Google AdWords Management Suite

One of the new release to the Onefeed Merchant Interface is the facility to integrate your feed data into the Google AdWords advertising platform. Product feeds are packed with product rich data that are perfect to be utilised in creating long tail high converting ad campaigns. Through the Google AdWords API ad campaigns can be controlled and automated to enable all merchants to advertise their full product inventory. There are only a few simple steps that need to be taken to produce converting ads that turn the long tail searches into conversions. Due to the nature of advertising all your products it’s something that is fraught with difficulty, especially when trying to control all the ads manually. A major asset of the module is that all products that go out of stock are automatically paused within AdWords. As the ads are driven by your feed content all you need to ensure is that you products data is kept as fresh as possible.

All product ads use templates to create the layout and standardise the copy. Within the ads you can use most parts of your products feed, such as brand / title / price / colour / RRP / subcategory / EAN. Using templates to create your ads ensures that the time to create each ad is kept to a minimum. Once the ads are created, they can be changed to be more product specific or add further rich content to drive abetter CTR. Each template can be category specific so you can create loads of different templates for each product category. When creating the ads you have the facility to setup the keywords for the producst again based on the data from your feed. So if you have a lot of MPN based products you can add these into the ad group when building the ads through the wizard.

All Ads are created within campaigns that relate the category of product that they come from. So digital cameras will all be grouped together. This allows for easy campaign bidding and template creation. Within the AdWords Campaign Editor you can create extra ads to run in parallel to your current ads and set the campaign to rotate the ads so you can keep changing copy to get the best results. Combined into the keyword editor is the Google suggestions box which is useful to add more keywords to your ad group. The Campaign Editor allows for filtering and selection rules to isolate the products you wish to work on. Furthermore, the column headers are sortable to get the top spenders to the top.

A major bonus to the Onefeed system is a bid management tool. There are 2 types of bidding that you can use to automate on your bids. The first is a position based, where using our own algorithms we will bid your keywords up to a pre-defined average position. Once reaching your chosen level the system will automatically keep adjusting the bids to keep you at the correct level. Likewise the algorithm will only keep your bids high if you don’t exceed your cost of sale or CPA targets. Once you exceed these levels the bid tool will lower your bids to a level where you still get impressions, but at a level which only brings the fewest. The second bid tool is a first page bid editor. This algorithm will only bid your keywords to a level that you pre-set. SO if you are bidding 15p and the minimum bid is 20p it will only let you bid to 15p. This mechanism ensures that bids don’t run away with themselves and also ensures a lower level of activity, but paying lower CPCs. This is really effective in areas where there is less competiton. These bid based rules can be set a keyword or ad group level.

Taking a step further up the click chain it is often really important to build more generic ads, especially in areas where there are lots of variations on the same theme of products. So for example, you are selling a t-shirt in 5 different colours and 10 sizes. By grouping products together with the same keywords within their titles you can create a generic ad group for them and pull the lowest priced product of the group into the advert. If the lowest priced product is out of stock in the ad group then the next lowest price will be used. When all products of the group are gone then the ad group will stop automatically.

Easy to view and use reporting gives all the detail required to make the ads successful. All graphs are reported down to the Ad Group level.

Download overview of the Onefeed Merchant Marketing Suite

Download overview of the Onefeed AdWords Management Suite

Managing AdWords Pointers

Create product based ads for all your products. Those long tail searches do pay off.
Google has just launched a new ad type called the broad match modifier. Essentailly it sits between phrase match,that is often too specific, and broad match which is difficult to control.
Creating several ads and set to rotate gives each ad an equal chance. You can then keep going through them and optimise them to get the best creatives.
Changing bids on keywords up as well as down can have a great effect on ROI. Why pay for the top spot when you can have decent levels of traffic at well less than half the price.
Creating optimised ads that include more relevant copy to the product produces better click through rates and conversions.
Ignoring well written and placed generic ads can make a real differnce to your bottom line.