{"id":63497,"date":"2020-06-04T10:29:15","date_gmt":"2020-06-04T08:29:15","guid":{"rendered":"https:\/\/weventure.de\/?post_type=projekte&p=63497"},"modified":"2023-01-04T11:55:58","modified_gmt":"2023-01-04T10:55:58","slug":"how-to-use-custom-labels-in-google-shopping","status":"publish","type":"projekte","link":"https:\/\/weventure.de\/en\/all-projects\/case-studies\/uptodate-use-of-labels-in-google-shopping","title":{"rendered":"How to use custom labels in Google Shopping"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

Google Shopping campaigns are becoming more and more complex and are highly interesting for every e-commerce provider. In order to beat your competitors in online trading and to optimally distribute your budget, both good planning and a strategic campaign structure are decisive. Especially \u201clabels\u201d can be of enormous benefit to retailers who need to better control their Google Shopping campaigns. Find out here how we implemented this for our customer uptodate!<\/p>\n\n\n\n

\n\n\n\n

<\/p>\n\n\n\n

Uptodate is an online shop for innovative smart-home solutions which offers its customers real added value for every stage of life and every situation. Whether in the field of entertainment, house and garden, security, light, energy or health \u2013 on uptodate.de, everyone can find smart products and services that can make everyday life easier, more aesthetic or more secure.<\/p>\n\n\n\n

\"Tastatur,<\/figure><\/div>\n\n\n\n\n\n
\n\n Aim<\/span>\n \n
\n
\n

Optimizing shopping <\/u>campaigns <\/h2> <\/div>\n <\/div>\n \n \n \n <\/div>\n\n\n\n
\n
\n

OPPORTUNITIES AND RISKS OF SHOPPING ADS<\/h3>\n<\/div>\n\n\n\n
\n

Uptodate is a classic e-commerce<\/strong> provider: Sales are exclusively online and are generated via internet trading. In this field, the great opportunity lies in the possibility to change campaigns and strategies at short notice and to manage targeting settings rather flexibly. However, only focusing on online trading also comes with risks and challenges.
E-commerce customers are often very price-sensitive<\/strong>. As a result, they tend to compare products first and then go for the cheapest option.<\/p>\n\n\n\n

At uptodate, they use Google Shopping campaigns<\/strong> which make sure that products featuring both images and price information are listed in Google Search (see screenshot for the search term \u201cSmartwatch\u201d).<\/p>\n<\/div>\n<\/div>\n\n\n\n

\"\"
Google Shopping ads to the right of text ads<\/figcaption><\/figure><\/div>\n\n\n\n
\"\"
Google Shopping ads incl. filter options under the “Shopping” tab<\/figcaption><\/figure><\/div>\n\n\n\n
\n
\n

<\/h3>\n<\/div>\n\n\n\n
\n

Online retailers feel the effect of users’ price sensitivity. Products that are offered at a lower price than by competitors sell better. However, this usually entails a significantly lower profit margin<\/strong>. If the product can be purchased cheaply from the manufacturer, though, they can still achieve high margins despite low offer prices.<\/p>\n\n\n\n

Accordingly, there is a large area of \u200b\u200btension between sales and profit (expense-to-sales ratio)<\/strong>. Before implementing best-practice procedures for uptodate\u2019s shopping campaigns, some important groundwork was needed.<\/p>\n<\/div>\n<\/div>\n\n\n\n

\n\n\n\n
\n
\n

HOW TO LABEL PRODUCTS<\/h3>\n<\/div>\n\n\n\n
\n

In the Google Merchant Center<\/strong>, products that are to be used for Google Shopping campaigns can be given different labels<\/strong>. These labels can contain \/ display the following information, for example:<\/p>\n<\/div>\n<\/div>\n\n\n\n

\"\"
First, choose your definitions and values \u200b\u200bfor \u201ccustom label\u201d attributes. (source: support.google.com)<\/figcaption><\/figure><\/div>\n\n\n\n
\"\"
Then assign the appropriate values \u200b\u200bto each product in the product data (source: support.google.com)<\/figcaption><\/figure><\/div>\n\n\n\n
\n
\n

<\/h3>\n<\/div>\n\n\n\n
\n

These labels help to classify products more easily, for example in accordance with certain plans, events<\/strong> or time spans<\/strong>.
After assigning a label to each product at uptodate, it was now possible to filter for the labeled products in the Google Shopping campaigns.
From this point on, uptodate could set up campaigns using their own budget plans<\/strong>.<\/p>\n\n\n\n

Corresponding campaigns can generally look like this:<\/p>\n\n\n\n