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0:00 Intro | Google Ads Basics

0:39 Understanding Campaign Overlap

6:02 The quality of the users on the other platforms directly affects your conversions

9:45 Even email marketing affects PMax conversions

13:33 What to keep in mind when using data-driven attribution in multiple campaigns

20:55 Use first-click and last-click attribution to manage overlap

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So that inside tab becomes a small little gold mine when you're

talking about non-branded amount search traffic on either shopping

or search, and how you can use that to leverage the titles in your feet.

So when you're looking at a feed optimization, the first thing

that you're gonna see is people aren't looking for easy to design.

They're looking for quality.

Well, that is probably a, a sticking point for some people.

And then they're seeing, and then Google says, say, well, what people are searching

for kind of matches what your title.

Because it's again, a dumb machine.

So today we're talking about standard shopping and feed optimizations.

So Google has a hierarchy.

The hierarchy is what influences the campaign to optimize essentially

against inbound search traffic.

So for the most part, shopping is inbound search.

There is dynamic marketing, but it's not necessarily feed-based.

It's, that's post-click, post visits.

and that's chosen based off of the user's, , interaction with the site

versus side note dynamic or marketing is primarily based on a few factors.

, one is gonna be.

What did a person spend the most amount of time on the site looking at?

Two, what was the exit page?

Was it on a product, which is the last interested product?

Or the last one is gonna be, did they add it to the card inbound?

So that's how dynamic remarking chooses the products in the feed.

But for the inbound search traffic, the, there's a hierarchy that Google uses that,

, I knew when it was confirmed with my, , presentation called it Data Feed Watch,

where there's areas that you can make.

The needle move most often when you're talking about feed optimizations

and how you actually test products and test the search traffic.

and that starts off from a top-down hierarchy of first being the

title, the titles of a product.

In the feed act a lot like a search category or search term.

So we know that when we run dsa, it's gonna scan the page, it's gonna find

common similar terms, and it's gonna match that to inbound search traffic.

And that title in the feed is the most important.

That actually is about 50 to 60% of your feed optimization is

going to be off of that title.

Now there's gonna be obviously other areas that we're gonna cover that have a

effect on the inbound search traffic, but that title is one of the most important.

This is what we're telling Google, and this is what we're

telling Google what we have.

, we've all seen feed optimizations go sideways or, or campaign performance

go sideways when customers of ours or clients of ours change the title and they

change it to something that is a little bit more nebulous, a little more vague.

, like the branding something.

So, and I always use this, this same example, but if you have

like, let's say a brown leather wallet and you call it sheik.

Google doesn't know what that is.

You haven't really told Google what that product is.

So Google's like, well, I'm gonna look for people who are looking for sheex.

I guess, you know, it's a style, ,, descriptor, but that's

not what an actual noun of something is Now in person, place or thing.

You know, kind of going back to first grade here, that's Google is,

is that's kind of a stupid machine.

And I mean, stupid machine is, it doesn't interpret things.

It is a machine that is going to learn based on solely what you tell it

is the largest portion of what Google is interpreting your product is or is not.

So some of the ways that we can identify a optimization is by looking

at what the title is, interpreting what Google is, seeing that title as, and

comparing that to our our campaign's search data, specifically search.

Typically we're gonna run a standard CHAPTERING or performance Max alongside

of a search campaign or a D S A campaign.

And finally, the search category says inside of the Performance Max campaign,

the Performance Max campaign search categories are gonna give us two things.

one is this is the search term people use to convert when they're using the shopping

network, and this is also the search term that is used on people that are using the

search network inside of Performance Max.

So that insight tab becomes a small little gold mine when you're

talking about non-branded amount search traffic on either shopping

or search and how you can use that to leverage the titles in your feed.

kind of connect those points.

So when this says best seller for e-commerce and

subscription products customer.

This is an old title that , we're updating now for this client.

We're testing some different variations.

This one works really well.

When we look inside of the, , we look inside of the performance Max.

I think this is the one that's working the best right now.

, and we look inside of the listing groups.

For the last 30 days, the conversions that are coming in on all the

products, I'm gonna hop over to the PMM Max Feed only cause that's

actually one that's working well.

, this is best seller for eCommerce and subscription products.

Best quality, that's, that's the winner here and that's what Google is

pushing the most often with the price.

You're gonna see the, the cost going up here.

The reason why I chose this client is because we have the custom mailer boxes.

There's, hundreds of custom mailer boxes, and they're all the, or not hundreds,

there's hundred variations that we tested.

There's 37 custom mailer boxes, but they're the same thing.

It's then there's a thousand different ways that you can

actually, , build this box.

You want to certain size, length, height, depth, color, everything.

there's different variations of this, but.

The custom mail box best for Converses subscription products,

easy to design versus best quality.

There's a difference there.

In title, it's the same, it's the same product.

It's just, it's a replication and it's a different style.

It's a different skew, and the only real true difference that Google

can identify is the else is pretty much the same search categories.

The description's all pretty much the same.

So when you're looking at a feed optimization, the first thing

that you're gonna see is people aren't looking for easy to design.

They're looking for.

. Probably a, sticking point for some people.

I want a custom, a high quality custom shipping box.

That could be something that people are searching for and then they're

seeing, and then Google says say, well, what people are searching

for kind of matches what your title is, cuz it's again, a dumb machine.

It's simply what people are asking for and saying that Matche.

because if you have black leather wallet, people are searching

for black leather wallet.

Google's like, okay, you two should meet.

Well, high quality, , that's something is that people are searching for.

Great.

That is something , people , are looking at.

Free shipping.

Can't say that, so , don't do that one.

But that one was really popular before Google got rid of it.

got rid of the free shipping for extenuating text or essentially

saying that you can't have.

Product, , promotion in the title as that you do that through G M

C promotions, you're not allowed to do that, but ships fast.

That could be something that we're, we're gonna be testing.

It's not something that we've actually tried yet, but that's, we just

started making these optimizations a week and a half ago, so I don't

have any data as to , what is working yet, but the title is going to be

an area that we can sort of stuff.

And what's nice about this is when you're on the.

The product here, just custom mailer box.

It doesn't need to be on the page, it simply just needs to be in the feed.

So as you start to kind of stuff, , a bit, and when I say stuff, I mean the,

the old Black hat SEO type of approach where you're doing keyword stuffing,

where , you're trying to put as many keywords as possible in the headline.

H one tag or your title tag to make sure your Google knows

exactly what that page is about.

There's still a little bit of that element here in the feed.

You can do that in the feed without doing it on the site, and you're simply

looking at what is the difference between my one title and my other

title that are going , to the site.

When you're talking about testing your site titles, unless you have different

variations that you can technically make a different skew on, and the client's

okay with that and the, or, the client wouldn't like that, you can do that if

they look different or if they have a different price, different quantities,

different combinations, different designs.

It's very easy for this client because they have 15 custom made box examples

that can turn into 15 different products.

Probably get test 15 different titles on.

So when you're looking at, well how do I, how do I change this?

You could do that in the feed and you can even do it in, , in

the feed on the client side.

You could do it in the feed and data feed watch.

, I don't think that it's probably good to have a feed rule that's get

a little bit wonky, especially if the feed updates and rules don't stick.

So I would actually do it before they get to Google Merchant Center.

So either, the back end of the site or in the feed if they're like tool

like feed optimizer, data feed.

, not necessarily when it gets to, , gets to Google Merchant Center, but the

first part of a feed optimization that actually can move the needle.

And something that I learned when I ran my own little basket company with C

is I ran a smart shopping campaign and I had my titles that were just like,

you know, handmade Basket and I got.

Kind of, you know, generic odd traffic.

, it was looking for, you know, for everything between like, you know, hampers

and like, you know, for laundry baskets.

And it was just so generic.

So it was like handmade, , , custom, , native American

baskets, , for gifting and weddings.

Like I was very descriptive about what that handmade basket

was traditionally used for.

And I end up like way overspending my.

I went from trying to spend a hundred dollars day and I was able to get

like five and six, and then I went to like $300 day and I had to pull

everything back because it just started gaining a whole bunch of traffic.

And all I did was just add a few different keywords to the title and

it completely revamped the campaign.

And I got a whole different amount of search traffic and that's

actually what helped sell a whole bunch of baskets until we sold out.

Now cops and I are not really good at counters people, so we didn't

really make anything because we had our costs on messed up.

But besides the point it was, it worked really, really well.

So I think a lot of times we'll look at, we'll look too in depth into

like, what's the bidding strategy?

What's the budget?

What is, you know, the targets, what are, what is our, what's

our signals in her asset group?

And we have very little discussion about the feed.

, Regina's always been really good at this where she, she made a kind

of an s o p to update the feta as part of the standard operating

procedure when making optimizations to an accounter to a campaign.

, and I think she's done.

, and sorry if I'm, I'm, I'm missing out on anybody.

It's just what, from my experience of who I talk to on a daily basis.

but Virginia's been really, really good at doing that.

, so I think that that's something that is, should be added as sort of our s o p is,

feed quality and feed health, starting with the title, does it make sense?

, what's the title in the site?

What's the title in the feed?

If I was Google, which is a.

Would I know what, this is even about?

Should we even add the, brand name to the title that can

completely change a pmax campaign?

By adding the brand name or removing the brand name, you'll actually

start to increase or decrease the amount of brand traffic that you're

going to get for your own products.

That title is , extremely important.

That's half your optimizations are gonna be.

Now when you get into the second portion.

Okay, now we've optimized the title.

What about, what's the next thing?

So the description, the description is going to be very traditionally seo.

So if anybody's familiar with SEO and how Google Search Council works and the

hierarchy between the site title and the page title and the title and the

description and the H 1 3 86 tags, or I'll text all the good stuff, you're,

you'll notice that, you know, besides like root domain and, and then and

SEO from the URLs and schema markup.

And all the good stuff that SEO works on.

A lot of that's carried over in two feed optimizations.

It's the same thing.

Google's using essentially the same engine.

All they're doing is saying, okay, well who are you?

Be descriptive and be honest and I can help find traffic for you because I

use something called latent semantic indexing, which is Google's algorithm to.

similar categories.

So latent semantic indexing, , will be able to find even competitors for you.

And we've all seen that with peer broad.

We're like, how did our competitor end up as a search term for a branded?

, broad match keyword.

It's because Google's using late semantic indexing in its own engine to identify

similarities and commonalities between companies and does that with your feet?

If I have my description, say, you know, this is a, B, C products,

Google's, okay, well I know that product, I know three competitors on

the product, and those people that are looking at my competitors or our

competitors' products can also be in our.

But if we, if we don't tell it what we have, Google can

never make that connection.

You're gonna see that a few more times here.

As I, as I talk about these next steps all the way down to the G T I

N F P N, , you're gonna see those.

benefits to that here, but your description is your second most

important factor, even regardless of what your webpage says, your description

is your second most popular, , area for feed optimization because it.

Going into detail and being more explanative to Google

what your product actually is.

Again, this has all, this has a large effect all the way into where

the search category, it's like, Hey, we're not showing up for this product.

, these search terms that I think are good, I've added every single person

that's Googled that product in the last, you know, 14 days as a signal.

I'm still not getting it.

Well, it could be that your feed quality might be.

you're like, Hey, I want people that have Googled, , custom mailer box,

and Google's gonna say thank you, I'll take that in consideration.

What do you sell?

We sell inspiration.

Well, that's not a custom mailer box.

The custom mailer box company that sells tells me that their title

is custom mailer box and they ship out custom mailer boxes fast.

They're gonna win and you're not that we're gonna give all the traffic to them.

So it's, it's works just like any other Google algorithm, it's interpretation.

So for example, we know that our ad copy and our ad strength is based off

of, well, is the keyword that you're looking for in the ad, is the ad that

you have that keyword in driving to a file year, old landing page that

also says a variation of that keyword.

If yes, good.

The key word is the ad is the page.

You win our feed optimizations are the same thing, is the person searching,

matching the tile that also matches the description that goes to a page

that has that product on there.

Good.

You win.

It's very basic stuff, but it's something that I think we kind of skip over

a lot because we don't necessarily.

We take the person's product and we're like, all right, I see that product good.

If someone's gonna see that product and they'll, they're gonna know

what that is, they'll buy it.

And we told Google, that's not the product that we have for sale,

but why aren't we getting those people looking for that product?

We haven't really explained it very well.

This description, it doesn't need to be as kind of keyword stuffed, it

just needs to be relatively similar.

So Google gives us less weight because we're gonna be, we're gonna

take more creative liberties here.

We're gonna be a little bit more salesy, a little bit less noun, , driven,

and a little bit more adjective and, Little bit more focused on changing a

person's status, , or their daily life.

Not necessarily telling Google what we have, but we should mention it.

So say goodbye to the standard notion of plane and bulky box.

Our custom shipping boxes are durable, yet delightful.

Twists on the classic shipper customized to help you, with the colors in detail

that make your small business stand out.

Great.

Now, if we're looking for a person that's like high quality, you know, custom

mailer, Well, we have shipping box, we have, , the custom shipping boxes.

All of this stuff is Google is just like looking for keyword, similarities,

and they're looking for, okay, did you actually, are you, are you providing

the product that people are looking for?

And then when we hop into the insights tab and p m Max, we look at,

well, what's people converting on?

This is working really well.

If you go to just the last seven.

custom gift boxes, custom printed mailer boxes, package box design,

custom subscription boxes.

It looks a lot like , our subscription products, right?

So we're starting to get the search terms that we're wanting because in the titles

and the products, The custom boxes.

Perfect.

So again, when you look at custom boxes, this is what I'm now matching for.

All of these things are perfect a hundred percent right on point.

Now we can look at bidding strategy.

Now we can look at daily budgets.

Now we can look at even switching over to standard and getting more aggressive.

Now we can look at placements, but anyway, the different

variations offers you a, a more of.

Pay placement.

So if there's any chance that we can not duplicate, because Google Me said

it would just simply kick you out.

, but if we can make different variations, different product quantities, different,

combinations, those are all things that can help with that placement.

But it all comes back to is the title and the description matching

what a person's looking for That is.

A big optimization in both standard chopping and performance Max.

Doesn't matter whichever one you choose.

Then secondary is gonna be well as the page content worked too well

because that's also dsa that's combined with Performance Max.

So the first one, you have to look at this title.

Second one is gonna be description.

Third one is gonna be the, this area here.

This was on a call with Google, , the product type.

This one here is apparently the third one that they're actually looking at.

This is what, is, what's Google kind of categorizing the, the audiences.

, so.

We all know that Google has in-market audiences and that is gonna be

in the Google product category.

That's static.

This product type is actually something that's , you can have more

creative liberties with and actually type in certain words and phrases

here that Google will interpret sort of like a title and a description.

They don't have to be , keyword code for Google product category.

That's Google's term.

The product type is something we actually have.

Sort of some creative liberties to type in.

We don't wanna be overzealous and just start doing keyword stuffing here,

but it doesn't have to be one-to-one.

, similar to Google product category, this can be different and does offer us a

google a different interpretation of our products.

I was under the assumption that product type was gonna be fairly static hit.

Google's like now you can pretty much type anything in there, A little odd to me.

I think we should still kind of keep with a good structure set up.

They're like, yeah, just type anything in there.

If you wanna break out your own categories, just make sure to

use the greater that symbol.

I'm like, okay.

so we're gonna start to change these up and test this.

So I don't really have a lot of data right now to, , , say

otherwise, but this product type is something that we could be a

little bit more Explanative was, wanted to say like a

, subscription boxes for e-commerce.

That's different than moving and shipping boxes.

We're not a, , moving company.

There's nothing here that you're, you're building a custom

made box to put your lamp in.

It's for e-commerce source to deliver their products that their consumers.

And what's nice is this is a growing industry because more and more

and more subscription companies are coming up by the minute.

This is something that is, gonna be an area that we should see

that need to move pretty quickly.

, so the product type, you can actually kind of restructure the product

category, , to your own interpretation.

But I don't know what Google's gonna match.

There's very vague rules here that if I say subscription,

, , shipping boxes for e-commerce.

I don't know if Google's gonna match that.

I'm gonna test it, but again, this is the third level on the hierarchy.

, that start with brand name.

I learned this the hard.

Who had a product titles for the industrial tape, like Medium with

Blue and nobody noticed for months.

I'll never forget that lesson.

I would look at product titles, a hundred percent of e-commerce

clients before launching.

, yeah, . So Regina, that's a great idea.

It's like medium with blue that has nothing to do with, tape.

If I wear a blue shirt, I'd be a large with blue.

Google doesn't know that, , tape . So that's, that's kind of a good

interpretation of , that it's, definitely a, stupid engine.

A stupid machine.

Uh, Regina, after you changed the titles, what happened?

Yeah, it, it started working.

I mean, this was wildly successful with us for a while, and in the

beginning it was really rough.

Luckily the clients did not know anything about Google Ads and did

not realize our major mistake.

, this was like way back in the day and I did not offer the information to them.

We were just like, wow, it's working.

. Yeah, . It's a miracle.

Hey.

It just started working for no reason.

. Yeah.

That's awesome.

, I think, uh, use, if you have your hands up, John, I have two quick questions.

One, I think I know the answer to, but I just wanna double confirm.

What we see in G M C as titled is not visible to customers, right?

So it depends.

If you went into the backend of Shopify and just change a

product title, it'll be on a site.

And in the feed I'm talking about more, the idea is like this, , let's, the one

we talked about, baby Urns, for example.

Yeah.

, I wanna put Baby Urns in the title.

Let's.

But, from a customer's perspective, it's in the very bottom of, or

activity start, like, doesn't matter.

, would it matter if I do it on the dfl?

It's gonna read something like this?

Maybe.

I don't know.

Baby earn, angel wings infant or something like that.

But like, , it's Shopify.

It's perfectly normal, but it's, true in dfw.

I just kind of like stuff keyword, not stuff, but, true rules.

Put some keywords in there, like if there's a baby earn or it's a, has a tag,

baby earn and put baby earn in the title.

A rule like that, will that be, , visible to a.

Or it'll be visible to, , , well, I actually, I, I take that back.

It would be visible in the fee.

Yes, but that's okay because Google shuts off the title.

So on Cars says, check this out.

Google Shopping short titles.

Google's now released new attributes for shopping as allow to added short titles.

Short titles are currently in using browser techs such

as Discovery Shop Gmail.

, See, may have already noticed that the full tell obviously gets cuts off.

Yep.

You can may tell as much as clean and as by editing short form titles, please

tell us have maximum one 50 characters.

Nortel, however, is recommended to have a short title between five and six five.

Excellent.

So is this a different, , column in the feed?

. So we have to set up a attribute, uh, a different attribute for short Titans.

Okay.

And so D DFW could do that.

, I think so we didn't, yeah.

If we didn't have dfw, I feed rule's gonna be horrible.

Cause you'd have to have, I don't think you can create a

new column and a feed rule.

But, , we'd have to use DFW or similar third party tool, like feed

Optimized or something like that.

I, content API would work.

I mean, unless we wanna fricking export these things into the Google

Excel sheet spreadsheets would work.

But if we wanted to do this, let's absolutely.

, if it's worth.

Hey, this client has me over performance that looked at the feed.

It's actually look quality.

Let's just add on df w even if it costs us like, you know, a hundred

bucks a month to save the client, I'm totally down doing that.

, let's not nickel and dime ourselves out losing a client, but , , somebody

that would be, this is a great idea.

So this way we have Google's interpretation and then the

display one, which is cool.

, that's really great.