{"id":30090,"date":"2021-08-12T15:15:50","date_gmt":"2021-08-12T13:15:50","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=30090"},"modified":"2021-08-18T13:31:55","modified_gmt":"2021-08-18T11:31:55","slug":"google-shopping-kampanje","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/google-shopping-kampanje\/","title":{"rendered":"\u0160e ne uporabljate Google Shopping kampanj? Preverite, kaj zamujate!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Google Shopping se osredoto\u010da na promocijo produktov v va\u0161i spletni trgovini ali na fizi\u010dni lokaciji. Seveda je to mogo\u010de opraviti tudi prek kampanj v prikaznem omre\u017eju ali bolj uspe\u0161no s pomo\u010djo oglasov v iskalnem omre\u017eju, kjer uporabniki z iskalnimi nizi sami izka\u017eejo interes. Prednost Google Shopping kampanj je ta, da izkoristijo prednosti obeh tipov kampanj, odpravijo dolo\u010dene pomanjkljivosti ter tako va\u0161e produkte uporabnikom prika\u017eejo ob pravem \u010dasu.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Glavna prednost oglasov v iskalnem omre\u017eju je natan\u010dno prikazovanje oglasa v trenutku, ko uporabnik sam izrazi interes oz. v iskalnik vpi\u0161e klju\u010dne besede, povezane z va\u0161im produktom. To klju\u010dno lastnost izkoristi tudi Google Shopping, a uporabniku predstavi produkte s kompleksnej\u0161im oglasom, kot je samo tekstovni oglas v iskalnem omre\u017eju.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Oglase Google Shopping uporabniki bolje opazijo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Oglasi se pojavijo nad ali ob organskih in oglasnih iskalnih rezultatih, kar pomeni, da so bolj opazni. Poleg tega izpostavijo elemente, ki so po mnenju Googla klju\u010dni pri nakupnem odlo\u010danju. Ker kupujemo z o\u010dmi, vsak izdelek znotraj Google Shopping vsebuje tudi fotografijo. Za potencialnega kupca so pomembni \u0161e cena izdelka, blagovna znamka, ocena izdelka ter trenutno aktualne akcije ali brezpla\u010dna dostava. Vsi ti podatki so se do zdaj skrivali v va\u0161i spletni trgovini, ki jo je uporabnik obiskal \u0161ele po kliku na oglas. Prednost Google Shopping je, da so klju\u010dni podatki o izdelku uporabnikom predstavljeni \u0161e preden za njihov obisk porabite svoja ogla\u0161evalska sredstva.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prednost ogla\u0161evanja v prikaznem omre\u017eju je Googlovo napredno zaznavanje prihodnjih namenov uporabnikov. To pomeni, da lahko prika\u017eemo oglas za produkt, ko ga uporabnik \u0161e ne i\u0161\u010de v iskalnem omre\u017eju. Prav tako nam prikazno omre\u017eje omogo\u010da, da uporabniku sledimo skozi proces odlo\u010danja na ve\u010d kot milijardi spletnih straneh. Vse te prednosti omogo\u010dajo tudi kampanje Google Shopping.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V ozadju omenjenih oglasov stoji platforma Google Merchant, kjer so zbrani vsi podatki o izdelkih, pogojih dostave ter morebitnih akcijah.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Opomba: Google Shopping trenutno \u0161e ni na voljo za slovenski trg, lahko pa ga uporabljajo slovenski trgovci, ki \u017eelijo svoje izdelke ogla\u0161evati v tujini.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google Merchant<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Platforma, ki omogo\u010da vse kampanje Google Shopping, je Google Merchant, ki je povsem brezpla\u010dna. Predlagamo vam, da pri oblikovanju ra\u010duna Google Merchant uporabite isti kontaktni e-po\u0161tni naslov, kot ga uporabljate za nadzor nad va\u0161ima ra\u010dunoma Google Ads in Google Analytics. S tem boste&nbsp; la\u017eje povezali oba ra\u010duna, kar je nujno za izvoz produktov iz Google Merchant ter njihov vnos v Google Ads. V tej platformi boste lahko urejali produktne feede, pravila po meri za upravljanje s feedi, \u010dasovno omejene promocije na specifi\u010dnih trgih, dodajali lastnoro\u010dno oblikovane produkte, informacije o dostavnih \u010dasih in stro\u0161kih ter \u0161e mnogo drugega.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Nujni koraki za uporabo Google Shopping<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ko oblikujete nov ra\u010dun Google Merchant, najprej vpi\u0161ete ime svojega podjetja, izberete lokacijo, kjer se va\u0161e podjetje nahaja, ter \u010dasovni pas, ki vam odgovarja. Te podatke lahko kasneje tudi spreminjate.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Urediti morate tudi verifikacijo spletne strani, na kateri so va\u0161i izdelki, izpolniti podatke o pogojih dostave ter dopolniti podatke o svojem podjetju. Slednje pomeni vnos logotipa ter primarne in sekundarne barve CGP-ja. Logotip vam bo nato na voljo pri vseh oglasih Google Shopping na platformi Google Ads.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Povezava z Google Ads<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kljub temu, da Google Merchant omogo\u010da \u201cfree listings\u201d, kjer se bodo va\u0161i produkti uporabnikom prikazovali brezpla\u010dno, je glavni namen produkte prikazati uporabnikom prek oglasov. Za to je treba povezati ra\u010dun Google Merchant z ra\u010dunom Google Ads, prek katerega boste lahko ogla\u0161evali. To opravite s klikom na Tools &amp; Settings in zavihek Linked accounts, kjer imate mo\u017enost povezati ra\u010dun tudi s storitvama Google Display 360 ter Google My Business.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vnos produktov<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google Merchant vam omogo\u010da dva glavna na\u010dina vnosa produktov. Ro\u010dni vnos (dodajanje produkta znotraj Merchant Centra) ali pa s pomo\u010djo izvo\u017eenega product feed-a. Slednji zagotavlja tudi redno posodabljanje cen, zaloge in drugih atributov va\u0161ih izdelkov.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Manual Product Creation<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">V Google Merchant Centru lahko v razdelku product \/ all products kreirate nov produkt. Vrednosti tega produkta bodo ostale stati\u010dne, dokler ne izberete mo\u017enosti spremembe dolo\u010denih vrednosti. Pri kreiranju je treba dolo\u010diti dr\u017eavo, v kateri \u017eelite ogla\u0161evati ali prikazovati izdelek (tukaj lahko dodate ve\u010d dr\u017eav), in jezik, uporabljen na pristajalni strani produkta. Vsa ostala obvezna polja pri kreiranju so ozna\u010dena z zvezdico. Pri izbiranju kategorij (Google product category) pa si pomagajte z naslednjim primerom: <a href=\"https:\/\/www.google.com\/basepages\/producttype\/taxonomy.en-US.txt\">https:\/\/www.google.com\/basepages\/producttype\/taxonomy.en-US.txt<\/a>&nbsp;.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Product feed<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Primernej\u0161a re\u0161itev za spletne trgovine z ve\u010djim \u0161tevilom izdelkov je uvoz produktov s pomo\u010djo generiranega product feeda, ki mora slediti Googlovim zahtevanim standardom. Mnoge platforme seveda ponujajo vti\u010dnike, ki poskrbijo za generiranje in redno posodobitev product feeda. Kadar uporabljate product feed, se vam znotraj storitve Google Merchant odpre tudi mo\u017enost oblikovanja avtomatiziranih pravil, s pomo\u010djo katerih lahko podatke iz product feeda manipulirate in jim spreminjate vrednosti po lastni \u017eelji. To je napredna funkcija, ki se velikokrat uporablja za namene spreminjanja opisov in naslovov izdelkov, tako da podatki na spletni strani \u0161e vedno ostanejo nespremenjeni.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google Shopping kampanje<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ko imamo urejen ra\u010dun Google Merchant, izdelki pa so prestali pregled ter dobili potrditev primernosti za ogla\u0161evanje, se nam odpre mo\u017enost ogla\u0161evanja s kampanjami Google Shopping. Tukaj sta na voljo dve obliki kampanj, ki se \u2013 tipi\u010dno za platformo <a href=\"https:\/\/madwise.si\/blog\/kljucne-besede-temelj-uspesne-google-ads-kampanje\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads<\/a> \u2013 pogosto spreminjata.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Smart Shopping kampanje<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Avtomatiziran pristop kampanj Smart Shopping omeji nadzor, ki ga imamo nad ogla\u0161evanjem v tak\u0161ni kampanji. To pomeni, da:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>sta na voljo dve obliki biddingov (maximise conversions in target ROAS), <\/li><li>lahko uporabljamo samo eno oglasno skupino znotraj celotne kampanje, <\/li><li>je onemogo\u010deno targetiranje prek izbranih ob\u010dinstev, hkrati pa je onemogo\u010deno tudi dodajanje negativnih klju\u010dnih besed. <\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V zameno za izgubo nadzora pa prejmemo raz\u0161irjen doseg ogla\u0161evanja, ki zajema dinami\u010dni remarketing znotraj kampanje Google Shopping. Posledi\u010dno se bodo oglasi za izdelke prikazovali tudi na <a href=\"https:\/\/madwise.si\/blog\/ucinkovito-youtube-oglasevanje-za-podjetja\/\" target=\"_blank\" rel=\"noreferrer noopener\">YouTube<\/a>, GSP ter GDN oglasnih kanalih. Tukaj ponovno nimamo mo\u017enosti izbrati, katere izmed teh prikaznih funkcij bodo aktivne. Oglasi znotraj kampanj Smart shopping poleg podatkov, ki jih prejmejo iz Google Merchant, potrebujejo tudi ogla\u0161evalsko sliko, po \u017eelji pa se lahko doda tudi video dol\u017eine do 30 sekund ter ogla\u0161evalsko besedilo. Iz teh elementov se nato oblikujejo oglasi, ki so podobni responsive display oglasom. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tak\u0161ne kampanje lahko razumemo kot hibrid med ogla\u0161evanjem Google Search in Google Display.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Standard Shopping kampanje<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ve\u010d nadzora omogo\u010dajo kampanje Google Shopping Standard. Tukaj smo primarno omejeni na prikazovanje izdelkov samo znotraj kanalov Google Shopping in Google Search, vendar lahko to raz\u0161irimo tudi na prikazovanje v omre\u017ejih GSP, YouTube in Discovery. Kampanja nam ponudi targetiranje s pomo\u010djo ob\u010dinstev (affinity, in-market, remarketing, detailed demographics in similar audiences), nadzor nad negativnimi klju\u010dnimi besedami, oblikovanje ve\u010d oglasnih skupin ter prilagajanje ponudb glede na napravo uporabnika. Na voljo imamo tudi ve\u010d bidding nastavitev (maximize clicks, manual cpc in target ROAS), prav tako lahko kampanje Shopping uredimo po prioriteti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kampanje Google Shopping so torej odli\u010den in \u010dasovno u\u010dinkovit na\u010din predstavitve izdelkov na vseh Googlovih ogla\u0161evalskih kanalih. Ker podajo ve\u010d informacij s sliko in drugimi elementi, so tak\u0161ni oglasi za kupce privla\u010dnej\u0161i. In \u0161e dodatna prednost: ker \u010drpajo podatke iz produktnih katalogov, je kreiranje oglasov bistveno hitrej\u0161e kot oblikovanje iskalnih (search) oglasov. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vse ve\u010d ogla\u0161evalcev se odlo\u010da za kampanje Google Shopping, zato je le \u0161e vpra\u0161anje \u010dasa, kdaj se bo nabor dr\u017eav, kjer se na ta na\u010din lahko ogla\u0161uje, spet pove\u010dal.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Shopping kampanje so odli\u010den in \u010dasovno u\u010dinkovit na\u010din predstavitve va\u0161ih izdelkov na vseh Google ogla\u0161evalskih kanalih. Za razliko od iskalnih in prikaznih Google oglasov Google Shopping kampanje izkoristijo prednosti obeh tipov kampanj ter preko slike in drugih uporabnih informacij naredijo oglase bolj privla\u010dne.<\/p>\n","protected":false},"author":31,"featured_media":30098,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26,25],"tags":[],"class_list":["post-30090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-oglasevanje","category-oglasevanje-na-spletu","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u0160e ne uporabljate Google Shopping kampanj? 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