先上干货了，谷歌购物广告（Google Shopping）实战优化技巧总结, 这些都在我的Google ads 教程里面有更详细的阐述：
发一个Shopify后台 www.googleadsem.com 订单的截图吧
这个Shopify 网站的ROI 大概在36， 其实学习了我的Google ADS 培训课程的，很多同学ROI都可以达到10以上了。
1，GMC 开始提取产品的SEO title 2，这个Title 是不能包含促销词汇的，best price, free shipping, for sale等
3, Title 的字符不超过150个字符，
4，产品的SEO description 也有要求，不能过长 5，Shopify后台提示Google shopping 渠道需要GTIN or MPN, 但是如果GMC 后台提示账号是正常的，通常可以不添加这些，过1-2天改产品还是可以在Shopping刊登
6， GMC 后台提示账号是正常的，那么在诊断产品里面提示的N多需要更新的，都可以等一等，或许过1-2天改产品还是可以在Shopping刊登，可见账号正常了，产品都不是问题
7， GMC 的shopping 广告上线后的第1天可能份额很少（在cpc 等其它条件都有优势的情况下），第2天到第5天这个时间是GMC账号的加权期，这个时候会有较多的广告份额，较靠前的排名，最明显的就是订单增加较多。这些都可以结合广告后台以及Google Shopping 前台展示实际表现展示 8，一般1个产品刊登1个Listing 在GMC里面，但是通过更新 title, descrption, 图片， price， seo 设置等，可以同时刊登3-5个listing 应该是可以的 9，在GMC通过之前，投放的search companige 效果还可以，当GMC通过之后， 可能会对search compangie 产生一定的影响。可以看出这个主要是Google对一个账号的综合考量后的定位。要考虑到整个广告生态体系。但是总的效果是OK的。这跟google 所宣传的账号级别的数据：理论上1个GMC通过后，账号的数据大幅增加，并且是优质数据，那么账号级别的数据可以反馈给search compangie, 效果应该更好。实际如前面所述，要综合考虑整个生态体系，但是对于这个账号总体是更好了。其实也可以理解为：每天通过google搜索或者购买的用户群体是一定的，如果有一部分用户通过shopping 购买了，那么search 的效果肯定有影响
Okay, 你可能会说以上对谷歌购物广告优化确实很有用，但是你的GMC账号没通过，没关系，下面就教你怎么快速通过Google GMC 账号。
2022年，谷歌GMC依然是只要一关联Google ADS很快就会Suspended, 这里要注意，很多同学都说GMC很容易封账号，其实指的是关联ads和网站后，也就是刊登了Feed, 简单来说同步产品到GMC后确实很容易封账号，那么我们先来看下封账号主要是哪几种情况呢？
第一种：不实陈述：Misrepresentation: 这个说法基本90%以上。那么如何应对呢
1，如果确信网站没有违规，也就是说没有这些：刷评价，安装各种促销软件，批量促销，促销幅度大等，同时具备：运输条款，退款政策，隐私政策，服务条款，支付条款，联系方式（邮箱，地址，电话，公司名称，社交平台链接地址），那么可以直接在GMC后台直接点击: Require a review 即可。通常需要等待7天左右，会有结果。很大概率没有通过
2，第一步没通过，那么就要采用第二种方法了：同时要求Require a review+在后台send email. Email内容如下：
Dear Google ads team,
Have a good day!
Our company, ABC Trading Co.Ltd is the ABC Global Authorized dealer, and We mainly sell Autel Products in the USA market currently.
We have only one online store：ABC.com, which asboutely sells the original ABC scanners and ABC drones, not any counterfeit product.
We have already updated the content of the site according to Google’s Policy, which is also more clear for customers. At the same time, we will always keep studying Google’s policy.
Attached are our business license, Autel Authorized certification and some stocks which are shipped from USA Warehouse to Amazon FBA Warehouse by UPS.
Sincerely hope you can help to recover the google ads account to normal. Thanks very much!
Best Regards
第二种：网站需要提升：Website Needs Improvement
不符合这些编辑及专业要求的宣传做法示例： 显示网址不能准确反映着陆页网址，例如，“google.com”将用户引导至“gmail.com” 以花哨的方式使用文字、数字、字母、标点或符号，例如 FREE、f-r-e-e 和 F₹€€!! 网站尚在建设中、采用停放域名或已经失效 网站停用了浏览器的后退按钮 网站无法使用常用浏览器访问
我们的政策
为了提供高质量的客户体验，Google 要求所有购物广告都必须达到较高的专业标准和编辑标准。我们只允许观感简洁、专业的宣传活动，并且这些广告宣传应当将客户引导至相关性强、实用且便于互动的商品页面和着陆页。
技术要求 商品数据规范定义了提供商品数据的结构和格式，以便制作出富有吸引力的专业广告。您的宣传内容必须符合商品数据规范，才能在购物广告上展示。因此，请务必认真查阅属性及其要求。 不允许宣传的内容示例 实用性
拼写和语法
相关性不清楚
风格要求
网域安全
商品详情
示例：商品说明和规范与商品图片或商品详情无关。为多件商品使用同样的商品详情，没有加以区分。确保网站上的商品详情是准确的，并且针对各件商品各不相同。
可采取的措施
如果您的商品遭拒批，或者 Merchant Center 帐号收到警告或被暂停，您可以采取以下措施： 后续步骤
为了向客户提供安全良好的体验，Google 要求零售商必须遵守购物广告政策以及所有适用的法律法规。无论您是在何处开展业务、展示购物广告和非付费商品详情，都必须熟悉当地适用的法律法规要求，并随时了解这些要求的变化。如果发现了违反这些要求的内容，我们可能会禁止展示该内容；如果您屡次违规或严重违规，我们可能会禁止您通过我们的平台宣传购物广告内容。
其实最主要还是网站用户体验好，网站导航清楚，特别是产品分类明确。更加干货，可以联系取得谷歌ADS教程！
以下是关于谷歌ADS 购物广告 Shopping feed 管理的所有要点：
Three Goals of Optimizations 三个优化目标 Get All Products Alive 确保所有产品过审 95% Approval Rate Improve Search Relevance 提升搜索相关度 50% Impressed Rate Differentiate Your Ads 差异化您的广告 30% Clicked Rate
Preemptive Filtering of Prohibited Products
Preemptive Labeling of Restrict (Adult-oriented) Content
Submit Stable Landing Pages
Configure “robots.txt” to Allow Google Crawl
Keep Prices & Availability Updated
Upload Image without Watermark and Promotional Text
Try to Improve Automatic Item Disapprovals
Maintain Site Functionality
Prohibit Misrepresentation of Self or Product
Provide Product Attributes As Many As Possible to Boost Performance
Structure Product Title by Category
Add Strong Brands To Titles
Add Size To Titles
Add Size Type To Titles
Add Color To Title
Add Gender / Age Group To Title
Do Not Add Model Number or promotional text to Titles
Enrich the Descriptions by Appending Other Attributes
Enhance Low Quality Product Type
Participate in Google Merchant Promotions
Enable Sales Price
Join in Google Customer Reviews
Collect Product RatingProprietary + Confidential
Preemptive Filtering of Prohibited Products 创建禁止推广产品的黑名单过滤器 Issue 内容 The promotion of dangerous products on Shopping (e.g., Hunting Knives, Guns, Tobacco & Pharmaceuticals) is prohibited. Risk & Impact 风险及影响 Account level suspension Solution 处理建议 ● Maintain a blacklist based on shopping policy and historical GMC warnings to prevent those procuts being uploaded to GMC ● Implement a conditional rule to populate the ‘excluded destination’ attribute with “shopping” when any criteria is met indicating a dangerous product Get All Products Alive Prohibited ProductsProprietary + Confidential
Preemptive Labeling of Restrict(Adult-oriented) Content 正确标记受限展示产品 Issue 内容 Products targeted to adults (e.g., Alcohol, Mature Products) are not accurately labeled in the feed. Risk & Impact 风险及影响 Account level suspension Solution 处理建议 ● Alcohol items should be submitted with a “google_product_category” of either “Food, Beverages & Tobacco > Beverages > Alcoholic Beverages” or “’Arts & Entertainment > Hobbies & Creative Arts > Homebrewing & Winemaking Supplies” or any of their subcategories ● Mature products should be labeled with the “adult” attribute set to “true” Get All Products Alive Proprietary + Confidential
Submit Stable Landing Pages 提交固定的着陆页而不受地理位置IP的影响 Issue 内容 Keep content on your landing page consistent for all locations, People who click your ad should see landing page content (especially the currency and language) that meets the requirements for Shopping ads, regardless of location, device, your ad targeting choices or any other variable. Risk & Impact 风险及影响 Rooted in their use of IP detection will cause account level suspension Solution 处理建议 Use URL parameters to adjust web server behavior, indicate the source of traffic, and force the currency and language. http://example.com/product.html?source=googleshopping&locale=en-US Then, add a few lines of code on your web server that essentially say: IF: source_URL_parameter = googleshopping, THEN: set country and language as per locale_URL_parameter, ELSE: do what web server currently does (for example, determine the country from the IP address, the language from browser language preference, etc.) Get All Products Alive Proprietary + Confidential
Configure “robots.txt” to Allow Google Crawl 允许谷歌爬虫 Issue 内容 Products are being delisted due to pages with a ‘robots.txt’ file prohibiting crawl access. Risk & Impact 风险及影响 Related items to be disapproved Solution 处理建议 The retailer must configure their ‘robots.txt’ file that’s hosted at the top-level domain of their site to allow our crawl (www.example.com/robots.txt). ● Advise the client to update their ‘robots.txt’ file on their site. ● The ‘robots.txt’ file must be configured to allow user-agents “Googlebot”, “AdsBot-Google”, and “Googlebot-Image” to crawl. You can check the results by using the Search Console tool. Get All Products Alive Proprietary + Confidential
Keep Prices & Availability Updated 保持价格和库存即时更新 Issue 内容 Products are disapproved due to pricing or availability mismatch issues, or Multiple products with price show on the same page Risk & Impact 风险及影响 Related items to be disapproved Solution 处理建议 ● The retailer can create a intraday update file and register as an online product inventory update feed or use Content API to provide near real-time updates. ● Automatic item updates can be enabled, assuming valid Schema.org microdata is on the retailers site, to allow the Google crawler to update pricing & availability. Notice AIU is only an assisted approach to help fix price mismatch. ● Adding microdata alone without enabling AIU will also help Google crawler to get updated prices & availability. Get All Products Alive Proprietary + Confidential
Upload Image without Watermark and Promotional Text 上传不带水印及促销标语的产品图片 Issue 内容 The images provided should not include the logos, the watermark either the promotional text, these items will remain disapproved and will not show on Google Shopping until you have updated the images. Risk & Impact 风险及影响 Related items to be disapproved Solution 处理建议 ● Work with your suppliers to get high quality images for all products ● Take the responsibility of product picture shooting ● Leveraging the image classification ML model as scalable solution Get All Products Alive Proprietary + Confidential
Try to Improve Automatic Item Disapprovals 尝试处理自动被拒登的产品 Issue 内容 Merchants may see products as disapproved due to policy violations even though those products look perfectly compliant and should be allowed to serve. Such products are considered “False Positives” and might be incorrectly disapproved due to the over conservative algorithms. Risk & Impact 风险及影响 Some items to be automatically disapproved Solution 处理建议 ● Submit products for re-review through the self re-approving tool ● If the self re-approving tool is not available, then you can try to tweak the products titles and descriptions in order to avoid any possible misunderstanding on the nature of the products Get All Products Alive Proprietary + Confidential
Maintain Site Functionality 维护网站功能 Issue 内容 We don’t allow any of the following on shopping: ● malicious content ● sites that offer little unique value to users and are focused primarily on traffic generation ● merchants who attempt to gain an unfair advantage in Shopping campaigns ● merchants who attempt to bypass our review processes Risk & Impact 风险及影响 Account level suspension Solution 处理建议 ● Clean malicious software or “malware” that may harm or gain unauthorized access to a computer, device, or network (eg: Computer viruses, ransomware, worms, trojan horses, rootkits, keyloggers, dialers, spyware, rogue security software, and other malicious programs) ● Provide all users a way to complete purchase of a product (eg. Avoid site that allow inquiry online and purchase offline, sites that allow purchase only by logged-in users) Get All Products Alive Proprietary + Confidential
Prohibit Misrepresentation of Self or Product 严禁虚假陈述商家自身或商品 Issue 内容 Google doesn’t want users to feel misled by the content promoted in Shopping ads, and that means being upfront, honest, and providing them with the information that they need to make informed decisions. For this reason we don’t allow the following: ● promotions that prompt users to initiate a purchase, download, or other commitment without first providing all relevant information and obtaining the user’s explicit consent ● promotions that represent you or your products in a way that is not accurate, realistic, and truthful Risk & Impact 风险及影响 Account level suspension Solution 处理建议 ● Make sure to provide users with accurate contact information before they start the checkout. Include two out of three of the following contact details: phone number, email address, physical business address on your site. A basic contact form on your site is not enough. ● Make sure to include a return and refund policy which clearly states how you handle these actions, including all requirements and any timelines. If returns and refunds are not accepted, you’ll need to clearly state this on your site. ● Remove the violating items from your product data. Get All Products Alive Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
Provide Product Attributes As Many As Possible 尽可能多地提交产品属性 Improve Search Relevance Issue 内容 If you don’t submit required attributes, then your product won’t be able to serve ads, while we also recommend to submit the optional ones if you want to help boost your ad’s performance. (Product data specification) Risk & Impact 风险及影响 Positive impact on impressions Solution 处理建议 It is strongly advised to provide these optional required attributes, especially: ● Google_ product_ category ● Product type ● Mobile_ link ● Brand ● Gtin ● MPN ● Age group ● Material ● Patten ● Size type ● Size systemSource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
Product Title Structure by Category 为不同品类组建产品标题的示例 Improve Search Relevance Category Recommended structure Example Apparel Brand + Gender + Product Type + Attributes (Color, Size, Material) Ann Taylor Women’s Sweater, Black (Size 6) Consumable Brand + Product Type + Attributes (Weight, Count) TwinLab Mega CoQ10, 50 mg, 60 caps Hard Goods Brand + Product + Attributes (Size, Weight, Quantity) Frontgate Wicker Patio Chair Set, Brown, 4-Piece Electronics Brand + Attribute + Product Type Samsung 88” Smart LED TV with 4K 3D Curved Screen Books Title + Type + Format (Hardcover, eBook) + Author 1,000 Italian Recipe Cookbook, Hardcover by Michele Scicolone ● To optimize for Impressions, broad terms should be present. Eg “Patio”, “Golf Club”, “Shoe”, etc., ● To optimize for CTR specific granular terms should be present. Eg “Wicker”, “Energy Star”, “30 Count”Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Add Strong Brands To Titles 添加品牌名到标题 Improve Search Relevance Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Add Size To Titles 添加产品尺寸属性到标题 Improve Search Relevance Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Add Size Type To Titles 添加尺寸类型到标题 Improve Search Relevance Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Add Color To Titles 添加颜色属性到标题 Improve Search Relevance Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Add Gender or Age Group Friendly Terms to Titles 添加性别或年龄段属性到标题 Improve Search Relevance Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
Do Not Add Model Number or promotional text to Titles 不建议添加产品型号或者促销语句到标题 Improve Search Relevance Issue 内容 In all observations, our experiments have shown the control group outperforming the test, for example:
add “Mother’s Day” to title “Mother’s Day – Michael Kors Park Avenue Graduated Sparkle Necklace”
add model number “CRAFTPVC20” to title “Craftsman Portable Vertical Air Compressors, 20 gal CRAFTPVC20” Risk & Impact 风险及影响 Negative impact on impressions Solution 处理建议 ● It is strongly advised that retailer’s do not follow this practice: ○ We suspect that result in a lower ad quality, ultimately harming performance. Further, Model Number is indexed as a part of the feed so it doesn’t need to be in the title. ○ Add promotional text to title is actually a violation of Google spam policy and will lead to suspension or decreased offer quality. It is strongly advised that retailer’s do not follow this practice.Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
Enrich the descriptions by appending other attributes 丰富您的商品描述 Improve Search Relevance Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
Enhance Product Type 优化产品类目 Improve Search Relevance Issue 内容 Product is off low quality and less than three levels deep Risk & Impact 风险及影响 Negative impact performance metrics, including impressions, clicks, CPC and conversions Solution 处理建议 ● Typically, product type values align with a retailer’s site taxonomy ● Using Merchant Rules, or via the retailer’s system, correct the Product Type values and re-upload. Product Title Operating System Product Type – SPAM Product Type – GOOD Apple iPhone 6s Plus 16GB iPhone Operating System (iOS) Smartphones > Apple, Cheap Phones > Premium Phones > On Sale iPhones > iPhones
Android Phones Smartphones > Apple, iPhone Operating System (iOS) Apparel > Women’s Clothes > DressesProprietary + Confidential
Participate in Google Merchant Promotions 商家促销 Issue 内容 Participate in Google Merchant Promotions to help drive online shoppers to your store. Risk & Impact 风险及影响 Positive impact on CTR and Conversion Rate Solution 处理建议 ● Express interest in Merchant Promotions to be whitelisted ● Create promotions and apply to whole account or specific products (guide) ● Familiarize yourself with the approval process to set appropriate expectations. ● Supported Countries: US, UK, FR, IN, AU, DE ● Supported Languages: English, French & German ● Items need to be discounted by at least 5% Differentiate Your AdsProprietary + Confidential
Enable Sales Price 启用促销价注释 Issue 内容 We will now show a badge and strikethrough in the UI where we’ll highlight both the sales price and original base price. Risk & Impact 风险及影响 Positive impact on CTR and Conversion Rate Solution 处理建议 ● Provide “SALE PRICE” attribute in feed and meet below requirements： ○ The base price must have been charged for a period of at least 30 consecutive days ○ in the past 180 days. ○ The base price must be valid. ○ The sale price must be lower than the base price. ○ The discount of the sale must be greater than 5% and less than 90%. ● Supported Countries: all shopping supported countries Differentiate Your AdsProprietary + Confidential
Join in Google Customer Reviews 加入谷歌顾客评价计划 Differentiate Your Ads Issue 内容 Empower your customers to shop with confidence on Google Shopping. In addition, participation can help you qualify for seller ratings, as reviews you receive can be utilized in the service. Risk & Impact 风险及影响 Positive impact on CTR and Conversion Rate Solution 处理建议 To use Google Customer Reviews, your checkout flow must include a separate order confirmation page and meet the following technical requirements: ● Your platform must allow you to add JavaScript code to all of your site’s web pages ● Your shopping cart pages must be hosted on your own site URL (not hosted on a third party domain, e.g. Shopify or CoreCommerce) ● Your site’s order confirmation page must be encrypted (i.e. only accessed using HTTPS Please see GCR help Center and integration guide.Proprietary + Confidential
Collect Product Rating 收集商品评价 Differentiate Your Ads Issue 内容 Provide aggregate ratings of product reviews directly within your Shopping ads to empower your customers to make educated purchase decisions and drive more qualified traffic to your site. Risk & Impact 风险及影响 Positive impact on CTR and Conversion Rate Solution 处理建议 ● Option 1: If you’re a merchant that would like to submit your existing product ratings to Google via a feed, sign up here ● Option 2: If you’re a merchant that would like to start collecting product ratings by firstly enable
