The importance of online marketing is growing year by year. The most popular and effective advertising system on the web remains Google Ads. It allows you to offer your products on the web on a previously unknown scale. In order to create optimized Google Ads campaigns, it is necessary to use the right tools. Among them, we should mention Google Merchant Center (GMC), or in Polish, Google Merchant Center.
In short…
What is Google Merchant Center?
How does the GMC service work?
Advantages of using Google Merchant Center
How to create a Google Merchant Center account?
Adding a GMC product feed
Rejection of an item in a product feed by Google
The importance of product optimization in the Google Merchant Center service
GMC and running product campaigns – summary
What is Google Merchant Center?
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To put it simply, Google Merchant Center is an advertising tool that allows you to send information about products available in the store for free. Thanks to this, users of the most popular Internet search engine can see it as part of its services. These include Google Maps, YouTube, the Shopping tab and Google Images. This also applies to advertising in the search engine itself in the search results. GMC allows you to create and manage product campaigns. It is therefore essential for conducting a product campaign. As a result of specific user queries, a “business card” of the product appears on the computer or smartphone screen, including its photo and price. In this way, potential customers find the offer they are looking for faster without going to the website of a specific store.
How does the GMC service work?
Google Merchant Center is, in a sense, an intermediary between the advertising system and the online store. It allows you to store and process information about products. This is of great importance. For a product campaign on the Internet to be effective, it must be based on current information (including photos, prices, descriptions) regarding the assortment intended for sale. That is why this connection is so important. Google Merchant Center is responsible for the exchange of data between the e-store and the Google Ads system.
They are downloaded automatically from the website and regularly updated. For example, a price change in the store will include this in the campaign itself. The algorithms are also responsible for ensuring that products that are prohibited or do not comply with the regulations are not advertised. GMC also integrates with Google Analytics. Accurate statistics and reports from conducted campaigns allow for even more effective management of marketing activities.
Advantages of using Google Merchant Center
Thanks to Google Merchant Center, you can gain numerous benefits for marketing campaigns conducted on the Internet. The greatest advantages of this tool include:
The ability to run product campaigns – the tool is essential in this respect, it applies to the entire Google ecosystem, which ensures a very large australia business fax data listgroup of recipients. Information about products appears in the search engine, Google Maps, Google Images, Google My Business or YouTube. It is difficult to find a better presence and visibility of the brand on the Internet. Showing products on Google often translates into their popularity.
Access to detailed statistics – this allows for analysis of customer behavior and actions aimed at increasing various types of conversions or the use of remarketing. Monitoring is the only way to identify possible areas for improvement.
Free use option – Google Merchant Center allows you to present your products online for free. You can also decide to use additional paid features that will increase the effectiveness of your campaigns.
Convenient use – managing Google Merchant Center is not difficult. The tool is user-friendly, collects and updates all product data, and automatically synchronizes it with other Google services. This allows for easy and comprehensive information management, ensuring its consistency even with different distribution channels.
To use the GMC service, you must have a Google account (Gmail).
Without it, it will not be possible. Then, creating a GMC account is carried out in the following steps:
ROAS indicator – what is it?
The term ROAS is an abbreviation for Return ca cell numbers on Advertising Spend. Literally translated, it means return on advertising expenditure. In practice, this marketing indicator determines the income obtained from funds previously allocated for advertising purposes. It shows the profitability and effectiveness of the actions taken within a specific campaign and each invested unit in a given currency. This is undoubtedly one of the most important indicators developed for the needs of digital marketing. It can be used for a single campaign implemented in the short term or for summaries of all advertising activities over longer periods. ROAS is used to improve them. Detailed data analysis allows for more effective, and therefore more efficient budget planning in the future.
How to calculate ROAS? Available formulas
ROAS measures the ratio of revenue obtained from advertising to the costs incurred to finance it. Therefore, this indicator will usually be higher when the effectiveness of the marketing activities undertaken is also at a better level. Of course, all this can be estimated and calculated. The ROAS formula requires dividing the conversion value by the advertising costs. This way, you can calculate the return on your expenses. The result can be expressed numerically or as a percentage. ROAS is calculated using the following formulas:
ROAS = advertising revenue / incurred costs
or
ROAS = advertising revenue / incurred costs x 100% (if you want to have the result expressed as a percentage)
It allows marketers to distinguish campaigns, advertisements and channels that generate the highest revenues in relation to the costs incurred and to adjust the budget for subsequent activities.
optimization and effectiveness of advertising campaigns,
comparison of the effectiveness of different marketing channels,
making decisions regarding the size and allocation of the advertising budget,
assessment of the quality of advertising content used,
estimation of the cost-effective costs of acquiring a customer.
Reasons for low ROAS
Depending on the adopted calculation methodology, we talk about a low ROAS coefficient when its value is below 1 or less than 100%. This is usually an undesirable situation. Low ROAS may indicate that more financial resources are allocat to the campaign than the profits generat from it. In such a case, it is therefore unprofitable at the moment. The reasons for low ROAS can be very different. Among them, it is worth mentioning:
incorrectly designed advertising (in terms of graphics or content),
incorrectly selected target group for the campaign,
poorly matched promotion channels to the product or service,
high competition and rising advertising costs in popular channels,
unoptimized website,
too low price of the offered products or services,
lack of continuity and consistency in brand communication with the customer,
failure to test different campaign variants,
ignoring detailed analyses of collected data from previous campaigns.
However, it should be borne in mind that the value of the ROAS indicator for individual campaigns may be below 1 or 100% and this is completely justified. This happens, for example, in a situation where we are sure that a specific group of customers will only start generating higher sales, and therefore a better return on investment in advertising in the near future. Therefore, it is not always necessary to take action to improve ROAS.
