AMA Recap April | Google Shopping and Google Ads with Emmanuel Flossie

[EmmanuelFlossie]

1) Store Quality Score for Shopping Campaign Success

Q: How does the store badge in Google Shopping affect performance?

A: The store badge in Google Shopping serves as a trust indicator, signaling to consumers that Google has verified the merchant. This badge increases click-through rates (CTR), which improves ad performance and overall rankings in the Google Shopping feed. It also helps reduce the cost-per-click (CPC) since Google's algorithm favors higher-quality ads. However, it’s important to remember that the store badge updates once a month, meaning changes in your store's performance or product images might not immediately impact your scores. Additionally, to maintain a good score, ensure your product images are high-quality, ideally 1300px or larger, and you’re following best practices by including at least eight images per product to improve your visibility in ads.

2) Tips for Newly Started Company with a Small Budget

Q: How can I start advertising with a small budget?

A: Starting with a small budget requires strategic planning. One approach is to use Google’s Performance Max campaigns, which can provide comprehensive exposure across various networks (Search, Display, YouTube, etc.) with minimal setup. However, Performance Max can result in higher costs if not closely monitored. Alternatively, you can start with Standard Shopping campaigns and focus on a highly targeted strategy by using advanced setup to control which search terms trigger your ads. It’s essential to avoid overspending on broad, competitive keywords. Additionally, regularly reviewing your performance data and refining your targeting ensures that your budget is allocated efficiently. Don’t forget to test and experiment to identify what works best for your business.

3) Importing Gay Men Lifestyle Products

Q: How can I import adult lifestyle products into Google Merchant Center?

A: Google has strict policies regarding adult content in Google Shopping ads. To successfully import adult lifestyle products, you need to ensure that the images used in your feed are non-sexual in nature. Instead of using models that appear provocative, opt for neutral images such as product shots or mannequins. Additionally, disable Display Ads in your Google Merchant Center under the "Marketing Methods" settings to avoid having your products show in display ads, which can often lead to policy violations. Labeling your products correctly as adult content is also essential and ensuring that your business profile is marked as an adult business. Lastly, stay compliant with all Google Merchant Center policies to avoid account suspensions or disapprovals.

4) Text and Number of Characters for Product Titles

Q: How long should my product titles be?

A: Product titles are crucial for visibility and click-through rates in Google Shopping ads. While older advice recommended limiting titles to 60-80 characters, it’s now optimal to use the full 150 characters available, as it allows more room for keyword matches. However, ensure that the title is clear, natural, and relevant. Avoid keyword stuffing as it can make your titles appear spammy. The most important keywords should be placed at the beginning of the title to maximize visibility. For product descriptions, aim for at least 500 characters and ensure the first 145 characters are compelling to catch the shopper’s attention quickly. Well-crafted titles and descriptions improve your ad’s relevance and can help reduce CPC.

5) Competing in a Large Segment

Q: How can I compete in a large segment with a small budget?

A: When competing in a large, competitive segment, especially with a limited budget, it’s crucial to focus on your top-performing products. Instead of bidding broadly on high-competition terms, structure your campaigns with multiple layers that allow you to target specific search terms. This ensures your ads are shown to the most relevant audience. Tools like Google Trends can also help identify geographic areas or keywords where your products are in higher demand. Once you’ve pinpointed these opportunities, consider optimizing your data feed by including more specific product attributes, which can improve your targeting precision and ad performance. This approach allows you to maximize the effectiveness of your limited budget without overspending on broad keywords.

6) Print on Demand Misrepresentation

Q: Can I use print-on-demand (POD) products in Google Merchant Center?

A: Google Merchant Center has strict rules when it comes to products that are not immediately available, such as those from print-on-demand services. Google requires all products to be in stock, which can be challenging for POD products, as they are produced only after an order is placed. Because of this, POD products often don’t meet Google’s requirements for in-stock inventory, making approval difficult. For POD sellers, the most feasible workaround is to sell physical products such as CDs or printed versions of the designs to comply with Google’s stock requirements. It’s crucial to avoid attempting to mislead Google’s system, as this can lead to account suspensions and long-term damage to your business’s reputation.

7) Working with an ROI-Based Strategy with a Small Budget

Q: How should I adjust my budget to improve ROI with a small budget?

A: With a small budget, it’s important to focus on ROI rather than just increasing spend. Start with a modest budget that you can afford, and use a gradual scaling approach. For campaigns like Performance Max, increase your budget by no more than 30% every few days to prevent rapid, unsustainable spending. This approach allows Google’s machine learning to adapt and optimize without overwhelming your budget. If you’re using Standard Shopping campaigns, you have more flexibility in adjusting your bids. In either case, monitor your data closely to see how your changes affect performance. Don’t panic if you see fluctuations in results; give the system time to stabilize, and focus on improving your product feed and bidding strategies over time.

8 ) Customer Reviews

Q: How do I handle customer reviews for my Google Ads campaigns?

A: Google Customer Reviews can help build trust and improve your Google Ads campaigns, but it’s important to manage them properly. If you’re using additional scripts for collecting reviews, ensure they are compatible with Google’s requirements, as these may disrupt the review process. Using Shopify apps like "Easy Google Customer Reviews" can simplify this process by integrating with Google’s system. Also, be strategic about when you ask for reviews—ensure that customers receive requests after the product has been delivered, ideally between 7 and 30 days. Additionally, monitor competitors’ review patterns to see if there’s a gap you can fill or an opportunity to differentiate your brand.

9) Google Merchant Center MP3s

Q: Can I sell MP3s in Google Merchant Center?

A: Google Merchant Center does not currently support digital products like MP3 files. If you attempt to list MP3s, your account will likely face disapprovals. To comply with Google’s policies, you must sell physical versions of your digital products, such as music CDs or USB drives containing MP3s. This workaround ensures that your product meets Google’s requirements for physical inventory. Additionally, always avoid any attempts to mislead Google’s system, as this could lead to long-term penalties or even permanent bans from the platform.

10) Google Ads Suspension

Q: What can I do if my Google Ads account is suspended?

A: If your Google Ads account is suspended, the first step is to review all linked accounts, including Google Business Profiles, Google Analytics, Google Search Console, and Google Merchant Center. Sometimes suspensions are linked to discrepancies across these accounts. Ensure that your ads, website, and business practices comply with Google’s policies. If the suspension is due to account-related issues, you may need to go through an appeal process or contact Google’s support team for further guidance. Keep in mind that resolving the underlying issues and demonstrating compliance is essential to avoid future suspensions.

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