Elevate Your E-Commerce In 8 Steps:
How to Set Up Google Shopping Ads In The Best Way!
Setting Up Google Shopping Ads
Launching your Google Shopping campaign? You’re in luck! Here’s how you can hit the ground running by connecting your Merchant Center to Google Ads and nailing down the basics that set you up for success. This is how to set up google shopping ads, in a pain free, easy to follow way!
Linking Merchant Center to Google Ads
You must connect your Merchant Center account to Google Ads. This connection lets you put your product feeds to work in your Shopping campaigns. You can either link them up manually in the Merchant Center or use the Content API for Shopping.
How to link your Google Merchant Center to your Google Ads Account:
1) Visit Google Merchant Center: Go into your Merchant Center account and head over to the “Settings” menu.
2) Select “Linked Accounts”: Click on “Google Ads”
3) Send an Invitation: Send an invite from the Merchant Center Account to Google Ads.
4) Acceptance Required: The invitee needs to accept. They can cancel or resend if they start having second thoughts (Google Ads Support has your back).
Components for Success
Just linking your accounts isn’t enough. There are a few more steps before you are good to go. As noted by DataFeedWatch, three things need your attention: a Google Merchant Center account, a linked Google Ads account, and a product feed.
| Component | Description |
|---|---|
| Google Merchant Centre | This handy tool lets you upload and manage your product data (Need help? Google Merchants Support's got ya) |
| Linked Google Ads Account | Your Google Ads account connected to the Merchant Center so your product info can be featured in Shopping Ads |
| Product Feed | Product information that gets pulled from your website and fed into merchant centre to run google ads (Learn more at Google Retail) |
Getting these components right is crucial for creating a successful Google Shopping campaign.
Google Shopping Campaign Essentials
So you’re about to jump into launching your Google Shopping campaign, but hang on a sec! You’ve got to build a rock-solid base if you want your ads to perform. This starts off with getting the fine details setup correctly: setting up that Google Merchant Center account and sprucing up your product feed.
Google Merchant Center Account
Google Merchant Center’s your new best friend if you’re a small business, entrepreneur, or just starting out. It’s the backstage pass to get your products shown all over Google Search, Maps, YouTube, and other connected services. (See Google Merchants Support here).
Here’s the lowdown on how to get your Google Merchant Center up and running:
1) Sign Up: Go to the Google Merchant Center signup page and start by creating an account.
2) Verify and Claim Your Website: Prove you own your website using a meta tag, or by uploading an HTML file, or using Google Analytics or Tag Manager.
3) Add Product Data: Got your goods on Shopify? Automatic upload is your friend. Or, go old school and upload the file yourself (more info at Google Retail).
4) Link to Google Ads: Last step, connect your Merchant Center with Google Ads and start crafting those shopping campaigns.
Product Feed Optimization
The magic in your Google Shopping campaigns? It’s all in the product feed. Get it spot-on, and your products won’t just show up, they’ll be eye-catching.
Key Aspects of Product Feed Optimization:
Product Titles: Keep them short and punchy and full of relevant keywords to boost visibility.
Product Descriptions: Write descriptions that paint a clear picture, giving customers the information they need.
High-Quality Images: Snap high-res images without watermarks to give that polished look.
Accurate Pricing and Availability: Double-check that prices and stock info match what customers find on your website.
To give you the clearest picture of what’s what, here’s a table highlighting the big-hitters in product feed optimization:
| Attribute | Importance | Optimisation Tip |
|---|---|---|
| Product Title | Sky-high | Toss in the brand, model, and must-have features |
| Product Description | Sky-high | Go with informative, no-fluff descriptions |
| Product Image | Quite important | Stay with high-res, watermark-free images |
| Price | Sky-high | Make sure it's spot-on with your website |
| Availability | Sky-high | Keep stock status up to date |
Launching a Google Shopping Campaign
Setup your Google Shopping Campaigns for success with the following steps:
Creating a New Campaign
Step one to kickstarting Google Shopping ads is setting up a new campaign in Google Ads. Let’s break it down a bit:
1) Log into your Google Ads account.
2) Hunt down the “Campaigns” tab and give it a click.
3) Spot that “+” icon? Click it to create a new campaign.
4) Choose “Shopping” for your campaign type. It’s what we’re here for, after all.
5) Link your Google Merchant Center if that’s still on your to-do list. It makes sure your product info is front and center.
6) Decide between “Standard Shopping” (think of it as custom order) or “Performance Max”. The standard version lets you tweak more, while the other uses Google’s AI & Learning to drive results.
7) Tweak those general settings: budget, where and when your ads show up.
8) Give your campaign a catchy name and figure out how much you’re willing to shell out daily.
Choosing Bidding Strategies
| Bidding Strategy | Description |
|---|---|
| Manual CPC (Cost-Per-Click) | Manually set the upper limit on what you’d pay per click. Works great for keeping a tight grip on costs. |
| Enhanced CPC (eCPC) | Adjusts your manual bids automatically, nudging them up for clicks likely to ring the cash register. |
| Maximize Clicks | Aims to max out on clicks without blowing your budget through the roof. Ideal for getting more eyes on your goods! |
| Target ROAS (Return on Ad Spend) | Uses Google's smart tech to keep your ad spend in line with your returns expectations. |
| Target CPA (Cost-Per-Acquisition) | Sets bids so you're not overpaying. Great for sticking to a per-conversion budget. |
Don’t forget about bid adjustments based on where, when, and how people see your ads. A little tweak here and there can sharpen your campaign’s aim.
When small businesses, budding entrepreneurs, and new startups follow these steps, launching a Google Shopping campaign becomes easy. Get your strategy in place, and those marketing goals will be in the bag in no time!
Optimising Google Shopping Ads
For all the small businesses, entrepreneurs, and startups out there wanting a better bang for their buck, tuning up your Google Shopping Ads is a must. Let’s zero in on two big players: what you put in your product feeds and how you strategise those bids.
Product Feed Attributes
Google Shopping Ads requires a strict, up-to-date, relevant, seo-optimized product feed in order to achieve the best results, here is an overview of some of the relevant fields to populate:
Compulsory Attributes
- Product ID: It’s like your product’s unique identifier .
- Product Title: SEO optimized & to the point.
- Description: Paint a picture with words about the product.
- Link: A direct path to your product page.
- Image Link: A high quality image.
- Availability: Let them know if it’s in stock.
- Price: Make sure they know what they’re getting into.
- Brand: Who makes it or what cool brand name it wears.
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Optional Attributes
- GTIN: Global identifier for your product.
- MPN: Manufacturers code
- Custom Labels: Custom tags for your product.
- Sale Price: If your product is on sale, let the world know.
Fill these out right and Google is going ot put you in front of the right crowd. For more tips on improving your Shopping campaigns, see our article on optimising Google Shopping campaigns.
Bidding and Ad Strategies
Let’s talk about cash and clicks. You got your two main routes: manual bidding and automated bidding.
Manual Bidding
You’ve got total control over the cost per click (CPC). Enhanced cost per click (ECPC) is your backup, adjusting bids as needed to catch those high-conversion queries.
Advantages of Manual Bidding:
- You are in control of the CPC.
- Tweaking your bids based on how well they’re doing is always an option.
Disadvantages of Manual Bidding:
- It’s hard work, needing your constant watchful eye.
- Bigger campaigns might be too tall an order to handle manually.
| Bidding Stratergy | Control level | Automation level | Suitability |
|---|---|---|---|
Manual Bidding | High | Low | Small gigs |
ECPC | Medium | Medium | Just-right-sized gigs |
Automated Bidding
Let Google’s AI do the heavy lifting, automated bidding tweaks your bids each time an ad shows, based on what you’re aiming for.
- Target ROAS: Aims for conversions or big wins, keeping in line with your set ROAS targets.
- Maximise Clicks: Squeeze out as many clicks as your budget allows.
Advantages of Automated Bidding:
- Frees up your time.
- AI magic plus marketing goals equals a winning combo.
Disadvantages of Automated Bidding:
- Less say in what each click costs.
- Needs a bit of data to really get going.
To put automated bidding to work, think about having at least 20 conversions a month and a 15-day run before checking things out (Google Shopping).
Looking for more on running Google Shopping Ads? Swing by our google shopping ads management tips and google shopping ads campaign structure.
Maximising Google Shopping Ads
If you’re a small business or entrepreneur looking to up your e-commerce game, Google Shopping Ads are where the magic happens. Two ace cards you gotta play are smart bid adjustments and automated bidding options.
Bid Adjustment Strategies
When it comes to Google Shopping Ads, bid adjustment strategies are your trump cards. This will give you more control. These strategies let you adjust your bidding based on things like where your customers are, what device they’re on, and what time they’re shopping (DataFeedWatch).
Location-Based Adjustments: Spot where people love your products and adjust those bids. If your products are gaining traction in Cape Town, you may want to bid over there.
Device-Based Adjustments: Everyone’s on their phones these days, right? Make sure your ads look great on mobile, and bid accordingly.
Schedule-Based Adjustments: Know when your customers are binge shopping? Maybe it’s Thursday nights or Sunday afternoons. Bid away during those times to make sure you’re front and center.
| Variable | Adjustment Factor |
|---|---|
| Location | Up to -90% / +900% |
| Device | Up to -100% / +300% |
| Schedule | Based on peak shopping times |
These strategies are like having a GPS for your advertising spend. They help you direct where your ads go and when, so you reach your customers exactly when they’re ready to buy.
Automated Bidding Options
Automated bidding is the autopilot for your Google Shopping Ads. Let it do the heavy lifting.
Enhanced Cost-Per-Click (ECPC): It’s the backseat driver you actually want. ECPC helps adjust your bids based on how likely you are to close the deal, so you don’t have to. If your campaign’s getting at least 20 conversions a month, it might be time to give ECPC a try, but give it a couple weeks to show results (Shopping Solutions).
| ECPC Requirements | Details |
|---|---|
| Minimum Conversions | 20 per month |
| Evaluation Period | 15 days |
Target ROAS (Return on Ad Spend): Works great for different product categories or under different brands, whether you’re running a Standard or Smart Shopping campaign (Shopping Solutions).
| Target ROAS Requirements | Details |
|---|---|
| Application Level | Campaign or Ad Group |
| Suitable For | Different product categories or brands |
Maximise Conversion Value: It’s tailor-made for Smart Shopping and perfect if you’re aiming to squeeze out as much value as possible from your ad budget (Shopping Solutions).
Maximise Clicks:Ideal for low-traffic opportunities or brand new products you need to get eyeballs on. It supports those campaigns aiming to boost awareness with every click (Shopping Solutions).
Want more information? Dive into bid strategies for Google Shopping Ads or get tips for optimising your Google Shopping campaigns.
Playing it smart with both bid adjustments and automated options helps small businesses squeeze every drop out of their Google Shopping Ads, and that means more dollars in the bank.
Advanced Google Shopping Strategies
To enhance the performance of your Google Shopping Ads, implementing strategic bidding approaches can be highly effective. Strategies such as Target ROAS (Return on Ad Spend) and Maximize Clicks can help optimize your campaign results.
Target ROAS focuses on achieving a specific return by adjusting bids based on conversion value, while Maximize Clicks aims to drive the highest possible traffic within your budget. Selecting the right strategy based on your campaign objectives can significantly improve ad performance and overall return on investment.
Target ROAS Strategy
Target Return on Ad Spend (ROAS) focuses on squeezing the most conversion value based on a ROAS number you’re aiming for. Switch on this strategy either at the campaign level or down at the ad group stage, and you can set different goals for various product lines or brands.
Key Aspects of Target ROAS:
- Zeroes in on maximising conversion bucks
- Flexible at campaign or ad group stage
- Works a charm for specific stores or labels
Metric | Value |
|---|---|
Sample Target ROAS | 400% |
Conversion Value | R4 for each buck spent |
Want more on Target ROAS? Sneak a peek at our deep dive on Google Shopping Ads Bid Strategies.
Maximise Clicks Strategy
Maximise Clicks isn’t just working behind the scenes. It’s focused on reeling in the most clicks your budget can handle. Perfect for Standard Shopping situations where all eyes on deck is the mission.
Key Aspects of Maximise Clicks:
- Gears up to grab the highest clicks possible within what you can spend
- Great fit for Standard Shopping
| Metric | Value |
|---|---|
| Budget | R100 per day |
Estimated Clicks | 300 hits per day |
Curious about Maximise Clicks advantages? Dive into our write-up on Google Shopping Ads Campaign Structure.
Using these smart strategies, mom-and-pop shops, budding business owners, and startups can sharpen their Google Shopping Ads campaigns to match their unique sales dreams.
