Master Google Shopping PPC with step-by-step guides on feed optimisation, smart bidding, campaign structure, and scaling profitable ads.

Google Shopping PPC | Channable Blog

Performance Max is a type of Google Ads campaign that uses Google AI to decide when, where, and to whom your ads are shown. PPC automation for Performance Max campaigns can help you run ads across Search, Shopping, YouTube, Gmail, Discover, and the Display Network. 

But that can put your ads on Display websites and apps that are irrelevant, low quality, or unsuitable for your brand.

In this article, we’ll explain how Performance Max Display placements can hurt performance, where the biggest risks are, plus what you can do to reduce wasted spend while protecting your brand.

## Key takeaways 

* Performance Max can expand your reach across Search, Shopping, YouTube, Gmail, Discover, Maps, and Display, but that automation also means you have less control over exactly where your ads appear.

* Display placements can hurt both performance and brand perception when ads appear on low-quality websites, irrelevant apps, clickbait pages, or content that does not fit your brand.

* Poor Display inventory can also generate accidental clicks, bot traffic, duplicate clicks, and other invalid traffic, wasting budget on visitors who were never likely to convert.

* Placement reporting has limits, so advertisers need to review both channel-level performance and individual placement reports to spot risky websites, apps, and YouTube placements.

* You can’t remove the Display Network entirely from Performance Max, but you can reduce unwanted exposure with placement exclusions, content suitability settings, negative keywords, brand exclusions, and URL exclusions.

## What are Performance Max campaigns?

Performance Max campaigns are a type of Google Ads campaign that uses Google AI to automate where your ads appear and how much you bid. 

A single campaign can reach customers across Search, YouTube, Discover, Gmail, Maps, and the Display Network. For eCommerce advertisers, Performance Max can also run [Shopping ads](https://www.channable.com/blog/google-shopping-ads) using information from your Merchant Center feed.

You provide Google with your campaign goals and the assets it needs to create ads. The quality of your [product information](https://www.channable.com/blog/google-conversational-attributes) also matters, since Google uses those details to understand what you sell and match products with relevant customers. From there, it decides which ads to show and where to show them.
![Performance Max campaigns explained through elements you need to input into Google, like budget and assets, and the places Google AI displays your ad depending on bid, format, and audience.](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmun636z0209y07usefo1wzhr)

## When Performance Max campaigns make sense

PPC automation for Performance Max works best when your [product feed](https://www.channable.com/blog/feed-optimization) is accurate and your conversion tracking correctly records purchases and revenue. It's especially useful for large or complex campaigns, where Google can automate bidding and ad delivery across many products.

### Your product feed is accurate and complete

For retail Performance Max campaigns, your product feed is one of Google’s main sources of information about what you sell. Google uses data like product titles, GTINs, categories, and attributes to understand your products and match them with relevant searches.

If that data is incomplete or unclear, Google has less context to work with. For example, a furniture retailer with clean titles like "Oak Dining Table – 6 Seater – Scandinavian Design" and accurate attributes (material, size, style) will be more likely to see Performance Max serve ads to high-intent users searching for those specific features.

### Your conversion tracking reflects accurate business results

If purchases are missed, counted twice, or given the wrong value, Google optimizes your campaign using inaccurate information. That’s why your [Google Ads setup should follow best practices](https://www.channable.com/blog/google-ads-best-practices) and track completed purchases, order value, subscriptions, or new customer acquisitions. 

This is important when using Maximize Conversion Value or Target ROAS, since both strategies rely on accurate conversion values to guide bidding.

For example, if a $200 order is recorded as $20, Google may bid less aggressively for similar conversion opportunities as the sale appears less valuable. Over time, that can push the budget away from products and audiences that are generating revenue.

### Your bidding strategy matches your campaign goal

Performance Max uses Smart Bidding to set a bid for each auction based on the result you want. If your priority is getting more conversions, Maximize Conversions or Target CPA can focus bidding on conversion volume. If some conversions are worth more than others, [Google Shopping bidding strategies](https://www.channable.com/blog/bidding-strategies) such as Maximize Conversion Value or Target ROAS can prioritize conversion value instead.

[Google recommends](https://support.google.com/google-ads/answer/15099424) at least 15 conversions in the past 30 days when using value-based bidding, since lower volumes make performance data less reliable. 
![The factors you need to consider before choosing a Smart Bidding method to set a bid for each auction based on the result you want: more orders or more revenue or profit](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmun69wi520rq07w2fxzsrzl1)

### You need automation to manage a large product catalog

A retailer with 40,000 SKUs across multiple brands can’t realistically create and manage granular product groups or individual bids for every item. PPC automation for Performance Max campaigns reduces that manual work by managing bidding and ad delivery across the catalog.

For smaller catalogs, that level of automation may be less useful. If you only manage a few hundred products and want more control over product groups and bids, Standard Shopping can give you that flexibility.

💡 Managing a large catalog in Performance Max? Our [Google Shopping campaign structure guide](https://www.channable.com/blog/campaign-structure) shows you how to split products into separate campaigns based on margin, category, or performance so you can control budgets accurately. 

### You want to reach customers across more Google channels

Performance Max makes sense when you want to reach customers beyond Search and Shopping. A single campaign can also place ads across YouTube, Discover, Gmail, Maps, and the Display Network.

That broader reach gives you more chances to connect with customers before they are ready to search for a product directly. Someone might first see your ad on YouTube, come across the product again on Discover, then return through Search or Shopping when they are ready to buy.

## How Display placements can damage your brand

With PPC automation for Performance Max campaigns, you set the campaign structure, but you don’t manually approve every website or app before Google displays your ad.

This means your ads can appear on unrelated mobile apps or pages with content that doesn’t fit your brand.

### Low-quality placements can put your brand in the wrong context

A Display ad sits alongside whatever someone is already reading or using. Across the [Google Display Network](https://www.channable.com/blog/google-display-network-quick-guide), that could be a news site, niche blog, or mobile app. Google also provides placement and content-suitability exclusions because not every website, app, or piece of content will be suitable for every brand.

For example, if you sell $1,500 designer sofas, your creative assets might look polished, but appearing on an ad-heavy clickbait site filled with misleading headlines sends a very different message. The placement feels disconnected from a premium product and can undermine the positioning you have built across the rest of your digital advertising.

### Click fraud and invalid traffic can waste ad spend

Not every click on a Display ad comes from a real potential customer. It could be a bot generating repeated clicks or a publisher trying to increase ad revenue. Google uses the broader term invalid traffic for this activity, which also includes accidental and duplicate clicks.

So if your ad placements attract invalid traffic, your campaign can record clicks that never had a realistic chance of converting. That can make performance look better than it is and, when poor-quality traffic isn’t filtered out, it can distort performance data and waste budget that could have gone toward potential customers.

### Common risky ad placements to watch out for

Even with audience signals and campaign targeting in place, Performance Max can still place ads across a wide range of Display inventory. Some placements deserve more scrutiny than others:

* **Mobile games and apps:** Ads can sit close to navigation buttons or gameplay controls, so users may tap them by mistake. Those clicks can increase traffic without bringing in people who intended to visit your site.

* **Kids’ apps:** These placements can be poor matches for brands selling products aimed at adults or specialist buyers. A premium sofa ad inside a children’s game may generate impressions, but it is unlikely to reach someone ready to buy.

* **Ad-heavy and clickbait websites:** Some sites are designed to maximize page views and ad clicks rather than provide useful content. Your ad may be seen, but appearing beside sensational headlines or cluttered pages can make the brand feel less credible.

* **Unrelated websites:** Google may identify someone as a potential customer based on their browsing behavior, even when the page they’re currently visiting has nothing to do with your product. The audience may be relevant, but the placement itself can still feel completely out of context.

* **Brand-inappropriate content:** Content around controversial, misleading, or sensitive topics can make the ad feel misplaced and damage trust.

You can reduce some of these risks by tightening targeting and reviewing placements regularly. These [Google Display advertising best practices](https://www.channable.com/blog/google-display-ads-best-practices) show where to start.

### Risky placements can be difficult to spot in Performance Max

Google Ads gives you two different views of where your Performance Max ads are running:

* **Channel performance report:** Shows how channels like Display, Search, YouTube, Gmail, and Discover are performing. You can compare metrics like clicks, cost, conversions, and conversion value to see whether Display is contributing to results.

* **Performance Max placement report:** Shows the individual websites, apps, and YouTube placements where your ads appeared. It also shows how many impressions each placement received.

The limitation is that Google doesn’t provide full performance data for every individual placement. You might see that your ad appeared 8,000 times on a particular website, but not exactly how many clicks, conversions, or dollars spent came from that site.

## How Performance Max interacts with other Google Ads campaigns

If you already have Search, Standard Shopping, or other Performance Max campaigns in the same Google Ads account, Google decides which campaign is eligible to serve for each auction. In some cases, Search gets priority; in others, Ad Rank decides which campaign enters the auction.

### Performance Max and Standard Shopping use Ad Rank to decide which campaign serves

Performance Max and Standard Shopping follow the same auction rules. If both campaigns are eligible to show the same product, Google compares their Ad Rank and serves the campaign that ranks higher.

Ad Rank considers factors such as:

* Your bid
* Expected click-through rate
* Ad relevance
* Landing page experience
* The context of that specific auction

So a Standard Shopping campaign with a $2 bid doesn’t automatically beat a Performance Max campaign with a lower bid. 

### Exact-match Search keywords take priority over Performance Max

When someone searches for a term that is identical to an eligible exact-match keyword in one of your Search campaigns, Google prioritizes that Search campaign over Performance Max.

In simple terms:

* Your Search campaign targets [running shoes]
* Your Performance Max campaign can also serve for running shoes
* Someone searches “running shoes”
* Google prioritizes the Search campaign

However, phrases and broad-match keywords don’t get this same automatic priority. They can share priority with Performance Max search themes, with Ad Rank helping decide which ad serves when both remain equally eligible.

But there are exceptions.
![How exact-match search keywords are selected before PMax explained in three steps](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmun6dmr61z6707w4lgj0p99i)

### Performance Max can still serve when your Search campaign is not eligible

Having the right keyword in Search does not automatically mean that a campaign can enter every auction. Google still checks whether the campaign has enough budget, meets targeting requirements, and has eligible ads and landing pages.

For example:

* **Your Search campaign has run low on budget:** If the campaign has a limited budget, Google may stop showing your Search ad every time someone searches for that keyword. But if Performance Max still has a budget and can target that search, Google may show the Performance Max ad instead.

* **The keyword gets very little search traffic:** Google can temporarily stop a low-volume keyword from triggering ads. While that happens, Performance Max may still show for the same search.

* **Google has disapproved your ad or landing page:** A policy issue can stop the Search ad from running until you fix it. Performance Max may still be able to show another eligible ad.

* **Your Search campaign does not target that person:** Your campaign settings might exclude someone based on factors such as location. If Performance Max includes that user within its own targeting, it can still show an ad.

So if Performance Max picks up searches you expected Search to handle, check your Search campaign first. Budget limits, keyword status, disapprovals, or targeting settings may be keeping it out of the auction.
![The criteria on which search or PMax campaigns enter auctions](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmun6fn4z1z7h07w4emyztx6u)

### Multiple Performance Max campaigns do not bid against each other

If two Performance Max campaigns are both eligible to show an ad at the same time, Google doesn’t make them bid against each other. Instead, Google compares the campaigns first. Then, it chooses the one with the higher Ad Rank and sends only that campaign into the auction against other advertisers.

Running multiple Performance Max campaigns can still make sense when different parts of your catalog need separate:

* **Budgets:** For example, footwear and accessories may need different spend limits.

* **ROAS targets:** High-margin products may need a different return target than lower-margin products.

* **Markets:** Different countries may need their own budgets or targeting.

* **Business goals:** New products may need a different strategy from established bestsellers.

So if two Performance Max campaigns are doing the same job, combining them can give Google more data to work with and make performance easier to evaluate.

💡 Want more? We’ve done a detailed breakdown of the [pros and cons of Performance Max](https://www.channable.com/blog/pmax-pros-and-cons?utm_source=chatgpt.com), so you can see when its cross-channel reach is useful and when the lack of control creates problems.

## Take control of your Performance Max 

Even with PPC automation for Performance Max campaigns, you still have several ways to control where your ads appear, which searches can trigger them, and which pages receive traffic.

* **Check your Performance Max placement reports:** Review the websites, apps, and YouTube placements where your ads appeared. Look for anything that feels unrelated to your audience, low quality, or out of place for your brand. 

* **Exclude specific websites and apps:** Once you spot a placement you don’t want, add it to your exclusions. This stops Google from showing your ads there again and gives you a simple way to clean up poor-quality inventory over time.

* **Adjust content suitability settings:** You can also control the types of content your ads appear beside. Use these settings to avoid sensitive, controversial, or otherwise unsuitable content that does not match how you want your brand to be presented.

* **Add negative keywords:** Check which searches are triggering your ads. If you keep appearing for terms that are unrelated to what you sell, add them as negative keywords so you stop paying for that traffic.

* **Use brand exclusions:** Decide whether Performance Max should show for searches involving your own brand or other brands. Exclusions can help when branded traffic is better handled by a separate Search campaign or does not fit the goal of the PMax campaign.

* **Exclude unwanted URLs:** Performance Max can send traffic to different pages on your site when Final URL expansion is enabled. Exclude pages such as careers, support, or discontinued product pages if you do not want ad spend sending visitors there.

## Make Performance Max work on your terms with Channable

Performance Max amplifies whatever you feed into it, making product feed quality an important part of campaign performance. Channable helps you structure, enrich, and segment your product data before it reaches Google.

With Channable, you can create custom labels that separate high performers from new arrivals, apply rules to fix missing GTINs or incomplete titles, and automatically update product data as your catalog changes. A well-structured feed gives you a stronger foundation for segmenting products and steering your Performance Max strategy.

Channable's PPC tool connects your Google Ads performance data with product-level insights, so you can see which items drive results and adjust your feed structure without manually exporting reports. For Google Ads specifically, Channable automates campaign creation, bid management, and product segmentation directly from your feed.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/signup">Try Channable for free</a></p></center>


Explore in depth guides that break down complex topics into actionable insights. Our guides deliver step-by-step, expert tips, and educational resources to help you optimize performance, solve problems faster, and make smarter decisions.

Guides | Channable Blog

How Performance Max Display placements are hurting your performance (and your brand)

If you think of peak season as a Black Friday sprint and a four-day weekend, you could be tanking your profitability and missing the chance to capture demand.

**Success depends on the work you do in the months before**, not last-minute adjustments made in November. This guide provides five actionable strategies to prepare your catalog and bidding for maximizing Google Shopping performance during peak season.

## Key takeaways

- **Early peak season preparation is crucial** for resolving catalog issues within your Google Merchant Center account and optimizing your product data feed *before* ad spend intensifies.
- **High-quality product feeds are essential for visibility** across Google Search, the Shopping tab, and Google Images.
- **Successful strategies require segmenting your catalog** based on return on ad spend and prioritizing products that drive quality website traffic.
- Whether managing a Performance Max campaign, search ads, or legacy Smart Shopping campaigns, **cleaning up missing attributes in your Google Merchant Center feed is vital.**
- A Google Ads expert knows that **leveraging marketing data effectively, combined with an optimized Google Shopping feed strategy**, can help you optimize your outcomes.
-To help you navigate the complexities of the upcoming season, we've broken down the most pressing challenges into a Q&A format.

## 1. How can you wake up "Zombie" products before peak CPCs arrive?

Peak season is a bad time to discover that some of your products have never generated enough data to compete effectively.

Google's latest Black Friday research shows that 78% of shoppers had already considered their most expensive Black Friday purchase before the sales even started, with 32% considering it more than two months in advance. Google Search data also shows retail ad clicks in the pre-season period up 13% year over year.

In other words, the opportunity to build visibility and capture demand starts well before Black Friday itself. If products enter Cyber Week without meaningful historical Google Shopping performance data, you may find it difficult to scale them efficiently when demand peaks. Smart Bidding strategies rely on conversion signals to make informed decisions, so products without sufficient data can struggle to gain visibility at the exact moment when traffic becomes most expensive.

That's why one of the most important steps in **Google Shopping peak season preparation** is identifying your "*Zombie*" products early.

**Start auditing your catalog around six to eight weeks before Black Friday**. Look for products that have:

- Little or no impression volume
- Few or no clicks
- Limited conversion history
- Strong margins or commercial potential
- Seasonal relevance
- Competitive pricing but insufficient visibility

Zombies don't need to become your top performers immediately. This stage is about **giving potentially promising products enough exposure to start generating useful performance signals** before peak competition arrives.

💡 You can isolate Zombies in lower-risk testing campaigns. This allows you to determine which products deserve additional budget before CPCs begin climbing. 

Channable's **Labelizer** can automatically segment products according to their Google Shopping performance. Using the familiar Heroes, Sidekicks, Villains, and Zombies framework, retailers can quickly identify which products are driving results and which ones are receiving little or no traction. The Labelizer gives you a way to make product-level decisions before peak season forces you to make them under pressure.

💡 Don't wait until Black Friday to find out which products have no momentum. Use the weeks before peak season to identify, test, and prioritize the products that could become your next Heroes. 
## 2. How can you optimize your product feed for changing search behavior?

Getting products in front of shoppers is only part of the challenge. You also need to make sure Google and AI-powered discovery experiences, like [Google Shopping AI Mode](https://www.channable.com/blog/google-shopping-ai-mode), can understand exactly what you're selling.

Consumer discovery is changing quickly. According to Google, 39% of Black Friday shoppers used at least one AI tool in 2025, while 56% expect to use AI tools during Black Friday 2026. As shoppers increasingly use AI alongside traditional search to research and discover products, giving Google rich, accurate product information becomes even more important.

That shift makes product data even more important when trying to bring your products in front of the *right* shoppers.

A basic title containing only a product name or internal SKU gives Google very little context. Instead, consider structuring titles around the attributes shoppers are most likely to use when searching:

**[Brand] + [Gender/Category] + [Key Feature/Material] + [Color] + [Size]**

For example, rather than:

***Classic Sneaker 1024***

You might use a more descriptive structure such as:

***Brand Women's Leather Sneakers White Size 39***

The exact structure will depend on your category and search behavior, but the principle is the same: **use relevant product attributes to provide more context**.

Channable's [feed optimization](https://www.channable.com/blog/google-shopping-feed-optimization) capabilities allow advertisers to modify and enrich product data without changing the underlying information on their eCommerce site. With [Products AI,](https://www.channable.com/products/ai-product-listing) built around Google Shopping best practices and equipped with industry-specific templates and customizable prompts, you can automate product enrichment at scale.

That matters during peak season because large catalogs can contain thousands or hundreds of thousands of products. Manually rewriting titles for every product isn't realistic.

You can instead establish rules and optimization workflows that make product data more useful for Shopping campaigns while keeping their master product data intact.

**💡** Better bidding cannot compensate for weak product data. Before peak season, make sure your titles and attributes clearly communicate what each product is, who it is for, and which features matter to shoppers. 

## 3. How can you prioritize the right products when competition increases?

One of the easiest mistakes to make during peak season is letting products with very different performance compete for the same budget.

They don't.

Some products consistently generate strong returns, while others consume clicks without converting. Others may simply not have received enough traffic yet to prove their potential.

This is especially true when advertising costs skyrocket during peak season.

Experian reports that **66% of marketers expect to spend more during peak season, while only 22% of consumers plan to increase their budgets**. When advertiser demand rises faster than consumer spending, competition for profitable conversions becomes even more intense. With every click costing more, making sure your budget goes towards the products with the strongest potential becomes even more important.

### Why isn't one campaign structure enough for every product?

Products can behave very differently, even when you're working towards the same ROAS target. Some consistently drive strong returns, while others consume clicks without converting or receive too little traffic to prove their potential.

Instead of changing your ROAS target for every product group, consider segmenting your catalog based on actual performance. This allows you to keep a consistent ROAS target while giving different types of products the right opportunity and budget to perform.

Channable's [Labelizer](https://www.channable.com/products/labelizer-google-ads) can help you identify products that are consuming budget without delivering sufficient returns.

For example, **Villains can be separated from stronger-performing products so they don't consume budget that could otherwise go towards your Heroes**, while Zombies can be given their own opportunity to collect traffic and prove their potential.

You can then push Labelizer labels to your Google Ads account through a Supplemental Source and adjust their treatment accordingly.

Whether you are managing standard Shopping campaigns or [Google Shopping Ads](https://www.channable.com/blog/google-shopping-ads) Performance Max, the foundation for success remains the same: high-quality product data and strategic segmentation. Ensuring your feed is optimized allows both campaign types to make smarter bidding decisions, ensuring your budget is focused on the most profitable products as competition intensifies.

This approach allows you to pursue growth where it makes economic sense while protecting your overall contribution margin.

**💡** Peak season is not the time for one-size-fits-all bidding. Segment your products by profitability and performance, then align your bidding strategy with the economics of each group. 

## 4. How can price competitiveness affect Google Shopping performance?

Imagine a shopper searching for a product and comparing five retailers offering essentially the same item.

If your price is significantly higher than the alternatives, **increasing your bid won't solve the problem.** You may win the impression, but the shopper can still opt for a competitor once they compare prices.

**Price competitiveness therefore needs to be part of your peak-season optimization strategy.** This is especially true now that shoppers are increasingly comfortable comparing offers across devices and channels.

### What should retailers monitor?

During peak season, monitor your prices against key competitors regularly rather than assuming your pricing position will remain stable.

To understand why a product that previously performed well is suddenly less efficient, look for products where:

- Your price is significantly above the market
- Competitors have introduced discounts
- Your product has lost a previous price advantage
- Shipping or other additional costs make your offer less attractive
- Conversion rates decline while traffic remains stable

Channable's [Price Benchmark](https://helpcenter.channable.com/css/price-benchmark-data/use-price-benchmark-labels-in-google-ads) provides visibility into relative pricing so retailers can understand where their products sit in the market. That information can then feed into product prioritization.

For example, if a product is no longer price competitive, you may decide to reduce its bids temporarily, shift budget toward more competitive products, or re-label it for a different campaign strategy.

The important point is that **bidding decisions shouldn't happen in isolation from the market**. A product can have excellent historical performance and still become less attractive to shoppers if competitors suddenly undercut its price.

**💡** Don't optimize Shopping campaigns based solely on your own historical data. During peak season, combine performance data with price intelligence to understand whether your products remain competitive. 

## 5. How using a CSS Partner helps you reduce Shopping costs during peak season

By November, advertisers compete for some of the year's most valuable Shopping traffic.

- More retailers enter auctions.
- More products are promoted.
- More shoppers are ready to buy.

The result can be higher CPCs and greater margin pressure.

Comparison Shopping Services (CSS) allow retailers to run Shopping ads on Google through a CSS provider other than Google's own comparison shopping service.

When you use Google's own CSS, Google deducts a margin of around 20% from your bid before it enters the ad auction. With an independent CSS provider such as Channable CSS, that margin is not deducted, meaning more of your bid can enter the auction — giving you up to 25% more bidding power.

During Peak Season, when competition and CPCs tend to increase, this advantage can help you compete more effectively without necessarily increasing your bids, making your existing advertising budget work harder.

### How should you use the CSS savings?

The opportunity goes beyond simply reducing costs. Depending on your bidding strategy, the CSS advantage can help you compete more effectively with the same bids or create room to reduce costs while maintaining competitiveness. You can use that additional efficiency to:

- Protect contribution margins
- Maintain competitiveness during expensive auction periods
- Create more room to invest in high-potential products
- Support growth without simply increasing your bids
- Offset some of the impact of rising peak-season CPCs

And the CSS advantage becomes even more valuable when combined with smarter product prioritization. Rather than simply spending more, you can use tools like Labelizer to focus your advertising budget on the products with the strongest potential.

Combined with Products AI, price benchmarking, and campaign controls, CSS becomes part of a broader Google Shopping performance strategy rather than just a **way to improve auction efficiency**.

💡 A [CSS Partner](https://www.channable.com/blog/google-shopping-css-partners) can provide an additional cost advantage that helps you preserve margin while continuing to compete for valuable Shopping traffic.
With [Channable CSS Pro](https://www.channable.com/blog/channable-css-pro-for-google-shopping-performance), that advantage is combined with a complete Google Shopping optimization suite, helping you improve product data, prioritize products based on performance, and understand your price competitiveness — all in one place.

## 6. How should you prepare your Google Shopping campaigns before Black Friday?

Peak season performance is ultimately determined by **how many of the right decisions you make before competition peaks.**

A useful preparation checklist includes:

**6–8 weeks before peak**

- Audit your entire product catalog.
- Identify dormant or underexposed products.
- Find potential Heroes, identify Villains, and promising Zombies.
- Check product titles and attributes.
- Review feed errors and disapprovals.
- Analyze product margins and historical performance.
- Start testing products that may need more conversion data.

**4–6 weeks before peak**

- Refine your product segmentation.
- Create [campaign structures](https://www.channable.com/blog/campaign-structure) around meaningful product groups.
- [Optimize titles](https://www.channable.com/blog/google-shopping-title-optimization-best-practices) and feed attributes.
- Start monitoring price competitiveness.
- Identify products that are eating up budget without sufficient returns.

**2–4 weeks before peak**

- Confirm that Merchant Center data is accurate and up to date.
- Review inventory availability.
- Check pricing and promotions.
- Validate campaign and feed changes.
- Identify products that should receive additional budget during peak.

**During peak season**

- Monitor profitability, not just revenue.
- Watch CPC and conversion-rate changes.
- Track price competitiveness.
- Protect budgets for proven Heroes.
- Avoid allowing poor-performing products to consume disproportionate spend.
- Adjust product priorities as demand changes.

## What does a complete Google Shopping performance strategy look like?

The strongest peak-season strategies connect multiple areas of optimization:

- Your product feed affects how products are discovered.
- Your product segmentation determines where you invest.
- Your bidding strategy determines how aggressively you compete.
- Your price position influences whether shoppers convert.
- Your CSS setup can affect the cost of participating in those Shopping auctions.

Channable brings together [feed optimization](https://www.channable.com/blog/feed-optimization), product prioritization, campaign optimization, and price intelligence to help advertisers manage these different parts of the Shopping ecosystem from one place.

For retailers, agencies, and performance marketers managing large catalogs, that unified approach can make it easier to:

- Identify opportunities
- React to changes
- Protect profitability

**Ready to prepare your Google Shopping campaigns for peak season?**

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/products/css">Learn more about Channable CSS</a></p></center>

## Sources

- Deloitte
- NRF
- Experian
- Talkdesk
- Mastercard
- Adobe
- BCG

Peak Season 2026 Q&A: Maximize Your Google Shopping Performance

Google Shopping feed setup: Building the foundation for scalable campaigns

If your products are disapproved in Google Merchant Center, they won't show in Shopping ads or free listings.

That means no impressions, no clicks, and no sales until you address the issue.

The fix depends on why your products were disapproved. This guide walks you through the most common causes of Google Merchant Center disapproved products, how to resolve them, and how to stop them from happening again.

## Key takeaways

- Disapprovals happen at the item level or the account level. The fixes are different
- Most issues come from price mismatches, missing identifiers, image problems, or policy violations
- Fixing a disapproval means correcting the feed and, in some cases, the landing page too
- Prevention is mostly about keeping your feed data fresh, validated, and complete before it reaches Google

## What disapproved means in Google Merchant Center

A disapproved product is one that Google has reviewed and decided can't be shown. It's removed from [Google Shopping ads](https://www.channable.com/blog/google-shopping-ads) and free listings until the issue is resolved and Google reapproves it.

### Item-level disapprovals vs. account-level enforcement

Item-level Merchant Center disapprovals happen when a specific product has a data issue, and only that product is affected. For example, the wrong price or missing the global trade item number (GTIN). All you need to do is fix the data, request a review, and you're back to selling.

Account-level enforcement is a different situation. If Google detects repeated policy violations or a pattern of misleading data, it can suspend your entire Merchant Center account. This affects every product you sell and takes significantly longer to resolve.

### Warnings, preemptive item disapproval (PID), and suspensions: what's the difference?

Most account-level enforcements start with a warning consisting of an email and a Diagnostics flag, giving you time to fix the issue before anything goes dark. Your ads keep running while the clock is ticking.

If the problem is a price or availability mismatch, Google may issue a preemptive item disapproval (PID) instead. That means only the affected products get pulled, not your whole account. Everything else stays live.

Suspension is the last step. It kicks in if you don't fix things in time, or if the violation is serious enough to skip the warning entirely — things like selling prohibited products, hiding fees, or running a misleading return policy. At that point, your full catalog stops showing, and you'll need to go through a formal appeal to get reinstated.

## How to find your disapproved products in the Merchant Center

To find your Google Merchant Center errors, follow these steps:

- Go to Google Merchant Center and open the Products tab
- Filter by Status: Disapproved to see all affected items
- Click into a product to see the specific disapproval reason and a link to the relevant 


![Viewing products with the Disapproved status in Google Merchant Center.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqsbq7i14bxv07w9j1v4mu16)
- For bulk issues, export the product report or use the Diagnostics tab for an overview by issue type

Once you know what you're dealing with, fixing it is usually straightforward. Here are the seven most common reasons products get disapproved and how to solve each.

## 7 Common reasons for disapproval and how to fix them

The majority of Google Merchant Center errors trace back to the same handful of issues. These include feed data that doesn't match your online store, missing product attributes, images that fall short of Google's requirements, or content that runs into policy restrictions. Once you know which issue you're dealing with, the path forward is usually clear.

### 1. Price or availability mismatch (feed vs. landing page)

This is one of the most common disapproval reasons. If the price in your feed doesn't match what's shown on the product page, Google will flag it as a preemptive item disapproval.

Things worth knowing:

- Out-of-stock products still need to show a price on the landing page
- If you sell in bulk quantities or with a minimum order, the feed price should reflect the total cost of the minimum purchasable amount, and that same figure should be visible on the page

**Fix:** Update your product feed to reflect the current price on the landing page. If you run frequent promotions, make sure your feed refreshes often enough to stay in sync.

[Product feed tools like Channable](https://www.channable.com/products/product-feed-management-tool) let you automate feed updates so the price in your feed always matches your webshop.
![Three colorful toy cameras in pink, yellow, and blue connected by lines to a product feed table showing variant data for the SnapLoop Camera, which then flows through channel logos including Google and Meta.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqsc2sem4fzw06utcaclecag)
> 💡 Read this guide to learn more about what it takes to [create good-quality Google Shopping feeds](https://www.channable.com/blog/create-quality-google-shopping-feeds).

### 2. Structured data conflicts (feed vs. schema.org markup)

If your product pages use schema.org markup, Google cross-checks it against your feed. Conflicting price, availability, or other attributes between the two will get a product flagged.

This one catches a lot of eCommerce teams off guard because the schema markup is often auto-generated by a CMS plugin that nobody watches closely.

**Fix:** Check your landing pages for structured data and make sure it matches your product feed. If your CMS generates schema automatically, confirm it's pulling live product data rather than cached or default values.

### 3. Missing or invalid product identifiers

Google uses GTINs, MPNs, and brand names to match your products to search queries. Missing or incorrect identifiers reduce visibility and, in many categories, cause outright disapproval.

A few common mistakes:

- Submitting an incorrect GTIN (which will get the product disapproved)
- Leaving the brand field blank instead of omitting it properly
- Filling in placeholder values like "N/A" or "Does not exist" for the brand

If your product genuinely has no GTIN — custom items, bundles, or vintage goods — the right move is to set `identifier_exists` to `no` and still provide whatever identifiers you do have.

**Fix:** Submit only GTINs you're certain are correct. When in doubt, leave the field out rather than guessing. For bundles, use the main product's identifiers. For products without a brand, leave the field empty — don't fill it with a placeholder.

### 4. Image issues

Google's image requirements are stricter than most people expect, and enforcement is getting tighter. As of [January 2027](https://support.google.com/merchants/answer/7052112?hl=en), the minimum image size will increase to 500 x 500 pixels across all product categories.

Common reasons for disapproval: images that are too small, have watermarks or overlaid promotional text, placeholder images, generic product shots that don't accurately show what's being sold, and broken image URLs that return a 404.

**Fix:** Audit your image URLs for broken links and check all images meet the size requirements. Remove any watermarks or text overlays. Make sure Googlebot and Googlebot-image aren't blocked in your robots.txt from crawling your product pages and images — that's a surprisingly common cause of image load failures.

### 5. Missing apparel attributes (gender, size, color, age group)

For clothing and accessories, Google requires gender, size, color, and age group on top of the standard attributes. Missing any of these will result in the products being disapproved. This applies to both Shopping ads and free listings.

A few specifics:

- Color values must be text-based (not hex codes or numbers)
- If a product comes in multiple colors, list the primary one first
- Size should include all relevant dimensions in a single value — for example, "16/34 Tall" for a dress shirt
- For variants, each combination of size, color, and gender should be a separate item sharing the same `item_group_id`

**Fix:** With Channable, you can add the required attributes for all applicable products. If your source data is missing values, use the Mapping step to link existing fields and Rules to enrich or fill gaps before the feed goes out.
![Diagram showing Channable's IFTHEN rule logic, illustrating how feed rules can automatically filter out products with missing or zero prices.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmqsc5air4gdx07uosdtrqb84)
### 6. Policy violations and restricted product categories

Some product categories have eligibility requirements (alcohol, healthcare products, certain supplements), and others are outright prohibited. But Merchant Center disapprovals in this category aren't always about what you're selling. They can also come from how you're presenting the products. Promotional text in the title or description, all-caps formatting, or misleading product information can all trigger a policy flag.

**Fix:** Review [Google's Shopping policies](https://support.google.com/merchants/answer/6149970?hl=en) for your specific category and region. If you're selling restricted products, confirm you meet the eligibility criteria before submitting.

On the feed side, keep titles and descriptions factual and clean — no promotional language, no gimmicky formatting, and no information that isn't directly about the product.

### 7. Requesting a product review after fixing issues

Fixing the underlying issue doesn't automatically get your product back. Google doesn't recheck products on its own after you update your feed — you need to request a review.

**Fix:** In the Merchant Center, go to your affected product, confirm the issue is resolved, and request review. Item-level reviews typically take 1–3 business days.

Account-level suspensions take longer and require a formal appeal through the Merchant Center. Don't submit multiple appeals for the same issue — it doesn't speed things up and can actually slow your process down.

> 💡 If you're a Channable user connecting to Google Merchant Center for the first time, read this guide on the [10 most common Google Shopping errors](https://www.channable.com/blog/10-common-errors-channable-users-connecting-google-shopping) and how to fix them.

## How Channable helps you stay on top of disapprovals

Having read about all these potential issues, you may be feeling a little overwhelmed. Most Google Merchant Center disapproved products are avoidable with the right setup.

With Channable, the Rules step lets you clean and [optimize your Google Shopping feed](https://www.channable.com/integrations/google-shopping) data before it goes live. Fill missing attributes, normalize values, fix formatting issues — all automatically, so your feed stays compliant without manual work every time something changes.

The Quality step catches what rules don't, such as empty fields, invalid identifiers, and non-unique IDs. It shows you exactly how many products are affected before that information reaches Google.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/signup">Give Channable a try for free</a></p></center>


Google Merchant Center disapproved products: 7 causes and fixes

How to optimize Google Merchant Center for maximum performance

**Google Shopping sale price annotations, price drop badges, and Merchant Center Promotions** all showcase discounts to shoppers. These **Google Shopping promotions** work differently and get displayed with different frequencies, but they **compete for the same ad real estate**. Most teams don't coordinate them, which can **create disapprovals, data conflicts, and wasted budget**.

This guide covers how each mechanism works and how to orchestrate all three without creating data chaos.

## Key takeaways

- **Google tracks pricing history automatically for price drop badges.** Over a 60-day window, Google monitors your stability; if a significant drop occurs, price drop annotations for Google Shopping may appear as an automatic feature. You cannot manually trigger or disable this.
- **Google Shopping annotations for sales require a specific full price history.** In most regions, the product must have been sold at the base price for 30 of the past 200 days. A sale badge for sale price Google Shopping ads only displays if the discounted price represents a reduction greater than 5% and less than 90%, and is reflected accurately in your product data.
- **Visibility across ads and free listings is limited to one annotation at a time.** Google prioritizes the feature most likely to boost click-through rates. To avoid conflicts on the shopping tab, do not overlap feed-based sales with manual Google promotions for the same items.
- **Manage your Merchant Center account proactively for seasonal events.** Promotions appearing in the promotions tab require manual review. Submit these 2-3 days early to ensure approval before the holiday season peak, especially if they involve a minimum purchase amount or minimum order value.
- **Leverage trust signals like star ratings.** Beyond pricing, product ratings, seller ratings, and business identity annotations (like "Small Business") significantly impact trust. These work alongside paid shopping ads to convert shoppers looking for social proof.

## Understanding Price Drop, Sale Price Annotations, and Promotions in Google Shopping ads

To successfully run **[Google Shopping](https://support.google.com/google-ads/answer/2454022?hl=en) promotions, you will be working with** three promotional mechanisms:

- **Price drop annotations**
- **Sale price annotations**
- **Merchant Center Promotions**

Here's what each one does.

| | **How it's triggered** | **Best for** |
| --- | --- | --- |
| **Price drop annotations** | Automatically determined by Google based on price history | Highlighting a significant price reduction after a relatively stable price |
| **Sale price annotations** | Submit [sale_price] alongside [price] | Showing a temporary discounted price against the regular price |
| **Merchant Center Promotions** | Create a promotion in Merchant Center or submit promotion data | Special offers such as percentage/amount discounts, promo codes, tiered discounts, etc. |

### What are price drop annotations?

Google automatically applies price drop badges when it detects a significant price decrease compared to the average price from the past 60 days.

This works well if your pricing is stable and promotions are rare.  If you're constantly [adjusting prices for seasonality](https://www.channable.com/blog/eCommerce-planning), inventory, or competitive reasons, these badges appear sporadically and lag behind your actual strategy.

Unlike the other two mechanisms, **price drop annotations cannot be disabled as they're fully automatic**.

- **Best for**: Stable pricing with infrequent promotions
- **Operational requirements**: No manual setup required; Google automatically determines eligibility based on a significant price drop from a relatively stable historical price.
- **Pro tip**: Monitor which products trigger price drop badges in Merchant Center (Products > All products > Filter > Has price drop badge). If volatile pricing is creating unwanted badges, adjust your baseline pricing or use sale price annotations instead to control the narrative.

### What are Google Shopping sale price annotations?

Google Shopping sale price annotations enable you to decide which products appear as "on sale" and when. For this promotional mechanism, you have to **provide both a regular price and sale price in your product feed** to explicitly communicate promotional pricing to Google. Google ultimately determines whether the sale price annotation appears.

Although sale price annotations come with added control over what badges your campaigns display, they also add **an operational cost,** as your team must continuously manage pricing data.

- **Best for**: Temporary price reductions where you want to show shoppers the difference between the regular price and the discounted price.
- **Operational requirements**: Keep your regular price, sale price, and landing page pricing accurate and synchronized. Use [sale_price_effective_date] when you want to schedule the sale period.
- **Pro tip**: Make sure your regular [price] reflects a genuine base price and that both the regular and sale prices match the information shown on your product landing page. Meeting the eligibility requirements does not guarantee that the annotation will appear, as Google determines when to display it.

💡 A sale should only last 30 days or less; otherwise Google may treat the lower price as the new standard and stop displaying the 'Sale' annotation. To keep the label active, rotate your sales by restoring the original price in between. Eligibility requirements vary by country

### What are Google Merchant Center Promotions?

Google Merchant Center Promotions are promotional offers managed through Merchant Center with explicit product applicability, duration rules, and optional promotion codes. They **can appear alongside your product information to highlight special offers**.

For teams running multiple concurrent promotions, this structure **helps manage different offers and their conditions**. While this remains true for lean teams, it also introduces **additional operational overhead**.

- **Best for**: High-velocity promotions (weekly flash sales, inventory clearance, seasonal events)
- **Operational requirements**: Setup and ongoing management to ensure promotion details remain accurate
- **Pro tip**: Set explicit duration rules to prevent accidental overlap. Make sure promotion dates and conditions accurately match the offers available on your website.

💡 If a product is eligible for multiple annotations (e.g., price drop, sale, or promotion), Google will only show one badge at a time, based on what it predicts will perform best.

## Google's Requirements and Guidelines for Eligibility

Price drop badges, sale price annotations, and Merchant Center Promotions all **work on different timelines and have different eligibility or review processes.**

If you do not know these requirements, you will either waste time on promotions that never display, or create data conflicts that tank your Google Shopping campaign performance.

### Price drop badges

For Google to show a price drop badge, the price decrease must be significant compared to your recent pricing history.

**Eligibility criteria:**

- **Price comparison window:** If you change the price to be lower than the average price you listed in the past 60 days, Google may automatically show a price drop badge.
- **Significant drop from stable price:** The badge is designed to show only when there has been a significant drop from a fairly stable price. Minor or frequent price fluctuations may affect eligibility.

💡 Even when a product qualifies, **the badge may not appear in every impression**. Google decides what to show based on predicted performance. **Price drop annotations cannot be disabled** as they appear automatically when Google detects the conditions are met.

### Sale Price Annotations

Sale price annotations have stricter requirements because Google wants to prevent merchants from inflating prices artificially to show fake discounts.

**Requirements vary by region:**

**United States:**

- The sale price must be lower than the base price
- The discount must be greater than 5% and less than 90%
- The base price must have been charged for either:

1. 5 days within the past 30 days (do not need to be consecutive), OR
2. 15 days within the past 200 days (do not need to be consecutive)

- Both prices must be displayed clearly on your landing page

**Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Korea, Netherlands, Spain, United Kingdom:**

- The sale price must be lower than the base price
- The discount must be greater than 5% and less than 90%
- The base price must have been valid for 30 days within the past 200 days (do not need to be consecutive)
- Both prices must be displayed clearly on your landing page

### Merchant Promotions

Merchant Center Promotions require manual setup and Google review, so timing and compliance matter.

- **Redeemable at checkout:** The promotion must be redeemable at checkout or point of purchase. It cannot require unspecified additional steps or conditions.
- **Duration limit:** Promotions must expire within 6 months (183 days) of the start date.
- **Clear promotion details:** Your promotion titles must be specific, easy to understand, and accurately describe the offer. Avoid vague terms like "Big Sale" or generic text. If the promotion requires a minimum purchase, state it in the title.
- **Valid offer on website:** The promotion must work exactly as described. If it requires a coupon code, the code must apply correctly at checkout. If it is an automatic discount, it must show in the cart as soon as conditions are met.
- **Compliance with policies:** All promotions must comply with Google's Editorial requirements and Promotions policies.

💡 **Your promotion goes through Policy review and SKU review before it can show on Google**. This process typically takes 12-24 hours from the promotion's effective start time (when it becomes active on your site).

## Best Practices for Google Shopping Price Annotations and Promotions: Quick checklist

The difference between a promotion that displays correctly and one that [gets disapproved](https://www.channable.com/blog/google-merchant-center-disapproved-products), doesn't display as expected, or contains inaccurate pricing data comes down to execution details.

Here's a checklist to help you avoid common mistakes, like mismatched pricing, forgotten end dates, regional rule violations, and poor [feed optimization](https://www.channable.com/blog/feed-optimization).

### Before you launch any promotion

- **Validate regional availability and target country rules.** Requirements for price history differ globally. Ensure your **inventory data** and **regional availability** settings are optimized to prevent disapprovals when scaling across borders.
- **Match website price to product data.** Mismatches between your **discounted price** in the feed and the price on the landing page will trigger immediate account warnings. Regularly crawl your site to ensure parity during high-velocity changes.
- **Map your promotional calendar.** Use a spreadsheet to track every active promotion, its end date, and which products it covers. This prevents accidental overlaps when multiple teams manage promotions.

### During the promotion

- **Monitor base price compliance for sales.** If a product qualifies for a sale price annotation, the base price must stay active in your feed. Do not remove the price attribute when the sale starts; keep both attributes submitted.
- **Use explicit duration windows.** Set start and end dates (not open-ended). For Merchant Center Promotions, submit 2-3 days before the planned start to allow time for Google's 12-24 hour review window.
- **Test one promo type at a time if new.** If you have never used Merchant Center Promotions before, create one promotion, monitor approval, and check how it displays before scaling.
- **Rotate sales after 30 days.** If a sale price annotation runs for longer than 30 days, Google may stop showing the badge and treat the lower price as your new standard. To keep the annotation active, restore the original price between promotions.

### After the promotion ends

- **Remove sale_price and sale_price_effective_date from your feed when they're no longer applicable.** Do not leave old sale prices in your data source. They create stale pricing data that confuses your team during audits and margin calculations.
- **End promotions that are no longer valid.** You can end a live promotion in Merchant Center if you need to terminate it before its scheduled end date. Promotions with an end date will expire automatically when that date is reached.
- **Check for lingering price drop badges.** After a promotion ends, monitor which products still show price drop badges. If a product drops price again soon after a sale ends, it may trigger unwanted badges. Adjust your baseline pricing if needed.

### Google Shopping operational hygiene

- **Use custom labels to tag promoted products.** Label products as "promo-active," "seasonal-sale," or "clearance" in your feed. Link these labels to your ad campaigns so you can measure promotion performance separately.
- **Create a promotion approval checklist.** Promotional title is specific (not "Big Sale"), discount is greater than 5% and less than 90%, minimum purchase requirements are stated in title, coupon code works at checkout, website displays both prices (or promotion terms).
- **Check the Diagnostics tab regularly.** Use Merchant Center's Diagnostics tab to catch product-level errors that block promotions from showing. Address mapping issues before they disapprove your promotion.
- **Document regional differences.** If you sell in the US and Europe, remember that the US requires only 15 days of base price history in the past 200 days (vs. 30 days elsewhere). Create separate workflows for each region to help ensure your products meet the applicable requirements.

## Get more from your Google Shopping campaigns with Channable

Effectively running price drop badges, sale price annotations, and Merchant Center Promotions takes more than knowing the rules. It takes [clean feed data](https://www.channable.com/blog/feed-setup), the right products in the right promotions, and pricing that's actually competitive before you discount it further.

This is where Channable CSS Pro fits into your workflow:

- [Products AI](https://helpcenter.channable.com/css/productsai) helps you optimize titles, descriptions, and other relevant Shopping attributes at scale, using AI built around Google's Shopping best practices. This helps improve product data quality and relevance across your catalog.
- **Labelizer** analyzes performance daily and groups your catalog into Heroes, Sidekicks, Villains, Zombies, and 0 Zombies, based on clicks and ROAS. Use this to decide where a sale price actually drives return, and where you're better off pausing spend instead of discounting a product that isn't performing. 
- When automatic labels don't capture your full strategy, **Manual Product Tagging** lets you group products by campaign, season, or promotion type, giving you control over exactly which products appear in which Merchant Center Promotions.
- Before you set a new price, **Price Benchmark** shows how your current price compares to the market. If you're already priced competitively, a discount might not move the needle. If you're priced above the benchmark, that's where a promotion can actually shift performance.

Coordinating these three promotional mechanisms is manageable once your feed data, product segmentation, and [pricing strategy](https://www.channable.com/success-stories/050media-success-story-repricer) work together instead of in isolation. Channable CSS Pro is a complete Google Shopping optimization suite that brings together tools that can help you optimize these different areas of your Shopping strategy.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/signup?solution=css">Sign up for CSS Pro</a></p></center>

Price drop, sale price annotations & Promotions in Google Shopping ads

Google says AI Mode has surpassed [1 billion](https://blog.google/products-and-platforms/products/search/search-io-2026/) monthly users. That scale means AI-driven search is now a major product discovery channel in Google conversational commerce.

But discovery in AI Mode works differently. People search with longer, more detailed queries instead of simple keywords. Standard feeds, built for keyword matching, are not suitable for this evolved form of search. That's why Google introduced conversational attributes in the Merchant Center. These fields help AI systems understand product context that standard feed data cannot provide.

In this article, we explain what Google conversational attributes are and why they matter now. We also look at how retailers can add rich product context at scale without creating manual work.

## Key takeaways

- Google's new attributes help customers discover information through detailed, natural-language searches, supporting the shift toward conversational commerce.

- The six fields include item group title, variant option, and popularity rank. Together, they capture product-specific nuances that standard feed data may miss.

- These attributes support agentic commerce while enhancing traditional search experiences. They give Google more context about product relationships, variations, and demand.

- Retailers can add the fields to an existing feed. This does not affect product approvals or disrupt current Google Shopping campaigns.

- Channable gives you a smarter way to generate, review, and publish product content at scale, supporting easy discovery across AI-powered shopping platforms.

## What Google conversational attributes are and why they exist

Google conversational attributes are optional product data fields in Merchant Center that describe how a product is used, who it is for, and common questions about it. They help Google's AI experiences, like AI Mode and Gemini, match products to natural-language queries.

> Shoppers are moving away from rigid keyword searches. Instead, they are turning to natural, conversational searches in Gemini and AI Mode in Search.
>
> 

— Amy Bateson, Senior Product Marketing Manager at Channable

For example, you can add a short Q&A entry such as "Is this stroller suitable for newborns?", product highlights like "designed for wide feet" or "best for daily 5k runs on concrete," and links to manuals or sizing guides.

These fields give Google's AI the extra context that standard Shopping attributes can't provide on their own, so your products can be matched to detailed, full-sentence questions.

## The 6 Google conversational attributes explained

As Google leans further into conversational and agentic shopping, it needs product data that reflects how people talk and ask questions about what they want to buy.

Standard titles and descriptions are not enough for that.

> Google's new conversational attributes allow you to convey deep, descriptive information about your products and variants.
>
> 

— Amy Bateson, Senior Product Marketing Manager at Channable

To close this gap, Google has added six conversational attributes in Merchant Center that map to the main ways shoppers describe and compare products.

These six attributes cover:

1. Questions
2. Deeper documentation
3. Related items
4. Group variants
5. Different versions of the same product
6. Popularity

Let's break down each attribute in detail, with examples.

### 1. question_and_answer: Answer what shoppers actually ask

Google's question_and_answer attribute lets you pre-load FAQs directly into your product feed in the exact format AI needs for conversational shopping.

You add plain-language question-answer pairs like:

**Q1:** Does this have a headphone jack?

**A1:** This version doesn't have a headphone jack.

This way Google's AI can respond instantly when shoppers ask the same thing in AI Mode or Gemini.

Under Google's conversational attributes specifications, you can submit up to 30 Q&A pairs per product, with up to 1,000 characters for each question and each answer, which is usually enough to cover sizing, compatibility, care, and basic "is this right for me?" concerns.

[Google recommends](https://support.google.com/merchants/answer/17085211?hl=en-IE) basing these on what people ask in reviews, support tickets, and on-site FAQs. It explicitly warns against duplicating information that already lives in description, product_highlight, or product_detail fields.

### 2. document_link: Give AI a richer product source to read

The document_link attribute lets you add links to product PDFs, such as user manuals, assembly guides, spec sheets, or sizing charts. It sits inside your Google Merchant Center attributes as part of the new conversational attributes group.

This field is primarily intended for AI-driven experiences like AI Mode in search. Each URL must point to a publicly accessible PDF that Google can crawl, and that contains product-specific information shoppers use to judge fit, safety, or compatibility.

### 3. related_product: Help AI make smart connections

The related_product attribute tells Google exactly how one product in your catalog relates to another. You use it to mark accessories, required parts, substitutes, and often bought with items. That way, conversational agents on AI Mode can support complete conversational shopping journeys.

Under the hood, this conversational attributes Merchant Center field has three specific sub-attributes:

- Relationship_type
- Identifier_type
- Identifier

You submit all three for each related item, and you can repeat related_product multiple times if a product has several accessories or substitutes.

related_product is one of the most useful Google Merchant Center attributes for conversational commerce optimization. It teaches Google's AI which products belong together in a bundle, which add-ons are required, and which alternatives make sense to suggest.

### 4. item_group_title: Group variants so AI can navigate them

item_group_title gives the whole variant family a single, shared product name in your conversational attributes setup.

[Google recommends](https://support.google.com/merchants/answer/17085146?hl=en) using it together with item_group_id, so AI-driven surfaces like AI Mode can first understand "this is one product with variants" and then use the variant titles and variant_option values to drill into the exact choice.

item_group_title is the family name (example: "Organic cotton men's T-shirt") and the individual title is the specific SKU (example: "Organic cotton men's T-shirt, navy, size L").

That structure makes conversational agents' jobs easier. They can present the group once, keep the Google Merchant Center attributes for each variant clean, and help shoppers navigate color, size, or spec differences.

### 5. variant_option: Describe the specific choice clearly

variant_option describes what makes one variant different from another in a format that works for both conversational AI and traditional search experiences. It sits alongside item_group_title and item_group_id as one of the newer data attributes in Merchant Center for handling complex item groups in a more conversational way.

You use variant_option with item_group_title and item_group_id to spell out the specific attribute name and value for each variant, like "memory: 16 GB" vs. "memory: 32 GB," or "blade type: fine" vs. "blade type: coarse." That extra structure helps AI tools such as Gemini understand which single variant the shopper is asking about.

Google treats variant_option as optional, but only for products that actually come in variants. If a product belongs to a variant family, you use variant_option to define the property that identifies that exact choice, using the required sub-attributes name and value.

### 6. popularity_rank: Signal what's trending

popularity_rank tells Google how popular a product is within your own catalog. You assign a number between 0 and 100 (with up to one decimal place, no percent sign) that reflects how well this product is selling compared with your other SKUs, where a higher value means stronger performance.

[Google calls](https://support.google.com/merchants/answer/17085297?hl=en) this a completely optional conversational attribute. Google also suggests using it to highlight your latest bestsellers and give shoppers a clearer signal of what is trending.

When you update popularity_rank regularly from your sales data, you give AI-driven experiences a simple, trustworthy way to prioritize high-demand products. You can do this without changing bids, prices, or product descriptions.

## Why populating these attributes manually doesn't scale

Populating six conversational attributes across a full catalog means creating and maintaining new fields for Q&A, documentation, relationships, variants, and popularity for every SKU. At a few thousand SKUs, doing that manually leads to inconsistent data.

### The math problem: 6 fields x thousands of SKUs

You now have six new fields that Google expects you to maintain for every eligible SKU. Even at one minute per field, that is six minutes per product. On a 10,000-SKU catalog, you are already at 60,000 minutes of work, roughly 1,000 hours, before you touch updates, new launches, or seasonal changes.

Most mid-to-large retailers run much larger catalogs. Many also sell into multiple markets. That means tens or hundreds of thousands of potential entries to keep in sync with real product detail, stock, and performance data.

### What happens when merchants skip Google conversational attributes

Skipping Google conversational attributes doesn't break your Merchant Center setup, but it limits how well you can compete in AI shopping:

- **You lose conversational visibility.** AI models pull directly from fields like question_and_answer and related_product when answering natural-language queries. If those fields are empty, your products are less likely to be recommended for intent-led questions.

- **You get no warning that anything is wrong.** These attributes are completely optional in the Merchant Center. Your products stay approved, your Google Ads campaigns keep running, and there are no error flags. You just miss out on AI-driven discovery without any explicit signal.

- **You give up control of the AI narrative.** Without document_link and pre-written Q&A, the AI engine falls back to whatever it can crawl from your site and other sources. That means you have less control over how a virtual agent summarizes your product or compares you to alternatives.

- **You miss AI performance insight.** Merchant Center's AI-focused reporting features can only work with the data you provide. If conversational attributes are blank, you lose the chance to see how AI-driven shopping is discovering and using your catalog.

## How to set up Google conversational attributes with Channable

With a [product feed management tool like Channable](https://www.channable.com/products/product-feed-management-tool), conversational attributes become part of your standard Google Merchant Center workflow.

Here's how to use [conversational attributes](https://product-updates.channable.com/conversational-attributes-for-google-feed) to configure all the fields, generate content efficiently, and choose the right feed setup for your catalog using Channable.

### Channable's Google feed template already supports all 6 attributes

In Channable, conversational attributes live in the same place as the rest of your Google Shopping data: the Mapping step of your Google feed.

Once you've created or opened a Google Shopping feed under Channels, go to **Feeds**, open your Google Shopping feed, click on **Mapping**, and you will see Google's channel fields ready to be matched to your internal project fields.

To use conversational attributes, you simply create or reuse internal fields in your project (for example "qa_materials" or "manual_url") and then select those fields in the internal field dropdown next to the relevant Google attribute in the Mapping tab.

Channable will send those values through to Merchant Center with every feed run.

### Use AI Text Generation to populate them at scale

Once your conversational attributes are mapped in the Google feed, you can use [AI Text Generation](https://www.channable.com/products/ai-product-listing/product-content-generator) to create conversational attributes, including question_and_answer content, richer variant details, or other supporting text fields in bulk, based on the product data you already import.
![Channable's AI Text Generation helps you create conversational attributes, including question_and_answer content, richer variant details, or other supporting text fields in bulk.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmsecu33j9sxr07w55kpi7vjd)
You connect your Gemini or OpenAI account, choose which internal fields the AI should read from, and pick a separate field where the generated text should be saved so you never overwrite your original data. Then you filter the items you want to work on, refine your prompt with a handful of previews, and generate texts for the full selection once you are happy with the output.

> You don't have to write a single line of data manually. You can use our built-in AI text generation solution to automatically create optimized conversational data for your entire catalog.
>
> 

— Amy Bateson, Senior Product Marketing Manager at Channable

Every generated value can be reviewed, edited, or regenerated before you approve it, and only approved values will be used in your feed mapping. That way, you can scale conversational attributes across your catalog while controlling token costs, quality, and tone, turning AI into a structured part of your feed workflow.

### Primary feed or supplemental feed: which to use

Google lets you send conversational attributes through either your primary feed or a supplemental data source. And it notes "supplemental" as the recommended option for most setups.

These attributes are optional, so adding them will not change the approval status of your existing products or disrupt your current campaigns.

In Channable, the workflow is the same in both cases. You generate and approve conversational content in **Optimize**, store it in dedicated project fields, and then map those fields into whichever feed structure you choose.

If your priority is simplicity and a single source of truth, we recommend that you add conversational attributes to your primary Google Shopping feed so everything lives in one managed flow.

If you want a low-risk testing path or need separation from your core [product data](https://www.channable.com/blog/product-data-quality-standards-ecommerce), use a supplemental feed instead and layer the conversational fields on top of your existing primary feed.

## Use Channable to surface your products in AI-powered search

As Google moves further into conversational and agentic shopping, retailers need product data that can answer detailed questions. Conversational attributes give Google the product-specific context it needs to match detailed questions and improve your AI visibility across AI-powered shopping experiences such as Gemini and AI Mode.

Channable helps your brand adapt to AI-powered shopping without rebuilding or disrupting your existing Google Shopping setup.

With Channable, you can add all six conversational attributes directly to your Google [feed setup](https://www.channable.com/blog/feed-optimization), using either a primary or supplemental feed. Channable's AI Text Generation then uses your existing product data to create the required conversational content at scale, which you can review before publishing.

Channable optimizes your catalog for discovery in Gemini and AI Mode without manually updating thousands of products or disrupting existing approvals and campaigns.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/demo">Book a demo</a></p></center>

Driving AI product discovery with Google conversational attributes

Google Ads keyword optimization problems are easy to miss because, on the surface, everything looks fine. Clicks are coming in, impressions are up, CTR is holding steady. But underneath that, match types haven't been touched in months, search terms are piling up unreviewed, and ad groups have grown into a bit of a mess.

This guide covers the **seven most common keyword management problems**, what causes them, why they're easy to miss, and how to fix them before they damage your ad success.

## Key Takeaways

- Most Google Ads keyword optimization problems come from a handful of recurring, fixable mistakes, not bad luck or low budgets
- Google Ads keyword issues, like ad group bloat and keyword duplication, compound over time if left unchecked
- The Search Terms Report is the fastest lever for recovering wasted spend
- Negative keywords are your primary defense against irrelevant traffic and need continuous maintenance to stay effective
- At scale, good keyword management requires infrastructure, as manual processes break down with catalog size and campaign complexity growth
- Google Ads keyword management is an ongoing process

## Why Google Ads Keyword Optimization Issues Are So Easy to Miss

On the surface, your Google Ads campaigns appear to be working. Clicks are coming in, impressions are growing, and your CTR looks healthy. From a dashboard perspective, your campaigns might seem successful. That's exactly why Google Ads keyword optimization issues are so easy to miss, even for experienced digital marketers.

Luckily, there are software solutions that can help. For example, [Channable's PPC tool](https://www.channable.com/products/ppc-tool) can surface these blind spots automatically by syncing your product feed data with your campaign structure, making it easier to spot where ad spend and actual inventory intent no longer match.
![Channable's PPC tool syncs your product feed data with your campaign structure, making it easier to spot where ad spend and inventory intent no longer match.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmp4gbqks1wy306w3p7jkbgxl)
Let's go through the **seven most common keyword management problems for eCommerce brands** and ways to fix them, so your spend is optimized for intent, keyword opportunities aren't missed, and budget isn't wasted on the wrong traffic.

## 1. Broad Match Without a Solid Negative Keyword Foundation

Broad match keywords can be one of the most common keyword mistakes in Google Ads and one of the fastest ways to lose control of your budget.

The main advantage of broad match is that Google uses additional signals beyond the keyword itself, such as user intent, past search behavior, and contextual data. This gives its [automated bidding](https://www.channable.com/blog/more-roi-for-your-ads-choosing-the-right-bidding-strategy) system more flexibility to find conversions you might not have explicitly targeted.

In theory, that sounds efficient. In practice, it can lead to **your ads showing for loosely related or low-intent searches.**

Without proper guardrails, broad match can quickly deplete your budget—especially for small to mid-sized eCommerce businesses where every click matters. Instead of reaching high-intent buyers, you may end up paying for traffic that was never likely to convert in the first place.

### How to Fix It

Build your campaigns using **exact match** and **phrase match** keywords first. This allows you to clearly define which searches you want to appear for and gather clean, high-intent data.

At the same time, begin **building a robust negative keyword list**. This is your primary defense against irrelevant traffic. Use your Search Terms Report to identify patterns in wasted spend, such as informational queries, unrelated products, or mismatched intent, and actively exclude them.

Once you have:

- A consistent flow of converting search terms
- A well-maintained negative keyword list
- Clear visibility into what "good traffic" looks like

For eCommerce advertisers managing large product catalogs, building guardrails manually across hundreds of ad groups isn't realistic. Channable lets you generate keyword lists and negative keywords dynamically from your product feed, so your match type strategy scales with your inventory rather than lagging behind it.



## 2. Neglecting the Search Terms Report

The Search Terms Report is one of the most useful tools for **understanding what's actually triggering your ads**, and one of the most commonly ignored. Even with the visibility Google provides, skipping it regularly creates a significant blind spot in your campaigns, allowing irrelevant and low-intent queries to slip through, consume budget, and inflate CPAs.

It's worth noting that since September 2020, [Google has offered limited visibility in the Search Terms Report](https://support.google.com/google-ads/answer/2472708?hl=en-GB&visit_id=639128875779080475-2167774646&rd=1), only showing search queries that reached a *significant number of users*. In practice, this means a large portion of actual search data never gets directly surfaced.

This is especially common with broad match keywords, where ads can appear for loosely related searches unless actively filtered.

### How to Fix It

Start by implementing **weekly audits of the report**. Even with incomplete data, consistent review helps you identify recurring irrelevant patterns and opportunities for refinement.

To make search analysis more effective, you can:

- **Group search terms by recurring root words** to spot patterns in both wasted spend and converting traffic
- **Focus first on search terms driving the highest spend** with little or no return, as these have the biggest immediate impact on efficiency
- Where possible, **apply campaign-level negative keywords** to block irrelevant traffic more aggressively — these often take precedence over shared lists, making them a powerful lever for control
- **Pay special attention to search terms that appear under the "None" or unclassified category** — these are often new, uncaptured queries that can quietly drain budget if left unchecked

## 3. Lack of Ongoing Negative Keyword Management

Many advertisers add a few obvious keywords to exclude when launching a campaign and then move on. But **search behavior evolves** constantly, and without continuous refinement, **irrelevant queries inevitably creep back in**.

At first, the impact is subtle. Campaigns still generate traffic, conversions may still come in, and nothing appears critically broken. But underneath the surface, **inefficiencies start to build**.

Irrelevant searches, low-intent queries, and mismatched audiences **slowly take up more of your budget**. And because the decline is gradual, it's often misattributed to seasonality, competition, or the platform itself.

### How to Fix It

The solution is to **treat negative keywords as a continuous optimization loop**, not a static list.

Start by reviewing your Search Terms Report regularly and **actively adding new negatives based on real data**. Look for patterns in irrelevant traffic—informational searches, job seekers, competitor queries, or mismatched product categories.

Group negatives strategically:

- **Use campaign-level negatives** to block broad categories of irrelevant traffic
- **Use ad group-level negatives** to improve targeting precision within campaigns

Build and maintain shared negative keyword lists for recurring themes (e.g., "free," "jobs," "DIY") so you don't have to start from scratch each time.

As your account grows, *consistency* becomes more important than *intensity*. Small, regular updates to your negative keyword lists will have a far greater impact than occasional large cleanups.

## 4. Stuffing Too Many Keywords Into One Ad Group

It's common, especially in growing accounts, to keep [adding new keywords](https://www.channable.com/blog/optimize-ppc-keyword-research) into existing ad groups instead of creating new, tightly themed ones. On paper, keyword stuffing looks efficient. But in reality, it **makes your campaigns harder to control and less effective** over time, as each ad group is meant to represent a **clear intent cluster**.

Your keywords, ad copy, and landing page should all align around a specific theme. But when you stuff too many loosely related keywords into one ad group without understanding search intent, that alignment disappears.

As a result:

- Your ads become too generic to speak to any specific query
- Your Quality Score can drop due to lower relevance
- Click-through rates and conversion rates start to decline

Instead of delivering the right message to the right search, you end up with **diluted messaging that tries to cover too much and resonates with no one**.

### How to Fix It

Start by **breaking down large, cluttered ad groups into tightly themed clusters**. Each ad group should **focus on a specific product, category, or search intent**.

A good rule of thumb: **if your keywords require different messaging, they don't belong in the same ad group**. From there, you can:

- Write highly relevant ad copy that directly reflects the keywords in that group. Techniques like [dynamic keyword insertion](https://www.channable.com/blog/final-url-keyword-level-dynamic-keyword-insertion) can help your ads automatically reflect the exact terms people searched for, reinforcing relevance at the keyword level.
- Align each ad group with the most appropriate landing page
- Use exact and phrase match keywords to maintain tighter control over queries

You don't need to go to extremes like single keyword ad groups, but **you do need a clear structure**.

This is where feed-based campaign generation becomes valuable. Rather than manually organizing ad groups around product themes, [Channable's Google Ads tool](https://www.channable.com/products/ppc-tool/google-ads) structures campaigns directly from your product data — each category, subcategory, or attribute naturally becomes its own tightly themed group.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/signup">Try for free</a></p></center>
![Channable's Google Ads tool structures campaigns directly from your product data.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmp4gep1p1wza06w3feq9tb24)
## 5. Chasing High-Volume Keywords Without Checking Intent

It's easy to assume that more searches mean more potential customers. So advertisers and digital marketers naturally gravitate toward high-volume keywords, expecting them to drive the most impact.

**But volume doesn't equal intent.**

Many high search volume keywords are informational, exploratory, or too broad to convert. They attract visitors who are still researching, comparing options, or simply looking for answers — **not ready to buy.**

For example, a keyword like "running shoes" might generate massive traffic, but it includes everything from casual browsing to early-stage research. Meanwhile, a lower-volume keyword like "buy women's trail running shoes size 38" signals much stronger purchase intent.

When you prioritize volume over intent, you end up **paying for visibility instead of results**. This can lead to:

- High traffic but low conversion rates
- Increased cost per acquisition (CPA)
- Misleading performance signals that make campaigns look active, but ineffective

Over time, this creates the illusion that your campaigns are working when in reality, **they're attracting the wrong audience**.

### How to Fix It

Shift your focus from *how many* people search to *why* they search.

Start by prioritizing valuable keywords with clear commercial or transactional intent. Look for modifiers like:

- "buy"
- "price"
- "best"
- "near me"
- Specific product attributes (size, model, brand)

Use your Search Terms Report to **identify which queries are converting**, and expand on those patterns instead of chasing generic, high-volume terms.

Segment your campaigns by intent stage where possible:

- Separate informational keywords into their own campaigns with adjusted bids
- Allocate more budget to high-intent, bottom-of-funnel queries

Also, **don't ignore long-tail keywords**. While they individually have lower volume, they often deliver higher conversion rates and more efficient spend when combined at scale.

For eCommerce brands with large catalogs, long-tail keywords at scale are nearly impossible to manage manually. Channable generates intent-specific keywords automatically from product attributes — think brand, model, size, and color — so your campaigns capture high-converting, specific searches without requiring you to write every keyword by hand.

## 6. Setting Match Types and Never Revisiting Them

When campaigns are first built, advertisers typically choose between exact, phrase, and broad match based on their keyword strategy at the time. But as performance data comes in, search behavior evolves, and campaigns scale, **those initial choices can become outdated**.

If not addressed over time, this leads to:

- Keywords that are too restrictive, limiting reach and missing valuable traffic
- Keywords that are too loose, bringing in irrelevant queries and wasting spend
- Missed opportunities to refine targeting based on real performance data

This is especially important as Google continues to evolve how match types behave. The gap between them has narrowed, and **relying on outdated assumptions can hurt performance**.

### How to Fix It

Treat match types as dynamic levers, not fixed settings.

Start by regularly reviewing keyword performance and asking a simple question: is this keyword too narrow, too broad, or just right?

Based on performance:

- **Promote high-performing search terms into exact match keywords** to gain more control and protect efficiency
- **Use phrase match to balance control and reach**, especially for proven keyword themes
- **Test broad match cautiously**, only when supported by a strong negative keyword list and sufficient data

Look for signals in your Search Terms Report:

- If a keyword is triggering too many irrelevant queries, tighten the match type
- If you're missing valuable variations, expand into phrase or test broad

**The goal is continuous refinement.** As your campaigns evolve, your match types should evolve with them, helping you balance reach, relevance, and efficiency over time.

## 7. Keyword Duplication Across Campaigns

Keyword duplication is one of the most common and most overlooked structural issues in Google Ads accounts.

It happens when the same (or very similar) **keywords exist across multiple campaigns or ad groups without a clear strategy**. This often occurs as accounts scale, new campaigns are added, or different teams work on the same account over time.

Instead of controlling which campaign serves for a given query, you leave it up to Google's ad rank system to decide. This leads to:

- Internal competition that can drive up CPCs
- Inconsistent messaging across similar searches
- Difficulty understanding which campaign is actually responsible for performance

In some cases, duplication can also block higher-priority campaigns from serving, especially if lower-funnel and upper-funnel keywords overlap without proper exclusions.

The result is a lack of control and wasted budget.

### How to Fix It

The key is to **introduce clear structure and prioritization**. Start by auditing your account for duplicate keywords across campaigns and ad groups. **Look for overlaps** in match types, close variants, and similar intent keywords.

Then, define a clear campaign hierarchy:

- Separate campaigns by intent (e.g., brand vs. non-brand, generic vs. high-intent)
- Assign specific keyword ownership to each campaign

Use negative keywords strategically to enforce this structure:

- Add brand terms as negatives in non-brand campaigns
- Exclude lower-intent queries from high-intent campaigns

If you're using multiple match types, consider a match type prioritization setup (e.g., exact match taking precedence over phrase and broad) to maintain control over which keywords trigger ads.

Finally, keep your structure maintainable. When campaigns are built programmatically from a product feed, duplication is far easier to control — each product or category gets its own defined place in the hierarchy from the start, rather than accumulating overlap organically as the account grows.

## The Google Ads Keyword Management Routine That Prevents Budget Waste

Most of the problems with keyword optimization in Google Ads don't appear overnight. They build gradually, as small inefficiencies compound into wasted spend, declining performance, and unclear results.

The difference between accounts that scale efficiently and those that stall often comes down to one thing: routine.

For teams managing dozens of campaigns or thousands of SKUs, maintaining that routine manually becomes the bottleneck. Channable automates the structural layer — campaign creation, keyword generation, and feed-to-ad alignment — so your weekly and monthly audits focus on strategic decisions.

<center><p style="text-align: center;"><a style="display: inline-block; padding: 12px 24px; border: 0; border-radius: 3px; font-weight: bold; letter-spacing: .0625em; text-transform: uppercase; background: #e54692; color: #fff; text-decoration: none;" href="https://www.channable.com/signup">Try for free</a></p></center>


Top 7 Google Ads keyword optimization issues: Where most ad budgets get wasted

Your bidding strategy controls how much you pay per click, but it also decides which products get seen, how quickly your campaigns improve, and whether you can scale without your costs spiraling.

Most Google Shopping specialists pick a bidding strategy based on what sounds best or what Google recommends. But the right bidding strategy depends on three readiness factors: 
1. Conversion volume
2. Campaign structure
3. Feed quality

In this chapter, we look at how Google’s automated bidding works in practice, when manual bidding still makes sense, and how factors like return on ad spend, historical data, and conversion volume determine whether Smart Bidding strategies will drive more conversions.
## Key Takeaways 
- Bidding strategy effectiveness depends on account readiness. Conversion volume, campaign structure, and feed quality determine which strategies will work.
- Manual CPC gives you control when testing or generating fewer than 15 conversions per month. Target ROAS and Maximize Conversion Value work once you have 30+ conversions and stable performance data.
- Google Shopping bidding works differently from Search campaigns because you bid on product groups, not keywords, and Google controls which searches display your products based on feed data.
- Bidding strategies can't fix poor feed quality, flat campaign structure, or uncompetitive pricing. These upstream issues must be resolved before any bidding strategy can perform effectively.
[![Replace banner.webp](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmojx799voy9a07w3kw6adul0)](https://www.channable.com/next-level-ecommerce)
## What Google Shopping bidding strategies actually control


> I treat automation like a powerful intern: great at execution, risky without guardrails. As accounts grow, I keep control where it matters most: measurement integrity, product priorities (margin/stock), and query shaping; all while letting automation handle bidding and real-time auctions once the inputs are clean.

— [Sam Barreto](https://samktg.com/), Freelance Performance Marketing Specialist

Your bidding strategy controls how much you're willing to pay for a click. That sounds simple, but that single decision determines three things that shape your entire campaign performance.
![Three-step visual showing how Google evaluates ad relevance and displays the best-performing ads in search results using automated bidding.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmljw0ujijw5c07upr1y1d64z)
*Source: [Google](https://support.google.com/google-ads/answer/142918?hl=en)*
### 1. Bidding controls which auctions you can enter
[Google runs an auction](https://support.google.com/google-ads/answer/142918?hl=en) every time someone searches for a product. Your bid needs to be high enough to qualify. If your maximum cost per click (CPC) is $0.50 and the minimum effective bid to enter that auction is closer to $0.75, your product does not enter the auction and won’t appear in the Shopping ad results for that search. Manual bidding locks you into one bid per product group, so either the ad group is underbid for valuable searches or overbid for low-intent ones.
### 2. Bidding controls where your ads appear
Once you are in the auction, your bid level influences how competitive you are against other advertisers. Higher bids increase the chances of showing in the most prominent Shopping positions, closer to the top of the results. Lower bids push your Shopping ads further down the page or into less visible placements.
### 3. controls how your budget gets distributed across products
Your campaign has a daily budget. Your bidding strategy decides which products and product groups consume that budget first. If everything shares the same bid, your bestsellers and low performers compete on equal terms. If you set higher bids for certain product groups, those groups will claim a larger share of impressions and clicks.
## Google Shopping bidding vs. Search bidding: Key differences
Google Shopping bidding works differently from Search campaign bidding, even though both run on the same platform and compete in Google auctions. 

**In Shopping campaigns, you bid on products. Google decides which searches trigger your products based on your feed data, like titles, descriptions, categories, and attributes.** You set bids at the product group level, like "all athletic shoes" or "all products under $50." Google matches your products to searches automatically, and you have no direct control over which specific queries trigger which products.

**In Search campaigns, you bid on keywords.** You choose which search terms trigger your ads, write the ad copy yourself, and set bids at the keyword level. You decide that "running shoes" gets a $2 bid and "Nike running shoes" gets a $3 bid. Your control is direct and explicit.

Here’s a quick breakdown of the differences: 

|                        | **Search (Text Ads)** | **Google Shopping (Product Ads)** |
|------------------------|-----------------------|------------------------------------|
| **What you bid on** | Keywords and keyword groups. You set bids directly on the terms you want to show for. | Products and product groups. Your bidding strategy applies to items from your Merchant Center feed grouped inside a Shopping campaign. |
| **How targeting works** | Query must match a keyword you've added (plus match type, negatives, etc.). | Query is matched to product data: titles, descriptions, categories, attributes, and price. |
| **What “relevance” is based on** | Keyword ↔ query match, ad copy, and landing page. | Feed quality: product title, Google product category, product type, GTIN, availability, and price. |
| **How automated/Smart Bidding behaves** | Optimizes bidding at keyword level using conversion data per query. | Optimizes at the product/product-group level using conversion value and product performance, with auction-time bidding on each impression. |
| **Where ad spend flows** | Distributed across a finite list of keywords; easy to spot and pause poor performers. | Distributed across many SKUs; a few products can dominate budget if product groups are broad or poorly segmented. |
| **Main optimization levers** | Keyword list, match types, negatives, ad copy tests, and bidding strategy. | Feed optimization, product data, product group structure, custom labels first, then bidding strategy (manual or automated). |

## When Google Shopping bidding strategies work 
Bidding strategies only work when three conditions are met: 

- Data volume
- Feed quality
- Campaign structure

When those are in place, automated bidding strategies and Smart Bidding can use auction time bidding to adjust bids based on real patterns.
### Bidding needs enough data to make meaningful decisions
Bidding strategies make decisions based on historical performance data. Manual CPC uses the data you review in reports to adjust bids yourself. Automated bidding strategies, such as Target ROAS, use conversion data to predict which clicks will convert and automatically adjust bids within your Google Shopping campaigns.

**Google recommends at least 30 conversions in the past 30 days before switching to Target ROAS. If you're generating fewer than 15 conversions per month per campaign, automated bidding won't have enough data to learn effectively.** 



> Most of the time, the fix isn't a new bidding strategy but rather it's establishing clean measurement, a feed built for query matching, and a structure that concentrates data long enough to learn.

— Sam Barreto, Freelance Performance Marketing Specialist​

Manual CPC works better in low-data environments because you're making decisions based on judgment, not algorithms that need volume to function. You can test product groups, gather baseline performance data, and build conversion history before automating.

**Data fragmentation is just as bad as low volume.** If you split your catalog into 15 campaigns and each one only generates a few conversions per week, automated bidding struggles in every campaign. Your total conversion volume might be high, but it's scattered too thin for any single campaign to learn effectively. 
### Feed quality enables bidding performance
Feed quality affects bidding in three specific ways:

**1. Auction eligibility:** Products with missing required attributes don't enter auctions at all, so your bid is irrelevant. Products with vague titles or incorrect categories get matched to low-intent searches where even a great bid won't drive conversions. As covered in the Google Shopping Feed Optimization chapter, feed issues limit visibility before bidding even matters.

**2. Learning signal quality:** Automated bidding analyzes which products convert and adjusts bids accordingly. If your feed lumps together different products under vague titles, the algorithm can't distinguish between a high-margin bestseller and a low-margin clearance item. It treats them as one product type and optimizes toward blended performance instead of prioritizing winners.

**3. Matching accuracy:** Google matches your products to searches based on titles, descriptions, and attributes in your feed. If those fields are inconsistent, for example, "red," "Red," "brick red," and "bordeaux" all appearing for the same color, Google sees them as different signals. That confuses matching and makes it harder for bidding strategies to identify which product attributes drive conversions.
### Campaign structure supports bidding optimization
**Segmentation creates focus.** If you separate branded searches from generic searches, Target ROAS can bid aggressively on branded traffic where conversion rates are high and conservatively on generic traffic where intent is lower. If both are in one campaign, the algorithm finds a middle-ground bid that underperforms on both.

**The same applies to product segmentation. Mixing bestsellers, new launches, and clearance items in one campaign forces them to share the same daily budget and bidding strategy.** Automated bidding allocates spend based on predicted conversion value, but when products with wildly different margins compete in the same bucket, the algorithm can't separate strategic priorities from pure volume.

Using [PPC automation tools](https://www.channable.com/products/ppc-tool) helps maintain this alignment as your catalog grows. When new products are added, rules ensure they land in the right campaigns with appropriate bids, so your structure and bidding strategy stay synchronized without manual cleanup every week.

## How to choose a Google Shopping bidding strategy based on your account readiness
Google offers multiple bidding options for Standard Shopping campaigns, from Manual CPC to fully automated strategies like Maximize Conversion Value and Target ROAS. Each one solves different problems and requires different readiness conditions. 

Here's how to match your bidding strategy to your account's current state.
### Your Google Shopping account is new or has limited conversion data
When you're just starting or generating fewer than 15 conversions per month per campaign, automated bidding doesn't have enough data to optimize effectively. **Manual CPC is the right choice here.** 

You set maximum bids at the product group level and retain full control over how much you're willing to pay for each click. This gives you time to test different products, understand baseline performance, and build conversion history without relying on automation that isn't ready yet.

**Note:** Enhanced CPC (ECPC) used to be a middle option, allowing Google to adjust your manual bids up or down based on conversion likelihood. **However, as of March 2025, [ECPC is no longer available](https://support.google.com/google-ads/answer/11095984?hl=en) for Search and Display campaigns.** For Shopping campaigns still using it, the strategy functions as a semi-automated layer on top of manual bids, but it's being phased out in favor of fully automated Smart Bidding strategies.

### Your account has stable conversion volume and predictable performance
Once you're consistently generating 30+ conversions per month per campaign, your account has enough historical data for Smart Bidding algorithms to identify patterns and optimize bids at auction time.

**[Target ROAS](https://support.google.com/google-ads/answer/6268637?sjid=16424827802684526361-NC) is the most common choice here.** It optimizes for conversion value while maintaining a specific return on ad spend target. If you set a 400% Target ROAS, Google adjusts bids automatically to generate $4 in revenue for every $1 spent, using auction time signals like device, location, time of day, and user behavior to predict conversion likelihood.
![01_image.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmlthyhds1gey07w7nt4khajh)
Before changing your bidding strategy, compare your current performance with our [free Google Ads Benchmark Report](https://www.channable.com/google-ads-performance-benchmark) to see how your key metrics stack up against the wider ecommerce market.

**[Maximize Conversion Value](https://support.google.com/google-ads/answer/7684216?sjid=16424827802684526361-NC) is an alternative if your primary goal is revenue growth rather than hitting a specific efficiency target.** This strategy spends your entire daily budget to generate the maximum possible conversion value. It's more aggressive than Target ROAS and works well during growth phases when you have budget flexibility and want to scale revenue quickly.
![02_image.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmlthyhfz1hes07wb98vzvgrp)
### Your product catalog is large, fast-changing, or seasonal
Large catalogs with thousands of SKUs create a problem for manual bidding: you can't review and adjust bids for every product group daily. Fast-changing catalogs where prices, stock levels, and promotions shift constantly make manual management even harder because bid decisions become outdated within hours.

**Automated bidding handles scale better than manual management.** [Smart Bidding](https://support.google.com/google-ads/answer/7065882?hl=en) evaluates billions of signal combinations across device, location, time of day, browser, operating system, and more to set optimal bids for every auction. 

**Seasonal catalogs benefit from automation because Smart Bidding adapts to demand shifts without manual resets.** When demand spikes during holiday periods, the algorithm increases bids to capture high-intent traffic. When demand drops after the season ends, it reduces advertising spend to avoid wasting money on low-converting searches.
### Performance varies significantly across products or categories
When some products consistently drive strong ROAS while others barely convert, you need bidding strategies that can differentiate between them.

**Automated bidding with proper campaign segmentation solves this.** If you separate high-margin bestsellers into one campaign and clearance items into another, each campaign can use a different Target ROAS goal that matches its performance expectations. High-margin campaigns might target 500% ROAS, while clearance campaigns target 200% ROAS, and the algorithm optimizes each one independently.

[Performance segmentation tools](https://www.channable.com/products/channable-insights/segmentation) help identify which products belong in which campaigns based on historical data. Once segmentation is clear, automated bidding maintains that prioritization without manual bid reviews.
### Feed quality and campaign structure are already aligned
**Smart Bidding works most effectively when feed quality and structure are solid.** The algorithm uses your feed data to understand what you're selling and matches products to search results. 

**This is also when automation saves the most time. You set Target ROAS goals and let Smart Bidding handle auction time optimization.** You shift from tactical bid management to strategic oversight, monitoring ROAS trends, adjusting targets when business goals change, and testing new campaign structures.
### Automation is part of your scaling strategy
If your goal is to grow revenue without proportionally increasing the time spent managing campaigns, automated bidding is essential. 

Once set up, Smart Bidding handles bid optimization across your entire catalog without additional manual intervention. You can add 1,000 new products, and the algorithm incorporates them into bidding decisions automatically based on their performance and your campaign structure.
## How bidding strategies support automation at scale in Google Shopping
At scale, Google Bidding strategies determine whether you can grow your catalog, expand into new markets, and increase revenue without proportionally increasing the time your team spends managing campaigns.

Here’s how: 
- **Real-time bid adjustments across all products:** Smart Bidding makes decisions at the moment each auction happens using signals that change constantly. A shopper searching from mobile at 9 PM in a high-converting location gets a different bid than someone on desktop at 3 AM in a low-converting region. 
- **Automatic adaptation to catalog changes:** When you add new products to your feed, automated bidding incorporates them into optimization immediately based on their attributes, category, and early performance. 
- **Consistent optimization across campaigns:** If you're running separate campaigns for different markets or margin tiers, automated bidding optimizes each one independently toward its Target ROAS goal. You set targets once; the algorithm handles execution.
- **Budget allocation based on predicted value:** Automated bidding prioritizes advertising spend toward products and auctions most likely to generate conversion value. High-margin products in high-intent auctions get aggressive bids automatically. Underperforming products get reduced bids without manual intervention.
- **Reduced workload as catalog grows:** One Target ROAS setting scales across thousands of products without individual bid reviews. Manual bidding requires proportionally more time as your catalog expands.

**The only limitation is that automation amplifies what's already in place.** Campaign structure and feed quality determine whether automation scales performance or just scales problems.
## Turn your Google Shopping bidding strategy into a scalable system with Channable
Choosing the right bidding strategy is only half the work. The other half is maintaining consistent feed quality, a well-aligned campaign structure, and clean performance data as your catalog grows.

[Channable's PPC tool](https://www.channable.com/products/ppc-tool) builds and manages Shopping campaigns directly from your feed, so new products automatically route to the right campaigns based on rules you define once. [Performance Segmentation](https://www.channable.com/products/channable-insights/segmentation) through Channable Insights identifies which products justify higher bids by clustering them into Heroes, Potentials, Underperformers, and Invisibles based on actual performance. 

*When you scale into new markets or categories, Channable applies your optimization logic across the entire content ecosystem.*
## Up Next: Performance Max campaigns: How they fit into a scalable Shopping automation system
You've learned how to structure campaigns, set up feeds, optimize product data, and choose bidding strategies based on readiness. But there's another campaign type that changes how all of this works: Performance Max.

In the next chapter, we cover how Performance Max campaigns fit alongside Shopping campaigns, when they make sense given your account's readiness, and how to structure both campaign types so they complement each other rather than compete for the same conversions. 

Google Shopping bidding strategies: Choosing the right approach for scalable performance

Google Shopping feed optimization improves product data quality after your feed is approved and campaigns are running. At this stage, the question shifts from “Is my feed live?” to “Is my product data good enough to win the right auctions consistently?”

Feed quality determines three things: 
1. How often Google displays your products
2. How accurately they match what people search for
3. Whether your bidding strategy gets clear signals or conflicting noise

When titles are vague, attributes are incomplete, or data is inconsistent, you're losing visibility and teaching algorithms the wrong patterns.

In this chapter, we focus on evaluating and improving feed quality after setup. You'll learn how to assess whether your product data supports performance at scale, identify the gaps that hurt visibility without triggering errors, and apply quality principles that make feeds competitive as catalogs grow.
## Key Takeaways 
- Google Shopping feed optimization refines product data quality after setup to improve visibility, relevance, and bidding effectiveness without requiring campaign restructuring or Merchant Center reconfiguration.
- Google evaluates feed quality through data completeness, accuracy, and freshness. 


> Build for signal quality and product clarity before anything else. That means bulletproof measurement (accurate purchase value, deduplication, enhanced conversions where applicable), and a feed that's engineered for how people search with high-quality titles, complete attributes (GTIN, color, size, material, gender, age group), and a product_type/custom label system that reflects business priorities like margin, inventory depth, and seasonality.

— [Sam Barreto](https://samktg.com/), Freelance Performance Marketing Specialist

These factors determine eligibility and how confidently products match relevant search queries.
- Common quality issues like incomplete attributes, vague titles, incorrect identifiers, and category mismatches pass approval but limit performance by reducing algorithmic confidence and search relevance.
- Feed optimization supports automation by providing clean, structured data that improves Smart Bidding learning, enables automatic scaling, and allows real-time responses to catalog changes.

<a href="/theimpactcube" class="banner_click" id="impact_cube_2026">
  <img src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmruh89ln000g07w8r72zuhs2" alt="Agentic discovery">
</a>

## What Google Shopping feed optimization entail after setup
Google Shopping feed optimization refines the quality of product data that's already live and approved.

This means evaluating three areas continuously:
- **Attribute richness:** Are you providing enough context for Google to understand product differences and match them accurately to user intent?
- **Data clarity:** Do your titles, descriptions, and categories communicate consistently in ways that both algorithms and shoppers interpret the same way?
- **Signal quality:** Does your feed give automated bidding clean performance data, or are inconsistencies creating noise that slows learning?
## How Google evaluates feed quality in Google Shopping
Google uses three criteria to assess whether your product data is reliable enough to show confidently in search results: completeness, accuracy, and freshness. These factors determine how often your products appear and how well they match relevant search queries.
### Data completeness and required attributes
When Google scans your feed, it starts with a basic question: **Is there enough information here to display this product at all?**
To answer that, it checks for a core set of required attributes on every item. These  specific attributes tell Google what the product is, what users will see, and whether the offer is valid:
- Product ID
- Title and description
- Link and image link
- Price and availability
- Condition and brand


> If titles don't encode the attributes users actually search (brand + product + key variant + intent modifiers), you end up paying to ‘teach’ Google what the product is through spend, and you'll keep fighting query drift. Strong product_type hierarchy and meaningful custom labels (margin tiers, price bands, seasonality, hero products) unlock smarter segmentation later without rebuilding everything.

— Sam Barreto, Freelance Performance Marketing Specialist

Google also uses additional attributes to refine its understanding. Details like color, size, material, pattern, gender, age group, and a precise Google product category help its systems interpret who the product is for and when it is relevant.
### Data accuracy and consistency
Once Google sees enough attributes to understand a product, it asks a second question: **Does this data line up with what’s live on your site?**

For **accuracy**, Google compares your feed to your landing pages. It checks whether the price, currency, availability, and key product claims in the feed match what a user sees after the click. Repeated discrepancies lead to disapproval or reduced visibility because the system cannot be confident it is showing correct information.

**Consistency** is the structural side of the same problem. Google processes your feed as structured data, so it expects the same attribute to behave the same way across your catalog. 


> If CVR drops while traffic stays similar, it's often feed/query mismatch, pricing, availability, or landing page issues. Then I look at product-level variance: if the decline is concentrated in specific SKUs/categories, it's rarely ‘bidding’ but rather feed quality, stock, price, or product mix shifting.

— Sam Barreto, Freelance Performance Marketing Specialist

If colors, sizes, or materials are written in multiple formats or with conflicting values, Google doesn’t merge them into one neat concept. It sees them as different signals, which makes grouping, classification, and learning harder.
### Freshness and update frequency
Google expects your product data to track what’s happening on your site right now, especially for volatile attributes like price and availability. If your prices change daily but your feed only updates weekly, Google is repeatedly seeing outdated offers for the same product.

When that happens, Google starts to treat the feed as stale. Items with old prices, incorrect availability, or long periods without updates are more likely to be limited, disapproved, or shown less often because the system cannot trust that the offer is still valid for shoppers.


> Operationally, readiness to scale shows up when constraints are removed: feed health is clean (few disapprovals, strong attribute coverage), shipping/returns/pricing are competitive, and the account has enough conversion density to support the intended bid strategy (not necessarily huge volume but rather enough consistent signals per week). 

If the account can diagnose changes quickly and has a repeatable process for feed updates and testing, scaling becomes controlled rather than hopeful.

— Sam Barreto, Freelance Performance Marketing Specialist

[A feed management tool](https://www.channable.com/products/product-feed-management-tool) lets you automate updates so Google Merchant Center pulls the latest product data without manual uploads. Frequent updates also improve how quickly new products appear in Google Shopping campaigns and how fast discontinued items stop showing, reducing wasted ad spend on products you can no longer fulfill.
## 4 Google Shopping feed quality issues that limit performance
These are the issues that do not necessarily trigger disapproval, but still drag down impression share, click quality, and conversion rates. 


> You also see consistent query-product matching: high impression share on the right themes, a healthy distribution of search terms, and fewer ‘wasted’ impressions driven by irrelevant titles or poor categorization.

— Sam Barreto, Freelance Performance Marketing Specialist

### 1. Incomplete or inconsistent product data
Incomplete product data means optional attributes are missing, even though required fields are present,  so Google cannot match them confidently to high-intent searches.
Typical symptoms:
- Optional attributes such as **size, material, gender, age group, or capacity** are missing across large chunks of the catalog.
- The same attribute is expressed in **multiple ways**: “red,” “Red,” “brick red,” “bordeaux,” sitting side by side with no standard.
- Filters, labels, and custom segments in Google Ads feel **breakable** because the underlying data is messy.


> Next, I audit search term themes and listing groups: are we showing more on irrelevant queries, or did top queries lose coverage? If query quality degraded, look at titles, attributes, GTIN completeness, and category mapping.

— Sam Barreto, Freelance Performance Marketing Specialist

That means your product shows up less often for the **most specific, profitable queries**. Your “solid wood coffee table 48 inches” buyer never sees you because your tables only have a title and a price, while competitors expose dimensions, material, and style in a structured way.
### 2. Low-quality titles and descriptions
**Google relies on your [titles and descriptions](https://support.google.com/merchants/answer/9479464?hl=en) to decide which search queries your ads receive impressions for and how those ads are constructed in the results.** If those fields are vague, promotional, or poorly structured, you lose relevance before bids even matter.

Here are some common patterns:
Titles are stuffed with **generic claims** (“Premium Quality,” “Best Seller,” “Limited Time Offer”) instead of clear product information.
Every title follows the same rigid pattern that only works for **branded searches** and ignores how people search when they do not know the brand.
Descriptions repeat **brand slogans** instead of exposing attributes, use cases, or key differentiators.
In your reports, everything looks compliant, yet click-through rates stay low, search terms are noisy, and competing feeds with better titles consistently win the high-value traffic.
### 3. Missing or incorrect product identifiers
**Identifiers are shortcuts that tell Google, “this product is the same as that one in your catalog.”**
When GTINs, MPNs, and brand fields are missing or wrong, you lose that shortcut. A single wrong GTIN can:
- Attach your ad to the wrong product details in Google’s ecosystem, so users see specifications or reviews that do not match your landing page.
- Depress conversion rates on affected SKUs because shoppers feel misled or confused.
- Trigger throttling or reduced competitiveness once Google detects the mismatch.


> From a marketer’s perspective, this looks like a cluster of products that never scale, despite healthy demand and competitive bids, because Google can’t confidently resolve which item you are actually selling.

— Sam Barreto, Freelance Performance Marketing Specialist

### 4. Category mismatches and unclear taxonomy
When your product categories do not align with how Google structures the catalog or how shoppers browse, your ads lose relevance and competitiveness.
A common failure is selecting a broad or adjacent category during setup because it feels “close enough.” For example, assigning decorative throw pillows to a bedding category instead of a decor category. 
The impact shows up in performance:
- Your ads receive fewer impressions in the filtered views and query clusters where those products actually belong.
- Benchmarking and competitive metrics look skewed because your products are compared against the wrong set of items.
- Entire ranges underperform, even when the demand and pricing are strong.


> Teams often underestimate the impact of consolidating data early. A clean, scalable structure that keeps learning centralized (with labels and reporting layers) usually outperforms a complex web of campaigns. You can always split later once you've earned the right to segment.

— Sam Barreto, Freelance Performance Marketing Specialist

In practice, misaligned taxonomy keeps your products out of the most relevant Shopping contexts and hands that traffic to retailers who mapped their categories correctly.

For extra context, compare your performance with our [free Google Ads Benchmark Report](https://www.channable.com/google-ads-performance-benchmark) and see how your key metrics stack up against the wider ecommerce market.

## 3 Google Shopping feed optimization strategies for better visibility
Product titles, category selection, and image quality represent the highest-leverage improvements after your feed is live.
### Improve product titles and descriptions
Product titles are required for each product and serve as one of the most prominent parts of your ad or free listing. Google recommends using all 150 characters available. Put the most important details first, since users typically see only the first 70 or fewer characters, depending on screen size.

Effective titles clearly describe the product shown on your landing page. They distinguish between variants by adding specific details like color or size. For example, a product selling "Google T-Shirt, Red" needs both the descriptive title and the corresponding color attribute submitted separately. 

Avoid using capital letters for emphasis, foreign languages unless well understood, or extra white spaces that waste character limits. Product descriptions are required for all products, with Google recommending more than 200 characters and structured, well-formatted descriptions with bullet points and paragraphs.
### Use the right product categories and Google Shopping feed attributes
All products are automatically assigned a category from Google's product taxonomy. You can use this attribute to override Google's automatic categorization in specific cases. 

You must submit either the numeric ID or the full path of the product category as defined in Google's taxonomy, but not both. Being as specific as possible matters. An MP3 player charger should use "Electronics > Audio > Audio Accessories > MP3 Player Accessories" (ID: 232), not just "Electronics" (ID: 222).

Choose the category based on your product's main function. Even though an MP3 player might have other functions like a clock, its main function is as an MP3 player. So you would use "Electronics > Audio > Audio Players & Recorders > MP3 Players" (ID: 233).

For creating rich product description pages, Google recommends including more than five product details and as many as appropriate for each product. 
### Ensure images meet Google’s quality requirements
[Google requires](https://support.google.com/merchants/answer/6324350) a minimum image size of 100 x 100 pixels for non-apparel and 250 x 250 pixels for apparel. Images cannot exceed 64 megapixels or 16MB in file size. Google also recommends providing images at least 1500 x 1500 pixels. 

Images must accurately display the entire product, with minimal or no staging. You cannot use placeholders, generic graphics, illustrations, logos, or single-color squares unless the product falls into specific exempt categories like hardware, vehicles, or software. 

Promotional elements that cover the product get disapproved. This includes calls to action like "buy," price information, promotional text, watermarks, brand logos unless inherent to the product, or borders.

Google recommends that products occupy 75% to 90% of the image frame. So you should use solid white or transparent backgrounds in most cases. Each variant should have a unique image representing its distinguishing details. A green couch uses an image of the green couch, not the blue one. For apparel, show clothing worn by people without cropping the model's head or feet for full-body images.
## How feed optimization supports automation and scalability
Feed optimization determines whether automated bidding can learn effectively and whether your catalog can grow without constant manual fixes. 

- **Structured data for automated bidding**: Automated bidding strategies like Target ROAS and Maximize Conversion Value analyze product-level performance to predict conversions and adjust bids. Optimized feeds provide complete attributes, consistent formatting, and accurate categorization that allow bidding strategies to distinguish between different product types, margin tiers, and performance levels, then allocate budget accordingly.
- **Faster algorithm learning**: Smart Bidding requires conversion volume to optimize effectively, but feed quality determines how efficiently it uses that data. Optimized feeds with complete, consistently formatted attributes give algorithms structured inputs that reveal performance patterns faster, allowing the system to correlate specific product characteristics with conversion likelihood and shorten learning periods.
- **Automatic scaling without manual rework**: Optimized feeds apply consistent formatting, complete attributes, and accurate categories automatically through rules or structured imports. When you add new products, they inherit the same quality standards as existing items and enter campaigns ready to compete. The optimization work you do once applies to every product added afterward, allowing catalogs to expand without requiring individual product-level intervention.
- **Real-time response to catalog changes**: Campaigns adjust bids, pause out-of-stock items, or promote new arrivals automatically because the feed maintains quality standards through update cycles, letting automation respond to catalog changes without manual verification delays.
## How Channable helps teams optimize Google Shopping feeds at scale
As catalogs grow, maintaining attribute completeness, title formatting, and category accuracy manually becomes unsustainable. Channable's [Smart Attributes AI](https://www.channable.com/products/smart-attributes-ai) automatically generates missing product attributes like color, size, material, or brand, ensuring every product meets quality benchmarks without individual intervention. 

Plus, the [Dynamic Image Editor](https://www.channable.com/products/dynamic-image-editor) ensures product images comply with Google Shopping requirements and adapts creatives based on feed events, seasonality, or promotional rules. And with [Channable Insights](https://www.channable.com/products/channable-insights), you can monitor product-level performance visibility and identify which feed improvements drive results and prioritize optimization efforts accordingly.

When Google updates requirements, competitive standards shift, or business priorities change, Channable helps you adjust optimization logic centrally and apply changes across your entire catalog instantly.


Google Shopping feed optimization: How to improve feed quality after setup

Google Shopping campaign structure: Building a scalable campaign hierarchy

Google Ads retargeting strategy for eCommerce: How to win back lost shoppers

If your Performance Max account feels like it has a favorite child, you’re not imagining it. A single campaign will usually concentrate spending on a narrow slice of your catalog, which means your bestsellers get all the oxygen while everything else fights over scraps.
Performance Max product bucketing is how you take that control back. It means separating products into different campaigns based on performance tier, business priority, or strategic value.
Instead of running a single campaign, run distinct campaigns for high performers, mid-tier products, new arrivals, and low performers, each with its own budget, Target ROAS, and bidding approach. This gives you control over which products receive aggressive budgets and which get limited spend.
In this chapter, you'll learn how to structure Performance Max campaigns correctly by understanding why single campaigns concentrate spend on a narrow set of products, how to segment your catalog into performance-based buckets, and when bucketing improves results versus when it fragments data and slows learning.
Key Takeaways 
- Single Performance Max campaigns bias budget toward high-performing products, leaving new products and strategic inventory underfunded.
- Product bucketing separates products into campaigns by performance tier or business priority, giving you control over budget distribution and ROAS targets per segment.
- Reactive bucketing uses historical performance data to separate winners from losers. Proactive bucketing uses custom labels for margin, seasonality, or strategic value before performance data exists.</li>
- Bucketing only works with sufficient conversion volume (30+ per month per campaign) and can break data if you create too many campaigns too early.

## Why product bucketing matters in Performance Max 
In the previous chapter, we saw how PMax campaigns concentrate the budget on products it predicts will convert. 

But to understand why product bucketing matters at scale, we’ll look at **two** parts of how Performance Max allocates budget and learns over time:

Why top performers naturally dominate spend
How the algorithm's learning process locks in that bias 
### Why a single Performance Max campaign favors top-performing products
**Google's AI automatically distributes budget toward products where it predicts the highest return.** But this creates a natural bias. 

Let’s say a furniture retailer runs one Performance Max campaign with 300 products. Their oak dining table converted 150 times last month at a consistent ROAS. The algorithm sees reliable performance and directs 40% of the daily budget to that product and a few similar winners.

They launch 50 new barstools with a better margin. These lack conversion history. The algorithm allocates under 5% of the spend across all 50 items. Without a budget, they can't get clicks, and no clicks means no conversions. Without conversions, they stay underfunded.

So, the algorithm is doing exactly what you asked: **optimizing for conversion value at your Target ROAS.** Since established products have the most reliable data, they appear to be the safest way to hit that goal, so they continue to win more budget. 

**Meanwhile, your priorities around margin, inventory, and seasonality are not part of that decision process. Unless you separate products into different campaigns or asset groups with their own budgets and targets, the system has no reason to allocate additional spend to newer or more strategic products.**
### How product-level learning affects budget distribution
We’ve already seen that you need [at least 30 conversions](https://support.google.com/google-ads/answer/6268637?hl=en) in the past 30 days for Target ROAS strategies to function reliably, and conversion values must reflect actual business outcomes. **Products that convert quickly during this phase receive more budget.** The algorithm gains confidence in their performance and increases their exposure.
Let’s say that there’s an electronics retailer that has 1,200 SKUs in a single Performance Max campaign. Their flagship wireless earbuds drive 40 conversions per day across branded and generic searches. A new line of noise-cancelling headphones sells 3 units per day.
Within a couple of weeks, the earbuds have hundreds of conversions tied to specific audiences, queries, devices, and price points. The algorithm can see clear patterns and becomes confident about when and where to bid aggressively on that product.
The headphones, on the other hand, never reach that level of data. Their signals stay noisy. A handful of conversions spread across many audiences and surfaces. The system treats them as higher risk and keeps bids and exposure more conservative to protect your overall Target ROAS.
So even when the campaign as a whole has “enough” conversions, **most of the learning is concentrated around a small group of high-volume products.** 

**Bucketing creates separate campaigns where similar products learn independently**, so seasonal items or new launches aren't competing against proven bestsellers for algorithmic attention.

💡 **Not sure if Performance Max is right for your catalog size or conversion volume?** We break down when it works (and when it doesn't) in our guide to 
[Performance Max pros and cons](https://www.channable.com/blog/pmax-pros-and-cons)


## 2 Ways you can approach Performance Max product bucketing


> The common mistake is ‘all-in’ too early: switching to ROAS, broad PMax, or expanding budgets before feed/creative/tracking are solid. That often causes the system to learn from biased early data (promos, brand-heavy demand, limited inventory), then scale the wrong pockets.

— [Sam Barreto](https://samktg.com/), Freelance Performance Marketing Specialist

Performance Max campaign segmentation can happen in two ways.
The first approach uses **historical performance** to separate winners from losers. The second uses **business data** like margin, seasonality, or strategic value to set priorities upfront. Both work, but they solve different problems and require different data inputs.
### 1. Reactive product bucketing based on performance data
Reactive bucketing, also called performance-based bucketing, means you run one Performance Max campaign first, collect conversion data, and then create separate campaigns for each tier using listing groups to filter products by performance level: 

- High performers get their own campaign with an aggressive budget and a lower Target ROAS
- Moderate performers get a separate campaign with standard targets
- Low performers either get a minimal-budget campaign or get paused entirely
![01_image.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmm3koztz2n7r07urjziwg1aj)
Here is what that looks like in practice. An electronics retailer launches one Performance Max campaign with 800 products and a $500 daily budget. After six weeks, they analyze the product performance report.

They find:
- 50 products generated 70% of revenue at 600% ROAS (wireless headphones, smartwatches)
- 200 products drove 25% of revenue at 300% ROAS (phone cases, cables)
- 550 products contributed 5% of revenue at 150% ROAS (low-demand accessories)

They create three new campaigns using listing groups organized by Item ID:​
- **Campaign A**: Top 50 performers, $300/day budget, 400% Target ROAS
- **Campaign B**: Mid-tier 200 products, $150/day budget, 300% Target ROAS
- **Campaign C**: Remaining 550 products, $50/day budget, 250% Target ROAS

Now **budget flows intentionally toward proven winners** instead of spreading evenly across the entire catalog. 
### 2. Proactive product bucketing using first-party and business data
![02_image.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmm3kozww2n7y07ur3pk8iiqb)
Proactive bucketing means you separate products into campaigns before any performance data exists. You assign [custom labels](https://support.google.com/merchants/answer/6324473?hl=en-GB) (0-4) in your product feed based on business logic. 
- **Custom label 0** might tag products by margin tier: "High Margin," "Standard Margin," "Low Margin." 
- **Custom label 1** might indicate seasonality: "Year-Round," "Summer," "Holiday." 
- **Custom label 2** could flag inventory priority: "Clearance," "New Launch," "Bestseller."

In a typical setup, a fashion retailer launches 300 new products with no conversion history. They can't use reactive bucketing because there's no data yet. Instead, they add custom labels in their Merchant Center feed based on margin and inventory strategy:
- Custom label 0 = Margin: "Premium" (60%+ margin), "Standard" (40-60%), "Budget" (<40%)
- Custom label 1 = Priority: "Strategic Launch," "Core Inventory," "Clearance"

They create three Performance Max campaigns using listing groups filtered by custom labels:
- **Campaign A**: Premium margin + Strategic launches, $200/day budget, 300% Target ROAS
- **Campaign B**: Standard margin + Core inventory, $150/day budget, 400% Target ROAS
- **Campaign C**: Budget margin + Clearance, $50/day budget, 200% Target ROAS

**Strategic launches and high-margin items get budget immediately, even with zero sales history.** The retailer doesn't wait 6 weeks to see what works. They allocate spending based on what matters to the business from day one. 

As performance data accumulates, they can switch to reactive bucketing or keep both approaches running in parallel.
## When reactive product bucketing makes sense
Reactive bucketing only works when you fulfill the right conditions. You need enough conversion data to identify patterns, stable product behavior that justifies separate campaigns, and business goals that align with letting past performance guide budget allocation. 
### You already have reliable historical performance data
Reactive bucketing **requires conversion volume** to separate high performers from low performers confidently. If you're working with 10 conversions per month across your entire catalog, splitting into multiple campaign fragments is too thin for Smart Bidding to optimize.

Your **conversion tracking must be consistent and accurate.** If tracking broke midway through testing, or conversion values don't reflect actual business outcomes, your performance data misrepresents which products truly work. Bucketing based on bad data creates campaigns optimized for the wrong products.
### Product performance differences are clear and stable
If your top 50 products consistently deliver 500%+ ROAS while the next 200 hover around 300%, that gap justifies separate campaigns with different budgets and targets.
**If product performance shifts constantly, today's winner becomes next week's underperformer**. Reactive bucketing creates endless maintenance work. You're manually moving products between campaigns every week instead of letting one campaign adapt automatically.
Seasonality also complicates this approach. **A product that performed well during Q4 holiday shopping looks like a winner in your historical data**. Create a high-priority campaign around it in January, and it stops converting. But performance was seasonal, not inherent to the product.
### You want to control visibility for new or strategic products 
Historical data also shows which items consistently fail to meet ROAS targets or generate minimal conversions.

Instead of letting those products compete equally for budget in a single campaign, you isolate them into a low-priority campaign with a strict budget cap. This protects spending for products that actually deliver results.

However, this approach only works when low performers stay low performers. **If products fluctuate constantly, dropping in and out of your "low performer" bucket, you're adding complexity without solving the underlying problem of inconsistent product performance**.
### Business priorities don’t align with past performance 
If your business needs to push new product launches, clear excess inventory, or prioritize high-margin items regardless of conversion history, reactive bucketing works against you. The algorithm concentrates spending on last quarter's bestsellers while your strategic priorities get underfunded.

In those cases, proactive bucketing using custom labels for margin, inventory status, or strategic value delivers better results than waiting for performance data to dictate budget allocation.
## 3 Performance Max product bucketing mistakes and how to avoid them
Products shift between performance tiers, business priorities change, and catalogs expand. These three mistakes turn bucketing from a scaling advantage into a maintenance burden.
### Treating bucketing as a one-time setup 
Product performance changes over time. High-priority campaigns waste budget on products that no longer perform, while low-priority campaigns starve items that have started converting well, and budget allocation becomes arbitrary instead of strategic.

**How to avoid this**:
- **Review product performance monthly** and move items between campaigns based on updated data. 
- **Use listing groups organized by custom labels** that automatically update based on performance thresholds. For example, if you tag products as "High Performer" when ROAS exceeds 500% over 30 days, products automatically qualify or disqualify as performance changes, and you reorganize campaigns accordingly.​
- **Set calendar reminders** to audit bucket assignments quarterly. 
- **Check if products have shifted performance tiers**, if new inventory needs bucketing, or if seasonal patterns require temporary campaign adjustments.
### Creating too many buckets too early 
Google explicitly [recommends](https://support.google.com/google-ads/answer/13810223?hl=en) having as few Performance Max campaigns as possible. Every additional campaign breaks your conversion data, slows Smart Bidding's learning, and increases the management overhead of monitoring budgets and performance across multiple campaigns.

**How to avoid this**:
- **Start with fewer buckets and split only when performance differences justify it**. If you're unsure whether to create separate campaigns, run one campaign first, collect 6-8 weeks of data, then evaluate whether clear performance tiers exist that warrant splitting.
- **Consolidate multiple campaigns into a single Performance Max campaign.** Google recommends increasing the budget by 20% per week during consolidation to ensure smooth transitions and maintain performance.
- **Use asset groups within one campaign before creating multiple campaigns.** Asset groups let you organize products by theme, audience, or category without fragmenting conversion data across separate campaigns.
### Using bucketing to fix feed or structure problems
If products aren't converting because your feed has quality issues, creating separate campaigns doesn't solve the underlying problem. The algorithm still can't match your products to relevant searches or understand which audiences to target if your product data is incomplete or inaccurate.

**How to avoid this:**
- **Fix feed quality before bucketing.** Ensure all products have accurate titles, complete required attributes, correct final URLs that match your verified domain, and proper custom labels if you plan to use them for segmentation.
- **Google provides Performance Max campaign [setup diagnostics](https://support.google.com/google-ads/answer/10732484?hl=en-EN that flag issues**  like missing product data, disapproved products, or asset group configuration problems. Resolve these before splitting into multiple campaigns.
- **Bucketing amplifies whatever quality exists in your feed**. Clean data gets organized effectively. Bad data gets distributed across multiple broken campaigns, making problems harder to diagnose and fix.
## How product bucketing supports automation and scaling
When products are grouped by similar characteristics, automated strategies have clearer targets to work toward and signals to act on.
Here's what bucketing enables at scale:
- **New products flow into the right campaigns automatically**: When you add 500 new SKUs, they enter the appropriate bucket based on custom labels you've already defined. High-margin items go to your premium campaign. Seasonal products enter seasonal buckets. 
- **Budget changes apply strategically across entire tiers**: Need to scale spend on profitable items? Increase the budget on that campaign. The algorithm distributes it across all products in that tier without you specifying which exact SKUs get more exposure.​
- **Smart Bidding learns faster within focused segments**: A campaign with only high performers accumulates conversion data from similar products, creating stronger optimization patterns.
- **Performance shifts get handled systematically**: When a product moves from "new launch" to "proven performer" based on conversion thresholds, you reassign it to the high-performer bucket. The new campaign applies appropriate bidding and budget automatically. 
## Apply Performance Max product bucketing consistently with Channable
Bucketing works when products move between campaigns as performance changes. Doing that manually across thousands of SKUs means constant spreadsheet exports, custom label updates, and campaign restructuring. 

Channable automates the entire process from feed tagging to campaign assignment. You only need to define your rules once, and they run every time your feed updates, so products move between buckets based on current performance without manual intervention.

Plus, with [Channable Insights](https://www.channable.com/products/channable-insights), you see which items drive revenue, which drain budget, and which buckets need rebalancing. And [Segmentation](https://www.channable.com/products/channable-insights/segmentation) lets you group products by performance metrics, business attributes, or custom dimensions. You can analyze ROAS by margin tier, conversion rate by product category, or revenue by seasonal tag. 

*With Channable, your bucketing logic stays consistent as you scale, whether you add 1,000 SKUs or expand into new markets.*

Performance Max product bucketing: How to segment products for control and scale

## 4 Reasons your Google Shopping ACOS is high in Google Ads

Most performance marketers know when ACOS is increasing, but diagnosing the root cause requires looking beyond campaign-level metrics. These **four** structural issues create inefficiency that persists across bid changes, budget adjustments, bid simulator forecasts, and even full account rebuilds in a single ad account.

### 1. Ad spend budget goes to high-volume products instead of high-profit products

Google's AI and automated bidding often prioritize what converts frequently, not what drives real value. If you're running target ROAS bidding, the system tries to hit a target goal using the easiest conversion volume it can find.

For example, a furniture retailer with a \$500 daily budget might see 60% of ad spend go to budget dining chairs that convert 30 times per day at 8% margins, while premium sofas converting 5 times per day at 45% margins receive only 15% of the budget.

The algorithm identifies chairs as reliable converters and increases their exposure, even though each sofa sale contributes 5x more to profitability.

This happens because **conversion tracking measures revenue, not profit**. A \$200 sale with \$16 profit looks identical to a \$200 sale with \$90 profit when your bidding strategy only sees transaction value.

Over time, ad spend concentrates on products that hit your Target ROAS through volume rather than products that maximize profit per conversion.

### 2. Feed quality breaks search matching and algorithmic learning

When product titles are vague, attributes are missing, or category mapping is sloppy, your product listings do not match the right queries in the search results. That hurts ad placements and pulls you into irrelevant auctions that inflate costs.

Poor feed quality creates **three** specific problems:

1.  **Wrong search matching:** A product titled "Premium Shoes - Best Quality" appears for generic searches like "shoes" or "premium products" instead of high-intent searches like "men's leather oxford dress shoes size 10". You pay for clicks from shoppers looking for sneakers, women's shoes, or shoe care products.​

2.  **Missed high-intent searches:** Products missing size, color, or material attributes don't appear in filtered search results where shoppers specify exactly what they want.

3.  **Fragmented learning data:** When the same red product appears as "Red," "red," "RED," and "Crimson" across your feed, Smart Bidding treats them as four different attributes instead of one. This fragments conversion data and forces the algorithm to learn performance patterns separately for each variant.

**This is where many brands accidentally treat Shopping campaigns like search ads. Shopping is feed-led. If the feed is messy, no amount of bidding tweaks will deliver better performance.**

### 3. You're overbidding relative to product conversion value

This happens when you set bids manually without considering actual conversion rates and average order value, or when automated bidding strategies lack sufficient conversion data to calibrate bids accurately.

For example, an electronics retailer selling \$50 phone cases might bid \$2.50 per click to compete for top ad placements. At a 2% conversion rate, they need 50 clicks to generate one sale, spending \$125 in ad spend to earn \$50 in revenue.

**The math only works if conversion rates exceed 5%, but overbidding pushes costs so high that even reasonable conversion performance can't offset advertising costs.**

**Also, if you ignore query control, you pay for clicks with no intent. That is why negative keywords and a weekly review of search term reports matter.** They protect you from drift as matching expands (especially if you are using a broad match on the Search side of your structure).

A brand selling premium leather bags appears in searches for "cheap bags," "free bags," or "bag repair," paying for clicks from shoppers with no purchase intent. Each irrelevant click raises your cost without improving conversion volume.

### 4. Landing pages don't convert traffic efficiently

Low conversion rates mean you need more clicks and higher budgets to achieve the same sales volume, directly increasing ACOS.

Here's a quick look at the **three** landing page issues that drive low conversion rates:

1.  **Price or product mismatch:** Your feed shows a product at \$49.99, but the landing page displays \$59.99 after shoppers click. Or the product image in your ad shows a blue jacket, but the landing page defaults to showing a green version.

2.  **Weak product presentation:** Landing pages with low-quality images, incomplete product descriptions, missing reviews, or unclear calls to action fail to convince shoppers to buy.

3.  **Slow page speed or broken experience:** Google's [PageSpeed Insights](https://developers.google.com/speed/docs/insights/v5/about) recommends that pages achieve a Largest Contentful Paint (LCP) under 2.5 seconds and a First Contentful Paint (FCP) under 1.8 seconds for a good user experience. Pages that exceed these thresholds lose a significant portion of traffic before shoppers even see your product. Google also considers a performance score of 90+ as good, 50-89 as needing improvement, and below 50 as poor.

## How to lower Google Shopping ACOS over time

Lowering ACOS requires fixing the structural issues that create inefficiency. Let's look at how you can address some root causes.

### Prevent wasted campaign spend with negative keywords

Google [defines](https://support.google.com/google-ads/answer/2453972?hl=en) negative keywords as terms you exclude from your campaigns "*to help you focus on only the keywords that matter to your customers*".

-   **Audit search terms weekly:** Navigate to your Shopping campaign, select Insights \> Search Terms, then sort by cost or clicks to generate search term reports. This will help you identify expensive queries that don't convert.

-   **Organize negatives into shared lists:** Build separate lists for intent qualifiers ("free," "cheap," "discount code"), wrong product types ("used," "refurbished," "repair"), and informational searches ("how to," "tutorial," "guide").

-   **Use negative broad match as your default:** Google's negative broad match blocks your ad if the search contains all your negative terms in any order. The negative keyword "running shoes" prevents your ad from showing for both "blue running shoes" and "shoes running," providing broad protection without requiring you to add every variation manually.​

-   **Add 5-10 new negatives weekly**: Check search term reports every 7 days to catch new irrelevant queries as Google's matching evolves.

### Ensure feed data helps Google match the right queries

Google's official [optimization guide](https://support.google.com/merchants/answer/7380908?hl=en) states that "*your product data shapes the way your ads and free listings behave and perform*".

-   **Place key attributes at the front of titles**: Google recommends placing "strong brand names, age group, gender, size, color, size type, or personalization options" at the beginning of titles because most ad formats truncate after 70 characters.

-   **Complete optional attributes that control filtered search visibility**: As we covered in the Google Shopping Feed Optimization chapter, incomplete attributes reduce impression share for high-intent queries where conversion rates are strongest.

-   **Use specific product categories:** Google recommends selecting categories "at least 2-3 levels deep" because shallow categorization weakens relevance signals. The difference between "Electronics \> Accessories" and "Electronics \> Audio \> Headphones \> Over-Ear Headphones" determines which filtered views your products appear in and how Google's algorithm interprets what you're selling.

-   **Add GTINs where available:** Google [reports](https://support.google.com/merchants/answer/7380908?hl=en) that "*retailers who've added correct GTINs to their product data have seen a 20% increase in clicks on average*".

-   **Sync feed updates daily**: Shoppers who click expecting one price but see another don't convert. Feed staleness also triggers disapprovals that pause products until you resync data.

### Control where budget flows through product bucketing

We've seen that product bucketing separates products into different campaigns based on performance tier or margin, giving you control over budget allocation per segment. Google provides 5 custom label fields that you define based on business priorities.

-   **Tag products by margin tier and performance level**: Common approaches use custom_label_0 for margin tier (HighMargin, MediumMargin, LowMargin), custom_label_1 for performance (TopSeller, ModeratePerformer, NewProduct), custom_label_2 for seasonality (YearRound, Summer, Holiday), and custom_label_3 for strategic priority (Featured, Core, Clearance).

-   **Automate label assignment through feed rules:** Google Merchant Center feed rules apply custom labels automatically based on conditions you define once.

-   **Create campaigns filtered by custom labels**: Each campaign includes only products matching specific label values through listing group filters. This lets you assign different daily budgets and Target ROAS settings per tier.

-   **Fund strategic launches regardless of historical performance**: Custom labels let you allocate budget based on business priorities instead of just algorithmic predictions. New product lines, seasonal inventory, or margin-rich items can receive dedicated campaigns with appropriate ROAS targets before they generate conversion history.

### Monitor Smart Bidding performance 

Automation amplifies whatever quality exists in your campaigns. So structure and clean data produce better results.

-   **Expect fluctuation during 1-2 week learning phases**: New [Smart Bidding strategies](https://support.google.com/google-ads/answer/7065882?hl=en) or significant changes to existing ones (budget shifts over 20%, ROAS adjustments over 20%) trigger learning periods where performance varies as the algorithm gathers data. CPC, impression share, and ROAS can swing noticeably before stabilizing.

-   **Review bid strategy reports weekly**: Google Ads provides bid strategy-level reporting that shows conversion trends, ROAS achieved versus target, and flags issues like conversion tracking errors.

-   **Use bid simulators to forecast changes**: [Google's simulators](https://support.google.com/google-ads/answer/2470105?co=ADWORDS.IsAWNCustomer%3Dtrue&hl=en&oco=0&sjid=13756060259327274301-NC) forecast how your ads might perform with different CPA or ROAS targets before you implement them.

-   **Adjust targets when margins or seasonality shift**: Margin improvements justify lower ROAS targets to capture more volume, while compressed margins during promotional periods require higher ROAS targets to protect profitability.

-   **Track impression share to identify budget constraints**: Impression share below 50% with "lost IS (budget)" as the primary factor indicates campaigns are hitting daily budget limits before exhausting profitable traffic. Either increase budgets to capture more opportunities or raise ROAS targets to reduce spend per conversion and stretch existing budgets further.

## How to prioritize ACOS improvements without stalling growth

Improving ACOS sustainably requires balancing efficiency gains against the need to capture market share and scale revenue.

### Fix inputs before adjusting bids

Performance Max campaigns impression shares because Google's AI optimizes based on what your feed tells it. Clean titles, complete attributes, and high-quality images give the algorithm clear signals to work with.

But the optimization sequence matters. Feed quality first establishes visibility; campaign structure second determines budget allocation across products; conversion tracking third ensures you're measuring actual outcomes; and bidding strategy last optimizes performance once these inputs are correct. Automated bidding amplifies whatever quality exists in your account.

### Accept short-term inefficiency to unlock long-term gains

New products enter with zero sales history, no reviews, and no organic rank. [Industry benchmark data](https://www.webfx.com/blog/marketing/ecommerce-marketing-benchmarks/) shows that product launches often require 50-80% ACOS investment to secure initial sales, gather reviews, and begin ranking organically.

ROAS targets vary significantly based on business model:

![Infographic table titled “Performance benchmarks by business model” showing B2BB2C CPL, CAC, ROAS targets, and sales cycle ranges for marketplace sellers, DTC brands, B2B ecommerce, and luxury brands.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmlts9v362teh07w7fse9rq6u)
*Source: WebFX 2026 Ecommerce Marketing Benchmarks Report*

Marketplace sellers target 4:1 ROAS (25% ACOS) while direct-to-consumer brands target 3:1 ROAS (33% ACOS) for ongoing operations. Breaking into competitive categories requires 40-60% ACOS temporarily to gain visibility alongside established competitors.

Once products build organic rank and accumulate reviews, you can reduce ACOS while maintaining sales volume.

Launching ACOS between 50-80% enables profitability optimization within reasonable timeframes. Calculate your break-even ACOS first. If your product profit is \$12 on a \$30 sale, your break-even is 40%. This determines how much room you have for aggressive launch investment before risking unsustainable losses.

### Decide where lower ACOS matters most

Google provides campaign priority settings, Low, Medium, and High, that control which campaign bids when the same product appears in multiple Shopping campaigns.

Google [recommends](https://support.google.com/google-ads/answer/6275296?hl=en) prioritizing only a subset of the products you want to promote, such as items featured in a special sale. This allows you to manage bids on specific items during promotional periods without adjusting your entire account structure.

You should focus optimization efforts based on the product role:

-   **High-margin bestsellers justify aggressive optimization** because improvements compound across your highest-value products​

-   **Strategic launches accept 50-80% ACOS temporarily**, then optimize once products build organic rank​

-   **Low-margin volume products use strict ROAS targets and budget caps** to protect profitability automatically​

-   **Seasonal inventory increases ACOS tolerance during peak demand**, then reduces spending as seasonality wanes

## Lower your ACOS sustainably with Channable

The structural fixes that lower ACOS, like feed optimization, product bucketing, budget allocation, and performance monitoring, require consistent execution as your catalog grows.

Channable automates this workflow so improvements compound rather than require manual maintenance. [Channable Insights](https://www.channable.com/products/channable-insights) identifies which products drive profit margin and which drain budget by analyzing campaign performance across your entire account, then [Segmentation](https://www.channable.com/products/channable-insights/segmentation) groups products into Stars, Potentials, Underperformers, and Invisibles based on actual conversion data.

Plus, with [Channable's PPC tool for Google Ads](https://www.channable.com/products/ppc-tool/google-ads), you can build and maintain Shopping campaigns directly from your feed, automatically routing new products to the correct campaigns based on rules you define once.

How to lower Google Shopping ACOS with a scalable Shopping automation system

Automate your PPC strategy with Channable. Learn how to boost efficiency and performance across channels with intelligent ad automation.

PPC Automation | Channable Blog

Master PPC Automation with Channable. Learn how to streamline and scale your Google Ads campaigns with data-driven insights and smart tools.

Google Ads | Channable Blog

Automate your Bol Ads with ease. Discover how Channable’s PPC Automation tools boost visibility and efficiency for Bol marketplace campaigns.

Bol Ads | Channable Blog

Simplify Amazon Ads with PPC Automation. Channable’s smart tools help you optimize bids, scale campaigns, and grow sales across Amazon.

Amazon Ads | Channable Blog

Explore Channable’s insights and analytics page to make smarter eCommerce decisions with data-driven strategies and performance visibility.


Insights and Analytics | Channable Blog

Boost ROI with Performance Segmentation. Discover how Channable helps you analyze and optimize product-level ad performance at scale.

Performance Segmentation | Channable Blog

Elevate your ads with Channable’s Dynamic Image Editor. Customize visuals at scale to boost engagement and stand out across channels.

Dynamic Image Editor | Channable Blog

Master multichannel eCommerce with Channable. Sync and optimize your products across marketplaces, search, and social with ease.

Multichannel eCommerce | Channable Blog

Streamline marketplace sales with Channable’s API-powered integrations. Automate listings, orders, and updates across top platforms.

API and Marketplaces | Channable Blog

Optimize product feeds effortlessly. Channable’s feed management tools help you stay accurate, compliant, and competitive across channels.

Feed Management | Channable Blog

Channable CSS: Gain 20% margin advantage, more bidding power & seamless integration with feeds, PPC & Insights. Premium Google Partner.

CSS | Channable Blog

Explore Channable’s solution page for smarter eCommerce covering PPC, feed management, multichannel marketing, and more. Optimize every step.

Solutions | Channable Blog

Stay in the loop with Channable’s event coverage. Discover key takeaways, trends, and highlights from top eCommerce industry gatherings.

Events | Channable Blog

Watch Channable’s webinars for practical tips on feed management, PPC, and multichannel eCommerce, straight from experts.

Webinars | Channable Blog

Catch up on Channable’s Media page for events, webinars, and podcasts featuring expert insights and stories from the eCommerce world.

Media | Channable Blog

Get the latest news from Channable's product releases, company milestones, team insights, and what’s coming next.

Company Updates | Channable Blog

Dive into the latest eCommerce news and trends. Learn how shifting consumer behavior and tech innovations are impacting online retail.

eCommerce Industry | Channable Blog

Keep up with Google’s latest changes and how they impact your PPC, SEO, and feed strategies, straight from Channable’s experts.

Google updates | Channable Blog

Stay updated with the latest in multichannel news. Explore trends, changes, and insights shaping the future of eCommerce.

Industry News | Channable Blog

Guides on multi-client feed management for agencies and teams. Streamline workflows, scale feed optimisation, and reduce manual work.

Multi-Client Feed Management | Channable Blog

Marketplace Growth Podcast: unfiltered conversations with Lucas Bassa on proven strategies to scale faster across Europe's top marketplace channels.

Marketplace Growth Podcast | Channable Blog

Affiliates

Agencies

Amazon

Black Friday

Comparison websites

eBay

Ecommerce

Electronics

Events

Feed management

Google

Guest blogs

Holidays

Infographic

Magento

Marketplaces

Product updates

Rules

Sales season

Shopping campaigns

Social media

Travel

Whitepaper

[Miravia](https://www.miravia.es/) is a relatively new marketplace that launched in the Spanish market in November 2022. Since then, its growth has been unstoppable, becoming one of the most popular apps in Spain. 

Although the original idea was to focus on products within the fashion and beauty sectors, they have gradually incorporated new categories, making the marketplace increasingly comprehensive. However, their focus remains on lifestyle products. 

Miravia aims to bring together brands, consumers, and content creators in one space, fostering innovation. Among its standout features are the production of exclusive content by influencers and virtual tools to try out products. 

With a value proposition centered on experience and lifestyle, the products offered are oriented towards the mid to high-end market. The target audience consists of young Spanish consumers, aged 18 to 35. Miravia aims to provide a unique shopping experience, offering access to the latest trends in fashion, beauty, and lifestyle. To achieve this, the platform includes tools that allow brands to customize their stores, special campaigns to drive traffic to the marketplace, and integrated logistics. 

Miravia seeks to captivate Spanish consumers with high-quality products and connect customers and sellers in an advanced way. The platform is committed to supporting local sellers and Spanish brands in their digital expansion. Many renowned brands have already joined this initiative that promises to make a big impact, including Disney, Cecotec, Lego, Samsung, Dyson, L’Oreal Paris, Nivea, Braun, and Garnier.

## Why should you consider selling in Miravia? 
Here are a few reasons to add Miravia to the list of marketplaces you could start selling. 

## 2023, Miravia's first full year in the Spanish market, is a year full of great achievements: 

- TOP 5 in eCommerce platforms in the Spanish market
- ‘Marketplace Revelation 2023’ award 
- Most downloaded app for over 7 months in the shopping category
- TOP 3 highest-rated app
- TOP 5 most used app
- Exponential growth since December 2022
- Over 8,000 sellers and 800 brands selling through Official Store

![Promociones-en-Miravia-min.jpeg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NpQDNfeRTt2nNWQQhNQy)

## Take advantage of the buzz this Marketplace is generating
As we mentioned earlier, Miravia is the talk of the town. One of the main reasons is due to the significant investment made by the Alibaba group for its launch. Therefore, if we add the lack of competition to the strong advertising investment being made, we have the perfect combination to decide to sell on Miravia.

## Improve your visibility as a local brand
One of Miravia's objectives is to offer more visibility to local sellers and national brands. One way to achieve this is by providing the possibility of creating official stores, where brands can design their own stores or virtual showcases, allowing all the products of a particular brand to be found in one place. Needless to say, this offers extra visibility to brands compared to retailers or intermediaries.

These official stores make navigation within the products of the same brand much easier, creating a more personalized and unified shopping experience.

Moreover, as Jorge Peláez, CEO of Farma2go, mentions in the following success story, Miravia gives much more visibility to the seller. In other marketplaces, the seller is much more unnoticed, and the purchase is practically anonymous. However, on Miravia, the seller has much more prominence.

![Farma2go-vendiendo-en-Miravia-min.jpeg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/blqFf8MR56MrbFBgmIyQ)

## Including your product catalog on Miravia has no fixed cost
If you want to sell on Miravia, there will be no fixed costs associated. You will only pay commissions on what you sell, and these commissions are cheaper than on other major marketplaces. They range from 6% to 15% depending on the category and the type of seller. This allows you to try the platform without fixed costs and without needing to invest a lot of money.

Additionally, they offer the option to handle logistics (Delivery by Miravia), which can be a more convenient option for many sellers. In fact, this is the default option offered.

## Official Store or Marketplace: which type of store to choose?
To sell on Miravia, you should keep in mind that there are two types of stores:

1. Mall or Official Store: This type of store is exclusively for brands. Therefore, if you are not the brand owner or do not have exclusive distribution rights, this option is not for you.
![Tienda-oficial-en-Miravia-min.jpeg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/rrmMJiLuT9KwYA1eWm26)

2. Marketplace: This is the model we can find in other marketplaces like Amazon. It is designed for multi-brand sellers.

## What types of logistics does Miravia offer?
Like most marketplaces, Miravia offers two types of logistics channels:

1. Delivery by Miravia (DBM): In this case, Miravia takes care of the shipping, ensuring an excellent experience for both sellers and buyers.
2. Delivery by Seller (DBS): Here, the Miravia Seller is responsible for the shipping. It is important to ensure good service to avoid penalties from the marketplace. This logistics model must be authorized by the marketplace and is primarily intended for sellers of bulky, heavy products or those containing hazardous materials.
3. Logistics by Miravia (LDM): This is the platform's fulfillment model launched at the end of 2023. This model has been increasingly prioritized since the beginning of the year and has numerous advantages:

- Better organic positioning in search results
- Operational cost efficiency through Miravia's warehouse with very competitive storage and shipping rates
- Free and environmentally friendly packaging
- Compensation insurance (up to €2000 per product)
- Optional services: bubble wrap, relabeling, withdrawal, etc.
- For consumers, delivery is improved in many cases (2 business days in the peninsula and 1 business day in Madrid), with free shipping and the option to choose between home delivery or collection points.

![Logística-Miravia-min.jpeg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6z3ieADlRxKj4khxZAA0)

To sell on Miravia, the options recommended by the marketplace itself are DBM and LDM. Additionally, these offer the most advantages:

- Miravia covers part of the shipping costs, especially resulting in a very competitive rate in the 0-5kg range.
- They take care of collecting the package from the seller's warehouse in the peninsula.
- You can create orders before 23:00 and they will collect them the next day.
- Deliveries are made within 24-48 hours.
- Sellers are not responsible for logistics disputes. Miravia takes responsibility.

## I want to start selling on Miravia. What are the first steps to follow?

The registration process to become a Miravia Seller is very simple.
1. First, you need to fill out the [following registration form](https://sell.miravia.es/home?source=pship_Channable).
2. Validation of your business. As mentioned before, there are two types of stores on Miravia: marketplace or official store. Depending on the one you choose, the documentation you need to provide will be different. Miravia will review all the information to ensure that your products fit with the platform. They will also evaluate your experience selling online.
3. Brand registration. To protect your products, it is important to register them as a brand. If you are not the brand owner but a distributor, you will need to prove that you have authorization from the brand to sell its products.
4. Setting up your store. Once you have been accepted as a Miravia Seller, you can start setting up your store. You will have an account manager to help you with all the steps you need to follow within the marketplace.

## How to integrate your catalog with Miravia
A fundamental step when selling on Miravia and setting up your store is integrating your catalog with this marketplace.

There are different ways to do this. You can do it manually or through one of the modules offered by your CMS. However, we warn you that these options will neither be the easiest to implement nor will they yield the best results.

There is also a way to integrate, optimize, and synchronize the catalog with Miravia automatically. At Channable, we have developed catalog integration with Miravia so that you can manage your catalog and orders centrally and without complications.

## How to configure your catalog with Miravia using Channable
Once you are a Miravia Seller, you can connect your catalog to Miravia through our [API connection](https://www.channable.com/products/marketplace-integrator).

## What to consider during the Miravia catalog configuration

- Categorize your products correctly. It is essential that your products appear in the correct category. To do this, you need to map your categories to those of Miravia. It sounds complicated, but you can do it in a few clicks.
- Optimize your product listing information. If you want your products to stand out from the competition and be attractive, you need to optimize your catalog information. You can use Channable's cause-effect rules for this. These rules allow you to filter products you don't want to sell, improve product descriptions and titles, modify prices, and much more.
- Pay special attention to photos. Miravia is very demanding with the quality of images and very strict with their dimensions.

Once the listing is configured, you can start sending products to Miravia. If there is any error in the product publication, a description of the error will appear, which you must resolve in the rules.

## Order connection with Miravia
To sell on Miravia, in addition to integrating your catalog with Miravia, it is also essential to add the order connection. This will allow you to manage all the orders coming from Miravia directly from the backend of your online store (regardless of whether it is developed with Magento, Shopify, or PrestaShop).

By managing all orders from a single place (you can use the order connection for other marketplaces like Amazon or Zalando, for example), you will maintain better control over your orders, save time managing them, and keep your stock synchronized with Miravia.

## Tips for selling on Miravia more organically
Miravia is a marketplace based on listings, so each seller has a different product page. Therefore, who will have greater visibility in search results? Of course, the one with the most optimized product page.

What kind of improvements can you make on the product page to [stand out and surpass the competition](https://www.channable.com/blog/mastering-marketplace-dynamics)?
- Avoid stockouts by keeping the catalog constantly synchronized.
- Group products with variants. This is especially important in categories like fashion, where it is recommended to group them by sizes and colors.
- Optimize the titles. Miravia allows titles of up to 250 characters. Pay attention to their structure, always adding relevant information such as the brand, model, and other attributes that help describe the product in more detail.
- Use attributes to enrich the product listings. Having them well-mapped will allow buyers to find your products using Miravia's search filters.
- Offer the best price.
- Ensure good ratios in the logistics service.
- Provide the best sales and after-sales management to guarantee positive user reviews.
- And last (but not least), strive to have the best decoration in your official store. It is your storefront within Miravia, don't forget that.

## Marketing Tools
Using marketing tools on Miravia is key to increasing the visibility of your products. These tools are diverse and through them, sellers have the opportunity to highlight new products, offer special discounts, or feature best-selling products. All these tools are available in the Seller Center (Marketing section). The types of tools available are:

- Store Promotion: Discounts on the entire catalog or part of the catalog where the seller has freedom over the percentage and the period. These discounts can be direct on the price or through coupons (regular or for new buyers). These promotions help increase the total basket and/or conversion rate.
- Launch Price: A tool to boost visibility and traffic for new products to start gaining better positioning.
- Miravia Campaigns: The best way to increase visibility and generate good performance metrics like reviews. These campaigns are divided according to their importance:
1. Mega: Special dates like Black Friday, Christmas, Summer Sales are part of this type of campaign. They are the most important campaigns on the platform.
2. A+: Also very relevant campaigns that include a variety of categories.
3. A: Focused on a specific category or brand launch.

- Sponsored Ads: Since the end of May, Miravia has a tool to position your products non-organically. This module is available to all sellers and among the benefits of using it are: increasing brand and/or product awareness, boosting sales, making decisions based on data through result monitoring, pay-per-click only, automation, and simplicity. There are three types of campaigns:

1. Automated: Choose a daily budget and the bid you consider competitive.
2. Specific Products: Select products manually, and the system chooses the most competitive bid for the seller.
3. Manual: The seller can create campaigns manually, selecting products and bids most convenient for them. 

One of its advantages is that it allows organizing campaigns to be more personalized as needed. One of the most important aspects of these tools is that Miravia offers you an 'Exclusive Dashboard' where you can analyze the most important metrics of your store and products so that sellers can make data-driven decisions.

## Miravia Academy
In the Seller Center, sellers have access to a training center called Miravia Academy, available to all sellers, where you can find all kinds of content from webinars and tutorials to infographics to become an expert on the platform.

## Could Miravia be relevant for a European Seller?
The answer is yes, for some months now, sellers/brands from the following countries can open a store on Miravia: France, Italy, Portugal, Netherlands, Belgium, Poland, Italy, Ireland.

Currently, Miravia is only available to Spanish consumers, but the Spanish market has shown exponential growth, up to 20% year after year in recent years, unlike the European market which has stagnated. Additionally, the Spanish market is worth over 40 billion euros, with an internet penetration rate of 90%. The age group that shops online the most is 16-34, which coincides with Miravia's target audience. Spanish consumers place an average of 4.7 orders per month, and more than 62% use marketplaces to search for products, with eight out of ten purchasing through these channels. This makes it a market with favorable conditions.

For these types of sellers, last-mile logistics becomes critical. Therefore, these sellers can activate our fulfillment service (LDM) as long as they verify that they have a Spanish VAT or operate through their own logistics (DBS) from their warehouses. In this regard, all we require is that the order preparation should be completed within 24 business hours and shipping time should be within a maximum of 5 days. We are increasingly seeing success stories from sellers in these countries and across various categories.

## Want to start selling on Miravia now?
If you want to know more details about our integration with this new marketplace, we encourage you to [request a demo with one of our experts](https://www.channable.com/demo). Or if you prefer, you can also [create a trial account in the tool](https://www.channable.com/signup).

How to Start Selling on Miravia

[TikTok Advertising](https://www.channable.com/blog/tiktok-shop-marketplace-social-commerce-growth) has become one of the most direct ways to reach modern shoppers. With billions of engaged users and unmatched creative potential, TikTok offers brands a unique path to awareness, engagement, and conversions. In this guide, you’ll learn how TikTok ads work, how to set up your first campaign, and how to optimize like a pro, so you can start generating real business impact fast.

## Key takeaways

- TikTok Advertising delivers high engagement and strong conversion potential.

- Easy-to-use ad tools help brands create authentic, high-performing content.

- Precise targeting and simplified setup make TikTok ideal for all skill levels.

- Best practices: hook fast, stay native to the platform, and use trend-based storytelling.

## Getting started with TikTok advertising
If you’re looking for an ad channel that combines scale, creativity, and conversion power, TikTok Advertising is a top contender. With 1.5+ billion active users and unmatched engagement levels, TikTok offers brands a unique opportunity to reach shoppers who are ready to buy. TikTok users are [1.5x more likely to purchase](https://newsroom.tiktok.com/en-sg/tiktok-is-the-platform-where-content-and-commerce-converge-helping-consumers-discover-and-make-their-next-purchase-sg) after seeing a product advertised on the platform.

In this guide, you’ll learn how to set up your ads in TikTok Ads Manager and follow proven tips to maximize your results.

## Why advertise on TikTok?
[TikTok](https://www.channable.com/blog/social-media-advertising) gives brands an energetic creative space so that they can reach audiences who want authentic content and not polished commercials. Benefits include:

**Effective engagement**
Short-form video inspires participation, comments, and shares for the best chance to create viral momentum.

**Creative ad tools**
TikTok’s built-in video editors, templates, and effects make it easy to turn simple footage into scroll-stopping ads.

**Outcome-based objectives**
Choose goals such as awareness, traffic, leads, or conversions, and optimize based on measurable results.

**Precise targeting**
Reach audiences by demographics, interests, behavior, or allow TikTok’s algorithm to automatically optimize your distribution.

**Robust reporting**
Dashboard insights and custom reports help you track performance and refine your strategy.

## How to advertise on TikTok​ in 7 steps

### Step 1: Create your TikTok Ads Manager account

1. Go to TikTok Ads Manager and sign up using your email or phone number.

2. Add business details: location, time zone, industry, and currency.

3. Switch to a Business Account in the app:
*Settings & Privacy → Manage Account → Switch to Business Account*

### Step 2: Set up billing and payment
Add billing details, tax info, and choose** manual** or **automatic** payments.

**Note**: Once automatic payments are selected, you cannot switch back.

### Step 3: Create a TikTok ad campaign
Click the red **Create Ad **button in your dashboard anytime to start building your campaign.

### Step 4: Choose your campaign objective
TikTok offers four simplified objectives:

![Blog TikTok Advertising - Image_01.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ja4DUHQT72xwWltrDgSA)
- **Traffic** – Drive visitors to your site or landing page.

- **Community interaction **– Grow followers, views, and engagement.

- **Lead generation** – Capture customer information via TikTok forms.

- **Website conversions** – Ideal for eCommerce brands focused on sales.

### Step 5: Select your target audience
Choose between:

![Image_02 (4).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NZx5vQ4xS82cjOg5sRQs)
**Automatic Audience**
Let TikTok choose the best audience based on your goals, creative, and performance data.

**Manual Targeting**
Refine by:

- Location

- Gender, Age, and Language

- Interests (e.g., beauty, fitness, gaming)

- Behaviors (likes, comments, interactions)

**Example**: A skincare brand can target users interested in “Skincare,” “Beauty Enthusiasts,” or users engaging with related videos.

### Step 6: Set your campaign budget and schedule

Your campaign budget is the amount that you’re willing to spend on running your ads. You can choose between a ‘Daily budget’ or a ‘Lifetime budget’. If you choose the first option, determine your daily ad spend (minimum $5) and how long you want your campaign to run. For flexible campaigns, choose the "No end date" option and stop it whenever you want.
Choose:

![Image_03 (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/LQBQRbpFQuCfWrSSKzSX)
- **Daily budget** – Min. $5/day

- **Lifetime budget** – Spend cap over entire campaign

Select a fixed end date or run indefinitely with the **No End Date** option.

### Step 7: Create your TikTok ad

1. Upload videos or build new creatives using TikTok’s templates.

2. Add ad text (12–100 characters; preview to avoid truncation).

3. Choose a CTA. Some examples of good CTA can be found below:

- Shop Now

- Learn More

- Sign Up

- Download Now

- Book Now

- Apply Now

- Contact Us

Click **Submit** to launch your ad.

## 3 TikTok ads best practices
### 1. Use the right content structure
As with all video ads, it’s important to have a hook, highlight your unique selling points, and end with a clear call-to-action. Here are some additional tips to make your ads stand out on TikTok:

- Hook viewers in the first 6 seconds with suspense or surprise to boost engagement and watch time.

- Introduce your product or value proposition within the first 3 seconds.

- Keep viewers engaged by making use of unique transitions, stickers, and graphics.

- End with a strong call-to-action so viewers know what action you want them to take.

**Pro tip**: Suspense or surprise in the first 6 seconds can drastically boost watch time.

### 2. Stay native to the platform
Using an ad that you’ve used on another ad platform on TikTok is setting yourself up for failure. The creatives that usually perform best are ones made specifically for TikTok. If you’re new to the platform, it’s a smart idea to spend some time watching popular TikToks to understand what works. To maximize your ad's impact, feature real people like creators, employees, or customers in a DIY, authentic style that resonates with TikTok's user-generated content.

### 3. Use trends as storytelling templates
Trends offer ready-made story frameworks. With 7**7% of users enjoying branded trend-based content**, tapping into current sounds, memes, or challenges can significantly increase engagement.

Explore trending formats in TikTok’s **Creative Center → Trends**.

**Tip**: [TikTok Ad Library](https://ads.tiktok.com/business/creativecenter/inspiration/topads/pc/en?rid=1qlfbuybx8z&period=30&region=NL) is a goldmine for high-performing creative examples.

## Learnings

- TikTok Advertising combines scale, creativity, and high-intent audiences.

- The platform’s tools and simplified Ads Manager make campaign setup fast.

- TikTok’s audience is conversion-ready and highly interactive.

- Authentic, trend-aware, fast-hooking content performs best.

- TikTok Advertising is essential for brands that want to grow in 2024 and beyond.

## The bottom line
TikTok Advertising gives brands a chance to show up authentically, creatively, and powerfully in front of highly engaged consumers. With the right content structure and a trend-aware approach, you can turn TikTok into one of your highest-performing channels.

Want to go deeper into social commerce and cross-channel ad strategies?
Explore more insights on the [Channable blog](https://www.channable.com/blog).


TikTok advertising: The complete guide

To delve deeper into the dynamics of this thriving marketplace, we sat down with Shakhil Shah, to discuss Allegro's operations and strategies. From customer demographics to seller insights, Shakhil offers valuable insights into Allegro's journey and its future prospects.

## Allegro is a popular eCommerce platform in Poland. Could you share some insights into your customer base, including their demographics and shopping behaviors?

Allegro has traditionally dominated the Polish market, boasting an impressive customer base of **19 million** active buyers in the region. 

With the recent expansion to allegro.com and Allegro.cz, our platform has become accessible to buyers and merchants across the EU. We've observed over 20 million visits per month, reflecting the platform's widespread appeal and consumer engagement.

## What types of products or sellers tend to perform best on Allegro, and are there any specific categories where you've seen exceptional growth?

Our platform covers 14 categories, with Consumer Electronics, Home & Garden, Fashion, Automotive, and Kids emerging as top performers. 

Allegro is the primary consumer touchpoint when buying online in Poland. Over 400m attractively priced offers from more than 140k merchants converted into GMV from Polish operations growing by 10.5% YoY in Q3. This is significantly faster than the country’s overall nominal retail sales, with over one-third of the GMV growth coming from high-frequency categories like Supermarket and Health & Beauty.

However, notable growth has been witnessed in Health & Beauty and Supermarket categories, especially in pet products. 

![image_01 (4).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/BqwTn5J0Qwi99EKjyzRB)

Allegro's value proposition resonates with consumers seeking convenience and competitive prices, driving substantial year-on-year growth in key segments.

## Are there any specific categories where Allegro has exclusive offers? What are your categories with the strongest seller and consumer base?

While categories like Consumer Electronics and Home & Garden traditionally attract strong seller and consumer bases, we're constantly exploring opportunities for exclusivity across various segments. 

Health & Beauty presents significant growth potential, aligning with evolving consumer preferences and market trends.

## For new sellers looking to get started on Allegro, what are the key steps and requirements they need to meet before listing products?

Getting started on Allegro involves creating an account and understanding the platform setup. We provide comprehensive resources, including registration guides and Allegro Academy courses, to facilitate a seamless onboarding process. 

Additionally, sellers must ensure competitive pricing, reasonable delivery costs, and efficient delivery times to optimize their listings' performance.

It's also worth noting that Allegro is more than just a marketplace to its consumers, it is also used as a product search engine, 34% of online shoppers in Poland begin their product search on Allegro compared to 26% using Google, however, what's interesting here is the conversions to sales, of the 26% using Google, 49% end up completing their purchase on Allegro.

## Can you give a few examples of common mistakes/pitfalls in the product data that sellers share with Allegro?

International sellers often grapple with challenges such as uncompetitive delivery prices or lengthy delivery times, which can deter potential buyers. 

![image_02 (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/TWUNSiVlQYuYHaualXrK)

It's essential for sellers to conduct thorough market research, optimize product data, and leverage Allegro's promotional tools to enhance visibility and sales, that said there are ways to improve this by becoming a SMART! seller and or using the One Fulfillment service by Allegro.

In addition to the above, while we do not make recommendations on how to price products on the platform, it is always worth looking at what competitors are selling the same product for, this is where its important to do research on similar products being sold on the platform and look at ways where you as a seller can offer added value to the customer. 

Finally, creating visibility is imperative to success, promoting, advertising and taking part in the various sales campaigns will help you grow your business.

## Can you tell us about any promotional tools or features that Allegro offers to help sellers increase their visibility and boost sales?

Allegro provides a diverse array of promotional tools, including participation in sales campaigns like SMART! Week and Black Weeks, along with self-service marketing and advertising options. 

Other than sales campaigns, we have various marketing and advertising tools available, most of these are accessible through the self-service tool on the platform. More information about the specific tools can be found on the [Allegro Ads Page](https://allegro.pl/ads/boost-your-sales-on-allegro).

These tools empower sellers to effectively showcase their products and capitalize on seasonal and promotional opportunities.

## Finally, how does Allegro plan to stay competitive and evolve in the ever-changing eCommerce landscape, and what opportunities can sellers look forward to in the future?

Allegro remains committed to expanding its presence across Central Europe, with upcoming launches in Slovakia, Hungary, Slovenia, and Croatia.
 
By delivering a compelling value proposition and fostering innovation, we aim to cement Allegro's position as the preferred destination for online shopping in the region. 

Sellers can anticipate continued growth opportunities and a dynamic marketplace environment conducive to success.

> It’s our aim that, by the end of 2024, shoppers all over Central Europe will be choosing their Christmas gifts on Allegro - Roy Perticucci, Allegro CEO, stated in the Q3 results press release.

Shakhil Shah has provided valuable insights into the value of Allegro, Poland's leading eCommerce platform, and its growth journey. 

With a keen understanding of customer behaviors, a diverse array of product categories, and a commitment to empowering sellers, Allegro may be the next channel needed in your multichannel mix. 

Check out more on you can get selling on [Allegro](https://www.channable.com/integrations/allegro) with Channable today.

Interview with Shakhil Shah and Allegro Marketplace

<h3>Tips on how to select the products for Amazon</h3>
<a href="https://www.amazon.co.uk" target="_blank" rel="noopener noreferrer">Amazon</a> is a marketplace with a very high sales potential, but how can you sell on it in a profitable way? The key to success is to choose the right products to display on the platform. Indeed, it is very likely that some of your items are not performing well on Amazon, while others sell like hotcakes. It is fundamental to carefully select the products you want to sell on Amazon. We’ve written a few tips on choosing which products to sell on Amazon:
<ul markdown>
 	<li>**Easy to ship products**
By choosing to sell small and light products, you can lower the shipping costs in your ads. The shipping cost has a big impact on the purchase decision of the customer; the lower it is, the more likely you are to sell the product.</li>
 	<li>**Products with prices that are not too low**
Amazon charges a cost-per-sale fee (CPS), which means you pay a fee every time you sell a product. Therefore, advertising a cheaper e.g. €2.00 product is not very profitable. Try to sell only products that are worth selling, taking into account the commission.</li>
 	<li>**Specific and targeted products, containing relevant and complete information**
It is much easier to sell a product called "15-inch MacBook Black Cover" than "Laptop Cover". Why? Even if the second title matches with many keywords used in the Amazon queries, it will hardly ever correspond to what the user is really searching for. Always try to give a complete description of the product, by listing its model, its color, its size, and so on, so that users already have an entire overview of the item before clicking on it. Of course, this depends on your familiarity with the products you want to sell. If they're already being sold on Amazon, this could mean that the content has already been provided by another supplier</li>
 	<li>**Products that match customers' wishes**
In order to give you a little insight into what sells best, Amazon created a "bestsellers" corner on its website. In this feature, all the top-selling products are listed by category. If you can advertise these items at a lower price than other merchants, then you’ll be sealing the deals!</li>
</ul>
In order to only send products with the highest selling potential, you will need a good tool to filter between the products that are going to be sent to Amazon and those that aren’t. Channable’s <a href="/products/product-feed-management-tool">data feed management tool</a> could save you loads of time here. How?

The biggest challenge for selling on Amazon is to get your product information right in order to meet the requirements of Amazon. Channable’s smart rules enable you to very easily optimize your product information to meet Amazon standards, which is extensive. Examples of how to use the rules can be found below.
<h3>Attribute builder for completing mandatory information</h3>
It can take a whole day to modify your information to Amazon’s standards by yourself, especially when you're selling products in many different categories. That is why Channable developed an attribute builder for Amazon. This feature helps you to easily match your product information with the requirements of Amazon. Here is an example of a shop with many different categories in Channable:

![01_Amazon Profit_Image_01_EN.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/znz60SAR1Kjeo0xJQAlf)

Once you click on one of these categories, you will see the different mandatory attributes in red (see example below). In order to help you, Channable provides you with a description of the required information needed for that column. You just have to click on the title, and you will see a suggestion of what the accepted values on that column are. You can then either map this column with a field from your feed (i.e. color field) or add a static value (i.e. if you sell only products for women, you can fill the column Department with “women”).

![02_Amazon Profit_Image_02_EN.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/xckAEMknTGOXpWyeSFvl)

<h3>Filtering products based on their size</h3>
The above tips can be applied to an example feed from an online cosmetics shop. Based on the above, only products that are worth more than €10.00 with a maximum size of 30 cm will be sold on Amazon. This restriction can be implemented with the following rule:

![03_Amazon Profit_Image_03_EN.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/jzQJvqWZS7S7lAcGnvoy)


By excluding these products, they are not permanently deleted from the feed, instead, they are just not sent to Amazon. If one of the products costs €9.00 today, it will be excluded. But if tomorrow its price increases to €11 on your online shop, it will be automatically sent to Amazon.
<h3>Filling in missing information with the rules</h3>
As mentioned above, products with complete information sell better. Complete missing information can also be done in the Channable tool:

![04_Amazon Profit_Image_04_EN.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/fDrNezQWSZSimSbAz6Ay)


In the example above, the field "color" was not filled for all the shop’s products. A rule can be created in the tool to retrieve this information from another field e.g. "description". This rule allows you to find a certain value in the product information and copy it to an individual field that is recognized by Amazon.

It is also possible to create rules based on the results in Analytics. This allows you, for example, to exclude products with a low conversion rate.

Now that you know how to implement a good strategy on Amazon, you can start filtering your products and selling them on the top eCommerce marketplace!

Amazon Ads is part of Channable's end-to-end marketplace solution, making it even easier for advertisers to access the benefits of Amazon PPC adverts. Learn how Channable can optimize and accelerate your Amazon PPC campaigns and how you can manage thousands of ads across marketplaces. [Sign up for a free trial today!](https://www.channable.com/signup)

Easy ways to make more profit on Amazon

It's getting colder outside and we are slowly approaching Christmas. Millions of people are looking for the perfect gift for their loved ones. As many people don't want to leave their house to participate in the Christmas shopping marathon, they order their presents from home - online. So the question is: Is your online store ready for the Christmas business? With these tips, we are sure you will succeed and sell more.
<h3>1. Your homepage</h3>
**Responsive design**
Ever tried to scroll from one side of a homepage to the other on a mobile device? Then you know - it's not fun. Nowadays, responsive design is a must for every homepage and online store. Make sure to offer your potential customers the best homepage experience and invest in a responsively designed website.

**Optimize website speed**
3 seconds is all you have - this is the maximum amount of time it takes a website user to leave when a page is not responding. Increase the speed of your website and improve your user experience to encourage browsing and purchasing.

**Christmas design and festive layout**
Get potential customers into the Christmas spirit. Change teasers and slideshows into a winter wonderland, feature seasonal products and display high-quality pictures, graphics and/or videos. These will grab the customer’s attention and result in a longer stay on your homepage, which could lead to higher conversion rates.
<h3>2. Products</h3>
**Promote best-sellers**
Do you have any best-sellers that continually perform well throughout the year? Make a special promotion presenting them as an "often bought by others" or apply a discount on those products. If they sell well during the year, they will probably also perform well over Christmas.

**Modify product descriptions**
Add value to your products with holiday-specific pictures or modified product descriptions. Add for example "Perfect for Christmas" or "the perfect Christmas present" etc. so your products appear on the search terms "Christmas" or "present".

**Stock**
Prepare for potential stock shortages! Get an alert before your stock falls to zero. By increasing your minimum stock level, you will be able to process your orders without stress or stock shortages. Exclude products which are out of stock to make sure that only available items are shown. You can update your data several times a day on those marketplaces to ensure that your products are shown with up-to-date information on price comparison sites, display ads or others. Another way to encourage customers to finalize their purchases is to post how much stock you have left.
<h3>3. Increase traffic</h3>
**Rethink your advertising strategy**
lure more visitors to your e-commerce platform with the help of Google AdWords or remarketing to reach a higher conversion rate. With Channable you are able to optimize your product feeds and even feed based text within minutes.

**Place your products on price comparison sites**
Consumers will compare your prices on the internet. So make sure to be found on any price-comparison site that is relevant for your business.

**Consider selling on marketplaces**
Have you just started a web store and people don't know about you yet? Then consider selling your products on online marketplaces. Each month, there are millions of unique visitors on Amazon, Cdiscount or eBay <a href="/integrations?channel=marketplace" target="_blank" rel="noopener noreferrer">(you can find more marketplaces here)</a>. Take advantage of their name, amount of visitors and customers to sell more!
<h3>4. Deliveries</h3>
**Communicate delivery times**
Have you ever been desperate for your package to arrive on time? Then you know how crucial it is to communicate the exact delivery time. Check the delivery deadlines with your couriers prior to guaranteeing delivery before Christmas to your customers. Communicate all the delivery times, even if they are after Christmas day.

**Free delivery and packaging service**
Free delivery is one of the top reasons to buy online and spend more money (as shoppers are saving on delivery costs). Also, make your customers happy by offering free gift wrapping, for example for Amazon you can easily share this information in Channable’s attribute builder. Regular shoppers will appreciate the service. Don't forget to buy enough wrapping paper and scotch tape!

**Return policy**
Offer free returns and a longer return period than usual. No need to stress people out during their Christmas break to return unwanted presents. Give them at least 30 days to return their unwanted gifts.

So, are you ready for this year's holiday shopping? If you need help on optimizing your product feeds, setting up your marketplaces or feed based text ads, let us know. We will support you by setting up your first product feed in our feed management tool. Test it now for free and ask for a demo from one of our experts. Happy Christmas selling everybody!

How to sell more: Get ready for the online holiday shoppers

Today, boxing day is more well known as the day after Christmas when the infamous end of year sales begin and the masses flock to the high street to subtly exchange those unwanted Christmas gifts. Luckily, shoppers can now enjoy the Boxing Day sales from the comfort of their sofa. But are you ready, as online retailers, for the final surge of sales for Britain and other commonwealth countries this year?

Channable’s data feed optimization tool means that you also won’t need to lift too many fingers because as, you’ll all know, rules to filter, optimize, and complete your product information are made in just a few seconds! So you can instead spend the day with loved ones, catching up on the new Doctor Who special or simply digesting. Here are some of our top rules for Boxing Day:

**Sales means sale prices**
If you’re going to participate in the Boxing Day Sales you will need to advertise on your sale price. <em>Note:</em> Make sure not to just change your price in Channable if you use feeds because the comparison website or other platform might reject your product if your ad price differs from your webshop. To add a sale price field in your import feed/own webshop and use this figure. You can either: use rules to copy the sale price into the price field…

<img class="aligncenter size-full wp-image-7443" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0DUlWbZ5TQORT2qKmMHf" alt="" width="952" height="416" />

...or, in the finalize step, map the sale price to either the sale price field or the price field if there isn’t the sales price channel field (just make sure all your products include a sale price).

<img class="aligncenter size-large wp-image-7448" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AOjrvqVRwGKRsSIml8AI" alt="" width="900" height="365" />

You could go one step further if you could choose to advertise products with a certain discount percentage. For example, you want to only push advertisement’s whose sale prices are 20% less than the retail price. You can do this by using the calculate rule. See our example below:

<img class="aligncenter size-full wp-image-7451" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gIJOxBGBT2eI74VSzUA3" alt="" width="700" height="708" />

Above we calculated what the percentage is by creating a new mapping field (price_discount_percent), first subtracting the price from the sale price (to calculate the difference) then dividing the difference by the initial price and multiplying this value by 100. This was the end result:

<img class="aligncenter size-full wp-image-7452" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/aNFudli2T9OREtjc0JMO" alt="" width="286" height="238" />

This percentage field can now also be appended to the title. You can then decide what you would like to do with products that have an exceptionally high/low discount, perhaps a rule to exclude products which have a discount percentage which is too high or too low, or sell them at their normal price without the sales discount, or even sell high discount products on different channels. The possibilities are endless!

**Boxing Day AdWords Campaigns**
Modify your AdWords advertisements to include boxing day keywords, limited stock keywords and sale prices. Channable allows you to include dynamic ad customizer fields so you don’t need to constantly monitor all of your campaigns; then you can push them all with a few simple clicks!

<img class="aligncenter size-large wp-image-7453" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AjgzuCF6QZWtY7J0dNXc" alt="" width="900" height="246" />

**Add size to the title when the stock level is low**
This is a great rule to include if you want to avoid wasting money on CPC when certain sizes are out of stock. Check out our simple Channable method to do this below:

<img class="aligncenter size-full wp-image-7454" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Ub11x113Rmmv8NOvaNXZ" alt="" width="969" height="496" />

**Prepare in advance!**
In Channable you can create rules now that can be paused until Boxing Day. This way you can fine-tune them and activate them at the right time, so you can have even more precious time to yourself on the 26th.

<img class="aligncenter size-large wp-image-7455" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gu7MKSgCQKU1E9JMej1E" alt="" width="900" height="338" />

We even have rules that are based on a date if you have the promotional period in your data feed, so you don’t even need to unpause them yourself. Just create a rule that uses “if” the date is in the promotional range i.e. 26th December, “then” push the specific products with promotional values. You can even append certain expressions to the title for this specific period, like in the example below.

<img class="aligncenter size-full wp-image-7456" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/3AGosghzS06p49H5UxA3" alt="" width="827" height="490" />
<br><br/>
**Ensure you don’t run out of stock! **
Best case scenario, you sell everything! However, be sure to allow yourself a safety net to ensure that you can fulfill all those orders. Channable can offer to run your feeds multiple times a day at an extra price (contact us to find out more!). However, check with the channel first to see if running your feed multiple times is feasible, as it depends on the update time of your own data and the time the platform updates the information.

If you’re selling on a marketplace that uses an API connection and you have order processing active, you can include rules to exclude all products if your stock level falls below a certain amount.

Channable's top Boxing Day rules (aside from relaxing)

<h3>Een verschuiving in de vacaturemarkt</h3>
Vroeger keek je nog wel eens in de krant om een passende en leuke vacature te vinden, tegenwoordig gebeurt alles online. Niet zo gek ook, want de vacaturemarkt is een enorm dynamische en snelle markt geworden. Vacatures bereiken een steeds grotere doelgroep en het aantal reacties stijgt de pan uit. Reageren op een interessante vacature doe je dan ook direct, of uiterlijk binnen een paar dagen. Het plaatsen van vacatures en het verwijderen van vervulde vacatures wisselt zich in razendsnel tempo af. Bedrijven in deze markt kiezen er daarom steeds vaker voor om een datafeed te gebruiken voor het online adverteren van vacatures.

Dit gaat echter niet altijd zonder problemen. Het kan namelijk voorkomen dat de data niet voldoet aan de specificaties van het desbetreffende platform. Ook kost het veel tijd om elke keer als vacatures vervuld zijn, de advertenties handmatig te pauzeren en/of aan te passen op de platformen waar geadverteerd wordt. Er is gelukkig een manier om dit hele proces makkelijker te maken.
<h3>Voordelen van datafeed management</h3>
Een datafeed managementtool, zoals Channable, kan nuttig zijn voor zowel werkgevers, uitzendbureau’s en/of vacaturebanken (jobboards) omdat:
<ul markdown>
 	<li>het mogelijk is om vacatures voor de juiste doelgroep op het juiste moment te plaatsen</li>
 	<li>het tijd, geld en middelen bespaart <span style="font-weight: 400;">door </span><span style="font-weight: 400;"> </span><span style="font-weight: 400;">één dashboard te gebruiken om alle advertenties op externe platformen te beheren</span></li>
 	<li>potentiële werknemers altijd vacatures zien die nog niet vervuld zijn</li>
 	<li>je een stapje verder kunt gaan, door bijvoorbeeld te adverteren met het aantal vacatures in een bepaalde branche, stad of regio, of met een maximum voor salarissen in de branche</li>
 	<li>je eenvoudig op meerdere kanalen kunt adverteren (bijv. tekstadvertenties, display, retargeting etc).</li>
</ul>
Klinkt goed toch? Diverse bedrijven maken al gebruik van Channable om advertenties te creëren voor vacatures en zijn tevreden klanten. Een voorbeeld hiervan is Blue Mango Interactive, het marketingbureau van Randstad, <span style="font-weight: 400;">een van de meest toonaangevende bedrijven in de vacaturemarkt:</span>
<blockquote>
<p style="text-align: center;">‘Met meer dan 4.000 vacatures in 26 verschillende sectoren in 2402 steden door heel Nederland, is Randstad een van de grootste vacaturesites in Nederland. Dankzij de dynamische advertenties van Channable kunnen we alle vacatures van Randstad automatisch en in real-time creëren en activeren met behulp van zeer specifieke en dynamische zoekwoorden, ad copy en landingspagina's.’</p>
<p style="text-align: center;"><i>Gemma van Dorst - Search Specialist bij Blue Mango Interactive</i></p>
</blockquote>
<p style="text-align: left;">Channable biedt je de middelen om datafeeds te optimaliseren en aan te vullen naar de specificaties van meer dan duizend kanalen.</p>

<h3>De toepassing van dynamische tekstadvertenties in Channable</h3>
Als je een datafeed hebt ingeladen in Channable, kun je ook aan de slag met dynamische tekstadvertenties. Op basis van jouw datafeed kunnen campagnes, advertentiegroepen, advertenties en zoekwoorden opgezet worden. Door middel van het instellen van regels kun je ervoor zorgen dat advertenties automatisch gepauzeerd worden als de vacature vervuld is. Je kunt zelf bepalen welke velden uit de feed je wil gebruiken, alles is volledig naar wens aanpasbaar. Het is mogelijk om bijvoorbeeld campagnes op stad niveau in te stellen of advertenties gericht op een bepaalde branche. Je hebt maar één template nodig om honderden advertenties te genereren!

In het voorbeeld hieronder kun je zien hoe je honderden unieke advertenties kunt creëren op basis van de branche (industry), regio (region) en aantal vacatures. Je datafeed vult de dynamische velden automatisch in.

<img class="aligncenter size-large wp-image-7712" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4buZojcS8S5pphXehDgM" alt="" width="900" height="437" />

Deze feature van Channable is beschikbaar voor Google AdWords tekstadvertenties en is binnenkort ook beschikbaar voor Bing Ads! Probeer onze gratis proefversie, en ervaar zelf hoe gemakkelijk het is om vacatures te adverteren via een datafeed managementtool.

Advertise Job Vacancies Online with a Feed Management Tool

This is how it looked before:

<img class="alignnone wp-image-7658 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YZjIbmChTI26b6hHf5Ze" alt="" width="364" height="365" />

And this is where you can find the Shopping campaigns tab now:

<img class="alignnone size-full wp-image-7747" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/WdpKUM7NSJ6hpP8meaGy" alt="" width="1444" height="780" />

Find Shopping campaigns in its own tab

<span style="font-weight: 400;">Understandably, not all of you have Valentine’s appropriate gifts. For those of you that do, we have some tips below, but there are other ways to boost website traffic and piggyback off this gift giving event. We’ve written this blog in three segments:</span>
<ul markdown>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">First, inspiration on how to incorporate Valentine's if you’re selling non-romantic items</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Second, tips for feed optimisation if you do sell Valentine's themed products</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Third, tips about how to use our <a href="/products/ppc-tool">Text Ads feature</a> to help with Valentine's promotion</span></li>
</ul>
<span style="font-weight: 400;">So without further ado, here is our Valentine’s how to:</span>
<h3><b>Be inspired this Valentine's</b></h3>
<span style="font-weight: 400;">This recommendation is for those of you that think you’re not Valentine's suited. There are some great examples online of how non-romantic brands advertise at this time of year. One way to do it is to </span><b>create content</b><span style="font-weight: 400;">. After all, some of the most searched for terms during February include gift ideas, outfit ideas, date ideas, etc. By creating Valentine’s content, you can engage with and inspire consumers in more creative ways to get them to visit your webshop. </span>

<span style="font-weight: 400;">You can easily distribute the content using Channable. If you already have your customers’ information in a data feed, you can easily upload this information into Channable and then create a custom CSV file containing this specific target market to send them the market specific content. </span>

<span style="font-weight: 400;">For instance, you could create a CSV with all customers who have bought a certain item in the recent past and create a </span><b>newsletter </b><span style="font-weight: 400;">for them promoting a certain product that’ll go perfectly with their recent purchase this Valentine’s Day. Get creative with puns like “No Valentine's date? Let us light up your life” if you’re a lamp seller, or “Does size really matter? Browse our sofas and judge for yourself” if you sell furniture.</span>

<img class="aligncenter wp-image-7772 " src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/SjAUa6wXScOg8Ko0B7k6" alt="" width="811" height="396" />

<span style="font-weight: 400;">
According to Google, one of the biggest target markets are men over this romantic period, who also tend to spend more on presents. Consider creating content specifically targeted to different markets and selling on the sites they frequently visit. Couples aren’t the only market this holiday, there has been a rise in gift exchange between colleagues, friends, and even pets!</span>
<h3><b>Valentines-ify your feed</b></h3>
<span style="font-weight: 400;">For those of you who are lucky enough to have more Valentine's appropriate items, such as gifts, jewellery and raunchier numbers, here are some ways to make your feeds even more attractive this Valentine's.</span>

<span style="font-weight: 400;">With Channable, you can easily incorporate keywords, search terms, and other information into product titles or descriptions. You can use keyword tools to find the most popular search terms, as many consumers are searching for unbranded terms and even location specific results. You can easily include values and expressions, like “perfect for Valentine's” to titles or descriptions in Channable, by using the</span><a href="https://support.channable.com/hc/en-us/articles/115002827625-Rule-combine-value" target="_blank" rel="noopener noreferrer"><b> “combine value”</b></a><span style="font-weight: 400;"> rule. It can also be used to meet consumer trends, such as the demand for more delivery options. By combining values such as the title and the delivery time, you can more easily communicate to the customer when the items will be delivered. Notably, to those customers that are perhaps a little late in finding a gift.</span>

<img class="alignnone wp-image-7773 " src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7irdIOc7RaymZwNKnZkd" alt="" width="871" height="264" />

<span style="font-weight: 400;">If you want to take Valentine's selling to the next step, you can adopt a</span><b> remarketing strategy</b><span style="font-weight: 400;"> with only your Valentine's appropriate items. Remarketing has been shown to help in lowering shopping cart abandonment. <a href="/integrations/facebook-product-feed">Facebook </a>is a popular remarketing channel as you can easily target specific genders, age-groups, etc. You can also set up specific Valentine's promotional lines within Channable and push it to Facebook. </span>

<span style="font-weight: 400;">You can now simply duplicate a feed within Channable to save you time in setting up a new one. To do this, you simply need to select Facebook from the selection of channels when adding a new feed. </span>
<h3><b>Romanticise your Text Ads</b></h3>
<span style="font-weight: 400;">Channable’s</span><a href="/products/ppc-tool"><span style="font-weight: 400;"> Text Ads feature</span></a><span style="font-weight: 400;"> can further help with the final touches of your Valentine's strategy. Make ads as specific and unique as possible with our dynamic templates. As mentioned above, many consumers search for unbranded keywords and terms not obviously related to Valentine's. Our dynamic fields can be used in the keywords section of building an ad to help increase your keyword compatibility. </span>

<span style="font-weight: 400;">If you choose to opt for faster delivery service over this busy period, you can even incorporate dynamic data values such as delivery date into your text ads with our, appropriately, pink </span><b>Ad Customisers.</b>

<img class="alignnone size-full wp-image-7774" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/WNM19zMWTWA4OXCQAvIg" alt="" width="1102" height="524" />
<h3><b>Go spread some Channa-love</b></h3>
<span style="font-weight: 400;">So whether you sell lamps, vacations, or more sensual accessories, Valentine's can be a season for everyone. To benefit from all of Channable’s features, just </span><a href="mailto:support@channable.com" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">get in touch</span></a><span style="font-weight: 400;"> or create a </span><a href="/signup" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">trial account</span></a><span style="font-weight: 400;">, and make sure your feeds are ready this Valentine's. Spread the love!</span>



The ultimate selling guide this Valentine’s Day from Channable

Google Shopping merchants received an announcement late January that Google will no longer support integrations with BigCommerce, <a href="/integrations/magento">Magento</a> or <a href="/integrations/prestashop">Prestashop </a> vendors from 20th March 2018 onwards. Google Merchants received an email from Sales &amp; Orders stating that the decision was made: “in order to better focus on solutions that will make the Shopping ads onboarding a more seamless experience. We’re continuing to work with e-commerce platforms to explore more frictionless integration opportunities.”

However, this does not mean the end for Google selling for webshop owners. The use of third parties to generate feeds and build API connections for Google Shopping remains supported.
<h2>Channable supports Google feeds and API</h2>
Channable has long supported feed generation and is continuously improving an API connection with Google Shopping. So rest assured, you can continue to sell on Google Shopping, as well as over 1000 more channels, and enjoy many more of Channable’s other features such as <a href="/products/marketplace-integrator">order connections</a> and <a href="/products/ppc-tool">SEA tool</a> for dynamic text ads and shopping campaigns.

With Channable you can optimize your product information to increase your discoverability on Google Shopping with our unique rules. So you can make sure that your titles and image links are optimized, before you appear on Google Shopping.

Channable wants to help everybody that has been affected by Google’s decision. We’ve created a special promo code* to ensure that you remain on Google Shopping as fast as possible. We will set up your Google Shopping feed free of charge when you use the promotional code: <b>GOOGLE_PROMO2018</b>. Hurry, <em>**this code expires 1st April 2018**</em> - and no, this is not an April’s fools joke. After you<a href="/signup"> create an account </a> , enter the code at the set up and one of us will be in contact asap to discuss the finer details. Make sure to take a look at your new feed and experiment with our rules to make your products shine!
<h2>Prestashop and Magento Channable Plug-Ins</h2>
If you have a Prestashop or Magento shop you can directly import your data feed into Channable with a plug-in. The plug-in incurs <i>no additional costs</i> and you can make use of any of our <a href="/pricing">monthly subscriptions</a> starting at 19 euros a month. It’s possible to import products into Channable if you use BigCommerce with an XML import. Once your import is complete, create a Google Shopping connection with just a few clicks. Channable's API connection is continuously being developed to ensure that a more seamless integration is offered.

Feel free to <a href="mailto: support@channable.com">contact us</a> if you have any questions regarding our tool, how our connections work or to have a good old rant about Google’s decision

Channable’s solution to Google’s decision to drop BigCommerce, Magento and Prestashop API connection

Nowadays, people rely more and more on technology. Simultaneously to the rise of technology’s demand, the market for second hand and refurbished electronics is also booming. Buying electronics online has become a regular habit for many consumers. Electronics and appliance specialists have been significantly affected by the rise of internet retailing. It’s become necessary for them to adopt a multi-channel strategy in order to survive this new evolution. Find out how a data feed management tool can help you to master selling online.

<img class="alignnone size-full wp-image-9400" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ock2rMkWTyrU1dX1Ti8z" alt="Sell electronics with Channable" width="800" height="485" />
<h3>Stay on top of managing your channels</h3>
If you have a large amount of products and if the information on your ecommerce website changes frequently (i.e. new products, price and stock changes), then a data feed management tool is necessary for managing your online projects. This tool will indeed automate the whole management process and help you to keep all your ads and listings updated.

For example, within the electronics industry, price matters. Vendors will know about the price war on certain platforms. If your pricing is dynamic and changes often throughout the day, Channable can offer to run your feed multiple times a day to make sure your price is always updated on every platform you sell your goods on. Another useful trick with a data feed management tool: if your stock runs out, you can create a rule to “pause” your ads on marketplaces or price comparison websites, avoiding useless costly clicks for products with no stock left.
<h3>Increase your online visibility</h3>
Marketplaces, price comparison websites and search engines are very useful for increasing your online visibility to the widest range of buyers possible. Electronics and their accessories can be rather expensive and consumers like to compare prices before making their choices. In order to reach more customers, it is necessary to have your ads on a range of platforms, but preferably with minimal effort (see above). Channable has connections to over <a href="/integrations">2500 channels</a> that you can manage from one dashboard.

<img class="wp-image-9375 size-full aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/IPQ9iDgxQkSxqiHrTzmt" alt="Channels for electronics" width="723" height="197" />
<p style="text-align: center;"><em>Some platforms where you can sell your electronic items</em></p>

<h3></h3>
<h3>Instantly create perfect product listings</h3>
Using a data feed management tool to display content rich ads for electronic goods is vital for conversion. So, how can you do that?

Within your product feed, it is likely that you don’t have all the specifications of your products in separate fields. If you weren’t already aware, consumers find electronic’s specifications very important. For smartphones, the RAM size (GB) is vital; for a fridge, its the consumption of kW; for a computer, the core speed (GHz), and the list goes on for all electronic appliances or pieces of technology. However, this kind of product information might be in the title or even in the description. With Channable you can easily extract this information and place it in it’s own field to be modified in order to make it match the marketplaces’ requirements. No need to manually copy-paste individual product information into the marketplace’s ad creator as Channable will send products instantly to the marketplace through a feed or a direct connection.
<h3>Analyze your performance</h3>
Channable also gives you the opportunity to discover which items are your top sellers for each comparison website and search engines that you display your items on. This information can be really insightful and help you choose which items you want to advertise. You can <a href="/blog/blog-analytics-insights-for-better-performance">connect Channable to your Analytics</a> and use all the performance information to optimize your sales.
<h3>Make sure your strategy covers all the (mega)bits</h3>
Up until now, we’ve mainly touched upon how to make the best product ads for marketplaces and price comparison websites. But you shouldn’t forget retargeting in your multi-channel strategy.

Data feed management tools can help you to create feeds for affiliate platforms and, ultimately, save bundles of time. Imagine a potential customer visits your website and buys a new camera. With the help of affiliate platforms or display networks you could target this visitor again with ads about matching lenses or SD cards. Whenever they visit a photography blog or are browsing their social media pages, they would see your ad. This kind of paid marketing is much more efficient as it reaches people already interested in your items.
<h3>Make the most relevant Paid Ads yet</h3>
A data feed management tool will help you to organize and structure your AdWords and Bing Campaigns, both text ads as well as Shopping Campaigns. What is actually very special in Channable is that you have the ability to<a href="/products/ppc-tool"> create dynamic text ads</a>, based on the product information in your feed. Enabling you to advertise on long tail keywords without the manual hassle.
<h3>A data feed management tool is all you need...</h3>
A tool like Channable will facilitate any electronics seller’s digital marketing. Channable will enable you to automate all the processes and create perfect, optimized ads for your online marketing strategy, which includes price comparison, marketplaces, affiliates and AdWords. Get in contact for more information by emailing us at <a href="mailto:support@channable.com">support@channable.com</a>, or <a href="/signup">sign up</a> for an unlimited free trial to test it out for yourself.

Why a feed management tool can be a blessing for selling electronics online

Channable’s rules are the (not so) secret behind being able to optimize and modify data to perfection. You may already be familiar with the <a href="https://support.channable.com/hc/en-us/articles/115002828085-Rule-group-items" target="_blank" rel="noopener">group items rule</a>, which is used to merge multiple items together under one item if there are variants i.e. of size or color. There is also the deduplicate items rule, which can be used to keep the item with the lowest variable of a group e.g. the item with the lowest price. To further improve what you can do with grouped items, Channable’s special “Calculate item group” rules have been introduced.

This overarching rule includes: COUNT ITEMS, CALCULATE SUM and FIND HIGHEST/LOWEST VALUE.

With the rules it is now easier and faster to:
<ul markdown>
 	<li>Get an overview of how many items are in an existing (or newly created custom) group.</li>
 	<li>Find the total sum of a variable for all the items that are in the group. For example, the total sum of stock for all the items in a group.</li>
 	<li>Easily find the lowest value in a group, which makes advertising on the lowest price easier</li>
 	<li>Find the highest value of the group, which can be useful for communicating the highest discount</li>
</ul>
For a full overview of how to implement these rules, and for more examples, <a href="https://support.channable.com/hc/en-us/articles/360007539014-Rule-Item-group-rules" target="_blank" rel="noopener">consult our help centre article</a>.

Channable’s new group rules

Channable is a tool that can convert your <a href="/integrations/xml-converter" target="_blank" rel="noopener">XML</a> to <a href="/integrations/csv-converter">CSV</a> (or even your Google Spreadsheet or TXT file), but the tool can be used for much more than just converting a file. This data feed management tool is perfect for managing, editing and working on your data. It will give you all the freedom to tweak your data in the easiest way possible and convert from many different types of files to a custom CSV or other. Channable can be THE solution for these issues: you face problems such as modifying data in hundreds of different Excel files, you have to combine data from different files with a different format, or you are facing difficulties editing fields in your file with the Excel formulas, etc.
<h2>On the import level</h2>
You can easily import your XML to convert it into a CSV later on. This is not the only supported format: XML, CSV, TXT or Google Spreadsheet are also accepted. The big advantage of Channable is that you can import more than one file and all of them can be with a totally different format. This is very useful if your data is spread across many files that are in different formats. Simply, import, combine or merge your XML, CSV, TXT or Google Spreadsheet.

<img class="size-full wp-image-12545 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/yKRP7GKTSIOGU2T1lvDa" alt="With Channable convert any file to create a new custom CSV" width="945" height="170" />
<em>Have a look at a short instruction here:</em>
<iframe src="https://www.youtube.com/embed/kb6YMUa7XtI" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
<h2>Edit and adapt all your data</h2>
One of the best features in Channable is the rule section. In that section, you can easily manage your data. This can be done with our IF-THEN statements, which are extremely powerful and yet so easy to use.
<h3>A non exhaustive list of what you can do with these rules:</h3>
<ul markdown>
 	<li>Set up actions which allow you to filter on data</li>
 	<li>Exclude data you don’t want to include in the CSV</li>
 	<li>Enrich your data by appending values such as an optimized description or brand name in any field</li>
 	<li>Limit a field to a certain amount of characters</li>
 	<li>Enrich your data by adding columns (fields) and filling them as desired</li>
</ul>
<img class="size-full wp-image-12550 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ebgLsKPKQImaASL1REwx" alt="Combine values with Channable rules" width="1327" height="496" />

This is one idea on how to use the rules within Channable but the possibilities are endless and it is way more user-friendly than Excel. If you want more ideas on what can be done, check out <a href="https://support.channable.com/hc/en-us/categories/115000535005-Rules" target="_blank" rel="noopener">our guides</a>.
<h2>Export your custom CSV</h2>
Once you’ve modified the data within the rules section, you can either export all the fields or select which ones you want to export to your new CSV. This way, you’ll avoid having too many useless fields in your newly made custom CSV file. Furthermore, decide in which order you want your data or what will be the names of the columns.

There are more conversion options in Channable than just XML to CSV; you can also create a TXT file, another XML file (also a unescaped XML file), a JSON file or even a RSS feed.

<img class="size-full wp-image-12548 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/2qUJDIKzQAK81VzzNL4Y" alt="Convert XML to csv with Channable" width="1174" height="136" />

Want to use Channable to manage your data? Then <a href="/pricing" target="_blank" rel="noopener">check which plan would suit you best</a> and <a href="/signup" target="_blank" rel="noopener">get started now</a>!

Convert any file to create a new custom CSV

Google’s expanded ad template was introduced mid-2018. An <a href="https://support.google.com/google-ads/answer/7056544?hl=en" target="_blank" rel="noopener noreferrer">expanded Google ad</a> allows advertisers to write three headlines, as opposed to two, and an additional description of 90 characters. The ability to expand ads was warmly welcomed by the marketing commuting and Channable saw to implement the expanded text ads structure immediately. The additional headline and description are optional but give marketers an extra 120 characters to communicate more information.

<img class="aligncenter wp-image-12963 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/M8kWlwFnS82xHKXtv5k0" alt="" width="1500" height="561" />

This option to share more information is great news. Especially if your ad headlines currently only contain vital information and you feel limited for creativity. For example, you currently advertise on the brand name and your own USP but have little room for much else. This third headline gives you the option to add a second USP such as free shipping, a call to action, or temporary information such as seasonal promotional messages. With Channable’s dynamic template, automating expanded text ads and modifying a third headline is simplified. Notably as you can communicate dynamic information such as price or availability without pausing ads.
<h1>Sitelinks are also here!</h1>
To further improve your ad and click through rate, use sitelinks. They are also available in Channable’s ad templates. Sitelinks appear as additional URLs in a search ad and can provide users with immediate access to e.g. your phone number, your opening hours, special offers. You can have up to six sitelinks, and a minimum of two.

<img class="aligncenter wp-image-12964 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ZMjfY0vUQ36qbjJFE9OQ" alt="" width="1500" height="997" />

Sitelinks are great as you can edit them without creating new ads or losing performance data of your ads. Sitelinks also help you get a better understanding of your clicks and what information your potential customers want the most.

Improve and automate your Google ads with Channable’s dynamic expanded ad template. Then, watch your ad performance and click through rate boom. For a demo of the SEA tool, just <a href="/demo">fill out our demo form</a> and a Channable expert will be in contact asap.

Channable’s new and improved ad template: Google expanded ads and sitelinks

<h2>What’s new?</h2>
If you’ve activated <a href="/products/marketplace-integrator" target="_blank" rel="noopener">Channable’s Order Connections</a>, you’ll already be benefiting from the synchronisation i.e. of order information, stock levels, track and trace status, from a marketplace such as Amazon or Bol.com straight into the backend of your online store.

The order information that Channable processes can now be downloaded as a CSV file.
<h2>Why would I want orders in a CSV?</h2>
Whilst an overview within Channable is very nice, many of you requested whether you could easily extract the information for your own information processing.

Having the CSV can be useful for your own documentation, reportage and record keeping.
<h2>How do I do it?</h2>
There’s a handy “Download as CSV” button in the bottom right corner of the order overview page within Channable. You can set a specific date range for the download, as otherwise the default is the previous month.

<img class="size-full wp-image-12541 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/vqzlfGPQSWEP1BQ8KLNh" alt=" Download Orders as CSV within Channable" width="1320" height="705" />
<h2>More Information?</h2>
For a screenshot and some more information about finding the order connection in Channable you can take a look at <a href="https://support.channable.com/hc/en-us/articles/360013185094-Download-orders-and-order-returns-as-CSV" target="_blank" rel="noopener">the help centre article</a>.

New Feature: Download Orders as a CSV

As an online marketeer, you know the struggle of selling online. You have your own website, but that is not enough. You want to advertise on price comparison websites, marketplaces, affiliates and have lots of SEA campaigns running. To do so, you need a data feed - ideally one that is linked to your website and your actual shop system. This data feed can be used for your export platforms. But because the data feed requirements vary per platform, it is necessary to adjust your feed according to the standards of the platform.

For this task many people use feed management tools, like Channable. In a tool, like Channable, you are able to edit your feed with rules that are based on IF-THEN statements. <em>IF your price is empty, THEN exclude the product from the data feed.</em> Some rules will be specific to certain channels because they have specific requirements. Other rules might be needed for all exports in general, so it can be a real time saver to put them into the newly implemented master rule groups.

Master rule groups is a feature that Channable recently introduced. Normally, you would create rules for the export channel you have chosen. Whereas with master rule groups, you can create several groups and execute them for multiple exports. These rules are very convenient if you want to apply changes that are needed for multiple channels. Per export, you can select which master rules you want to apply. Below we’ll show a couple of examples of how you could use this new feature.
<ol>
 	<li>**Exclude seasonal products**
It’s winter, there is snow outside and your data feed contains winter coats but also beachwear, swimming suits and other summer fashion. At this time of year, you only want to advertise products that are relevant for this cold weather and exclude anything that is related to summer. With master rules you can easily do that for your entire product feed and won’t have to worry about it per channel.<img class="aligncenter wp-image-13271" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4p7Ff5RRCByWA1yWZllA" alt="" width="1200" height="558" /></li>
 	<li>**Exclude unwanted**
Does your feed contain HTML or textual discrepancies (e.g. unwanted capitals)? Do some items lack information like images, price etc.? These are issues in your feed that you certainly want to eliminate for any export. Use the master rules and you’ll save even more time!</li>
 	<li>**Exclude blacklisted products**
Some brands or categories are not meant to be advertised, so you usually blacklist them. Even if you work in travel, you might want to exclude certain destinations. Create a master rule group for the items you want to blacklist and be done with it forever!</li>
 	<li>**Exclude parent items**
Parent items or configurable products can be excluded in advance, so it’s easier for you to advertise only on the products on that you want to advertise.</li>
</ol>
In our <a href="https://support.channable.com/hc/en-us/articles/360015726134-What-are-master-rule-groups-" target="_blank" rel="noopener noreferrer">help center</a>, we explain how to implement master rules in even more detail.

One master rule to rule them all

Feed-based marketing is becoming more accessible to marketers thanks for product feed management tools. <a href="/blog/find-the-perfect-feed-management-tool">Product feed management tools</a> enable data feed optimization that enables optimized advertising on your chosen online marketing channels. Channable offers a <a href="/products/product-feed-management-tool">product feed manager</a> and therefore knows all about feed-based marketing. Channable's international expertise in the field of digital marketing and its product feed management tool is used by many industries for a lot of different marketing purposes.

<img class="aligncenter wp-image-13083 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/RNkFvZ4YTZqqXewtOcFg" alt="product feed Channable" width="600" height="1800" />

If you want to know more about how feed-based marketing can be useful for your business, <a href="mailto:support@channable.com">don't hesitate to contact us</a> for more info or <a href="/demo" target="_blank" rel="noopener noreferrer">for a demo</a>!

And if you like this infographic, feel free to share it on social media!

What is a product feed in marketing? [infographic]

It was time to make the health check section a bit more user-friendly. Therefore, it has been renamed from "health check" to "quality check" and of course it has had a little upgrade at the same time.
<h3>What has changed</h3>
The quality check functionality is more extensive. You can now click on the items affected by the issue. Once you click, the tool will show you all the items that lack the specific information.

As examples speak better than words, let’s say that 39 items lack a description in your Google Shopping feed. With Channable’s quality check, you can now see exactly which ones, and you can even use the search bar to flick through them. The next step is still yours to make and would be to go to add this missing information by using the rules section to make your feed better and more complete.

<img class="size-full wp-image-13469 alignnone" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/botDK95gRuHyREQMZRpu" alt="New channable functionnality: quality check" width="1902" height="770" />
<h3>Harder, Better, Faster, Stronger</h3>
Not only is it easier for you to check the errors in your feed, but this functionality is even faster! Test it with your feeds to see how fast it is and start using it to improve the data in your export feeds.

New Channable feed quality check will give you more insights

As the largest search engine in the world, Google’s paid advertising attracts business of many sizes. However, to an untrained-eye, Google Ads can feel impossible to navigate through and decipher. To make life easier, Channable compiled an infographic to help you get your head around the most common Google Ads terminology.

[![Infographic](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/r2SYgURo6O0W3hrgtAfZ)](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/r2SYgURo6O0W3hrgtAfZ)

Feel free to share this Google Ads cheat sheet infographic on the social media network of your choice. If you’re wanting to save time and generate your Google Ads, take a look at [Channable’s SEA Tool](/products/ppc-tool). With a built-in template, you can generate hundreds of ads for Google and Bing from the information in a data feed and they’re even automatically updated!

Channable’s handy Google Ads cheat sheet [infographic]

Whilst there are multiple differences between both marketplaces and comparison sites, Channable identifies that both can bring you great benefits to your online sales.

<img class="wp-image-15450 size-full aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/XxFFscdZSjOwsK0I7nkg" alt="marketplaces vs comparison sites" width="800" height="1905" />

Feel free to share this infographic on the social media network of your choice.

Channable offers connections to more than a thousand marketplaces and comparison websites around the world. Take a look at the <a href="/integrations">different possibilities</a> that you have in Channable and choose the ones that fit best with your online sales strategy.

Marketplaces VS Comparison Websites [infographic]

The rules within Channable work hierarchically. With every rule you create, you exclude, filter or modify items. Per rule, you can check which items are selected. These selected items are not only manipulated by the rule you are in at that moment but by any rule that is above the rule you are working in. This hierarchy is important to keep in mind if you download the CSV list of selected items.

Here are some ideas of what you could do with the download:
<ol>
 	<li>**Optimize your website**
Imagine you want to see which items are missing a certain field (image, description, etc.). This is an easy way to export all “faulty” products and optimize them right away.</li>
 	<li>**Share insights with other departments**
If you want to share certain values, missing fields, images or in general data of certain items with other departments, this is the perfect way to collect the data, download it, and share it. As a result, every colleague can use the data without needing to access Channable.</li>
</ol>
Did you know that you can also download CSVs in the master rules step? Read more about our <a href="/blog/blog-master-rules" target="_blank" rel="noopener noreferrer">master rules</a> and <a href="/signup" target="_blank" rel="noopener noreferrer">start using</a> them today!


Download sections of your items as CSV

In order to be “where your buyers are” marketers are investing more and more in the growing list of online channels to advertise on. From marketplaces and comparison sites to affiliate networks and social media platforms, the struggle today is creating unique ads for all these channels and keeping them up to date.

Pinterest is a social media network that has seen exponential growth in recent years and has begun to offer advertorial space for brands. Users, or aptly named “Pinners”, use Pinterest to search for inspiration, information, and entertainment. As an advertiser, your first goal should be to be discovered. Once you’ve accomplished that, you’ll want to convert pinners to buyers. Looking into advertising on Pinterest could be the next step to achieving that.
<h2>Why use Pinterest?</h2>
Pinterest is no longer a social network, it’s a search engine. Pinterest’s never-ending boards encourage visual discoveries and personalize the results based on a user’s interests. This engrossing way to entice users into spending hours scrolling and building their own pinboards introduces them to new brands every second. Pinterest is a great way to build brand awareness, boost favorability, shift perceptions, and get people to buy. One brand, gofeminin.de, recorded an impressive 20% of traffic coming from Pinterest, compared to only 2% from other social media platforms. Albeit, the conversion funnel may be longer with Pinterest, but awareness is the first step. Using Pinterest’s advertising option can further help improve your chances of conversion.
<h2>Why advertise on Pinterest?</h2>
There are many benefits to advertising on social media platforms. Namely, because social media is a fast and effective way to be in front of your target audience. At the time of writing, there were over 250 million Pinners worldwide. However, if Pinterest’s vast audience isn’t enough to persuade you to advertise on Pinterest, there are many other appealing factors depending on your target audience and goals.

If your target market is women between 25-50, advertising on Pinterest will most definitely be interesting for you. Brands such as IKEA, Boursin, and Hunter have found value in advertising on Pinterest. Their Pinterest ads helped to increase intent to purchase, heighten visibility during high sales seasons, increasing offline sales, and more.

By advertising on Pinterest, you are able to pay to promote your images (pins) to appear higher, and more frequently, on Pinterest boards. Your advertisement/promoted pin appears as an image with a short description and a link to the product on your website. A user is able to save this pin and it will be seen in other people’s boards too. Further increasing visibility and engagement.
<h2>How to get started with advertising on Pinterest?</h2>
The first step is to upload your products into Pinterest via Pinterest Shopping. Pinterest Shopping, aka Catalogs, allows “Pinners” to discover, save, and eventually buy your products via Pinterest. In order to list your products on Pinterest for shopping, you need to supply Pinterest with your product catalog/product feed. You can then generate hundreds of product pins.

To advertise on Pinterest, you will have to choose to promote a pin to a shopping ad. Simply choose which pins/products you would like as Shopping Ads through the Pinterest Ads Manager. These pins then become “promoted pins”. Pinterest uses a pay per click model, so you will only pay when a user clicks on your pin. The Pinterest Ads Manager works similarly to other ad managers, you will need to set a campaign, ad group, budget, time frame, etc.
<blockquote><em>Good to know! Advertising on Pinterest will mean your pins promoted status will come to an end. However, the pin will remain on Pinterest forever. Meaning your products will always be on display, generating only more views and clicks.</em></blockquote>
Converting your existing product feed into a Pinterest compatible one is really simple if you use a tool like Channable. It's merely a matter of uploading your product feed into Channable, choosing Pinterest as a feed, completing the steps to ensure Channable completes the Pinterest feed with the correct data from your original product feed, and then voila - you will be provided with a new feed URL that is Pinterest ready. This will save you a lot more time in becoming listed so you can start advertising on Pinterest faster.

Remember, Pinterest is visual. For every image you supply in your product feed a separate pin will be made. You can have multiple images for one product. Simply include them in your Pinterest product feed as additional images. If you have a separate feed with images you can easily combine it with your master product feed in Channable. You can use any pin to advertise on Pinterest.
<h2>Our tips for advertising on Pinterest</h2>
<h3>Create Pinterest titles and descriptions</h3>
Most likely the content in your pins will match what is listed on your site. To make your Pinterest advertising more relevant, consider adapting titles and descriptions. Write ad copy specific for Pinterest and consider excluding any overly generic images that wouldn’t generate as much attention as your fancier ones. These modifications can be simply done in the rules section of Channable.
<h3>Use keywords</h3>
It’s possible to use your Google keywords to improve your discoverability and advertising on Pinterest. You can pop them in your titles, descriptions, and even the image itself. Alternatively, experiment with Pinterest’s own search bar and see what the auto-completion suggests. If you use Channable, you can modify titles and descriptions for Pinterest without having to change your master feed.
<h3>Clickbait</h3>
Being found on Pinterest is just the first step, you also need to ensure that your pin gets clicked and saved. Anything that stands out is sure to give you the upper hand. Consider the following:
<ol>
 	<li>Big text in the image</li>
 	<li>Colors that POP</li>
 	<li>Text blocks in images</li>
 	<li>Keywords in images</li>
</ol>
<h3>Less isn’t always more</h3>
The Pinterest inventory seems unlimited. Therefore, ensuring that you have a sufficient reach will require you to post frequently. Some marketers recommend 20-30 pins a day. It may seem a lot, but reposting is also acceptable.
<p style="text-align: center;"> <img class="alignnone wp-image-15365" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/qrlkgMmcR72xBLSxHzXs" alt="Pinterest advertising tips channable" width="176" height="329" /> <img class="alignnone wp-image-15364" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zBAwJROmQeKyYhUuiaY7" alt="pinterest advertising channable" width="176" height="327" /><img class="alignnone wp-image-15363" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/er1fEhBcQOSQFDJN9Q82" alt="pinterest ads channable" width="98" height="330" /></p>
By making relevant ads for Pinterest you will also increase the value of using it as an online marketing channel. Pinterest advertising can be sped up with Channable. Save yourself time and use Channable to manage your online marketing channels so you can easily scale and spend more time on making ads more relevant.



Get the most out of Pinterest advertising

<span style="font-weight: 400;">Some examples of when a data feed is used in online marketing for travel include:</span>
<ul markdown>
 	<li style="font-weight: 400;"><span style="font-weight: 400;"><a href="/blog/blog-why-integrate-social-media-into-your-marketing-strategy">Using social media</a>, like Facebook or Instagram, for retargeting and prospecting</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Advertising with affiliate platforms such as Criteo and TradeDoubler</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">PPC campaigns for Google Ads and/or Microsoft advertising</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Retargeting campaigns with Google display</span></li>
</ul>
<span style="font-weight: 400;">Many of Channable’s clients operating in the European travel industry, such as <a href="/success-stories/norwegians-innovative-automation-based-on-channable-feeds">Norwegian Air Shuttle</a>, Pierre et Vacances/Center Parcs, and RIU hotels, are using Channable to perfect their complex data feeds. Channable has now become an integral part of their digital marketing strategies. Whilst their strategies differ, Channable has proven to be the perfect solution for a large portion of their online marketing activities. Their uses of Channable will be covered in this blog to provide other travel industry players with the possibilities feed management can open and problems it can solve. </span>
<h2>Create specific accommodation ads for each social media audience</h2>
Social networks, such as [Facebook](https://www.channable.com/integrations/facebook-product-feed), Instagram, Pinterest, or Snapchat, allow companies to reach their target audiences in a more specific and profitable way, compared to traditional channels. Many travel sector brands supply the social media networks with a manually created Excel or CSV files containing their offerings to benefit from the platforms advertising opportunities. However, each platform serves a different audience, and a travel company will need to ensure the right message is sent per audience. Therefore, it is necessary to tailor the file to the different audiences, but it is no easy feat.

By using a tool like Channable to easily restructure a feed and select which information is necessary for each social media channel, digital marketers in travel can properly make use of the potential social media platforms have to offer. In Channable, travel companies can even create separate projects to create feeds from information in different languages or for different countries.

Once the information is well structured, creating a travel data feed for each social media channel is simple. Channable has two tips that can help in creating personalized feeds for a travel company’s social media strategy:
<ul markdown>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Group services (hotels, routes, etc.) without making changes to the original feed. This way you can easily promote only certain services.</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Add additional images and information by <a href="https://support.channable.com/hc/en-us/articles/115002826285-Can-I-combine-multiple-datafeeds-">combining import</a> feeds. You may have a separate feed with additional images. Instead of modifying your master feed, simply combine it within Channable’s setup step. You can then include a load more information to further personalize your messages. </span></li>
</ul>
<h2>Add UTM tags to measure website traffic easily</h2>
Jasnina, head of measurement and online attribution at RIU Hotels, identified Channable’s ability to add UTM tags as a perfect solution for measuring traffic and results. “<em>The correct measurement of traffic is fundamental, and this is achieved thanks to the possibility of customizing UTM tags. These tags allow you to define the hotels in each feed based on the measurement parameters that we want to indicate. In this way, it is very easy to analyze the traffic that comes from the different marketing channels we use</em>.”

<img class="alignnone wp-image-15701" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/pDoTxvpJTlC3C7s1Eo6b" alt="" width="977" height="535" />

<span style="font-weight: 400;">UTM tags provide travel businesses with more exhaustive performance data. They can then adapt marketing strategies based on the results obtained. It is easy to see which hotels and destinations are performing well in the countries that they are advertised in.</span>
<h2>Retarget to lower cart abandonment</h2>
It has been proven that retargeting can help improve sales, as it assists in retrieving website users who showed interest but did not yet purchase. Affiliate networks such as Criteo or TradeDoubler help to remain on those potential customer’s radars. In addition, display actions, like the one offered by Google, can help you achieve this goal. Retargeting is especially valuable for companies in the travel industry, as customers are more likely to be comparing prices and finalizing details before securing reservations.

<span style="font-weight: 400;">Channable has the specifications of over 2500 <a href="/integrations">channels</a> including hundreds of<a href="/integrations?channel=affiliate"> affiliate networks</a>. The built-in platform makes adapting your information to the requirements of the channel easy, so you can utilize more channels, faster. </span>
<h2>Automate Google Ads campaigns to generate more conversions</h2>
Channable’s SEA tool is a travel business’ perfect accompaniment for Google Ads or Microsoft Advertising. As it enables users to generate campaigns, ad groups, ads, and keywords from the information in a product feed. The simple template lets you build each level of your campaigns with dynamic values or static text. For travel companies, this can save heaps of time as hundreds of ads will be generated for every item in the feed. Maximizing each offering’s visibility with minimal effort.

<em>**Group offers/advertise the cheapest prices**</em>

<span style="font-weight: 400;">With Channable, you can group hotels by city or flights by destination. You could even go on to select the cheapest flight in the group and advertise on that price. For example, the headline of your ad could read “Flights to **New York** from **€80**.” As Channable fetches your import feed daily, the price will be updated accordingly. </span>

<img class="alignnone size-full wp-image-15702" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/vMxZekdR0OxynUDNNdLG" alt="" width="528" height="483" />

<em>**Ads updated constantly**</em>

<span style="font-weight: 400;">By updating the feed and therefore ads daily, the correct information will always be communicated. In addition, rules can be implemented to ensure that any service that is low in availability or undesirable is suppressed and its ads will be paused.</span>

<em>**Keywords created automatically**</em>

<span style="font-weight: 400;">Generating keywords from information in your feed is another common usage of Channable by travel companies. According to Ole Henrik Hasle, global digital media strategist at Norwegian, "<em>by including all possible routes and combinations, we went from 18,000 keywords created manually to 200,000 keywords. Thanks to this we were able to optimize our ads and improve the performance of our marketing budget</em>." Through combining two fields e.g. ‘to’ and ‘from’ cities to create keywords, Norwegian appears in more people’s search results.</span>
<h2>Create custom CSVs/XMLs for segmenting, organizing, and more</h2>
With a large data feed, travel companies often need to further dissect the feed into manageable data. Potentially per region, per KPI, or per price point. <a href="https://www.youtube.com/watch?time_continue=1&amp;v=kb6YMUa7XtI">Transforming the data into a simple CSV or XML</a> file is easy in Channable. By applying rules to the data, you can specify which data needs to be in the file and what is excluded, modify any names/descriptions (e.g. modifying the destination name ‘Charles de Gaulle’ to ‘Paris’), translate currencies to symbols, etc. As well as creating custom files for internal use, some travel companies build CSVs for other channels such as TripAdvisor.

Read more about our client’s success on our <a href="/success-stories">success story page</a>. If you work in the travel industry and are itching to get started with Channable’s easy-to-use tool, create a <a href="/signup" target="_blank" rel="noopener noreferrer">free trial</a> or just <a href="/contact">get in touch</a>. Channable can help you save time, which can be better spent on optimizing your strategy.

We have also created a special white paper focused on the Travel industry, where you can learn how to optimise for a successful data feed and how to automate your PPC campaigns thanks to Channable's feed management and PPC automation. Download and read all about it here:

<br><br/>
[form id="f9230338-ab7e-406b-a78f-7ddc3f8baa3d"]



Top feed marketing tips for travel companies

Perhaps you discovered Channable in a blog, used it at your previous company, or you’ve met someone from our wonderful team. Whatever the reason, you know that your company can benefit from Channable, but your managers are harder to convince. Let us help you with ways to convince your manager that Channable is a valuable asset that improves performance and saves both time and money. Below you can find a letter template and manager-proof responses to the most common objections.

--------------------------------------------------------------------------------------------------------------------------------------------

Dear ……..........................…………,

**RE: Using Channable as a feed management and SEA solution**

At [company name] we continue to optimize our processes to be more efficient to deliver more for our clients. I am aware that you are always on the outlook for new technologies and trends that can make our processes more efficient whilst saving time and money, so I wanted to bring your awareness to Channable. Channable is an all in one feed management and SEA automation tool that offers feeds and integrations to over 2500 online marketplaces, affiliate networks, and comparison sites, and enables ad generation for Google Ads and Microsoft Advertising.

The Channable tool can be used to:
<ul markdown>
 	<li>**Save time** (Channable’s client <a href="/success-stories/cotswold-use-channable-to-merge-maximize-and-rise">Cotswold outdoor</a> were able to advertise on Criteo within an hour),</li>
 	<li>**Save money** (marketing agency <a href="/success-stories/adwise-generating-dynamic-text-ads-channable">Adwise</a> saw an 11% decrease in cost per click for their client Oad), and</li>
 	<li>**Optimize online marketing** (SDIM were able to <a href="/success-stories/automated-google-ads-for-recruitment-campaigns-tmi">generate highly specific keywords and ad copy</a> for recruitment agency client TMI improving relevancy and increase conversion rate).</li>
</ul>
Based on these factors, we will have more time to focus on [performance analysis/acquiring new clientele/optimizations/etc.] because Channable will relieve us from spending hours manually [making optimizations in Excel/asking IT to modify feeds/creating keywords/searching for the channel criteria/etc.]. By using Channable to automate at least 20% of our tasks, we can save a whole day a week.

We can get a demo of the tool when it is most convenient for you, and Channable offers an unlimited free trial of the tool that’ll provide full access to all the functionalities. In terms of pricing, Channable has different sizes of packages that can be easily activated, upgraded, downgraded, or canceled at any time. The Channable technical support team is also at our disposal to clear up any issues that may arise when trialing the tool.

Let me know whether you have any concerns or questions about the points I have raised. Otherwise, we can <a href="/demo">request a demo</a> or directly make <a href="/contact">contact</a> with the Channable team.

Kind regards,

…………………………………………………….

--------------------------------------------------------------------------------------------------------------------------------------------

If the above letter isn’t enough. You can find some compelling arguments to the most common objections below:
<h2>Common objections:</h2>
<ul markdown>
 	<li>**We’re doing fine for now**
The world of marketing is rapidly changing, largely due to the innovation of technologies and AI. It is becoming essential to remain up-to-date and current with such innovations, which will require change. Looking into and adopting new technology like Channable is an investment in the beginning. However, over time Channable’s tool will save you time and money which will make your organization more agile and ready for the future.</li>
</ul>
<blockquote>“Google is pushing for automation, everything is becoming automated. If you don’t push forward with these things, you might not see immediate changes now, but if you do it 2 years from now, you’re already too late. You will fall behind in the market.” - Martin Michels, Paid Search Manager at TUI</blockquote>
<ul markdown>
 	<li>**It’s too expensive**
Channable’s monthly subscriptions are determined by the number of SKU’s imported, channels used, and projects created. The subscriptions are flexible with no setup charge, cancellation fee, commission on sales, or hidden costs. By using Channable, users cut down the average time spent on ad and feed management from 22% to 5% a week (based on a 40-hour workweek). Furthermore, Channable’s support team is free for all and available by phone or email during working hours.</li>
</ul>
<blockquote>“Real value for money” - Mark M on Capterra</blockquote>
<ul markdown>
 	<li>**We don’t have time right now to start**
Channable’s free trial is unlimited so creating an account takes just seconds and can be revisited whenever is convenient. As a welcome, Channable offers the first feed set up for free. Getting you up and running as fast as possible. Channable’s solution exists to save time. Therefore, if the lack of time your manager perceives is due to other tasks being too time-consuming, Channable could be a solution to that lack of time they’re rebutting with. If your team is wasting time using Excel or another software to manually edit product listings, keywords, ad copy, etc., then Channable is most definitely going to free up time.</li>
</ul>
<blockquote>“Previously [using different marketplaces and prices comparison sites for each geographical market] was time-consuming because we did not have the feed adapted to each platform. Now we just need to open an account. It takes 1 minute to adapt the feed thanks to Channable. The feed is no longer a problem.” - Alex Poza, Consultant at ECCO Shoes</blockquote>
<ul markdown>
 	<li>**It’s too confusing and time-consuming to learn to use**
Channable offers an unlimited free trial that allows you to familiarize yourself with the tool and all its functionalities in your own time. The tool has been designed to be as user-friendly as possible, and Channable is often praised for being the most user-friendly tool of its kind. The team is happy to give demos to you to help you get acquainted with all the tool’s features and answer any questions you may have. Channable has found that many of its clients conduct their own in-house training now, so it can only take one person to train the rest.</li>
</ul>
<blockquote>“Super-duper user-friendly. I haven't tried yet, but I think I can teach a monkey to use Channable. In a PPC world where the use of feeds gets more and more important, it is of great value that there is a tool like Channable that enables me to manage my feed, without having any programming skills.” - Danny V on Capterra</blockquote>
<ul markdown>
 	<li>**We’re just looking around right now**
Pitching an idea to a manager always requires plenty of evidence and solid reasoning. Snoop out the competitor and determine why in particular Channable is the best solution for you. Is it the user-friendliness? Potential? Affordability? Channable’s sales team has plenty of experience with existing and prospect clients. They are supplied with informative material should you need it for analysis. Together, you can develop a fool-proof strategy to win your manager over and start saving (both time and money) with Channable’s feed management and SEA solution.</li>
</ul>
<blockquote>"We have tried many tools for both general feed management and building inventory management campaigns. But Channable is by far the best I have tried." - Christian H. on Capterra</blockquote>
Let us know if this letter proves successful, or whether you have any additions to add. The Channable team is ready to take on any and all managers to ensure that you and the team get access to the best feed management and SEA solution the web has to offer.

How to pitch Channable to your seniors

Adapting the numerical data in your product feed to the specifications of all your chosen online marketing channels can be a challenge. Prices, discounts, promotions, taxes, and fees come in different formats with a variety of different decimal separators. Imagine having to modify all figures to comply with Google Shopping, Criteo, and Amazon’s required format because yours is different.
<h3>How you could do it before?</h3>
Channable has always been able to help you modify your numerical information. You could create a set of rules to ensure the modifications would be applied. Combing rules such as ‘<a href="https://support.channable.com/hc/en-us/articles/115002827945-Rule-round-number" target="_blank" rel="noopener noreferrer">round number</a>’ and any <a href="https://support.channable.com/hc/en-us/articles/115002818089-Rule-calculate-" target="_blank" rel="noopener noreferrer">‘calculate</a>’ rule can help improve your information in your data feed. Unfortunately, it was not guaranteed that numbers in your data feed with irregular decimal separators would be successfully modified.
<h3>Channable’s awesome new rule</h3>
As the Channable team is made up of perfectionists, it was important to make this experience as efficient as possible. Therefore, what you could previously do in 4 clicks now only takes one. This revolutionary reformat number rule allows you to switch your decimal separator to the format you desire. Here’s how it looks in the tool:

<img class="size-full wp-image-16471 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/m9Mx4yqYQXa7HpbjyEAK" alt="Format number rule in Channable" width="1339" height="518" />

<em>Note: It is important that this rule is always the last numerical rule that you apply. For instance, if you’re wanting to modify the process with a discount percentage then it is most convenient to use the reformat number rule later.</em>

Channable’s rules allow you to make powerful modifications to your data. There is a long list of rules that you can apply to help you to easily improve the data in your product data feed. Modifying descriptions, optimizing titles, and filtering out products with low stock levels are just some examples of the options available. Interested? Feel free to <a href="mailto:support@channable.com">contact the technical support team</a>, who will be happy to advise you on which rules can help you to optimize your feed.



Reformat the numbers in your feed

But first, what is a feed management tool? A feed management tool sends your product data to selected price comparison sites, marketplaces, and affiliate networks.

It allows you to quickly and easily customize your product data for optimal viewing on numerous export platforms such as Amazon, Google Shopping, or Idealo. These connections are not only relevant to e-commerce platforms/online shops and marketing agencies, but also to airlines, job agencies, and/or real estate agencies.

By using a feed management tool, you can easily add and customize your data. Allowing your products to be optimally presented to reach the largest audience.

But before you jump into the jungle of feed management tools, here are the five tips.
<h3>1. The price</h3>
**Your budget**
From a few euros, a month to thousands - everything is possible. First, ask yourself how much money you want to invest in a feed management tool. Measure now how many sales you make per month, and project what could be made with the different pricing models. The main goal of a feed management tool is to increase your online reach. So, make sure that investing in a platform that will pay off.

**A lot or little - what is best?**
What features does a tool need to offer to meet your needs? Consider if a low-priced feed management tool and its features will meet your expectations. An expensive service is not necessarily better than a cheap one.

**Time and cost saved**
A good feed management tool will save you a lot of time and money. Consider how much time you are currently putting into your feeds, and then calculate the potential time savings with a feed management tool. If the feed management tool greatly reduces the calculated personnel costs, you will have an indication of the tool cost vs work hours.

**Different pricing models**
Most feed management tools offer different pricing models. Think about what's important to you in a tool. Do you want to offer your products on as many marketplaces as possible or do you only have a set amount of export channels in mind? The same applies to contracts and commitments. Some providers only offer annual contracts, others allow you to change your <a href="/pricing?currency=eur">pricing model</a> monthly. With Channable, you can adjust your pricing model to your changing needs every month, keeping you flexible.
<h3>2. User-friendliness</h3>
Who has the time to learn a tool that takes weeks? A program should be easy to use and self-explanatory. Make sure your selected tool meets the following requirements:

**Intuitive interface**
In a good tool, you should find your way right off the bat without having to search for functionalities. The layout should be clearly structured and easy to use.

**Request a demo**
Will a free demo be offered before you choose a tool? Can you test the tool for free to see if it fits your needs? If a trial is offered, you should definitely test it first. With Channable, you can test the tool for as long as you want. Giving you the chance to get acquainted with the functions, without stress.

**Support &amp; Help Center**
Is free support offered? How, and when can they be reached? Do they offer support in your native language? These are all questions that you should ask. Is there a help center? You probably do not want to email or call for every small question. Look at the website of the tool to see whether a <a href="https://support.channable.com/hc/en-us">help center</a> or "how-to" article can clarify any issues you may have.
<h3>3. Which export platforms are offered?</h3>
<img class="wp-image-7263 size-full aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/57N5YnFoRL2RRNa7Sm1A" alt="" width="696" height="348" />

You probably already know which <a href="/integrations">export platforms</a> you want to sell on. Make sure your favorite price comparison sites, affiliate networks, and marketplaces are supported by the tool you choose. This information can usually be found on the website of the tool. If your desired export channel is not yet supported, Channable also has the option to create it, just contact us!
<h3>4. Functions</h3>
While some functions are nice-to-have, others are essential to function at 100%. Weigh what you think is important and what is not.

**Setup**
First, you should clarify whether you can easily connect your online shop/e-commerce platform with your chosen feed management tool. Does the tool support a connection to your store provider (Magento, [Shopify](https://www.channable.com/integrations/shopify), Prestashop, etc.)? Or do you have the option to upload your data feed in other formats e.g. CSV or XML? Is it possible to combine different formats from different sources?

**Data feed optimization**
Once you have imported your data, see what features the tool offers, such as:
<ul markdown>
 	<li>Automatic item categorization</li>
 	<li>Easy exporting to marketplaces/API connections</li>
 	<li>Ability to personalize your feed</li>
 	<li>Create custom rules e.g. to change values or exclude products that are no longer in stock.</li>
</ul>
**Order synchronization**
Find out if your potential feed management tool offers order connections to the marketplaces you need. With <a href="/products/marketplace-integrator">order connections</a>, your orders are forwarded in real-time from a marketplace (such as Amazon) to your online shop. Saving time and manpower.

**Google Analytics**
Data is an important asset for seeing how your items perform and where you sell the most. Look into whether there is<a href="/blog/blog-analytics-insights-for-better-performance"> Google Analytics</a> connectivity with your feed management tool of choice.

**Google Ads (AdWords) editor tool**
Do not forget the power of Google in your advertising strategy. When you advertise on Google, you increase your reach enormously. Does your feed management tool offer the opportunity to easily advertise with <a href="/products/ppc-tool">Google Ads</a>?
<h3>5. Quality of technical support</h3>
A good quality tool is important, especially if unforeseen errors occur or you are having issues with your data feed. Will the tool you use inform you if an error occurs?

Will you be getting the support you need from a knowledgeable technical team? How often is your data updated? How fast is the loading time? These are all factors that you should include in your selection of a tool and its support.
<h3>What should marketing agencies consider?</h3>
Are you working for a marketing agency and looking for a solution to optimize your clients' online strategy? Ask yourself the following questions, to find out which tool suits you and your customer the best:
<ul markdown>
 	<li>Is there a price model specifically for agencies?</li>
 	<li>Is it possible to give your customers access to the feed management tool?</li>
 	<li>Can different customer projects be managed in one account?</li>
</ul>
Many <a href="/partners">marketing agencies</a> already use and trust Channable. By using the Channable tool, agencies can easily improve their customers' feed quality. Saving a tremendous amount of time and resources, by allowing customization from both customers and the agency itself.

If you need more information about Channable’s feed management tool, please feel free to get in contact. The team is always happy to answer a call or email. Or sign up for a free demo and test an account for yourself.

How do I find the perfect feed management tool?

They are another important type of marketing platform that can bring you lots of benefits. You can reach new communities and increase your notoriety with affiliate marketing. Here you can find all the key information about affiliate networks in a single infographic.

<img class="alignnone size-full wp-image-17579" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Zwj89WnTe6yCLEs1SbyY" alt="" width="2728" height="7276" />

If you are searching for a tool to create the perfect feed for an affiliate network, Channable is your solution. Channable supports connections to more than <a href="/integrations">2500 affiliate networks, comparison websites, and marketplaces</a>. Control your feeds for all marketing channels, including affiliate networks, from a single place.

Affiliate marketing for eCommerce [infographic]

Google has grown beyond the modest search engine it began as. Whilst the consumer mostly uses it to search for results, images, items, flights, and so forth, businesses are more acquainted with Google’s vast portfolio of products. Many of the Google products accept <a href="/blog/infographic-product-feed-for-online-marketing" target="_blank" rel="noopener noreferrer">a data feed</a> of inventory or information to simplify, optimize, and even enable usage. Channable offers many different feeds for Google. It can be tricky to understand the difference between each and where a data feed comes in.

This whitepaper will clarify what each Google product does, who it is for, how you can use it, and how a <a href="/products/product-feed-management-tool" target="_blank" rel="noopener noreferrer">feed management tool</a> is used. The following Google products will be covered:
<ul markdown>
 	<li>Google Shopping</li>
 	<li>Google Shopping Campaigns</li>
 	<li>Google Display</li>
 	<li>Google Ads</li>
 	<li>Google Search Ads 360</li>
 	<li>Google Analytics</li>
 	<li>Google Manufacturer Center</li>
 	<li>Google Play Books</li>
 	<li>Google Product Ratings</li>
</ul>
<h3 style="text-align: center;">Download the Google products whitepaper</h3>
<p style="text-align: center;">Complete the form below to receive the Google Products whitepaper in your inbox.</p>
[form id="be174dcc-6133-4eb1-b71c-72c177cffc8d"]

Use Channable to generate your feeds for all your Google needs and speed up your scaling process. <a href="https://app.channable.com/companies/14426" target="_blank" rel="noopener noreferrer">Create a free trial accoun</a>t today and ask one of our teams to give you an <a href="/demo" target="_blank" rel="noopener noreferrer"> in-depth demo</a> on how to build the perfect feeds for Google.


Explained: Google’s products for advertisers [whitepaper]

<h2>What is Google Shopping?</h2>
[Google Shopping](https://www.channable.com/integrations/google-shopping-feed)  is a product search engine service provided by Google and is not an online shop. Offering customers the opportunity to search, view, and compare items that link to the product pages of the advertised online shop. As a branch of Google Ads, it enables retailers and online businesses to advertise their products across Google’s search network. These ads can appear in the main search results on Google or under the specific ‘Shopping’ tag.

Unlike Google Text Ads which is based on keywords, Google Shopping is built on ‘product feeds.’ Meaning the ads on Google Shopping are generated directly from the information provided in your online shop. This connection allows shoppers to view advertised items you would like to sell directly in their searches and to purchase products directly from your online shop, hence the term ‘**Google Shopping feed**.’
<h2>Advantages of advertising with a Google Shopping feed</h2>
Google Shopping is the largest comparison shopping engine in the world, with an ever-expanding <a href="https://support.google.com/merchants/answer/7448571?hl=en">list</a> of supported countries. Advertisements on Google Shopping include a photo, title, price, and the name of your online shop. More product relevant information is displayed at the top or right side of the Google search results – above the normal text ads and organic search results.

<img class=" wp-image-26287 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/aeWWCkvQwC3AOhVPqLMy" alt="google shopping feed" width="975" height="620" />
Why is Google Shopping such a high **conversion driving marketing channel?** Below are just some of the advantages of advertising with a Google Shopping feed, along with how they are relevant to your strategy:
<ul markdown>
 	<li>**Multiple touchpoints** - Advertising on Google Shopping allows your products to be found in multiple places on Google’s Search Engine. If your online shop is search engine optimized, your products could be found in multiple ways such as traditional search, <a href="/products/ppc-tool">PPC text ads</a>, and [Google Shopping ads](https://www.channable.com/integrations/google-shopping-feed).</li>
 	<li>**Visual appeal** - Customers like to see what they are buying and visual content has proven to have a major impact on sale conversions and customers’ decisions compared to text-only ads. In fact, Google Shopping Ads can have up to a 30% higher conversion rate than Text Ads.</li>
 	<li>**Higher qualified leads** - As a retailer on Google Shopping, you have the opportunity to reach more of the lower-funnel customers who have a high intent to buy, leading them straight to the POS via their search terms. With product information connected directly to your ad via your data feed, Google Shopping ads are very informative and result in a higher conversion rate from prospective buyers.</li>
</ul>
<h2>What type of advertiser is a Google Shopping feed most suited for?</h2>
Google Shopping is a platform focused on fast and easy conversions. Not so much on creating awareness for a product or brand. Meaning Google Shopping should not be the only channel a brand or company focuses on. Rather a complementary channel to facilitate quick conversions from customers with a high intent to buy.
<h2>Successfully setting up your data feed for Google Shopping</h2>
To start advertising on Google Shopping you will need to set up your <a href="https://www.google.com/retail/solutions/merchant-center">Google Merchant Center</a> account, upload your products using a data feed (online shop), and set up your <a href="https://ads.google.com/intl/en_us/getstarted">Google Ads shopping campaigns.</a>

Now to successfully advertise on [Google Shopping](https://www.channable.com/integrations/google-shopping-feed), you need to ensure you send certain Google approved mandatory fields. You can send this product information to Google Shopping using an automation tool like Channable in two ways: via a live <a href="/products/marketplace-integrator">API</a> connection or with a <a href="/products/product-feed-management-tool">feed</a>:
<ul markdown>
 	<li>**API** APIs allow for real-time updating: Data can be sent at any time. When something is wrong with the data that is being sent to Google Shopping, the export channel (Google Shopping) can instantly send feedback to the exporting system (Channable). This information can then be given to the user, allowing them to make the changes.</li>
 	<li>**Data feed** The advantages of a feed-based system are that it is easy to implement and does not require the sender or the receiver to use special tools or advanced API formats. Meaning even a simple spreadsheet with your product data can be used. The downsides of this system are that there is no good way to continuously update the receiving party about changes.</li>
</ul>
Further differences between the two types of connections can be read in our <a href="https://support.channable.com/hc/en-us/articles/115002818909-Marketplaces-data-feeds-vs-APIs">help center article</a>. To send the right information, you can easily get an overview of the mandatory fields within Channable under either ‘Finalize’ (for Google Shopping feeds) or ‘Build &gt; Item’ (for Google Shopping APIs).

Providing your product information to Google properly is critical and must be in the right format to be accepted. Certain information can only be processed by a Google shopping feed in a specific way. The following section breaks down what you’ll need to send, to successfully advertise on Google Shopping.
<h2>Tips for every mandatory field you need to successfully advertise on Google Shopping</h2>
**Pro tip**: The chart below contains all of the mandatory fields that Google requires for you to successfully advertise on Google Shopping. Organizing this information in the correct format can be very time-consuming if done manually. Using a data feed management tool can show you where errors occur and pinpoint the missing data fields. Not only that, but Channable has the capability of fixing those errors for you, using an if-then rule system. Whether or not a data feed automation tool is used, this chart will give you everything needed to create a clean product feed.
<table markdown>
<tbody>
<tr>
<td style="border: 1px solid #cccccc;">**Necessary info**</td>
<td style="border: 1px solid #cccccc;">**What exactly?**</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Image Link</td>
<td style="border: 1px solid #cccccc;">Images are very important for Google Shopping and selling online generally. We recommend you create a filter rule when you first start making rules, to exclude any items that do not have an image. For more information about specific dimensions and picture quality accepted by Google, read about it in their <a href="https://support.google.com/merchants/answer/6324350?hl=en" target="_blank" rel="noopener noreferrer">help center</a>.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Availability</td>
<td style="border: 1px solid #cccccc;">This mandatory field needs to be sent to Google Shopping in the form of either: ‘in stock’, ‘out of stock’, or ‘preorder’. You don’t need to send actual stock levels but the value you set must match the value on your website. To include this information into your feed, simply use Channable’s <a href="https://support.channable.com/hc/en-us/articles/115002827565-Rule-set-to-value" target="_blank" rel="noopener noreferrer">‘set to value’ rule</a> and set a newly created field to one of the three options depending on the actual stock level.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">*GTIN/EAN
<em>* You’ll need at least one of these, as Google requires you have 2 of the 3 pieces of info: Brand, GTIN or MPN.</em> There is still hope if you don’t, please check this <a href="https://support.channable.com/hc/en-us/articles/115002827285-Useful-rules-for-Google-Shopping" target="_blank" rel="noopener noreferrer"><em>help center article</em></a><em>. </em></td>
<td style="border: 1px solid #cccccc;">GTIN is the umbrella term for unique identifiers such as EANs, UPCs or ISBNs and is basically the barcode of an item. If you don’t already have this information, you can easily purchase them online or ask your distributor for them. Making them up won’t help, you can’t outsmart Google.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Title</td>
<td style="border: 1px solid #cccccc;">This mandatory field ought to be easily found in your feed already. Make sure it describes your item well. You can even include things like the color or size with Channable’s <a href="https://support.channable.com/hc/en-us/articles/115002827625-Rule-combine-value" target="_blank" rel="noopener noreferrer">‘combine value’ rule</a>.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Description</td>
<td style="border: 1px solid #cccccc;">Similarly to the title, this information should already be easily found in your import. Alternatively, you can always build a new description by combining relevant information from your feed. Make sure your description is free from HTML jargon by using our <a href="https://support.channable.com/hc/en-us/articles/115002827845-Rule-modify-text">strip HTML </a>rule.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Link</td>
<td style="border: 1px solid #cccccc;">This field is the URL of the products. Simple.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Brand</td>
<td style="border: 1px solid #cccccc;">This information may already be in your feed, but it is VITAL for becoming Google Shopping approved, in conjunction with either GTIN or MPN. See the other descriptions below.
If the brand doesn’t have its own field but can be perhaps located in the description, you can easily search for the ‘value’ (specific brand name) and pop it in a new field.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Condition</td>
<td style="border: 1px solid #cccccc;">The condition of a product needs to be listed as either ‘new’, ‘used’, or ‘refurbished’ in Google Shopping. Google will default set all condition's to new if you don't specify, but if in fact, you do sell used or refurbished items you'll have to communicate this to them. If this information isn’t in your feed yet, you can easily implement it with the 'set value' rule. Simply create a new mapping field from the settings and then ‘set value’ to the applicable condition.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Category</td>
<td style="border: 1px solid #cccccc;">The second stage of creating a Channable feed/API is categorization (NB: with the API if you send known EANs, Google Shopping will automatically be able to categorize the items). The options from the drop-down menu are the specific categories Google has. So, you simply need to allocate which groups of items belong to which Google product category. When you map the fields (in the finalize stage or build stage in Channable) remember to use ‘**Category (internal)**’. More<a href="https://support.channable.com/hc/en-us/articles/115003090569-Smart-categorization" target="_blank" rel="noopener noreferrer"> tips on categorization </a>can be found in Channable's help center.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Price</td>
<td style="border: 1px solid #cccccc;">This information will be in your feed. Do not try to modify it, as the price shown in Google Shopping should match your website.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Shipping Price</td>
<td style="border: 1px solid #cccccc;">You’ll most definitely know what the shipping price is if it isn’t already in your feed. If it’s missing, simply create a new mapping field and set the value. For example, if you offer free shipping for items over a certain price you can make a simple rule to set shipping price to zero. Simply create a rule such as “IF **price ** *is greater or equal to* 50. THEN take **shipping price** and <em>set to value</em>0”. You can always set shipping options within your Google Merchant account, more information can be found in <a href="https://support.google.com/merchants/answer/6069284?hl=en" target="_blank" rel="noopener noreferrer">Google's Support article</a></td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">*MPN/SKU
<em>* You’ll need at least one of these, as Google Shopping requires you have 2 of the 3 pieces of info: Brand, GTIN or MPN.</em> There is still hope if you don’t, please check this <a href="https://support.channable.com/hc/en-us/articles/115002827285-Useful-rules-for-Google-Shopping" target="_blank" rel="noopener noreferrer"><em>help center article</em></a><em>. </em></td>
<td style="border: 1px solid #cccccc;">A stock keeping unit (SKU) or a manufacturers number (MPN) is a more internal method of identifying items. If you don’t have this number, but you do have a GTIN you can still advertise with Google. If you have neither, you can still send your items to Google Shopping. To find out how, check out <a href="https://support.channable.com/hc/en-us/articles/115002827285-Useful-rules-for-Google-Shopping" target="_blank" rel="noopener noreferrer">useful rules for Google Shopping </a>help center article.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">**Shipping Country</td>
<td style="border: 1px solid #cccccc;">If this information isn’t already in your feed, you should know where your items will be shipping from. As it’ll probably be a fixed country, you can go ahead and make a new mapping field and then just set a country name as the shipping country.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">**Id</td>
<td style="border: 1px solid #cccccc;">This information can be any form of number/combination that uniquely identifies each of your items. Note the word, unique.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">***Size</td>
<td style="border: 1px solid #cccccc;">For clothing items, it’s important you send the size to Google Shopping. If this value is perhaps at the end of the title, you can simply use Channable’s <a href="https://support.channable.com/hc/en-us/articles/115002827785-Rule-split-text" target="_blank" rel="noopener noreferrer">split text value</a>.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">***Age group</td>
<td style="border: 1px solid #cccccc;">The age group is only applicable if you want to advertise clothing items with Google Shopping. The specific groups they accept are: ‘newborn’, ‘infant’, ‘toddler’, ‘kids’, and ‘adult’. With this list in mind, you could use a rule such as <a href="https://support.channable.com/hc/en-us/articles/115002827725-Rule-search-for-value" target="_blank" rel="noopener noreferrer">search for value</a> (search for specific sizes) and then use the replacement value option. So, any clothing item with the size 0 - 9 months can be assigned to the age group ‘newborn’ by searching for it and replacing the value with ‘newborn’.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">***Color</td>
<td style="border: 1px solid #cccccc;">The color of an item is only applicable for fashion items. Luckily Google Shopping doesn’t specify color names, so feel free to use the values you have in your feed. If you don’t have them in a specific field, simply create a new field and search for the value.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">***Gender</td>
<td style="border: 1px solid #cccccc;">This information is only needed for sending fashion items to Google Shopping and needs to be either unisex, female or male. If you sell only fashion items for one gender, this field can be easily provided by creating a new field and setting the value to the ‘Google recognized’ gender you sell to.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Currency</td>
<td>This is only necessary for using Channable's API connection with Google Shopping. You can either choose from 'EUR/GBP/USD/CAD/NOK/SEK/DKK/CHF' from Channable's built-in drop-down menu or implement it into the feed with a new field and ‘set to value’ rule. Make sure this value is true to what is displayed in the URL link of the item.</td>
</tr></tbody></table>
<span style="font-size: 11px;"><em>** Mandatory for feeds only (because when you create an API connection you already specify in the first step what the unique ID per item is)</em><em>
*** Mandatory only for when fashion is selected as 'Type of market' in feed settings</em><em>
****Mandatory only for Google Shopping API</em></span>

Finally, if you decide to use an automation tool to manage your product feed, it’s recommended you create, what Channable defines as a ‘<a href="https://support.channable.com/hc/en-us/articles/115002817249-How-do-I-filter-items-using-rules-">Filter rule</a>’ first. This rule will simply exclude any items that would otherwise be automatically rejected, or you do not want to sell. For reasons such as a missing image link, or the price is 0. Channable rules work in descending order. So, starting with a filter will ensure that the rules that’ll follow will only be applied to items worth advertising. While this list may seem quite overwhelming or contain a lot of information, using an automation tool can get you up and running in no time.
<h2>Next steps</h2>
Now that you have all the information needed to successfully advertise on Google Shopping the next step is getting started. If you want to [connect to Google Shopping with Channable](https://www.channable.com/integrations/google-shopping-integration) but do not already have an account, <a href="/signup">sign up</a> for free.

Build your connection to Google Shopping in your own time and only choose a subscription when you’re ready to go live. If you experience any Google Merchant Center errors that aren’t mentioned above, you’re always welcome to <a href="/contact">contact</a> Channable’s technical support team to get you going.

How to successfully advertise on Google Shopping

In April 2020 product listings on <a href="/blog/blog-google-shopping-free-ads-what-you-need-to-know-for-ecommerce">Google Shopping have become partially free in the US</a>. This change refers to the Google Shopping tab that you can find on top of your search page. Important to know: The good old paid Shopping ads will continue to exist and the new organic listings will be complementary. Using both free product listings and Shopping ads together is the new recommended practice by Google.

The shift to free search results in the Shopping tab is intended to help merchants connect with more customers. Since the launch in the US, <a href="https://blog.google/around-the-globe/google-europe/powering-economic-recovery-through-retail">Google reports</a> that merchants have seen an average of 50% more clicks and 100% more impressions across free listings and ads on the Shopping tab. Small and medium-sized sellers are said to profit the most from this increase in engagement.

Slowly but surely, this new structure is being rolled out in other parts of the world, including Europe, starting mid-October 2020.
<h2>What will change and how does it affect me as a merchant?</h2>
<ul markdown>
 	<li>
<h3>**Layout and order of the Shopping tab**</h3>
</li>
</ul>
With two types of listings in the Shopping tab, its layout will change. On top of the search results, you will still see the first row with paid Shopping ads, followed by free listings underneath.

<img class="aligncenter size-full wp-image-28521" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Zd4K2Ph7Qx6jVzIhY2kp" alt="" width="918" height="768" />
<ul markdown>
 	<li>
<h3>**Merchant Center &amp; surfaces across Google**</h3>
</li>
</ul>
In order to showcase your products for free on Google Shopping (and other shopping-related Google surfaces in the long run), you have to <a href="https://support.google.com/merchants/answer/9199328?hl=en&amp;ref_topic=9240261" target="_blank" rel="noopener noreferrer">participate in the program for surfaces across Google</a>.

**If you currently have an account in the Google Merchant Center** and your product feed is already integrated, you can simply opt-in to the new ‘surfaces across Google’ infrastructure within your MC.

**If you are new to Google Shopping**, you first need to set up an MC account, <a href="/blog/blog-how-to-successfully-advertize-google-shopping" target="_blank" rel="noopener noreferrer">learn here how to successfully get started</a>.

Next to that, you can also opt into the <a href="https://support.google.com/merchants/answer/9825611?hl=en" target="_blank" rel="noopener noreferrer">local surfaces across Google program</a> to qualify your items for ‘local listings’, including information about your physical store (such as product availability, store hours, directions, phone number, or approximate distance from the user), letting users know that a product they are searching for is available in a physical store close to them.
<ul markdown>
 	<li>
<h3>**Your product feed must meet even higher standards**</h3>
</li>
</ul>
As always, when something is free of financial charges, we expect an increased demand and more competition among merchants on the Shopping tab. Therefore, it is essential that your product data comes in the best state possible. Since Google Shopping works with a feed format, <a href="https://support.google.com/merchants/answer/7052112?hl=en">it requires certain data specifications</a>. In order to meet these specifications and deliver high-quality product data, you need to [optimize your product feed](https://www.channable.com/integrations/google-shopping-feed). The ultimate goal (and strategy to get ahead of the competition) is to deliver all your product information in a format that triggers a match between consumer search queries and your products.
<blockquote>One example is a perfect title structure, including the most relevant keywords at the beginning of each product title. Google uses titles to detect related keywords that match search queries. Channable can help you to optimize your title structures through <a href="https://helpcenter.channable.com/hc/en-us/articles/360011018360-Rule-combine-value" target="_blank" rel="noopener noreferrer">smart rules, such as the ‘combine value’ rule</a> and to profit from your own dynamic feed information!</blockquote>
<a href="/blog/blog-how-to-successfully-advertize-google-shopping" target="_blank" rel="noopener noreferrer">Find more useful tips for all mandatory Google Shopping fields in this blog.</a>
<h2>An extra tip from Channable: Constant data updates are key!</h2>
Next to good feed hygiene and maintenance, it is important to update your product data on Google Shopping (and in the MC) on a regular basis. In the Channable tool, the default schedule for data runs of every feed connection is once a day. Especially now, during the busiest eCommerce quarter of the year, combined with increased penetration of the Shopping tab, more frequent data updates on your marketing channels can make a crucial difference.

**Our solution for this is ‘Extra Runs’!** With extra runs, your data is retrieved several times a day (up to the hour) and exported to the channels you selected, among others Google Shopping.

Even better: We are proud to announce that we have recently taken the next step in adapting our infrastructure to facilitate more frequent data updates with less effort and we would like to share this success with you!

We have chosen to replace the current pricing packages (run maximum every 2 hours for an extra 50% of the price of your base subscription, and every hour for an extra 100%). From October 1st, 2020 with a single package: up to 24 runs per day for 50% extra of the price of your base subscription.

Request your extra runs and find more information via this **help center article** or contact our support team (<a href="mailto:support@channable.com">support@channable.com</a>) with any questions!


Free listings on the Google Shopping tab are coming to Europe: Here is all you need to know

Next to good data feed hygiene and maintenance, it's crucial to regularly update your product data. But what exactly does that mean, and how does it affect your ads and marketing practices?
 
Channable is here to explain why frequent eCommerce product updates are important and how an automation solution can make this process smooth and easy.

## The reality of managing multiple ads with your product feed
When you start advertising on [Google Ads](https://www.channable.com/products/ppc-tool/google-ads) or through third-party [eCommerce integrations](https://www.channable.com/integrations?sort=featured) like comparison shopping engines and affiliate networks, you'll quickly notice that they often require your product information in various formats, differing from what's on your webshop.

This means you'll need to modify your product feed to match each platform's specific requirements. If you're [utilizing several third parties](https://iceclog.com/the-importance-of-real-time-data-in-e-commerce-operations/), this can lead to multiple, different product feed configurations, becoming overwhelming to manage.

## Getting your product feed optimized
Using a [data feed management solution](https://www.channable.com/products/product-feed-management-tool) like Channable, you can upload your data feed and connect it multiple times in different ways. You can then modify the product information for each version to match the specific requirements of your chosen platform.
 
With Channable’s powerful 'if-then' rules, you can easily configure your product information to meet the demands of every connection, ensuring accurate **eCommerce product updates**.

## Stay up-to-date with flexible daily data syncs
Channable’s automation not only gives you the power to easily configure your product feed but also allows you more control over many aspects of your connections.

One impactful feature is daily data syncs. This refers to how often your product information is updated on third-party platforms. In today's competitive online landscape, keeping your product information and stock levels up-to-date across all channels is paramount.
 ![Automated Product Feed updates-02.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmcngcmfzd1pl07w46v92gykr)
This not only saves you time managing all your merchant accounts but can also save you money by preventing wasted ad spend on advertising out-of-stock products. We're talking about truly **automated product feed updates** that make a real difference.

We've recently enhanced our daily data sync options to provide even more flexibility:
![Automated Product Feed updates-03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmcngcmg9d0iy07uqfp9frxur)
- **CORE Standard**: 1x per day

- **CORE Plus**: Up to 3x per day

- **CORE Pro**: Up to 24x per day

This new tiered structure makes it easier than ever to choose the right frequency for your business needs.
![Automated Product Feed updates-04.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmcngcmg7d1pq07w45kb82elh)
### When 1x per day works:
- Your inventory and pricing stay mostly stable.

- You're not adding new products frequently.

- Product attributes (e.g., titles, descriptions) don't change often.

- You're not running time-sensitive promotions or flash sales.

- Minor delays in updates won't significantly impact performance.

### When you need more frequent data syncs:
- Inventory or pricing changes throughout the day.

- New products need to go live quickly.

- Product data is regularly optimized for performance.

- You run flash sales, promotions, or frequent campaigns.

- Real-time accuracy drives your ad performance and sales.

If you’re adding new products to your feed often, if your prices change throughout the day, or if you have upcoming flash sales, more frequent data syncs are your opportunity to ensure real-time accuracy and maximize your ad performance. It's the simple, powerful solution to a very expensive problem, offering truly **automated product feed updates**.

**Some of the key benefits of frequent data syncs include:**

- **Always accurate stock**: Product stock levels are always up to date across multiple channels, preventing sales of unavailable items.

- **Correct pricing**: Prices are advertised correctly, eliminating the need for manual updates within each channel’s merchant center.

- **Seamless sales & promotions**: Sale prices can be set or switched with ease, perfect for flash sales or seasonal campaigns.

- **Improved performance**: Up-to-date product information leads to higher quality scores and greater visibility for all your listings, driving more sales. These consistent eCommerce product updates are critical for success.

## How to get started with utilizing daily data syncs
With Channable, the default number of data syncs for every account is automatically once per day. However, for many advertisers, the benefits of multiple daily data syncs lead them to update their feeds much more frequently, even down to every hour. This level of **automated product feed updates** has a massive impact.

If you’re already managing multiple marketplaces or channels, or your business is growing fast, you can’t afford to have outdated listings slowing you down.

Ready to enhance your **eCommerce product updates**? Find more information on how to adjust your [data sync frequency](https://www.channable.com/extra-runs) via our [help center](https://helpcenter.channable.com/hc/en-us) or contact our support team with any questions!


How automated product feed updates to your eCommerce listings can help drive online sales

<h2>What is Google Product Category?</h2>
The “google_product_category” attribute is used to classify or categorize products in Google Shopping. The goal of this product categorization is to make it easier for customers to find your items within Google Shopping.

To set up the categories correctly, you have to use the taxonomies listed by Google known as the “Google product taxonomy”. The Google product taxonomy is the list of categories that Google uses to help classify products in the [Google Shopping feed](https://www.channable.com/integrations/google-shopping-feed). There are <strong>more than 6,000 categories</strong>. This is why it’s incredibly important that you categorize your products correctly. <a href="https://support.google.com/merchants/answer/6324436?hl=en-GB" target="_blank" rel="noopener noreferrer">Here</a> you can find more info regarding Google's product taxonomy.

Another important thing to note is that the categories are not the same in all countries. There are countries such as the United Kingdom, United States, France, Germany, and the Netherlands where the taxonomy is more complete and the product categories have more subdivisions than others.

An example of Google’s Category taxonomy for clothing would be:

Clothing and accessories &gt; Clothing &gt; Warm clothing &gt; Jackets and coats

In turn, each of these product categories is associated with a numerical code.
<h2>How important is the Google Product Category in the Google Shopping feed?</h2>
You should always categorize your products. There are too many benefits you’ll miss out on if you don’t.
<ul>
 	<li>The Google Product Category is decisive when it comes to ensuring users only see products that are really relevant to their search query.</li>
 	<li>The click rate of Google Shopping campaigns will improve because your products will have more precise attributes.</li>
 	<li>Filling in the Google Product Category influences your position in rankings. This allows you to check whether your products appear ahead of your competition.</li>
 	<li>Many other channels such as Criteo or [Facebook Ads](https://www.channable.com/integrations/facebook-product-feed) also use this categorization as a reference. Making it necessary to follow Google’s product taxonomy in order to be successful in multiple, essential channels.</li>
</ul>
<h2>Tips you should take into account when optimizing your Google Product Categories</h2>
<ol>
 	<li>Google occasionally updates its categories, so you need to make sure your data feed is updated with the latest changes.</li>
 	<li>The more information you provide in your Google Shopping feed, the better. That's why it's important to be specific about your categorization. You have to choose the most specific category possible. If you use a more specific Google Product Category, your products will appear in the appropriate search results more often. Therefore your CTR will improve significantly and, by creating more relevant ads, costs will decrease.</li>
 	<li>If your product fits into more than one category, it is important that you choose the most accurate one. It is not possible to choose two categories in Google Shopping.</li>
 	<li>If the article does not match any of the categories marked in the Google taxonomy (which is quite unusual due to a large number of categories available), then you can use the product_type attribute.</li>
 	<li>Remember that each country has a different taxonomy, so you will have to configure the feed and categories based on the country where you want to sell your products. Otherwise, your products will be rejected by Google. This has a close relationship with the taxes marked by each country. For example, if you are going to sell your products in the United States, it is important that the feed is configured for this country so that the tax rate for your products is correct.</li>
</ol>
<h2>Risks with Google's automatic product categorization</h2>
Google offers a new automatic categorization feature to make it easier to categorize products. Therefore, the google_product_category attribute is now not mandatory. However, while this advance is helpful, it also poses a risk.

The automatic assignment that Google makes is based on an algorithm that analyses other attributes of the Google Shopping feed, such as the brand, the GTIN, etc. In many cases, these attributes are not very specific and this means that Google does not assign the correct category or uses a category that is too generic.

To avoid this, we strongly recommend that you fill in the Google Product Category field in the Google Shopping feed yourself.
<h2>How can Channable help me with smart categorization?</h2>
Channable allows you to set up the Google Shopping feed in 5 easy steps. And one of the steps in the configuration of the feed is categorization. With the intention of helping our customers in this process (which can be quite long in multi-product catalogs), in Channable we have developed <a href="/blog/smart-categorization-google-shopping" target="_blank" rel="noopener noreferrer">smart categorization</a>.

Thanks to a smart self-learning algorithm, we have managed to make the products you want to export to Google Shopping automatically fit the Google taxonomy. In this way, a category suggestion will appear that matches each of your products. As this is only a suggestion, you will always have the final decision regarding which category is used. This way, you will still have full control of the categorization process.

Would you like to create a fully optimized Google Shopping feed with Channable’s smart categorization? <a href="https://app.channable.com/signup" target="_blank" rel="noopener noreferrer">Create a FREE account </a>today and set up your Google Shopping feed in no time.

Don't forget to read our blog with tips to <a href="/blog/create-quality-google-shopping-feeds" target="_blank" rel="noopener noreferrer">create the perfect feed for Google Shopping</a>.

Tips and solutions when assigning Google Product Categories in your Google Shopping Feed

Using Channable, you have always been able to generate multiple campaigns and ad groups from a [Google text ad generator](/products/ppc-tool). However, ads, keywords, and negative keywords were always coupled with the ad group. Now we are introducing a new feature that allows you to have multiple groups of ad group generators. With this comes a lot of new possibilities, one of which we want to highlight today: using synonyms in ads.

## Using synonyms

When creating a new campaign, you might want to start out with a lot of keywords attached to an ad or allow ‘broad’ matches on a smaller set. As shown: 

![visual_01.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/yRu43ISSpShwO3WAVjzX)

After letting the ads run their course, you can see which keywords are performing well and which aren’t. Usually, you would delete all but the well-performing keywords from the ad group to only keep one keyword while also making sure that one keyword shows up in your ad template. As shown: 

![visual_02.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/eCajaun3R0OuUpPfBbnC)

But now you’re stuck because, while the other keywords didn’t perform as well as the best, they still contributed to some of the ads’ reach. Both scenarios have downsides and that is why we are now allowing all Channable users to add multiple dynamic ad generators. This opens up the possibility for a setup like this: 

![visual_03.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/sWk9GHHiRk2qS5FHUZP5)

An example is when creating ads for perfume with two synonyms: ‘ Fragrance’ and ‘Cologne’. You could create a campaign with three dynamic ad generators like this:

1.  [Brand] - Ads text includes perfume, keyword: perfume
2.  [Brand] - Ads text includes fragrance, keyword: fragrance
3.  [Brand] - Ads text includes cologne, keyword: cologne

It would be easy to set up these ad generators copying the ad templates and other entities (ad extensions, site links, etc.) while modifying the ad and keyword templates manually. It would then be possible to create a main ad group that includes the generic ad templates and keywords while adding specific ad groups if a new keyword becomes highly effective and excluding those products from the main group and including them in the new ad group by using rules per ad group. Several other use-cases would be possible but will not be covered here. All these possibilities can be created because every ad group generator has its own rules. Whereas before you only had one set of rules to work with for the entire campaign.

## What about duplication

When you create multiple ad group generators, it is possible that duplicates are made which are undesirable. That’s why we’ve made sure that ad duplicates, meaning everything is similar from templates to extensions and keywords, will be merged before they are sent to Google (Shopping) Ads. You can see the result in the preview where we’ve also introduced new viewing and sorting options.

## How to get started

Getting started with multiple dynamic ad groups is as simple as going into your Google (Shopping) Ads setup and clicking on the ‘Add dynamic ad group generator button. (Tip: you first need to turn off your existing ad generator). 

![visual_04.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/dTMEgel7QhqQn6dXekeH)

You can then set up all the ad groups you want, although there is a max of 20 new dynamic ad group generators created in 1 campaign. You can use this in the preview to filter ads that contain errors to finalize them before sending them to Google. Feel free [to reach out](/contact) to your Channable contact for help on setting up [Google Text ads](/products/ppc-tool) and/or [Shopping Ads](https://www.channable.com/integrations/google-shopping-feed) or for information about this feature.

Using Channable to advertise with synonyms

## Marketing agencies are essentially mobile phones
*Bear with me.*


The first commercially available handheld mobile phones had one simple function. And shock, that was to make phone calls. As they became more popular, the number of functions began to increase. Not only due to technical innovation but also consumer demand.

The first notable applications that were introduced were contacts and SMS. To be at the forefront of personal communication prior to these features, you needed so much stuff. Address books, directories, stamps, envelopes, postcards. It just wasn’t manageable and required invention and innovation. 

![Old_mobile_phone.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zoZiE7sSSlPIR6wc7rNQ)

New apps continued being introduced. They would absorb and replace now borderline immaterial inventions. While, at the same time, continue to push the boundaries of technology. The calculator, the watch (sorry, Casio), the calendar, GPS devices, the camera, the internet, journals, spreadsheets, and more were made redundant by the ever-innovating mobile phone. 

Fast-forwarding to 2021, the smartphone is indispensable. The pressure to continue innovating and adding more features is immeasurable. If the smartphone isn’t performing neurosurgery in the next decade, people will question whether they actually need this miracle of technology that lives in their pockets. Tell me if I’m wrong, but this isn’t too different from the expectations placed on a marketing agency from its clients; is it?

![Multitaksing.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/KNpQEfS3GvRxWKRHfbwF)

Though the marketing agency started with streamlined responsibilities. Today, the demand to grow, adapt, and improve is huge. Marketing agencies manage multiple clients from various industries with completely different requirements and measures of success. Much like a smartphone is expected to be an excellent phone, camera, diary, personal computer, and now fitness companion. Marketing agencies are expected to be excellent copywriters, strategists, advertising experts, marketplace gurus, teachers, and therapists. It’s a hideously difficult task. And without a transparent, clear overview it becomes an impossible one. 

## What can marketing agencies learn from the smartphone?
The smartphone is the archetype of a transparent, clear overview. It manages hundreds of applications with different functions and can be incredibly personalized. But how does the smartphone achieve this and what can marketing agencies learn from it? Let’s do a direct comparison. 

The hardware in a smartphone can be compared to the people like yourself working in a marketing agency. It all comes down to potential. The quality of the hardware determines which and how many applications (features) a phone can potentially perform at a high level. Those working in a marketing agency do exactly the same thing. The ability to be able to meet all the desired expectations of different clients (users) is completely dependent on the quality of the team.

![Blog-graph (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/MRbPRey9RtGUzaCO221a)

Looking at the image above, we’ve gone through the user, the application, and the hardware. So what about the operating system? 

The operating system unlocks the potential of the hardware. Without a robust and flexible operating system, applications couldn’t run at an optimal level. Meaning either downgrading to a lesser quality application or not being able to meet user expectations. This is exactly the same as the software used in a marketing agency. In order to fulfill the potential of the team and to meet the expectations of clients, the software used needs to be both robust and flexible. 

But it’s not just about being robust and flexible. Operating systems need to continually develop in order to manage more demanding applications and users, more applications in general, and improve UX. And it’s the same with software. As client demands increase with new platforms, technologies, best practices, etc. marketing agencies are expected to innovate. This can only be achieved with leading software and platforms that continually improve. 

With all this considered, it becomes obvious that the operating system (or the software used in marketing agencies) is the reason the smartphone is the blueprint for a transparent, clear
overview. 

## What should marketing agencies consider when searching for the perfect software?
![Iphone.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4s5twsISFiOBgBS8QCQQ)

Let’s look at the iPhone. The user-friendly interface of the operating system and its ability to use a large number of high-quality optimized applications make it stand out from the crowd. It’s exactly the same with software and platforms. We conducted a survey with close to 80 marketing agencies and, to no surprise, a friendly UX and extensive functionalities were at the top of their wishlist. 

Second to that was the price. The commoditization of the smartphone means that you no longer need to pay thousands of dollars for high-quality products that can rival Apple’s iPhone - enter Huawei. Software has gone through the same process. It’s no longer necessary to spend a large portion of your budget on big names and service costs. You can find robust, flexible, and innovative software that does exactly the same thing for a fraction of the price. 

![Busy-store.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NfCBFZhT0qZPhwhNav6Z)

Black Friday is a hectic period for marketing agencies. Equipping your team with software and platforms that require little-to-no maintenance is invaluable. It should be intuitive, simple to use, optimized for multiple tasks, and transparently and fairly priced. It should provide solutions for the eclectic demands of multiple clients and, most importantly, give you a clear overview of all your clients’ accounts and activities. This will allow you to better understand how to improve the performance of your marketing efforts and increase ROI for your clients. 

**Want examples of marketing agencies who have found their ideal platforms? Channable has a number of inspiring success stories from various marketing agencies that can be found [here](/success-stories).**

Why software is key for having a clear overview and increasing your clients’ ROI this Black Friday

### An analogy: How would you like the perfect skincare package?
We all have a skincare routine. At least, we all should have a skincare routine. UV radiation is real, people. But, of course, routines differ person-to-person. Our skin’s condition, demands, and expectations vary as well as the effort (and money) we’re willing to put into taking care of our skin. On top of that, the skincare market is confusing and extensive, with new trends, brands, and products popping up every year. Which makes finding the right products to get your skin looking as smooth as butter a real challenge. 

You don’t want too many products standing around on your bathroom counter, you want the ones that really work for you. You want to avoid the disappointment and also the waste of money and time that comes with trying new products that just don’t do it.

![large-minimal-assortment-beauty-products.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0huH2x8RO3pihcMei9yA)
The perfect package of products that are designed to work individually but also complement one another sounds good, right? What you want is a company that invests time and resources into researching every single ingredient in all of their products in order to create an ideal, consistently good set. You have tried and liked their cream and serum, and then you see a package by the same company with a combination of your two favorite products - maybe they even add a third one that you want to try. Offering you a whole routine that works just the way you need it to.

### Choose your tools like you choose your skincare routine
Coming back to your professional challenges, you might find similarities in the decision-making process and expectations that your clients have when it comes to the ease of use and optimized results in their online marketing activities.

As is with skincare products, consistency is key in feed management.  And the right set of tools keeps your client’s branding consistent across platforms. Are you aware that customers who are shopping parallelly on multiple channels are observed to have a [30% higher lifetime value](https://ecommercegermany.com/blog/29-multichannel-marketing-statistics-to-know-in-2020)?

Of course, there are way too many channels out there to try and cover them all, so you have to find the perfect set of channels for each of your clients. If the connections to these channels are offered centrally in one place, from one brand, your life gets a lot easier. 

And when you like one company’s feed management tool and see that it works for your clients, it is only logical to also want your PPC campaigns and performance insights as parts of the package. Like a complementing series of care products.

Your [perfect marketing automation package](https://www.channable.com/how-channable-works) aims for this consistency. You work from one single data feed (your unique precondition) and optimize it with the help of different products and their ingredients. All of these single products have gotten extensive research to make them work combined, but also individually. For every need, there is this one feature that will help you to connect in the easiest and most consistent way possible with your desired channels. 

Find more information on feed management and PPC automation for digital marketing agencies on our [dedicated industry page](https://www.channable.com/industry/digital-marketing-agencies).

How your skincare routine reveals the best way to connect to a variety of channels

Automation is EVERYWHERE and takes up more and more space in the digital marketing world. This coupled with the fact your clients are better informed of the automation opportunities adds a sizable amount of pressure for digital marketing agencies. You have to stay in the know as your clients expect you to. 

[Forrester conducted a study for Google](https://services.google.com/fh/files/emails/forrester_research_paper.pdf) in which they asked 300 brand marketing leaders *“what benefits do you expect from an effective digital marketing agency partnership?”.* The top responses were:
1. 43% expect more profit  
2. 41% expect more ROI  
3. 37% expect their agency to keep pace with shifts in consumer behavior  

While responses 1 and 2 are to be expected, number 3 really caught my attention. In line with consumer needs, the goal of effective marketing is to stay relevant. Between 30% and 50% of consumers in European markets [prefer to engage with and purchase from purpose-built brands](https://services.google.com/fh/files/emails/forrester_research_paper.pdf) that deliver relevant content rather than only ads.

In eCommerce, automation tools are the driver to work on the hard KPIs such as profit and ROI and, at the same time, enable you to maintain and improve your expertise and smart strategies. In the end, the purposeful messaging and understanding of consumer behavior have to be added to the campaigns by nobody else but you.

![young-creative-team-meeting.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6d1ZG3GZTGWy9dQTK9lk)

Let’s look at it like this: With tooling at hand, you free your schedule to do the deep thinking and strategizing that AI cannot take over from you and find a way to feed the algorithms with exactly the data they need. In a world where agencies have access to the same pool of tools and software, the distinguishing characteristic is how you use them.

> Now that automation has generally been accepted, advertisers find themselves in a position in which they have access to the same tools and algorithms, which leaves little room to differentiate themselves from competitors. So the question becomes: How do you outperform your competitors despite leveraging the same instruments? By shifting the narrative to supplying algorithms with the right data to make the best possible decisions to drive maximum performance.
<div align="center">*Job Hilbers, Head of Paid Search at Artefact*</div>

## How can both you and your client profit from change through automation?
Join forces with technology! The technical knowledge that agencies had developed over the years has become somewhat redundant. But leading agencies appreciate the time that their consultants have won back to actually *advise* their clients and to develop creative strategies that allow algorithms to perform at their best. 

The nature of the [relationship between an agency and its clients](https://services.google.com/fh/files/emails/forrester_research_paper.pdf) may actually change for the better. As an account manager, automation allows you more time to work much more closely with your brands and to share your knowledge in order to help them acquire a certain know-how themselves. The way agencies work is also becoming more holistic. Media teams work closely together with data analysts and technology experts [to use first-party data in the best way possible](https://www.channable.com/blog/create-personalized-ppc-ads-improve-ctr-roas).

## Agencies need AI to grow but AI needs you to rise and shine 
[Agencies need automation in order to scale](https://www.clickz.com/the-rise-of-the-automation-powered-agency/264227/). The more tasks you can automate, the more clients you can manage with the same personpower. In an agency context, account managers, as the actual users of automation tools and software, will be in charge of mastering and educating the machines in order to help AI grow in the right direction. 

This role of the human at the intersection of automating and strategizing will become even more important with increasingly smart algorithms. Your understanding of performance data will be needed in order to find the right starting point for a campaign. Only when your strategy is in place and working, will you be able to hand over the baton that is the campaign to AI.

Do you want to be at the forefront of automation and master your biggest challenges? Find out all you need to know about feed management and PPC automation for digital marketing agencies in the [dedicated agency space on our website](https://www.channable.com/industry/digital-marketing-agencies).

How do leading agencies use automation to meet client needs?

Using the right technology makes every company a more successful one, and our focus on shipping powerful features means that Channable customers all over the world can experience the full benefits of our platform to scale their online sales no matter the size.

Many customers face one problem when they scale their online sales: as they grow, so does the volume of their products within Channable – this inadvertently increases the time it takes to manage products on multiple channels with large amounts of data. 


## Next-generation production categorization
![Banner site 97- accuarcy.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/FHfAaAN9SSq8MaaFQPFM)

Today, we’re delighted to announce that we’re launching **a brand new feature that allows 
advertisers to instantly categorize millions of products** for Google Shopping, Facebook, Ebay, and many more channels. 

Product categorization when done manually or in a rule-based way can take an incredible amount of time and resources, dragging down the setup time and speed to market your product, which means you’ll either waste time doing manual work or lose competitive advantage – or both! 

That's why our product team has created this new way to categorize products – a feature that allows you to:

- **Go to market faster** by instantly categorizing millions of products 

- **Enjoy reduced channels and marketplace setup time ** by up to 80%

- **Categorize millions of products** for Google Shopping, Facebook, Snapchat, and many other channels and marketplaces

- **Gain flexibility ** by deciding what and how many products should be smartly categorized and how to apply custom rules

- **Get up to 97% accuracy through our machine learning algorithm**, which analyzes millions of data points across different industries and assortments 

- **Achieve real-time categorization** for any new products that enter your feed

## Leveraging the power of machine learning

How does this new feature help you achieve more in less time? 

In machine learning, computers solve hard problems by training them on huge data sets. By analyzing thousands of examples and gradually learning to recognize the patterns, this next-gen technology gives you the ability to work in a more seamless way, without manually doing any work – all while achieving a highly optimized feed. 

This practice works in many cases, and in fact, we use it for our **Smart Categorization **feature so that the more product data we process, the better and more instant the results will be.

Ready to start automation of this process? You can achieve these benefits while saving your team members valuable time by leveraging **Smart Categorization **for your online marketing. 

That’s it for now. Until the next product update! 👋

Ready to future-proof your online sales strategy? Get started with [Smart Categorization](https://www.channable.com/smart-categorization) now. 

New: Smart Categorization brings AI technology to your product feed 

Microsoft Vertical Ads is the new way to go if you want to optimize your advertising strategy. Powered by dynamic data feeds, they offer a more personalized way to reach audiences in specific categories. 

Vertical ads focus on the information potential customers are looking for, persuading them to buy your product by presenting them with rich ad experiences that stand out from the crowd. But how does this work and what are the benefits for your business?

In this article, we will not only explain how they work, we will also offer you a step-by-step guide on how to use Vertical Ads with Channable.  

## What are Microsoft Vertical Ads?

Microsoft’s latest addition to their ad solutions are Vertical Ads. These ads are aimed at specific industries and use industry-specific dynamic data feeds to create ads on the Microsoft Audience Network. 

The belief that customers search for very different types of information in different sectors lays at the foundation of the new ad solution. A customer looking for a place to buy groceries will have profoundly different search criteria than a customer looking to book a cruise for the summer. 

For groceries, store location, opening hours or organic attributes might be important points, the person looking to book a cruise will be interested in departure and destination ports and peer reviews.

Microsoft Vertical Ads have been created to address the needs of specific industries like automotive, travel and financial services. They use search intent data, combined with a deep understanding of user needs, offering a richer ad experience to potential buyers.

![Cars for sale search.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/iRThKElbSr2u41BDV9vc)

As Microsoft explains: 

> “Using Microsoft’s audience intelligence, you can provide the appropriate content to the right audience at the right time and drive consumers towards being lead-ready by delivering the content that they have demonstrated interest in”. At this time, Automotive is the only industry in which Vertical Ads are globally available, but other industries are expected to be added soon.

## The power of Automotive Vertical Ads: Delivering high-quality experiences for advertisers
![Experience visual.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/VpxgDVNBQAG43CnWju8G)

For users in the automotive space interested to start using Microsoft Vertical Ads in order to increase their business, Channable has created dedicated templates to easily feed the right data directly from your database into the ads. The templates will ensure the correct data to automatically be displayed in the correct fields in the Ads, enabling customers to go live faster. 

The partnership between Microsoft and Channable enables the automotive industry to break through in this crowded marketplace, while minimizing the time and resources generally required to set up and manage automotive campaigns. As Nitin Hegde, Principal Product Manager at Microsoft stated: 

>  “Microsoft Advertising is committed to delivering rich feed-based vertical ad products that engage consumers and deliver high-quality traffic for advertisers. We’re excited to partner with Channable, who have built-in support for our vertical feed formats and have recently added in schema validation and support for Automotive Inventory Ads."

According to Nitin Hedge, with Automotive Inventory ads now generally available in over 90+ markets, customers of Channable and Microsoft Advertising should find it easy to get up and running and begin capturing high-quality leads from across the Microsoft Advertising network. 

## 4 reasons why adding Microsoft Vertical Ads to your advertising portfolio is a great idea

<iframe width="900" height="410" src="https://www.microsoft.com/en/videoplayer/embed/RE4XKPB?pid=11ab4f8e-8240-529e-f6ca-c32fcbcbc0a3video-" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

The Automotive industry has been through some challenging times in the past years and unfortunately they are not over yet. However, advertising opportunities for the industry are plentiful. 

Research has shown that online searches for automotive are up 17% since 2020 and 48% since 2019 (source: Microsoft internal data, US, January 2019 - December 2021) on the Microsoft Search Network, and Search was the most used digital channel across automotive buyers.

This means that there are many opportunities to reach automotive shoppers in the search for their perfect ride. Imagine what adding personalized contextual ads can do for their experience and decision making process! The benefits of Vertical Ads in this process are clear:

### 1. Richer experience

In Microsoft Vertical Ads, automotive sellers can increase the click-through-rate (CTR) by offering a richer experience by showcasing good images with timely and relevant information. 

Displaying mileage, price, trims, color and other details at a first glance helps potential buyers to shorten the customer journey and decision-making process. 

Furthermore, the setup of these ads already enhances engagement before the audience has even clicked the ad.  

### 2. More volume

With these ads, it is much easier to reach car shoppers that are closer to the transaction stage of the customer decision journey where they make a purchase. 

Reaching them in the stage where they are making comparisons is the best time to connect, leading to higher volume. 

### 3. Saving time

Vertical Ads save marketers valuable time, as they eliminate the need to create individual ads for the Microsoft Audience Network. 

Data and images can be uploaded in bulk and will automatically create audience ads or search ads. If your potential buyer has shown interest in specific items, Microsoft will match the items in your feed by using AI. The feeds are easy to set up. 

### 4. Better results

No keywords are required for these ads, as Microsoft AI dynamically generates them. You can use feeds to generate your ads faster, also ensuring accuracy as inventory and prices change. With tracking templates and conversion goals, you can optimize your Microsoft Vertical Ads. 

Tracking templates can be added at different levels; account, campaign, ad, ad group, keyword or feed item. By using URL tracking, you will know precisely how visitors got to your website. 

Standard performance reports can be downloaded by navigating to **Reports** > **Reports** > **Performance** > either **Campaign**, **Ad**, or **Keyword**, and feed item reporting is also available for Vertical ads.

In general, the results in Automotive are very positive. A 2021 internal report by Microsoft showed that advertisers running Automotive Ads on average saw the following results: 

-  6-15% incremental click rate lift
-  3-8% conversion rate lift
-  28-40% lower cost per click than their corresponding non-brand targeted text ads 

Paul Schuurhof, Performance Lead Automotive Mediaventions, [Gaspedaal](https://www.gaspedaal.nl/){nofollow} is pleased with the results: 

![Quote.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zEU7PcrDS2MuRONhCQOg)

## How to create Microsoft Vertical Ads with Channable – a step-by-step guide

Adding new data feeds through Channable is very easy. Below, you will find a step-by-step guide to set this up for your Vertical Ads: 

1. Go to “feeds” and click on “add new feed” 
 ![pasted image - 0.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ORXO2jpTS6ogsVw567zi)

2. Search for “Microsoft Vertical Ads” and select it.
![pasted image - 01.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/X2H4vlrmRNmYA4vM0vs1)

3. Choose the country you want to target and select “Automotive Inventory Ads” as the market. Next, give your feed a name and click “Continue”.
![pasted image - 02.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/MtJRz1zWROaMbvCAHGnf)
 
4. There is no need to set a category. You can skip this step.
![pasted image - 03.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/GbOchnhZRxCS5P8o7P3K)

5. Use the rules to optimize your ads.
![pasted image - 04.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/hOfXtrsQUCnciJd9UYan)
 
6. Map your fields to the required fields. When you are done, click on “Save and run”
![pasted image - 05.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/jmgnj4XNTsanIeoy6bU1)

7. Check the quality of your feed and try to implement the recommendations.

![pasted image - 06.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/XBXS8hhGSvOtQfyqZKOl)

8. Check the preview of your feed and copy the created feed URL into Microsoft Vertical Ads.
![pasted image - 07.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/rof62BGPR1K1yfjbD8Qk)

After completing these steps, you are set up for success and ready to start enjoying the benefits of Microsoft Vertical Ads. As soon as the Ads for other categories (Travel and Finance) are released, templates will be made available for those categories as well. 

Why wait? Get a head start on the competition and start enjoying the benefits for your business now. Learn more on [the website](https://www.channable.com/).

> If you are not a Microsoft Advertising customer yet, we have partnered with Microsoft Advertising to offer you an introductory coupon to get started. Please visit [Contact sales - Microsoft Advertising](https://about.ads.microsoft.com/en-us/resources/support/contact-sales?s_cid=en-us-acq-onemsft-src_mpn-sub_0-flx_verticalads) and submit the form.  

Microsoft Vertical Ads: How to use them with Channable

## 1. Focus on efficiency, and automate your processes.

One of the first things you can do is critically assess your operational efficiency. This includes having a clear understanding of your overhead costs. For example: Which processes are essential, and which can be streamlined or even eliminated? 

Using a [feed management tool](https://www.channable.com/blog/blog-what-is-feed-management-and-why-do-you-need-it) will help you optimize and automate all of your product feeds without having to invest extra time or resources. 

You won’t have to add prices and inventory stock changes manually, for one thing, and you’ll have control over the product information you share online. By creating qualitative feeds, you’ll be able to easily promote your products on thousands of advertising platforms, marketplaces, affiliate networks, and price comparison websites.

## 2. Be strategic with your marketing dollars.
![Strategy.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/oIDOnRLQiiLxEqDfK5oB)
When a recession is looming, retailers often respond by slashing their marketing budget. But actually, it’s important to make sure you’re marketing your products strategically – and that means spending differently, not necessarily less. 

As [Harvard Business Review](https://hbr.org/2009/04/how-to-market-in-a-downturn-2) suggested during the last recession: “Take a scalpel rather than a cleaver to the marketing budget.”  
 
**Remember**: People don’t stop spending money during a recession – they simply spend less. By allocating most of your marketing resources to your best-selling products, you’ll be able to maintain their strength for your core market.

The key is to make every dollar in your budget go further and work harder. That includes investing in the right analytics tools to help you get a clear picture of who your customers are, what they’re buying, and why a seamless shopping experience matters more than ever. 

Using behavioral analytics, for instance, can help you understand exactly how a customer interacts with your business. You’ll learn how they first found you and what parts of your website they like to visit. 

You’ll also be able to track the ad campaigns they’ve seen and responded to; the products they buy (and how often); and the total amount of money they’ve spent with you in the past and will likely spend in the future.

## 3. Identify your highest-value customers, products, and channels.
According to [one recent study](https://review42.com/resources/customer-retention-statistics/), 65 percent of business comes from repeat customers. So rather than casting a wide net to attract new customers, you should target the shoppers who have been consistently returning to your site. 

Begin with a review of your product offerings and pricing models. You can identify the items with the highest profit margins and then automate your feeds to [advertise](https://www.channable.com/products/ppc-tool) and [showcase](https://www.channable.com/products/product-feed-management-tool) them. Similarly, determine which channels have performed best and then include them in a multichannel advertising strategy.
 
With [the right data insights](https://www.channable.com/products/channable-insights) in place, your sales and advertising tactics can hit your targets with greater precision. As we mentioned previously, behavioral analytics can give you valuable insights about your customers. 

Real-time data on product performance will also give you a clear view of your highest- and lowest-performing products so you can automate product segmentation. Data insights can also help you optimize your ad campaign goals based on ROAS or CPS rates.

## 4. Keep your online presence consistent and up to date.

Have you ever clicked on a Google Shopping ad, only to land on the business’s webpage and discover the product is out of stock? Nothing frustrates an online shopper more than discovering the item they want is no longer on sale – or even worse, no longer available. 

An obvious solution is to manage your inventory and keep your product feeds [up to date across all channels](https://www.channable.com/products/marketplace-integrator). By updating your feeds multiple times a day, you can adjust your prices in relation to your competitors, add promotions for select products, and ensure your inventory is always accurate. To increase your online reach, you can also use feed templates to build high-quality data feeds. 

## 5. Show your loyal customers a lot of love.
![Loyal.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ukxIGy88QbGqoyAJsTJ5)
Now is the time to prioritize an excellent customer experience (if you haven’t already), especially for your most loyal shoppers. This requires being proactive and creative about customer incentives. 

For instance, why not reward shoppers with exclusive membership programs and discounts? You can use [automation tools](https://www.channable.com/products/product-feed-management-tool) to waive shipping fees to avoid the possibility of cart abandonment. As Amazon has taught the eCommerce industry, it’s essential to pay attention to every little detail related to consumer behavior. 

The world’s largest online retailer leverages behavioral analytics to create targeted ads, special savings, and customized recommendations, resulting in more and happier customers who keep coming back. In 2022, there are almost 160 million Amazon Prime users, and that number is only expected to climb. 

To deliver highly responsive service, you can prioritize customer favorites and maintain a customer wish-list. If someone wants to buy a popular item that’s currently unavailable, save their contact information and get in touch as soon as it’s back in stock.

As a general practice, don’t rely solely on automated mass emails to stay connected with your customers. Sure, they want to know about upcoming sales and limited-time offers. But they also appreciate a personal touch. Consider surprising them with an eye-catching email to wish them a happy birthday or to thank them for being a valued customer.

## 6. Flex the power of your brand.
![Extra visial.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/HmKEwTx1Riuo8XvnOoKp)
Are you a boutique online shop for women’s shoes? Does your business offer the internet’s best selection of household products? Your customers should know what makes your brand stand out.

To strengthen your brand presence, leverage the power of social media. The idea isn’t necessarily to sell something, but to interact with customers, remind them who you are, and give them a glimpse of the values behind your logo. Social platforms are a great way to share fun facts, helpful tips, clever videos, and even lighthearted slice-of-life storytelling.

Not only can reinforcing your brand help you navigate a challenging business landscape, it might help you emerge even stronger. Take Patagonia, for example. The California-based retailer is well known for both its sustainable outdoor clothing line and its ardent environmental activism. 

Because corporate social responsibility is an integral part of Patagonia’s brand identity, customers who visit the retailer’s website can read in-depth stories about environmental advocacy. 

With a few simple clicks, they can also donate to one of over a thousand causes. Brand consistency has played a role in Patagonia’s success, even during a disruptive pandemic. Named one of Time’s most influential companies for 2022, the company is expected to exceed $1 billion in sales revenue this year.

How customers experience your brand is shaped by the many interactions along the way, from your ads and merchandise display, to the number of clicks on a page, to the checkout process and beyond. So don’t take your brand for granted – it’s one of the most powerful ways you can create an emotional (and enduring) connection with your customers. 

## The bottom line
When it comes to riding out an economic downturn, you want to leverage your strengths and commit to playing the long game. That way, when the economy does recover, your online business will be well positioned for sustainable growth.

## We’re Channable, and we help eCommerce thrive.
Founded in 2014, Channable mobilizes next-generation technology to connect retailers and advertisers with customers throughout the world. 

We offer a unique combination of data feed management and pay-per-click automation tools within a highly intuitive platform. Our tools are user-friendly and empower customers to create the campaigns they need, manage their feeds with ease, and seamlessly integrate their marketplaces. 

If you want to learn more, [reach out](https://www.channable.com/demo) to one of our eCommerce experts.
[![Artboard 1.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/EtI2CWoCTaaFHZZAAmkA)](https://www.channable.com/demo)


How to recession-proof your eCommerce business: Six tips for online retailers and business owners

Whether you’re selling a product through Google, Facebook, or any other eCommerce channel, one of the most important steps is listing it in the right product category. Case in point: Having your best pumps (as in, shoes) appear among plumbing fixtures in home improvement doesn’t just mean you’re targeting the wrong audience, it depletes the trust shoppers have in your brand.

Today, tech-forward solutions can help you categorize your products accurately and automatically across all digital channels and marketplaces.

Dubbed “smart categorization,” these tools not only offer near-perfect accuracy, they transcend outdated methods like rule-based categorization, which involve manual back-end settings and imperfect data matching. 

Instead, smart categorization relies on machine learning to automate the process from end to end—eliminating hours of busywork, accelerating your time to market, and boosting your overall revenue.

Read on to learn what smart categorization is, how it works, and (most importantly) what it can do for your business.

## What is smart categorization?

Simply put, smart categorization means using artificial intelligence (AI) to automate the way you group and classify your products on different digital channels. In this way, it’s distinct from:

- **Manual categorization**, which requires you to select each product’s category line by line and channel by channel. Across hundreds or thousands of products and listings, this can quickly drain your team’s time and resources and lead to many avoidable human errors.

- **Rule-based categorization**, where you attempt to streamline manual processes with a set of pre-established—but often misapplied—rules. For instance, in the above example, a rule might mistakenly list a pair of high-heeled shoes with plumbing supplies because it’s trained to identify the word “pump” in a product’s name.

![smart_ categorization_artificial_intelligence_channable.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/waLln1AcSU6l9PrIsI6u)

On the other hand, smart tools automate the categorization process from end to end without being overly prescriptive. Many smart categorization solutions allow you to customize your settings across different products and channels and to easily oversee and override suggested categories.

## How it works

With smart categorization, a dynamic, AI-powered algorithm takes each product’s data and, using built-in pattern recognition, instantly matches it to the most relevant and specific product category for each eCommerce channel, according to its specific requirements.

This goes not only for existing products but for each new product you add to your feed, which will be processed and categorized in real-time.

![Smart categorization blog.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/pojK4ZWaRLexH2CwelEU)

The best part of machine learning is that, well, it learns. The more product data is processed—and the more you accept or adjust the algorithm’s suggestions—the more experienced and knowledgeable the AI will be, leading to an even faster and more granular output.

## The benefits of smart categorization

Compared to legacy processes like manual and rule-based categorization, AI-driven smart solutions promise greater:

- **Speed**, by instantly and automatically classifying your products at the click of a button

- **Precision**, by training on and learning from millions of detailed data points across a wide range of industries

- **Simplicity**, by adapting to the data structures and complex listing and categorization requirements of different digital channels

- **Value**, by ensuring the right products are shared with the right audiences for optimal sales revenue—and without the ongoing costs of manual maintenance

## Smart categorization in action

Channable offers a [smart categorization feature](https://www.channable.com/smart-categorization) as part of our frictionless feed management tool.

Our solution is unique because we use a tiered process to ensure all categorizations are carried out efficiently and effectively. 

![ai_powered_ algorithm_channable.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Em3B2xxeTDmGTBhtqTxl)

First, your product data is analyzed and optimized to fill in any missing fields and correct any formatting or filing issues. From there, our algorithm automatically sorts and categorizes your products.

Our accuracy rate is an industry-leading 97%—but, for those items that slip through the cracks, you can implement rules that categorize them with a click. Finally, you can review all suggested classifications before going live to confirm they meet the mark.

### The result? With Channable’s smart categorization feature, you can enjoy:

![smart_categorization_feature_channable.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/prAmohbqRRWC4ci2R0ms)

## Categorize your products the smart way with Channable

Channable makes it easy for online retailers and advertisers to optimize their product listings, boost their visibility on a range of digital channels and marketplaces, and connect with customers around the world.

If you want to learn more about our smart categorization feature and see it at work, book a live demo with one of our eCommerce experts today.


Why smart categorization means smarter digital marketing

Al contar con clientes de diferentes países, siempre nos gusta asistir a ferias y eventos de toda Europa y EE.UU. De hecho, en nuestro calendario ya estaban incluidas unas cuantas ferias a las que íbamos a asistir en abril, mayo y junio. Hace unos meses nadie imaginaba lo que iba a suceder en 2020. Muchos de estos eventos han sido cancelados o pospuestos e Igualmente, visitar a nuestros clientes y partners ya no es posible.

Sin embargo, mientras dure toda esta situación, Channable quiere permanecer lo más cerca posible de ti para ayudarte en todo lo que necesites. Aquí te ofrecemos información sobre cómo estar al tanto de todas las novedades y cómo permanecer en contacto con nuestro equipo.
<h3>Cómo sacarle el máximo partido a tu cuenta en Channable</h3>
Como ya sabes, nosotros siempre estamos disponibles para responder dudas y preguntas relacionadas con nuestra <a href="/es/productos/gestion-de-feeds" target="_blank" rel="noopener noreferrer">herramienta de gestión de feeds</a> y nuestra <a href="/es/productos/herramienta-sem" target="_blank" rel="noopener noreferrer">herramienta de automatización SEM</a>.

Si todavía no tienes una cuenta en Channable, te recordamos que puedes solicitar una <a href="/es/demo" target="_blank" rel="noopener noreferrer">demo de forma gratuita</a>. Estaremos encantados de explicarte cómo la herramienta puede ayudar a tu eCommerce.

Si ya tienes una cuenta en Channable pero tienes dudas sobre cómo configurarla, contamos con numerosos artículos en nuestro <a href="https://support.channable.com/hc/es" target="_blank" rel="noopener noreferrer">centro de ayuda</a> que te podrán ser muy útiles. También te recomendamos echar un vistazo a nuestros <a href="/es/videos">webinars</a>, que te ayudarán a configurar feeds y APIs de forma sencilla.

Y si lo que prefieres es <a href="/es/contacto" target="_blank" rel="noopener noreferrer">hablar directamente con nosotros</a>, estaremos encantados de atenderte por teléfono o por email.

Finalmente, si te interesa estar al tanto sobre novedades del sector relacionadas con marketplaces, redes sociales, marketing online, campañas SEM etc, contamos con un <a href="/es/blog" target="_blank" rel="noopener noreferrer">blog</a> donde podrás encontrar artículos con consejos y recomendaciones. ¡No te pierdas ninguna novedad sobre la herramienta y el sector eCommerce en nuestros perfiles de LinkedIn y <a href="https://twitter.com/Channable_es" target="_blank" rel="noopener noreferrer">Twitter</a>!
<h3>Eventos, ferias y webinars</h3>
<ul markdown>
 	<li>Nuestro partner <a href="/es/casos-de-exito" target="_blank" rel="noopener noreferrer">Rocketroi</a> ha contado con nosotros para iniciar una serie de webinars que están organizando para ayudar a los eCommerce en estos momentos. Si te lo perdiste en directo, ahora tienes la oportunidad de verlo. En él te explicamos cómo sacarle el máximo partido a tu marketing online utilizando feeds de calidad:</li>
</ul>
<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/_GzeXv79bm0" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

<ul markdown>
 	<li>Fashionbiz2.0 nos ha dado la oportunidad de explicar a los negocios del sector de la moda cómo se pueden digitalizar gracias a Channable y a los feeds. No te pierdas esta entrevista donde explicamos nuestros casos de éxito con Ecco Shoes y Rituals:</li>
</ul>
<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/2akfR-IV96s" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

<ul markdown>
 	<li>Asistiremos a la feria Digital Entreprise Show. Sin embargo, las fechas están todavía sin confirmar. Os mantendremos informados.</li>
</ul>
<h3>Marketing Bingo. 25 consejos de marketing durante el confinamiento</h3>
Recientemente hemos publicado en la revista marketing4ecommerce un marketing bingo con ideas que ayuden a digitalizar y refrescar el marketing de tu eCommerce. Esperemos que estos consejos te sirvan para retomar el marketing digital de tu empresa con más fuerza que nunca. ¡Disfrútalo!

<img class="alignnone size-full wp-image-22361" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/BayFlPORTkaPbXxiaCrH" alt="Bingo Marketing" width="1920" height="1080" />


Live blog: Here you can find all the updates concerning fairs, events, and Channable’s business operations

## Welcome to the IMPACT Cube

The IMPACT cube is an exclusive digital event for all forward-thinking eCommerce and marketing heroes. At Channable we know how complex the eCommerce landscape can be. With changes and new trends happening rapidly it can be a tremendous challenge to navigate. 

We also know how difficult it is for brands, retailers and agencies to keep up to date with all the latest developments. New features and marketplaces are launched almost daily making it a huge challenge to identify where your businesses can make an IMPACT.

This is **why **we have come up with **the IMPACT Cube.** On *June 17th* we will launch the very first edition of this event and we are very lucky to be in esteemed company. For this year's event, we will be joined by none other than Adolfo Fernandez, Head of Commerce Strategy @ Google, and Job Hilbers, Head of Paid Search @ Artefact. They will be sharing knowledge alongside our very own Leo Draxl, Senior Customer Success Manager, with more speakers to be announced soon. 

These impact experts from the field of PPC and feed management will guide you through insights, best practices, and tips on how to make real IMPACT for your business.

Finally, the event will be hosted and moderated by Jim Stolze, who some might recognize from various TEDx Talks sessions. On stage, he will be joined by co-host, Sarah Stenquist, Sales Director Northern European Markets @ Channable.

## What to expect at the IMPACT Cube?

- An inspiring and energetic event with a focus on how to create impact.
- Inspirational speakers from leading brands, agencies and platforms.
- A good mix of webinars, masterclasses, and keynotes.
- All the latest insights about clicks and feeds.

Attending the IMPACT Cube is free for all but is mostly relevant for eCommerce managers and directors and SEA/PPC specialists from brands and agencies. Sign up for the event for FREE via the link below.

Ready to play?

[button link="https://theimpactcube.reply.live/event/the-impact-cube"]Yes, sign me up[/button]

Invitation to the IMPACT Cube

We’re going through a ​​dramatic acceleration in the e-commerce space, and this shift is completely changing how companies engage with their audience online. 

Making the most of this opportunity requires the technology of tomorrow. At Channable, our teams are working hard to ship innovative new features and products that will empower marketers and retailers to embrace the changing world of online advertising and e-commerce, and we can’t wait to tell you all about it. 

That’s why in 2022, we’ll be present at a variety of events across the world to discuss ideas, share insights, meet peers, and explore the future of e-commerce together. 

## What to expect 👀

Engage with industry leaders, get insights, ideas, and the latest trends on everything e-commerce, and explore the most innovative ways to work.

## Why attend? 💡

**Gain insights**: Hear from experts within Channable and from other leading companies in the industry as they discuss top trends and explore the future of e-commerce, retail, and online advertising.

**Learn more about our product:** We’ll be announcing features, and will be taking a deep dive into the ways first-class online advertising can strengthen your relationships with your audience and grow your ROI.

**Engage with industry leaders:** Ask your burning questions, share your ideas, and gain insights from some of the leading figures in e-commerce and online advertising. 

**Network with your peers:** Meet others in your industry, share experiences, and learn from their strategies.

## Where you’ll see us in the Benelux
![Benelux Event](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/fsyzE3quTAiuS0zJ4bs3)

### Emerce E-commerce Live

**In a nutshell**: Speakers from leading brands will walk you through all things online e-commerce through strategic sessions, trend talks, and case studies. Join to learn all about strategy, marketplaces, customer experience, tech, conversion, and fulfillment from 50 speakers and frontrunners.

**Where**: Beurs van Berlage, Amsterdam

**When**: 1st June

### Emerce Digital Marketing Live

**In a nutshell:** Get the latest insights in marketing strategy, customer dialogue, analytics & data, online advertising, social & content marketing, search, legal & privacy, email marketing & automation, and mobile.

**Where**: Beurs van Berlage, Amsterdam

**When**: 2nd June

### [Webwinkel Vakdagen](https://www.webwinkelvakdagen.nl/nl){nofollow}

**In a nutshell:** For 15 years, the Webwinkel Vakdagen has been the central meeting platform for the entire e-commerce sector. Over 250 digital commerce suppliers and 200 speakers will be present to inspire and advise you. 

**Where**: Jaarbeurs Utrecht

**When**: 29-30th June 

### [Shopping Today](https://shoppingtoday.nl/){nofollow}

**In a nutshell**: During this event, you will be prepared for the digital future of the rapidly developing e-commerce industry. Brush up on your knowledge through 50 knowledge sessions and leading keynote speakers. 

**Where**: DeFabrique, Utrecht

**When**: 13th October

## Where you’ll see us in Germany
![Event in Germany](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4fo7ERkQBuJynQNP21jt)

### [E-Commerce Berlin Expo](https://www.channable.com/de/blog/e-commerce-berlin-expo-2022)

**In a nutshell**: 200 exhibitors, 50 speakers, and networking among more than 8,000 participants. Learn about everything from building stickiness with the new B2B buyer to how the new era of marketplaces is evolving post-pandemic.

**Where**: STATION Berlin, Luckenwalder Str. 4-6, Berlin

**When**: 5th May

### [OMR Festival ](https://www.channable.com/de/blog/omr-festival-2022)

**In a nutshell**: Industry A-listers, CEOs, movers, and shakers at the world’s biggest companies deliver exclusive insights to a total of 52,000 attendants. Join international superstars of the digital scene, hidden industry champions, and local heroes for two days of action in Hamburg. It's a solid mix of absolute experts with profound insights and engaging personalities.

**Where**: Hamburg, Germany

**When**: 17-18th May 

### [K5 Konferenz ](https://www.channable.com/de/blog/k5-konferenz-2022)

**In a nutshell:** With 5,000 participants, 250 exhibitors, and 150 speakers, K5 Konferenz gathers all the big players in the e-commerce industry for two days and gives exciting insights into their companies. K5 will remain true to the motto #contentfirst in 2022.

**Where**: Estrel Berlin

**When**: 29-30th June

### [DMEXCO 2022](https://dmexco.com/){nofollow}

**In a nutshell**: DMEXCO is Europe’s leading digital marketing and tech event. As the meeting place and community for key players in digital business, marketing, and innovation, the event brings together industry leaders, marketing and media professionals, and tech pioneers to set the digital agenda. Both globally informed and locally focused, DMEXCO offers an ecosystem with seminars, debates, exhibitions, and masterclasses outlining the future of the digital economy and driving market value.

**Where**: Cologne, Germany

**When**: 21-22nd September

## Where you’ll see us in France
![France Event](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/L72waI1RRKuk83cxVABX)

### [Les Big Boss Summer Edition](https://lasummeredition.lesbigboss.fr/){nofollow}

**In a nutshell**: As the flagship event for digital and e-commerce decision-makers, Les Big Boss Summer Edition expects more than 600 participants. Decision-makers and digital players meet once a year for the unmissable business event covering topics like digital marketing, e-commerce, communication, data, and CRM. There will be more than 5,000 meetings which will allow decision-makers to meet their future strategic partners.

**Where**: Greece

**When**: 21st May

### The Digital Benchmark

**In a nutshell:** The Digital Benchmark is one of the must-attend events for all companies looking to acquire new technological solutions. On the agenda of this all-inclusive trip, there are conferences and workshops showcasing new digital trends. Last year's edition took place in Amsterdam and gathered 500 professionals.

**Where**: Bruxelles, Belgium

**When**: 27-28th September

### [Trophées E-commerce](https://www.trophees.ecommercemag.fr/tec22){nofollow}

**In a nutshell**: The Trophées E-commerce contest aims to highlight the most remarkable initiatives and players in e-commerce and connected retail. For its 16th edition, Channable is an event partner and a member of the jury that will award the prizes. The winners will be announced at the awards ceremony on October 5th. 

**Where**: Paris, France

**When**: 5th October

## Where you’ll see us in Spain
![Spain Event](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gF8jO03cSjWJIyRa95d4)

### [E-commerce Awards](https://marketing4ecommerce.net/ecommerce-awards/){nofollow}

**In a nutshell**: This year, marketing4ecommerce organizes the E-commerce Awards ceremony, an event that seeks to recognize the work, effort, and contribution of online commerce for all digital marketers. Once again, Channable will be part of the jury to choose who deserves to win each of the 11 categories available.

**Where**: Madrid

**When**: 3rd November

### [E-SHOW Barcelona](https://eshow.es/barcelona){nofollow}

**In a nutshell**: Optimizing sales strategies, learning what the competition does, knowing the perspective of followers, or developing personalization strategies are fundamental aspects that Big Data and Artificial Intelligence can contribute to eCommerce. As a novelty this year, E-SHOW Barcelona will also feature Big Data & AI at the event.

**Where**: Pabellon 1 Fira Barcelona

**When**: 4-5th May 

### [E-SHOW Madrid](https://eshow.es/){nofollow} 

**In a nutshell**:  E-SHOW Madrid will highlight the most innovative concepts such as the use of voice search, influencer marketing, hyper-personalization, AI, augmented reality, machine learning, and omnichannel metrics. Join to learn the latest tactics to get the most out of Black Friday campaigns, retain customers, and improve conversion rates.

**Where**: Ifema Madrid

**When**: 26-27th October 

### [Digital Enterprise Show](https://www.des-show.com){nofollow}

**In a nutshell:** Digital Enterprise Show enables digital business transformation to happen, gathering cutting-edge technologies and top-notch speakers to meet delegates’ objectives, challenges, and needs. Join to learn from the world’s best experts sharing their successes related to Digital Business Transformation. DES connects the most innovative companies and providers of tech solutions based on AI, IoT, Cloud, Cybersecurity, AR/VR, Data Analytics, Mar&AdTech, 5G, and more.

**Where**: Malaga - FYCMA

**When**: 14-16th June

## Where you’ll see us in Italy
![Italian Event](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/fDQSm2ekTsWUCcfj6Cgs)

### [eCommerce Revolution](https://www.4ecom.it/){nofollow}


**In a nutshell**: eCommerce Revolution is an event dedicated to 2022 eCommerce trends. Join to immerse in two days of interventions held by expert speakers on topics ranging from last-mile urban logistics, to automation to customer relationship management, without forgetting data protection and privacy up to the potential of live streaming, the new frontier of online shopping embraced by a growing number of companies in the sector.

**Where**: Online

**When**: 17-18th February

### [Global Summit ](https://gmsummit.it/){nofollow}

**In a nutshell:** The annual national B2B event is dedicated to marketing and digital communication, with workshops, networking moments, and one-to-one business matching meetings. One of the most qualified and dynamic business events in Italy, the event creates valuable relationships between companies. Join for two days of B2B events, conferences, workshops, and networking moments to encourage meeting and discussion, sharing and exchanging ideas and knowledge among the participants.

**Where**: Lago di Garda Lazise, Verona

**When**: 13-14th April

### [Netcomm Forum](https://www.netcommforum.it/eng/){nofollow}

**In a nutshell**: This is the most important and biggest event in Italy related to digital and eCommerce. This year the focus will be on business transformation for new global consumers spotlighting new digital behaviors driven by Generation Z that are triggering, in the most innovative and visionary companies, a redesign of the evolving retail strategies, product brands, and digital commerce.

**Where**: MICO - Milano Fiera Congressi

**When**: 3-4th May

## Where you’ll see us in the Nordics 

![Nordics Event 2022](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Okwlz0dgSbOZMVUKH6A3)

### [D-Congress](https://www.channable.com/blog/dcongress-2022){nofollow} 

**In a nutshell**: E-commerce is becoming increasingly associated with entertainment. Gamification is increasing in importance, and live shopping and social commerce are already mainstream. Now comes the Metaverse, a virtual reality that may change the way we think about consumption. The main theme for D-Congress 2022 is e-commerce as entertainment. Do not miss when the entire ecosystem for e-commerce gathers at the Swedish Fair with more than 2,000 participants and over 80 speakers on 6 stages. 

**Where**: Svenska Mässan, Gothenburg, Sweden

**When**: 28th April 

### [E-handelsprisen](https://www.danskerhverv.dk/e-handelsprisen/){nofollow}

**In a nutshell:** The E-Commerce Award is the Nordic industry's largest party and award show. The award party is relevant to everyone in the e-commerce industry - whether you are a finalist, a supplier to the e-commerce industry, or just think that e-commerce is exciting. This year is also extra special as Channable will be giving away the award for the best B2C company with a revenue below 100 million DKK. 

**Where**: Clarion Hotel, Copenhagen Airport - The Hangar, Denmark

**When**: 19th May

### [E-handelskonferencen](https://www.danskerhverv.dk/E-handelskonferencen/){nofollow}

**In a nutshell**: The conference will be held in 2022 for the 17th time in history and is Denmark's largest conference for e-retailers. This event will look strategically into the future at trends and concrete initiatives - and share nuggets from the most successful cases in 2022.

**Where**: Øksnehallen, Copenhagen, Denmark

**When**: 13th October

## Where you’ll see us in the UK 

![Event Uk 2022](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/eHhqeJwLR2eNf5rHkxrH)

### [MAD//Fest ](https://www.madfestlondon.com/){nofollow}

**In a nutshell:** Starting as a plucky start-up in 2018, MAD//Fest has mushroomed to become the UK’s biggest destination marketing festival. 8,000+ marketers in a giant Shoreditch car park transformed into an alfresco summer playground - what's not to like?

**Where**: Old Truman Brewery Car Park, London

**When**: 5-7th July 

### [PI LIVE ](https://performancein.live/){nofollow}

**In a nutshell: ** As the world’s premier affiliate and performance marketing conference, the industry meets to debate and discuss the challenges, opportunities, and direction of the ever-evolving industry. Through a combination of targeted speeches, carefully selected exhibitors, and exceptional networking opportunities, you’ll have the opportunity to soak up knowledge and ideas from peers and share in the future opportunities that unfold for your business. 

Whether you are seeking affiliate-first strategy, insights into performance media, integrating influencers into your omnichannel strategy, guidance on the content or social commerce, or help with your data to drive performance, this event will have you covered.

**Where:** London

**When:** 18-19th October

## Where you’ll see us in the US 
![US 2022 Event](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/74w0ekFBS6KhhKLZpvel)

### [eTail East ](https://etaileast.wbresearch.com/){nofollow}

**In a nutshell:** eTail is a three-day conference designed to help you increase the profits from your business. You’ll get action-packed stories, disruptive strategies, strategic conversations, and connections with top minds at America's most successful retailers. 

**Where**: The Sheraton, Boston

**When**: 8-10th August 

### [DX3 Vegas](https://www.dx3usa.com/){nofollow} 

**In a nutshell:** DX3 is rooted at the intersection of Retail, Marketing, and Technology. These three elements define the retail of today and the future and are the building blocks with which successful retailers will build their growth story. DX3 recognizes that and has built an event that brings together people from each of those groups to help you unlock learning, understand new strategies, and discover new tools.

**Where**: Caesars Palace, Las Vegas, Nevada

**When**: 3-4th October

### [CommerceNext ](https://commercenext.com/){nofollow}

**In a nutshell**: CommerceNext is a community, event series, and conference for marketers at retail and direct-to-consumer brands. Join to see speakers from leading retailers, DTC brands, and innovative tech companies including executives from Ralph Lauren, American Eagle Outfitters, Purple, FTD, Walmart, Patagonia, Gopuff, Coach, Alo Yoga, Express, E.L.F. Beauty, and more.

**Where**: New York Hilton Midtown, NYC

**When**: 21-22nd June

Feeling inspired to attend these events? If you have any questions, feedback, or would like to share ideas, we'd like to know all about it at marketing@channable.com 📧


Channable Events 2022: Where you'll meet us this year

### Practical information about the D-Congress attendance

**Location**
Svenska Mässan, Göteborg, Sweden 

**Stand**: 
G03:02

**Event opening hours**: 
April 28th, 07:45 a 18:00

**Nordic team members present**
*[Thomas Wilson](https://www.linkedin.com/in/-thomas-wilson-/)* - Business Development Nordics
*[Alexandra Maria Reizer](https://www.linkedin.com/in/alexandra-reizer-b07208170/)* - Business Development Nordics
*[Jacob Jørgensen](https://www.linkedin.com/in/jacobbrunbjergjoergensen/)* - Marketing Nordics

**About D-Congress**
On April 28, 2022, D-Congress will be held at the Swedish Exhibition Center in Gothenburg. With more than 2000 participants, 100 exhibitors and a program consisting of +135 speakers spread over six stages, D-Congress is Sweden's foremost and largest meeting place for the entire Swedish ecosystem in e-commerce.

**Theme of the event**
E-commerce is becoming increasingly associated with entertainment. Gamification is increasing in importance and live shopping and social commerce are already mainstream. Now comes The metaverse, a virtual reality that may change the way we think about consumption. The main theme for D-Congress 2022 is E-commerce as entertainment.

If you want to attend the event, you can [purchase a ticket here](https://event.trippus.net/Home/Index/AEAKgIMxxwHIearPqqoYKX75GFTiB3D1hb1TORw7Aiwz18j78on382Jp7B8GUaFwWQWOFQgnXFNO/AEAKgIM-aEmc8rLGRZwSurkZOTgr_7bhEKJit28yh7PljUjbBkvYgbf5bZRa6yXn--O8vTbAiAs-/eng)




Meet Channable at D-Congress in Sweden

We’re excited to welcome you to a brand new edition of the Impact Cube that puts the spotlight on the fluid  eCommerce experience.

Held both online and offline (invite-only in a one-of-a-kind location in The Netherlands), the Impact Cube 2022 welcomes speakers from leading companies to discuss the hottest topics in eCommerce including the future of retail, digital transformation, personalization, and more.

## What to expect 

Stream the event live on 1st September 2022 and engage with industry leaders, get insights, ideas, and the latest trends on everything eCommerce, and explore the most innovative ways to work in online marketing right now. 

## Why attend 

Technology is transforming the entire eCommerce experience; at the same time, consumers want a more fluid shopping experience. They want to go beyond the siloed approach and get a sense of continuity on their shopping journey, minimizing the friction between various shopping channels. Meet *Fluid eCommerce.*

But what does creating fluidity in eCommerce really mean? By creating an experience that is consistent at each step of a customer’s journey, advertisers can engage with customers in a more personalized way, producing and delivering highly curated information that is consistent at the right time, on the right channel, for the right person. 

Want to find out how to become a better advertiser and eCommerce manager while embracing the concept of fluidity from the comfort of your home? Excellent choice! Then this exclusive event is for you. 

Come together to get ideas, solve problems, and understand the market dynamics right now. 

- Learn from key thought leaders in the industry 

- Get the latest insights, best practices, and insights about the future of eCommerce

- Immerse in interactive presentations and next-gen talks on how to market your products differently in an ever-evolving and competitive landscape

## Who’s speaking 

A carefully assembled panel agenda will bring you some of the best voices in the eCommerce space. 

1. [John Lin](https://www.linkedin.com/in/j0hnlin/?originalSubdomain=nl), China Tech Speaker on the future of retail
2. [Jim Stolze](https://www.linkedin.com/in/jimstolze/), Tech Entrepreneur on Artificial vs. Human Intelligence, the metaverse, and automation  
3. [Robert Smit](https://www.linkedin.com/in/robert-smit-b4837250/), Product Lead at Channable on The growth path to e-commerce maturity   
4. [Aida Oghabi](https://www.linkedin.com/in/aida-oghabi/), Global Product Marketing Lead at Google on The lack of patience with e-commerce shoppers and how to adapt ads  

> Sounds interesting? Join us to fully immerse into a series of speaking sessions and interactive presentations. [Register now](https://www.channable.com/theimpactcube)!

Announcing the Impact Cube 2022: The future of eCommerce is fluid

## Practical information about PI Live


**Location**
1 Old Billingsgate Walk Riverside, 16 Lower Thames St, London EC3R 6DX

**Stand**: 
Booth 32

**Event opening hours**: 
18th October - 09:30 - 16:30
19th October - 09:30 - 16:30

**UK team members present**
*[Rodney Johnson](https://www.linkedin.com/in/rodney-johnson-5a99584/)* - Senior Account Executive UK
*[Conor McIlduff ](https://www.linkedin.com/in/conormc/)* - Sales UK
*[Rebecca Twohey](https://www.linkedin.com/in/rebecca-twohey/)* - Marketing UK

### About PI Live
PI Live is a two-day hybrid conference and exhibition enabling publishers, agencies, advertisers and retailers to connect, build relationships and strike deals either virtually or in person; with brilliant networking and inspiring content to increase your profits in affiliate and partnership marketing! 

The event will feature speakers highlighted in the following[ agenda](https://performancein.live/london/agenda/). In attendance will be 3,000+ delegates, representing 60+ countries from the affiliate and partnership marketing ecosystem. 

### Heading to Shoptalk? 
Are you heading to Shoptalk Las Vegas 2023 this year? Meet us there!🙏Feel free to drop a line to one of the sales representatives to book in a meeting! 


Meet Channable at PI Live in London

### Practical information about the E-handelskonferencen attendance

**Location**
Øksnehallen, Copenhagen, Denmark

**Stand**: 
E

**Event opening hours**: 
October 13th, 09:00 - 17:30

**Nordic team members present**
*[Thomas Wilson](https://www.linkedin.com/in/-thomas-wilson-/)* - Business Development Nordics
*[Alexandra Maria Reizer](https://www.linkedin.com/in/alexandra-reizer-b07208170/)* - Business Development Nordics
*[Jacob Jørgensen](https://www.linkedin.com/in/jacobbrunbjergjoergensen/)* - Marketing Nordics
*[Veronica Hellman](https://www.linkedin.com/in/veronica-hellman/)* - Customer Success Nordics
*[André Bressel](https://www.linkedin.com/in/bressel/)* - VP of Sales


**About E-handelskonferencen**
On October 13th, 2022, E-handelskonferencen will be held at Øksnehallen in Copenhagen. With more than 1400 participants, +50 exhibitors and a program consisting of +40 speakers spread over five stages, E-handelskonferencen is Denmark's foremost and largest meeting place for the entire Danish ecosystem in e-commerce.

**Theme of the event**
E-commerce is Big Business - both 2022 and the previous year have shown that the world is changeable. That is why it is more important than ever that you have your finger on the e-pulse! Join Denmark's conference for e-commerce; the largest e-commerce conference for knowledge sharing, industry networks, national and international cases, trends as well as high professionalism. Every year, E-handelskonferencen sends e-traders in the right digital direction – and most importantly – you get inspiration for initiatives that you can implement in your company already the day after E-handelskonferecen 2022.

The Danish consumer market for online shopping is still affected by the pandemic, shutdown and reopening – an influence that places great demands on the digital shopping experience and on you as an online provider! At this year's e-commerce conference, its all about about marketing, sales, customer experience, logistics, growth, sustainability and argued reality (AR), artificial intelligence (AI), Big Data, Headless personalization, mobile shopping, chatbots, apps, subscriptions, social media etc.

If you want to attend the event, you can [purchase a ticket here](https://www.danskerhverv.dk/kurser-og-events/2022/oktober/e-handelskonferencen-2022/)

Meet Channable at E-handelskonferencen in Copenhagen

On 29 and 30 March 2023, the Jaarbeurs in Utrecht will be filled with e-commerce experts from all directions and we can help and inspire each other. It promises to be a nice edition! An event with many inspiring speakers and exhibitors from all corners of digital commerce. And Channable is of course also part of it.

## **Highlights during the event - our program**

**Wednesday: 12:10 - 12:30**
[5 concrete tips for successful selling on Marketplaces](https://www.webwinkelvakdagen.nl/en/program/5-concrete-tips-voor-het-succesvol-verkopen-op-marketplaces)
Room: Lecture room 11
By: [Jules Steultjens](https://www.webwinkelvakdagen.nl/en/speakers/jules-steultjens)

**Thursday: 13:15 - 13:45**
[More profit on Marketplaces! Tips & tricks](https://www.webwinkelvakdagen.nl/nl/programma/meer-winst-op-marketplaces-met-tips-tricks)
Room: Lecture room 2
By: [Lonneke Wijkmans](https://www.webwinkelvakdagen.nl/nl/sprekers/lonneke-wijkmans)

**Thursday: 2:00 PM - 2:30 PM**
[SHIMANO's strategy for local and personalized campaigns](https://www.webwinkelvakdagen.nl/nl/programma/shimanos-strategie-voor-lokale-en-gepersonaliseerde-campagnes)
Room: Lecture room 4
By: [Joost de Jong](https://www.webwinkelvakdagen.nl/nl/sprekers/joost-de-jong) & [Yannick van der Ven](https://www.webwinkelvakdagen.nl/nl/sprekers/yannick-van-der-ven)

## **Three reasons why you want to visit us during the Webwinkel Vakdagen**

Do you want to grow online on e-commerce platforms such as Bol.com and Amazon? Then [order your tickets](https://www.webwinkelvakdagen.nl/nl/de-beurs/aanmelden-bezoekers#no-back) and visit the Webwinkel Vakdagen for free and you will find all the ingredients to realize your digital ambitions.

**1. Free demo from our specialists**
Our channa experts will show you all the tricks of the trade. Are your products grouped, is everything up-to-date, and on sale for the right price? It's all possible with Channable. Experience it yourself.

**2. We present the latest features**
Have you heard of our features such as the Repricer and Agency dashboard? This makes it even easier to be visible online and to achieve your or your customers e-commerce goals.

**3. Answers to all your Channa questions**
We are here for you and understand that you are full of questions. Let's see together how we can achieve your growth goals with the help of the Channable tool.

## **The map - You can find us at number 70**

![webwinkel_vakdagen_channable_2023_Map_Channable.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7SAvE2jlQUCVuHOW02lg)

You can find us at stand number 70 at the Webwinkel Vakdagen. We look forward to meeting you and are happy to help if you have any questions about the Channable software and how it can help boost your online business across all your e-commerce channels. Our Channa experts are excited to meet you.

### Come and visit us at our stand! Our team of specialists and our barista are at your service.

![Blog WWVD 2023.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/tGujrNi3QIe7VVU89O6J)

**Event location:**
[Jaarbeurs Utrecht](https://www.jaarbeurs.nl/), Hall 7 & 8
Jaarbeursplein 6
3521 AL Utrecht

**Stage:**
Stand number 70

**Event opening hours:**
March 29 - 10:00 AM - 5:00 PM
March 30 - 10:00 AM - 5:00 PM

Check out the entire [Webwinkel Vakdagen program here](https://www.webwinkelvakdagen.nl/nl/programma).

Visit Channable at the Webwinkel Vakdagen 2023

## Practical information about Shoptalk

**Location**
Mandalay Bay, 3950 Las Vegas Blvd S, Las Vegas

**Stand**: 
Booth 856

** Booth exhibit opening hours**: 
March 27th - 10:00 - 18:30
March 28th - 10:00 - 18:30

**US team members present**
*[Michael O'Neal](https://www.linkedin.com/in/michaeljoneal/)* - VP Business Development, US
*[Jake Crusade](https://www.linkedin.com/in/jacob-crusade/)* - Business Development 
*[Oliver Perry ](https://www.linkedin.com/in/oliver-perry-0731a2122/)* - Account Executive  
*[Gianfranco Nuschese](https://www.linkedin.com/in/gnuschese/)* - Technical Support Specialist
*[Rob Redding](https://www.linkedin.com/in/rob-redding-nyc/)* - Customer Success 

**Additional Channable team present**
*[Stefan Hospes](https://www.linkedin.com/in/stefanhospes/)* - Co Founder and CPO
*[André Bressel](https://www.linkedin.com/in/bressel/)* - VP Sales 
*[Jochem Timmers](https://www.linkedin.com/in/jochem-timmers/)* - Product Owner 

### AboutShoptalk
Shoptalk is the retail industry’s best event, consistently described by attendees as an amazing, educational, energizing, exciting, insightful, inspiring, productive and fun event. Held annually in Las Vegas, Shoptalk is an unprecedented gathering of individuals and companies reshaping how consumers discover, shop and buy. The event provides a platform for large retailers and branded manufacturers, startups, tech companies, investors, media and analysts to learn, network, collaborate and evolve.

### Be our guest
Are you a brand or an agency interested in attending the event with Channable? Feel free to drop a line to one of the sales representatives to discuss possibilities! 

Meet Channable at Shoptalk, Las Vegas

## Qu'est-ce-que l'IMPACT cube?
L'IMPACT cube 2023 est l'événement phare et exclusif de Channable, il se concentre cette année sur le thème du **social commerce**. Plongez dans les stratégies à adopter dans le secteur du e-commerce sur des plateformes telles que TikTok, Facebook, Pinterest et Snapchat. 

Grâce à une série de conférences et de discussions interactives, vous découvrirez les dernières tendances et des techniques d'optimisation créatives qui vous aideront à maximiser votre potentiel de vente en ligne. Cet événement digital international se déroulera totalement en anglais.

## Pourquoi participer à l'IMPACT cube ?
Si vous êtes un annonceur ou un entrepreneur désireux de prospérer dans le monde du e-commerce, cet événement est fait pour vous. L'IMPACT cube offre une occasion unique d'apprendre auprès de professionnels chevronnés et d'acquérir des connaissances sur la meilleure façon d'utiliser les réseaux sociaux pour votre entreprise. 

## La vente en ligne redéfinie
Que vous soyez un passionné de technologie, un spécialiste de l'e-commerce ou un consultant en publicité, l'IMPACT cube vous fournira les connaissances et les outils nécessaires pour que vos ventes en ligne atteignent de nouveaux sommets.

## Les intervenants
Le programme de l'IMPACT cube 2023 est composé de sessions d'experts de renom venant d'horizons divers :

![Blog-header-and-speakers.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/N07aH2orTqa0dbxeFPmd)

### [Joost Fromberg](https://www.linkedin.com/in/joostfromberg/)
Consumer Psychologist : Joost est un enseignant chevronné en psychologie économique et de la consommation et directeur général de l'ODIV. Il se penchera sur la psychologie de la prise de décision en ligne.

### [Bastian Verhulst](https://www.linkedin.com/in/bastianverhulst/) 
Responsable des partenariats avec les marques et les agences chez TikTok, il s'appuie sur une vaste expérience dans le secteur de la publicité digitale et est actuellement responsable des partenariats stratégiques avec les agences et les marques chez TikTok. 

Il aide les agences médias et les marques à naviguer efficacement sur la plateforme, en veillant à ce que leurs efforts marketing trouvent un écho auprès de l'audience unique de TikTok et contribuent à la communauté unique de la plateforme.

Il présentera comment exploiter la puissance de TikTok pour atteindre un public plus large et générer des ventes.

### [Thomas Wilson](https://www.linkedin.com/in/-thomas-wilson-/)
Spécialiste e-commerce chez Channable : Thomas, récemment nominé pour un prix SaaS, et expert en e-commerce, partagera ses stratégies pour exploiter le potentiel du marketing en ligne afin de stimuler la croissance.

Il présentera la combinaison des données et de l'optimisation créative à grande échelle pour produire des annonces produit hyper pertinentes pour votre public cible.

### [Gwen van Wijk](https://www.linkedin.com/in/gwenvanwijk/)
Consultante en publicité chez valantic : En tant que consultante en publicité digitale, Gwen est spécialisée dans les stratégies de publicité full-funnel afin d'aider les marques e-commerce à atteindre leurs objectifs. 

Gwen animera **The Social Round** - la table ronde de l'IMPACT cube sur les meilleures pratiques, les idées et les stratégies gagnantes pour les agences qui veulent se développer en ligne.

> L'IMPACT cube 2023 promet d'être un événement qui changera la donne pour tous ceux qui sont impliqués dans le monde du e-commerce. Alors, notez dans vos agendas le **6 septembre, 15h**, et rejoignez-nous pour transformer vos réseaux sociaux en canaux de vente.

<p style="text-align:center ;">Inscrivez-vous gratuitement</p>


Turn social into sales at the IMPACT cube

Amazon is known around the world as an eCommerce giant - but consumers may not necessarily be aware that it is an advertising one too. 

Based on revenue, Amazon is the third-largest digital ad platform in the world, behind Google and Facebook, with reach that extends beyond its own site, recently announcing that it will now place sponsored product ads on Pinterest, Buzzfeed, and other third-party sites.

As further evidence of Amazon’s reach, **half** of all US adults admit that they start their product searches on the site. In other markets, the figure is even higher, with 65% of shoppers in Germany starting their searches on Amazon. 

Unsurprisingly, this has resulted in the increasing adoption of Amazon Ads across all markets in Europe. 

Since you’re here, we know you get it, that while it is necessary to advertise on Amazon to grow, scale, and expand your audience, achieving this depends on being able to optimize your advertising campaigns at scale. That is, of course, where agencies and marketers come in, below, we explain exactly how to do this. 

## Your Amazon Ads options
Amazon Ads offers several different products and the right one for you will depend on your goals and ambitions. Advertisers can choose from sponsored brands, products, or displays, as well as multi-page stores, or video/audio ads. 

Goals may include awareness, such as sharing your brand story, conversion, or strengthening loyalty. 

- **Sponsored displays**, for example, can help create brand awareness, drive purchases, and even strengthen loyalty with relevant audiences. Brands can engage with audiences browsing specific detail pages, whether this is on the Amazon home page, on Twitch, or on third-party apps and websites. 

- **Sponsored branding**, on the other hand, makes use of creative ads that appear in relevant Amazon shopping results. This works by allocating cost per click budget to relevant search terms. Shoppers can get to know your brand by driving traffic to the brand store. 

- **Sponsored products**, help boost sales of individual products by generating ads from your product listings and offering automatic targeting so you can start advertising with no experience necessary.

Depending on the size of the advertiser, many are starting to realize that Amazon is no longer a nice to have, but an essential element of the entire media landscape. 

As such, there’s been a growing awareness that using Amazon Ads is about more than simply launching a campaign and watching orders roll in. But whatever the specific goal you’re looking to meet through Amazon Ads, data is likely to help you achieve it. 

## Challenges and opportunities
Even with the huge benefits available to advertisers using Amazon Ads, there are challenges too. 

This includes balancing organic and paid initiatives, gathering reviews, prioritizing owned channels over Amazon, and evaluating product mixes, as well as pricing and competitor analysis. 

Nuances in languages can also really make a difference if brands work with native speakers to determine which keywords to focus on.

However, these challenges shouldn’t stop you from accessing the wealth of opportunities that Amazon Ads provides. These include the way that the marketplace brings branding, display ads, organic listings, and paid listings together as part of a single platform. 

As long as you are willing to invest the necessary time to understand the platform and the relevant tools in detail, or hire the right team, Amazon Ads offers a way to manage campaigns holistically. 

Of course, not all advertisers will have the skills to optimize their campaigns with Amazon Ads. If that’s the case, it may be a good idea to work with a third-party ad consultancy instead. 

They may have the expertise to combine data management and digital marketing to help advertisers craft a go-to-marketplace strategy, set up and launch their campaigns, and manage their portfolios more effectively.

## Agencies and automation
Amazon Ads can play a leading role in the optimization of a brand’s campaign but only if the right solution is employed. Third-party agencies can leverage their knowledge to help brands here. For example, they can advise brands to use a sponsored display, sponsored branding, or sponsored products, depending on which is most likely to help them achieve their goals.  

Another major upside to working with an agency, is getting access to the latest expertise. Amazon’s advertising platform can be complex and a little daunting if you have a vast catalog of items to sell. 

An agency can guide you and make things easier to digest. An agency will help with strategy development, data analysis, and optimization to help you achieve a better ROI. Agencies can also help with time schedules and financial budgets. 

Working with third parties can help brands unlock the secrets of Amazon Pay-Per-Click (PPC) advertising. That’s why so many brands choose to work with [Channable](https://www.channable.com/products/ppc-tool/amazon-ads). Our customers are characterized by their large assortment of products, which can make both campaign creation and campaign optimization challenging. 

[![PPC.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Wa2tAP7jQceAnStbTGyY)](https://www.channable.com/products/ppc-tool)

Our simple, automated solution allows brands to automate all aspects of campaign creation and optimization. It means they can easily apply advanced strategies while remaining in control - without doing all the manual labor

Tooling like that provided by Channable is not just great for advertisers either. It can help improve the experience for sellers and customers too. 

To stay ahead of the competition, Amazon sellers must constantly optimize their strategies and advertising efforts - but across thousands of products and multiple countries, this adds up to a time and resource-intensive process. 

Fortunately, Amazon Ads is part of Channable's end-to-end solution, so you can enjoy automated campaign optimization and reach your goals.

*To find out more about the world of Amazon Ads and hear from industry experts like Amazon’s Mike Vroegh, Daniel Stenitzer from [Artefact](https://www.artefact.com/), and our very own Jochem Timmers be sure to check out our [eCommerce Partner Talk](https://www.channable.com/blog/ecommerce-partner-talk-amazon-ads). You can hear about Amazon PPC automation in more detail and how agencies and tools can help you optimize your campaigns.*

eCommerce Partner Talks Exploring Amazon Ads PPC Automation

In this blog article, we'll unpack the key takeaways and insights from the second [Next Level eCommerce](https://www.channable.com/next-level-ecommerce) episode with Google Ads & eCommerce Expert, [Ruben Runneboom](https://rubenrunneboom.nl/). During the webinar, Ruben explained how you can use first-party product and performance data to optimize your [Performance Max campaigns](https://www.channable.com/blog/performance-max-campaigns) for higher conversions and better ROAS. 

<div style="text-align: center;">
    <a href="/videos/next-level-ecommerce-advanced-product-bucketing-for-performance-max" class="ibVbbx" style="display: inline-block; color: #ffffff; padding: 15px 30px; text-align: center; text-decoration: none; cursor: pointer; margin: 20px auto; background-color: #1b1a3a; transition: background-color 0.3s ease; line-height: 1;">Watch the recording</a>
</div> 

## How does a Performance Max campaign work in a normal setup?

In a Performance Max campaign, Google focuses on finding the best way to get you conversions. While that's great in theory, it can sometimes overlap with traffic you've already targeted in other campaigns, such as branded search campaigns and remarketing campaigns. 

Additionally, almost all eCommerce brands see a trend where a smaller percentage of products drive a larger portion of sales. So in a single Performance Max campaign, these high-performing products might capture most of the traffic. This approach could limit the visibility of other products, potentially leading to missed sales opportunities. 

[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

## Advanced methods of Performance Max campaign segmentation 

Luckily there are more advanced methods of Performance Max campaign segmentation that you can use: 

- Campaign segmentation based on margin
- Campaign segmentation based on amount of sales
- Campaign segmentation based on new vs recurring customer
- Campaign segmentation based on performance (ROAS/Profit on Ad Spend)

Let's quickly take a look at how you can segment your campaigns based on performance data. 

### Advanced product bucketing (reactive strategy) 

If you run a simple Performance Max campaign with all your products, Google might allocate parts of your budget towards products that have a lower conversion rate or profitability compared to others. That's why segmentation can be a valuable strategy, as it allows you to prioritize impressions for products with a higher potential return on ad spend (ROAS). 

Here are the steps you can take to segment your campaigns based on performance: 

1. Use a script or tool like [Channable Insights](https://www.channable.com/products/channable-insights) to track the number of clicks and ROAS per product. 
2. Set your benchmarks for these KPIs.
3. Use the script or tool to label these products and put them in a separate spreadsheet.
4. Import this spreadsheet to Channable to enrich your feed. 
5. Use these labels in Google Ads to segment your campaigns. 
6. Adjust your budgets and bidding strategies according to the various product groups. 

As a general rule of thumb, you can use the following bidding strategies to improve your campaign performance: 
![Next level eCommerce 2-02.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/tyAffPcYSO2JElBZUts4)
While this advanced setup can significantly improve your campaign performance, it's important to remember there's no one-size-fits-all solution.

Here's why this particular strategy might not be perfect for every eCommerce brand:

- This strategy is reactive, not proactive
- Segmentation runs on data from the past period (often 30 days)
- Only clicks and ROAS (conversion value) affect segmentation 

In order to beat your competitors, you need to move beyond traditional product bucketing.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

### Advanced product bucketing (proactive strategy) 

Instead, you need to deploy a proactive campaign segmentation strategy based on first-party data. Here is a list of the different data points that you can combine: 

- Price benchmark data (Google Merchant Center or tools like Optiprice / Prisync)
- Return rate by product (SKU level)
- Size availability (within SKU family)
- Margin
- Velocity of sales
- New or recurring model
- On sale (yes/no) 

And here’s a step-by-step guide on how to segment your campaigns with this first-party data: 

1. Create a master sheet combining all data points listed at the SKU level.
2. You can determine the weighing of the data points by assigning a grade depending on your business goals (see example below).
3. The total of the numbers from the different data points determines the final score.
4. Create custom_labels based on these final scores.
5. Segment the campaigns according to these custom_labels. 
6. Finetune your setup by adjusting the weighing of the data points. 
![Next level eCommerce 2-03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ClX0ZFDrQ2ml8dwrOUUF)
In this example, you can see that Product A is profitable and has a low return rate. In this case, it would be a good idea to put an aggressive bidding strategy on it.
![Next level eCommerce 2-04.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/dfCcP24SVqZ7IGFqWouM)
**Note**: It’s also possible to build this master sheet directly in Channable. 

In Google Merchant Center, you can get benchmark data for price. To find the report, sign in to your Merchant Center account, navigate to the “Growth” tab, and click on “Price Competitiveness”.
![Next level eCommerce 2-05.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/pAY0c8ziS8qsdNX4BlWN)
To effectively segment a Performance Max campaign using this strategy, you'll need a sufficient amount of data and budget. This typically means aiming for** 200-300 total conversions** per month, with **50-100 conversions** within each segment.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/20jo31fXFV0?si=wEG43Uk_79z0AfOC" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

## Watch more episodes of Next Level eCommerce

Enjoyed this deep dive into Performance Max campaign segmentation? Our [Next Level eCommerce webinar series](https://www.channable.com/next-level-ecommerce) gives you the practical tips and strategies you need to win in the competitive eCommerce landscape. 

Want to watch more episodes? Check out our [recent webinar with Google Ads specialist Bob Meijer](https://www.channable.com/videos/next-level-ecommerce-dynamic-feed-based-campaigns) on how to master dynamic feed-based campaigns. 

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

How to successfully segment Performance Max campaigns

GDPR. Those 4 dreaded letters. The<a href="https://edps.europa.eu/data-protection/data-protection/legislation/history-general-data-protection-regulation_en" target="_blank" rel="noopener"> General Data Protection Regulation</a> has instilled a certain amount of frenzy in the past few months. It is a new EU regulation introduced to harmonize data privacy laws across Europe to protect and empower EU citizens. But it needn’t be as scary or stressful as the media make it out to be (who would’ve guessed?). Admittedly, it was about time to update online data protection regulations, the previous one having been put in place a whopping 23 years ago. A time before Google (just), Facebook and Amazon.

The GDPR is being put into place to regulate the collection, storage, transfer and usage of personal data. For people, this is great news. For companies, this may mean a lot of paperwork but also an opportunity for companies to shine light on how they process personal information. Accordingly, these types of companies are coined **controllers** or **processors**, depending on what they do with the information. The **controller** determines the purpose and means of processing the personal data. **Processors** basically process personal data on behalf of the controller.

Naturally, due to the industry Channable is involved in, Channable is a processor as it processes a certain amount of personal data e.g. names, email addresses, and, if you use the order connection feature, order shipping information. Channable has received many inquiries into the actions that are being taken in preparation for GDPR. So to be more efficient, this post will cover how Channable is affected by GDPR and what you need to do.

Firstly, Channable holds the personal data of its users e.g. names and email addresses. This data is stored and encrypted in Channable’s servers. Therefore, a new privacy policy has been created to better communicate how Channable uses the personal data that you provide. In order to continue using Channable’s tool, you will need to agree to the new privacy policy which can be found in the tool.

The other personal data Channable processes is related to our order connection feature. As a processor, Channable doesn’t interpret or use the personal data that is received from order connections. However, as many of Channable’s clients are sub-processors/controllers and have inquired about documentation, Channable has created its own Data Processing Amendment (DPA) to save you time and effort.

To see whether you will need to read and sign the agreement Channable has made, just follow the flowchart below.

<img class="alignnone size-full wp-image-9035" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/8Zv5m2ZzQXiqfLKapxQb" alt="" width="800" height="1028" />

Depending on where you ended in the flowchart you will either have to do:

1) read and accept the new Privacy Policy

2) and read and sign the DPA

The new documents can be found in the tool under Company settings &gt; Legal &amp; compliance.

<img class="alignnone size-full wp-image-9020" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/yoHaWbwQTGLkEg1eORRP" alt="screenshot channable GDPR" width="721" height="448" />
<h3>The new and improved Privacy Policy</h3>
Our reviewed Privacy Policy makes it clearer for you to know what data Channable stores about you, how it is protected and how you can amend/delete it.

Here's a brief summary of the Privacy Policy:
<ul markdown>
 	<li>If you use Channable, Channable may ask or gather personally identifiable information from you (e.g. email address, phone number, address) in order to contact, identify and invoice you</li>
 	<li>Channable may also collect information that your browser sends (e.g. IP address, browser type, browser version, the pages in our tool that you visit, the date of your visit) in order to improve the Channable tool or its website</li>
 	<li>Channable will never sell or trade any personal information to third parties</li>
 	<li>Channable will do everything in its power to protect and secure your personal information</li>
</ul>
Some ways your data may be used:
<ul markdown>
 	<li>To deal with inquiries you send to Channable</li>
 	<li>To create and administer records of how you use Channable</li>
 	<li>To provide you with information and access to resources that you request from Channable</li>
 	<li>To provide you with technical support</li>
 	<li>To improve Channable’s website</li>
 	<li>To improve Channable’s customer service</li>
 	<li>To send you more information about the company and new possibilities within the tool (via newsletters that you opted in to receive)</li>
</ul>
<h3>The Data Processing Amendment</h3>
For customers who benefit from our order connection feature, the DPA will be found in the tool, awaiting your approval. The document explains what Channable does with all the personal data that is retrieved from the order connections.

In short the DPA document states:
<ul markdown>
 	<li>Channable uses 2 kinds of different "personal information": 1) information for delivering technical support and 2) information of clients' customers in the form of order information</li>
 	<li>Channable processes the personal data from order connections to provide you with order synchronization and with technical support if you seek it</li>
 	<li>Channable will not accept sensitive data (data that can be used to uniquely identify someone) for processing</li>
 	<li>Channable allows you to delete personal data at any given time on request whilst you’re a paying client of Channable</li>
 	<li>If you decide to stop using Channable and notify us of this termination, Channable will destroy or return any of your customer data that is in its possession if requested. Any deleted data will be properly deleted 30 days after the subscription has ended.</li>
 	<li>The security measures Channable currently has in place to protect your data are: the pseudonymization and/or encryption of personal data, the ability to ensure ongoing confidentiality, integrity, availability and resilience of data processing systems and services, and regularly testing and evaluating whether these measures are effective</li>
 	<li>The staff at Channable that work with personal data comply with Channable’s security measures</li>
 	<li>If a data incident occurs, it will be immediately communicated to you via email</li>
 	<li>If you would like to request an audit to verify our compliance with GDPR you are welcome to but you are responsible for any costs and you can only request it once in 12 months.</li>
 	<li>Within Channable, you are able to access customer data, correct any inaccurate customer data, restrict the processing of it and export or delete it</li>
 	<li>You authorize us to use sub-processors (though they’re only allowed to access and use customer data to the extent that they’re contracted to). A list of our sub-processors can be found in the document as they are subject to change.</li>
</ul>
You will need to agree to the new Privacy Policy, and potentially the DPA, to continue using Channable’s services.

Hopefully now you’ll be able to rest easy knowing that Channable has always prioritized data protection and privacy. Everybody at Channable tries their utmost best to deliver a service that you can trust in. If you’re not yet a customer of ours, feel free to <a href="/signup">create a free trial account </a>or <a href="mailto:support@channable.com">chat to one of our support members</a> to find out more about how Channable can make selling online a piece of (safe) cake.

A small update on what to expect from Channable’s GDPR preparations

In the Netherlands alone, approximately 124 million kilos of textiles per year end up in rubbish tips and are incinerated, which makes reusing clothes deemed fundamental in today’s mass produced society. The trend is not a new one but it’s one that deserves promotion. Year on year unsustainable, fast fashion is having lasting effects. A clothes swap is an event that can stimulate reusing clothes and improve the CO2 footprint of individuals. Afterall, as the saying goes, one man’s trash is another man’s treasure.
<h2>But how?</h2>
Channable’s marketing team took responsibility to schedule the event, hunt for resources - everything from sourcing hangers and mirrors to what refreshments to serve - and manage correspondence with the charities.

The charity chosen to raise money for was Make-A-Wish. A charity that Channable has long supported and is particularly important to certain employees. Make-A-Wish is an organization that goes about fulfilling the wishes of terminally ill children.

In addition, any left over clothes were donated to the ReShare movement by Leger des Heils (The Salvation Army). Leger des Heils is the largest clothing collector in the Netherlands and recycles around 26 million kilos of clothing a year, either to new owners or breaks materials down to be repurposed.

&nbsp;

<img class="wp-image-14152 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/fE1nTRxBQAW5DzdaanjJ" alt="clothes swap channable" width="461" height="346" />

&nbsp;
<h2>The day</h2>
The evening itself was a lot of fun for everyone involved. It consisted of prosecco, sushi, laughs but most importantly clothes swapping. Everyone at the office contributed to the mountain of clothes that was up for grabs. In return, everyone walked away with many new items and yet over seven bags of clothing were salvaged and donated. In addition, over 130 euros was collected and donated to Make-A-Wish.

It is Channable’s honour to be able to participate in more sustainable initiatives and support the projects that are important to its colleagues. To read more about what other sustainable contributions Channable has made to society, check the CSR page.

<img class=" wp-image-14149 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4NwlF4GjQuaSTsIBfCbv" alt="Channable clothes swap " width="500" height="375" />

Google Shopping PPC

No results found

Why Channable

Platform

Resources

About us