Google Merchant Center: an engine for e-commerce
This tool is the diaphragm that connects the product feed with the Google Shopping campaigns . In essence it works as a control panel , thanks to which we can keep an eye on and intervene on the management and promotional activities of our e-commerce .Screenshot of a Google Merchant Center control panelTo access this tool we must notify Google that we are the owners of the site . This is where another tool comes into play: Google Search Console . How to do? It can be accessed in four ways:by uploading a specific file (provided by Google) to the siteinserting a line of code into certain pages of the siteby logging in using the same user with which you administer Analytics or Tag Managerby changing a DNS parameter in the server configurationExcellent, once configured we can start our campaigns on the Shopping channel, as well as:upload product lists in the format required by Google (note: many e-commerce sites do not have plugins to do this)change and optimize titles and descriptions of the products inserted in the feedinsert additional feeds such as, for example, those to manage translations and foreign currenciesGoogle My Business: Turn on location extensions.Google My Business pages are used by companies Special Data that have sales points and assistance centers spread across the territory. By filling out these forms, you communicate fundamental information to the search engine such as: address, opening hours and telephone number. The key word is one: geolocation .Example Optimized Google My Business listingAre you wondering what they get right with Adwords? Well, if you haven't registered your My Business listing yet you can't activate location ad extensions on your campaigns. Oh, and you're also giving up organic search engine visibility. But that's another story.Optimizing an Adwords Campaign with Google PPC ToolsBecoming familiar with these tools gives you an edge in managing and optimizing your Pay Per Click business. Taking up the old Latin dictionary we discover that "optĭmus" means, precisely, wealth.Optimizing an Adwords campaign means improving the ability to obtain results : more conversions, whether sales or leads, and therefore more profits. How to do? Improving targeting with Analytics, developing AB Tests with Optimize, activating location extensions with My Business, updating the product feed on the Merchant Center and, why not, finding new opportunities with the Market Finder.
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But not only. Optimizing also means saving resources: freeing up time to focus on higher value activities. No more hassle for our developers with Google Tag Manager. Just copy & paste and - finally - we will have numbers that have something to tell thanks to the captivating graphs of Google Data Studio reports.And you, what do you think of these tools? Are you already using them within your strategy? If you have any doubts or want to learn more about a particular tool, feel free to leave a comment. And remember that on Adwords... you never stop optimizing!
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