Have you just launched an e-commerce store or planning to do one?
In either case, you might be looking out for ways to acquire more customers.
There are many ways to do this. But how do you acquire your target customers at an acceptable cost?
Well, one best way is by using google shopping campaigns. When it comes to e-commerce, you must know that google shopping ads have potential to generate sales for you.
Data suggest, 75% of clicks for most retailers came due to google shopping ads. This shows Google shopping ads have proven results for owners who wants to sell their products online.
Numbers don’t lie! Google shopping campaigns can be great for e commerce stores. But it’s not as simple as it may sound.
Google shopping is highly competitive. So taking your campaign to a point where it starts showing results can be a task.
The campaigns looks pretty easy but once you start optimizing them it gets difficult. By knowing how to navigate at this stage will make all the difference in your sales.
If you want to make that difference to your sales eagerly, this post is for you.
We will uncover everything about google shopping ads, how to set up the campaign and what strategies to use to maximize your sales.
So let’s begin with the basics:
What Are Google Shopping Ads?
Google shopping ads displays products that advertisers want to display for a specific query. Hence they are also called product listing ads.
You have probably seen Google shopping ads in the past while searching for a product.
Here’s an example of how Google shopping ads appear when I searched for “Adidas shoes online”:
Theses ads appear either at top of the page or top right side of the page.
The reason why these ads are so powerful is because they appear on the top of the page.
Also they shows high quality image and price alongside.
This makes the user immediately click on the shopping ad when compared to any other normal shopping ad.
They are many other factors that make these ads so effective. We will discuss about it later in this post.
But it’s because of those factors that advertisers seen a hike in conversion rates by up to 130%.
Seeing the results, retailers in last few years spend 47% more on these ads compare to previous years.
How does Google Shopping ads work?
Google shopping runs by two platforms. It’s the Google merchant center & Google adwords.
The merchant center is where the information related to your product is recorded.
By optimizing Google merchant center, you organize the products in a format that google appreciate.
Result? Increase in ad visibility! We will get in to your product fee optimization in a minute. For now see its important to note what is the role of merchant center.
The merchant centre carry three functions:
- Inform Google about the product you want to display
- Gives the information to google that allows to create an ad that works for you.
- It allows you to share additional insights so that google knows your exact target audiences.
Google merchant centre doesn’t help you to create, manage or track your shopping campaigns.
This part of shopping campaign is done in the adwords.
It’s where your set budget, manage bidding strategy, advertise, analyse and apply strategies based on performance.
You need to set up both the accounts and optimize them well to manage your campaign.
What is Google Shopping Campaigns setup?
Google shopping is an advertising campaign type within Google AdWords.
It has been made exclusive to the businesses who sell usable products or online materials on the Internet.When it comes to driving highly targeted traffic to their storefront, PPC Model in both search engine and social media marketing has proven to be effective.Click To Tweet
This traffic is frequently more practical. Also its likely to change over into a deal than progressively customary promotion types like content advertisements.
Moreover, Google Shopping advertisements don’t keep running off keywords.
Rather use genuine product information from your store to control their capacity to show up when customers look on Google.
For instance, if you somehow happened to look for “Nike running shoes” in Google, product promotions that coordinate or intently coordinate that question depends on such things as the key terms found inside product titles and portrayals.
Google Shopping has gone under a couple of changes as time has passed. lets explore how they look like now.
What do Google Shopping Ads look like?
Google Shopping Ads can be used to put out ads on three distinct places on Google.
These are General Search, Images, and Shopping Tab.
When it comes to General Search, specific details matter.
- Product Image
- Product Title
- Merchant Name
- Promotional Message
For Images and Shopping Tab, the ad appearance is different.
Image Search includes only Image, Price, and merchant name.
Another new feature of Google Shopping Ads has been the new Showcase Shopping Ads.
These are relatively new and are only available in:
- Hong Kong
- New Zealand
- The Philippines
- South Africa
- United Arab Emirates
- The United Kingdom
- The United States.
Before heading on to your Google Shopping Campaigns Setup, let’s get to know some of the key terms related to Google Shopping.
Key Terms Related to Google Shopping Campaigns Setup
It is very important for advertisers to run their Google Shopping Campaigns the right way.
Therefore, we have created a complete list of key terms to help you go onto creating a successful Google Shopping Campaign.
The different types of focusing on one can set up for their campaigns in Google Ads all assume an indispensable job in both campaigns the executives and in general execution.
For instance you can target your audience based on demographic. This will help you to show the advertisement in explicit nations, districts, and much progressively granular dimensions, for example, by state or even postal district.
There is additionally area rejections which you can use to keep promotions from showing up in districts where you don’t give an administration or where you don’t move products.
Other focusing on structures include:
Specifically alludes how you can modify campaign settings so advertisements can or can’t show up on select gadgets: Computer, Mobile, Tablet.
Target past guests to your site and convey one of a kind promotion to lure them to return and buy once more.
Such things as Gender and Age, you can construct focusing on criteria explicitly equipped to those fragments.
There are many other targeting techniques yet not all apply to our principle theme of Google Shopping.
In Shopping campaigns, particularly for anybody simply beginning, the two essential kinds of focusing on you’ll be setting up are areas and gadgets.
In spite of the fact that there are a couple of special campaign settings that we’ll be covering soon, very little changes for Campaign and Ad Group levels with regards to Google Shopping,
In any case, there are two noteworthy contrasts that you will see when assembling a Shopping campaign.
No Ad Building
In Shopping, you require not really make your promotions all alone.
The Shopping advertisement groups are created by Google naturally and utilize your product information from your feed in Merchant Center.
No More Keywords
Shopping campaigns don’t depend on conventional keywords to check the time and reason why they show up when customers look on Google.
In lieu of promotions and keywords, Shopping campaigns get their own special, the additional basic part known as Product groups.
Product groups basically house your products (promotions) and you can utilize product groups to fabricate a sensible structure for bidding and executing search.
A product group can be involved in a few products or even only one product.
There is likewise an extra organizing component to Shopping campaigns considered subdivision that is straightforwardly connected to product groups.
Essentially, a subdivision is the training by which a vendor or sponsor can arrange their Product groups dependent on their own style of a campaign on board.
It is at the Product amass level that either grouped-style or product one of a kind Max CPC bidding in Google Shopping happens.
We quickly went over what bidding, yet just to recap:
Bidding is basically how traders and sponsors pay for position on web indexes like Google.
By setting a Maximum Cost-Per-Click (the maximum you’re willing to pay for a solitary phrase) on keywords, you can expand the likelihood of your advertisement being appeared in a superior position when your bid is higher than your next nearest rival.
Maximum CPC directly affects advertisement rank.
The genuine cost you pay for a tick is what is insignificantly required to keep up a select advertisement position.
Regularly, it is somewhat higher than your next nearest rival who might promote with comparable keywords or the equivalent or comparable products.
On the off chance that you are at all comfortable with content promotions, you realize that genuine bidding happens at the keyword level.
This contrasts incredibly in Google Shopping where there are no keywords.
Rather, dealers and sponsors bid on the products themselves, regardless of whether it by group bidding or product level bidding.
Bidding is one of the ever-critical parts of overseeing advertisement campaigns in Google Ads.
This is the manner by which you can transform advertisement campaigns into benefit machines.
You’re basically playing an exercise in careful control with your expense per-tap on your products.
You are attempting to bid productively to guarantee enough traffic, enough deals, and a beneficial profit for your advertisement spending plan.
There are basically 2 separate kinds of bidding that should be possible in Google Ads:
User-controlled where the publicists set their very own bids and should likewise modify bids physically with an end goal to enhance campaign execution.
Google Ads bids a couple of Smart Bidding Strategies with which Google takes authority over modifying your bids.
There are two automated bidding types you may see utilized more regularly in Google Shopping than others:
Google will naturally modify your bids when its framework trusts you are bound to get transformations.
While expanding bids, Enhanced CPC won’t have an offered top and accordingly can build you offered by any sum it regards important to enhance position and change likelihood.
As an essential, shippers and promoters are required to have some type of conversion tracking for an effective setup.
Completely computerized, all you give is an ideal ROAS focus (in rate). Google will at that point work to attempt and hit your ROAS target.
The bidding type you pick truly descends to your involvement with Google Ads and Google Shopping.
There are upsides and downsides to both manual and automated systems.
While manual bidding might be additional tedious without the help of specific programming, it likewise gives the best dimension of command over overseeing bids.
Automated bidding techniques like Target ROAS, can be incredibly helpful for those with huge inventories or who don’t have enough time to modify bids each week individually.
In the meantime, be that as it may, you are surrendering a great deal of control.
The Google Ads UI has an extraordinary examination highlight set including complete dashboards, charts, and tables.
You can redo it to your desire.
Revealing dashboards additionally have generous sifting capacities, so you can center your examination to what you have to know at various dimensions of your campaigns’ exhibitions.
We propose investing some energy getting comfortable with the Google Ads UI in light of the fact that you’re going to investing a great deal of time in it.
You can allude to the Google Ads help community for progressively nitty-gritty data.
Let’s set up our first Google Shopping Campaign.
How to do Google Shopping Campaigns Setup?
All these insights into creating the perfect Google Shopping Campaign setup will help us to understand the intricacies of Google Ads and their performance tracking.
Let’s get onto your first Google Shopping Campaign setup.
So, without any further ado, let’s dive straight in!
The underneath goes over building a Shopping campaign without any preparation, the first way dealers and promoters could make them.
Note that this guide is, once more, in light of the new Google Ads.
The primary thing you should do is set up and arrange your campaign.
Here’s how you can do the Google Shopping Campaigns Setup:
- Sign into your Google Ads account.
- Explore the Campaigns area utilizing the left navigation menu.
- Tap on the large, blue ‘+’ symbol situated over the campaign table.
- Select + New campaign from the dropdown list. Since we will assemble this campaign starting from the beginning, on the following page select the last alternative to Create a campaign without a goal’s objective.
- For campaign type select Shopping.
- Next, ensure your connected Merchant Centre account is the right one and furthermore set your nation of sale (where products are sold and sent to).
- In the last area of this page, tap on Standard Shopping campaign and afterward click Continue at the base.
Another page will come up and this is the place we get into the additionally administering settings of campaigns including focusing on.
- Begin by clearly naming your campaign. We will frequently name a first-time campaign Primary.
- For newbies, there is an area that incorporates choices for Inventory channel, Local Inventory promotions, and Campaign URL choices. You can skirt this and leave them set to the default.
Now onto bidding, spending plan, and campaign priority.
- Select your Bidding system. If you are new to Shopping, picking an automated choice might be efficient. By choosing Manual then you will deal with your bidding alone without the assistance of Google’s instruments.
- Set your Daily Budget. This is the sum you wish to spend every day on your advertisements. It is vital to take note of that, on some days, you can really spend twice your set everyday spending plan.
What Google does is it adjusts by guaranteeing you won’t spend more than your complete anticipated month-to-month spending plan.
Inside the Budget section you’ll additionally observe a setting for Delivery strategy:
Deliver advertisements equally after some time.
Deliver advertisements as fast as could be allowed.
Standard conveyance can keep your campaign from using the whole of its financial plan and accordingly your promotions may not appear as regularly as could be expected under the circumstances.
With Accelerated delivery, your financial plan may run out more rapidly, yet your advertisements will appear undeniably more frequently.
For whatever length of time that your financial plan is sufficiently high, even with Accelerated dynamic, your promotions should demonstrate throughout the day.
How to Make the Most of Google Shopping Campaign with Priority Settings?
Campaign priority is the most useful feature of Google shopping. You can set the campaign priority to high, medium and low.
This is a very useful feature when you are running multiple campaigns for the same product.
You can optimize your different campaign and push the same products in front of users at different stages of the funnel.
Let’s understand this through an example.
Imagine, you are running campaigns for your footwear business. It’s the peak of festive season, you want to make the most of your sales.
So you have created schemes and want to run multiple campaigns for the same product to outsmart your competitors.
The best way is to use priority setting on the category of say “sale footwear” over the new arrivals collection.
Now if your user has searched for footwear’s with a keyword that applies to both the categories, the sale campaign will be prioritized.
Result? This kind of specific ad prioritization will increase conversion rate and entice the buyer to grab the offer.
Similarly, you can use different campaigns to put the same product in front of the most motivated target. Campaign priority can help you optimize products for users at different stages from awareness to sale depending on the intent.
Google will show up ad depending on the priority listed
Imagine you have 2 campaigns that share the exact products. One has a high priority and the other has medium.
Now, Google will use bid from the campaign with high priority first, even if the bid is high in the medium priority campaign.
If the high priority campaign runs out of budget, Google will then give importance to low priority campaign. This is the best way to optimize your multiple campaigns while setting up Google shopping campaign.
The last part of the Google Shopping Campaigns set up is predominantly about Targeting settings:
As a matter of course, a standard Shopping campaign just focuses on the Search Network. This incorporates general inquiry and the Shopping tab on Google.
When setting up your campaign, you additionally saw that Google has pre-chosen Include Google look accomplices.
We propose leaving this as checked on the grounds that it’s what enables your Shopping advertisements to show up in different territories of Google, for example, the pictures tab, and even on YouTube.
For progressively definite data about hunt accomplices, you can allude to the Google Ads encourage focus.
You’ll likewise observe that in this standard setup, at any rate, your promotions are defaulted to be appearing all gadgets which incorporate PCs (work areas and workstations), portable (cell phones with programs), and tablets.
Modifying which devices you need your promotions to show up on occurs in a gadget the board and bid modifiers which we will cover later.
As the name suggests, this is the place you’ll design not just what area/nation you need your advertisements to show up in, yet in addition those you wish to bar.
You can even target all the more granularly, for example, in the US where you can pick explicit states to show in and prohibit others.
There are likewise two other sub-settings for area focusing on you should make a note of called Location choices.
When setting up a Shopping campaign we will in general propose:
Individuals in your focused on areas.
Individuals in your rejected areas.
This will better guarantee that your advertisements are conveyed to just the most qualified customers.
At the very end of the campaign setup, there is Start and End dates.
This can be disregarded generally.
It is fundamentally utilized when you just need to run a campaign for a select time frame.
Possibly it’s another campaign you construct explicitly for a vacation deal.
Still, however, it is infrequently used since most will pick to physically stop or empower campaigns as required.
When you’re done, click SAVE AND CONTINUE at the base.
How to optimize Google Shopping Campaigns Setup?
Regardless of whether you are moving progressively normal shopper merchandise or even a one of a kind product offering, the one thing you will most certainly not escape with is dismissing the advancement of key product characteristics, for example, product titles and descriptions.
It doesn’t simply go for Google Shopping.Product information improvement is key for all traffic sources conveying potential clients to your store.Click To Tweet
At its center, it is critical for basically instructing your guest with the goal that they can settle on better buying choices.
Advanced product information administers how well your products rank in both organic and paid search results.
Components of your products, for example, product titles and description contain the fundamental keywords that web crawlers use to measure the nature of your store’s pages.
The extremely same standards in SEO extend to paid search advertising. Therefore, it is important to know the optimizations that are needed to be done with Product Information.
However, since we are discussing Google Shopping we’d like to confer a little advice to help you kick off.
1. Product Titles
In rating the significance of advancing your product information for Google Shopping, your product titles ought to be number one.
While every one of the information you send to Google contributes here and there to positioning, product titles are hands-down your driving supporter.
In contrast to content advertisements, Google Shopping promotions don’t depend on keywords as a major aspect of their structure and accordingly, you are not bidding on keywords in the conventional sense.
Rather, your keywords in Google Shopping stem for the most part from including key terms inside your product titles.
In the meantime, in any case, your product titles ought to likewise pursue a characteristic structure that is both graphic and much the same as how customers look online for products.
Along these lines, a few interesting points when concentrating on advancing product titles for Google Shopping:
Although the most extreme character limit permitted by Google is 150, it is prescribed to keep product titles no longer than 70 characters.
This is on the grounds that anything more than 70 characters, Google will truncate your titles in any case.
Front Load Key Terms
First off, keep away from “keyword stuffing” no matter what.
That is only an awful practice and can cause issues for you down the line.
Be Descriptive Yet Contrite
Obviously, you need to incorporate the real name of the product, yet there are different terms that both web indexes and customers need and need.
Taking a gander at clothing and embellishments as a prime precedent, including important data, for example, shading, size, and sexual orientation are essential.
In different verticals, for example, auto or machine parts, including part numbers (MPN or Manufacturer Part Number) in the title can likewise be of generous esteem.
So, while improving titles, consider how you would look for your product on the web or even ask followers for their perception.
In case you’re still in the beginning times of propelling your web-based business, don’t dither to explore comparative organizations to perceive what they might do.
Play out your very own searches on Google or visit different destinations for more point of view.
In the meantime, despite everything you should hold fast to those Product Feed Specifications for title or risk having your product penalized by Google.
2. Product Descriptions
Out of the various credits, you can send to Google, there are solitary two spots where keywords become possibly the most important factor: product titles and product descriptions.
The cool part about description improvement best practices is that they are basically lined up with similar ones for product titles.
The one key contrast is the character limit;Google permits a limit of 5000 characters for product descriptions, leaving a lot of space to enhance.Click To Tweet
Front Loading Key Terms
We can utilize the most extreme limit dispensed for product titles (150) as the point of view for front-stacking in portrayals too.
Along these lines, it is essential to incorporate those high esteem terms as at an early stage in your product depictions as could be expected under the circumstances, as inside those 150 characters.
You’re presumably thinking “duh Tony”, however it’s valid.
Product depictions are your opportunity to talk up a major event about what somebody might need to buy from you.
It’s the place you can incorporate everything that you were not able in the short character limit of your product titles.
3. Other Feed Attributes
In the event that you set aside the opportunity to inquire about the majority of Google’s previously mentioned arrangements and accustomed yourself with their Product Feed Specifications, you’ll realize that there is much more information that Google requires as well as information that is totally optional.
Here’s a breakdown of the standard characteristics found in many feeds:
A product ID is a way every one of the three Google platforms (Merchant Center, Google Ads, and Analytics) distinguish your products.
An ID is commonly doled out straightforwardly from your online business store’s local settings.
5. Link and Image Link
Independent yet similarly critical, the Link is a product page’s URL while the Image Link is the URL for your product picture.
Perhaps you’ve invested energy capturing your products yourself or getting your product pictures from a trustworthy source.
In either case, ensure they’re high caliber and set on an all-white or nonpartisan foundation.
In the event that you are in the Apparel and Accessories class, having your products captured while on models is an extraordinary method to interface with customers on a human dimension and demonstrate to them how dress may look on them.
Google will object your products on the off chance that they incorporate whatever detracts from the real products themselves like watermarks or overlaid logos, so make sure to just utilize clean pictures of your products.
6. Product Availability
Availability is part of 3 one of a kind predefined values.
Furthermore, availability can be matched up naturally by empowering Automatic Product Updates in Google Merchant focus.
- In Stock
- Out of Stock
With Preorder, you can likewise incorporate the discretionary feed property Availability Date and exceptional informing can be shown in your product advertisements.
7. Cost (and Sale Price)
Obviously, you have to send product cost to Google, and yet, on the off chance that you are running any limits, you can likewise send Sale Price to abrogate the default cost of products in your feed.
8. Product Type
Product Type is a client characterized esteem that is filled its best need as an instrument for sorting out or organizing your Shopping campaigns in Google Ads.
It is additionally trusted that product type strongly affects product promotion rank so including it, in any case, might be unbelievably gainful over the long haul.
It can pursue a comparative string position as Google Product Category, or it tends to be solitary esteem.
For instance, you might need to dole out an increasingly exceptional classification to shirts you move, for example, by characterizing a group of products as tank tops which isn’t a piece of Google’s scientific categorization tree.
9. Unique Identifiers: Brand, MPN, GTIN
All vendors that move manufactured products require every one of the three properties.
MPN or Manufacturers Part Number is progressively run of the mill in enterprises, for example, Auto Parts or Machinery.
Be that as it may, on the off chance that your products don’t have an MPN, you can influence them to up.
Numerous vendors basically set the MPNs to coordinate their SKUs.
GTIN alludes to a group of authoritatively institutionalized product identifiers including UPC (USA), EAN (Europe), and ISBN (Books Only).
GTINs can be sourced straightforwardly from the maker of a product.
Each of the three must not be incorporated into the feed in the event that you wish to utilize Identifier Exists.
10. Age Group, Gender, Color, Size – Apparel and Accessories Only
These credits are just relevant to vendors who move garments or frill, for example, adornments or satchels.
Google requires each of the four qualities for dress and shoes.
Embellishments like watches and adornments require everything except size.
Age Group and Gender have predefined values by Google and you can’t submit invalid qualities less your products are in danger of objection:
Age Group: infant, newborn child, little child, kids, grown-up
Gender: male, female, unisex
Measure ordinarily pursues, for the most part, the acknowledged arrangement of S (Small), M (Medium), L (Large), and further.
Shippers, be that as it may, likewise have the choice of submitting OSFA (One Size Fits All) for products without a particular size framework.
There are two other, yet discretionary qualities for this classification: Material and Pattern.
Presenting these can enhance your information quality and are particularly incredible when moving things, for example, free textures and upholstery.
Inheritance Google Shopping settings additionally take into consideration the contribution of the previously mentioned qualities.
Do take note of that Legacy settings are just connected at the Parent SKU level.
11. Custom Labels
Custom Labels are totally discretionary, however certainly worth a notice.
Much like product type, Custom Labels are utilized on the whole to structure and arranging your Shopping campaigns.Custom Labels in Google Shopping Campaigns are connected to products to shape new groups that can be effectively distinguished.Click To Tweet
They are numbered 0-4 and can be client characterized.
For instance, you can take all your low-estimated products (where your edges might be razor thin), apply any Custom Label and name that Custom Label anything you need (possibly “low edge”).
Additionally take note of that in the event that you include, for instance,
Custom Label 0 to your feed that it doesn’t need to be the equivalent for each product.
20 products can be Custom Label 0 = low edge while another 50 products can be Custom Label 0 = high edge.
For additional, vibe allowed to look at this guide on best practices when utilizing Custom Labels in Google Shopping.
12. Shipping Label
Advertisers submit this user-characterized discretionary quality to order different groups of products.
By applying a Shipping Label to at least one products in your feed, you can make one of a kind delivery designs in Merchant Center dependent on your set mark.
13. Shipping Dimensions – Length, Height, Width, and Weight
While these are totally discretionary, it is essential to take note of that for length, tallness, and width:
In the event that you present any of them in your feed however do exclude the other two then your products can be opposed by Google.
These traits enable Google to all the more likely to qualify your delivery settings when utilizing transporter determined rates at the record level in Merchant Center.
You should likewise incorporate the unit of measure (inches, centimeters, and so on.) when sending these 3 qualities.
Submitting Shipping Weight additionally necessitates that you incorporate the unit of measure (pounds, kilograms, and so forth.).
In the event that you submit shipping weight, yet the load is excessively overwhelming and in this way not bolstered by your transportation supplier, your product can move toward becoming disliked.
This can be somewhat deceptive yet in the event that you audit the product subtleties in Merchant Center, you will see a message demonstrating that the product is excessively substantial.
There you have it.
We have presented a complete Google Shopping Campaigns Setup to help you with building a successful online advertising strategy for your business.
We highly recommend advertisers to start trying building Google Shopping Campaigns set up by themselves and not wait for perfection.
It’s only when you make mistakes that you will learn more about this powerful online advertising platform.
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Dinesh has been doing digital marketing since 2007. Now he manages a team of digital marketers, developers, and project managers. As the CEO of Ads Triangle, Dinesh has helped hundreds of businesses to grow their revenue through digital marketing.