黑色星期五你准备好了吗？5个小贴士帮你稳定Google Shooping

踏浪跨境

哈喽小伙伴们，我回来了~
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又到了每年的这个时候。

随着黑色星期五和今年最大的零售季度临近，数字营销人员正在争先恐后地利用即将到来的季节的战利品。

根据eMarketer最近的一份报告，付费搜索是零售商中增长最快的数字渠道。仅在美国，他们估计2019年零售搜索广告支出将增至131.2亿美元 - 同比增长22.5％。

亚马逊广告服务的指数式增长部分刺激了这种支出的增长。

然而，尽管竞争越来越激烈，谷歌的产品仍然在谷歌购物中占据优势，尤其是谷歌购物。

Adthena最近的一份报告发现，美国零售搜索支出增加的75％以上都集中在购物广告系列中。在英国，他们报告了82％的巨大份额。

现在不是零售商和代理商忽视Google购物的时候了。

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为了确保您的帐户符合规定，以下是运行Google购物时需要考虑的提示，技巧和最佳做法的列表。

随着黑色星期五和假日季节的临近，确保您的帐户的基础是最好的，这比以往任何时候都更重要。

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1.使用谷歌的自动化......但只有它更好！

谷歌去年推出了Smart Shopping。与搜索中的智能出价一样，智能购物使用机器学习算法来优化您的广告系列。

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这可以节省分析历史数据，重新制定策略和手动更改出价所需的时间。

谷歌的早期测试阶段表明，使用智能购物广告系列的广告客户的转化价值至少提高了20％，其成本与人工广告系列相似。

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然而，我们的结果各不相同。虽然智能购物通常名列前茅，但它并不是一个有保障的赢家。

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如果您有时间进行人工出价并在两者之间扯断，我建议您复制广告系列并在智能购物上运行一套。

然后，您可以根据自己的优化对机器进行测试，以决定是否对您的帐户实施自动出价。

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如果您对Smart Shopping犯错，请尽快完成此测试。当黑色星期五到来时，为时已晚 - 算法需要至少训练几周才能有效运行。

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此外，在不久的将来，请留意Google可能会发布智能购物广告系列的季节性调整功能。

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此功能目前仅适用于搜索和展示广告，可通知算法预计转化率即将飙升。

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因此，它学会应对急剧变化，使Smart Shopping成为管理销售期间更具吸引力的解决方案。

2.结构是关键

由于算法将在运行智能购物时针对最大转化价值进行优化，因此结构仅对报告目的很重要。

但是，如果您手动优化，您的购物结构可能会对整体性能产生很大影响。

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您需要做的是通过对您的业务最有意义的细分来横向拆分您的广告系列 - 您是先拆分出售的不同品牌，还是按产品类型划分？这里没有正确或错误的答案。

然后，我们使用“单一产品广告组”结构构建帐户：每个产品ID都位于其自己的产品组中，该产品组位于其自己的广告组中。

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这种粒度级别可以提供最精确和最有用的报告，但如果没有自动化技术，则很难实现。您可能会发现将具有相似属性或历史性能的产品分组更容易。

建立健壮的结构对于汇集流量也很重要。由于Google购物缺少一个关键字系统来实现轻松的查询匹配，因此将搜索功能汇集到相应的出价中要困难得多。

我们减轻这种情况的方法是创建由相同产品组成的三个广告系列副本，并为其分配不同的优先级设置。

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在最基本的迭代中：

• 效果不佳的搜索字词可以获得较低的出价并参与您的高优先级广告系列。
• 表现中等的条款适中，中等优先。
• 高绩效条款是低优先级，高出价。
  

只有当您向高优先级和中优先级广告系列添加否定关键字时，此系统才有效。

否定有效地将更有价值的搜索信息汇集到您的低优先级广告系列中，您愿意为更高意图的搜索支付更多费用。

您不会为低价值搜索过度出价，因为优先级优先于出价。

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这可能听起来令人困惑，但它对提高您的支出效率非常有用。以下是它在实践中的工作原理：

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请注意，品牌特定查询'Nike roshe run pink trainers'将被排除在前两个广告系列之外，原因是其关键字为否定关键字。

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这意味着高价值搜索字词将与广告系列中具有最具竞争力的出价的产品相匹配。

& `2 T( q$ [: M! w3. Feed Optimization

Instead of positive keyword targeting, all query matching is done against your feed – the bumper list of products you sell along with their attributes.

So your next step to becoming a Shopping superhero is making sure your feed is accurate, up-to-date and optimized for performance.

Your feed fields are weighted left to right, so make sure you are placing your most important information at the beginning of your title and descriptions. Take a look at your search queries for inspiration.

You can test these modifications – perhaps brand is the most important attribute for one product and for others, it might be color or material. You can also test images to see which drive better performance.

Another step is populating missing fields. Gaps are likely to lead to disapprovals.

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This means that your ads won’t show – or they may make Google’s mapping of search queries to products less effective, decreasing your impression share and CTR. In the run-up to Black Friday, this is especially important.

Remember to populate the [sale_price] and [sale_price_effective_date] columns in your feed; you don’t want your ads suddenly disapproved en masse because your feed data no longer matches your website.

4. Think Carefully About Your KPIs (& Don’t Panic If CTR Looks Off)
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When optimizing your account, and when testing your feed, in particular, you might be tempted to look at engagement metrics.

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While that sounds sensible, be aware that one is likely to be misleading: CTR.

The good news is that it’ll probably look worse than it actually is.

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As a reminder: click-through rate is calculated by dividing click volume by impression volume. In search text ads, this is essentially the same thing as dividing clicks by the number of searches you appeared on.

In Shopping, however, it is possible to show more than one ad for a search, meaning that you receive multiple impressions.

This is especially true when you are bidding aggressively, as you are likely to be doing during times of high seasonality.

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In this case, your clicks per search will go up as you’re showing more ads, but due to the higher number of impressions, the CTR reported to you may drop.

(Note: if you have a ‘Single Product Ad Group’ structure to your account, your granular ad group level CTR will be accurate in your reports.)

Also keep an eye on your conversion rates. If you are running Smart Shopping, your ads will appear across Google properties.

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While this is a bonus in terms of increased reach, the display network is typically less effective for acquisition. Expect your conversion rates to be slightly lower.

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5. Budget Accordingly
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In the next holiday season, you’re going to be spending significantly more as you bid up in response to competition and intent – remember to account for that.

Last November, our retail client portfolio pooled a mean average of 22.8% of their entire month’s budget into the four days between Black Friday and Cyber Monday.

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Make sure you don’t neglect the research phase that precedes the shopping spree. Customers will be browsing deals well ahead of time, and you need to be visible from the get-go.

If you don’t allocate enough budget for this awareness period, your performance across the season will suffer.

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Bring spending back down as sales periods end. Sounds obvious, but you’d be surprised by how many people forget.

Along with your across-the-board upweighting, you’ve likely raised your RLSA modifiers hugely to bid especially high on recent visitors or basket abandoners.

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As Cyber Monday passes or Christmas morning arrives, these should be adjusted way down – your site visitors either already bought what they wanted, or they weren’t interested in the first place.

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Finally – all your decisions should be leveraging last year’s data. Comb through performance, decide whether you spent too much or not enough, and strategize accordingly.

There’s No Such Thing as Overpreparation

That’s not the end of it.

You’ll definitely need to keep an eye on your account to manage budgets or keep your feed up to date as the quarter progresses. This is true even if you’re running Smart Shopping.

However, following the steps above now to set up a robust account will make things much much easier when the time comes.

Being ready to leverage as many historical insights as you can and remaining responsive to incoming data will put you well on your way to Shopping success this season!

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以上，希望对你有帮助。

祝大卖大卖大卖！！

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