PLA Disapprovals - SMX East 2013

Google Shopping DisapprovalsCOMMON DISAPPROVALS, SOLUTIONS, & SMB TIPS

Thanks so much for having me!

Heather Cooan

@HeatherCooan

LinkedIn.com/in/hcooan

Heather is Director of Client Services for Clix

Marketing, regular writer and speaker. Heather

contributes to many publications and served as

a technical editor of Google AdWords – Managing

Your Advertising Program (O’Reilly Media,

2011).

Clix Marketing is an independent digital media

firm specializing in paid display, search, and

social advertising.

http://www.clixmarketing.com/blog

HeatherCooan.com

The Mystery of All Mysteries…GOOGLE, WHY YOU DISAPPROVE?

3@HeatherCooan #smx #23D

No Reasons, Just Denied!

1. Breathe2. Investigate why3. TRY to be patient

Google shopping will drive you insane due to lack of alerts and information about disapprovals.

@HeatherCooan #smx #23D 4

Common DisapprovalsAND SOLUTIONS


• Alcohol• Casinos and Gambling

Equipment• Endangered Species• Fake Documents• Fireworks• Healthcare and Medicine• Human Remains and Body

Parts• Illegal Drugs• Illegal Hacking

• Illegal Products

• Immovable Property• Live Animals• Online Gaming Goods and

Currency• Tobacco Products• Traffic Devices• Stolen Property and Lock

Picking Devices• Vehicles• Weapons• Wholesale Currency

Can you advertise your product? Getting stuck on policy?

Policy: https://support.google.com/merchants/answer/2731539?hl=en&topic=2701546&ctx=topic

Restricted Products


https://support.google.com/merchants/answer/2731539?hl=en&topic=2701546&ctx=topic

Product Feed

Problem: Broken product page URL. All product page URL’s must be live and working, be extra careful if you manually tag.

Solution: Ensure all page URL’s are accurate and working as reported in your feed.

Problem: Unique product ID’s. Each product must have a unique product ID. (variations are exception). Field cannot be empty.

Solution: Assign each product a unique ID or utilize the FALSE parameter in this field.


Product Feed

Problem: Broken image link or improper image parameters.

Solution: Ensure all images are the right specs (see support docs), do not contain text, and all links are working.

Problem: Feed contains marketing text

Solution: Google does not allow marketing or promotional text in the title or description. Ensure all product titles and descriptions are just about the product.


Product Feed Cont.

Problem: Discontinued products are still in the feed.

Solution: Ensure feed is up to date and all discontinued products are removed.

R.I.P Wonder Wheel


Product Pages

Problem: Information in the feed does not match what is on the product page, particularly price.

Solution: Ensure all information must match in both the product feed and on the product page.

Problem: Website load time is slow.

Solution: If your website lags, Google will refuse to show your products. Ensure pages load quickly and all components are working.


Common PLA MistakesAND TIPS!


Mistake: Feed upload every 30-days.

Solution: A fresh feed reflects updated information, which suggests prices will be correct, stock status will be correct, and other factors. Google places importance on accurate info and a daily feed is HIGHLY advisable.

Mistake: Only submit the bare minimum of required fields in your feed.

Solution: Use as many "recommended" fields as possible. If you can fill it, then fill it. Google appreciates a product with detailed information and it's good when Google appreciates you.

Common Mistakes


Mistake: Google bot blocked from product pages.

Solution: Don't block the Google bot. Make sure robot.txt file is available and pages are crawl-able.

Mistake: Ignore the stock status field and always set everything to "In Stock" because it's easier than keeping up with stock status.

Solution: Stop paying for out of stock item clicks and manage this field! *Incredibly important with holiday traffic spikes around the corner.

Common Mistakes


Mistake: Not monitoring load time. Not fixing slow loading pages.

Solution: Speed up your site! Look into page-caching options, CDNs, upgraded server hardware, etc.

Mistake: Don't care about what keywords are in your title or description or what order they are in.

Solution: Analyze which keywords are most important, searchable, recognizable, distinguishable, and revamp product titles. For example: Nike Freeform Crossfit Running Shoes - NK546

Common Mistakes


Mistake: Using a lower price or other misleading info into your Google Shopping feed to capture attention.

Solution: Google’s hip to your tricks, make sure they match.

Mistake: Don't care about Store Reviews in Google Shopping SERPs.

Solution: Don’t forget about seller rating extensions, these apply to PLA’s too! Stand out against the competition.

Common Mistakes


Mistake: Enabling Conversion Optimizer.

Solution: Automated bidding tools are currently incompatible with PLA’s. Conversion Optimizer will break your campaign and stop ad serving. *eCPC is coming soon to PLA’s.

Common Mistakes


ResourcesGET HELP!


Merchant Center Contact Form: https://support.google.com/merchants/?rd=1#contact=1

PLA Dedicated Email Support: [email protected]

1-866-2GOOGLE Google Partners (Engage) Reps

*All reps have access to shopping reps, but general reps are the first line of defense.

PLA & Product Feed Support


Support Tips

Be Ready… AdWords CID Google Merchant Center ID Login Email Addresses *Ideal if all on

one Google account

Work With Them…Help narrow down based on this infoAsk them to get in touch with a shopping rep

*They’re usually good at getting back to you


Thanks so much for having me!

Heather Cooan

@HeatherCooan

LinkedIn.com/in/hcooan

Heather is Director of Client Services for Clix

Marketing, regular writer and speaker. Heather

contributes to many publications and served as

a technical editor of Google AdWords – Managing

Your Advertising Program (O’Reilly Media,

2011).

Clix Marketing is an independent digital media

firm specializing in paid display, search, and

social advertising.

http://www.clixmarketing.com/blog

HeatherCooan.com

PLA Disapprovals - SMX East 2013

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