With a variety of terms and jargon, it’s easy to feel overwhelmed. To help you get the most out of Google Shopping, we’ve put together a glossary of out top 20 terms to understand.
1. Google Merchant Center (GMC)
The platform where businesses upload and manage their product data. It’s essential for getting your products listed on Google Shopping and other Google services.
2. Product Feed
A file containing detailed information about your products, such as titles, descriptions, prices, and availability. This feed is uploaded to the Google Merchant Centre and is critical for generating Shopping ads.
3. Product Data Specification
Guidelines provided by Google for structuring your product feed correctly. Adhering to these ensures your products are listed properly and avoid disapproval.
4. Google Shopping Ads
Product-based ads that appear in Google search results and on the Google Shopping tab, showing potential customers images, prices, and your shop name.
5. Bid
The maximum amount you’re willing to pay for a click on your Shopping ad. Shopping ads use a Cost-Per-Click (CPC) model, where you only pay when someone clicks on your ad.
6. Cost-Per-Click (CPC)
The amount you pay each time a user clicks on your Shopping ad. CPC varies based on factors like competition and product feed quality.
7. Click-Through Rate (CTR)
The ratio of users who click on your ad compared to the number of impressions it receives. A higher CTR indicates relevance and appeal.
8. Conversion Rate
The percentage of users who take a desired action (like making a purchase) after clicking on your ad. It’s a key metric for campaign effectiveness.
9. Return on Ad Spend (ROAS)
A metric that calculates the revenue generated for every pound spent on advertising, essential for understanding campaign profitability.
10. Ad Rank
Determines the position of your Shopping ad in Google search results, based on your bid, product feed quality, and other factors.
11. Smart Shopping Campaigns
Automated campaigns that combine Shopping ads with display ads across Google’s network, using machine learning to optimise performance.
12. Product Listing Ads (PLAs)
Visual ads that appear on Google Shopping and search results, displaying product images, prices, and retailer information.
13. Google Products Tab
A dedicated section of Google where users can search, filter, and compare products from various retailers, driving significant traffic to your site.
14. Custom Labels
Tags you can apply to products in your feed for better campaign management, allowing you to group products by season, margin, or promotions.
15. Dynamic Re-marketing
A type of ad campaign targeting users who previously visited your site, showing personalised ads featuring products they viewed.
16. Feed Rules
Tools within Google Merchant Centre that allow adjustments to your product feed without changing the original file, useful for quick updates.
17. Google Ads
The platform where you create and manage your Shopping campaigns, set budgets, create bidding strategies, and monitor ad performance.
18. Negative Keywords
Terms you exclude from triggering your Shopping ads, ensuring your ads don’t appear in irrelevant searches for a more targeted campaign.
19. Retailer Ratings
Scores that appear alongside your Shopping ads, based on customer reviews and feedback, which can improve click-through rates.
20. GTIN (Global Trade Item Number)
A unique identifier for products, often found as a barcode. Including GTINs in your product feed improves the accuracy and visibility of your Shopping ads.
These 20 terms are crucial for understanding and navigating the Google Shopping ecosystem effectively.
If you need expert advice to boost your e-commerce performance, our digital agency is here to help. Whether you are a sole trader, professional in practice, or running a small or medium-sized business, get in touch with us today and let’s work together to maximise your online success.
