Google Shopping Network: Increase Your Google Network Exposure Using These “Power Switches”
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Google Shopping Network: Increase Your Google Network Exposure Using These “Power Switches”


Aright, this is the first power switch.
Campaign priority levels. So essentially as you’re setting up different campaigns,
you can tell Google what to look at first. So specifically, what the heck are
power switches? Alright. These are controls within the Google Shopping
Network that allows you to tell Google to send you different type of traffic
based off your campaign objectives. And it also is going to allow you to increase your exposure on the entire
Shopping Network at no additional cost, and then lastly, it’s gonna help give you
a competitive edge when you’re actually scaling your ads on the Shopping Network. So what does that look like? This is the first power switch.
Campaign priority levels. So essentially as you’re setting up different campaigns,
you can tell Google what to look at first. High-priority says hey Google,
look at this campaign for us first. Medium-priority says hey, if
there’s another high-priority look at this campaign objective second, lastly is
low-priority. That’s the thing that they’re gonna look at last, and all the
different campaigns that you have set up. So within campaign priority levels,
number one, I highly recommend using this when you’re actually doing manual bidding, okay. Next is the segmentation within your campaigns
when scaling with lots of products and stuff, the reason why you want to tell
Google what campaigns to look at first is we can actually set up different
types of audiences within the Shopping Network to tell them to look at
different campaigns. So an example is, let’s just say,
you want like a bunch of generic campaigns that end up in one
campaign type because we know that generic traffic doesn’t convert as much
as longtail keywords. So what we can do is we can actually set up one
campaign and tell Google, put a high-priority on all the people that are at
the top of the funnel. I still want those people coming to my
website but I just don’t want to spend that to spend how much money for them.
And then next we can set our campaign that we’re going to spend more
money on, as a low-priority campaign, which is gonna be like a second campaign
if you’re setting up a funnel and we can say, hey Google all the longtail keywords
that come, send them to this campaign cause I’ll pay you more money, but
only send them to me if I’m actually looking for that quality of traffic.
So the next thing you’ve got to do is make sure that you actually turn on
the targeted networks or targeting networks specifically in the shopping
campaigns. So when you’re actually setting a campaign up,
Google is going to ask like, hey do you want your products to
show up on the Search Network? Do you want your products show up on YouTube?
The Search Network mostly is checked by default, but YouTube, if you guys don’t
have that checked, if you want to go inside your campaigns right now, check that so
you can start actually running traffic on YouTube too. So with
that being said this works for any type of campaign type. Any campaign types that
you guys have, you want to make sure that you turn this on and make sure that you
enable it pretty much on all the channels that are that Google is going to
allow you to, right. Then lastly, we already talked about Google services, but
when you make sure that you have the Search Network turned on, and YouTube
turned on, Google is going to look at all that as they’re seeing all the queries
that’s happening on other channels and different device types with surfaces,
and is gonna start to display your traffic on the Google Display Network.
Again, for the same rates that you’re already paying on the Shopping Network.
So specifically the first power switch that I’ve talked about with
the networks, this is what it looks like. So pretty much websites that have like
this search phrase or search box specifically on their websites, that’s
where you’re gonna start to show up specifically with that. YouTube, if
you guys haven’t noticed again, when you have that box checked, on YouTube right
underneath the videos, Google is actually gonna start taking a look at the terms
and they’re gonna start displaying you on YouTube as they see that your
campaigns are doing well specifically on the Shopping Network. Then the last, power
switch is enhanced CPC. So that’s where it looks like inside the campaigns
if you’re already running campaigns, you just click on settings and then you’ll
see it in the bidding section. So with enhanced CPC, the only time that you
want to turn this on is when you’re actually starting to hit a ceiling for
your traffic. So I’ve talked to quite a few people that’s here, they’re like hey
Earnest, I’m kind of matching out in terms of traffic, I’m not able to
you know scale things up a little bit more. This is a perfect time to actually
turn on this third power switch. The next thing is point number two, I
only recommend ever turning this on once you have at least 30 conversions for
either your product and/or that campaign type. Because if you don’t,
essentially, I don’t have like a lot of time to go into enhanced CPC but
inevitably, you give your control over to Google to increase how much you’re willing to pay-per-click and when they have more data specifically on the
products it is that you’re selling, they’re only going to increase that by
on average about a 20-30% variance but when you don’t have
a lot of data inside your campaigns, essentially Google just gonna
shotgun around and try to figure out how much they should charge you. So out of all
that, point number two is the most important thing to write down.
Lastly is when you have, like when I talked about the data and stuff inside
your campaign, like I just mentioned, Google’s not gonna charge as much when
you do that. So essentially all you do is just click that little checkbox, boom.
Then now Google’s going to enhance your CPC to allow you to kind of leapfrog in
front of your competition as you’re actually one of your ads for your campaigns.

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