OK, so it’s not ‘all new’, but rather it’s had a face lift and some new functionality. This all happened last week.
If you’re running Google Shopping ads you’ll be familiar with Google Merchant Centre from when you got things set up and imported your first feeds. Many retailers don’t need to visit Merchant Centre again once things are up and running, unless there’s a problem. So the new look and feel won’t have been noticed by most people.
(Image courtesy of Google.com)
The first thing you’ll notice is the new layout, navigation and colour scheme. According to Google this is now “..aligned with the modern look and feel of the rest of Google’s products”. Common tasks have now been grouped together in the navigation eg the new ‘products’ menu option contains data about product feeds and data quality.
One very cool feature is the ability to look at what new shopping programs are available to you and to enable them from within Merchant Centre.
If you click on the 3 vertical dots in the top right of the dashboard and select ‘Merchant Center programs’ you’ll see the screen below.
It’s important to note that the options shown here will vary depending on what programs you’re already using.
Not only has the look and feel changed, they’ve made changes to the most frequently used features to make them quicker and easier to use.
There are improvements to feed rules, diagnostics and currency conversion – for a full explanation of the changes and updates read the Google blog here: http://adwords.googleblog.com/2016/08/introducing-new-google-merchant-center.html
All in all it seems like a change for the better with improved functionality, easier navigation and faster load times. If you’re using Merchant Centre I’d love to know what you think of the changes.
If you’re running shopping campaigns and you’re not using custom labels you’re missing a big trick.
What Are Custom Labels?
When you upload your feed to Google you have the option of defining multiple ‘custom label’ attributes. These are fields you can add to your feed to record any data you like relating to your products. This is not required and many merchants just don’t bother with them.
Why Would You Use Custom Labels?
The main reason you’d use custom labels in your product feed is to give you additional ways to organise your products in your AdWords campaigns. More importantly, you can organise products in any way you choose, depending on what you have in your custom label fields.
With a ‘normal’ product feed, you can organise products in your campaign by Brand, Category, Product Type etc – not very inventive and not always the most helpful way when it comes to bidding.
With custom labels you can define other attributes by which to sort your products. For example, you could define ‘custom label 0’ as price ranges: <£50, £50-£199, £200-£499, £500-£1,000. Now it stands to reason you’d want to bid more on a product that’s £650 than you would for one that’s selling at £16.50 right? By categorising your products by price range you can group them in your campaign and adjust your bids accordingly.
Another similar option would be to divid products with different profit margins. Assign a custom label accordingly and then your bidding can be adjusted depending on how much money you make for those products.
There’s no limit as to how you can use this. Another very popular method is to add a custom label to sale items or products on special promotion. You might even want to exclude such items from your campaigns if the margins are very low.
What Does It Look Like In AdWords?
You can see below that we’ve already got our products sub-divided by brand. To break them down further you’ll click the ‘+’ symbol on the right as usual.
This opens the dialogue box shown below, which I’m sure you’re familiar with from when you sub-divided your products by brand or product type and such. You can see here I’ve selected ‘Custom label 1’. In this example the feed has been categorised using ‘price buckets’, from low to high and various options in between. You can now add these by selecting the right arrows and you’ll then be able to bid and optimise according to the price range of your products.
I’m sure you can see the potential for using custom labels: it gives you much more control and flexibility within your Shopping campaigns.
Here are some other examples of great ways to use custom labels:
The possibilities are really only limited by your imagination but think of how you can use these to make a real difference to your Google Shopping Campaigns and ultimately to your company’s bottom line.