed:
Make sure to add a video feed to GMC.
If you’ve got product videos, this is a no-brainer.
You'll turn your video ads into virtual storefronts for people to click into.
Make sure to add a video feed to GMC.
If you’ve got product videos, this is a no-brainer.
You'll turn your video ads into virtual storefronts for people to click into.
b. Engaging Thumbnails:
Think of these as your video’s storefront.
If it’s not inviting, no one’s coming in.
Improve your thumbnails to maximize your view and clickthrough rate.
Think of these as your video’s storefront.
If it’s not inviting, no one’s coming in.
Improve your thumbnails to maximize your view and clickthrough rate.
c. Segmentation:
Your audiences are not made equal.
Divide your audiences based on their behavior.
More specifically:
- Cart abandoners
- Past purchasers
- Lookalikes
- etc.
Then tailor your video content to each group.
Your ad performance will spike.
Your audiences are not made equal.
Divide your audiences based on their behavior.
More specifically:
- Cart abandoners
- Past purchasers
- Lookalikes
- etc.
Then tailor your video content to each group.
Your ad performance will spike.
7. Dive Deep into Attributes:
This one is often overlooked.
And many other agencies consider these as extras.
But we focus on 2 core attributes, which help our clients rank at the top spot.
This one is often overlooked.
And many other agencies consider these as extras.
But we focus on 2 core attributes, which help our clients rank at the top spot.
a. Multi-Pack Indications:
If you sell in multi-packs, show it.
You'll capture customers who want to buy in bulk.
And adds extra clarity to your product offer.
If you sell in multi-packs, show it.
You'll capture customers who want to buy in bulk.
And adds extra clarity to your product offer.
b. Material & Pattern:
These attributes can be crucial for search relevance in apparel and home decor.
You have to keep in mind the relevance of personalization in specific industries.
In the ones I mentioned, personalization becomes even more critical.
This leads me to...
These attributes can be crucial for search relevance in apparel and home decor.
You have to keep in mind the relevance of personalization in specific industries.
In the ones I mentioned, personalization becomes even more critical.
This leads me to...
8. Dynamic Remarketing:
Remarketing with the same message to different audience segments is a plan for failure.
You want to craft custom messages for each:
- Cart abandoners
- Past visitors
- Loyal customers.
Q4 is noisy.
Breakthrough by being hyper-relevant.
Lastly...
Remarketing with the same message to different audience segments is a plan for failure.
You want to craft custom messages for each:
- Cart abandoners
- Past visitors
- Loyal customers.
Q4 is noisy.
Breakthrough by being hyper-relevant.
Lastly...
9. Monitoring & Rapid Iteration:
Don’t just sit and forget.
The Merchant Center provides a goldmine of diagnostics and performance data.
Dive deep.
Be ready to pivot quickly based on data.
Use "Impression Share" to understand where you're missing and adjust accordingly.
Don’t just sit and forget.
The Merchant Center provides a goldmine of diagnostics and performance data.
Dive deep.
Be ready to pivot quickly based on data.
Use "Impression Share" to understand where you're missing and adjust accordingly.
Understand that optimizing the Google Merchant Center isn’t just about ticking boxes.
It requires deep marketing and technical knowledge.
If you want to hit the top spots, especially during peak periods, you need the skill.
It requires deep marketing and technical knowledge.
If you want to hit the top spots, especially during peak periods, you need the skill.
And unlike most agencies, we create a full-funnel strategy that leads to long-term brand growth.
Our agency generates millions monthly for eCom brands and averages at least 5X ROAS.
Want to scale?
Let's talk here:
calendly.com
Our agency generates millions monthly for eCom brands and averages at least 5X ROAS.
Want to scale?
Let's talk here:
calendly.com
That's a wrap!
If you enjoyed this thread:
1. Follow me @blvckledge for more of these
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If you enjoyed this thread:
1. Follow me @blvckledge for more of these
2. RT the tweet below to share this thread with your audience
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