## Why advertising on bol matters more than ever

In the fast-evolving world of eCommerce, marketplaces like bol have become important channels for brands looking to expand their reach and drive sales. With over 13 million yearly visitors, bol is the largest eCommerce platform in the Netherlands and Belgium, making it a staple in those markets and a prime opportunity for businesses. 

However, merely listing products on bol is not enough; to succeed, businesses need effective advertising strategies that boost product visibility and conversions. This is where Channable’s [bol ads solution](https://www.channable.com/products/ppc-tool/bol-ads) comes into play, offering a powerful, automated, and scalable way to manage your bol Sponsored Products campaigns.

## The shift in consumer behavior: From Google to marketplaces

Traditionally, Google has been the go-to platform for online product searches. However, consumer behavior is shifting, with more shoppers turning to online marketplaces like bol to search for and purchase products. This trend has made it essential for brands and retailers to maintain a strong presence on these platforms.

![Bol ads solution guide before/after. users more on social selling, tiktok as sweet spot.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6OFa0AYsSryr5QYc1Jji)

## The challenge of managing bol ads

While bol offers tremendous potential, managing advertising campaigns on the platform can be challenging. [Selling on Bol](https://www.channable.com/blog/how-to-sell-on-bol-com), with its product listings, keyword strategies, and performance optimization complexities requires significant time and resources, particularly for SMB brand owners and multi-brand retailers who may be managing large inventories or fast-changing assortments.

## Channable’s bol ads solution: Your key to simplified advertising

Channable’s bol ads solution is an advanced tool designed to help businesses create, automate, and optimize their advertising campaigns on bol at scale. Built on [Channable’s multichannel platform](https://www.channable.com/), this solution allows users to manage everything from product listings to campaign performance in one place, streamlining the entire process.

[![PPC.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Wa2tAP7jQceAnStbTGyY)](https://www.channable.com/products/ppc-tool)

## Key Features of Channable’s bol ads solution

### Bulk campaign creation

One of the standout features of Channable’s bol ads solution is the ability to create ad campaigns in bulk. Whether you're managing a large number of products or have a fast-changing assortment/lost of promotions to manage, this feature allows you to easily set up comprehensive ad structures with minimal effort.

### Automated campaign optimization

Channable’s solution also includes automated optimization capabilities. The platform’s intelligent algorithms continuously monitor campaign performance, automatically adjusting bids and targeting based on what works best. This ensures that your ads are always positioned to deliver the highest ROI, without requiring constant manual intervention.
![Bol ads solution: automated optimization, bulk campaign creation, performance segmentation.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5vtM1KeqTWmTW4XSGj74)
### Dynamic campaign settings

With dynamic campaign settings, users can leverage powerful "If/Then" rules to automate various data and aspects of their campaigns. This feature allows for the automatic creation and adjustment of keywords, ensuring that your ads are always aligned with the most relevant search terms.

### bol reporting functionality

Channable’s bol ads solution includes multiple reporting tools that provide insights into many important metrics, including: ACOS (Advertising Cost of Sale), TACOS (Total Advertising Cost of Sale), and more. These insights allow you to make data-driven decisions, optimize your campaigns, and improve overall performance.

## The benefits of using Channable’s bol ads solution

### Save time and resources

Managing bol ads manually can be a time-consuming process, especially for businesses with large product catalogs. Channable’s bol ads solution significantly reduces this burden by automating many of the tasks associated with campaign creation and optimization. 

According to feedback from beta users, the solution can save businesses 4-6 hours per week, freeing up valuable time for other strategic activities and scaling.

### Increase visibility and revenue

By automating your bol advertising with Channable, you can ensure that your products are always visible to the right audience. The solution’s optimization features help you maximize the impact of your campaigns, leading to increased visibility and, ultimately, higher sales. 

On average, businesses using bol Sponsored Products see an 18% increase in total revenue according to bol.

### Gain confidence in your advertising strategy

For many SMB brand owners and multi-brand retailers, managing advertising on bol can feel overwhelming. Channable’s solution provides the tools and insights needed to take control of your campaigns, giving you the confidence to scale your business on bol.

## How Channable’s bol ads solution stands out

### A first-mover in bol’s new ads environment

Channable is not just another advertising tool; it is a pioneer in bol’s new ads environment. As the first gold partner integrator to launch a product in this space, Channable has worked closely with bol to shape the solution itself. 

This close collaboration ensures that users of Channable’s bol ads solution benefit from cutting-edge features and a platform that is fully optimized for the Dutch market.

### An End-to-End bol solution

Channable’s approach is holistic, covering everything from product listings to advertising and performance analysis. This end-to-end solution simplifies the entire process of selling on bol, allowing businesses to manage all aspects of their bol presence from a single platform.

## Local expertise and support

Channable has been helping businesses succeed on bol since 2014. With a team of local experts and dedicated bol support, Channable offers unparalleled experience and insights into the Dutch eCommerce market. This local expertise is a key differentiator, ensuring that your business is well-supported as you grow on bol.

## How to get started with Channable’s bol ads solution

### Setting up your product listings

To use Channable’s bol ads solution, you first need to make sure that your product listings are properly set up on bol. Channable’s platform allows you to easily sync your product data with bol, ensuring that all listings meet the necessary requirements and are optimized for conversion.

![Bol ads solution guide: automatic targeting in campaign settings, daily budget control.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Un3KaacTWTyf73dmf8MA)

### Creating and optimizing campaigns

Once your product listings are in place, you can start creating your ad campaigns using Channable’s bulk campaign creation tool. The platform guides you through the process, allowing you to choose the keywords and products you want to target, set your budget, and configure your dynamic campaign settings.

![Bol ads solution guide shows new campaigns generator with logic based keyword filtering.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ceXdnSyTXyzjHIRvs59X)

### Monitoring performance and making adjustments

After your campaigns are live, Channable’s reporting tools provide real-time insights into their performance. The platform’s automated optimization features will adjust bids and targeting as needed, but you can also manually tweak your campaigns based on the data provided.

![Bol ads solution guide performance monitoring conversions, conversion value, impressions.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Z0kCwqaQyRgJk2S1Bjtw)

## FAQ: Everything you need to know about Channable’s bol ads solution

### Do I need a Channable API to use bol ads?

No, you don’t need a Channable API to use bol ads. However, you will need to upload your EAN (European Article Number) to Channable so that the platform can link your ads to your products. This can be done easily via a webshop connection or by importing data from a Google Sheet, CSV file, or XML.

### Can I use Channable’s bol ads tool as a seller or vendor?

Yes, Channable’s bol ads tool can be used by both sellers and vendors on bol.. Sellers can use either SKU (Stock Keeping Unit) or EAN, while vendors only need a list of EANs to get started.

### What is the minimum number of products needed to benefit from bol ads?

There is no minimum number of products required to use Channable’s bol ads solution. However, users have found that the tool becomes particularly valuable when managing 25 or more products, as manual optimization becomes too time-consuming at this scale.

## The future of retail media: Why now is the time to invest in bol ads

### The rise of retail media

Retail media, or advertising on marketplaces like bol and Amazon, is rapidly growing as more brands recognize the importance of being where their customers are. As consumer shopping habits continue to shift toward online marketplaces, investing in retail media is becoming increasingly crucial for brands looking to stay competitive.

### Channable your partner in retail media success

As an innovator in retail media solutions, Channable is committed to helping businesses succeed across marketplaces. With its bol ads solution, Channable provides the tools and support needed to create, optimize, and scale your advertising efforts, ensuring that your business remains competitive in the ever-evolving eCommerce landscape.

## Maximize your impact

Advertising on bol is a must for businesses looking to succeed in the Dutch and Belgian markets. With Channable’s bol ads solution, SMB brand owners and multi-brand retailers can automate and optimize their advertising efforts, saving time, increasing visibility, and driving sales. 

As the first gold partner integrator in bol’s new ads environment, Channable offers a unique, end-to-end solution that simplifies the entire process, allowing businesses to focus on what they do best: selling great products.

Ready to take your bol advertising to the next level? Explore Channable’s [bol ads solution](https://www.channable.com/products/ppc-tool/bol-ads).



The ultimate guide to Channable’s bol ads solution: Scale your business effortlessly

## Getting started with bol ads campaigns
If you're new to bol ads, structuring your campaigns correctly from the start is crucial for success. This beginner-friendly strategy focuses on using **automatic campaigns** at the brand or category level. 
![Bol Ads beginner-02 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/XR07PEQ4Qi6hmcKAGVz3)
With Channable, you can set up and manage these campaigns quickly, allowing bol to optimize your targeting while you maintain control over budgets and automation rules.

## Recommended campaign structure
The simplest way to start is by creating an **automatic campaign** at either the **brand** or **category** level. 
![Bol Ads beginner-07.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/sAODJ0LhRLGx5MtvgQva)
This allows bol’s algorithm to handle positive targeting while utilizing your ACOS (Advertising Cost of Sales) guidance to ensure budget efficiency.

### Steps to set up your campaign in Channable:
![Bol Ads beginner-04 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/PKytYXSBRrOIf1JYrTU4)
**1. Choose the campaign targeting type**
- Select "automatic campaign."

**2. Use the dynamic campaign template**
- Choose "brand" or “category” as the dynamic field. (You can use any attribute but we recommend Brand/Category)
- This will also be the name of the campaign so add static text as well should you wish.

**3. Define budget and ACOS guidance**
- Set a daily budget.
- Input your target ACOS percentage (e.g., 25%*) we see customers typically use an ACOS of between 20-25 but it depends on your business preference.

**4. Leverage automation rules**
- Set up a rule to convert low-performing search terms into negative targets.
- Example: If a search term exceeds a certain ACOS threshold (e.g., 30%), then the keyword will be converted to a negative target in the campaign. Meaning the algorithm will no longer bid on that keyword.
![Bol Ads beginner-05 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/DGuNJbMvRRiygYlZR14V)## Pros and cons of this strategy
![Bol Ads beginner-06.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/2Bk3yMfSu6l6X0rpggHr)
## Why use Channable for bol ads?
Using Channable for your bol ads campaign offers several key advantages over setting up campaigns directly in bol:

- Scalability: Create multiple campaigns automatically using dynamic fields you can generate campaigns for every brand in your catalog with just a few clicks. (It can be for any attribute not just brand or category.

- **Efficiency**: Setting up campaigns manually in bol can be time-consuming, whereas Channable automates the process.

- **Automation rules**: bol does not offer automation rules like Channable, limiting your ability to refine performance and manage campaigns.

- **Error reduction**: Automating the setup prevents human errors, such as misassigning products to incorrect campaigns.

## When to move to an advanced strategy
As your campaign matures, you might notice performance plateaus or declines. This could indicate that:

- You’ve maximized the efficiency of your automatic campaigns.

- Competitors are using more advanced bidding and targeting techniques.

At this stage, transitioning to a **hybrid strategy combining automatic and manual campaigns** can help fine-tune optimization and maximize your returns.

## Key takeaways
For beginners, an **automatic campaign structure at the brand or category level** is the best starting point. It’s **fast, scalable, and allows bol to handle positive targeting while you control budget and automation rules**. 

With Channable, setting up and managing these campaigns becomes effortless, freeing up time to focus on strategic improvements.

Ready to start optimizing your [bol ads](https://www.channable.com/products/ppc-tool/bol-ads)? Try setting up your first campaign in Channable today!

How to set up a bol ads campaign structure (beginner strategy)

Most of the people I speak to look at their Performance Max or Standard Shopping setup and wonder what they can do to improve it. 

You can’t control what keywords you show for. Audiences are limited. Negative keywords are misleading. Manual bidding is not fair. So what can you actually do to improve performance? 

Improving Google Shopping, and much of Google Ads in today’s world is less about direct tactics and more about nudging the machine in the right direction. 

There are three components to Google Shopping:

1. The feed
2. The campaign
3. The data

Today, I will show you how to make changes to each component and get better performance for Google Shopping — regardless of whether you run Performance Max (Smart Shopping) or Standard Shopping campaigns. 

It all starts with your feed, and it’s not as confusing as you might think. 

## 1) Add missing attributes to your feed
Over the years, I have learned that feed optimization is an ambiguous word. It means a lot of different things, so I have distilled it down to two specific optimization tactics: 

1. Adding missing attributes
2. Improving existing attributes

An attribute is often also called a field — it’s the titles, descriptions, product types, etc in your Google Shopping Feed. 

Before you start optimizing certain parts of your feed, you need to add missing attributes. This is a step that most PPC managers miss in their work with feeds. They jump straight to optimizing titles (which is also important), but first, you need to get all the right attributes in the feed. 

Here is a list of required and recommended attributes to add:

![Blog Image 2 Table 6-step goolge shop optimization.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/WB1WPx0Q6a51OYWZUYLU)

Once you have added the relevant attributes, you should start optimizing the individual attributes — the first being your title. 

## 2) Optimize your titles and others
Once you have added all relevant attributes, it’s time to optimize the most important ones in the following order: 

1. Titles
2. Product type
3. Custom labels
4. Google product category
5. Descriptions

We will review custom labels in the next section, but let’s first take a look at each attribute here.

### Optimizing titles
Here’s a quick overview of how you can optimize titles: 

1. Add category and brand to the product title
2. Add size, material, and other specifics
3. Rewrite them manually if you HAVE to

![Blog Image 1 6-step goolge shop optimization.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/GAOVj0gAQpC813xbBBC8)

Once you have finished titles and product types, you can proceed to apply custom labels. 

Optimizing your entire feed is a topic in itself, and I recommend our article on [Google Shopping feed management](https://savvyrevenue.com/blog/google-shopping-feed-optimization/)

## 3) Apply custom labels
A Custom Label is a way to group products together across brands and product types without adhering to any set list of values. An example is aggregating conversion rate data for all products on sale vs not on sale. 

But you can do anything with custom labels. What we use custom labels for the most is to find performance outliers. Some of the custom labels we apply are: 

- Pricing tiers
- Discount or not
- Seasonality
- Product score
- Bestseller status
- New vs existing product
- In-stock status (across sizes, colors, etc)

Here’s a further explanation of each custom label:

**Pricing tiers**
 - Performance differences can often be found across pricing tiers. For some, it means that high-priced items have no immediate conversions, or that products under $10 aren’t profitable. 

**Discount or not**
 - Discounted products often convert better because, well, they are discounted so their price is better and there is a sense of urgency.

**Seasonality**

- Sandals, shorts, and summer dresses convert best when it’s summer, but can lie dormant most of the year.

**Bestseller status**
- This has to be the number from your eCommerce platform. Just taking the numbers from Google Ads makes little sense — Google already has these. 
- Another important note is that you can’t take bestsellers from across your site as a whole. It has to be top 3-5-10 per category preferably. 

**New product vs existing**
- If you have strong products within existing categories, your new products might have difficulty taking over from existing products because of their historical data. 
- Another aspect is if you constantly add new products that Google tests out, you might see a lower ROAS/revenue without any benefit. 

**In-stock status** (across sizes, colors, etc)
- There is already an in-stock attribute, yes, but that’s solely for the individual product variant (product, color, size). This custom label should instead track when the bestselling product variants go out of stock — as in when size 7-10 in shoe size goes out of stock.
- This is especially relevant for apparel, but also interior design products.

**Private label products**
- eCommerce businesses usually want their private label products treated separately from the rest of the products. 
- If you only have one private label brand, then this is easy and doesn’t require the use of custom labels. If you have many, it becomes more cumbersome and custom labels can be useful. 

Custom Labels can be applied in one of two places: 

1. Directly from your back-end
2. In your feed optimization tool

Some of the values can be built using your feed optimization tool even if the data isn’t in there directly. Here’s a simple example of creating a custom label for whether a product is on sale or not:

- If sale_price exists = set custom label “On Sale”
- If sale_price not exists = set custom label “Not on Sale”

Once you have applied your first custom labels, you need to analyze the data and find product segments that are worth separating from your existing Google Shopping setup. 

## 4) Find product segment outliers
I will start off by saying that it’s not always the case that there are performance differences across any of the product segments listed above.

But there are times when you should use them to:

- Better allocate budget
- Set dedicated ROAS targets
- Follow up on individual performance

A typical use-case is bestsellers, but this has been talked about for years, so let’s take another example: **New products vs existing products**.

Let’s say you create this custom label, and find that you spend 95% of your budget on products that have been active on your eCommerce store for more than a year. 

But your last year’s strategy has been to expand your product portfolio a lot, so you have actually added 25% more products to your eCommerce store. Spending 5% of your budget on your new products can indicate that: 

1. You have the wrong products
2. Your new products are too similar to existing products
3. Your ROAS target doesn’t allow new products to get launched

As PPC managers, we can’t do anything about A or B. What we can do is figure out if C) is a limiting factor. To do that, we need to segment the campaigns to change the budget and ROAS targets.

## 5) Segment your campaigns
Segmenting campaigns is a cornerstone tactic with Performance Max (and standard Google Shopping). With Performance Max, you don’t have many options to improve the campaign performance, but you should use the options that are available to you. 

Two of the options to improve Performance Max are:

1. Setting different ROAS targets
2. Applying different budgets

You can use this for a couple of different scenarios: 

- Different product categories
- Different brands (or Private Label brands)
- Different product segments (with Custom Labels)

By combining campaign segmentation, you have options to create different campaign structures that you can use to nudge Google Shopping: 

**Create a campaign each for:**

1. Private label products with a low ROAS target
2. “External” products with a high ROAS target

This will nudge Google Shopping to spend more money on private label products yet still maximize exposure for the external products you carry on your site.

**Create a campaign each for:**

1. Spring/Summer collections
2. Fall/Winter collections

This enables you to set higher budgets, lower ROAS targets, and overall tell Google it’s time to push the spring/summer products when the season starts — and lower the effort on fall/winter products. 

The sky's the limit and the best way to segment your campaigns depends on your business. 

## 6) Learn when to use Standard Shopping
Performance Max (Shopping only) is a great way to get started with a baseline Shopping campaign, but sometimes you need to use the standard Shopping campaigns to get the best results. 

With Standard Shopping you get more insights and an ability to influence the performance:

- Seasonality Bid Adjustments (will open up in the future)
- [Prioritize product segments](https://savvyrevenue.com/blog/google-shopping-campaign-structure/) over others
- Search term visibility
- Minimum and maximum bidding caps

This only applies if you actually have something that differentiates your products — and it can’t be directly correlated with the performance (revenue, ROAS, etc.) that you're experiencing right now. Because then Smart Bidding will take care of it for you. 

## Conclusion
Too many Google Shopping setups are created and left alone. Often advertisers, or agencies, will optimize a bit of the feed, change the ROAS target now and again, but mainly leave the campaigns alone.

That’s a mistake. 

As outlined above, there are several ways to improve the performance of your Google Shopping campaigns, and if you feel overwhelmed, they can be narrowed down to a few key aspects:

- Add missing attributes to your feed
- Optimize core feed attributes
- Apply and analyze custom labels
- Segment your campaigns
- Change to standard Shopping for options

The only option that shouldn’t be on the table is not doing anything. 


The 6-Step Google Shopping optimization process to improve ROAS and revenue

Search advertising marketing automation tools were introduced to reduce the time and effort spent on tasks that could be done by anybody. They are there to enable the optimization of processes, costs, and efforts. Naturally, there will be certain processes that businesses will prefer to be handled by a real marketer. By identifying what those are, you can start to draw up a list of what you expect from a marketing automation tool, the essentials, and what would be nice for it to do. Not all tools are perfect, but knowing what aches and pains it can soothe are worth knowing.

Automating the generation of search ads is one method of marketing automation for search advertising. Whilst the functionalities of each search ad generation tool differ, they all aim to save time, lower CPA, and increase ROAS/ROI. Channable’s PPC tool is no exception and focuses on being a marketing automation tool for** feed-based automation** for both search and shopping campaign creation. But what does that actually mean? And how is it different from other tools?

<img class="alignnone size-full wp-image-15188" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gnKmvF1pR96iL5eDifFj" alt="" width="1070" height="515" />
<h2>What can you do with the Channable PPC tool?</h2>
As the Channable PPC tool is a feed-based generation tool, you can use it for aspects of search advertising that can be generated from item attributes imported via a data feed, plugin or API. These aspects include:
<ul markdown>
 	<li>Campaigns</li>
 	<li>Ad groups: medium and/or long tail</li>
 	<li>Ad copy</li>
 	<li>Shopping Campaigns</li>
 	<li>Keywords</li>
 	<li>Negative keywords</li>
 	<li>Basic targeting</li>
 	<li>A default CPC</li>
 	<li>Sitelinks</li>
</ul>
Using an ad generation tool is useful if you need to generate a large number of ads that are still unique for the right audience. Managing ads for thousands of items can be time-consuming. Not only when it comes to creating the ads but also having to keep them up to date and pausing irrelevant ones.

Channable’s tool ensures that your ads are up-to-date and relevant as you can use dynamic information in your feed to create the above-mentioned list.

For example, if you wanted a campaign for each subcategory or destination you offer, simply use the field ‘subcategory’ when building the campaign template in Channable. There is also a template for ad copy, so you can create unique ads from one template because of the dynamic information contained in your feed.

<img class="alignnone size-full wp-image-15186" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4aK3vBMYTT6ibH5oPXV7" alt="" width="1070" height="489" />
<h2>What will I still have to do?</h2>
Bid Management, budget, and advanced targeting are not included in the Channable PPC tool. Although Channable can be used to set a default CPC or targeting, we recommend you finetune this in your Google or Bing ads manager. Do not worry, adjusting CPC and targeting will not result in any errors in Channable.

Furthermore, if Channable is unable to help you create certain campaigns, ad groups or keywords you can still manually create them in your ads manager. As these manually added ads will not be linked to Channable, they will not be affected by Channable and will remain in your ad account intact.

Finally, campaigns and ad groups that are created in Channable, **cannot** then be edited in Google/Bing. This is because the synchronization between Channable and your ad manager will be lost. Therefore, ads will not be refreshed as they will no longer be recognized by Channable. This will ultimately result in an error in Channable.

When choosing a tool, you need to think about what it is you want it to assist you with, what’s necessary and what is nice to have. If you’re looking for a solution to help you manage and create the right ads, with relevant keywords, and a clear and comprehensible structure in campaigns and ad groups, then Channable’s PPC tool could be the best option.

The dynamic nature of the PPC tool means that the campaigns, ad groups, ads, and keywords are always cohesive with your site and relevant. So long as you’re aware that there will be certain aspects like bid management, budget and targeting that you will still have to do manually. Furthermore, remember a tool is there to compliment and help you but you will still have full control and can revert to manual when necessary.


Why use a marketing automation tool to automate search ads?

## Unlocking performance with an advanced bol ads strategy
Setting up a bol ads campaign requires a strategic approach to ensure long-term success. While initial results may be promising, maintaining growth demands a more advanced setup. This guide walks you through the recommended bol ads campaign structure using Channable’s automation features, keyword harvesting strategies, and bid optimizations.

## Why use an advanced campaign structure?
For advertisers familiar with bol ads, an advanced campaign structure refines performance by:

- Automating keyword discovery and bid adjustments.

- Structuring campaigns to balance discovery and high-performing targets.

- Saving time on manual optimizations while improving ROI.

This strategy is suitable for both experienced users and those new to advanced setups, as it follows simple principles of keyword harvesting and automation.

## The Optimal bol ads campaign structure
This advanced setup consists of **four campaigns**:
![Bol Ads_ADVANCED-02 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zIZ39a1ESoekzXwfg4e0)
### 1. Automatic ASIN targeting campaign

- Focuses on product-based targeting.

- Ensures budget allocation for product page visibility.

- Prevents cannibalization of keyword discovery campaigns.

### 2. Automatic keywords & category campaign

- Identifies new keyword opportunities.

- Uses a small budget to test keyword potential.

- Feeds successful keywords into manual campaigns.
![Bol Ads_ADVANCED-03 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/xhmtG6kQymakgMUCGH7A)

### 3. Broad match manual campaign

- Targets keywords identified from automatic campaigns.

- Uses a moderate budget for expanded reach.

- Allows bid adjustments based on performance.

### 4. Exact match manual campaign

- Focuses on high-performing keywords.

- Allocates the highest budget for maximum conversion.

- Ensures efficient spend on proven search terms.
![Bol Ads_ADVANCED-04 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/vAXA7SylSger8re438Do)

## Automating keyword management & bidding
With Channable, automation streamlines keyword harvesting and bid adjustments:

- **Keyword migration**: High-performing keywords from automatic campaigns are moved to manual campaigns.
![Bol Ads_ADVANCED-08 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/CxJ95sGpSMCJLKfPwCzR)

- **Negative match optimization**: Poor-performing keywords in broad campaigns are excluded.

![Bol Ads_ADVANCED-09 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/LwTbQGuRSeW5SriGdhf4)

- **Dynamic bidding**: CPC bids adjust automatically based on keyword performance
![Bol Ads_ADVANCED-10 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AD8waWKESKSBdWXsXXrg)

## Implementation & efficiency

- The entire setup takes approximately 30 minutes for experienced Channable users.

- Automation reduces manual effort, ensuring continuous optimization.

## Benefits of using Channable vs. bol’s native tools

- **Automation rules**: Unlike bol, Channable automates keyword management and bid adjustments at scale.

- **Flexible campaign structuring**: Set up campaigns at the **product, category, or brand** level.

- **Faster campaign management**: bol’s native tools are limited in speed and customization.

## Future features

- The strategy is effective across all industries but must adhere to **bol’s campaign and ad group limits**.

- Channable currently lacks **organic ranking insights and dayparting features**, but these are on the roadmap.

## Elevate your bol ads strategy with Channable
Implementing this advanced campaign structure ensures **optimal budget allocation, efficient keyword targeting, and automated bid adjustments**. Whether you're an experienced advertiser or a novice looking to scale, Channable simplifies the process while maximizing performance.

Teun Conijn, Marketplace Specialist at Dunion Online Marketing, states:

> If I compare our data from before implementing Channable in August 2024 to now, our **ad revenue has grown by over 50%**, all while maintaining the same ACoS of 19%. Plus, our conversion rate has seen a 13.7% uplift.

Ready to upgrade your [bol ads strategy](https://www.channable.com/products/ppc-tool/bol-ads)? Start optimizing with Channable today!


Advanced bol ads setup: Optimized campaign structure

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?

Facebook Shops is without a doubt a significant extension of Facebook's functionality when it comes to shopping. Previously, the eCommerce function for merchants consisted mainly of advertisements on Instagram in which products are tagged in photos, leading the user directly to an online store. With Facebook Shops, the social network has introduced a new digital storefront on both Facebook and Instagram, enabling social media users to discover relevant items and personalized recommendations within the social network.

<img class="aligncenter wp-image-29278 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/3SNt6WPTIOgrImmGgqbc" alt="facebook-shop-example" width="398" height="746" />

<img class="aligncenter wp-image-29283 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/RLBQs84TdWID0CUOyQ0Q" alt="facebook-shops-instagram" width="396" height="745" />
<h3>Building a feed based platform economy</h3>
The integration of new levels into existing value chains is common in the platform economy. Facebook pursues a similar approach with Shops, which is not a complete store system, but rather a higher-performance front end with close links to Facebook's advertising ecosystem. A checkout function has so far only been rolled out in the US.

Facebook platforms are based on feeds for different purposes. While in the main app the shift from following friends’ activities towards a news and advertising feed has been predominant over the past years; Instagram is the home of one of the most profitable new professions of the past decade: influencers. The shopping potential on Instagram is therefore inherently high. If Facebook Shops can impact the eCommerce world in a similar way, the future of the new shopping option could be a bright one.
<h3>What’s so special about Facebook Shops?</h3>
Aren’t there already plenty of marketplaces and price or product comparison sites out there? Definitely, but Facebook Shops is on a whole new level of personalization.

As a social network, Facebook is able to predict much more accurately what the individual user likes and is likely to purchase. This allows for a more personalized and relevant display of product ads throughout the whole network and an individually composed product feed in the new Facebook Shops environment.

Access to a customer’s needs, wants, and preferences play a major role in today’s eCommerce. Something that is increasingly frequent is that product searches don’t start on Google anymore, but rather on Amazon - granting the marketplace a valuable form of customer access. Facebook, on the other hand, profits from another form of consumer insights. Following <a href="https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/#:~:text=How%20much%20time%20do%20people,minutes%20in%20the%20previous%20year." target="_blank" rel="noopener noreferrer">recent statistics</a>, the average user spends 144 minutes per day on social media. That’s more than 2 hours of potential exposure to product displays. In the past, Facebook has used this opportunity mainly by offering advertisements on Facebook and Instagram via Facebook ads.

Although these advertisements drive social commerce as well, the range of offers is limited. In comparison, Amazon is based on a recommendation system, drawing on the full pool of data that a seller provides for his product catalog. Facebook ads can only show one concrete product that is currently being advertised by the retailer. This brought Facebook Shops into play.

Closely tied to the <a href="/integrations/facebook-product-feed" target="_blank" rel="noopener noreferrer">Facebook product catalog</a>, Shops are based on enhanced catalogs that improve the possibilities of recommendation and the visibility of products. A catalog is a container that holds detailed information about the items that a merchant wants to advertise or sell across Facebook and Instagram. Category- and market-specific information allows customers to easily discover and consider a broad range of highly relevant products using search and filters in Facebook Shops.
<h3>Which role can Facebook Shops take over in the market?</h3>
Experts do not regard Facebook Shops as a serious competitor for Amazon when it comes to logistics and services. BUT, from a consumer perspective, Amazon is less inspiring than social commerce. The marketplace is ideal for finding and comparing a product you have been purposefully searching for. However, it is not particularly inspired by trends, fashion, or interior design, and it does not trigger the consumer to discover products that fit a certain lifestyle. This is where the strength of Facebook, and especially Instagram, lies.
In their feed, users will typically be exposed to offers from brands that they are already following, so the pre-selection of Shops content will be made by the consumer.
<h3>Who is the target merchant of Facebook Shops?</h3>
Facebook Shops can become a channel that makes simple store solutions with easy customer access available to merchants.

In the <a href="https://about.fb.com/news/2020/05/introducing-facebook-shops" target="_blank" rel="noopener noreferrer">official announcement of Facebook Shops</a>, the new ecosystem is primarily presented as an offer for small businesses. However, big brands will also have to take a closer look at how Facebook Shops performs compared (and as an addition) to their own online stores. Especially with regard to data collection through Facebook, it will be interesting for all kinds of brands to see what performance and customer data can be acquired.

The new data management system of Facebook Shops makes it possible to comfortably import even larger data feeds. An easy way to generate the perfect product catalog for Facebook Shops is by using a feed management tool with an <a href="/integrations/facebook-shops" target="_blank" rel="noopener noreferrer">Facebook Shops integration</a>. Product data from the backend of a merchant’s online store (for example like a [WooCommerce feed](https://www.channable.com/integrations/woocommerce), [Shopify feed](https://www.channable.com/integrations/shopify), [Magento feed](https://www.channable.com/integrations/magento), Lightspeed feed, etc.) can be imported into the tool via a plugin and optimized until the ideal export feed for Facebook Shops is created.
<h3>Summary</h3>
<blockquote>Through its seamless integration into social networks and the use of detailed product pages, Facebook Shops offers an ideal setting for influencer products or additional ways to market a product.</blockquote>
The introduction of Facebook Shops brings a long-term opportunity for merchants to focus their offers even more on shopping activities that are fitted into the daily habits of users. Facebook can track the customer journey in an enhanced way and collect the data needed to target paid ads more effectively, which will also have an effect on CPC strategies.
The general trends in eCommerce will give Facebook Shops additional momentum. Customers will buy online and on mobile more often, and brands will want to avoid being too dependent on one big player such as Amazon. There will be room for new and innovative modes of shopping, such as offered by Facebook Shops.

Through its seamless integration into social networks and the use of detailed product pages, Facebook Shops offers an ideal setting for influencer products or additional ways to market a product for brands. Whether you are a small business or a renowned brand, Facebook Shops should not be ignored.

Facebook Shops - What to expect from Facebook's new eCommerce extension

There are two schools of thought on how best to navigate this abundance of options. First, there’s the omnichannel approach, which tailors messages to individual customers across interconnected digital platforms. 

Then, there’s the more straightforward multichannel approach, which is shaped by the specific product, service, or distribution channel, giving brands tighter control over their customer interactions.

While an omnichannel approach can be a great way to maximize return on ad spend (ROAS), it isn’t necessarily right for everyone. 

In this post, we break down the differences between omni- and multichannel strategies, outline their key costs and benefits, and share the critical factors to consider when choosing the method that’s right for your business.

## The power of omnichannel
At the most basic level, omnichannel is a form of multichannel marketing, which simply means using several distribution channels, e.g. (**social media, television, emails, etc**.) to carry out a marketing strategy or campaign.

More specifically, however, omnichannel refers to a unified approach where different channels communicate with and learn from one another. 

For example, an ad running on Instagram might draw from customer data generated elsewhere, like a Facebook account or a Google search.

> Implicit to omnichannel marketing is the idea that communication between marketing channels should be *all about the customer*. This results in a tailored campaign that adapts to each individual customer and responds to their unique needs, product preferences, and buying behaviors.

Also inherent to omnichannel is the idea that a campaign should take place wherever a customer is: in a store, on a smartphone, on Amazon, on Facebook—ideally, *everywhere*.

![Omnichannel_4-02.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5x20xVESXq5VM8OEAREQ)

Say a customer sees an ad for a pair of shoes on Instagram. Sometime later, having jumped from smartphone to laptop, they see a banner ad for the same shoes in their search browser, prompting them to add the item to their Amazon Shopping List. 

Later still, an email arrives with a promotional offer, finally compelling them to complete the purchase on the shoe company’s website. This is an omnichannel strategy that has successfully played out across different platforms, devices, and potential points of sale.

Synchronized online ad campaigns are a well-documented development (cue jokes about Instagram and Facebook eavesdropping on customer conversations). 

Coordinating between digital and in-person channels, however, requires a bit more creativity. It’s in this area where some of the most innovative omnichannel strategies are taking place. For instance:

- At **Bonobos**, in-store sales associates are more like personal shopping assistants. In fact, Bonobos “guideshops” don’t actually carry inventory. Instead, customers can set aside, try on, and purchase apparel they’ve saved through digital channels, then have items shipped directly to them. Bonobos’ in-person point-of-sale system thus interacts seamlessly with a customer’s online journey, resulting in a highly coordinated and personalized experience.

- **Starbucks** uses an app-based rewards program to cultivate digital relationships with customers and open up marketing opportunities across multiple channels. Meanwhile, customers can use the app to order drinks that they pick up in person—a system that puts the customer in charge and reduces friction once inside the shop.

Omnichannel campaigns keep the focus squarely on the customer, making them feel like the center of the universe and making it easy to complete a transaction in-store or online. The result is a significant boon to merchants’ bottom line.

![Omnichannel_4-03.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/RjxD5p1QTmGsiRjgKugP) 

Consider the following:  

- [73% of retail consumers](https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works) use multiple channels to shop. 
- [91% of customers](https://www.accenture.com/t20171031T052156Z__w__/us-en/_acnmedia/PDF-34/Accenture-Pulse-Check-Dive-Key-Findings-Personalized-Experiences.pdf) are more likely to buy from brands that recognize their preferences and provide personalized product offers. 
- An optimized omnichannel experience drives greater traffic and sales, yielding up to a [9.5% increase](https://www.globenewswire.com/en/news-release/2022/06/15/2463295/0/en/Omnichannel-Selling-Increases-Revenue-9-5.html) in annual revenue.
- Strong omnichannel campaigns can result in a [7.5% reduction](https://v12data.com/blog/25-amazing-omnichannel-statistics-every-marketer-should-know/#:~:text=Companies%20with%20extremely%20strong%20omnichannel,48%25%20for%20weak%20omnichannel%20companies) in cost per contact year.

## Putting omni to work
For the right company, omnichannel can be revolutionary. In the long run, its ability to boost the customer experience and amplify profits can easily make the upfront effort worthwhile. 

> When we look at our data, we see that customers captured via omnichannel are bringing in 3x more revenue. The difference is, we know if someone saw an ad on a specific platform, so we can target specific kinds of customers. That allows us to ensure we’re sending them the right message at the right time. –Rob Smets, Account Director, Happy Horizons 

One example of this is [Happy Horizons](https://happyhorizon.com/nl/). As a full-service digital and creative agency based out of the Netherlands, Happy Horizons uses Channable to implement a variety of campaign strategies, including omnichannel. 

In their experience, they’ve noticed that companies that benefit from an omnichannel strategy tend to share the following characteristics:

- **A desire to spread sales across multiple platforms**: For example, a brand with strong in-person sales may see a need to sell more online. Happy Horizons caters to multiple customers with both online and offline stores. With Channable’s [Insights & Analytics,](https://www.channable.com/products/channable-insights) they can track when an online ad converts to an offline sale.
 
- **Products that can be differentiated by audience segment:** This includes Bonobos, with their varied styles—but not Apple, which sells the same iPhones to everyone. Happy Horizons uses Channable to store metrics from different audience segments in a single customer data platform (CDP). From there, they can build out differentiated campaigns based on documented interactions.

- **Appeal that doesn’t rely on the scarcity principle:** Omnichannel is all about ubiquity and omnipresence. Contrast this with, say, Nintendo, which kept the supply of its new Wii console limited in 2006 to generate a frenzy of excitement and anticipation.
 
- **A need to improve existing marketing efforts through data:** This allows companies to better target customers, convert impressions to sales more efficiently, and avoid leaving products stranded in forgotten shopping carts. For example, Happy Horizons aggregates search, performance, and product data on a centralized Channable dashboard. They can then consult these insights together and assess them holistically to tailor their creative campaigns.

## The costs of omnichannel
For all these benefits, it should be noted that the effort and expense of omnichannel must be balanced against competing needs. 

Launching an omnichannel campaign can be complex and time-consuming, and it requires a significant investment in tech infrastructure. Companies implementing omnichannel need to be able to: 

- Perform data-driven audience segmentation
- Match and meet customers across multiple devices 
- Collect and manage event-level data such as clicks and searches 
- Analyze that data to produce actionable marketing insights
- Automate all of the above across a range of platforms and devices

Omnichannel may also not be the ideal way to build a clear and consistent brand personality, since your messaging is dictated by the customer’s experience—not the other way around. 

However, for organizations with the resources to build and support an omnichannel strategy, it presents an unparalleled opportunity to meet customers where they are, allowing marketing teams to test strategies and learn from results in real-time.

## The virtues of multichannel
Unlike omnichannel, a multichannel marketing approach keeps ad messaging relatively static across distribution channels.

> As a result, companies that opt for multichannel see two key advantages. First, **multichannel is easier to implement**, given its comparatively simple, standardized content. Second, marketers can more closely **control how customers interact** with their brand and how their customers’ data is handled and applied.

For example, in the omnichannel journey above, the shoe company was equally happy to have its customer complete the purchase through Instagram, Amazon, or its own website. But consider Apple, a company far less receptive to third-party sellers.
 
Apple prompts customers to purchase directly from their showroom-like stores or their visually arresting website. Ultimately, the pleasure of interacting with Apple is part of the appeal of buying a new product. 

Apple retains complete control over the context in which customers experience their brand, and they limit reliance on third-party marketplaces that interpret and transmit customer data. 

They may cast a wide net when it comes to sparking product interest and engagement, but they aim for a relatively narrow customer experience.

![Omnichannel_4-05.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/RSaxJlTtRoi1zZ8BaVMP)

For many companies, however, the advantage of multichannel is far more straightforward. It allows for an expanded reach without the heavy technological costs of omnichannel.
    
Ultimately, a company may opt for a multichannel approach for strategic reasons—maximizing the impact of isolated ads and touchpoints—or practical ones, like reserving their marketing resources for other initiatives.

## Getting the most out of multichannel
While multichannel is easier to implement and control than omnichannel, it still unfolds over a range of touchpoints and marketplaces. 

That means marketers still need to coordinate ads to run across different channels, eating up significant time and effort. That’s where innovative marketing solutions like Channable come in.

Channable helps marketers take care of the manual, time-consuming details of formatting, updating, and optimizing product feeds and ad content so that they run at peak performance, regardless of the platform.

![Omnichannel_4-04.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7d4rabcmRqCTOB3uvwBl)

For example, here are three ways leading brands have leveraged Channable’s platform to maximize returns on their multichannel strategies.

- Men’s clothing retailer [Suitable](https://www.channable.com/success-stories/suitable-retail-use-case-channable-insights) has eCommerce operations spanning seven countries and a wide spectrum of online marketplaces, price comparison sites, and social channels. They use Channable to **gather real-time data** on how products are performing, with analytics tools **automatically segmenting **and **discarding** products in targeted campaigns.

- [Ideal of Sweden](https://www.channable.com/success-stories/ideal-of-sweden) produces mobile phone accessories, with promotional videos central to the brand’s marketing strategy. They use Channable to **place videos **across a range of **websites**, **marketplaces**, and **social media platforms**, with Channable automatically adjusting and formatting the video content to each channel’s precise specifications.

- Luxury cosmetics company [Rituals](https://www.channable.com/success-stories/rituals-google-ads-campaign-focus-channable) used to update Google Ads manually, product by product, country by country. Using Channable, they can insert dynamic fields into their ads, which are automatically updated with any change to their database or inventory. The result is not only time savings but improved performance. Since partnering with Channable, their **clicks** are up **55%**, **CTR** is up **7.6%**, **AOV** is up **7.65%**, and **conversion rates** are up **4.7%**.

## The bottom line
When choosing your digital marketing strategy, it’s important to assess your appetite to take on additional effort, expenses, and technological challenges. Then, take a close and honest look at your product offerings, your sales goals, and your brand identity.
 
Not every multichannel approach is right for every business. The key is to weigh how your organization will benefit against any potential drawbacks to come to the right conclusion. 

## How Channable can help
At Channable, we make it easy for retailers and advertisers to manage their product feeds, integrate with a range of online marketplaces, and connect with customers around the world. 

Whether your objective is to keep distinct ads organized and automated in a basic multichannel campaign or to incorporate customer analytics in an intricate omnichannel strategy, we can help you grow.

To learn more or schedule a consultation, [reach out](https://www.channable.com/demo) to one of our eCommerce experts today.

Omnichannel and multichannel marketing: Which is best for your business?

Remember a decade ago when finding a new pair of shoes involved seeing an ad on Facebook, a quick Google search, followed by a trip to Amazon to find the best deal. The lines were clear: Google for search, Amazon for buying, and social media for discovery.

But things have become a lot more fluid in the last decade. Take a simple scenario: you need new sneakers. In the past, you might have typed "best running shoes" into Google, scrolled through pages of results, and ended up clicking on an Amazon link to make your purchase. 

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/wbrmfpfdgNc?si=ABhNMAEkMG64ftv5" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

Fast forward to today, the **customer buying journey looks very different**. For instance, it might start with an influencer's Instagram post showcasing a cool new brand, leading you straight to the company's in-app Instagram store for a seamless checkout.

In this article, we'll explore how the online retail landscape is changing, why a multichannel eCommerce strategy is essential to stay competitive, and what tools you can use to set your company up for success. 

Let's jump right into it! 

## The battle for product purchases, discovery, and search
New players like TikTok have [blurred the lines between search, commerce, and social](https://www.warc.com/newsandopinion/opinion/the-platform-for-discovery-will-tiktok-be-the-new-search-engine/en-gb/6056), showing that one platform can compete in all three areas. This has inspired the established giants to rethink their strategies and their place in the customer journey. 
![01_Image (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/1KhpjxGTteHzZ8nQzwDX)
As a result, companies like Google, Meta, and Amazon all want a piece of the eCommerce pie, and are engaged in a three-way battle, fighting for product discovery, product search, and product purchases. 

### Product purchases
![02_Image.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5sysaQ4eR0WxGRjhecZz)
The first battleground lies in the actual purchase. Social channels are increasingly aiming to close the sale within their own platforms, eliminating the need to jump to external sites like Amazon or the brand's eCommerce site. Social media platforms like Facebook and Instagram are aggressively pushing for in-app purchases, aiming to close the sale within their own ecosystems.

### Product discovery 
This battle highlights the shift in consumer behavior – the desire to stumble upon new products organically, rather than actively searching for them. Amazon and Google are taking cues from social media platforms, aiming to cultivate a more engaging and serendipitous discovery experience within their own ecosystems. 
![03_Image.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lDgD826RFWiOU3BLyhHw)
Amazon, for instance, has [partnered with social networks like Pinterest](https://techcrunch.com/2023/04/27/pinterest-announces-multi-year-ads-partnership-with-amazon), leveraging their visual appeal to inspire product browsing. Meanwhile, Google is revamping its Google Shopping platform with features like visual product search, aiming to capture the discovery phase before users even reach the traditional search bar. 

### Product search
![04_Image.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/OYuARww0RKKVlXuwCgk3)
The final battleground centers around product search itself. Consumers are increasingly bypassing Google as their go-to search engine when it comes to finding products. Instead, they head straight to their favorite marketplaces, enticed by the promise of fast delivery or the convenience of searching directly within the social app where they just discovered a new fashion look or product.

## Who will succeed in this new eCommerce landscape? 
While Google, Amazon, and Meta all strive to dominate the entire marketing funnel, their efforts have created a complex landscape with numerous potential ad placements and formats - resulting in a headache for advertisers who suddenly have to craft targeted campaigns across a growing number of platforms.  

To alleviate this complexity, both Google and Meta have introduced AI-powered campaigns like [Performance Max](https://www.channable.com/blog/performance-max-campaigns) and [Advantage+ Shopping](https://about.fb.com/news/2022/08/introducing-new-automation-tools-to-increase-sales-and-drive-growth/), streamlining the process for advertisers. Amazon recently launched [Performance+](https://advertising.amazon.com/resources/whats-new/amazon-ads-launches-performance-plus-in-amazon-dsp) which uses machine learning to automate campaign setup and deliver optimal ad performance.  
![05_Image.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NZJWzr3mRF2xNJtrxKAD)
While these smart campaigns offer convenience and optimize for their specific platforms, they fall short by neglecting the potential customers present on other marketplaces and social networks. Think X, Snapchat, ebay, Walmart.. the list goes on. 

The crucial takeaway is this: failing to adapt to the changing landscape will leave you behind. eCommerce brands who embrace the multichannel reality and take advantage of the strengths of each ecosystem will ultimately thrive. 

## The multichannel optimization opportunity 
So, how can eCommerce brands succeed in this new landscape? 

At Channable, we believe the key to success lies in a multichannel approach:

- **Cross-channel listing:** Ensuring your product listings are optimized and consistent across all platforms, maximizing your visibility and reach.
- **Cross-channel advertising:** Crafting hyper-relevant, on-brand creatives tailored to each platform's audience and advertising format, driving higher engagement and conversions.
- **Cross-channel insights: **Leveraging data and performance insights from various platforms to understand product performance so you can optimize your profit across the entire eCommerce ecosystem. 
![06_Image (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/RK11EncCTWj6q7MpitFK)
This multichannel strategy hinges on five fundamental elements that empower advertisers and sellers to take full control of their online selling experience: 

1. **High-quality product data:** Accurate and complete product information forms the foundation for successful listings across all channels.
2. **Highly relevant ads**: Focus on creating targeted campaigns that resonate with your audience on each platform, driving higher engagement and conversions.
3. **Performance segmentation:** Identify profitable segments within your campaigns and increase budget for optimal results to improve return on ad spend (ROAS) and profit on ad spend (POAS) 
4. **Compelling creatives:** Develop high-quality visuals and messaging that resonate with each platform's unique user base.
5. **Scalability:** Once you've established success on one platform, leverage the learnings to scale your strategy effectively across other channels.

## Channable's 5 essential solutions for multichannel success

To achieve multichannel eCommerce success, sellers need the tools in place to optimize feed listings, manage PPC campaigns efficiently, generate ad creative tailored to each platform, and deliver actionable insights to drive data-driven decisions.

Channable's leading multichannel eCommerce platform provides five fundamental solutions to help sellers reach their sales potential on each channel: 

### Feed Management

Channable’s [Feed Management module](https://www.channable.com/products/product-feed-management-tool) keeps your product information up-to-date and consistent across all of your platforms. Instead of changing stock information or prices manually on each channel, you can save time and resources by managing all your product feeds in one place. 

### PPC Automation 

Whether you want to run ads on Google, Meta or [Amazon Ads](https://www.channable.com/products/ppc-tool/amazon-ads) (or all of the above), [Channable's PPC Optimization tool](https://www.channable.com/products/ppc-tool) allows you to simply generate a channel-specific campaign from one place. With the PPC tool, you can easily create complete ad campaign structures for multiple products and languages at scale. You can also set up rules that will automatically add or remove keywords, move keywords between campaigns, or blacklist certain keywords based on specific criteria. 

### Creative Module

Channable's [Dynamic Image Editor](https://www.channable.com/products/dynamic-image-editor) empowers you to create hyper-relevant ads for your ad campaigns. You can easily generate countless variations featuring real-time sale prices, special discounts, or new stock notifications - all directly from your product data. With the image editor, you can eliminate manual image editing and save valuable time while creating multiple ad variations tailored to each platform.  

### Insights & Analytics

Channable's [Insights & Analytics module](https://www.channable.com/products/channable-insights) enables sellers to optimize ads and listings with performance metrics fine-tuned to your KPIs—so you can spot key trends and make better decisions based on data-driven intelligence. 

In the Insights & Analytics dashboard, you can also get real-time data on how your products are performing—allowing you to make optimizations to boost top sellers, or create more visibility for low-performing items. These actionable insights allow you to continually refine and enhance your multichannel strategy. 

### Marketplace Integration

Channable connects to over 2,500 [digital marketplaces integrations](https://www.channable.com/products/marketplace-integrator), ad platforms, and price comparison sites. Thanks to custom-built integrations you can automatically list your products error-free, in minutes, eliminating the need for manual updates and ensuring real-time stock accuracy across all channels. Direct API connections synchronize orders back to your online shop where you can manage everything from one place.

## Start using Channable's multichannel eCommerce platform today 

Our multichannel eCommerce solution isn't just a tool; it's a gateway to unparalleled success in the digital marketplace. With our platform, you'll harness the power of cross-channel listing, advertising, and insights to propel your business to new heights. 

Want to see first-hand how Channable can set you up for multichannel eCommerce success?

<center style="margin-top: 60px">**Check out our infographic to visualize the impact.**</center>

<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://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gPx9seWKRiKMjVSTrx2B?">Download infographic</a></p></center>

Selling online will never be the same: Are you keeping up or falling behind?

Whether you're new to the PPC business or a cyber veteran, chances are high you've experienced harsh competition on Google. To win the SERP-Game, you constantly need to be on the ball and regularly optimize and improve your ads. That’s why automation is a marketer’s best friend, and where we come in! 

## Why should I set up a final URL at the keyword level?
The answer to that question is pretty straightforward: you want to answer the user's search query as concisely as possible. Why? Well, here's some breaking news: Google is smart. It rates the user experience your ads provide and lists your ads accordingly on the Search Engine Results Pages (also known as “SERPs” or “SERP”). This rating - called the quality score - makes or breaks whether you're successfully selling online... or not. Google mainly considers three points:

- **CTR**: How likely is someone to click your ad when Google shows your ad for the keyword they search for?  
- **Ad Relevance**: Is the ad relevant for the keywords you've set up?  
- **Landing Page Experience**: Is the landing page relevant and corresponds to your ad, or does the user need to conduct another Google search to get the desired result?  

The magic word for efficient ads is **relevance**. Google likes relevance, and if Google likes you, the business probably likes you as well.

[![PPC.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Wa2tAP7jQceAnStbTGyY)](https://www.channable.com/products/ppc-tool)

### Let's set the scene
Let's assume your shop is selling all kinds of shoes, including Nike sneakers. You just came up with the juiciest ad text ever written in PPC land. It's bulletproof - everyone will click on this ad! But what if the enthusiastic buyer clicks on it and lands on a page with Puma sneakers. That’s right, they'll probably return to Google (Bounce Rate!) and conduct another search. Not to worry; we could also fix this on the [AdGroup level in PPC Advertising](https://www.channable.com/blog/blog-difference-between-ad-campaigns-and-ad-groups-ppc-advertising). 

Let's take this example one step further. Imagine your user is searching for 'Nike Air Max 90 black size 42'. If you set up your keywords on the AdGroup level, the user probably gets directed to a collection page of all your Nike shoes. But how relevant would your ads be if the user searching for 'Nike Air Max 90 black size 42' clicks on your ad and gets directed to the landing page with his desired model in the correct size? Correct, it doesn't get more relevant than this!

***So why should you set up a final URL at the keyword level? To direct users to a relevant post-click landing page highly related to the specific keyword they were searching for.***

## How do I optimize my keyword strategy with a final URL at the keyword level with Channable?
Set up different product-specific landing pages for each of your relevant keyword phrases. With Channable, you can add the final URLs the same way you set up dynamic keywords:
![URLatKW level EN.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/VJQCrq0LR4SVyBNpPWB0)
Each time a customer searches for the keywords defined in the keyword section in the PPC tool and clicks on the ad, they will be redirected to the relevant keyword URL, which will overwrite the final URL specified in the ad template.

## What makes defining the final URL on a keyword level and Dynamic Keyword Insertion a winning team?
Besides defining final URLs for different keywords, you can set up [Dynamic Keyword Insertion](https://helpcenter.channable.com/hc/en-us/articles/360011012700-How-do-I-use-keyword-insertion-in-an-Ad-template-) (DKI) with Channable. Both features make a great team when it comes to winning the SERP-Game. DKI allows your ad to appear differently depending on what the user is searching for. When a user's search query appears in the ad, it also becomes bolded. That will make your ad stand out more and generally lead to higher click-through rates. Therefore, DKI can make your ads highly relevant to the user's search query and increase your ad's effectiveness.

[tip]**Dynamic Channable fields and Dynamic Keyword Insertion**  
The basic principle of Channable's automation is dynamic fields. This means you use a placeholder like 'color' or 'brand' instead of typing 'blue' or 'nike', allowing you to create multiple ads with only one setup, as easy as that.[/tip]

The Dynamic Keyword Insertion is an advanced Google Ads feature that uses dynamic fields to update your ad text with the user's search terms. When a user searches for one of your keywords, Google Ads automatically inserts the keyword that triggered your ad, highly relevant to the user. 

## What are the benefits of defining the final URL at the keyword level and using DKI with Channable?
### Manage everything in one tool
We all know that digitalization is quick but also dirty. The downside is that there are countless supposedly helpful tools out there, many for just one task. With our all-in-one tool, you save labor, time, and manual effort. Set up all your ads directly within one tool. Setting up the final URL and DKI directly in the Channable PPC tool means you don't have to additionally resort to the Google Ads Editor. 

### Manage millions of SKUs with just a few clicks
Suppose you are managing a portfolio of thousands or even millions of products. In that case, you want to set up multiple keywords in the same ad group as it is useful or even necessary to have separate URLs per keyword. Channables dynamic fields allow you to define an unlimited number of final URLs with just a few clicks.

### Highly relevant Ads
Customizing your Google Ads' final URLs is a crucial component to optimizing the Ad Relevance and landing page performance. Besides that, DKI enables you to customize your ads depending on what the user is searching for. Applying those two features cleverly allows you to create highly relevant ads, which are more likely to beat your competitors in the SERP-Game.

### Higher ROI
Highly relevant ads result in less money spent on irrelevant clicks. If your ads are dynamically fitted to the search query, Google only shows the ads when relevant. In addition, a landing page that exactly matches the search query results in a lower churn and a better landing page experience as clicks are more likely to complete the goal of your landing page.

*Are you ready to bring your ads to the next level? Take a deep dive into all the powerful functionalities of the [Channable PPC optimization tool](https://www.channable.com/products/ppc-tool) in a [free and personalized online demo](https://www.channable.com/demo). No strings attached!*

*Already using our PPC tool? Good news! These features are available within the PPC tool without any extra charge. What are you waiting for?*


Optimize your keyword strategy with final URLs and DKI

In this guide, we'll give you an overview of Google Shopping Ads and explain why they can be an asset to your multichannel eCommerce strategy.

We'll cover everything from setting up campaigns to product feed requirements and optimization tips. By the end of this article, you’ll be well-equipped to use Google Shopping Ads to drive more traffic to your product pages and increase sales.

## What are Google Shopping Ads?

Google Shopping Ads are a type of online advertising that allows businesses to promote their products directly on Google's search results pages and other platforms. Elles affichent généralement une photo du produit, un titre, un prix, le nom du vendeur, et parfois des informations promotionnelles ou des avis clients.

 [Google Text Ads](https://www.channable.com/blog/google-text-ads-ultimate-guide), making them more effective at capturing attention and driving clicks.

Google Shopping Ads display a product image, title, price, store name, and other relevant information such as your shipping policy, shipping costs, and an average rating based on customer reviews.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

### How do Google Shopping Ads work?
![how Google Shopping ads work.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/rCEHQVBHQtKWBPbIuuaC)

Unlike traditional PPC ad campaigns, you don’t need to bid on specific keywords to run Google Shopping Ads. Instead, you just have to upload a detailed product feed to Google Merchant Center.
 
This feed includes all the information about your products, like titles, descriptions, images, prices, and other relevant details. Google then uses this feed to create visually appealing ads that match your products to relevant search queries and product searches.

When setting up a Google Shopping Ads campaign, you still need to define your target audience and set your bidding strategy, indicating how much you're willing to pay when someone clicks on your ad.

Your Google Merchant Center product feed can also be used to create [Performance max campaigns](https://www.channable.com/blog/performance-max-campaigns). Performance Max Campaigns include auto-generated ads based on assets provided by advertisers and in the Merchant Center feed.

Unlike Shopping Ads, Performance Max campaigns can be used in a wide range of Google Ads formats such as Display Ads, Text Ads, and YouTube Ads.

*Wondering if Performance Max campaigns are right for your business? Check out our [ultimate guide to setting up your Performance Max campaign.](https://www.channable.com/blog/set-up-performance-max-campaign)*
[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)
## Google Shopping Ads: 4 benefits

Google Shopping Ads provide a convenient and informative shopping experience for users, helping them quickly find the products they're looking for. That’s why Shopping Ads can be a better option compared to other ad formats. Here’s why:

### 1. Attract high-intent leads who are ready to make a purchase

Shopping Ads let shoppers browse through images, compare prices, and make informed choices before they even click on your ad. By the time a shopper has landed on your website, they have already compared your products with competitors and are more likely to convert into customers.

### 2. Increased visibility

Your Shopping Ads are displayed in prominent positions alongside text ads and organic search results, giving your products more chance of being noticed by potential buyers. If you have similar products, then more than one of your Shopping Ads can show up for the same search query. You can also combine Shopping Ads with Text Ads to reach a wider audience.

### 3. Retail-first campaign management

Instead of relying on keywords, Shopping Ads use the detailed product information you provide in your Merchant Center data feed to match your products with relevant searches. That means you can access your inventory directly within Google Ads and organize your products into groups for targeted bidding. For instance, you can create groups for discounted products, limited collections, or high-stock items.

### 4. Advanced analytics

The Google Ads dashboard provides granular insights into how your products or product groups are performing. For example, if you sell t-shirts, you can easily filter to see how many clicks and impressions each specific product (SKU) has received. You also have access to benchmarking data which allows you to measure your performance against your competitors.

<div class="cta">
<h3>New to Channable?</h3>
<p>Talk to an expert today!</p>
<a href="https://www.channable.com/demo" target="_blank" class="cta-button">Book a demo</a>
</div>

## How to set up a Google Shopping Ads campaign

![how to set up Google Shopping ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/GObJNW7oQZuVnGTwmCaq)

Before you can launch a Google Shopping Ads campaign, you need to make sure that you’ve created a product feed and uploaded it to the Google Merchant Center.

### Product feed requirements for Google Shopping Ads

The easiest way to create a product feed is by exporting your products from your eCommerce platform into a CSV or Excel file. To ensure your product feed complies with Google Merchant Center's standards and gets approved, it must include all mandatory product attributes:

- ID [id]
- Title [title]
- Description [description]
- Link [link]
- Image link [image_link]
- Availability [availability]
- Availability date [availability_date]
- Price [price]

You can find a full list of product attributes and formatting guidelines [here](https://support.google.com/merchants/answer/7052112?hl=en).

### Creating a Google Shopping Ads campaign

Once your product feed is approved, your products will be listed on the Google Shopping tab for free and be eligible to be used in ads. Before you can create Shopping campaigns, you need to 
[link your Google Ads account to your Merchant Center account](https://support.google.com/google-ads/answer/12499498).

Already linked the two accounts? Here’s a step-by-step guide to creating your first Google Shopping Ads campaign:

**1.** In your Google Ads account, click the “+” button, then click “New campaign”.

**2.** Choose your campaign objective: “Sales”, “Leads”, “Website traffic“, “Local store visits and promotions”, or “Create a campaign without a goal’s guidance”.

**3.** Select “Shopping” as your campaign type.

**4.** Select the Merchant Center account that has products you want to advertise.

**5.** This is optional but you can select an additional product feed if you want to advertise specific products or products eligible to be sold in a specific country. You can assign feed labels in your Merchant Center account.

**6.** Create “Standard Shopping campaign” as your campaign type.

**7.** Choose your campaign preferences:
- **Campaign name:** Enter a descriptive name for the campaign so that you’ll be able to find it later.
- **Bidding:** Choose “Maximize clicks” if you want to drive traffic to your store, “tROAS” if you want more return on your ad spend, or Manual CPC if you want to control the amount you pay per click.
- **Daily budget:** Choose how much you’re willing to spend per day.
- **Networks:** Choose if you want to advertise on Google’s Search Partners as well as the Search Network.
- **Devices:** Target all devices or specific devices.
- **Locations:** Choose the countries where you want your ads to be shown.

**8.** Click “Save and continue”.

**9.** Create an ad group:
- **Ad group name:** Enter a name for the ad group, such as “Winter collection - EU - Q1”
- **Bid:** Enter a bid depending on how much you want to spend for the ad group.

**10.** Click “Save”

Splitting your products into multiple ad groups is a smart way to manage your Google Shopping Ads campaigns. This gives you more control over your bids, so you can increase your bids for important product categories (such as best-sellers) and optimize your ad spend for the best results.

## Optimize your Google Shopping Ads with Channable

A dedicated [product feed management](https://www.channable.com/products/product-feed-management-tool) helps you whip your product data into shape so it speaks Google's language, turning messy product feed spreadsheets into ads that actually work.

Here’s how a feed management tool like Channable can empower you to streamline the entire feed optimization process:

### Relevant and up-to-date product data

Getting your product data in the right format can be tricky, especially if your source data formats differ. For instance, the format of your product titles or product attributes like colors and materials might vary from Google’s requirements.

Channable's [Google Shopping API](https://www.channable.com/integrations/google-shopping) and feed connection make it easy to format your data correctly and deliver all the mandatory fields to Google. Plus, our rule system filters out irrelevant products and outdated info, keeping your feed up-to-date and accurate.

### Smart categorization

![Optimize Google Shopping ads product feed.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/CmofQENqRmWt9D7hBOMN)

Channable’s built-in [product smart categorization](https://www.channable.com/products/smart-categorization) lets you categorize your products in only a few minutes with the help of AI, reducing the time you would usually spend optimizing your Google product feed. Without the need for manual product categorization, you’ll be able to get your Google Shopping Ads up and running in no time.

### Performance-based campaign optimization

Thanks to our Google Shopping API, you can see how all your products listed on Merchant Center Next are performing in Google Shopping ad campaigns, directly in the Channable dashboard.

You can get real-time insights on key metrics such as click-through rate and conversion rate, allowing you to make data-driven decisions to optimize your campaign performance, such as boosting top sellers or creating more visibility for low-performing items.

## Effortless Google Ads scalability
Struggling to create ads and keep them updated with stock and price changes? Our [Google Ads automation](https://www.channable.com/products/ppc-tool/google-ads) solution uses your product feed to automatically generate and update dynamic ads in real time. Create one template, link it to your data and let the tool do the rest. Scale quickly by integrating assets and ensure your ads are always relevant and up-to-date without manual work.

[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

<div class="cta">
<h3>New to Channable?</h3>
<p>Talk to an expert today!</p>
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</div>



Everything you need to know about Google Shopping Ads

Big data has shown an enormous influence on retail over the past few years, resulting in an increased demand in automation and data management tools. Still, finding the right digital tools and tactics for your eCommerce can be a real challenge. It is not only about identifying the channels that can help you to get the most out of your data, you also have to keep in mind that a clever integration of various channels will boost your performance to the max.

A perfect example and a real savior to improve your online sales is the combination of feed management and analytics. Google Analytics is indispensable for any online shop, but are you aware of the full potential of these data insights? Do you want to learn how coupling analytics and feed management can deliver valuable input to assess your online appearance, the performance of your items per channel, or the behavior of your customers?
Find yourself significantly more informed about data-to-insights and multichannel commerce after reading this blog.
<h2>The advantages of feed management</h2>
A data feed management tool, such as Channable, is an online solution to simplify listing and advertising your products and services on more than 2500 platforms, <a href="/integrations?channel=comparison-website" target="_blank" rel="noopener noreferrer">including price comparison websites</a>, <a href="/integrations?channel=affiliate" target="_blank" rel="noopener noreferrer">affiliate networks</a>, and <a href="/integrations?channel=marketplace" target="_blank" rel="noopener noreferrer">marketplaces</a>. Your items can either be imported directly from your<a href="/integrations" target="_blank" rel="noopener noreferrer"> eCommerce platform</a> (via plugin, feed, or API) or with the help of an XML or CSV file. Within the feed management tool, the imported product data is optimized, enriched, and filtered by using smart if-then-rules to prep it for the export to a variety of different channels. In addition to <a href="/products/product-feed-management-tool" target="_blank" rel="noopener noreferrer">feed management</a>, all-in-one tools offer additional features supporting your <a href="/products/ppc-tool" target="_blank" rel="noopener noreferrer">PPC automation</a>, <a href="/products/marketplace-integrator" target="_blank" rel="noopener noreferrer">order syncs with marketplaces</a>, or the <a href="/blog/blog-analytics-insights-for-better-performance" target="_blank" rel="noopener noreferrer">integration of Google Analytics</a>.
<h2>A perfect team: How does the integration with Google Analytics work?</h2>
The prerequisite to get started with the data duo that will open your eyes is an account in <a href="https://marketingplatform.google.com/about/analytics" target="_blank" rel="noopener noreferrer">Google Analytics</a>. Click <a href="https://support.channable.com/hc/en-us/articles/115002816609-How-do-I-connect-with-Google-Analytics-" target="_blank" rel="noopener noreferrer">here</a> for a clear guide on how to set up your Analytics integration with Channable.
<h3>Evaluate your online performance on different levels</h3>
With the standard version of <a href="https://support.google.com/analytics/answer/1037249?hl=en&amp;utm_id=ad" target="_blank" rel="noopener noreferrer">Google Analytics Ecommerce</a> you gain an understanding of your overall product and sales performance, while an extended version (Google Analytics Enhanced Ecommerce/EE) offers even more granular data as well as more digital marketing insights. In Google Analytics EE, Shopping Behaviour and Checkout Behavior describe your shoppers’ actions in terms of product views and stages within the purchase journey. These analytics offer you valuable action points for comparisons between markets or the analyses of pre-purchase drop-off points.
<blockquote>“Further reading: more detailed information on Google Analytics EE &amp; <a href="https://www.maxlead.com/en/blog/what-is-enhanced-ecommerce-and-why-do-you-need-it" target="_blank" rel="noopener noreferrer">whether you need it</a> for your online shop.“</blockquote>
The analytics display within your feed management account adds to this smart decision making process for your future channel selection, product listings, and ad creation. You can view how the items from your feed perform on different levels, such as channel, product category, brand, or even product.

By understanding how your items perform, you can identify exactly which products work for which platform, and then for which customer target group.

A nice example of performance data on a specific level is the revenue per channel. Within a feed management tool interface, graphs visualize the revenue you have generated per sales channel, and usually the time frame can be adjusted based on which insights you are interested in.

<img class="aligncenter size-full wp-image-21029" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lLQP8Wb9SAiCj8eeQcFb" alt="" width="1732" height="538" />
<h3>Identify your high and low performers</h3>
You can easily determine which products are your best or worst performers with analytics. Google Analytics offers a conversion tab with detailed eCommerce reports, such as the product performance and a variety of other stats and information about your product catalog.

[caption id="attachment_21024" align="aligncenter" width="1600"]<img class="wp-image-21024 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/SHdc19FpQMydUvxfQSeX" alt="" width="1600" height="870" /> 

A feed management tool can provide you with a cleaner overview. At a glance, you get user sessions, transactions, conversion rate, bounce rate, and revenue per item. For example, this is how the item-level performance is visualized within Channable:

<img class="aligncenter size-full wp-image-21044" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0Eh5Y2OkQKyNhXHJ1pM6" alt="" width="1747" height="625" />

High and low performers can be identified by cross referencing these analytics. For example, a high bounce rate doesn’t necessarily mean the product is a low performer. Coupled with a low conversion rate, gives you a better insight.

In addition, each channel can have different high or low performers. A comparison site that is used more by people between 15 - 30 will have different buyer preferences to marketplaces specifically for +60 year olds. But everyone needs i.e. sun cream, just a different SPF.
<h3>Data-to-insights becomes insights-to-action</h3>
Due to the fact that the item performance is expressed by a variety of values in a feed management tool, you maintain a 360 degree understanding of your items. To interpret the online behavior of your customers, stats concerning user sessions per item can, for instance, be considered based on duration. Find out how much time your audience spends on your product pages before completing a purchase, and optimize your eCommerce strategy.

Moreover, data from analytics can be added to your data feed and the <a href="/blog/tips-to-using-google-analytics-in-rules" target="_blank" rel="noopener noreferrer">creation of rules and labels</a>. You can, for example, automate the exclusion of low performers from product ads or push your high performers even further. The following rule is a nice example of how to take advantage of your newly gained insights:

<img class="aligncenter size-medium wp-image-21049" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YJl7kCiFTm2Ynl3r64Zd" alt="" width="1173" height="538" />
Custom labels can help you to structure and adjust your bidding and budgets for Google or Microsoft Ads. You can create custom labels based on analytics data to help you refine your bidding strategy. The screenshot below illustrates this possibility with an example of a custom label based on conversion rate:

<img class="aligncenter size-full wp-image-21034" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/o5VXDsYTTCe8jurqH68v" alt="" width="1173" height="538" />
With the help of rules based on analytics insights, even broad and dynamic product catalogs can be maintained and managed based on item performance. Enabling you to take cross-channel optimization to new levels and actively align your business activities with your data insights!
<h2>Future forecast: What are the next steps in omnichannel commerce?</h2>
Up until now, there are a few limitations that withhold the full power of an integration of analytics and feed management. For instance, time frames cannot be customized per channel within a feed management tool, but only for the general overview of all active channels.

But good news is ahead: Channable Insights is coming! Based on customer feedback, such as the time frames per channel and a demand for imports of external insights like cost data. Channable Insights will combine various kinds of performance data from revenue and over orders to production costs, to provide an overview for ROAS and profit stats.
<a href="/blog" target="_blank" rel="noopener noreferrer">Stay tuned</a> for more news about the Insights release.

Are you curious about the possibilities of omnichannel integration? Then <a href="/signup" target="_blank" rel="noopener noreferrer">create a Channable account</a> or use your existing one to connect it with your Google Analytics. Feel free to <a href="/contact" target="_blank" rel="noopener noreferrer">contact us</a> for further information or to discuss your options!

How optimization across channels improves data-driven performance

In this guide, we'll give you an overview of Amazon Sponsored Products and explain why they can be an asset to your multichannel eCommerce strategy. 

We'll cover everything from setting up campaigns to optimizing bids and managing your budget. By the end of this article, you’ll be well-equipped to use Amazon Sponsored Products to drive more traffic to your product pages and increase sales.

## Key strategies for maximizing Amazon Sponsored Products campaigns

- Amazon Sponsored Products are cost-per-click (CPC) ads that promote individual product listings. 
- As Sponsored Products are featured at the top of search results, they offer sellers increased visibility and higher conversion rates.
- Best practices include focusing on high-traffic keywords, using negative keywords, optimizing product detail pages, starting with automatic targeting, and monitoring results.
- Amazon recommends starting with a daily budget of $10 (or the equivalent in your currency) to keep your ads visible throughout the day.
- Automation tools can help to streamline tasks like updating listings, optimizing bids, and analyzing performance.

## What are Amazon Sponsored Product Ads? 

Imagine you're browsing Amazon looking for a new pair of headphones. As you type in your search term, you notice some products at the top of the results page with a little label that says "Sponsored". 

These are Amazon Sponsored Products, which are cost-per-click (CPC) ads that blend in with organic search results and promote individual product listings.
 
Amazon Sponsored Products work by matching a visitor’s search terms with relevant products. When a potential customer clicks on a Sponsored Product ad, they’re taken directly to the product detail page on Amazon where they can learn more about it and make a purchase.

In 2023, Amazon announced that Sponsored Products Ads would also start to appear on [premium apps and websites](https://advertising.amazon.com/blog/sponsored-products-expansion) such as Pinterest, BuzzFeed, Hearst Newspapers, Raptive, Ziff Davis, Lifehacker, and Mashable. 

### How do Sponsored Products Ads work? 

![How do Sponsored Products Ads work.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/TAPV4J4zQkGhVCqWDMLg)

You choose the keywords that best match your products and set a bid – the maximum amount you're willing to pay for each click on your ad. 

When a shopper searches for a keyword that matches your ad, your product listing has the potential to appear at the top of the search results page or even within the product page itself - usually in the related products section. 

The beauty of this approach is that you only pay for clicks, meaning you only invest when someone actively engages with your ad. This makes it a cost-effective way to reach a wider audience and boost your visibility on Amazon. 

*Just an FYI, you need to be an Amazon Seller to launch Sponsored Product Ads. Not an Amazon Seller? Check out our [handy guide to get started selling on Amazon](https://www.channable.com/blog/blog-a-quick-guide-to-selling-internationally-on-amazon).*

## Why Amazon Sponsored Products are important

Sponsored Products are a win-win for both advertisers and shoppers. Advertisers can reach a wider audience and increase their sales, while shoppers discover new and relevant products that they may have overlooked without the ads.

In highly competitive product categories, Amazon Sponsored Ads offer a powerful solution to elevate your brand and products, especially if you're a new seller or your listings have lower review counts or overall visibility. 

Are you already an Amazon Seller? Here are some of the main benefits of using Amazon Sponsored Product Ads:

- **Increased product visibility**: Sponsored Products have a prominent placement on Amazon search results pages, giving your products a higher visibility compared to organic listings. This top-of-the-page positioning makes your products more likely to be noticed by shoppers, increasing the likelihood of clicks and conversions.
- **Enhanced brand awareness**: When shoppers click on your Sponsored Products ads, they’re taken directly to your product detail page - giving potential buyers an opportunity to learn more about your brand and your product offerings. 
- **Higher click-through rates**: Sponsored Product Ads are served to people who are actively searching for your products, allowing you to reach potential customers when they are most likely to click and buy.
- **Cost-effective advertising**: Sponsored Products campaigns are based on an auction-based model, where you bid on specific keywords that match your products. You only pay when someone clicks on your ad, and you can control your ad spend by setting a daily or lifetime budget. 
- **Boosted conversion rates**: According to Amazon, sellers see an [average weekly 50% increase in units ordered](https://sell.amazon.com/advertising/sponsored-products#:~:text=ASINs%20see%20an%20average%20weekly%2050%25%20increase%20in%20units%20ordered%20within%20the%20first%20year%20after%20launching%20a%20Sponsored%20Products%20campaign.) within the first year after launching a Sponsored Products campaign.

## Limitations of Amazon Sponsored Products 

While Amazon Sponsored Ads can be an effective way to increase product visibility and sales, they also have some limitations that sellers should be aware of:

- **High costs**: Amazon Sponsored Products ads can be expensive, especially in competitive product categories. The cost-per-click (CPC) can vary depending on the demand for your keywords, the competition from other sellers, and the overall search volume. If you’re not careful, you could easily overspend on your advertising campaigns.
- **Competition**: Amazon is a crowded marketplace, and many other sellers are using Sponsored Ads to promote their products, making it difficult to stand out from the competition and get your ads to show up in front of potential customers.
- **Time commitment**: Setting up and managing Sponsored Products campaigns can be time-consuming, especially if you’re new to the platform and don’t have a dedicated ads manager. You’ll need to research keywords, optimize your bids, and track your campaign performance.

## How to set up an Amazon Sponsored Products campaign

Ready to get started? Here’s a step-by-step guide to creating your first Amazon Sponsored Products campaign:

1. Log in to your [Seller Central](https://sellercentral.amazon.com/) account and navigate to the Advertising tab. From there, select Campaign Manager and then click the “Create Campaign” button. Under “Choose your campaign type”, click “Sponsored Products”.
2. Write a descriptive name for each campaign, such as “Q3_BackToSchoolPromo” or “LaptopCase_KeywordTargeting” 
3. Choose individual products or groups of products, depending on how many products you want to promote. 
4. Select the keywords you want to target. Make sure to include descriptive keywords relevant to the product and its category.
5. Set your daily budget (how much you’re willing to spend each day on clicks) and the campaign duration (how long your ads will run).  
6. Decide if you want to target search terms or serve ads based on product interests, demographics, or if a customer has viewed a product before. 
7. Choose your bidding strategy: fixed bids will use your exact bid, while dynamic bids will lower or raise your bid depending on whether your ad is likely to lead to a sale.
8. Click “Launch Campaign” to push your ads live.  

## Amazon Sponsored Products: 7 best practices

Getting Sponsored Products to work for you is about putting together a smart game plan that covers everything from choosing the best keywords to constantly optimizing your campaigns. 

Here are some best practices to improve the performance of your Sponsored Product Ads:

### 1. Focus on high-traffic keywords 

These are keywords that are more likely to lead to clicks and purchases. You can find these keywords by using [Amazon's Search Term Report](https://advertising.amazon.com/API/docs/en-us/bulksheets/2-0/bulksheets-search-term-report) and analyzing which keywords are generating the most clicks and conversions. Examples include: “​​protective laptop case”, “noise canceling wireless headphones”, and “insulated travel mug”. 

### 2. Use negative keywords and negative product targeting

Including negative product and brand filters in your campaigns ensures that your ads aren't displayed for irrelevant search queries or product pages. Negative keywords and product targeting can include competition keywords, brand names, [ASINs (Amazon Standard Identification Numbers)](https://www.channable.com/blog/amazon-asin-what-is-it-how-to-create), and generic keywords. For example, if you sell running shoes, you might exclude keywords like "shoes" or "athletic shoes" because these keywords could attract clicks from people who are not specifically interested in running shoes.

![Optimize Amazon product detail page for Sponsored Products.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/B7efRZo2Q3C1JDH6nwaQ)

### 3. Optimize your products and detail pages

When shoppers click on your ad, they land on your Amazon product detail page. That’s why it’s important to keep the quality of your product information high as detail pages directly impact your ad performance and sales. Improvements you can make include: keeping your products competitively priced, creating a strong product title, selecting products with high reviews, using at least 4 high-quality product images, and including a list of bullet points of your product’s key features. 

### 4. Start with automatic targeting

If you’re new to Amazon Sponsored Product Ads, it’s a good idea to select the automatic targeting feature as it’s the easiest and quickest way to get started. With automatic targeting, Amazon automatically matches your ads to keywords and products, saving you time compared to manual targeting. 

### 5. Switch to manual targeting

Once your automatic campaign has had time to gather data, it can provide valuable insights into which search terms are generating conversions and which are not. This information can be applied to your manual campaigns to refine your targeting and boost sales. Manual targeting gives you more control over which keywords you target, allows you to set custom bids, and enables you to target specific products or entire categories. 

### 6. Set a realistic daily budget

Before you set up your Sponsored Products, make sure you establish a monthly budget for your Amazon Ads campaigns. This will help you come up with your daily budget. Amazon recommends a minimum daily budget of $10 (or the equivalent in your currency) to keep your ads live throughout the day. 

![Amazon Sponsored Products campaign performance.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/DrkNFpxLQW2iXqMftSq7)

### 7. Monitor your results

You can generate several reports to measure the performance of your Sponsored Product Ads. The “Placement Report” provides insights into your ads' performance across different placements on Amazon, while the “Performance Over Time Report” gives you an overview of your clicks and spend to track your average cost-per-click and total spend over time. Use these insights to make informed decisions about whether you need to increase your bid to boost your placement or cut low-performing keywords.

## How automation can help with Amazon Sponsored Products

![Amazon Sponsored Products PPC automation tool.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/TwlE1YQVRp6QSF2KCuxN)

Want to supercharge your Sponsored Products campaigns? Tap into the power of automation.  These powerful tools take care of mundane tasks, like automatically updating product listings, optimizing placements, and analyzing performance. 

There are a number of different ways to automate your Sponsored Products campaigns, but some of the most common include:

- **Using a product feed management tool**: Listing your products, matching them with Amazon product categories, and managing the stock count is time-consuming and error-prone if you do it manually. A [product feed management](https://www.channable.com/products/product-feed-management-tool) tool can help you to keep your product information up-to-date and consistent across all of your eCommerce platforms. 
- **Using PPC automation tools**: [PPC optimization](https://www.channable.com/products/ppc-tool/amazon-ads) solutions specifically tailored to Amazon Sponsored Product Ads allow you to easily create complete ad campaign structures for multiple products and languages at scale. 
- **Using campaign and keyword automation rules**: You can set up rules that will automatically adjust your bids, add or remove keywords, move keywords between campaigns, or blacklist certain keywords based on specific criteria.
- **Using bid automation tools**: There are a number of tools available that can automatically adjust your bids based on real-time data. This can help you to maximize your return on investment (ROI) and avoid overspending. 

Amazon Ads is part of Channable's [Multichannel ecommerce platform solution](https://www.channable.com/), making it even easier for advertisers to access the benefits of Amazon PPC adverts. Learn how [Channable] (https://www.channable.com/blog/mastering-marketplace-dynamics) 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)

Everything you need to know about Amazon Sponsored Products

This article will equip you with everything you need to track your return on ad spend, and reveal 6 proven strategies that you can implement to optimize your ROAS. But first, here’s what we mean when we say return on ad spend. 

## What is return on ad spend (ROAS)? 

Have you ever wondered how much bang you're getting for your buck with advertising? That's where return on ad spend, or ROAS, comes in. It's a handy way for marketers to measure how much revenue their advertising campaigns are generating.

### How to calculate return on ad spend 

ROAS tells you how much money you're making for every dollar you spend on ads. So, if you spend $100 on an ad campaign and it brings in $200 in sales, you'd have a ROAS of 2. 

It’s important to remember that [ROAS should not be confused with ROI](https://www.channable.com/blog/how-roi-and-roas-impact-your-ecommerce-business), which is the ratio between your net income and your total investment. Here’s how to calculate both ROAS and ROI: 

![How to calculate ROAS.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ulHdQaxCSiWuIBLFq4Y8)

### What is a good ROAS? 

While a 4:1 ROAS is often considered a benchmark, meaning you earn $4 for every $1 spent on advertising, the ideal ROAS actually depends on your business. Some companies can thrive with a lower return, while others might need a higher ratio to cover their costs and make a profit. The average ROAS across industries sits around 2:1, which translates to $2 in revenue for every $1 spent on ads. 

Interested in the average ROAS by channel? [You can find a full overview here](https://firstpagesage.com/reports/roas-statistics/). 

## 6 strategies to optimize your return on ad spend 

No matter where you advertise, from [Facebook](https://www.channable.com/blog/enhance-facebook-conversion-rates) or [Instagram](https://www.channable.com/blog/enhance-instagram-conversion-rates) to Google's platforms, the key to boosting your ROAS is crafting high-performing ads. The more compelling your ads are, the more likely they are to convert and drive revenue. 

Here are 6 ways you can improve your ROAS: 

### 1. Promote discounts and incentives in your ads

![promote offers to increase ROAS.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/TiHLEOAgT129D3AOcPYc)

By showcasing a clear discount (such as "10% off" or "Buy One, Get One Free")  you immediately address price concerns, a common hurdle in the buying journey. This makes your product more attractive and entices potential customers to purchase.

Promoting incentives like "Free Shipping" or "Free Returns" also help to eliminate potential roadblocks and add perceived value to your product. Customers are more likely to convert when they feel they're getting a good deal and minimizing risk. By including promotions and incentives into your ad creatives, you can significantly increase your ad's effectiveness, drive conversions, and ultimately optimize your return on ad spend.

### 2. Think mobile first 

In the age of smartphones, neglecting mobile shoppers is like leaving money on the table – literally. That’s because [over half of global web traffic](https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/) is from mobile devices. Your mobile site should have clear, intuitive navigation, lightning-fast loading speeds, and high-quality product images with close-ups and even 360° product views.

Additionally, make sure that your checkout process on mobile is as seamless as possible. Minimize form fields by collecting only essential information. Offer guest checkout options for speed and convenience, and integrate popular mobile wallets like Apple Pay and Google Pay. Streamlining the entire process from product selection to purchase can go a long way to boosting your ROAS. 

### 3. Use negative keywords

Negative keywords act as filters, preventing your ads from appearing in searches that are irrelevant to your products. By excluding irrelevant searches, you avoid spending your budget on clicks that won't convert.

Negative keywords also allow your ads to appear for more targeted searches, increasing their relevance to potential customers. This leads to a higher click-through rate (CTR) as your ads resonate more with viewers.

### 4. Tailor your landing page to your ads

Clicking on your PPC ad is just the first step in the customer journey. The landing page is where you'll seal the deal and convert that potential customer into a paying customer. If your ad features running shoes, direct people to the product page. If you’re promoting a sale, make sure to send visitors to a landing page with details about the sale. 

While there's no one-size-fits-all approach to creating a great landing page, there are certain elements that consistently resonate with potential customers. Make sure that your landing page is relevant to the ad’s messaging, keep it simple with high-quality imagery, and include social proof and a clear call to action. 

### 5. Run dynamic ad campaigns  

![dynamic ads to improve ROAS.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/VHO12F2ySPqwNRDjmNWG)

Dynamic ads, also known as dynamic banners or dynamic creatives, are ads that automatically tailor your ad content to each individual shopper. Google’s [Dynamic Search Ads](https://www.channable.com/blog/dynamic-search-ads-vs-responsive-search-ads#:~:text=What%20are%20Dynamic%20Search%20Ads%3F) automatically generate ads based on the content of your website and the user’s search query. Meta’s Dynamic Product Ads display products from your catalog based on a user's browsing behavior, interests, and demographics.

Dynamic ads deliver the most relevant and personalized messaging to interested shoppers. As this increases the relevance of the ad, it’s more likely to capture attention and drive conversions, ultimately squeezing more value out of every advertising dollar spent. 

### 6. Improve your ad quality score 

Both Google Ads and Meta Ads offer valuable insights into your ad quality score. This score indicates how relevant your ad is to a user's search query and predicts how likely they are to click on it. A higher quality score leads to increased ad visibility, enhanced click-through rates, and allows you to maximize your return on ad spend.

Google considers factors like ad relevance to keywords, landing page relevance, and your historical click-through rate (CTR). Meta focuses on relevance between your ad, audience targeting, and the overall user experience, including potential landing page engagement. 

## Conclusion

ROAS is one of the most important metrics for any advertiser. Instead of relying on hunches or vague metrics, ROAS gives you a clear picture of your advertising performance. You can see exactly how much revenue each ad dollar generates, eliminating the guesswork and helping you focus on what's truly working for your campaigns. 

Now you should be well equipped with the knowledge to calculate your ROAS and put these 7 strategies into action. Remember, optimizing your campaigns is an ongoing process. Keep testing, analyzing, and refining your approach to see those ROAS numbers climb. 

How to optimize your return on ad spend

## Prepare your Google Merchant Center feed
Performance Max functions in the same manner as Google Shopping in terms of product feeds.  You must have your Google Ads account linked to a Google Merchant account which has your product data via a product feed or a Content API connection.
The system will produce Performance Max ads using your product data. 
The most significant influence on the effectiveness of your [Performance Max campaign](https://www.channable.com/blog/performance-max-campaigns) can come from your data feed. So, your top priority should be optimizing it. Include as many properties as you can in your feed, such as 

- Titles
- Brand
- Price
- Images
- Manufacturer Part Number (MPN)
- GTIN
- Product_Category
- Product_type
- Custom Labels
[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)
](https://www.channable.com/products/ppc-tool/google-ads)
###  Select Your Campaign Objectives
![Select your PMax campaign objectives.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/oGqPkLmWR0250uWhNHD3)
You must choose your advertising objective before starting your PMax campaign.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube?utm_medium=event&utm_source=website_banner&utm_campaign=en_impact_cube_2025&utm_content=landing_page&utm_term=website_promo_banner)

You can choose one of the following:

- Sales 
- Leads
- Website Traffic 
- Local store visits and promotions.
Additionally, you'll observe that Google provides a further option:

- Create a campaign without using a goal as a guide.
Well, this is not the most precise explanation, but the main idea is that you can pick a campaign before receiving recommendations depending on your goals.
Ian Spencer, a digital guru, has some suggestions for product vendors.
![Consider product selection based on ROI and margin for optimal profitability.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/jIGH8EkfQmaMl9VfHYpK)
### Select Conversion Goals
![Select your PMax conversion goals.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ru1DmYQZSJeAnFy89X8o)
You must now choose your conversion goals. You can select only the conversion goals you have set up in your Google Ads account.
Although it may be tempting to choose several, the experts suggest you pick only the most important ones.
Doing this will ensure your campaign has the biggest impact and that you focus all your expenditure on activities that will produce results.
### Choose a Campaign Type and Name
On this dashboard, you'll view every Google campaign option, including Performance Max campaigns. Choose PMax, choose the name of your campaign, and then go to stage 3.
![Choose Performance Max campaigns type.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/tZ7PUfbCSCCm6ZfrgYtw)
### Set up bidding
The automated bidding strategies are the only bidding options allowed for PMax. 
It will require some trial and error on Google’s Performance Max campaigns for you to see which campaign setups work best for you.
![Automated bidding allowed by PMax.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/xdMiQJ6tT1mKD66ufhDY)
You can only use Maximize converted value (with the option of setting a tROAS) and maximize conversions (with the option of setting a tCPA).
![Set up your budget and bidding strategy.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NoCOXbE8SjmKNUNUtRVy)
Setting budgets and boundaries is essential, just like with any other form of online advertising, to prevent racking up a hefty bill without expecting it.
###  Set Up Location and Languages
On the "Campaign Settings" tab, you specify the locations and languages you want to target. 

- Under Locations, choose your target location.
- Enter the name of your target location by clicking on Enter another location. Choose which places to include or exclude. 
![PMax campaigns settings.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/usCq0zNRrqKrfwNYeTvA)
Additionally, you can focus on particular areas located within a certain area. Select Nearby, then choose Target or Exclude once more to achieve it.
From the Languages option choose the language of your target. 
For various customer groups, you can select several languages.
### Adjust the Campaign Settings
![Adjust the Campaign Settings.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/wXhH0RVHSVGNcgYTBg0J)
The next step is to choose whether you want to have Automatically created assets. This is split in two options: Text assets and Final URL.
With Text assets, you are allowing Google to extract information from the website to create new headlines and descriptions. 
The Final URL option sends traffic to the pages which Google considers most relevant to your audience. However, this requires you to activate the Text assets creation, so Google can make sure the ad copy is relevant to the landing pages.
Why does that matter? 
If you let it, Google can explore your website more thoroughly and find URLs that closely match the audience's search intent.
You can add pages as extensions if there are any you want Google to avoid. But if you've ever worked on Google Ads campaigns, you know how important it is to evaluate and steer them properly.

<div class="cta">
<h3>New to Channable?</h3>
<p>Talk to an expert today!</p>
<a href="https://www.channable.com/demo" target="_blank" class="cta-button">Book a demo</a>
</div>

###  Manage Asset Groups
Google’s Performance Max campaigns create advertising for several platforms using just one source of assets. This internal form of feed management will use your assets to create compelling ads.
![Manage your PMax asset groups.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/fevxTvQmKYXjXxhZFLng)
The bare minimum that you must offer is:

- Three to five headlines
- One to five lengthy headings
- Between two and five description texts
- A minimum of one square and one landscape picture
- A minimum of one square logo; additional logos are optional.
- Up to five [YouTube](https://www.youtube.com/) videos of at most ten seconds (you are not required to do so, but if you don't, Google will make a video without your control).

The items on this list are the minimum requirements. Remember that your potential clients and customers may get advertisements across various media, so you'll want to ensure variety in your ad setup.
You must include the following in order to accomplish that:

1. Images  and logos
![ Images and logos.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ATFt1KamRtCFCONrJS9U)

2. Videos  and headlines
![ Videos and headlines.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/KZuhri4TT2Dc5s4ZvO1i)

- Long headlines and descriptions
![long headlines and descriptions.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/HUfcW2ruTL6P9o1tyo4Y)

- Business name and site links
![call to action, option to add more asset types, and the audience signal.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Vey43c5eRSi04FaF8IDt)
Google has produced a comprehensive guide with all the details on the assets you need for PMax campaigns in order to assist you.
Finally, you must configure the audience signal. This contains specifics on any custom segments, your audience, and whatever demographic and interest information you wish the algorithm to consider.
### Set Up Budgets 
The next step is to set up your budget and click next.
![Set up budgets .jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/FHtCxac1SlKfHePU56dj)
###  Review the Setup 
You will finally see a review summary with information about your new Performance Max campaign. Verify everything and click next.
![Name your PMax campaign.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/KLxlIOHkQlWdE6fqALvH)
Finally, select the published campaign.
## Performance Max Ad Specifications
Every Performance Max campaign requires a minimum set of assets, which may be obtained by submitting entirely new assets or using the ones you have already used in earlier campaigns. 
However, if you only want to concentrate on Google Shopping, the system will automatically create the bare minimum of assets. Although this is an excellent option, uploading more assets can help your retail Performance Max campaign even more.
For instance, assets used in a Performance Max campaign must adhere to the Performance Max standards for images and text. See more information about that below.
### Performance Max Asset Requirements
![PMAX Ultimate Guide.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/iT3nh2u7TCSwPjuzJ00X)
#### Text
You must send three to five headlines, preferably with a length of 15 to 30 characters. Also required are one to five long headlines with a maximum character count of 90. It's also necessary to include the business name and two to five descriptions, each with a maximum character count of 90.
#### Image
The image resolution must be at least 600 x 314 pixels, although 1200 x 628 pixels is preferable. It should have a 1.91:1 aspect ratio and be in landscape mode. You may submit one to twenty of them. Additionally, you must include at least one square marketing image (up to 20 total), with a minimum resolution of 300 × 300 and a recommended resolution of 1200 x 1200. There must be at least one logo with a 1:1 aspect ratio, and the recommended resolution is 1200 × 1200 (minimum 128 x 128), though you can add up to five.
Optional pictures
Up to 20 portrait marketing images should be used, with a minimum resolution of 480 x 600 and a recommended aspect ratio of 4:5.
Landscape logo: Recommended resolution is 1200 x 300, the minimum resolution is 512 x 128, and the aspect ratio is 4:1.
### Youtube video
Although it is optional, you may include up to 5 of them. It should be square, horizontal, or vertical. The YouTube video's duration should be at least 10 seconds.
#### [Call to Action](https://blog.hubspot.com/marketing/call-to-action-examples)
It is also optional, though you are welcome to add one. You can choose it from the list of options or have automation set as the default.
#### Media bundle
The maximum size is 15 KB.
Here are some PMax features that are useful:
###  Ad Extensions 
Expand your ad campaigns and increase their engagement. They provide additional intriguing and helpful information regarding your products below your advertisement. Ad extensions can include locations, extra links, prices, your phone number, and more. 
To clarify a few of them:

- Link to specific web pages with site links.
- Show users the location of a business with location extensions.
- Place your contact information or a call button next to your advertisement with a call extension.

#### How are they set up?
Go to Performance Max's "Extensions" page. You will see a list of ad extensions suggested for your specified objectives. You may get more information about individual extensions here. 
Ad extensions in Performance Max campaigns are linked to particular objectives. As a result, they will stand out more depending on the campaign's objectives.
Ad extensions can help an advertisement become more visible and engaging while raising its quality score. This might result in a better ad rank, meaning better ad placement and lower cost per click.
###  Audience Signals
If you know which audiences in your Performance Max campaign are more likely to convert for a given asset group, audience signals are a fantastic feature to use. They aid in directing automation more swiftly toward the intended audience.
In reality, Performance Max audience signals are recommendations for your audience that you send to Google. You specifically identify the target markets that are best for your company and have a high chance of converting.
Although adding audience signals is optional, doing so is a good idea because they are an excellent way to instruct machine-learning models on best carrying out your automated campaign.
You can target audiences using audience signals based on their demographics, interests, browsing patterns, and search history. Performance Max is compatible with the following audience types:

- Entirely custom segments 
- Your information from Customer Match or Remarketing lists) Google Audiences, for example, depending on Interests (Affinity & In-Market groups)
- Demographics
- Additional audience segments

Do not assume that just because you added a certain audience signal to your asset group, it will serve as your sole targeting criterion. If your Performance Max campaign decides that targeting consumers outside of the chosen signals will help you accomplish your campaign's goals, it will do so.
Also, don't worry if you lack insights of the appropriate audience. Performance Max will employ machine learning to identify your business's audience segments
 Insights tab
We are all aware that Performance Max campaigns' reporting features might use some improvement. It does not, however, imply that all accessible reports are worthless.  
You can get pertinent details about your campaign in the Insights page. Of course, you should wait until your campaign has been active for a few days (or weeks). Then, the top-performing "audience segments" and "search categories" will start to appear. 
A search category is a collection of related search phrases. Two crucial facts will be provided in this report:

- Whether your PMax is emphasizing brand-specific or generic searches
- Whether your PMax is targeting the exact same searches you already have or discovering new ones.

Audience segments tell you which Google audience your leads (or customers who have converted) are a part of. With the use of this information, you can determine whether specific audience segments are responsible for your conversions and whether the intended demographic is seeing a particular PMax campaign element (such as videos).
### Reporting and Management

![Setting up a successful PPC campaign, including the new PMAX campaigns with Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cinNuXezQjC0907dOLgG)

Google offers a straightforward snapshot method so you may examine how it rates your ads and assets. There are four possible asset performance values for each campaign as mentioned above.

**So should you believe Google's rating?**

The automated scoring system is based on how well your advertisement will perform. Your specialist insight can precede the algorithm if you deal with a specialized topic.
You will also see ad strength in addition to asset performance. It doesn't matter how good your advertisement is; what matters is how complete the asset group is. You may check to see if each advertisement is complete by looking at its headline, description, image, and video.
Any holes are simple to identify and, if you've followed our guidance, simple to close. 
What would happen if you were unable to supply a video? 
You can do it with Google. PMax will create a video for you automatically.

**Do they perform well?**
You are free to make your own decisions, albeit we advise against it to protect your brand.
### FAQ:
#### How should you set the budget for a new performance max campaign?
To add a new performance plan, click the + button in the Active Plans or All Plans sub-menu. (Optional) To forecast what will occur when you construct a budget bid strategy, turn the Budget bid strategy option "On" on the "Adjust forecast" page. After entering the desired amount, click Continue.
#### How many performance max campaigns should I have?
There is no set number of campaigns that an advertiser must run. Numerous variables affect this. The setup of the campaign needs to suit the advertiser's company goals and strategy. Performance Max for online sales is designed to maximize within the advertiser’s objective and budget and can run with only one campaign (assuming the advertiser has only one ROAS goal and budget) - if they have multiple goals this is time to consider breaking out to more than one campaign.

### Final Words
Brands and advertisers must jump on board as soon as possible since Google Performance Max campaigns will play a bigger role in Google advertising in the future. Start converting your smart shopping campaigns as soon as possible to gain control over the change.
Since Performance Max campaigns are still in their infancy, some brands are having trouble seeing results, but if you need help, we're here.
[Contact us](https://www.channable.com/contact) today and start reaping the benefits of Google Performance Max campaigns!

## Transform Your Google Ads with Automation!
Is creating numerous ads with the perfect headlines and descriptions proving too time-consuming? Struggling to keep up with frequent stock and price changes? Or finding it difficult to stay on top of your campaigns’ performance? Managing Google Ads effectively can feel like a massive challenge.

[Our Google Ads automation tool](https://www.channable.com/products/ppc-tool/google-ads) solves these pain points! It automatically generates dynamic ads using your product feed, keeping them up-to-date effortlessly.

How it works:
- **Simplified ad creation**: Build one template, connect your data, and let our tool generate ads for you.
- **Seamless asset integration**: Add assets to your campaigns quickly with just a few clicks.
- **Real-time updates**: Ads adjust automatically when your stock or prices change—no need for manual updates.

Start crafting highly-targeted ads today to ensure your brand stays relevant, no matter the change.
[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube?utm_medium=event&utm_source=website_banner&utm_campaign=en_impact_cube_2025&utm_content=landing_page&utm_term=website_promo_banner)

<div class="cta">
<h3>New to Channable?</h3>
<p>Talk to an expert today!</p>
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The Ultimate Guide to Setting Up Your Performance Max Campaign in 2025: Maximizing Results and Driving Performance

Nowadays, it is very simple to set up a Google Ads account, create a couple of campaigns and then wait for the results. You might think that Google’s AI capabilities lowered the barrier to entry when it comes to managing the campaigns, but without giving the algorithm the input it needs, getting good results out of your campaigns is not as easy as it seems. In this article, we will discuss some of the Google Ads best practices for 2024 to maximize your campaigns and take it to the next level.

## Leverage automated bidding

With Google's AI bidding algorithms taking the reins, only a handful can still successfully run manual CPC campaigns. This shift means advertisers can breathe easy, as bidding strategies now handle the heavy lifting, allowing them to concentrate on other aspects of their accounts.

However, if you are just starting with a brand new Google ds account, you will not have any historical conversion data. In this case, it is better to set up your campaigns with a manual CPC bidding strategy. 

Keep in mind that [Smart bidding is always learning](https://support.google.com/google-ads/answer/10970825), even from manual CPC campaigns. So when you have enough conversions, you can switch your bidding strategy. A good benchmark is to have about 15-30 conversions / month before switching.
[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

## Check your competitors’ ads

![Ads Transparency Center.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/9Q60fGrJS8u5GKBxntLg)

This might not seem an obvious thing to do, but it is a very good way of making your ads stand out. Through Google’s [Ads Transparency Center](https://adstransparency.google.com/), you can check what types of ads a company is running. 

You can find data on ad formats, sort filter them by location, and even check specific date ranges. This is really helpful, because it gives you information about the way they are writing the ads. 

With this information you will be able to position your products and services better and make more compelling ads. 

## Refresh the ad copy

![ad copy best practices.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/QnP9eCweTRiHj9CwYQ6Q)

Refreshing your ad copy every now and then is a must if you want to keep attracting clicks. And this ties nicely with the previous point we’ve discussed. After you have analyzed your competitors’ ads, you can start improving yours. 

First, you can look at the ad assets in your Google Ads account and see which headlines / descriptions got the most impressions. Also, make sure to check the Performance grade Google gave them. Remember to look at a longer date range when reviewing the assets’ performance. In order for Google to grade your assets, you’ll need at least 1000 impressions, but the more data you’re looking at, the better.

Besides these points, make sure you are using as many [ad copy best practices](https://marketingbowtie.com/how-to-craft-irresistible-google-ad-copy/) as you can:

- Include numbers in your ad copy: this will attract more attention and more clicks.
- Add the keywords in the headline
- Test imperative verbs to add an edge
- Include the landing page call to action in your ad

## Don’t forget about sitelinks and ad extensions

Sitelinks are a great way to maximize your ‘real estate’ in the search results. This will increase your overall CTR as people get more links they can click on. And it will give you the opportunity to paint a bigger picture.

You can complement your ad with related links. For B2C, you can add related product categories, subscription options and pricing, or any other important landing page your business might have. For B2B, the sitelinks can cover additional features, the pricing page, or the signup form page. 

Also, don’t forget to include the other types of extensions (image extensions, callouts, price extensions, etc.). These will help your ads to stand out even more. 

## Update to data driven attribution

If you haven’t done so yet, consider using Google’s data driven attribution model. This will give you more insight into how people are interacting with your ads. 

Typically, advertisers used last click attribution. But this model gives all the credit for the conversion to the last ad the user interacted with. 

With data driven attribution, all the ads the user interacted with will get a piece of that conversion. This way, you will know which are most engaging and more likely to lead to a conversion. 

This attribution model is a more accurate representation of your customers’ journey. So besides a very few exceptions, this is your best bet for optimizing your campaigns. 

## Test Performance Max campaigns

[Performance Max campaigns](https://www.channable.com/blog/performance-max-campaigns) can be a tough nut to crack. Their problem is that they are very easy to set up, and because they can target multiple channels make them very appealing. 

But the real challenge is to create a Performance Max campaign that performs well. You need to have a solid foundation to build your campaign on. And this starts with conversion tracking. 

Without good conversion tracking, Google’s bidding algorithm  will not know if the results are good, if any. This will affect the campaign and it can cause it to spend the budget without providing revenue for your business, or the campaign can stop spending altogether. 

Besides accurate conversion data, you must also provide PMax campaigns with high quality assets. You want to avoid feeding the campaign with subpar data as it will only generate subpar results - garbage in, garbage out. 

So make sure your product images are clear, with no overlays or text added, you include lifestyle images and show people how the product works. Another important aspect are the videos. If you don’t provide any, Google will create generic videos using your assets, and use them for [YouTube Ads](https://marketingbowtie.com/how-to-manage-your-youtube-ads-and-maximize-returns/). 

While you might be thinking it is a good thing because you don’t have to create them, they’re quality is low and might affect your brand image. 

## Optimize landing pages

When thinking about Google Ads performance, you should not neglect your landing pages. The ads are bringing in the traffic, but the landing page converts. A lot of traffic without conversions is just wasted money.

Your landing pages should consider the user's journey. Make it easy for a website visitor to find what they are looking for, to add to their cart, and checkout without too many steps. 

Another aspect to keep in mind is that Google assesses if a landing page reflects the ad message and the keywords you are targeting. If they match, the quality score for your keywords will increase. 

Moreover, optimizing your landing pages will also prepare you for Google’s Search Generative Experience. More likely than not, Google will include organic product listings in there (aside from the ads). 

## Be critical: Look at the context

![Google Ads Best Practices.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/qe0tD6WmRBy4P37vAj8e)

Keep in mind that best practices are just some tactics that work most of the time. But not all the time.  So, you should develop the habit of being critical of ideas. 

Depending on your account knowledge, think if it would make sense to implement such tactics. 

As an example, let’s say you sell snow globes. One of the best practices is to implement and test a PMax campaign. But will it really work for your business?

In this context, the algorithm will have a really hard learning phase. And by the time it might have finished learning, the season is done. 

So you might skip the PMax tactic and opt for a combination of a standard Shopping campaign and Search Ads. 

Driving Maximum ROI: Essential Google Ads best practices for your business

The lines between browsing and buying are blurring on social media, with people turning to platforms like TikTok and Instagram to discover new products, from the latest fitness tracker to that perfect pair of jeans. 

While this is great for eCommerce brands who want to get their products in front of potential customers who are ready to buy, there’s a catch. Reaching those potential customers organically (for free) is [getting tougher](https://blog.hootsuite.com/organic-reach-declining/).

Nowadays, most social platforms operate on a pay-to-play model for brands, meaning that brands need to pay for advertising space to stand out. That’s where social media ads come in. This article will explain everything you need to know: what they are, why they're essential for your business, the different types, and some pro tips to get you started.

## What is social media advertising? 

Social media advertising is basically when companies pay to show their message to specific groups of people on platforms like Facebook or Instagram. These messages, which might be posts or Stories, pop up in your feed alongside regular content, but they'll usually have a label like "sponsored" or "promoted" to let you know it's an ad. 

![01_Image (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6KMiTY8CRxOGUOylrMyR)

The clever part is that these ads can target specific people based on their age, interests, or even what they've been browsing online. This way, brands can send targeted promotions to people who might be interested in what they're selling or remind people who previously visited their website about their products. 

## The 5 elements of social media advertising

Before you start creating your social media ads, it’s important to understand the key steps in setting up a campaign. While the specific setup process might vary slightly depending on the platform (Meta’s Business Ads Manager works differently than TikTok Ads for instance), some core elements stay consistent across most social media channels.


### 1. Campaign objectives 

Your campaign objective is the goal of your ad campaign. There are three main types of campaign objectives: 

- **Awareness**: Choose this objective to increase brand awareness among your target audience and drive product discoverability among potential customers. 
- **Engagement**: This objective is designed to encourage interaction with your brand and products to build interest and loyalty.
- **Conversions**: Select this objective to drive sales and encourage website visitors to complete desired actions like adding items to cart or making a purchase.

While conversions are the primary goal for most eCommerce brands, engagement objectives can be valuable for specific campaigns. Take contests or giveaways, for example, where the desired action is user interaction like following your account, liking a post, or tagging a friend.

### 2. Target audience 

Unlike organic posts that rely on algorithms, audience targeting allows you to reach your ideal customers. All you need to do is define specific criteria for who sees your ad. This can include:

- **Demographics**: This includes criteria like age, location, income, and education level. 
- **Interests**: Do they love dogs, cooking, or gaming? Reach them based on their passions.
- **Behaviors**: Are they frequent online shoppers or follow specific influencers? Target them based on their online activity.
- **Lookalike audiences**: If you have a list of existing customers, platforms can find similar people to show your ads to. 

You can also choose retargeting which allows you to reach people who have previously interacted with your brand online. This can be a website visit, an ad click, or a previous purchase. 

### 3. Ad creative 

Ad creative is arguably the most important aspect of your social media advertising campaign, and usually includes three things:

1. The visual element of an ad, such as an image, video, or GIF. 
2. The copy of an ad: the headline, description, and caption.
3. The call to action, such as "Shop Now" or "Get Offer".

Nowadays, many platforms allow you to upload multiple ad variations. This lets the platform automatically test different combinations of images, videos, headlines, and descriptions to see which resonate best with your target audience. 

### 4. Ad budget

Figuring out how much to spend on each platform can feel tricky, but there's no one-size-fits-all answer. The key is to invest enough to get results. This helps the platform understand who's most likely to purchase your products. The perfect ad budget depends on a few things: your overall marketing budget, the platform you're using, and how competitive your industry is.

Most platforms allow you to choose between cost per click (CPC) and cost per impression (CPM). This [graphic by WebFX](https://www.webfx.com/social-media/pricing/how-much-does-social-media-advertising-cost) details how much social media advertising costs in 2025 For TikTok, the average CPM is $10, and the minimum cost per click is $0.50.

![02_Image (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zC0Gr7ZxQFipuptxMKdD)

### 5. Ad analytics 

To make sure your ads are reaching the right people, it’s important to keep an eye on their performance. Every social network gives you [insights](https://www.channable.com/products/channable-insights) into how your campaigns are doing.  Some key things to monitor are click-through rate (how many people click your ad after seeing it), impressions (how many times your ad is seen), and cost per click (how much you pay each time someone clicks).



## 6 types of social media ads

Now, let's explore the six most common ad formats you'll find across most social networks, along with some ideas on how to use them. 

### 1. Image ads

Image ads are the most popular ad format for a reason: a single, powerful image can grab viewers' attention as they scroll through websites and apps. You can use image ads to showcase your products or highlight special offers like promo codes. 

![03_Image (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/yIgCXTZxTkMUCAp0bR0Q)
 
### 2. Video ads

Video ads are supported by most social media platforms like Instagram, TikTok, Facebook, Pinterest, YouTube, and X (formerly Twitter). Compared to static images, video offers a more immersive experience. You can showcase product features, seasonal campaigns, or even feature customers reviewing your product.  

### 3. Carousel ads

Carousel ads allow you to display a series of images or videos within a single ad. This format is ideal for showcasing a product line, highlighting different product features, or presenting before and after shots. Carousel ads can also create a mini-narrative, guiding viewers through a product's benefits or the story behind your brand. 


### 4. Collection ads

Collection ads, primarily used on platforms like Facebook and Instagram, offer a convenient way for users to discover and explore products directly within the ad. Clicking on a collection ad opens a curated product catalog within the platform where users can purchase your products directly. 

### 5. Story ads

Story ads seamlessly blend into a user’s story feed. Story ads leverage full-screen, vertical video or images to create an engaging experience for viewers. This format is ideal for time-sensitive promotions like sales, behind-the-scenes glimpses, or creating a sense of urgency.

![04_Image (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/mRpZkzkQzG7nGVdXpR1w)

### 6. Messaging ads

Messaging ads, available on platforms like Facebook Messenger, allow you to send a targeted message to your audience’s inbox. On Facebook, for instance, people will see these ads in the Chats tab in their Messenger app. Messaging ads not only enable you to remind potential customers about your products, but they also encourage users to begin a conversation with your brand. 


![05_Image (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ILuxdsyZTp6xczHQj0XA)

## Best practices for social media ads 

Sure, you can master the ad formats and components, but success goes beyond that. The good news is, that with a few key best practices, you can get started on the right foot, even if you're a beginner. Let's dive into some tips to make your social media ads shine. 

### 1. Embrace automation 

Instead of spending hours crafting and testing countless ad variations, most social media advertising platforms offer a range of automation tools designed to streamline the process and drive results. 

For example, [Meta's dynamic creative](https://www.facebook.com/business/help/170372403538781?id=244556379685063) option removes the guesswork from choosing the right ad format and messaging. It automatically tests different combinations of your creatives (images, videos, headlines, descriptions) with your target audience, showing the best-performing options to each user.

### 2. Experiment with UGC content 

Instead of flashy product ads, authentic user-generated content (UGC) could be the key to driving conversions for eCommerce brands in 2025. Think of genuine customer reviews, testimonials, and everyday people enjoying your products. Since it comes straight from real fans, UGC feels authentic, trustworthy, and more persuasive than traditional ads. You can experiment with different formats like product demos, before-and-afters, and customer stories.

### 3. Tailor your ad to the platform 

The key to successful social media advertising lies in understanding each platform’s purpose. People use different platforms for different reasons. Your ad needs to fit the vibe and expectations of each platform's audience. For Pinterest, you might want to opt for high-quality photos and videos that showcase your product in a sleek and aspirational way. TikTok, on the other hand, is less about polish and more about catching attention. So it would be a good idea to embrace trends, humor, and quick cuts to grab viewers in the first few seconds. 

## Create social media ads that convert with Channable 

Did you know you can create eye-catching visuals for your ad campaigns at scale with Channable's [Dynamic Image Editor](https://www.channable.com/products/dynamic-image-editor)? With our tool, you can generate countless variations featuring real-time sale prices, special discounts, or new stock notifications - all directly from your product data. With the image editor, you can eliminate manual editing and save valuable time while creating multiple ad variations for your social media campaigns. 

Want to learn more about Channable? [Sign up for a free trial account](https://www.channable.com/signup). 

Getting started with social media advertising

[Advertising on Google Shopping](https://www.channable.com/blog/google-shopping-ads) offers great benefits for eCommerce retailers , but standing out from the crowd requires a well-planned title optimization strategy. After all, your product titles have a major influence over whether a customer clicks your listing or not. 

In this quick guide, we share 10 fast, simple ways to create compelling, keyword-rich titles that align with search intent and adhere to Google's guidelines. 

From choosing the right keywords and structuring your titles effectively to leveraging data insights and automation tools, these expert tips will help you maximize the performance of your Google Shopping ads and connect with your target customers

[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

## Why Google Shopping title optimization is so important

Google Shopping titles play a key role in how customers find your products online. On Google Shopping, the title is almost as important as the product image, and it’s one of the four [primary attributes](https://www.channable.com/blog/ai-smart-attributes-product-listings) consumers see on the results page (along with the image, price and rating).
 
A well-crafted title does more than describe the product – it aligns your products with your target customers’ search intent, which helps you boost your conversion rate.

Some of the top benefits of optimizing your Google Shopping titles include:

- **Enhanced visibility**: Better titles improve your products’ SEO performance, making them more likely to appear in search results.

- **Higher click-through rates (CTR)**: Clear and descriptive titles look professional and attract more clicks.

- **Improved conversion rates**: Titles that match search intent help connect the right product with the right customer, which increases the chance of conversion.

![Image 1.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/output=format:jpg/resize=height:800,fit:max/PcBDLgBGQPOIrbvM3L4E)

## Google Shopping title optimization: 10 best practices

Ready to start [getting the most out of your Google Shopping ads](https://www.channable.com/blog/google-shopping-optimization)? The best practices below are a must for creating powerful, high-visibility product titles:

### 1. Choose powerful keywords
While most online retailers understand the importance of keywords, it’s crucial to remember that not all keywords actually help drive conversion. This is why you’ll want to start by finding powerful keywords to include in your titles.

Powerful keywords are:

- **Specific**: They highlight unique features that your customers are likely to search for.

- **Relevant**: They use language that your customers are likely to use, and instantly provide an overview of your product at a glance.

- **Accurate**: They do not misrepresent or exaggerate your product or its features.

While you might be tempted to stuff popular but less relevant keywords into your title, that only makes it harder to match your product to people who might be interested in it. In other words, overly general keywords do not necessarily help drive conversion.

For more help, read our full article on [how to bring your PPC keyword research to the next level](https://www.channable.com/blog/optimize-ppc-keyword-research).

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)


### 2. Use a consistent, detailed structure
Your product title’s structure is just as important as the content. Customers often search for key details like a specific brand, clothing size or material, so be sure to incorporate those attributes into your title’s structure.

![Image 2.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/XhOw9N3QT6Jyp5Dm24AP)

Some recommended structures for different verticals:

- **Fashion**: Brand + Gender + Product Type + Attributes (color, size, material)
Example: Lacoste Men’s Polo Shirt Sky Blue 100% Cotton Regular Fit Size M Short Sleeve Breathable Casual Wear

- **Toys**: Brand + Product Type + Attributes (material, color) + Age Group
Example: LEGO Kids Pirate Island Collectible Building Set with 6 Minifigures Pirate Ship and Treasure Chest Ages 8-12

- **Furniture**: Brand + Product + Attributes (size, material, color)
Example: Ashley Furniture Rectangular Wooden Dining Table 6-Seater Solid Oak Natural Finish 180 cm x 90 cm Mid-Century Modern Design

Structures like these make your product titles informative, appealing and better aligned with search intent.

<div class="cta">
<h3>Take the next step</h3>
<p>Want to learn more about how to fix your product feeds and boost visibility?</p>
<a href="https://www.channable.com/invisible-to-unmissable" target="_blank" class="cta-button">Explore courses</a>
</div>

### 3. Follow Google's rules
Want to succeed on Google Shopping? Play by Google’s rules. Some important guidelines to remember when planning your titles: 

- **Avoid hype**. Your product should strictly describe the product without sales-related add-ons like “while supplies last” or “lowest price”

- **Stick to character limits**: Make every word count, but keep it under 150 characters.

- **Avoid ALL CAPS**: Use appropriate title case and only use all caps for abbreviations or brand names that are normally written that way.

- **Be consistent**: Ensure your titles follow a uniform structure across all your listings.

- **Use clean, clear formatting**: Focus on readability and avoid non-standard characters or symbols that Google might reject.

### 4. Think like your target audience
Highlight the most relevant attributes so shoppers can easily tell whether your product meets their needs. Tailoring your titles to match search behavior is key. For example, if your customers often search by brand name, make sure to include the brand prominently in your titles.

### 5. Use your search query performance data
Check your Google Ads search terms report to find high-performing queries that have led to conversions. Use this data to refine your titles to include the most effective keywords. Tools like Search Console and Google Trends provide additional insights into search behaviors.

![Image 3.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/U99sDWQJSBGtlX864Ft4)

### 6. Include product categories and brand names
If brand recognition is significant in your market, include the brand name in your titles. This helps capture brand-loyal customers. If the brand is less known to customers, focus more on descriptive keywords. [Including the product category](https://www.channable.com/blog/blog-improve-your-categorization) also helps users quickly identify product types, making your ads more relevant. Not sure which category to choose? Try using an online tool like this [Google Product Category Finder](https://productcategory.net).

### 7. Make every character count
[Google Shopping recommends using 70 characters](https://support.google.com/merchants/answer/6098378?hl=en#:~:text=One%2520or%2520more%2520of%2520your,or%2520less%2520characters%2520whenever%2520possible.) as a maximum for your product titles, as the title will be truncated after that. However, you can use up to 150 characters, which gives you space to include additional, relevant keywords.

### 8. Put key important information up front
Make sure the most important information appears within the first 70 characters of your product title. This grabs the customer’s attention and makes key details instantly available. Since mobile devices may truncate longer titles even further, placing key information at the start ensures it is always visible.

### 9. Continually analyze and optimize
Title optimization is an ongoing process. Make time to regularly review and update your titles based on the latest data insights and shopping trends. That includes monitoring for new, high-performing keywords.

### 10. Automate Google Product title optimization
Optimizing your Google Shopping titles can be a complex, time-consuming task, especially if you have a large inventory. Save time and ensure high quality with automation tools, like [Channable's Google Shopping integration](https://www.channable.com/integration/google-shopping). Channable makes Google Shopping title optimization easy with rule-based mapping and real-time data analysis. This feature allows you to:

- **Easily combine relevant attributes**: Create comprehensive titles that include all necessary product details.

- **Automatically update titles**: Ensure your titles are always optimized based on the latest data and trends.

- **Save time**: Focus on other aspects of your business while Channable handles title optimization.

With a data-driven, automated approach, you stay ahead of your competitors and keep your Google Shopping ads performing at their best.

## Start optimizing your Google Shopping titles today
Without optimized product titles, you risk wasting ad budgets and missing out on potential conversions. Investing time and effort into refining your Google Shopping titles can significantly enhance your ad performance. 

Start with your best-selling products and gradually expand to your entire product range. By following the best practices outlined above, and leveraging tools like Channable’s Google Shopping integration, you can ensure your product titles match your customers’ shopping preferences.

## Streamline Your Google Ads with Channable
Too many ads to create and manage? Our [Google Ads automation tool](https://www.channable.com/products/ppc-tool/google-ads) solves that by using your product feed to create ads that automatically update with stock or price changes.

How it works:

- **Simple setup**: One template, connected to your data.
- **Efficient scaling**: Add assets quickly.
- **Automatic updates**: Ads update automatically—no manual work needed.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

<div class="cta">
<h3>Take the next step</h3>
<p>Want to learn more about how to fix your product feeds and boost visibility?</p>
<a href="https://www.channable.com/invisible-to-unmissable" target="_blank" class="cta-button">Explore courses</a>
</div>


Optimize Google Shopping product titles with these 10 best practices

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]

Google Shopping Ads are a dominant force in the eCommerce landscape, driving a whopping [76% of search ad spend](https://growmyads.com/google-shopping/benchmarks/) in the industry. But navigating the complexities of Google Shopping to showcase your products effectively can be daunting. That’s where a Comparison Shopping Services (CSS) Partner can help.

## What is a Comparison Shopping Service (CSS)? 

[Comparison Shopping Services (CSS)](https://support.google.com/merchants/answer/7558973?hl=en&ref_topic=9148505&sjid=8692517399371682148-EU) act as intermediaries between retailers and [Google Shopping](https://www.channable.com/integration/google-shopping). They provide a platform for retailers to submit detailed product information, including descriptions, prices, and images, directly to Google Shopping. This information is then used to populate product listings and Shopping Ads within the Google Shopping platform.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/xRQWHxGvevw?si=_ryUHMebZGmwlsSm" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

CSS Partners manage the process of submitting your product data to Google Shopping and can also assist with campaign optimization and management. By default, Google's own CSS is selected for this role. However, it's important to note that using Google's CSS incurs a 20% margin fee on your bids.

### How it works 
Comparison Shopping Services streamline the process of getting your products onto Google Shopping. Let’s briefly explore how it works. 

The first step is uploading your product data feed to Google Merchant Center. Merchant Center is your control panel for managing product information specifically for Google Shopping Ads.

Finally, when a user searches for a product on Google, Google Shopping displays relevant listings based on the search query, the product data provided through the feed. If a user clicks on your product listing, they'll be directed to your website to complete the purchase. The actual sale happens on your eCommerce website, not Google Shopping.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

## What are the benefits of working with a CSS Partner?

Conquering Google Shopping can feel overwhelming, especially when it comes to showcasing your products effectively. That’s where a CSS Partner comes in. A CSS Partner simplifies the process, leverages their expertise, presents your products professionally, offers testing possibilities for optimization, and might even expand your reach with double ad presence. 

![CSS Blog-02.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NpdpQRRTiesplmAhRi4g)

Here are the main advantages of working with a CSS Partner:

### Cheaper bids
Normally, Google takes a 20% cut from your maximum bid on Google Shopping ads. This means your ads have less "buying power" in the auction for ad placement. By using a CSS Partner like Channable, you avoid this 20% cut. They handle your bids directly with Google, so your full maximum bid gets used in the auction - meaning you have up to 25% more bidding power on your Shopping Ads. 

### Easy setup
A CSS Partner takes care of that heavy lifting, submitting all your product information to Google Shopping. Most Partners format your product details into the specific language Google Shopping understands, saving you a ton of time and effort compared to doing it manually. 

### CSS Partner expertise
CSS Partners possess a deep understanding of the platform's intricacies, including best practices for optimizing product feeds and campaign strategies. Additionally, a CSS Partner often has a huge portfolio of other campaigns within the same industry. This expertise translates to better product positioning and potentially increased sales.

### Testing possibilities 
Some CSS Partners go the extra mile by offering advanced features like A/B testing. This allows you to experiment with different product information or ad formats to see what resonates best with your target audience, ultimately leading to more effective campaigns. Your CSS Partner can also upload custom product feeds, allowing you to test different products or product groups.

## What to consider when choosing a CSS Partner?
You’ll want to find the right CSS Partner who will be a valuable asset in your Google Shopping strategy. They'll not only simplify the process but also leverage their expertise to help you showcase your products effectively and potentially boost your sales.

![CSS Blog-03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gXF7KUMLQnmH1K6NXxIh)

With the advantages of CSS Partners clear, it's important to consider some key factors when selecting the best fit for your business:

### Expertise
Not all CSS Partners are created equal. Look for one with a proven track record of success in Google Shopping campaign management. Consider their experience in your industry and the types of products you sell.  For example, if you sell sporting goods, a Partner with experience in that specific niche might be able to optimize your campaigns for better results compared to a general eCommerce Partner.

### Service offerings
Different CSS Partners offer varying levels of service. Start by evaluating the basic package of each potential Partner to see if it meets your needs. Do you simply need help uploading your product data? Or are you looking for a more hands-on Partner who can manage your entire Google Shopping campaign? Some Partners even offer advanced features like A/B testing to help you optimize your product listings for better results.

### Pricing structure
Pricing models for CSS Partners can vary. Be sure to compare setup costs, ongoing monthly fees, and any commission structures based on performance.  For instance, some Partners might charge a flat monthly fee, while others might have a tiered pricing system based on the number of products you sell. Consider your budget and the value each Partner offers when making your decision.

### Technology and integrations
A seamless integration between the CSS Partner's platform and your existing eCommerce platform and analytics tools is crucial for a smooth workflow. This ensures efficient data transfer and allows you to easily track your campaign performance. Make sure the CSS Partner you choose offers compatible technology that integrates well with your existing systems.

### Support and communication
Reliable support and clear communication are essential for a successful partnership. Look for a CSS Partner that offers responsive customer service through multiple channels, such as email, phone, or live chat. Or a Partner that provides a dedicated Customer Success contact. This ensures you can easily get help if you encounter any issues or have questions about your campaigns.

## Ready to Simplify Your Google Shopping Strategy with Channable as a CSS Partner? 
Channable's CSS is seamlessly integrated within the platform, accessible across all 21 supported markets. Easily combine Google Shopping with other marketing channels like Meta Ads, Amazon, eBay, and over 2,500 additional options, all managed from a single platform.

![CSS Blog-04.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/SYfdeyShQlKCQDjfm3WC)

Channable's CSS is a key component of our Google Success Formula. We equip you with the tools to optimize listings, create targeted campaigns, leverage powerful features like product categorization, and seamlessly integrate with search ads – all within one user-friendly platform.

Here are some other reasons why Channable is the perfect CSS Partner:

- **Automated campaigns and insights**: Elevate your marketing strategy with automated PPC campaigns, and gain valuable insights from Channable Insights to measure performance and optimize campaigns for better results.
- **Technical support**: Channable provides exceptional, personalized technical support to empower you every step of the way.
- **Simplified billing**: Enjoy the convenience of consolidating all expenses into one bill. 
- **Risk-free partnership**: Eliminate the need for intermediaries; the billing process directly engages the end customer, mitigating agency risks.

Want to see what Channable can do for you? [Sign up for a free trial today](https://www.channable.com/signup).

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

Comparison Shopping Service: Why use a CSS Partner?

Bol is king, even with recent competition from Amazon, bol made a staggering 5.5 billion euros in sales in 2022, with bol partners accounting for 65% of the total sales volume.

So, how do you become a partner on bol, and tap into the immense online market potential of the Netherlands and Belgium? 

Before we dive into the details, let’s first learn a little bit more about the platform and how it works.

## What is bol? 
 
Bol is the largest online retailer in the Netherlands and Belgium. It’s an online marketplace where customers can buy a wide range of products, including books, electronics, clothing, home goods, and more. 

Bol functions as both a direct retailer, selling products from its own inventory, and as a platform for third-party sellers to offer their products to customers.

Whether you're an established retailer or a budding entrepreneur, understanding how to sell on bol can provide a significant boost to your online sales strategy. 

Why you might ask? Keep reading to find out.   

##  Benefits of selling on bol 

![Benefits of selling on Bol.com .jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/51jp3SeJQYy1mO1DcZf3)

In times of rising digital advertising costs, selling your products on an [online marketplace](https://www.channable.com/blog/blog-how-to-successfully-sell-on-the-top-ecommerce-marketplaces) can be a cost-effective way to reach a large audience and drive sales and bol is no different. 

Here are some of the benefits of selling on the bol marketplace: 

- As one of the biggest and most popular online shopping sites in the Netherlands and Belgium, bol gives you access to more than 13 million active customers.

- Bol is a trusted marketplace, meaning that Dutch and Belgian shoppers will be more likely to purchase your products via the platform versus your webshop.

- Bol has no set-up costs or hidden fees, you only pay a commission per sale (CPS). 

- Bol has a simple and intuitive set-up process which allows you to get your products live on the platform with minimal technical hassle. 

## What do you need to sell on bol? 

The first thing you need to do is make sure that your products fit within an existing product category. Bol has the following product categories:

- Books

- Music, Movies & Games

- Computers & Electronics

- Toys, Hobby & Party

- Baby & Toddler

- Health & Beauty

- Clothes, Shoes & Accessories

- Sports, Outdoor & Travel

- Office & School

- Food & Drink

- Living, Cooking & Household

- DIY, Garden & Animal

- Car, Motorbike & Bicycle Accessories

For every item that you want to list on bol, a valid EAN/GTIN code is required, or an ISBN for books. 

### What is an EAN/GTIN code?

An **EAN** (European Article Number) or **GTIN** (Global Trade Item Number) code is a special barcode used to uniquely identify products. An **EAN** code has 13 numbers, while a **GTIN** code has 14 numbers. 

### Where to get valid EAN/GTIN codes

If you’re selling existing products, normally you’ll receive the EAN/GTIN codes from the producer or supplier. Alternatively, if you’re selling your own products or white label products, you’ll have to purchase new EAN/GTIN codes. 

You can purchase official EAN/GTIN codes from the following websites:

- GS1.nl

- EAN-barcode.nl

### Delivery, return, and customer service requirements 

Before you go ahead and make a partner account, you should also make sure that you can fulfill the following conditions:

- You must also be able to deliver the products within 1 to 8 working days.

- All products are eligible for free returns within 30 days of their sale.

- You must be able to handle customer questions, cancellation requests, and returns within 24 hours (otherwise your performance score will be impacted).

- You can provide customer support via telephone between 9:00 and 17:00. 

## How to start selling on bol

![How to start selling on Bol.com .jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/m8IwVcaEQmuf98YnBqTE)

Before you can create a partner account on bol, you need to make sure that you’ve been registered with the Dutch Chamber of Commerce or the Belgian Chambers for at least 10 weeks.  

Already have a Chamber of Commerce number? Great! Then you’re ready to start selling on bol. Follow these steps to get started: 

### Registration and account setup

**Create a seller account**

Go to https://partner.bol.com/sdd/registration/start and create your seller account. You’ll need to enter your contact details and business information. Once this process is complete, you’ll receive a verification code by post to your business address. 

**Activate your account**

Once you’ve received your verification code, head to the bol partner login page and enter the code to activate your seller account.  

**Add your store details**

Before you can start listing your products, you’ll need to provide the following information: brand name, logo, store description, banking info for payments, as well as your return address and settings.  


### Product listings 

Once you’ve created a partner account and completed all the necessary admin, you’re ready to start adding your products to the platform. There are a couple of ways to do this: 

**1. Add products individually**

When you’re in the partner portal, click “Artikelen” and then “*Artikel per stuk toevoegen*” to add products one by one. Make sure to have your EAN/GTIN code, product images, descriptions, and specs at hand. We’d recommend this option if you only have a few products in your catalog. 

**2. Add products in bulk**

To upload multiple products at once, select “Artikelen” and then “*Artikelen toevoegen in bulk*”. This option allows you to upload up to 2500 products via an .xlsx file. 

Once the Excel file is uploaded, you can map the data to make sure the correct fields are filled. We’d recommend this option if you’re planning to add a number of products to the platform. 


**3.Add products via an integration partner**  

Tools like [Channable](https://www.channable.com/integrations/bol-com) allow you to connect your webshop data directly to marketplaces like Bol.com. Not only can you add products in bulk, but an integration partner removes the need to manually update your product offerings or stock information thanks to real-time updates. 

We’d recommend this option if you prefer to manage your stock and orders in one location. 

### Fulfilment options
Bol offers three different fulfillment options for partners: 

**1. Logistics via bol**: Bol handles the storage, packaging, and shipping. This option gives your products access to bol's Prime-like service ‘Select’, which ensures faster delivery and higher conversion rates. 

**2. Send via bol**: If you send your packages from the Netherlands, you can make use of this service to send your products with attractive shipping rates. You can either get your orders picked up from your warehouse or deliver them to a drop-off point. 

**3. Fulfillment by partner**: You manage the storage, packaging, and shipping. If you prefer to keep all your eCommerce operations in-house, then this is the best option for you.  

## How much does it cost to sell on bol? 

![How to start selling on Bol.com .jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AtSiyhB0QSDS1VhoqdCA)

Creating a store and listing your products on bol comes at no cost. You only pay a fee when customers buy your products. The commission you pay for every item you sell is based on two things: 

A fixed amount, which is determined based on the sales price of the item
A percentage of the sales price, depending on the product category

The fixed amount ranges from €0.20 to €3.00, while the percentage of the sales price can range from 3% to 14%. You can find a full list of Bol.com’s commission rates [here](https://partnerplatform.bol.com/nl/hulp-nodig/financien/de-commissie/commissietarieven/) (in Dutch). 

Let’s say you’re selling sunglasses at €40, the commission structure would look like this: 

- €0.85 fixed fee

- €5.32 (13.3% of €40)

So for every pair sold, you would pay a total commission of €6.17, leaving you with €33.83.

## Tips for boosting sales on bol 

As with all marketplaces, optimizing your product listings can help to increase discoverability and drive sales. Here are some guidelines you can follow: 

- **Product title**: Craft clear and concise titles that include essential information like brand, product name, and key features such as color, size, etc.  

- **Product description**: Write detailed, engaging descriptions that highlight the benefits and features of your products. Include relevant keywords to boost search visibility.

- **Images**: Upload high-quality images showcasing the product from different angles, photos of models wearing your product if applicable, and photos of the box / packaging.  

- **Videos**: Product demonstrations and unboxing videos can be great ways to engage potential customers and showcase the features of your product.  

- **Price:** Take a look at your competitors and set competitive pricing if possible. If your product is more premium, focus on why your customers should spend more on your product in the description. 

- **Shipping times**: Customers on bol expect fast shipping times, sometimes even next day delivery. If you promise fast delivery, make sure you keep to your promise to avoid being penalized.  

- **Reviews**: Encourage customers to leave reviews on the platform to improve your visibility and help potential buyers with their purchasing decisions. Consider sending an after-sales email with details on how to leave a review. 

## Are you ready to start selling on bol, the leading marketplace in the Netherlands and Belgium?

Discover how Channable can help you upload your products in minutes, manage your listings, and automate the ordering process.  

[Start your free trial today](https://www.channable.com/signup).

A Quick Guide to Selling on bol.

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]

<a href="https://marketingplatform.google.com/intl/en_uk/about/search-ads-360" target="_blank" rel="noopener noreferrer">Google Search Ads 360</a> (SA360) is the part of the <a href="/integrations/google-marketing-platform" target="_blank" rel="noopener noreferrer">Google Marketing Platform </a>that enables advertisers to plan, measure, bid, and manage search ads on Google, Bing, Yahoo Japan, and Baidu. As it is part of the Google Marketing Platform, users can easily jump to and integrate data from other products in the Google Marketing Platform such as Analytics 360, <a href="https://marketingplatform.google.com/intl/en_uk/about/display-video-360" target="_blank" rel="noopener noreferrer">Display &amp; Video 360</a>, or Optimize 360. SA360 makes it more efficient to manage PPC in one place, as well as with a familiar interface.

[caption id="attachment_18660" align="aligncenter" width="500"]<img class="size-full wp-image-18660" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/J0wUOBMR5aXrpCSfNqAz" alt="channable google marketing platform " width="500" height="352" /> <a href="https://www.blog.google/products/marketingplatform/360/introducing-google-marketing-platform" target="_blank" rel="noopener noreferrer">Source</a>[/caption]
<h2>What makes SA360 different?</h2>
Advertisers with a significantly bigger budget and larger, dynamic inventory benefit most from SA360’s offering. This is because, in addition to managing ad campaigns for many search engines (multi-platform management), there are a few notable features that make SA360 appealing:
<ul markdown>
 	<li>**ADVANCED BID STRATEGIES**
The bid strategy options in SA360 are more advanced and intricate for a more effective ad campaign. Auto bidding is powered by Google’s machine learning technology. There are various options for bid strategies including revenue and conversion options. SA360 also integrates with conversion tracking analytics, which can be used in building a bid strategy. Furthermore, there are advanced targeting options and even formulas to make a customizable bid strategy. In addition, as SA360 is multi-platform, your bids can be unified across all search engines.</li>
</ul>
<ul markdown>
 	<li>**INVENTORY MANAGEMENT**
With inventory management, advertisers are able to distribute ads on an individual inventory level (e.g. per SKU) in inventory campaigns.</li>
</ul>
<blockquote>What are inventory campaigns? Search Ads 360’s inventory campaigns are similar to traditional ad campaigns, but they automatically change when your product inventory changes.</blockquote>
To get started with inventory campaigns, you need to supply Google with your inventory. Your inventory needs to be supplied in a feed that meets the standards of Google. <em>BEWARE</em>, often, your feed is not in the right format to be correctly uploaded into Google so using a data feed management tool like Channable is recommended to improve your setup experience.
<h2>Improving SA360 with Channable</h2>
<a href="/success-stories/tui-channable-improve-group-wide-collaboration-save-time-offer-flexibility" target="_blank" rel="noopener noreferrer">Channable client TUI has had plenty of experience with using Channable</a> to make the most out of SA360’s inventory campaigns. TUI began using SA360 because it could help centralize the whole TUI group’s PPC in one platform. “We use Search Ads 360 in order to be able to advertise all our stock. All our keywords, all our combinations, all our hotels, all our destinations, all that is done in a dynamic way.”

However, the team discovered it had the issue of having non-complementary feeds. Whilst it is possible to manage modifications in SA360, TUI found the SA360 interface and setup was far from ideal. “That’s where Channable came in place because we’re way more flexible doing it, it’s faster, and the UX is way better.” Once TUI was able to build the perfect feed in Channable, it was simply a matter of connecting the feeds in SA360 and then deciding what to send out and where to advertise.

In addition to using Channable to meet SA360’s feed standards, TUI improved their use of SA360 because it is easier to manage what inventory is sent to SA360. “Why should we advertise a certain town on Crete if we only have 5 departure dates available to that specific destination? From a PPC perspective, if you know that something is most likely to occur, you can put it in the feed.” Without Channable, TUI would only be able to react after a sales opportunity ends e.g. stop advertising a flight with only a few seats left.
<h2>Getting started</h2>
To use SA360, you will need to contact <a href="https://marketingplatform.google.com/intl/en_uk/about/contact-us">Google’s sales team</a>. Once you have access, Channable can help you get started with SA360 faster and save you time. TUI has also seen improvement in expenditures by using Channable with SA360. Channable has attributed to a huge number of savings in terms of conversion expense. <a href="https://app.channable.com/login">Sign up to Channable today</a> to begin building the perfect feed for SA360.

If you only like the sound of SA360’s inventory management feature and only want to focus on Google Ads and/or Microsoft advertising or have a lower budget, <a href="/products/ppc-tool" target="_blank" rel="noopener noreferrer">try Channable’s PPC tool</a>. With Channable’s PPC tool, you can build campaigns, ad groups, and ad copy with your inventory values. Unlike Google’s custom pricing, Channable’s PPC tool starts from<a href="/pricing" target="_blank" rel="noopener noreferrer"> €99 a month</a>. <a href="/contact">Contact the team</a> for a free demo and exclusive access.

How can you improve your use of Search Ads 360? - TUI & Channable

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

The eCommerce landscape has undergone a dramatic shift. Gone are the days of clear distinctions between Google, Amazon, and Meta. Today, the lines between search, commerce, and social are rapidly blurring.

New players like [TikTok are shaking things up](https://www.marketingcharts.com/digital/social-media-227300), inspiring the established giants to rethink their strategies and their place in the customer journey. As a result, companies like Google and Amazon are engaged in a three-way battle, fighting for product discovery, product search, and product purchase. 

As a result, the traditional marketing funnel has completely shattered. The big tech companies are all locked in a fierce struggle to dominate the entire customer journey, from initial awareness to final purchase.

So, how can you leverage the strengths of both Google Ads and Amazon Ads in your digital marketing strategies? This article will cover these two ad platforms, exploring their ideal use cases, and the potential benefits of a combined approach. 

## Google Ads vs. Amazon Ads: The main differences 

![Google Ads vs Amazon Ads differences.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/xPxd1pN1TlSsikLIeuxI)

In the past, the choice between Google Ads and Amazon Ads was a simpler one. eCommerce brands with a focus on Amazon sales primarily relied on Amazon Ads to reach their target audience. Conversely, brands with their own direct-to-consumer (D2C) stores found Google Ads to be the more effective platform at driving traffic and sales. 

However, the rise of [omnichannel retail strategies](https://www.channable.com/blog/omnichannel-and-multichannel-marketing) has blurred these lines. Many eCommerce brands now have an online D2C store, a brick-and-mortar retail store, and list their products on one or several online marketplaces. 

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/g1bGOuIKZkA?si=Qc64FHjGVxe86ei4" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

Today, many brands leverage both Google Ads and Amazon Ads to maximize their reach and sales potential. Each platform offers unique advantages, and understanding these differences is crucial for allocating your budget accordingly and crafting a successful advertising strategy. 

Here's a quick breakdown of the key differences between Google Ads and Amazon Ads:

### Targeting 

**Google Ads:** Wider audience reach; targets users across the internet based on demographics, interests, and online behavior.

**Amazon Ads:** Targets users based on their browsing and purchase history within the Amazon ecosystem.
 
### Campaign focus 

**Google Ads:** Broader range of campaign types for various marketing objectives (brand awareness, website traffic, lead acquisition).

**Amazon Ads:** Primarily focuses on driving sales within the Amazon marketplace, but there are also brand awareness campaign options.

### Bidding strategies  

**Google Ads:** Offers automated and manual bidding options. Examples of automated bidding include Target CPA (Cost Per Acquisition) and Target ROAS (Return On Ad Spend), while manual bidding allows for setting maximum bids for clicks or impressions. 

**Amazon Ads:** Amazon Ads also offers both automated and manual bidding options. Automated biddings allows the algorithm to adjust bids in real time based on the likelihood of conversion. Manual bidding allows for setting a maximum cost-per-click (CPC) for your ads.

### Campaign optimization 

**Google Ads:** Uses AI and machine learning algorithms for campaign optimization (e.g. Performance Max campaigns leverage automation to deliver ads across channels). 

**Amazon Ads:** Offers some automation tools, such as rule-based bidding, but less focus on AI-driven optimization compared to Google Ads. 

[![PPC.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Wa2tAP7jQceAnStbTGyY)](https://www.channable.com/products/ppc-tool)

## Benefits of combining Google Ads and Amazon Ads

![Google Ads and Amazon Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AWspdHWSRu6m8FIXgtJI)

By now, it's clear that Google Ads and Amazon Ads offer distinct advantages. But the true magic happens when you use them together. Here's how combining these platforms can significantly elevate your eCommerce marketing strategy:

### Capture potential customers throughout the buying journey

The lines between browsing and buying are more fluid than ever. Customers can seamlessly switch between [researching on Google and browsing on Amazon](https://searchengineland.com/50-of-product-searches-start-on-amazon-424451). This presents a unique opportunity to capture users at various touchpoints throughout their buying journey, regardless of where they initiate their search.

### Boost brand awareness and consideration 

Google Ads excels at reaching a broad audience across various websites and platforms. By running brand awareness [display campaigns](https://www.channable.com/blog/google-display-ads-best-practices) with engaging visuals and messaging, you can introduce your brand and products to potential customers who might not be actively searching for them on Amazon. This strategy helps build brand recognition and consideration, making your products more likely to be chosen when customers finally reach the Amazon marketplace.

### Maximize sales potential 

As we mentioned earlier, the traditional marketing funnel is a thing of the past. Today's consumers casually switch between browsing and buying on Google Shopping and Amazon. Often, they will check out on the platform offering the most user friendly experience, or the best deal. Both product listing on Amazon Ads and Google Shopping ads allow you to strategically position your products in front of high-intent shoppers actively browsing for similar items.   

### 3 best practices when running Google Ads and Amazon Ads

If you’re reading this article, then chances are you’re already using either Google or Amazon Ads. If you’re planning to incorporate both into your advertising strategy, here are a few best practices to keep in mind: 

### 1. Optimize your products listings 

When shoppers click on your Amazon or Google Shopping ads, they're primed to make a purchase. They've already shown interest in your product, and your [product detail page](https://www.channable.com/integrations/amazon-product-feed) is your prime opportunity to convert this interest into a sale - whether that’s on Amazon or your website. That’s why it's crucial to invest in the quality of your product information as detail pages directly impact your ad performance. Compelling product titles, easy-to-digest benefits and features, and high-quality images all go a long way to boosting conversions. 

Channable’s [Feed Management tool](https://www.channable.com/products/product-feed-management-tool) keeps your product information up-to-date and consistent across all of your platforms, including Amazon and Google Shopping. With Channable, you can save time and resources by creating and managing all your product feeds in one place. 

### 2. Create hyper-relevant ads  

Craft ad copy that speaks directly to the user's search query, and sse relevant keywords and highlight benefits that address their specific needs. Whether it’s for Google Display Ads or Amazon’s Sponsored Brands, make sure to use high-quality visuals to grab attention. Also consider including limited-time promotions or special offers in your ads to boost the chance of 
conversions. 

You can also create eye-catching visuals for your ad campaigns at scale with Channable's [Dynamic Image Editor](https://www.channable.com/products/dynamic-image-editor). This allows you to generate countless variations featuring real-time sale prices, special discounts, or new stock notifications - all directly from your product data. With the image editor, you can eliminate manual image editing and save valuable time while creating multiple ad variations for your campaigns. 

### 3. Use automation to improve ad performance   

![Automation Google and Amazon ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NrCpfsxBRCoic1OETL7w)

Amazon also allows you to set rules to increase your Sponsored Products campaign budgets when your campaigns meet a certain performance threshold using campaign performance metrics such as advertising cost of sales (ACoS), click-through rate (CTR) and conversion rate (CVR). 

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/ZPEBxWFltw8?si=F81QnP-lj3JjZwTE" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

Channable’s [PPC tool](https://www.channable.com/products/ppc-tool/amazon-ads) with campaign and keyword automation rules enables you to set up rules that will automatically, add or remove keywords, move keywords between campaigns, or blacklist certain keywords based on specific criteria. 

## Launch Google Ads and [Amazon PPC software](https://website-staging.channable.com/products/ppc-tool/amazon-ads) automation Ads with Channable 

Stop wondering if a new channel is right for you and start testing! Channable makes it easy to add channels like Google Ads, Amazon Ads, and more to your marketing mix. Set up and manage everything from a single platform, so you can see what works best for your business without a big investment. Why limit yourself to just Google Ads? Test the waters of Amazon Ads and other channels with Channable. [Sign up for a free trial today](https://www.channable.com/signup).

Google Ads vs Amazon Ads: Which one is right for your business?

## Maximize your marketing ROI in 2025
As new consumer trends and marketing technologies continue to reshape digital advertising in 2025, marketers must adapt their strategies to remain visible online. Here are our 12 most highly recommended online advertising and marketplace tactics for maximizing your marketing ROI this year.

![01_Image.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/TbxjTeLeRtyyl3FZHKZZ)

## 1. Create a buzz with new product launches and collaborations
Start by updating your product feed on social commerce platforms like Facebook Catalog to include new artwork and descriptions. Then, you can run targeted ads on Facebook and Instagram to reach shoppers interested in the latest products.

Influencer marketing will still be a valuable asset in 2025, but it’s important to do it the right way. Say one of your clients has collaborated with an influencer on a new product launch, and they plan to promote the collab on both TikTok and Meta.

 Supercharge that campaign by adding the influencer’s name as the “Influencer” attribute in your feed. This helps you create a more targeted campaign that maximizes name recognition.

Here's an example of some updated product feed attributes for social commerce with Channable:
![Tip 1 - T1 (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/I6jBkvLnQsmoJ9cRi6I8)

## 2. Auto-update fast-moving inventory to keep promotions current
**[Quick wins]** If your product goes out of stock, Google won’t serve your ads promoting it. To prevent this from happening, use Channable’s Update Every Hour add-on and our Google Content API. They’ll keep your inventory reporting current at all times.

Digital marketing agency dreifive, for example, uses Channable’s API connection to Shopify for its client, the skincare retailer [Korres](https://www.channable.com/success-stories/maximizing-google-shopping-feed-performance-with-automation). 

The API lets dreifive set “if-then” rules to create a clean data flow from Shopify to Channable to Google Shopping and Meta dynamic product ads. Also, the API automatically inserts lifestyle or mood images (where available) instead of using packshots.

This makes for a cleaner feed with more complete and more attractive product information. dreifive estimates that they’re also saving one to two hours of work per week thanks to the automation, which saves them from having to manually manage Korres’ shopping feeds in Google’s Merchant Center.

## 3. Automate product categorization with machine learning
Major platforms like Amazon, eBay, and Walmart reorganize categories from time to time. This puts you at risk of having your product miscategorized, making it harder for shoppers to find.

To optimize your ROI, use Smart Categorization, which uses machine learning to make sure your products are characterized properly as soon as they enter your feeds.
![Tip -3.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/VoGp6wZvTuul5ABblj5x)

## 4. Get the most out of your product description copy
**[Quick wins]** From price changes to availability status, it’s crucial to keep your product descriptions up to date at all times.
 
Say you’re advertising for a sneaker retailer with daily drops at 10 a.m., designed to bring in the most ardent sneakerheads. Your daily product feed might look like this:
![Tip 4 - T1 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AzglYx8R8Ctmjfi30TkB)

For the 10 a.m. drop, perfect your product feeds with copy such as:
![Tip 4 - T2.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6MHEmJazQhqWVnIoiz0Y)
## 5. Use multiple powerful attributes
A great strategy for making your products more discoverable is to enhance your product feeds to create space for more product attributes and enhance discoverability.

Be sure to add multiple eye-catching phrases to your feed to make it easier for shoppers to find what they’re looking for. For example, your original feed might look like this:
![Tip 5 - T1 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7CReYMzURU2Hsoi4oQKQ)

Here’s an example of how you can enhance those same attributes:
![Tip 5 - T2 (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/BZa38WDKRi2qsuQbjz8j)

## 6. Automatically revamp images at scale
Dynamic Image Editor gives you an easy, scalable way to automatically improve your product images. Say you want to add a fresh background to your existing product images. 

Simply choose a new background in Dynamic Image Editor, then drop the new and improved image into your dynamic product ad templates.

Update those templates once, and the new image will appear across supported channels and campaigns.

![Tip 6 - 2.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lS4jXUUdRqm2nVme4Oxy)

If you want to incorporate higher-quality product images (for example, from a recent editorial shoot for Instagram), simply replace “Default Image URL” with a new attribute, “Instagram Image URL” that contains the link to those Instagram-ready lifestyle images.

## 7. Streamline peak sales events like Black Friday and Cyber Monday

![Tip 7.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/paCldMs4S9qgNyaDHkzZ)

**[Quick wins] **Want to get even more out of special offers and discounts during peak sales events like Black Friday and Cyber Monday this year? Automation is key. 

With the right approach, you can update products once to reflect a special offer, and instantly syndicate the new info across multiple channels.

To drive more sales, you’ll want to do more than “just” update your prices. Adding language to your descriptions like “Limited-time only” helps create a sense of urgency and persuade shoppers to grab this deal while it lasts:

![Tip 7 - T2.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/kCis2wX2TPq6Uv6vSe9z)

To avoid making promises that you can’t keep, try using ad copy such as “**20% off plus more, all week**” or “**Daily deals—check back each day!**”

## 8. Showcase curated collections on Meta

**[Quick wins]** Facebook and Instagram collections are great options for showcasing products. 
Curated collections for Instagram Shopping, for example, help shoppers find exactly what they’re looking for. 

Use specific headings such as “Gifts for Her Collection,” “Gifts for Him Collection” or “Holiday Gift Collection.” Then use those collections as the foundation for shoppable posts and stories.

![Tip 8 - T1 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/qt5xAVhQwGwtGFXSTnVe)

## 9. Reprice the smart way on Amazon with rules-based automation

Offering the right price at the right time is crucial for keeping ahead of your competitors. [The Channable Repricer](https://www.channable.com/products/marketplace-integrator/repricer), which is fully integrated into Amazon’s marketplace management workflow, helps ensure your pricing is always optimal.
 
Simply choose the products you want to put on sale and set easy-to-understand “if/then” rules for automatic repricing based on factors like competitor prices and target profit margins. Automatic repricing also lets you run targeted promotions on Amazon knowing that you’re offering products at the smartest prices to satisfy both shoppers and your clients.

The results speak for themselves: Before switching to our repricing solution, digital marketing agency [050media](https://www.channable.com/success-stories/050media-success-story-repricer) found that **40% **of their DIY retail client Tooltopper’s products were ineffectively priced. Since switching, they’ve secured a **5%** margin increase for their client with automatic dynamic pricing.

## 10. Drive local business and cater to last-minute shoppers

When this year’s holiday shopping season approaches, cater to last-minute shoppers and draw business to your clients’ brick-and-mortar locations by adding phrases like “Shop In-Store for Last Minute Beauty Gifts” or “Visit Our Nearby Stores for Instant Gift Shopping.”

![Tip 10.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/40fUEhdSC2t0LGJTEmug)

Then, double-down on local inventory with Google’s Local Inventory Ads feature. Local inventory ads showcase products available in nearby stores, encouraging shoppers to visit in person. You can also customize them to geographic areas closest to physical stores, so they’re displayed to customers most likely to shop there in person.

## 11. Stop ads from being disapproved by Google and Meta

As online shopping continues to thrive this year, you’ll want to do all you can to minimize the chances of ads being disapproved by Google or Meta due to errors. Here are a few best practices to achieve the best results:

- Keep your feeds structured and organized, so they’re easier to update and optimize.
- Use Channable’s Feed Quality Score and Errors report to automatically ensure that product feeds meet all platform requirements. It flags any errors and proposes fixes, including hyperlinks that pinpoint the issues.
- Use the Feed Quality Scores tool to improve accuracy and relevancy, which lowers cost-per-click and boosts your advertising ROI.
- Make sure your feeds support the proper display of promotions, sales and discounts, which is especially important during peak shopping periods.
- Keep your product data consistent across all platforms and channels. This helps your clients avoid complaints due to incorrect product information.

## 12. Manage all your feeds and clients in a single dashboard

As a digital marketer or agency, you’re not just managing across products and feeds – you’re managing across clients, campaigns, and expectations. Channable’s Dashboard gives you a centralized hub with an overview of quality scores by feed and account.

![Tip - 12.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Lb6iQteKSN6zgWzNyCRZ)

It also gives you a centralized view of quality scores by project and client. And you can copy successful rules across feeds, so you can apply your winning strategies from one campaign or client to the rest of your portfolio.

## Ready to achieve more in 2025?

Combined with your experience and instinct as a digital marketer, the twelve tactics above will help you achieve more and maximize your ROI throughout the year. 

Do you want to take the next step towards online marketing excellence in 2025? Learn more about how Channable can power all of your campaigns. Best of all: For a limited time, your first product feed is on us.

Discover how the right tools and automated solutions can boost your ROI!


Navigating the Multichannel Maze: 2025's Top 12 Online Advertising Tactics

## What is TikTok Shop marketplace
TikTok Shop marketplacce is the social commerce side of the popular social media platform, designed to integrate eCommerce features and capitalize on its immense popularity, especially among younger demographics. 

[TikTok's](https://www.channable.com/blog/tiktok-dynamic-showcase-ads-setup-channable) unique blend of entertainment and online shopping includes features like shoppable ads, product showcases, and creator partnerships, offering engaging experiences to users and advertisers.

## Advantages of TikTok Shop for businesses
Selling on TikTok Shop marketplace offers numerous advantages for businesses, tapping into a vast audience of over a billion monthly active users. The personalized content delivery ensures high engagement, making it an ideal space for brands to effectively connect with their target audience.

## Why sell on TikTok Shop?
TikTok's rapid rise has positioned it among the fastest-growing social media platforms globally. 

Its unique short-form video format appeals to Gen Z and late Millennials, fostering an environment where brands can directly engage with consumers.

Buyers on TikTok have shown to be impulsive: Compared to users of other social media networks, TikTok users are **80%** more likely to cite a ‘**buy**’ button on the platform as a purchase driver, making TikTok Shop a unique in-app shopping experience, and a great way to reach or expand your audience.

## Strategies to sell on TikTok Shop marketplace

### 1. Register for TikTok Shop
Embark on your TikTok Shop journey by registering through [TikTok Shop Seller Central](https://seller-us-accounts.tiktok.com/), available in selected markets including*:
<table border="0">
 <tr>
  <td>Indonesia</td>
 <td>Malaysia</td>
 <td>Thailand</td>
 <td>Philipines</td>
 </tr>
 <tr>
  <td>Vietnam</td>
 <td>Singapore</td>
 <td>United Kingdom** </td>
 <td>United States** </td>
 </tr>
</table>
*This information is from December 2023
** Countries supported by Channable's TikTik Shop API connection

![TikTok shop launch - image 2.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/mlNQFYM5TliFaRL7lPLl)

Complete your profile setup by providing essential business information, identification documents, and financial details.

### 2. Product catalog CMS integration
Connect your CMS or online shop directly such as [Lightspeed](https://www.ecwid.com/apps/featured/channable) or via a data feed management solution API import to, customize, enrich, and link your product catalog to your TikTok account.

### 3. Collaborate with TikTok creators
Participate in the TikTok Shop Affiliate Program to identify influencers aligned with your brand. Send products to influencers, collaborate on videos, and establish partnerships on product lines and promotions.

### 4. Engage with and know your audience
Build a strong community by actively responding to comments, engaging with user-generated content, and riding the wave of popular trends. 

Leverage TikTok's audience targeting controls for a more effective reach and focused content.

## How to sell on TikTok Shop marketplace with Channable
TikTok Shop's eCommerce capabilities have opened exciting possibilities for brands, transforming how they connect with consumers. 

With Channable's integrated API connection we help automate and streamline the TikTok Shop setup, optimization, and synchronization of product data, allowing you to focus on growth.

## Preparation: Creating a TikTok Shop account
Prospective sellers need a TikTok Seller account, with requirements varying by region. 

For the US, this includes business type, company name, EIN, registered business address, and beneficial owners' details, you can find all the details of what you need to [sell in the US here](https://seller-us-accounts.tiktok.com/account/register).

![TikTok shop launch - image 3.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/FSPwLTwhSduYOWyNJsih)

### US sellers

- Business Type
- Company Name
- Employer Identification Number (EIN)
- Registered business address
- Business address (if different from registered business address)
- The Last 4 digits of SSN or ITIN
- Beneficial owners of the company being registered may need to provide*
- *Legal name
- *Date of birth
- *Residential address
- *Percentage of ownership

### UK sellers
- Business owner's identification documents (passport/driver's license)
- Company certificate documents
- Company address

For the UK, identification documents for the business owner, company certificate, and company address are required.

## Selecting the Channable app
After creating a TikTok Seller account, connect with Channable through the TikTok app store. Navigate through the connections menu, find Channable’s app under '**Multi-channel management**,' and create a connection by providing a label.

## Setup in Channable
Connecting TikTok Shop to Channable is done within Channable. Click on your company, select "Connections," choose the relevant TikTok marketplace, and authorize Channable for your TikTok account. 

![TikTok shop launch - image 4.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/sszLb7pSKCnbJhmB3Ln2)

After authorization, revisit the connection page to fill in the remaining details.

## Building your setup
The setup process in Channable is similar to other advertising connections but with TikTok-specific details. 

Distinguish between products and variants when uploading listings, understand product and variant attributes, and manage product removals effectively.

## Activation: Syncing with active products
Products not managed by Channable won't be updated or deleted. Recreate these products in the feed for Channable to manage.

## Order connections, synchronization, and order handling
[Order connections](https://helpcenter.channable.com/hc/en-us/articles/360011095300-How-does-the-order-connection-work-Order-Handling-) allow you to synchronize orders from various marketplaces like TikTok Shop, directly to your eCommerce platform.CMS. 

You can then handle these orders in your eCommerce platform, and the shipment and tracking info will be sent back to the marketplace via our API connection and your stock level will be adjusted in real-time.

## Results/errors and rate limits
Due to technical reasons, errors are checked within the TikTok Seller account. TikTok imposes rate limits on Channable's app and user-specific limits, allowing up to 1000 product uploads per day after the probation period.

Selling on TikTok Shop becomes seamless with Channable's integration, providing an efficient and streamlined experience for sellers.

If you run into any further questions you can always reference TikTok's [US help center](https://seller-us.tiktok.com/saio/faq) and [UK help center](https://seller-uk.tiktok.com/saio/faq) when signed into your TikTok seller account

## TikTok Shop marketplace and automation
TikTok Shop and its eCommerce capabilities have opened up exciting possibilities for brands and sellers, enabling them to tap into a highly engaged, and receptive audience. 

By merging entertainment and shopping, TikTok has redefined how brands and advertisers can connect with consumers and is poised to change the online retail landscape.

As this social commerce continues to gain momentum, businesses must adapt their multichannel and advertising strategies to keep ahead of the competition. 

![TikTok shop launch - image 5.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/LnpQd4pTwC6tcaFwFx1w)

Whether you're a small business, marketing agency, or an established brand, now is the time to explore the world of TikTok Shop and its possibilities.

To reach your ad's full potential automation and management are needed. As an eCommerce expert and data feed management leader, Channable has all the tools and support you need to make the most of your TikTok Shop ads. 

With the TikTok Shop API, Channable streamlines the set-up, optimization, and synchronization of your product data, allowing you to focus on what matters most – growing your presence on TikTok Shop and boosting your sales.

So get your dancing shoes on, and embrace the dynamic world of social commerce with TikTok Shop and Channable.



TikTok Shop Marketplace: Your guide to social commerce success

Success on Marketplaces: Key Challenges and Winning Strategies

## Understanding performance segmentation

Performance segmentation is more than just a fancy term; it's a game-changer for anyone navigating the complexities of online advertising, particularly in Google Ads. 

At its core, performance segmentation offers a systematic approach to identifying the performance of products within a campaign and categorizing them into segmentation buckets pioneered by ProductHero with performance-based labels.

![image_01 (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/oGzb1aTQraTLyUbgoTHg)

These buckets are labeled: stars, potentials, underperformers, and invisibles and provide a clear framework for understanding which products are driving results and which ones might need optimization. 

By automatically sorting products into these buckets, performance segmentation empowers advertisers to make informed decisions on budget allocation and campaign optimization.

[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

## Relieving performance pain points

Let's take a closer look at how performance segmentation alleviates the pain points of two distinct types of users: marketing agency consultants and PPC retail advertisers.

### The edge for online agency consultants

Striking a balance between maximizing clients' budgets and achieving a positive ROI can be challenging. Continuously monitoring and analyzing campaign performance metrics is time-consuming. Manual work, such as creating custom labels and campaigns separately, adds to the workload when you're trying to make sure budget goes to the right place.

![image_02 (1).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Rb0BDKvQpO3DH7D2DBjK)

Performance segmentation automates the process of categorizing products, saving precious time. Additionally, data enrichment allows for fine-tuning results, leading to improved ROAS and automatically placing high-performing products in the most effective campaigns.

The results of implementing insights like performance segmentation is increased revenue at the same cost due to a focus on high-impact products and enhanced scalability for managing multiple clients' campaigns and portfolios.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

### The power of performance segmentation for PPC retail advertisers

Struggles with controlling or managing [Performance Max](https://www.channable.com/blog/set-up-performance-max-campaign) (PMax) campaigns can happen to anyone juggling too many tasks and the lack of overview and clarity can make it difficult to measure, compare, and evaluate a campaign's impact.

Performance segmentation provides clarity and control over online marketing campaigns like PMax. Automated categorization of products streamlines campaign performance and overview. Simplified evaluation and dashboards lead to increased overall account performance.

The impact of Insights is improved revenue at the same costs by focusing on high-performing products, along with enhanced ease of use for setting up and automating ad campaigns and strategies.

## The impact of performance segmentation and Insights

The impact of performance segmentation and Insights is clear. By leveraging performance segmentation, advertisers gain the ability to easily assess and categorize products based on performance data, allowing them to allocate their budget towards high-impact products and thereby enhance overall ad account performance. 

Complementing this, Insights provides a robust feature set aimed at optimizing product ads and listings. 

Channable Insights meticulously collects essential data on product performance across various advertising channels, encompassing metrics such as Impressions and Clicks on Cost-Per-Click (CPC) platforms like Google Shopping, as well as factors like shipping costs and revenue on channels such as Amazon.

![image_04 (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/I3ZaJ3bnTG2abuR3P7iI)

Furthermore, Insights seamlessly calculates key performance indicators such as ROAS (Return on Ad Spend) or Total cost per sale, empowering advertisers with comprehensive insights to refine their advertising strategies. 

For a detailed breakdown of available metrics, please refer to our [help center](https://helpcenter.channable.com/hc/en-us/articles/11655175591698-Available-channels-for-Channable-Insights).

## Performance segmentation for your multichannel strategy

Leveraging tools like performance segmentation is essential for staying ahead of the curve. 

By automating the process of categorizing products based on performance data, you can make more informed decisions, optimize campaigns effectively, and ultimately drive better results. 

Whether you're a marketing consultant juggling multiple clients or a PPC advertiser looking to gain more control over your campaigns, performance segmentation with [Channable's Insights](https://www.channable.com/products/channable-insights) offers a solution that's both powerful and intuitive.

With its ability to streamline processes, save time, and boost ROI, Insights is poised to become a staple in the arsenal of any savvy digital marketer. 

Embrace the power of performance segmentation today and unlock new possibilities for your Google Ads campaigns.

## Pricing & Packaging

Performance segmentation is part of our Insights module, starting at €59 for medium-sized businesses. 

For more information on our pricing plans, please visit [our website](https://www.channable.com/pricing).

Perfecting performance segmentation: maximizing Google Ads campaign efficiency

Product visibility is the key to success in today’s super-competitive eCommerce world. That’s why experienced digital marketers and advertising agencies are turning to product feed management and automation tools. 

They’re a simple, time-saving solution for making sure your products get seen, while also delivering better ROI and ROAS, and ensuring data accuracy across all your sales channels.

This quick guide walks you through everything you need to know about feed management: What is it? How can it help eCommerce brands to grow their business? And why should it be a part of every digital advertising campaign?
 
## What is feed management?
Feed management (also known as product feed management) is the process of filtering, enriching, optimizing, and automating product data flows to make it easier to promote and sell across multiple platforms.

With the right feed management tool, you can add additional data and attributes to your product descriptions so you can enrich product information. Feed management solutions like Channable also give you a rule-based system to easily and automatically filter your content. 

Plus, they ensure product data synchronization across multiple feeds, so you don’t have to manually adjust product data to match each ad platform’s data formatting rules.

## Major benefits of feed management tools
Feed management tools deliver many benefits for eCommerce businesses and marketers. They use data-driven methods and feed automation to significantly increase product visibility and ensure relevant content is displayed to the right audience at the right time. 

As a result, they boost your ROI and ROAS.

They also deliver major time savings and better accuracy. Smart automation features and custom rules make it easier than ever to manage even huge product portfolios across multiple channels, all from a single dashboard. 

Plus, the best feed management solutions are built for scalability, so you can add additional products and channels as the business expands.

In short, with the right feed management solution, you benefit from: 

- Increased product visibility
- Stronger ROI & ROAS
- Greater accuracy and better product-market match
- Feed automation
- Significant time savings
- Greater efficiency, even with large product ranges and multiple channels
- Simple scalability

## Why feed management is so important
Digital marketing is, on paper, a simple process: a user searches for a product or service, sees your ad or product listing, clicks on it, and becomes a customer.
That's the theory, but it doesn’t always work out like that in practice.

> "When you dig into the data and start running experiments, you quickly learn that effects of online ads are not what you might expect.," says [Sinan Aral in the Harvard Business Review](https://hbr.org/2021/02/what-digital-advertising-gets-wrong)

We're becoming conditioned to hate ads, warns Tiffany Hsu in the [New York Times](https://www.nytimes.com/2019/10/28/business/media/advertising-industry-research.html) It's not because we don't want to buy more stuff. We do. It's because some ads are poorly targeted, full of inaccurate information, incorrectly formatted, or just plain bad.

Every marketer must spend time ensuring each ad is as effective as possible. But when advertising on multiple channels, this can be a huge challenge.

“I see a lot of brands running standard campaigns without much thought and usually with a limited budget on each channel, reducing the reach and impact they can have,” says digital marketing expert Kevin Wiles. “They’re often working with a limited budget on each channel, reducing the reach and impact they can have.” This principle is also true for non-PPC product listings.

That's just the start. If you don't follow the strict rules set out by channel owners, such as Google, they'll pull your ads – creating a huge amount of work to get things right.

> “It’s worth spending the time going through your merchant feed to fix any violations, any warnings (such as missing GTINs), or anything holding your traffic back,” says ​​Tom Jenane, a digital marketer at ethical start-up Natures Health Box

That’s not all. If your ads are deemed misleading or fraudulent, they can damage your reputation and even result in legal challenges. 

Feed management simplifies the digital marketing process, so you can concentrate on your core business without having to constantly update your ads manually.

## Feed management basics

![WHat looks vs what you see.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Ud86YGNS4yeLrmbcpswM)

When you advertise through comparison sites, marketplaces, affiliate networks, or other third parties, they ask for product information in a specific format.

Let’s go back to basics and list some of the essential parts of any digital ad:
Title: Product name

- **Description**: What the product or service is and what it does
- **Price**: How much does it cost?
- **Category**: The department or category of the product
- **Availability**: Whether it's in stock or not
- **Quantity**: How many units come with each order
- **Extra information in bullet points**: Any key features or selling points for the product or service
- **Other key attributes**: Material, size, color, EAN/GTIN number, and basically any information you want to communicate to the customer about the product

Your product feed (or product data feed) is a digital file containing an overview of the products or items you want to advertise online. If you already manage an online shop built on an eCommerce platform like Shopify, Magento, or WooCommerce, it's easy to extract this data file as an XML, CSV, or text file.

In an ideal world, you'd just copy the data across channels. However, in most cases, your product feed won't precisely match what the channel provider wants.

So what do you do? You can manually export your product catalog to various channels, but you'll soon find this becomes impossible to manage. The task gets bigger and more complex the more channels you have.

> “Staying true to your brand, maintaining its authority, and keeping your messaging consistent while developing channel-specific creatives that tap into the conventions that drive performance in each channel is a challenge,” says Samuli Pehkonen, co-founder of ethical clothing brand [New Standard](https://wearenewstandard.com/password). “It takes deep knowledge of each channel and a lot of resources for creative development to drive cross-channel performance.”

<div class="cta">
<h3>Take the next step</h3>
<p>Want to learn more about how to fix your product feeds and boost visibility?</p>
<a href="https://www.channable.com/invisible-to-unmissable" target="_blank" class="cta-button">Explore courses</a>
</div>

## Product data synchronization and feed automation across multiple ad networks
![Why use product feed for online marketing.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Ogk318bSQtmXokgnKw8S)

When preparing ads for different channels, each channel (Google Shopping, Facebook, TikTok, etc.) has unique requirements for product feed information.

“Managing large amounts of products over several advertising channels is a huge challenge,” says digital marketing expert Ian Spencer. Working with healthcare disruptor [Stronger Bones](https://strongerbones.co.uk/), he’s faced with difficult decisions on optimizing ads to compete with some of the UK’s largest spenders. 

> “I’m always searching for solutions like feed management that can save time and money while improving ROI and ROAS.”

Don't worry; you've already done the hard work when creating your product descriptions and store listings. The key here is to optimize the product information to ensure it meets each channel's precise requirements.

Why? Firstly, doing so will ensure your store listing is displayed correctly and doesn't break any rules. Secondly, the better and more relevant your product listing, the higher your CTR.

### Three different types of fields for each product feed listing:

1. **Required fields** – Mandatory fields you'll need to complete for every listing
2. **Optional fields** – Additional information that helps customers understand your product better, including product type, price, delivery information, etc.
3. **Custom fields** – Some channels enable you to add custom data fields to provide extra information on your product

Here are some quick links to popular advertising channels. You’ll find details on the ad specs they need. Dig into the details and you’ll see how different each one is.

- [Facebook advertising specs](https://www.facebook.com/business/ads-guide/update?content_id=qK97OWPJtloXrEj&ref=sem_smb&utm_source=GOOGLE&utm_medium=fbsmbsem&utm_campaign=PFX_SEM_G_BusinessAds_UK_EN_Brand_Exact_Desktop&utm_content=Ads-Format_Evaluating&kenid=_k_CjwKCAjwtIaVBhBkEiwAsr7-cxajqdO-bDtrrU-oirx0UUGYJ74e-Bvv0LbEj-D7IsL4co3x3yIB5RoCSWMQAvD_BwE_k_&utm_term=facebook%2520ad%2520specs&utm_ct=EVG&gclid=CjwKCAjwtIaVBhBkEiwAsr7-cxajqdO-bDtrrU-oirx0UUGYJ74e-Bvv0LbEj-D7IsL4co3x3yIB5RoCSWMQAvD_BwE)
- [Google display ad specs](https://support.google.com/google-ads/answer/1722096?hl=en-GB)
- [TikTok Video ad specs](https://ads.tiktok.com/help/article/tiktok-auction-in-feed-ads?redirected=2)
- [Twitter ad specs](https://business.x.com/en/help/campaign-setup/creative-ad-specifications)
- [Microsoft ad specs](https://about.ads.microsoft.com/en/h/a/microsoft-advertising?&ef_id=CjwKCAjwtIaVBhBkEiwAsr7-czxirKPCC9wFwC7VOAlI9rm2tUxTT6naP4c4D53Dwo4cbycNdg-BbBoCyH0QAvD_BwE:G:s&OCID=AID2200059_SEM_CjwKCAjwtIaVBhBkEiwAsr7-czxirKPCC9wFwC7VOAlI9rm2tUxTT6naP4c4D53Dwo4cbycNdg-BbBoCyH0QAvD_BwE:G:s&s_cid=UK-ACQ-PPC-src_GGL-sub_prosp-cat_Brand_mt_b&gclid=CjwKCAjwtIaVBhBkEiwAsr7-czxirKPCC9wFwC7VOAlI9rm2tUxTT6naP4c4D53Dwo4cbycNdg-BbBoCyH0QAvD_BwE)

If you’re used to managing ad campaigns across multiple channels, you know how complex this task can be. Now let’s look at how you can simplify and automate product listings with the help of smart feed management tools.

## What is a feed management tool, and how can it help me optimize my product feed?
Feed management tools take all the hard work out of optimizing and automating product feed data. 

These tools are cloud-based for easy deployment and scalability, and the best ones are very easy to use. Simply upload your original product data file, and the tool optimizes your descriptions to meet each different channel’s requirements.

But a good feed management tool does a lot more than just copy-paste data from one feed into another. It actually improves your feeds through feed optimization. 

The more data you provide, the better the channel can understand what you're selling and match your products with visitors' search queries.

> “When the number of SKUs is going up, I see a clear need to be able to optimize and administer our product feeds,” says Pehkonen. “I'm especially interested in solutions with great data optimization potential when we get there.”

## Do I really need a feed management tool?
If you've got the time to manually manage, edit, and update every product listing to meet each ad platform’s requirements, then no. For everyone else – especially retailers with a large number of SKUs – the answer is yes.

> “Usually, different campaigns are put together and rolled out across various channels without a proper strategy,” warns Princely Bibi, Senior PPC Specialist at Coast Digital. “Customers usually don't have the right kind of assets required across various channels.”

Feed management tools with feed automation help fill this gap. The tool automates all the boring and time-consuming parts of digital marketing. It saves time while also reducing manual errors. 

As a result, each product listing is active immediately, and the data is accurate, so you don’t have to worry about damaging trust or running into legal issues.

## 5 reasons why you need feed management
![Manage product feeds.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/XYlfdDTwKti0iCiusnSw)

1. **Failing with formats**: Every channel has its requirements and policies, and you must meet them all to sell or list your products. If you use your product data feed, listings could be poorly formatted, badly displayed, and inaccurate.

2. **Time and money troubles**: Without an automated products list, you'll have to list your products one by one, which can take a massive amount of time and resources. Do you have the staff or the budget?

3. **Stock availability struggles**: If your inventory isn't accurately displayed on each channel, you could oversell products. This can lead to disappointed customers and damaging reviews.

4. **Problems with portals**: You'll need to log in to several seller portals, which can take significant time. The bigger your business and the more products you sell, the greater the resource requirement.

5. **Data disasters**: Manual mistakes in raw data can lead to product listings being rejected, resulting in no sales.

## Can Channable simplify my feed management?
Yes! Channable is built to make feed management easy, so you can leave the repetitive product data management to us, while you focus on your core business.

Thousands of eCommerce retailers and digital agencies use Channable to optimize product listings, stay compliant with channel requirements, and keep product data accurate and up to date, all while improving efficiency and customer experience.

Here are just a few key areas where Channable can improve your feed management:

### Feed automation: Smarter listings with less effort
Channable’s feed automation tools help you easily [organize product listings](https://helpcenter.channable.com/hc/en-us/articles/360011190699-Using-the-Generate-categories-function) for any export channel. Thanks to [smart categorization](https://helpcenter.channable.com/hc/en-us/articles/360011189619-Smart-Categorization), Channable can automatically match your products to the right categories on each platform, saving time and boosting visibility.

You can also set up custom “**if-then**” rules to automate updates across your entire catalog with no coding required. These rules apply automatically to new SKUs and provide instant feedback, so you have full control over which products are sent where, and how they appear.

### High-quality feeds that stay up to date
To perform well on sales channels, your product feeds need to be clean, complete, and compliant. Channable helps ensure your feeds always meet the latest specifications, automatically adapting to any channel updates and resubmitting product data to prevent downtime or errors.

### Product data synchronization in real time
Managing inventory manually can lead to overselling or outdated listings. Channable solves this with real-time product data synchronization through API connections. 

These APIs create a constant flow of information between your online store and marketplaces, so stock levels are always accurate across all channels. Whether you choose [scheduled feed updates](https://helpcenter.channable.com/hc/en-us/articles/360010932720-What-are-the-schedule-settings) or sync data instantly via API, your customers always see the right availability.

### Optimize your feed (before your competitors do)
Feed management tools are a proven solution for boosting ROI and ROAS. That’s why they’re becoming vital to remaining competitive in the eCommerce market today.

Channable can help you optimize your product feeds for your targeted channels, so you’re connecting with the right audiences and increasing conversion.

Want to see how Channable can help optimize and automate your feed? Get hands-on with our feed management tool for free.

<div class="cta">
<h3>Take the next step</h3>
<p>Want to learn more about how to fix your product feeds and boost visibility?</p>
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</div>

Feed management: what is it and why you need it in your eCommerce strategy

Product categorization - creating virtual aisles for your online customers on your e-commerce marketplace. Most consumers coming to your websites have their expectations set by leading marketplaces like Amazon and eBay.

Even with 1.9 billion businesses on Amazon, [customers complete 28% of Amazon purchases in three minutes or less](https://sell.amazon.com/blog/amazon-stats#:~:text=Amazon.com%20statistics&text=Amazon%20has%20over%20300%20million,billion%20in%20global%20annualized%20sales.). One of the major reasons?

[Their product category tree](https://www.sellerapp.com/blog/amazon-product-categories-tree/). Amazon has listed their primary, secondary, and tertiary categories in the form of a tree, branching them according to their specificity.

![Amazon’s product categorization tree to aid customers.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/96egQZjJTla6Y3G8ftIP)

This results in easier navigation for customers, which in turn boosts sales and conversions.

However, research suggests that [90% of ecommerce businesses](https://baymard.com/ux-benchmark) don’t actively address proper product categorization. If that’s you, read on.

In this article we’ll discuss what exactly is product categorization and how you can improve it. Let’s dive in.

## What is product categorization?

Product categorization, also known as product taxonomy, is organizing products into specific, hierarchical categories. 

Just like you walk in a physical store and browse through different aisles in search of a specific product, product categorization allows online marketplaces to create virtual aisles to help customers find what they’re looking for.

The better your product categories, the easier (and faster) it is for potential customers to find what they’re looking for and put it in the cart.

[Dr Jart+](https://www.drjart.com/shop-all), for example, knows their customers inside out and that has helped them create a highly targeted menu. They’ve categorized their products in 3 distinct ways to help customers find their desired products with ease.

## 4 reasons why product categorization is essential for your marketplace

A customer is searching for the right pair of court shoes. They land on your website and click on 'Shoes' in the navigation menu. Under shoes, there’s only one option, ‘Women Shoes’, so they click on that and scroll through pages full of different types of shoes in search of court shoes.

Unable to find what they’re looking for, they click the x button before you can scream ‘Stop’.

This is one of the reasons why the traffic you’re driving to your website isn’t converting.

Along with higher conversion rates, there are several other benefits of categorizing your products on your marketplace.

### Improves user experience

Your online marketplace is where customers come to shop. The better their experience, the more they’ll shop from you and the longer time they’ll stay on your website and social feeds.

Studies show that if you’re not making it easy for customers to navigate your website, you’re missing out on [35% of your sales](https://s3.amazonaws.com/coach-courses-us/public/theuxschool/uploads/The_Trillion_Dollar_UX_Problem.pdf). Correctly categorizing your products into distinct categories improves your marketplace’s overall UX, increases your sales, and boosts customer retention. 

![Macys-_All-categories.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/k7A8U6fcQX65StSUOE0J)

Notice how has not only neatly added all sub-categories in their menu, but under each category the first sub-category is ‘All Kitchen’, ‘All Bath’, etc. If users don’t find what they’re looking for in the sub-category, they have the option to click on ‘All products’, too.

### Increases search engine rankings

Your number 1 goal? 
Higher search rankings for your online web shop. Because the higher you rank on Google, the more traffic (and conversions) you get.

This is where product categorization comes in. It allows Google to crawl your site and index pages faster.

As Tank’s Senior User Experience Designer, Hilary Basch, [explains](https://www.forbes.com/sites/dangingiss/2018/09/27/new-research-shows-website-navigation-may-be-losing-you-customers/?sh=567b3dab36cd),* “Being specific in your navigation encourages Google to route searches to your website.”*

[Having multiple distinct product category pages also helps you rank for long-tail and short-tail keywords which aids SEO](https://ahrefs.com/blog/seo-ecommerce-category-pages/).

### Allows you to make data-driven decisions

Categorizing products gives you an insight on what’s working and what isn’t.

- Which products are making more sales and which ones are tanking?

- What percentage of users go from Category page to Checkout? 

- How many of them do not navigate beyond the first page of product search results?

- Which categories are performing well and which ones aren’t getting clicked on?

Armed with this data, you can test for small issues in your website that are tanking sales. You can,

- Test website architecture such as placement of categories and subcategories on your website, 

- Switch up the Sort and Filter list on your Products page from New Arrivals to Best Sellers or Relevance,

- Experiment with an infinite scroll and see if that helps to increase conversion rates.

### Improves your operational procedures

From helping your teams quickly answer customer queries to managing and streamlining inventory distribution across your marketplace, product categorization can massively improve your operational processes.

## 5 Easy ways to improve ecommerce product categorization for the marketplace

Product categorization can be challenging. While one product may fall into multiple categories, some super-specific products may fall into no category. Manually categorizing ecommerce products on different sales channels is also a time-consuming process. 

So how do you improve and optimize this process? 

### Work on your product attributes

Start off this process by listing down the product attributes (tangible and intangible, both) of all your products. Some examples include,

- Brown faux leather jacket

- Large square rattan dining table

- Organic plant-based protein almond milk

This makes it easier for you to correctly categorize your products and helps customers to [shop from your online marketplace effortlessly.](https://www.channable.com/blog/optimize-marketplace-sales)

Once you’ve listed them all, start categorizing your products accordingly. Some tips to keep in mind:

- If you have more than 12 main categories, rethink your hierarchical structure and reduce them to 8 to 10. The more categories you have in your main menu, the more confusing it may get for your customers.

- Avoid duplicating your product attributes, categories, and sub-categories. For example, skin-care and face products are both the same.

- When working on your website’s product menu, don’t forget to create a visually appealing interface to ensure a smooth customer experience.

- Avoid over-categorization of your products by being too specific about their attributes.

### Steal from competitors and leading marketplaces in your niche

Next, take a look at your competitors and popular marketplaces in your industry and observe how they categorize their products. Chances are they've done their research and know exactly which categories to list and where in the menu.

![Sephora-categorization.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YCL6HOUqTFecFTb5u0rO)

For example, if you’re in the beauty industry, look at how [Sephora](https://www.sephora.fr/) has added multiple sub-categories under their Gifts category.

Adding a price sub-category under Gifts shows that their customers look for differently priced gifts on this website. You can emulate this on your own marketplace, too.

### Prioritize mobile optimization

Your product categories will not increase your marketplace conversions if they’re not optimized for mobile devices. 

With mobile shopping sales forecasted to reach over 700 billion dollars by 2025, creating the best mobile experience for your customers is critical. So make sure your navigation menu, your product hierarchy, and different product categories are fully optimized for mobile.

### Regularly update and expand your product categories according to user behavior

Take a look at your customer’s behaviors. 

- Are certain products not getting clicked on despite being well in demand? 
- Are people searching for categories and subcategories on Google that don’t exist on your website yet? 
- Can you fit your existing products into trending product categories?

Keep a close eye on evolving trends in your industry and user intent. Add new product categories, update products into more specific or trending sub-categories, and create seasonal categories to highlight holiday seasons.

### Test and optimize
How do you find out if your current product categorization system is getting you maximum conversions and sales? By testing it.

Evaluate the performance of your product categorization system and find out areas you can improve.

Analyze the following metrics to get a deeper understanding of which product category is most popular, and which ones aren’t getting clicked on.

- Click-through-rate
- Time spent on each category page
- Bounce rate 
- Category Traffic

Once you’ve identified categories that aren’t performing as well as others, test the following,

- Different placements in the navigation menu, 
- Product category name
- Amount of products in each category
- Amount of sub-categories in each category
- Loading time of category pages

### Use smart categorization to automatically categorize all your products

Instead of manually categorizing all your products (even the thought feels exhausting), use a platform like Channable that [automatically categorizes thousands of products](https://www.channable.com/blog/smart-categorization-digital-marketing) on all your different sales channels within a couple of minutes.

A feed management tool like Channable guarantees that your products will appear in the right category of each export channel you are using to sell online. You can see the number of products that are included in each category and you can even check which products, in particular, have been included. 

The best part?

Best customer support team ever. All queries (whether tiny or massive) will be solved within seconds to ensure you have a smooth experience with categorizing your products and keeping your feeds up-to-date!

## Ecommerce product categorization is critical for marketplaces

You want more sales. Your potential customer wants to buy from you. Both things can only happen if you provide a frictionless online shopping experience for your customer.

Correctly categorizing your products allows you to do that. It helps customers find exactly what they’re looking for immediately, which increases not only sales but also the time they spend on your website.

To make the product categorization process easier for you, use Channable and automatically categorize all your products in minutes.

Channable allows you to create and manage all your product feeds in one place. You can choose from over 2,500 feed templates and build powerful data feeds to reach more customers. It also automatically updates product data like changing prices and stock information, so you can relax knowing your product feed is up-to-date. 

The best part?
Channable boasts [97% accuracy](https://www.channable.com/products/product-feed-management-tool) rate for product categorization!

<div class="cta">
<h3>New to Channable?</h3>
<p>Talk to an expert today!</p>
<a href="https://www.channable.com/demo" target="_blank" class="cta-button">Book a demo</a>
</div>


What is product categorization in the marketplace and how can we improve it?

If you’ve spent any amount of time in the eCommerce sector, you’ll have seen that sales don’t just appear out of nowhere. It’s long been understood that effective marketing campaigns are essential if eCommerce firms want to ensure decent growth and reliable revenue streams. But is your eCommerce store performing as well as it could be?

Campaign optimization can give your sales figures a significant uplift and generate long-lasting customer loyalty but many organizations don’t know where to begin when it comes to optimizing their existing marketing efforts or launching new ones. 

Fortunately, today there are a number of digital tools available to help businesses with campaign optimization. From improving your keyword strategy to automating your email outreach, there are several different routes you can take to optimize your eCommerce campaigns.

**In the below article, we’ll outline exactly what we mean by campaign optimization and how you can leverage it to take your sales figures to new heights. Keep reading to find out more.**

## What is campaign optimization?

![campaign optimization.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zUhQvHgyRiOapHesAuhN)

Campaign optimization simply describes any strategy used by marketers to improve the effectiveness of their campaigns. It can be applied to any process that attempts to deliver the best possible results from a campaign. In practice, what this means may vary depending on what the particular goal of an eCommerce campaign is. Do you want to increase clicks? Are you trying to boost conversion? Or are you simply attempting to improve engagement? Whatever your ambition is with a particular campaign will go a long way to determining how you optimize it. 

The eCommerce sector is particularly competitive, with [24%](https://www.forbes.com/advisor/business/ecommerce-statistics/) of all retail purchases expected to take place online by 2026. Given the rapid expansion predicted for the sector, marketers are well aware of the importance of campaign optimization. The eCommerce market represents a huge and growing opportunity but competition has never been more intense. Campaign optimization is the means by which eCommerce firms can stand out from the crowd. 

## How to achieve campaign optimization

One of the first things that businesses looking to optimize their campaigns must do is assess their current performance. For this, gathering data is key. How much traffic are your ads generating? And what are the sources? Collect as much information as you can about your existing campaigns as this is the only way of knowing what is working well and what isn’t.

Once you’ve conducted some degree of analysis concerning your existing campaigns, it’s time to think about ways of improving them (or launching a new, optimized campaign). Start by planning your campaign carefully. Take a look at your landing pages and product pages and evaluate whether they are effective at convincing visitors to your eCommerce site to convert. Customer feedback can help here in understanding the customer journey. 

Remember too that the eCommerce market is a much more fragmented place than it once was. In the past, brands could have been fairly confident that any online sale came directly from their website. Today, however, online retailers operate in an omni-channel environment. Customers could engage with a brand via email, social media, or traditional brick-and-mortar stores. It’s important that any campaign optimization efforts reflect the multi-channel nature of modern eCommerce.

## Campaign optimization basics

![campaign optimization basics.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/9ADDXUZySRONggq74f8o)

Although campaign optimization strategies will vary from company to company depending on geography, customer demands, competitor insights, and more, there are several steps that are common to most campaign optimization efforts:

- **Set your goals**

It’s very difficult to optimize your marketing campaign unless you’ve got a clear objective you're aiming for. This will determine the metrics you measure and how you determine whether your campaign is a success or not. 

Setting campaign goals and their corresponding metrics can ensure that your campaign supports your broader marketing objectives. Whether you want your campaign to lead to more site visits, a higher click-through rate (CTR), increased conversion numbers, or greater lead generation, clearly defining your goals will ensure you can keep your campaigns progressing in the right direction.

- **Research**

Optimize your eCommerce campaign by making sure you’ve conducted all relevant research. Compile data from right across the entire sales funnel and then see where it aligns with your campaign strategy. Identify where leads are emerging and look at how your campaign can convince them to convert, such as using personalized ads, for example. 

As well as conducting research by monitoring customer interactions with your brand, don’t forget about reaching out to them directly. A customer survey can provide invaluable information regarding your eCommerce ad campaigns and how you might improve them. 

- **Diversify**

If you’re looking to optimize your campaign, it’s important to not be too restrictive. Diversifying your campaigns across multiple channels, different forms of media and using a diverse range of tactics can give you a much better chance of reaching your target audience. This also grants you access to a broader spectrum of data, which can help inform current and future campaigns. 

However, don’t let a diverse approach lead to confusing messaging. It’s important to be consistent across platforms, with customers led to standardized branding and product offerings. Consistency also helps you avoid wasted spend in your marketing campaigns.

- **Choose your tool**

There are a number of different digital solutions on the market today all promising to help with campaign optimization, so if businesses are looking for an external vendor to support their eCommerce efforts, it’s important they choose wisely. 

Look for solutions offering essential campaign optimization features like [feed management](https://www.channable.com/blog/blog-what-is-feed-management-and-why-do-you-need-it) to help with product promotion across multiple marketplaces. Robust analytics features can also support optimization by making use of real-time performance data aligned with your KPIs.

- **Evaluate performance**

You won’t know if your campaign optimization strategy is successful unless you keep track of its performance. Collect relevant performance metrics, run A/B tests on your marketing copy, and analyze as much data as you can. 

Once you’ve collected enough information about your campaign’s performance, it’s a good idea to carry out a formal review. As well as post-campaign evaluations, you may also want to consider mid-campaign reviews so you can adjust ongoing campaigns. Remember to carefully evaluate your campaigns and put the insights you gather towards making the next one even better.

## The benefits of campaign optimization

![campaign optimization benefits.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/jvIurf5T5sT3PDIWz3tw)

As mentioned earlier, campaign optimization means different things to different businesses. For example, simply improving your [product categorization](https://www.channable.com/blog/blog-improve-your-categorization) can deliver significant uplift for your campaigns by making it easier for customers to find what they’re looking for. Making sure your eCommerce portal works well on mobile devices is also a popular tactic brands are using to optimize their campaigns. [Automating your keyword strategy](https://www.channable.com/blog/final-url-keyword-level-dynamic-keyword-insertion) is another.

Whatever route to campaign optimization you take, your eCommerce platform could enjoy a huge range of benefits. This includes improved campaign performance, with data-driven insights around things like target keywords, traffic, and conversion leading to higher sales figures. Optimization can also improve your decision-making by providing data to validate any campaign initiative. 

Campaign optimization is likely to lead to higher levels of ROI. Not only will optimization mean that it is more likely for your brand’s products to end up in front of your target audience, but it also makes it easier to clearly measure your ROI. With the right campaign optimization strategy, you can make more informed decisions on your marketing spend because you can accurately track the performance of each campaign. 

The advantages of campaign optimization stretch beyond any individual campaign too. By providing clarity around your eCommerce campaigns, organizations no longer need to pursue marketing strategies on a hunch. Instead, they can follow a clear plan leveraging research, data, and analytics. Not only will this help ensure each campaign achieves its goal but also that overarching marketing ambitions are met. 

Campaign optimization provides a path towards your company’s wider goals. 

Are you ready to bring your ads to the next level? Enjoy the many benefits that eCommerce campaign optimization can deliver by taking a free and [personalized](https://www.channable.com/demo) online demo of Channable’s solutions. No strings attached!

Take a look at our customer [success stories](https://www.channable.com/success-stories) to see how you can achieve campaign optimization and the kinds of benefits it delivers.



How to Optimize Campaigns for your eCommerce Website

An Expert’s Guide to Google Performance Max Campaigns in 2025

## Visual allure: the heart of successful online retail

In the vibrant world of online shopping, images play a vital role because consumers can't physically touch, feel, or interact with products. Images are the gateway to a potential purchase, providing a window into the product's world. 

And we can confidently say that creative optimization, which we define as enriched image ads,  can either elevate or deflate an eCommerce ad's effectiveness, particularly in the fiercely competitive arena of social commerce.

Consider this: in a brick-and-mortar store, you'd pick up an item, assess its texture, explore its details, and then decide whether you want to buy it. In online advertising, this hands-on interaction is missing, and that's where creative optimization steps in. 

![Image2_the heart of successful online retail.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/HnZzAeQSvSnFgntBFN8w)

They bridge the sensory gap, becoming the virtual fingertips that customers lack. Through images, shoppers can visually explore the product's features, form, and functionality, simulating the experience of physical inspection.

Now, let's talk about social commerce in general, the trend currently revolutionizing online shopping. Whether it's Meta, Pinterest, TikTok, or any other platform, the role of high-quality creative optimization remains paramount and at the core to successful ads.

The influence of compelling images in steering the direction of consumer decisions is universal, not just for social commerce, but online advertising in general. So, let's dive into the reasons why creative optimization holds such sway and how you can leverage this power to your advantage.

## The multi-faceted influence of creative optimization

### 1. Initiating engagement and retention
Imagine a digital aisle brimming with similar products vying for attention. How does your product distinguish itself from the competition? 

High-quality images serve as digital magnets, drawing users in and enticing them to explore further. A relevant image can create that pivotal initial attention that calls a user to choose your listing.

### 2. The sales propeller
For all advertising channels like Google, Meta, and TikTok, high-quality images are not just extras; they're essential for conversions. 

Most platforms employ sophisticated algorithms to enhance their user experience. In this digital ecosystem, high-quality images are a secret ingredient to elevate your product's visibility. 

![For all advertising channels.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/bNIS6igRQdCvh2GnmnuK)

So Aim for scroll-stopping visuals that ensure your content—images, descriptions, and titles—is seen on prospects' timelines and that they are of superior quality to propel your products to the top and amplify your sales potential.

### 3. Brand building beyond borders
In the digital world, where first impressions are formed in an instant, high-quality images carve your brand's identity. They mirror professionalism, reliability, and authenticity. 

By consistently offering high-quality visual elements such as color, logos, and fonts coupled with clean data and clear messaging, you reinforce brand loyalty and trust, solidifying your market presence.

### 4. Trust: the conversion key
The trust a customer places in your brand is often based on transparency. High-quality, accurate images play a pivotal role in this regard. When users can scrutinize products from different angles, inspect minute details, and truly understand what they're buying, a sense of trust is nurtured. This trust becomes the bridge between a hesitant browser and a confident buyer.

### 5. The conversion elixir
First impressions echo louder online than in physical stores. Within seconds, an image can communicate value, utility, and relevance. This instant visual communication molds the shopper's decision-making process, dictating whether they proceed to checkout or continue scrolling.

### 6. Contextual storytelling
Lifestyle images are the key to immersive storytelling. By showcasing the product in real-world scenarios, you help customers envision the product as part of their lives. These images generate an emotional connection, enhancing the product's appeal. This aspect can become even more important when including social commerce in your marketing mix

## Creating scroll-stopping dynamic product ads

Regardless of the platforms you're operating on, certain principles hold true when it comes to crafting persuasive product images especially when it comes to social selling.

The most successful ads and campaigns on social channels adhere to the following three principles:

- Your ads need to be visually catching and they should be branded and consistent, but also stand out.

- It needs to be relevant to your audience. You want to create an immediate sense of connection.

- You actually need to offer something special straight away. And no, it doesn't have to be the product itself. Users are more likely to stop scrolling when you show an exclusive offer, discount, or deal. 

And there is really only one ad format that allows you to do that visually: dynamic product ads, or DPA's.

![Tip - 06 - 01.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/RSN6m0l6SOOvMOBbRlIK)

## Real quick: What are DPA's and how do they work? 

At the core of dynamic product ads is a product feed. This is a data-file, which contains all of your product information. You’ll need to ensure that this feed is constantly updated and optimized to make DPA’s as effective as possible.

Dynamic product ads are social ads created in real-time depending on the attributes of your target audience. This is what makes them so highly personalized. 

They are based on ad templates, which are dynamically filled with product information from a product catalog. They can be targeted to either new customers or retargeted to customers showing high buying intent. 

### DPAs are a great tool for: 

- Advertising large product portfolios at scale in a personalized way

- Allowing for higher personalization and conversion

- Targeting customers across devices

The following list of best practices is to help further ensure your DPA's or any image-based ad is reaching its full potential:

### 1. Multi-angle display
Capture your product from various angles. This multi-faceted approach helps customers gain a holistic understanding of the product's physical attributes.

### 2. Context-driven imagery
Contextualize your product. Show it in real-world settings or relevant scenarios to help customers envision its practical use.

### 3. Balance Scale and Detail
Maintain a size that showcases the product effectively. Too small, and customers might miss crucial features; too large, and the image might lose focus.

### 4. Highlight through Infographics
Use infographics to spotlight unique features, enhancing your product's value proposition.

### 5. Adhere to guidelines
Whether it's Amazon, eBay, or any other platform, ensure your images adhere to their guidelines. Consistency portrays professionalism.

### 6. Enhance through editing
Utilize editing tools to enhance image quality. Adjust lighting, color balance, and composition to make the images visually appealing.

### 7. Embrace innovation
Explore innovative solutions that simplify the image optimization process. These solutions can empower you to achieve professional-grade images without exorbitant costs.

## Harnessing tomorrow: the power of innovation

Optimizing images might sound intricate, but modern solutions are simplifying the process. Channable's Image Editor feature is one such answer, empowering your team to handle ad product creatives' optimization in-house.

Channble's Image Editor combines data feed management, multi-channel marketing, and image editing into one solution, streamlining the eCommerce advertising process.

![Image4_all advertising channels.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/mF3NmduXQx6Y3tc5PAtp)

By connecting your product feed to our image templates, you can easily create dynamic product ads (DPA's) and scale your ad creation. Making it the ideal solution to boost your ad performance and save you valuable time and effort.

## Elevate your eCommerce success with stunning creative optimization

In the universe of eCommerce ads, product images emerge as the unsung heroes. They're not just pictures; they're conduits of emotions, decisions, and conversions. 

If you're a digital marketer or online retailer, comprehending the pivotal role of creative optimization can redefine your strategy. 

By investing in high-quality visuals, aligning with platform guidelines, and embracing innovative solutions, you harness the formidable power of creative optimization and elevate your eCommerce endeavors to unprecedented heights. 

In the virtual realm, a single image holds the potential to spark a thousand sales. Dive into all the solutions Channable has to help you reach your eCommerce goals by exploring our [website](https://www.channable.com/products/dynamic-image-editor).

Why creative optimization can be a game changer for eCommerce ads

More and more brands are jumping into paid social advertising. Compared to more traditional marketing channels, such as television, social media is accessible for all types of budgets. Indeed, social media advertising is a must if you want to quickly reach a new target audience. These marketing channels are incredibly profitable and versatile. <a href="/products/ppc-tool" target="_blank" rel="noopener noreferrer">In a similar way to search engine advertising</a>, social media gives advertisers the ability to create marketing campaigns by selecting performance targets at relatively low costs.
<h3>Consider your target audience</h3>
It's important to know that all major social media offer advertising options, but that doesn't mean you should use them all. For example, <a href="/integrations/instagram" target="_blank" rel="noopener noreferrer">Instagram</a>, <a href="/integrations/facebook-product-feed" target="_blank" rel="noopener noreferrer">Facebook</a>, <a href="/integrations/snapchat" target="_blank" rel="noopener noreferrer">Snapchat</a> and Pinterest are appropriate for companies that are B2C, compared to Linkedin which would be more appropriate for B2B.
<blockquote>**Tips for choosing which social media to place your ads on:** When you think about where to advertise on social media, look at which ones work well organically for your brand. Organic would be publications that you don't pay for. Social networks where your content naturally touches fans’ heartstrings are an obvious choice for your first social advertising campaigns.</blockquote>
<h3>Define the goals of your campaigns</h3>
There are different marketing goals for your social media promoted campaigns depending on what you want to accomplish. With your social advertising campaigns, you can do the following:
<ul markdown>
 	<li>Increase brand awareness (and increase your customers/followers engagement)</li>
 	<li>Send traffic to your website and generate leads</li>
 	<li>Convert internet users interested in your products (with the retargeting option)</li>
</ul>
<h3>What kind of budgets?</h3>
The advantage of advertising on social media is that you can create a campaign for any budget. Unlike a marketplace, there is no fixed amount to pay per month. On most social networks, you bid for your ads to be shown. You can specify a budget to get a certain result like an amount of clicks or to maximise your daily budget. When you create your ad, the social media ads manager provides you with a recommended bid based on your business objectives.
<blockquote>**What influences the bid recommended by the social media ad manager?** The costs of your ads for social media advertising is based on a mix of different aspects such as the quality of your ad, your objectives, the target audience, the country where you want to advertise, or even the day or period selected.</blockquote>
<h3>Which social networks to choose?</h3>
When choosing where to place your ads, **it is also useful to know which social media networks are most popular with your target audience**. Below, you can read about different social media networks including their audiences and properties.
<h4>Facebook the giant</h4>
As the network with the largest user base, Facebook is the number one social media in the world. It is therefore difficult to skip it in your strategy. Facebook is an excellent platform to start social advertising on. In addition to having enormous audience potential, Facebook has the advantage of being visual and offering multiple audience segmentation options. For example, with the pixel system, you can reach internet users who have already visited your website and/or application via retargeting. Above all, you can target audiences according to their interests, affinities, location, etc.
If you have already implemented <a href="/integrations/facebook-product-feed" target="_blank" rel="noopener noreferrer">Facebook Dynamic Ads</a> and want to improve the performance of your campaign, a feed management tool like Channable could help you. This will ensure that your Facebook ads are always up to date, you can pause products ads with no stock, and you can check the quality of your feed before sending it to the Facebook business manager.
<h4>Instagram is not only for influencers</h4>
Instagram is an extremely visual social network, where users ‘like’ a vast number of images. An advantage of using Instagram is that it belongs to Facebook. Therefore, to advertise there you can use the same feed as the one prepared for Facebook. This social network is very popular among new generations between the ages of 12 and 35.
<h4>Snapchat shows that your brand is on top of industry trends!</h4>
Snapchat is relatively new compared to Facebook or Instagram. Its audience is very young and eager for technology. Nearly three-quarters of young people aged between 18 and 24 use the application. The tone on Snapchat is rather relaxed, fun, and informal.
<h4>Pinterest is not only an inspiring site</h4>
Think of Pinterest as a product search engine where you can do visual advertising, a bit similar to [Google Shopping](https://www.channable.com/integrations/google-shopping-feed). The particularity of Pinterest means that users might not directly buy your product and the conversion time is longer than on other marketing channels. On Pinterest, users are looking for inspiration and ideas. They can therefore "pin" an image that interests them. Your ad will appear right between the pinned posts.

Bear in mind that the majority of Pinterest users are women between 25 and 50. Pinterest is the place to be if you are an advertiser in an industry that relates directly or indirectly to marriage, cooking or fashion.
<h3>A concrete guide for creating ads for social media</h3>
Most of these platforms have an ad manager for creating, organizing and managing your campaigns on social networks. Create ads by sending your product information in a product data feed. <a href="/fr/blog/infographic-flux-produit-marketing-digital" target="_blank" rel="noopener noreferrer">For those who are not familiar with this term</a>, it is simply a file that contains all your product information. Often the format of the file is an XML.

<img class="size-full wp-image-14706 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/575MiNSXiEEpELmGugv1" alt="Create XML for Facebook business manager with Channable" width="567" height="106" />

However, by using this type of "manual" method, it makes managing ads very difficult and tedious. Imagine that every time your product catalog or product information changes (e.g. a new collection or pricing during sales), some products are out of stock or you want to create campaigns for only a part of your catalog, you will have to create a new feed and reset your campaigns each time.

This is where data feed management tools come in.
<h3>Why use Channable to advertise on social networks?</h3>
Product feed management tools simplify the integration and management of your catalog on multiple platforms. With Channable, you can import your product information to enable advertising on Facebook, Instagram, Snapchat or Pinterest.

<img class="size-full wp-image-14705 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/qyz7LWhSUWs3ZZQvzeDa" alt="social advertising with Channable" width="1587" height="450" />

Not only are all your social media feeds prepared and optimized in the same interface, but they can also be directly synced with your online shop. Simply import your product data into Channable and create new feeds for the social media network of your choice. Then, your feeds will be updated (with the information available on your online shop) every day in Channable to ensure you always have the most up-to-date ads!
<blockquote>In summary, you centralize all your product information in a single interface so that it is updated every day on all platforms where you advertise! Channable contains all the information about the data and formats you need to submit to Facebook, Instagram, Snapchat or Pinterest!</blockquote>
So, what are you waiting for? If you would like more information, do not hesitate to email to us at <a href="mailto:support@channable.com" target="_blank" rel="noopener noreferrer">support@channable.com</a>.

Why integrate social media into your marketing strategy?

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]

“We will focus on this ad group in our next campaign.” Do these words sound familiar? For many of us, the terms “ad group” and “ad campaign” are thrown around without really knowing their definitions. 

Some other familiar words we often hear at Channable come in the form of a question: “How do I structure my ad account?” 

Answering this correctly will go a long way to ensuring your ads are triggered by searches relevant to your audience, your quality scores are higher, and you have greater control over where your ads appear. 

We’ve put together the below guide on PPC advertising to break down ad account terms, explaining what each one means and how they function. Plus, we’ve included some inspiring quotes and expert insights so the focus of your next campaign is laser-sharp.

## Campaign hierarchy: Who is the king?

“Ignoring online marketing is like opening a business but not telling anyone,” explains KB Marketing Agency. 

Similarly, ignoring the importance of your ad campaign hierarchy is like recognizing the value of online marketing but having no structure to support it. 

Your ad account hierarchy provides this structure and is always the same in terms of order and influence. The level above always influences the one below. 

For example, whatever is included at the campaign level influences your ad groups. Ranking the hierarchy of an ad account’s structure is as follows:

![Artboard 7.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/BNA8GNZRLKPz88gpT06w)

## Ads account hierarchy: The difference between ad campaigns vs ad groups
 
Now we have visualized an ad account structure, let's break down the structure of campaigns and ad groups further.

Your account’s campaigns consist of one or more ad groups. An ad group contains one or more ads, which share a set target of keywords and bids. The biggest difference is that ad groups are one level below campaigns in the account hierarchy. 

Campaigns directly control the goal and budget, while ad groups oversee the bids/CPC, audience/targeting, placement, and delivery options chosen to capture the audience.

- **Ad campaigns = strategies, goals, budget**

- **Ad groups = bids, targeting, placement**

![Ad campaigns vs groups.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/FAr8KxNRNJjWby3nuEPA)

## Ad campaigns

To understand what sort of journey you want to take your customers on, you first need to create a definition for the campaigns in your account. 

“At its very core, marketing is storytelling,” explains Melinda Partin, senior director of marketing and digital strategy at UW Medicine. 

> “The best advertising campaigns take us on an emotional journey.” Most companies want to start this journey with a search campaign, so let’s use that as an example. 

Search campaigns can potentially create the most awareness, but display campaigns are also widely used. 

Alternatively, perhaps a call-only campaign creates the business you need. Whatever you choose, the goal is to be found via all relevant searches directing individuals to your website and converting them into a sale/customer.

All campaigns are created with a goal - to sell something, boost web traffic, increase brand awareness, etc. 

The campaign sets the budget, location, and targeting of that goal, so you can focus on achieving results. 

Other settings that are affected under the campaign hierarchy are the set of ad groups, ads, keywords, and bids to reach your goal.

In the US, Forbes Magazine demonstrated the power of an effective PPC campaign, boosting subscriber numbers, introducing two new ad channels, and [increasing PPC traffic](https://adventureppc.com/case-study/20-increase-in-subscribers-for-forbes-magazine){nofollow} by 102%. 

Video content was a major part of Forbes’ increased appeal, as was a focus on a broader age range for the magazine’s target audience. Collectively, Forbes was able to leverage the benefits of PPC optimization to enhance its subscription figures.

Your account can have one or multiple campaigns running at the same time. For instance, you can create separate ad campaigns to run similar ads but in multiple locations using different budgets.

![Artboard 6.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/T6JWNemTVes2VVYqhRIb)

**Tip**: Once a strategy and a goal are chosen for your campaign, it is time to think about the settings

- Target location
- Target language
- Budget
- Bid strategy - automatic (AI learning) or manual 

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<h3>New to Channable?</h3>
<p>Get hands-on with our tool for free!</p>
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## What is an ad group?
Ad groups may contain one or more ads that have a similar target. It’s your decision how you organize an account but often within ad groups, a separate ad is defined and created by the different types of services or products that are offered.

“Ad groups are an essential component of pay-per-click marketing,” reads a [recent blog post](https://www.wordstream.com/ad-groups){nofollow} by marketing company WordStream. “Creating effective ad groups can help you to drive more traffic and leads at lower costs, while increasing the number of conversions on your site.”

Ad groups contain and control the following functions:

- The structure of each campaign
- Separate and organize each theme or product
- Control keyword/ad association

*How big should my ad group be?*

There is, of course, no set limit but a few guidelines are:

- Six to 10 ad groups per campaign
- +/- 20 keywords per ad group
- Around two or three ads per ad group

## Ads, keywords, and negative keywords

At this level you have your actual ad, targeting potential customers with your chosen keywords.

As a company that functions in six languages, [Channable](https://www.channable.com/products/ppc-tool) knows the importance of search volume and choosing the right keywords. Make sure your research confirms that the keywords you are choosing have search volume! 

> “With the right focus, keyword research will help you create content that reaches the widest possible audience, generates more traffic, and converts better,” says Stoney deGeyter, CEO of Pole Position Marketing. 

> “All it takes is looking at your keywords, not merely as search words but as information about the searcher.”

Here in the hierarchy, the information/keywords provided are connected directly to your [product data feed](https://www.channable.com/products/product-feed-management-tool). 

Target potential clients by using keywords with intent. In general, broad terms have low intent, e.g. sport shoes, and do not have a high click-through rate. Focused and specific words, also called long-tail keywords, usually have higher intent because the buyer knows more about what they want, e.g. Nike air max 270.

## Keyword match types

This may be preaching to the choir, but (search types) or match types are the ways keywords and phrases can be configured to match up to searches within your campaigns. 

There are four query match types recognized by [Google] (https://support.google.com/google-ads/answer/7478529?hl=en) and [Microsoft Advertising](https://www.google.com/url?q=https://about.ads.microsoft.com/en-us/resources/training/keyword-match-options&sa=D&source=docs&ust=1660138852645995&usg=AOvVaw3eMpV51Sxb-5ZCH5qeGJxF) 

- **Broad match**: As the name suggests, this is the broadest term your ad can be matched against, including synonyms for your keywords. An example would be if you used 'discount running shoes' as a broad keyword. In this case, your ad may be displayed when a potential customer uses the search term 'sports shoe sale'.

- **Modified broad match +**: This is a bit more restrictive and the ads will only activate on the keywords you have set, but they can be in any order. An example would be a search for ‘sale sport shoes’ when your keyword is ‘sports shoe sale’.


- **Phrase match “ ”**: A phrase match must include keyword terms you are bidding on in the same unbroken order. There can, however, be words before or after the keyword.


- **Exact match [ ]**: An exact match will only trigger when the exact keyword is searched for.
A little side note: Google has begun restructuring what it considers an exact match. This now means that word order and function words like “the”, “for”, and “to” will be ignored, along with plurals and close variants of the chosen word.

*What does this change mean to your account strategy?*
![Artboard 1.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/chY27F3ER968uOsV5YHw)

Google’s exact match modifications have meant that modified broad match has become the most popular choice for most campaigns. This is because it's strict enough to stay relevant, yet still offers enough flexibility to catch interested buyers.

> “Using the right keyword match type ensures the money you spend on Google Ad campaigns helps you bring in the right type of traffic, which makes you more likely to attract a new customer, drive a sale, and maximize ROI,” notes Flori Needle at Hubspot.

## What are negative keywords?

[An effective PPC strategy](https://www.channable.com/blog/more-roi-for-your-ads-choosing-the-right-bidding-strategy) depends on constantly refining your keyword matches. 

It also brings negative keywords into play. Negative keywords allow you to exclude certain search terms from your campaigns, ensuring that your ads are only shown in response to the most relevant search queries. 

“Also known as a negative match, negative keywords make sure that certain words or phrases don't trigger an ad being shown on a SERP search engine results page or website,” a recent blog post from [HubSpot](https://www.google.com/url?q=https://blog.hubspot.com/marketing/negative-keywords&sa=D&source=docs&ust=1660138881887347&usg=AOvVaw0tbByxB5hVfk-r1WpqYKYt){nofollow} explains. 

“This improves targeting: When you prevent keywords from being associated with an ad, you can be more certain that it will be shown to the right audiences.”

Let’s say you are trying to advertise those Nike air max 270 shoes we mentioned earlier, but they are part of a new campaign that is specifically targeting women. 

Using negative keywords you can prevent your ads from appearing in less relevant searches for terms like “men’s trainers,” or “kid’s shoes,” ensuring that your campaigns are more targeted to your desired audience.  

In choosing your keyword strategy, it is useful to create two to three long-tail keywords and try to avoid single-term keywords. That being said, your campaign goals are always your own and a different strategy might yield better results to meet your needs.

## What are you willing to pay per click?

Let’s talk about bids and choosing a max CPC (cost per click), starting with your quality score. Your [quality score](https://www.channable.com/blog/blog-4-ways-improve-quality-score) is made up of keywords, landing page quality, and relevant content. Quality scores, along with your max CPC, help determine your ad rank. 

More specifically, your maximum CPC bid multiplied by your quality score helps determine your position and therefore, cost per click, bringing everything together.

There are two options when choosing your bidding strategy: **manual** or **automatic**.

- **Manual bidding** - Manual bidding gives you complete control. When starting a new campaign it might be a good idea to look at Google's “Page #1 CPC”, and “Top of Page CPC” metrics to give you a good idea of what your max bid should be. These two metrics are both estimates Google creates for each keyword.

- **Automatic bidding **- This gives Google control to play around with your ad spend, using Google's AI to find the optimal price for you to be bidding on. This strategy can be helpful when starting a new campaign and if you don't have an idea of what a reasonable price would be for your ads. One potential option would be to play around with the ‘Maximize Clicks’ feature within Google AdWords. 

![Screenshot.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gPrxOyZqQ9m89EIqpQJT)

Google will then try to get as many clicks as possible with your ad spend. An important note on using this feature is to set a Max CPC bid limit so that Google does not exceed your limits or budget. 

However, this strategy may not be ideal in the long run and should be checked after a few weeks to determine a good price per click vs conversion. 

Plus, it’s not the only strategy available to you. Maximize Conversions and Enhanced CPC represent just a couple of the other potential automated bidding strategies. Selecting the right one for your campaign depends on your goals. 

As Avinash Kaushik, a digital marketing evangelist, says, “Never let ads write checks your website can’t cash.” 

## Automating your ads

With all this information, you should be ready to tackle optimizing your ads account structure and get those ads rolling. If handling all these campaigns and ad groups now sounds like a daunting task, there are [data feed management](https://www.channable.com/products/product-feed-management-tool) and [PPC tools](https://www.channable.com/products/ppc-tool) to help manage your workflow. 

Channable is a platform that can combine your data feed directly with your text ads, making automation and campaign management easy. 

How about some final words of advice from someone that has done more than most to change the face of online advertising, Mark Zuckerberg: “Advertising works most effectively when it's in line with what people are already trying to do.” You don’t have to change your goals; just use Channable to make sure you achieve them!

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<h3>New to Channable?</h3>
<p>Get hands-on with our tool for free!</p>
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The difference between ad campaigns and ad groups in PPC advertising

With highstreets slowly opening up again and with consumers ready to shop offline, now is the time to respond. Using local inventory ads, online shoppers know exactly which of your products are in stock in every offline store.
<h2>What are Local Inventory Ads?</h2>
There are many ways to promote your products online. You can <a href="/integrations">show them on different channels like Amazon or eBay</a>. You can advertise with search ads via <a href="/products/ppc-tool">Google Ads or Bing Ads</a>. But have you considered promoting your offline store’s inventory online? Whether you have a special offer or a huge sale. Or, if your product is sold out online but you still have some in your offline stores. In many situations, it’s a no-brainer.

Google developed local inventory ads exactly for this purpose. These ads become visible when a potential consumer is close (within 50km) to one of your offline stores. They can see whether the product they are looking for is still in stock and in precisely which store they can get it. This way you can perfectly combine your online shop with your offline stores.

[caption id="attachment_24622" align="alignnone" width="960"]<img class="wp-image-24622 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/f4Ub6DftTTKYn5x32rO6" alt="" width="960" height="400" /> This is how local inventory ads appear on Google Shopping.[/caption]
<h2>What are the advantages of local inventory ads?</h2>
<ol>
 	<li>**Combine your online shop and offline stores** Consumers often plan their shopping online. Therefore, they check what time the stores open and close, if there’s a sale, and which products are in stock. Use local inventory ads, take advantage of this shopping behavior. Show live stock updates of popular products and encourage consumers to visit your store.</li>
</ol>
<ol>
 	<li value="2">**Promoting shop inventory = more sales** Is one of your products sold out online but available in store? If so, grab the attention of consumers by mentioning this in your ads. This will increase your store visits which means more sales and more upselling opportunities.</li>
</ol>
<ol>
 	<li value="3">**Set up your Google Analytics** Keep track of the impact local inventory ads have on your sales in each particular offline store and customize your ads accordingly.</li>
</ol>
<ol>
 	<li value="4">**No additional costs** Local inventory ads are within your Google Shopping budget.</li>
</ol>
<ol>
 	<li value="5">**Easy to set up using data feeds** Using <a href="/products/product-feed-management-tool">Channable’s data feed management tool</a> you can quickly and easily create fully optimized feeds for creating local inventory ads.</li>
</ol>
<h2>How do I create local inventory ads with Channable?</h2>
<ol>
 	<li>As well as a Channable account, you’ll need three other accounts. A Merchant Center account, a Google My Business (GMB) Locations account, and a Google Ads account.</li>
 	<li>You need to link these three accounts with one another. If they aren’t linked, <a href="https://support.google.com/merchants/answer/3425157?hl=en">follow these steps from the Google Help Center</a> to link these accounts and exchange data.</li>
 	<li>Next, create two separate data feeds in Channable. A general feed with all the products you sell in your stores and a feed with the local product stock. These feeds must meet certain requirements that Google has set up. With [Channable’s data feed management tool](https://www.channable.com/integrations/google-shopping-feed), you can ensure these requirements are met in no time.</li>
 	<li>Is everything uploaded? Then <a href="https://support.google.com/merchants/answer/7022488">request the inventory verification from Google</a>. A specific contact person for stock verification is responsible for this. This contact person is the only person who receives information about setting up and processing the stock verification. This check is necessary for Google to ensure that the stock information matches what is actually in your stores.</li>
 	<li>Have you completed step 4? If yes, you are ready to <a href="https://support.google.com/merchants/answer/7024611?hl=en&amp;ref_topic=7023401">activate your Google Shopping campaigns</a>.</li>
</ol>
<h2>Gall &amp; Gall: what if you’d like to have a special bottle of wine for the barbecue tonight?</h2>
[Gall & Gall](https://www.gall.nl), the most popular liquor store chain in the Netherlands and one of our clients, faced a dilemma. The company was founded in 1884 and today has around 600 physical stores across the Netherlands. These stores are hugely important to Gall &amp; Gall’s success. However, buying drinks online is becoming more common. And in recent years, their online marketing has focused mainly on online sales. But how do you combine online and offline the right way? Plus, how do you measure the effectiveness of online marketing on offline sales?

Jan-Willem den Dunnen, an online marketer at Gall &amp; Gall explains, “When Google introduced local inventory ads in the Netherlands, we were one of the first to try it out. We are an omnichannel retailer and know better than anyone that online advertising is an important driver to stores. We'd like to increase this effect. So we set up local inventory ads mainly for our customers. If you want a bottle of Bacardi today but when you check online it says it can’t be delivered until tomorrow, you won’t order it online. Local inventory ads provide a solution. We see an increase in the number of clicks on Fridays and Saturdays. People would like to pick up drinks for that evening. With the help of local inventory ads, we offer them the chance to find if what they want is in stock, in the shop around the corner!”

Gall &amp; Gall first started last year with a test in Amsterdam. They saw that their local inventory ad campaigns resulted in a significant increase in physical store visits. As a result, Gall &amp; Gall rolled it out across the Netherlands.

Are you looking to combine your online and offline stores using local inventory ads? Make a start by <a href="https://app.channable.com/login">using your Channable account</a> and creating optimized feeds for Google Shopping. You can also <a href="/contact">contact our sales team</a> for more information.

Local Inventory Ads: Show your physical store stock on Google

If you're not using Google Text Ads for your business, you're missing out on a huge opportunity to reach potential customers. Google is the most popular search engine in the world, so your ads have the potential to be seen by thousands of people every day.

This guide will explain everything you need to know about Google Text Ads, including the different types of search ads, ad copy best practices, and the importance of a good landing page.

## What are Google Search Ads?

Google Search Ads, also referred to as Google Text Ads, are pay-per-click (PPC) ads, which means that you only pay when someone clicks on your ad. The amount you pay per click is determined by several factors, including the competitiveness of your keyword, your quality score, and your bid amount.

Google Text Ads are typically made up of two or three headlines, two descriptions, and a display URL. The headlines and descriptions should be clear, concise, and relevant to your keyword, while also communicating the benefits and features of your product or service. 

Search Ads blend seamlessly with the organic search results, marked only by the small "Sponsored" label next to the URL. The primary goal of these text ads is to direct users to your website and encourage them to take a specific action, such as making a purchase or filling out a contact form.

[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

## What are the benefits of Google Search Ads?

[Google Text Ads are relatively straightforward to set up](https://www.channable.com/integrations/google-adwords-tool), and bring several advantages for digital marketers:

- You can show your ads to people who are actively searching for your products or services, allowing you to reach potential customers when they are most likely to buy. 
- If your bid is high enough, you can appear on the first page of search results as soon as your ads are live.
- You can choose the keywords you want to target, set your own budget, and write your own ad copy, giving you a lot of control. 
- Search ads are highly measurable, meaning that you can track your clicks, impressions, cost per click (CPC), and conversion rate to see how your ads are performing. 

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

### Google Search Ads (PPC) vs. organic search results (SEO)

![Difference between Google Search Ads PPC and organic search results SEO.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/IUMLGgrGQzCIl9EFDpqm)

PPC and SEO are two different strategies for driving traffic to your website. PPC is a paid advertising strategy, while SEO is an organic search optimization strategy.

SEO (Search Engine Optimization) is the process of improving your website so it ranks higher in search engine results pages (SERPs). When someone searches for a keyword related to your business, you want your website to show up near the top of the first page. 

As PPC ads typically appear at the top of SERPS, they can start generating traffic to your website immediately, but they can be expensive, especially for competitive keywords. SEO takes longer to produce results (sometimes months or even years to rank organically for competitive keywords) but it can be more cost-effective in the long run.	

## Different types of Google Search Ads

Google offers two different types of text ads: Responsive Search Ads and Dynamic Search Ads. Here’s a brief overview of both ad types: 

### Responsive Search Ads

[Responsive Search Ads](https://www.channable.com/blog/responsive-search-ads) are the default ad type for Search campaigns in Google. This ad type allows advertisers to provide up to 15 headlines and up to four descriptions, and based on the specific search queries, Google will automatically test different combinations to provide relevant ads to users. 

### Dynamic Search Ads

Dynamic Search Ads are a dynamic ad type, ideal for advertisers with multiple landing pages and/or products. Instead of manually creating individual ads for specific keywords, Dynamic Search Ads automatically generate ads based on the content of your website. All you need to do is specify which landing pages Dynamic Search Ads should use, and include two descriptions. 

If you want to dive deeper into the differences between Dynamic Search Ads and Responsive Search Ads, [check out this detailed article on the topic](https://www.channable.com/blog/dynamic-search-ads-vs-responsive-search-ads) to see which is best for your business.  

## How are Google Text Ads served? 

![How the Google Search Ads auction works.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/CNlZS946SmeeQNlJCaNO)

Google uses an auction system to determine which ads are displayed for a given search query. The highest bidder with the highest quality score will have their ad displayed at the top of the SERP.

Your quality score is a measure of how relevant your ad is to the user's search query and how likely it is they will click on your ad. Google uses a variety of factors to calculate your quality score, including your ad copy, your landing page quality, and your click-through rate (CTR).

[5 main factors](https://support.google.com/google-ads/answer/6366577?hl=en) in the ad auction determine which ads appear, and in what order:

1. **Your bid:**This is the maximum amount you are willing to pay for each click on your ad. The higher your bid, the more likely your ads will be delivered.
2. **The quality of your ads:** Google assigns a Quality Score to your ad based on the relevance of your ad and landing page. A high Quality Score can help you achieve a better ad position at a lower cost.
3. **Your ad assets:** Such as a phone number or additional links. Google Ads predicts how these assets and other ad types will affect your ad's success. This means that even if your competitors bid more, you can still get a better position for less money with the right keywords, ads, and assets.
4. **Your Ad Rank:** This is calculated by multiplying your Quality Score by your maximum CPC, determining the position of your ad in the search results.
5. **The context of your ad:** To determine your Ad Rank, Google considers the search terms, the person's location, their device (like mobile or desktop), the time of the search, the nature of the search terms, and other factors. 

## Keywords and negative keywords

Keywords are the backbone of any successful Google Text Ads campaign. Keywords are the words and phrases that you want to target with your Search Ads. So when someone searches for one of your keywords, your ad will be eligible to be displayed. 

You want to choose keywords that are relevant to your business and likely to be searched for by your target audience. The sweet spot is choosing keywords that have a high enough search volume but not too much competition.

You can use handy tools like the [Google Keyword Planner](https://ads.google.com/home/tools/keyword-planner/) to discover new keywords, see the monthly search volume, and estimate the CPC.

Negative keywords are words and phrases that you don't want to target with your Google Search Ads. For example, if you’re an e-commerce brand that sells high-priced clothing, you might want to add negative keywords like ‘cheap’, ‘discount’, etc., to avoid showing up for irrelevant search terms.  

### How many keywords should I have per ad group?

It is generally recommended to have 5-10 keywords per ad group, and [no more than 20](https://www.wordstream.com/blog/ws/2022/05/10/google-ads-account-structure#:~:text=no%20more%20than%2020%20keywords%20per%20ad%20group). This will help to keep your ad groups focused and create ad copy that is relevant to each keyword.

## How to write Google Search Ad copy that converts 

![Google Search Ad copy best practices.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/MUcSPrgBTGWcL8o63rby)

Good ad copy is clear, concise, and relevant to your keyword. It should also be persuasive and include a call to action. Here are four tips for writing engaging ad copy, including examples:

### 1. Create product-centric headlines

Highlight your products' key features, benefits, and value propositions in the headlines. Focus on what makes your products stand out and how they address customer needs. Here are some examples: 

- "Get the Perfect Summer Look with Our Stylish Swimwear Collection"
- "Upgrade Your Gaming Setup with Our High-Performance Headset"
- "Stay Cozy and Warm: Shop our Luxurious Winter Jacket Collection”

### 2. Feature dynamic pricing and offers

A surefire way to increase click-through rates on your ads is to showcase special offers, discounts, or limited-time promotions in your headlines and descriptions, such as: 

- "Save 20% on All Laptops Today"
- "Limited-Time Deal: Buy One, Get One Free on Select Shoes"
- "Shop Our Exclusive Summer Clearance: Up to 50% Off"

### 3. Include customer reviews and social proof

Incorporating positive customer reviews, ratings, and testimonials in your ad copy can build trust and credibility, reassuring potential buyers about the quality of your products.

- "5-Star Rated: The Camera Loved by Photographers Everywhere"
- "Customers Rave About Our Skin-Soothing Organic Skincare Line"
- "Join Thousands of Satisfied Customers - Shop Our Bestsellers Now"

### 4. Write short and straightforward CTAs

Include short CTAs to guide potential customers on what action to take next. Whether it's shopping, exploring, or learning more, a clear CTA helps to drive clicks and conversions: 

- “Get Free Shipping Now”
- “Browse Our Sneaker Collection”
- “Get 10% Off” 

## The importance of a good landing page

While effective ad copy is essential, it's equally important to ensure that your landing page is optimized for conversions. Not only does your landing page impact the overall Quality Score of your ads, but it also determines whether or not a visitor will take the desired action on your site.  

A good landing page should be:

- **Relevant to your ad:** Featuring the product(s) mentioned and any offers you may have included in the ad. 
- **Well-designed:** The landing page should be easy to navigate and visually appealing. You want people to be able to find the information they're looking for quickly and easily.
- **Mobile-friendly:** In e-commerce, more and more people use their smartphones to make purchases, meaning your landing page should be responsive and optimized for mobile. 
- **Persuasive:** This means using clear and concise language, highlighting the benefits of your product or service, and making it easy for people to take the next step.

## Google Text Ads: 4 best practices

![Google Text Ads best practices.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6cInziLIT1ulcmHnRBso)

Getting Search Ads to work for you is about putting together a smart game plan that covers everything from choosing the best keywords to selecting the right targeting strategy. 

Here are four best practices to improve your search campaigns:

### 1. Use image extensions

Image extensions are a type of Google Ads extension that allows you to add relevant images to your text ads. Product photos can make your ads more visually appealing, and lead to a higher click-through rate. 

### 2. Constantly track and optimize your campaigns

Monitor your click-through rate, conversion rate (CVR), and cost per conversion (CPA) regularly. You can use this data to make changes to your keywords, bids, and landing pages to improve your results.

### 3. Set a competitive bid

Your bid amount is one of the factors that determines your ad's position, so it's important to set a bid that is competitive enough to get your ad seen, but not so high that you're overpaying for clicks. 

### 4. Use ad scheduling and geotargeting

Make sure your ads are seen by the right people, at the right time by adjusting your ad schedule (the times ads are delivered) and geotargeting your ads to specific countries or regions where there is a high demand for your products.

## Effortlessly Manage Your Google Ads with Channable 

Is managing ads and constant updates wearing you out? Our [Google Ads automation tool](https://www.channable.com/products/ppc-tool/google-ads) generates dynamic ads from your product feed and keeps them updated automatically.

What it does:

- **Simple ad creation**: One template connected to your data.
- **Quick asset integration**: Add assets efficiently to campaigns.
- **Automatic updates**: Ads adjust instantly to stock and pricing changes.

Take control of your ad campaigns with an easy and automated solution today!
[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

## Want to manage all your ad campaigns in one place?

Channable provides the perfect platform for managing your Google Search Ads, enabling you to generate, test, and implement effective ads. [Sign up for a free trial today.](https://www.channable.com/signup)

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

Everything You Need to Know About Google Text Ads (Google search ads)

Have you tried using Google Analytics in Channable’s rule functions? Users who have coupled with their Google Analytics account can use this information as creatively as you like. You can either specify the selection you make (“if”) with Analytics variables such as sessions, conversion rate, bounce rate, revenue or transactions, or create actions (“then”).

<img class="alignnone wp-image-7649 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YUenyT4SqKjIT5Qe2W6N" alt="" width="872" height="378" />

Skip straight to rules and go ahead and experiment with using Analytics in the “if” or “then” section. Adding Google Analytics information to your feed with a custom label can help you differentiate certain products i.e. bestsellers or lower-converters. Create new custom labels in setup&gt;edit mapping to use in the “If” or “Then” part of your Google Analytics rule to differentiate certain products.

In the example below we create a new field called <b>bestseller</b>. So any product with a conversion rate greater than 3 will now have the value yes in the bestseller field. This is the information we can then transfer to i.e. the Shopping or Facebook feeds by adding the bestseller field in the finalize step. Why? Because you can then easily push certain products based on the performance within your AdWords or Facebook Business Manager account.

<img class="alignnone wp-image-7650 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/JNAzXUiJSnGyYWodbe9Q" alt="" width="1244" height="347" />

As of the end of 2017, you can now use the Google Analytics variables in the “Then” section to execute actions. Create statements such as calculating actual return on ad spend (ROAS) to measure the efficiency of your digital advertising campaign by using our mathematics rules.

<img class="alignnone wp-image-7651 size-full" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/uvCfhhKQ42pqaObpVfJg" alt="" width="872" height="378" />

&nbsp;

Finally, analytics can be added to your feed in the finalize step so you can send this information to your platform of choice.

&nbsp;

<img class="alignnone wp-image-7652 size-large" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/OAe9gwjhR3KrhpH6dtTg" alt="" width="900" height="674" />

If you find a creative way to include Google Analytics in your rules, <a href="mailto:support@channable.com">let us know</a>! We love hearing how you use Channable.

Quick tips to using Google Analytics in Rules

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

Amazon is the largest retailer in the world. Yes, you read that right, in the world.

In 2022, Amazon generated a whopping [$220 billion from online store sales](https://www.forrester.com/blogs/amazon-sales-and-profit-analysis-for-2022-top-10-insights/), and third-party sellers account for [more than 60% of Amazon sales](https://sell.amazon.com/blog/amazon-stats). 

Whether you’re an established retailer or a budding entrepreneur selling products out of your apartment, listing your products on Amazon can help you reach millions of customers. 

This guide will cover everything you need to know to get started, including product feed requirements, fees, and charges, as well as tips to optimize your product pages and boost sales. 

Let’s jump right into it. 

## The basics of selling on Amazon

If you want to start selling your products on Amazon, the first thing you need to do is set up your [Amazon seller account](https://sell.amazon.nl/en). We’d recommend doing this as soon as possible as Amazon’s verification process can take a couple of weeks.

### Amazon pricing plans

The next step is choosing your pricing plan. Amazon has two selling plan options: individual or professional. 

![Amazon seller pricing plans](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lpkbvBR8Q465KsnxhWoq)

Deciding which plan to choose depends on how many items you think you’ll sell per month. If you plan to sell more than 40 items per month and want access to advertising, we recommend signing up for the professional plan. 

### Amazon fulfillment options  

Amazon offers two main fulfillment options for sellers: Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM). Here’s a brief explanation of both:

1. **Fulfillment by Amazon**: Amazon handles the storage, packaging, shipping, and customer service. When you select this option your products will display the “Prime” badge and be eligible for Prime’s one-day delivery.

2. **Fulfillment by Merchant**: You manage the storage, packaging, shipping, and customer support. If you prefer to keep all your eCommerce operations in-house, then this is the best option for you. You can still sell to Prime customers if you can provide 1-to 2-day shipping with [Seller Fulfilled Prime](https://sell.amazon.com/programs/seller-fulfilled-prime).  

### Amazon’s fees

Here are a couple of fees on Amazon that you might need to pay as a seller:

- **Amazon referral fees**: This is the commission you pay for every item you sell. It changes depending on the category, but usually falls between 12% to 40%. For most products, the referral fee is around 15%.

- **FBA fulfillment fees**: If you sell using FBA, you’ll be charged a fee for each product sold to cover the costs of getting the order ready and shipped. The amount you pay depends on the weight and dimensions of your product.

- **FBA storage fees**: Every month you'll be billed for inventory storage. This charge is calculated based on the average amount of space your inventory occupies in Amazon's fulfillment centers.

## How to sell internationally on Amazon

Do you already sell your products in multiple countries? Or fancy maximizing the growth of your Amazon sales by selling internationally? Amazon makes it easy for sellers to sell internationally from one single account. 

### 6 steps to selling internationally on Amazon

![6 steps to selling internationally on Amazon.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/frkwYr2KRmOZqdC0K3PR)

1. **Register for a unified seller account**
Amazon offers a "single sign-on" (SSO) method for sellers. This allows you to use a single seller account to create and manage offers across the international Amazon sites. With SSO, you can handle international shipments and customize your sales strategy across these platforms using a unified login.

2. **Analyze what products you can sell on Amazon**

Each country has different legal and commercial requirements for the sale of products. You should keep these in mind as a seller if you want to expand your business internationally:

- Taxes and tariffs 
- Intellectual property rights
- Export controls
- Brands and label
- Environment and safety

Amazon has a [help page](https://sellercentral.amazon.es/gp/help/external/201468410?language=en_US) where you can learn more about tax and regulatory considerations for selling internationally.

3. **Create international listings**

Managing new listings and keeping product information current on Amazon can be complex, especially with a dynamic product catalogue. A streamlined solution is integrating your online catalogue with Amazon through [marketplace integration tools like Channable](https://www.channable.com/products/marketplace-integrator). 

This enables easy optimization, including adjusting prices, applying discounts, enhancing titles and descriptions, and removing out-of-stock items—ensuring that your product information remains consistently updated.

You can also copy existing listings from one Amazon marketplace to another if you have linked the accounts. Amazon has a tool called ‘translate your products’ in its seller central making it easy to have your listings in a number of different languages.


4. **Create an account for international payments**

There are three options for receiving international payments for the sale of your products:

1. Open a bank account in the country where you plan to sell. 

2. Use the Amazon currency converter to receive payments directly in your main bank account.

3. Use the Hyperwallet service, which allows you to receive payments in the currency of your country or region by linking it with your bank accounts.

Currently, Amazon accepts bank accounts in the U.K., U.S., and all the countries in the Eurozone. Refer to [Amazon’s help center](https://sellercentral.amazon.es/gp/help/external/200497780?language=en_US) to check the types of currencies for each region, and learn how to [set up the Hyperwallet service here](https://sellercentral.amazon.es/help/hub/reference/external/G7S55VWDZ9SQCUEX?locale=en-US).

5. **Define your international sales strategy**

When you're stepping into an international market, it's helpful to think about the ‘4 Ps of Marketing’, which you can use as a starting point for your international marketing and sales strategy.

1. **Product**: [Assess the demand for your top-selling products](https://amzscout.net/blog/high-demand-products/){nofollow}  in the market you intend to expand into. If you're uncertain about demand, consider launching multiple products and see which ones are popular with Amazon’s customer base. 

2. **Price**: Check out how much your competitors are selling the same product for, and then set your price accordingly. Make sure to take the following costs into account: shipping, customer service, currency conversion, translation, taxes and tariffs, etc.

3. **Place**: Optimizing product listings, using Amazon's fulfillment services, and targeting relevant categories can help to improve the visibility of your items, making it easier for potential customers to find and purchase them. There are even[ smart categorization](https://www.channable.com/smart-categorization) features to help you manage large catalogs and work more efficiently.

4. **Promotion**: Increase the incentive to buy your products by using smart promotion techniques such as free shipping, seasonal discounts, 2 for 1 offers, etc. You can also boost the exposure of your items by using [Sponsored Products](https://advertising.amazon.com/solutions/products/sponsored-products), part of Amazon ad's cost-per-click advertising service. 

6. **Manage orders via FBA or a marketplace integrator**

As we mentioned earlier, if you choose FBA, Amazon handles the collection, packaging, and shipment of your products on your behalf, ensuring the safe delivery of your shipments to your customers' doorsteps.

Amazon currently offers its logistics service to vendors in Germany, Canada, China, France, India, Italy, Japan, Spain, the Netherlands, the United States, and the United Kingdom.

![Manage Amazon orders via a marketplace integration tool.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/bthFdcucRCWGVNfP8eSl)

If you prefer to keep your order management in one place, you should consider a [marketplace integration tool](https://www.channable.com/products/marketplace-integrator)—especially if you use PrestaShop, Shopify, Magento, or WooCommerce for your online store.
With a marketplace integrator, you can automatically send all your orders from Amazon directly to your eCommerce platform, where you can manage everything from one place. 

## Choosing the right product(s) to sell on Amazon

Amazon holds great sales potential, but how can you turn a profit? The key is picking the right products to sell. Some items might not do well on Amazon, while others are very popular. So, choosing wisely is crucial. Here are some tips to help you decide what to sell on Amazon:

### Easy to ship products 

Opting to sell small and lightweight products can reduce shipping expenses. For example, if you sell a product that fits in a mailbox package (such as jewelry, small electronic gadgets, or phone cases), your shipping costs will be much lower. 

The shipping cost significantly influences customer purchase decisions: the lower it is, the higher the likelihood of selling the product. Even better if you can absorb the shipping costs and offer free delivery, as [83% of shoppers will be more likely to buy from you](https://www.prnewswire.com/news-releases/retailers-must-deliver-on-fulfillment-to-drive-conversions-a-new-study-by-arvato-reveals-668024593.html). 

### Affordable selling price 

![Amazon product price point.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/r4tGVLoERPGfgJjwfuwJ)

Unless your plan is to sell luxury products at a high price point, we’d recommend selling products in the €20-50 range. This is a good price point for ‘impulse purchases’ which is hugely beneficial when you’re just starting out, as most customers tend to hesitate when buying pricier items from unfamiliar brands.

This price range also gives you the opportunity to achieve a healthy profit margin, even after COGS, Amazon’s seller fees, and advertising costs. Most products in this price range should have fairly low production costs, too. 

### Descriptive product titles and descriptions

It’s much easier to sell a product called "15-inch MacBook Black Laptop Cover" than "Laptop Cover". Why? Although the second title might match various keywords that users search on Amazon, it’s likely to get lost in a sea of results.

Always try to give a complete description of the product, by listing its model, color, size, and so on, so that users already have an entire overview of the item before clicking on it. 

The same goes for product descriptions: write detailed, engaging descriptions that highlight the benefits and features of your products, and include relevant keywords to boost search visibility.

## Are you ready to start selling on Amazon, the world’s largest retailer?

Discover how Channable can help you upload your products in minutes, manage your listings, and automate the ordering and ads process.  

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)


A Quick Guide to Selling on Amazon

Amazon has a vast catalog that includes millions and millions of unique products and variations. That’s why Amazon uses the **ASIN** (Amazon Standard Identification Number) system to categorize every item that is listed on the website.

This article covers key points about Amazon ASIN numbers, starting with what is it, how to create a new ASIN in Amazon, why it’s important for sellers and how you can use it to protect your brand and control your catalog.

![What is an ASIN number?.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0pzVfERWR8OGHICWIcJk)

## What is an Amazon ASIN number?

An Amazon Standard Identification Number (ASIN) is basically Amazon’s Social Security Number or barcode system for all the products listed in the marketplace. The Amazon ASIN system is the internal catalog and every number is associated with a unique product. 

This system helps each party have a better experience; customers, sellers and Amazon. So to start, ASIN numbers always have 10 characters. Every ASIN starts with “B0” and the rest is a combination of letters and digits. 

This system was [designed in 1996](https://inventlikeanowner.com/blog/the-story-behind-asins-amazon-standard-identification-numbers/) by an Amazon software engineer Rebecca Allen when it was clear that Amazon was going to pivot from only listing books to selling a variety of products. 

Rebecca Allen used 26 letters in the alphabet and 10 digits in a total of 36 characters to create a base 36 system for categorization.

Benefits for Amazon to use ASIN numbers:
- Track and view all products listed on the site
- Easily find products in Amazon Fulfillment Centers and warehouses
- Monitor all products about when orders are picked and shipped
- Help customers to find specific products when needed

## Why Amazon ASINs are important for sellers?

Amazon has more than **353 million** products on its database. Without a unified system, it would be impossible to keep an overview of the products and eventually, lead to management issues.

Amazon ASIN numbers can also be great companions for sellers. Because ASIN is the backbone of your marketplace too! 

As a seller, always double-check for using the right ASIN for your products. If there is an unintentional mistake in ASIN numbers, Amazon won’t list your products in the search results.

If your products don’t have matching ASIN numbers on the Amazon database, you’ll have to create a new one. You’ll learn how to create a new ASIN in Amazon in this article as well.

Other benefits of Amazon ASIN for sellers are

- Observing other sellers through competitor keywords by doing reverse ASIN searches.
- Having a broad understanding of your competition on each product and supporting your [Amazon Buy Box](https://www.channable.com/blog/win-amazon-buy-box-increase-sales) strategy to boost your sales.
- Monitor your marketplace’s performance and inventory metrics.
- Track your different shipments for specific products.

## How to find ASIN of products on Amazon?

If you want to know the ASIN of any product, there are two easy ways to find them. And the good thing is both are public and easily accessible. 

Since Amazon ASIN numbers are unique for each product, you’ll easily recognize them once you know how to identify them. 

![Finding Amazon ASIN from URLs.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lotgf3Q2QluDQeq8AUJP)

### Finding ASIN from product URLs

The easiest way is to check the URL of the product page. It’s embedded into the URLs after the product title and phrases there is a section named “/dp/B0—------” in the address bar. The section after the “/dp/” part is the ASIN number. Which always starts with “B0.”

### Finding ASIN from the product details page

The other solution is also on the same level of easiness. This time, once you open the product you just have to scroll down and look at the “Additional Information” section. And that’s it! You’ll see the ASIN number.

![Finding Amazon ASIN from product page.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/af2EEFSGRii6s57ZBjng)

## When to create a new ASIN or use an existing ASIN?

For every product listed on Amazon, there has to be assigned one ASIN number and one product detail page. The reason behind this is to deliver a seamless customer experience from Amazon. 

Even though many sellers list the same product, customers still see the same information on the detail page. This will avoid confusion on the customer’s side. Another benefit is Amazon’s product catalog will stay unified in terms of information and presentation.

If there are duplicate products with different ASINs, Amazon eventually merges them into one. There are two different scenarios to use or create an ASIN.

### Using an existing Amazon ASIN

Before you start to sell a product on Amazon, you have to check if there is an already created ASIN for that specific product. If there are any, you can start listing your products under that Amazon ASIN. 

This way, you share the ASIN as well as the product info with other sellers. Because it’s the same product and it has to have the same ASIN. This scenario usually applies to resellers, retailers and widely distributed products.

### Creating a new ASIN

If there’s no ASIN for your product, you have to create a new one to list your product in Amazon’s catalog first. Once you create a new product in Amazon’s database, they’ll assign a unique ASIN for your product. 

In this process, Amazon might ask some questions to understand your production process and company. Usually, this is the case for new brand owners, private labels and sellers who hold exclusive distribution rights.

![How to create a new ASIN in Amazon?.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/87GIwMITxyjMiTOvoKfR)

## How to create a new ASIN in Amazon?

For example, if you have a new brand and you are starting to sell on Amazon. You need to have an ASIN to list your products. You have two options to choose from to create a new ASIN on Amazon.

### Directly from Amazon’s admin panel

To register a new product, you’ll need to use the “Add a Product” feature in Amazon Seller Center. If you add your products this way, you have to enter every product detail manually via the online admin panel. 

This might feel redundant task to do but it also helps you to learn basic procedures and requirements of new additions. 
![Amazon Inventory File Templates.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/2J70afT0SJ2FgjRUVWir)
### Uploading Amazon inventory file templates

Another way to add new products is by uploading product information through Inventory File Templates. This is basically a spreadsheet to enter every required information and deliver them in bulk batches. 

To download Amazon Inventory File Templates you’ll need to visit the “Add products via upload” page and get the category-specific templates.

After filling out and uploading the template to Amazon’s database, it will be processed. Then Amazon creates new products and assigns unique ASINs for each product.

Pros of this method are it allows to addition of a large volume of products and saves time. However, the cons are the need for expertise in Microsoft Excel and manual data entry if not using an automation solution.

## How to utilize your ASINs?

Now that we know the fundamentals of Amazon ASIN, we can focus on utilizing ASIN as a tool to boost your sales. Amazon’s every tool can be considered for boosting sales, just as using [repricer tool](https://www.channable.com/blog/amazon-repricer) to win the buy box competition for each product in your inventory.

### Using ASINs to protect your brand

Amazon uses a system called Brand Gating to reduce counterfeit sales and fraud by protecting brands to authorize usage of their products ASINs. 

If sellers want to sell Brand Gated products on Amazon, they must pay a fee and provide evidence to prove that they’re authorized by the brand. Usually, fees are at least $1000 for each brand and an invoice or written permission letters are required.

## Conclusion

The ASIN is fundamental for Amazon to run their operations smoothly, and for sellers, ASIN is a key tool to manage inventory. 

Channable takes things one step further and provides [Marketplace Integration](https://www.channable.com/products/marketplace-integrator) for your eCommerce business and automation for your products and ads so that you can manage your inventory inside Amazon and across multiple platforms seamlessly!


What is Amazon ASIN and how to create a new one?

With Instagram boasting a projected 1.4 billion users worldwide by 2024, the social media platform has become a retailer's paradise. 

Instagram's visual nature is the perfect match for eCommerce brands, allowing you to showcase your products in an engaging way and connect directly with potential customers. But how can you create ads that stand out on the feed? 

In this guide, we'll unveil the secrets to creating Instagram ads that convert. From strategic budget scheduling to engaging video subtitles and A/B testing your ad creative, we'll equip you with the knowledge you need to turn scrollers into shoppers.

## 1. Test different variations of your ad creative 

Unlocking more conversions on Instagram ads is all about testing and optimizing your creative. While targeting is important, it’s your content that will turn Instagram users into potential customers. 

By experimenting with different elements, you can discover what resonates most with your audience. Remember, Instagram is a visual platform. So while catchy descriptions are important, testing images and videos can be even more impactful.

### Video hooks 

If you’re running brand awareness ads on Instagram, videos can be a great way to introduce your product to potential customers and educate them on the unique features or the problems it solves. But with less than 3 seconds to grab a person’s attention on Instagram, you need to get the hook of your video right.  

A strong hook can boost your ad watch time and click-through rates. That's why testing different hooks is one of the best ways to optimize your video ads. By continuously testing, you can discover what resonates best with your audience, leading to improved ad performance. 

Here are some Instagram video hook ideas that you can test:

- **Start with a question:** Such as "Ever wish you could solve [pain point]?"

- **Showcase a surprising transformation:** Show before and after using your product.
 
- **Add a dash of humor:** Make the audience laugh with a relatable scenario.

- **Highlight a unique feature:** Show what sets your product apart from competitors. 

### Message angles and offers 

For image ads you can test different message angles in the copy of the visual. For instance, let’s say you sell men’s wallets, you could test angles like “No more bulky wallets”, “RFID safe”, or “Made from premium leather”. 

Finally, as consumers love a good deal, you can also experiment with different offers in your ads. See how your audience responds to:

- **Discounts:** Percentage off, flat price reductions, etc.

- **Value bundles:** Combine products for added appeal or cost savings.

- **Frictionless benefits:** Free shipping or returns can ease purchase hurdles.

- **Seasonal or limited-time offers:** To create a sense of urgency.

**Tip:** When testing, change only one variable at a time - whether that’s the hook, the angle, or the offer. This way, you can pinpoint what drives the most conversions. You might be surprised at how simple tweaks can significantly boost your Instagram ad success. 

## 2. Maximize conversions with strategic budget scheduling

![2_budget scheduling Instagram ads-new.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/av1SlpR6IY226HGXxwHx) 

Once your Instagram ads start gaining traction and you understand what resonates with your audience, it's time to level up your budget strategy. This involves fine-tuning your targeting for even better results and scheduling your ad spend strategically to maximize ROI.

Dive into your analytics to identify periods with higher engagement, sales, or website traffic. Are there specific days of the week or times of the day where your audience is most active? 

Or when you get most of your sales? Leverage these insights to schedule budget increases during those peak periods. This ensures that your ads reach the right people at the right time, maximizing your chances of conversions. 

Understandably, some advertisers may not want to limit the days and times their ads show. So another way Instagram's budget scheduling feature could come in handy is if you’re running a flash sale or exclusive promotion. You can schedule a budget boost for the duration of the offer to capture maximum attention and drive sales.

## 3. Launch an Advantage+ shopping campaign 

![Advantage+ shopping campaigns to increase Instagram conversions 2.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/PrDDvcwQiS9wl1bzHz7a)

Meta’s [Advantage+ shopping campaigns](https://www.facebook.com/business/ads/advantage-plus-shopping-campaigns) are a relatively new campaign format, specifically designed to drive more conversions for eCommerce and retail brands. Advantage+ campaigns leverage machine learning to automatically manage various aspects of your ad campaign, including targeting, bidding, and creative selection. This saves you time and effort compared to manually setting up and optimizing campaigns.

These campaigns cover the entire customer journey, from initial awareness to conversion, by automatically showing different ad variations to different audiences based on their purchase likelihood. Meta's algorithm optimizes your campaign based on conversions, and spends your budget where it's most likely to deliver results.

While brands using Advantage+ shopping campaigns have seen a [32% increase in return on ad spend](https://www.facebook.com/business/help/1362234537597370), we highly recommend testing it with a small budget before committing to a larger campaign.

**Tip:** As you can upload up to 150 images and videos in Advantage+ shopping campaign and the more visuals you supply the better, you’ll want to optimize your creative production process. Channable's [Dynamic Image Editor](https://www.channable.com/products/dynamic-image-editor) allows you to create multiple ad variations featuring real-time sale prices, special discounts, or new stock notifications - all directly from your product data. 

## 4. Allow customers to check out on Instagram Shop

![Advantage+ shopping campaigns to increase Instagram conversions.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ojABIFdwTbWeI6XAvEJO)

Advertisers who direct their ads to the Instagram Shop checkout can create a streamlined buying experience that reduces friction and boosts conversions. If a potential customer spots your eye-catching product photo on an ad, instead of facing the hurdle of navigating to a separate website, they're presented with a seamless option to buy directly within the Instagram app.

Your Instagram Shop is like an extension of your brand as you can create an interactive, visual shopping experience to connect with potential buyers. 

You can use it to share your brand story and create custom product collections for Instagram users to browse through. Having an Instagram Shop also allows you to tag your products in your organic posts, increasing discoverability and the chance of making sales. 

**Tip:** Using a [Feed Management tool](https://www.channable.com/products/product-feed-management-tool) like Channable keeps your product information up-to-date and consistent across all of your platforms, including [Instagram Shop](https://www.channable.com/integrations/instagram). This allows you to save time and resources by creating and managing all your product feeds in one place. 

## 5. Make video ads that capture attention without audio

Did you know the average viewer scrolls by with the sound off [75% of the time](https://digiday.com/sponsored/75-percent-of-people-watch-mobile-videos-on-mute/)? So if you’re running video ads with a voiceover without closed captions, you might be missing opportunities to connect with potential buyers. 

If you don’t want to overwhelm your video editor with adding captions to every Instagram ad, there are plenty of [AI-powered subtitle generator tools](https://www.assemblyai.com/blog/best-ai-subtitle-generators/) that you can use to speed up the process. 

Not only do captions make your ad accessible to everyone, but Facebook data shows they can [boost engagement by 12%](https://www.facebook.com/business/news/updated-features-for-video-ads). 

Additionally, skip the overreliance on music. While a well-placed soundtrack can enhance your ad, it shouldn't be the sole storyteller. Instead, let your visuals do the heavy lifting. Remember, showing is always better than telling. 

So try to create an ad that tells its story entirely through images, with no sound or captions needed. 

Expert tips to boost your Instagram ad conversion rates

Ever feel like you're throwing money at Facebook ads with little return? You're not alone. [Advertising costs are skyrocketing](https://www.forbes.com/sites/forbescommunicationscouncil/2022/11/14/how-marketers-are-fighting-rising-ad-costs/), making effective campaigns more important than ever. 

The good news? With a smart strategy, you can maximize your ROI and skyrocket your eCommerce sales. In this article, we’ll reveal 5 practical tips to turn Meta ads into your sales superpower.  

## 1. Create a seamless shopping experience with Facebook Shop 

Have you ever seen an engaging Facebook ad and clicked it, only to encounter a confusing website navigation that made finding the product a chore? Yeah, we've all been there. But what if you could offer a streamlined shopping experience directly on Facebook?

Enter the [Facebook Shop](https://www.channable.com/integrations/facebook-shops): your virtual storefront within the platform itself. This lets customers browse, add products to their cart, and complete purchases directly on Facebook, removing the need to hop over to your website.

But your Facebook Shop isn't just a list of your products; it's an extension of your brand. You can customize it with cover images, brand colors, and featured products to create a visually appealing and engaging shopping experience.

![Facebook Shop to boost conversions.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/bt7pokpUR5eJbBYd4hW4)

In fact, directing people who click on your ads to your Facebook Shop can [boost your return on ad spend by 30%](https://www.facebook.com/business/help/786101482615028?id=168790679260509). To do this, choose the “Website and shop conversion” location during the ad setup process.

Currently, the “Website and shop” conversion location is only available to US advertisers, but luckily there’s a workaround. You can select the “Checkout on another website” option and add a link to your Facebook Shop. 

## 2. Leverage Facebook’s Dynamic Creative Optimization campaigns 

![Facebook dynamic creative optimization to boost conversions.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AZIdxypIQI2RlTbFNEvc)

If you're looking to get more out of your Meta ads in 2024, consider running [Dynamic Creative Optimization](https://www.facebook.com/business/help/170372403538781?id=244556379685063) (DCO) campaigns. DCO takes the guesswork out of choosing the perfect ad format and messaging by automatically testing different combinations of images, videos, headlines, and descriptions with your target audience. 

Instead of spending hours crafting numerous ad variations, you provide DCO with a pool of your best creative assets. It then takes the reins, dynamically assembling unique ad combinations for different audience segments. 

You can also use Facebook’s dynamic ads to promote your entire product catalog. If you’ve uploaded your product catalog to Business Manager, you can launch personalized product ads based on user behavior. 

For example, if someone has viewed a specific product on your website, you can retarget them with the exact product (and similar recommendations) to keep your products top of mind and increase the likelihood of a conversion. 

## 3. Use broad targeting for better results 

While Facebook's granular targeting options can be tempting, focusing on small, super-niche audiences can limit the platform's ability to optimize your campaign for maximum reach and engagement. 

That’s because a larger audience enables Facebook's algorithm to test different audiences, optimize ad performance, and find users who are most likely to purchase your products. Targeting overly narrow audiences limits the platform's ability to find the best-performing users, potentially leading to higher costs and lower reach. 

According to Facebook, the ad delivery system works best when your audience size is between [2 to 10 million people](https://www.facebook.com/business/ads/ad-targeting). 

## 4. Make sure your campaigns complete the learning phase

Whenever your ad appears, Facebook’s delivery system gathers insights on the ideal audience and placements. The more it shows, the smarter it gets at maximizing its performance. This is called the learning phase. 

During the learning phase, Facebook’s delivery system figures out the best way to deliver your ad set, that’s why you’ll usually see performance fluctuations and higher costs per result. At this point, most people make either changes to their ads or turn them off completely. 

To give your ads the best chance of converting, you need to allow time for your ad sets to exit the learning phase. This means you should avoid making any edits as this causes your ad sets to re-enter the learning phase. 

Your ad sets usually exit the learning phase after 50 optimization or conversion events. This could be website visits, cart additions, or purchases depending on your campaign goal. Most eCommerce brands will have purchases as their conversion event, but even product page visits or add to carts are valuable signals for Facebook to learn from. 

The more data Facebook has, the better it understands your audience and your ad's strengths, leading to improved targeting and delivery.

## 5. Experiment with UGC content for your ads 

![UGC content for Facebook ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/fLc7ZBgRTW6qa1lvYE1A)

Instead of flashy product ads, authentic user-generated content (UGC) could be the key to driving conversions for eCommerce brands in 2024. Think genuine customer reviews, testimonials, and everyday people enjoying your products. Since it comes straight from real fans, UGC feels authentic, trustworthy, and way more persuasive than traditional ads.

In fact, UGC can [increase click-through rates for Meta ads by up to 300%](https://getflowbox.com/blog/ecommerce-conversion-rate-ugc/), resulting in a 50% drop in cost-per-acquisition. Remember, "real" doesn't mean blurry or unprofessional. Choose high-quality UGC that reflects your brand and always get permission before using it. You can even experiment with different formats like product demos, before-and-afters, and customer stories.

## 6. Increase your Facebook ad conversion rates with Channable

Maintaining an up-to-date product catalog is crucial for success on Facebook Shop and for dynamic product ads. This ensures shoppers see accurate information about your products, including their availability, pricing, and product details. 

Channable’s [Feed Management tool](https://www.channable.com/products/product-feed-management-tool) keeps your product information up-to-date and consistent across all of your platforms, including Facebook Shop. With Channable, you can save time and resources by creating and managing all your product feeds in one place. 

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/wbrmfpfdgNc?si=9SZ5s0oT6augtecT" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

Channable’s [built-in Smart Categorization](https://www.channable.com/products/smart-categorization) lets you categorize your products in only a few minutes with the help of AI, reducing the time you would usually spend optimizing your Facebook product feed. Without the need for manual product categorization, you’ll be able to get your ads up and running in no time.

You can also create eye-catching visuals for your ad campaigns at scale with Channable's [Dynamic Image Editor](https://www.channable.com/products/dynamic-image-editor). Generate countless variations featuring real-time sale prices, special discounts, or new stock notifications - all directly from your product data. 

With the image editor, you can eliminate manual image editing and save valuable time while creating multiple ad variations for DCO campaigns. 

Want to learn more about Channable? [Sign up for a free trial account](https://www.channable.com/signup). 


Tips to improve your Facebook Ad conversion rates

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

You’ve listed your products on Google Shopping. You’re spending dollars on Google ads. But there are still no bites. Why? Chances are your Google product listing isn’t optimized.

So, where to begin? Of course, a detailed product description and high-quality images are a must. But did you also remember to choose a specific, accurate Google Product Category in the **google_product_category** field?
 
This will clearly define where your product belongs within the vast **Google taxonomy** of products. It’s one of the fastest, easiest ways to match your product listing with shoppers’ search intent. And in this article, we’ll show you all about how to get the most of the Google Product Category attribute.

## What is a Google Product Category?
The Google Product Category attribute is used for [product categorization](https://www.channable.com/blog/blog-improve-your-categorization). This determines how Google Shopping categorizes your product. When creating a product listing on Google Shopping, you can either let Google automatically decide your product’s category, or you can manually assign the right category to your product.

With over [50,000 businesses](https://www.google.com/retail/#:~:text=500%252C000%252B%2520online%2520businesses%2520use%2520Google%2520Merchant%2520Center&text=Adding%2520free%2520listings%2520to%2520our,in%2520online%2520retail%2520is%2520high.) on Google Shopping and [85% of all product searches starting on Amazon or Google](https://www.shopify.com/enterprise/blog/online-shopping-trends-ecommerce), it’s impossible to stand out without correctly categorizing your products. Well-categorized products perform better and contribute to a stronger ROAS.

## What is the Google taxonomy for products?
The product categories on Google Shopping are based on Google’s product taxonomy. This is a complex hierarchical system that precisely defines products based on categories that narrow down into increasingly specific subcategories.
 
For example, if you’re selling cooking pots on Google Shopping, your product should be classified within the taxonomy as **Home & Garden > Kitchen and dining > Cookware** This categorization ensures that your products show up to people looking for “cooking pots”, and doesn’t appear for people looking for “flower pots,” for example.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

## How does the Google Product Category attribute work?
When you list a product on Google Shopping feed, Google automatically assigns a category **[google_product_category]** based on data like the product’s title, descriptions, and GTINs. This enables Google to match your product with search queries.

Since Google Shopping is connected to Google Merchant Centre, which is synced with Google Ads, your Google product category directly affects the performance of your Google ad campaigns too.

Google also allows you to target long-tail keywords, which essentially match your product category. These long-tail keywords can lead to higher conversions and lower bounce rates, because they’re more aligned with specific buyer intent.

For example, someone searching for “men’s performance zip black leather pullover” knows exactly what they want and intend to buy, as opposed to someone searching for “black jacket.”

So, the better and more specific your product category…

- the more organic click-through you’ll get from relevant customer search queries, and
- the better your ad campaigns will perform.

## What is the difference between Product Type and Google Product Category?
Not sure what the difference is between Google product type and product category? You’re not alone.

Put simply, “product type” is how you categorize your products yourself, and “product category” is how Google categorizes a product according to its taxonomy.
 
If you feel Google hasn’t correctly or specifically categorized your product, you can fill in this gap by adding your own product category.

You can use Google’s [Keyword Planner](https://www.spyfu.com/blog/google-keyword-planner/) or a keyword research tool like Ahrefs to come up with the exact terms customers use when searching for your products.

## Why are Google Product Categories important for your products?
On Google Shopping, it is not mandatory for you to categorize all your products. Apart from a few categories like Apparel and Software, you can list (and sell) your products without categorizing your products.

However, adding a specific Google product category brings a lot of major advantages, including:
### More sales and conversions
Every business loves high-intent shoppers. They know exactly what they want and they’re ready to buy it ASAP. The more specific your Google product category is, the more high-intent shoppers you’ll attract. This results in higher sales and conversions.

### Better return on ad spend
The average CTR of Google Shopping Ads is [.86%](https://www.wordstream.com/blog/ws/2019/04/01/shopping-ads-benchmarks), which means spending dollars on Google shopping ads is great for traffic and conversions.

Sam Baldwin, Founder of KeyCommerce, [explains](https://www.lunio.ai/blog/google-shopping-feed-best-practices), *“The way that Shopping ads are designed, a customer clicking on it has a pretty good idea of what the product is, and exactly how much it costs, which means there’s a higher chance they’re going to buy it. This is why we see that the conversion rates for Google Shopping campaigns are generally higher than the conversion rates for search campaigns.”*

To get maximum clicks on your ad, you need to optimize your Google product category. Imagine, every time someone searches for badminton rackets, your tennis racquet shows up and nobody clicks on your ad.

You can target each product category with a different ad campaign. Set different budgets, target audience, and time duration accordingly. This helps to further [optimize your ad spend](https://www.semrush.com/blog/google-shopping-ads/).

### Correct tax is applied on products
Choosing the right Google categories for your products also ensures that the correct tax is applied to your product.

Even within the same category, some products may have lower taxes than others and some products are even exempt from tax in some US states. Similarly, other countries have different tax laws depending on the products.

<div class="cta">
<h3>Take the next step</h3>
<p>Want to learn more about how to fix your product feeds and boost visibility?</p>
<a href="https://www.channable.com/invisible-to-unmissable" target="_blank" class="cta-button">Explore courses</a>
</div>

## How to set up Google Product Category?
There are three ways to set up your Google Product category.

- Automatic categorization
- Manual categorization
- Smart categorization

### Automatic Google categorization
Since filling the Google category section is optional, you can simply let Google automatically assign your product the right category it assumes based on the product data you provide.

Sounds easy, right?

The problem is: you can't always trust that Google will choose the correct category for your product or be as specific as you like.

For example, if you’re selling “vet-approved cat food,” Google may assign your product to **Animals & Pet Supplies > Pet Supplies > Cat Supplies > Cat Food**.

But you can manually further specify it and add it to **Animals & Pet Supplies > Pet Supplies > Cat Supplies > Cat Food > Prescription Cat Food**.

Incorrect classification of your product can lead to,

- Miscalculation of taxes if you’re selling in the US.
- extra fields enforced (especially in Apparel & Accessories, Mobile Phones, or Software categories).
- Less control over your Google ads campaign.

### Manual categorization
You can override Google’s automatic product category placement by assigning the right category to your products manually.

The process is simple. Download Google’s product taxonomy, add it to Excel, use the search (ctrl + f) function to quickly find the correct category for your product, and add it to your **google_product_category** field in your data feed.

Manually categorizing 100s of products is a time-consuming process and can easily result in human errors.

### Smart categorization
The #1 organic Google search result is 1[0x more likely to get a click](https://backlinko.com/google-ctr-stats) and gets 27.6% of all clicks.

So, the more optimized your Google product listing is, the more clicks and conversions you’ll get. This is where smart categorization comes in.

With a 98% accuracy rate, AI feed management tools like [Channable automatically](https://www.channable.com/blog/smart-categorization-google-shopping) categorize hundreds of products with precision. Thanks to a powerful machine learning algorithm, tools like Channable match your products on your Google Shopping feed to the most likely product category.

This not only helps you maintain a consistently updated product feed, but also improves your search rankings and gets higher conversions and traffic.

And the learning curve? Almost zero. It’s easy to use and categorizes hundreds of products within minutes. When you create your export feed for a channel, a smart suggestion will directly pop up for each of your products in order to place them in the most logical category.

This is how it looks in Channable:

![Smart product categorization on Channable](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/FYjhtUu4Te9FLa1A0jYA)

4 ways to optimize Google product categories to increase conversions
As an eCommerce retailer or digital marketer, your number-one goal is more sales and conversions.

Optimizing your Google product categories can get you more interest, more traffic, and ultimately more sales and conversions, too.

Let’s take a look at 4 simple ways to optimize your Google product categories.

### Review all your product categories before hitting publish
Whether Google automatically assigns product categories, or you manually assign them to your products, make sure you review all the product categories once before hitting publish.

Especially if you’re managing a large product portfolio, it’s easy to overlook incorrectly assigned product categories.

### Choose the best, most specific, and latest category for your products
Google recommends that you choose the product category that best fits your product’s main function.
 
For example, while a mobile phone has multiple functions, its main function is as a mobile telephone, so choose the following Google product taxonomy: Electronics / Communications / Telephony / Mobile Phones ID: 267.

Always be as specific and accurate as possible. For example, if you’re selling an unlocked mobile phone or a prepaid mobile phone, add a further level in the product hierarchy and choose the following taxonomy: Electronics / Communications / Telephony / Mobile Phones / Unlocked Mobile Phones.

Choose the latest category. Google translates out-of-date categories to the latest versions, especially when you’re using Google Ads. So, when choosing the product category, make sure you’re using the latest category list to match your products to.

### Test different product categories
Suppose you’re selling dog food. You can either assign it to “Dog Food” or “Dog Treats.” Both would work. But which one would get you higher conversions and more traffic?

Test and find out. Compare the results and use the product category that your audience responds to the most.

### Match your product details to your landing page
Your target audience searches for a product on Google, and your product shows up. Intrigued, they look at all the product details provided and click on your website. They’re all primed and ready to convert. Your job is to provide them with a seamless shopping experience as soon as they land on your landing page.

How do you do that?

The first step is to make sure your landing page and Google Shopping product details are in sync: from product name and description to price and product category, everything must be the same in both places.

Next, match the product hierarchy on your website’s navigation menu to your Google Shopping Feed. If shoppers are searching for “dog food,” it should be classified the same way in your shop menu similar as it is in Google Shopping. This improves the customer’s shopping experience, which is a must for increasing conversions.

Lastly, make sure your category pages are mobile friendly. Optimize them for speed, user experience, and responsiveness.

## Looking for a fast, easy way to optimize Google product categories?
Save time and energy, and start categorizing your Google product categories with Channable.

Our feed management solution helps you organize and optimize your Google product feed data, so you can easily identify top-performing products and categories. Simplify your product feed workflows with Channable so you can boost sales and conversions, get higher ROAS, and automatically keep all your product data up-to-date.

Our solution is unique because we use a tiered process to ensure all products are efficiently and accurately categorized. It makes Google product categorization fast, reliable, and easy.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

<div class="cta">
<h3>Take the next step</h3>
<p>Want to learn more about how to fix your product feeds and boost visibility?</p>
<a href="https://www.channable.com/invisible-to-unmissable" target="_blank" class="cta-button">Explore courses</a>
</div>


How to Use Google Product Category To Optimize Sales and Conversions in 2025?

A trend-setter in the eCommerce space, eBay continues to draw in buyers and sellers from across the globe. With an active user base of [just over 130 million](https://www.oberlo.com/blog/ebay-statistics), having a presence on eBay remains important for many online stores. Even in an increasingly crowded space, it’s worth considering eBay when [choosing a suitable marketplace](https://www.channable.com/blog/choose-the-right-marketplace-for-your-products) for your products. 

However, achieving the highest possible eBay revenue depends on more than simply listing your products on the platform. It requires sellers to have a clear understanding of online shopping habits, product listings, pricing, delivery, and more. Success on eBay is about more than simply making use of the platform.

One of the factors that is fundamental to driving decent revenue figures on eBay - and yet, which remains poorly understood in some quarters - is the eBay item number. This number is part of eBay’s own unique classification system and is surprisingly simple to understand and easy to find. Below, we’ll explain exactly what an eBay item number is, where you can find it, and why it’s important for your marketing and selling strategies.

## The eBay item number explained

![The eBay item number explained.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YQQK5N4RTCOH6kPM0oUO)

An eBay item number is a unique 12-digit code assigned to each product listing. This concerns both “buy-now” items (still responsible for [88%](https://smallbiztrends.com/ebay-statistics/) of listings) and products out up for auction. Every eBay item is given its own number. This means it’s an essential tool for finding any particular listing. 

Given that there are [2 billion live listings](https://investors.ebayinc.com/fast-facts/default.aspx) on the platform at any one time, it is essential that buyers can find your products - that’s why a unique identifier like the eBay item number is key. It’s not the only factor in enabling customers to find your product, of course. That’s why improving your [product categorization](https://www.channable.com/blog/blog-improve-your-categorization) in the eBay marketplace remains important, but it’s still pretty important.

Each eBay item number is automatically created by the platform every time a new listing is made. This means that the item number is not dependent on the product - multiple versions of the same product are still given a unique eBay number as long as they are listed separately. 

As soon as a listing is live, shoppers (or sellers) become able to view an item’s eBay number. Because of the unique nature of the number, it provides a useful way of searching for a listing. This could be helpful if you need support regarding a particular item listed on the platform, you want to track a package, or you want to find more information about a particular item. 

Whatever your specific need, an eBay item number is a hugely useful tool if you’re searching for a particular listing.

## The importance of your eBay item number

Aside from simply aiding the product search process, understanding everything about eBay item numbers is crucial to communication following an eBay purchase. After a transaction has been completed, eBay sellers can use an item number to track the sales they’ve made, find an archived listing, or monitor the shipping process.

As a unique product identifier, the eBay item number is also hugely useful for buyers and sellers who want to make life as easy as possible for the other party. Sellers, for example, may want to include a breakdown of various details, including the item number. The item number is also helpful if buyers want to find the item again at a later date for a subsequent purchase or locate the seller in question. Fundamentally, an eBay item number is a great way of strengthening the relationship between buyer and seller.

## Where to find your eBay item number

![Where to find your eBay item number.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/hl8sr2flT1SFGYO68bLQ)

The way to find the eBay item number varies slightly depending on whether you are visiting the eBay website or using a mobile app - but, fortunately, is pretty straightforward in either case. 

If you’re using the website, there are two different ways to locate the eBay item number. The first is by visiting the individual listing itself. Here, if you look at the lower-right corner of the header area, you’ll see a label marked “eBay item number” followed by a colon and the 12-digit identifier you’re looking for.

Alternatively, visitors to the eBay website can locate the eBay item number through the “My eBay” area. This is the part of a user’s profile where they can track their eBay buying and selling activity, send messages to other eBay members, and update their account details. It’s located in the top-right corner of most eBay webpages. If you’ve decided to take the My eBay route to find an eBay item number, click “My eBay” followed by “Watch”, “Active”, “Purchase History”, “Sold”, or  “Unsold” - depending on which category the listing in question falls under. Then users will see the item number they’re looking for just to the left of the listing title.

If you’re a mobile eBay user, finding the item number is somewhat different but no less easy. First, open the app and make your way to the listing you want to find the number for. Then click on “About this item”  and scroll to the bottom where you’ll see the item number listed in blue text among other details, such as the item category and features. Finding the eBay item number via mobile could be extremely useful regarding your listings too - [around 46%](https://www.statista.com/statistics/1333446/ebay-website-traffic-share-country/) of eBay users in the US, for example, prefer using their mobile device to visit the site.

## The eBay item number as part of your digital marketing strategy

![The eBay item number as part of your digital marketing strategy.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Sz3XygnzTVaOASzV8Emg)

If selling on eBay is a core part of your eCommerce strategy, then it’s crucial to understand what an eBay item number is and where it can be found. And this is the case for a surprisingly large number of businesses. 

In fact, [94%](https://www.ebayinc.com/small-business-report/) of sellers on the platform admit they rely on eBay for success and nearly a third said their businesses would not exist without eBay. Even so, an eBay item number is not the only important factor for delivering an effective digital marketing strategy within the eBay ecosystem. There are several [marketplace dynamics](https://www.channable.com/blog/mastering-marketplace-dynamics) to master in order to achieve eCommerce success on eBay.

For instance, other unique eBay identifiers are also important, including the brand name of your product, the manufacturer partner number (Mpn), the Global Trade Identification Number (GTIN), and the Universal Product Code (UPC). Of course, not all the aforementioned identifiers may be relevant to your specific listing, but the eBay item number certainly will be - one is assigned to every listing regardless of the product.

If you’re selling via eBay, it’s essential that you provide the platform with every necessary detail. Of course, you could create a checklist each time you list an item for sale on eBay, but that would create a lot of additional manual work - especially when there are third-party tools that can automate the task of sending the right attributes to the eBay platform to streamline the selling process. 

Tools like Channable offer [seamless integration](https://www.channable.com/blog/blog-seamless-integration-to-ebay) with eBay, highlighting the importance of understanding each and every attribute relevant to your listing. Channable combines structure with flexibility when you're building your eBay listing - structure to ensure you provide a buyer with all the information they need and flexibility to optimize your listing in a crowded market. 

Although sellers can’t create eBay item numbers for their listings themselves - they are automatically generated by the platform as soon as any new listing is created - the number still has a clear role in fostering a seamless sales process. It is the only identifier that is unique to the eBay platform and provides a singular way for both buyers and sellers to locate a particular item -  whether we’re talking about a potential sale, one that has already taken place, or one currently in progress. 

As any eCommerce retailer knows, information is vital to the buyer journey. Understanding exactly what the eBay item number is and where to find it is crucial for both buyers and sellers. It removes one potential opportunity for miscommunication in any dialogue, allowing retailers to increase their efficiency around the listing, tracking, and management of sales.

*If you want to find out more about how Channeble can supercharge your eBay sales by ensuring you and your buyers understand everything there is to know about your products’ attributes, why not sign up for a [free and personalized online demo](https://www.channable.com/demo) of Channable’s solutions? No strings attached!*

*Take a look at our customer [success stories](https://www.channable.com/success-stories) to see how you can achieve campaign optimization and the kinds of benefits it delivers.*

 Your eBay item number explained: What is it and how can you find it?

Whether you’re managing a dozen Google Ads accounts or just one, it’s hard to keep a laser focus on all the important details at the same time.

As your workload piles up, you might be forced to cut corners or overlook important information. There’s also a temptation to simply “set and forget” your accounts without continually monitoring and optimizing.

The good news is: There’s a reliable way for you to keep a clear overview of your Google Ads accounts and make sure you’re not overlooking any important details.

The answer is to regularly perform a Google Ads audit.

In this article, we’ll show you what a Google Ads audit is and why it’s important. We’ll also give you a handy checklist to make sure your audit covers all the necessary topics.

[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

## What is a Google Ads audit?

A Google Ads audit (also known as a PPC audit or SEM audit) is a structured review of your Google Ads account’s settings, configurations, key metrics and other important details. Don’t worry: We’ll cover all the details to audit in our checklist below.

The goal of a Google Ads audit is to effectively monitor your ad campaigns, so you can continually learn and improve your performance.

By setting apart time to regularly review your Google Ads account, you maintain a clear view of your online advertising activities. You can also identify what’s working and what’s not, so you can adjust and continually optimize your strategy. 

## How often should you perform a Google Ads audit?

![How often should you perform a Google Ads audit.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/s9mcRdnFRGK85icIb5nd)

For most advertisers, it’s a good idea to perform a Google Ads audit once every 3 to 6 months. This ensures you’re staying on top of your accounts and enables you to take action in time, in case any corrections need to be made.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

## How does a Google Ads audit improve my ad campaigns?

As an eCommerce retailer or online advertiser, you already have plenty of items on your list of things to do. Should you really plan extra time to perform a Google Ads audit? Definitely!

An audit may be time-consuming depending on the complexity of your account structure. Having a checklist helps you keep the process organized and ensure you don't miss any important steps.

Once you’ve performed a regular audit a few times, it becomes part of your routine and gets easier and easier each time. 

Plus, most advertisers actually find the audit process really rewarding. It’s a great moment to reflect on what’s going on in your Google Ads accounts, to evaluate how well your campaigns are performing and to decide how to fine tune your strategy.

On top of all that, you can expect to see many of these great benefits when you regularly audit your Google Ads accounts:

- **Optimized performance:** A Google Ads audit empowers you to fine-tune your campaigns for maximum performance, ensuring that every advertising dollar translates into tangible results. 
- **Cost-efficiency:** By identifying and addressing inefficiencies in your campaigns, you minimize wasteful spending and allocate resources to where they have the most impact.
- **Better Google Ads Quality Score:** Monitoring and improving the components of your Google Ads, such as keyword relevance and ad quality, elevates your [Quality Score](https://support.google.com/google-ads/answer/6167118?hl=en), leading to higher ad rankings and lower cost per click (CPC).
- **Competitive advantage:** Regular audits give you an opportunity to ensure all your ad campaigns are fully up to date, so you are optimally catering to your target audiences’ latest interests and preferences. This makes your ads more appealing and enhances your brand’s competitiveness. Remember that [nearly half (42.3%) of all Google Ads accounts](https://disruptiveadvertising.com/adwords/2000-adwords-audits/) don’t have any form of conversion tracking set up at all. So simply paying attention to the most important KPIs will already set you apart from many of your competitors.

## How to prepare for a Google Ads audit (preparation checklist)

![How to prepare for a Google Ads audit.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0DFIg4XkTXG2Y7u6zApW)

To ensure a successful audit, take a few steps to prepare. Here’s a quick preparation checklist to help you:

- Set a date and block off adequate time in your calendar to perform an audit. If this is your first audit, you may want to block off extra time until you get the hang of the audit process.
- Try blocking at least 2 hours for each account you want to audit, if possible. You can adjust your future audit times, depending on how your first audit goes. The main thing is: set a date in your calendar and make it a priority, like you would any other important task.
- Create a Google Doc, Word Doc or Excel Sheet to document your audits in a structured way. You can use our checklist as a template for documenting your audits. Keep track of any changes you make during an audit, so you can maintain a clear overview of how changes affect your performance. All changes you’ve made for the past 2 years will also appear under [Change History](https://support.google.com/google-ads/answer/19888?hl=en&sjid=8853509714057374443-EU) in your Google Ads account’s Tools tab.

## Your Google Ads audit checklist 

Ready to audit your Google Ads account? If you’re new to auditing or just looking for a more efficient way to do it, this checklist helps you make sure you don’t leave anything out. 

### Conversion tracking 

- Check to ensure you have conversion tracking set up for all your campaigns. Visit the Google Ads Help website to [learn more about Google Ads conversion tracking](https://support.google.com/google-ads/answer/6308?sjid=7534987290576196739-EU).

### Campaign settings

- Each campaign has a specific goal set.
- To avoid wasteful spending, switch off the campaign setting “Include in Google Display network” under your campaign’s “General settings” > “Networks.” Search ads showing on the Display Network get lots of impressions, but they have very low conversion rates.
- Each campaign is set to the target “People in or regularly in your targeted locations” instead of the default/recommended setting “People in, or show interest in, your targeted locations.” The way Google broadly defines “interest” in your targeted locations means your ads will be displayed to people who are nowhere near your actual locations if you have the default setting selected here. (Read our full article to learn more about [targeting the right audience with your ads.](https://www.channable.com/blog/increase-the-return-of-your-campaigns-by-targeting-the-right-audience))
- Tracking templates are set up for each campaign under “Campaign URL options.”

### Ad Group structure 

- Each [ad group](https://support.google.com/google-ads/answer/6372655?hl=en#:~:text=Organize%20your%20ad%20groups&text=Ad%20groups%20can%20help%20ensure,set%20of%20focused%2C%20relevant%20keywords.) is defined narrowly and specifically. Ideally, one ad group represents just one of your company’s offerings, product categories or business areas. (Read our full article on this topic to learn about [the difference between ad campaigns and ad groups](https://www.channable.com/blog/blog-difference-between-ad-campaigns-and-ad-groups-ppc-advertising)).

### Keywords

- [Keywords](https://support.google.com/google-ads/answer/1704371?hl=en) are all grouped by search intent.
- You have selected 5 to 20 keywords for each ad group. Find out how to [add keywords](https://support.google.com/google-ads/answer/7476658?hl=en&sjid=9316489195805700290-EU) here.
- You have selected [audiences](https://support.google.com/google-ads/answer/2497941?hl=en) for ad groups with [broad match keywords](https://support.google.com/google-ads/answer/2407779?hl=en).

### Negative keywords

- You exclude non-relevant search queries ([negative keywords](https://support.google.com/google-ads/answer/2453972)) for each Search campaign.
- You exclude branded keywords from non-branded campaigns.

### Ads and ad copy

- Your [responsive search ads](https://support.google.com/google-ads/answer/7684791?hl=en) all have the maximum number of assets (15 headlines and 4 descriptions). Read our full article to learn about [the differences between dynamic search and responsive search ads](https://www.channable.com/blog/dynamic-search-ads-vs-responsive-search-ads)).
- All ad copy contains the right targeted keywords.
- Ads contain relevant numbers and CTAs (not required, but can be helpful for driving ad performance).

### Ad extensions

- No campaigns are missing ad extensions
- All ad extensions are approved.
- All call extensions are scheduled during your business’s working hours.
- “Call reporting” is enabled to track conversions from call extensions.

### Quality Score

- Check the [Quality Score](https://support.google.com/google-ads/answer/6167118?hl=en) for each keyword.
- Replace or optimize keywords with a low Quality Score.

## Start optimizing your Google Ads performance today

![Start optimizing your Google Ads performance today.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Sdg8F1QSPKpId5njLBUs)

As you can see, there are many topics to include in your Google Ads audit. The key is to stick to a regular audit schedule to make sure you’ve got all your accounts and campaigns fully under control. Once you’ve audited an account a few times, it becomes a routine part of your online advertising work. Even better, with regular auditing, you’ll have a deeper understanding of what’s going on with your campaigns, so you can make better decisions to optimize performance.

## Automate Your Google Ads and Simplify the Process!

Struggling with creating thousands of ad variations? Finding it hard to keep them updated when stock or prices change? Managing your Google Ads campaigns can feel overwhelming, especially when trying to stay on top of performance metrics.

Our [Google Ads automation solution](https://www.channable.com/products/ppc-tool/google-ads) makes it easy. By leveraging your product feed, the tool automatically generates and updates your ads so you don't have to worry about missing changes.

Here’s how we make it easy:
- **Effortless ad creation**: Create a single template, connect your data, and let the system handle ad generation.
- **Fast asset integration**: Add assets to your campaigns quickly, ensuring efficient scaling.
- **Automatic updates**: When stock levels or prices change, your ads will be updated instantly—no manual effort required.

Take control of your advertising and create more effective, up-to-date ads with ease.
[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

How to perform a Google Ads audit: A comprehensive checklist for online advertisers and eCommerce retailers

This article will be your one-stop guide to understanding the different reports available on Amazon’s Seller Central. We'll dive into every essential report and explain the key metrics you need to track for success.

## What are Amazon Reports? 

Amazon Reports are essentially data dashboards for sellers on Amazon. They provide valuable insights and information to help sellers track the performance of their business. There are two main categories of Amazon reports:

- **Business Reports:** These reports focus on sales, traffic, inventory, and fulfillment. They include things like total sales, units ordered, number of visitors to your product listings, conversion rates, and how often your products win the "Buy Box" placement. By analyzing this data, sellers can identify trends, make better decisions about pricing and advertising, and improve their overall sales strategy.

- **Advertising Reports:** If you run advertising campaigns on Amazon, these reports will tell you how your ads are performing. You can see things like which keywords are driving the most traffic and sales, what your click-through rates are, and how much you're spending on advertising. This information can help you optimize your ad campaigns for better results.

## How to access Amazon Seller Central Reports

Here's how to navigate to the different reports available in Amazon Seller Central:

1. Log in to your [Seller Central account](https://sellercentral.amazon.com/).
2. Navigate to the Reports Tab in the top left corner of your Seller Central homepage. Hover over the "Reports" tab to display a dropdown menu.
3. Select the desired report type from the dropdown menu, e.g. "Business Reports," "Advertising Reports," "Payments Reports," or "Fulfillment Reports." 
4. Once you're within a category, you can choose the specific report you want. Most reports allow you to set a custom date range for the data you want to see.
5. Click on "Request Report" or "Download Report" depending on the report type.

## Benefits of using Amazon Reports 

![Benefits Amazon Reports.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/LXL9kJrROWmyf5K0zKWC)

Amazon Reports offer a crystal-clear view into every aspect of your business as a seller. You can track everything from sales and traffic to inventory levels and customer behavior. By diving into these reports, you can:

- Track total sales, units sold, and revenue trends to identify your top-selling products, peak sales periods, and customer buying patterns. 
- Analyze conversion rates, bounce rates, and traffic sources to understand how customers interact with your listings.
- Discover which keywords are driving the most traffic and sales, allowing you to refine your advertising campaigns and maximize your return on ad spend (ROAS). 
- Gain insights into your inventory levels, identify slow-moving products, and optimize your stock to avoid stockouts or overstocking. 

## Amazon Business Reports 

Amazon Business Reports provide insights into sales trends and the actions visitors take on your product pages. These are the reports that you should keep and eye on: 

![Amazon Sales Dashboard report.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/AKukgTMRsezMW5VhtFC1)

### Sales Dashboard

This date-based report provides a clear view of your orders and sales data, allowing you to compare your current performance to previous periods. These easy-to-read reports are presented in your currency and percentages, along with helpful graphs and tables for visual analysis.

### Sales & Traffic

This report shows how many people viewed your listings and visited your Seller page, along with your conversion rate - the percentage of viewers who turn into paying customers. You'll also see total sales, gross product sales (revenue before fees), and even how many units are typically viewed per customer session. 

### Detail Page Sales and Traffic by ASIN

This report provides the most in-depth look at individual product performance. It breaks down various metrics for each product and its variations (child [ASINs](https://www.channable.com/blog/amazon-asin-what-is-it-how-to-create)). This includes crucial data points like the number of product views and the conversion rate for each product. Here’s a breakdown of the key information that you can see in this report:

- **Sessions:** The number of unique visitors to your product page in the last 24 hours. 
- **Page Views:** The total number of views on your listing within a selected time period. This includes customers who viewed your listing multiple times so it might be higher than your sessions. 
- **Page Views Percentage:** The percentage of page views individual product ASINs receive compared to other products. 
- **Buy Box Percentage:** The percentage of page views where you owned the [Buy Box](https://www.channable.com/blog/win-amazon-buy-box-increase-sales). 
- **Units Ordered:** The total number of units ordered during the specified date range. 
- **Unit Session Percentage:** This is the most important metric in the business report as it shows your conversion rate: the percentage of units ordered compared to the number of page views.
- **Ordered Product Sales:** The total revenue for each product within a specific time period.
- **Total Order Items:** The total number of times a specific item was ordered within a selected timeframe. 

## Amazon Advertising Reports 

These reports give you crucial insights into how your keywords, search terms, and bids are performing. You'll see key metrics like clicks, cost-per-click (CPC), Advertising Cost of Sale (ACoS), and Return on Ad Spend (ROAS) – all presented alongside your PPC sales and overall spending. 

### Advertised Product (Sponsored Products and Display)

These reports are designed specifically for sellers who run [Sponsored Products](https://www.channable.com/blog/amazon-sponsored-products) or Sponsored Display campaigns. They provide in-depth data for each individual product you're advertising. This means you can see how each ASIN is performing in terms of impressions, clicks, sales, and other key metrics.

### Attributed Purchases (Sponsored Brands)

Unlike Advertised Product reports that focus on clicks and impressions for advertised products, Attributed Purchases show which products are purchased as a result of your Sponsored Brands campaigns.

![Amazon Search Terms Report.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6bYniXglSb2WCoucJmaC)

### Search Terms (all ad types)

As the name suggests, this report reveals the exact search terms customers are using to find your products on Amazon. It includes the following metrics: 

- Keyword Targeting and Match Type
- Search Term used
- Sales & Conversion rate for specific terms
- Click-Through Rate
- Cost-Per-Click
- Impressions

By identifying the most popular search terms, you can integrate them into your product listings, improving search ranking and organic visibility. Alternatively, you can flag poorly performing terms as negative keywords to prevent irrelevant clicks and ensure your advertising budget reaches the right customers. 

### Placements Report (all ad types) 

This report breaks down key metrics like impressions, clicks, sales, and ACoS for your campaigns across various placements. These placements could be:

- **Search Results:** Top of search (TOS), Search results page (rest of search)
- **Details Page:** Directly on a product's detail page

## Other types of Amazon Reports

There are more Amazon reports available beyond the ones we've covered. Let's explore a few more valuable reports to add to your seller toolkit:

### Return Reports

This report allows you to see how many returns you’ve received within a specified time period and the reasons why customers return your products. You can use Return Reports to identify trends such as return frequency or product-specific issues. Additionally, by pinpointing the root causes of returns, you can take proactive measures to improve product quality, listing accuracy, and customer communication - which can help to reduce your return rate. 

### Fulfillment Reports

These reports provide sellers with details of their sales, inventory, and shipments. You can find data on items shipped, inventory levels, orders processed, storage fees, removals, and reimbursements.

If you use Fulfillment by Amazon (FBA), there are reports to understand how your Amazon FBA business is running. There are several reports available, including Long-Term Storage Fee reports, Subscribe & Save Performance, Promotions Performance, Stranded Inventory, Returns, and Inventory Age & Health.

## Get the most out of Amazon with Channable 

At Channable, we have a number of different products to help Amazon sellers maximize their success on the platform. From [feed management](https://www.channable.com/products/product-feed-management-tool) and [smart categorization](https://www.channable.com/products/smart-categorization) to PPC optimization, our tools can help you optimize your product listings and create Amazon advertising campaigns at scale. 

[Sign up for a free trial](https://www.channable.com/signup) to learn more about how Channable can help you grow your brand on the Amazon marketplace.


The ultimate guide to Amazon Reports

But how can you bypass banner blindness and make your Display Ads stand out from the crowd?  

In this article, we’ll share the most up-to-date Google Display Ads best practices for 2025. We'll cover everything from creating the right assets to designing landing pages that convert. We'll also share some tips on how to use the automation features in Google Ads to your advantage and maximize the success of your Display advertising this year. 

## 1. Use Responsive Display Ads

![Google responsive display ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/yjiYI8MTp2UrPrUI0yyA)

While static Display Ads have been the traditional method of creating ads for the Google Display Network, Responsive Display Ads are now the default ad format. 

Responsive Display Ads allow you to upload multiple variations of ad creatives, such as images, logos, headlines, and descriptions. Google will then automatically test different combinations of these creatives to determine which ones perform best in different placements and audiences.

Even though you’ll have less creative control, Responsive Display Ads are more likely to perform better than static ads. That’s because Google's algorithm will find the best combinations of creatives for each placement. Responsive Display Ads are also easier to create and manage as Google will automatically create and optimize your ads for you based on the assets you provide.

[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

## 2. Create a number of different assets 

To make sure your Responsive Display Ads have a chance of succeeding, it’s important to give Google a wide selection of ad variations to work with. 

That means using all available headline and description fields, including different logo formats, and, whenever feasible, leveraging all 15 image slots. 

Here are some best practices for every Display Ad creative type: 

### Images 

![best performing Google Display Ad sizes.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ACG94RvzRbiwcsONwApM)

Images are the cornerstone of effective display ads, so it's crucial to ensure that the images you upload are high in quality. Crisp, clear images will grab attention and showcase your products in the best possible light. Make sure to avoid using blurry, excessively filtered, or color-inverted images. 

It’s also important to follow Google’s image guidelines. Responsive Display Ads let you upload up to 15 images in 3 aspect ratios: 

**Landscape image (1.91:1)**
- Recommended size: 1200 x 628
- Minimum size: 600 x 314
**Square (1:1)**
- Recommended size: 1200 x 1200
- Minimum size: 300 x 300
**Portrait (9:16)**
- Recommended size: 900 x 1600
- Minimum size: 600 x 1067

Finally, do not overlay any logos, text, or buttons over your images as this violates Google’s Ads policy. 

### Logos

If you have different versions of your logo (i.e. icon, text only, icon with text), we’d recommend uploading them to your Google Ads platform. 

Make sure to upload them in the correct aspect ratio: 1:1 (e.g. 1200 x 1200 px) and 4:1 (1200 x 300 px).

### Copy 

The best ad copy is clear, descriptive, and benefit-driven. For your headlines, use simple text to describe your products, such as “High-performance running shoes” or “Energy-efficient smart TVs for small spaces”. 

You can also include prices and promotions in your headlines to incentivize potential shoppers to click on your ads and browse your products. 

Descriptions can be up to 80 characters long, so use this extra space to showcase some additional information about your products. Consider including shipping times, your return policy, and any other benefits or problems your products solve. 

Want more tips? You can find more ad copy best practices in our [Google Text Ads guide](https://www.channable.com/blog/google-text-ads-ultimate-guide#:~:text=How%20to%20write%20Google%20Search%20Ad%20copy%20that%20converts).

<div class="cta">
<h3>New to Channable?</h3>
<p>Get hands-on with our tool for free!</p>
<a href="https://www.channable.com/demo" target="_blank" class="cta-button">Book a demo today</a>
</div>

## 3. Create 3 to 4 ads per ad group

Creating 3 to 4 ads per ad group allows you to test different messaging and imagery, enabling you to identify which combination resonates best with your target audience. Google Ads automatically shows the better-performing ads within an ad group more often. 

Here are examples of different images, messaging, or angles that you could test with different ads:

- **Product images:** Shots of your products from different angles and in different settings.
- **Lifestyle images:** Showing your products being used in real-world situations.
- **Social proof images:** Images of customers using or wearing your products.
- **Benefits-oriented messaging:** Focus on the benefits that your products can provide to customers.
- **Problem-solution messaging:** Identify the problems that your products can solve for customers.
- **Discounts or promotions:** Include any deals you may be running in your ad copy.
- **Seasonal or holiday promotion:** Test if seasonal promotions such as “Back to school” or “Black Friday deals” resonate with potential customers. 

## 4. Separate remarketing from brand awareness campaigns 

Remarketing campaigns are designed to engage users who have already shown interest in your brand by visiting your website or taking specific actions, such as adding products to their cart.  This means they are already familiar with your products and may be closer to making a purchase.

That’s why it’s a smart strategy to separate remarketing from brand awareness campaigns as it allows you to tailor your messaging to each audience. For example, remarketing Display Ads should focus on specific products, promotions, or messaging that removes any barriers to purchasing.

To make sure there’s no overlap between your remarketing and brand awareness campaigns, you can exclude your remarketing audience in your general Display Ads campaign. In the campaign overview, click “Audiences” and then “Add exclusions” at the bottom of the page. 

## 5. Keep your Display Ads and landing page consistent

Clicking on your Display Ad is just the first step in the customer journey. The landing page is where you'll seal the deal and convince potential customers to make a purchase. 

While it might sound obvious, making sure your landing page matches your ad in terms of messaging and imagery is critical. That's because you want the customer journey to be as seamless as possible to provide a consistent user experience. 

Ideally, your landing page will match the look and feel of your Display Ad in terms of colors, fonts, and images. If your ad text includes any limited-time offers or discounts, make sure to feature the same promotions on your landing page. 

## 6. Use Google’s advanced format options for Responsive Display Ads

![advanced format options for Google Responsive Display Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/9VpCMfodTHKXOkL4kvg8)

Even though Responsive Display Ads can be more effective than their static counterparts, some eCommerce brands may feel like the quality of the auto-generated ads does not align with their brand image. 

The good news is that Google has launched a new feature called **‘advanced format options’** which enable you to create more visually appealing Responsive Display Ads. 

When you’re creating your ads, you’ll see an option to select three advanced formatting options: asset enhancements, auto-generated videos, and native formats.

Asset enhancements include smart cropping images to highlight focal points such as your product or headline and/or offer. The auto-generated video feature lets Google create video ads by combining your headlines, descriptions, and images. This is particularly useful if you do not have the time or resources to create animated banner ads.

## 7. Test keyword targeting 

Did you know that you can also target keywords in your Display campaigns? Under “Targeting” you can upload a list of keywords related to your products. 

You can either choose to show your Display Ads to people likely to be interested in your keywords and also webpages, apps, and videos related to your keywords; or only show ads on webpages, apps, and videos related to your keywords. 

If you already have a bunch of successful keywords in your [Search Ads](https://www.channable.com/blog/dynamic-search-ads-vs-responsive-search-ads), chances are, they'll work just as well on the Display Network. 

Just bear in mind that the intent is different on the Search and Display Network, but it's still worth testing to see if your top-performing keywords can also drive results in Display Ad campaigns. 

Bonus tip: Need inspiration for creating your own Display Ads? Check out [Google’s Rich Media Showcase](https://www.richmediagallery.com/) to view real examples from brands across different industries. You can even filter by country, ad product, vertical, format, and sizes. 

## Simplify your Google Ads with automation!

Facing the challenge of creating thousands of ads with the right headlines and descriptions? Struggling to keep your ads updated with constant stock and price changes? Feeling overwhelmed trying to stay in control of your ad campaigns and performance? These common pain points can make managing effective advertising campaigns feel impossible.

Our [Google Ads automation tool](https://www.channable.com/products/ppc-tool/google-ads) can take the load off! It uses your product feed to automatically create dynamic ads, ensuring they're always updated! 

Here’s how it works:
1. **Easy ad creation**: Create one template, connect it to your data, and let our tool do the rest.
2. **Quick asset addition**: Efficiently scale the integration of assets into your campaigns in just a few simple steps
3. **Real-time updates**: Stock or prices change? Your ads update automatically—no manual work required.

Jump quickly into creating highly-targeted and accurate ads, making sure your brand stays relevant at all times. 

<div class="cta">
<h3>New to Channable?</h3>
<p>Get hands-on with our tool for free!</p>
<a href="https://www.channable.com/demo" target="_blank" class="cta-button">Book a demo today</a>
</div>


7 best practices to elevate your Google Display advertising campaigns in 2025

12 online advertising tactics for successful holiday marketing campaigns

## Top 5 advertising tactics to unlock your multichannel eCommerce growth

Not all actions are created equal. Take these 5 steps to jumpstart your online advertising strategy.

### 1. Stay ahead of inventory updates for swift campaign adjustments: 

Keeping up with fast-moving inventory is crucial for ensuring that your promotions are current and relevant. Utilize automation tools to manage your inventory reporting in real-time. 

This way, you can promptly update out-of-stock information across various channels and steer potential buyers toward similar available products or campaigns.

### 2. Enhance visibility with detailed product attributes: 

Make the most of enhanced product feeds to maximize visibility and improve discoverability during peak seasons. 

By incorporating additional attributes, such as "Holiday Theme" or "Gift Ideas," you can make it easier for customers to find your products, subsequently expanding your reach and catering to specific holiday or sales-related preferences and needs.

### 3. Optimize product descriptions for seasonal appeal and urgency: 

Craft compelling product descriptions that resonate with your audience and prompt urgency. For instance, leverage flash sale alerts or holiday-themed messaging to entice potential buyers and create a sense of FOMO (Fear Of Missing Out). 

By incorporating dynamic, attention-grabbing language into your product descriptions, you can effectively boost engagement and drive conversions during the sales seasons.

### 4. Harness the power of visual appeal: 

Invest in high-quality, visually appealing imagery to capture the attention of potential buyers and enhance customer engagement. Utilize tools for creative optimization to add extra flair to your product images or incorporate lifestyle settings that resonate with the product or advertisement. 

By creating visually appealing and engaging imagery, you can effectively convey the essence of your products and connect with your target audience on an emotional level.

### 5. Streamline campaign management with automation and customization:

 Employ comprehensive automation tools for functions like repricing and reporting to streamline your campaign management processes. Utilize intelligent repricing strategies to adjust prices based on competitor pricing and customer behavior. 

Additionally, leverage customizable dashboards to gain a centralized view of your campaigns, allowing for efficient monitoring, optimization, and replication of successful tactics across multiple projects and campaigns. By automating, you can effectively manage complex campaigns while delivering exceptional results across campaigns.

**Click the banner below to download the checklist and keep track of your advertising optimizations**

[![Webinar Header Image - 3.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/hgVbrUOhTDO0Y7cCFfEU)](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/z98dtiVWT5iv7QtpSqbG)



Top 5 tactics to boost your multichannel marketing campaigns

## Amazon Ads marketing strategies: best practices with Jochem Timmers

Amazon Ads have become an indispensable tool for businesses seeking to expand their reach within the eCommerce landscape. On this topic, we had the privilege of sitting down with Jochem Timmers, Amazon Ads product owner at Channable, to delve into the realm of Amazon Ads best practices. 

From marketing strategies to campaign structures, Jochem shared invaluable insights that can empower businesses to enhance their online presence and bolster their sales, so let's jump on in.

## Benefits of Amazon Ads

### Q: Can you explain the key differences between Amazon Ads and other major advertising platforms like Google Ads or Facebook Ads?

**A:** [Amazon Ads](https://www.channable.com/products/ppc-tool/amazon-ads) differ from platforms like Google Ads and Facebook Ads in that they are tailored specifically for the Amazon marketplace. 

While Google and Facebook ads target users at various stages of their online journey, Amazon Ads focus on users who are already in a purchasing mindset. Amazon Ads are displayed within Amazon search results and product pages, increasing the likelihood of conversions.

### Q: What are the main types of Amazon Ads, and how do they cater to different marketing goals?

**A:** The main types of Amazon Ads are Sponsored Products, Sponsored Brands, and Sponsored Display.

![Amazon-Ads-blog-header-03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/n2ouYrm4R8SR8PrEzfgQ)
 
- **Sponsored Products** are the most used, with around 80% of ad spend going to this type of ad, it promotes individual product listings and is keyword-targeted.

- **Sponsored Brands** is exclusively for brand owners and promote a brand or product range, featuring a custom headline, logo, and products.

- **Sponsored Display** reaches customers both on and off Amazon, using targeting options based on interests and behaviors.

### Q: How important is keyword research in Amazon Ads, and what tools or best practices do you recommend for effective keyword research?

**A:** Keyword research is crucial in Amazon Ads to ensure your ads appear for relevant search queries. 

Tools like Amazon's own "Amazon Keyword Tool" and third-party tools like [Helium 10](https://www.helium10.com/), and [Jungle Scout](https://www.junglescout.com/) can help identify high-converting keywords. 

Consider competitor analysis and monitoring search terms in campaign reports for refinement. Once you know which ads are performing well, Channable can help you boost them even further with Rules to focus and increase ad spend for more visibility and sales.

### Q: Can you discuss the concept of "Product Targeting" in Amazon Ads and provide an example of how it can be used effectively?

**A:** Best practices for "Product Targeting" involve displaying your ads on specific product detail pages. For instance, if you sell a brand of hiking boots, your ad could appear on a related hiking backpack's detail page. 

This method leverages complementary or competitive products to reach a relevant audience and with automation rules can be a very effective way of targeting with your ads.

![Amazon-Ads-blog-header-04.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/10ym6pwlQnuFm8nJLqnX)

### Q: How does Amazon's algorithm determine the placement of ads on the platform? What strategies can advertisers use to improve their ad placements?

**A:** Amazon's algorithm determines ad placements based on relevance and bid amount. Advertisers can improve placements by optimizing keywords, targeting, and bids. High-performing ads and products often receive better placements due to increased conversions and relevance.

### Q: What role does product content optimization play in Amazon Ads? How can advertisers enhance their product listings for better ad performance?

**A:** Product content optimization directly impacts ad performance. High-quality images, clear titles, informative bullet points, and engaging product descriptions enhance both organic and ad-driven traffic. 

Optimizing content improves the likelihood of conversions once users reach the product detail page. All of this can be optimized and organized with a solution like Channable.

### Q: How does audience targeting work on Amazon Ads? What are some best practices for identifying and reaching the right audience for a product?

**A:** First of all it's good to state that audience targeting is only possible with Sponsored Display ads. Audience targeting on Amazon Ads involves refining targeting based on demographics, interests, and behaviors. 

Best practices include analyzing past customer data, utilizing Amazon's targeting options, and leveraging third-party data sources for more granular audience segmentation. For Sponsored Products and Sponsored Brands, keywords and product targets are the only targeting methods.

### Q: Can you discuss the concept of "Sponsored Brands" and explain how it differs from other Amazon ad formats?

**A:** "Sponsored Brands" are ads that promote your brand and product range and are only available to brand owners. They appear at the top of search results and allow you to direct shoppers to a custom landing page or Amazon Store. 

Sponsored Brands are more focused on brand awareness and consideration compared to product-focused Sponsored Products.

### Q: Amazon offers both manual and automatic targeting options for campaigns. When would you recommend using each approach, and what are the advantages of each?

**A:** **Manual targeting** is recommended when you want precise control over targeting, such as bidding on specific keywords or products. This method can be a great choice when you know which of your ads are performing best and want to boost their performance further with specific targeting.
 
**Automatic targeting** is useful for gathering data on converting search terms. Manual campaigns require ongoing optimization, while automatic campaigns leverage Amazon's algorithms for targeting. 

This can be a good way to launch a campaign and gather data to see which ads and products are performing well, before moving them to a manual campaign for more specific targeting.

### Q: What are some effective ways to measure the success of an Amazon Ads campaign? Which key performance indicators (KPIs) do you consider most important?

**A:** Key performance indicators (**KPIs**) for measuring Amazon Ads success include Click-Through Rate (**CTR**), Conversion Rate, Cost-Per-Click (**CPC**), Total Advertising Cost of Sales (**TACOS**), Advertising Cost of Sales (**ACOS**), and overall Sales. 

The most important KPIs depend on campaign goals, such as visibility, sales, or brand awareness. All in all it's up to you to choose what is most important for you to measure and reach your goals.

[![PPC.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Wa2tAP7jQceAnStbTGyY)](https://www.channable.com/products/ppc-tool)

## Amazon Ads Campaign Structures:

Amazing Jochem, thank you for all the information and insights, let's shift gears here a little and dive a little deeper into the technical side of things with campaign structure and strategy.

### Q: When setting up an Amazon Ads campaign, what are the different levels of structure that need to be defined? (e.g., campaign, ad group, keywords)

**A:** Amazon Ads campaigns have three main levels of structure: **Campaign**, **Ad Group**, and **Keywords/Targets**. The Campaign level sets the budget and targeting settings, the Ad Group level organizes ads by themes or products, and the Keywords/Targets level specifies the keywords or products the ad will be triggered by.

### Q: Can you explain the differences between "Sponsored Products," "Sponsored Brands," and "Sponsored Display" campaign types? In what scenarios would you recommend using each type?

**A:** For sure, as stated earlier when defining campaign types, "**Sponsored Products**" ads promote individual product listings and are keyword-targeted. 

"**Sponsored Brands**" ads promote brand visibility and feature custom headlines and multiple products, but can only be used by brand owners. 

"**Sponsored Display**" ads target customers both on and off Amazon and appear on product detail pages and other Amazon pages. When you use each type is up to you and your campaign goals.

### Q: How can a hierarchical campaign structure help in organizing and optimizing Amazon Ads campaigns? Could you provide an example of how you might structure a campaign for a new product launch and some best practices?

**A:** A best practice for a product launch is to create multiple campaigns for the product. Starting with an automatic campaign. After about two weeks you can create one or multiple campaigns with manual targeting.

![Amazon-Ads-blog-header-02.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/tja9bEF1TsKbFrkeAHMq)

You then move your best performing keywords and product targets to these manual campaigns and exclude them from your automatic campaigns using negative keywords. 

This way you have the ultimate control on how much you spend on keywords. This can be a time-consuming job, so automation is recommended.

### Q: Negative keywords play a significant role in refining ad targeting. How do you determine which negative keywords to use, and how frequently should they be reviewed and updated?

**A:** Negative keywords prevent ads from showing for irrelevant search queries, which can save you a lot on ad spend. Review campaign search term reports to identify irrelevant queries and add them as negative keywords. Regularly update negative keywords to refine targeting.

### Q: In terms of budget allocation, what strategies do you suggest for distributing budgets across different campaign types and products?

**A:** Allocate budgets based on the performance of each campaign type and product. High-performing campaigns and products should receive higher budgets. 

Consider distributing budget to campaigns with high ROI and potential for growth. This can be difficult to do manually, and is a great case for using Automatic targeting in the beginning to get an overview and see what ads are performing well.

### Q: What considerations should advertisers keep in mind when selecting bidding strategies for their campaigns? How does the choice of bidding strategy impact campaign performance?

**A:** When selecting bidding strategies, a best practice is to consider campaign goals and the competitive landscape. "**Dynamic bids - up and down**" is flexible and adapts bids for conversions. Use it for campaigns with varying conversion rates. "**Fixed bids**" offer control, suitable for campaigns with predictable performance and certain types of budget.

### Q: How do you approach optimizing the product content for better ad performance within a campaign? What elements should be evaluated and potentially adjusted?

**A:** Optimize product content by ensuring clear, compelling titles, high-quality images, informative bullet points, and accurate descriptions. Monitor product performance and adjust content as needed to improve conversion rates. Automation can be a lifesaver in this situation and can really help you boost and scale your ads.

### Q: Can you discuss the concept of "ad placements" within Amazon Ads campaigns? How can advertisers influence where their ads appear on the platform?

**A:** Ad placements determine where your ads appear on Amazon. Advertisers can influence placements by adjusting bids for **top-of-search** or **product page placements**. Strategic bid adjustments can improve ad visibility.

### Q: Dynamic bidding options, such as "Dynamic bids - up and down," offer flexibility in bid adjustments. When would you recommend using dynamic bidding, and what benefits does it offer?

**A:** Dynamic bidding options like "Dynamic bids - up and down" offer flexibility in bid adjustments. Use this option when you want to automatically optimize bids based on the likelihood of conversion. These options can help balance cost and conversion goals.

### Q: For Sponsored Brands campaigns, advertisers can feature multiple products in a single ad. How can advertisers optimize these ads to showcase their product range effectively?

**A:** To optimize Sponsored Brands campaigns featuring multiple products, showcase a variety of products relevant to the brand and use engaging headlines. Prioritize products that have high visibility and conversion rates. Test different combinations to find the most effective arrangement.

---

Thank you very much for all the info and insights Jochem, we've covered a wide range of Amazon Ads marketing strategies and campaign structures. 

Whether you're a seasoned advertiser or new to the Amazon marketplace, these insights can help you elevate your Amazon Ads game and drive better results. 

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)

Stay tuned for more industry expert interviews and insights on effective marketing practices on the [Channable website](https://www.channable.com/blog) and stay connected by joining our newsletter for all your eCommerce news.

Best practices for creating Amazon Ads with Channable

## Your guide to the latest power tool for your product catalog.

If you’re one of over 200 million businesses active on Meta’s Facebook and Instagram, you already know what it takes to market and sell your products on two of the world’s biggest social and eCommerce platforms. You need to make sure your inventory is up to date and your product descriptions entice users to stop scrolling and start clicking.  

## What exactly are supplementary feeds?

Available on the Facebook and Instagram Shopping app, [Meta’s supplementary feeds](https://www.facebook.com/business/help/609872007120910#:~:text=Supplementary%20feeds%20provide%20product%20information,partner%20platform%20may%20not%20support.) add to the product information already supplied by the primary data feed in your Meta catalog.
 
Your primary feed includes mandatory attributes like content ID, title, description, availability, condition, price, link, image, and brand. The supplementary feeds complement your primary feeds by enhancing or updating your existing product information. Using the same content ID, new information is assigned in a supplementary feed to a product in your main feed. 
![02_Supplemantary feeds.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/3HHwS6nmSCe1tUe8tU5L)
A supplementary feed can support up to [23 additional fields](https://www.facebook.com/business/help/609872007120910), including: Google product category, Facebook product category, category-specific fields (e.g., home, health & beauty or electronics), color, size, material, gender, age group, video, country of origin, and GTIN (global trade item number).

Because it’s meant to support, not override, your main feed, a supplementary feed can’t modify or delete your existing product fields. It’s also not designed to be used as a standalone data feed.

## How can supplementary feeds help my business?

When it comes to your eCommerce catalog, the more detailed your product feed, the better the shopping experience. Supplementary feeds make it easier for shoppers to filter and sort through your catalog so they can quickly locate their preferred item. The better the experience, the more likely it is you’ll convert a lead to a sale.

## How do I add and manage a supplementary feed?

To use the new supplementary feed tool, you must have an existing [Facebook Marketplace](https://www.facebook.com/marketplace/learn-more/) catalog through Commerce Manager, the tool for all sales activity across Facebook and Instagram. Don’t have a catalog yet? [Here’s a great place to start](https://www.channable.com/integrations/facebook-product-feed).

There are two ways to add supplementary feeds to your Meta catalog: 

1. If you have a small inventory, create a file using a Meta template and then manually upload it to Commerce Manager.
2. If you have a large inventory, create and add a file from a partner platform like [Channable](https://www.channable.com/products/product-feed-management-tool) using the app integration.

Here’s how to make product updates:

After the integration is set up, you’ll be able to see the latest synchronizations from your partner platform in Commerce Manager. To update or correct any product information in Commerce Manager, make your edits right in the partner platform. All of the product updates you make will automatically sync to your catalog in Commerce Manager.

## Optimize your success with Channable

Channable has a [number of features](https://www.channable.com/how-channable-works) to help you maximize the power of Meta’s supplementary feeds. As one example, our if-then rules let you systematically filter, modify, and improve your product catalog listings with just a few easy clicks. Another feature, the quality score, guides you in creating clear and robust descriptions to boost product visibility and make it easier for your customers to find the products they want. 

*Here’s a screenshot showing you how to assign a gender attribute using an automated if-then rule. By adding gender information, you’ll help your customers filter product selections based on gender to locate their preferred items. The gender attribute is often used along with attributes for size and age group.*

![03_Screenshot 01.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/vU7AhInaQ2atZ7GvsnDx)

*This screenshot shows our quality score feature, which is unique to Channable. Your quality score will let you know how well you’ve used the supplementary fields to enhance your product feed.*

![04_Screenshot 02.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/s9HwkIyrT56LkwIcscc9)

Helping you understand Meta’s supplementary feeds is just one of the many ways Channable empowers you to take control of your digital marketing. To learn how to set up and manage Meta’s new tool using Channable, check out the step-by-step tutorial on our Help Center.

Meta’s Facebook Marketplace is used each month by over 800 million consumers across 70 countries. Introduced in 2016, it’s proven to be one of the most effective eCommerce platforms for businesses of all sizes and industries.

By using Facebook Marketplace, businesses benefit from:

- **Extended reach**: eCommerce retailers can get their brands and products in front of more customers.
- **Personalized customer experience**: Facebook Marketplace surfaces the products consumers want most while helping retailers target the right customers.

## Pro tips for a better feed strategy
![05_Pro tip 01.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/2B0gTxoKQNyCe4V8pqCj)
Although it probably won’t be possible to use all 23 supplementary fields for each product, you should try to include as many as you can. Remember: The more product details, the better. These fields are especially important: description, images, Google product category, Facebook product category, category-specific, color, size, and GTIN.
![06_Pro tip 02.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/oh0iT5TeydDLTqv95ZxQ)
With Channable, you can seamlessly update your feeds on a weekly, daily, or hourly basis. Our recommendation is to update your catalog hourly if you can, or at least once a day.

## The bottom line

Meta’s new supplementary feeds add yet another tool to your eCommerce toolkit. If you want to reach more shoppers and future customers on the global marketplace, you’ll need a robust, up-to-date catalog. Meta is committed to helping you get the most out of your eCommerce growth opportunities — and so is Channable. 

## We’re here to help eCommerce thrive.

Channable is the all-in-one platform for smarter digital marketing. Our solutions are user-friendly and empower customers to create the campaigns they need, manage their feeds with ease, and seamlessly integrate their marketplaces. 
[![07_CTA.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lREPCj0YRUG9dSM9fmzv)](https://www.channable.com/integrations/facebook-product-feed)
If you want to talk more about Meta’s new supplementary feeds, reach out to one of our [eCommerce experts](https://www.channable.com/contact).


Adding Meta’s new supplementary feeds to your eCommerce strategy

How can you make sure your products are visible to your customers online? It all starts with a high-quality product feed.
 
By optimizing product information in your feed, you bring more visibility to your products, which also means more conversion and better ROAS. In this ultimate guide, we’re covering our top tips for optimizing your product feed as quickly and easily as possible.

## What is product feed optimization?
Effective [feed management](https://www.channable.com/blog/blog-what-is-feed-management-and-why-do-you-need-it) is essential for advertising and selling products on marketplaces, comparison websites, affiliate networks, or social media. Yet it’s not always as easy as it seems. Every channel has different requirements for your feed’s contents and format.

[Google Shopping](https://www.channable.com/integrations/google-shopping) for instance has different requirements than [Amazon](https://www.channable.com/integrations/amazon-marketplace-integration), which means you can’t just use copy your feed from one channel to the next. Sure, there are some mandatory specifications like product title, description, URL, price, product ID, and image description. 

These mandatory attributes are enough to get started on most platforms, but they’re nowhere near enough to make your ads excel. For the best results, you’ll need to optimize your feeds.

## Why is optimizing product information so important?
Competition on online marketplaces like Google Shopping and Facebook is tougher than ever. Amazon’s marketplace alone has over 9.7 million active users. The difference between success and failure on these platforms is product visibility.

So how can you ensure your product listings stand out? There are many things to consider, for instance, your bids or account history, but here we want to talk about the most important one: optimizing product information.

An optimized product feed gives your channels a detailed understanding of your catalog, so they can automatically match your products with shoppers’ search queries. 

The more relevant your product is to a user’s search, the more likely the platform will show your product. If the information in your feed is incomplete or inaccurate, your competitors with more complete data will reach those shoppers before you even have a chance.

Optimizing product feeds also makes your product listings and ads more appealing, so they’re more likely to stand out and attract click-through and conversion.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

## 5 tips for optimizing product information
Step 1 is always to make sure your product feed is fully compliant with each of your channels. That means having all the right information in the right format. After that, there are many ways you can optimize and enrich your product information for each channel.

The good news is: this doesn’t have to be a complicated process. With the right tools and a few best practices, you can quickly turn your product feeds into a conversion powerhouse. Below, we cover 5 of the most effective product feed optimization techniques that any eCommerce retailer can implement with very little effort.

### 1. Always use mandatory, recommended, and optional fields
The major platforms all distinguish between mandatory, recommended, and optional product attributes. These attributes are ordered in different fields of a product feed. Google Shopping for example makes it mandatory for all products to have a title.

The most successful product feeds go beyond the minimum requirements. Don’t just fill out the mandatory fields. Take advantage of recommended and optional attributes to create a much richer description of your products.
 
For example, remember to add additional images and information on your shipping options, sale price, and product sizes. The more detail you can give, the better your ads and product listings will perform, because customers can immediately see whether the product is right for them. 
![Campos inglés.PNG](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/04ZE4aGXRwaUzcq3QKTw)

### 2. Always choose the right product categories
[Product categorization](https://www.channable.com/blog/blog-what-is-feed-management-and-why-do-you-need-it) is another essential step for optimizing your feeds. It’s also an easy way to stand out, because many channels (like Google Shopping) don’t require you to use it, so a lot of retailers won’t even bother. Take advantage of that to give your products extra appeal. Correct categorization gives shoppers more clarity about what your products are about. They also make your products more visible when users do broad searches based on categories rather than specific products.

<div class="cta">
<h3>Take the next step</h3>
<p>Want to learn more about how to fix your product feeds and boost visibility?</p>
<a href="https://www.channable.com/invisible-to-unmissable" target="_blank" class="cta-button">Explore courses</a>
</div>

### 3. Optimize product titles and descriptions
Titles can make or break your product listing’s performance. If a product title is vague, it won’t match as easily with customers who are searching with really specific terms. That’s why [product title optimization](https://www.channable.com/blog/google-shopping-title-optimization-best-practices) is a must.

Always add relevant attributes right into the product title field. Include data like the brand, color, size, material, or gender in the title, so shoppers instantly understand what you’re offering. It’s also smart to include high-performing keywords.
 
Each platform has different rules on the length and layout of the title text. Let’s take [Google Shopping product titles](https://support.google.com/merchants/answer/6324415?hl=en) as an example:

- Max. length: Max 150 characters
- Distinguish between variants: Add the distinguishing details of each variant to the title.
- Don’t include promotional text (things like “buy one get one free”)
- Don’t use capital letters for emphasis.
- Put the most important details first: Users will usually see only the first 70 or fewer characters of your title
- Don’t use extra white spaces

The key is to make maximum use of the product title space, while also following the rules.

By the way, you can learn even more about creating the perfect Google Shopping feed in our article:[How to successfully advertise on Google Shopping](https://www.channable.com/blog/blog-how-to-successfully-advertize-google-shopping).

### 4. Keep product data clean and up to date
Another part of product feed optimization is to always use up-to-date data. Advertising items that are out of stock or incorrectly priced will cause customers to quickly look elsewhere. Even worse, platforms may temporarily ban your listing if it’s found to contain inaccurate or misleading data.

It’s always best to take a customer-centric approach. That means removing any unnecessary HTML code from your feed. While HTML is essential for your online shop, you don’t want it to clutter up your listings on platforms like Google Shopping or Facebook Ads.

### 5. Use performance data to exclude products and set up custom labels
Not all products perform the same. There are so many variables, like popularity, margins, profit, and seasonality. So why treat all your items the same way?
 
[Data such as conversion rate, CTR, revenue/cost, or ROAS](https://www.channable.com/products/channable-insights) is extremely useful in deciding which products to publish. For instance, you can choose to exclude products with a low profit because you want to allocate your ad spend to higher-profit items.
![Analytics EN.PNG](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/b4QNgLbTTCqtpR1JDeSQ)

Using a rule-based feed management tool like Channable, you can also segment your products based on performance data (for example, top performance, medium performance, and low performance). 

Once each product is assigned to a performance segment, you can increase or decrease bids more strategically to get the best possible ROI. Our client [Rocket Digital used performance-based segmentation in Channable](https://www.channable.com/success-stories/performance-segmentation-noirfonce) to boost ROAS by 30%.

## Simplify product feed optimization with Channable
Every sales and advertising channel has its own rules and requirements for product feeds. [Channable simplifies and optimizes feed management](https://www.channable.com/products/product-feed-management-tool) even further with smart rules and time-saving automation. 

These help you keep your product feed updated, exclude products, modify prices, improve titles and descriptions, apply discounts, remove HTML text, use performance data to create custom fields, and much more.
 
Optimizing product information for omnichannel eCommerce doesn’t have to be complicated. 

<div class="cta">
<h3>Take the next step</h3>
<p>Want to learn more about how to fix your product feeds and boost visibility?</p>
<a href="https://www.channable.com/invisible-to-unmissable" target="_blank" class="cta-button">Explore courses</a>
</div>

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

The ultimate guide to product feed optimization

##  Why Do Customers Choose Competitors' Products Over Yours, Despite the Better Value for Money?
You run an online shop, and since you are conversant with e-commerce trends, you have chosen to send your products to online marketplaces to expand your customer base.
You put a lot of effort into putting things up, and your products have been listed on Amazon or Google Shopping for a while now, but you're starting to feel disappointed by the number of orders you're receiving. It's annoying.
Why do customers choose your competitors' products over yours, despite yours offering better value for money? 
Let’s see what could be the source of the problem:

### 1- Your Products Are Not Well Categorized
Your women's jeans will not sell if placed in the kid's caps category because the right customers are not seeing them. Plus, if a consumer still chooses to click on them, you'll have to pay for a pointless click.
### 2- You Are Exporting Every Single Product
Less can sometimes be more. Your conversion rate will increase if you only submit 150 of your best-performing products to marketplaces rather than all 1,200 of them (half of which you've never sold). Reduce the number of ineffective CPCs by concentrating on the products that have the best chance of selling.
### 3- Your Shipping Costs Are Too High
In an atmosphere where e-commerce is becoming increasingly competitive, merchants are fighting to offer the best service possible to draw online customers. Potential customers will slip through your fingers if you provide the same item at the same price as your competitors but charge extra for delivery.
### 4- Your Products' Titles and Descriptions Are Not Optimized
You lowered the price of your Dr. Martens shoes from €170 to only €110 two weeks ago, yet sales are still not growing? Online customers are really into discounts, so why don’t they seize the opportunity?

In this instance, you may have optimized the title or description of your product improperly. The length of the title is crucial, as is the selection of the appropriate keywords. Choose your keywords wisely, then use them in your titles and descriptions.
So how can you make this better?
Now that we've discussed the potential causes of the decline in sales of your products, all that's left for us to do is provide you with a solution!

To save your budget, we've analyzed the tactics of the best-performing sellers. Some of them are basic, and some are new. Read the article to learn seven ways to [increase your store visibility](https://www.channable.com/) and revenue on top marketplaces!

## 12 Strategies to Optimize Your Marketplace Sales in 2025

### 1. Check if your products match a chosen marketplace

It would be challenging for a handcraft products reseller to succeed on Newegg. That's because each marketplace has a different audience, products, and rules. For example: 

1. Etsy is a place for vintage and handcrafted products.

2. eBay is best for selling refurbished or used items.

3. Newegg is perfect for tech.

So, make sure you start at the right place. Here is a short guide for you on how to choose a marketplace that matches your products:

1. Do you sell to businesses or consumers? Depending on that, you may need features like bulk orders or quantity discounts.

2. The products you sell are new or used? 

3. Where are your competitors? Think about a general product category, but not your competitors’ names. 

4. Compare the fee structure of different marketplaces. Is there a listing fee? Do you have to pay a percentage of the final sale price? Do they offer discounts to professional merchants?

5. Compare the logistics and seller support services.

6. Does a chosen marketplace have a good reputation?

7. What kind of security does it provide?

Test them to find out what works best for you.

### 2. Keep your pricing up to date

Pricing isn't a decision you only get to make once, especially in the marketplace. Whether you have a cost-plus, competitors', or value-based model, it needs regular updates to stay competitive. For instance, [Black Friday SaaS deals](https://helpcrunch.com/blog/black-friday-cyber-monday-software-deals/) or [Amazon ](https://www.amazon.com/)prices change every 15 minutes.

So, here is a list of factors to consider during your following research before repricing: 

- Your product's value and a business's total operating cost.

- The revenue target you have set.

- How much your buyer personas can spend on your products?

- Your brand positioning. Do you belong to the premium segment?

- Does your product or service have enough [market demand](https://www.printful.com/blog/how-to-market-a-product) at the price point you're aiming for?

- Pricing of competitors.

- Trends in the market.

That sounds like a lot of work. Good to know that marketplaces allow businesses to adjust their prices automatically based on algorithms and machine learning, taking competitor pricing into account. 

While it isn't designed for every business, there are many companies that can benefit from it. Sure thing, there are third-party services to automate your pricing updates.

### 3. Optimize product page content

Product info is a vital element of your store’s success. Just imagine a champagne lover who   would purchase this sweater: 
![ Optimize Product Page Content.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ov6WP6bTsC50Rq5ljaWb)
The sweater material and size are a mystery since there’s no description.

We’re sure your products have great content. But there is always room for improvement. Thus, here are expert tips to make it even better: 

1. Does your Call-To-Action button sound clear?

2. Are your product photos high-quality?

  - Do they fit a product description? 

  - Do they highlight the essential parts of a product from multiple angles? 

  - Can your shoppers zoom product photos?

  - Do you link photos to product variants (scents, colors, etc.?)

3. Do you provide all possible details of your product materials, origins, features, etc.?

4. Is your product page well-branded? In addition to logo and graphics, consider your copy tone of voice.

5. Do you highlight the value of your product for customers? What is the problem it solves?

6. Is your copy easy to read? Does it have long paragraphs or cliche?

7. Do you have an FAQ section?

8. Are there any social proofs on your product page? It is about customer testimonials with photos from Facebook, Instagram, or Twitter.

There are basics of how you can improve your product page. Check if your product page meets them.

### 4. Provide Superb Customer Service

81% of consumers say a positive customer service experience increases their chances of making another purchase. Ensure you meet their expectations:

- Opportunity to contact you on the preferable channel: socials, live chat, [email](https://www.sender.net/email-marketing-campaign/), etc.

- Reply within [four hours](https://www.toistersolutions.com/blog/how-quickly-should-you-respond-to-email) to email, and even less on other channels.

- Both self-service and human support opportunities. So provide FAQs, a Q&A section, help articles, [IVR system](https://getvoip.com/ivr-systems/) as well as a live chat or a phone number to support shoppers.

- Meeting the mentioned shipping deadlines.

Some marketplaces even publish customer support guidance to help their sellers. 

<table markdown>
<tbody>
<tr>
<td style="border: 1px solid #cccccc;">**DO**</td>
<td style="border: 1px solid #cccccc;">**DON’T**</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Reply to customer queries within two days, including weekends. (It depends on the marketplace.)</td>
<td style="border: 1px solid #cccccc;">Sound robotic. Personalize your messages to a human-like conversation. </a>.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Listen to customers, and show that you care when solving their issues.</td>
<td style="border: 1px solid #cccccc;">Overpromise, or mislead.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Use ready-made templates to reply faster. Check your grammar.</td>
<td style="border: 1px solid #cccccc;">Provide customers with inaccurate contact data.</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">Check your spam folder.</td>
<td style="border: 1px solid #cccccc;">Ignore the marketplace message center.</td>
</tr></tbody></table>

In addition, look through your marketplace guidance. It can include specific requirements.

### 5. Offer payment methods according to a region's preference

E-store visitors are more likely to go through with their purchase if they can pay using the preferred method. Just look at the list of BestBuy options:
![Offer Payment Options That Are Preferred in Each Region.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/wbRvaLf9Q3C7772EMiJZ)
There are debt and credit cards next to the PayPal system.

Now check if your consumers can make payments in the way they prefer. For example, maybe you provide only a debit/credit card option when they use [Apple Pay](https://clario.co/blog/is-apple-pay-safe-and-secure/) mostly.
  
It is easy. Analyze your customer base shipping addresses and combine that info with regional payment systems preferences stats. For example:
![Regional payment system preference statistics.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/1MB8xGT9SJiKN3Y3sRaS)
Supporting payment methods aligned with shoppers' preferences is extremely important when you sell globally. Good to know, marketplaces provide you with the relevant info automatically.

### 6. Categorize products

Take a look at these sleeping bag categories. There are filling and shape ones that should be in the filters list instead.
![Copy of 01_Channable Master Deck.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmc1rnygs6n4z07tfvh34sjbd)
Such an over-categorization led to an [80% site abandonment rate](https://baymard.com/blog/ecommerce-over-categorization).

This is only one of the categorization issues that may influence your sales. So, check if your taxonomy works at the best possible level. Here are some tips to help you:

- Avoid duplicated categories like “sports” and “athletic” apparel.

- Automate your product attributes organization to prevent category misidentification.

- Rethink your hierarchy structure if your main product categories exceed 15.

- Implement geo-categorization if there are locations you don’t ship some products to.

- Guide shoppers with a product quiz.

Sure thing, you can check it all manually. But if there are thousands of items in your store? Good to know there are automated [product categorization solutions](https://www.channable.com/blog/blog-improve-your-categorization) with up to 97% accuracy to help you.

### 7. Provide an opportunity to buy directly from any socials

The easier it is to buy your products, the more sales you have. What is more, it is one of the most [effective lead generation strategies](https://profitise.com/growing-business-with-lead-generation/) as a big number of users are active on social media these days. That's why businesses tend to shorten the sales cycle.

One of the best ways to do that on a marketplace is [by integrating it](https://www.channable.com/products/marketplace-integrator) with your socials and providing shoppable content. Here is how it looks:

![Integrate your marketplace with social media.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/44b3xGdER1y5btVg7G5Z)
The tap on the Pinterest story or Instagram post will show a link to a marketplace product page. In addition to the mentioned platforms, such a feature is available on Facebook, Snapchat, and YouTube.

### 8. Get More Client Testimonials
On most marketplaces, positive reviews significantly impact rankings and can quickly move your products to the top of the search results. Encourage your customers to post thorough, positive thoughts that contain images or videos of them using your products if you want to enhance your marketplace sales.
Your online store's sales are highly dependent on reviews. According to studies, 77% of consumers regularly read reviews while looking for things online, and 49% of consumers say they trust online reviews as much as recommendations from their friends and social network connections. 
Customers are more inclined to choose the product with more favorable ratings when presented with two identical products.
So how can you replicate it?

- Manually ask each customer to provide a review. Most marketplaces let you ask for reviews via a specific review button (like Amazon) or by contacting the customer directly.
- If your subscribers have purchased your products, send them emails requesting them to post reviews.
- Send each product with a handwritten review request.

The majority of markets don't let you incentivize reviews. However, you may still encourage your customers to share their insights, particularly if you thank them personally and offer an outstanding customer service experience.

### 9. Perfect Your Branding
There are millions of merchants on Amazon, Walmart, and other major online marketplaces, all of which are vying to be the best. 
So how can you persuade a typical online shopper that you're unique, trustworthy, and deserving of their business? 
By providing a unique brand experience, communicating your brand values, and luring the right clients.
What makes it effective?
According to a recent study commissioned by Google Cloud, [82% of consumers](https://cloud.google.com/blog/topics/consumer-packaged-goods/data-shows-shoppers-prioritizing-sustainability-and-values) prefer to patronize businesses that share their fundamental values. Additionally, 39% of consumers said they would boycott their favorite brands if their values conflicted. 
For this reason, e-commerce marketplaces allow vendors to develop a unique brand experience.

### 10. Create Content to Attract Visitors
A marketplace is a rented space; you don't own its inventory. 
Therefore, your marketplace approach should concentrate on developing the content you can use to attract traffic to your products to ensure the lowest possible fluctuation in your e-commerce sales.
And why does it work?
The platform's search algorithms and paid advertising are how most e-commerce marketplace sellers generate sales. 
This strategy is effective as long as your products appear for the right keywords and draw organic traffic. But the instant your rankings go down, you have nothing to fall back on.
Therefore, share information that is valuable, actionable, high-quality, relevant to your target market, and optimized for search engines.
This content will be hosted on your website's blog rather than the marketplace where your products are offered for sale.
But what do you stand to gain? 
According to Conductor's investigation:
After reading an informative blog post from a company, consumers are 131% more likely to make an immediate purchase from that company.
People have a 74% greater sense of optimism after reading a brand's educational content.
But that's not all. 
Your brand will become more well-known thanks to the traffic that content marketing helps you generate from organic search results, which can then be directed to your product pages on various marketplaces to boost sales.
### 11. Filter Your Relevant Products
Less can sometimes be more. You can improve your conversion rate and prevent "shelf-warmers" by sending only your best-selling products to marketplaces rather than your whole inventory. Reduce the number of ineffective CPCs by concentrating on the goods with the best probability of succeeding. 
Using Channable's automatic criteria, it is possible to eliminate seasonal products that should only be added during a specific time period, marginal sizes, and less popular versions. 
When you incorporate analytics data into your feed management solution, it becomes much easier to define the products that actually belong in your marketplace product catalog. User sessions, transactions, conversion rate, bounce rate, and revenue per item are all visible at a glance. For example, this is how item-level performance is visualized within Channable:
![Filter Your Relevant Products.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6ojgeDMRlahgTTZgYxAZ)
Even large and dynamic product catalogs can be maintained and managed based on item performance with the help of rules based on analytics data. Knowing an item's performance helps you actively incorporate data insights into your business operations. The rule in the example below adds the static text "Top seller!" to any product title with a defined revenue of more than 1000 euros.
![Filter Your Relevant Products.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Ca4Wtv1aQpaWUwN2Ykk6)
The second performance-based rule example shows how you can easily exclude any products from your marketplace export that have conversion rates that you deem to be (too) low.
![Filter Your Relevant Products.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/d563OzY2Q62JDnnAjQsn)
### 12. Synchronize Your Data
Instead of wasting time manually managing orders and updating stock levels, sync order data from numerous marketplaces to the backend of your online store. Real-time stock adjustments will be pushed to some markets and platforms, and shipping information will automatically be updated. 
By integrating your eCommerce platform (such as Shopify) into Channable, you can automatically manage your inventory across channels and make sure that your products are accurately and timely listed on your eCommerce marketplaces. All orders may be controlled from your eCommerce platform once your data has been optimized and the marketplaces have been connected within the feed management tool. 
Say goodbye to copying and pasting, and welcome to receiving order information instantly!

## So how can you improve all of this?
Now that we’ve been through the possible reasons for the lack of sales of your products, all that’s left for us to do is provide you with a solution!

### [Data Feed Management](https://www.channable.com/products/product-feed-management-tool)
A data feed manager is a complex name given to a very simple solution. This online tool allows you to import the products from your online store and resolve all of the above-mentioned aspects in a single place. As its name suggests, the tool works with data feeds, meaning it imports the product catalog of your website.

Once your products are imported, you will be able to categorize them, optimize their title and description, adjust their shipping cost, exclude some products, and much more. All of this can be done by creating straightforward ‘if/then’ rules, such as, for instance, “if stock is lower than 2, then exclude product”. Once you’ve selected and optimized your articles, you will be able to directly send them to the platforms of your choice.

Are you ready to boost your online sales? Then start your free [trial now](https://www.channable.com/signup)! Our technical team would be happy to help you set up your first feed, all for free!

## Final Words
There are ways to increase sales on marketplaces, stand out, and boost conversions in a highly competitive retail environment.
Are you ready to increase sales on marketplaces?
Channable is here to help. 
You can easily manage and optimize your product feeds by using our product feed management tool. More than 2500 connected advertising platforms are available, or you can make your own custom feeds. 
What are you waiting for?
[Start your free trial now! 
](https://www.channable.com/pricing)Our technical team would be happy to help you set up your first feed, all for free!



12 Ways to Optimize Your Marketplace Sales: Strategies for Success in 2025

Are you looking for a way to help your [Google Shopping ads](https://www.channable.com/blog/google-shopping-ads) stand out and make your products come to life? That’s what the Google Shopping Lifestyle Image Link attribute is all about!

In this article we explain what the Google Shopping Lifestyle Image Link is, why it’s so important and how it can help your ads perform better.

## What is Google Shopping Lifestyle Image Link?
The Google Shopping Lifestyle Image Link lets you incorporate high-quality, engaging images to [make your Google Shopping ads more effective](https://www.channable.com/blog/blog-how-to-successfully-advertize-google-shopping) by showcasing your products in real-life contexts. Unlike standard product images with plain backgrounds, lifestyle images present products in dynamic settings, helping potential customers envision how the product can fit into their own lives.

### Why is it important?
Lifestyle images are crucial to your Google Shopping ad campaigns because they:

- **Attract attention**: High-quality, context-rich images are more appealing and stand out among plain product images.
- **Tell a story**: They provide context, inviting the customer to imagine what it would be like to own or use the product.
- **Boost engagement**: Engaging visuals increase click-through rates and conversions.

Studies have shown that [emotionally engaged customers have an average of 306% higher customer lifetime value (CLV)](https://www.prnewswire.com/news-releases/new-retail-study-shows-marketers-under-leverage-emotional-connection-300720049.html). Lifestyle images help in creating these emotional connections by telling compelling stories that resonate with customers. For example, consider the emotional impact of displaying a plain barbecue grill against a white background versus showing a family spending quality time together with the grill. The second image – the lifestyle image – creates a much stronger emotional impact.

## 5 best practices for using Google Shopping Lifestyle Image Link
The Google Shopping Lifestyle Image Link gives your ads an opportunity to connect with potential customers on an emotional level. To get the most out of it, here are 5 important best practices to keep in mind:

### 1. Use high-quality images
Ensure your images are high-resolution and professionally shot. High-quality images reflect well on your brand and significantly improve customer perception. Poorly composed images can harm your brand’s credibility and deter potential customers. 

Google Shopping recommends using lifestyle images with a minimum resolution of 600 x 600 and aspect ratio between 2:0 and 2:3. Use your largest, highest-resolution images for the lifestyle images link (up to 64 megapixels or 16 MB file size).

**When uploading lifestyle images to Google Shopping, make sure to use the supported file formats:**

- GIF (.gif)
- JPEG (.jpg/.jpeg)
- PNG (.png)
- BMP (.bmp)
- TIFF (.tif/.tiff)

### 2. Ensure relevance
Lifestyle images are more effective when they present your products in real-world settings rather than against plain white backgrounds. Choose images that showcase your product being used or presented in a natural environment. This approach helps your products stand out by providing context and making them more relatable and visually appealing.

For instance, camping gear should be shown in a camping environment. This relevance helps customers quickly understand how the product fits into their lives and meets their needs.

### 3. Maintain consistency
Keep a consistent style across all your lifestyle images to create a cohesive brand image. Consistency in photography style, color palette and overall aesthetic builds brand recognition and trust, ensuring your marketing materials look unified and professional.

### 4. Focus on the product
While the background and setting are important, the product should remain the main focus. Ensure the product is clearly visible and prominently placed within the image. Avoid busy backgrounds that distract from the main item.

### 5. Optimize for mobile
Mobile shopping continues to rise. By 2027, [62% of all online sales will be completed via a mobile device](https://www.forbes.com/advisor/business/ecommerce-statistics/). This is why it’s so important to make sure your ad images are optimized for viewing on smaller screens. Test images on different screen sizes to ensure they remain clear and high-quality. Compress high-resolution images to maintain quality while minimizing load times.
![Image_01 (8).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/P3VdmcgSRxZFNI99DlNu)

## Add a Google Shopping Lifestyle Image Link in 3 steps
Adding a lifestyle image link to your Google Shopping feed is straightforward. Here’s how to do it:
Prepare your image: Create a high-quality lifestyle image that meets Google’s specifications.
Upload to your website: Host the image on your website or a reliable third-party service.
Add the link to your feed: In your product feed, add the URL of the lifestyle image to the appropriate attribute: (lifestyle_image_link).
![Image_02 (6).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YpDzgeeSRziXrZvWtgzm)

## Engage with customers through lifestyle images
The [Google Shopping](https://www.channable.com/integrations/google-shopping) Lifestyle Image Link is a powerful feature that can significantly enhance the appeal and performance of your product listings. By following best practices, you can create engaging, high-quality visuals that capture attention, drive conversions and even increase customer lifetime value.

Maximize the impact of your Google Shopping ads by integrating lifestyle images. As a result, you’ll offer customers a more engaging shopping experience that will help connect them with your brand and keep them coming back for repeat business.

Maximize ad performance with Google Shopping Lifestyle Image Links

If you’re looking for somewhere to spend your advertising budget this year, look no further than TikTok. Since its meteoric rise in 2018, this short-form video platform has captured the attention of billions worldwide. With a staggering 1.5 billion monthly active users in 2023 and an anticipated surge to 1.8 billion in 2024, TikTok is no longer just a hub for trends and entertainment—it's a goldmine for eCommerce companies.

That’s because TikTok users are ready to shop. In fact, they're [1.5 times more likely to purchase a product](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 it advertised on the platform, making TikTok ads a great way to reach a large and highly engaged audience.  

In this guide, we’ll teach you how to create and manage TikTok ads and share some pro tips to help you get the most out of advertising on TikTok.

## Why advertise on TikTok? 
With a massive, engaged audience always ready to discover something new, TikTok is the perfect place to showcase your brand. Advertising on TikTok offers numerous benefits, including:

- **Effective engagement**: TikTok's creative format encourages high levels of interaction and sharing.

- **Creative ad formats and tools**: You can easily create captivating ads with a variety of formats and user-friendly tools that make it easy to transform your images and videos into engaging ads. 

- **Outcome-based advertising objectives**: Set clear goals (such as brand awareness, consideration, and conversions) and measure your campaign's success directly within the TikTok Ads Manager.

- **Precise targeting**: Detailed targeting options based on demographics and interests allow you to reach your ideal audience.

- **Detailed reports and analytics**: You can track your ad performance with in-depth dashboards and custom reports. 

## How to create your first TikTok ad in 7 steps
TikTok Ads Manager offers two campaign creation options: simplified and custom. The simplified version is perfect for small to medium-sized businesses, while the custom version is tailored for experienced marketers. In this guide, we’ll focus on the simplified version, so make sure to select ‘Simplified Mode’ during the setup process. 

### Step 1: Create your TikTok Ads Manager account
Go to the TikTok Ads Manager signup page. Create a login using your email address or phone number and a chosen password. Next, you'll need to provide essential business information including your country, time zone, preferred currency, business name, and industry.

Important: Make sure you have a business account for the platform. In the app, simply go to ‘Settings and Privacy’, then ‘Manage Account’, and tap ‘Switch to Business Account’. 

### Step 2: Set up billing and payment details
You'll need to provide billing and tax information based on your country's requirements. Choose between manual or automatic payments (if available). Be aware that automatic payments can't be changed back to manual once selected. 

### Step 3: Create a TikTok ad campaign
Once your TikTok Ads Manager account is set up, you'll begin the ad creation process by choosing a campaign goal. But if you're not ready to start immediately, you can access the ad creation tool anytime by clicking the red ‘Create Ad’ button on your dashboard.

### Step 4: Choose your campaign objective
Decide what you want to achieve with your ads: more website visitors, increased sales, or better brand recognition? TikTok categorizes objectives into Awareness, Consideration, and Conversion campaigns to help you reach your goals.
![Blog TikTok Advertising - Image_01.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ja4DUHQT72xwWltrDgSA)
In the Simplified ad setup, you’ll be presented with four options: 

1. **Traffic**: Choose this objective if you want to drive more people to your online store and complete an action like signing up for your mailing list.

2. **Community interaction**: Pick this option if you want to grow your brand presence on TikTok and engage with potential customers. 

3. **Lead generation**: This option is designed to capture information from viewers via a contact form. You can select this option if you want people to sign up for a sale or a product launch. 

4. **Website conversions**: Most eCommerce brands will want to select this option as it’s designed to help you drive more sales. 

### Step 5: Select your target audience 
You can reach your ideal audience by targeting location, demographics, interests, behaviors, and specific devices. TikTok recommends starting with broad targeting and letting the automatic targeting optimize your reach. In the Simplified Mode you can select ‘Automatic Audience’ to let TikTok’s algorithm decide who sees your ads. 
![Image_02 (4).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NZx5vQ4xS82cjOg5sRQs)
You can also refine your target audience by focusing on specific interests. For instance, a skincare brand could target interests such as “beauty” or “skincare”. You can also reach users who actively engage with TikTok content by targeting those who like or comment on 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. 
![Image_03 (2).jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/LQBQRbpFQuCfWrSSKzSX)
### Step 7: Create your TikTok ad
Upload your pre-made videos or images or use TikTok’s video creation tools to design new ones. Available ad formats and specifications will depend on where you want your ad to appear. You can find TikTok’s image and video ad specifications here. 

Once you’ve uploaded your creative and previewed how it looks, you can add your ad text. This is the text that will appear in your ad underneath your brand name. TikTok supports 12-100 English characters. Just be aware that if your text is too long it may not display correctly on certain screens, so make sure to check the preview first. 

The final step is adding a call-to-action for your ad. TikTok has a few options to choose from:

- Download Now

- Learn More

- Shop Now

- Sign Up

- Contact Us

- Apply Now

- Book Now

Once you’ve selected your call-to-action, click the ‘Submit’ button to create your ad. 

## 3 TikTok ads best practices 
Looking to get started with advertising on TikTok? Here are 3 best practices to keep in mind when creating your first TikTok ads: 

### 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.

### 2. Stay authentic 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
TikTok's billion-strong community is united by a shared love of trends. These trends offer brands unique opportunities to tap into popular storytelling formats created by users. With [77% of users](https://ads.tiktok.com/business/creativecenter/trend_article/online/flop/pc/en#:~:text=%7C%2077%25%20of%20TikTok%20users%20say%20they%20like%20it%20when%20brands%20use%20trends%2C%20memes%20or%20challenges%20on%20TikTok%20to%20create%20new%20videos) enjoying brand content that leverages trends, memes, or challenges, capitalizing on a trend can significantly improve the performance of your ads. You can discover the latest trends in your region by exploring the Trends page on the Creative Center.

**Tip**: Need inspiration for your TikTok ad? Check out [TikTok's ad library](https://ads.tiktok.com/business/creativecenter/inspiration/topads) for a collection of high-performing campaigns from other brands.


## Key Takeaways
TikTok's growing user base and unique platform dynamics make it a must for eCommerce advertising.

- **Expansive audience**: TikTok is projected to reach 1.8 billion users in 2024, offering vast advertising potential.

- **High conversion rates**: TikTok users are highly engaged, making them more likely to purchase products after seeing ads.

- **Versatile ad tools**: The platform offers diverse formats and tools to create compelling ads.

- **Precise targeting**: TikTok’s targeting options and analytics help brands reach and measure the right audience effectively.

- **Streamlined setup**: The Ads Manager’s simplified mode is ideal for quick and easy campaign creation.

- **Budget control**: Flexible budget options allow for daily or lifetime ad spend with the ability to adjust campaigns as needed.

- **Best practices**: Use engaging content, stay authentic to the platform, and tap into trends for maximum impact.

TikTok advertising is a powerful tool for brands looking to connect with a dynamic and growing audience in 2024.

Want to learn more about social commerce and advertising tips? Check out the rest of Channable's resources on our [blog](https://www.channable.com/blog?sort=featured).


Getting started with TikTok advertising

## Crafting captivating ads in a crowded social media landscape

Social media platforms are unmissable opportunities to advertise, but they are also crowded digital spaces. 

Advertisers need to craft ad campaigns that captivate and convert to stand out. This involves creating ad experiences that matter, connecting with customers, and reaping the rewards of an informed, engaged, and inspired audience.

Images in your ads via strategies like dynamic creative optimization are essential for ensuring your ads capture the attention and imagination of your audience in this competitive landscape. 

By refining your strategy and leveraging tools like Meta's dynamic creative, you can create personalized, engaging ads that resonate with viewers and drive results.

While dynamic creative isn't a groundbreaking concept, refining your optimization strategy is akin to perfecting your storytelling craft, ensuring that your ads capture the attention and imagination of your audience in a crowded digital landscape.

## The influence of social media on consumer behavior
![Image Editor_Facebook Ads-02.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0vBZ7McNQwW84oNqzBO6)
Social media is a platform where advertisers need to be seen and visible since it highly influences purchase behavior:

- [97% of Gen Z](https://www.forbes.com/sites/forbesagencycouncil/2021/05/17/gen-z-and-the-rise-of-social-commerce/?sh=16cd8213251d) use social media as their top source for shopping inspiration.
- [87% of consumers](https://www.facebook.com/business/news/insights/how-instagram-boosts-brands-and-drives-sales) take action after seeing a product on Instagram, whether it's following a brand, visiting its website, or making a purchase online.
- [54% of social media users](https://www.searchenginewatch.com/2020/11/20/how-social-media-influence-71-consumer-buying-decisions/) use social media to research products.

## New to dynamic creatives? Let's get started

New to the world of automating and crafting dynamic Facebook product ads? Let's clarify a few things for you. 

Dynamic creatives is a feature on Meta, that allows you to blend up to 30 ad assets on the go. But here's the kicker: which 30 ad assets are the right fit for your campaign? 
![Image Editor_Facebook Ads-03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/k40PSXnnRpSZCjYz5rhy)
The key lies in devising a personalization strategy that harnesses first or third-party data, such as location intelligence, audience interests, language, or even weather data. This strategy, known as dynamic creative optimization (DCO), is pivotal for tailoring ads to your audience's preferences.

## Understanding dynamic creative and dynamic creative optimization

Now, let's address a common point of confusion: the difference between dynamic creative and dynamic creative optimization. While these terms are often used interchangeably because they essentially refer to the same thing but with slight differences.

Dynamic creatives allow you to set up multiple ad campaigns targeting different audiences, locations, or interests on Meta. However, managing these campaigns manually can be time-consuming. 

That's where automation comes into play. Meta's dynamic creative is a boon for advertisers seeking to save time and resources, particularly smaller businesses lacking a dedicated marketing team.

## Leveraging dynamic creative optimization platforms

But here's the thing: if you crave even more control, Meta's dynamic creative might not cut it. That's where dynamic creative optimization solutions shine. 

These platforms automate the entire process of creating and managing dynamic creative ads, making your life a whole lot easier. 
![Image Editor_Facebook Ads-04.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5rBiJQFTDGNK0fcTOKWF)
As a Meta Business Partner, Channable has supported many of our partners, agencies, and brands in successfully launching dynamic creative ad campaigns.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/lg39N-y7evo?si=M5oxabBKDL7fTWrK" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

In our suite of solutions we call our dynamic creative optimization feature the [Dynamic Image Editor](https://www.channable.com/products/dynamic-image-editor).

## How to automate your Facebook product ads

In this walkthrough, we take you through the steps it takes to create, automate, and optimize your product feed listings for dynamic Facebook product ads as the example.

<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://democenter.channable.com/share/enj7gl8xbmrx">View the walkthrough</a></p></center>

## Best practices for dynamic creative optimization

Now, let's dive into some best practices for dynamic creative optimization:

- **Dynamic product information**: generate optimized, hyper-relevant, product ads directly from your feed, at scale.

- **Experiment with CTAs**: Try multiple call-to-action images and messaging to gauge audience preferences.

- **Craft concise ad copy**: Tailor ad copy to the short attention spans of Facebook and Instagram users.

- **Attention-grabbing visuals**: Ensure visuals are attention-grabbing and have a clear focal point.

- **Minimize text in images**: Avoid clutter and optimize for mobile viewing by minimizing text in ad images.

- **Capture attention early**: Grab attention within the first few seconds of video ads.

- **Brand recognition**: Incorporate branding elements to boost brand recall in your templates and campaigns.

- **Vertical aspect ratio**: Opt for a vertical aspect ratio to maximize screen space on mobile devices.

By implementing these best practices and leveraging dynamic creative optimization strategies, you can create highly effective Facebook product ads that resonate with your audience and drive results.
 ![Image Editor_Facebook Ads-05.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/blc7UnRhQ3s9ywa4dGnQ)
If you're ready to take your dynamic creative ads to the next level, consider what Channable's solutions and expert guidance can do for you and your business.


How to automate and create dynamic Facebook product ads

Google first introduced its newest campaign type, [Performance Max (PMax)](https://support.google.com/google-ads/answer/10724817), in November 2021. By the end of Q3 2022, PMax had [replaced](https://support.google.com/merchants/answer/12280808) Smart Shopping and Local campaigns.

As digital marketers adjusted to the new campaign type, clear benefits and drawbacks of PMax have emerged.

Below, we provide a brief overview of PMax, how it works, and detailed explanations of its pros and cons. We also explore what type of eCommerce client could benefit the most from PMax plus optimization tips you can use to start or revise PMax campaigns.

## **What is Performance Max (PMax)?**
PMax is a goal-based, shopping campaign type in Google Ads that can be used to supplement your current marketing efforts.

Through AI and machine learning, it integrates data from shopping and search campaigns into your ad structure, then advertises across YouTube, Display, Search, Discover, Gmail, and Maps to strengthen and optimize your pay-per-click (PPC) strategy, save you time on account management, and maximize successful performance and results.

[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)

## **How does PMax work?**

You don’t set keywords, ad targets, or bids in a PMax campaign like you would for a search ad campaign. Instead, you take the following steps: 

- Gather all your creative materials–ads, images, logos, headlines, descriptions, and videos–into asset groups

- Create a budget with a daily budget period

- Set either an optional return on ad spend (ROAS) or cost per action (CPA) target

- Provide as much session data from Google signals as possible

You can learn more about building PMax campaigns in [this overview](https://www.channable.com/blog/performance-max-campaigns). For full step-by-step instructions on how to set up this campaign type in Channable, please read our [Help Center article](https://helpcenter.channable.com/hc/en-us/articles/7035825617682-Setting-up-Performance-Max-Retail-campaigns). 

![02_PMAX shopping_search ads.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5lgm8mcXQBuQmrF1NY6l)

## **What are the pros or benefits of PMax?**
The goal of this campaign type is to provide greater end-to-end efficiency by: 

- Streamlining your marketing strategy, processes, and workflows

- Increasing the value of your ad spend

- Optimizing conversion opportunities

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

### **Pro #1: PMax allows you to advertise across all Google channels**
Using [Smart Bidding](https://www.channable.com/blog/more-roi-for-your-ads-choosing-the-right-bidding-strategy), PMax decides the optimum placement for your ads, then pulls images, videos, copy, and other content to create ads for each channel. 

Smart Bidding uses audience targeting, bidding, budget optimization, and creative performance data to select which ad and channel will convert best according to your goals in real-time. 

In other words, the campaign will switch the format of your ads depending on what works best at specific times and in specific places.

### **Pro #2: Assets and information aren’t siloed in PMax campaigns.**
PMax creates both search and shopping ads within one campaign, and you can upload all creative assets at the same time. As a result, you won’t need to manage assets across separate campaigns, and campaign information won’t be siloed.

For example, suppose a consumer watches an ad on YouTube for five seconds. Then, they search for the product on Google Shopping, visit the website, and purchase the product. 

Performance Max tracks all that information, and all conversions refer back to one campaign. The campaign learns from this information and shows the same YouTube ad to other consumers with similar behaviors to drive conversions. 

This isn’t possible in separate search ad campaigns; you’d only be able to tell which consumers were watching your YouTube videos and which consumers were searching on Google Shopping, without connecting the two behaviors.

### **Pro #3: PMax campaigns can always be tied to conversion goals**

Since you have the option to select a conversion goal from the start of the campaign, business objectives and spend are prioritized in PMax campaigns.

PMax wants to help you drive as many conversions as possible with the least amount of campaigns. 
It optimizes results based on either your ROAS or CPA goals and determines the highest conversion opportunities across all channels. 

## **What are the cons of PMax?**

Almost any eCommerce retailer can benefit from using PMax. The question is whether you’ll find more value with a different campaign type or PMax if you don’t have the budget for both.

It’s important to keep several considerations in mind:

- The amount of control you’d like to have over your campaigns

- The effect of PMax on other campaign types like search ads

- How much PMax campaigns will cost if you have limited conversion data or assets

An experienced PPC specialist likely will use PMax campaigns to supplement and support existing search ad campaign efforts because the control over campaigns is limited.

If you’re still learning about and experimenting with campaign structure, PMax campaigns do provide ease of use and will help you get the most out of Google’s machine-learning capabilities.

### **Con #1: Marketers have limited campaign control in PMax.**
PMax is all about automation, which limits your control over most aspects of the campaigns, like which audience is targeted and what types of ads they see. 

[Roots Network](https://www.roots-network.com/en/) is a search agency with over 20 years of experience in paid search. 
The agency works with clients in eight major markets across the US and Europe that have large, complex inventories, and need sophisticated strategies and automation to help execute projects and campaigns. 
Its teams have been heavy Channable users since January 2022.

Co-founders Alex Pepermans and Marcel Smal have found PMax campaigns can be quite limiting.

> One of the challenges we have with Performance Max as an industry is that it's less transparent. There’s a larger black box over the campaign type. One of the key things you have to do is exclude your branded terms. Otherwise, they’ll be included in Performance Max, and then you have clutter in your data, said Pepermans. 

#### **Control considerations**
Since this campaign type only lets you bid on conversion or conversion value, if you have specific budget, language, geographies, or bidding strategies you want to execute, you’ll have more control with search ad campaigns.

![Enjoy co-marketing activities Channable.svg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/fD3DpTYTaetbfn5Rew5c)

Alternatively, you could run a separate Performance Max campaign for each specificity, or add more than one conversion goal to a single Performance Max campaign, but you’d still need to track the conversions separately.

### **Con #2: PMax can have a negative effect on other Google campaign types.**
Google prioritizes PMax over other campaigns with the exception of exact-match keywords across search campaigns or display campaigns that have a higher ad rank. 

Since ads from PMax are more likely to be shown to audiences, you might hear about PMax consuming, or “stealing,” performance metrics from other campaigns.

Guy Schepers, Head of Paid at [Fingerspitz](https://fingerspitz.nl/), a full marketing services agency in the Netherlands, has been using Channable’s PPC tool to create and scale dynamic customer campaigns for over six years. 

When it comes to PMax, he believes marketers run into issues when they’re not sure how to narrow the scope of their campaigns. 

*“What I see, and it's quite a common mistake, is marketers using the audience signals incorrectly. They make a really big audience, and it's too broad. You should use it to say, ‘This type of customer is my best fit, and I think you have to focus on this type of person,’”* he explained. 

*“I also think you should exclude specific placements. Oftentimes, our clients will see a huge amount of spend on one placement. They have a lot of volume, a lot of spend over there, but most of the volume is misclicks or kids’ channels.”*

#### **Exclusion considerations**
It’s much more difficult to set exclusions in PMax than search campaigns, but there are several ways to gain back some control over the way PMax affects other campaign types.

You can exclude branded terms, so your PMax campaigns stay focused on finding new customer segments. Consumers searching by brand name are already the most likely to convert.

Likewise, if you have keywords that perform well, you could consider excluding those terms from the materials in your asset groups and use them only in search ad campaigns. Otherwise, it’s likely ads from PMax will be prioritized over those search ads.

While you aren’t able to exclude placements for separate campaigns in PMax, you can create an [account-level placement](https://support.google.com/google-ads/answer/7331110?hl=en) exclusion. You also can use [URL exclusions](https://support.google.com/google-ads/answer/10724897?hl=en), but keep in mind, it will limit your reach.

### **Con #3: If you have limited conversion data and assets, PMax campaigns come with higher costs**  
PMax campaigns could be a significant investment, and budget will be a heavy factor when determining whether or not to add this campaign type to your overall strategy.

Google [recommends](https://developers.google.com/google-ads/api/docs/performance-max/create-campaign), “an average daily budget of at least three times your CPA or cost per conversion for the conversion actions selected for your campaign. Generally the budget should be consistent with other well-performing campaigns in your account.”

Also, it’s important to remember that PMax works best when it has the most information possible. If you can’t provide a lot of conversion data at the start of a PMax campaign, you could find yourself budgeting over $300 a day until it collects enough data to start showing significant results.

Schepers also has clients who’ve run into cost issues creating additional assets specifically for PMax, and those challenges relate back to limited control as well.

> The negative side is we can’t see which conversions come from a search or shopping placement. Some of our clients developed videos just to use in PMax campaigns and asked about the impact because of the associated creation costs. They wanted feedback on whether they were working or helping profits. That information isn’t really visible.

#### **Budget considerations**
If you aren’t able to provide a lot of conversion data, you’ll need to allocate at least six weeks for a new Performance Max campaign to gather sufficient data and produce strong results and actionable insights.

## **What type of eCommerce client could benefit the most from Performance Max campaigns?**
Schepers still sees an upside to the structure of PMax campaigns. Although they can be more costly upfront, his clients have become more willing to talk about brand awareness.

> Before PMax, they’d say, ‘No, we don't want anything to do with YouTube, it's not effective enough, we don't see the profit directly coming from there.’ With PMax, the mindset of some of our clients shifted. They’ve become more aware that salience is really important for overall performance.

### **Those with longer customer journeys**
If you’re still on the fence about whether PMax campaigns would be beneficial to your strategy, think about the length of your customer journey.  

*“For typical eCommerce clients, the customer journey can be as short as one day. But for the eCommerce platforms with a longer journey, PMax campaigns can be a good deal because they deliver the extra touch points needed to convert,”* said Schepers. 

### **Those seeking new customer segments**
He also believes eCommerce platforms that are interested in discovering new customer segments will be more interested in PMax campaigns.

*“Those who are curious about the new prospecting possibilities, where you only bid for new clients, could find more value,”* he explained.

## **What are some other optimization tips for PMax campaigns?**
Below are additional high-level tips that will help optimize your PMax campaigns: 

- Provide as much preexisting conversion data as you can to jumpstart a successful campaign.

- If your campaign is new, set your target to CPA, or “Maximize Conversions,” to maximize a shorter learning period while it’s collecting data.

- Provide all available asset types if possible, especially video. Video isn’t a requirement, but if you don’t add your own, then Google automatically generates it for you, and you won’t have control over the quality.  

- Build out asset groups to optimize your campaign, and make sure your asset groups are varied. If you are selling multiple products, or selling across multiple brands, think carefully about how to divide asset groups and consolidate traffic by theme, so the most relevant ads are being shown. PMax allows 100 asset groups per campaign.

- Highlight promotions and discounts in the product descriptions to motivate customers and boost conversions.

![03_PMAX_all_channels_alll_products.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/htTynugvScWwHGiNBYFT)

### **Key highlights**

- PMax allows you to advertise across all channels–YouTube, Display, Search, Discover, Gmail, and Maps.

- All creative assets can be uploaded at the same time. 

- You have the option to select a conversion goal, ROAS or CPA, from the start of the campaign.

- PMax provides extra opportunities to find highly relevant customers and conversions, and you’ll likely want to use it to support existing search ad campaigns. 

- Its automation also limits the amount of control you have, and potentially could impact the effectiveness of other campaign types. 

- PMax could wind up costing a significant amount to start if you have limited conversion data.

- Companies with a longer customer journey that requires extra touch points might find the most benefit with this campaign type.

## **How Channable can help**
If you’ve already set up your [Google Shopping feed](https://www.channable.com/videos/how-to-google-shopping) in Channable, you can add a Performance Max campaign. Then, you can compare your search ad and Performance Max campaigns to benchmark performance goals, and gain better insights into your overall strategy.

Our [PPC optimization tool](https://www.channable.com/products/ppc-tool) generates thousands of search ads in minutes and lets you add pre-existing assets–headlines, descriptions, and images–to your Performance Max campaigns at scale. Using Channable Insights & Rules, campaign updates are continuous. 

New products will be added automatically, and products also will move to the correct campaign accordingly. For example, if a product goes out of stock or profit margins change, it will move to another campaign to create more relevancy and specificity.

We’re working on a new feature that will allow you to auto-sort assets by theme and create multiple, theme-based asset groups for Performance Max across all product feeds.

If you’d like a demo, please [contact](https://www.channable.com/contact) our sales team.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

Performance Max pros & cons – for your campaign advantage

So what can you do to help your ads cut through the noise?

##  5 industry secrets that will help you exceed eCommerce goals

### 1.  Ensure that your multi-channel strategy is robust

On average, consumers will interact with [20 different channels](https://internetretailing.net/marketing/as-shoppers-interact-with-brands-on-20-different-channels-marketers-struggle-to-keep-up-study-finds-23106/) on their journey before making a purchase.

> To be in with a chance of a click, ads need to be ready and waiting where consumers are shopping.

eCommerce advertisers must actively address the multi-channel trend to reach shoppers most effectively. 

The best bet at maximizing ad visibility lies not only in being multi-channel but in having a robust multi-channel strategy. The challenges of launching, managing, and scaling campaigns, plus the continuous battle of quality versus quantity, presents a hurdle for many advertisers. 

![CBL-BlogImage-2.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Tc1cwDwdSwGDh1vI2UtN)

The solution is to streamline the process with a fully integrated tool like Channable that will give you the visibility you need to run smarter multi-channel campaigns. 

Like what you’ve read so far? **[Start your free trial](https://www.channable.com/signup)** with Channable.

### 2. Don’t burden resources unnecessarily 

You already know that expanding your eCommerce presence is a guaranteed way to connect with more customers. However, with multiple channels come multiple challenges. 

Most advertisers find that the variable, specific information formats that each channel requires take up a disproportionate amount of time. Without the option of manually copying over data from your product feed, such tasks put needless strains on resources.

![CBL-BlogImage-3.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6SdulTwfQIlFAbT2oBop)

The solution here is to automate this process with a [feed management tool](https://www.channable.com/blog/blog-what-is-feed-management-and-why-do-you-need-it). This will allow you to manage your ads across multiple platforms from a single interface. 

Not only will automation get your ads up and running faster, it:

- Reduces the risk of human error 
- Provides flexibility to change ads as and when you need to
- Saves time for your team. 

The time saved here allows for a greater focus on other fundamental areas such as your overall strategy or budgets.

### 3. Keep your product data feed in tip top shape

It’s one thing to implement automated feed management but it’s another thing entirely to effectively maintain your data feed. With over [3,500 sellers joining Amazon](https://www.junglescout.com/blog/amazon-statistics/#:~:text=5.,party%20businesses%20selling%20on%20Amazon) alone each day, advertisers are entering an increasingly competitive landscape. 

The more relevant your information output, the greater the chance is that your ad will be shown when matched with a customer’s search query. An [optimized product feed](https://www.channable.com/blog/product-feed-optimization) helps your chosen platforms better understand your ads or product listings. 

![CBL-BlogImage-4.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/PlbhyIgITcaCivi25mLI)

### 4. Be hyper-relevant 

The average American sees [4,000 to 10,000 ads daily](https://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/), which means that standing out is no easy task. Every advertiser knows that thumb-stopping, clickable ads are the goal, but catching the right consumer’s eye can seem like an uphill battle. The place to start is hyper-personalization.

![CBL-BlogImage-5.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0JrvrdXERQmQN73E9zNl)

Scaling up dynamic ad campaigns across your platforms allows you to segment and target your audiences based on not only their data as consumers, but also third party data. This presents an unmissable opportunity to show your customers that you understand their needs through a highly customizable campaign structure.

A [PPC automation tool](https://www.channable.com/products/ppc-tool) will help streamline your keywords and URL strategy, both of which have a huge impact on your ad relevance and click-through rate. 

### 5. Read the data properly

If you’ve worked in digital marketing long enough, you’ve probably grown to love (and maybe hate) the term ‘data-driven decision making’. You already know that updating and optimizing your ads based on real-time data is the most effective way of managing your ad spend. 

However, the reality is that a lot of advertisers possess the data but not the automation power to lift digestible and, crucially, actionable insights. By choosing an [analytics dashboard](https://www.channable.com/products/channable-insights) that you can easily navigate, you’ll start to see the real power of harnessing key trends.

![CBL-BlogImage-6.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ubs0810dSjaupSFS0or5)

Once performance measurement is automated, where and how to optimize your ads becomes obvious. Campaign goals can be backed by data, meaning a better ROI. This data decision harmony is especially important when managing campaigns across a number of platforms as you learn which channel is most profitable. 

## Channable, the all-in-one solution 

Wouldn’t it be great if there was a platform that could do all of the above and more? With Channable it’s easy to launch, scale and manage your [campaigns](https://www.channable.com/products/product-feed-management-tool) across multiple marketplaces, platforms, and price comparison sites. Unlock eCommerce growth with our efficiency-boosting automation and get the visibility you need to optimize your ads and supercharge performance. 

If you’d like to start optimizing your ads today, [request a demo](https://www.channable.com/demo) now! 



How to optimize your ads in 2023

# The importance of choosing the right bidding strategy

Channable´s clients are now able to configure their optimal bidding strategies directly in our [PPC tool](https://www.channable.com/products/ppc-tool). 

We know it is easy to become overwhelmed with so many different bid strategy options offered by Google Ads, that's why we have created this blog to give you some insight on which bidding strategies work best for your business, how Google Smart Bidding abilities can help you to increase your conversions and the benefits of configuring your most important bidding strategies directly in Channable. 

## How to determine your bidding strategy?

Google Ads offers multiple ways of bidding that you should choose very carefully depending on the goals you have in mind. Most advertisers focus on clicks, impressions and conversions.  Which one should you choose based on your goals? 

- *Strategy based on clicks*. Using cost-per-click (CPC) bidding will help you generate traffic to your website.
- *Strategy based on impressions*. If your goal is to increase your brand awareness and visibility of your ads, this strategy might be the one you need.
- *Strategy based on conversions*. This is a more advanced bidding method, and you will pay Google for a determined conversion or action (it could be a purchase, email sign-up, phone call, download, etc.). In order to measure interactions, you need to have [conversion tracking](https://support.google.com/google-ads/answer/6308).

If you want to focus on conversions, **you should consider using Smart Bidding** to save time, improve performance and avoid errors setting the biddings. Smart Bidding is a kind of automated bidding that looks for ad auctions that are more likely to hit your KPIs.

[tip]Find more info in [Google Help Center](https://support.google.com/google-ads/answer/2472725) about how to determine a bid strategy based on your goals[/tip]

## Finding success with Smart Bidding

Smart Bidding is a set of automated bid strategies that use machine learning to optimize your conversion goals. On top of the machine learning capabilities, it takes into account info like device, location or time of the day to create tailor bids depending on the search context. 

Let's see the most important automated bidding options you have available with Google:

- *Target cost per action (CPA)*: helps you get as many defined actions (sign-ups, app installs, reservations) as possible at or below the target CPA you set. This is handy if you want to control the amount you spend on certain actions"
- *Target return on ad spend (ROAS)*: helps you get more conversion value or revenue at the target return on ad spend (ROAS) you set. This definitely requires a bit of calculating to determine your optimal return, but it can be a powerful method to measure your ads true effectiveness. 
- *Maximize Conversions*: helps you get the most conversions for your campaign while spending your budget. This is probably the easiest strategy to set up. All you need to know is your maximum daily budget, that you are willing to spend on text ads. 
- *Maximize Conversion Value*: helps you to maximize the total conversion value of your campaign within your specified budget. 
- *Enhanced cost per click (ECPC)*: helps you to automatically adjust your manual bids to try and maximize conversions. For example, Google can increase or decrease your bid based on the likelihood an ad drives conversions. Bids will ultimately be averaged out to achieve your budget limit.

Some users associate Smart Bidding with a lack of control on the campaigns, meaning that you totally rely on Google’s algorithms to get your targets. However, Google's algorithms are effective when best practices are followed. Smart Bidding will save you tons of account management time and advanced artificial intelligence will help you achieve great results for your PPC campaigns.

[tip]Find more info in Google Help Center about [Smart Bidding](https://support.google.com/google-ads/answer/7065882?hl=en) and how to pick [the right bid strategy](https://support.google.com/google-ads/answer/6167148?hl=en)[/tip] 

## How can Channable help you to configure a bidding strategy?

Channable is aware of how important it is to choose the right bidding strategy for a PPC campaign in order to achieve the highest results. That´s why from now on you will be able to establish your bidding strategy directly in Channable. With this new setup in our PPC tool, we are a step closer to helping you achieve your campaign goals with less time and effort. 

Until now the only bidding strategy available was the manual CPC option. Meaning that all the bidding had to be configured in Google Ads. But thanks to this new feature we give clients the option to choose an array of bid strategies beyond CPC directly in the tool, based on their conversion and click goals of a campaign: 
![Bidding.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/IeAfTmK8RNCrHf3n3ZGV)

As you can see above, all the Smart Bidding options described before (except the Target ROAS) are available for use directly in Channable. 

You do need to keep in mind that these bidding strategies will be added to Google Ads when setting up new campaigns in Channable, meaning that any updates of that value need to be done in Google Ads directly. 

[tip]In the following link you will learn [how to configure a campaign in Channable](https://helpcenter.channable.com/hc/en-us/articles/360010964780-Configuring-the-Campaign-settings), including the bidding strategy.[/tip]

Being able to set up your bidding strategy directly in the tool will give you** more independence from Google Ads**, simplifying the set up of your dynamic campaigns. Consequently this will help you **save time and effort **creating new campaigns. **Maximize the return and help you reach your goals faster** are just some of the positive results of managing your bidding set up process within Channable.

If you are already generating your PPC campaigns using Channable, be aware that from now on you will be able to configure the bidding strategies directly in the tool for all your new campaigns. This new feature, together with the new option of [adding location targeting](https://www.channable.com/blog/increase-the-return-of-your-campaigns-by-targeting-the-right-audience), will allow you to maximize the use of Channable PPC tool. Do you want to learn how to configure the bidding and the location targeting in the tool? In the following video,  Robert Smit, our product owner will guide you through the new settings:

<iframe width="560" height="315" src="https://www.youtube.com/embed/VEHMS5WGJ0E" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>


Just getting started and would like to start creating dynamic and automated campaigns for Google Ads, feel free to [start a trial account](https://www.channable.com/signup) with Channable. 



More ROI for your ads choosing the right (smart) bidding strategy

For many, the <a href="https://support.google.com/google-ads/answer/140351?hl=en" target="_blank" rel="noopener noreferrer">Quality Score</a> can still be quite enigmatic. But there are a few ways that you can improve your Quality Score to help climb the ad rank, but also lower your Ad Rank threshold. <a href="https://support.google.com/google-ads/answer/7634668" target="_blank" rel="noopener noreferrer">Ad Rank thresholds</a> determine a minimum cost for showing your ad. The threshold is influenced by ad quality. Hence why having high-quality ads can further improve your Ad Rank as your threshold can be lowered - so you pay less!

In addition to the vital points that are covered below, your ad rank is also influenced by account hygiene (your historical ad performance), bid, and more. It’s <a href="/blog/blog-channables-handy-google-ads-cheat-sheet" target="_blank" rel="noopener noreferrer">good to research what else influences Ad Rank</a> to strengthen your chances.

## 1. Use the right landing page
From an internet user’s perspective, this is a no brainer. If you click on an ad you want to be brought to the page most relevant to your keywords.

As the advertiser, be sure to determine whether the keyword is specific and therefore requires a product level landing page, or more general and therefore a keystone landing page will suffice. For example, a real estate agency wants to use the price of the cheapest flat in an area in an ad. But it would like to use a landing page that includes all the flats available in that area, not only the cheapest one.

[tip]**TIP:**
Channable has a few rules that can help you extract more general URLs from your product URLs. Enabling a higher funnel landing page. In the example above, the estate agent purely needs to identify the URL pattern and implement a rule to modify it accordingly. They are:
1.  [Split text](https://support.channable.com/hc/en-us/articles/115002827785-Rule-split-text)
2.  [Modify text](https://support.channable.com/hc/en-us/articles/115002827845-Rule-modify-text)
3.  [Replace value](https://support.channable.com/hc/en-us/articles/115002817869-Rule-replace-value)
[/tip]
In addition to being relevant to the keyword, the landing page can be improved with customer testimonials, a clear call-to-action, the benefits as well as features, ensure the page is both mobile and desktop friendly, and a fast load time.

## 2. Use a data feed to increase ad relevancy
You can quickly improve the relevancy of your ad copy if you have a <a href="/blog/blog-what-is-feed-management-and-why-do-you-need-it" target="_blank" rel="noopener noreferrer">data feed</a> at hand. The logic behind this is simple. By using the information in a data feed to create text for ads, the ad will directly contain information from the landing page and thus increase relevancy.

[Channable’s PPC tool ](/products/ppc-tool)allows you to generate ads using data feeds, increasing your ad relevancy and saving you time from manually typing each ad. Clients such as <a href="/success-stories/rituals-google-ads-campaign-focus-channable" target="_blank" rel="noopener noreferrer">Rituals</a>, <a href="/success-stories/automated-google-ads-for-recruitment-campaigns-tmi" target="_blank" rel="noopener noreferrer">TMI</a>, and <a href="/success-stories/komplett-effectively-easily-bringing-automation-in-house" target="_blank" rel="noopener noreferrer">Komplett</a> have recorded significant improvements since using Channable to generate ads.

Some high converting data to include in ad copy can be gender, size, colors, brands, dates, destinations, price, and even availability, which are fields in your data feed. These fields can be added or combined in a template to produce dynamic ad copy, instantly generating thousands of ads. That will be instantly updated when the information does!

## 3. Increase your (good) keywords
In addition to Google's own keyword planner, there are hundreds of tools out there today that can help you identify search terms similar to your existing keywords. For instance, <a href="https://keywordtool.io" target="_blank" rel="noopener noreferrer">keywordtool.io</a> can help you find keywords, but also questions and long-tail search terms, without an account.

Another great, available source of keywords is your data feed. By combining fields in your data feed, you have instantly created potentially hundreds of new high-quality keywords. Combining keywords is super easy in Channable’s rules step. Channable’s PPC tool will then directly send all freshly created keywords to Google Ads with a click. <a href="/success-stories/norwegians-innovative-automation-based-on-channable-feeds" target="_blank" rel="noopener noreferrer">Norwegian</a> was able to go from creating 18,000 keywords manually to 200,000 after implementing Channable.

In terms of match type, quality score is only influenced when the query matches the keywords i.e. exact match. This makes sense if you think that a person specifically looking for blue summer hats clicks on your ad with the keyword blue summer hat - indicates your ad is of high quality. You can specify whether a keyword ought to be modified broad, broad, phrase, and/or exact in Channable!

<img class="alignnone size-full wp-image-21694" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/UzProTEwSuebGThWQ5rA" alt="" width="1022" height="169" />

## 4. Bear in mind the diversity of devices
The device (desktop, mobile, or tablet) that the potential customer is using is considered when your Quality Score is calculated. Therefore, don’t overlook the importance of making your site compatible.

## Extra tip?

**Set up ad extensions**
Unless you only have one page on your site, what’s your excuse to not use <a href="/blog/blog-increase-ctr-ads-with-price-extensions-and-sitelinks" target="_blank" rel="noopener noreferrer">ad extensions and sitelinks</a>? Sitelinks are a fantastic way to provide a better customer experience for customers searching the web for your offering. Sitelinks enable you to include additional hyperlinks to key pages on your website. Ad extensions also make your ad more prominent, stand out from your competitors.

As mentioned before, whilst improving the Quality Score can help with estimating ad rank, it’s only one indicator. Trial-and-error is the way to go and just keep testing and optimizing based on the performance you measure. But you can most certainly use Quality Scores to guide optimizations and experience better performance.

4 ways to improve your ads Quality Score

As a seller, leveraging Amazon is a complicated process with many nuances, but also rewarding because you're showcasing your products to the whole world. Sellers have to make the right decisions, carefully list their products, and capture the opportunities Amazon provides.

This article discusses how to win the Amazon Buy Box and gain some of the biggest opportunities to boost sales by using Amazon’s Featured Offer (formerly known as Amazon Buy Box) and finding the sweet spot in your Amazon pricing strategy.

We will provide all the key factors and nuances of Buy Box so that you can make the right adjustments to your Amazon profile to reach a broader audience and generate more revenue.

## What is the Buy Box on Amazon?

Earning the Buy Box is a powerful option to increase visibility for your products and, in return, boost sales for your eCommerce business. The Buy Box is the “Add to Cart” button where customers can directly add the item to their cart.

It’s placed in the right-hand sidebar on the product pages of Amazon. The “Add to Cart” button is placed right above the “Buy Now” button in the sidebar. Amazon claims that Buy Box helps customers find the best prices between products and sellers by easily accessing the best offer while comparing others in the “Other Sellers on Amazon” and “Used & New” sections.

While the Buy Box offers the best deals to customers, it is also an opportunity for sellers to provide the best service to claim the Buy Box and drive sales.

If a customer prefers to make their purchase through the Buy Box, they can easily add it to their cart with the “Add to Cart” button or click “Buy Now” to finalize the purchase instantly. 
The Buy Box is an automated component based on specific criteria. Not all sellers are eligible to place themselves at the Featured Offer (Buy Box) position.

This position is a result of an accumulation of both technical and operational scores which Amazon rewards sellers with the Buy Box.

![What is the Buy Box on Amazon.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/VGm0g5nqQ9ysUzYjOL3O)

## Why is the Buy Box Important to Amazon Sellers?

Amazon is the 5th most valuable company in the world. Amazon has dominated and revolutionized the eCommerce market. Their annual net sales revenue was $513.98 billion in 2022 according to Statista.

While Amazon’s market share is enormous, every seller has an opportunity to take a slice of this giant opportunity. Obtaining the Buy Box will help you to increase your revenue substantially. Because 82% of Amazon sales go through the Buy Box and the number is even higher for mobile purchases.

On mobile apps, it’s more user-friendly to use the Buy Box and directly purchase rather than comparing other alternatives.

Learning how Amazon's algorithm is tailored will allow you to optimize your performance and relevant data to better reach the Buy Box.

Unfortunately, there is no simple solution to winning the Amazon Buy Box such as having the lowest price or being a best seller. However, Amazon's machine learning algorithm considers a variety of factors, such as competition in the marketplace, time-sensitive campaigns, product data, categories, and individual seller ratings.

Simple and consistent actions can help you compete for Buy Box. You can focus on delivering a seamless customer experience, preparing seasonal themes like back to school, Valentine's Day, Cyber Monday, beforehand and restocking your inventory if needed, and increasing your seller rating will help you to win Buy Box.

All these different factors serve to same purpose, which is better customer satisfaction which also Amazon prioritized. When a seller starts to improve one of those factors, it creates a domino effect and increases the overall service quality too.

## The Recent Changes in the Amazon Buy Box

This is not about changes in the Amazon Buy Box criteria and eligibility requirements. But to highlight the fact that Amazon changed the name of the feature from Buy Box to Featured Offer around the second half of 2022, so to not confuse things too much we will now refer to the Buy Box as "Featured Offer."

Amazon even changed the wording in their YouTube videos and blog posts, as well as in the Seller Central. Additionally, you can take these nuances into account when you aim to achieve a Featured Offer spot.

### Rising Competition

Amazon has recently experimented with buying options and user journeys. Rising competition between sellers on specific products keeps prices competitive, but it can also confuse sellers.

Amazon spokespersons say that using the right Amazon pricing strategy can help sellers win the Featured Offer and get ahead of the competition.

### Say Goodbye to the Perfect Order Percentage Score

Previously, Amazon took into consideration sellers’ “Perfect Order Percentage Score” metrics. That metric affected sellers’ performance as well as their eligibility for the Buy Box. 

Currently, Amazon recognizes the Shipping Time metric more than others. Referring to how fast order can be fulfilled and delivered. 

### The Price Wars Have Started

Prices of goods and services are inflated all around the world. This has also affected product pricing on Amazon and turned into hot competition among sellers.

Providing the lowest price with the maximum value is the key. But while doing this, keeping your shop profitable is key to a balanced Amazon pricing strategy. When your product catalog reaches a certain volume, it will be hard to manage your prices manually. Using a [Repricer](https://www.channable.com/products/marketplace-integrator/repricer) can help you to create automated rules, instant price adjustments and keep you ahead of the competition.

### There Might Not Be a Direct Correlation Between Amazon Buy Box and Prices 

There is a general misconception that Featured Offer (formerly Amazon Buy Box) listing a product with the lowest price among competitors will ensure being on top. But this is just not true as there are a lot of variables taken into account to decide which seller is No. 1.

This idea was falsified by Northeastern University, which conducted [a study](https://news.northeastern.edu/2016/06/02/northeastern-researchers-find-that-amazon-might-not-always-be-pitching-you-the-best-prices/) about Amazon’s pricing strategy and showed that not the best prices are guaranteed to land on the Featured Offer.

Besides those mentioned topics, Amazon’s overall standards for the Featured Offer remain still, but a lot has changed in the eCommerce trends. These trends shape both the industry standards and user behaviors.

Being aware of the shifts will help you to optimize your products and approach to customers. These trends and social signals may help your success on Amazon because these aspects are also considered by Amazon’s algorithm.

1. Collecting positive, reviews and feedback from customers. 
2. Delivering exceptional customer service and prioritizing customer experience. 

### How to be Eligible to win the Amazon Buy Box

Not every [product category](https://sell.amazon.com/sell#product-categories) supports the Featured Offer (formerly Amazon Buy Box); for example, books aren't eligible for this feature. Criteria can vary for each category, but here are a few general factors that can affect Featured Offer selection:

- **Amazon Account**: Sellers need to have an active professional selling plan and an account in reliable status. 
- **Competitive Prices:** Featured Offer prices are generally equal to or lower than market prices. 
- **Deliver Exceptional Customer Service:** There are several metrics to evaluate your customer service, such as Order Defect Rate, Pre-Fulfillment Cancellation Rate, Late Shipment Rate, and Valid Tracking Rate. 
- **Stocked Inventory:** Running out of stock can block sellers from the Featured Offer status. 
- **Fast Delivery:** Fast delivery commitments can attract more customers. However, products also have to be delivered within the promised timeframes. 
- **Product Condition:** The Featured Offer is only for new and like-new goods.

![How Your Amazon Pricing Strategy Helps You Win the Buy Box.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/1LNwkl1yRQWyKsyuPlHn)

## How Your Amazon Pricing Strategy Helps You Win the Buy Box 
 
Amazon prioritizes the best prices to deliver the best customer experience. However, for sellers, this approach is not about lowering the prices below profitability. When you’re building your Amazon pricing strategy, you should consider a different approach for each product. There are three different methods to handle your Amazon pricing strategy: 

- Manual Repricing
- Rule-based Pricing
- Algorithmic Repricing

To bypass all this hassle and manage your products from one cohesive dashboard, you can use the [Repricer](https://www.channable.com/products/marketplace-integrator/repricer) that gets you ahead of the competition. You can set specific thresholds and limits to [automated pricing for each item](https://www.channable.com/blog/amazon-repricer). 

One of the advantages of having an algorithmic pricer tool is that it handles everything in the same dashboard, not only the price, but the product, data, and performance as well. 

### Repricer in Action

1. Choose your competition strategy

![Repricer competition strategy.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/A1T0W4cQm2C72NWlsr7Q)

2. Set maximum & minimum targets

![Competitive price targets in Repricer.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/kbIbxoQTRqNgS78ucubY)

3. Select your competition

![Conditions and rules for competition in Repricer.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/H6Vvg7bNSuG7pNtxLN2S)

4. Set your repricing conditions

![Creating specific conditions for pricing in Repricer.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/jp2vUFGMQKK3lc1AB27z)

## Conclusion

There is fierce competition to achieve a Featured Offer spot among sellers on Amazon. 

But there are many ways to obtain and secure this position. Sellers should provide exceptional customer experience, competitive pricing, and impeccable delivery.

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) 

Using complementary tools like a [Repricer](https://www.channable.com/products/marketplace-integrator/repricer) can also help optimize your Amazon pricing strategy. 

And always keep in mind, that there are new opportunities to seize, and Channable is there to help you scale and reach new heights!

How to Win the Amazon Buy Box (Featured Offer) and Maximize Sales

In the world of online selling, Amazon is a monster, with almost 2.5 billion visits every month. The cost of living crisis affecting Europe means [customers are more cost-sensitive](https://www.gocompare.com/business-insurance/how-does-cost-of-living-crisis-impact-consumer-spending/#:~:text=a%20significant%20risk.-,How%20is%20the%20cost%20of%20living%20crisis%20impacting%20consumer%20spending,%2C%20their%20hard%2Dearned%20money){nofollow} than ever. Amazon retailers face an ongoing battle to review and refresh prices and maintain seller performance to secure their place in the ultra-competitive online sales market. 

**The solution is Amazon Repricer.**

Amazon Repricer frees retailers from the laborious manual task of scanning and updating prices with an intelligent algorithm that does the work for you. But, it can do much more – optimizing your offer and refining your processes. It’s an essential part of any strategy that aims to secure your products a position in Amazon's [product feed](https://www.channable.com/integrations/amazon-product-feed) and Buy Box.

**Meet Amazon Repricer: The future of automated pricing**

Amazon prices can change daily – sometimes in seconds ­– as sellers vie for a position. Retailers need confidence that their prices are competitive and that takes a lot of time. Manually checking the prices is almost impossible when your inventory grows above a certain limit. And even then, who wants to have to check Amazon every day? (Nobody, that’s who.)
 
> "If you're selling on Amazon, you know how important it is to stay competitive on price. But manually repricing your products can be time-consuming and tedious," says Brandon Wilkes, Marketing Manager at The Big Phone Store UK.
 
The bigger your inventory, the larger the problem. So, what can you do? Amazon Repricer is an automated tool that scans the market for the latest prices and matches, or increases your bid to ensure the best position for your product.
 
"Amazon Repricer automatically adjusts your prices to match (or beat) your competitors," says Wilkes. "That way, you can focus on other aspects of your business, safe in the knowledge that your prices are always competitive."

Many people see a repricer and think of their prices entering a race to the bottom. This is not the case. You’re still in control and able to decide what your minimum price is so you still make a desirable amount of margin. In some cases, Amazon Repricer could also up your prices – increasing your margin!
 
The system saves you time by automating processes but it can do much more…Amazon Repricer can help you tackle the biggest challenge of them all: [winning the Buy Box.](https://www.channable.com/blog/win-amazon-buy-box-increase-sales)

## Winning the Buy Box
![02_Amazong buybox channable.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/LsIChRV0Tt6l3E7KZZJl)
Amazon's little yellow Buy Box holds incredible power. An estimated 82% of transactions go through this box. The fact is that retailers who hold a position in the box will earn more than competitors.
 
We're sure you know, but customers shopping on Amazon have two options in the Buy Box: Buy Now or Add to Basket. In some cases, Amazon will win the button itself (naturally), but not for every product.

So, how does the Buy Box work? Amazon is, naturally, tight-lipped about the intelligence inside its system, but there are three elements:
 
1. Buy Box eligibility
2. Seller performance
3. Pricing
 
Retailers need to provide Amazon with a complete story about your performance, including the speed and efficiency with which your product is delivered to the clients, measured by your seller performance rating.

![03_Quote Raymond Scholtens channable copy (1).png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/GROt5h17TYaEmZm2GNjq)

Amazon will look at multiple factors to put a product in the buy-box. It will assess how quickly you can deliver your product to the customer. They will look at how customers rate you as a seller and of course the price. 

You will have to create a good process to quickly ship your products to the customer and be of good service so you will get positive reviews. These are all important factors but the price is the one you can start optimizing for maximum revenue on Amazon right now.” 
 
A Buy Box position isn't a guarantee of success. For popular product categories with many sellers, Amazon rotates the buy box occupant. In other words, the buy-box is shared and not given to only a single seller.
 
Amazon's algorithm balances the three aspects above to decide who occupies the Buy Box. For example, a seller with a high performance may occupy it for 30% of the time, one with a lower price could secure 20% of the Buy Box, for example.

While Amazon Repricer may not guarantee you'll win the Buy Box all of the time, you certainly can win it some of the time – and given the global traffic, this can still add up to a substantial increase in revenue. Winning some of the time is better than winning none of the time.

## 5 reasons to support your strategy with Amazon Repricer
![04_5 reasons support strategy amazon repricing channable.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lFR3pBvqSV49fajS8cQt)

So, by now you should understand what Amazon Repricer can do for you and your business, but here are five reasons why every retailer should include Amazon Repricer in their strategy.

### 1. Get a slice of the Buy Box
 
We'll say it again, but with 82% of Amazon purchases made through the Buy Box, if you're not using Repricer, you're missing out on a huge section of the market. For more details about the importance of the Buy Box, see above.

Want to know more about the benefits of [advertising your products on Amazon](https://www.channable.com/blog/blog-tips-for-advertising-your-products-on-amazon).

### 2. Inform pricing decisions
 
The built-in features of Repicer enable you to gain critical insights into competitor pricing. "You can use data from Amazon to make informed pricing decisions. 

With Repricer, you can access Amazon's data on pricing trends and competitor pricing," says Wilkes. The system provides real-time access to a huge amount of data that you can use to optimize operations and refine pricing strategies.
 
"You can test out the impact of setting a range of min and max pricing of your product on Amazon Repricer to check for how it will fare among competitors," explains Simon Brisk. 

"The Amazon Repricer runs a market simulator in the background predicting customer behavior trends and sales predictions to help you set up optimal prices for maximum profit." 

### 3. Optimize inventory
 
Amazon Repricer can help you to optimize inventory management and ensure you're not stuck with excess stock. This is particularly important for retailers selling seasonal stock that, if unsold, can take up significant warehouse space. "Amazon Repricer can help you make smarter decisions about how to price your products," says Wilkes.
 
On the flip side, if you secure a position in the Buy Box be sure you'll face other challenges. "Make sure you have enough inventory to cover your sales," says Carl Jensen, the founder of Compare Banks. "Sellers cannot exceed their monthly limit of units sold." 

### 4. Reduce manual tasks
 
Before Amazon Repricer, someone would need to manually check each price and update them in Amazon. That's OK if you're a small seller with an inventory of 500, but what happens when you get to 5,000 or 50,000? 
 
Prices can change in seconds, and it's impossible for a human to manage inventory pricing quickly enough. "I really like how Amazon Repricer takes care of the fluctuations by automatically adjusting prices accordingly," says Simon Brisk of Click Intelligence.

### 5. Build a platform for growth
 
Using Amazon Repricer enables you to scale-up your selling, adding new products and optimizing your pricing strategies in seconds. 

"If you had to devote man-hours to fill that demand, you would seriously neglect other facets of your company, which would negatively affect everything as a whole," explains Daniel Gray at thermal imaging company Smart Scouter.

With Amazon Repricer, however, you may direct your concentration in another direction and let the rules or algorithm handle it; you can then relax knowing that you haven't missed a single change in price.”

## How to drive growth for your products more efficiently and effectively

Amazon Repricer is a simple system that can work for every type of reseller. We can split Amazon resellers into three categories:
 
1. **First-Party-Sellers (1P)** Manufacturer sells inventory directly to Amazon, and then  Amazon sells them to consumers. Appears with the label “Ships from and sold by Amazon.com”.

2. **Third-Party-Sellers – (3P)** Sellers sell directly to consumers via Amazon Marketplace Appear with the label: “Fulfilled by Amazon” or Shipped from and sold by [Seller]”

3. **Hybrid Sellers (1P+3P)** ­– Brands and manufacturers use both 1P and 3P models to sell their products.
 
The type of seller you are will influence your buy box strategies. (Hybrid resellers must obviously mix-and match strategies according to how they sell products.)
 
It’s critical to understand how your relationship affected your pricing strategies and your opportunity to achieve a Buy Box position.
<table markdown>
<tbody>
<tr>
<td style="border: 1px solid #cccccc;"> </td>
<td style="border: 1px solid #cccccc;">**First-Party-Sellers (1P)**</td>
<td style="border: 1px solid #cccccc;">**Third-Party-Sellers**</td>
</tr>
<tr>
<td style="border: 1px solid #cccccc;">**Buy Box Eligibility**</td>
<td style="border: 1px solid #cccccc;">
- Need to have a professional
- Amazon Vendor Central Account
- Items must be “buy box eligible”
- Must sell new items
</td>
<td style="border: 1px solid #cccccc;">
- Need to have an active and professional Amazon Seller Central Account
- Items must be “buy box eligible”
- Must sell new items
</a></td>
</tr>
<tr>
<tr>
<td style="border: 1px solid #cccccc;">**Seller Performance**</td>
<td style="border: 1px solid #cccccc;">
- Amazon-sold products are always treated with perfect seller performance
</td>
<td style="border: 1px solid #cccccc;">
- Sellers must optimize their seller performance themselves, which can be difficult to control and takes time
</a></td>
</tr>
<tr>
<tr>
<td style="border: 1px solid #cccccc;">**Competitor Pricing**</td>
<td style="border: 1px solid #cccccc;">
- Since Amazon sells the products, **no way to control the price** for consumers
</td>
<td style="border: 1px solid #cccccc;">
- Is able to compete with instant price adjustments to increase buy box share
</a></td>
</tr>
<tr>
</tr></tbody></table>


It’s clear that third-party sellers have an advantage here. “Make sure your Repricer is configured to take into account both your minimum and maximum prices,” says Wilkes. 

> “By automatically adjusting your prices in response to changes in the marketplace, you can maximize your profits.”

And that’s what every business wants, right?

## When is Amazon Repricer the right solution for you?
![05-When is amazon repricer the right solution for you.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/CjzHF6u3RICWG5lphjdD)

Amazon Repricer is an affordable and effective solution for businesses of all sizes. If you’re considering investing in Amazon Repricer, ask yourself these questions:
 
How many products do you sell on Amazon? If you only sell a small amount (500 or fewer, for example) then Amazon Repricer may not deliver the benefits you need. However, for those with larger inventories. Amazon Repricer can help you smash sales targets.

How price-sensitive are your customers (and what margins are you making)? Selling on Amazon is a margin game, but you need to ensure you're making a profit at the price you’re selling. Be sure to set and stick to minimum prices.

How robust are your supply chains? Let’s say you achieve a position in the Buy Box and start selling like mad. Can you manage to restock and resupply quickly enough?

Can you manage demand? Seller rating is central to this. If you can’t fulfil orders, you’ll see your seller rating plummet, which can have a massive impact on your ability to sell and scale-up. Do it too often and you can kiss goodbye to your place in the Buy Box.

## Can you afford Amazon Repricer?

If you sell significant numbers of products on Amazon, the question isn’t whether you can afford Amazon Repricer, but whether you can afford not to use it. The most cost-effective and efficient way of implementing Amazon Repricer is with Channable.
 
Channable can give any business the best chance to win the buy box with real-time price adjustments. Our all-in-one marketplace integration platform makes it super-simple to set-up, optimize and manage sales across Europe and the US. You’ll save time automating strategies for all your items and maximize profitability.

Our Amazon Repricer is part of our end-to-end marketplace solution. Manage thousands of listings across multiple marketplaces, all from a single, intuitive platform.

[Sign up for your free trial today](https://www.channable.com/signup) and discover the power of Channable’s end-to-end marketplace solution, streamlining every step of your product listing process, data analytics and optimization.

Would you like to learn more about the benefits of introducing [Amazon Repricer](https://www.channable.com/products/marketplace-integrator/repricer) to your business? Contact us today.

Amazon Repricer - All you need to know

## Tips for advertising your products on Amazon

We jump in to explain step by step the recommendations to sell on Amazon:

### 1\. Sell products on Amazon that will make you a profit

You must first track whether the products you want to sell on Amazon have enough demand. To do this you can check the list of the best-selling products in your category. If your product typology is among the [best sellers](https://www.amazon.com/gp/bestsellers) it will be a good sign. 

We also advise you to avoid selling products that directly compete with Amazon Retail. You would be competing against Amazon itself, so don't expect very high sales. If you have a list of these products, you will be able to remove them from your [Amazon listing](https://www.channable.com/integrations/amazon-product-feed) using the ID, ASIN, EAN, or any other field that you have in your catalog. This can be managed very simply by applying a filter rule in Channable. 

Products can also be filtered using values ​​such as price. You may not be interested in selling products with a price lower than X on Amazon because the profit margin is minimal. Especially considering the [commissions that Amazon applies](https://services.amazon.co.uk?ref=as_eu_fr_header_ukflag&ld=ASESSOADirect). In this case, you would be interested in using the following rule, where products worth less than 10 euros are excluded from the listing: 

![](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/fBggsd67SbaP49USKM5V) 

If you want to take this advice to a more advanced level, use metrics that allow tracking for the performance of your products. Data such as conversion rate, CTR, revenue/cost, or ROAS can be extremely useful in deciding which products to publish or what prices to use. For this, we need to integrate with [Analytics data](/blog/blog-analytics-insights-for-better-performance). In the following rule, we are applying a 50% discount to products that have a conversion rate of less than 30%. This is very useful if you want to get rid of the products that you are not interested in having in stock. 

![](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ylX2PWR7SXuoDjYXbV2g) 

If you sell clothing, you may want to exclude from the Amazon listing the products that are least likely to be sold. This usually happens with sizes XS or XL. In the following example, items that are only in stock in sizes XS or XL will be excluded: 

![](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/MRtgSvIR7Cejfd4jYRMM)

### 2\. Improve the verified opinions of your products

It has been shown that the opinions of other clients help potential clients to trust your webshop, thus increasing sales. It is estimated that between 2% - 5% of customers will leave an opinion. Here the quantity of opinions matters but also the quality, the more stars our product has, the better. The reviews most valued by Amazon are the '[Amazon Verified Purchase Reviews](/blog/blog-improve-opinions-amazon)', that is, those given by users as actual buyers of the product. Now Amazon offers the option of directly requesting reviews from your buyers. Within your Amazon Seller Central account, in the Orders section, you must click on the name of one of the buyers. So you can send a direct message to the buyer requesting a review. It is important that in the Subject of the message you indicate that it is a «Request for evaluation». One recommendation is to look at your competitors' reviews and pay special attention to negative comments. You may be able to find the competitive advantage of your product, highlighting the differential value that your product can offer compared to the competition.

### 3\. Reach the Buy Box

It is very likely that you are not the only seller of a product on Amazon. However, only one seller appears linked to the buy button or Buy Box. [Appearing in the Buy Box](https://www.channable.com/blog/win-amazon-buy-box-increase-sales) can make the difference between selling on Amazon or not. In theory, any seller can opt for the Buy Box, but it is Amazon's algorithm that determines which seller deserves it. Deciphering this algorithm is very complicated since Amazon is modifying it constantly. What is clear is that Amazon prioritizes sellers with more authority, and for this several factors are taken into account:

*   Amazon logistics. Amazon prefers to be responsible for the management, so it prioritizes sellers who work with Fulfillment by Amazon.
*   Shipping times. The faster the better. These are the sections that Amazon offers: 0-2 days, 3-7 days, 8-13 days, and more than 14 days. Try to work with the first section.
*   Defective orders. Amazon calculates this based on negative reviews, claims, and returns. Try to avoid them.
*   Perfect Order Percentage (POP): It is an indicator where Amazon takes into account factors related to orders: delays, cancellations, and negative reviews. Try to make the % as small as possible, stating that most of the orders they serve are "perfect."
*   Positive reviews. As we have previously mentioned, you have to stimulate your customers to leave opinions about the product.
*   Response time: You will be penalized if you do not answer your customers in less than 24 hours.
Amazon listing optimization - This is what our Amazon repricer

### 4\. Give your products a little push with Amazon Pay Per Click

Ideal to advertise your products on Amazon from the beginning. If you see that your products have not achieved initial sales, you may want to consider this option. Amazon advertising can allow you to get more initial sales in a short time, this being a signal that Amazon will use to give your products more organic visibility. With an initial investment in advertising, it will be easier to get the first sales, the first product reviews, and a better organic position in the results of customer searches. Amazon Pay Per Click works similar to Adwords, being able to create campaigns based on keywords and bids. Ads are prominently displayed to customers and you will only pay when a potential buyer clicks on your product. If your bid is higher than the competition for a certain keyword, the ads for your products will be shown. We suggest you investigate more on this subject, so you can create a campaign that allows you to successfully advertise your products on Amazon.

### 5\. Use a competitive price for your products

This is a very delicate point since it is directly related to the success and profit that your products can have on Amazon. It is important that you do not reference the prices you use in your online store. On Amazon, the price war is more evident when directly showing the prices of similar products. You will have to take into account the following equation to know what your profit margin will be:

*   Costs: Raw materials, manufacturing, packaging, shipping, Amazon commission ... You can't miss a thing.
*   Competitor prices: You have to do a good analysis of the competitor prices. Tools like Unicorn Smasher or Seller Metrix can help you get this type of information. Can you offer similar prices to your competitor?

If your costs are too high and the competitor´s prices are too low, you may not be interested in selling on Amazon. It will be difficult to find buyers who are willing to buy your products having similar offerings at a lower price. To know exactly the costs and commissions of selling your product on Amazon, you can [use this tool](https://sellercentral.amazon.com/fba/profitabilitycalculator/index?lang=en_US), which will also help you calculate logistics costs on Amazon (so you can see if you are interested in using that option). * Keep in mind that payments in full are managed by Amazon. You just have to worry about adding your bank account. However, you will not receive the income instantly, Amazon will pay you two weeks after the sale. Therefore, if you have claims, Amazon will not give you the money until it has been resolved.

### 6\. Create attractive titles for your products

To sell on Amazon, users have to find your products attractive. A good way to do this is to include keywords in the headings. This will help to better position your products in the Amazon search engine. A very simple way to search for these keywords is to use the suggestions offered by Amazon's own search engine. These suggestions are the most searched words by Amazon users, so they can help you to find inspiration. You can also use the [Keyword Tool](https://keywordtool.io/amazon), in the Amazon tab. In addition, you must place these keywords at the beginning of the title, to give them a higher priority. Another way to optimize the titles of your products on Amazon is by including relevant attributes such as the brand, product type, material, color, size, and number of units that the package contains. Other details to consider:

*   Amazon allows a maximum of 250 characters (for desktop searches), but we recommend the titles not exceed 200 characters
*   Capitalize the first letter of each word
*   Write numerals (2 instead of two)
*   Don't use symbols like ! * $?
*   Do not include promotional messages such as discounts or free shipping

Below we find the example of an optimized title, where attributes such as brand, material, product type, color, and available sizes have been added: 

![Sin-título.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/DvfuE1LJRjiHY8PBvrip)

A very easy way to optimize the titles of your products for Amazon is using a feed management tool like Channable. You just need to create a couple of rules that will allow you to modify all the titles at once. In the following example, you can see how to add attributes like brand, product type, color, and size to all the products in your catalog: 

![](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/m5WBGzGMRW6QVwTnsriP) 

And you can do way more! You can also remove symbols, capitalize the first letter of each word, shorten titles that exceed 250 characters, and much anything you can think of.

### 7\. Share the URL of your products generated by Amazon

When you click on one of the products, Amazon adds a series of parameters to the URL of that product. This way Amazon knows the users who have shown interest in this product within Amazon. One of the metrics that Amazon takes into account to improve the positioning of products in search results is the CTR of the products. If you use the URL generated by Amazon to share it on social media, you will be sending traffic to Amazon, making your CTR higher and therefore, improving the position of your products within this marketplace.

### 8\. Improve the quality of your product photos

If you want to sell successfully on Amazon, it is important that you take care of the aesthetics. Amazon has [general requirements for product images](https://sellercentral.amazon.es/gp/help/external/1881?language=en_US). However, you will also have to take into account the specific requirements that Amazon sets depending on the product category. You can find these specifications in the [publication guide for each category](https://sellercentral.amazon.es/gp/help/external/G200270100?language=en_US). In fact, the guidelines of the photos in each category prevail over the general ones. Some general advice:

*   Use white backgrounds.
*   Use quality photos so they don't get pixelated when zooming.
*   Use photos of the product from different perspectives.
*   Remove margins so that the product occupies the entire photo.

And be careful with the colors! Returns are very common because the colors in the photos do not correspond to the actual color of the product. Selling on Amazon can be tricky. However, if you implement the tips that we have just offered, it will be easier than you think. With tools like [Channable]() you can create the perfect listing for Amazon, making sure that your product ads meet the requirements we have just covered.

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)

Tips for advertising your products on Amazon

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

<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 <a href="https://www.marketingcharts.com/digital/paid-search-79142">30% higher</a> 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

That's why we've put together this comprehensive guide to the most up-to-date PPC best practices for 2024. In this article, we'll cover everything from keyword research and targeting to ad copy and tracking. We'll also share some tips on how to use automation to your advantage and maximize the success of your PPC advertising this year. 

## 1. Build a comprehensive keyword strategy

Keywords are the bread and butter of PPC campaigns. When you target relevant keywords, you're ensuring that your ads appear to people who are actively looking for what you have to offer. Whether you sell running shoes, sunglasses, or jeans, you'll likely have a core set of keywords that drive traffic to your site. 

However, given the competitive nature of these keywords, expanding your keyword research to include long-tail, more specific phrases can significantly improve your PPC ad performance and help you reach a wider audience. 

***Tip:** Use a general keyword research tool like [Ahrefs](https://ahrefs.com/keywords-explorer) or [Semrush](https://www.semrush.com/analytics/keywordoverview) to discover new keywords, their search volume, and different variations of search queries used by your target audience.*

### Long-tail keywords

With the [increasing popularity of voice search](https://www.semrush.com/blog/voice-search-statistics/), more advertisers are using long-tail keywords in their PPC ads. Long-tail keywords usually have less competition than product keywords, a lower cost-per-click (CPC), and a higher clickthrough rate (CTR). 

Here are some examples of long-tail keywords: 
- Eco-friendly sunscreens with broad-spectrum protection
- Energy-efficient smart TVs for small spaces
- Reusable water bottles for hiking and camping

### Negative keywords

Negative keywords are the unsung heroes of PPC campaigns. They allow you to exclude irrelevant search terms from your campaigns, ensuring that your ads are not shown to people who are not interested in what you have to offer.

Here are some examples of negative keywords you might use:

- Brand names (excludes ads for people searching for competitor products)
- "Discount" (excludes ads for non-discounted items)
- "Used" (excludes ads for people searching for secondhand products)

### Low-volume keywords

Low-volume keywords, or obscure keywords, are search terms that have a very low search volume. While they may not generate a lot of traffic, they can be very valuable for targeting a niche audience. 

We’d advise starting with a small budget and keeping a close eye on your click-through rates and conversions for these keywords to make sure they're performing well.

[![PPC.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/h5QyYWscTNujZWlOwMzU)](https://www.channable.com/products/ppc-tool)

## 2. Get your targeting right 

Effective targeting starts with a well-defined buyer persona. A buyer persona is a fictional representation of your ideal customer, based on real data and research. 

By understanding their demographics, interests, online behavior, and pain points, you can make sure your PPC campaigns resonate with potential customers. 

Most PPC ad platforms allow you to define your audience based on the following parameters: 
- Geographical location
- Interests
- Type of device they’re using
- Demographic
- Behavior (how users interact with your website or ads) 

### Lookalike audiences

Lookalike audiences are a powerful targeting tool that helps you discover new potential customers with similar characteristics to your existing customers. By leveraging data from your past customer interactions, you can identify new individuals who are likely to be interested in your products. 

Lookalike audiences can be particularly effective for eCommerce brands seeking to attract new customers with similar purchasing patterns.

### Retargeting  

Retargeting is a crucial strategy for eCommerce brands, as it allows you to keep your products or services in front of potential customers who have already shown interest. 

This is especially important as most visitors don't immediately make a purchase. Retargeting ads can remind them of your products, address any lingering doubts, and nudge them closer to conversion.

## 3. Write compelling copy

While your targeting is important, your ad copy is where you make your first impression to potential customers. It will determine whether people will click, scroll past, or engage with your brand. 

Whether you’re writing copy for [Google Text Ads](https://www.channable.com/blog/google-text-ads-ultimate-guide) or [Facebook](https://www.channable.com/blog/meta-supplementary-feeds-for-ecommerce-strategy) and Instagram ads, here are some best practices to help you drive clicks and conversions: 

### Social proof

Social proof is a powerful tool for establishing credibility and building trust with potential customers. By incorporating social proof elements into your ad copy, such as customer testimonials, reviews, or endorsements from industry experts, you can showcase the positive experiences of others and instill confidence in your brand.

### Benefits

Focus on the benefits your products or services offer, rather than simply listing features. Explain how your products can solve their problems, improve their lives, or make their lives easier. 

For example, if you sell running shoes, you could highlight benefits like enhanced comfort, improved performance, or reduced injury risk.

### Be persuasive 

Persuasive techniques can be employed to create a sense of urgency, scarcity, or exclusivity around your offerings, encouraging potential customers to act quickly. 

For example, you could use phrases like "Limited-time offer," "Hurry! Supplies are running low," or "Exclusive deal for today only."

### Clear calls to action 

CTAs are the buttons or links that prompt potential customers to take the desired action, such as visiting your website, making a purchase, or signing up for a newsletter. 

Make sure your CTAs are clear, concise, and persuasive. Use strong verbs like "Shop Now," "Join Loyalty Program”, or "Get Discount". 

### Discounts  

Discounts are a ubiquitous feature of the online shopping landscape, used by eCommerce brands of all sizes to attract new customers, boost sales, and encourage repeat purchases. 

If you offer any discounts, such as 10% for new customers, make sure to include them in your ad copy. 

## 4. Optimize your landing page 

![PPC landing page best practices.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/yeN9DkX2SpOhW89sq9qj)

Clicking on your PPC ad is just the first step in the customer journey. The landing page is where you'll seal the deal and convert that potential customer into a paying customer. 

While there's no one-size-fits-all approach to creating a great landing page, there are certain elements that consistently resonate with potential customers. Make sure that your landing page is relevant to the ad’s messaging, keep it simple with high-quality imagery, and include social proof and a clear call to action. 

## 5. Choose the right bidding strategy

Bidding is a crucial decision in PPC, determining ad visibility and costs. Choosing the right strategy depends on your goals and budget. Here’s a brief overview of the three main bidding strategies: 

- **Cost per acquisition (CPA):** PPC campaigns that use CPA bidding allow advertisers to set a maximum customer acquisition cost to make sure they pay a reasonable price for each sale without exceeding their budget. 

- **Cost per mille (1000 impressions) (CPM):** This bidding strategy is perfect for brands that want to increase brand awareness and generate leads (such as newsletter subscribers), rather than immediately driving sales.

- **Maximize clicks:** For advertisers with limited budgets who want to generate as much traffic to their website as possible. Visitors can then be added to a retargeting campaign. 

## 6. Constantly track your PPC performance 

While recent privacy changes, such as [Apple's iOS 14 update](https://digiday.com/marketing/it-changed-the-way-people-perceived-digital-advertising-advertisers-reflect-on-ios-14-changes-a-year-later/) and Google Chrome's [phasing out of third-party cookies](https://blog.google/products/chrome/privacy-sandbox-tracking-protection/), have posed challenges to tracking user behavior, there are still effective methods to gather valuable insights into your campaign performance. Here are some best practices for tracking PPC ad results in a cookie-less marketing era: 

- **Customizing landing page URLs** with unique identifiers associated with specific PPC campaigns allows you to track the traffic and conversions generated by those campaigns. This helps you isolate the performance of each campaign and identify the most effective ad groups and keywords.

- Another effective tracking method is to **offer unique discounts** for visitors who come to your website through your PPC ads. When a user clicks on your ad and enters the designated discount code at checkout, you can track the purchase back to the originating ad or campaign.

- While not as precise as custom URLs or specific discounts, simply **asking buyers to state where they found you** during the checkout process can provide valuable insights into your PPC performance.

## 7. Improve PPC ad performance with A/B testing 

![A/B test PPC ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/znwyIEr3ROahyEw2ePoK)

By conducting controlled experiments that compare different variations of ad copy, landing pages, or other elements, A/B testing empowers you to make data-driven decisions that drive conversions and maximize the impact of your PPC campaigns. 

To ensure the validity of your A/B testing results, it's crucial to have a sufficient audience size. A general rule of thumb is to have at least 100 conversions per variation to get statistically significant results.

There are a number of things you can A/B test, including: 
- Audiences
- Keywords
- Landing pages
- Ad copy
- Ad visuals
- Bidding strategies
- Device targeting

**Tip:** Use Google’s [Responsive Search Ads](https://www.channable.com/blog/dynamic-search-ads-vs-responsive-search-ads#:~:text=What%20are%20Responsive%20Search%20Ads%3F) to test different combinations of headlines and descriptions. 

## 8. Take advantage of dynamic ads 

![Dynamic PPC ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zRQwjLd9T1aYOC9vZNp5)

Dynamic ads, also known as dynamic banners or dynamic creatives, are ads that automatically tailor your ad content to each individual shopper. Google’s [Dynamic Search Ads](https://www.channable.com/blog/dynamic-search-ads-vs-responsive-search-ads#:~:text=What%20are%20Dynamic%20Search%20Ads%3F) automatically generate ads based on the content of your website (such as your product information) and the user’s search query. 

Meta’s Dynamic Product Ads display products from your catalog based on a user's browsing behavior, interests, and demographics. A clothing brand might use dynamic product ads to display personalized product recommendations to users based on their past purchases and browsing history. 

For instance, a user who has recently viewed a pair of jeans might see an ad showcasing a similar product or a complementary item, such as a top or jacket.

Dynamic ads eliminate the need for manual ad creation and optimization, as the algorithms handle the task of tailoring ads to individual users. And by delivering the most relevant and personalized messaging, dynamic ads can significantly increase conversion rates. 

## 9. Create different types of visual content

When it comes to Facebook and Instagram PPC advertising, deciding whether to use videos or images can be tricky. There’s no right or wrong answer, which is why it's essential to experiment with different creative formats to determine what resonates best with your target audience, such as: 

- **User-generated Content (UGC):** The best ads blend in with the user’s feed, making UGC a powerful way to showcase real-life customers using your products. Consider running ads with customer reviews, unboxing videos, and testimonials. 

- **Static images with discounts:** Include your promotions in eye-catching visuals to highlight your offers and encourage clicks. 

- **Problem-solution videos:** These videos can be an effective way to showcase your value proposition by visually showing how your product solves their problem. 

## 10. Run PPC advertising on marketplaces 

![PPC ads eCommerce marketplaces.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/8pgQSmCIRNyPvMntio5Y)

While Google and Meta remain dominant players in the PPC space, marketplaces like [Amazon](https://www.channable.com/products/ppc-tool/amazon-ads) offer a valuable opportunity to tap into a vast audience of actively seeking buyers. 

On marketplaces, users are actively browsing and searching for products, making them more receptive to targeted ads. 

For example, **[Amazon Sponsored Products](https://www.channable.com/blog/amazon-sponsored-products)** are featured at the top of search results, offering sellers increased visibility and higher conversion rates.

10 best practices to elevate your PPC advertising campaigns in 2024

You’ve no doubt heard of eBay. Alongside Amazon, it is one of the biggest marketplaces in the world, and it’s an attractive sales channel for many retailers. But are you selling on it? That decision is up to you but a few tempting facts include that there are over **182 million buyers (1)** on eBay worldwide, eBay users spend an average of **07.22 minutes per visit (2)**, you can easily [sell variants](https://www.ebay.com/help/selling/listings/creating-managing-listings/creating-listings-variations?id=4150), create detailed listings, and assign different profiles to products within minutes by listing with Channable’s latest eBay integration. 

By choosing to send your products to eBay with Channable, you will be able to upload masses of products with optimized listings in minutes.

## Variants support

Channable supports sending products as a product group with variants. This is a useful function if you have a certain product in many different sizes or colors. Instead of uploading them as separate items, you can set up product groups with Channable. What’s even better about this possibility, is that you will only need to pay the one monthly eBay listing fee for the whole group. [Learn how to set up product listings for eBay with our step-by-step tutorial](https://support.channable.com/hc/en-us/articles/115002829565-How-do-I-create-product-listings-for-eBay-)

## Supply eBay with every single detail

Channable’s [attribute builder](https://support.channable.com/hc/en-us/articles/360030477513-What-does-the-attribute-builder-do-) is the bread and butter to structuring, building, and sending your information via APIs to channels, such as eBay. Channable offers a complete attribute builder for all of eBay’s categories (and there are many). This gives you the flexibility to optimize your eBay listings by providing the buyer with any and all information they can need. Any retailer will know that today, information is vital in the buyer’s journey. [Read more about how to set up attributes with eBay](https://support.channable.com/hc/en-us/articles/115002829565-How-do-I-create-product-listings-for-eBay-)

## Shipments and stock updates

If you choose to also opt for an eBay [order sync](/products/marketplace-integrator) in Channable, you will see that Channable will send shipment and offer updates between your online store and eBay. Streamlining your order processing. 

**Do you have multiple profiles on eBay?**

Good news, Channable gives you the flexibility to configure different profiles for selling products. This means that you needn’t only link your products to one payment, shipment or return profile - but with any! This feature is a little more fiddly, but nothing Channable’s technical support can’t help you accomplish. 

**Keen to get started?**

If you haven’t already, sign up to Channable in seconds with your email address. Once you’ve [created a project](https://support.channable.com/hc/en-us/articles/115002825365-How-do-I-set-up-a-new-project-) and [imported your items,](https://support.channable.com/hc/en-us/articles/115002825625-How-do-I-import-products-) you can start setting up an eBay connection in the API tab. Full instructions can be found on [the Channable support site](https://support.channable.com/hc/en-us/articles/115002829565). If you’re already using Channable’s eBay connection and want to migrate to our newest version, please contact your customer success manager or our support team via [support@channable.com](mailto:support@channable.com).   

1. [https://www.oberlo.com/blog/ebay-statistics](https://www.oberlo.com/blog/ebay-statistics) 
2. [https://www.similarweb.com/website/ebay.com](https://www.similarweb.com/website/ebay.com)

<iframe width="560" height="315" src="https://www.youtube.com/embed/vlDgoNVXacg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
***Callum explains you in this video how to get started with eBay in Channable.***

The most seamless integration to eBay

# The importance of choosing the correct location targeting
Location targeting helps focus your advertising to find the right customers for your eCommerce business, and will hopefully help you increase your return on investment (ROI) as a result. Channable realized the need for a more complete setup within dynamic text ads and Shopping campaigns and updated [our PPC tool](https://www.channable.com/products/ppc-tool) with expanded options to select or exclude more specific targeting locations based on [region, city, zip-code, or places of interest](https://support.google.com/google-ads/answer/1722075?hl=en). This blog will break down some basics about location targeting and we will explain the benefits of this new all-in-one campaign set up in Channable.

## Location targeting basics
Targeting ads is an essential part of a successful advertising campaign. Google Ads offers different ways of targeting your ads, but this blog is focused on geographical targeting, one of the most popular targeting setups. Location targeting lets you select specific locations where you want your ads to be shown. By default, you are able to choose if your ads are shown to people located in the specified area (Location of presence), to those who have shown interest in your targeted locations (Area of interest), or both. You can select entire countries, and/or areas within a country such as cities or territories.

- Targeting your ads to a *country or multiple countries* can be a good idea if you provide products and services to those large areas. Targeting entire countries allows you to receive more ad exposure than you would by targeting a few individual cities or regions within a country.
- Targeting *specific areas within a country* allows you to target specific regions, cities, or postal codes. This option is very useful for businesses that serve a local neighborhood, that have special offers in selected locations, or sells products in selected regions or cities.

What should you consider when selecting location targeting?

1. Be sure to target the locations where you can find your customers—which isn't necessarily in the same place that your business is located. 
2. Be careful with using very specific locations because it might not meet Google targeting criteria, meaning that your ads may only show intermittently or not at all. 
3. Keep your language and location targeting settings consistent. The language selected should be the same as that is used for the copy of your text ads and shopping ads.
4. Sometimes it is easier to be clear about what locations you don't want to target and simply exclude them from a larger region. For example, a sales promotion might not be applicable to only one or two cities within a country.

## How Channable can now help you to configure the location targeting?
With the fast expansion of eCommerce and ever more complex and local-focused marketing strategies, it is essential to adapt your advertising efforts to certain areas. Channable is aware of this new priority in the market and aligned with our goal of simplifying the process of creating dynamic PPC campaigns in our tool, we have decided to extend the options to select more specific targets. 

Until now our [PPC tool](https://www.channable.com/products/ppc-tool) offered limited targeting options based on country and language. If a business does not serve/sell country-wide or would like to focus the advertising efforts on certain areas within a country, targeting regions, cities, or postal codes, all these settings were not available in our PPC Tool. Clients had to manually adjust all location targeting options in Google Ads after they have created the dynamic campaigns within Channable. 

With the implementation of this new feature, users can select or exclude more specific targeting locations based on region, city, or zip-code directly in the tool. Creating a **more complete setup** of dynamic campaigns that can be achieved, **reducing the need of switching** between Google Ads and Channable and thereby providing a **higher ease-of-use** and an **increase of the ROI** immediately.

## How to set up the location targeting in Channable?

Channable offers three options to synchronize your targeting, meaning that apart from adding location targeting to new campaigns, you can also overwrite the ones that are already included in Google Ads. You are also able to choose if the ad should be shown to people in your target location or who've shown interest in your targeted locations (Location of Presence or Area of Interest).

In the following image you can find an example of how regions, cities, or postal codes can be added or excluded in the tool. But if you need more specific info about how to configure the location targeting in Channable’s PPC tool, please [check our help center article](https://helpcenter.channable.com/hc/en-us/articles/360010965080-Configuring-Campaign-targeting-settings).

![Targeted locations 2.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/pUJGZe9QiCcyOManAS4l)

[tip]NOTE: Apart from location targeting based on fixed lists, Google offers more advanced location options like radius targeting, audience targeting or targeting locations in bulk. These advanced options are not available in Channable, but we are currently working to include them in the near future. We will keep you updated with further details.[/tip]

If you are already generating your PPC campaigns using Channable, be aware that from now on you will be able to configure the location targeting directly in the tool. This new feature, together with the new option of [adding bidding strategies](https://www.channable.com/blog/more-roi-for-your-ads-choosing-the-right-bidding-strategy), will allow you to have a greater use of the Channable PPC tool. Do you want to learn how to configure the location targeting  and the bidding in the tool? In the following video, Robert Smit, our product owner, will guide you through the new settings:
<iframe width="560" height="315" src="https://www.youtube.com/embed/VEHMS5WGJ0E" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>


If you are just getting started and you would like to start creating dynamic and automated campaigns for Google Ads, feel free to start a [trial account](https://www.channable.com/signup) with Channable. 








Increase the return of your campaigns by targeting the right audience

While there are a lot of options to choose from, one question remains, how to choose a suitable marketplace for your product? In this article, you will find how to judge the best eCommerce marketplace, the advantages and disadvantages of marketplace dynamics, and how you can manage all your products from different marketplaces.

Almost everyone knows what a marketplace is, either intuitively or due to their professions. Online marketplaces usually are eCommerce platforms that act as a bridge between sellers and buyers.
  
Marketplaces could sell their own products while also allowing third-party merchants to list their products on the website. Marketplaces attract a lot of traffic and visitors and this recurring traffic helps both sellers and customers.

If owning an eCommerce website is compared to owning a shop in a less populated area, selling through eCommerce marketplaces is like selling in grand bazaars of the world. With distance no longer being a barrier to your customers.

All marketplaces have different advantages and disadvantages and all of them charge a percentage fee from the third-party sellers. But when you understand the dynamics of each, it will be easy for you to answer “How to choose a suitable marketplace for your product?”

![2_different-Marketplaces.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5UWroVERH5ExySPWJ2Qq)

## 1- Understand your target audience and their needs

Now we all know that there are multiple marketplaces with the exact same products. This competition comes with both freedom and choices. Because it’s hard to know which marketplace will help you to prosper unless you know your customers!

For every business in every industry, this question is that is always asked is: "*Who is buying your products, where are they, and what are their spending habits?*" 

Answering these questions will help you to understand your ideal customer demographics such as age, gender, socioeconomic class, likes, dislikes, habits, and values.

These decisions can’t be taken based on assumptions. It has to be supported with data, research, and insights.
 
When you understand your ideal customer and their habits, you can start to tailor your marketing and communication activities to their needs.

Building a strategy around your products and ideal customers will help you to sustain your business for steady growth.

![3_Understand-your-target-audience.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Azwkb8k5TUqcQNMBGESE)

## 2- Who is your ideal customer?

Identifying your ideal customer will also help you to understand their experience throughout their journey. Once you know this, you will have the insight to act and connect with them to turn those pain points into solutions.

A great example of understanding the ideal customer is [Gap’s struggle in the early 2010s](https://www.forbes.com/sites/forbesagencycouncil/2017/05/16/finding-your-audience-the-importance-of-developing-a-buyer-persona/?sh=5ee5ae864734). They wanted to appeal more to a younger, trendy audience but their existing customers were people who don’t follow trends and seek basic apparel for daily use. This misalignment directly affected Gap’s growth and business results.

## 3- Where do your ideal customers usually shop?

This is the second part of understanding your ideal customer and their habits. 

Now that you know who your customer is, it’s time to target where they shop and build out your multichannel marketing strategy.

## 4- Does your ideal customer prefer niche or specialized Marketplaces?

You know your customers and their preferences, habits, and primary choice of marketplaces. If your customers usually make purchases from niche marketplaces, you should consider adding them to your [multichannel](https://www.channable.com/integrations) marketing mix.

In this way, the advantages of the marketplace could be better retention, direct communication with buyers, better customer experience and more. However, the disadvantages of the marketplace with a niche audience will be much lower traffic and visitors, so make sure to check your margins and ad spend.

![4_which-marketplace-to-choose.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/KbjeMtG0SsWzSADKso4c)

## What are the largest online marketplaces?

You can find niche online marketplaces specific to every hobby, interest, or profession. The larger ones you can imagine are like department stores, with large inventories and product catalogs. 

A recent study revealed that [1 in 5 people](https://internetretailing.net/shoppers-now-five-times-more-likely-to-look-for-a-product-on-a-marketplace-than-on-a-brand-website-study-24025/) who look for products start from online marketplaces.

Finding which eCommerce marketplace biggest is hard to describe with one metric but here are some of Channable's largest online marketplaces in terms of traffic volume and usage for the US and EU:

1. [Amazon](https://www.channable.com/integrations/amazon-product-feed) 
2. [Bol.com](https://www.channable.com/integrations/bol-com)
3. [eBay](https://www.channable.com/integrations/ebay)
4. [Walmart](https://www.channable.com/walmart-api)

## Compare marketplace fees and costs

Every marketplace has its pros and cons. It’s hard to point out a single one as the best eCommerce marketplace. Just make sure to consider fees and costs to operate your eCommerce business through marketplaces, the trick is knowing what the value of the marketplace is to you. Here are the most common fee and cost categories you might encounter.
 
- **Listing Fees**: Even top eCommerce marketplaces charge a fee for listing products. This became an industry standard as a revenue model but it can vary as a fixed fee for each item or a fee per item but that amount sometimes depends on the product category.

- **Transaction Fees**: This is the second main revenue model of marketplaces. They usually take a percentage from each sale. These numbers are not hidden and sellers can calculate how much they’ll earn when they make a sale.

- **Subscription Fees**: Top eCommerce marketplaces started to offer a subscription model to their customers and sellers. Their value proposition is bundling many advantages into one fee, such as discounts, benefits, lower transaction costs, and exclusive tools.

- **Shipping Fees**: This might be the most flexible cost you will face in your operations. Compared to other fees, this changes due to the product’s size and weight, the buyer’s location, and other factors. Some online marketplaces offer discounted shipping rates or storage facilities to streamline the shipping procedure.

## Evaluate which features and tools are provided by Marketplaces

The best eCommerce marketplace for you is whoever provides the best tools for sellers to understand their performance. Because every marketplace provides some sort of analytics dashboard.
Understanding the data in front of you and making sure they align with your business goals is key to leveraging analytics. The main tools provided by marketplaces are:

- Inventory management

- Marketing and campaign management

- Analytics and performance review

- Customer satisfaction and support panel

Channable provides integration with 2,500 top eCommerce connections to track, monitor, organize, and manage your shops on multiple marketplaces all in one place.
 
You can visit the [Marketplace Integration](https://www.channable.com/products/marketplace-integrator) page to learn more about how Channable can help boost your sales.

![5_Marketplace-integration-Channable.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/yxshkjUoTa6GKdFmG51Q)

## Advantages of Marketplaces

- Marketplaces are your storefront. You will get traffic and appear on search results once you're selling.

- Some marketplaces can promote and advertise your products on your behalf.

- If you have niche products on niche marketplaces you can end up with a big impact in the niche ecosystem.

- If you prefer listing your niche products on broad marketplaces, you’ll get many visitors in your vertical.

- Marketplaces will handle all the technical facilitation, such as online payment, hosting, and data storage.

- The best eCommerce marketplaces also have customer trust. This preconceived idea will also benefit your business.

## Disadvantages of Marketplaces

- If you focus on only one marketplace to run your business you might be dependent on the marketplace’s policies.

- There are a lot of sellers present on top eCommerce marketplaces creating a lot of competition.

- The commission and fee policies of eCommerce marketplaces. 

## Last thoughts

There is no single, definitive answer to how to choose a suitable marketplace for your products because there are many variables to think about.
 
But, the right path is understanding your product, ideal customer profile, and differences between marketplaces. Just like an investment or personal development, you shouldn’t put all of your eggs in one basket.

Using more than one marketplace or channel will help you reach a wider audience and create the opportunity to generate more revenue. 

Channable is here to help your eCommerce operations by providing detailed dashboards and marketplace integrations, so you can manage your business seamlessly across channels all in one place. 

[Check out what Channable can do](https://www.channable.com/signup) for your business!


How to choose a suitable Marketplace for your product?

This article gives you everything you need to succeed with Bol.com. From target markets and features such as price stars, to how you can best incorporate Bol.com into your online marketing strategy and reach your audience.

## Bol.com and the price stars hierarchy

### Price stars

Bol.com utilizes a price stars scoring system for their ads ranging from 1-5 stars. This number is assigned to your prices via Bol.com and determines your rank compared to other sellers. 

This ranking system gives you an overview of the competition and shows exactly how competitive your prices are or if they need to be adjusted to stay attractive and move up the ranks. 

Simply put, **your item is competitive** if you rank 4 or more stars. If you get 5 stars, then your price is the most competitive compared to the market as a whole. 

In your sales account, you have an overview of the price valuation of your items and can see what price you can advertise on in order to get a better price valuation. Including each price stars rank and relevancy for your items:
![Header_v4-17.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/GW5hM5nbT7aK28vWQzx5)
**Pro tip**: Items with 1-price star are not visible on the marketplace which means your product price deviates too far from the relevant market price.

## Winning the Buy Block

Bol.com's yellow Buy Block is the center of attention on every page. 97% of customers end up purchasing their items from the Buy Block and the fact is that retailers who hold this position will earn more than competitors.

So how do you win the Buy Block? In addition to your price and price stars ranking, Bol.com takes multiple factors into consideration such as your delivery times, reviews, customer satisfaction ranking, and other conditions.

Your price and price stars ranking are the quickest factors to optimize and are the ones you have the most control over, especially with a [repricer](https://www.channable.com/products/marketplace-integrator/repricer) and [marketplace integrator](https://www.channable.com/products/marketplace-integrator).

A Buy Block position is never guaranteed. For popular product categories with multiple sellers, it can be very difficult to attain this position.

And while you may not be guaranteed to win the Buy Block all of the time, you can definitely increase your chances by optimizing your ads.

### Keep your price competitive on Bol.com

Our repricer is one of the few on the market that allows targeting for a specific price stars rating. This way, your price will never go higher than the boundary set by the selected price stars.
![Visual flow chart_Price Stars_EN.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/BxiZPch7QfODNfWhqkP6)
A further explanation of the feature can be found in our [Help Center](https://helpcenter.channable.com/hc/en-us/articles/7151094266258-Bol-com-repricer-Price-stars?_ga=2.148559102.897135202.1666082932-363199183.1656404651).

## 4 advantages of using the Bol.com Repricer in your strategy

**1. Competitive prices equal more clicks and conversions**
If you advertise at a competitive price, your ad will be viewed and purchased more often. Regardless of your industry, the higher the price stars, the more often your ads convert across all categories.
 
**2. Increased conversion boosts your ad position**
Looking long term on Bol.com, increased conversion rates lead to a better position for your ads/items. This means more sales boost your items higher in the search results. This makes your ads more visible so that it ultimately sells even better.
![Header_v5B-18.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/bZusubtFSzfjopJJd9lw)

**3. A higher ranked item increases your chance of the Buy Block**
Coupled with a reliable, fast delivery record and merchant score, a high conversion rate will lead to a higher ranking. 

All this determines whether or not you get featured in the Buy Block. And this is where you want to be because 97% of customers end up purchasing their items from the Buy Block. This is making it worth optimizing your items and ads to move higher up the ranks.

**4. Higher ranking Bol.com ads = better Google ads for free**
The higher your ranking on Bol.com, the more relevant your items will be perceived on Google and promoted via Google Ads at no extra cost. 

This is a benefit that certainly pays off, attracting up to 50% more customers coupling Bol.com and Google Ads, according to a [whitepaper](https://partnerplatform.bol.com/content/uploads/2021/09/BOL-10139-Whitepaper_bol_Dit-is-het-effect-van-een-goede-prijs_v3.pdf) by Bol.com. 

## Drive growth by efficiently displaying your items

How often are your articles viewed? How do your delivery times and sale prices compare to the competition? These are important questions that need to be asked and the answers can be found in your sales account or [data management solution](https://www.channable.com/products/marketplace-integrator), helping optimize your offerings to the needs of your audience.

The following **tips** will help you drive growth even further and jump ahead of the competition.

### Advertise volume discounts
If it's not possible to permanently lower a price and stay competitive because of shipping costs, a volume discount may be a solution. 

With a volume discount, you incentivize customers to buy more in one order, and can quickly build up larger sales. Ads that offer a volume discount can sell up to 30% more according to [Bol.com](https://partnerplatform.bol.com/content/uploads/2021/09/BOL-10139-Whitepaper_bol_Dit-is-het-effect-van-een-goede-prijs_v3.pdf).
![Header_v4-15.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/TFDRzn0XTXG9zKLIdcEq)
Bulk sales can be relevant for many items but there are legal restrictions depending on which regions you are selling in. Check out Bol.com’s [partner platform](https://partnerplatform.bol.com/nl/hulp-nodig/aanbod/inrichten-volumekorting/) for all the details.

## Engage in promotions

Promotions are a powerful way to increase your visibility and sales via Bol.com with two main avenues to choose from:

**1.** Participate in promotions as part of larger Bol.com holiday campaigns such as Black Friday or Mother's Day where Bol.com makes a pre-selection of items to advertise based on relevance to the customer.

The advantage of participating this way is that the promotions are very visible to customers across the marketplace and are promoted by Bol.com. You can find more information [here](https://partnerplatform.bol.com/nl/hulp-nodig/aanbod/promotie-in-bol-com-campagnes/).

**2**. It is also possible to independently create a promotion, whereby you determine the duration and range yourself. These promotions are highlighted using a promotion label and in most cases, Bol.com also uses additional resources to boost your visibility.
 ![Header_v4-14.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/bXOH6R5RHeuHclmChSuw)
Bol.com also incentivizes promotions. Check out their [partner platform](https://partnerplatform.bol.com/nl/hulp-nodig/aanbod/promotie-in-bol-com-campagnes/) to see how much commission or discounts you could receive on your promotional offer.

### Put your articles in the spotlight

Do you want to stand out with a new item or draw attention to your best sellers? Then, link search terms your target audience uses directly to your items. This will help you rank higher in the search results and stand out from the competition.


## Is Bol.com the right fit for your eCommerce strategy?

Bol.com is an effective and established marketplace for businesses of all sizes.

For online retailers and advertisers big and small, Bol.com can be a lucrative marketplace to add to your marketing mix. And if you advertise and sell a significant amount of products online utilizing a [repricer](https://www.channable.com/products/marketplace-integrator/repricer) and optimizing with a marketplace integrator like Channable, you can boost your ads across the board.

Channable can help give any online shop a boost in winning the Buy Block and a higher price stars rank. With real-time price adjustments, our all-in-one marketplace integration makes it super simple to set up, optimize and manage sales and ads. This will save you time automating updates for all your items and maximizing profitability.

Would you like to learn more about the benefits of introducing a [Bol.com repricer](https://www.channable.com/products/marketplace-integrator/repricer) to your business? Contact us today to get started.

Bol.com | Everything needed to boost your online selling

To win at Google Merchant center first time round, you need to ensure you send certain Google approved mandatory specifications. You can send product information to [Google Shopping](https://www.channable.com/integrations/google-shopping-feed) with Channable in two ways: via a live API connection or with a <a href="/products/product-feed-management-tool">feed</a>. The difference between the two can be read in Channable's handy <a href="https://support.channable.com/hc/en-us/articles/115002818909-Marketplaces-data-feeds-vs-APIs" target="_blank" rel="noopener noreferrer">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 API’s). Ensuring that this information is sent to Google is fundamental, but it must also be in the right format.<em> What? Right format?!</em> Yes, certain information can only be processed in a Google specific way. Here’s a breakdown of what you’ll need to send for top quality Google Shopping feeds.

First, and foremost, it’s recommended you create what Channable coins a ‘<a href="https://support.channable.com/hc/en-us/articles/115002817249-How-do-I-filter-items-using-rules-" target="_blank" rel="noopener noreferrer">Filter rule</a>’. This rule will simply exclude any items that would otherwise be automatically rejected, or you simply don’t want to sell. For reasons such as there is no 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. Much of the advice below involves creating a new field. If you’re unsure how to do this, you can familiarize yourself by scrolling to the bottom of <a href="https://support.channable.com/hc/en-us/articles/115002825765-How-do-I-map-fields-in-edit-mapping-" target="_blank" rel="noopener noreferrer">this help center article</a>.

&nbsp;
<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 rule, 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>Shipping Price</td>
<td>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 **<em>is greater or equal to</em> 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>

So, there you have it, Channable's guide to creating quality Google Shopping feeds. Your items are more likely to get accepted first time round by ensuring that the above-mentioned information exists in your Google Shopping feeds/API connection. Naturally, the more information the better. So, do pay attention to the recommended and optional information in the build/finalize steps in Channable. This way, consumers will be wowed by the detail you provide and could find you more reliable than other merchants. To get started with advertising on Google Shopping with Channable, sign up <a href="/signup" target="_blank" rel="noopener noreferrer">here </a>for an unlimited free trial or get in contact with a Channable representative, they’re very friendly.

**<em>Channable and Store Growers discussed these points in a knowledge session and shared even further insight into how important it is to solve disapproved items. You can <a href="/videos" target="_blank" rel="noopener noreferrer"> watch the knowledge session here</a>.</em>**

Channable and Google's guide on creating top-quality Google Shopping feeds

In late November 2022, Twitter [relaunched](https://business.twitter.com/en/blog/launching-performance-products.html) Twitter Dynamic Product Ads (DPAs). This significant investment, alongside additional performance products like Website Conversions Optimization ([WCO](https://business.twitter.com/en/help/campaign-setup/create-website-conversions-campaign.html)) and [Collections Ads](https://business.twitter.com/en/blog/new-twitter-ad-formats-pilot.html), demonstrates Twitter’s attempts to make its platform more user-friendly for eCommerce marketers.

Below, we explore how Twitter DPAs use new features to retarget limited audiences and increase new customer acquisition at the same time. We also take a look at some limitations and best practices for this campaign type.

## **What are Twitter Dynamic Products Ads?**
Twitter DPAs drive results by automating ads based on customer behavior. In other words, DPAs display the most relevant products to consumers when they’re most likely to purchase them.

They’re similar to TikTok’s Dynamic Showcase Ads ([DSAs](https://www.channable.com/blog/tiktok-dynamic-showcase-ads-setup-channable)) [and Facebook Dynamic Ads](https://helpcenter.channable.com/hc/en-us/articles/360020530839-Setting-up-a-Facebook-Dynamic-Ads-feed), although TikTok and Facebook focus on top-funnel customers, while Twitter DPA’s focus on mid- to lower-funnel customers. However, the setup for all three is similar. So, if you have experience with a dynamic ads campaign on another social platform, Twitter DPAs shouldn’t present a problem.

You use a website tag via [Twitter Pixel](https://business.twitter.com/en/help/campaign-measurement-and-analytics/pixel-helper.html), or a server-to-server integration via [Conversion API](https://twittercommunity.com/t/new-introducing-the-conversion-api/177059), for conversion tracking. Both Twitter Pixel and Conversion API pass data back to Twitter to enable customer attribution. 
Conversion API was added ahead of the DPA relaunch to account for sites that don’t use third-party cookies. With Conversion API, you can increase measurement options, gain more control over shared data, and track offline conversions such as in-store visits.


![02_Twitter_Dynamic_feed_process copy.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4nvNEW2sQYytCR8TMl3q)

### **What are the benefits of Twitter Dynamic Product Ads?**
Twitter DPAs are focused on conversions for both previously engaged customers and new customer acquisition. The ads are displayed in a carousel format with multiple images, a specific shopping call to action (CTA), and pricing information to incentivize purchases.

DPAs use [product personalization](https://www.channable.com/blog/understanding-ecommerce-personalization) to drive conversions and improve your cost per action (CPA) and return on ad spend (ROAS) through its new features, DPA Retargeting and DPA Prospecting.

### **What is Twitter’s DPA Retargeting?**
As audiences have diversified across devices and marketing channels, targeted audience limitations have become increasingly difficult. Twitter’s DPA Retargeting makes it easier for you to reach a limited audience by creating ads for customers who’ve previously engaged with the product.

For example, the average online shopping cart abandonment rate is [almost 70%](https://baymard.com/lists/cart-abandonment-rate). That’s billions of potential dollars being left behind. A Twitter DPA campaign will target customers who added a product to their shopping cart but didn’t purchase it. These ads ensure customers see the product again, receive reminders of its availability, and reconsider their purchase.

### **What is Twitter’s DPA Prospecting?**
In the meantime, DPA Prospecting creates ads for customers who haven’t visited a site previously or interacted with any of its products. Based on the customer’s previous behavior, the ads pull the most relevant products in the campaign’s product feed to feature to the customer and drive new conversions.

### **Which retailers could benefit most from Twitter DPAs?**
Retailers with large product inventories likely will find the most benefit from dynamic product ads across all social channels. Since they’re intended to target limited audiences with personalized ads, providing a wide amount of inventory, then segmenting your ad groups by theme, will increase opportunities to match consumer preferences and, subsequently, your reach.

## **What are some drawbacks of Twitter Dynamic Product Ads?**
There are some limitations to Twitter DPAs.

This campaign type can only be used to advertise physical goods; it can’t be used to advertise digital downloads, subscriptions, services, or travel.

Also, if you choose not to use Twitter Pixel or Conversion API, you’ll be limited solely to the option for “Link Click Optimization.”  

## **How can eCommerce marketers leverage Twitter Dynamic Product Ads to their advantage?**
Here are some ways DPAs could be beneficial for you:

- DPAs offer a lot of audience feedback in a short period of time. You can institute multi-variant or A/B testing for product titles and descriptions, quickly evaluate what’s working, and continue to refine your product feeds.

- You can use DPA Retargeting to entice customers with promotional stickers, discounts, and special dates since previous customers are more likely to purchase again.

- With the carousel format, Twitter DPAs are useful for seasonal or holiday campaigns when you need to push a lot of inventory.

![02_Twitter_Dynamic_feeds_twiiter anc channable copy.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0cXeha3iQDOMZtqa9kkH)

## **Final thoughts**
Automation saves you the time and money it would take to manually create individual ads for different audiences. The benefit of Twitter DPAs is their relevance based on previous customer behavior; the ads are personalized to limited audiences, which are getting harder to reach across so many marketing channels.

Twitter DPAs have the additional benefit of allowing you to retarget customers who’ve interacted with products before and focus on new customer acquisition with DPA Retargeting and DPA Prospecting. They also focus on mid- to lower-funnel customers, while TikTok and Facebook focus on top-funnel customers.

More conversions help decrease your CPA and increase your ROAS; you reduce spend by targeting the right customers and serving them the most relevant ads.

### **How Channable can help**
Now, you can connect to Twitter DPAs through Channable’s [feed management plan](https://www.channable.com/products/product-feed-management-tool) and create this campaign type in your existing account.

If you’re advertising across other social networks like [TikTok](https://www.channable.com/blog/tiktok-dynamic-showcase-ads-setup-channable), your product information should already be imported. Use our feed template to add a product catalog to [Twitter Shopping Manager](https://business.twitter.com/en/shopping/shopping-manager.html), map to the right fields, and exclude any products you don’t want to include in Twitter DPA campaigns using [Channable’s rules](https://helpcenter.channable.com/hc/en-us/sections/201107392-Master-Rules).

Not signed up? [Click here](https://www.channable.com/signup) to create a free Channable trial account, explore our solutions, and chat with an expert digital marketing professional.

Stay tuned for the release of Channable’s Dynamic Image Editor later in 2023. Our new feature will allow you to create one design overlay that can be applied to all products across your dynamic ad campaigns automatically to advertise the maximum amount of content.

How Twitter Dynamic Product Ads Convert Mid- and Low-Funnel Customers

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Secure your spot now and be part of this exclusive event that will reshape your approach to paid ads. Don't miss out on insights, tips, and the key to mastering peak times in the ever-evolving digital landscape. Register today and step into a new era of advertising excellence!

## What happened with ads during Black Friday and the end-of-year holidays in 2023?

Join us in our upcoming webinar as we unravel the mysteries behind the advertising landscape during the Black Friday and end-of-year holidays of 2023. In the first part of the session, we'll delve into insights and numbers, presenting a detailed analysis of what transpired during these peak periods. 

Through compelling use cases, we'll showcase success stories and highlight strategies that worked, providing valuable lessons for the future. 

Get ready for an illuminating exploration of the highs and lows, where we break down what worked like magic and what didn't, offering a roadmap for optimizing your advertising approach in the ever-evolving digital realm.

## Setting sail for 2024 peak times: prepare yourself for success!

Embark on a journey towards commercial success in 2024 with our upcoming webinar! Join us on **January 25th at 11am** as we unveil cutting-edge paid ad strategies designed to prepare you for the upcoming peak moments. 

Discover insights that will empower you to navigate the challenges and opportunities of the new year with confidence. Whether you're a seasoned marketer or just starting, our webinar promises a wealth of knowledge to kickstart your year on a fresh and informed note. Don't miss out – secure your spot now and elevate your approach to peak moments in 2024!

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## Meet the speakers

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        <h3>Sophie Gambet - Paid Marketing Expert</h3>
        <p>As an expert in social media advertising since 2017, Sophie has evolved alongside the ever-changing platforms, overseeing budgets exceeding 10 million euros. With a collaborative portfolio of over 50 diverse businesses, spanning e-commerce to branding, her extensive experience as both a freelancer and within agencies, both in France and internationally, grants her a comprehensive mastery of advertising strategies at the core of marketing plans. Follow her on TikTok and Instagram for valuable insights into the world of paid advertising.</p>
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[Agency Stories] The ultimate paid ads formula for peak moments from 2023 to 2024

Google Ads offers many extensions to make your ads stand out even more. Price extensions and sitelinks are two possibilities. With these extensions, your ads will stand out even more and enrich your ad copy. Potential customers are more inclined to click on your ads and therefore the click-through rate will be generally higher!
<h2>What are price extensions?</h2>
Price extensions allow you to highlight some of your products and/or services. They are displayed under your ad as a kind of menu, and the price will be shown too. See it as a showcase of the items you want to put in the spotlight! For example, products that are on sale, or relevant for a certain season or holiday. Users can browse through that menu and click on a product or service that interests them. They will then be taken directly to the page of that specific item.

<img class="aligncenter size-full wp-image-21605" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/arLy0koPS4ej6LEAWgV8" alt="" width="771" height="395" />A working example is imagine you’re selling electronics, including laptops. You could set price extensions for any type/brand of laptop, such as Apple, Asus, or Toshiba, with a "starting from" price. If you have a couple of laptops on sale, then you could set price extensions for each laptop and its promotional price. You can make it as specific as you want!

**Advantages of price extensions**
<ul markdown>
 	<li>Price extensions display well on computers and mobile devices. Make sure that the pages to which the price extensions lead to are also optimized for mobile devices!</li>
 	<li>There are no additional costs. A click on a price extension costs the same as a "normal" click on your ad.</li>
 	<li>It requires less effort to update your ads with new information. You don't have to rewrite your ad copy, you just add price extensions. You will also not lose any performance statistics because of this.</li>
</ul>
<h2>Price extensions in Channable</h2>
Google Ads <a href="https://support.channable.com/hc/en-us/articles/360037375474-How-do-I-add-price-extensions-to-Google-ads-">price extensions are available in Channable </a>and can be implemented easily Now you can dynamically highlight your items in your ads. The different elements of a price extension are: "headline", "description" "landing page", and "price". In Channable, these fields are completely dynamic. This means that you can generate many price extensions based on your product feed. Note: In Channable, price extensions are created at ad group level.

<img class="aligncenter size-full wp-image-21595" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/a25NGHQdS9OproncG6rS" alt="" width="1200" height="743" />

Some of our customers already use the Channable price extension feature. Erik, Acquisition Marketing Lead at international online travel company Travix, says "With the price extension feature in Channable we can automatically and widely add relevant price extensions in Google Ads at the ad group level. The feature is easy to set up and with the rules in Channable, we can customize it as desired. "

Travix, uses Google Ads for Cheaptickets.nl, which has a very large and rapidly changing inventory. "We are now using the feature to communicate the prices of other departure airports in our advertisements. We see an improvement in efficiency because the extensions are updated daily, so this saves us manual work. But, we also see a nice performance improvement in which the ads with price extensions achieve a higher CTR than ads without price extensions, "says Erik.

Nick Oltvoort, head of Advertising at digital agency, and <a href="/partners">Channable Gold Partner</a>, Adwise, is also happy creating price extensions with Channable. Especially to keep the prices up to date, something that is not yet easy to set manually through Google. He says, "we think it is a top feature, which allows us to keep the prices in the price extensions up-to-date with feed-based campaigns. Google has not yet made it easy to automate this quickly, so you often see in accounts that prices are no longer up-to-date after a while. This takes extra time to manually check and periodically track, which is a waste of time that you prefer to put into strategic work."

In short, deploying price extensions through Channable will save you a lot of time in keeping everything up to date. In addition to price extensions, it is also possible to use another Google extension with Channable: sitelinks!
<h2>What are sitelinks?</h2>
Sitelinks <a href="https://helpcenter.channable.com/hc/en-us/articles/360011084639-Adding-Sitelinks">are additional links</a> that are shown under an ad in the search results, and can lead people to specific pages on your site. They are extremely useful if you want to add extra links to website pages to your ad, for example, to a specific product page or a page with your opening hours. This allows potential customers to get faster to the pages of your website that are relevant to them. In addition, your ad with sitelinks occupies a more prominent place among Google search results, pushing other ads down. Your visibility is therefore also increased!

<img class="aligncenter size-full wp-image-21635" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/BPkl6wXwQXmg91hBDa9Q" alt="" width="1500" height="997" />

**Advantages of sitelinks **
<ul markdown>
 	<li>Sitelinks display well on computers and on mobile devices. Your ad can show up to six sitelinks on a computer and up to eight on a mobile device. The minimum number of sitelinks is two.</li>
 	<li>There are no additional costs. A click on a sitelink is billed as a "normal" click on your ad.</li>
 	<li>It requires less effort to update your ads with new information. You don't have to rewrite ad copy, you just add sitelinks. You will also not lose any performance statistics because of this.</li>
 	<li>You gain insight into the specific clicks and you, therefore, know what your potential customers find most interesting.</li>
</ul>
<h2>Sitelinks in Channable</h2>
Add dynamic sitelinks <a href="https://support.channable.com/hc/en-us/articles/360010996874-How-do-I-add-sitelinks-to-Google-ads-" target="_blank" rel="noopener noreferrer">to your ads using Channable</a>. All fields from a sitelink, the "link text", "link URL", and the two descriptions can be built entirely with dynamic fields. This means that you can generate many sitelinks based on your product feed. Note that in Channable, sitelinks are created at the ad group level.

<img class="aligncenter size-full wp-image-21600" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NxlVfGHQmy5mriDvuIR3" alt="" width="1654" height="1024" />

Do you want to significantly increase your CTR? Are you ready to automate your ads and campaigns with <a href="/products/ppc-tool" target="_blank" rel="noopener noreferrer">Channable's PPC tool</a>? Create your own free account <a href="/signup" target="_blank" rel="noopener noreferrer">here</a> and / or <a href="/contact" target="_blank" rel="noopener noreferrer">contact one</a> of our Channable's sales teams for more information.

Increase the CTR of your ads with price extensions and sitelinks

Consumers are increasingly listening to the feedback from other buyers before purchasing a product. As a result, products with few or no review are penalized. Many consumers do not trust buying products with few reviews and, for this reason, do not end up buying.

The different online marketplaces are aware of this predicament. On Amazon, for example, customer ratings can make the difference between not selling any product or selling hundreds of them. If you want to sell on online marketplaces, you’ll have to take your customers' reviews and ratings very seriously.
<h2>Verified Purchase Reviews on Amazon</h2>
On Amazon, reviews are not only important for convincing other customers to purchase from you but improve your position on Amazon. One of the variables that Amazon uses to position products in its search engine is the quality of the reviews. People can leave reviews without having even bought the product. However, the most valued reviews by Amazon are those that are from real buyers of the product. They are known as ¨Amazon Verified Purchase Reviews¨:

<img class="alignnone size-full wp-image-21858" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/2bZ219BJQAyfgwIkSQPQ" alt="Verified Purchase" width="437" height="163" />

In fact, the reviews submitted by customers whose purchases are not verified by Amazon are not taken into account when calculating the average star score. They are only taken into consideration when the customer adds additional information about the product, such as photos or videos, confirming the accuracy of the review. More information<a href="https://www.amazon.com/gp/help/customer/display.html?nodeId=GQUXAMY73JFRVJHE" target="_blank" rel="noopener noreferrer"> on how the star ratings of a product are calculated within Amazon</a> can be found on Amazon's website.
<h2>Amazon now allows sellers to ask for customer feedback</h2>
Given the importance that Amazon gives to these verified reviews, Amazon has now decided to add a “Request a Review” button in the order details overview in the seller central. So, you can request individual reviews from each customer that purchased a product from you on Amazon.

This request can only be made through Amazon and can only be sent once. This way the client’s privacy is protected, and unwanted emails are avoided. At the same time, it allows sellers to gain useful information about the products and services they provide.
<h2>How to improve your reviews on Amazon?</h2>
If you want to have good reviews on Amazon, first and foremost, you have to be able to provide buyers with a satisfying purchasing experience. It is no longer enough to offer high quality products. The overall buying experience must also be positive. In fact, many negative reviews are related to shipping problems. Delays in deliveries are no longer acceptable. In addition, a compassionate return policy is expected.

If a consumer purchases a product with a specific specification intent, they will be more likely to leave a good review when they receive the product. If there is a discrepancy between the description and the photos of the actual product, buyers will be left disappointed.

Some pointers that will help you improve the buyer’s experience on Amazon are:
<ul markdown>
 	<li>Make sure products are accurately categorized</li>
 	<li>Ensure product listing information on Amazon is updated as frequently as possible</li>
 	<li>Offer products with complete and relevant information. A product cannot be disappointing if the information communicated is true to life</li>
</ul>
All these points can be controlled with a feed management tool like Channable. Channable has an [instant API connection to Amazon](https://www.channable.com/integrations/amazon-api-integration). It enables easy categorization of products, offers a simple and fast method to list products with complete information, and everything is updated automatically instantly.

Another point worth considering is price management. It’s good to monitor how your competitors are pricing products and, should you feel it appropriate, adapt your pricing as necessary. The reason being, if a consumer discovers that an item they just bought is available at a cheaper price it may prompt them to leave a negative review.

Logistically, improving the shipping experience can be difficult to influence. One solution lies in <a href="https://services.amazon.co.uk?ref=as_eu_fr_header_ukflag&amp;ld=ASITFBADirect" target="_blank" rel="noopener noreferrer">Amazon’s logistics service</a> that it offers to Amazon sellers. It comes with variable costs, so It’s up to you to weigh the pros and cons.

Another solution offered by order management system companies like Qapla allows orders received from marketplaces like Amazon, eBay, Privalia, Carrefour, Spartoo, Manomano or Cdiscount, to be managed from one place. A seller can track the shipment better and provide a more positive user experience, thus avoiding negative comments.

Although Amazon is mostly covered in this blog, you can’t ignore reviews coming from other online marketplaces or other platforms, such as Google Shopping. There are additional benefits to adding <a href="/blog/blog-how-to-embed-product-ratings-into-google-shopping" target="_blank" rel="noopener noreferrer">Google Products Reviews to Google Shopping</a> as Google Shopping can pool together reviews from many sources.

Reviews will continue to play an important role in the decision-making process of buyers, so be sure to leverage the opportunities that are available to you as a seller.

How to improve your verified reviews on Amazon

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]

## Four key personalization practices of PPC
Google estimates that [purchase intent increases by 15%](https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-trends/new-research-on-advertising-automation) and CTR is 30% higher with hyper-personalized ad content, compared with ads utilizing basic personalization. There are two main ways to create hyper-personalized ads. The first is to create ads that target specific individuals with specific items:
![Image Pasted at 2021-3-16 16-36.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/meCvbOqQRPq7CUNTeq4N)
*This ad is perfect for customers looking for a specific men’s running shoe. Notice the extra sitelinks underneath for hyper-hyper-personalization? [Learn more about sitelinks](/blog/blog-increase-ctr-ads-with-price-extensions-and-sitelinks).*

The second is to create ads related to current trends and events:
![Image Pasted at 2021-3-16 15-27.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lei0Km7wSqWZk2NMZKcG)
*You need to take advantage of the extra traffic created by big events like the FIFA World Cup or the Superbowl. Customers scramble to buy jerseys, footballs (both kinds), and more!*

So, what are these four personalization practices of PPC advertising that you need to be implementing right now?

### 1. Create both general and specific PPC ads
The most successful eCommerce businesses create generic ads that are ideal for those who are still in the research phase. As well as more specific ads for people who know exactly which items they are looking for. These ads targeting specific individuals with specific items are key for improving CTR. 
![Capture d’écran 2021-03-16 à 16.43.20.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lX76yB5VSu2dAYu6FGT8)
*In the image above, you can see the layout for creating dynamic PPC ads in Channable.*

Applying a streamlined process to personalize your ads will save you both time and money. Leading eCommerce businesses can quickly create both catch-all general ads and refined dynamic ads that utilize data such as gender, brand, and price to be more relevant for potential customers. 

![Sitelinks EN samen.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NNpxV68nTwfA5trhOCzA)
*Adding sitelinks to your ads allows you to personalize further by showing more of your product catalog. They also take up more space, pushing other search results out of sight if you claim the top spots.*

### 2. Take advantage of high search volumes
Taking advantage of high search volumes is going to increase your CTR. You need to plan and create campaigns for popular events that will impact your potential customers’ buying habits. On top of this, you need to be in a position to react quickly to unplanned events which have the same effect on potential customers. 

Leading eCommerce businesses quickly adapt and even create entire campaigns to take advantage of the increased search volume. For example, sporting goods retailers set up PPC ads that take advantage of traffic created by sporting events such as the FIFA World Cup, the Superbowl, and the Olympics.

### 3. Create hyper-relevant ads using 3rd party data
Following on from the awareness created by popular events, leading eCommerce businesses also take advantage of more spontaneous situations. For example, sporting goods retailers create ads advertising the jersey of a specific player almost immediately after they score a match-winning goal or touchdown. This is the epitome of hyper-relevant PPC ads that are bound to have a high CTR. 

Another example is that leading eCommerce businesses use weather data to push certain items that will have a temporarily high search volume due to the weather conditions. Have you ever noticed that when it’s forecasted to rain you are far more likely to see items such as wet weather running gear or umbrellas? 

All this is not by chance. Using 3rd party data, leading retailers set up ads that react to spontaneous moments in a sporting event or take advantage of weather conditions and it really works to improve CTR.

### 4. Never display out-of-stock items
With eCommerce being a booming industry, it is difficult to keep on top of out-of-stock items. The only way to overcome this is to [retrieve orders in real-time](/products/marketplace-integrator). Whether a customer buys from Amazon, eBay, or Google Shopping, the stock levels of leading retailers are automatically updated, and PPC campaigns are instantly paused when stock levels hit zero. 

## Start automating feed management and PPC ads
All of the above and more can be achieved through one simple-to-use [PPC tool](/products/ppc-tool) offered by Channable. 

If you would like to learn more about the eCommerce businesses that are using Channable fill in the form below to download the one-pager. You’ll find testimonials, customer results, and more info about the tool itself. 

<br><br/>
[form id="1cee69f6-856f-4cae-8e48-e4902f8942d8"]




How can your eCommerce business create personalized PPC ads that improve CTR and ROAS?

We want to help you make the most of it. Below are actionable trends and strategies from our agency partners and experts including:

- Bennett Wissak, Director of Growth at [Maison MRKT](https://www.maisonmrkt.com){nofollow}

- Diederik Koonings, Platform Partnership Manager at [Channable](https://www.channable.com/)

- Bas van Wijk, Online Marketing Consultant at [Multiply](https://www.multiply.nl){nofollow}

- Robert Smit, Product Team Lead at Channable

Gain insights you can implement now to help your eCommerce strategy grow and understand some of the opportunities and benefits the holidays can bring.

## A positive outlook
Despite the uncertainty last year, [Adobe](https://business.adobe.com/resources/sdk/holiday-shopping-report-2021.html?faas_unique_submission_id=D8AE5E6B-93E5-F6A6-0BFF-65E7261D6F6A){nofollow} states that eCommerce sales still grew **8.6%** and a massive **44%** over 2019, the last pre-COVID season breaking over $200 billion in online sales for the first time in the US. 

In the Netherlands, [McKinsey](https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/survey-dutch-consumer-sentiment-during-the-coronavirus-crisis){nofollow} states that over **55%** of consumers have tried a new shopping behavior within the past three months, **23%** saying this change took place in either their retailers, store visits, or online shopping providers. This further strengthens the reason for an omni-channel strategy.
![RE.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/XiBdw2ToS2uaucG9e3Yg)

Even before the pandemic, online sales were trending up, with more people shopping online than in-stores. A whopping **142.2 million** shopped online, vs **124 million** in-store according to the [National Retail Federation](https://nrf.com/media-center/press-releases/thanksgiving-draws-nearly-190-million-shoppers){nofollow}.

While these trends are great news for online advertisers, consumers did face some challenges when shopping online including reasons such as: 

- Out of stock items

- Weaker season discounts

- Extended holiday sales period 

The last of which seems to start earlier and grow longer each year resulting in less focus and impact. 

**75% **of all retailers are offering discounts before Black Friday, and many retailers are extending Black Friday deals to last days or even weeks, as stated by research done by [Adobe](https://www.adobe.com/content/dam/www/us/en/adi/2020/pdfs/Adobe_Holiday_Forecast_Press.pdf){nofollow}.

## Key Black Friday strategies for your eCommerce ads
Acknowledging these trends, we want to help you prepare and avoid pitfalls, identifying some actionable strategies you can implement into your online advertising strategy this holiday season.

### 1. Prevent out of stock ads
![Step 1- checking stock.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/rgTNrImTBWlKLutogmgu)
Are your ads displayed when and where you need them? With more than **20%** of eCommerce revenue generated in the holiday season, making sure your items and ads are up to date is imperative.

Normally, ads are updated once every 24 hours on feed based platforms such as **Google** and **Meta** (Facebook and Instagram ads). 

With a [data feed management solution](https://www.channable.com/products/product-feed-management-tool), stock updates can be scheduled more frequently, leading to **fewer out of stock ads**, and syncing your items better across platforms, enabling a smoother omni-channel ad strategy.

### 2. Test emerging platforms in your omni-channel strategy
![Step 2 A- omnichannel strategy.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/WU0Jio27TGqHQFCrCsdL)
"If it ain't broke, don't fix it" are wise words for many aspects of life, but not eCommerce. What worked six months or a year ago, may not have the same results or relevance now. Audiences, interests, and attention are constantly shifting. Your ads and online strategy should also be flexible enough to adopt new trends and test platforms.

Bennett Wissak, Director of Growth at [Maison MRKT](https://www.maisonmrkt.com){nofollow}, states that they are always testing new channels in their client's marketing mix to reach better results.

Maison MRKT takes a holistic approach when selecting channels and never ties itself to a single platform. This approach enables the agency to be fluid with ad spend and maximize success in a given timeframe. 

![Step 2 B- Holistic approach copy@2x.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/rVka7nI8TvSdMdPprW8y)

While they're currently, focusing on [Meta](https://www.channable.com/integrations) and [Google](https://www.channable.com/integrations/google-shopping-feed), they've also seen performance pick up on other channels such as [TikTok](https://www.channable.com/blog/tiktok-dynamic-showcase-ads-setup-channable), [Pinterest](https://www.channable.com/integrations/pinterest), and [Snapchat](https://www.channable.com/integrations/snapchat) as well.

The biggest breakout campaign type they have recently seen is [Performance Max](https://www.channable.com/blog/performance-max-campaigns) from Google. Performance Max uses machine learning to serve ads across Google’s entire network including search, shopping, YouTube, Gmail, and more. They have been pleased with the results so far.

On the marketplace side, Diederik Koonings, Platform Partnership Manager at Channable, says Amazon is a favorite for its massive **traffic volume**, **brand recognition**, and **ease of entry** (you don't even need a webshop to sell). That being said, Amazon is so massive it's hard to stay up to date on all its features. 
![Step 2 B- Amazon buy box.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/kcZBPcU8S5uN2pN5gcCw)

Diederik says, advertising in **multiple regions**, optimizing your bidding strategy for the [**Buy Box**](https://www.channable.com/blog/win-amazon-buy-box-increase-sales), and implementing **Amazon ads**, are a few ways you can benefit even more from this marketplace and Amazon's ecosystem.

### 3. Order management and automation
This can be seen as the other side of out of stock items, ensuring your clients get their orders on supported marketplaces. With a marketplace integrator, you can manage all orders in one place. No more **logins**, **multiple accounts**, or **multitasking** across platforms.
![Step 3 API INTEGRATION@2x.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Sr0UGXSHTXCBhq5f3tyQ)
Selling on multiple eCommerce marketplaces often causes a lot of time spent on order handling. A marketplace integrator is able to retrieve orders in real-time with API connections and fully synchronize all your marketplace orders on marketplaces, such as [Amazon](https://www.channable.com/integrations/amazon-product-feed) or [eBay](https://www.channable.com/integrations/ebay). 

This results in automatically sending all your order information, updated stock levels, shipping, and more directly to your online shop, where you can finally handle everything from one place.

### 4. Add social commerce and ads to the mix
![Step 4- 97- genZ@2x.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/bX3RXylBQpabrZbM4GPv)
Social platforms are becoming the starting point of the customer journey. On some platforms and regions, the customer never leaves the social channel and the entire transaction takes place in-app. 

This is now a crucial aspect of eCommerce and should not be ignored if you want to maintain growth and stay on top of trends.

- [97%](https://theinfluencermarketingfactory.com/wp-content/uploads/2021/03/social-commerce-report.pdf){nofollow} of Gen Z consumers say they use social as their top source of shopping inspiration

- [⅓](https://sproutsocial.com/insights/data/harris-insights-report){nofollow} of consumers use social to learn about a brand or company before purchasing

Robert Smit, Product Team Lead at Channable, quotes: 

> Selling on social media represents an exciting new opportunity for brands and retailers. Even if you start small to find your footing in the community, don't worry. Just make sure you have a presence and having a complete profile across the main players can offer credibility and brand awareness to a wide audience and is easy to set up.


Bas van Wijk, Online Marketing Consultant at [Multiply](https://www.multiply.nl){nofollow}, has found success with a mix of social advertising including Facebook, Instagram, and Pinterest. Talking strategy, an example of a campaign that worked for Multiply, is a **dynamic re-marketing** campaign on **Facebook**. 

With this campaign type, you can show products that people have previously viewed on the website or placed in the shopping cart, without having made a purchase. Adding in a good discount, they will be more inclined to buy it.

### 5. Create a successful and unique ad strategy
![Step 5- money at the beginning of the month.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Ke4PEuTjqEFwzCL1cdgr)
Bennett and his team at Maison MRKT are always looking for innovative strategies to help their clients maintain and improve their performance. 

Two strategies worth highlighting are:

- **Use reach objectives**: In lower-funnel campaigns during Black Friday use reach objectives to maintain a low CPM. The idea is that the offer will speak for itself, so rather than trying to attribute sales to people clicking through their ads, they’ve gone after getting the message in front of the most people possible with very encouraging results.

- **Prorate budgets**: Focusing budgets at the beginning of the month can have a big impact. Costs are often lower earlier in the month, making retargeted audiences as large as possible. They then help prospects convert with automated catalog sales campaigns during the final week of the month when sales typically peak.
	
Bas shares that Multiply has found success with a few interesting strategies:

- **Banners**: In the run-up to special (holiday) days, make sure you already start creating awareness in the form of banners. You can do this through various platforms such as Google, Facebook, Instagram, etc). The average click price is cheaper than on the holidays themselves and you also make sure that your target audience knows that you are participating and may have some great sales.
 
- **Optimize Seasonal Bidding**: Use seasonal bid adjustments in Google Ads to optimize bidding during short sale periods (less than 7 days). 

- **Landing pages**: Create a holiday landing page in which you can already give a hint in the days prior to the sale and in which the most popular products can be found on the actual days. This can even be further extended by warming up your audience with a countdown for holiday sales by sending newsletters.

- **Local Campaigns**: Get more traffic to the shop with targeting via local campaigns, fully using an omni-channel approach by blending on and off-line.

Testing and analyzing are always essential though, as maintaining an omni-channel strategy is always shifting. 

## Key learnings
- Identify top performers and prevent out of stock items

- Test emerging platforms to see if they fit in your marketing mix

- Manage orders and automate where needed

- Include social commerce in your advertising strategy

- Do not settle and test new strategies and platforms for your perfect omni-channel strategy

Ultimately, there is no one silver bullet that will work for every business. But with so much to gain over the holiday season, it’s essential to think things through and see if there are easy ways to adjust your strategy and increase your online presence.

Want to explore more tips and trends? Check out the [blog](https://www.channable.com/blog) section of our website to find some inspiration.

Black Friday and the Holiday Season: Actionable tips and strategies for 2022

## There is no way around marketplace order management
Did you know that [62.5% of all global online spending in 2020 took place on digital marketplaces](https://www.adweek.com/performance-marketing/the-growth-of-online-marketplaces-in-2021-and-beyond/)? The marketplace share in eCommerce is expected to rise even higher in the coming years, showing why marketplaces are a key component of your online business strategy. For the consumer, they come with the ultimate ease of shopping online in a fast, seamless experience. For online merchants like you, marketplaces can be a goldmine - when handled savvily. One of the most decisive factors when it comes to success on the leading platforms like [Amazon](https://www.channable.com/integrations/amazon-product-feed), [eBay](https://www.channable.com/integrations/ebay), or [Bol.com](https://www.channable.com/integrations/bol-com) is marketplace order management.
### Why a marketplace order requires constant care - or automation
When your order volume increases and/or you start selling on multiple marketplaces, you can easily lose the overview of your marketplace order management. The potential for errors when it comes to stock maintenance, such as overselling or delayed stock updates, is rising. Next to that, it is almost impossible to handle orders from various marketplaces in various backends. Leading eCommerce merchants want to centralize their incoming orders in one place to **gain maximum efficiency and control**.

How can this goal be achieved? With the help of a [marketplace integrator](https://www.channable.com/products/marketplace-integrator)! Next to the centralization of all marketplace orders, a good marketplace integration software offers different services which form a **fully comprehensive marketplace management system**.

## What does marketplace order management entail?
Selling on third party platforms should not overwhelm you. On the contrary, the **sales process on marketplaces should be as smooth and streamlined as possible**. In order to achieve this, you will want an integrated solution to handle your orders and to avoid that extra manual work. 

Essentially, automated marketplace order management will send your orders directly from your (multiple) marketplaces to your online shop, where you can handle everything from one place.

The order functionalities that a marketplace order management tool supports will **depend on the combination of your eCommerce platform and marketplace**. There are two main functionalities that can be (partially) supported by the tool: The handling of the orders and returns, as well as stock updates in real-time directly on the marketplace. 

1. Information about **orders and returns** will be sent from the marketplace to your online shop, and status feedback (such as shipping information or tack & trace codes) will be sent back to the marketplace.   

2. **Real-time updates** about in stock/out-of-stock information or the actual number of products in stock are sent to the marketplace as soon as something changes in the online shop.  

## What else does an automated marketplace integrator offer?
A marketplace integrator is not only able to retrieve and fully synchronize marketplace orders online, it usually has other features.

**API connections** to a variety of marketplaces serve as a two-way communication between your shop backend and your sales channel, exchanging information about your products and automatically updating your listings. This automation omits manual updates of your product offerings or stock information. 

All marketplaces have different requirements for their data input and product attributes but your **original product information can easily be optimized and adjusted** in a marketplace tool. With **rule-based optimization**, “if” and “then” rules modify your product information to match the specs of every marketplace, and filter out the products you don’t want to advertise on.

A marketplace repricer completes the full marketplace automation package by enabling you to control your minimum and maximum price limits and **automatically win the buy box**.

[tip]Read this blog for more information on [‘How to successfully sell on the top eCommerce marketplaces.’](https://www.channable.com/blog/blog-how-to-successfully-sell-on-the-top-ecommerce-marketplaces)[/tip]
## 3 benefits of automated marketplace order management 
To sum up, here are 3 good reasons why you can scale your overall marketplace success through the use of marketplace order management software.

### 1. Save time while scaling your order handling 
You can handle more marketplaces and orders in less time and shift your efforts to a smarter marketplace order management. You speed up the whole order process from the moment the customer clicks the ‘buy’ button to the product(s) leaving your warehouse.

### 2. Easily expand your multichannel strategy 
By centralizing your marketplace order management in one backend, you free up resources to discover new and additional sales channels which can then, in turn, be integrated into your order handling automation. 

### 3. Less marketplace order errors & happy customers
You avoid marketplace advertisements and orders for products that are out of stock and minimize the risk of human errors. Your marketplace orders and shop information will be synchronized so your customers can profit from correct product listings at all times and will be satisfied with their purchase experience.

What do all these benefits have in common? Right, they take you on the road to **more sales and growth in the eCommerce marketplace world.**

*Want to save your seat on this ride? When you are a Channable user, you can discover your [favorite marketplaces](https://www.channable.com/integrations?category=marketplaces) in the tool, or [reach out to our technical support](https://www.channable.com/contact) to see which order functionalities are available for your existing marketplace connection(s).* 

*When you are new to marketplace automation, discover Channable’s marketplace APIs in a [free trial](https://www.channable.com/signup).*


What is marketplace order management to help grow eCommerce business?

This is the second installment for the Channable and Google blogs, to help Channable users master the Google Merchant Center. In the <a href="/blog/create-quality-google-shopping-feeds">first installment</a>, you can read about what information is mandatory in order to create good quality feeds for Google Shopping. Next, the top 10 errors Channable users experience when connecting to Google Shopping will be uncovered.

The following list of errors are the most common errors experienced by Channable users when [connecting to the Google Merchant Center](https://www.channable.com/integrations/google-shopping-feed). Common pitfalls like the wrong categories and incorrect availability format were easily solved with Channable’s<a href="/blog/smart-categorization-google-shopping"> smart categorization </a>and rules. Channable supports two forms of connections to Google Shopping, [a feed that you upload or an API](https://www.channable.com/integrations/google-shopping-integration) that provides a direct connection. The API connection will communicate the errors immediately in Channable. Whereas any errors from a feed will only be found in the Google Merchant Center. Some errors require extra effort from the user but Channable can help identify and solve many issues experienced.
<h3>1. Invalid GTIN</h3>
If you experience <a href="https://support.google.com/merchants/answer/6239381?hl=en" target="_blank" rel="noopener noreferrer">this error</a> with your Google Shopping connection, you can still send products with valid GTINs with Channable’s <a href="https://helpcenter.channable.com/hc/en-us/articles/360015280559-Rule-Invalid-GTIN-or-EAN">GTIN check rule</a>. The tool can identify which GTINs are valid and then, with the same rule, you can choose to exclude any invalid GTINs. You could also choose to remove the invalid value and use the tip below to ensure your products are sent successfully. This way any items with invalid GTINs won’t be sent to Google and the import will be approved. Once you input the right GTINs and rerun your feed or API, the rule will make sure the valid GTIN items are sent.
<h3>2. Insufficient product identifiers: missing two out of the three attributes (GTIN, brand, and MPN)</h3>
Channable’s support team often gets queries concerning this error. Whilst the fields GTIN and MPN are labeled as recommended in the finalize stage in Channable, you will need one of them. There is a nifty way to circumvent the problem within Channable. It involves setting the field ‘product identifier’ as ‘false’. You’ll need to create a new field and then a simple rule to set the new field as FALSE, if GTIN or MPN is missing. Further instructions can be found in <a href="https://support.channable.com/hc/en-us/articles/115002827285-Useful-rules-for-Google-Shopping" target="_blank" rel="noopener noreferrer">our help center article</a>.
<h3>3. Item requires a GTIN</h3>
Don’t be flummoxed by this rule having seen the two above. This rule will appear if you have submitted a GTIN but it doesn’t seem to be in the <a href="https://support.google.com/merchants/answer/6239388?hl=en" target="_blank" rel="noopener noreferrer">correct format</a>. Channable can help you quickly identify which items these are, with that handy <a href="https://helpcenter.channable.com/hc/en-us/articles/360015280559-Rule-Invalid-GTIN-or-EAN">GTIN check rule</a>. From there you can take the necessary action to make sure your feed is error free.
<h3>4. Temporary item disapprovals due to incorrect prices</h3>
It’s incredibly important to send Google the same price that is displayed on your website and, unsurprisingly, Google is very scrupulous about it. Otherwise, customers would be confused if they arrive on your landing page only to find a different price. So it's important not to create any Channable rules that’ll modify your price for a Google Shopping connection.

This error can happen if your website updates before your import feed into Channable has had a chance to rerun. So, it’s important you make sure that your scheduling isn’t too long after your website is refreshed. If your prices update frequently throughout a day, Channable can offer to run your feed more often at an additional cost. If you’d like extra runs, please just <a href="mailto:support@channable.com" target="_blank" rel="noopener noreferrer">get in contact</a>.
<h3>5. Missing images</h3>
Having a visual accompaniment with your product ads for Google Shopping is a no-brainer. Make sure you’re not sending any products without an image. Channable made a specific rule to help you identify and potentially exclude the item.

<img class="alignnone size-full wp-image-10984" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NrlWwzHoQHy1NGG7UwWr" alt="Channable missing image rule" width="1416" height="489" />
<h3>6. Images too small</h3>
To advertise on Google Shopping, you need to supply Google with an image link. Prepared as you may be, Google found that many of Channable’s users are sending images that are considered too small.

Usually:
<ul markdown>
 	<li>Images need to be 100 x 100 pixels and no larger than 64 megapixels.</li>
 	<li>Images cannot be larger than 16MB.</li>
 	<li>The visual in the image needs to take up 75-90% of the image.</li>
</ul>
For more information about how to fix this issue, you can refer to <a href="https://support.google.com/merchants/answer/6205396?hl=en" target="_blank" rel="noopener noreferrer">Google’s Merchant Center page</a> to find the right dimensions for the images.
<h3>7. Generic images</h3>
Google considers generic images as images that are logos or use the text “no image available”. Within Channable you can see a thumbnail of the images in the item overview section but this error is best avoided by altogether having images in your feed that correctly depict what you sell. Further advice can be found in Google's help page about<a href="https://support.google.com/merchants/answer/6098288?hl=en" target="_blank" rel="noopener noreferrer"> generic images</a>.
<h3>**8. Product pages cannot be accessed from a mobile device**</h3>
This error will result in your ad for that product not being displayed on both desktop and mobile devices. Essentially, the link cannot be accessed by Google. Google states that you can find the reason why they couldn’t access your URL in the column ‘crawl error’. More information on fixing it can be found on <a href="https://support.google.com/merchants/answer/6098296?hl=en" target="_blank" rel="noopener noreferrer">Google’s Merchant Center help page.</a>
<h3>9. Product pages cannot be accessed (desktop)</h3>
Similarly to above, the link to your product cannot be located by Google and so they’ll disable the ad for that product. Common errors for inaccessible URL pages include ‘Page not found (404)’, ‘Too many redirects’, ‘Could not connect / HTTP 5xx response’, and ‘Hostname not resolvable’. Ways to fix this error are nicely explained on the<a href="https://support.google.com/merchants/answer/6098155?hl=en" target="_blank" rel="noopener noreferrer"> product pages cannot be accessed</a> page.
<h3>10. Automatic item disapprovals due to a policy violation</h3>
Unfortunately, Channable hasn’t yet been able to develop to the extent that it can identify what items violate Google’s policies. So you’ll have to read through their <a href="https://support.google.com/merchants/answer/6149970" target="_blank" rel="noopener noreferrer">policy guidelines</a> to see why your item was disapproved. Naturally, once it's been identified you can always use Channable rules to exclude that particular EAN code or product group.

Hopefully, now your connection to Google Shopping will be even better. If you want to connect to Google Shopping with Channable but don’t already have an account, just sign up for free <a href="/signup" rel="noopener">here</a>. Build your connection to Google Shopping to perfection 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="mailto:support@channable.com" target="_blank" rel="noopener noreferrer">contact </a>Channable’s technical support team.

<iframe width="560" height="315" src="https://www.youtube.com/embed/UJFpE24MiFI" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
**<em>Channable and Store Growers discussed these points in a knowledge session and shared even further insight into how important it is to solve disapproved items. You can <a href="/videos" target="_blank" rel="noopener noreferrer">watch the knowledge session here</a>.</em>**

10 most common errors Channable users have with connecting to Google Shopping

### What is social commerce?

Social commerce allows users the opportunity to purchase their products directly from a third-party company, such as Facebook, Instagram or Pinterest. It enables them to browse and compare products on a social platform and then directly make a purchase, instead of clicking on a webshop. It is effective as a sales strategy because it streamlines online shopping experiences that start on social platforms.

Shopping through social platforms allows customers to interact with a brand through their preferred social media. This can be in forms such as sponsored posts and banner ads, where it’s possible to place a product directly into a shopping basket.
 
Data is a fundamental element for success in social commerce. For example, this is where website visits, comment sections and the like are important data in relation to understanding the target group’s preferences. Data helps to make custom offers that meet potential customers’ expectations and, in this way, hopefully boosts sales. 

*“Social commerce is fantastic, because you can combine performance and brand building,”*  Kasper Bengtson, CEO at BeSocial.

### It’s about creating universes of inspiration

![Social Commerce Mobile.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/PeB2gBndRSKZLRqNV3Qc)

Commerce through social platforms has undergone tremendous growth over the past couple few years due to the widespread adoption of smartphones and the increasing popularity of social media. According to a study, 78% of internet users use some form of social media when looking for more information about brands.
 
Therefore, according to Kasper Bengtson, it is obvious for fashion, home and lifestyle brands to work with social commerce, since they have a favorable opportunity to build a universe of inspiration. If you want performance branding efforts where you can measure performance in the here and now, then the effort is especially effective for B2C, with its shorter buying journey.
 
He emphasizes, however, that social commerce in B2B is also relevant. When it comes to social commerce in B2B, however, it's even more important to focus on building the brand because impulse buys for a B2B business are rare.

###  Choose your channels carefully

Today, there are a large number of different platforms for social commerce. But what should you choose if you want to be successful with your activities on social platforms? Let's review some of the most popular social commerce platforms:
 
**Meta:** Facebook and Instagram have been in the game for quite a while when it comes to offering a really solid advertising product. That’s why, if you’re looking for conversions for the here and now, it’s a really good place to start. 
 
**TikTok:** TikTok enables you to achieve a wide organic reach. However, it places demands on your content team, since you have to have good material that suits the platform. The same applies when you want to work with advertising on TikTok.
 
**Pinterest:** Pinterest is gaining more popularity and offers valuable features for businesses. Pinterest is an ideal platform for brands to connect with users who are actively seeking products and inspiration.
 
*Pinterest is truly an exciting advertising platform for lifestyle brands. As an advertising platform, it’s really evolving. I believe that we’ll work much more with it during the next year*, Kasper Bengtson.

![Social Commerce Quote Kasper.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/W4suKinmSVCtncLXckt8)

### This is how you create a strong brand experience on social media

When working with social commerce, it’s important to combine performance with brand building. 

​​Kasper Bengtson finds that many companies focus exclusively on performance and forget about branding. In order to be successful, however, it’s crucial that you’ve got branding in order, because shopping behavior on social media is different. Here you address people who may not know they need your product. That’s why you have to inspire people to click on an ad and buy your product.
 
1: Start with automation. Various tools make it possible to establish a setup that continuously presents your categories and collections to potential customers. Structure your product data so that your ads perform in the best way possible.
 
2: Know your product inventory. When we look at the performance side of things, it’s important that we exclude products like ones where only a few sizes are in stock.
 
3: Create an experience. It’s important to work on showing an experience rather than products on a white background. Work with images of the product environment to give inspiration on how it can be used.  

### From display window to real sales channel

A strong brand experience is the starting point for success in turning your social platform into real sales channels.
 
Where it really starts getting exciting with social commerce, according to Kasper Bengtson, is when you can really hit the accelerator and expand to more markets. The trick includes always keeping your campaigns up to date. When you run a campaign for a specific category – wool sweaters over the fall, for example – it’s important that you manage your creatives, among other things. 
 
You have a unique opportunity to scale to several markets where you’re managing your presence, for example where you post on your social channels and have an Instagram shop, so you can tag products and the like.

What’s smart about this automated solution, which could then be the foundation for the effort, is that you automatically include all the latest products. All in all, [optimized product feeds are essential](https://www.channable.com/blog/product-feed-optimization) as they will guarantee more visibility for your products.
 
With automation, it becomes much cheaper to scale the setup. For example, if you have to set up a new campaign for a product, such as wool sweaters, you can save time by not having to custom design a campaign from scratch, as you can mostly draw upon your automated setup.

###  3 tips to for success with social commerce
Are you ready to strengthen your eCommerce growth by implementing social commerce as part of your eCommerce strategy? Here are 3 effective tips to get started:
 
1: Manage the technical foundation by integrating your webshop with the social platforms. If we take Meta, then you have the opportunity to tag your products in your posts. In addition, you also start giving it the data necessary for it to run your ad most effectively.
 
2: Prioritize brand building. Create inspiring images with product environments that engage potential buyers who use social platforms as inspiration for their next purchase.
 
3: Create a sharp strategy for your advertising. Go from brand building to performance by making a clear plan on how you’ll enter multiple markets.

![Channable Image Editor Social Commerce.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/wjGP7WfSRTueotQTh5u4)

### Can Channable help succeed in Social Commerce?

Yes! Channable is designed to build a bridge between customers’ webshops and social platforms.
 
Thousands of customers already use Channable to increase the quality of their data feed and automatically update product information, among other gains. In this way, they’re able to deliver a more unique customer experience.
 
“Channable is a really useful platform when it comes to calculating how many variants there are for a particular product,” Kasper Bengtson.

For example, Channable ensures [easy handling of the product list and categorization](https://helpcenter.channable.com/hc/en-us/articles/360011190699-Using-the-Generate-categories-function), powerful feed optimization, top quality data feeds and much more. 

In addition, our new Dynamic Image Editor is an effective tool for combining data and image optimization for effective ads. Dynamic Image Editor gives you a unique opportunity to effortlessly generate optimized and hyper-relevant product ads for multi-channel social campaigns directly from your feed at scale. Dynamic Image Editor ensures you, among other things:

- Dynamic ad customization
- Instant update
- Compatibility with social media platforms

![Dynamic Image Editor Channable.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/HM3gbvd4SCa1kYoVzqvQ)

Discover the tool and its possibilities – so you can improve your relationship with customers and improve conversion rates.

**[Try Today](https://www.channable.com/products/dynamic-image-editor) **

### About BeSocial
[BeSocial](https://besocial.dk/) is a Danish social commerce agency that tells captivating stories for fashion, home and lifestyle brands through ads on social media. The agency is among Denmark's leaders in social commerce and works on all the biggest platforms. In this way, the agency creates meaningful brand experiences with well-thought-out ads, and transforms social media into direct sales channels.

Social commerce: what it is and why you need it in your eCommerce strategy

But what about the week right after Christmas? Although not as well-known, December 26 to 30 — known as Cyber Week II — also presents some enticing eCommerce opportunities, thanks to the large number of consumers who have time off from work and more time to spend online.

In this post, we offer actionable strategies to help busy retailers like you take advantage of the post-holiday possibilities and enjoy a profitable close to the fiscal year.

## Get inside shoppers’ heads
![Cyberweek_pic2.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/d9E5wLBjREWwxbQrxDVT)
Whether your goal is to clear out excess inventory or to re-create some of your sales success from Cyber 5, understanding consumers’ mindset can help you plan your sales and marketing strategy for the days leading up to New Year’s.

Here are four common buying scenarios to keep in mind:

**1. Gift-receiver’s remorse:** Once the last holiday present has been unwrapped, consumers may be feeling a bit of a letdown. Maybe they didn’t receive the wireless earbuds they wanted and are wishing they had dropped more hints. Now, they’re open to buying the things they’ve had their eye on for a while, but didn’t find among their holiday haul.

**2. The need to spend gift cards:** Each year, in-store and online gift cards continue to grow in popularity. Most people who receive a gift card during the holidays (nearly 60%, according to [one study](https://www.pitneybowes.com/us/blog/gift-cards.html)) plan to use it within days or weeks—and this includes online shoppers.

**3. The search for a year-end deal:** Everyone wants a good deal, and savvy shoppers know that some of the best can be found immediately after the Christmas rush. As a result, they might be eager to take advantage of a strategically placed, post-Christmas online sale. 

**4. The emotional pull of a New Year’s resolution:** On average, [41% of consumers](https://blogs.oracle.com/advertising/post/5-ways-to-target-new-years-resolution-audiences) make New Year’s resolutions, and their resolve is strongest at the outset. If they’re using holiday downtime to kick off resolutions before the ball drops, help them out by promoting goods and services — like health food or exercise equipment — that support their new goals. 

You can turn each of these situations into an eCommerce opportunity to end Q4 on a strong note. In the next section, we share some specific strategies that help you do just that.

## Make shopper behavior work in your favor
By aligning your sales goals with shoppers’ needs and wants during the post-holiday season, you can create a targeted eCommerce strategy.
Here are seven ideas to get you started:

**1. Use targeted ads to promote end-of-year sales and special discounts**
![Cyberweek_pic7.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/2d0nnefbRsaJUtvv3fOl)
Cyber Week II is a great time to clear out your inventory and make room for next year’s items. Since many consumers are still enjoying social time with family and friends the day after Christmas, you can start running end-of-year sale ads December 27 or 28 and through New Year’s Day. Depending on your advertising budget, you might even keep them up through the first few days of January.

**2. Use past performance data to gain strategic ROAS insights**
If your priority is capitalizing on holiday sales to maximize profits, the first step is using the right [analytics tool](https://www.channable.com/products/channable-insights) to determine your top 10% to 20% best-selling items during Black Friday, Cyber Monday, and the first weeks of December.
![Cyberweek_pic5.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4Hov85u4Qn6w1jpGsdyi)
Once you identify your top sellers, focus on return on ad spend (ROAS) to optimize the impact of marketing decisions. Instead of advertising evenly across your whole stock, channel most or even all of your ad spend into your most successful products.

**3. Stay active on tried-and-true platforms, but don’t be afraid to experiment with new ones**
In addition to sites where you already advertise, explore new [eCommerce sites](https://ecommerceguide.com/top/top-10-ecommerce-sites-in-the-usa/) like Amazon, eBay, Target, and Walmart, as well as [social commerce sites](https://influencermarketinghub.com/social-commerce-platform/) like Facebook, Instagram, and even [TikTok](https://www.channable.com/blog/tiktok-dynamic-showcase-ads-setup-channable). Not sold on social media? Consider these statistics:
![Cyberweek_pic3.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ZblhlMd4QHy1yEN9IfSZ)
- [Nearly 45% of internet users](https://statusbrew.com/insights/social-media-statistics/#social-media-usage-statistics) do their own product research on a social media site.
- [90% of Instagram users](https://blog.hubspot.com/blog/tabid/6307/bid/23865/13-mind-bending-social-media-marketing-statistics.aspx) follow one or more business pages.
- [11% of social media users](https://www.statista.com/statistics/1255327/united-states-social-media-discovery-driving-purchases/) buy a product immediately after finding it online.
- Social media traffic skyrockets by [more than 70%](https://blog.contentstudio.io/holiday-season-sales/) during the holiday season.
- By 2027, social commerce sales are projected to reach [$605 billion](https://blog.hubspot.com/marketing/social-commerce-stats) in value.


**4. Implement a retargeting strategy**
Think of advertising as strategic fishing. Instead of casting a wide net to see how many fish you can catch, use several smaller nets in places where you know fish like to swim. In other words, [fish where the fish are](https://www.forbes.com/sites/forbesagencycouncil/2022/05/10/maximize-your-marketing-efforts-by-fishing-where-the-fish-are/?sh=113670e93358). This analogy explains the power behind retargeting ads. With retargeting, you’re reminding shoppers about a product they want by advertising it on the sites and apps they frequently visit.

Remember the consumer with gift-receiver’s remorse who didn’t get the set of earbuds they wanted? If your inventory includes electronics and you deploy retargeting ads, they might just end up in one of your nets and become a happy customer.

To build an effective retargeting campaign, we recommend two strategies:

- **Focus on keyword search terms:** With the right PPC tool, you can automate ad campaigns by designating keywords in your feed and using Google’s dynamic keyword insertion (DKI) to insert them into your Google ads. By using keywords strategically, you ensure relevant ads will be displayed to every shopper.

- **Track visits to your website:** By using Google AdWords and/or Facebook Ad Manager, you can determine who’s visiting your site, how long they’re staying, and which products they’re looking at. Once you know the products that interest them, you can target visitors with relevant ads.
![Cyberweek_pic4.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/qwXNUZ45TFawSBsW9BX2)

**5. Make the most of your feeds**
The holidays are a great time to experiment with the new Google Performance Max ads (formerly Google Smart Shopping ads), which you can keep running in the weeks leading up to Christmas and New Year’s. But keep in mind, the efficacy of these ads depends on how well you’ve optimized your product data feeds.

If you’re using Google Ads, don’t neglect your [supplemental feeds](https://support.google.com/merchants/answer/7439058?hl=en). Similarly, if you’re on Facebook (Meta) Marketplace, which manages social commerce for Facebook and Instagram, be sure to leverage [Meta’s new supplementary feeds as well](https://www.channable.com/blog/meta-supplementary-feeds-for-ecommerce-strategy). 

By filling out as many data fields as possible, you can enrich your product feeds with descriptive detail — which provides more context for your ad, improves its rankings, and enables Google and Meta to tailor it to relevant keywords being used by shoppers.
 
You should also ensure your feed is accurate, organized, and optimized to the specifications of each marketplace, especially if you’re dealing with thousands of products. A [proven feed management solution](https://www.channable.com/products/product-feed-management-tool) will not only alert you to any errors in your data, but also proactively modify a descriptor you happen to input (e.g., beige) so that it matches the advertising platform’s descriptor (e.g., brown).

**6. Promote products or services that can jumpstart someone’s New Year’s resolution.**
Think about the common resolutions people make. They almost always have to do with correcting a behavior (e.g., snack less, exercise more), developing a new skill (e.g., learn how to play the guitar), or cultivating a new pastime (e.g., travel). 
![Cyberweek_pic6.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/hy6Fy9BITTeO1ZsNAUEa)
If your merchandise includes running shoes, hand weights, healthy snacks, musical instruments, rolling luggage, or anything else that might inspire a resolution, let shoppers know with a clear, engaging, and optimized business ad.

**7. Plan ahead**
Above all else, make sure you plan ahead. Your advertising won’t be effective if you’re reacting out of haste instead of applying data-informed decisions to your overall strategy. Set your ads up in November or early December so that they’ll be ready to launch by December 27. If your year in eCommerce ends well, you’ll head into 2023 with bigger profits and fresh inspiration.

## The bottom line
In an [economic downturn](https://www.channable.com/blog/how-to-recession-proof-ecommerce-business), shoppers may spend less, but they don’t stop spending. That’s certainly true during the holiday season. By being strategic in your advertising decisions, you can extend the consumer appeal of Black Friday, Cyber Monday, and Christmas right up until New Year’s Day. And while Cyber Week II is unlikely to match the high octane of Cyber 5, it can still be abuzz with valuable eCommerce activity.

## How Channable can help
At Channable, we mobilize next-generation technology to connect retailers and advertisers with customers throughout the world. We offer a unique combination of data feed management and PPC 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 or schedule a consultation, [reach out](https://www.channable.com/demo) to one of our eCommerce experts.

How to make the most of Cyber Week II and end the fiscal year strong

## 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

The date is Friday the 9th of April 2021. It’s 11:30 am and I’m sitting at home in Rotterdam gazing out of the window in amazement at the glorious sunshine piercing through the clouds. It’s not that sunshine is that uncommon in the Netherlands. It’s that in the past 10 days there’s been a two-day 23°C (73,4°F) heatwave, a day of sleet and snow, two days of strong winds and hail, and now today breaks of sunshine with light rainfall. It’s astonishing. 

Though there is something that is perhaps more interesting than the constantly changing Dutch weather. Around two weeks ago, before the yoyoing weather began, I saw product ads for both sunscreen and umbrellas with next-day delivery. Being a marketer for a company with a [feed management](/products/product-feed-management-tool) and [PPC platform](/products/ppc-tool), I understand automation and how simple it can be to set up dynamic ads using 3rd party data. But still, I appreciated how perfectly timed these ads were. And I thought to myself; “that’s pretty clever”.

![Blog-Headers-_-Weather-Data_Weather-Data_Blog-image_SMALL.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/FhM3oKqgQJaPIceI1fbz)

The umbrella ad said (and I’m paraphrasing because my Dutch is rusty at best), *“Don’t let a little rain take away your sunshine. You can find everything you need for this crazy weather at…”*. Now, as a person born and raised in the United Kingdom, owning a brolly is a prerequisite for being a grown-up. On the eve of adulthood, I was gifted an umbrella by my mother so I’d stop coming home soaked by rain. Long story short, I didn’t need an umbrella. 

However, the sunscreen ad was a different story. It read,*“Two days of sunshine coming up? Two bottles of sunscreen for the price of one!”*. Two bottles of Nivea Sun, Protect & Hydrate for the price of one? Not 400ml, but 800ml for a measly €20.00? This was a deal I couldn’t ignore. We were three days out from a two-day heatwave and I had zero ml of sunscreen. “What fortune?”, I mused as I hastily clicked on the ad and added the products to my cart. “How did they set these up so quickly?”... Ah. 

I am now the proud owner of 800ml (possibly 750ml after the heatwave) of Nivea Sun, Protect & Hydrate. And you wanna know the best thing? It’s factor 30.

![Blog Image 01_ They Got Me.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/JiLJkOoVSieLup7aV08J) 
*They got me.*

### 3rd party data is the hottest eCommerce trend

Enriching marketing strategies with 3rd party data is fast becoming hugely popular among leading brands and retailers. Though weather-based marketing is leading the way, advertising based on sporting events is not far behind. And it’s really having a huge impact. But why?

Personalization and understanding the wants, needs, and pains of customers is a necessity in modern marketing. If we couple this with our shopping culture having shifted toward immediacy and the right now, it’s clear why being able to create ads that speak to an individual, with an individual pain, caused by an individual moment is the epitome of an ideal product ad in 2021. 

Learn how third-party data is implemented in Channable in our How-to video:
<iframe width="560" height="315" src="https://www.youtube.com/embed/E20ObumZL30" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>


If you’d like to discover more invaluable tips you can use to enrich your business's marketing strategy, head over to the [tips section of our blog](/blog?category=tips). 


Why you need to use 3rd party data to optimize your PPC ads

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

It’s a great sign: more and more brands trust your agency with their PPC strategy. But the growing success also comes with growing responsibilities and expectations. All of your clients want to receive the attention and care they require to earn a high ROAS and ROI from their campaigns.

This success and your day-to-day work are heavily impacted by the tools and practices you use to manage the PPC efforts of your customers. How can a PPC tool streamline your (multiple) clients’ search campaigns and drive better results?

### You already own the most relevant campaign content 
Creating hyper-relevant ads can often seem like an impossible task. Especially when you manage multiple accounts with large product catalogs at the same time. 
A tool for PPC automation enables you to create search and text ads as well as long-tail-keywords based on the information that is already present in your client’s product data feed.

Your PPC tool’s built-in ad copy generator will open the door to a whole new way of setting up campaigns. By combining static data with dynamic data from your clients’ product feed you can make their product ads more relevant than ever. You can react to current events, personalize your ad copy for a specific target audience, or take advantage of high search volumes by modifying your ad copy systematically. 

> In just a few clicks, we could create a campaign, a bespoke ad group structure that really worked for each individual client, preview all the ad copy, and then with just one click push the ads to Google Ads.

<div align="center">*Scott Beveridge, co-founder of ClickBoost.*</div>

The right long-tail-keywords are essential for the success of your PPC campaigns. You can find these best in product variants and specifications like size, model, pattern, color, gender, etc. All these specifications are in your clients’ product data feed, ready to be used. A PPC automation tool takes this information and generates thousands of highly relevant long-tail-keywords for your campaigns. 

> We have several clients across different countries and it makes it a lot easier for me to manage all of my campaigns in the same structure.

<div align="center">*Job Hilbers, Senior SEA Consultant at ARTEFACT*</div>
 
### Optimize your ads with powerful rules
Using dynamic values from your client’s product feed, such as sales price, stock information or shipping cost etc., means that these values - and therefore your ads - will change frequently. Still, it’s easy for you to take full control over these changes and enjoy the real-time updates. 

Your PPC tool’s rules-system is there to optimize your ads automatically and, for example, pause them as soon as an item is no longer available, or the most popular sizes are sold out. No more wasted ad spent for items that won’t sell. With if-then-rules, you can also ensure that certain text is being either included or excluded from the ad copy. 

> We have been able to focus on optimizing our clients’ accounts, which has led to an improvement of ROAS and an increase in revenue as well.

<div align="center">*Sjoerd Lops, Senior Display Consultant at ARTEFACT*</div>

> Above all, we have gained efficiency and can invest more resources in strategic and tactical considerations and measures instead of in manual work, which ultimately also benefits the clients.

<div align="center">*René Linder, CIO at ads&figures*</div>

Channable’s PPC tool can help you with all of the above. If you want to learn more about how our partner agencies implement it into their day-to-day operations, set the topic filter in our [success stories](/success-stories) to “Agency”. 


What is the most efficient way to increase my clients’ ad relevance and ROAS?

## Topics Covered

<div class="anchor-links">

[1. Key takeaways](#1)

[2. Marketplace challenges](#2)

[3. How to start winning on marketplaces](#3)

[4. Automated multichannel eCommerce](#4)
</div>
<a id="1" class="anchor-target"></a>
## 1 ― Key takeaways:

Mastering marketplace dynamics requires a keen understanding of emerging trends, adept navigation of challenges, and the implementation of effective strategies.

### Key takeaways from this exploration include:


- **Adaptation is key:** Businesses must stay open-minded in responding to marketplace trends and consumer preferences, leveraging tools and frameworks like Channable's success formula to optimize their presence and maximize growth opportunities.

- **Understanding marketplace challenges:** Whether facing challenges as a small or medium-sized business with limited SKUs or as an enterprise-level seller managing large inventories, businesses must address hurdles such as product data optimization, effective advertising, and scalability for a successful multichannel strategy.

- **Embracing social commerce:** The rise of social commerce presents new avenues for engagement and sales, requiring advertisers to integrate platforms like TikTok and Instagram into their strategy while maintaining a unified brand presence across channels.

- **Strategic expansion:** Expanding to additional platforms and exploring dynamic campaign strategies can unlock new opportunities for increased reach and revenue, enabling companies to scale even further.

- **Agility and Innovation:** Success in the eCommerce marketplace landscape hinges on agility and innovation, with automation and insights serving as key drivers for growth and resilience in the face of evolving challenges and opportunities.

[![Key takeaways.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/WQmwWmBKRmSWDkpYTWdW)](https://www.channable.com/products/marketplace-integrator)








<a id="2" class="anchor-target"></a>
## 2 ― Marketplace challenges

Navigating the complexities of online marketplaces poses challenges for businesses of all sizes. From managing listings to optimizing products and ads, understanding and overcoming these hurdles is essential for success, especially when managing multiple accounts or marketplaces at the same time.

### Challenges for SMBs

For most small and medium-sized businesses (SMBs) marketplaces are nothing new, they do face unique struggles however when venturing into the competitive first page of products.

With smaller SKU counts, uploading listings and managing campaigns may seem straightforward. However, as businesses grow, the process becomes increasingly complex. 

Discoverability and marketplace sophistication quickly become complicated when you couple promoting brands effectively with constant marketplace updates and requirements.

Large SKU counts present challenges such as cumbersome Excel sheet uploads, time-intensive campaign management, and the risk of products becoming overlooked or unprofitable. 

Sustainable growth becomes unattainable without the implementation of efficient strategies.

Valerie Dichtl from [marketplace uni](https://marketplace-uni.com/en/) states: 

![4. Valerie Dichtl Quote.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/TyeXQQhTzqvCnHy25X1Q)

Choosing the right solution involves assessing attributes and then selecting the marketplace or multichannel mix that best suits your business and strategy. 

Solutions can even go a step further with some external partners providing support for various services, including product images, multiple marketplace API syncing, and customer support.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

### Challenges for enterprise-sized businesses

For enterprise-level businesses, scaling up marketplace operations brings its own set of challenges. While starting to sell on marketplaces may not be a primary concern, scaling efficiently is paramount. 

Profitability, overhead costs, and complexities escalate with the expansion of SKU counts and marketplace presence. 

Stefan Hospes, CPO at Channable, states: 

![5. Stefan Quote.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/BKAuysTeQk6YK6yF4blS)

Common efficiency gaps hinder large SKU businesses on marketplaces like Amazon, necessitating an assessment of scalability in current strategies. 

Large SKU counts pose unique challenges, such as managing listings and advertising efficiently. 

Winning strategies for these businesses include [high-quality product data](https://www.channable.com/products/marketplace-integrator), relevant ads, [performance-based segmentation](https://www.channable.com/blog/performance-segmentation-campaign-efficiency), and [expansion to other platforms](https://www.channable.com/integrations).

### A marketplace for everyone

While the challenges may differ for SMBs and enterprise-sized clients, the goal remains the same: to thrive in the competitive landscape of online marketplaces. 

![Marketplaces.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/E1QQLkXStKKaqtRMX2eu)

By understanding and addressing the 3 main challenges here head-on, businesses can position themselves for sustainable growth and success.

- **Discoverability** - With the proliferation of marketplaces, competition has become fiercer than ever. Agencies and brands must differentiate themselves quickly and constantly innovate to stand out in the crowded marketplace. 

Discoverability involves more than just the product itself in the long term, product ranking will depend on the quality and consistency of your data.

- **Marketplace sophistication** - Algorithms and rules are constantly evolving, affecting the visibility and effectiveness of marketing campaigns. Consider how many times marketers have to adapt to other algorithms such as Google Shopping. 

Staying updated with algorithm changes and adjusting strategies accordingly is crucial but can be challenging.

- **Profitability** - Rising dynamic pricing wars alongside attracting the right buyers can cause pricing headaches. Set goals and limits for yourself, to make sure you say within your margins.


<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/Y6d698AIDcQ?si=5pmN3dLPiMUel0Gq" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>











<a id="3" class="anchor-target"></a>
## 3 ― How to start winning on marketplaces

In the competitive landscape of online marketplaces, standing out and achieving success requires a strategic approach. In this section, we delve into Channable's success formula, encompassing vital tactics to thrive in the dynamic world of eCommerce marketplaces.

![9. Blog article marketplaces.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/mzpdnj2Qb2GmU78XI7zG)

### Channable's success formula

Establishing a robust framework for success on marketplaces is essential for brands and retailers. Channable's success formula offers a strategic roadmap to optimize marketplace presence effectively. Let's explore each step to harness its full potential.

### Marketplace identification

Identifying the marketplaces where your Ideal Customer Profile (ICP) is active is crucial for tailoring marketing and sales strategies effectively, involving steps such as conducting customer interviews, monitoring marketplace expansion and growth, and thoroughly analyzing marketplace needs and demands in relation to your products and services:

- **Deepen understanding of ideal customer profile (ICP) shopping behavior**
Conduct customer interviews and market research to understand the shopping behaviors of ICP's.

![17_Blog Article_Marketplaces_ICP.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ii4IQBJJSCSlTinudNFz)

- **Monitor marketplace expansion and growth**
Utilize strategic frameworks like quadrants to assess the competitive landscape, identifying emerging players and potential disruptors while gauging market dynamics and trends. 

This means building a multichannel mix of larger marketplaces like Amazon and niche marketplaces that fit a business's products and offerings.

- **Thoroughly analyze marketplace needs and demands to optimize your strategies**
Every marketplace has its own requirements such as image requirements - Before you get going, companies must understand the evolving requirements and expectations within their marketplace ecosystem. 

### Product data optimization is key

Optimizing product data is the cornerstone of marketplace success, enhancing visibility and driving conversions. High-quality product data sets the stage for differentiation and competitiveness. Here's how to maximize impact:

- **High-quality product data**
Ensuring all product data fields are meticulously filled and updated, accompanied by captivating images and keyword-rich titles and descriptions, is imperative.

- **Differentiation from competition**
Stand out by offering competitive prices, leveraging promotional highlights, and showcasing enticing delivery options like free shipping. 

This strategy can be coupled with automation to enable dynamic fields for flash sales to drive interest. 

- **Title optimizations**
Crafting optimized titles tailored to specific product categories enhances discoverability and relevance, vital for attracting the right audience with the intent to buy. 

Place important product features directly between the name of your product and the title keywords.

![18_Blog Article_Marketplaces.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/l0FMNKWsQeqZwuyf2wVQ)

### Crafting relevant ads

Creating targeted and compelling advertisements is pivotal in capturing the attention of potential customers on marketplaces. Here's how to craft ads that resonate:

- **Understand your audience**
Using [Amazon Ads](https://www.channable.com/blog/best-practices-creating-amazon-ads) as an example, they are tailored specifically for the Amazon marketplace, targeting users who are already in a purchasing mindset. Prioritize keyword research to ensure ads appear for relevant search queries.

Utilize tools like Amazon's own "Amazon Keyword Tool" to identify high-converting keywords. Additionally, analyze past customer data and utilize Amazon's targeting options for more effective audience segmentation.
 
- **Optimize campaign structure and content**
Organize Amazon Ads campaigns effectively by structuring them hierarchically, from campaign to ad group to keywords/targets.
 
A best practice for a product launch is to create multiple campaigns for the product. Starting with an automatic campaign. After about two weeks one or more campaigns with manual targeting can be created from the learnings.

Then move the best-performing keywords and product targets to these manual campaigns and exclude them from the automatic campaigns using negative keywords.

- **Make use of visual appeal**

Every optimized listing needs the right [image material](https://www.channable.com/products/dynamic-image-editor). Images are the first thing looked at when shopping. The diverse expansion of marketplaces and verticals introduces varying specifications and ratios. Inevitably, many leading marketplaces impose restrictions on accepted image types, which are crucial to get right from the start for optimal performance.

Ensure that the final creatives align with your brand's image, messaging, and identity across all channels by creating branded templates for product images and descriptions to maintain visual consistency.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/3DWdQs7Izpw?si=MeFD8gDJF0sD8RHY" width="100%" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

### Effective pricing and repricing

Protect your brand and capture that sale by implementing automatic price adjustments. This technique enables precise targeting of specific campaign goals and amplifies the impact of marketing efforts. Here's how to leverage automated pricing effectively:

- **Automatic Price adjustments**
With this strategy, prices are dynamically adapted to the current competitive landscape, maximizing revenue and ensuring competitiveness. This is possible with a repricer like Channable. 

This [trend](https://www.channable.com/success-stories/050media-success-story-repricer) is particularly prominent on Amazon, where approximately 63% of shoppers say they always compare prices before purchasing from other platforms. For example, during events like Black Friday, SaaS deals or Amazon prices change every 15 minutes. The ability to swiftly modify prices based on competitors' pricing is crucial.
 
- **Price and repricing**
Stay ahead of the competition by [repricing](https://www.channable.com/products/marketplace-integrator/repricer) just below the cheapest price of competitors. Set a minimum for this, to never suffer losses! If there is no competition, then arrange to show the maximum price!
 
- **Customer score** 
If a competitor has a lower score on this field, a rule can be set to determine whether to compete on price. Because if your business has a higher customer score, the chance of a buy-box win is higher and there is less need to cut margins.
 
- **Delivery time** 
Again, if a competitor offers longer delivery times compared to your shop, there is less need to compete on price. The rules that are set here ensure price reductions are not applied unless necessary to compete.

![15_Blog Article_Marketplaces.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/n3B4bluQ4qXhlzPLnU2X)

### Always up to date inventory

Sync and update inventory in the real with marketplace API connections to boost margins quickly. The more streamlined the process is, the more to win and grow.

- **Inventory moves 24/7 in eCommerce**
It's super important that the products offered are actually in stock. Not only for the customer experience but also for profits, short selling is unnecessary.
 
Customers often come to us and say that they constantly have short sales, something was sold on eBay but their store only adjusts after 40 minutes. That is of course unfavorable. Retailers are often surprised by the power of marketplaces and are surprised at how quickly their products sell. 
 
- **Utilize solutions that update and synchronize your stock** 
With the power of real-time API connections, stocks can be adjusted across a wide range of channels and products that are out of stock will no longer be advertised.
 
Tracking stock can not only help with item management but based on this, you can better plan discounts or product bundles.

### Integrate with socials

Social channels can boost a company's brand awareness, improve customer loyalty, and increase reach and conversions. If social selling is something new here are some tips to get started:

- **Use shoppable posts and product tags**
These make shopping on social media easier by integrating purchase options directly into the posts, which simplifies the purchasing process and increases the conversion rate.

- **Promote customer-generated content**
Real reviews and experiences from customers offer authentic insights. Combine this with interactive product presentations, such as 360-degree views or augmented reality features.

- **Developing a cohesive content strategy**
A strong content strategy is critical to success. Channable helps businesses maintain a consistent brand presence across platforms and tailor their content specifically for each audience while helping with data and channel management.

![14_Blog Article_Marketplaces.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gZSTmuN9QBuyWBvK0pvt)

### Further expansion strategies

Expanding to additional platforms unlocks new opportunities for increased reach and revenue. Here are a few more strategic approaches to expansion:

- **Search & Performance Max integration**
Combine Search and [Performance Max](https://www.channable.com/blog/performance-max-campaigns) ads for a powerful advertising synergy, leveraging advanced options like ad customizers to enhance specificity and effectiveness. 

If strategies are streamlined across channels reach can be extended beyond just marketplaces creating a true multichannel strategy.

- **Performance based campaigns**
Implementing [performance based segmentation](https://documents.channable.com/performance-segmentation/) optimizes budget allocation, ensuring resources are directed towards high-performing products, thus enhancing overall account performance and return on ad spend.  

For example, ads can be organized into asset groups based on themes such as categories or brands, and tailor assets accordingly to ensure relevance and resonance with the target audience.

- **Advanced product bucketing**
Utilize [advanced segmentation techniques](https://www.channable.com/blog/performance-segmentation-campaign-efficiency), incorporating data sources beyond Google's performance metrics, to fine-tune targeting and maximize ROAS. 

Asset creation can be streamlined even further using dynamic fields within solutions like Channable, minimizing manual efforts while maximizing relevance across asset groups.

All things said, implementing something like Channable's success formula empowers your business to optimize product data, create relevant ads, implement effective pricing, and test expansion strategies, to position yourself for sustained growth and dominance in the ever-evolving eCommerce landscape.

[![Marketplace challenges.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/DOfndjvoQ9Vr3hTC9OWw)](https://www.channable.com/products/marketplace-integrator)

<a id="4" class="anchor-target"></a>
## 4 ― Automated multichannel eCommerce

By embracing automation and strategies like our success formula and staying proactive in addressing marketplace challenges, companies can position themselves for growth and resilience, with Channable here to help support goals.

![13_Blog Article_Marketplaces.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/RoLNAwZJROqGthUMzUG6)

We know navigating a marketplace strategy can seem like scaling a mountain, but Channable's automation offers a practical solution for achieving success in marketplace campaigns and connections.

Our automation platform helps brands, retailers, and agencies manage and optimize product data centrally in one interface. We are serving as middleware between your shop and all relevant marketing platforms.

Allowing businesses to import product data, make changes and optimizations, and export data to various channels.

Our platform also includes multiple features such as rules and channel mapping that help optimize feeds across multiple channels (marketplaces, comparison and affiliate sites, social media advertising platforms…More than 2,500 sales channels!)

With this powerful all-in-one platform, automate the entire marketing process, significantly increase data quality, and create better visibility and performance, helping work more efficiently, reduce manual tasks, and save valuable time that could be spent instead on strategic tasks.

Check out our marketplace video series to learn more and determine if automation is the right solution to take your ads to the next level.

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

Mastering marketplace dynamics: navigating challenges and strategies for success

On 28th April 2020, the <a href="https://docs.magento.com/m2/ee/user_guide/sales-channels/google-ads/google-eol.html" target="_blank" rel="noopener noreferrer">Google Shopping ads Channel will be disabled and removed from the Magento Marketplace</a>. If you had been using the Google Shopping ads Channel extension, **Magento has recommended searching for alternative extensions** in the<a href="https://marketplace.magento.com?_ga=2.47602919.1536390789.1587384265-1906944811.1586434258" target="_blank" rel="noopener noreferrer"> Magento Marketplace</a> that meet your needs, and/or migrating your catalog manually to the Google Merchant Center and Google Ads.

If you’re a Magento retailer who was using the Google Shopping ads Channel,** your product data will not be sent to the Google Merchant Center** and **your Shopping Campaigns will no longer be synced**. The ads will continue to run as they were set up, but they will not be updated.

You can easily send your product data to the Google Merchant Center if you have a Google Shopping feed at hand. You may need to create one to fit Google’s requirements, or even <a href="/blog/create-quality-google-shopping-feeds" target="_blank" rel="noopener noreferrer">optimize it to ensure you’ll be creating high-quality ads</a>.

However, it is highly recommended by Magento to explore alternative extensions to minimize disruption to your Google Shopping campaigns. Channable’s PPC tool is one such alternative that can be set up within a day and gives you <a href="https://helpcenter.channable.com/hc/en-us/articles/360011005320-How-do-I-create-shopping-campaigns-from-Channable-" target="_blank" rel="noopener noreferrer">supreme control on your Shopping ads</a>.
<h2>How can Channable help?</h2>
<a href="/products/ppc-tool" target="_blank" rel="noopener noreferrer">Channable’s PPC tool</a> can be used in a similar way to the Google Shopping ads Channel and even offers additional benefits such as back up templates, keywords generation, <a href="/blog/google-expanded-ads-with-channable" target="_blank" rel="noopener noreferrer">sitelinks, and price extensions</a>. Channable can be found in the Magento marketplace and offers a seamless integration thanks to its <a href="/integrations/magento" target="_blank" rel="noopener noreferrer">Magento plugin</a>.

Users can create ad groups per product for Google Shopping campaigns and ads in mass. The Channable PPC tool provides you with the power to advertise at a product level, enabling more control over which products are advertised in Shopping Campaigns, the bid for each product, and negative keywords per item.

Having full control lowers ad spend on products with a low ROAS, improving campaign performance. In addition, any new products added to the product feed will be automatically added to the Google Shopping Campaigns. Channable’s Shopping Campaigns can help you utilize Google Shopping Campaigns to its fullest potential without the need for a dedicated team or an advanced online advertising background.

If you’re a Magento retailer that has been affected by the discontinuation of Google Shopping ads Channel, Channable would like to offer the first month of Shopping ads created by Channable for FREE. Just use the promo code** MAGENTOGSC _2020** when you create an account in Channable. <span style="text-decoration: underline;">This promo code will be valid until 15th June 2020</span>. For more information, <a href="/contact" target="_blank" rel="noopener noreferrer">please get in contact with a member of our sales team</a>.

Channable’s offering for all those affected by the end of Magento’s Google Shopping ads extension

Google is undeniably the current search engine leader. According to <a href="https://gs.statcounter.com/search-engine-market-share" target="_blank" rel="noopener noreferrer">stat counter</a>, 92% of internet searches were made with Google in 2018 worldwide. With such figures, it’s no surprise that advertising on Google is a favorite for online merchants. The success of this type of advertising is not only due to Google Ads, but also the unstoppable growth of Google Shopping.
<h2>What do product ratings in Google look like?</h2>
Product ratings on Google Shopping appear as a star rating. Written reviews can also appear in the organic search results in Google.
<img class="alignnone size-full wp-image-17038" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/X2wrtnSkSUSPlkGxpPBu" alt="" width="1387" height="911" />

The rating is displayed on a scale that ranges from one to five stars. Ratings focus mainly on different aspects such as quality, materials, product features, user satisfaction, etc. Keep in mind, these ratings are for the product specifically not the seller. According to <a href="https://support.google.com/merchants/answer/6059553?hl=en-GB" target="_blank" rel="noopener noreferrer">Google</a>, the overall rating is compiled from various sources.

By clicking on product ratings, a potential buyer will be brought to the Google Shopping product page where all reviews are displayed. In addition to the ratings, this product page also displays the list of sellers/online shops that stock the item, prices, special offers, shipping information, and seller ratings.

<img class="alignnone size-full wp-image-17022" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/MNwMId3SlSzFkgj9eXIw" alt="" width="1333" height="446" />
<h2>How do Google Product Ratings work?</h2>
Unlike the seller’s ratings, product ratings are specific to that individual product. Naturally, delivery experience, returns policy, and customer service all factor into a buying experience, Google product ratings are intended for the products themselves and not the sellers.

These product ratings are supplied by third parties, which can be different sellers, marketplaces, review sites, etc. To associate ratings to each product, Google uses unique product identifiers, such as GTIN or other data such as the SKU, the brand, manufacturer number (MPN), and the product URL.

If a search is very generic, for example “red t-shirt”, an overview of different models will be shown. When you click on one of the models, the ratings of the sellers will appear. Whereas, if a search term is more specific, includes the brand name or the specific seller, then only the ratings for this seller will be displayed.
<h2>Advantages of integrating product ratings into Google Shopping</h2>
<em>**Ratings and reviews can help you distinguish yourself from the competition.**</em>
Online shoppers are strongly influenced by the opinions of other consumers. Products with ratings are more distinguishable than those that do not, which improves conversions and therefore sales. If your listing has many positive reviews, it will be easier for you to sell.

<em>**More informed consumers**</em>
Opinions do not just allow one product to stand out against another, it also helps consumers make a decision. In most cases, product descriptions provided by sellers are often impersonal and partial, which makes customers wary. Therefore, customers value and trust the opinions of fellow customers more. Especially, when reviews provide information that is missing from the product description.

<em>**Improve your conversion rate**</em>
Customers who come to your online shop through Google Shopping are more likely to buy.
<h2>Steps to integrate reviews into Google Shopping with a Google Product Ratings feed</h2>
The first question you need to ask is: Do I have enough product reviews? You need to be able to supply <a href="/blog/infographic-product-feed-for-online-marketing">a feed</a> with a minimum of 50 reviews for all products, but where do you get them from? You can gather them from your own online shop, an external review site that you work with, and Google customer reviews.

Once you have enough reviews, follow the steps below:
<ol>
 	<li>First, you need to have a Google Merchant Center account that is linked to your online shop. If you do not yet have an account, you can find instructions on how to set one up in <a href="https://support.google.com/merchants/answer/188924" target="_blank" rel="noopener noreferrer">Google’s support center</a>.</li>
 	<li>Before you upload the feed, you need to complete <a href="https://support.google.com/merchants/contact/product_ratings_interest_form?hl=en&amp;visit_id=637000781696320879-1333004373&amp;rd=1" target="_blank" rel="noopener noreferrer">Google’s Product Ratings Interest form</a>.</li>
 	<li>Create the feed containing all the reviews. Google accepts it in an XML file format. Use Channable’s feed management tool to easily create such a file, notably as the required fields are already built into the tool. Meaning you can compile a Google Product Ratings feed in a few minutes.</li>
 	<li>Import the newly created XML/Product Ratings feed into the Merchant Center.</li>
</ol>
<img class="alignnone size-full wp-image-17027" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Zu2vREKoTDydrlDq1pV2" alt="" width="658" height="518" />

With Channable, you can modify your product data feed to the specifications of many Google products. You can create the perfect feed for Google Shopping, Google Display, Google Product Ratings, and even the Google Manufacturer Center. You can also set up the structure of your Shopping campaigns or create thousands of ads for Google Ads with the dynamic Channable SEA tool that uses information from your product feed. Channable is the most complete tool for managing all your marketing efforts on Google.

How to embed product ratings into Google Shopping?

<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

## What is a Google Smart Shopping Campaign?
You’ve got an online store with a lot of products. Or you’re an agency that handles PPC campaigns of multiple eCommerce businesses. Creating ad campaigns for large inventories can get exhausting super fast. 
This is where Google Smart Shopping Campaigns come in.
Using artificial intelligence and machine learning, Google Smart Shopping Campaigns create visual shopping ads for your products. From images to product descriptions, it takes everything from your product feed automatically. 
Unlike regular Google Shopping ads, Smart Shopping Campaign automates the bids and the ad placement. This ensures that it shows your products to the right shoppers at the right time and in the right place without the need for manual tweaking. 
![Google Smart Shopping Campaigns.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5oaz8vhiQzie5Pfz1sky)
### How Google's AI algorithm runs smart shopping campaigns?
Marketers who use Google Smart Shopping Campaign see a [20% higher conversion value at a similar CPC](https://youtu.be/iyglpSl1Ey0?list=PL9piTIvKJnJOO6s49E14oZpwb4jFE5TY1). 
Why? 
Because it uses machine learning to decide who to show your ads to, where, and at what time based on your business data. 
It monitors sales and conversions taking place on your website; who’s buying what from your online store. Using this granular data, it shows your products to the people most likely to buy from your store, thereby massively increasing the chances of conversions. 
So the more sales activity (traffic, clicks, conversions) you have on your online store and the more comprehensive your historical data, the better results you can see via Smart Shopping Campaigns. 
It also takes into account holiday performance trends, seasonal activities, and so on - to further optimize your campaigns. 
### How to get started with Smart Shopping Campaigns?
You’ll need to set up the following (if you haven't already) before you launch your first Smart Shopping Campaign:
A Google Ads account
A Merchant Center account with an updated product feed
Linking your Merchant Center and Google Ads accounts
Some must-haves to start your Smart Shopping Campaign journey,
Install a Google remarketing tag on your website
Have an audience of at least 100 users
There should be 20 conversions over the last 45 days across your existing Shopping campaigns for Google’s algorithm to work
And lastly, make sure you meet the requirements for Shopping campaigns and follow all the Shopping ads policies for a smooth ride.
## 5 Different types of ad placements in Smart Shopping Campaigns 
Wondering where your ads will appear via Smart Shopping Campaigns? 
![Smart Shopping Campaigns ad placements.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/d0xR41SRwya6aH70Vr8w)
With Google Smart Shopping campaigns, you have access to a whole host of channels and millions of people. 
### Product ads within Google search networks 
Similar to regular Google Shopping ads, your Smart Shopping Campaigns appear in Google search results in the Shopping section when customers search for a query that's relevant to your product.
### Display remarketing ads in the Google Display Network 
Google Display Network (GDN) is a group of more than 2 million websites, videos, and apps where your Smart Shopping Campaigns can appear. 
They’re basically targeting people who’re already acquainted with your business and have visited (or shopped from) your online store previously.  
### Ads on YouTube 
From pre-roll ads to display ads, within YouTube, there are several different places where Google might display your products for relevant YouTube users.
### Gmail ads 
Ever seen sponsored ads by online stores in the Promotions tab of your Gmail account? This is where Smart campaigns often land, too.
![ Smart Shopping Campaigns in Gmail.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/PumDS9uRbCCaRaZ8UZFb)
### Local inventory ads 
Local inventory ads, as the name suggests, help bridge your online store with your physical brick-and-mortar stores. 

![Smart Shopping local inventory ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Cl26t60T52mwwqbMptO0)
Smart shopping campaigns help you promote your in-store inventory to online consumers who live in the vicinity of your store. Not only does this help boost your physical store’s presence but also increases foot traffic to your store.   
## 6 ways to optimize your Smart Shopping Campaigns and boost sales 
Research shows that shopping ads, 
drive [76% of search ad spend](https://www.smartinsights.com/digital-marketing-strategy/the-rise-of-google-shopping/) for the eCommerce industry
currently generate 85.3% of all clicks on search ads and Google Shopping campaigns combined
So they’re definitely showing results. 
But how can you further optimize your Google Smart Shopping Campaigns so you can scale it at a profitable ROAS?
Let’s find out.
### Optimize and update your product feed regularly
Since Google AI algorithm uses your product feed information and images for ads, make sure your product information is always updated.
From product titles to descriptions, use specific keywords that customers are using to find your products. 
Next, regularly update your feed regarding the inventory, business changes, and so on. 
A product is not in stock? Update the product feed.
Launched a new limited edition product? Let Google know.
Offering shipping to a new state or location? Update.
### Optimize your landing page
As customers click on your products through the campaigns, they’ll likely land on a landing page. Make sure the landing product page is highly optimized.
The stronger your product page is, the higher your conversions and sales.
Make sure it’s aesthetically pleasing, looks professional, contains targeted CTAs, has easy checkout, and most importantly, is mobile-friendly.  
### Leverage product categorization
Different products have different target audiences. While you may target women when selling baby clothes, you’ll target men when selling fishing supplies. 
So the better your product categorization, the more targeted your Smart Shopping campaigns can be.
While Google automatically categorizes your products based on its evolving taxonomy, you can also manually set your product category by choosing the closest possible category to your product type.
### Make use of holidays 
The best way to end the year on a high?
Leveraging holidays. 
End-of-year holidays always see a significant bump in sales. 
From 2018 to 2021, online holiday season sales [increased year over year by an average of over 17%.](https://blog.adobe.com/en/publish/2021/10/20/adobe-forecasts-record-billion-holiday-season-online-us-billion-globally)
![Using Smart Shopping Campaigns during holidays.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/awVduSaAS5mZ5wpz3sRE)
keep the following tips in mind to capitalize on this season.
Adjust budget accordingly: With an increase in sales activity during these days, you may want to increase your budget for Smart Shopping Campaigns, too. This will help increase the visibility and reach of your campaigns.
Play around with your bidding strategy: Increase bids on products that usually see an upsurge in sales during holidays, and vice versa. This is where your online store’s historical data comes in handy. Analyze past sales patterns and adjust bids accordingly. 
Update products and optimize the feed: Offering sales on products during New Years? Update your feed so Google can create optimized ads accordingly. Use holiday-specific keywords in your product description and attribution to further optimize your campaigns and get more eyeballs on them during the holidays!
Keep a close eye on your product inventory: Plan ahead for the crazy holiday season and if you feel a product is running low or is out of stock, let Google know ASAP. 
Create separate ad groups for holiday specials: Introducing gift bundles for holidays? Have limited edition products you’ve only introduced for New Years? Create smaller, more specific ad groups within your Smart Shopping Campaign to target these seasonal specials. 
### Play around with your target ROAS
Target [ROAS ](https://www.channable.com/blog/how-roi-and-roas-impact-your-ecommerce-business) is a bidding option with Smart Shopping Campaigns that allows you to set a specific amount of return on your ad investment. 
For example, you'd like to earn $2 for every $1 you spend on Google ads. So you set your target ROAS 200% and add high-performing products to your feed. Google then automatically maximizes your cost per click to ensure you get the most bang for your buck.
The easiest way to get started with Target ROAS is to look at your historical data of the conversion values per cost of the campaigns and set your tROAS accordingly. 
However, be realistic when setting your ROAS. 
If your ROAS target is too high, Google might not be able to deliver the expected results, so the traffic will drastically decrease. 
And if your ROAS target is too low, Google will push your ads to a lot more users and buy more expensive clicks because the expected cost per conversion is higher. But this could easily make your ads unprofitable. 
So find the right balance by testing and tweaking. 
### Monitor your best-sellers
Monitor your top-performing products during different seasons (holiday seasons, seasons when sales are slow, and so on)  and adjust your bids, budget, and ad placements accordingly. 
Remove products that are not performing well to optimize your campaigns. 
On top of that, it might be worthwhile to put products with really big differences in performance and/or margins into different campaigns. And then adjust the TargetROAS accordingly. With this, you maintain some level of control while still benefiting from automation.
## Is Smart Shopping for you?
If you’d like to increase sales massively, then absolutely.
Who doesn’t want an automated ad campaign that does all the work for you and gets impressive results? But for Google Smart Shopping Campaigns to perform optimally, you need to give it time and enough products. 
When setting up a Smart Shopping campaign, please allow the campaign to run for a minimum of 2 weeks.The more time you give it, the more data it can collect. The more data it collects, the better its results. 
And, make sure that you put enough products in the campaign as it makes it harder for Google’s algorithm to optimize with few products to choose from.
If you want to get started with the Smart Shopping feature, feel free to [login to your account](https://app.channable.com/login) or [sign up for a free trial ](https://www.channable.com/signup)today. You will find the new feature directly within the Shopping Ads tab.
Click here to [sign up for a free trial now](https://www.channable.com/signup)!


Smart Shopping Campaigns: Detailed Guide & 6 Optimization Strategies

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 <a href="https://www.iprospect.com/en/us/our-blog/googles-expanded-text-ads-are-now-bigger-and-better/#" target="_blank" rel="noopener noreferrer">warmly welcomed</a> 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

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 

## What is Smart Shopping?

*Smart Shopping is Google's automated solution that integrates product ads, smart bidding strategies, and remarketing. It's a type of campaign that utilizes machine learning algorithms to optimize your shopping campaigns.*

For far too long, setting up shopping campaigns has been a series of long, complex, and, frankly, dull tasks. Setting up campaign priorities, identifying negative keywords, and setting up bidding strategies, are probably tasks most digital marketers of yesteryear still have nightmares about. 

With Smart Shopping campaigns, you no longer need to perform these tasks. You merely need to set a campaign goal and a budget. After which, the Smart Shopping campaigns will start using its machine learning algorithms to optimize your campaigns with automated bidding strategies and the ideal ad placements. It’s that simple. And in the end, this will help you free up loads of time. Time you can use to focus on matters that are more important or beneficial to your business or life in general. You could refine your marketing strategy or even go for a walk on the beach.  

Smart Shopping campaigns are ideal for eCommerce companies with smaller budgets or who have less time to strategize and manage their campaigns. 

![Blog-image_Smart Shopping_resized_1_smart shopping mobile display_2.svg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/u4VzjrLQRo6E4qwY1hmk)

*Smart Shopping campaigns will feature both in Product Shopping Ads and Display Ads (e.g. remarketing ads and similar audiences through Google Search, Display Network, Youtube, and Gmail).*
 
## Is there a catch?
*A small one.*

At first glance, Smart Shopping might seem like the right path to go down. However, there is a small tradeoff between ease-of-use and campaign control that you should definitely take into account. 

With Smart Shopping campaigns, it’s not possible to set negative keywords or specify on which devices you want to be visible. Those tasks are all set by Smart Shopping’s algorithms that optimize your campaigns towards your goals.

When developing this feature, we talked to a lot of agencies and marketers who have already set up Smart campaigns on Google. Even though the lack of control was received with caution, they did concede that Google’s algorithms are effective when best practices are followed. 

## Optimize your campaigns with smart bidding strategies

Smart bidding strategies are the key feature of Smart Shopping campaigns. When setting up your campaigns, Google gives you the option to choose between two different strategies. Choosing one over the other will determine how Google's algorithm optimizes your campaigns. The two options are:

![Blog-image_Smart-Shopping_02_EN.svg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/GVg7E9QZysbIq3cagMCw)

If your main campaign driver is to optimize towards sales value, then you should choose **Maximize Conversion Value**. Choosing this option will maximize the number of conversions by determining exactly which of your products is most likely to convert, then to promote and make it visible to potential customers.

The downside of this strategy, however, is that there is no way for Google to know what your profit margins are on a sale. If you do want to take this into consideration, the **TargetROAS** strategy is the better option to choose. 

Setting up with TargetROAS will determine what type of campaign Google will run for you. For example; by setting a **low TargetROAS** goal on products you want to promote, you essentially tell Google that you are willing to spend a lot of advertising budget to make these products more visible. You can even decide to **set the TargetROAS to less than 1** if you are willing to make a loss with your sales as long as you’re more visible through advertising. 

Let’s simplify it further. Assume you choose a TargetROAS strategy with a relatively low TargetROAS of 3. In this example, you are telling the algorithm that for every one euro of advertising budget you spend, you want €3 of revenue back in return.  

Choosing the ideal smart bidding strategy is completely up to you. You can even combine them with the standard shopping campaigns in order to test out and find the winning formula. 

## Why feed management and Smart Shopping Campaigns are a great fit

Smart Shopping Campaigns are incredibly smart! However, they are only as smart as the information you provide them with. You can therefore easily state that feed health is the foundation for succeeding with Smart Shopping Campaigns. 

If your product feed is not in a great condition, then Google's machine learning algorithms will have a harder time optimizing your campaigns. It is therefore crucial that you ensure that your product feed is optimized and [eligible to serve](https://support.google.com/merchants/answer/7052112?hl=en). This is where feed management and tools like Channable suddenly become very handy.

With tools like Channable you can utilize built-in feed templates for more than 2500 different advertising and price comparison platforms. A template for Shopping Ads that works perfectly with Google Merchant Center is no exception and you can even set up a [top-quality feed](/blog/create-quality-google-shopping-feeds) in no time. Not only will this result in greater feed health, it will also help Google better to determine when and where products should show up in searches. 

## So, where do we go from here?

Well, if you are relatively new to Channable and feed management, then we would recommend to first take a closer look towards our blog named: [What is Feed Management and why do I need it?](/blog/blog-what-is-feed-management-and-why-do-you-need-it) This blog gives you a great introduction to Feed Management while explaining all its benefits along the way. 

On the other hand, if you already know quite a bit about feed management, already have a healthy feed or maybe you are already a client or partner of Channable, then you might jump right ahead towards our guide named: [How to set up Smart Shopping Campaigns with Channable.](/blog/how-to-set-up-smart-shopping-campaigns-with-channable)

Take your Shopping Ads to the next level by using Smart Shopping Campaigns

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

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

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

In this blog article, we'll be unpacking the key takeaways and insights from the first [Next Level eCommerce](https://www.channable.com/next-level-ecommerce) episode with Google Ads specialist, [Bob Meijer](https://bobmeijer.nl/). During the webinar, Bob covered everything you need to know about mastering dynamic feed-based campaigns, including how to simplify the process of creating and managing a large number of ads (RSAs/DSAs) using optimized product feeds.

<div style="text-align: center;">
    <a href="/videos/next-level-ecommerce-dynamic-feed-based-campaigns" 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> 

## The eCommerce success formula: Advanced search  

The eCommerce advertising landscape is fiercely competitive, so how can you stand out from the noise? To win in 2024 and beyond, you need to go beyond basic search campaigns. Mastering advanced search strategies is the key to outsmarting your competitors.

![The eCommerce success formula: Advanced search.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Kx3LeiwDRriUdRjxxszw)

This means leveraging [dynamic search campaigns](https://www.channable.com/blog/dynamic-search-ads-vs-responsive-search-ads), keyword-based ad campaigns, and most importantly, **dynamic feed-based product campaigns**. By implementing these advanced search campaigns, you can ensure that your products appear for the most relevant searches and that your ads drive conversions.

[![Google Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7FvAoExST4G0ZQECjeD7)](https://www.channable.com/products/ppc-tool/google-ads)


## What are dynamic feed-based advertising campaigns? 

Dynamic feed-based campaigns are essential for eCommerce advertisers managing a large and ever-changing inventory. They streamline the ad creation process by automatically generating ads based on your product feed, eliminating the need to manually create and manage individual ads for every product. 

![About Dynamic feed-based campaigns.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/htocRtJ0Q4CObqq8qnQd)

Dynamic feed-based campaigns allow for highly targeted ads tailored to specific products in your inventory, including long-tail keywords that potential customers might use to search for them. For example, imagine you sell hiking shoes. With a dynamic feed-based campaign, you can create ads that include specific details like:

- Shoe name (e.g. "Trailblazer Hiking Boots")
- Brand (e.g. "North Peak")
- Color (e.g. "Brown")
- Size (e.g. "Men's 10")
- Price ($129.99)

So when someone searches for a specific long-tail keyword like "waterproof hiking boots for men in brown size 10", your ad will dynamically populate with details about your "Trailblazer Hiking Boots" that match that search. This ensures your ad is highly relevant to the searcher's intent, increasing the chance they'll click on your ad and visit your website to make a purchase. And since the campaigns are fully automated and updated based on your product feed, your ads will always reflect your most current offerings, including the latest sale prices. 

[![CTA banners for Blog Articles 1000x280px.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/cmdr2ngnc01qd07w5oty35oyq)](https://www.channable.com/theimpactcube)

## Setting up dynamic feed-based campaigns with a feed management tool  

If you run a large eCommerce store with a large and ever-changing product catalog, managing individual ads for each item can be overwhelming. That’s where a [feed management tool](https://www.channable.com/products/product-feed-management-tool) like Channable can help. A feed management tool streamlines the process of creating feed-based campaigns with standard (RSA) or dynamic (DSA) ad groups. 

### How to create feed-based campaigns with standard ad groups

Here’s a step-by-step guide on how to set up a feed-based campaign with standard ad groups using Channable: 

**1. Configure your basic rules**

Your rules can be simple or complex depending on the available attributes in your product feed, its values, and formatting. The first step is to remove any items that can negatively impact your ROI, including: 

- Out of stock items
- Items with low inventory levels
- Items with limited variants available (e.g. sizes, colors, etc.)
- Poor performing products (based on first-party sales data)
- Items with low margins

![Configure your basic rules.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/BW2c57XmQy221I7JAZzR)

**Tip:** Dive into your data to build impactful filters and rules for your feed-based campaigns. 

**2. Populate your dynamic fields**

You can also choose what dynamic fields you’d like to use in your [Responsive Search Ads (RSA)](https://www.channable.com/blog/responsive-search-ads) and Dynamic Search Ads (DSA). Filling in these fields makes your ads more appealing and lets you create even more relevant keywords which increase the chances of your ads showing (even for those with lower search volume).

Here are some examples of custom fields that you can use in your ads: 

```
1. sale_absolute
2. sale_percentage
3. product_title_without_contents
4. product_title_without_brand
```

![Populate your dynamic fields.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zeeVq3r6RmimTnnidEFw)

And here are some custom fields you can use for your keywords:

```
1. keyword_product_title
2. keyword_with_brand_without_contents
3. keyword_without_brand_without_contents
```

![keywords without) brands & contents.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ZRFeATNSTfuuXn0HB2d9)

Make sure to check your [search term reports](https://support.google.com/google-ads/answer/2472708?hl=en) to find search patterns for your dynamic keywords. That’s because you want to align your dynamic keywords with actual queries. Depending on what you sell, people may search for your brand and product name or just the product. 

**3. Build your dynamic campaign**

Once you’ve populated your dynamic fields, you can start creating your dynamic ad campaigns. In Channable, you can build your ad templates where you can create up to 15 headlines and 4 description lines. In these fields you can add dynamic fields that you either have available in your product feed or the dynamic fields that you populated in the previous step. For example, you can include the current sale price or the discount percentage in your headlines. 

![Build your dynamic campaign.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/i7w8zaTMR4CYJAGnWQxD)

It’s important to create backup templates with less dynamic and more generic fields to make sure you cover all possible search queries. You can also A/B test multiple main and backup templates. For instance, you can test absolute sales prices vs. percentage discounts. 

You then need to add your dynamic keywords to finalize the setup. When you build your dynamic ad groups in Channable, you can add your dynamically populated keywords, such as the keyword with the brand name, keyword with the product contents, and even the GTIN (this is especially useful for electronic products). It’s recommended to create an ad group per unique product in order to create highly relevant ad assets.

![dynamic keywords.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/KIBSAFHvR42f2V3z294o)

**Tip:** Always use “phrase” or [exact] match for your product-level campaigns, not broad matches. 

Finally, you can start previewing and debugging your setup, including your Responsive Search Ad assets and your keywords. Once everything is approved, you can activate your dynamic feed-based advertising campaign. 

In your Google Ads search term report, you can see your recently created dynamic search campaign and if the dynamically created keywords are matching search term queries. 

![Google Ads search term report.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ZlEz1zGWQfidiirMF21v)

### How to create feed-based campaigns with dynamic ad groups

You can use a similar approach for dynamic ad groups. Obviously, you won’t be able to create
dynamic keywords and headlines. But you’re able to create specific ad targets and descriptions for your Dynamic Search Ads. Here's how to set them up:

**1. Leverage your product feed**

Similar to standard ad group dynamic campaigns, you'll use a feed containing relevant information about your products. This feed provides the foundation for Google to dynamically generate headlines and URLs for your ads.

**2. Write compelling descriptions**

While headlines and URLs are automated, you can create conversion-driven descriptions that highlight key product features and benefits. You can also include the same dynamic fields that you created for the standard ad groups. 

**3. Google generates dynamic headlines**

Using your product feed, Google will automatically create targeted headlines that match user search queries, meaning that your ads will be highly relevant to what users are looking for. Google will also send your ads to the relevant product page URL. 

![Google generates dynamic headlines.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4K2ta4u2S5aalWz4PnbL)

**4. Monitor search terms**

It's crucial to monitor your search term reports regularly. This helps identify any generic or irrelevant searches triggering your ads. You can then exclude these terms to ensure your campaigns reach the right audience.

## Create dynamic feed-based advertising campaigns with Channable 

Want to launch your own dynamic feed-based campaigns? Channable's feed management tool can simplify the process. Here's how:

- Channable enables you to optimize and manage your product feeds for all your dynamic ad campaigns.
- Channable helps you enrich your product data, ensuring your dynamic campaigns always showcase the most important product information
- Channable's automation rules allow you to create personalized Responsive Search Ads (Dynamic Search Ads (DSAs), and keywords – saving you hours of manual work.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/hrZteGPvofM?si=V_TpHsq12PSFGdYx" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

[Sign up for a free trial today](https://www.channable.com/signup) to see what Channable can do for you. 

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