From SMX East 2013 - Common Google Shopping Disapproval Problems & Tips fro SMBs by Heather Cooan #SMX #23D

1. Google Shopping Disapprovals
COMMON DISAPPROVALS, SOLUTIONS, & SMB TIPS

2. Thanks so much for having me!
Heather Cooan
@HeatherCooan
LinkedIn.com/in/hcooan
Heather is Director of Client Services for Clix Marketing,
regular writer and speaker. Heather contributes to many
publications and served as a technical editor of Google
AdWords – Managing Your Advertising Program (O’Reilly
Media, 2011).
Clix Marketing is an independent digital media firm specializing
in paid display, search, and social advertising.
http://www.clixmarketing.com/blog
HeatherCooan.com

3. The Mystery of All Mysteries…
GOOGLE, WHY YOU DISAPPROVE?
3@HeatherCooan #smx #23D

4. No Reasons, Just Denied!
1. Breathe
2. Investigate why
3. TRY to be patient
Google shopping will drive you insane due to lack of alerts and
information about disapprovals.
@HeatherCooan #smx #23D 4

5. Common Disapprovals
AND SOLUTIONS
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6. • Alcohol
• Casinos and Gambling
Equipment
• Endangered Species
• Fake Documents
• Fireworks
• Healthcare and Medicine
• Human Remains and Body
Parts
• Illegal Drugs
• Illegal Hacking
• Illegal Products
• Immovable Property
• Live Animals
• Online Gaming Goods and
Currency
• Tobacco Products
• Traffic Devices
• Stolen Property and Lock
Picking Devices
• Vehicles
• Weapons
• Wholesale Currency
Can you advertise your product? Getting stuck on policy?
Policy: https://support.google.com/merchants/answer/2731539?hl=en&topic=2701546&ctx=topic
Restricted Products
@HeatherCooan #smx #23D 6

7. Product Feed
Problem: Broken product page URL. All product page URL’s must be live and
working, be extra careful if you manually tag.
Solution: Ensure all page URL’s are accurate and working as reported in your
feed.
Problem: Unique product ID’s. Each product must have a unique product ID.
(variations are exception). Field cannot be empty.
Solution: Assign each product a unique ID or utilize the FALSE parameter in this
field.
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8. Product Feed
Problem: Broken image link or improper image parameters.
Solution: Ensure all images are the right specs (see support docs), do not
contain text, and all links are working.
Problem: Feed contains marketing text
Solution: Google does not allow marketing or promotional text in the title or
description. Ensure all product titles and descriptions are just about the
product.
@HeatherCooan #smx #23D 8

9. Product Feed Cont.
Problem: Discontinued products are still in the feed.
Solution: Ensure feed is up to date and all discontinued products are removed.
R.I.P Wonder Wheel
@HeatherCooan #smx #23D 9

10. Product Pages
Problem: Information in the feed does not match what is on the product page,
particularly price.
Solution: Ensure all information must match in both the product feed and on
the product page.
Problem: Website load time is slow.
Solution: If your website lags, Google will refuse to show your products.
Ensure pages load quickly and all components are working.
@HeatherCooan #smx #23D 10

11. Common PLA Mistakes
AND TIPS!
@HeatherCooan #smx #23D 11

12. Mistake: Feed upload every 30-days.
Solution: A fresh feed reflects updated information, which suggests prices will
be correct, stock status will be correct, and other factors. Google places
importance on accurate info and a daily feed is HIGHLY advisable.
Mistake: Only submit the bare minimum of required fields in your feed.
Solution: Use as many "recommended" fields as possible. If you can fill it, then
fill it. Google appreciates a product with detailed information and it's good
when Google appreciates you.
Common Mistakes
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13. Mistake: Google bot blocked from product pages.
Solution: Don't block the Google bot. Make sure robot.txt file is available and
pages are crawl-able.
Mistake: Ignore the stock status field and always set everything to "In Stock"
because it's easier than keeping up with stock status.
Solution: Stop paying for out of stock item clicks and manage this field!
*Incredibly important with holiday traffic spikes around the corner.
Common Mistakes
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14. Mistake: Not monitoring load time. Not fixing slow loading pages.
Solution: Speed up your site! Look into page-caching options, CDNs, upgraded
server hardware, etc.
Mistake: Don't care about what keywords are in your title or description or
what order they are in.
Solution: Analyze which keywords are most important, searchable,
recognizable, distinguishable, and revamp product titles. For example: Nike
Freeform Crossfit Running Shoes - NK546
Common Mistakes
@HeatherCooan #smx #23D 14

15. Mistake: Using a lower price or other misleading info into your Google
Shopping feed to capture attention.
Solution: Google’s hip to your tricks, make sure they match.
Mistake: Don't care about Store Reviews in Google
Shopping SERPs.
Solution: Don’t forget about seller rating extensions,
these apply to PLA’s too! Stand out against the
competition.
Common Mistakes
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16. Mistake: Enabling Conversion Optimizer.
Solution: Automated bidding tools are currently incompatible with PLA’s.
Conversion Optimizer will break your campaign and stop ad serving.
*eCPC is coming soon to PLA’s.
Common Mistakes
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17. Resources
GET HELP!
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18.  Merchant Center Contact Form:
https://support.google.com/merchants/?rd=1#contact
=1
 PLA Dedicated Email Support:
product-search-dedicated@google.com
 1-866-2GOOGLE
 Google Partners (Engage) Reps
*All reps have access to shopping reps, but general reps
are the first line of defense.
PLA & Product Feed Support
@HeatherCooan #smx #23D 18

19. Support Tips
Be Ready…
 AdWords CID
 Google Merchant Center ID
 Login Email Addresses
*Ideal if all on one Google account
Work With Them…
 Help narrow down based on this info
 Ask them to get in touch with a shopping rep
*They’re usually good at getting back to you
@HeatherCooan #smx #23D 19

20. Thanks so much for having me!
Heather Cooan
@HeatherCooan
LinkedIn.com/in/hcooan
Heather is Director of Client Services for Clix Marketing,
regular writer and speaker. Heather contributes to many
publications and served as a technical editor of Google
AdWords – Managing Your Advertising Program (O’Reilly
Media, 2011).
Clix Marketing is an independent digital media firm specializing
in paid display, search, and social advertising.
http://www.clixmarketing.com/blog
HeatherCooan.com