Laetitia Mori, CEO of Feed Manager
Our job at Feed Manager is to adapt the product catalog data and structure to make it compatible, but above all effective on advertising platforms such as Google or Facebook or marketplaces such as Amazon, Cdiscount, ManoMano … The agency was founded in 2010 by Maxime Doreau (now the Managing Director of Labelium France) and was acquired in 2016 by the international group Labelium.
What types of businesses does Google Shopping primarily use?
Google Shopping is for all businesses that have products to sell and an e-commerce site. And a clarification added: All businesses must comply with the rules for data quality and e-commerce site, which are required by Google.
What are the right questions to ask yourself before launching Google Shopping campaigns in 2022?
Several points should be checked before launching the shopping campaign, the first technical aspect and the second business:
- Do I have all the information and tools to submit my catalog to Google Shopping?
- Can I send updated and modified data at least once a day?
- Do I need to equip myself with tools to automate my catalog submission?
- How to send high quality data that is compatible, but also optimized for the Google Shopping platform?
- What are my goals and how do I translate them into KPIs?
- Can I track KPIs and measure performance?
- What budgets will I allocate to my campaigns, and what will define the experience? ROAS, Profitability…
The Google Shopping strategy includes updated and standardized product feeds as per the platform requirements. What are your tips on this?
For Google Shopping, the primary asset is the product feed. It shapes the richness of your offer and is the catalyst for your strategy.
- Compliant flow is the minimum basis.
- Enhanced feed with work on titles and descriptions makes you more visible.
- The feed, where you add marketing metrics and margins, can help you improve your performance and better manage your budgets.
What are the best practices to follow to increase the visibility of your Google Shopping ads?
Feed the Google algorithm as much as possible by enriching your title and making it as accurate as possible. For example, if you sell sneakers, don’t just indicate the model and brand name in the title, but add relevant information to allow you to show yourself on a particular order. Model, brand, color and size are the information that should appear in the title.
Also take care of your descriptions, they feed the algorithm. These are your keywords, even if you don’t see the entire description displayed on Google… Fill in all the attributes the engine asks for, such as age, product type, gender, etc.
Are there any tricks to know to stand out from the competition on Google Shopping?
The quality of the data sent to Google is the key mark. The higher the quality of your data, the more Google trusts you and the presentation of your product compared to a competitor’s product, the poorer its catalog is. A rich product feed also allows you to benefit from a cheaper CPC than your competitors.
What advice would you give to e-merchants who want to improve the conversion rate of their ads? What are the things they should pay attention to?
The conversion happens on an e-commerce site: so your product page should be attractive, reassuring, and easy to use. The shopping cart should be streamlined and fast, in order to allow easy conversion, on desktop as well as on mobile. E-merchants should pay attention to the quality and update of the feed, but also to the quality of the landing pages.
E-Commerce: 10 Key Tips to Improve Your Product Papers
Once the campaigns are launched, what are the KPIs to monitor?
Among the key performance indicators:
- impression rate: Is my product required and visible?
- conversion rate: Was my product purchased?
- ROAS or CPA: What is the return on investment or acquisition cost? How much of the catalog is visible?
What is Google Shopping’s place in the shopping experience? Is this channel replacing e-commerce websites?
Google is the leading search engine in the market, it focuses on the searches of Internet users. You have a question, you go to Google. So it’s a great show. Going by what we know, Google is a shopping mall that will redirect to one store or another. But in the store, or more specifically on an e-commerce site, the transaction takes place. So Google does not replace an e-commerce website, it is the main channel for generating traffic in your online store. Replacing an e-commerce site is more than proposing markets, which focus merchant offerings on a single platform.