Karl Presly

Things go wrong, and they always do.

Working in an early-stage startup, I have my fair share of near-breakdowns and office walk-outs from all the negative energy resulting from things going wrong. Clients calling in angrily to complain, coworkers getting frustrated, broken things not getting fixed on time. Shit happens, and sometimes, they happen all at the same time.

I’ve been thinking about this issue for quite some time now and have been doing some mental experiments. I have so far come up with a 3-step heuristic on how to best handle these situations.

Keep Calm

This is not as easy as it sounds when many of the office phones are ringing, colleagues demanding answers, teammates relying on you for solutions, and other commitments all demanding your prioritized time and energy all at the same time.

So my first step is try to keep calm. What works for me is doing a “forced mental reboot” where I temporarily step out of the chaos zone for a few minutes and breathe deeply, empty my head, and prepare to face the incoming challenges.

Prioritize

Upon returning to the chaos zone, first thing I do is gather all the information related to all the issues at hand. Then I force rank all the issues by priority in terms of business impact. Clients come first, colleagues come second, personal tasks come last — I haven’t clearly thought through why this is how I judge business impact, but it’s been working so I’ll stick to it for now.

After force ranking all the issues at hand, it’s time to get your hands dirty and tackle the problems one by one. I think the critical point here is to really tackle the issues one by one and not multi-task. Multi-tasking often causes new issues as well as half-fixing current issues.

Briefing and Proposal

I don’t like treating a fixed problem as “done” even when it’s completely fixed. It feels irresponsible and dangerous, dangerous because I’ll have this looming threat at the back of my mind of it happening all over again.

So I have developed this habit of writing detailed status reports to all the parties concerned. It consists of a breakdown of what happened and a proposal on how we will prevent the same issues in the future and how we can do better.

The contents of the report mostly follow this outline:

• Apology for what happened
• Timeline of events
• Current status
• Root cause of the issues
• How we’ll do better
• Another apology
• TL;DR

And yes, TL;DR is a must. You’d be surprised at the percentage of the population who never reads lengthy emails.

It’s a simple framework.

Expansion <> Optimization

Education, work, relationship, business expansion, and many other things can follow this relatively simple heuristic for clarity when events in life seem to be moving too slowly.

Education: explore multiple topics, find out which topics you really want to dive deeper in, then soak up all the relevant knowledge in that field until you’re better than 99% of the people in this world or when you can teach it to a child. Repeat.

Work: expand your responsibilites or don’t say no to opportunities that allow you try something new, execute to the best of your current abilities, then pick one path and acquire or improve your skill sets for that new path. Repeat.

Relationship: go out and meet many people at once, think of who you connect with the most, then make an effort to maintain and continuously upgrade those relationships. Repeat.

Business expansion: spend a small amount of money trying out new channels for acquiring customers, see which one provides the best return on invested resource (may that be money, time, or effort), then go all in on that one channel optimizing for customer quantity and quanlity while lowered unit costs.

Expand, optimize, expand, optimize, expand, optimize..

Google近期已經完全在亞洲主要市場開放 Google 購物廣告格式，雖然這類廣告格式在美國甚至歐洲國家都已經投放有些年了，在亞洲算是最新型的廣告類型，也因此吸引了大量的中小型的網店賣家躍躍欲試，看能不能為生意帶來明顯的業務增長。

之所以叫購物廣告，是因為這類廣告的呈現方式以及投放設定都是以【產品】為主，不需要買關鍵字，也不需要設計廣告，一切都是從一個簡單的產品清單／產品目錄開始，其投放的難度也可算是比較低的，優化的門檻也不算很高。

接下來就以4大步驟簡單介紹一下如何成功投放Google購物廣告：

• 準備產品資訊
• 設定 Google Merchant Center
• 連結 Google Merchant Center 與 Google AdWords
• 在 AdWords 後台投放購物廣告

準備產品資訊

投放購物廣告最主要的東西就是【產品目錄】，這目錄必須上傳到 Google Merchant Center，AdWords才能投放到廣告，具體流程是：

所以第一步就是要準備好一個符合 Google 規格的產品檔案，上傳這個產品檔案到 Google 的產品目錄可以接受4種提交方式：

Google 表格

• 最手動的方式就是把網店內的產品一一紀錄在一個 Google 表格裡，然後提交給 Google

排定時間的提取

• 功能比較齊全的電商平台都會提供這個功能
  ¹
  ，基本上就是把網店裡的商品自動打包成 Google／Facebook 能夠讀懂的檔案格式，上傳至一條固定的連結，並且時時更新連結內容以提供最即時的產品資訊讓 Google／Facebook 投放廣告
• 通常一個產品檔案連結可以同時支援 Facebook 和 Google 的格式

上傳

• 不太適合普通店家，需要懂得用FTP上傳

Content Api

• 不太適合普通店家，需要跟Google做API串接，再把產品導進去

設定 Google Merchant Center

1) 還沒有 Google Merchant Center 帳號的店家可以到 Google 官方網站 建立一個帳號，之後可以驗證網站擁有權。
2) 進入【產品】> 【動態饋給 (最新)】> 【主要動態饋給】按添加按鈕

3) 填好【基本資訊】：

• 指定國家／地區 = 【台灣／香港】
• 語言 = 【中文／英文】
• 主要動態饋給名稱 = 【可自訂】
• 主要動態饋給輸入方式 = 【Google 試算表／已排定擷取時間】

4) 設定【動態饋給】

• 檔案名稱 = 【自訂】
• 擷取頻率 = 【每日】
• 擷取時間 = 【自訂】
• 時區 = 【台北／香港】
• 檔案網址 = 產品檔案網址¹

5) 儲存之後，點進剛建立好的【動態饋給】> 右邊三個點的設定 > 按【立即擷取】

按【立即擷取】之後，Google 就會開始抓取你所設的產品檔案連結，把網站上的商品導進 Merchant Center。過幾分鐘之後再更新頁面，就可以看到 Google 抓取到的商品資訊，但還沒完，接下來還需要等 Google 處理並核實商品（過程需要2-3工作天）。

如果商品被【拒登】，常見的錯誤有：

• 完全沒有／沒有提供清楚的【退貨政策】給消費者
• 完全沒有／沒有提供清楚的【退款政策】給消費者
• 沒有提供安全的結帳流程（網店結帳流程必須有SSL全程加密）
• 沒有提供聯絡資訊（電話號碼、電郵地址、實體地址，三樣必須有兩樣存在並且清楚的顯示給消費者）

上面這些錯誤通常可以很快速的加在網站上的一個【關於我們】頁面，之後再請求 Google 重新核實你的網站（Merchant Center 裡面會有連結讓你提交申請）

連結 Google Merchant Center 與 Google AdWords

1) 在 Google Merchant Center 後台，右上角【三個點】> 點進【帳戶連結】> 【連結帳戶】

2) 從 AdWords 後台把 AdWords 客戶編號複製並貼進【傳送連結要求】的欄位，然後按【傳送連結要求】³
3) 接下來重返 AdWords 後台，可以在右上方看到【處理商家中心】的提醒
4) 在接下來的介面裡，點擊【查看要求】> 確認店舖名稱、編號、和網站符合你在 Merchant Center 的設定 > 按【核准】

在 Google AdWords 後台投放購物廣告

最後一步就是建立廣告！
1) 在 AdWords 後台【廣告活動】頁面，按紅色按鈕【+廣告活動】> 選擇【購物】

2) 填好基本設定

• 廣告活動名稱 = 【自訂】
• 類型 = 購物
• 商家識別碼 = 【必須和 Merchant Center 的 ID 一致】
• 銷售國家／地區 = 【台灣／香港】
• 聯播網 = 【可不選 】
• 地區 = 【台灣／香港／讓我自己選擇】，也可指定要排除哪些地區

3) 出價策略¹

• 出價方式 = 【盡量爭取點擊】
• 預算 = 【100/天】

4) 廣告群組

• 廣告群組名稱 = 【自訂】
• 廣告群組製作程序 = 【建立一個廣告群組，並根據您選取的產品屬性產生多個產品群組】
• 產品屬性 = 產品類型¹

延伸閱讀：Google 動態再行銷廣告設定教學

I have a crazy love for frameworks. In fact, I have an Evernote tag dedicated to categorizing useful frameworks that can provide direction in something as specific as a niche marketing channel or other general things in life like personal growth.¹

But I want to use this post as a chance to reflect on the useful and proven frameworks that mentors have imparted to me in my first 2 years working. These are really simple concepts but provide great value in getting shit done.

Purpose – Process – Payoff (PPP)

PPP stands for purpose, payoff, and process. The first time I researched on this framework, I stumbled upon this article that explained succinctly the entire thing.¹

It’s essentially a framework that let’s you communicate an idea or proposal in the simplest and most effecient manner. In the startup world where everything is priced around speed, efficiency, and quick iteration, I usually use this framework to throw around random ideas in Slack channels. If I get enough verbal support or interest around the idea, I just go ahead and execute. It’s that simple and straightforward.

Here’s an example of a random idea that got executed and generated positive results. I posted in a Slack channel:

What if we have a 投稿 page on the blog? Only registered SHOPLINE merchants can submit articles and topics can only be on sharing 電商/行銷 經驗 and 心得

Purpose:

• low-effort content on SHOPLINE’s side
• real real 店家心聲 and 開店經驗
• community engagement

Process:

• list down rules on a page just like the 轉載細則
• make it simple and inviting
• we can still screen and not publish everything

Payoff for SHOPLINE:

• collect user-generated content that can serve as nurturing material
• controlled testing environment to gain insights for a potential forum in the future

Payoff for merchants:

• backlink from a Shopline high domain authority site
• feature on homepage and social media
• some other incentive

The idea got verbal support from teammates and I just literally added this new project in my weekly/monthly planning. As long as the PPP is communicated clearly, even if you don’t get a supportive response, you will still at the very least have bounced off ideas that can take you and the entire team forward.

I think the real value of the PPP is in its simplicity and ease of understanding by any party, whether or not they’re deeply invested in the effort to make it happen. Aside from that, it’s easy for anyone to upvote/downvote on the idea and comment on why it will/won’t work. The comments and feedbacks can then serve as guidelines on how you can tweak the plan before executing or just scrap the plan altogether. It’s fast, easy, and perferct for startups that value quick execution and testing of ideas.

Thinking outside the spec

This specific framework shouldn’t come as a new thing to many product people, but coming from a marketing background, it provided me a new way of looking at features and task requirements.

It came up when I had to push for a growth test that required engineering support. I got too fixated with following a rigid framework for the test that I got blindsighted to the end goal. I wanted the test to be conducted in a specific manner but it proved to be too resource-consuming and simply not practical at that stage. What I was advised to do instead is to attack the test from a different angle but one that still has the same end goal in mind.

A lot of times, it’s easy to be blinded to other possibilities once you’ve set up your mind on one way of doing things. And as you communicate that “way” of doing things with the people executing, they will simply follow that train of thought and not think outside the box as well. Then it will spiral down to a never-ending debate and all the parties involved will just get stuck on the planning stage. But if instead, everyone take a step back, revisits the end goal, and think of alternative ways to reach that goal, surprising ideas come up that you haven’t thought of before. There will always be an alternative solution and once you came up with one, bouncing off the new plan with the people doing the execution usually drives new ideas as a result of the renewed interaction.

This is particularly useful when the situation doesn’t have a clear next step. It’s common to get stuck, and how fast you get unstuck will depend on how quickly you can come up with alternatives and drive through execution.

Courage of your knowledge and experience

Now this one didn’t come up to me as a packaged framework. This framework materialized as a result of the day to day duties in the marketing team. It slowly clarified to me as I explored the question on how to rally people to work together (and with you) to achieve a goal that you’re responsible for. Let’s say you’re the one solely accountable for the outcome of the content marketing channel, and you need to work with others (need team members’ input as blog posts) to achieve the KPIs that you’re pressured to deliver. How do you start and what process do you follow?

Even if you have the guidance and support of a team lead, it’s still going to be pretty challenging to convince others in the team to follow the system you set up and contribute to the results that you own.

The only thing I’ve found to work as a pre-requisite to everything is to get extremely knowledgeable about the topic (at least know 10x more than your teammates) before attempting anything.

You have to know your shit really well.

Based from your studies and research on how to best move things forward and reach the goal, you can now craft the right strategy that suits your team. Delivering your plan and vision on how to reach that goal shouldn’t feel as hard now since you know what you’re doing. But again, everything is bult on the fact that you did a lot of research and deliberation about the right strategy already so you have the 底氣 to go through it.

I remember a quote in the Intelligent Investor that can provide more insights to this:

Have the courage of your knowledge and experience. If you have formed a conclusion from the facts and if you know your judgement is sound, act on it – even though others may hesitate or differ. (You are neither right nor wrong because the crowd disagrees with you. You are right because your data and reasoning are right.) – Benjamin Graham in The Intelligent Investor

A quick story that I can think of is when I really wanted to drive the change of theme on your website’s blog. This might seem trivial but not everyone will have the same taste, so I still went through the lengthy process of researching the best layout for us as well as setting up all the necessary trackers to make sure that we don’t see a decline in all the important metrics. I believed it was the right way to go and I needed help in executing (blog theme changes require manual tweaking of individual blog posts), but without doing extensive research and showing my research to the team, it wouldn’t have happened the way I envisioned it to happen.

There’s great value in simple frameworks, especially ones that work. For a niche technical field like Search Engine Optimization (SEO), it is still best for new E-commerce merchants doing SEO to follow a simple framework that will allow them to get 80% of the results with 20% effort.

The following framework is something that we always suggest as a starting framework to get the maximum results with minimum effort especially for non-technical merchants or marketers.

The 80/20 SEO Framework

80% of your results will come from 20% of the work you did, and the same principle applies to SEO. For one, merchants shouldn’t bother so much with the specific platform or CMS (content management system) they’re using since all major platforms these days follow the best SEO practices. But

Build a Solid Base

Even though most platforms these days provide a really good technical site structure that follows SEO best practices, you as the site owner still have to do the basic ground work in building a solid base. Here are the things one should do based on priority.

SEO Ground Work Priority List

One-off Tasks:

• Verify your site in Google Search Console / Bing Webmaster
• Submit a complete and error-free sitemap
• Link to your site from as many public platforms as possible (case in point: Google My Business is a very good place to link from and it provides your company a chance to get the elusive rank 0 position on SERPs.)
• Verify that your robots.txt isn’t blocking indexation
• Apply the correct canonical tags if needed
• Construct a solid and clear site hierarchy
• Build a user sitemap
• Create a clear and structurally-wise internal linking framework
• Set how you want search engines to handle URL parameters on your site
• Check for schema markup or use data highlighter (Google) to let search engines better understand your site.

Recurring Tasks (when you create new pages):

• Apply H1 tags to the most important elements of any page
• Add Image alt texts to your images to help search engines identify your images
• Optimize your anchor tags around keyword/topic clusters

After you’ve done all these technical stuff, remember to just leave them alone and stop tinkering or checking up on them. Obsessing over the small stuff isn’t going to provide any real value. Instead you should move on to the real hard part in SEO: creating, managing, and optimizing content.

Content Creation <> Content Optimization

After building a solid bsae with the technical side of SEO, it’s now time to focus most of your effort on the content part. Many merchants don’t understand the importance of content to a website but this is the bread and butter of SEO, without good content, search engines wouldn’t know what your site is about and wouldn’t be able to surface your pages in the search results.

You start this repetitive process by:

1. Finding the best keywords to rank for
   This step is really not easy but you can still build a system around it and there are plently of guides on the internet providing details for this process like this one. Just remember that “best” means the keywords that can potentially provide the biggest business value weighted by the difficulty of attaining the top search ranking.

2. Creating the best possible content for that keyword
   For the keywor/keyword clusters that you’ve decided to go after, quickly check the top search results for that keyword. Do you think the pages are providing enough value to searchers? Do you think you (based on your industry/product knowledge) can come up with something that is better than the page that’s ranking for top 1? If yes, then roll-up your sleeves and start creating!

3. Distribute your content to as many people as possible
   After your create your content and publish it on your site, the next step is to let as many people see it as possible. Now there are a lot of ways to do this ranging from social media sharing to buying ads to placing it at a prominent spot on your homepage. The point is to do whatever it needs to do to get as many people to visit that page.

4. Check what worked and then optimize from learnings
   As long as you have all the necessary analytics tools set up, you should be able to gather insights on how yur content is doing. You can use Google Analytics to check the organic traffic of those pages alongside Moz to track the movements in keyword ranking. Are you steadily climbing up the ranks? If not, then you have to revisit your strategy. Maybe you’ve underestimated the difficulty of that particular keyword or maybe you haven’t produced something that’s better than the first few search results and user behavior on your page tells Google that insight.

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At the end of the day, just remember the GOLDEN RULE in SEO:

Do SEO to improve on providing the best possible experience for the user and never do it for search engines.

As long as whatever you’re doing is following this simple mindset, you’re on the right track and never have to worry about penalization.

It sounds stupid telling someone you’re learning how to learn. But I believe this is an underappreciated skill and one that I am actively and aggressively trying to get better at.

Just like any fresh graduate thrown out into the “real world”, we’re a clean slate with endless possibilities on where to take our careers. And regardless of which field we ultimately decide to enter, learning how to learn is something that is absolutely essential if you want to be faster than the rest.

Learning how to learn and being the fastest to execute those learnings will let you travel faster.

Starting off my career in an E-commerce startup and hired to do “regional expansion stuff”, I have transitioned many times into new and challending roles. Yes, it may sound like a very millenial thing to do but in a startup, wearing multiple hats is a common thing and one gets assigned to where he/she is needed the most. And along the way, I have developed (through the help of mentors) my own way of learning when thrusted into a new and challenging fields. In general, I think there are 2 kinds of learnings at the start of one’s career.

Industry-specific Learning

How do you learn about the industry? That question transalates to how can you become better than 90% of outsiders in terms of understanding the backend of a particular company operating in a particular industry.

One can read industry news, subscribe to leading publications, or talk to industry leaders but it’s actually doing real world projects related to that particular industry that gets maximum exposure to all aspects of the business.

By chance, I started a table tennis online store that’s with backing by a family business (meaning I got a head start with inventory and logistics) as well as a lifting equipment store built from scratch. Building up those 2 stores made me understand the core features that fellow merchants would care about as well as the painpoints specific to an E-commerce business. Although aggressively consuming industry reports or news can also get one to that stage of understanding about the industry, doing real world projects is the easiest way to quickly and deeply learn about that industry.

Channel-specific Learning

I call the second type of learning channel-speccific learning since I was deeply exposed to online marketing channels. It means picking up the hard skills or tools that will help you succeed in the industry that you’re in. Quite different from industry-specific learning, channel-specific learning is all about the hard skillsets that will allow you to do your job in the industry.

For someone into E-commerce, channel-specific learning will be on channels such as seargh engine marketing, social media marketing, analytics, coversion rate optimization, etc. These are the specific hard skills that will help me in building a profitable e-commerce store.

And what’s the best way to learn channel-specific skills? Reading and doing. The iterative process of going through “reading and doing” is the single best way for me to quickly pick up the skill and get from 0 to 1. Every time I get assigned to a new channel to help out with, first thing I do is google the most authoritative books and figures on that subject. Then I will devour those books and it literally becomes my top priority for that period of time.

Connecting that iterative learning flow to a startup, since a lot of things are not yet built out, it reqires one to build things from 0 to 1 quickly and effectively. The mindset I adopted is:

Learn > Craft Plan > Execute > Review > Revise & Optimize

That’s literally how we built SHOPLINE’s content marketing and SEO channels.

1. Learn as much as possible about content marketing and SEO during spare time
2. Craft out a plan specific to SHOPLINE
3. Set a quarterly goal and execute
4. Review results at the end of the quarter
5. Revise the strategy and optimize.

I’m quite certain there are other ways and processes in “learning” that are more efficient and effective than the process I subscribe to. But this is something that worked truly well for me and one that fits my personality particular circumstances.

Aside from subscribing to the best blogs in each space, here are some of the books I consumed before planning for a new marketing channel:

Search Engine Optimization:

• SEO 2017: Learn search engine optimization with smart internet marketing strategies
• How Google Works

Content Marketing:

• Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less
• Email Persuasion: Captivate and Engage Your Audience, Build Authority and Generate More Sales With Email Marketing
• On Writing: A Memoir of the Craft
• Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses

Google 動態再行銷是個可怕的廣告類型，看起來超強大、ROAS (廣告回報率) 超高，卻也因為其複雜度而變成最難設定好的廣告類型之一。今天就用最簡單清晰的內容一步一步帶大家設定好Google動態再行銷廣告！¹

在開始之前，我們先了解一下普通的再行銷和動態再行銷是什麼不一樣！

GOOGLE基本再行銷概念：

GOOGLE動態再行銷概念：

你需要準備好的東西：

1. 網店產品檔案（product feed)
2. Google Merchant Center 帳號
3. AdWords 帳號
4. 網站代碼

建立GOOGLE動態再行銷步驟：

1. 設定好 Google AdWords 動態再行銷標籤
2. 把 Google AdWords 動態再行銷安裝至網店上
3. 準備好網店的產品檔案
4. 建立 Google Merchant Center 帳號
5. 上傳 產品檔案 到 Google Merchant Center
6. 等待 Google 審核你的產品檔案並且修改 Google 提出的錯誤資料
7. 串接好 Google Merchant Center 和 Google AdWords
8. 建立動態再行銷廣告
9. 其他相關設定

1) 設定好 Google AdWords 動態再行銷標籤

第一步驟是在 AdWords 後台開啟動態再行銷的代碼，曾經安裝過 Google 普通再行銷的店家可以忽略這一步，因為你的 AdWords 帳號裡面已經有再行銷代碼了。

在 AdWords 介面裡，進入【共用資料庫】

查看【目標對象】> 網站訪客【設定再營銷】> 【使用動態廣告】打勾 > 業務類型選擇【零售】> 按【設定再營銷】

複製代碼裡面的 Google Conversion ID > 不要選擇【以電郵傳送指示】> 繼續

按【返回目標對象】之後，會看到 AdWords 為你自動建立的目標對象名單：

2) 把Google AdWords動態再行銷安裝至網店上

已不適用於 SHOPLINE 網店（更新於 2018-01-26）

不同的網站可以有不同的安裝方法，但現在主要是針對使用 SHOPLINE 的店家安裝再行銷：

登入 SHOPLINE 後台 > 商店設置 > 追蹤設定 > Google 再行銷 > 把從第一步複製的 Google Conversion ID 貼入第3個欄位 > 啟用動態再行銷廣告 > 更新

3) 準備好網店的產品檔案

Google Merchant Center 可以接受以下機種檔案類別：
1) Google 表格

• 最手動的方式就是把網店內的產品一一紀錄在一個 Google 表格裡，然後提交給 Google

2) 排定時間的提取

• 功能比較齊全的電商平台都會提供這個功能²，基本上就是把網店裡的商品自動打包成 Google／Facebook 能夠讀懂的檔案格式，上傳至一條固定的連結，並且時時更新連結內容以提供最即時的產品資訊讓 Google／Facebook 投放廣告
• 通常一個產品檔案連結可以同時支援 Facebook 和 Google 的格式

3) 上傳

• 不太適合普通店家，需要懂得用FTP上傳

4) Content Api

• 不太適合普通店家，需要跟 Google 做 API 串接，再把產品導進去

產品檔案裡面必須有這幾個資訊：(參考連結)

• 產品編號
• 產品名稱
• 產品簡介
• 鏈接
• 產品圖片鏈接
• 庫存狀況
• 價格
• 品牌
• 使用情況
• SHOPLINE 店家如果完成了第二步驟，可以直接用第二種方法（RSS連結）上傳：

進入SHOPLINE後台 > 推廣 > 複製【RSS連結】

4) 建立Google Merchant Center 帳號

還沒有 Google Merchant Center 帳號的店家可以到 Google 官方網站建立一個帳號，之後可以驗證網站擁有權。

進入【產品】> 【動態饋給 (最新)】> 【主要動態饋給】按添加按鈕

填好【基本資訊】然後按【繼續】

• 指定國家／地區 = 【台灣／香港】
• 語言 = 【中文／英文】
• 主要動態饋給名稱 = 【可自訂】
• 主要動態饋給輸入方式 = 【Google 試算表／已排定擷取時間】

設定【動態饋給】

• 檔案名稱 = 【自訂】
• 擷取頻率 = 【每日】
• 擷取時間 = 【自訂】
• 時區 = 【台北／香港】
• 檔案網址 = 產品檔案網址³

儲存之後，點進剛建立好的【動態饋給】> 右邊三個點的設定 > 按【立即擷取】

5) 等 Google 審核你的產品檔案並且修改Google提出的錯誤資料

做完以上步驟就需要等Google審核並批准你所上傳的商品檔案，Google核准了你的商品檔案之後，可以在【診斷】看到類似以下的頁面：

Google拒絕你商品檔案的幾個最常見原因：

• 完全沒有／沒有提供清楚的【退貨政策】給消費者
• 完全沒有／沒有提供清楚的【退款政策】給消費者
• 沒有提供安全的結帳流程（網店結帳流程必須有SSL全程加密）
• 沒有提供聯絡資訊（電話號碼、電郵地址、實體地址，三樣必須有兩樣存在並且清楚的顯示給消費者）

如果遇到 Google 拒登商品檔案的情況，可以進入【項目】> 查看問題細節 > 按【了解詳情】然後按照 Google 的建議去修改，修改之後再請求Google重新檢視你的商品檔案就行了。

7) 串接好 Google Merchant Center 和 Google AdWords

在Google Merchant Center後台，右上角【三個點】> 點進【帳戶連結】> 【連結帳戶】

從 AdWords 後台把 AdWords 客戶編號複製並貼進【傳送連結要求】的欄位，然後按【傳送連結要求】。

接下來登入AdWords後台，可以在右上方看到【處理商家中心】的提醒

在接下來的介面裡，點擊【查看要求】> 確認店舖名稱、編號、和網站符合你在 Merchant Center 的設定 > 按【核准】

8) 建立動態再行銷廣告

最後一步就是建立廣告了！接下來的教學將是針對【查看商品，卻沒有加入購物車】的受眾而建立的動態再行銷廣告。

在AdWord後台【廣告系列】頁面，按紅色按鈕【+廣告系列】> 選擇【僅限多媒體廣告聯盟】

在接下來的頁面裡，選擇【沒有市場推廣目標】> 填好基本資訊（名稱、位置、語言、競價策略、廣告預算）

在最底下的【進階設定】點進【動態廣告設定】>【使用動態廣告】打勾 > 【業務類型】= 零售 > 【資訊提供】 = Merchant Center 帳戶 >【儲存並繼續】

填上廣告群組名稱 > 選擇【興趣及再行銷】> 在選區類別選擇【再營銷名單】

點擊【瀏覽產品的人 (零售)】右旁的 ”>>” 來加入名單，然後點擊頁面底部的【儲存並繼續】

接下來的介面就是設計動態再行銷-產品廣告的頁面了：

上傳網店【標誌】和【市場推廣圖像】

填好標題、描述、廣告客戶名稱、顯示網址、最終到達網址、宣傳文案、按鈕文案、主題顏色：

下面可以選擇【廣告格式】、廣告名稱

以上做完之後，可以點擊【查看及完成】來預覽潛在客戶即將看到的廣告，也可以直接【儲存廣告】

9) 其他相關設定

Google 動態再行銷代碼進階設定：

這兩個屬於進階設定，會直接影響到 Google Merchant Center 和 AdWords 再行銷代碼之間的匹配度，不熟悉的店家可以不用設定。

使用系統獨立產品編號以代替商店貨號？

你的網店如果有填好商品貨號（SKU），可以不用理會這一個設定，但你如果部分商品有 SKU、部分沒有，那麼可以啟動這個設定來統一提交給 Google Merchant Center 和 AdWords 再行銷代碼的產品編號。

顯示單個商品規格而不是所有商品規格？

你網店裡面的商品如果有多種商品規格（顏色、尺寸），啟動這個設定可以統一之提交第一個商品規格。

GOOGLE 自動幫行銷者建立的（零售）受眾：

一般訪客：到達過網站其他頁面，但沒有瀏覽過商品頁的人
放棄購物車的人：有加到購物車，但沒有完成結帳的人
瀏覽產品的人：有瀏覽過產品，但沒有加到購物車的人
過去的買家：有完成結帳的人
以上4個受眾是最基本、最常被用到的受眾，但進階店家可以在這個基礎加上其他的受眾設定，讓你的廣告更精準。

恭喜你！經歷9大步驟後，終於設定好了Google 動態再行銷廣告了！

延伸閱讀：Google 購物廣告投放教學