Pmax Google AdWords Tips - Google AdWords Optimization Tutorial 2

This update isGoogle Display Ads + Shopping Ads (PLA) + Pmax Google Adsfreezingzing coldcoreclassifier for principles, items, clauses, tasks, research projects etcThere are many and varied things in advertising, but the core is really just one or two things, and as for the rest, the icing on the cake is the main thing.

Display Ads Placement - Core Matters

Standard Display Ads

1. Advertising material:

(Different layout has different sizes, so in actual placement, you can test the sizes in bulk first, and then pick the layout with good results for in-depth testing, in order to find the right layout for the category.)

2. Precise positioning:

Although standard display ads have smart targeting, we still need to specify the targeting conditions. The more detailed the targeting, the more accurate the advertisement crowd is, and the higher the click rate of conversion and display. (So the clearer your portrait of the crowd, the better the results, of course, the ROI may increase from 0.5 to 1.3 or so)

3. Emphasize the A/B Test:

Since there is a big difference between the plates and the material, do more AB tests to get the best material.

Dynamic Display Ads

1. Relevance of advertising material:

The effectiveness of dynamic display ads depends on the relevance of the ad content, i.e., the ad content needs to be relevant to the user's interest and behavior. Therefore, when creating dynamic display ads, you need to pay attention to the relevance of the ad content in order to increase the click rate and conversion rate of the ads.

2. Precise positioning:

The effectiveness of dynamic display advertising depends on the interest and behavior of the target audience. The basic level of accuracy is as in standard advertising. But it's better if we get remarketing lists. Source: GA channels can be imported.

3. Choice of bidding strategy:

Same as above, based on the target for selection. However, DM advertising is basically based on conversion, so it is not recommended that CPC bidding to ROAS and CPA, specifically to see the actual results to do testing and analysis.

Shopping Ads & Pmax Ads Placement - Core Issues

First of all, shopping ads, or pmax ads, in comparison to their predecessors in terms of ad setup, are very important to theGMCThe requirements are much higher, as for the other material, there is not much difference with display ads, search ads.

PLA nowadays just needs to filter products, whereas pmax needs multiple points of material to assist, shopping ads + pmax ads.Just remember two things: 1, good GMC; 2,good material management.

How do you make a good GMC?

Shopping ads, pmax ads all require product data to be uploaded through Google Merchant Center, so the quality of the product data is critical to the effectiveness of the ads displayed. There is a need to ensure that the data is accurate, complete and timely so that Google can correctly match your products with users' search queries.

1. Product title:

Ensure that the title is concise, accurate and clear, covering the main features and keywords of the product.(Try not to stack keywords, so as not to cause GMC wind control to think it's a robot)) Some criteria for keywords can be found below:

A, Write concise and attractive titles based on the product's attributes and features, and make sure the titles contain core keywords related to the product.

B. Try to avoid irrelevant, repetitive or overly common keywords, such as "best" and "good".

C, brand names and model numbers related to the product can be included in the headline, which can also help increase the relevance of the product.

D, features and benefits of the product can be listed in the headline to attract more potential customers.

E, Using numbers, symbols and verbs in headlines can liven them up while increasing relevance.

2. Product description:

Detailed information about the product's features, functions, specifications, and dimensions, as well as a description of the target audience.

3. Product pictures:

Provide high quality, clear, multi-angle, watermark-free product images so that customers can better understand the products.

4. Product prices:

Ensure that product pricing is accurate and competitive, and that when prices changetimely updateThe

5. Stock levels:

Ensure stock levels are accurate to avoid poor customer experience due to out of stock.(The impact of out-of-stocks on conversions is so obvious that many people will prioritize filtering the in-stock tag)

6. Categorization and labelling:

Ensure that products are properly classified and labeledso that customers can easily find and browse for relevant products. (It also makes it easier for us to locate the feed)

7. Data consistency:

Ensure consistency of product data, including providing the same product information on websites, apps and other sales channels.

(This is the most common reason for non-conversion, due to the GMC feed update at least 24 hours, so in the event, or price adjustment, you need to prepare in advance, and real-time update the page and ad feed, to avoid the product can not be uploaded, in the case of fewer products can be manually re-uploaded, multi-products when the API interface is recommended.)

How to do a good job of material management

Refer to the material requirements for display ads +search advertisingThe material requirements are fine. (yes, actually pmax is a hodgepodge)

Write at the end:

It's almost 1500 words into this post, and there's actually an awful lot of optimization to be done for GMC if you want to get down to the nitty-gritty.

This article only choose the core to speak, because most of the sellers are using shopify, wordpress, etc. mainly, these CMS platforms have a very professional google support, or API-based data updates, rarely encounter big problems.

The more common ones are sealing the GMC, or taking a long time for the product to go through the review process, etc.

Seriously, if you have a lot of products and you write your own code and work on your own VPS, it's really not a normal problem to encounter, so I won't mention the detail handling on my side for now.

Mention a few common ones on the market.

1, the problem of price comparison

Shopping for ads, go ahead and think about why Google is making this product. And how would you do it if you were making this product? How to serve customers, but also can stimulate advertisers to bid?

The answer is simple, the relevance of the keywords + product conversion rate, these two indicators I as a product manager, then, will certainly give priority to.

In fact, go do a relevant search and find out. The screenshots below, at the top of the list, are the three Amazon products that are all priced under $10, while the three after that are the ones that are priced at $40 knives from other brands.

Top rankings and higher conversion rates.

How to get to the top? Keyword relevance.

And? The price.

So don't even think about it. Shop the ads. Compare prices.(in particular the subject matter)

2. Product images and titles

The display effect of PLA ads is related to product images and titles, you need to make sure that the product images are of high quality and clarity, and the titles can accurately describe the product features to attract users to click.

Though but, Google officially wants all charts to be white background charts and not too flashy.

But the fact that there are manufacturers can be displayed, there is a bug to drill, but the risk to the GMC is related to the risk of applying for as many GMC accounts as possible to avoid being blocked.

(As an aside, there are a lot of people on the market who will use a multi-keyword feed to stack GMCs, I've tested it and I can't say it's not effective, it can run you out of money faster on a cold start, and after that it doesn't really do much.)

3. ConcernsProduct information update timeliness issues

GMC If you've been following it long enough, you'll realize that this issue has more of an impact.

As an example, when your site opens themultilingual adaptationI'm glad I used a subdomain for multilingualism, but stillBased on RMBGoing for exchange rate adjustments, thenexchange ratesThe change, you're about to explode.

Correspondingly, you're embarrassed if you use a Banner in your site where the front-end writes the price to death.

Self-built site:

Keep an eye on API timeliness.Google crawler will crawl the price on the page to determine whether the price fraud, many times it is the exchange rate API, or translation API delay problem caused by the price of the wrong right, this is a very common problem, especially in the exchange rate fluctuations now, can do half a day to update once on the incense.

CMS platforms like Shopify:

Don't think you're comfortable with an API.

Shopify part of the plug-in, is not able to do field unification, or not with Shopify to do data compatibility, or you are using multi-language plug-in to achieve multi-language, then there will be the price can not be right, the exchange rate is slow to update, or the price of the wrong price and other issues.

That's why I mentioned that it's best to need a front-end, or a placement that understands the technicalities of the code.

Take the following website as an example:

price price-highlight price-large (product price)

zrx-sticky-atc-product-price (bottom plugin price)

The price of the product, with the bottom of the plug-in price of the class is not consistent, part of the plug-in is not adapted, at the same time, if you do the code access to google events, the plug-in code should also be accessed, otherwise it will also lead to the loss of the event.

If you do a multi-language adaptation, also remember to plug-in corresponding class also aligned, unified modification of the price, of course, you can not modify the class, but targeted modification of the price, it is necessary to test your memory.

Trouble right, yes, so for what it takes a technique to best.

4. What if the GMC is blocked?

First, make adjustments based on the reasons why the GMC was blocked, and you can usually get by if the reasons are good.

But if you are very "lucky" and come across this, your website needs .......

Then congratulations, you're going to break the bank!

I've searched for a lot of solutions, and almost all of them are unsolvable because everything mentioned above is B***shift.

Based on the explanation above, it almost makes you feel like the world has a grudge against you because you've done everything right and feel so close to worshipping God.

So, when it comes to this situation, you must have triggered the GMC's wind control in some detail, for example, if you are doing Dropshipping, or Black Friday, or some detail that makes the GMC feel that you are not right, then it will be triggered.

There are two chances to apply for GMC, the first calibration, remember to apply for manual calibration after you are well prepared. If it doesn't pass, there is a time penalty, meaning the next time will be 7 days later. If you fail again, you will have to continue to postpone.

So if you can't pass the first time, you won't be able to find any problems if you don't have a bull around to help you.

Just pay to go on fiver and find an ok rated helper to fix it (that's how I fixed it) about $150

It's fine if you know a reliable domestic one, but I'm more leery of doing cross-border leakage of domains to nationals (you know)

As for your comment about whether or not it will be blocked after that. There's a lot of talk on the Little Red Book about how this what passes for a GMC after it's been sealed twice, it won't be sealed, and all I can say is, b***shift, then why is this still sealed for me?

Don't think about it. Find someone to fix it.

You're asking me how the guy on fiverr solved it? How would I know ...... I'd go open fiverr if I knew, besides, he's been solving it for almost a month ......