Here's What REALLY Works In Ecommerce Google Ads 2024

Summary

The video script discusses the 'Merchant Excellence' report in Google Ads, a tool to enhance e-commerce advertising performance, particularly for shopping ads. It's available to certain users in the EU who utilize comparison shopping services and meet a monthly spending threshold. The speaker outlines key takeaways from the report, emphasizing the importance of a high-quality data feed, addressing disapprovals, optimizing titles, and utilizing data enrichment to boost ad performance. The script also covers the significance of product ratings, promotions, and shipping offers in improving click-through rates and conversions.

Takeaways

• 📈 The 'Merchant Excellence' report in Google Ads is a valuable tool for e-commerce advertisers, especially for those using comparison shopping services in the EU with significant monthly spend.
• 🔍 Although the report is not available to everyone, insights can be gleaned from a provided PDF that details the report's contents and significance.
• 💡 The quality of data in your Google Merchant Center feed is critical for the performance of your shopping ads and will become increasingly important as more ad formats are powered by this feed.
• 🛒 The report emphasizes the importance of having a high product approval rate, with disapprovals and missing GTINs being key areas to address for improved ad performance.
• 📝 Optimized titles in your data feed can significantly increase click-through rates, and should be a focus area for advertisers looking to boost performance.
• 📈 Data enrichment, including detailed product descriptions, categories, and types, is highlighted as an important factor for improving the quality of your shopping ads.
• 🌟 The use of annotations such as product ratings, promotions, and shipping information can enhance the attractiveness of your shopping ads and improve click-through and conversion rates.
• 📉 The report provides benchmarks and a prioritization system to help advertisers understand where their campaigns stand and what areas require improvement.
• 🚀 For those who qualify, the Merchant Excellence report offers a detailed analysis and actionable insights to improve the performance of shopping ads campaigns.
• 💻 Regular monitoring and optimization of your data feed, including checking for disapprovals and ensuring all fields are accurately filled out, is a continuous process essential for ad success.
• 📊 The report underscores the correlation between a high Merchant Excellence score and better performance in Google Ads, indicating that attention to detail in feed management pays off.

Q & A

What is the Merchant Excellence report in Google Ads?

The Merchant Excellence report is a specialized report in Google Ads that helps e-commerce advertisers improve their shopping ads campaigns. It provides insights and benchmarks to optimize product feeds and enhance ad performance.

Is the Merchant Excellence report available to everyone?

No, the Merchant Excellence report is only available to advertisers who use comparison shopping services in the EU and spend over 100K monthly on shopping.

What can one learn from the Merchant Excellence report even without access to it?

Even without direct access, one can learn about the importance of data feed optimization, product titles, GTINs, and data enrichment by reviewing the PDF description of the report provided by Google.

What is the significance of having a high-quality data feed in Google Merchant Center?

A high-quality data feed is crucial as it powers various ad formats and is a key determinant of offer quality in shopping ad auctions. It will become increasingly important as Google continues to expand ad formats.

How can fixing missing GTINs impact ad performance?

Fixing missing GTINs can lead to up to a 3X click uplift, as indicated by some businesses, by ensuring that product data is accurately represented in ad campaigns.

What is the importance of checking for data disapprovals in Google Merchant Center?

Regularly checking for data disapprovals is vital to maintain product approval rates and avoid negative impacts on ad performance. Google suggests doing this weekly.

How can optimized titles in a data feed impact click-through rates?

Optimized titles can drive a significant increase in clicks per offer, with some suggesting an increase of up to 15% based on testing and experience.

What does 'data enrichment' refer to in the context of the Merchant Excellence report?

Data enrichment refers to the process of optimizing various aspects of the product feed beyond just the titles, including images, descriptions, product categories, and types.

Why are product ratings important for shopping ads?

Product ratings are important as they can significantly increase click-through rates (CTR) and conversion rates by building trust and providing social proof.

What steps can be taken to improve a Merchant Excellence score?

To improve a Merchant Excellence score, one should focus on maximizing total offers, increasing approval rates, enriching data feed, using annotations effectively, and ensuring product types are accurately filled out with relevant keywords.

How can the Merchant Excellence report help in boosting return on ad spend (ROAS)?

The report provides insights into areas of the data feed that can be optimized to improve ad performance, such as offer quality, bid levels, and relevance, which in turn can boost ROAS.