Solving Puzzles: The Rubik’s Cube & Advertising Using Google Shopping

Growing up in the 1980’s, I can still remember the fad of the Rubik’s Cube. Kids of all ages would challenge themselves and others to solve the puzzle by aligning all the colors on each the sides.

Once you were able to solve the puzzle, the next step would be to see how fast you can solve the puzzle.

Over the years, there have even been competitions on how fast people can ‘solve the cube’. Today, the world record currently is at an amazing 3.47 seconds!

There are certain steps that you need to take to solve the Rubik’s Cube and if you are interested in learning those steps, you can easily find them by searching YouTube.

All master Rubik’s cubers have one thing in common – they have a process.

I admit that personally I stink at ‘the cube’. I recall only being able to ‘solve the cube’ once and it took a couple days and it was mostly done by stumbling upon the solution.

However, for businesses that advertise using Google Shopping they may find themselves trying to solve the problem of why their sales suddenly decline or why costs suddenly skyrocket.

Now this is a puzzle that I could enter a competition in solving!

Below is a recent thread between myself and a member of the Make Each Click Count Facebook group as well as some running commentary that I have added.

If you are currently using Google Shopping, you may want to pay attention to the steps (to the process) that I take to identify the issue and then solve the problem of lower sales:

Commentary – He has been running Google Shopping ads a few months. However, the same ads which were performing well a few months back are now not performing nearly as well.

Commentary – Suggestion to fix an immediate issue (incorrectly using negative keywords) and questions to identify whether the reason for the decline. Trying to discover if the decline in performance is due to a change within the Google Ads Interface.

Commentary – It looks like nothing has changed. Immediate responses are typically to change your pricing or change your bidding or both (which commonly lower the profitability of your account). Note, that before you make immediate changes you will want to make sure you identify the problem.

Commentary – More questions and answers working to determine whether the problem is consumer based or advertiser based. If the problem is consumer based, such as less searches or if someone has the exact product at half the price, then the fixes will need to come from outside Google Shopping. However, if the problem is advertiser based, then we should be able to identify and find a solution within Google Shopping.

Commentary – We have now identified the issue (decrease in click-through rates). Now we must determine the best course of action.

Commentary – I believe the best course of action is to introduce Positive Keywords to the account. By formatting shopping ads in such a way, the advertiser can reduce negative keywords for unwanted terms that need to be added and he will be able to gain more market share for his relevant keywords. In addition, without those unwanted mostly irrelevant keywords, he will be able to identify his true CTR for converting search terms.

Commentary –This advertiser took immediate action to fix his advertising. He immediately ordered and read the chapter of my book, Make Each Click Count Using Google Shopping that was recommended. There were just a few hours between my post directing him where to find more information on Positive Keywords and his post that he had purchased the book, read the recommended chapter and implemented the strategy. Wow that is dedication to wanting to improve his results and do it fast!

Google Shopping for many eCommerce retailers can be an incredibly successful source of profitable revenue; however, it does take work. There are many moving parts and many places where you can go astray (including blindly following Google’s recommendations).

Final Word

The above was a thread between myself and a member of the Make Each Click Count Facebook Group. This group is FREE to join and offers immediate access to myself as well as other marketing experts, many whom have made guest appearances on my Make Each Click Podcast.

In addition, my book that was reference in this thread, Make Each Click Count Using Google Shopping, is currently available as an immediate electronic download by clicking here.

Or if you prefer the softcover edition of the physical book mailed to you, you can request to do so during checkout for a few dollars more.

Solving the puzzle to fixing issues with Google Shopping is not too complicated if you take the calculated steps to correctly identify the problem and are able to implement a proper solution.

However, that is the same thing the guy solving the Rubik’s cube in sub-five seconds says as well:>

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online marketing destination trusted by small to mid-sized eCommerce businesses serious about substantially growing their online sales. In addition, The Academy of Internet Marketing includes exclusive access to me, author of the Make Each Click Count book series.

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and discover for yourself what makes us special. Together we will grow your business!

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR

Andy Splichal is the founder of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of The Academy of Internet Marketing and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his blog, blog.trueonlinepresence.com.

My New Book – Make Each Click Count Using Google Shopping – Just Released

Last week, my new and second book Make Each Click Count Using Google Shopping – Revealing Profits & Strategies was released on Amazon!

One question that I was immediately asked was “do you think it is wise to release your book in the midst of a worldwide pandemic?”.

My answer was a resounding YES and there is more than one reason why that is the case.

First and foremost, especially for e-commerce companies selling products online, due to the recent shifts in overall buying habits it has never been more important for companies to optimize their online marketing.

Overall, online sales have increased in a steady upward trajectory over the last 15 years. Recently, in 2019, e-commerce sales increased to 16% of all sales an increase from 14.4% in 2018 and 13.2% in 2017 according to Internet Retailer.

Although nice steady increases, many experts predict that the COVID-19 pandemic will change the way shopping is done and specifically accelerate the percentage of shopping that will forever be done online.

In 2020, online shopping could increase to as much as 50% of all sales. As new shoppers become more accustomed to shopping online and become more adept at doing so, the percentage of online sales could increase even higher than 50% over the next few years.

If you are selling products online, you should be filled with optimism. If you are not selling products online, you should be thinking about how and where you can start.

Either way, this book provides a ton of fundamentals and strategies to help business owners become profitable selling products using Google Shopping, the largest comparison-shopping website online.

Second, as companies prepare to either resume or expand their online marketing, it is essential for business owners to know exactly how their online advertising dollars are spent.

Before our current crisis and perhaps even now many ecommerce store owners simply would hire out their outline marketing to a Search Engine Marketing (SEM) agency.

Outsourcing paid marketing is common practice as many store owners either do not have the knowledge, the time or both to setup, manage and optimize their online marketing. This is especially true with Google Shopping with all its moving pieces including creating a Merchant Center account and optimizing bids in the Google Ads interface.

However, blindly trusting a company to have your best interest in mind could be a serious mistake and may not be a wise spend of your advertising dollars.

My new book, Make Each Click Count Using Google Shopping, has been written in an easy to understand format with stories, screenshots and directions that will make it easy to understand how well your current Google Shopping campaigns are being managed even if you decide to outsource.

For those business owners, who decide to outsource their Google Shopping, it would be wise to read through this book to ensure their current advertising is producing to the best of its ability.

For business owners that are running their own Google Shopping campaigns, this book brings methods learned and strategies developed over two decades managing hundreds of thousands of dollars that can be quickly implemented into your campaigns.

Especially, in our current climate, being prudent with advertising spend is essential. This book will help business owners do just that whether outsourcing or running Google Shopping inhouse.

Am I Doing Anything For My Book Launch?

I learned a lesson from my first book 5 years ago that you need to do more than just publish a book and expect a ton of distribution.

In fact, did you know that the average book published on Amazon only sells a lifetime total of 250 copies?

This book is such a valuable resource to anyone who is selling products online that it absolutely needs to get it into as many hands as possible!

Therefore, I have substantially reduced the price of the kindle version to $1.99. Now through June 4th, buyers can purchase the kindle version at Amazon at an 89% discount.

Click Here to Purchase on Amazon

And although it makes me a little sick to the stomach offering what has been my main focus over the last 12 months of writing this book for $1.99, I must remember my ultimate goal.

My desire is to get this book into as many hands as possible who will be able to benefit and increase their profitability using Google Shopping from reading this book.

After June 4th, customers will continue to be able to purchase the book on Amazon for the standard price or they can purchase direct at www.makeeachclickcount.com where they will find a few more special offers not available on Amazon.

What Are Others Saying About The Book?

I am extremely proud of this book and feedback is proving to show that this book may be my best so far!

This book just received ‘The Official 2020 Best of Los Angeles Award’ for its content and we were greatly honored.

In addition, the reviews on Amazon have been extremely positive (see below).

For a writer, one of the most important aspects is the feedback. It helps you grow in so many ways, not only as a writer and teacher, but as a person.

I encourage all who order this book to read a few chapters and write an honest review of what they were able to take as far as strategies and lessons on improving Google Shopping.

You can read all reviews, by clicking here.

If you are looking to improve your results using Google Shopping, I encourage you to read this book and to place your order before June 4th to take advantage of the currently discounted price.

Also, if you have any questions, I also encourage you to reach out directly through this blog or email us at [email protected].

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online marketing destination for small to mid-sized e-commerce businesses serious about substantially growing their online sales plus exclusive access to me, author of Make Each Click Count book series.

Complete Access To The Academy of Internet Marketing For $1

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for access.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR

Andy Splichal is the founder of True Online Presence, author of the Make Each Click Count book series, founder of The Academy of Internet Marketing and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his blog, blog.trueonlinepresence.com.

Sneak Peak – Make Each Click Count Using Google Shopping – Revealing Profits & Strategies

Below is a sneak peak into my soon to be released book Make Each Click Count Using Google Shopping – Revealing Profits & Strategies.

Introduction

Make Each Click Count Using Google Shopping – Revealing Profits & Strategies is your guide to unlocking profits inside Google Shopping and magnifying those profits using the latest techniques and strategies typically applied by the only the top Google Ad agencies.

The fact is that Google Search ads have continued to become more competitive as more and more businesses advertise their products and services using this original Google ad type.

Although opportunity still exists using Google Search ads, most eCommerce advertisers tend to achieve substantially higher profits and generate a substantially higher volume of sales using Google Shopping.

There are two main reasons that overall sales and profitability both are typically higher for companies advertising with Google Shopping ads compared to Google Search ads – how they work and how they are setup.

First – How Google Shopping Ads Work

When Google Shopping ads are displayed, users are shown the product image, price, product name and the name of the merchant before they even click on an ad. In addition, when they do click an ad, users are ALWAYS directed to the product page EVERY time. There is never any confusion on the shopper/user side.

For Google Search ads on the other hand, even with the best well-written ad copy some shoppers may be expecting something different when the click on your ad then when they land on your website.   

This confusion and surprise will lead to the customer quickly returning to Google (called a bounce). However, even when shoppers bounce you, the advertiser, are still charged for the visit.

Second – How Google Shopping Ads Are Setup

For Google Search ads, advertisers go into their Google Ads account, create a list of keywords, create an ad and typically the ad is live within a few hours.

This simplicity of setting up an ad is the main reason that especially Google Search has become more and more competitive.

In order to run a Google Shopping campaign, advertisers first must open and format their Google Merchant Center account. Upload their products into that account and link their Merchant Center account to their Google Ads account.

In order to run a well-optimized Google Shopping campaign, advertisers must then segment their products into different campaigns and adjust their bidding on products, device, location, etc.

Being a bit more complicated is a good thing for the advertisers willing to discover what is available in Google Shopping as being more complicated weeds out the competition that is either too lazy or too distracted to take full advantage of what is available using Google Shopping.

With so many moving pieces to optimize with Google Shopping, it is no wonder that automation such as Google Smart Shopping campaigns are becoming more popular (we will dive into these more in the chapter – Is Using Google Smart Shopping Campaigns Smart for Retailers?).

For now, know that what is laid out in this book is the current best-practices for quickly increasing your profits and sales using Google Shopping.

Won’t This Book Become Outdated?

The short answer is YES. 

It is hard to believe that it has been almost 5 years since I published my first book – Make Each Click Count – T.O.P. Guide To Success Using Google AdWords.

In the 5 years since that book was published, the Google interface has changed multiple times. Some of the terminology has changed. Heck, even the name has changed (Google AdWords is now Google Ads).

However, the strategies and underlying system for my original book has not changed.

Likewise, with this book, I can promise with absolute certainty that in a year or less (maybe even by the time this book is published) some of Google Ads interface will have changed.

That is just the nature of Google AdWords (excuse me, I meant to say Google Ads).

However, what won’t change are the advanced strategies on how to segment your account and how to use the historical data to optimize your account to predict future success.

What Does This Book Contain?

This book has been divided into 5 main sections.

  • Laying The Groundwork – Here Google Shopping is explained including the history, what it has now become and what it looks like.
  • Optimizing Google Merchant Center – Properly optimizing Merchant Center with complete data is essential for success using Google Shopping campaigns. This section focuses on the importance of Merchant Center as well as best-practices and common techniques for creating a fully optimized Merchant Center account.
  • Basic Optimizations Inside Google Ads – This section convers in detail the strategies and best-practices for optimizing Shopping campaigns inside the Google Ads interface. Discover how to best optimize your campaigns using historical data to predict future success in relations to keywords, adjusting product bids, adjusting mobile bids, adjusting location bids and more.
  • Automating Google – The fourth section goes into detail on automated features of Google Shopping including the new Google Smart Shopping campaigns, different automated bid strategies and merchant participating in Google Shopping Actions.
  • Advanced Techniques – Written for those wishing to dive even deeper into Google Shopping, this section looks at advanced techniques such as using the Google Ads editor; using supplemental feeds and using positive keywords to control search terms.

How Should You Read This Book?

How to read this book is going to depend on you and what you want to take from the book. Reading the book in order, cover-to-cover will lead to some great insights in a perspective you have never thought about – even for the most experienced advertiser and provide a full look at advanced techniques and strategies.

For the advertiser just starting with Google Shopping, this book will lead them through a journey from inception to completion with a step-by-step guide to create and maintain successful Google Shopping campaigns.

If you are pressed for time, start reading the chapter that details where you currently need help in your account. However, make sure you return to read the full book!

Why Did I Write This Book?

My name is Andy Splichal and I have been managing Google Ads campaigns for almost twenty years!  Since 2001, I’ve managed hundreds of thousands of dollars for my clients.

Since 2014, I have managed Google Ads for private clients through True Online Presence, where I’m the founder and CEO.

True Online Presence is a partnered Google Ads agency that continually strives to provide profits through best-practices and cutting-edge proprietary strategies for our private clients using Search, Shopping and Display ads.

Since publishing my first book in 2015 – Make Each Click Count – T.O.P. Guide To Success Using Google Shopping, the opportunity for profitability has shifted to Google Shopping ad types.

And although the original book included a section on Google Shopping, there was not enough specific step-by-step detail for someone to create a successful Shopping campaign TODAY.

That is why I released this book, to demonstrate how we are optimizing Shopping accounts with great success for our private clients and invite those willing to put in the work to not only read this book, but to apply the techniques taught in order to enjoy the same level of success!

I hope you enjoy the book.

Andy Splichal

ABOUT THE AUTHOR

Andy Splichal is the founder of True Online Presence, the founder of The Academy of Internet Marketing, author and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his blog, blog.trueonlinepresence.com.