To obtain a positive result in the project, all 4 basics of internet marketing are necessary to work. if one of the fundamentals isn’t fulfilled – the project willn’t achieve a successful result. It’s important to process all 4 basics without exception.

1. Marketing

2. Advertising

3. Websites

4. Sales

1. Marketing Basic Marketing: – Naming, logo – Marketing strategy – Corporate identity – Brief description of the company – Unique trade offer (UTP) – Benefits derived from the product/service – Advantages of the company – Pricing policy – Difference from competitors 2. Advertising To achieve the goals, it is necessary to choose the appropriate promotion channel: 1. Search terms (Google): – contextual advertising – SEO 2. Social networks (Facebook, Instagram, TikTok, LinkedIn): – Targeted advertising – SMM 3. Specialized sites: – paid advertising – free advertising 4. Common portals (OLX, ROZETKA, etc.): – paid advertising – free advertising 3. Websites The site must “convert” traffic to leads. Expectations of the target audience: – A unique sales offer is in a prominent place (offer) – a call to action gives an understanding of what to do next to order a product/service – the site is easy to use (usability) – It is easy to find all the necessary information on the website – the site loads quickly – the site is adapted for mobile devices 4. Sales Principles of operation of a modern sales department: – CRM from ma – Sales planning and forecasting – Sales training/training – IP telephony – Scripts


In advertising, there is a strategy for displaying your ads on the names of competitors’ companies.

This strategy kills two birds with one stone:

  • first: you get targeted traffic;
  • secondly: weaken the position of competitors in the market. Taking away some of their visitors.

And everything would be fine, if not for one <but>. Your competitors can do this too and will take visitors away from you. And this is no longer pleasant. Here are some tips on how to protect and retain your audience.

Let’s start with an important note:

  1. It is not allowed to use the names of foreign brands in promotional materials.

We recommend that you periodically check your competitors’ ads and monitor your brand mentions. It’s not easy to do, but it’s practically a 100% way to remove a competitor’s ads. They saw a violation – complained – the competitor is blocked.

  1. Be sure to advertise on demand with your brand name.

You will get high-quality traffic, show competitors that the advertising space for your queries is taken and there is no point in claiming your traffic. Well, as an added bonus, you can choose a page on the site where you want to drive traffic for a branded query. You can’t do that in SEO.

And finally:

Do not be afraid of betting competition.

Of course, this is not a very pleasant situation. If your competitor is trying to take traffic from you for your brand, even though your ad is also set up for this audience, you need to squeeze such a competitor out of advertising spaces. And the only way to do that is by increasing your bids per click.

It is worth constantly testing new hypotheses – experimenting. In terms of your brand, in any case, you will receive profit many times more than your competitors. Your traffic will be very high quality, your competitor will spend a lot of money. And even if you can’t force a competitor to abandon the idea of ​​​​advertising on your brand, then you will definitely be able to drain a good part of his advertising budget. Some real comfort.

Good luck to everyone in business, digital agency iWeb is in touch.


Surely you have heard more than once from colleagues, at webinars or from marketing bloggers about Google Merchant Center, Google Shopping or shopping campaigns. All this may seem like an incomprehensible tangle of names, answers to five main questions will help you understand: what, who, where, why, how?

  • What is the Merchant Center, shopping campaigns?
  • Who can use the tool?
  • Where are these ads posted?
  • Why is this for my business?
  • How to create a campaign?


The Google Merchant Center is a platform where retailers can add information about their products and stores. This information will be available in different Google services: Search, Display Network / Display Network, Youtube, Gmail, Images.

It is with the Google Merchant service that the path of launching shopping campaigns and the ability to show the assortment of your online store to interested users begins.

Shopping campaigns and ads – ads in which the ad consists of an image, product name, price and store name.

The purpose of such a campaign is to increase online sales.


First of all, this tool is simply a must-use for online stores, but it may be beneficial for your business if:

  • You have many SKUs and several target audience segments. Google Merchant Center will “make friends” them automatically.
  • Your audience mainly uses Google services: from search to YouTube.
  • Your product (price, uniqueness, appearance) can attract the attention of the buyer even at times when he is far from buying.
  • You are ready to experiment and the product meets the requirements of the platform.


  • Shopping ads appear on Google services:
  • Google search (side and top of the main search and advertising results).
  • Display Network, including YouTube and Gmail.
  • In the Google Images tab.


Shopping ads, despite the seemingly complicated setup (more on that below), have important advantages:

  • Visibility – Compared to classic text advertising, shopping ads require images and prices.
  • Higher click-through rate compared to text ads.
  • More interested customers – such an advertising tool allows the user to familiarize themselves with the product and its price in advance.
  • Simultaneous placement with text ads increases the chances that your product will be more noticeable by 2 times.
  • Ease of campaign management – the service itself generates ads (prices, name), information is taken from the uploaded platform feed.
  • Relevance and concern for the user – product information must be constantly updated (at least once every 30 days), which means that your customer will be shown the most up-to-date information on product availability and price.


If you’re ready to give this tool a try, here’s the basic flow of running a Google Ads Shopping Campaign.

Stages of creation:

  • Create an account in Google Merchant Center.
  • Connecting/Linking to Google Ads
  • Feed generation
  • Shopping Campaign Launch

Shopping campaign requirements.

As with any platform, service or site, for successful moderation it is important to comply with all requirements and take into account recommendations. To set up in the Google Merchant Center, it is important to observe the following points:

  • Linked accounts Google Merchant Center and Google Ads.
  • Compliance with Google Shopping policies, which may differ from Google Ads. For example, you cannot post fake products, and restrictions apply to a number of categories.
  • The presence of a secure https protocol on the site.
  • Updating product data – at least once every 30 days.
  • The presence of a basket with which the user can make a purchase.
  • Availability of contacts – mail, physical address.

You can read more about all the recommendations in Google Help.

OK, but HOW to create a feed?

A Google Merchant Center feed (Google Shopping feed or product data feed) is a table with key characteristics about a product that is used to build and display an ad.

To generate a feed in the Google Merchant Center, select Products > Feeds from the left menu and click on the + icon to create a new feed.

At the preparation stage, it is necessary to take into account that the feed can be in text or XML format.

The text format is one of the most common and can be created using Google Sheets without involving developers.

The XML format is more complex than the first one. It is suitable for more advanced users and requires technical skills.

Important note: Google does not support XLS and CSV feeds. Must be converted to text format before uploading to GMC.

What is a feed made of?

  • Name.
  • Price.
  • Item ID.
  • Product Name.
  • Product description.
  • Product category.
  • Link to the product.
  • Link to image.
  • Product availability.

After the prepared feed, to launch the tool, you need to create a shopping campaign in Google Ads, optimize it and monitor its effectiveness.


Shopping campaigns are another way to stand out from the competition, especially if you are an online store, especially if you need a new round of development for your advertising campaigns.

Despite the long chain of preparation for the launch, there are a number of advantages of using this particular tool. At a minimum, Google will take care of the main pain of an Internet marketer: to whom, where and when to show your product.

As a maximum, you will attract more interested customers and, in conjunction with text advertisements, reach more of the target audience.


Google Shopping is the most effective Google advertising tool for increasing online sales, generating more conversions for online stores than regular text ads or display campaigns. By launching Classic Shopping Campaigns or Smart Shopping Campaigns, you can increase the number of transactions by tens of times in the shortest possible time due to google machine learning, which will show your product to the target audience on the Google search and display network on YouTube and Gmail, while profitability advertising will grow.

The main benefits that Merchant Center provides:

  • Quick start – Google Shopping and Merchant Center can be set up and launched in just 5-7 days (sometimes up to 2 weeks, it all depends on the category of goods);
  • The cost of conversion is 3-4 times cheaper than other advertising sources, and the cost of a click is on average 2-3 UAH;
  • Dozens of orders immediately after a smart shopping campaign is approved in your Google Ads account;
  • The growth of conversions for online stores averages 25-35%.
  • No need to write keywords, negative keywords or text ads;
  • Free traffic and orders from Google search and from the “Purchases” tab;
  • A potential customer can immediately see the basic information about the product: photo, product name, price, store name.

To start, you need to do the following steps:

  • A site that complies with all of Google’s online shopping policies;
  • Claim and verify your site in Search Console;
  • Set up e-commerce in Google Analytics;
  • Advertising account in Google Ads;
  • Create an account in the Merchant Center;
  • Link all accounts together;
  • Download data feed;
  • Set up Google Shopping.

How are Google Smart Shopping Campaigns different from normal shopping campaigns?

The main difference between standard and smart shopping campaigns is that Smart Shopping Campaigns use machine learning for automation.

The task is the same: to unload the advertiser when setting up and maintaining contextual advertising from “manual” tasks and increase the effectiveness of campaigns through an automated search for optimal settings.

Classic Google Shopping Shopping ads are very different from Smart Campaigns. Here are the main differences between them:

  1. Google Smart Shopping campaigns work across four advertising channels at once: search product ads, advertising in Gmail, YouTube and the display network. Moreover, the specialist does not need to adapt the ad format for each of the networks, this is done automatically. The resulting ads will look exactly the same as the ads we are used to on the same sites;
  1. The system automatically adjusts the bid depending on the target audience and other conditions. For example, if a given user is more likely to take a targeted action, a higher CPC can be assigned to them so that they see the ad for sure. At the same time, there is no manual adjustment of rates;
  1. Choice of location, schedule of ad impressions, targeting by devices and target audience, minus keywords. The system takes care of all of the above, and the advertiser does not have access to change these settings.

Benefits of smart shopping campaigns:

  1. Save PPC specialist time. You must specify the desired campaign goal, campaign budget, target URL, and product information. The rest of the work (creating ads, targeting, setting bids, etc.) will be done by the system for you;
  2. Intelligent bet selection strategy. Based on general statistics (time of day, user device, geographic location, site), the system itself chooses the optimal cost per click for each ad impression;
  3. One budget for 4 advertising channels. Google Shopping Smart Campaigns allow you to efficiently share costs across YouTube, Search, Display Network and Gmail for maximum results and savings on your advertising budget;
  4. Less workload for designers. No need to draw separate banners for each site.


Google Ads is an online advertising service that allows you to place ads on the results page of the Google search engine. Google ads are practically no different from search results. Their only difference is the word “Advertising”. Such ads are usually displayed at the top, side and bottom of the search results page.

Google Ads: How it works

When a user enters a query into the search bar, Google displays relevant advertisements based on the keywords used in the query. Those advertisers who want their ads to be shown on the results page select keywords and place bids – the price they are willing to pay in case of a click on their ad. Depending on the competition, the size of the bid and the quality of the ad itself, they occupy different positions in the search results.

Google Ads: Advantages

  1. Showing ads to an audience ready to purchase or order a service. You can decide for yourself which keywords the ad will be displayed for. Search phrases with transactional bindings (“buy”, “order”, “price”, etc.) will help your ads to be shown to those who are most likely to order a service or make a purchase.
  2. Display ads at the exact location. To do this, it is important to specify the geographical location of your potential customers (country, region or city). You can also specify the area of the city or the required radius. When compared with targeted advertising, Google Ads allows you to show ads to users with a formed need.
  3. Flexibility in managing ad campaign settings. The service allows you to quickly change settings (for example, bid strategy) for effective advertising.
  4. Payment is possible after clicking on the ad. Google uses the PPC model, a pay-per-click advertising model. That is, you pay only when an interested user clicked on your ad.
  5. Performance tracking. The advertising cabinet allows you to track and analyze important parameters. For example: how many times your ad was viewed, how many clicks were made, purchases were made or requests were left. By monitoring the results of your advertising campaign, you can quickly make the necessary changes to improve its effectiveness.

What affects the display of your ad

Google uses an algorithm that determines the display of an ad of a particular user of the advertising service. In fact, this is an auction. However, the participant with the highest bid per click does not always win here. The algorithm also takes into account the quality of the ad – how relevant it is to the search query and how high the probability of clicking on it is. Those ads that have a high bid and quality indicator occupy top positions among ads in search results. Google uses 3 main parameters to determine the location of the ad in the search:

  • An indicator of the quality of the ad. This parameter reflects how relevant the ad is to the keyword. In order for it to be shown at the top, the ad must match the key query. For those who are looking for a Samsung mobile phone, in 99% of cases Google will not show real estate ads.
  • Bet. This parameter means the maximum cost per click that you are willing to pay. By reducing or increasing it, you can influence the number of impressions of your ad and the profitability of advertising costs. Most often, a high bid allows you to attract more traffic.
  • The relevance of the page. The Google system assigns a high indicator to the ad, after clicking on which the user gets to the page of the site, which contains the information relevant to the ad and the search query. For example: when advertising cars of foreign brands, you should not take them to a page with the domestic automotive industry.

The secret of a high-quality ad

It is not easy to write ads that would be more literate and attractive than those of competitors. It is important to clearly state why you should buy a product or order a service from you. Do not forget about the call to action. Here are a few nuances that are important to consider when writing an ad:

  • A clear formulation of your proposal. A potential client should immediately understand what you offer and whether you can meet his need. It is also important to guide the user to the page that corresponds to the ad.
  • Use keywords in your ads. Use the keywords by which you will be shown. Then the system will understand that the ad is relevant to the request of a potential client.
  • Draw attention to your ad. It is important to immediately convey to the user what your trade offer is better than others. Such information will have a positive impact on the results of the advertising campaign.
  • Stocks. Many people like the process of getting a discount. For example, you can specify that you have free shipping, a discount on some product in a certain period of time, etc.
  • A call to action. Potential customers are more likely to click on an ad if they are prompted to take the necessary action. For example: “Order and get a gift!”, “Have time to order before May 1 with free delivery!”.
  • Extensions to ads. They may contain important information about your company, for example: the address of your store, phone number, the main advantages of your store, other sections of the site that may be of interest to a potential client. Using extensions will increase the area occupied by your ad, which means it will become more noticeable to users. In addition, they do not incur additional costs.


Google Ads is one of the most basic online advertising services. Its main advantage is that advertising is shown to users who are as ready as possible to order a service or product. Search advertising allows you to attract customers already on the 1st day of its launch. Although it is one of the most expensive, the costs for it will fully justify themselves if properly configured.

You can order professional customization of your advertising campaign from us. We at the iWeb agency make your investment in advertising payback. Call us or leave a request for a consultation and we will call you back!


DoubleClick Digital Marketing Platform is Google’s platform for purchasing display advertising, which consists of several integrated services and allows you to plan, create and implement campaigns from various advertising networks.

Double Click includes the following services:

  • DoubleClick Campaign Manager.
  • DoubleClick Search.
  • DoubleClick Studio.
  • DoubleClick Bid Manager.
  • DoubleClick for Publishers.

Campaign Manager (DCM)

Platform foundation. You can use it to optimize impressions, plan placements, set up targeting and timing, get reports, and more.

Search (DSS)

The tool helps people who want to advertise on multiple search engines. With DSS, you can manage ad campaigns, bids, and analyze across multiple search engines.

Bid Manager (DBM)

Purchase of advertising impressions at the best prices, depending on the goals of the advertiser. Real-time bidding provides the ability to optimize bids, as well as predict the number of impressions.


A tool for creating and managing ads, but with more functionality.

DoubleClick for Publishers (DFP)

For those who plan to sell advertising space. The operation of the service is similar to the operation of the Google AdSense service, but it allows you to sell ads not only in AdSense, but also in other advertising networks.

The main benefits of using DoubleClick


  • Detailed cross-platform statistics.
  • Insurance against poor-quality implementation of advertising.
  • Responsive multimedia remarketing.
  • Lookalike targeting.
  • Purchasing advertising through direct purchases.

Detailed cross-platform statistics


Cross-platform tracking, this feature allows you to get the user’s activity on a separate platform. Statistics show the most effective advertising channels. This advantage makes it much easier to optimize ads.

Insurance against poor quality advertising


DoubleClick services guarantee the placement of advertising on resources with quality content. Due to this, the overall efficiency of digital advertising increases, as well as the savings in the advertising budget.

Responsive multimedia remarketing


Doubleclick analyzes the behavioral factors of potential customers. Allows you to create more personalized ads that can significantly increase your audience reach.

Lookalike targeting

Using a fairly new type of targeting “Lookalile”. DoubleClick analyzes related companies for a loyal audience that may like the products or services offered by your company.

Purchasing Advertising Through Direct Buying


The possibility of renting a specific place for an advertising banner. For example, in the very center of the main page. This method allows you to get a large number of impressions without the need to participate in the auction.

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