Google Ads Strategy Using AI To Outrank The Biggest Competitors

Glen: 00:00:11

This is being built out now.

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Pretty well.

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Anyone with Solutions 8 is

getting this tool attached.

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We are optimizing

everyone's shopping feed.

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We've got our in house specialists

doing this, every day now.

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if we can get anywhere near performance

like this, with just optimizing titles

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and descriptions and making sure all

our feeds, built to best practice.

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Why wouldn't we do it?

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Hi, everyone.

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This is Regina and also

Glenn from Solutions 8.

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Hi everyone We're gonna walk through

feed gen I have no idea what it is,

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but I think glenn's gonna show us and

he has some serious Success with it.

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What is it glenn?

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feed gen, a free tool provided

by the Google marketing team.

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can be accessed by GitHub I first came

across BGN probably late last year.

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and.

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Let's just say it's not the

most intuitive tool to use.

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when you look at it and you look at the

GitHub and you look at the repository.

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oh my God, this looks so confusing.

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And then when you start, all depends

on which account you're running it.

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If you're doing in a cloud workspace, it.

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Should work if you're doing it

in normal Google Gmail account.

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It doesn't work.

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It breaks.

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It was such a nightmare to use and

I was really struggling on getting

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the thing to work, but I persevered

and I got in contact with the

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developer and, Big kudos to my hub.

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he's in Germany.

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He works for Google and he

has been nothing but helpful.

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really great guy.

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Him and I've been chatting on

LinkedIn, quite extensively.

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I've just been persevering.

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And after about probably six to

seven weeks, I got it working.

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And, worked out how all the configurations

were, all the nuances, setting it up,

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use it and uses the Google's Vertex AI.

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what is that you ask?

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Good question, Regina.

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what is the value?

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What is it?

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Do you, what's the final result?

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Why would someone want to use it?

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It is a.

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Google shopping feed optimization tool.

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So what it will do based on best practice.

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it will optimize Google shopping

titles and Google shopping descriptions

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along with any attributes that

you have like colors, materials,

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sizes, all that sort of stuff.

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And as we all know, those attributes

and really well optimized titles

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and descriptions go a long way in

helping you become more prevalent

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in the auction and more exposure.

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Whilst that process of optimization for

feeds could be good for, it's easy enough.

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There's lots of other tools that

do that for you, data feed, watch,

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go data feed, those sorts of tools.

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You can create rules

and that sort of thing.

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not a lot of people.

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One, have the budget to use those

tools to have the wherewithal to

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create and optimize titles and

descriptions for thousands of skews.

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And we've got clients that

literally have thousands of skews.

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We got one that's got 47, 000 skews.

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So could you imagine having to go through,

even if you did create feed rules, how do

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you optimize title tags and descriptions?

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47, 000 skews like that

would be a nightmare.

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This tool feed gen lends itself

perfectly for those type of businesses

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that have a massive skew range.

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And why does it help with 47, 000 skews?

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how can it be better than a rule?

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this is the power of

the tool, what it does.

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So if anyone knows anything about

Google's AI, Gemini, Gemini has

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a version called Gemini pro.

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And as of today, whilst we're

recording this video, Gemini pro 1.

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5 was released.

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I've contacted the dev.

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I've said, who is 1.

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5 years yet.

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We're going to update it

probably today or tomorrow.

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I'm hoping we will be

accessing Google's latest AI.

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model using this tool.

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Amazing.

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what this tool does,

it uses Gemini vision.

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Gemini vision it has the ability

to go somewhere and it will look

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at your webpage or look at an image

and then go, in that image is, a red

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shoe with white shoelaces and it's a

men's version and the background is

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a, forest so it can recognize things.

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So it's, Google lens, you can take

something in Google lens on like on

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your phone, it can recognize that.

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So that's called Google's.

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The Google vision.

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So when it inside the script, you

put in the link to your image, the

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link to your webpage, and there's

two options where you say, go look

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at my image, look at my webpage.

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It will then look at your description.

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It'll look at your image, look at

the webpage and go, I think that you

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should have this in your title and you

should have this in your description.

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Wow.

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you just feed it your entire website

you'll have the ID, your item ID, whether

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it's a Shopify ID, and then you'll

have your existing title, your existing

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description, any other attributes you've

got, color, size, then you've got a link

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to the product page and you've got a link

to your image and you feed that into, and

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then there's a couple of other things.

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I'll show you how that works.

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It called few shot prompting.

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So there are Best practices

for Google are if I'm an apparel

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brand and I'm a well known brand.

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let's just say we'll

use Nike as an example.

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Everyone knows Nike shoes.

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So Google's best practice is put your

brand first, then you have your product

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type, then you might have a color size.

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So Brand, gender, product type, color,

size, any other attribute at the end.

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And that's how you would generally

have the flow of a title.

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If you're not that well known a brand,

you would probably put your brand.

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So that's called appending the brand.

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So you might just have gender

product type attribute in any other

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features you might have in there.

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Yeah.

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If you're, a physical product, would

have a different layout of how you would

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have that type, And in, inside the,

feed gen tool, that is the description.

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There is, they've got a table

going, if you're an apparel

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brand, this is what we recommend.

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got to take into account.

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This is Google's.

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Tool that they built for

their shopping auction.

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you follow this, it might help you.

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Yeah, use this tool, follow our best

practice, optimize your titles, optimize

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your descriptions, put in your attributes.

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It might help you in the auction.

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that's how we've been doing it, as well.

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Like every agency in the whole world

has been doing it that way, right?

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Like we write some rules, we decide,

okay, do we want the brand at the

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beginning of the end, what are

the most important keywords that

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we want the algorithm to look at?

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We try to.

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Structure the words that way.

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And then you end up with a product

title that might be optimized

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for the algorithm, it doesn't

necessarily make any sense, right?

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It's not like a sentence or

a nicely worded description

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in the title of the product.

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It's like a series of words in the

order of importance, basically.

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And not only that too, what we

have to take into account is.

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In a shopping auction in the Google

shopping, Google is delivering

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products using it's AI, isn't it?

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You imagine if that same that's

giving preference to Things in auctions

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and we got it that's doing the run

of the auction and we said, Hey,

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I can you help us with their ties?

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Sure.

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I can do that for you.

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Yeah.

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Why not use it?

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It's going to choose what order to

put words in that it likes the best.

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Yeah, that's cool.

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this is the GitHub repository.

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And this is just the code, don't

have to worry about any of that.

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Here it is.

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FeedGen, optimize shopping

feeds with generative AI.

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the last one is at March 2024.

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Probably once this is

published, it'll be April: 2024

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Cause like I said, Gemini 1.

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2.

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Five pro is out so we can use that.

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but he's all description.

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This is how you use it.

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Getting started.

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There's screenshots of the templates.

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and this is where you look at this

and go, Oh my God, this looks so

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freaking fusing, and then you get to

the few shot prompts and then you've

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got output tabs and you've got scoring

and evals and is it, was it good?

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Was it bad?

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It's got image understanding.

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And then down here, obviously

this is what I was talking about.

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Best practice.

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So this is the best practice

in my own power brand.

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they consider this is how we recommend

you have your title structure.

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Are you a consumable?

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This is how we recommend you

have your title structure.

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So depending on what sort of

product you're selling, it might

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be a good idea to have your title

structure laid out like this.

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Not only that, when we're looking at a

shopping ad, Google shows 70 characters.

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you'll only ever see 70

characters and then maybe dot.

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If there's anything after the 70

characters, there'll always be the

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three dots, indicates to the user

that the title has been truncated

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because there's more characters, but

we never see them inside a paid ad.

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but Google gives us 150 characters.

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Most people don't use 150

characters in their title tag.

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and those are the keywords so you want

to ideally you want to use as many

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keywords as are Relevant to your product

is usually about 150 if not more you

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need a hundred and fifty care highly

recommend that if you don't have hundred

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and fifty characters in your title tag

that's relevant to your product Yeah,

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I think it's a lot of people don't

realize is You've got 5, 000 characters.

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You can use the description, and

I can guarantee you there aren't

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too many people putting 5, 000

characters in it into a description.

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Now, Google knows this, so it's going

to try as best as it can to populate

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the title in the description as well

as it can to get as close as it can.

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feedgen is going to try it knows

that it's 150 character limit

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inside the title, 5, 000 character

limit inside the description.

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it will generate, the and description.

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then once you've run the script, you

can then go through and check it.

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So this is an example

of the latest version.

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this is the input fee.

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This is Google's demo product store.

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And so this is here.

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guys say here, Google, here's my

current, everything I've got my item

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ID, my title description, brand, gender

category, blah, blah, blah, blah.

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So you're telling Google, this

is currently what I've got.

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here's my product inventory.

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You have a configuration platform.

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Now this is where you

basically tell your feeding.

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There's this prompting.

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Everything's done

through the Google Cloud.

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So you've got to have

a Google Cloud account.

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You've got to open up vertex

account, enable API's enable users.

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It is.

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all the steps are in

here on how to do this.

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And if you come to the sheet under the

getting started, make a copy of the

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sheet, import this, everything's here.

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Step 1, 2, 3, 4, 5, 6, 7, 8, 9, 10.

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It's not import your target feed,

input feed, blah, blah, blah.

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That in itself, a two sentence

description, whilst it makes sense, there

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could be in that step alone, 30 steps.

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That doesn't sound fun.

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No, it's not.

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and that's the thing, when

you might grab your feed, but

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then it's gotta be like this.

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And then sometimes, when you've

got a description, there's all

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these weird characters in the

descriptions and it's just, a mess.

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Yeah.

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They gotta be cleaned up.

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So it's not, it's whilst these

steps are easy, oh, okay.

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I just need to do these things.

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A lot of people get lost

like this step five.

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If you don't already have one,

create a Google Cloud project, enable

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a Vertex API, here's the guide.

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And then, ensure your all users are

running Fiji and have the Vertex user.

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Oh, what does that mean?

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So that was like, oh my God, but

there's guides here, but it's not an

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intuitive process, but once you've

got it working, that's just setting it

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up, then you've got to configure it.

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With all of these settings, like

there's tick boxes here and here, and

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there's different models you can use.

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And it, it gives you an estimation

of how much it's going to cost you.

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And do you want titles?

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And do you want descriptions?

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How much it's going to

cost you like for a click?

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yeah, so it'll give you an estimation

of how much it's going to cost you

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because you're using Google's API.

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It's AI.

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So it will cost you for them to rewrite

everything this has got, 1, 000 products.

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So 1, 000 products to rewrite

1, 000 products they charge like

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a one time fee to rewrite it?

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2.

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46.

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So you've got a completely optimized

description and title for 2.

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50.

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Imagine paying an outsourcer or a,

contractor to optimize your title

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tags and descriptions they take money.

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I didn't realize that's when you

open up a Google cloud project.

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Okay.

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So when you go to Google cloud

console, Google will say, Hey, open

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up an account and he's 300 credit.

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Okay.

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They give you 300 to play with anyway.

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So that's a few feed gen runs, isn't it?

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I see.

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Yeah, you've got to put in a credit card.

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if you want to keep using it, but it is

a very cost effective way to optimize

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your titles and your descriptions.

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Yeah, for sure.

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You think that Google will

someday automatically do this?

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Like maybe this is their way of beta

testing some AI algorithm that's

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going to, Some day be part of Google's

standard go to and then by then when

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they do that, the competition will

be such that everyone's using it.

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yeah, maybe.

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it's giving recommendations.

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you look at the generative AI that's

coming into Google already now, there's

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recommendations on titles and like text

ads this is a little bit harder, but in

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saying that too, there might be keywords

that the AI doesn't put in your title

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that you actually want in your title.

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that's where, we run a, a script

especially for PMAX campaigns.

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And it has a thing called Ngrams and

we can have a look at our, PMAX has an

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insight section and it'll give you keyword

categories and it'll show you, are you

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getting convergence on those keywords?

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Oh, we're getting, let's grab this keyword

and put it in our title tag, but the

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Vertex IO might not have that in there.

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So whilst it saves a lot of time,

it's not 100 percent infallible.

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If that makes sense.

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You have to come through

afterwards for 47, 000 characters.

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Can you use feed rules after it optimizes?

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If you say, it works the way it

works once you've run it once.

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So you obviously, you initialize it,

then you've got to run the feed gen.

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this is where everything, all the

actions are done, generate, you can,

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have multiple steps, multiple runs and

get it to, Keep running and running.

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Then when you're happy with the output,

you then make sure you tick everything.

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It creates this output feed.

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this is what you then

create a supplemental feed.

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Everyone knows how to do supplemental

feeds if they run Google ads.

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And then the supplemental feed

with the optimized titles and

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descriptions now become the default

and attaches to the main feed.

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So it is a little bit of a muck around.

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But, if you want best practice

employed to optimise titles and

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descriptions, it is a great way to.

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To get this process done for

you very quickly by the company

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that you're advertising on.

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Yeah, that's really cool.

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I turn this on and, we won't be

showing the brand name and, What

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have you, for privacy for the client.

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But, I'm gonna open up a Google

Merchant Center and I want you to

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tell me when you thought I turned it

on competitive visibility businesses

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with the highest visibility.

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And so it compares you with Amazons and

Walmarts and Etsy and blah, blah, blah.

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Ah, so I turn this on

Thursday, the 14th of March.

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That's when I added the supplemental fee.

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we're truly, up, down, up.

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And the red line is, standard.

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Yeah, it's up.

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It's down a bit of a drop impressions

that we're looking at in the

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blue competitive visibility.

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This is your visibility in the auction.

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So how competitive are you?

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I think so.

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It's like page over elaborate

page higher position and adds

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organic ratio kind of averaged out.

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this is just generally the next screen.

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I'm going to show you is then

inside the merchant center.

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You can then go.

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Okay.

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How am I comparing to my competitors?

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: 00:15:42

So yeah, there might be 10 brands

that you're competing against.

326

: 00:15:46

My brand is competing against

these other 10 brands, right?

327

: 00:15:48

So inside merchant center,

there's a business visibility

328

: 00:15:52

compared to other sellers.

329

: 00:15:53

Now on the right here are

all their competitors.

330

: 00:15:57

And then this is the relative

overlap, high position ads, organic

331

: 00:16:01

ratio of the competitors down here.

332

: 00:16:03

Now these will be blurred out.

333

: 00:16:04

Obviously we don't want to

give away that the clients.

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: 00:16:07

Brand name.

335

: 00:16:08

So this turquoise line here is the brand.

336

: 00:16:11

So let's look at the first one.

337

: 00:16:13

This is like a very major

competitor and this is their

338

: 00:16:18

visibility compared to our brand.

339

: 00:16:20

Now, I think they dropped down a

little bit here, up, down, but again,

340

: 00:16:25

March 14 consistently getting better

performance, you didn't get some major

341

: 00:16:29

budget increase around that same day?

342

: 00:16:32

what I've done, see, with this

account, and I'll show you the

343

: 00:16:34

performance inside Northbeam.

344

: 00:16:36

We've got Northbeam

attached to this account.

345

: 00:16:37

Our biggest problem with this

brand always has been scaling.

346

: 00:16:42

But maintaining me up so we'll we've

got to row a subjective set on standard

347

: 00:16:47

shopping P Max campaigns, and we wanted

to spend more but we need to get make

348

: 00:16:50

sure we are getting return coming.

349

: 00:16:53

I could easily increase revenue spend.

350

: 00:16:55

But revenue is going to drop.

351

: 00:16:56

And that's the biggest problem we've

always had is how do we scale, spend

352

: 00:17:00

while scaling revenue at the same time?

353

: 00:17:03

So we want spend and revenue to

move up stair step with each other.

354

: 00:17:06

Don't we?

355

: 00:17:07

Yeah.

356

: 00:17:07

I've always had my recommended

budget scam, please spend

357

: 00:17:10

more, but I need this return.

358

: 00:17:12

I wanted to show you was the

performance of when I turn this on.

359

: 00:17:15

So it's nearly been a month.

360

: 00:17:17

This is a major competitor,

been outranking them.

361

: 00:17:20

Another major competitor, as you can

see, they've always had more presence.

362

: 00:17:24

Now outranking them.

363

: 00:17:26

Another major competitor.

364

: 00:17:28

It's hard to see yellow, isn't it?

365

: 00:17:30

But again, now outranking them.

366

: 00:17:33

Another competitor, now outranking them.

367

: 00:17:35

That's incredible.

368

: 00:17:36

so do you think this happens

because when the product feed is

369

: 00:17:39

fully optimized the way Google

loves it, it gives, a better score.

370

: 00:17:44

Like it's easier to win the bid in

the ad auction over this competitor

371

: 00:17:49

because Google just likes your ads.

372

: 00:17:51

It likes the way the title's written.

373

: 00:17:52

It likes the way the

description's written.

374

: 00:17:54

Yes, you've optimized your title tag,

remember, up to 150 characters and up

375

: 00:17:59

to 5, 000 characters in the description.

376

: 00:18:01

Now, what I've found also is that.

377

: 00:18:04

And I did it before and after.

378

: 00:18:05

So like I said, we run these,

this is for PMAX mainly.

379

: 00:18:08

I had a look at the converting

keywords inside PMAX.

380

: 00:18:12

Before I turned it on, right?

381

: 00:18:14

And I could see inside the

insights there, like there was

382

: 00:18:17

consistent non branded search terms.

383

: 00:18:19

I've got inside my

performance max campaigns.

384

: 00:18:21

I've excluded the brand and I'm

bidding on new customers only.

385

: 00:18:25

So it is very non branded.

386

: 00:18:27

There's no brand coming into

these performance max campaigns.

387

: 00:18:30

I want a lot of non

branded keywords coming in.

388

: 00:18:33

What I saw after I turned this on

is that the amount of non branded

389

: 00:18:38

keywords Jumped up by about 50%.

390

: 00:18:40

So I was getting more and

more keywords converting.

391

: 00:18:43

And I was like, because There was

more words inside the description.

392

: 00:18:47

Oh my God.

393

: 00:18:48

And then I could see the end grams

and I was just getting in a lot

394

: 00:18:51

more options because you're giving

Google way more information.

395

: 00:18:54

Yeah.

396

: 00:18:54

There's more information.

397

: 00:18:55

Yeah.

398

: 00:18:56

And not only that, the natural, so

everyone has free listings as well.

399

: 00:19:01

The free listing impression

shares started going up as well.

400

: 00:19:04

Free traffic.

401

: 00:19:05

Product feed also controls

what shows in the free listing.

402

: 00:19:08

Inside the goods.

403

: 00:19:08

Free listing.

404

: 00:19:09

we've had a flow on

effect from that as well.

405

: 00:19:11

So just to show you the effect,

okay, so this is Northbeam.

406

: 00:19:15

This is all of my shopping campaigns

I've got attached to this campaign.

407

: 00:19:20

To this account, right?

408

: 00:19:21

So that includes performance max

campaigns and standard shopping campaigns.

409

: 00:19:25

So we've got multiple

strategies running here.

410

: 00:19:27

So this is the performance in the period

in particular from March 14 to April 9.

411

: 00:19:33

this is the most recent period

and take into account that I've

412

: 00:19:36

wanted to keep spending the client

wants to spend, but wants to

413

: 00:19:39

maintain revenue at at SCAR, right?

414

: 00:19:42

We're getting in the auction more,

a lot more exposure and then down

415

: 00:19:45

here I've run a filter on the left

hand side are all the campaign names.

416

: 00:19:50

All these campaigns have a shopping

feed, whether it's a performance max

417

: 00:19:53

campaign or a standard shopping campaign.

418

: 00:19:55

All right.

419

: 00:19:55

I've been able to increase spend by 100

percent while maintaining revenue at 83.

420

: 00:20:00

MERs only drop by 10%.

421

: 00:20:02

So in literally under a month of

doubled as spent, just about doubling

422

: 00:20:07

our revenue at the same time.

423

: 00:20:08

That's incredible.

424

: 00:20:09

Yeah.

425

: 00:20:10

Because usually when you try to push for

growth, there's a diminishing return.

426

: 00:20:14

always going to be that way

just because that's the way

427

: 00:20:16

the free market works, right?

428

: 00:20:18

You're moving up the funnel.

429

: 00:20:19

There is going to be a slight

diminishing of, But only dropping

430

: 00:20:23

10 percent when you've doubled

the budget is like unheard of.

431

: 00:20:27

And in such a short time period,

usually doubling the budget is

432

: 00:20:30

something you work on for years.

433

: 00:20:31

Yeah.

434

: 00:20:32

wouldn't say That that is the only

thing like we've been able to scale.

435

: 00:20:36

They've got other marketing

platforms as well.

436

: 00:20:38

So they're not able to scale Facebook,

but because Google is converting so much

437

: 00:20:43

better at the same time, and performance

max is converting and spending and

438

: 00:20:48

converting and spending and converting.

439

: 00:20:50

They just so many more as you

saw, the visibility is just.

440

: 00:20:55

Going for the route and the competitive

visibility, they're constantly outranking

441

: 00:21:00

their competitors now in the option.

442

: 00:21:02

So when we looked at the, that

blue spike on the other screen.

443

: 00:21:06

this one.

444

: 00:21:06

Yeah.

445

: 00:21:07

I asked if you increased the budget.

446

: 00:21:09

It sounds like there was no, I didn't

increase any budget and double.

447

: 00:21:13

Yeah.

448

: 00:21:13

So what I had, we'll have a daily budget.

449

: 00:21:15

There might be a campaign

that daily budget is 500.

450

: 00:21:18

But I'm saying I need to

rise to 250 or 280 or 300.

451

: 00:21:21

It won't spend 500.

452

: 00:21:23

it'll go.

453

: 00:21:24

Yeah.

454

: 00:21:24

if you want 280, I can spend maybe 300.

455

: 00:21:27

Okay.

456

: 00:21:27

Okay.

457

: 00:21:27

So it was never spending its daily budget.

458

: 00:21:30

Yeah.

459

: 00:21:30

Now all the campaigns are

going, yep, I can spend more now

460

: 00:21:33

because I'm in the option more.

461

: 00:21:35

Very cool.

462

: 00:21:35

It just took off.

463

: 00:21:36

Then it resettled and now it's moving

back up to this top of this spike.

464

: 00:21:40

I'm really looking forward

to see where this guy is.

465

: 00:21:43

That's amazing.

466

: 00:21:44

So what's the plan?

467

: 00:21:44

Are we going to start using

this with other clients as well?

468

: 00:21:47

so this is being built

out now pretty well.

469

: 00:21:50

Anyone with Solutions 8 is

getting this tool attached.

470

: 00:21:53

We are optimizing

everyone's shopping feed.

471

: 00:21:55

We've got our in house specialists

doing this, every day now.

472

: 00:21:58

So we're getting feeds ready.

473

: 00:22:00

It is a little bit of set up.

474

: 00:22:02

Like it takes a while to do, but if

we can get anywhere near performance

475

: 00:22:07

like this, With just optimizing

titles and descriptions and making

476

: 00:22:12

sure all our feeds, built to best

practice, why wouldn't we do it?

477

: 00:22:16

Yeah, I think we should roll

this out as a standard operating.

478

: 00:22:19

Oh, yeah, it will be.

479

: 00:22:20

It will be.

480

: 00:22:21

We've started already.

481

: 00:22:22

we've got a lot of other good things

going on as well, with the extra

482

: 00:22:24

service offerings that we've got.

483

: 00:22:27

Facebook, Klaviyo, this is huge.

484

: 00:22:29

Like we'll have more, in the next coming

weeks as we get more and more accounts

485

: 00:22:33

fed in to using this tool using FeedGen.

486

: 00:22:37

like I said, version 1.

487

: 00:22:39

5 of, Google vision pro will

be attached to feed gen.

488

: 00:22:42

I'm hoping today, come on my

head, get it ready for me, mate.

489

: 00:22:45

it's pretty cool.

490

: 00:22:46

I'm really grateful to you for hopping

on this early for our clients sake,

491

: 00:22:50

because I think that it's the type of

thing where if you can get ahead of the

492

: 00:22:53

competition, you'll have, a year before

everyone else gets up on board with it.

493

: 00:22:58

And then, you have that, Those spikes,

whereas someday that might not be

494

: 00:23:02

the case, it might not be the case.

495

: 00:23:04

Yeah.

496

: 00:23:04

But at the end of the day, we asked,

we are playing in Google Sandpit and

497

: 00:23:08

we have to play by Google's rules.

498

: 00:23:10

and Google Sandpit is becoming more

and more controlled by their generative

499

: 00:23:13

AI and their AI tools, AI engine.

500

: 00:23:17

And it just makes sense.

501

: 00:23:19

Let's just use their thing

that is running our apps.

502

: 00:23:23

Yeah.

503

: 00:23:23

To make our ads better.

504

: 00:23:25

Get ahead of the competition.

505

: 00:23:26

Yeah.

506

: 00:23:27

I love it.

507

: 00:23:27

thank you for showing it to me.

508

: 00:23:29

No.

509

: 00:23:29

Did you learn some, something

new today, Virginia?

510

: 00:23:32

I learned everything about FeedChen.

511

: 00:23:35

So we got feed gen.

512

: 00:23:37

We're rolling it out for everyone.

513

: 00:23:39

All right.

514

: 00:23:40

everyone, thank you so much for watching.

515

: 00:23:41

We're going to include the link to

the, Google's feed gen page on GitHub.

516

: 00:23:46

If you want to walk through the

instructions and set it up, or if you

517

: 00:23:49

get stuck, let us know and we will,

work with you and make it happen.

518

: 00:23:53

So thanks for watching.