AMA Recap | Google Shopping and Google Ads with Emmanuel Flossie

[EmmanuelFlossie]

1) Shopify SEO (Google Shopping Focus)

Question: What tips can you provide for improving SEO on my Shopify store, especially for better performance on Google?
Answer: To enhance your SEO for Google Shopping, focus on the quality of your product feed data. The ranking of products heavily depends on the relevance and completeness of your product data, including well-optimized titles and descriptions. Make sure to include important keywords, assign correct product categories, and use high-quality images. Additionally, optimize your meta titles and descriptions for general Shopify SEO, and consider maintaining a blog to drive organic traffic. Good data in Merchant Center is crucial for how your products appear in Google Shopping.

2) Setting Up Shipping and Return Policies in GMC

Question: How do I handle a return policy that varies by product in Google Merchant Center, and how can I set up shipping settings for different scenarios?
Answer: Use Google’s conditional return policy feature to create multiple return policies in Merchant Center. You can tag products with different return rules using the return_policy_label attribute. Ensure your shipping settings & return policy in GMC match what you offer on your website, including any free shipping or varied shipping speeds. Consistency is key, so whatever is displayed on your website should be reflected in GMC. 

3) Google Display Ads Performance
Question: How can I improve the performance of my Google Display Ads?
Answer: Focus on refining your audience targeting for display campaigns. Review your audience lists and ensure you’re targeting specific groups, such as past site visitors or relevant demographics. Setting up different audience segments and testing their performance can help you reach more engaged users. Additionally, ensure your ad creatives are compelling and aligned with audience interests. 

4) Everything Set Up but 0 Sales for Years

Question: I’ve followed all best practices for Google Ads and Merchant Center, yet I’ve had 0 sales for years. What could be wrong?
Answer: If you’re not seeing sales, it may indicate issues with either your targeting or your website/product. Examine the quality of traffic your ads are attracting and ensure your website is trustworthy and user-friendly. Check if your product pricing is competitive and analyze user behavior to understand if visitors are leaving your site too quickly. Sometimes, the product may lack demand, requiring a reevaluation of your product-market fit or marketing messaging. 

5) Google Merchant Center Suspension – Live Animals

Question: My Merchant Center account was suspended due to a policy violation regarding “Live Animals.” How can I address this suspension?
Answer: Google prohibits the sale of live animals through Merchant Center. If you are selling live creatures, those listings cannot be advertised. If you believe it’s a misunderstanding, contact Google support for clarification. Ensure your product feed does not imply live animal sales, and if the suspension is valid, remove the disallowed items and request a review. 

6) Google Ads and Google Tag Manager Setup

Question: What is the best way to set up Google Ads tracking and integrations?
Answer: It’s recommended to use Google Tag Manager (GTM) for a more robust setup. GTM allows for better control and customization of your tracking, enabling you to add multiple tags in one place. By using Shopify’s Customer Events/Data Layer, you can accurately trigger tags for conversions. Although it requires more initial setup, GTM can future-proof your tracking as your needs grow. 

7) Making a Website GMC-Compliant

Question: How can I make my website compliant with Google Merchant Center policies?
Answer: Ensure your website meets all trust and policy criteria set by Google. This includes having clear pages for your Shipping policy, Return/Refund policy, Terms and Conditions, and Contact information. Maintain accurate product listings, keep pricing and availability up to date, and ensure your checkout process is secure. Transparency and consistency are key to keeping your Merchant Center account in good standing. 

8 ) Google Ads Conversion Tracking Accuracy

Question: What are the best practices for ensuring accurate conversion tracking in Google Ads?
Answer: Implement server-side tracking to enhance accuracy, as browser restrictions on cookies can lead to under-reported conversions. Use Google Tag Manager to set up your tracking effectively, utilizing Shopify’s Customer Events/Data Layer to capture events like purchases. This setup allows you to track conversions accurately and optimize your campaigns based on complete data.

9) Cross-Sell Products in Google Ads

Question: How can I track which product a customer initially clicked on and what they ultimately bought from Google Shopping ads?
Answer: Google Ads doesn’t directly provide a report linking clicked products to purchased products. However, you can use Google Analytics with Enhanced E-commerce tracking to gain insights into user behavior and conversions. This method can help you understand the customer journey from ad click to purchase. 

10) Tips for Starting Out with Google Ads

Question: What are effective strategies for starting advertising my products on Google Ads?
Answer: Start with a focused campaign type, such as Standard Shopping campaigns or Performance Max campaigns, to leverage automation and gain data on what works. Set a modest budget and monitor results closely. Ensure conversion tracking is set up to evaluate which ads lead to sales. Focus on specific, relevant keywords and avoid broad terms initially. 

11) Amazon vs Google Shopping

Question: Can selling on Google Shopping match the sales volume of Amazon?
Answer: Currently, Amazon delivers higher sales volume due to its large traffic and customer trust. You might expect fewer sales via Google Shopping initially. However, with strong marketing, branding, and customer retention strategies, Google Shopping can grow over time, making it a valuable complement to your Amazon presence. 

12) How to Target the Right People (Facebook/Instagram vs Google Ads)

Question: Should I focus on Facebook/Instagram or Google Ads to reach the right audience on a limited budget?
Answer: It depends on your product and customer intent. Google Ads target people actively searching for products, resulting in higher purchase intent. Facebook/Instagram can build awareness but may require more budget to find converting audiences. Start with Google Ads to maximize your budget’s effectiveness before considering social media ads. 

13) Google Ads Struggles (New Online Store Advertising)

Question: What approach should I take to make my Google Ads effective for a new clothing brand?
Answer: Consider using a Performance Max campaign without including brand keywords initially (you can exclude branding in the tools option). Then set up a separate campaign for brand targeting. This allows Google to optimize targeting across multiple channels to find conversions. Over time, evaluate results and potentially add standard search campaigns to target high-performing keywords. 

14) Strategies for Google Ads Campaigns

Question: How can I refine my Google Ads campaigns to lower the cost per conversion?
Answer: Focus on refining your targeting and tracking. Use high-intent keywords and add negative keywords to avoid irrelevant clicks. Optimize your product feed for Shopping ads and review placement/search term reports to identify wasteful spending and improve conversion rates. Ensure conversion tracking is set up correctly to see which ads lead to sales. 

15) Google Ads and Tracking Integrations

Question: What should I know about integrating Google Ads tracking with my Shopify store?
Answer: Using Google Tag Manager is recommended for a flexible and robust tracking setup. GTM allows you to manage multiple tags and track events accurately. By leveraging Shopify’s new Customer Events/Data Layer, you can push purchase events and capture them effectively with GTM. This approach enables more comprehensive tracking as your marketing needs evolve. 

16) Improving Google Shopping Campaigns

Question: What steps can I take to improve my Google Shopping campaigns?
Answer: Start by optimizing your product feed data quality, ensuring titles and descriptions are relevant and complete. Use high-quality images and correct product categories. Consider using automated campaign types to gain insights into performance before refining your strategy. Monitor your campaigns closely and adjust based on performance data. 

[EmmanuelFlossie]

This post is an AMA Recap, not a question. Enjoy the content.