Discover how we used AI to spike up our Google Shopping Ads until they outranked the biggest competitors.

Regina Bellows sits down with Glen Wilson as he reveals how the AI tool called FeedGen achieved significant improvements in competitive visibility and ad performance for his clients' campaigns. FeedGen utilizes generative AI to optimize titles, descriptions, and attributes of products in shopping feeds, ultimately improving visibility in the auction and increasing exposure. This is a tool we’re now going to integrate here in Solutions 8 and it’s the same tool Google uses for their shopping ads! Learn more about it now by listening to this episode.

GitHub link: https://github.com/google-marketing-s...

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0:00 Intro

0:32 Google Ads Strategy Using AI To Outrank The Biggest Competitors

2:40 What is FeedGen?

9:28 FeedGen updates and info

12:20 FeedGen template sheet

19:08 Success with FeedGen

25:11 Checking spend, revenue, and MER

28:13 Utilizing FeedGen for Solutions 8

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#googleads #digitalmarketing #googleadsbestpractices #ppc

This is being built out now.

2

Pretty well.

3

Anyone with Solutions 8 is

getting this tool attached.

4

We are optimizing

everyone's shopping feed.

5

We've got our in house specialists

doing this, every day now.

6

if we can get anywhere near performance

like this, with just optimizing titles

7

and descriptions and making sure all

our feeds, built to best practice.

8

Why wouldn't we do it?

9

Hi, everyone.

10

This is Regina and also

Glenn from Solutions 8.

11

Hi everyone We're gonna walk through

feed gen I have no idea what it is,

12

but I think glenn's gonna show us and

he has some serious Success with it.

13

What is it glenn?

14

feed gen, a free tool provided

by the Google marketing team.

15

can be accessed by GitHub I first came

across BGN probably late last year.

16

and.

17

Let's just say it's not the

most intuitive tool to use.

18

when you look at it and you look at the

GitHub and you look at the repository.

19

oh my God, this looks so confusing.

20

And then when you start, all depends

on which account you're running it.

21

If you're doing in a cloud workspace, it.

22

Should work if you're doing it

in normal Google Gmail account.

23

It doesn't work.

24

It breaks.

25

It was such a nightmare to use and

I was really struggling on getting

26

the thing to work, but I persevered

and I got in contact with the

27

developer and, Big kudos to my hub.

28

he's in Germany.

29

He works for Google and he

has been nothing but helpful.

30

really great guy.

31

Him and I've been chatting on

LinkedIn, quite extensively.

32

I've just been persevering.

33

And after about probably six to

seven weeks, I got it working.

34

And, worked out how all the configurations

were, all the nuances, setting it up,

35

use it and uses the Google's Vertex AI.

36

what is that you ask?

37

Good question, Regina.

38

what is the value?

39

What is it?

40

Do you, what's the final result?

41

Why would someone want to use it?

42

It is a.

43

Google shopping feed optimization tool.

44

So what it will do based on best practice.

45

it will optimize Google shopping

titles and Google shopping descriptions

46

along with any attributes that

you have like colors, materials,

47

sizes, all that sort of stuff.

48

And as we all know, those attributes

and really well optimized titles

49

and descriptions go a long way in

helping you become more prevalent

50

in the auction and more exposure.

51

Whilst that process of optimization for

feeds could be good for, it's easy enough.

52

There's lots of other tools that

do that for you, data feed, watch,

53

go data feed, those sorts of tools.

54

You can create rules

and that sort of thing.

55

not a lot of people.

56

One, have the budget to use those

tools to have the wherewithal to

57

create and optimize titles and

descriptions for thousands of skews.

58

And we've got clients that

literally have thousands of skews.

59

We got one that's got 47, 000 skews.

60

So could you imagine having to go through,

even if you did create feed rules, how do

61

you optimize title tags and descriptions?

62

47, 000 skews like that

would be a nightmare.

63

This tool feed gen lends itself

perfectly for those type of businesses

64

that have a massive skew range.

65

And why does it help with 47, 000 skews?

66

how can it be better than a rule?

67

this is the power of

the tool, what it does.

68

So if anyone knows anything about

Google's AI, Gemini, Gemini has

69

a version called Gemini pro.

70

And as of today, whilst we're

recording this video, Gemini pro 1.

71

5 was released.

72

I've contacted the dev.

73

I've said, who is 1.

74

5 years yet.

75

We're going to update it

probably today or tomorrow.

76

I'm hoping we will be

accessing Google's latest AI.

77

model using this tool.

78

Amazing.

79

what this tool does,

it uses Gemini vision.

80

Gemini vision it has the ability

to go somewhere and it will look

81

at your webpage or look at an image

and then go, in that image is, a red

82

shoe with white shoelaces and it's a

men's version and the background is

83

a, forest so it can recognize things.

84

So it's, Google lens, you can take

something in Google lens on like on

85

your phone, it can recognize that.

86

So that's called Google's.

87

The Google vision.

88

So when it inside the script, you

put in the link to your image, the

89

link to your webpage, and there's

two options where you say, go look

90

at my image, look at my webpage.

91

It will then look at your description.

92

It'll look at your image, look at

the webpage and go, I think that you

93

should have this in your title and you

should have this in your description.

94

Wow.

95

you just feed it your entire website

you'll have the ID, your item ID, whether

96

it's a Shopify ID, and then you'll

have your existing title, your existing

97

description, any other attributes you've

got, color, size, then you've got a link

98

to the product page and you've got a link

to your image and you feed that into, and

99

then there's a couple of other things.

100

I'll show you how that works.

101

It called few shot prompting.

102

So there are Best practices

for Google are if I'm an apparel

103

brand and I'm a well known brand.

104

let's just say we'll

use Nike as an example.

105

Everyone knows Nike shoes.

106

So Google's best practice is put your

brand first, then you have your product

107

type, then you might have a color size.

108

So Brand, gender, product type, color,

size, any other attribute at the end.

109

And that's how you would generally

have the flow of a title.

110

If you're not that well known a brand,

you would probably put your brand.

111

So that's called appending the brand.

112

So you might just have gender

product type attribute in any other

113

features you might have in there.

114

Yeah.

115

If you're, a physical product, would

have a different layout of how you would

116

have that type, And in, inside the,

feed gen tool, that is the description.

117

There is, they've got a table

going, if you're an apparel

118

brand, this is what we recommend.

119

got to take into account.

120

This is Google's.

121

Tool that they built for

their shopping auction.

122

you follow this, it might help you.

123

Yeah, use this tool, follow our best

practice, optimize your titles, optimize

124

your descriptions, put in your attributes.

125

It might help you in the auction.

126

that's how we've been doing it, as well.

127

Like every agency in the whole world

has been doing it that way, right?

128

Like we write some rules, we decide,

okay, do we want the brand at the

129

beginning of the end, what are

the most important keywords that

130

we want the algorithm to look at?

131

We try to.

132

Structure the words that way.

133

And then you end up with a product

title that might be optimized

134

for the algorithm, it doesn't

necessarily make any sense, right?

135

It's not like a sentence or

a nicely worded description

136

in the title of the product.

137

It's like a series of words in the

order of importance, basically.

138

And not only that too, what we

have to take into account is.

139

In a shopping auction in the Google

shopping, Google is delivering

140

products using it's AI, isn't it?

141

You imagine if that same that's

giving preference to Things in auctions

142

and we got it that's doing the run

of the auction and we said, Hey,

143

I can you help us with their ties?

144

Sure.

145

I can do that for you.

146

Yeah.

147

Why not use it?

148

It's going to choose what order to

put words in that it likes the best.

149

Yeah, that's cool.

150

this is the GitHub repository.

151

And this is just the code, don't

have to worry about any of that.

152

Here it is.

153

FeedGen, optimize shopping

feeds with generative AI.

154

the last one is at March 2024.

155

Probably once this is

156

Cause like I said, Gemini 1.

157

2.

158

Five pro is out so we can use that.

159

but he's all description.

160

This is how you use it.

161

Getting started.

162

There's screenshots of the templates.

163

and this is where you look at this

and go, Oh my God, this looks so

164

freaking fusing, and then you get to

the few shot prompts and then you've

165

got output tabs and you've got scoring

and evals and is it, was it good?

166

Was it bad?

167

It's got image understanding.

168

And then down here, obviously

this is what I was talking about.

169

Best practice.

170

So this is the best practice

in my own power brand.

171

they consider this is how we recommend

you have your title structure.

172

Are you a consumable?

173

This is how we recommend you

have your title structure.

174

So depending on what sort of

product you're selling, it might

175

be a good idea to have your title

structure laid out like this.

176

Not only that, when we're looking at a

shopping ad, Google shows 70 characters.

177

you'll only ever see 70

characters and then maybe dot.

178

If there's anything after the 70

characters, there'll always be the

179

three dots, indicates to the user

that the title has been truncated

180

because there's more characters, but

we never see them inside a paid ad.

181

but Google gives us 150 characters.

182

Most people don't use 150

characters in their title tag.

183

and those are the keywords so you want

to ideally you want to use as many

184

keywords as are Relevant to your product

is usually about 150 if not more you

185

need a hundred and fifty care highly

recommend that if you don't have hundred

186

and fifty characters in your title tag

that's relevant to your product Yeah,

187

I think it's a lot of people don't

realize is You've got 5, 000 characters.

188

You can use the description, and

I can guarantee you there aren't

189

too many people putting 5, 000

characters in it into a description.

190

Now, Google knows this, so it's going

to try as best as it can to populate

191

the title in the description as well

as it can to get as close as it can.

192

feedgen is going to try it knows

that it's 150 character limit

193

inside the title, 5, 000 character

limit inside the description.

194

it will generate, the and description.

195

then once you've run the script, you

can then go through and check it.

196

So this is an example

of the latest version.

197

this is the input fee.

198

This is Google's demo product store.

199

And so this is here.

200

guys say here, Google, here's my

current, everything I've got my item

201

ID, my title description, brand, gender

category, blah, blah, blah, blah.

202

So you're telling Google, this

is currently what I've got.

203

here's my product inventory.

204

You have a configuration platform.

205

Now this is where you

basically tell your feeding.

206

There's this prompting.

207

Everything's done

through the Google Cloud.

208

So you've got to have

a Google Cloud account.

209

You've got to open up vertex

account, enable API's enable users.

210

It is.

211

all the steps are in

here on how to do this.

212

And if you come to the sheet under the

getting started, make a copy of the

213

sheet, import this, everything's here.

214

Step 1, 2, 3, 4, 5, 6, 7, 8, 9, 10.

215

It's not import your target feed,

input feed, blah, blah, blah.

216

That in itself, a two sentence

description, whilst it makes sense, there

217

could be in that step alone, 30 steps.

218

That doesn't sound fun.

219

No, it's not.

220

and that's the thing, when

you might grab your feed, but

221

then it's gotta be like this.

222

And then sometimes, when you've

got a description, there's all

223

these weird characters in the

descriptions and it's just, a mess.

224

Yeah.

225

They gotta be cleaned up.

226

So it's not, it's whilst these

steps are easy, oh, okay.

227

I just need to do these things.

228

A lot of people get lost

like this step five.

229

If you don't already have one,

create a Google Cloud project, enable

230

a Vertex API, here's the guide.

231

And then, ensure your all users are

running Fiji and have the Vertex user.

232

Oh, what does that mean?

233

So that was like, oh my God, but

there's guides here, but it's not an

234

intuitive process, but once you've

got it working, that's just setting it

235

up, then you've got to configure it.

236

With all of these settings, like

there's tick boxes here and here, and

237

there's different models you can use.

238

And it, it gives you an estimation

of how much it's going to cost you.

239

And do you want titles?

240

And do you want descriptions?

241

How much it's going to

cost you like for a click?

242

yeah, so it'll give you an estimation

of how much it's going to cost you

243

because you're using Google's API.

244

It's AI.

245

So it will cost you for them to rewrite

everything this has got, 1, 000 products.

246

So 1, 000 products to rewrite

1, 000 products they charge like

247

a one time fee to rewrite it?

248

2.

249

46.

250

So you've got a completely optimized

description and title for 2.

251

50.

252

Imagine paying an outsourcer or a,

contractor to optimize your title

253

tags and descriptions they take money.

254

I didn't realize that's when you

open up a Google cloud project.

255

Okay.

256

So when you go to Google cloud

console, Google will say, Hey, open

257

up an account and he's 300 credit.

258

Okay.

259

They give you 300 to play with anyway.

260

So that's a few feed gen runs, isn't it?

261

I see.

262

Yeah, you've got to put in a credit card.

263

if you want to keep using it, but it is

a very cost effective way to optimize

264

your titles and your descriptions.

265

Yeah, for sure.

266

You think that Google will

someday automatically do this?

267

Like maybe this is their way of beta

testing some AI algorithm that's

268

going to, Some day be part of Google's

standard go to and then by then when

269

they do that, the competition will

be such that everyone's using it.

270

yeah, maybe.

271

it's giving recommendations.

272

you look at the generative AI that's

coming into Google already now, there's

273

recommendations on titles and like text

ads this is a little bit harder, but in

274

saying that too, there might be keywords

that the AI doesn't put in your title

275

that you actually want in your title.

276

that's where, we run a, a script

especially for PMAX campaigns.

277

And it has a thing called Ngrams and

we can have a look at our, PMAX has an

278

insight section and it'll give you keyword

categories and it'll show you, are you

279

getting convergence on those keywords?

280

Oh, we're getting, let's grab this keyword

and put it in our title tag, but the

281

Vertex IO might not have that in there.

282

So whilst it saves a lot of time,

it's not 100 percent infallible.

283

If that makes sense.

284

You have to come through

afterwards for 47, 000 characters.

285

Can you use feed rules after it optimizes?

286

If you say, it works the way it

works once you've run it once.

287

So you obviously, you initialize it,

then you've got to run the feed gen.

288

this is where everything, all the

actions are done, generate, you can,

289

have multiple steps, multiple runs and

get it to, Keep running and running.

290

Then when you're happy with the output,

you then make sure you tick everything.

291

It creates this output feed.

292

this is what you then

create a supplemental feed.

293

Everyone knows how to do supplemental

feeds if they run Google ads.

294

And then the supplemental feed

with the optimized titles and

295

descriptions now become the default

and attaches to the main feed.

296

So it is a little bit of a muck around.

297

But, if you want best practice

employed to optimise titles and

298

descriptions, it is a great way to.

299

To get this process done for

you very quickly by the company

300

that you're advertising on.

301

Yeah, that's really cool.

302

I turn this on and, we won't be

showing the brand name and, What

303

have you, for privacy for the client.

304

But, I'm gonna open up a Google

Merchant Center and I want you to

305

tell me when you thought I turned it

on competitive visibility businesses

306

with the highest visibility.

307

And so it compares you with Amazons and

Walmarts and Etsy and blah, blah, blah.

308

Ah, so I turn this on

Thursday, the 14th of March.

309

That's when I added the supplemental fee.

310

we're truly, up, down, up.

311

And the red line is, standard.

312

Yeah, it's up.

313

It's down a bit of a drop impressions

that we're looking at in the

314

blue competitive visibility.

315

This is your visibility in the auction.

316

So how competitive are you?

317

I think so.

318

It's like page over elaborate

page higher position and adds

319

organic ratio kind of averaged out.

320

this is just generally the next screen.

321

I'm going to show you is then

inside the merchant center.

322

You can then go.

323

Okay.

324

How am I comparing to my competitors?

325

So yeah, there might be 10 brands

that you're competing against.

326

My brand is competing against

these other 10 brands, right?

327

So inside merchant center,

there's a business visibility

328

compared to other sellers.

329

Now on the right here are

all their competitors.

330

And then this is the relative

overlap, high position ads, organic

331

ratio of the competitors down here.

332

Now these will be blurred out.

333

Obviously we don't want to

give away that the clients.

334

Brand name.

335

So this turquoise line here is the brand.

336

So let's look at the first one.

337

This is like a very major

competitor and this is their

338

visibility compared to our brand.

339

Now, I think they dropped down a

little bit here, up, down, but again,

340

March 14 consistently getting better

performance, you didn't get some major

341

budget increase around that same day?

342

what I've done, see, with this

account, and I'll show you the

343

performance inside Northbeam.

344

We've got Northbeam

attached to this account.

345

Our biggest problem with this

brand always has been scaling.

346

But maintaining me up so we'll we've

got to row a subjective set on standard

347

shopping P Max campaigns, and we wanted

to spend more but we need to get make

348

sure we are getting return coming.

349

I could easily increase revenue spend.

350

But revenue is going to drop.

351

And that's the biggest problem we've

always had is how do we scale, spend

352

while scaling revenue at the same time?

353

So we want spend and revenue to

move up stair step with each other.

354

Don't we?

355

Yeah.

356

I've always had my recommended

budget scam, please spend

357

more, but I need this return.

358

I wanted to show you was the

performance of when I turn this on.

359

So it's nearly been a month.

360

This is a major competitor,

been outranking them.

361

Another major competitor, as you can

see, they've always had more presence.

362

Now outranking them.

363

Another major competitor.

364

It's hard to see yellow, isn't it?

365

But again, now outranking them.

366

Another competitor, now outranking them.

367

That's incredible.

368

so do you think this happens

because when the product feed is

369

fully optimized the way Google

loves it, it gives, a better score.

370

Like it's easier to win the bid in

the ad auction over this competitor

371

because Google just likes your ads.

372

It likes the way the title's written.

373

It likes the way the

description's written.

374

Yes, you've optimized your title tag,

remember, up to 150 characters and up

375

to 5, 000 characters in the description.

376

Now, what I've found also is that.

377

And I did it before and after.

378

So like I said, we run these,

this is for PMAX mainly.

379

I had a look at the converting

keywords inside PMAX.

380

Before I turned it on, right?

381

And I could see inside the

insights there, like there was

382

consistent non branded search terms.

383

I've got inside my

performance max campaigns.

384

I've excluded the brand and I'm

bidding on new customers only.

385

So it is very non branded.

386

There's no brand coming into

these performance max campaigns.

387

I want a lot of non

branded keywords coming in.

388

What I saw after I turned this on

is that the amount of non branded

389

keywords Jumped up by about 50%.

390

So I was getting more and

more keywords converting.

391

And I was like, because There was

more words inside the description.

392

Oh my God.

393

And then I could see the end grams

and I was just getting in a lot

394

more options because you're giving

Google way more information.

395

Yeah.

396

There's more information.

397

Yeah.

398

And not only that, the natural, so

everyone has free listings as well.

399

The free listing impression

shares started going up as well.

400

Free traffic.

401

Product feed also controls

what shows in the free listing.

402

Inside the goods.

403

Free listing.

404

we've had a flow on

effect from that as well.

405

So just to show you the effect,

okay, so this is Northbeam.

406

This is all of my shopping campaigns

I've got attached to this campaign.

407

To this account, right?

408

So that includes performance max

campaigns and standard shopping campaigns.

409

So we've got multiple

strategies running here.

410

So this is the performance in the period

in particular from March 14 to April 9.

411

this is the most recent period

and take into account that I've

412

wanted to keep spending the client

wants to spend, but wants to

413

maintain revenue at at SCAR, right?

414

We're getting in the auction more,

a lot more exposure and then down

415

here I've run a filter on the left

hand side are all the campaign names.

416

All these campaigns have a shopping

feed, whether it's a performance max

417

campaign or a standard shopping campaign.

418

All right.

419

I've been able to increase spend by 100

percent while maintaining revenue at 83.

420

MERs only drop by 10%.

421

So in literally under a month of

doubled as spent, just about doubling

422

our revenue at the same time.

423

That's incredible.

424

Yeah.

425

Because usually when you try to push for

growth, there's a diminishing return.

426

always going to be that way

just because that's the way

427

the free market works, right?

428

You're moving up the funnel.

429

There is going to be a slight

diminishing of, But only dropping

430

10 percent when you've doubled

the budget is like unheard of.

431

And in such a short time period,

usually doubling the budget is

432

something you work on for years.

433

Yeah.

434

wouldn't say That that is the only

thing like we've been able to scale.

435

They've got other marketing

platforms as well.

436

So they're not able to scale Facebook,

but because Google is converting so much

437

better at the same time, and performance

max is converting and spending and

438

converting and spending and converting.

439

They just so many more as you

saw, the visibility is just.

440

Going for the route and the competitive

visibility, they're constantly outranking

441

their competitors now in the option.

442

So when we looked at the, that

blue spike on the other screen.

443

this one.

444

Yeah.

445

I asked if you increased the budget.

446

It sounds like there was no, I didn't

increase any budget and double.

447

Yeah.

448

So what I had, we'll have a daily budget.

449

There might be a campaign

that daily budget is 500.

450

But I'm saying I need to

rise to 250 or 280 or 300.

451

It won't spend 500.

452

it'll go.

453

Yeah.

454

if you want 280, I can spend maybe 300.

455

Okay.

456

Okay.

457

So it was never spending its daily budget.

458

Yeah.

459

Now all the campaigns are

going, yep, I can spend more now

460

because I'm in the option more.

461

Very cool.

462

It just took off.

463

Then it resettled and now it's moving

back up to this top of this spike.

464

I'm really looking forward

to see where this guy is.

465

That's amazing.

466

So what's the plan?

467

Are we going to start using

this with other clients as well?

468

so this is being built

out now pretty well.

469

Anyone with Solutions 8 is

getting this tool attached.

470

We are optimizing

everyone's shopping feed.

471

We've got our in house specialists

doing this, every day now.

472

So we're getting feeds ready.

473

It is a little bit of set up.

474

Like it takes a while to do, but if

we can get anywhere near performance

475

like this, With just optimizing

titles and descriptions and making

476

sure all our feeds, built to best

practice, why wouldn't we do it?

477

Yeah, I think we should roll

this out as a standard operating.

478

Oh, yeah, it will be.

479

It will be.

480

We've started already.

481

we've got a lot of other good things

going on as well, with the extra

482

service offerings that we've got.

483

Facebook, Klaviyo, this is huge.

484

Like we'll have more, in the next coming

weeks as we get more and more accounts

485

fed in to using this tool using FeedGen.

486

like I said, version 1.

487

5 of, Google vision pro will

be attached to feed gen.

488

I'm hoping today, come on my

head, get it ready for me, mate.

489

it's pretty cool.

490

I'm really grateful to you for hopping

on this early for our clients sake,

491

because I think that it's the type of

thing where if you can get ahead of the

492

competition, you'll have, a year before

everyone else gets up on board with it.

493

And then, you have that, Those spikes,

whereas someday that might not be

494

the case, it might not be the case.

495

Yeah.

496

But at the end of the day, we asked,

we are playing in Google Sandpit and

497

we have to play by Google's rules.

498

and Google Sandpit is becoming more

and more controlled by their generative

499

AI and their AI tools, AI engine.

500

And it just makes sense.

501

Let's just use their thing

that is running our apps.

502

Yeah.

503

To make our ads better.

504

Get ahead of the competition.

505

Yeah.

506

I love it.

507

thank you for showing it to me.

508

No.

509

Did you learn some, something

new today, Virginia?

510

I learned everything about FeedChen.

511

So we got feed gen.

512

We're rolling it out for everyone.

513

All right.

514

everyone, thank you so much for watching.

515

We're going to include the link to

the, Google's feed gen page on GitHub.

516

If you want to walk through the

instructions and set it up, or if you

517

get stuck, let us know and we will,

work with you and make it happen.

518

So thanks for watching.