BlueWinston is a tool for automated creation of product text ads for Google Search. The key to success of the simplest automation of ads is just the creation of product names. There are specific rules for the creation of product names, which will ensure the best and the fastest listing of most of your products. You, dear e-shoppers, have definitely come it across multiple times, particularly when it comes to well-known price comparison websites such as Heureka.sk or Pricemania.sk (btw also our client using our tool for the creation of ten thousands of product ads).
The correct product name is the Alpha and the Omega also in case of text ads in Google Search since when we stick to certain rules and a specific order in the creation of a product name, it will ensure us the simplest and high quality creation of keywords for displaying product ads in Google Search.
BlueWinston creates keywords for your product ads from the product names automatically. For this reason, proper order and structure must be ensured!
What should the product name look like in your e-shop?
We are talking about the product name in your e-shop because this name passes to the XML feed, which we will talk about below, and thanks to which text ads are generated based on automation or listing of products at price comparison websites.
E-shops with well-defined product names have up to 80% higher conversion rates in Google Search ads!
The correct product name, which can be seen on the top left, contains only a specific product name in the exact order: 1. place (manufacturer), 2. place (type or model)
Correct order of individual attributes in the product name:
- descriptive form of the product (e.g. “Electric chain saw”)
- manufacturer (in this case it is “Makita”)
- type (in this case it is “UC3541A”)
- gender / function
Parts such as “manufacturer”, “type”, “model”, are highlighted on purpose because all other parts, especially size variants, colour variants or function are often poorly defined, and should not be used for the automation and creation of the proper keywords if they are a part of one or of the same product.
If we have a product -> e.g.: Nike Air Max 90 and if the page has an option of choosing various sizes or colours, these information are not added this to the XML feed. The reason is that people do not search in this way in Google Search -> only a very small percentage of searches; secondly, names defined in such way are only “artificially” complemented because there is only one “parent product” in the e-shop, namely “Nike Air Max 90” and not its size or colour variations. Therefore, do not even put them in an XML feed.
You can also use descriptive product names
E-shoppers often need to use and insert descriptive words into product names to make it easier for users to make decisions or to describe the products in more details. In the picture below, we can see how to use descriptive forms / product names correctly. They are always placed in the first place of the product name, which means before the manufacturer, type, model, etc. Consequently, thanks to deletion and other features, we can sometimes use them in keywords or we can hide them in order to create original keywords from the original product names!
From this product name, where the descriptive form is in the first place, we can then create a so-called NON-Brand product and group ads with appropriate keywords, but also, as already mentioned, standard product, group, or DSA-P ads without these descriptive words and phrases, all thanks to BlueWinston.com.
XML structure for automated product ads
The structure is very simple and is based on items and information on product(s) so that we can consequently define them in the ad group or in a campaign, and, eventually, sort the products into campaigns based on required properties or categories.
An example of an ideal XML feed
<?xml version=“1.0“ encoding=“UTF-8“ ?> <shop> <item> <productname><![CDATA[Philips 190WV7CS1 dark-blue]></productname> <price>65.34</price> <category><![CDATA[Monitory > LCD > 19“ monitors]]></category> <manufacturer>PHILIPS</manufacturer> <url><![CDATA[http://www.yourshop.com/index.php?page=prod_info&prod_id=407]]></url> <model>190WV7CS1</model> <category_lastlevel><![CDATA[19“ monitors]]></category_lastlevel> <color><![CDATA[dark-blue]]></color> </item> </shop>
Required <tags> in an XML feed
- <productname> // elementary item for the creation of ads, especially keywords
- <price> // you may or may not display the price in ads but it helps with scripts
- <url> // product URLs are a must – ads will not be created without them in Google Ads
- <manufacturer> // necessary for system operation
- <category> // you will be able to filter products and create ads based on categories
What keywords can we create after?
|Keywords and ads targetting a specific product
Product campaign with descriptive expressions
Product campaign WITHOUT descriptive expressions (we use hide all words before tag <manufacturer>
NON-BRAND Product campaign with descriptive expressions (we exclude the manufacturer)
NON-BRAND Product campaign WITHOUT descriptive expressions
|Keywords and ads targetting a group of products (we target more than 1 product in an e-shop)
Group campaign with descriptive expressions (we target more than one product in advertising)
Group campaign WITHOUT descriptive expressions
NON-BRAND Group campaign WITHOUT descriptive expressions
How will ads look like in Google Search?
Feel free to firstname.lastname@example.org with any questions about how to create the best product names and XML product data feeds for BlueWinston’s automated text ads in Google Search!