Top Feeds Errors on Shopping How to fix it in Lengow Rozenn - - PowerPoint PPT Presentation

Top Feeds Errors on Shopping

How to fix it in Lengow

& Google Shopping

Rozenn L’Helgoualch - Shopping Specialist FR Clothilde Le Cose - Training/Certification Manager FR Sept 2017

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Top Feed Errors: fixable in Lengow tool

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I Where to find your feed issues in GMC

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I Merchant Center - Diagnostic Tab

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I Merchant Center - Diagnostic Tab

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I Merchant Center - Diagnostic Tab

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I Top Feed Issues that can be fixed in Lengow

• 1. GOOGLE_PRODUCT_CATEGORY : google category
• 2. Missing required attribute: size
• 3. Missing required attribute: color
• 4. IDENTIFIER_EXISTS : strong id
• 5. GENDER : attribute invalid error
• 6. SHIPPING : tax and shipping

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I 1 - GOOGLE_PRODUCT_CATEGORY

Use the google_product_category attribute to indicate the category of your item based on the Google product taxonomy. Advice & best practices

• Predefined Google product category: The ID or the full path
• f the product category.
• Help Center Link
• Full list Excel sheet (.xls)

How to fix with Lengow Tool

• “Category Matching” required for any new product/category.
• Current interface: possibility to create values using rules.
• New interface: map categories in advance and regularly go

back to map any new categories.

• Generate values based on “keywords” in another field.

Example: see next slide.

Categorising your product helps ensure that your ad is shown with the right search results.

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I 1 - GOOGLE_PRODUCT_CATEGORY : google category

Current Lengow Interface:

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I 1 - GOOGLE_PRODUCT_CATEGORY : google category

New Lengow Interface:

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I 2 - Missing required attribute: size

Describe the standardised size of your product.

Advice & best practices

• Required for all products that vary by size.
• Required for Clothing & Accessories > Clothing

(1604) and Clothing & Accessories > Shoes (187) products.

• Standardize existing values if they are not standard.

List of Size values to standardise and or harvest.

• Generate values based on “keywords” in another
• field. Example: IF DESCRIPTION contains “Small”

then populate “S”.

• Help Center Link

How to fix with Lengow Tool

• Realise the “Attribute Matching”
• Use the “Conversion lists”
• Define “Rules”

Use the size attribute to appear in results that are filtered by size

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I 3 - Missing required attribute: color

Standardise existing values:

• Use the color [colour] attribute to describe your product's colour. If

your product has variants that vary by colour, then provide that information through this attribute.

Advice & best practices

• Required for Clothing & Accessories (166) products.
• Generate values based on “keywords” in another field. Example: IF

DESCRIPTION contains “red” then populate “red”.

• Help Center Link

How to fix with Lengow Tool

• Realise the “Attribute Matching”
• Use the “Conversion lists”
• Define “Rules”

Use this attribute helps to create accurate filters, which users can use to narrow search results

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I 4 - IDENTIFIER_EXISTS : strong id

Required only for new products that don’t have gtin and brand or mpn and brand.

Common unique product identifiers include Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs), and brand names. Providing unique product identifiers, especially GTINs, can make your ads richer and easier for users to find.

Advice & best practices

• Make sure to have at least both Brand and MPN.
• Harvest Brand values from other fields.
• Make sure MPN value is filled in.
• If your product is new (which you submit through the condition attribute) and it doesn’t have a

gtin and brand or mpn and brand then submit identifier_exists with a value of no.

How to fix with Lengow Tool

• If you your products have a GTIN/EAN but if you don’t have it, then you need to exclude these products
• Realise or use Values in the “Attribute Matching”
• Use “Functions”
• Use “Rules”
• Exclude products without EAN code
• For few missing values, override a field in the “Preview”

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I 5 - GENDER : attribute invalid error

Specify the gender that your product is designed for using the gender [gender] attribute.

Advice & best practices

• There are only 3 possible variants “male”, “female” or

“unisex”

• Standardise your data for example if your client has

submitted values “m”, “f” and “u”, make sure to use Lengow to update these values to “male”, “female” or “unisex”

• Help Center Link

How to fix with Lengow Tool

• Use “Conversion lists”
• Use “Rules”
• Define a value in the “Attribute Matching”

Potential customers can accurately filter products by gender to help narrow their search.

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I 6 - SHIPPING : tax and shipping

The shipping attribute lets you provide shipping cost for a product. Use this attribute when you need to

• verride the shipping settings that you set up in Merchant Center.

Advice & best practices

• Recommend to set this up in GMC Settings. Then remove this from the feed using Lengow
• If the client wishes to keep it in the feed, make sure to use Lengow tool to ensure shipping is

provided for ALL products.

• Help Center Link

How to fix with Lengow Tool

• Define a common value in the “Attribute Matching”
• Or use “Rules”

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Live examples in Lengow

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I How to change colour values in Lengow

In the actual platform :

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I How to change colour values in Lengow

In the new platform :

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Top Feed Errors: not fixable in Lengow tool

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I Other Issues: cannot be fixed in Lengow

Requires education/discussion with client:

• 1. Item requires a GTIN
• 2. Items preemptively disapproved for a policy violation (Adult products)
• 3. Preemptive Item Disapprovals: Landing page cannot be crawled
• 4. Preemptive Item Disapprovals: Missing or invalid schema.org microdata for price
• 5. PRICE : attribute missing error
• 6. PRICE : attribute invalid error: price must not be 0
• 7. Product pages cannot be crawled with a mobile user-agent because of robots.txt

restriction/Product pages cannot be crawled because of robots.txt restriction

• 8. Invalid images
• 9. Missing images

Proprietary & Confidential

Feed Optimization

Lengow

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I Recommendation N°1: Include brand in title

Advice & best practices

• Products are most frequently searched for and recognized

by their brand

• Ideally at the front of the title to ensure that your products

are as relevant as possible for users

• Can positively affect Impressions, Clicks and CTR
• Note: Should your products brand not be well known,

consider adding it to the end of the title instead to the front

IF/How to fix with Lengow

• Use the “Attribute Matching”
• Define “Rules”

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I Recommendation N°1: Include brand in title

Current Lengow Interface:

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I Recommendation N°1: Include brand in title

New Lengow Interface:

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I Recommendation N°2: Include colour in title

Advice & best practices

• This can impact search relevance for those

consumers searching for a specific color

• More qualified consumers: lowers cost and improves

conversion rates

IF/How to fix with Lengow

• Use the “Attribute Matching”
• Use “Rules”
• Override value in the “Preview” (only if few products

are concerned)

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I Recommendation N°2: Include colour in title

Current Lengow Interface:

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I Recommendation N°2: Include colour in title

New Lengow Interface:

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I Recommendation N°3: Add product type to 3rd node

Advice & best practices

• Product Type is an important attribute used to classify

products and to set up Campaigns, Ad groups and Product Groups in AdWords

• Product type is also crawled for information to match your

products to relevant search queries

• Use product type to reflect your product lines, profit

margins, brands and best sellers

• Make your product type as granular as possible for insights
• n benchmark data per item
• Consider implementing the breadcrumbs on your website

as product type

IF/How to fix with Lengow

• Associate values from different fields
• Create “Rules”

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I Recommendation N°3: Add product type to 3rd node

Current Lengow Interface:

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I Recommendation N°3: Add product type to 3rd node

New Lengow Interface:

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I Recommendation N°4: Unique title

Advice & best practices

• Differentiate each product in your inventory
• Titles are an important signal used to match search queries to ads
• Optimizing your titles will improve impressions and ranking
• Add relevant product variant information such as color, size and material to titles making each

title unique

IF/How to fix with Lengow

• Complete titles with size, colour, material (...) in the “Attribute Matching”
• Use “Rules”

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I Recommendation N°4: Unique title

Current Lengow Interface:

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I Recommendation N°4: Unique title

New Lengow Interface:

THANK YOU

Your Lengow & Google Shopping teams.