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<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)

Solutions | Channable Blog

Easy ways to make more profit on Amazon

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

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

Find Shopping campaigns in its own tab

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

The description is missing, the images are low quality, and most importantly Google product category is vague.  Customer searches for plumbing and Google shows your pumps (shoes). Not what the customer had in mind. 

With over [50000 businesses](https://www.google.com/retail/solutions/merchant-center/#:~:text=500%2C000%2B%20online%20businesses%20use%20Google%20Merchant%20Center&text=Adding%20free%20listings%20to%20our,in%20online%20retail%20is%20high.) on Google Shopping and [85% of all product searches starting on Amazon or Google](https://www.shopify.com/enterprise/mary-meeker-report-ecommerce), the need to optimize your Google product category is immense.
 
How else is your product going to show up in relevant Google search queries? How else are these clicks going to translate into conversions and sales?
In this article, we’re going to discuss what is Google Product Category and how you can optimize it to boost sales. Let’s get into it.

## What is a Google Product Category?
Google Product Category is used to classify your products into distinct categories on Google’s Shopping platform. You can either let Google decide your product’s category based on its vast taxonomy or you can manually assign the right category to your product.

For example, if you’re selling cooking pots on Google Shopping, your product should be classified as **Home & Garden > Kitchen and dining > Cookware** and show up to people looking for cooking pots.

If your cooking pots are wrongly classified and come up instead when people search for gardening pots, your sales will massively decrease and your ad dollars will have a low ROAS (return on ad spend).

### How does Google Product Category work?

Google has its own constantly evolving product [taxonomy](https://www.google.com/basepages/producttype/taxonomy-with-ids.en-US.txt). When you list a product on Google Shopping feed, Google will assign a category  **[google_product_category]** to your product according to your product's data like titles, product descriptions, and GTINs.

This way Google can match your product to the customer’s query. 
Since Google Shopping is connected to Google Merchant Centre, which is synced with Google Ads, your Google product category directly affects your Google ad campaigns, too.

Google also allows you to target long-tail keywords, which is essentially your product category. These long-tail keywords translate into higher conversions and lower bounce rates on your website because of higher buyer intent. 
For example, a person specifically searching for a Men’s performance zip black leather pullover knows exactly what they want and intends on buying, as opposed to a person who’s searching for a black jacket.

So the better and more specific your product category, 

- the more organic clicks you’ll receive from relevant customer search queries, 

- the better your ad campaigns will perform.

### What is the difference between Product Type and Google Product Category?

Confused between Google product type and product category? You’re not alone.
Put simply, product type is how you categorize your products and Google 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 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.

But should you do that? No. Google product categorization offers a plethora of benefits for businesses. Let’s discuss some of them.

### More sales and conversions

Every business loves high-intent shoppers. 

They know exactly what they want and they’re willing 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://lunio.ai/blog/paid-search/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 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 exempted from tax in some US states. Similarly, other countries have different tax laws depending on products. 

## 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?

But, 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-authorized 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 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 [10x 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 a business owner, your number 1 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 you can optimize your Google product categories.
 
### Go through 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.

With hundreds and even thousands of products, there are high chances of human and Google errors.

For example, if you’re selling cooking pots on Google Shopping, your product should be classified as Home & Garden > Kitchen and Dining> Cookware and show up to people looking for cooking pots.

If your cooking pots are wrongly classified and come up instead when people search for gardening pots, your sales will massively decrease and your ad dollars will have a low ROAS (return on ad spend).

So give your product categories a thorough check before listing them on your Google feed.

### Choose the best, most specific, and latest category for your products

This optimization tip is straight from Google.

Google recommends,
Choose the product category that best fits your product’s main function. For example, while a mobile phone has multiple functions (works as a device to use internet on, an alarm clock, and so on) it’s main function is as a mobile phone so choose the following taxonomy { Electronics / Communications / Telephony / Mobile Phones ID: 267}.

Choosing the most specific category. 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

Let’s suppose you’re selling dog food. 
You can either assign it to {Dog Food} or {Dog Treats}. Both would work in this case. 
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 thing you need to do is make sure your landing page and Google Shopping product details are in sync - from product name, description and price to product category, everything should be the same at both places.

Next, match the product hierarchy on your website’s navigation menu to your Google Shopping Feed. If they’re searching for Dog Food, it should be classified in the menu similar to how it’s classified on Google. This improves their 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. 

### Want to optimize your Google product categories?

Save your time and energy, and start categorizing your Google product categories with Channable.

Channable helps you organize and optimize your Google product data to better identify top-performing products and categories. Simplify your product feed workflows with Channable so you can boost sales and conversions, get higher ROAS, and keep all your product data up-to-date.

Our solution is unique because we use a tiered process to ensure all categorizations are carried out efficiently and effectively.

 It's accurate, takes a few minutes to categorize everything, and helps you manage your Google shopping feed with ease. If you’d like to start optimizing your Google product categories today, [request a demo now!](https://www.channable.com/demo)

How to Use Google Product Category To Optimize Sales and Conversions in 2024?

*Note this article was first published in December 2020 and should be used as a reference. In April 2024 Channable launched it's own [CSS connection](https://documents.channable.com/css/) to consider as a partner to showcase your products effectively.*

As of 2017, vendors can also appear in the Google Shopping search results by registering at a comparison site that is approved as a Google CSS Partner. The Google CSS Partner program is especially for Comparison Shopping Services (comparison sites) and vendors that work with such comparison sites.

On the internet, you’re overwhelmed by blogs and articles when searching for the Google CSS Partner program. These search results include a lot of stories about why Google invented this program and why you should start with it “RIGHT NOW”, or blogs that are written by companies who are a Google CSS Partner themselves. At Channable, we’re striving to be neutral in this matter, so read on if you’re just interested in the Google CSS Partner program and want to know how to get started.
<h2>Why should I work with a Google CSS Partner?</h2>
Working with a Google CSS Partner comes with a few benefits:
<ul markdown>
 	<li>There will be no visual change to your ads. They will still be shown in the general search results pages of Google Shopping, in between the ‘regular’ Google Shopping ads.</li>
 	<li>Working with a Google CSS Partner can also be more profitable. When advertisers offer €1 per click via Google, only 80 cents goes to the auction. With a Google CSS partner who doesn't charge a percentage commission, 100% enters the auction. This leads to a natural bid increase of 20% without having to actually change the bids!</li>
<li>After switching to a CSS Partner, the smart bidding algorithm will have an easier time in the ad auction. With a higher possible CPC it can buy more expensive clicks increasing the overall traffic of the campaigns. And with more traffic there will be more conversions leading to a higher overall converted value. This means that the shopping campaign will deliver more revenue for the business without changes in ROAS.</li>

</ul>
<h2>What does it look like?</h2>
Advertisements delivered by a Google CSS Partner are shown the same as all other Google Shopping ads. However, instead of ‘By Google’ under the advertisement, you’ll now see ‘By + the name of the Google CSS Partner”. A more detailed overview of the ad can be found under the ‘Shopping’ tab in Google.
<h2>How do I choose the right Google CSS Partner?</h2>
The most important thing is that you work with <a href="https://comparisonshoppingpartners.withgoogle.com/find_a_partner?page=0&amp;seed=5785641" target="_blank" rel="noopener noreferrer">an official partner</a> that fits your marketing goals and is specialized in the products (e.g. apparel or electronics) you want to advertise. Next to that, make sure you know if the Google CSS Partner supports all your products, and if they charge an additional CPC and/or CPS.

It is important to know the pricing and terms can differ between the several Google CSS Partners you can choose from. For instance, some work with a flat fee per month while others charge on a performance basis. Producthero chose their pricing model because “It is a Google policy that all of a vendor’s products are advertised on the website of the CSS Partner. With Channable, it is possible to optimize feeds for CSS channels by optimizing the product catalogue that is advertised. Leaving out any products on the CSS website, which are in fact advertised in Google with this CSS Partner, would be a violation of this policy. Therefore, when developing our CSS, we saw that a fixed or performance-based fee to place all products on the CSS website works better for most advertisers than a CPC based model.”

In addition to business models and pricing, there can be many differences between Google CSS Partners including (cancellation) terms, active countries and additional agency services as many CSS Partners are part of a marketing agency.
<h2>How do I start advertising on Google Shopping with a Google CSS Partner?</h2>
Once you have chosen a CSS Partner that fits you, starting is quite easy. You just need to confirm in your Merchant Center that it can change its association from Google to the CSS Partner of your choice and then Google will do the rest.

Channable already supports connections to a few Google CSS Partners in the tool, and setting up the feed works the same as setting up a [Google Shopping feed.](https://www.channable.com/integrations/google-shopping-feed) Please <a href="/contact" target="_blank" rel="noopener noreferrer">contact us</a> if you need more information or need help with setting up a feed.

Everything you need to know about Google CSS Partners

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]

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?

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?

Being a Google premier partner often requires you to be on top of the latest Google developments, but you’re also eager to use them. <a href="https://support.google.com/google-ads/answer/7684791?hl=en-GB" target="_blank" rel="noopener noreferrer">Google’s responsive search ads</a> are the next biggest development in Google Ads, and Channable has ensured that the responsive search ads template is available in its <a href="/products/ppc-tool">SEA tool</a>. Roos Rabenberg from marketing agency <a href="https://www.yellowgrape.nl" target="_blank" rel="noopener noreferrer">Yellowgrape</a>, a Channable Partner, has already been busy experimenting with responsive search ads in Channable and cared to share the experience so far.
<h2>What are responsive search ads?</h2>
The responsive search ads feature is Google’s AI ad structure that will adapt to the internet user depending on what the technology has evaluated as most effective. Roos shared that “by entering 15 headlines and 4 descriptions, Google Ads will automatically test the combinations and display the best performing ads to the right customer. Responsive search ads maximize the relevance of the ad to the search term of the customer. More relevance means that your advertisement can enter more auctions. More auctions lead to a higher probability of the advertisement to win, which results in an increase in impressions and traffic.”
<h2>Why would someone want to use responsive search ads?</h2>
Google says that responsive search ads allow you to display more relevant messages to your potential customers and may even improve performance. For Roos, “Responsive search ads are of great value to each advertiser out there that wants to maximize the probability of conversions. Before, advertisers needed to decide whether or not an advertisement was relevant or performing well. Now, we let a machine decide which ads are performing best based on a multitude of variables that is impossible to take into account as a simple human being. It not only saves time, but it also leads to better customer experience in Google.”

Functionality wise, responsive search ads can be desirable because you are able to:
<ul markdown>
 	<li>Create flexible ads that can adapt to different device sizes</li>
 	<li>Save some time as you provide a set list of headlines and descriptions and Google will optimize the ad</li>
 	<li>Reach more people and increase ad group performance as combinations of your headlines and descriptions can generate more ads to compete in auctions and match more search queries</li>
</ul>
<h2>Why use Channable for responsive search ads?</h2>
Channable can be used to generate responsive search ads with dynamic information that updates the ads automatically. Dynamic fields use the information in your data feed to customize ads. One template can generate hundreds of variations of ads, headlines, and descriptions.

Yellowgrape was one of the first Channable clients to put Channable’s responsive search ads template to the test. Channable’s template was quickly deemed to Roos and the team as a valuable complement to starting with responsive ads as they realized “when using static ads, it can be hard to use up-to-date product information in your advertisements. In order to differentiate your ads from competitors, one must work with a feed management tool such as Channable. Creating advertisements in Channable can be done on different levels, such as brand-, category-, brand + category, and product level. By using keyword-related variables in a responsive search ad allows an advertiser to show relevant and up-to-date ads. This creates realistic expectations for the consumer. **Relevance level: 100%. Disappointment level: 0%.**”

<img class="alignnone wp-image-16656 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/O1ZxcbCyTFOUixU8jVBc" alt="channable responsive search ads" width="652" height="249" />

Channable’s SEA tool has proven to help improve relevancy, personalization, and save time. With the responsive search ads template, Channable has strived to ensure even more efficiency and the means to support even higher quality ads. Please<a href="/contact" target="_blank" rel="noopener noreferrer"> get in contact</a> if you’re interested in Channable’s SEA tool and using Channable to generate responsive search ads. You can also <a href="/signup" target="_blank" rel="noopener noreferrer">open an unlimited free trial account</a> to get started.



Why use Google’s responsive search ads?

There is no doubt that Google is the most widely used search engine in the world, which leads many advertisers to use Google services to promote their products. Are you planning to create Shopping campaigns yourself or maybe you want your campaigns to perform better with less effort? Then use these tips to create successful shopping ads!

Before creating Google Shopping Campaigns, you should know that beforehand you’ll need to submit an optimized <a href="/blog/infographic-product-feed-for-online-marketing" target="_blank" rel="noopener noreferrer">data feed</a> within your Merchant Center account. This is a precondition for advertisers to create their Shopping campaigns.
<h2>Shopping ads made with enriched titles and descriptions</h2>
When your Shopping ads in Google Shopping have titles and descriptions that are full of keywords, your ads will have a better visibility in the search results.** The more optimized and detailed your product information is, the more likely your ads will appear. Consequently, the more likely you are to sell your products, because consumers prefer to be well informed before buying.** Channable can be very useful for easily optimizing your titles and improving your feed for Google Shopping. Consult <a href="/blog/create-quality-google-shopping-feeds" target="_blank" rel="noopener noreferrer">the guide to create a top quality feed for Google Shopping</a> or the solutions to the <a href="/blog/10-common-errors-channable-users-connecting-google-shopping" target="_blank" rel="noopener noreferrer">most common mistakes in Google Shopping feeds</a> to help get your feed in top shape.

Once your feed is complete, optimized, and uploaded to the Google Merchant Center, you can begin to create Shopping campaigns in Google Ads. Shopping campaigns allow you to manage and optimize your Shopping ads. You can find <a href="https://support.google.com/merchants/answer/2660968?hl=en&amp;ref_topic=3163841" target="_blank" rel="noopener noreferrer">how to link your Merchant Center with your Google Ads account</a> in Google’s help center.

To determine which product will be shown, Google uses a real-time auction system, the information contained in your data feed, and the search results. Only items from sellers who have sent their feeds to the Merchant Center and linked their feed to a Shopping campaign in Google Ads are eligible to appear on Google Shopping.
<h2>Align your marketing objectives and bidding strategies</h2>
After creating a good quality product feed, it is necessary to create a relevant campaign structure. Google recommends subdividing ad/product groups to have a campaign structure that ranges your items from the broadest to the most restrictive types. This structure must correspond to the advertiser’s (your) marketing goals and how much they’re willing to bid per type of item. Why is it so important for an advertiser to segment their Shopping campaigns properly? If the advertiser wants to adjust the CPCs for different products or for a product category, it will not be possible if all products are contained within the same campaign.

How do you segment your Shopping campaigns? Like a text ads campaign, there is no one right way to organize your Shopping campaigns. However, if you know in advance which attributes of your feed will mainly determine your CPCs of your ad groups, then it should not be complicated.

<img class="size-full wp-image-16743 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/yTgh9VGRQ4GfmXFIzzXD" alt="Shopping Campaign with Channable" width="1331" height="590" />

Examples of structures:
**A simple structure/all in one:** one unique ad group for all your items and one product group per brand. The disadvantage of this segmentation is that Google will control which products will appear based on the information contained within your feed. You can’t really control the negative keywords on an item level. The advantage here is that it is easy to set up and this could work if your inventory is small with homogeneous type of products.

**More complex structures:** Divide your inventory into product groups and create subsets. For example, one ad group per brand or even per product, and one product group per item (be careful this segmentation will be long and complex to configure manually!). The advantage here is that you can alter bids and block terms on an individual product basis. How does this translate into a structure?
For example:

→ Divide your items by brands vs generic products (based on your margins)
→ Divide your items by category types/product universe
→ Divide your product by performance (e.g. best sellers)

You can already easily segment your products within the Google Merchant Center using custom labels.
<h2>Channable as a way to easily automate your Shopping Campaign creation and create segmentations</h2>
To simplify and avoid manual configuration within your Google Ads account, Channable is an optimal solution. Channable's SEA tool will allow you to easily create a complex structure for your Shopping campaigns. Select the products for a specific campaign and define the level at which the ad group should be generated (e.g. category or brand). You can do this by using dynamic fields from your feed.
<h3>5 reasons to use the Channable SEA tool for your Shopping campaigns:</h3>
<ul markdown>
 	<li>Simplify the creation of complex Shopping campaigns structure.</li>
 	<li>Have total and precise control over your PPCs and negative keywords at a product level without the complexity of manual work.</li>
 	<li>Add negative dynamic or static keywords to eliminate unnecessary costs.</li>
 	<li>Experience the possibility to use the performance of your products to create product groups in your campaigns to optimize CPCs for each product.</li>
 	<li>Benefit from daily updates of your campaign structures and ad information. For example, every time a product is out of stock, the ad is paused, or if you have new products in your inventory, your campaigns will be updated.</li>
</ul>
If some of the issues raised above are familiar to you and think you could benefit from Channable’s SEA tool for Shopping campaigns, do not hesitate to <a href="/contact" target="_blank" rel="noopener noreferrer">contact us</a> for a <a href="/demo" target="_blank" rel="noopener noreferrer">demo</a> or to begin a trial.

Practical tips for successful Shopping campaigns!

<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

Google has grown beyond the modest search engine it began as. Whilst the consumer mostly uses it to search for results, images, items, flights, and so forth, businesses are more acquainted with Google’s vast portfolio of products. Many of the Google products accept <a href="/blog/infographic-product-feed-for-online-marketing" target="_blank" rel="noopener noreferrer">a data feed</a> of inventory or information to simplify, optimize, and even enable usage. Channable offers many different feeds for Google. It can be tricky to understand the difference between each and where a data feed comes in.

This whitepaper will clarify what each Google product does, who it is for, how you can use it, and how a <a href="/products/product-feed-management-tool" target="_blank" rel="noopener noreferrer">feed management tool</a> is used. The following Google products will be covered:
<ul markdown>
 	<li>Google Shopping</li>
 	<li>Google Shopping Campaigns</li>
 	<li>Google Display</li>
 	<li>Google Ads</li>
 	<li>Google Search Ads 360</li>
 	<li>Google Analytics</li>
 	<li>Google Manufacturer Center</li>
 	<li>Google Play Books</li>
 	<li>Google Product Ratings</li>
</ul>
<h3 style="text-align: center;">Download the Google products whitepaper</h3>
<p style="text-align: center;">Complete the form below to receive the Google Products whitepaper in your inbox.</p>
[form id="be174dcc-6133-4eb1-b71c-72c177cffc8d"]

Use Channable to generate your feeds for all your Google needs and speed up your scaling process. <a href="https://app.channable.com/companies/14426" target="_blank" rel="noopener noreferrer">Create a free trial accoun</a>t today and ask one of our teams to give you an <a href="/demo" target="_blank" rel="noopener noreferrer"> in-depth demo</a> on how to build the perfect feeds for Google.


Explained: Google’s products for advertisers [whitepaper]

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

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

“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 

## 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.

[![CTA (1).png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/iUARtEO9QnNv5CTzLfLj)](https://www.channable.com/signup)

The difference between ad campaigns and ad groups in PPC advertising

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

<h2>What does this mean for your business?</h2>
Google Shopping has been part of Google’s search engine for almost 20 years. However, since 2012 Google Shopping’s business model has been paid ads for item placement. This meant that many merchants choose only their top sellers because of listing costs or others to only use standard Google Search Ads instead of Google Shopping. With this change, the majority of space given to the Google Shopping tab will be free. Making Google Shopping more accessible for all businesses and allows merchants to list their full inventories to be found by Google’s search engine without ad placement costs. Top paid listings will still appear in the ad slots and the free listings will apply to the Google Shopping tab. But, this shift makes Google Shopping a more preferable alternative than competitors like <a href="/integrations/amazon-product-feed">Amazon</a> or <a href="/integrations/ebay">eBay</a> for many merchants.

[caption id="attachment_22576" align="aligncenter" width="597"]<img class="size-full wp-image-22576" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lISVl5TNThiHQqIBxe40" alt="Google Shopping example" width="597" height="173" /> Google Shopping layouts example[/caption]
<h2>How to take advantage</h2>
Google states that anyone who manages a website or an online store platform, such as <a href="/integrations/shopify">Shopify</a> or <a href="/integrations/magento">Magento</a>, may advertise items. To opt-in, select “Growth” and then “Manage programs” in your <a href="https://www.google.com/intl/en_us/retail/get-started?product=merchant-center&amp;&amp;fmp=1&amp;utm_id=bkws&amp;mcsubid=us-en-ha-g-mc-bkws&amp;subid=us-en-ha-Sh-bk-c-mcd!o3~EAIaIQobChMI8YrYzZv46AIVuR6tBh3yEw8bEAAYASAAEgJ0hPD_BwE~%7Badgroup%7D~kwd-296470545763~8700813765~408243301570&amp;gclid=EAIaIQobChMI8YrYzZv46AIVuR6tBh3yEw8bEAAYASAAEgJ0hPD_BwE">Google Merchant Center</a>, in the left navigation menu and select the “surfaces across Google” program card. You can also add products to your product feed, to make even more products discoverable in these free listings. Meaning existing customers with a Google Merchant Center account can now list their full inventories, and new users can apply through the Google Merchant Center to be featured on Google Shopping.

To help make the process smoother, Google has partnered with PayPal. Allowing customers to link existing accounts for faster online payment.
<h2>How to get going using feed management</h2>
With many businesses around the world forced to close their physical doors, online sales offer a lifeline! Whether you are just starting out in the world of eCommerce or juggling 4 marketplace connections plus the rest of your business, feed management can save you time and money. What is feed management you may ask? Exactly what it sounds like, a way to handle all of the data coming from your online shop.

Why use a <a href="/blog/10-common-errors-channable-users-connecting-google-shopping">feed management tool</a>? Unlike Google Ads which rests mostly on keywords, Google Shopping is based on all the product data found on an online shop. A feed management tool allows you to organize your product data in order to match the <a href="https://support.channable.com/hc/en-us/articles/115002826965-Generate-categories">categories</a> for Google Shopping and <a href="https://support.google.com/merchants/answer/7052112?hl=en&amp;ref_topic=6324338">product specifications</a>. For some of the most popular advertising platforms, including Google Shopping, you can instantly generate categories by utilizing <a href="https://support.channable.com/hc/en-us/articles/360015991674-How-to-work-with-smart-categories">smart categorization</a>. This process can significantly speed up the set up of a new connection, maximize your visibility, and increase your reach. If you choose to handle this process manually via a spreadsheet, some of your products may be disapproved by Google. It will then be trial and error until you have fixed all the requirements by Google and are able to advertise again.

[caption id="attachment_22582" align="alignnone" width="1899"]<img class="size-full wp-image-22582" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/aqbFcF9tQRyEuY4QJkTf" alt="Google shopping example listing"/> Google shopping example listing[/caption]
<h2>Handling Google Shopping campaigns</h2>
As stated above, Google Shopping ads are based on a lot more than just keywords. All of the product data is taken into account when Google assesses the quality of the ad. With Google Shopping ads being free to list, it is now more important than ever to have a truly optimized and complete item listing. Fields like image, product title, price, name of retailer, shipping, reviews, and all other relevant information are used by Google to acknowledge your listing as credible and create the ad.

Introducing Channable, the data feed management solution that can handle and automate your entire Google Merchant Center catalog. Channable creates an integrated connection to your online shop, optimizing both your <a href="/products/ppc-tool">Google Ads</a> and <a href="https://support.channable.com/hc/en-us/articles/115002828885-How-do-I-advertise-on-Google-Shopping-">Google Shopping campaigns</a>. With Channable’s Google Shopping API connection, an immediate real-time link will be made with your Google Merchant Center and your product feed. Any products you have listed on your online shop will be automatically updated in your Google Merchant Center and may be advertised. We have only talked about Google Shopping here, but with this same connection, your online shop can connect to over 2,500 other price comparison websites, affiliate platforms, and marketplaces as well.

Increase your online exposure and get your business back where it needs to be, in front of your customers!

Start your <a href="/signup">free trial today</a>.  Your first connection setup is free, as part of our service to get you up and running smoothly.

Google Shopping ads shift to free: What you need to know about this change in eCommerce

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

## 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

<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

If you have an online shop, there are more and more events that you have to mark as important on the calendar. Black Friday and Cyber ​​Monday, Christmas, summer sales, and for the last few years, Amazon Prime Day. In 2015, <a href="/integrations/amazon-product-feed" target="_blank" rel="noopener noreferrer">Amazon</a> wanted to innovate the sales seasons by offering great deals that were only available for 30 hours. This way the marketplace not only joined the “sales bandwagon” but made Amazon Prime Day a highly anticipated date for their loyal Amazon Prime customers.

<img class="size-full wp-image-26829 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/jVuKzBjQGaYU0jcQr5bv" alt="" width="600" height="787" />
<h2>What is Amazon Prime Day?</h2>
Amazon Prime Day is an annual event that is celebrated in 18 countries, including the United States, Canada, the United Kingdom, France, Germany, Spain, and China. For approximately 30 hours, people can buy all kinds of products at very low prices.

In order to enjoy Amazon Prime Day, you must be an Amazon Prime customer. The offers are changed and renewed throughout Amazon Prime Day, so customers have to complete purchases quickly for their desired products. It is estimated that in 2019 approximately **40% of the products came from small/medium businesses** that use Amazon as one of their online sales platforms.

It is possible to find discounts on all kinds of products, although the biggest offers are found on Amazon-brand products, especially those related to the electronics sector. In 2019 the best sellers were Echo Dots, Fire TV Sticks, and Kindles.

Historically, it has always been celebrated during the month of July. However, this year due to the uncertainty experienced by COVID-19, <a href="https://www.cnbc.com/2020/07/02/amazon-delays-prime-day-until-october-due-to-coronavirus.html" target="_blank" rel="noopener noreferrer">the date has been postponed several times</a>. With the huge increase in orders that Amazon received during the first half of the year, it was impossible to stage an event as popular as Amazon Prime Day. In the absence of official confirmation, everything indicates that it will be held in October, but we are still waiting for a final date.
<h2>Why should you participate in Amazon Prime Day?</h2>
Amazon Prime Day 2019 was a resounding success, becoming the largest event in Amazon's history; even surpassing Black Friday and Cyber ​​Monday 2018. In 2019 more than 1 million offers were available worldwide.

While Amazon never discloses the revenue generated by Amazon Prime Day, there is that suggests its great growth year on year. For example, it’s predicted that over 100 million products were sold in 2018. However, in 2019 the number of products sold is said to have almost doubled reaching 175 million.

This large number of purchases implies a large number of returns. According to Adobe Digital Insights, 30% more products were returned in 2018 than during Amazon Prime Day 2017. This means that sellers must have an incredible logistic service to be able to handle this event with the required guarantees.
<h2>How can you sell your products on Amazon Prime Day?</h2>
First and foremost, if you still don't have your catalog integrated into Amazon, you definitely should in preparation for Amazon Prime Day and in general. In the following video, we explain the 6 steps you should follow to create a quality listing for Amazon in a quick and easy way.
<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/k24FayMRioY" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>
Once your listing is integrated into Amazon, you need to improve the visibility of your products to make sure you stand out from the competition. Competition is fierce, especially on a day as important as Amazon Prime.

Here are some of our best tips that can help your business succeed on Prime Day:

- Create attractive titles for your products including keywords and relevant attributes such as brand, color, material, and size.
- Use Amazon Pay Per Click to give your products a jump-start.
- Reduce shipping times, response times, and the number of faulty orders to reach the Buy Box.
- <a href="/blog/blog-improve-opinions-amazon" target="_blank" rel="noopener noreferrer">Improve your verified reviews on Amazon</a>.

Check out our other blog in which we offer you more tips you should implement to help you to <a href="/blog/blog-tips-for-advertising-your-products-on-amazon" target="_blank" rel="noopener noreferrer">advertise your products successfully on Amazon</a>. With Channable's feed manager, it’s simple to configure your Amazon listing. You can also manage all your <a href="/products/marketplace-integrator" target="_blank" rel="noopener noreferrer">Amazon orders directly from your eCommerce platform</a>, and even configure the <a href="/integrations" target="_blank" rel="noopener noreferrer">listing for other marketplaces</a>. If you have any further questions, <a href="/contact" target="_blank" rel="noopener noreferrer">our dedicated team</a> is more than happy to help.

Amazon Prime Day - What to expect and how to profit from it

<blockquote> **UPDATE**: <a href="https://www.amazon.se">Amazon.se</a> is now live! To set you off for a great start, we have summarized the key benefits and how you can prepare for this exciting launch.</blockquote>
<h2>Start setting up your product listings now</h2>
With the news that <a href="https://tamebay.com/2020/09/seller-central-is-now-available-in-sweden.html">Amazon</a> has already released the Seller Central Sweden,<span style="font-weight: 400;"> you can already start preparing your product listings today. At Channable we are pleased to announce that we have finalized a real-time API connection that enables you to create and push your product listings directly to Amazon.</span>

<span style="font-weight: 400;">By utilizing the API connection through Channable, it doesn’t only enable you to push the products. It also enables your product data and stock information to be automatically and instantly updated as soon as a product gets sold either via the Amazon marketplace or via your own webshop. </span>

<img class="size-full wp-image-27047 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/KqhekgzT5GZ4hhQHSepJ" alt="Amazon Sweden Channable" width="830" height="201" />
<br><br/>
<span style="font-weight: 400;">

Seize the opportunity by setting up product listings now. This will give your business a great start.  </span>
<blockquote><i><span style="font-weight: 400;">See also: </span></i><a href="/integrations/amazon-product-feed"><span style="font-weight: 400;">How can I make Amazon product listings with Channable?</span></a></blockquote>
<h2>Use rules to enrich your listings and filter out products</h2>
<span style="font-weight: 400;">Setting up product listings manually on Amazon can usually take up quite a bit of time. Especially if your webshop has a large offering/inventory. By utilizing the integrated API from Channable you can automate a large part of this process to significantly decrease the time spent on creating product listings. For instance, take advantage of the built-in </span><a href="https://helpcenter.channable.com/hc/en-us/articles/360011077260-What-does-the-attribute-builder-do-"><span style="font-weight: 400;">attribute builder</span></a><span style="font-weight: 400;"> to easily meet attribute requirements. Or, utilize the many </span><a href="https://www.youtube.com/watch?v=xQGAdEr5TfA&amp;feature=youtu.be">powerful rules</a> that can help enrich your listings as well as filter out products you don't want to list. </span>

<br><br/>
<img class="size-full wp-image-27056 aligncenter" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/gNTsSrxFSyao6QJxpRZC" alt="Amazon Sweden Rules" width="464" height="176" />
<br><br/>

<span style="font-weight: 400;">By using rules to automate the creation of product listings, you do not only reduce the time spent but also gain greater control of the flow of products you send to Amazon Sweden. As soon as you set up a rule, the integration will give you immediate feedback which will maximize the impact of your listings as well as minimizing the eventual cost. </span>
<blockquote><span style="font-weight: 400;">See also: </span><a href="https://www.youtube.com/watch?v=xQGAdEr5TfA&amp;feature=youtu.be"><span style="font-weight: 400;">Video: How do Channable rules function</span></a></blockquote>
<h2>Handle all orders directly in your own webshop</h2>
<span style="font-weight: 400;">Selling products on Amazon usually means you need to handle all orders from the marketplace itself. However, what if we told you that it does not have to be this way? What if we told you that with Channable, we retrieve all your orders and send them directly to your own platform/webshop allowing you to handle everything from there?</span>

<span style="font-weight: 400;">By adding an </span><a href="/products/marketplace-integrator"><span style="font-weight: 400;">order connection</span></a><span style="font-weight: 400;"> to your Amazon Sweden API, your orders will be synchronized to your online shop, meaning you can finally say goodbye to copy-pasting and hello to automatically received order information. Utilizing the option to add an order connection will not only free up time spent on order management but will also help increase the overall efficiency regarding your Amazon efforts.</span>
<blockquote><i><span style="font-weight: 400;">“We could say that now we don't have to take care of order management. Channable takes care of this task automatically. We only have to take care of our customers and prepare the picking of the order. Channable is also in charge of the tracking, which is more and more important to Amazon” </span></i>

From Wapalli use-case</blockquote>
<h2>Why list your products on Amazon Sweden?</h2>
<span style="font-weight: 400;">Are you new to selling products on Amazon? And, with all the buzz around Amazon Sweden, are you thinking about trying it out? If so, then you are definitely not the only one. Try reading the stats in the illustration further below. Selling products on marketplaces such as Amazon can not only create more visibility for your products, it might also open up a whole new revenue stream for your business. However, before making any quick decisions, it might be a good idea to </span><a href="/blog/increase-sales-marketplaces"><span style="font-weight: 400;">evaluate your marketplace strategy</span></a><span style="font-weight: 400;">.</span>

<img class="aligncenter size-full wp-image-19873" src="https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0mkOoDqHTfSvq5tlHzvk" alt="" width="1234" height="372" />

<span style="font-weight: 400;">On a global scale, Amazon has about </span><a href="https://www.marketplacepulse.com/amazon/number-of-sellers"><span style="font-weight: 400;">2.3 million active sellers</span></a><span style="font-weight: 400;"> worldwide on its platforms combined. Obviously the American version is still the most popular with more than 461.000 active sellers, but the French and Italian versions are not far behind with 234.000 and 227.000 active sellers.</span>

<span style="font-weight: 400;">At first, this landscape might seem pretty competitive. But as Amazon is continually creating features to optimize the distribution of revenue between sellers, it might be a good idea to consider joining the movement.  </span>

<span style="font-weight: 400;">What could also be relevant to take into account is the fact that when Amazon enters a new market, many consumers will quickly swarm to the marketplace and create a revolution in the product searches. Usually, when consumers have easy access to Amazon, you will often see them using Amazon as their first touchpoint to discover and potentially make a purchase. </span>

<span style="font-weight: 400;">Furthermore, by looking at some of the numbers concerning the launch of Amazon Netherlands, which happened earlier this year, it is quite interesting to see that it is not only consumers who swarm to the marketplace. In fact, since the launch of the Dutch marketplace, Amazon has reported an increase of </span><a href="https://www.marketplacepulse.com/amazon/number-of-sellers"><span style="font-weight: 400;">87.422 active sellers</span></a><span style="font-weight: 400;"> making it the fastest-growing department relative to its marketplace size.</span>

<span style="font-weight: 400;">With all this being said and as a last remark, keep in mind that the consumer is always right. Being present in the channels where your consumers are can be crucial for the success of your business. If Amazon Sweden experience the same growth rates as some of its former market launches, it might be a good reason to look into the possibility to list your products here.</span>
<blockquote><span style="font-weight: 400;">See also: </span><a href="/blog/blog-tips-for-advertising-your-products-on-amazon"><span style="font-weight: 400;">Are you looking for some tips on how to advertise your product on Amazon? </span></a></blockquote>

Amazon is coming to Sweden: Are you prepared?

<h2>What is Google Product Category?</h2>
The “google_product_category” attribute is used to classify or categorize products in Google Shopping. The goal of this product categorization is to make it easier for customers to find your items within Google Shopping.

To set up the categories correctly, you have to use the taxonomies listed by Google known as the “Google product taxonomy”. The Google product taxonomy is the list of categories that Google uses to help classify products in the [Google Shopping feed](https://www.channable.com/integrations/google-shopping-feed). There are <strong>more than 6,000 categories</strong>. This is why it’s incredibly important that you categorize your products correctly. <a href="https://support.google.com/merchants/answer/6324436?hl=en-GB" target="_blank" rel="noopener noreferrer">Here</a> you can find more info regarding Google's product taxonomy.

Another important thing to note is that the categories are not the same in all countries. There are countries such as the United Kingdom, United States, France, Germany, and the Netherlands where the taxonomy is more complete and the product categories have more subdivisions than others.

An example of Google’s Category taxonomy for clothing would be:

Clothing and accessories &gt; Clothing &gt; Warm clothing &gt; Jackets and coats

In turn, each of these product categories is associated with a numerical code.
<h2>How important is the Google Product Category in the Google Shopping feed?</h2>
You should always categorize your products. There are too many benefits you’ll miss out on if you don’t.
<ul>
 	<li>The Google Product Category is decisive when it comes to ensuring users only see products that are really relevant to their search query.</li>
 	<li>The click rate of Google Shopping campaigns will improve because your products will have more precise attributes.</li>
 	<li>Filling in the Google Product Category influences your position in rankings. This allows you to check whether your products appear ahead of your competition.</li>
 	<li>Many other channels such as Criteo or [Facebook Ads](https://www.channable.com/integrations/facebook-product-feed) also use this categorization as a reference. Making it necessary to follow Google’s product taxonomy in order to be successful in multiple, essential channels.</li>
</ul>
<h2>Tips you should take into account when optimizing your Google Product Categories</h2>
<ol>
 	<li>Google occasionally updates its categories, so you need to make sure your data feed is updated with the latest changes.</li>
 	<li>The more information you provide in your Google Shopping feed, the better. That's why it's important to be specific about your categorization. You have to choose the most specific category possible. If you use a more specific Google Product Category, your products will appear in the appropriate search results more often. Therefore your CTR will improve significantly and, by creating more relevant ads, costs will decrease.</li>
 	<li>If your product fits into more than one category, it is important that you choose the most accurate one. It is not possible to choose two categories in Google Shopping.</li>
 	<li>If the article does not match any of the categories marked in the Google taxonomy (which is quite unusual due to a large number of categories available), then you can use the product_type attribute.</li>
 	<li>Remember that each country has a different taxonomy, so you will have to configure the feed and categories based on the country where you want to sell your products. Otherwise, your products will be rejected by Google. This has a close relationship with the taxes marked by each country. For example, if you are going to sell your products in the United States, it is important that the feed is configured for this country so that the tax rate for your products is correct.</li>
</ol>
<h2>Risks with Google's automatic product categorization</h2>
Google offers a new automatic categorization feature to make it easier to categorize products. Therefore, the google_product_category attribute is now not mandatory. However, while this advance is helpful, it also poses a risk.

The automatic assignment that Google makes is based on an algorithm that analyses other attributes of the Google Shopping feed, such as the brand, the GTIN, etc. In many cases, these attributes are not very specific and this means that Google does not assign the correct category or uses a category that is too generic.

To avoid this, we strongly recommend that you fill in the Google Product Category field in the Google Shopping feed yourself.
<h2>How can Channable help me with smart categorization?</h2>
Channable allows you to set up the Google Shopping feed in 5 easy steps. And one of the steps in the configuration of the feed is categorization. With the intention of helping our customers in this process (which can be quite long in multi-product catalogs), in Channable we have developed <a href="/blog/smart-categorization-google-shopping" target="_blank" rel="noopener noreferrer">smart categorization</a>.

Thanks to a smart self-learning algorithm, we have managed to make the products you want to export to Google Shopping automatically fit the Google taxonomy. In this way, a category suggestion will appear that matches each of your products. As this is only a suggestion, you will always have the final decision regarding which category is used. This way, you will still have full control of the categorization process.

Would you like to create a fully optimized Google Shopping feed with Channable’s smart categorization? <a href="https://app.channable.com/signup" target="_blank" rel="noopener noreferrer">Create a FREE account </a>today and set up your Google Shopping feed in no time.

Don't forget to read our blog with tips to <a href="/blog/create-quality-google-shopping-feeds" target="_blank" rel="noopener noreferrer">create the perfect feed for Google Shopping</a>.

Tips and solutions when assigning Google Product Categories in your Google Shopping Feed

## 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

## 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?

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

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?

# 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

# 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

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

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](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 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

An Expert’s Guide to Google Performance Max Campaigns in 2023

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

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

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

We sat down with Erika Shemie, Partner Success Manager at Google, to discuss Performance Max best practices and how to incorporate these campaigns into your marketing strategy for the holiday season and 2023.

But first, a quick explanation of what [Performance Max campaigns](https://www.channable.com/blog/performance-max-campaigns) are. Performance Max campaigns are the newest iteration of ads for digital marketers offered by Google. 

Simply put, Performance Max campaigns allow for advertising across Google's platforms. Adding AI and machine learning into your ad structure to maximize performance and results, Performance Max campaigns are a goal-based campaign type that helps link you to customers across YouTube, Display, Search, Discover, Gmail, and Maps.

That being said, let's jump into the conversation with Erika and see what insights she shares for Performance Max best practices..

## 1. Hi Erika, let's talk about how can retailers benefit from Performance Max campaigns to boost reach during the holiday season.

Great topic to dive into. Let's break down some Performance Max best practices advertisers can implement with a Google Merchant Center (GMC) feed:

**Build a specific Promotion campaign**
- Build a promotion specific campaign, which can be used as a “shell campaign” for all promotions, from there you can specify a certain holiday or sale you would like to promote including more information regarding promotions & specific assets.

**Use Maximize value strategies**
- Use maximize strategies (e.g. Max. Conversion Value without ROAS target) to benefit from a shorter learning period (if starting a new Performance Max campaign) to get up and running faster for a seasonal campaign.

**Filter for promotional products**
- Filter for your promotional products in listing groups, e.g. via custom label

![Performance_v3-07.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/R1ZMZQwKS6Wk1LmgQyce)

**Ensure budget matches holiday demand**
- Use the demand forecast tool and performance planner in order to calculate available holiday demand to keep your budget unconstrained and the ads working optimally.

**Create a separate Performance Max Retail ‘holiday campaign’ with (seasonal products with specific targets)**
- If you want to prioritize certain types of products, create a separate Performance Max campaign for those items (e.g. one campaign for holiday merchandise, one for high-margin categories, and one for everything else). Setting a lower ROAS target can help maximize visibility for these products in the weeks leading up to peak periods. 

### Performance Max Campaigns best practices 
Start with Maximize Conversion value strategy (without ROAS target) to benefit from a shorter learning period (if starting a new Performance Max campaign from the scratch)

## 2. Which advertisers are most suited for Performance Max campaigns?

Performance Max campaigns build off the success of existing automated solutions to deliver a comprehensive campaign that works for **all advertisers** across a wide range of marketing objectives (e.g. sales, leads, website traffic, brand awareness and reach, app promotion, local store visits & promotions) and media channels (Google Search, Google Maps, Display, YouTube, Gmail, Discover feed, and Google partner websites).

![Performance_v3-03.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/l3HNXwUmRduwJOBhz5r4)

Online sales, store visits, and new customer acquisition are the supported marketing objectives for the retail version of Performance Max. This means everyone can benefit from using Performance Max campaigns to a certain extent. But it can be extra beneficial to new advertisers who do not have much experience in refining campaigns and why Performance Max best practices can really boost your performance when starting out.

## 3. What type of advertising strategies can you implement with Performance Max Campaigns?

Well, advertisers will have to first determine what their business objectives are and then set their campaign up to align with those goals. A few goal examples are:

- Is their objective to spend as much as possible at a certain ROAS goal? If so, we recommend setting a ROAS target and uncapping their budget

- Is their objective to drive as much revenue as possible at a certain budget? If so, we recommend setting their desired budget and to use maximise conversion value bidding without a ROAS target 

- Do they have other objectives such as driving new customers or driving store visits? If so, we recommend optimizing to new customer acquisition or store visit conversion goals.

### Performance Max Campaigns best practices
Check the [insights tab](https://support.google.com/google-ads/answer/10256472?hl=en) on how they can improve performance. Always update the creatives and make sure they are relevant. Keep an eye on performance, and when it starts to drop, take a look at CTR.

## 4. How can advertisers improve their creatives/copy to boost conversions?

There are many ways in which you can optimize your ads to make it even easier for Google to recognize important information. A few simple techniques to use are:

- Highlight information about **products** and **offerings** (like promotions) within the headlines and descriptions. 
*Why: Promotions and discounts spark interest and help motivate customers to complete purchases.*

- Only **capitalize** the first word and proper nouns in your **headlines** and **descriptions**. 
*Why: Use sentence casing in your creative, rather than all caps, to provide a more organic and authentic ad experience.*

- **Text assets** should be distinct from each other and make sense when combined. E.g. We recommend that advertisers don't repeat phrases in the headline and description that would be repetitive. We also recommend using descriptions that could be paired with Dynamic Headlines if Final URL expansion is turned on.
*Why: This allows for multiple versions of your ads to be tried and tested for optimal performance.*

## 5. How many campaigns would you create for a certain item and how often would you refresh it?

There is no fixed rule regarding how many campaigns an advertiser should have. This Performance Best practice, really depends on a lot of factors. The setup of the campaign needs to meet the advertiser's business goals and strategy.

![Performance_v3-04.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ttXfduZ2SMaeE1mytOav)

Performance Max for online sales is designed to maximize within the advertiser’s target and budget and can run with only one campaign (if the advertiser has only one ROAS goal & budget) - if they have **different goals** this is when to consider breaking out to more than one campaign, as a Performance Max best practice.

> Generally speaking, if the advertiser has a large number of products, with high conversion volumes and different ROAS goals for different types of products, they should create more than one performance max campaign.

One example where an advertiser should create multiple Performance Max campaigns as a best practice, would be customers that are trying to achieve profitability targets for product categories. In this case, they would have to create one Performance Max campaign per category (e.g. one for footwear, one for outerwear, and one for accessories) and then set a different ROAS target for each campaign.

Another example would be if they have separate budgets, language, or geo-targeting for their goals. This means they would have to run separate Performance Max campaigns for each segmentation.

### Performance Max Campaigns best practices
If you were targeting several countries with different budgets, you would need to separate campaigns because the budget is on campaign level and would need adjusting per region for best results.

## 6. Can you give us any A/B testing tips on how to manage campaigns?

We recommend using a **pre/post** and/**or geo-split** test when switching from Shopping campaigns to Performance Max campaigns. What this means in practice is:

- **Identify products to test:** For shopping campaigns, select a subset of products to test Performance Max with 
-** Set your budget**: Set the Performance Max budget to be equal to or greater than the budget for those products in the existing Shopping campaigns. This is to prevent overall sales for those products from declining across Shopping and Performance Max campaigns.
 - Performance Max will trump Shopping campaigns with overlapping products in most instances so it’s critical to ensure sufficient budget is allocated to Performance Max in order to maintain overall sales  
 - To evaluate performance, measure how well Performance Max delivers conversion value and ROAS compared to the original Shopping campaigns.

- **Same campaign setup:** Ensure that product targeting, and conversions are being optimized and that goals are the same across SSC/standard Shopping and Performance Max campaigns.

*Please note that since the new Performance Max campaign is created from scratch, it will go through a learning period.*

Once you have launched your new Performance Max campaign, pause the original standard shopping campaign, let the Performance Max campaign ramp up for at least 1-2 weeks, and exclude this time period from evaluation. 

![Performance_v3-05.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ckhncp6CRNaRBaEJMe0Y)

Evaluate the performance of 4-5 weeks after the ramp-up period + any conversion lag time* to ensure you are considering sufficient data to compare to the standard shopping campaign.

### Performance Max Campaigns best practices 
You can monitor performance via the Google ads interface by visiting “Attribution” > “Path metrics” > “Average day to conversion.” Please select “Measure from first interaction”

## 7. What components do you need to successfully set up a Performance Max campaign?

You should add as many assets as you can or as many as you have available. Performance Max is an automated solution powered by machine learning. More assets = more potential ad formats that can be created for different channels and users.

If you add a [GMC feed](https://support.google.com/merchants/answer/188924?hl=en&ref_topic=3163841), then technically you don’t need to upload any other assets. The minimum requirement is only if you do not attach a GMC feed. However, as a best practice, we still recommend uploading the “minimum” required assets below, as a Performance Max best practice:

- **Google Ads conversion tracking or GA4 conversion tracking**
- **Approved Merchant Center feed** 
- **Text:**
 - Headline: Recommended 5 x 30 character max headline (at least one with 15 characters or fewer)
 - Description & Short Description: Recommended 4+ x 90 character max descriptions (at least one with 60 characters or fewer)
 - Business name: 1

- **Image:**
 - Landscape image: (1.91:1)  Recommended 3+
 - Square image: (1:1) Recommended 3+
 - Portrait image: (4:5) Recommended 1+

- **Video: **
 - 1+ recommended. You can add up to 5 videos. If you don't have one, Google will create videos automatically when possible

- **Extensions:**
 - Sitelinks: Recommended 4+
 - Callouts: Recommended 1
 - Structured Snippets: Recommended 1

Keep in mind that it's a Performance Max best practice to organize asset groups like you organize your ad groups, by a common theme. For example, you might try separating asset groups by the different products or service types you offer.

## 8. What does a successful campaign look like?

What success looks like will depend on your goals. For some, success might be reaching or exceeding their target ROAS and for others, it is maximizing sales (so in that case, the focus would be on volume).

![Performance_v3-06.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/xGk0Vr37TCWV5t6STwPa)

There are some general Performance Max best practices that we recommend advertisers to follow, which will help create more successful campaigns.

1. Providing Text, Image, and Video assets will help maximize the reach and value delivered. We always recommend providing more than the minimum required assets

2. Automation is only as powerful as the data you are feeding it. Be sure that the product feed is well-optimized and there are no account suspensions or warnings. We also recommend ensuring that the conversion tracking and remarketing tags are firing and working properly.
 
3. Aligning your campaign objectives to your business objectives

4. URL expansion helps advertisers to optimize performance of their Performance Max campaigns. By using URL expansion, we can replace their Final URL with a more relevant landing page, dynamic headline, description, and additional text assets based on customers’ intent.

5. We recommend setting the ROAS target to the ROAS the advertiser wants to achieve. Once your campaign is optimized they can assess performance and determine if they want to make any changes to their ROAS target. Keep in mind, there is a tradeoff between efficiency and spend – the higher advertisers set their ROAS goal, the less their campaign will likely spend; the lower they set your ROAS goal, the more their campaign will likely spend.

## 9. Can you run parallel ad campaigns? 

Can Performance Max campaigns run parallel ads with the same items and take this into consideration when optimizing when and where items and ads are displayed?

It’s not advisable to run standard shopping campaigns with the same items as Performance Max. 

This is because Performance Max will be prioritized over Standard Shopping campaigns, and Display campaigns with a Merchant Center feed in the advertiser’s account if they’re targeting the same product inventory. 

If the campaigns are in different CIDs or are not using a Merchant Center feed, higher Ad Rank will drive selection.

## Key takeaways from this interview

- For seasonal products or sales, build a specific promotion campaign.
- Performance Max campaigns utilize Google's entire ecosystem including: Google Search, Google Maps, Display, YouTube, Gmail, Discover feed, and Google partner websites.
- Pick your advertising strategy and give your campaign enough freedom to optimize, including budget and time to learn.
- Monitor campaign performance to see when new campaign content or tweaks are needed.
- Evaluate A/B testing only after the first 2 weeks and allow 4-5 weeks for optimization.
- Add as many assets as possible from your GMC feed and online shop for peak performance.
- Define your campaign success test strategies and goals until you reach them.

Enjoyed the insights about Performance Max campaign best practices? Stay connected and check out all the resources we have available on our [blog](https://www.channable.com/blog).


Google Performance Max Campaigns best practices for seasonal campaigns: Interview with Erika (Partner Success Manager)

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

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

### **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.

Performance Max pros & cons – for your campaign advantage

## 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.
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.
###  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)



The Ultimate Guide to Setting Up Your Performance Max Campaign in 2024: Maximizing Results and Driving Performance

## 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

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.

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?

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. 

### 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)

Everything You Need to Know About Google Text Ads (Google search ads)

Amazon’s marketplace provides many opportunities for sellers. With over **63%** of sellers recording profits in their first year. 

To join this growing number, every Amazon seller has a decision to make on how they’ll deliver orders to their customers. 

You have two options to choose from: **Fulfillment by Merchant** (FBM) and **Fulfillment by Amazon** (FBA).

This means you either manage the whole process on your own or pay Amazon to handle the operation for you. 

If you choose to do it by yourself, you will be part of the **Fulfillment by Merchant** (FBM) program. But if you let Amazon ship your products on your behalf, you will be using the **Fulfillment by Amazon** (FBA) model.

Both strategies have their pros and cons and can even be combined for different products in your catalog, so let's dive in and learn the differences.

![Fundamentals of Fulfillment by Amazon FBA.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Y5ygJMlIQyaKWVUlJ3oG)

## Fundamentals of Fulfillment by Amazon (FBA) program

In this model, Amazon offers to take the burden of storage, packaging, shipping, and assisting with customer service from the seller's shoulders with the **Fulfilled by Amazon **(FBA) program. That way sellers can focus on what they do best, selling

Globally **65%** of the top 10,000 sellers and **73%** in the United States, [deliver their products through](https://www.statista.com/statistics/1020046/global-fba-usage-top-amazon-sellers/) FBA. 

### Pros of Fulfillment by Amazon (FBA)

- FBA allows you to send your inventory to an Amazon warehouse. This saves you space, time, and operation costs. When a customer makes a purchase Amazon handles the shipping process.
- Amazon will handle the entire fulfillment so you can focus on sales and marketing.
- Amazon FBA also allows sellers to be eligible for Prime Shipping. Since Amazon handles everything, they can provide special delivery terms for their Prime customers. Business owners can leverage this opportunity to reach new customers.
- [Winning the Buy Box](https://www.channable.com/blog/win-amazon-buy-box-increase-sales) is another benefit of enrolling in the FBA program. Fulfillment is a core variable for Buy Box competition. When Amazon handles this process, your chances of landing in the Buy Box are also positively affected.
- Amazon slightly favors sellers who use the FBA program on search results and SEO too. It’s not an official statement but products fulfilled through Amazon FBA tend to score higher on Amazon search engines.
- We mentioned it before but, one of the biggest pros of FBA is the customer service provided by Amazon. Customer satisfaction is key in eCommerce; leaving this management to Amazon could positively affect your reputation.

### Cons of Fulfillment by Amazon (FBA)

- Amazon charges a fulfillment fee and a monthly inventory storage fee from sellers who use the FBA program. 
- Small, widely desired, light products are more suitable for the FBA program than heavy, bulky, or spacious items. And this difference in volume affects your monthly rates. Because Amazon rents inventory spaces in their fulfillment centers.
- Since you give your inventory to Amazon, it will be harder for you to control your inventory and products. You can’t just simply visit your warehouse and make an inspection.
- Packaging and labeling standardization is one of the key things to consider when applying to Amazon FBA because it has strict qualifications on packaging and labeling of the products to accept them to the FBA.

![Basics of Fulfillment by Merchant FBM.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/x42aapHqSfuX01x04rJ8)

## Basics of Fulfillment by Merchant (FBM) program

When sellers decide to manage warehousing and fulfillment processes by themselves or with a 3rd party partner, they should select the **Fulfilled By Merchant** (FBM) program.

Previously referred to as Merchant Fulfilled Network (MFN), FBM enables sellers to have more control of their inventory. Control of your inventory also means lower fees to Amazon. But it’s always a matter of what suits your business best.

### Pros of Fulfillment by Merchant (FBM)

- Since you are handling all the processes after the order is created, you have more control over your products, inventory, and fulfillment process. It is easier for business owners to check their stock, and plan their restocking schedule. 
- You will be less affected by policy changes in the FBA program. Amazon could change the process and terms of the FBA program from time to time, but managing your fulfillment operation independently makes you unaffected by this.
- Fulfilled by Amazon program adds an extra fee to your operational costs. If your operational costs with FBM are lower than FBA’s fee, you could save some of your margins by choosing FBM.

### Cons of Fulfillment by Merchant (FBM) 

- Sellers who chose FBM and take part in Prime can choose the Seller Fulfilled Prime (SFP) program to offer Prime advantages to their customers. But Amazon’s standards are much tighter in SFP. To achieve this, sellers must follow strict requirements, such as 99% of the orders should be on time, the order cancellation rate should be lower than 0.5%, agreeing with Amazon’s Return Policy, and more. But this is not direct or convenient as Prime perks with the FBA program.
- Sellers who use FBM have much less power to get the Buy Box since Amazon prioritizes sellers who are enrolled in FBA. But SFP can slightly help to boost the chances of winning the Buy Box.
- FBM does not give a boost to sellers in their SEO ranking, unlike the FBA program. If you choose the FBM program, you will not be able to get an SEO boost from Amazon.
- With FBA, Amazon also manages customer service and returns by themselves. But with FBM, you need to handle those operations as well. This could be time-consuming for sellers but an opportunity to understand the customers’ pain points and needs. Business owners can gather real insights from this operation.

![Best fulfillment program for your eCommerce business.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/FISy0lbzT9W1drpks65N)

## Which option is best for your eCommerce business?

When you think about everything we summarized above, it really depends on your business model and goals. Because both have their advantages. 

If your eCommerce business reaches a certain maturity, you might consider choosing FBM to have more control. Or you might not want to manage warehouse operations and let Amazon do it. 

Adding Buy Box competition, Prime eligibility, SEO boost, and other perks into the mix, you’ll be able to select the best model for you. To sum everything up, check out the comparison table below.

<table markdown>
<tbody>
<tr>
<td style=""border: 1px solid #cccccc;"">Category</td>
<td style=""border: 1px solid #cccccc;"">Fulfillment by Amazon (FBA)</td>
<td style=""border: 1px solid #cccccc;"">Fulfillment by Merchant (FBM)</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Prime eligibility</td>
<td style=""border: 1px solid #cccccc;"">Instantly eligible</td>
<td style=""border: 1px solid #cccccc;"">Only available through Seller Fulfilled Prime</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Buy Box advantages</td>
<td style=""border: 1px solid #cccccc;"">Yes</td>
<td style=""border: 1px solid #cccccc;"">No</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">SEO boost</td>
<td style=""border: 1px solid #cccccc;"">Yes</td>
<td style=""border: 1px solid #cccccc;"">No</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Customer support</td>
<td style=""border: 1px solid #cccccc;"">Amazon handle the operation</td>
<td style=""border: 1px solid #cccccc;"">Seller handle the operation</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Refunds and returns</td>
<td style=""border: 1px solid #cccccc;"">Amazon handle the operation</td>
<td style=""border: 1px solid #cccccc;"">Seller handle the operation</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Performance metrics of the orders</td>
<td style=""border: 1px solid #cccccc;"">Amazon is responsible</td>
<td style=""border: 1px solid #cccccc;"">Seller is responsible</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Costs</td>
<td style=""border: 1px solid #cccccc;"">
- Seller pays for storage, fulfillment, and referral fee to Amazon
- Suits better for smaller and lighter items
- Storage fees increase during holiday season</td>
<td style=""border: 1px solid #cccccc;"">
- Seller only pays for a referral fee to Amazon
- A better option for heavy and oversized items.
- Some sellers have lower fulfillment costs than FBA</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Control over inventory</td>
<td style=""border: 1px solid #cccccc;"">No control at all</td>
<td style=""border: 1px solid #cccccc;"">Total control in every step</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Depth of Customer Experience</td>
<td style=""border: 1px solid #cccccc;"">Less control about the experience</td>
<td style=""border: 1px solid #cccccc;"">More control about the experience and touch points</td>
</tr>
<tr>
<td style=""border: 1px solid #cccccc;"">Packaging and labelling</td>
<td style=""border: 1px solid #cccccc;"">Strict rules to comply</td>
<td style=""border: 1px solid #cccccc;"">Less regulation, more freedom</td>
</tr>
</tbody> </table>

And when you want to control your whole inventory across channels, Channable is [here to help](https://www.channable.com/products/product-feed-management-tool). 

You can manage your product inventory across platforms and marketplaces from a single dashboard creating a seamless experience for all your ads.



Amazon FBA vs FBM: How to make the best decision for your business

eCommerce businesses usually run ad campaigns on search engines and marketplaces to create brand awareness. But video ads are also a powerful tool for every step in the sales funnel. 

Google Video Ads have a real impact in eCommerce when it’s done right. Because more than 33% of shoppers purchased products are discovered on YouTube.

Google offers many options (Video action campaigns, skippable, bumpers, in-stream, etc.) to run video ads on its platforms. Those variations serve different business goals and you can shape them to fit your goals. 

If you utilize Google Video Ads aligned with your goals, you can increase your traffic, broaden your audience, and generate more revenue. 

In this article, you will find the key benefits of Google Video Ads and tips on how you can improve your video ad campaigns.

![Google Video Ads and YouTube are indispensable tools for eCommerce brands.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/Bwzx1llTE6p0QfVJHmmf)

## Google Video Ads and YouTube are indispensable tools for eCommerce brands

YouTube is [the 2nd most visited website](https://www.similarweb.com/top-websites/) in the world after Google. YouTube is not only a video streaming platform or social network, it’s also a search engine!

People visit YouTube for various reasons. Sometimes it’s learning how to do something, doing research on a specific product, or simply watching entertaining videos as long-form content or Shorts. 

Google Video Ads integrate with the viewing experience and reach the viewer directly when they're interested and engaged. This could help you to create awareness and generate website visits instantly with the right ad campaigns.

People give more attention to video content on YouTube and other pure video platforms compared to video content on other social media platforms.

[A study conducted in the UK finds](https://www.thinkwithgoogle.com/intl/en-emea/marketing-strategies/video/why-youtube-more-just-viewers/) that **83%** of viewers on YouTube actively watched or listened to the content, while only **58%** of viewers gave the same attention to video content on other social media platforms.

As a seller, you can use this attention for your growth with the right tone of voice and message.

This ad experience could be good or bad depending on the content, audience targeting, and hooks placed in the video.

## Fundamentals of Google Video Ads formats

In Google Video Ads, Sellers can create captivating video campaigns with various ad formats. Each format serves a different goal. By using Google Video Ads, you can reach new customers through YouTube and Google’s 3rd party video partners.

Current ad formats provided by Google:

- Skippable in-stream ads 
- In-feed ads 
- Non-skippable in-stream ads
- Bumper ads
- Outstream ads

![Fundamentals of Google Video Ads formats.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7H0KJVX8S2WRn1fBvrHT)

These are the key video ad formats Google uses. However, the most effective formats are Video action campaigns because they can be optimized to take action by viewers or promote products and direct visitors to visit your shop.

### How to allocate your advertising budget?

Not every seller has the same ad budget to allocate to each campaign. Google Video Ads can be a valuable tool for business owners, but it has a learning curve for beginners.

It’s best to start with baby steps and understand the Google Video Ads platform dynamics. Sellers don’t have to be experts instantly and be the masters of ad campaigns. But investing time, effort and money could lead to new success for your ads.

There are a few things to establish before deciding on your video ad campaign.

- How long does it take from the first contact with the customer to making a purchase?
- What is your profit margin for each sale?
- How competitive is your product category?
- How much can you spare for ad campaigns?

Sellers should spend some time on their Google Video Ads campaigns to understand what content and tone of voice is right for their audience. This requires insight and experimentation.

If your budget is tight, it’s better to focus on keywords with low competition in search volume or promoting a few products rather than displaying your entire inventory.

## How attribution works for video ads

YouTube campaigns allow advertisers to check cross-network attribution reporting, as a result, eligible sellers opt-in to see both YouTube and Display ads in their reporting dashboards. Attribution reports include “Top parts”, “Path metrics”, “Assisted conversions”, and “Model Comparison” reports.

Google Video Ads utilizes machine learning algorithms to evaluate interactions with ads. This helps you to evaluate the performance of your ad campaigns and drive customers to desired conversion points. 

Another benefit is that sellers can see how different channels support each other to deliver a better experience through the customer journey. 

Data is every eCommerce shop owner's best friend when it comes to gaining new customers. Data-driven attribution models help sellers assess how their campaigns perform and decide how to create brand awareness and turn visitors into customers in the long term.

## Best Options of Video Ads for Online Retailers

Skippable in-stream ads and In-feed ads are the most suitable options for eCommerce sellers. Because Video action campaigns are customizable and can directly promote your products. 

### Video action campaigns

When you advertise your videos through Video action campaigns, the ad will be shown to viewers before, during, or after the other YouTube videos. Viewers are able to skip the ad after five seconds. 

Sellers can easily add product details and shopping links to their products by simply connecting their Google Merchant Center accounts. 

This also improves the experience of prospects by directly visiting the product page and making the purchase while watching a video related to the product.

Video action campaigns include the **product title**, **price**, and **image of the product**. One minor downside of this format is it’s only available on in-stream ads and not on the Google Video Partners network. 

That means your Google Video Ads will only be viewed on YouTube but not on 3rd party video partners.

Main benefits of Video action campaigns:

- **Drive more conversions:** Run your video ads on and off YouTube and drive more conversions while still optimizing the lowest CPA.
- **Improved campaign performance:** When you combine your inventory from YouTube, Google video partners, and other datasets, you can get improved performance from Video action campaigns to reach new customers.
- **Scaling your campaign:** Video action campaigns can run your ads on mobile, desktop, and TV in one campaign. So that you won’t need to set bids and budget for each inventory source.

## Get the best out of Google Video Ads campaigns

Video action campaigns can help you to reach your campaign goals. Because they enable you to promote your products directly linked to videos and your audience. 

YouTube and Google Video Ads are your next undiscovered opportunity to reach new heights for your eCommerce business. 

Acquiring new customers through ad campaigns is a long-term endeavor that demands patience and trust. However, it can lead to unprecedented revenue and traffic growth for your business. 

[Channable is here to help you](https://www.channable.com/industry/retail-ecommerce) achieve your business goals with efficiency-boosting automation that matches your ads and product listings to your inventory with just a few clicks.

And don’t forget, people will see your video ads before, during, or after a video that they want to watch. 

Be conscious about your message, delivery, and context so that viewers will want to see your ads too!


Google Video Ads: How to use video to grow your eCommerce shop

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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

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](https://www.channable.com/products/ppc-tool/amazon-ads), 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](https://www.channable.com/integrations/amazon-product-feed). 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 tool](https://www.channable.com/products/product-feed-management-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 solutions](https://www.channable.com/products/ppc-tool/amazon-ads) 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. 

Explore more about how automation can help your Amazon advertising strategy on the [Channable](https://www.channable.com/) website.


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] (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

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

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. Shopping Ads typically appear at the top of search results and are more visual than traditional [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.

### 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 creating a 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.

## 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 [feed management tool](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 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 solution](https://www.channable.com/products/ppc-tool/google-ads) 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)

If you want to learn more about Channable, [sign up for a free trial account.](https://www.channable.com/signup)


Everything you need to know about Google Shopping Ads

In the dynamic realm of eCommerce and digital advertising, Jeff Cohen has emerged as a key figure, utilizing his extensive expertise to navigate the intricacies of Amazon Ads. 

Since his induction to Amazon in January 2022, Jeff has embarked on a global journey, sharing his insights into Amazon Ads technology and best practices.

His enthusiasm and expertise extend beyond the corporate sphere, evident in the creation of a thriving community within the Amazon Ads tech space. Notably, Jeff curates a weekly **[LinkedIn newsletter] (https://www.linkedin.com/newsletters/rad-behavior-covering-amazon-6907810785079496704)** , a trusted source for thousands of partners and advertisers seeking to remain informed in the fast-paced world of Amazon Ads.

His nuanced comprehension of ROI metrics, campaign structures, and adaptive strategies in the ever-evolving advertising landscape gave us a dialogue rich in both substance and practical application.

So let's jump into the world of Amazon Ads with Jeff and discuss some insights together.

## 1. In your opinion Jeff, what are the most significant challenges sellers face when running campaigns on Amazon Ads, and how would you address them? 

One of the challenges a brand faces when running campaigns is providing a return on investment (ROI) for ad spend. When you are focused on conversion campaigns, this ROI is often seen as  Advertising Cost of Sale (ACOS) or Total Advertising Cost of Sale (TACOS). 

These provide a  measurement that compares the cost of the campaigns to the conversions. As you move up the funnel to awareness and consideration, brands begin to look at Return on Ad Spend (ROAS)  which looks at how many dollars they are making for each dollar invested. 

![image_01.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NAxQevjNQ0SrCZpgikNs)

While ROAS is a valid measurement it may not always provide the full picture of how your ads are performing. This is where new metrics like new-to-brand, video views, and other metrics can begin to demonstrate how a campaign can help drive new customers to your brand.  

## 2. Can you share a specific example of a successful campaign on Amazon Ads? What type of campaign structure was used to achieve the results?  

Amazon Ads system is robust to allow for different structures, this allows brands to set up what is best for them. While campaign structure may vary, one best practice that you want to remember when developing Sponsored Products campaigns is to: 

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

## 3. Amazon's advertising landscape is constantly evolving. How do you stay ahead of the curve and adapt your strategies to take advantage of emerging trends and opportunities? 

Technology is a great way to stay ahead of the evolving landscape as it provides a way for you to scale your advertising and manage larger campaigns. 

In addition, I recommend you keep up on industry trends via the **[Amazon Ads blog] (https://www.channable.com/blog/best-practices-creating-amazon-ads)** and learning console, they are great resources for learning.  

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

## 4. How do you see the role of insights and analytics for campaigns on Amazon Ads? What specific metrics and KPIs would you prioritize, and how do you use them to refine your strategies? 

Insights and analytics are critical for any business, not just Amazon Ads. The specific metrics will vary based on the goals you are trying to accomplish. 

My recommendation is that you spend time during the planning phase to really understand what action you are trying to drive, then you can select metrics and KPIs that would signal you are encouraging the right behavior. 

For example, if your product detail page is converting well and you want to increase traffic, you may look at impressions to help increase the number of shoppers who view your product.

## 5. What strategies do you recommend for optimizing product listings to complement campaigns on Amazon Ads and enhance the overall shopping experience for customers? 

Your product listings should always be optimized for the shopper, not the campaign. Put yourself in the shoes of your shopper, and use terms they are familiar with.
 
Provide details about your product that demonstrate the value a consumer will get. Always work backward from the customer and ensure they are getting the right experience on your listings. 

![image_03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/4BZvwsX3QDKIaw2j3DHQ) 

## 6. How important are customer reviews and feedback in the context of Amazon Ads, and what strategies can be implemented to help improve review ratings and credibility? 

Shoppers look to reviews as a way to learn about your product. The best strategy to improve  reviews is to listen when customers provide feedback and make product improvements  

## 7. Amazon Prime Day and holiday seasons are critical for sales. What strategies would you propose to capitalize on these peak shopping periods and stand out? 

When you think of an event, like Prime Day, break the event into three phases. The lead-in phase is the time before the event. This is your opportunity to warm up your campaigns,  engage with new audiences, and look for signals that could indicate shoppers are interested in your product. 


![image_04.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/6AKtW1aeSByyyMNlwAID)  

The second phase is the actual event, it is recommended that you manage your budgets during the event to ensure you don’t run out. This will also help to maximize your exposure. 

Finally, don’t forget about the lead-out phase, which is the period after the event. This is a great chance to re-engage with shoppers who showed intent but didn’t buy.  

## 8. How important is brand consistency in Amazon Ads? What strategies can businesses employ to maintain a strong and consistent brand presence across their product listings and ads? 

It’s important that shoppers see a consistent look and feel from your brand across Amazon as well as your direct-to-consumer shopping site. This instills confidence that they are getting the product they are looking for. 

Amazon Ads has a store feature that allows you to build out a  “mini-site” that can provide a custom look and feel for your brand, allowing you to tell your brand story and build trust with shoppers.  

## 9. What strategies would you recommend to maximize ad spend efficiency while still achieving desired results in competitive categories? 

When starting a new campaign, I always recommend you employ a test-and-learn mentality. This allows you to set goals, start with a budget you’re comfortable with, and then grow as you see the results you desire. 

Campaigns need ongoing care- make sure you determine what metrics you are going to follow and set a floor. This ensures you let your campaigns develop without making any knee-jerk reactions. 

## 10. From Amazon’s point of view, what role does automation play for Amazon Ads?  

Amazon Ads makes all of our technology available via an **[API] (https://www.channable.com/products/marketplace-integrator)** so that our technology providers can build upon the tools we have created. For many of our tool providers, automation provides a  way to scale advertising in an efficient and effective manner.
  
## 11. What is a good practice when it comes to a seller scaling their Amazon Advertising efforts? How can they best grow and expand on Amazon? 

Amazon Ads has many tools that you can use to increase the exposure of your brand to new shoppers. As you expand you may want to consider some features like Amazon Posts and Amazon Stores which help to build followers.

![image_05.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/hDm5Bd0NQU60Y9hUyc8D) 

Brands should also take advantage of A+ content and video as a way to further demonstrate product value. All of these products are free and many have templates available. 

Amazon Ads provides opportunities to remarket and engage new audiences via Sponsored Brands and Sponsored Display. These tools help you reach shoppers who may be interested in your product.  

## 12. Thank you for all the insights and strategies from this session. As we close, are there any last thoughts or topics you would like to share with our audience? 

The advice I give the most is 1) be patient and 2) be prepared to learn. Advertising properly takes time, ensuring you are delivering the right message to the right signals and engaging with shoppers who may be interested in your product.

![image_06.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zQEPlErmTHqs97iNovd5) 

The process requires a learning curve and, as mentioned earlier, things are always changing. 

>An ad that didn’t work for you six months ago may be perfect for you today. 

Brands that are always testing and learning are the ones that can maximize their return as the industry evolves. 


Amazon, automation, and the multichannel mix - an interview with Jeff Cohen 

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).

## 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. 


7 best practices to elevate your Google Display advertising campaigns in 2025

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</div> 

In the competitive landscape of eCommerce and Amazon’s omnipresence within it, leveraging Amazon Sponsored Products is crucial for achieving brand visibility, driving sales, and maximizing your funnel efficiency. This comprehensive webinar was created to empower sellers and marketers with the knowledge and strategies needed to excel on the world’s largest online marketplace.

**Amazon's Senior Partner Development Manager, Ivey Lee, and Channable's North America Managing Director, Ben Riggle, are covering key topics including:**

- Holistic view of Amazon Ads multi-channel offerings and how they fit into your overall eCommerce strategy
- Benefits of utilizing Sponsored Products to enhance product discoverability and boost sales.
- Channable’s latest technology to create, optimize, and track the success of your Amazon Ads Sponsored Products campaigns

**Who Should Watch:**

- Amazon sellers looking to optimize their advertising efforts.
- E-commerce professionals seeking to enhance their skills in Amazon Sponsored Products.
- Marketing professionals aiming to drive sales and improve ROI through effective Amazon advertising.

Whether you're a seasoned seller or just starting out, this webinar will equip you with the insights and tools to scale your Amazon Ads campaigns to new heights. Learn why the right combination of **high quality product listings and advertising efforts** is the driver for more visibility on Amazon and how automating your approach to Sponsored Products can save you valuable time.

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<iframe width="100%" height="1200" frameborder="0" src="https://app.livestorm.co/p/6c961178-ce2e-49bb-88e6-e544be9b5b20/form" title="Drive efficiency with Sponsored Products: An in-depth look at Amazon Ads solutions and Channable capabilities to help grow your business | Channable"></iframe>

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[Webinar] Amazon Ads: Drive efficiency with Sponsored Products

Across Amazon, there's a boom in customer buying during peak season. This period is a golden opportunity for sellers as it's often their most profitable time of year. By anticipating these peaks, keeping inventory well-stocked, and running strategic promotions, sellers can seriously boost their sales during this busy time. 

This guide will equip you with the knowledge you need to navigate Amazon's peak season. We'll provide you key dates and essential tips to help you take advantage of this high-stakes period. So, grab your calendars, and let's dive in! 

## When is Amazon’s peak season? 

Amazon’s peak season typically runs from October to January and coincides with major holidays like Thanksgiving and Christmas. This time of the year also includes major promotion windows such as Black Friday, Cyber Monday, and Super Saturday. During this time, people tend to buy more, leading to a surge in orders for sellers on Amazon.

## Key dates for Amazon sellers in 2024

Amazon's peak season is a golden opportunity, but savvy sellers can capitalize on year-round sales spikes by strategically timing promotions and optimizing listings for seasonal holidays and trends. Here are the most important dates that you need to add to your marketing calendar:

### January

While holiday shopping takes center stage in December, many retailers extend the savings into the new year with discounts. Keep in mind that consumers are now accustomed to these post-holiday sales and have come to expect attractive deals throughout January. Unsurprisingly, products that support healthy New Year’s resolutions, like fitness equipment and health food items, often experience a surge in sales during this period.

- January 1st: New Year's Day

### February 

February is marked by two major retail events: Super Bowl Sunday and Valentine's Day. Get ready for touchdown sales in the lead-up to Super Bowl Sunday when jerseys, team gear, and party supplies fly off the shelves. Then, love takes center stage on Valentine's Day with chocolates, flowers, and jewelry on people’s shopping lists.

- February 10th: Chinese New Year
- February 11th: Super Bowl Sunday (US)
- February 14th: Valentine’s Day 

### March 

March bursts onto the scene with warmer weather and a calendar full of global celebrations. From honoring amazing women on International Women's Day to the green-themed fun of St. Patrick's Day and the chocolatey joy of Easter, sellers can benefit from one of the many key dates in March: 

- March 8th: International Women’s Day
- March 10th: Mother’s Day (UK) 
- March 17th: St Patrick’s Day
- March 29th: Good Friday
 - March 31st: Easter Sunday

### April 

During springtime, cleaning supplies and lighter clothes for the new season are popular picks for Amazon customers. If you sell planet-friendly products or gardening supplies, you should plan special promotions around the following two dates: 

- April 22nd: Earth Day
- April 26th: Arbor Day

### May 

In May, Mother’s Day is another popular gift-giving holiday, making it a good time to promote products that mothers would appreciate, such as jewelry, clothing, and spa products. In the US there’s Memorial Day, which sees increased sales in outdoor products such as grills, pool floats, and camping gear.

- May 12th: Mother’s Day
- May 27th: Memorial Day (US)

### June 

June is the first official month of the summer season so expect shoppers to be in the market for swimwear, sunscreen, and travel gear. Pride Month also begins so it’s a good time to promote products that celebrate diversity and inclusion such as rainbow-themed products or LGBTQ+ books. Finally, Father’s day is the perfect opportunity to advertise gifts for men, such as tools, electronics, and outdoor gear.

- June 1-30: Pride Month 
- June 16th: Father’s Day 
- June 20th: Summer Solstice

### July

![Amazon Prime Day.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/JpWOf1opT22JAB2DRvsg)

July marks a major event for Amazon sellers: Prime Day. This annual two-day event, exclusive to Amazon Prime members, features deep discounts and deals across various product categories. Similar to the holiday season, Prime Day presents a golden opportunity to attract millions of enthusiastic shoppers seeking exclusive bargains. 

July TBC: Prime Day

### August / September 

August signals the start of the back-to-school season, a time when parents and students gear up for the new school year. With shopping lists filled with essentials like stationery kits, backpacks, lunch boxes, and even electronic gadgets, it's a prime time to promote your back-to-school offerings. 

### October 

Scary costumes, eerie decorations, spooky treats. There’s only one big holiday in October: Halloween. Sellers who are dedicated to Halloween merchandise often have sales on their products weeks in advance, offering a chance to grab them at discounted prices before the big day.

- October 31st: Halloween 

### November  

Amazon’s traditional peak season gets underway in November, with Black Friday reigning as one of the biggest shopping days of the year. This global retail phenomenon, originating in the US, sees retailers worldwide offering significant discounts to ramp up sales. Many sellers now extend this marketing event to a 'Black Week', offering deals throughout the week leading up to Black Friday.

- November 11th: Singles’ Day 
- November 28th: Thanksgiving (US)
- November 29th: Black Friday

### December 

![Amazon peak season holiday period.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/SboYGga0SFqZt8Yb1x5o)

December ushers in the peak of the holiday shopping season, with Amazon shoppers scrambling to find the perfect last-minute gifts. The season culminates in post-Christmas sales on Boxing Day and beyond, offering another chance for shoppers to snag amazing deals before the end of the year. 

- December 2nd: Cyber Monday
- December 5th: Sinterklaas (The Netherlands)
- December 21st: Super Saturday 
- December 26th: Boxing Day (in Canada and the UK)

## Top tips for Amazon sellers to prepare for peak seasons

![How to prepare for Amazon peak season.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/kCyPghnZQ4O1g1bSf8Gc)

Peak season on Amazon can be quite challenging for sellers, with lots to manage. You'll need to be prepared to handle the increased demand and ensure your products are easily discoverable by potential buyers. Here are four helpful tips to get you ready for success during this crucial period:

### 1. Forecast your sales volume

While referencing your sales from the previous year is a good starting point, it's not the only factor to consider when estimating sales for the upcoming peak season. Look at sales trends over several past peak seasons to help you identify patterns for potential growth or decline. Additionally, consider any external factors that could impact your sales: are there any new market trends that could influence demand for your product? Are people buying more or less based on the current state of the economy? 

### 2. Create a stock order plan

Once you have your sales forecast in hand, the next step is to create a stock order plan. The goal is to have just the right amount of stock on hand during peak times. You don't want to run out of popular items, but you also don't want to be stuck with a warehouse full of unsold products. Here's a handy tip: consider using the Just-in-Time (JIT) principle. This means ordering goods from suppliers to arrive just before you actually need them. This helps keep inventory levels low and reduces the risk of having too much or too little stock on hand.

### 3. Optimize your product listings 

During peak season, the competition for shoppers' attention is fierce. That’s why you need to take steps to make your product listings stand out:

Think about crafting catchy titles that accurately reflect your product and include relevant keywords.
Showcase your offerings with high-quality images that capture different angles and highlight key features. 

Encourage customer reviews, as they build trust and influence buying decisions. 
Clearly list your product's benefits using easy-to-read language, and sprinkle relevant keywords throughout your descriptions for better search visibility.

For even greater efficiency, consider exploring tools like Channable's [Amazon API](https://www.channable.com/integrations/amazon-api-integration), which can help synchronize your product information and stock across various platforms. This helps to ensure consistency and saves you time managing listings individually.

![Optimize listings and schedule PPC campaigns.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zId6EUq8SuiA3gQ6zqQe)

### 4. Plan your PPC campaigns in advance

To avoid missing out on any sales over the peak season, you’ll definitely want to run PPC campaigns such as [Amazon Sponsored Product ads](https://www.channable.com/blog/amazon-sponsored-products). But don’t be tempted to set up all of your campaigns a week before. By planning your PPC activities in advance (keyword research, ad schedule, strategic budget scheduling, etc.) you can make sure that you’re set up for success. 

Tools like [Channable's Amazon PPC tool](https://www.channable.com/products/ppc-tool/amazon-ads) can streamline this process, especially when managing campaigns for multiple products and languages at scale. Our [Amazon Repricer](https://www.channable.com/blog/amazon-repricer) automatically adjusts your prices in real-time to match (or beat) your competitors, while our bid tool automatically adjusts your bids based on real-time data, such as keyword performance and ad performance (ACoS, ROAS, etc.)

## Get the most out of Amazon’s peak season with Channable 

At Channable, we have a number of different products to help Amazon sellers maximize their success during peak seasons. 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.

A quick guide to preparing for Amazon's peak season

Looking to conquer Amazon advertising? This guide is your one-stop shop. We'll break down every ad type you can leverage and share best practices to help you skyrocket your sales. Whether you’re aiming to boost your product visibility or supercharge your organic success, this guide has everything you need.

## What are Amazon Ads?

Have you ever noticed products on Amazon marked "Sponsored" or entire brand stores getting featured in your search results? These are Amazon Ads in action. They work using a pay-per-click (PPC) model, meaning that you only pay when someone clicks on your ad. Just like other search engine ads, Amazon Ads connect shoppers with relevant products based on their shopping behavior and/or queries.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/ZPEBxWFltw8?si=BR7mxdAMX7KvBWO1" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

### Benefits of Amazon Ads 

On Amazon's massive marketplace, it can be tough to get your products noticed. But Amazon Ads offer several advantages to help you stand out from the crowd, such as:

- Increasing brand awareness by promoting your products or store 
- Improving product visibility by featuring your products in prominent positions 
- Boosting your organic sales as Amazon ranks better selling products higher in the search results
- Reaching a more targeted audience via ad campaigns  
- Gaining valuable insights on what search terms your customers are using 

## What you need to get started

Before advertising on Amazon, it’s important to have a well-organized Seller Central account and [optimized product listings](https://www.channable.com/integrations/amazon-product-feed). That’s because your Amazon Ads will link directly to your store or product detail pages. Remember, clicking on your ad is just the first step. It’s on your product detail pages where you’ll turn interested shoppers into repeat customers. 

As a general rule of thumb, your product detail pages should be optimized for the keywords you want to target, include high-quality images, and list all the features and benefits of your product in an easy-to-digest way. 

## Different types of Amazon Ads

Whether you want to drive product sales or increase brand awareness, Amazon has three main ad types depending on your advertising goal: 

### Sponsored Products

The most common ad type is [Amazon’s Sponsored Products](https://www.channable.com/blog/amazon-sponsored-products) which promote individual product listings. Typically, these ads show up at the top of search results and on other product detail pages. 

![Amazon Sponsored Products Ads.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/WjWEMly0SsGRbCIvtwhu)

Sponsored Products allow you to target specific keywords and other product ASINs (such as your competitors’ products). When a customer searches for a keyword related to your product (e.g. waterproof hiking shoes), there’s a chance your ad will appear in a prominent position at the top of the search results page. Not only does this boost the visibility of your products, but also increases the likelihood of conversions. 

Consider using Sponsored Products ads if:

- **You want to increase sales of specific products:** Sponsored Products are ideal for driving traffic to individual product listings and increasing conversions. This is especially useful for launching new products, promoting seasonal items, or clearing out excess inventory.
- **You have high-quality product listings:** Because Sponsored Products rely on your product details and reviews to convert viewers into buyers, make sure your listings are optimized with clear descriptions, high-quality images, and competitive pricing.

### Sponsored Brands 

Sponsored Brands are advertising placements that showcase your brand and multiple products (usually three) to Amazon shoppers. These can include carousel ads or headline ads with your brand logo. Sponsored Brands appear on search pages, product detail pages, and on the Amazon homepage.

Additionally, if you have a branded Amazon Store page, you can use it as your landing page for your Sponsored Brands campaigns. 

![Amazon Sponsored Brand Ads.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/UQQwcpX0STWVJI5LmdAd)

Consider using Sponsored Brands if: 

- **You want to increase brand awareness:** Sponsored Brands put your brand logo front and center, helping new customers get acquainted with your brand and products.
- **You have a diverse product portfolio:** This ad format allows you to showcase the variety of your products. 

### Sponsored Display 

Amazon Sponsored Display ads allow sellers to reach potential customers on and off Amazon. Unlike Sponsored Products Ads that target keywords, Sponsored Display Ads target audiences based on their browsing behavior and interests. These ads can appear across Amazon's website and apps, as well as on external websites and apps that are part of Amazon's advertising network, such as Twitch and IMDb. 

![Amazon Sponsored Display Ads.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/E7oV8OJTMClx6vs3azFS)

Consider using Sponsored Display ads if: 

- **You want to increase brand awareness:** By showing your ads to a wider audience, you can help people become more familiar with your brand.
- **You want to reach new audiences:** Sponsored Display Ads can help you target people who are interested in products similar to yours, even if they haven't searched for them by name.
- **You want to retarget shoppers:** You can use Sponsored Display Ads to show ads to people who have already visited your product listings or added your products to their cart.

## How to create your first Amazon Ads campaign

Setting up an Amazon Ads campaign is fairly straightforward. From your Seller Central account, go to “Campaign Manager” and follow these steps: 

1. Select “Create campaign”. 
2. Choose your campaign type. You’ll be able to choose between Sponsored Products, Sponsored Brands, and Sponsored Display. 
3. Name your campaign and choose your daily budget. Amazon recommends a daily budget of $10 / €10 (or the equivalent in your currency). 
4. Select “Automatic targeting” or “Manual targeting”.
5. If you choose “Manual targeting”, you should add at least 30 keywords. Amazon recommends starting with the “broad match” option for your keywords. 
6. Launch your campaign and monitor the results. 

### Automatic targeting vs. manual targeting 

When advertising on Amazon, you have two choices for targeting your ads: automatic and manual. With automatic targeting, Amazon automatically matches your ads to keywords and products, saving you time compared to manual targeting. This is a good option if you're new to Amazon advertising or have a large product catalog because it can help you discover relevant keywords.

With manual targeting, you choose the exact keywords and product searches you want your ads to appear for. This gives you more control over your campaign, but it also requires more research and ongoing management. Automatic targeting is faster and easier to set up, while manual targeting offers greater precision.

## Amazon Ads strategies and best practices 

![Amazon Ads strategies and best practices.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/lFllASyeoRZtup9HXgwP)

Depending on your goals, you might use one of the Amazon ad formats mentioned above or a combination. Here are some [best practices](https://www.channable.com/blog/best-practices-creating-amazon-ads) to help you get the most out of each ad format.

### Strategies for Amazon Sponsored Products ad campaigns 

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. **Organize campaigns by product or product type:** For better targeting and ad ranking, group related products together in campaigns. This allows you to ensure your keywords directly connect to the specific product details you're advertising. For example, create a campaign for "Men's shirts" and include all variations like size, color, and brand within that campaign.
2. **Monitor and adjust bids with analytics tools:** Regularly monitor your campaigns using Amazon's analytics tools. If you see high spending or Advertising Cost of Sale (ACoS), gradually decrease your bids on a weekly or bi-weekly basis. If spending is low or your ACoS is below 30%, consider raising bids to increase ad visibility.
3. **Prioritize top-of-search placements for high-performing campaigns:** Since top-of-search ads receive the most traffic, consider increasing your bid adjustments for these placements by 50% to 150%. This strategy is recommended for campaigns that are already performing well.

### Strategies for Amazon Sponsored Brands ad campaigns

Unlike Sponsored Products, Sponsored Brands offer more creative control, allowing you to create headlines and visuals that grab attention. Here are some strategies to make sure your ads reach the right customers: 

1. Build a strong keyword mix: Incorporate at least 25 keywords using a blend of broad, phrase, and exact match types. This widens your reach while still attracting targeted customers. Broad match captures similar terms (e.g. "athletic shoes"), phrase match targets specific phrases (e.g. "best running shoes for men"), and exact match focuses on precise searches (e.g. "Nike Pegasus running shoes").
2. Optimize campaigns with negative targeting: Prevent irrelevant searches from draining your budget by adding negative keywords or products/brands. This ensures your ads reach users genuinely interested in what you offer (e.g. exclude "cheap watches" if you sell luxury watches).
3. A/B test creatives: Sponsored Products ads are customizable, giving you more opportunity to see what resonates most with your ideal audience. Run A/B tests by cloning your campaign and modifying one element at a time (such as the headline or main image).

### Strategies for Amazon Sponsored Display ad campaigns

Sponsored Display campaigns offer a powerful way to reach potential customers beyond traditional product searches. Here are a few strategies to get the most out of your Sponsored Display placements:

1. Include products that perform well on Sponsored Products and Sponsored Brands: Products that generate good click-through rates (CTR) or conversion rates through our other sponsored ads products may equally perform well in display ads. 
2. Advertise discounted products: Sponsored Display ads support automated deals and savings badges to help shoppers easily spot special offers when your products are on sale. 

## Automate your Amazon ad campaigns with Channable’s PPC tool

Want to simplify creating ads for all your products? Channable can help. Our [PPC tool specifically designed for Amazon Ads](https://www.channable.com/products/ppc-tool/amazon-ads) allows you to easily create complete ad campaign structures for multiple products and languages at scale. Our tool also uses automation to optimize keyword bids, enabling you to maximize your return on investment and avoid overspending. 

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/N73rUbBF1kA?si=jB5VLle9oDeFBU_2" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>


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


Everything you need to know about advertising on Amazon

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.

## 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)](https://www.linkedin.com/pulse/how-quality-score-improve-performance-google-ads-hironmoy-ghosh-dj1tc/).
- **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/1722070?hl=en#zippy=%2Cchange-history) 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)



How to perform a Google Ads audit: A comprehensive checklist for online advertisers and eCommerce retailers

We'll dive into seven expert tips covering everything from targeting the right keywords to optimizing bids and scheduling budget increases during peak conversion windows. By following these Amazon PPC strategies, you'll be well on your way to boosting your visibility and sales on the platform.

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

## 1. Optimize your products and detail pages

When shoppers click on your [Amazon Sponsored Product ads](https://www.channable.com/blog/amazon-sponsored-products), 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. That’s why it's crucial to invest in the quality of your product information as detail pages directly impact your ad performance.

Here are optimizations that you can make to increase your chances of conversions: 

### Competitive pricing

Research and analyze your competitors' pricing to ensure your products are competitively priced. Remember, even a slight price difference can influence a customer's decision, especially when presented with multiple options.

### Compelling product titles

Craft clear, concise, and keyword-rich product titles that accurately reflect your product's value proposition. This not only improves search visibility but also grabs the shopper's attention within seconds of landing on your page.

![Optimize Amazon product detail pages.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/rSFlSnpRQC0JO2z1utqw)

### Leverage the power of reviews

Feature products with a healthy volume of positive reviews and a high average rating. Social proof significantly increases buyer confidence and reduces purchase hesitation.

### Showcase your product with high-quality images (and videos)

Include at least 4 high-resolution images from different angles to showcase your product in detail. Also consider including lifestyle images that demonstrate the product in use and, if possible, short product videos.

### Highlight key features with bullet points

Use clear and concise bullet points to list the key features and benefits of your product. This makes it easy for shoppers to scan and understand what your product offers, saving them time and effort while navigating the page.

## 2. Use auto campaigns to find high-performing keywords

If you’re new to Amazon PPC, 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. 

But you can also use auto campaigns to discover high-performing keywords that you can use to improve the performance of your Amazon PPC campaigns. Once your auto campaign has been running for a while, analyze the search term report to find the specific search terms people used to find your product through your ads.

For instance, imagine you sell women’s yoga pants. You might find a term like "women's high-waisted yoga pants with pockets" has driven a significant number of sales at a low cost per sale (ACoS). 

You can then add this keyword as an exact match phrase in your manual campaign. This Amazon PPC strategy ensures that your ad only appears on searches containing the exact phrase, maximizing your chances of reaching highly relevant and likely-to-convert customers while potentially reducing unnecessary ad spend.

## 3. Maximize your ad spend with negative targeting

Another smart Amazon PPC strategy is negative targeting. Neglecting negative targeting can drain your ad budget on unproductive keywords that take impressions away from high-performing search queries. Additionally, these keywords might be attracting irrelevant searches with high impressions but zero clicks, or even generating clicks that never convert into sales.

### Negative keywords

Negative keywords are words or phrases that prevent your ads from showing up for irrelevant searches, preventing you from wasting budget on product type mismatches like "boots" when you sell "hiking boots." 

### Negative targeting 

This allows you to exclude specific products or brands in your campaign. This is useful to filter out competitors, avoid brand mismatches (e.g. excluding a craft brand with the same name as your clothing brand), or simply to prevent your ads from appearing for irrelevant searches. Amazon also allows you to add specific [ASINs (Amazon Standard Identification Numbers)](https://www.channable.com/blog/amazon-asin-what-is-it-how-to-create) to your negative targeting list. 

## 4. Increase ad spend during peak conversion windows

![Amazon PPC budget rules.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/kxbifzsJTKuLTJm5EtNi)

As your Amazon Sponsored Product ads gain traction, you can drive more conversions by optimizing your budget strategy. This involves scheduling your ad spend strategically to hit peak conversion windows.

Your Seller Central account's sales dashboard is a treasure trove of valuable data. You can identify the days and times when you get the most sales. By increasing your budget during these peak times, you can ensure your ads reach potential buyers at the exact moment they're most likely to make a purchase.

You can also increase your budgets during special events such as Prime Day, Black Friday / Cyber Monday, and any other seasonal holidays. To create or update rules for existing campaigns, click the campaign name in the “Budget rules” tab within the campaign manager.

**Advanced Amazon PPC strategy:** 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). For example, you can set up performance-based rules to increase your budget by 20% if your return on ad spend (ROAS) is greater than 5. 

## 5. Fine-tune your cost-per-click (CPC) for best results

![optimize Amazon CPC bids.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/iVCpruQHTkSatV7qPF6A)

Adjusting your cost-per-click (CPC) bids is another optimization strategy for your Amazon PPC campaigns. While this can only be done via manual campaigns, it gives you more control over how much you bid for each keyword. This ideal price can vary for each word, so you can adjust them individually in your campaign settings. It's important to wait a while after making changes to see how they perform, as you need enough data to make smart decisions.

Here are some general guidelines:

- If a keyword is costing you more than you'd like (high ACoS), try lowering the bid to see if it gets cheaper clicks and sales.
- If a keyword is performing well (low ACoS), try raising the bid to see if you can get more people to see your ad and buy your product.
- If a keyword isn't getting any sales or views, increasing the bid might make it more visible and effective.
- If a keyword just keeps costing you money without any sales, it might be best to stop using it altogether.

## 6. Use dynamic pricing to improve conversion rates

![Dynamic pricing Amazon repricer.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/GE5fIhFuQrWgq7RcS3ZB)

Dynamic pricing is an Amazon PPC optimization strategy that involves continuously adjusting your product prices based on factors such as demand, competition, and current market trends. While dynamic pricing can help you [win the Buy Box](https://www.channable.com/blog/win-amazon-buy-box-increase-sales) and boost organic sales, it can also increase your PPC conversion rates by ensuring that your products are competitively priced. This can potentially lower your cost-per-acquisition (CPA) and return on ad spend.   

If you have multiple products and SKUs, you’ll need a dynamic pricing tool to automate this process. Channable’s [Amazon Repricer](https://www.channable.com/blog/amazon-repricer) automatically adjusts your prices in real-time to match (or beat) your competitors based on if/then rules. 

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

## 7. Bonus: Optimize your Amazon ad campaigns with Channable’s feed management and PPC tool

Optimizing your Amazon PPC campaigns can significantly boost your sales and lower your ACoS. But managing these campaigns can be time-consuming and complex, especially if you have multiple products and ad groups. That’s where Channable can help. 

**Channable’s [Amazon API](https://www.channable.com/integrations/amazon-api-integration)** is part of Channable's end-to-end marketplace solution, making it even easier for advertisers to access the benefits of Amazon PPC adverts. It syncs your webshop with Amazon and automatically keeps your product information and stock count up-to-date. Products purchased via Amazon update automatically in your webshop letting you handle all orders from one place. This means that you can quickly fulfill Amazon orders to keep customers happy. 

Additionally, our [PPC tool specifically designed for Amazon Ads](https://www.channable.com/products/ppc-tool/amazon-ads) allows you to easily create complete ad campaign structures for multiple products and languages at scale. Our tool also uses automation to maximize your return on investment and avoid overspending: 

- **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.
- **Bid automation tools:** Our tool automatically adjusts your bids based on real-time data, such as keyword performance and real-time metric data (e.g. ROAS, ACoS).  

Ready to optimize and automate your Amazon Ads? 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.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/N73rUbBF1kA?si=9QwCHf9LBqfjn5aV" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

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


Amazon PPC Optimization: 7 expert tips to optimize Amazon PPC campaigns in 2024

Amazon is a truly global marketplace, generating an astonishing revenue of over [$574bn](https://www.macrotrends.net/stocks/charts/AMZN/amazon/revenue#:~:text=Amazon%20annual%20revenue%20for%202023,a%2021.7%25%20increase%20from%202020.) in 2023. One key benefit of Amazon is that small businesses can compete with the world’s leading brands—including Amazon itself—by using [Amazon PPC software](https://www.channable.com/products/ppc-tool/amazon-ads). To do that effectively, you’ll need an Amazon advertising strategy.

Amazon offers sellers [a range of tools](https://advertising.amazon.com/resources/whats-new) to connect with customers, including Sponsored Products, Sponsored Brands, and Sponsored Display ads. Whatever product you’re selling, Amazon can help you sell more—but to achieve this, [experts agree](https://www.channable.com/blog/amazon-automation-multichannel-mix-interview-jeff-cohen) your Amazon ads strategy needs to focus on increasing visibility, ensuring ads are engaging, and delivering an ROI. 

Here’s our guide on how to create a killer Amazon advertising strategy.

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

## Understanding Amazon advertising

Before we begin creating an advertising strategy for Amazon, it’s essential to understand the fundamentals of the Amazon advertising platform.

Amazon isn’t just a marketplace; it’s a search engine. An incredible [50% of product searches](https://searchengineland.com/50-of-product-searches-start-on-amazon-424451) are performed on Amazon—that’s almost double that of Google. For many buyers, Amazon is the first—and only—place they’ll go to buy a product.

Amazon ads differ in several ways from other PPC platforms(like Google Ads). We can split Amazon advertising into three types:

1. **[Sponsored Products](https://www.channable.com/blog/amazon-sponsored-products) –** are the most common ads, accounting for around 80% of ad spend. These adverts promote specific products and are keyword-targeted, meaning they must be optimized for search queries. Sponsored products appear alongside organic results and are clearly marked as ‘Sponsored’.
2. **Sponsored Brands –**  As the name suggests, this is exclusively for brand owners who want to promote a brand or a product range. You get greater control, including the ability to create custom headlines, logos, and products.
3. **Sponsored Display –** Sponsored Display ads feature on Amazon and across the internet (through retargeting) to reach customers based on their interests and browsing behaviors.

Amazon Ads is constantly iterating and improving. Recent updates have included integrating AI to promote sponsored brands and incorporating ads within Amazon Prime. Like other online advertisers, Amazon is increasing its usage of video ads and has created templates to make ad generation easier.

The Amazon advertising platform provides detailed campaign metrics in real-time that enable markets to monitor, review, and refresh campaigns. Inside the Amazon dashboard, you’ll find essential data points, including ACoS (Advertising Cost of Sale), CPC (Cost Per Click), and impressions—as well as details on total spend and customer orders.

## How to build a basic Amazon marketing strategy

![keyword research.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/hNDhL1aBTWJUMV5hjJg8)

Here we’re going to walk you through the fundamentals of creating an Amazon marketing strategy. The basic building blocks of your Amazon ad strategy should include:

- Identifying keywords
- Selecting the right channels and setting your budget
- Targeting options
- Crafting compelling ad content

### Identify keywords

Like other search engines, Amazon uses keywords to identify the most relevant products. Before creating your Amazon ads strategy, you’ll need to identify relevant keywords that your customers are using. 

While Google makes this process simple (through its Keyword Planner tool), you’ll need to use a third-party tool to help your targeting. 

Channable offers advertisers a simple solution. Our [Amazon Ads connection](https://helpcenter.channable.com/hc/en-us/articles/13023403620754-Amazon-Ads-Keywords-and-Negative-Keywords) enables you to quickly identify and incorporate keywords (including negative keywords) into your campaigns. Alongside brand keywords (like *Apple*, for example), you can include phrases (*best water bottle for camping*), exact matches, and broad keywords (terms that Amazon considers close to the keyword or keyphrase).

Like SEO, you should aim to identify keywords, including long-tail search terms – that will drive customers to your products.

### Select channels and budget

Most sellers focus on Sponsored Products, targeting customers with individual products relevant to search queries and Sponsored Brands that promote a range of products. In each case, you’ll need to bid for a position, competing with a potentially global range of advertisers.

Amazon ad budgets can range from hundreds of dollars to hundreds of thousands – and will depend on your market, size, and goals.

When you begin Amazon advertising, you may want to experiment with a handful of products until you learn the system. This will help you to learn about what works and what doesn’t without wasting your precious advertising budget.

### Targeting options

Once you’ve identified your keywords, channels, and budget you’ll need to decide how you want to connect with customers. 

Amazon offers advertisers the choice between manual and automatic targeting options for product ads.

- **Manual targeting:** Here, you’re going to need to do the work! You can target specific products, categories, brands or other relevant product features and keywords. You can dig into the details (price, Prime delivery, etc.) to engage your audience.
- **Automatic targeting:** Amazon will use its algorithm to display your ads to potential customers using four criteria (Close match, Loose match, Substitutes, Complements). For example, your advert for a sleeping bag could appear to someone interested in purchasing a tent.

Each option has positives and negatives. Manual targeting gives you ultimate control but demands significant knowledge and insights into your customers and their behavior. Automatic targeting is a simpler solution, but Amazon isn’t infallible, and it may make mistakes in where and when it displays your products, which could inhibit sales and exhaust budgets.

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

### Crafting compelling ad content

![compelling content.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/x529WWZySvSDWEsMJB0v)

Advertising can increase engagement, but high-quality content drives conversions. [Amazon’s product description editor](https://www.channable.com/products/product-feed-management-tool) enables (almost) anyone to [create compelling ads](https://www.channable.com/blog/best-practices-creating-amazon-ads) that ensure your products and brand stand out. 

In September 2023, Amazon announced it would introduce artificial intelligence to help sellers create product descriptions, following the lead of eBay and Shopify. This could take much of the hard work of creating descriptions but could result in generic content that includes errors.

The best Amazon product listings are clear and simple. They include keywords in the title and throughout the content, which improves conversion and organic ranking position. In addition to detailed product descriptions, customers value the validation that comes through genuine customer reviews, videos, and original imagery.

## Advanced Amazon advertising techniques

If you’ve followed the guide this far you have the fundamentals of an Amazon advertising and marketing strategy. However, several advanced advertising techniques, including dynamic bidding, DSP, and A/B testing, can increase your likelihood of making a sale.

### Dynamic Bidding Strategies (DBS)  

Amazon’s DBS gives the company control of your budget and bids to increase the likelihood of a sale. Instead of setting a fixed budget per click (and running the risk of losing out on a sale to a higher-paying competitor), DBS enables them to be flexible. This strategy uses Amazon’s power and insights but doesn’t guarantee a sale, so advertisers should exercise caution.

### Amazon DSP

The Amazon Demand Side Platform  (DSP) allows advertisers to reach customers outside the Amazon platform. You can use static ads displayed across third-party platforms or through streaming TV and video platforms provided by Amazon. These tools are primarily useful for companies who are seeking to brand building.

### Amazon A/B testing

As the name suggests, Amazon’s A/B test function enables advertisers to explore which page is better at generating conversions. Using the platform, marketers can test two iterations of a product description or page to learn which works best. This 

## Measuring and analyzing Amazon ad performance

Amazon provides advertisers with massive amounts of detailed data on campaign cost, performance, and conversion rates. You can gain critical insights from Amazon advertising Reports that can be configured to provide the data you need and filter out information you don’t.

Some of the key Amazon advertising campaign metrics to monitor are:

- Click-Through Rate (CTR) 
- Conversion Rate
- Cost-per-click
- Return on ad spend
- ACoS

Advertisers should ensure they set aside time for regular reviews where you’ll assess performance, audit ads, and identify areas for improvement and optimization.  Amazon's reporting tools should provide you with insights that can inform strategy adjustments. 

### Optimizing campaign elements

Amazon listings—like websites and webpages—should be optimized to deliver the best user experience. The data and insights you receive should be used to continually improve product titles, descriptions, and advertising copy. 

Alongside performance data, you should update content to reflect changes in the market and the priorities of your buyer personas. Tools like Amazon’s A/B testing solution enable you to iterate and improve campaign elements. 

### Managing Amazon advertising changes

In addition to regularly adjusting campaigns to improve performance, you’ll want to ensure that your advertising strategy reflects industry best practices and uses all the features of the Amazon platform. 

You can find the latest updates to Amazon Ads on its news feed. One of the most exciting trends for advertisers is the increasing use of video. Customers are 64% more likely to buy a product after seeing a video, studies have found – with Millenials and Gen Z preferring video to written content – something Amazon is taking advantage of by introducing more videos to its platform.

To use video as part of their ad campaigns, advertisers must be part of Amazon’s brand registry, where you can access its video maker tool. As mentioned, Amazon is experimenting with AI to enable faster generation and iteration of product ads. 

Staying current with the latest improvements is critical to improving ad performance.

## Delivering sustainable results through Amazon advertising

![Channable's Amazon Solution.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/N3EGFEByQlmrKf8waxAs)

Advertising on Amazon can connect your business and brand with millions of potential customers – but you’ll need to develop a strategy that delivers long-term success. It’s vital that you understand how Amazon ads work when developing campaigns, including how to identify keywords, create compelling content, and take advantage of advanced features. 

It’s critical that you continuously test, learn, and adapt Amazon advertising strategies to deliver the best results. The most successful advertisers use data and insights to drive improvements – they also use the latest marketing tools to help them. 

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/N73rUbBF1kA?si=9QwCHf9LBqfjn5aV" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

[Channable](https://www.channable.com/nl/producten/marktplaats-integraties) makes it even easier for advertisers to access the benefits of Amazon PPC adverts. With Channable's Amazon Solution, advertisers can easily create thousands of ads from their product listing and optimize ad campaigns based on performance data at scale.

Amazon Ads is also 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)

Taking your Amazon Advertising Strategy to the next level 

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

Amazon pay-per-click (PPC) campaigns are an effective way for businesses to reach millions of potential customers who shop on the platform every day. PPC ads on Amazon enable advertisers to increase visibility and engage directly with motivated customers. But does the investment deliver the expected returns, or is your hard-earned marketing budget better spent elsewhere?

In this article, we explore the pros and cons of Amazon PPC advertising. We’ll look beyond Amazon’s promotional material and success stories to learn how you can best use Amazon’s PPC ad platform to deliver sustainable success, including how to create Sponsored Products, Sponsored Brand, and Sponsored Display ads that cut through and connect with customers. 

## Understanding Amazon PPC advertising
  
Amazon offers advertisers three choices when it comes to creating a PPC campaign: Sponsored Products, Sponsored Brands, and Sponsored Display ads. 

1. **Sponsored Products** are the most common type of PPC ad to promote individual product listings. Your product will show up in search results, appearing alongside organic results. The system uses product details and keywords to help filter results. Products displayed through PPC are clearly marked as ‘Sponsored.’
2. **Sponsored Brands** is a way to promote a whole range of products or brands. You’ll see ads displayed with custom headlines, logos, products and videos that are displayed during the discovery and consideration phases of the customer journey. Sponsored Brands can help drive traffic to your store or product pages.
3. **Sponsored Display ads** run across Amazon channels as well as appearing across the internet (through retargeting). You can promote individual products or brands.

Amazon Ads provides marketers with detailed campaign metrics they can use to analyse performance. Data points include ACoS (Advertising Cost of Sale), CPC (Cost Per Click), and impressions—as well as details on total spend and customer orders. You can access these in real-time, enabling marketers to stay in touch and in control of campaigns.

Most product sellers favor Sponsored Products. These show up in normal results and use the standard Amazon product description – which means they’re easier to create and configure than Sponsored Brands and Sponsored Display ads.

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

You identify your keywords, set your budget, and how you want to target your customers (manually or automatically). You can do this through the Amazon platform or through a third-party platform like Channable. 

## Advantages of Amazon PPC campaigns

Amazon PPC campaigns enable advertisers to take advantage of the platform's reach and trust. Sophisticated targeting features optimize spending, and its one-click purchasing makes selling transactions take a few seconds. 
<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/ZPEBxWFltw8?si=F81QnP-lj3JjZwTE" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>
Here are some of the advantages of Amazon PPC campaigns.

### Increased visibility and product exposure

Amazon has around 2.5bn visitors per month. The average US customer places 72 orders a year, spending over $2,000 on the platform. Whether you’re selling books to bathroom taps, you can buy (almost) anything on Amazon. 

Amazon PPC enables advertisers and product sellers to tap into the world’s largest market of motivated buyers. The increased visibility and product exposure are highly powerful.

Customers who visit Amazon are already in a buying mindset. When promoting your products on Amazon – through sponsored ads or brands – you’re connecting lower in the funnel. This means customers are much more likely to purchase than, for example, through Google Shopping. 

### Amazon's credibility and trust

As well as being one of the world’s most popular places to shop, customers trust the brand. One survey found that [72% of shoppers trust Amazon](https://www.retailbrew.com/stories/2023/11/20/72-of-consumers-trust-amazon-when-shopping-online), something that advertisers can enjoy. Amazon’s product reviews add validation for customers, giving them the confidence to buy – which can lead to increased sales.

### Automated and manual targeting solutions

Amazon offers marketers the ability to set up automatic or manual targeting options. Automatic targeting enables Amazon to identify your core customers and serve relevant ads using four criteria (Close match, Loose match, Substitutes, and Complements). 

Alternatively, you can build your own campaigns and focus on your customers using manual targeting. This gives you greater control, but you’ll need to ensure you have the technical skills and audience insights to create campaigns that engage your market.

If you’re already selling on Amazon, then using PPC can take a few minutes to set up. The platform makes it easy for sellers to set a budget, identify a target audience and start selling (and spending). 

Of course, you’ll need to spend time optimizing your campaign, improving product descriptions, and incorporating keywords – but you can do this at the same time as selling products.

### Increased conversion rates

![increased conversion rates.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/eFonjoQoSmob3HZFSFEw)

[Evidence](https://www.adbadger.com/blog/amazon-advertising-stats/) shows that Amazon PPC delivers more conversions than other product promotional marketing. The ability to directly target customers ready to buy can have a massive impact on success. Amazon PPC conversion rates are much higher than Google Shopping

Why? Google Shopping operates primarily as a price comparison platform, whereas Amazon is an online marketplace where customers are ready to buy. Amazon simplifies the process, with one-click purchases ensuring transactions can take seconds. Google Shopping, on the other hand, requires a much longer purchase process. 

Amazon PPC and Google Ads have their place in a digital marketing strategy. It’s important to understand the pros and cons of each platform and where they fit into the customer purchase process.

## Amazon PPC Campaign: Potential Challenges and Disadvantages

Amazon ads are effective, but there are some issues – including high costs, increased competition, and a reliance upon an ever-changing algorithm.

### High advertising costs

Amazon PPC ads are not cheap – and high advertising costs could rapidly deplete your marketing budget without boosting sales.

In the last quarter of 2024, Amazon made over [$14bn through its advertising operations](https://searchengineland.com/amazon-ad-services-revenue-q4-2023-437129). While this reflects the scale of operations, it also highlights how profitable it is for Amazon – money it’s making from marketers. 

Advertisers can use Amazon’s campaign metrics to monitor and manage campaigns, as well as staying in control of budgets. Some of the key data points to monitor include ACoS (Advertising Cost of Sale), CPC (Cost Per Click), impressions, total spend, and customer order value.

Staying on top of data can give you an accurate picture of whether your advertising spend is increasing sales.

### Low barriers to entry = high competition

Amazon makes it easy to sell on its platform. While removing barriers to entry is positive, it also increases the likelihood of competition and bidding wars – where sellers pay higher PPC prices to generate a sale. 

Advertisers can choose to stick with their bid strategy and lose sales or eat into margins by paying higher prices to secure a position for sponsored ads.

Amazon offers sellers a fix with its [Dynamic Bidding Strategies](https://advertising.amazon.com/API/docs/en-us/bulksheets/sp/sp-general-info/sp-dynamic-bidding-strategy) solution. By enabling this feature, Amazon can increase PPC spend to capture a sale. There are no guarantees of success, and you could end up with similar sales results and an even bigger bill. (For full transparency, Amazon’s DBS solution does enable advertisers to lower PPC costs when competition is lower.)

### Advertisers depend on Amazon's algorithm

Advertisers on Amazon have to rely on its algorithm to place ads – and it’s not foolproof. Some industry experts have criticized Amazon for lack of transparency–especially around its factors to secure the Buy Box–in comparison to Google Shopping, for example.

Automatic targeting, too, can lead to issues and errors in product placement. Amazon can decide to show your product next to similar products (a sleeping bag next to a tent, for example), but this may not always work effectively and could result in your ads being shown to customers who aren’t interested in your products.

The Amazon algorithm is constantly being developed and refined, which has both positive and negative effects on advertisers. We’re currently on A10, and future changes are inevitable. 

After algorithm updates, you may find that organic and paid-for positions can change as the algorithm learns and improves. The Amazon algorithm is, as you’d expect, a closely guarded secret and while sticking to the fundamentals of writing accurate descriptions, incorporating keywords, and investing in learning how to best use the features of the Amazon Advertising platform are critical, they don’t guarantee success.

## Key strategies for Amazon PPC success

![keyword research.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/HpJia91mTQiJ4L4yPLr4)

Advertising on Amazon is a complex process that demands more than paying for a prominent position. To maximize ROI and increase conversions, you should follow our [tips on advertising your products on Amazon](https://www.channable.com/blog/blog-tips-for-advertising-your-products-on-amazon) and improve every aspect of your customer offer.

- **Conducting thorough keyword research** – Keywords are critical to customer targeting through the Amazon PPC system. The most successful campaigns use a range of keywords, including product names and keyphrases that reflect search intent. While Amazon can use its automatic targeting to help you, manual targeting can be more effective.
- **Optimize product listings for conversions** –  PPC ads can drive clicks, but they don’t guarantee customers. Your product listings should be clear, accurate and engaging – giving customers the confidence to make a purchase. The process never really ends, with testing and iterating ad creatives and copying key parts of every Amazon marketer's role. 
- **Monitor and adjust campaigns regularly** – When creating campaigns, you should set realistic campaign goals and benchmarks – and monitor them. Tracking and analyzing campaign performance metrics and using these insights to improve campaigns is essential. 
- **Utilize Amazon's advertising tools effectively** – Amazon Advertising enables customers to optimize campaigns. For example, implementing retargeting strategies to reach potential customers can be highly effective. The Amazon platform is constantly changing, reflecting the changing nature of ecommerce. One recent development is the increasing integration of video ads into the platform.

## Powering growth with Amazon PPC

![Amazon PPC Campaigns.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/eXQ7spokR1qKxfMUdHlC)

Despite the challenges of advertising on its platform, Amazon PPC is one of the most effective and successful ways of selling products to a global audience. Marketers must ensure they optimize product descriptions and are up-to-date with developments in the Amazon algorithm and advertising platform to take advantage of emerging opportunities.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/N73rUbBF1kA?si=9QwCHf9LBqfjn5aV" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

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](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](https://www.channable.com/signup) today! 

Maximizing ROI: the pros and cons of running Amazon PPC campaigns

Amazon is by far the world’s largest online retailer, with [net sales of $574.8 billion in 2023](https://ir.aboutamazon.com/news-release/news-release-details/2024/Amazon.com-Announces-Fourth-Quarter-Results/) and [50% of all online product searches starting on the platform](https://searchengineland.com/50-of-product-searches-start-on-amazon-424451#:~:text=50%25%20of%20product%20searches%20start%20on%20Amazon). But with over [2 million active sellers](https://www.yaguara.co/amazon-statistics/#:~:text=The%20large%20active%20customer%20base,market%20share%2C%20and%20Amazon%20Prime.) on Amazon, it’s not easy for brands to stand out from the competition. In addition to [having a strong Amazon advertising strategy](https://www.channable.com/blog/amazon-advertising-strategy), it's also vital to ensure your Amazon products are easily findable for shoppers.

If you are a brand owner selling on Amazon, you can greatly improve your sales by optimizing your product listings. In this article, we’ll share our top recommendations for how to bring each element of your brand's Amazon product listings to the next level.

## 7 best practices for optimizing your brand's Amazon product listings

![7 best practices for optimizing your brand's Amazon product listings.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/zeDl9iYSekQOXIrYPLAw)

Before we cover the elements of a perfect Amazon product listing, here are 8 best practices that apply, no matter what product your brand is trying to sell on the platform:

1. **Always follow Amazon’s guidelines:** To ensure the best performance – and avoid product listings or elements being rejected – review and understand Amazon’s requirements before posting product content on the platform.
2. **Always use the right product categories:** Carefully review [Amazon’s product category options](https://go.amazonsellerservices.com/DSCategories) and always assign your products to the correct category to ensure they are easily findable.
3. **Know your target audience:** When selling on Amazon, it's essential to [keep up with the latest marketplace dynamics, including shopping trends](https://www.channable.com/blog/mastering-marketplace-dynamics). Understanding your customers’ needs, interests and preferences will help you create product listings that appeal to them.
4. **Create an immersive shopping experience:** Use the options available to you to create a memorable [branded storefront on Amazon](https://advertising.amazon.com/solutions/products/stores?ref_=a20m_us_hnav_smb_p_st) that stands out from the crowds of seemingly nameless Amazon sellers.
5. **Focus on benefits:** Ensure that each element you add to a product listing highlights a benefit and showcases the value of your product.
6. **Use high-quality visuals:** Use the best quality visuals to bring your products to life for your customers.
7. **Keep descriptions tidy and easily skimmable:** Use bullet points wisely to convey key information. Avoid long, complex text blocks. Make all the most important details instantly available to your customers.

Next, we’ll go through all components of an Amazon product listing and show you how to optimize each one, from product titles and images, to bullet lists, descriptions, keywords and customer reviews.

## Product titles

Choosing a great product title for each Amazon listing is essential, because the product title tells [Amazon’s A9 search algorithm](https://medium.com/@Signalytics/revealing-the-enigma-decoding-amazons-a9-algorithm-20d9493762db) what your product is and whether it’s relevant to an Amazon shopper’s search.

Amazon gives you up to 250 characters for the product title for most product categories, but will truncate the title after 200 characters. Still, 200 characters is plenty of space to provide a rich, descriptive product title. Here’s what to do:

- Start with your brand name, followed by your main keyword for the product.
- Use the full length (200 characters) available to you to provide as much useful information about the product as possible.
- Include multiple keywords, but never repeat keywords (this will not improve keyword competitiveness on Amazon, as the platform actively discourages keyword stuffing).
- Include key product features, such as product size and who/what the product is for.
- Capitalize the first letter of each word for ease of reading, but do not use all caps.
- Do not include price information or promotional messaging (such as words like “discount” or “on sale”).
- Do not use symbols

## Images and videos

![Images and videos.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/QT2rHDhfQ2SirmSXfXJW)

Amazon lets you include up to 9 images for your product descriptions including videos (if you're enrolled in the Brand Registry/eligible for A+ Content). To get the most impact out of your visuals:

- Always include more than 1 visual for each product (again, use all the opportunities available to you on Amazon to showcase different benefits of your products). 
- Use images with a minimum size of 1000 x 500 pixels and a max. of 10,000 px on the longest side. For the optimal zoom quality, use photos that are 1600 px or larger on the longest side.
- Be sure each image contains different information (avoid posting multiple similar images).
- The product must fill at least 85% of the picture (avoid pictures with large, complex backgrounds).
- Visuals must accurately display the product (avoid exaggeration)
- Show the product in realistic settings that your target customer can relate to.
- Product videos are known to boost conversion on Amazon by up to 250%, which means it is definitely worthwhile to include high-quality product videos (only available for A+ Content brands).
- Include handy product comparison tables to showcase the benefits of your products compared to others (only available for A+ Content brands).

## “About this item” bullet list

After the product title and images, the “About this item” section (bullet list) is the first thing customers will see. This is your chance to make a strong impression and a compelling argument for your product.

If you are enrolled in Amazon’s brand registry, you can include as many bullet points as you want. However, after 1,000 characters, the list will be truncated. It’s a good idea to stick to 5 bullet points with around 200 characters each. That way, all information will be immediately visible. Here are some tips for optimizing your bullet points:

- Start with the most important benefit or USP.
- Include information that is especially relevant for your target audiences.
- Keep all bullet items under 200 characters.
- Start each bullet point with a capital letter.
- Include keywords, but avoid keyword stuffing.

## Product description

The product description section gives you more room to make the case for your product. But with a 2,000-character limit, it’s essential to use this space strategically. Here are our top tips to optimize Amazon product descriptions:

- Expand on your bullet points to provide richer details about key features.
- Introduce additional features or benefits not covered in bullet points.
- Highlight real-life use cases that your target customers can relate to.
- Support your product claims with endorsements and professional opinions.
- Include keywords not found in the title or entered in the backend of your Amazon store.
- Never include links or references to your own online store or other retail outlets.
- Avoid promotional language like “sale,” “free shipping” or “special offer for Amazon shoppers.”

## Keywords

To optimize the use of keywords in your Amazon product listing, start by conducting research to discover what keywords your target audience is searching for. This will help you avoid irrelevant keywords so you can get the best performance out of your product listing’s text. Here are some best practices:

- Conduct thorough keyword research focusing on product types, features, benefits and related terms.
- Aim for a balanced mix of relevant and high-volume keywords to optimize search ranking effectively.
- Use the most important keywords in your product titles and bullet points, and add any secondary keywords to the Search Terms fields in the backend of your Amazon store.
- Place less important keywords in Search Terms fields like Intended Use, Target Audience, and Subject Matter to enhance visibility.
- Make sure the keywords you add to Search Terms fields fit within the 250-byte limit and avoid repetition.

## Product reviews

![Product reviews.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/CVS6ewWyR0mB6txqS7UV)

Strong verified reviews are another important component of Amazon product listing optimization. The key is to offer an excellent product and shopping experience in the first place. It also helps to use automated solutions to ensure you are consistently collecting customer reviews. Here are some best practices for optimizing your Amazon product reviews:

- Use automated review request tools and standard templates to collect as many reviews as possible.
- Never include customer reviews or testimonials in your product descriptions, as this is against Amazon’s guidelines (product reviews must appear in the “Product reviews” section only).
- Monitor and address negative or neutral reviews within Amazon’s guidelines. For example, if a customer accidentally submits seller feedback as a customer review, you can ask Amazon to remove it.

## Automatically optimize your Amazon product listings with Channable

Looking for a more efficient way to optimize your Amazon product listings? With Channable’s complete Amazon API integration, you can easily integrate your product catalog with Amazon, optimize product listings, automate pricing, set conditional “if/then” rules for product listings and manage your Amazon orders directly from your own webshop: 

- Keep your product listings up-to-date in real time.
- Meet Amazon’s listing requirements with our easy-to-use attribute builder.
- Optimize and enrich product listings to boost conversion.

Our Amazon API is part of our end-to-end marketplace solution. Manage thousands of listings across multiple marketplaces, all from a single, intuitive platform.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/N73rUbBF1kA?si=9QwCHf9LBqfjn5aV" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

[Sign up for your free trial today](https://www.channable.com/products/marketplace-integrator) and discover the power of Channable’s end-to-end marketplace solution, streamlining every step of your product listing process, data analytics and optimization.


How to optimize your Amazon product listings to boost sales: Quick guide for brand owners

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

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

The importance of Amazon Ads should be common knowledge by now for most eCommerce brands. Amazon has established itself as an eCommerce juggernaut, holding a [market share of 37.8%](https://www.repricerexpress.com/amazon-statistics/) in the US. What’s more, Amazon’s impressive eCommerce revenue is built on the backs of numerous small and medium-sized businesses, with [over 60%](https://sell.amazon.com/blog/amazon-stats) of sales on Amazon coming from independent sellers.

Getting the most from Amazon Ads depends on a slightly different approach to what you may be used to with other ad platforms like [Google Ads](https://www.channable.com/integrations/google-adwords-tool) or [Facebook Ads](https://www.channable.com/blog/enhance-facebook-conversion-rates). To ensure your digital marketing strategy is as effective as possible when using the platform, one of the first things to get right is your Amazon PPC Campaign Structure.

## What is the Amazon PPC Campaign Structure?

Your Amazon PPC Campaign Structure describes how you organize and manage your campaign. It determines how, when, and where your ads appear. A good Amazon PPC Campaign Structure is fundamental to providing your marketing efforts with transparency and control. 

While there are certain aspects of Amazon Ads that are out of your control, such as the precise way that the eCommerce giant’s secretive algorithm works, digital marketers will find that there are still a number of things that they can control - and this is where a good Amazon PPC Campaign Structure comes in.

## How to structure your Amazon PPC campaign for eCommerce success

![Amazon PPC Campaign for eCommerce success.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/62PNHUSXWyWyELXOL8Kw)

Unfortunately, you can’t simply press a button, launch a single automatic Amazon Ads campaign, and watch the sales come rolling in. Instead, to achieve all your marketing objectives on Amazon, it’s likely you’ll need several different campaigns, each based around its own product set and boasting unique objectives.

To ensure you have optimized your Amazon Ads campaign, there are several [Amazon ads best practices](https://www.channable.com/blog/best-practices-creating-amazon-ads) to follow. One of them is certainly getting your Amazon PPC Campaign Structure right. In order to do so, there are a few terms worth getting to grips with before you get started. We’ve listed some of them below:

- **Automatic and Manual Targeting**

Although automatic targeting is dismissed by some, in reality, both automatic and manual campaigns can play useful roles within your digital marketing strategy. Automatic targeting works by allowing  Amazon to identify keywords based on the title, description, and other sections of your product listing. This means automatic targeting requires little manual input, but can deliver poor ad targeting - and poor ROI as a result. 

Manual targeting, on the other hand, undoubtedly requires more effort in terms of keyword research, especially as your manual campaign could consist of more than one ad group, each requiring its own keywords. However, you could achieve higher ROI in return for your efforts.

Rather than deciding whether an automatic or manual approach is right for your Amazon PPC Campaign Structure, it is possible to use both. In fact, automatic targeting can be hugely useful for finding the best-performing keyword search terms for a particular product. Then, you can leave manual targeting to focus on exact matches.

- **Bulk operations**

As mentioned previously, your Amazon PPC Campaign Structure is not likely to consist of just a single campaign. When working with multiple campaigns, making adjustments can be a lengthy process if you decide to do everything manually. With bulk operations, however, you can alter bids and keyword placements for multiple campaigns simultaneously, helping you maintain a standardized structure.

Remember, however, just because it’s possible to make adjustments to multiple keywords at once, this doesn't mean you should necessarily use as many keywords as possible. For instance, our recent [interview with Jeff Cohen](https://www.channable.com/blog/amazon-automation-multichannel-mix-interview-jeff-cohen), an Amazon Tech Evangelist, highlights that no two campaign structures are the same. When developing Sponsored Products campaigns, he advises using no more than 5-10 initial keywords per campaign.

- **Negative Keyword Creation**

![Negative keyword creation.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/w11sTJA8TQGhpwJT3MR3)

Negative keywords describe those that are either irrelevant to your campaign or unlikely to lead to conversion. Including negative keywords is important for a well-performing Amazon PPC Campaign Structure, as they prevent you from wasting bids on irrelevant traffic.

Good negative keywords to include in your campaign structure might include competitor brands, misspellings, or anything else that you think won’t deliver good ROI. However, don’t be too hasty when creating negative keywords. Use keyword analysis to ensure that a term isn’t relevant before you dismiss it.

- **Powerful If/Then Rules**

Amazon recently launched rule-based bidding, where users set manual conditions based on if/then rules. This allows Amazon to automatically adjust bids whenever certain conditions are met. This could mean keeping a close eye on performance metrics, increasing bids for high-converting keywords or decreasing bids for underperforming ones. Note that with [Channable’s Amazon Ads connection](https://www.channable.com/products/ppc-tool/amazon-ads), it’s possible to create dynamic sponsored product ad campaigns for Amazon easily using automation rules, like the if/then feature.

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

- **Dynamic Campaign Settings**

Just because your eCommerce marketing strategy stands to benefit from an effective Amazon PPC Campaign Structure, this doesn’t mean it should be overly rigid. In fact, dynamic campaign settings should play a part within your structure to ensure your campaigns are flexible enough to adapt to changing customer behaviors or market conditions. 

With sponsored product ads, it’s possible to activate dynamic bids so your bid will be increased or lowered based on the likelihood of a click converting into a sale. This is what happens when you choose “Dynamic Bid – Up And Down” from the settings menu, however, it is also possible to set your campaign to “Dynamic Bid-Down Only” if you simply want to ensure your ad doesn’t appear in searches for irrelevant products.

## Use your Amazon PPC Campaign Structure to Supercharge your Marketing Strategy

![Channable's Amazon PPC Campaign Structure.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/NpajhmL3TKqbELHb9QPo)

Don’t expect your Amazon marketing strategy to deliver results automatically. There are automation features, of course, to help you improve your structure, but it still requires work. To be effective, an Amazon PPC campaign should be monitored to ensure it’s delivering the kind of return you expect. 

At Channable, we understand the importance of your [Amazon PPC](https://www.channable.com/products/ppc-tool/amazon-ads) campaign structure. Last month, we launched a new Bid & Budget Optimization feature to ensure your campaigns focus on high-traffic keywords, make use of negative keywords, use product detail pages correctly, utilize automatic targeting, and monitor your results. And best of all, we can handle all this for you.

<p style="text-align: center;"><iframe src="https://www.youtube.com/embed/N73rUbBF1kA?si=9QwCHf9LBqfjn5aV" width="100%"  frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>

Part of Channable's end-to-end marketplace solution, Amazon Ads could be your ticket to a greater return on investment from your marketing strategy. Learn how to manage thousands of ads across the Amazon marketplaces and streamline every step of your campaign setup, data and optimization. 

Channable offers an A-Z eCommerce solution tailored to your needs. Maximize visibility, boost sales, and simplify management with our intuitive platform.

[Sign up for a demo today](https://www.channable.com/products/ppc-tool/amazon-ads) to find out more. 

The Ultimate Guide to Setting Up An Amazon PPC Campaign Structure

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?

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 are a key factor for success. 

While images catch the customer’s eye, it’s the product title that actually connects a search query to your ad. In this article, we’ll share with you some proven best practices for Google Shopping title optimization.

[![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 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)

## 10 best practices for optimizing Google Shopping titles

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.

### 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.

### 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 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). With Channable, you can automatically optimize product titles using 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.

Get started with targeted, up-to-date ads today!

Optimize Google Shopping product titles with these 10 best practices

## 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

Whether you want more conversions, [a better ROI on your Google Ads](https://www.channable.com/blog/google-ads-best-practices), or simply to stop wasting budget, it all starts with refining your PPC keyword research. This guide shows you how.

## Steps for effective PPC keyword research
Keyword research is the backbone of any PPC campaign. The right keywords connect you with your target audience, but poorly chosen ones can eat up your budget without delivering results. So how do you find the perfect balance? Follow these steps.

### Start broad and narrow down
When starting your keyword research, begin by casting a wide net. Generate a large list of keywords that are relevant to your business or products. This allows you to explore all potential options. Don’t worry about how long the list is at this stage. Use tools like the [Google Ads Keyword Planner](https://ads.google.com/intl/en_uk/start/overview-ha/) and [Channable’s PPC tool](https://www.channable.com/products/ppc-tool) to gather as many relevant terms as possible.

Once you have this large list, it’s time to filter. Refine your list based on what’s most relevant to your business goals, targeting only those keywords that will bring qualified traffic. Remember, the goal here isn’t quantity, but quality.

### Group keywords by theme
To keep your PPC campaigns organized and targeted, group your keywords by theme. For example, if you’re an online fashion retailer, you might create groups for “summer dresses,” “men’s trainers,” and “designer handbags.” This helps improve ad group targeting while ensuring that your ads and landing pages [align perfectly with the intent](https://www.forbes.com/councils/forbesagencycouncil/2021/09/01/understanding-search-intent-for-better-marketing/) behind each keyword group.

Themed ad groups lead to more relevant ads and higher [Quality Scores](https://support.google.com/google-ads/answer/6167118?hl=en), meaning lower costs and better performance.

### Use keyword match types
[Assign a match type to each keyword](https://support.google.com/google-ads/answer/7478529?hl=en#:~:text=The%20keyword%20match%20types%20dictate,in%20on%20specific%20user%20searches.) to control how broad or narrow your ads appear. Use broad match to capture general search terms, phrase match for more precise targeting, and exact match for highly specific keywords.

By controlling match types, you can ensure your ads only appear for the most relevant searches, keeping your spend focused and efficient.

### Include negative keywords
Negative keywords are the unsung heroes of PPC campaigns. These are the terms you don’t want your ads to show for. Including negative keywords prevents irrelevant clicks and saves you from wasting budget.

For example, if you’re advertising high-end electronics, you might want to exclude terms like “cheap electronics” or “discount laptops” to avoid attracting price-sensitive shoppers. Regularly updating your negative keyword list helps ensure you’re reaching the right audience and using your ad spend efficiently.

### Analyse and prioritize
Now that you’ve got your keyword list narrowed down, it’s time to analyze it. Not all keywords are worth the same, and prioritizing them is key to getting the most out of your budget. Look at metrics like search volume, competition and relevance to your campaign goals.

High-volume keywords might seem attractive, but they’re often more competitive and expensive. Consider mixing in some lower-volume, long-tail keywords that have higher intent and lower costs. By prioritizing your keywords effectively, you can maximize your campaign’s performance while keeping costs under control.

## Analysing and selecting keywords
Now that you’ve gathered a list of potential keywords, it’s time to refine them by analyzing key metrics like search volume, competition and cost-per-click (CPC). This data will help you choose the best-performing keywords for your campaign, ensuring you invest in terms that are both relevant and cost-effective.

### Volume
Search volume gives you an idea of how many people are searching for a term. High-volume keywords can drive lots of traffic, but it’s essential to weigh this against competition and cost. Sometimes, lower-volume keywords with higher intent can be more valuable than broad, high-traffic ones.

### Competition
Competition refers to how many other advertisers are bidding on the same keywords. Higher competition often means higher costs, but that doesn’t necessarily mean you should avoid these keywords altogether. Instead, weigh the competition level against your budget and potential return, so you can find the right balance.

### Cost-per-click (CPC)
Selecting keywords with an affordable CPC is key to staying within your budget. While it’s tempting to go for high-volume, high-competition keywords, these often come with a high CPC, which can eat into your ROI. Instead, focus on keywords that offer a good balance of volume and cost.

### Buyer intent
Keywords that reflect buyer intent are gold in PPC campaigns. For example, terms like “buy,” “review,” or “best” often signal strong intent and readiness to convert. Prioritize these keywords to boost your campaign’s effectiveness.

## Monitoring and adjusting PPC keywords
Once your campaign is live, the work doesn’t stop there. To keep it optimized, you’ll want to regularly monitor and adjust.
![Monitoring and adjusting PPC keywords.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/A4PzAFDQiKcD9C89UId3)
### Regular performance analysis
Track key metrics like click-through rate (CTR), conversions and CPC to see which keywords are performing well and which need adjusting. Monitor trends over time and be ready to tweak your campaign to maximize its effectiveness.

### A/B testing for keywords
Try testing new keywords, different match types or new ad copy to see what drives the best results. Over time, you’ll be able to refine your strategy and achieve better performance.

### Adjusting based on trends
Trends change, and so do search behaviors. Adjusting your keywords to reflect your audience’s changing preferences will keep your campaign relevant.

### Expanding negative keywords
As you collect more performance data, regularly add new negative keywords to your list. By identifying terms that aren’t converting or are attracting the wrong audience, you can further refine your targeting and make your campaign more cost-effective.

## Common PPC keyword research mistakes to avoid
Even the best campaigns can run into some common challenges. Here are some pitfalls to watch out for.
H3: Ignoring negative keywords
Failing to use negative keywords can lead to wasted budget. Make sure you’re regularly updating your negative keyword list to prevent irrelevant clicks and keep your ads focused.

### Focusing only on high-volume keywords
High-volume keywords aren’t always the best option. They often come with high costs and can attract less qualified traffic. A balanced mix of high-volume and long-tail keywords is usually more effective.

### Neglecting long-tail keywords
Long-tail keywords are typically less competitive and more affordable, but they’re often overlooked. These keywords can drive highly targeted traffic and lead to higher conversions.

### Not regularly updating keywords
Keyword lists can quickly become outdated. If you’re not regularly updating your list, you might miss out on new opportunities or waste money on irrelevant terms.

## Keep optimizing your keyword strategy for PPC success
PPC keyword research is a continuous process. By starting broad, narrowing down and regularly monitoring your keywords, you can keep your campaigns running efficiently. Remember to use match types wisely and never underestimate the power of negative keywords.
![Keep optimizing your keyword strategy.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/uAenPJCySTKkEHkWVUfP)
Ready to get more out of your PPC campaigns? No matter your growth stage, Channable provides all the key solutions businesses need to successfully advertise on Google, Amazon and Bol.[ Find more information here](https://www.channable.com/products/ppc-tool).

How to bring your PPC keyword research to the next level

## Defining your PPC campaign goals

Remember, a well-defined goal is the compass that will guide your PPC campaign. It's what will help you measure success, allocate your budget wisely, and create effective ads. Let's take a look at some common PPC goals and how you can tailor them to your business:

- **Sales**: If your primary goal is to boost revenue, you'll want to focus on creating ads that directly encourage purchases. 

- **Leads**: Are you looking to generate interest and collect contact information from potential customers? A lead generation campaign is your best bet.

- **Traffic**: Perhaps you want to increase website visitors. A traffic-driven campaign can help you achieve this goal.

- **Brand awareness**: If your aim is to build brand recognition and visibility, a campaign focused on increasing brand impressions can be effective.

## Choosing your PPC platform 

Now you’ve selected your goals, the next step is selecting the right PPC platform. When choosing a platform, consider the following questions:

- Does the platform offer the targeting options and campaign types you need to achieve your objectives?

- What’s your ideal cost per click? Costs can vary significantly so choose a platform that aligns with your budget.

- Where does your target audience spend most of their time online?

Here are the most commonly used PPC platforms for eCommerce businesses:  
![Setting up a PPC Campaign_BLOG-02.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/iVGSN6tQQVmgytEzuHGK)
## Google Ads 

Google Ads is an excellent choice for reaching a wide audience of potential customers who are actively searching for products similar to yours. You can use [search ads](https://www.channable.com/blog/google-text-ads-ultimate-guide) to target specific keywords related to your product, display ads to showcase your product on relevant websites, and [shopping ads](https://www.channable.com/blog/google-shopping-ads) to list your products at the top of search results. 

### Amazon Ads

If you sell products on Amazon, you can use Sponsored Products, Sponsored Brands, and Sponsored Display ads to promote your products to Amazon shoppers. 

The most common ad format is Sponsored Products which are PPC ads that promote individual product listings. As they’re featured at the top of search results, they offer sellers increased visibility and higher conversion rates.

[Check out our guide to Amazon Sponsored Products here](https://www.channable.com/blog/amazon-sponsored-products). 

### Meta Ads 

Whether it's through video ads, image ads, or carousel ads, PPC ads on Facebook and Instagram allow you to reach potential customers by targeting specific demographics or interests. 

Meta Ads are ideal for reaching new audiences who are likely to be interested in your products or retargeting people who have visited your website but haven't converted. 

## How to structure a PPC campaign 

Even though different PPC platforms might use slightly different terms, there's a basic structure that most campaigns follow. Let's break down the essential components of a well-structured PPC campaign: 

### Campaign 

This is where you'll define the overall goals and targeting parameters. Here's what you need to consider: 

- **Advertising goals**: Most PPC platforms will ask you to choose your campaign goal (e.g. conversions, traffic, awareness) 

- **Campaign type**: Choose where you want your ads to be displayed and how they will  appear (e.g. a Search Network campaign on Google or a Dynamic Product Ads campaign on Meta)
 
- **Location targeting**: Whether you ship domestically or internationally, target the geographical areas where you want your ads to appear. 

- **Language targeting**: Select languages relevant to your target audience.

- **Budget**: Set a daily or monthly budget that aligns with your sales goals and average cost per acquisition (CPA).

### Ad groups

Campaigns are composed of multiple ad groups, which are collections of ads targeting specific keywords. This helps you group related keywords and write ads with a consistent message. Each ad also includes the landing page where you want to direct users after they click. 

For example, if you’re an online retailer specializing in electronics you might create ad groups for smartphones, laptops, gaming consoles, and wearables. 

### Keywords

Keywords are the words or phrases that people search for on search engines or marketplaces. So when someone searches for a keyword that matches your ad, it might appear in the search results. 

Use tools like [Google Keyword Planner](https://ads.google.com/home/tools/keyword-planner/) to find relevant keywords, including their search volume, competition, and average CPC. A list of 15–20 keywords for each ad group is a good rule of thumb.

Additionally, most PPC platforms allow you to experiment with different keyword types, such as broad match, phrase match, and exact match, to control how your ads are triggered. It’s also wise to make use of negative keywords in your campaigns. 

These are words or phrases that prevent your ads from showing up for irrelevant searches, so you don’t waste budget on product type mismatches like "boots" when you sell "hiking boots." 

### Ads 
Once you have your campaign structure, ad groups, and keywords in place, it's time to create your ads. To optimize for conversions, consider these strategies: 

**Dynamic creative best practices **

Most platforms now leverage [dynamic creative](https://www.facebook.com/business/help/170372403538781), allowing you to upload multiple headlines, descriptions, images, and videos. The platform's algorithm will then automatically generate the most effective ads. While the platform does much of the heavy lifting, following these best practices can improve your results:

- **Craft compelling headlines**: Use target keywords and highlight clear benefits such as the unique selling points of your products. discounts or free shipping.

- **Write informative descriptions:** List the key features of your products, how it solves the customer’s problem, and any other benefits of buying from your store. 

- **Use high-quality images:** and show people using your products. 

- **Grab the viewer’s attention:** within the first 3 seconds of your video using creative transitions such as quick cuts,  zoom-in or zoom-out effects, or wipe transitions. 

**Landing or product page optimization**
Whether you’re sending people who click your ads to a dedicated landing page on your online store or to the product page on a marketplace, both play an important role in converting interested visitors into customers. Make sure your landing page has a clear call to action, the content aligns with the ad’s message, and loads quickly. 

If you’re using PPC ads on Amazon or another marketplace, make sure you invest in high-quality product information, including detailed descriptions of your product’s features and benefits, high-resolution images, and customer reviews.

## Setting a budget and managing bids for your PPC campaigns 

The next big question is: how much are you willing to spend, and how do you make sure you're getting the most bang for your buck? If you’re running Google Ads, the Keyword Planner tool gives you an estimated cost-per-click, which can help you figure out how much money you'll need to spend to reach your goals.
![Setting up a PPC Campaign_BLOG-03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/oHyGfQodRXWB2D3bO67w)
Most PPC platforms offer two bidding strategies: cost-per-click and daily budget. With CPC, you can manually set a maximum price you're willing to pay per click. With a daily budget, the platform automatically adjusts your bids to stay within your spending limit.

### Smart bidding strategies 

These strategies leverage advanced algorithms to automatically adjust your bids in real time, maximizing performance based on your campaign goals. By allowing the platform to manage your budgets, you can focus on broader PPC strategy and ad creative while letting the AI optimize for results.

Here's a breakdown of some common smart bidding strategies:

- **Target CPA (cost per acquisition)**: Specify how much you’re willing to spend for a conversion and the algorithm adjusts bids to achieve your target CPA. 

- **Target ROAS (return on ad spend)**: The algorithm bids to achieve your target ROAS, ensuring that every dollar spent generates a desired return. 

- **Maximize conversions**: The algorithm bids to maximize the number of conversions, focusing on quality leads over quantity.

- **Maximize conversion value**: The algorithm considers the value of each conversion (e.g. purchase amount) and bids to maximize the total value of conversions achieved.

- **Maximize clicks**: The algorithm bids to get as many clicks as possible, helping you reach a wider audience.

- **Dynamic bidding**: Automatically adjusts bids based on real-time auction dynamics and the likelihood of a conversion.

## Optimize your PPC campaigns with Channable’s PPC tool

Channable’s PPC tool allows you to easily create complete ad campaign structures for multiple products and languages at scale. Our tool also uses automation to maximize your return on investment and avoid overspending.

No matter your growth stage, Channable provides all the key solutions businesses need to successfully advertise on Google, Amazon and Bol. Find more information on our [PPC Optimization](https://www.channable.com/products/ppc-tool) page.

Level up your PPC Strategy: The complete guide to setting up a PPC campaign

Businesses of all sizes seek efficient ways to capture online audiences and drive growth. Pay-per-click (PPC) advertising is a potential avenue for you to scale in eCommerce and is known for delivering targeted traffic and measurable results. 

But what is PPC exactly and how can it benefit your business? In this article, we’ll explore what PPC advertising entails, the types of PPC ads, key metrics to track, and how to determine if it’s right for your business.

## 1. Quick recap of what PPC advertising is
### Defining PPC advertising
PPC, or Pay-Per-Click advertising, is a digital marketing method where advertisers pay a fee each time someone clicks on their ad. Unlike organic traffic, where you earn visits over time, PPC advertising lets you buy visits to your website, helping you reach potential customers almost instantly. 
![Quick recap of what PPC advertising.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/7NAb9EqxRbK4fnpFIvEq)

This model is popular on platforms like [Google](https://www.channable.com/products/ppc-tool/google-ads), [Amazon](https://www.channable.com/products/ppc-tool/amazon-ads), and [bol](https://www.channable.com/products/ppc-tool/bol-ads), where advertisers bid on keywords relevant to their products or services, paying only when users click on their ads.

### Why is PPC important for eCommerce?
PPC advertising plays a crucial role in eCommerce by offering businesses a way to:

- **Reach targeted audiences**: PPC lets you target specific demographics, locations, and user interests, making it easier to reach potential customers.

- **Increase visibility quickly**: Unlike SEO, which can take time to build reach, PPC campaigns can generate immediate visibility.

- **Drive high-intent traffic**: Since PPC ads are often shown to users actively searching for products or services, they tend to attract users more likely to convert.

### How does PPC work?
PPC advertising involves three main components:

1. **Ad placement**: Advertisers create ads that appear in search engine results like Google or on websites within the platform’s network like on Amazon.

2. **Bidding**: Advertisers bid on specific keywords or placements. The higher the bid, the better the ad position.

3. **Payment per click**: Advertisers pay each time a user clicks on their ad. Costs vary based on keyword competitiveness, ad quality, and platform.

### Key PPC platforms

- **Google ads**: The most popular PPC platform, allowing ads on Google search results and its partner network.

- **Meta ads**: A powerful social PPC platform offering targeted ads across their ecosystem including Facebook and Instagram, enabling businesses to reach highly specific audiences based on demographics, interests, and online behaviors.

- **Amazon ads**: The world marketplace leader for product-based businesses looking to capture users on the Amazon network.

## 2. Types of PPC ads in eCommerce
Different types of PPC ads serve various purposes in eCommerce. Understanding these types can help you choose the right one(s) for your business goals.
![Types of PPC ads in eCommerce.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/8yESLnT3u2V38MCIKp6w)
### Search ads
These text-based ads appear on search engines like Google when users search for specific keywords. Search ads are a powerful tool for eCommerce businesses looking to reach high-intent users, as they appear right when customers are actively searching for products or services.

### Display ads
Display ads are visual, banner-like ads that appear on websites within the ad platform’s network. These ads are typically used for brand awareness and can help capture users’ attention with images or videos.
 
Display ads are ideal for eCommerce businesses aiming to drive traffic to their site or increase visibility among users browsing relevant content.

### Shopping ads
Shopping ads showcase products directly on search engine results pages, including images, prices, and descriptions. [Google Shopping](https://www.channable.com/blog/google-shopping-ads) is one of the most popular platforms for these ads, allowing customers to see product details before clicking. 

Shopping ads are highly effective for eCommerce because they provide users with the information they need to make a purchasing decision, increasing the likelihood of conversion.

### Social ads
Social media platforms like [Facebook](https://www.channable.com/integrations/facebook-shops), [Instagram](https://www.channable.com/integrations/instagram), and [Twitter](https://www.channable.com/blog/twitter-dynamic-product-ad-conversions) offer PPC advertising options that let businesses target users based on interests, demographics, and behaviors.
 
[Social media ads](https://www.channable.com/blog/social-media-advertising) are versatile and can be tailored to build brand awareness, drive traffic, or boost sales. For eCommerce brands, they offer a way to reach specific customer segments with visually engaging content.

### Retargeting ads
Retargeting ads target users who have previously visited your website but haven’t completed a purchase. These ads appear as users browse other websites or social media, reminding them of the products or services they viewed.
 
Retargeting ads are highly effective for eCommerce, as they can re-engage potential customers, increasing the chances of conversion.

## 3. Key PPC metrics to understand
To maximize your PPC campaigns’ effectiveness, it’s important to monitor specific metrics that provide insights into your ads’ performance and ROI.
![Key PPC metrics to understand.png](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/mp0P6Qn3TvGC5qMtBLA2)
### Impressions
Impressions indicate how often your ad is shown. While impressions alone don’t reflect engagement, they’re crucial for brand visibility and awareness. Monitoring impressions can help you assess your ad reach and make adjustments to increase visibility.

### Clicks
Clicks represent how many times users clicked on your ad, reflecting user interest and engagement. High click's typically indicate that your ad copy or visuals are resonating with users. Monitoring clicks is crucial for assessing ad engagement and determining which ads attract the most attention.

### Click-through rate (CTR)
CTR is the percentage of users who clicked on your ad after seeing it. A high CTR indicates that your ad is relevant to users and effectively grabs their attention.
 
You can calculate CTR by dividing the number of clicks by the number of impressions. A higher CTR generally suggests that your ad is interesting to your audience.

### Cost per click (CPC)
CPC reflects the amount you pay for each click on your ad. By monitoring CPC, you can ensure that you’re staying within budget and getting the most value for your ad spend.
 
Lowering CPC through optimization techniques, such as refining your keyword targeting, can help you make the most of your advertising budget.

### Conversion rate
The conversion rate is the percentage of visitors who complete a desired action, such as making a purchase, after clicking on your ad. This metric is essential for understanding your ad’s effectiveness in driving sales.
 
A high conversion rate indicates that your ad is successfully attracting users likely to buy your product or service.

### Return on ad spend (ROAS)
ROAS measures the revenue generated for every dollar spent on advertising. To calculate ROAS, divide the revenue generated by the ad by the ad spend.
 
A high [ROAS](https://www.channable.com/blog/return-on-ad-spend) suggests that your ad is delivering a strong return on investment, making it a valuable metric for eCommerce businesses focused on maximizing profits.

## 4. Is PPC the right fit for your business?
PPC advertising is a dynamic, results-driven approach that can significantly impact your eCommerce business’s growth. By investing in PPC, you can:

- **Gain targeted visibility**: PPC ads put your business in front of high-intent customers actively searching for your products.

- **Drive measurable results**: The ability to track key metrics like impressions, clicks, and conversions means you can easily measure your campaign's impact and optimize for better results.

- **Achieve scalable growth**: PPC allows you to scale your budget and reach as your business grows, providing a flexible way to adjust spending based on performance.

PPC advertising is an excellent fit for businesses looking to drive traffic, increase sales, and achieve long-term growth. Regardless of your business size, investing in PPC can help you achieve a competitive edge in today’s fast-paced digital marketplace. This can be taken even further with [performance segmentation](https://www.channable.com/products/channable-insights/segmentation), which is an advanced strategy to maximize the impact of your ads.

Ready to take your PPC campaigns to the next level? Whether you’re just starting out or looking to optimize your existing strategy, Channable offers powerful solutions to help you automate and streamline your PPC advertising on platforms like Google, Amazon, and bol.
 
To learn more about Channable’s PPC solutions, visit our [PPC optimization](https://www.channable.com/products/ppc-tool) page.


What is PPC and Is it the right fit for your business?

If you’re a digital marketer, you probably have a lot of experience working with pay-per click (PPC) ads. For many advertisers, PPC is the go-to option for driving targeted traffic, boosting brand visibility, generating leads and more. That’s why paid ads account for around [60% of total digital marketing spend for the average marketing team](https://www.gartner.com/en/digital-markets/insights/ppc-optimization-strategies).

To get the most out of your PPC campaigns, it’s also important to understand PPC bidding. This process can be difficult to navigate. That’s why we’ve created this ultimate guide. It covers everything from PPC strategies to keywords and tips to maximize your return on investment (ROI).

## What is PPC bidding?
PPC bidding is the process that determines which advertiser gets to display their ads in search results or on websites. Instead of paying a flat rate, advertisers set bids for specific keywords or phrases, which determines how much they are willing to pay each time a user clicks on their ad. Platforms like [Google Ads](https://www.channable.com/blog/google-ads-best-practices) use these bids to select which ads appear on a results page.

Your bid directly influences your ad’s placement, visibility and cost-per-click (CPC). Advertisers with the highest bids, combined with relevant ads and landing pages, are more likely to secure those coveted top positions on search engine results pages (SERPs).

## How does PPC bidding impact costs?
PPC costs vary depending on many factors, including industry competition, ad quality and your bidding strategy. The [average CPC on Google Ads](https://www.forbes.com/advisor/business/ppc-marketing-guide/) is around $2, while on [Facebook Ads](https://www.channable.com/blog/enhance-facebook-conversion-rates) it’s slightly lower at $1.86. However, CPC can range from as little as $1 to over $30 per click in high-stakes markets like the legal or insurance industries.

Understanding these variances in cost-per-click, competition and keyword performance can help you set more realistic PPC budgets. That helps you choose a bidding strategy that aligns with your specific goals, whether it’s maximizing clicks, achieving a target cost-per-acquisition or optimizing your return on ad spend (ROAS).

## Types of PPC bidding strategies
Here are some of the most common PPC bidding strategies you can choose from:
![Types of PPC bidding strategies.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/0jFiGgceSVWSgytZ1bK3)
### 1. Manual bidding
Manual bidding gives you complete control over your bids, allowing you to set a specific maximum CPC for each keyword. This is ideal if you want to closely monitor your budget and adjust bids for high-performing or low-performing keywords in real-time. However, [manual bidding is time-consuming and challenging to scale for larger campaigns](https://medium.com/@MetricLabs/google-ads-bidding-strategies-manual-vs-automatic-2d84a8a0b2d0), especially if you’re dealing with hundreds of keywords.

### 2. Automatic bidding
Automatic bidding uses machine learning to adjust bids in real-time based on various factors, such as user location, time of day and device type. Google’s algorithms automatically optimize bids to achieve a specific goal, such as maximizing conversions or clicks. This strategy is more efficient for large campaigns with multiple ad groups and keywords. It saves time for marketers who want to focus on other aspects of their campaigns.

### 3. Enhanced CPC (ECPC)
Enhanced CPC is a hybrid strategy that combines manual bidding with automated adjustments. It allows advertisers to set a base bid, while Google adjusts the bid based on the likelihood of a conversion. This strategy is particularly useful for improving performance without giving up full control. It’s an attractive option for marketers who want a balance of manual control and automation.

### 4. Target cost per acquisition (CPA)
Target CPA bidding automatically adjusts bids to help you get as many conversions as possible within a target cost per acquisition. This strategy is ideal for businesses looking to optimize for conversions at a predictable cost. It works particularly well for lead generation campaigns where each conversion has a fixed value, such as SaaS companies seeking to drive sign-ups.

### 5. Target return on ad spend (ROAS)
This strategy adjusts bids to achieve a desired return on ad spend (ROAS). It’s ideal for online retailers looking to balance ad spend with revenue generated from conversions. With this approach, Google’s algorithms use machine learning to analyze vast amounts of data (user behavior, search context, historical performance, etc.) to adjust bids in real-time for each auction. This allows the system to optimize for high-value conversions and maximize revenue while keeping within the advertiser’s target ROAS.

### 6. Maximize clicks
This is an automatic bidding strategy designed to get the most clicks possible within your budget. While this can increase website traffic, it may not always lead to conversions, making it better suited for campaigns where brand awareness or traffic volume is the primary goal.

### 7. Maximize conversions
Maximize conversions automatically sets bids to help get the highest number of conversions for your budget. This strategy is widely used by digital marketers ([45% of PPC specialists](https://assets-global.website-files.com/64ec68244172089051b43f1f/660cfda5d69c305654b42050_Global-State-of-PPC-2024-PPCsurvey-com.pdf)), as it optimizes campaigns based on the actions you want users to take.

## The role of keywords in PPC bidding
Keywords are the foundation of any successful PPC campaign, because they trigger when your ads appear. They’re also directly linked to your bid costs.
![The role of keywords in PPC bidding.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/5zJ4CG51RPKwHHjcT4ed)
### Importance of keyword selection
A successful PPC bidding strategy always starts with choosing the right keywords. Long-tail keywords, which are typically more specific and less competitive, make up 70% of all search traffic. These keywords usually have lower CPCs and higher conversion rates, making them a cost-effective option for advertisers. In contrast, short-tail keywords are more general, tend to be highly competitive and are often more expensive.

### Long-tail vs. short-tail keywords
Long-tail keywords are longer and more specific search phrases that are less competitive but highly relevant. These keywords typically drive fewer clicks than short-tail keywords but can deliver higher conversion rates due to their specificity. For example, a keyword like "buy boxing gloves online" is a long-tail keyword, whereas "boxing gloves" is a short-tail keyword.

### Negative keywords
Creating detailed negative keyword lists helps you optimize your campaigns and prevent wasted budget. Negative keywords prevent your ads from being triggered by irrelevant searches. For instance, if you sell premium shoes, you may want to add "cheap" or "discount" as negative keywords in your ad platform to avoid wasting ad spend on users looking for budget options.

## Drive growth with the right PPC bidding strategy
With the right PPC bidding strategies, you help maximize your company’s return on investment and get the best possible performance from your campaigns. 

For most fast-growing businesses, an automatic or hybrid (ECPC) strategy makes the most sense, as it saves time and automatically optimizes your ad spend for the goals that matter most, from increasing traffic to maximizing conversions or hitting a target ROAS. Just remember to also optimize your keyword approach, especially by adding negative keywords to ensure your ads reach the right audience and avoid wasted budget.

No matter your growth stage, Channable provides all the key solutions businesses need to successfully advertise on Google, Amazon and other platforms. [Find more information here](https://www.channable.com/products/ppc-tool).

Quick guide to PPC bidding for digital marketers

From Search Ads to Smart Campaigns, Google Ads come in many different forms and having a clear understanding of each one is key to realizing PPC [campaign optimization](https://www.channable.com/blog/campaign-optimization-for-ecommerce).
 
If you’re looking to discover the [essential Google Ads best practices](https://www.channable.com/blog/google-ads-best-practices) for your business, you’re in the right place. Let’s start by taking a look at the different types of Google Ads available for you as a marketer and learn which one is best suited to achieve your marketing goals.

## An Overview of Google Ad Campaign Types
With a market share of [28%](https://www.mayple.com/blog/ppc-platforms), Google Ads is the biggest PPC platform in the world and yet, not everyone is a hundred percent clear on the different types of Google Ads available on the platform and how each can be utilized to fit your goals, such as brand awareness, traffic, sales, and more. 
![Google Ad Campaign Types.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/p554fvPxQW29KozTY7gL)
Essentially, there are nine different types of Google Ads available to marketers: Search Ads, Display Ads, Shopping Ads, Video Ads, App Promotion Ads, Performance Max Campaigns, Local Ads, Discovery Ads, and Smart Campaigns. Each ad type differs in terms of its placement, customization, and features. Keep reading to find out more about each one:

### 1. Search Ads
Search is what Google is known for so it stands to reason that its Search Ads are one of the most powerful tools at a marketer’s disposal. Google Search Ads are text-based ads that look like the typical link listings that appear on the search engine results page (SERP). 

Google Search Ads are keyword-based so getting these terms right is fundamental to matching your ad to the things people are searching for. Search Ads work most effectively when they are relevant, timely and high-quality. 

They can work particularly well at capturing high-intent users looking for specific products. If you’re unsure about the right keywords to use in your Search Ads copy, our [Google Ads audit](https://www.channable.com/blog/how-to-perform-google-ads-audit) can point you in the right direction.

### 2. Display Ads
Display Ads are visual ads that appear across the 200 million sites, apps, and videos that make up the Google Display Network. They can consist of images, videos, logos, text, or animations and you might find them as banners, to the side of your screen or woven throughout the content you’re consuming.

Best practices for Display Ads include using compelling visuals, clear CTAs, and targeting options for better performance. Although Display Ads have a relatively low click-through rate, their conversion value is high, making them especially good for driving brand awareness.

### 3. Shopping Ads
Retailers may find that Shopping Ads are the best option for them. Shopping Ads deliver a more visual way to promote products, pairing product images with prices and other details directly in the SERP, Google Maps, and other relevant locations. They work by pulling data from product feeds in the Google Merchant Center.

The benefit of Shopping Ads for eCommerce comes from the way they showcase real, tangible products and drive high purchase intent. Of course, there are other eCommerce-focused platforms out there so even if you’re certain this is the right type of ad for you, be sure to compare [Google Ads vs Amazon Ads](https://www.channable.com/blog/google-ads-vs-amazon-ads) before you allocate your marketing budget. 

### 4. Video Ads
Video Ads are those hosted on YouTube, acquired by Google in [2006](https://www.investopedia.com/google-s-incredible-youtube-purchase-15-years-later-5200225), and other sites within the Google Display Network. They come in various formats, including skippable in-stream ads, bumper ads, masthead ads, and others. 
![Video Ads.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/56caEn7HQkeELHbnT6GA)
The advantage of Video Ads is how effective they can be for storytelling, brand awareness, and product demonstrations. They say a picture tells a thousand words, well, a moving picture can be even more compelling for getting your campaign message across.

### 5. App Promotion Ads
App Promotion Ads are tailored to promote app downloads and engagements across Google properties like the SERP, Play Store and others. 

Rather than asking businesses to build an ad from the ground up, these work by taking data from your app's Play Store listing, before testing various layouts that align with your keywords. These ads are ideal for mobile-centric businesses, as they are specifically designed to increase app downloads and usage.

### 6. Performance Max Campaigns
Launched in late 2021, Performance Max Campaigns use Google’s AI to optimize ad performance across all Google ad channels, automating processes where possible. Because Performance Max Campaigns require little from advertisers aside from sharing their campaign goals, they are a great way of optimizing ad placements and budget allocation without the need for much manual work

### 7. Local Ads
Local Ads are ideal for marketing brick-and-mortar stores to nearby customers and promoting location-specific products. But first, advertisers have to meet Google’s requirements as part of the Local Services Ads hub. 

Local Ads are highly targeted ads designed to drive in-store visits and promote local services. After clicking on a Local Ad, individuals can then call or message the business directly.

### 8. Discovery Ads
Among the various types of Google Ads, Discovery Ads are great for targeting prospects who are open to finding something new. Using visually engaging content, Discovery Ads are displayed on YouTube, Gmail, and the Google Discover feed.

Discovery Ads are another Google Ad leveraging AI, using the technology to tailor ads across channels. Given that [22%](https://www.marketingweek.com/marketers-ai-online-luxury-5-interesting-stats/) of marketers reportedly use AI multiple times a day in their role, this is hardly surprising. 

### 9. Smart Campaigns
Smart campaigns are Google’s AI-driven ad campaigns for small businesses and beginners. Although they require marketers to be a little more hands-on than with Performance Max Campaigns, Smart Campaigns act as a centralized hub for cross-channel advertising, saving brands the hassle of creating separate campaigns for each relevant channel.

Smart Campaigns still provide useful automation features when targeting a range of channels, such as the SERP, Google Maps, YouTube, and others. However, the limited control that marketers are given over settings could be an issue.

## Finding the right type of Google Ad for you
If you’re searching for PPC campaign optimization, choosing the right type of Google Ad is key, but this will ultimately depend on what your goals are. Search ads, for example, are great at driving traffic for service-based businesses. Alternatively, if you want to target shoppers in close proximity to your store, Local Ads might be the way to go. 

There is real value to be had in testing different ad types to find the best fit for your brand. There’s a lot to consider when setting up a Google Ads campaign (as our [Google Ads cheat sheet](https://www.channable.com/blog/blog-channables-handy-google-ads-cheat-sheet) shows) and no one type of ad is right for everyone. At Channable, we can help your eCommerce business make the most of whichever type of Google Ads you ultimately decide is the best for you. 

No matter your growth stage, Channable provides all the key solutions businesses need to successfully advertise on Google, Amazon and Bol. Find more information [here](https://www.channable.com/products/ppc-tool).

What are the different types of Google Ads marketers should know about?

In this advanced guide, we’ll break down the key features and functionalities of the [Google Ads API](https://www.channable.com/products/ppc-tool/google-ads), how to integrate it into your existing applications, and share some automation techniques for large-scale campaigns.

## Google Ads API key features and functionalities for power users 

The Google Ads API offers a diverse set of tools to automate and optimize your advertising campaigns. By leveraging this API, you can gain granular control over your campaigns, enhance targeting, and improve overall performance.

Let’s explore some of the key features and functionalities that can help you maximize your ROI:

### Ad customization and dynamic parameters

Ad customization and dynamic parameters allow you to personalize your ad campaigns and target specific audiences with tailored messaging. By leveraging feed-based and dynamic elements, you can create highly effective ad copy and targeting strategies that drive better results. 

**1. Feed-based elements:** This includes information from your product feed such as titles, descriptions, prices, and images. By incorporating feed-based elements into your ad copy, you can dynamically generate ads that have a higher chance of converting. 

This is especially helpful for:

- **Highlighting discounted prices:** Dynamic ads can automatically display your sale prices, enticing customers with a "Save {product.discount_percentage}%" message.

- **Creating urgency:** Show limited-time offers or low stock with messages like 
`Now only {product.sale_price}` or `Only {product.stock_count} left!`

**2. Dynamic parameters:** These parameters allow you to insert specific values into your ad copy or targeting criteria based on user behavior, demographics, or other relevant factors. For example, you can use dynamic parameters to display personalized product recommendations or tailor your ad copy to a user's location. 

### Targeting and audience segmentation 

The Google Ads API provides the tools to implement sophisticated targeting strategies, enabling you to reach the right audience at the right time. 

One method is “Audience segments”, also known as user lists, which are groups of people with specific interests, intents, or demographic information. You can target audience segments directly by creating and targeting a UserList, these include: 

- `crm_based_user_list`: User list of CRM users you provide.

- `rule_based_user_list`: User list generated by a rule or set of rules, typically based on actions the user did—or didn't— take.

- `logical_user_list`: User list that is a custom combination of user lists and user interests.

- `basic_user_list`: User list targeting as a collection of conversion or remarketing actions.

- `similar_user_list`: Output-only user list of users which are similar to users from another list.

- `lookalike_user_list`: User list composed of users similar to those of a configurable set of seed user lists.

Dynamic retargeting in the Google Ads API enables you to show personalized ads based on specific products or categories viewed on your website. Dynamic remarketing for eCommerce brands requires a product feed provided by Merchant Center and the Google tag installed on all the pages of your website that send remarketing information. 

Using the remarketing parameters (e.g. Product ID, Product Price, Product Category) you can personalize your retargeting ads. 
For example, you could show a user an ad for a specific product they viewed on your website, a similar product from the same category, or a product at a similar price point.   

Additionally, geo-targeting, also known as location targeting, allows you to show your ads to users in specific geographic regions, such as cities, countries, regions, or multiple locations. For instance, you can target all the cities where you have a physical store location. You can even target campaigns by proximity to a location, e.g. 10km outside of London. 

### Bid management and strategies

![Google Ads API-02.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/YWiLBR5QiD4T9ChJVRwB)

The Google Ads API offers a range of customizable bidding strategies that allow you to automate your bidding process and achieve your campaign goals. These include: 

**1. Custom bidding strategies**

Google Ads API offers a variety of bidding strategy types, each with its own purpose and mechanics. Here's a breakdown of the available bidding strategies:

Manual bidding strategies:

- `MANUAL_CPC`: This is the most basic strategy, where you set a maximum CPC bid for each keyword or ad group.

- `MANUAL_CPM`: This strategy is used for Display Network campaigns and allows you to set a maximum CPM bid.

- `MANUAL_CPV`: This is used for TrueView video ads and allows you to set a maximum CPV bid.

Automated bidding strategies:

- `ENHANCED_CPC`: This automatically adjusts your bids to improve conversion rates within your budget.

- `MAXIMIZE_CONVERSIONS`: This aims to get the most conversions for your budget.

- `MAXIMIZE_CONVERSION_VALUE`: This aims to maximize the total conversion value for your budget.

- `TARGET_CPA`: This helps you set a target CPA and automatically adjusts your bids to achieve it.

- `TARGET_ROAS`: This helps you set a target ROAS and automatically adjusts your bids to achieve it.

- `TARGET_IMPRESSION_SHARE`: This helps you target a specific percentage of ad impressions for your keywords.

**2. Bid modifiers**

Bid modifiers allow you to adjust bids for specific criteria, such as device type, location, or audience segment. This helps you optimize your bids for the most valuable traffic. Examples include:

- **Device bid modifiers:** Increase bids for mobile devices if they have a higher conversion rate.

- **Location bid modifiers:** Increase bids for specific geographic locations with higher potential.

- **Audience bid modifiers:** Increase bids for specific audience segments that are more likely to convert.

## Google Ads API integration strategies 

Integrating the Google Ads API with your existing tools and data can unlock valuable insights and automation opportunities.

### Integrating the Google Ads API with your data warehouse or CRM

Integrating the Google Ads API with your first-party data can refine and enrich your audience targeting. Here are some use cases: 

- **Customer segmentation:** Segment customers based on purchase history, demographics, and behavior to create highly targeted ad groups.

- **Lookalike audiences:** Identify similar users to your existing customer base and expand your reach.

- **Custom affinity audiences:** Create custom audiences based on specific interests or behaviors derived from your CRM data.

### Synchronizing with analytics tools

Integrating the Google Ads API with analytics tools like Google Analytics provides a comprehensive view of your advertising performance and customer behavior. This enables you to understand the full customer journey with end-to-end tracking and identify high-value customer segments. 

By integrating the Google Ads API with Looker you can create a unified data platform where you can consolidate Google Ads data with other marketing and business data sources. You can also create tailored dashboards to visualize key Google Ads metrics and trends, such as clicks, impressions, conversions, and cost-per-acquisition. 

### Using webhooks for real-time updates and responsive ad adjustments 

Webhooks enable real-time communication between your Google Ads account and your applications. Here are some examples of when you might set up webhooks:

- To automatically update product feeds to reflect inventory changes, pricing updates, and new product launches.

- To trigger ad campaigns for flash sales or limited-time offers based on predefined schedules.

- To receive notifications when budgets are nearing depletion to avoid campaign pauses.

- To monitor key metrics and receive alerts for significant performance drops or spikes.

## Automation techniques for large-scale campaigns

Do you run multiple ad campaigns on Google? Setting up scripts and workflows for routine tasks, such as bid changes, budget adjustments, and keyword updates can help you optimize your campaigns for better performance and higher ROI.

You can create scripts to automatically adjust bids based on performance metrics like conversion rate, cost-per-acquisition (CPA), or return on ad spend (ROAS). For instance, a script could increase bids for high-performing keywords and decrease bids for low-performing ones. You can also use scripts to dynamically shift budgets to top-performing campaigns or allocate more budget to campaigns with higher potential; or implement scripts to add, pause, or remove keywords based on specific criteria. 

**Example:** Let's say you have a large-scale campaign with hundreds of ad groups. You might want to automatically increase bids for ad groups with a conversion rate higher than 5% and decrease bids for those with a conversion rate lower than 2%.

### Automating reporting

Using the Google Ads API, you can automate the generation of customized reports with key performance indicators (KPIs) like clicks, impressions, conversions, and cost-per-click. These reports can be delivered directly to your inbox or integrated into your data visualization software.

Additionally, you can leverage the API to extract deeper insights from your data. For instance, you could analyze the performance of different ad groups, devices, and demographics to identify optimization opportunities. 

### Machine learning and AI

![Google Ads API-03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/ip4vqF4IQk6ZnvlUma38)

Leveraging Google’s machine learning algorithms and AI-powered optimizations can help you automate your Google Ads campaign and optimize for performance.

Common use cases: 

- **Automated bidding strategies:** Use machine learning algorithms to optimize bids in real-time with the Target CPA and Target ROAS bidding strategies. 

- **Ad scheduling:** Automate ad scheduling to show your ads at the optimal times when your target audience is most active.

- **Ad creative optimization:** Use machine learning to test different ad creatives and identify the most effective combinations.

## Conclusion 

The Google Ads API can help you automate routine tasks, handle large scale campaigns and complex strategies, and optimize your campaigns in real time by automatically adjusting bids, budgets and targeting settings. 

But it’s not without its challenges. To make the most of the Google Ads API you need technical expertise and a solid understanding of programming languages and API concepts. It’s also a significant time investment due to the initial setup and the ongoing maintenance. Not to mention the potential development costs associated with building and maintaining the API. 

The good news is that there are tools built on the Google Ads API that simplify the complexity of API interactions, allowing you to reap the benefits of automation and optimization without the steep learning curve.

### Optimize your Google Ads campaigns with Channable’s PPC tool

Channable’s PPC tool for Google Ads allows you to easily create complete ad campaign structures for multiple products and languages at scale. 

Our tool also uses campaign and keyword automation rules to maximize your return on investment and avoid overspending. 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.

No matter your growth stage, Channable provides all the key solutions businesses need to successfully advertise on Google, Amazon and Bol. Get started with our [PPC Optimization](https://www.channable.com/products/ppc-tool) tool.


Getting started with the Google Ads API

In this article, we’ll walk you through the most important points to remember when integrating location and stock data into your PPC strategy.  

## Optimizing PPC campaigns based on stock availability
Stock availability is a key factor in PPC campaigns because advertising out-of-stock products leads to wasted budget and negative customer experiences. By aligning your campaigns with real-time inventory data, you can ensure your ads are relevant, improve user satisfaction and allocate budget effectively to in-stock items.
 
Here are our top 3 recommended tactics for integrating stock availability into your PPC campaigns:

### 1. Dynamic ad pausing and adjustments
Running ads for out-of-stock items is not only inefficient—it damages trust and wastes your budget. The key is automation: integrating your inventory system with your PPC platform allows you to pause your campaigns based on actual stock levels.

*How to implement dynamic ad pausing:*
Most eCommerce platforms, like Shopify or WooCommerce, enable you to integrate your product feed into [Google Ads](https://ads.google.com/intl/en_us/home/) or [Microsoft Advertising](https://ads.microsoft.com). Advanced feed management tools like Channable let you [import, organize, and update product inventory data](https://www.channable.com/products/product-feed-management-tool) automatically into your product feed, so you avoid advertising out-of-stock products. You can also [create automated rules in Channable](https://helpcenter.channable.com/hc/en-us/articles/360020017900-What-are-rules-in-Channable) to pause ads when a product’s inventory hits zero.


### 2. Real-time inventory updates
Static inventory data quickly becomes outdated, especially during high-traffic seasons like Black Friday. Real-time inventory updates ensure that the products you’re advertising are both relevant and available.
![02_PPC Optimization based on Stock and Location-02.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/CjIMKRu2jUzoV7otG7wd)
*How to implement real-time inventory syncing:*
Use a feed management tool to connect and sync your inventory feed with your ad platforms. Once synced, enable dynamic remarketing campaigns in Google Ads to pull live stock data directly from your Google Merchant Center feed, so you only advertise products that are in stock. To optimize further, apply inventory rules to prioritize promoting high-stock items while suppressing ads for low-stock products.

### 3. Stock-specific campaigns
Stock-specific campaigns help you target your advertising efforts based on your current inventory levels, so your campaigns prioritize high-stock items.

*How to create stock-specific campaigns:*
Segment your inventory into categories like high-stock, low-stock, and clearance items. Use a feed management tool like Channable to automatically assign these categories to corresponding ad groups or campaigns. 

For high-stock items, you might create ads with messaging like “In Stock Now.” For low-stock items, emphasize urgency with phrases like “Only a Few Left” or “Limited Availability.”

## Why these strategies work
These strategies keep your PPC campaigns efficient, relevant and customer-focused. Dynamic ad pausing prevents wasted budget on out-of-stock items and avoids frustrating users with unavailable products. 

Real-time inventory updates keep your ads aligned with current stock levels, boosting conversions and enhancing the shopping experience. Stock-specific campaigns help you prioritize high-stock items while creating urgency for low-stock products. By integrating these strategies, you maximize the impact of your advertising spend and enhance customer trust.

## Location-based PPC optimization
Location-based PPC strategies let you target audiences in specific areas with tailored ads. Leveraging location data lets you identify opportunities to boost performance in regions with high demand or strategically move surplus inventory where it’s most likely to sell.

### 1. Geo-targeting
Geo-targeting involves concentrating your campaigns on specific regions or areas where your products have higher demand or surplus inventory. This approach optimizes your ad spend and increases conversions in targeted locations.

*How to implement geo-targeting:*
Start by identifying high-demand locations using sales and inventory data to pinpoint regions with strong performance or surplus stock. [In Google Ads, adjust location-based bidding strategies](https://support.google.com/google-ads/answer/1722043?hl=en&sjid=15090762793769184761-EU) to increase bids for high-performing regions and decrease them for underperforming areas. 

For brick-and-mortar stores or warehouses, use radius-based targeting to focus on nearby customers. For instance, if a particular city has high conversion rates, increase bids in that area to attract more traffic.

### 2. Localized ad copy
Localized ad copy incorporates location-specific details into your ads, making them more relevant and appealing to regional audiences. This makes your ads more engaging, because they cater to local preferences and feel more personal to your audience.

*How to craft localized ad copy:*
PPC solutions like Channable let you include region-specific details in your ad text, such as city names, delivery times or local promotions. On top of that, with Channable's dynamic text ads fields, you can create localized ad copy for your ads.  

For example, use phrases like “Next-day delivery in Chicago” or “Exclusive deals for New Yorkers.” You can also test multiple ad variations with localized messaging to determine which works best for each region.

### 3. Using local keywords
Incorporating local keywords into your campaigns also enhances ad relevance by aligning with user intent. Geographic modifiers improve visibility in location-specific searches, reducing cost per click (CPC) and increasing conversions.
![03_PPC Optimization based on Stock and Location-03.jpg](https://eu-central-1-enterprise-euc1.graphassets.com/AAg7wOEyuSfq2w8Bzgd1Xz/63Iu4ccT3CSF1r2ZjAVI)
*How to incorporate local keywords:*
Start by [conducting local keyword research](https://www.channable.com/blog/optimize-ppc-keyword-research) using tools like Google Keyword Planner to find high-volume search terms for specific regions, such as “best raincoat in London” or “premium laptops near San Francisco.” Create location-specific ad groups and include these keywords to ensure your ads are tailored to the region. Remember to also regularly update your negative keyword list to exclude irrelevant locations or terms.

## Why these strategies work
Geo-targeting optimizes ad spend by focusing on high-demand areas and strategically moving surplus inventory, increasing conversions and improving resource allocation. 

Localized ad copy resonates with regional audiences, enhancing engagement and trust while boosting click-through rates and quality scores. Incorporating local keywords aligns ads with user intent, improving relevance and performance by driving more conversions and minimizing wasted clicks.

## Measuring success and refining campaigns
To optimize continuously, it’s crucial to analyze your campaigns’ performance and adjust strategies based on data insights. The most relevant metrics to monitor when optimizing for location and stock levels include:

**Return on ad spend (ROAS):** A strong ROAS indicates your location-based and inventory-aligned ads are driving meaningful returns.

**Profit on ad spend (POAS):** High POAS means location-targeted campaigns or stock-focused ads are cost-efficient after factoring in inventory, logistics and other expenses.

**Click-through rate (CTR):** High CTR indicates your ads are relevant and engaging. Compare CTR across regions or stock-specific campaigns to identify strengths and weaknesses.

**Conversion rates:** Evaluate how well your clicks convert to sales. Low conversion rates may signal issues with targeting, landing pages, or stock accuracy.

**Cost per conversion (CPC):** Measure the cost-effectiveness of your campaigns by comparing costs in different regions or for various product groups.

**Regional performance:** Use geo-segmentation in Google Ads to assess performance by location and identify areas to scale or optimize.

## Create smarter PPC campaigns with stock and location data
Integrating stock and location data into your advertising strategy helps you create campaigns that are more relevant to your audience and more beneficial to your inventory management. Tools like Channable help you seamlessly integrate location and stock data into your campaigns, with time-saving automations and intuitive rules.

No matter your growth stage, Channable provides all the key solutions businesses need to successfully advertise on Google, Amazon, and Bol. [Find more information here](https://www.channable.com/products/ppc-tool/google-ads).

How to optimize your PPC campaign based on stock and location

## 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)

## 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

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