Comparison shopping sites / Summer Sales 2020

Summer French sales is coming! Time for you to have your comparison shopping site feeds ready.

  • French Sales start on July 15, 2020 until August 11, 2020.

We recommend you to get in touch with each comparison shopping website to make sure you have all information you need to take part in Summer sales this year and to know exactly how to proceed.

This guide may contain dates prior to the sales period announced, this means that we haven't received an update from the channel yet.
  • You will find hereafter useful tips to have your sales ready on time.
  • Specific requirements for Google Shopping

1. How to display sales on Comparison shopping sites

Some of these channels might have a dedicated field that needs to be filled in to display on sale products. For example, you must fill in the “Type of promotion” field that you will find in Le Guide “Feed management > Field matching” area. For some other channels you will have to indicate both the “sales / on sale” expression in the product title or description and a striked price.

Tip n°1 : identify / isolate your on sale products

You can choose among several options :

  • You can either add a new column in your source feed that will display some values such as 1 for on sale products and 0 for not on sale products
  • Or you can decide to sell off products according to many criteria such as their category, their stock, their price…
  • You can also compare your product crossed-out price and price through an automatic rule if you have this information in your source feed as shown in the example below :

You will then be able to create automatic rules according to one of these parameters to display sales on comparison shopping sites.

Tip n°2 : Add « on-sale / Sales » expression in both titles and descriptions

To make sure your clients will easily see your products which are on sale, some comparison shopping sites ask that you add the term "Soldes" at the beginning or at the end of the title and the description. We recommend that you contact the account manager of the comparison shopping sites where your products are published to know their preference (For example, Twenga, Kelkoo, Google Shopping and Idealo do not allow these terms in the titles and/or description).

Here is an example of an automatic rule that would suit this process :

If your product crossed-out price is higher than its current price you will then write “En Soldes- ”or “Soldes – “ / "On-Sale" or "Sales - " according to the country (in which you sell your products) before both the title and the description. 

You have then to set up a time period for this rule running from June 26, 2019 and will end on August 06, 2019. Please make sure you fill this automatic rule with your own source feed data.

Tip n°3: Crossed-Out price & Price before discount

You will need both a crossed-out price and a (discount) price in your source feed. To make sure your products will be displayed on sale, you will have to match these fields with those required by the comparison shopping site. You will do this in “Feed management > Field matching” area in Lengow.

Please contact us if you need any further assistance at this stage.

2. Google - Online Products

To display on-sale products on Google Shopping, you will need to fill in these 3 fields below:

  • Sale price” : the current, discount price of your products
  • Price” : the previous, higher price of your products
  • Sale price effective date”: 2020-07-15T08:00+0200/2020-08-11T23:59+0200 Time period during which Summer sales will apply. If you use this field, Google recommends you to optimize your feed at least 7 days before the first day of the sales period to make sure changes are taken into account. 

The date is mandatory. The system will thus recognize whether it must display (or not) the sale price at a given time.

Click here to see the Google's documentation

Note: Your original prices'll be only visible on mobile devices.

2.1 What you will need to do on Google - Online Products feed in Lengow

Here is the « official » way of displaying sales on Google Shopping website sales. You can also decide to do it another way though you will still have to make sure the 3 fields we discussed previously are properly filled in.

2.1.1 Virtual field creation

First you will create two virtual fields in the “« Feed Management > Source feed” and name it this way :

  • GoogleShopping_SalePrice
  • GoogleShopping_SalePriceEffectiveDate

2.1.2 Match the appropriate fields

In the Field matching area, you will then match them with Google fields this way:

  • Google « sale price » field will be matched with your « GoogleShopping_SalePrice” » virtual field.

  • Google « sale price effective date » field will be matched with your “GoogleShopping_SalePriceEffectiveDate” virtual field.

2.1.3 Automatic rules

Once your virtual fields are both created and matched, you will set an automatic rule to display sales on Google Shopping:

  • 1/ Crossed-prices from your source feed will become usual prices in the google feed
  • 2/ Discount prices from your source feed will become “Google shopping sale price”
  • 3/ Google sale price effective date will become (exactly) : 2020-01-08T08:00-0100/2020-02-04T23:00-0100​

You will finally set up a time period running from the 8th of January 2020 until the 04th of February 2020 (please make sure the related rule will apply only on on-sale products)

2.2 Double check your sale parameters

Once you’ve been through each of these steps, please make sure you check the optimized feed that Google will use to display sales.

  • Google “sale price” field should be matched with your reduced prices
  • Google “price” field should be matched with your regular prices
  • Google “sale price effective date” field should contain both beginning and end dates and follow this exact structure: 2020-01-08T08:00-0100/2020-02-04T23:00-0100

Keep in mind that you only have to fill in the Google “price” field for products that are not on promotion.

2.3 Advice on preparing for sales from Google

2.3.1 Preparing your campaigns

2.3.1.1 Mobile

Over the sale period, prices are attractive and stocks are often limited. Internet users know this, and have a tendency to log on immediately (wherever they are and with whatever device available) to make the most of good deals or to shop around. So don't hesitate to drive up the mobile bidding from the beginning of this during this crucial period in order to be present on all devices used by Internet users. Google help centre link.

2.3.1.2 RLSA

Drive up your bids over the sale period specifically for audiences who know your website and/or who have already bought from you in the past. Aim: to keep hold of this audience over the sale period when the majority of advertisers increase their visibility with attractive product prices. Google help centre link.

2.3.1.3 Optimising CPC (eCPC)

Deactivate eCPC the day before the sales to have a better control over bids on the day. Google help centre link.

2.3.1.4 Differentiation of your ads

Use product ratings to increase your CTR and capture more qualified traffic. Google help centre link.

2.3.2 Tracking and optimisations

Over highly seasonal periods, particularly those as short as sale periods, a more frequent tracking (tracking daily or many times in a day) is necessary to adjust targeting and especially the bids according to the results, the competition and the product stocks.

2.3.2.1 Diagnostic of Merchant Centre feed

Merchant Centre platform: Avoid feed suspensions and monitor refused products with a more frequent tracking during the sale period. Avoid problems blocking the publication of a product on Google Shopping that are due to account configuration, feed processing the quality of data or non-respect of regulations by clicking on the "Diagnostic" tab in the Merchant Centre. Google help centre link.

2.3.2.2 Lost impressions share (budget)

Adwords platform: Follow the shopping results by using impression share reports (budget). Make sure that the budgets on the campaign level are able to cover the volume of requests during the sale period, particularly in the first hours and first days. Google help centre link.

2.3.2.3 Lost impression share (rank)

Adwords platform: Follow the shopping results by using the impression share reports (rank) at the most granular level possible, particularly for 1) product category and 2) by personalised label (if in place in your campaigns). Increase your bids for products that you hope to drive up in terms of impressions so that your advertisement is published more often. Google help centre link.

2.3.2.4 "Variables" shopping tab

Adwords platform: The "Variables" tab provides reports on performances personalised at all levels of precision and according to each selected variable. These reports will provide you with details that could potentially direct your decisions and optimisations. Google help centre link.

Happy sales with Lengow!