If you run an Ecommerce website you can’t afford to overlook shopping ads on the most popular search engines. Shopping ads are generally considered easy to set up but building the feed is not. If you’ve ever manually built a shopping feed you’ll know that it is prone for mistakes. What’s even worse about building a feed by hand is constantly having to update it. If you are new to shopping feeds this is a great place to start.
Our solution? A dynamic, created on-the-fly XML shopping feed that works for both Google Shopping and Bing Ads with global settings, intuitive custom labels to be able to set bids by product, as well as including ALL product variations into the feed with their own price, url, images, etc. Keep reading to learn how to have your feed set up in no time.
In your WordPress back end go to the sidebar and hover over Red Olive > Click RO WooCommerce > Shopping Feeds.
Here you will find the link to the actual feed, global settings, and more.
Any global settings that you set from this screen can be overwritten at the product level (as seen here.)
If all of your products are of the same brand you can set that brand name globally. Should it be relevant you can also globally set the following:
In the back end of your WordPress with WooCommerce install navigate to any product and scroll down to the bottom of the page. Here you will find many product-level settings. NOTE: Any product-level settings that are set will override the global settings that you may or may not have already configured.
You can exclude the product from the feed, set a product title (if you want to strategically add some keywords that aren’t included in your product’s actual title,) a different product description than the actual product’s description (once again to add more keywords if you wish,) set the product category, set the product brand, the product type, GTIN, condition, gender, size, as well as custom labels (custom_label_0 is reserved for a concatenation of the product price and title [see the Bonus Features section below].)
Let’s say you have a variable product, a t-shirt for example. This t-shirt comes in 3 colors (red, black, white,) and 4 sizes (S, M, L, and XL.) In WooCommerce it’s considered one product but with 12 variations. The “base” shirt is considered the parent product but you set one of the 12 child variations as the default that loads when that product page is visited. Most shopping feed plugins only include the default product. Ours includes all 12 variations each with their own url, price, size, color, etc. This has been used on many sites and thoroughly tested on both Google Shopping and Bing Ads Shopping.
You can view in the feed that a t-shirt with a size variation of Large, and color variation of White loads with it’s proper attributes using this url: https://wp.redolive.us/product/soflyy-t-shirt/?attribute_size=XL&attribute_color=White
The variations will get tacked onto the end so you don’t have to retype those for each of the products as seen below:
Your product catalog may include some very inexpensive convenience or “add-on” items such as automotive interior light bulbs. These may only cost $0.75 and you’d rather not include them in your shopping feed. This especially would hold true to make sure you don’t spend $0.25 per click on an item that only makes you $0.20. You can set a Minimum Product Price so that anything below that price will not be put into the feed. In this instance we set it to $10.00 (any products under $10 will NOT show up in the feed.) Just set your minimum and click save.
Google doesn’t make it easy to set product-level bids. Thanks to our awesome Developers we’ve come up with a unique and easy way to set product-level bids using custom Labels. We concatenate some of the WordPress variables into the custom labels in the following manner:
Price, | , Product Title
This gives us a custom_label_0 for each product. See the following example:
$24.99 | Soflyy T-Shirt – XL White
Enable Global Custom Labels: Each custom label attribute in the Google Shopping Feed can only have 1000 unique values. If you have more than 1000 unique products in your WooCommerce Site then we can automatically move on to custom_label_1 for the next 1000 products, then to custom_label_2, etc. all the way through custom_label_4 (max 5000 products.)
To use all the custom labels in this manner just uncheck the box shown below. (RO WooCommerce > Shopping Feeds > The box that says “Enable Global Custom Labels”)
We typically set up a Shopping Ad Group (in both AdWords and Bing Ads) for each Custom Label we’re using. This particular client has more than 1000 products but less than 2000 so we’re using custom_label_0 and custom_label_1 as seen below.
Once inside the ad group we have a product group of “All products” that we further subdivide by clicking the edit pencil icon as show below:
In the popup click the dropdown and select the custom label that pertains to your ad group and then click on the add all button to add all of the products as shown below:
Below you can see how easy it is to know not just the product you’re setting bids for but also the price! To start a new campaign we’ll usually set the bids as a percent of the sales price of the item (with a max bid in mind) to keep the bids in check. We then will make product-level bid adjustments as time goes on based on performance.
A product ID is one of the required fields for a shopping feed. If your product has a SKU we use that. If it doesn’t have a SKU then we use the product’s post ID. It’s as simple as that and you don’t have to configure it.
Adding product-level titles, descriptions, and such for the feed can take quite a bit of time navigating to all the products and updating them individually. We’ve created a method to do this in bulk via a csv file. You can export some basic product information to use for any marketing or site maintenance purpose by clicking on the link that says “Export Product Information.” The csv spreadsheet will show some WooCommerce fields as well as some of our Google Shopping Feed fields. You can export the products, add product-level titles and descriptions (to be added to the feed but not the site,) and then re import the file to populate those elements into the product-level settings for each product updated.
If you have a lot of products you may need to increase your server memory. Please contact your host for the best way to do this in your hosting environment.