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Agenda
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วิเคราะหเทรนดการ Shopping ในประเทศไทย
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ขอเดนตางๆของ Shopping Ads
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เรียนรูวิธีสราง Shopping Ads
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นโยบายที่ควรรู
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ขอปฏิบัติที่ดีเพื่อเพิ่มประสิทธิภาพการทํางาน ของเคมเปญ
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Q&A
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วิเคราะหเทรนดการ Shopping ในประเทศไทย
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130m
An daily average number of search queries on Google in Thailand 2x of those search comes from mobile devices
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8m
A number of search queries on Google in Thailand triggered Google Shopping in 2018
Thailand online shoppers to increase to 59M, 20 million new shoppers 2020 2015
9% Annual Growth
38M Internet Users
59M Internet Users
55% of Thai Population
84% of Thai Population © 2018 Google | All Rights Reserved. | Confidential + Proprietary
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Customers are changing the way they purchase. We have to be there for them.
The role of the store is changing In-store traffic is decreasing...
60%
25%
consumers who clicked on a retailer's Google Search ad before visiting the store are over 25% more likely to buy something in-store.
10%+
They spend 10% more on average.
40B
2010
2015
...But when shoppers go in-store, they’re spending more.
16B
Source: MasterCard SpendingPulse (Nov -Dec 2016)
Confidential Proprietary Google data, U.S., Median percent difference comparing in-store purchase&per visit and spend value between merchants’ search ad click-attributed and unattributed subgroups, Oct-Nov 2016, Advertisers = 25
Retail and E-Commerce Trends 1. E - Commerce is on the rise as stores grow at a slower rate 2. Retail isn't dead, it's just evolving 3. Leading brands will deliver non-line assistance
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Customer Behaviors
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Today’s shoppers expect personalization, relevancy
49% of smartphone owners prefer to shop on a mobile site or app that recommends brands or products based on their past views, sales, and purchases.
Confidential & Proprietary Rising Consumer Expectations Q8. Base size: Rising Consumer Expectations Total (n=3,119)
Looking for inspiration without a brand in mind
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Put the customer at the center of your marketing strategy
MOBILE
WEBSITE
SEARCH
VIDEO
DESKTOP
SOCIAL
IN-STORE EMAIL Confidential & Proprietary
What is Google doing to improve user experiences Google Shopping
© 2018 Google | All Rights Reserved. | Confidential + Proprietary
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ขอเดนตางๆของ Shopping Ads
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Google Shopping Ads Launch in Thailand in 2018 ●
Visual, product based ads on Google.co.th assist users looking for specific items
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No need to write ads or choose keywords - just upload a data feed of your products and the rest is automatic
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Only pay when someone clicks on your ad, set a daily budget cap to manage spend
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Measure success with online conversion tracking
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Ad ranking based on CPC bid, relevancy and performance history
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Where can they appear? Shopping ads show on mobile... ●
Side-scroll carousel with up to 25 products
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Only shows on queries where Google can show relevant products
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Can be more than one product from same retailer
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Top 2 spots get up to 3x higher CTRs
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On desktop ●
Top: Side-scroll carousel with up to 25 products
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Or right hand side with up to 9 products showing
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Where do Shopping ads appear? Shopping ads appear across Google owned and operated properties, on partner networks, and across surfaces. Below are some of the places that Shopping ads can show based on country availability. Note: Shopping ads are not available for Play Store.
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Shopping Ads VS Text Ads
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You can show both shopping and text ads together When a consumer is faced with both Shopping & Text Ads...
+90%
Visit a Website
+83%
Make a Purchase
+77%
Visit a Product Page
+73%
Add to Cart
+75%
Search for Brand
...compared to only one type of ad
Personalized results, surfaced automatically
Gender Disambiguation
Personal Recommendations
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Key Benefits of Google Shopping Targeting
Easy Targeting Google automatically selects the most relevant products to show when a shopper is searching - no need to manually create ads and keywords
Reach
Increased Exposure Shopping can show at the same time as a text ad, doubling a retailer’s exposure for a given search query without inflating costs
Merchant Diversity
Solid Lead Quality Shoppers see important information before they click like product price, image, and retailer name before they click on your ad
Formats
Attractive, Engaging Ad Format Shopping draws shoppers’ attention with the information and product images they are looking for
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Capture users with high commercial intent
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Shopping accounts for half of non-branded search clicks for US retail sites Build awareness Shopping conversion rates in Q2’14 were
37% higher than non-branded
Influence consideration
search ads. Google Shopping
Drive action
69% of US marketers find Grow loyalty
them more effective than search ads.
Source: eMarketer, “Product Listing Ads: Google Dives into Comparison Shopping,” July 2014 RKG Digital Marketing Report, Q2 2014
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ขอกําหนดที่ควรรูกอนเริ่มทําโฆษณา Shopping
Basic Requirements กอนที่เราจะเริ่มสรางเคมเปญ Shopping เราตองมาดูขอกําหนดเหลานี้ เพื่อจะเปนขั้นตอนแรกที่เราจะสามารถดูไดวาบัญชีของเรานั้นสามารถที่ จะทําการโฆษณาได
Website must allow products to be bought and paid for online Retailer must allow shipment to customer’s address
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Non-members of site should be able to add products to cart and pay for them
Retailers should provide a clear and easy-to-find refund policies
Every product must have its own landing page
Retailer must have supported content examples of Unsupported Content: tickets, cars, house, game vouchers
Have language and currency that support the target country
Retailer has checkout page secured with SSL (or better yet, the whole site must be secured with SSL)
Retailers have prices that are fixed (not based on auction)
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Can my products be advertised on Google Shopping? Ticket Sales
Property Gift Cards
Vehicles
Currency Recurring Billing
Services
Financial Products
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Quiz Time! เว็บไซตเราควรที่จะตองมีอะไรบางถึงที่จะพรอมทํา โฆษณา Google Shopping
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เรียนรูวิธีสราง Shopping Ads
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ขั้นตอนเริ่มตนงายๆเพื่อใช Google Shopping Ads
Website
Set up Google Merchant Center (MC) ● ●
Link AdWords Account Upload Feed
Create Shopping Campaigns in AdWords
Optimize your Shopping Campaign
30
Invest in creating a Product feed and use it across different ad formats
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Shopping Ads (PLAs) on Google search
The roots of retail ads come from your dynamic product catalog! Dynamic Remarketing
Merchant Center คือรากคลังสินคาของเรา
1. Create your Merchant Center Account
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Go to www.google.com/merchants and follow on-screen instructions
Tip: Use the same email login as your AdWords login. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
2. Verify and Claim website URL
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Go to www.google.com/webmasters/tools and follow on-screen instructions
Help: Learn more about verifying your URL. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
What if we are an agency?
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About MCA Merchant Center multi-client accounts allow a single person or company to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account.
M mCA
m sub-account
m sub-account
m sub-account
To create an MCA account, you need to submit a request via this form: https://support.google.com/merchants/contact/account2
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3. Create a Product Data Feed
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Translate the product info you already have into a data feed Product Type
Bikes > Road Bikes > Mens Product Title
Color
Tour De France Legacy Bike (Yellow, Black)
Images
Description
The Tour De France Legacy Bike matches innovation and performance with classic style and sleek lines. The Legacy comes fully stocked. All complete bikes are sold and delivered partially assembled. Additional Images
Price
Free shipping
$1,999.99
Alloy frame
Availability
in stock!
Shimano A050 rear derailleur Shimano front derailleur Shimano shifters 700c alloy rims
Add to Cart
Help: Learn more about creating and submitting feeds. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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What is a feed? Feed (max. 15 feeds)
Items
id
title
description
price
condition
link
1
Schwinn 26" Ladies' Delmar Cruiser Bike
Classic styling meets modern innovation in the Schwinn Delmar 26" Ladies' Cruiser Bike. The steel cruiser frame features a comfortable, upright riding position. Rear coaster brakes make it easy to stop. You'll enjoy a smooth ride as you hit the beach or any paved path on this awesome bike.
220.99 USD
new
http://www.exam ple.com/Schwinn Cruiser
2
Tour De France Legacy Bike (Yellow, Black)
The Tour De France Legacy Bike matches innovation and performance with classic style and sleek lines. The Legacy comes fully stocked. All complete bikes are sold and delivered partially assembled.
1,999.99 USD
new
http://www.exam ple.com/TDFLega cyBike
Ways to create product feed 5 mins to multiple weeks Option 1 - Shopping Platform Integration Do you use any of these platforms?
Option 2 - Feed agency/Feed tool Need to do multi-channel feeds?
Option 3 - DIY Create your own feeds ● Schedule upload of feed files daily ● Files can be .txt, .xml or a Google Spreadsheet ● Send via FTP or Scheduled fetch ● API also available ● Feed Spec is available online
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Feed Upload Methodology
Google Sheet Template
XML File
Content API
Manual Upload (FTP, Google Cloud)
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Sample attribute in your feed In general, these are the required attributes that you need to have on your feed: ● id - your product id ● title - your product name ● description - description of your product ● link - product landing page ● link_image - URL for your product’s main image ● availability - product’s availability ● price - product price (we follow ISO 4217 standard) ● google_product_category - required for Apparel & Accessories (166), Media (783), and Software (2092) categories) ● brand - required or all new products, except movies, books, and musical recording brands ● gtin - required (For all new products with a gtin assigned by the manufacturer) For more information on the value format of each attributes: https://support.google.com/merchants/answer/7052112?hl=en Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
4. Register & Upload Product Data Feed
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Follow the on-screen instructions in Merchant Center
2 3 1
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Help: Learn more about registering a data feed.
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I want to target different countries. How can I structure my Merchant Account? (1) Create an MCA, specific sub-accounts for different countries targeted In this case, merchant would need to verify the top domain at the MCA level (e.g. example.com). This means that all the sub-accounts can acquire the claim to the domain, and this includes the sub-domains of the website (e.g. en.example.com, id.example.com, th.example.com, etc.). In this case, it is recommended for the merchant to have one feed to target one country in one sub-account. (2) Create one account, and have different feed targeting different countries Ilustrate Slide In this case, you claim the top domain using one standard Merchant Center account, and have different feeds to target different countries. One important thing to note is that the landing page in the feed has to have the same language as the information on your feed. Merchant Center Account A (with verified domain example.com)* Feed 1 targets Indonesia (id.example.com) and Feed 2 targets Thailand (th.example.com) - This means that the language of the landing pages need to match that of the feed. If merchant uses Bahasa Indonesia as the landing page language, then the information written on the feed must use Bahasa Indonesia as wel *If you have multiple languages in your landing page (e.g. combination of Thai and English for description), please ensure that all the languages are supported in the target country, and that the multi-language feed information matches that on the landing page itself. For more information regarding language and currency supported: https://support.google.com/merchants/answer/160637
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Feed is reviewed (maximum 3 working days) *Information is written for every item → Feed is uploaded to account → Feed ditinjau dalam maksimal 3 hari kerja Proprietary + Confidential
1
Overall Process in GMC 2 Types of Policies
3
Item
Feed
Item Policy
Product Data Specification for Feed
Feed Level
Item Level
Account
Account Level
Automatic Item Disapproval
Levels and Types of Disapprovals
Preemptive Item Disapproval Temporary Item Disapproval
Account Suspension
1 Overall Process in GMC 1 Feed Review Process ● ●
Feed review process takes maximum 3 working days The review process cannot be expedited since there are so many items on every feed we need to check.
*If your client waited for more than three days, and have yet to receive update on your feed, you can fill out this form: https://support.google.com/merchants/contact/processing
Maximum review time
72 Hours
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2 Review Results in the Interface
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Analyse data quality in the Diagnostics Tab
Feed Status (30 day period)
Item suspensions and warnings
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นโยบายที่ควรรู
Types of Policies in GMC
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Item Policy vs Product Specification for Feed
Item Policy
Product Data Specification for Feed
Item Policy disapprovals result from violating the Shopping Policies
Data Quality disapprovals result from violating the Shopping Products Feed Specification
Top reasons:
Top reasons:
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Unsecure checkout / Missing refund policy
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Watermarked or promotional elements
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Adult Products
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Price mismatch between feed & landing page
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Healthcare and medicine
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Shipping Issues
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No Online Purchasing Means / User Safety
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Generic Landing Pages
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Checkout incomplete
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Availability mismatch between feed & landing page
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Endangered species
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Language mismatch between feed & landing page
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Preventing common suspensions Shopping
Do not advertise disallowed products - Pharmaceutics - Dangerous goods - Local restrictions apply
Respect the landing page policies
Correct pricing and availability
- No Pop Ups/Interstitials - Pricing / Currency - No login required
- Automatic item updates - Online inventory feed - Content API
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Image pitfalls to avoid
✓ Clean images, light background
✘ Text overlay, borders
✘ Watermarks
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Policy pitfalls, make sure to have ●
Secure checkout. The whole checkout flow needs to be secured and all PII information (name, address, credit card, ...) needs to be transmitted over a secure connection.
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Functioning check-out (on top of secured connection piece)
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Return & refund policies need to be present and easy to find for the user
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Contact information (physical address, e-mail, phone) available
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Billing terms & conditions available and easily accessible from landing page
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Shipping option to deliver to customers' door needs to exist (not only pick up points shipping)
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Possibility to purchase for B2C clients for B2B sites
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Quiz Time! ยกตัวอยางประเภทสินคาที่เราไมอนุญาติใหโฆษณา โดย Google Shopping Give an example of a product that we do not allow to advertise with Google Shopping.
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5. Link Merchant Centre & AdWords accounts
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Enter your 10-digit AdWords ID to finish your Merchant Center set-up
Help: Learn more about linking accounts. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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Can I link the same Merchant Center account to multiple AdWords accounts?
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Google Shopping Ads on AdWords
6. Create a Shopping Campaign in AdWords
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Choose “Shopping” from the + Campaign drop-down menu
Help: Learn more about creating a Shopping Campaign. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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Campaign Structure Campaign
Ad Group
Product Group
Product Group
Product Group
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7. Use feed attributes to determine campaign structure
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Example of the online bike shop inventory structure Title
Product type
Price
Preferred Bid
Bike A
bicycle/cruiser
$860
Very High
Bike B
bicycle/mountain
$570
High
Bike C
bicycle/road
$270
High
Helmet A
clothing
$50
Medium
Tyres A
parts
$60
Medium
Bottle
bottles
$5
Low
Bike pump
pumps
$10
Low
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7. Replicate the desired structure in the campaign
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Click to subdivide by a product group & select Bicycles, Clothing, Parts. Everything else group will be added automatically
Click further to subdivide by 2nd level product groups within bikes & set highest bids
Clothing and parts have less variation, so set lower bids Everything else will catch rest with low bid Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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Top Tips for creating Shopping Ads campaigns ●
Compared to Search Text ads, you’ll usually have fewer campaigns and ad groups, but lots of product groups.
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Either set your bids manually for each product group or use autobidding (Target ROAS or eCPC)
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You can use all the normal bid adjustments (location, device, time)
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Create new campaigns if you need separate budgets, geo-targeting etc
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Automate your bidding How to pick the best bidding strategy ✔ AdWords Conversion Tracking enabled
✔
or
Google Analytics imported conversion data
Get maximum revenue for given ROAS, while keeping ROAS constant
Fully Automate Your Bidding Optimization
Maximize conversions, with manual control
✘
✘
Target Return on Ad Spend
Enhanced Cost-per-Click
Maximize Clicks Get most clicks for your budget
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Implement RLSA for Shopping Campaigns Key Functionality High
0%
●
Homepage Visitors Category Pages CPA
Product Page
Bid Multiplier
Value Proposition ●
Cart Abandoners ● Low
+ 300%
Shopping remarketing lists (RLSA for PLAs) allows you to set bid adjustments on your Shopping Campaigns for users who have been to your website before.
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Previous visitors tend to convert better because they have been to the site and may even be part way through the conversion path. -35% avg CPA decrease for conversions from an RLSA user list vs. entire campaign +10% avg conversion increase for advertisers with RLSA vs. advertisers without RLSA
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Use custom labels for your own targetable values ● Ideal for grouping by key performance indicators (KPIs) like margin, inventory, seasonality, and more ● Assign up to 5 labels per product with these attributes in your feed: custom_label_0, custom_label_1, custom_label_2, custom_label_3, custom_label_4 ● Start by defining how you’ll use each label and mapping possible values
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The Shopping Value Chain Site Design, Product, Pricing
User Experience ● Offer assortment ● Price & promotions ● Website content & design ● Feed creation
Data Feed
Workflow & Campaign Structure
Insights & Reporting
Bidding
Optimized Feeds
Optimal Structure
Product Performance
Optimal Bidding ● Automated bid & budget mgmt
● Accurate categorization ● Feed optimization
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Campaign setup
● SKU performance
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Optimized structure
● Category performance
● ROI bidding
● Custom signals
● Shopping insights
● Policy alignment
● Bidding insights
● Portfolio algorithm
● Feed monitoring
● Customer dimensions
● Margin optimization
● Feed experiments
Display
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Merchandise
Advertise
Analyze
Optimize
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Q&A
Q&A https://goo.gl/forms/LXcvdPGNghdlVEOh2
