I work at an eCommerce marketing agency, and we have helped thousands of online retailers grow their sales through Google Shopping Ads.
In this article, I’ll share what has worked well for our clients over the years and how you can start setting up your own Google Shopping Ads campaigns in 2023.
First, let’s start with a quick overview of what Google Shopping Ads are, and then we’ll get into the nitty-gritty details that will help you set up your first campaign.
How to Set Up Google Shopping Ads
Creating Google Shopping Ads is one of the easiest ways to increase your eCommerce sales. In this guide, we’ll walk you through setting up and managing your Google Shopping Ads so that you can get them up and running quickly.
Google Shopping Ads are a great way for retailers to get their products in front of shoppers who may have never visited their website or searched for their products online before. They’re also an effective way for brands to increase brand awareness while they’re doing it!
To set up these ads, follow these steps:
Step 1: Link your Google Merchant Center Account and your AdWords Account
Before creating a Google Shopping ad, you need to link your Google Merchant Center Account and AdWords Account. To do this, follow these steps:
- Log in to your AdWords account at https://www.google.com/adwords/home?pli=1.
- Click on the ‘My accounts’ tab and select ‘Linked Accounts’ from the drop-down menu that appears on the left side of the screen:
- Click on the ‘Link an account’ option in the Linked Accounts area of the My Accounts page as shown below:
- Enter your Merchant Center credentials (username and password) in the popup window that appears after clicking on the “Enter credentials” button; then click on the ‘Link’ button provided:
Step 2: Add a Product Feed
Next, you must add a product feed to your merchant centre account. To do this, head to the Merchant Center and select the “Content” tab in the screen’s upper-right corner. Scroll down and click “Product Data” under “Integrations.”
Here you will find a few options for adding your product data:
- Add manually by uploading an XML file or CSV file that contains all of your product information (this is best for smaller businesses)
- Use an automated service like Feedvisor or Oberlo (this option is recommended for larger companies)
- Use Google’s free template builder tool (this option is recommended for all companies)
Step 3. Create a Campaign and Set Your Budget
You’re almost done. Now, let’s move on to setting up your actual campaign.
- Create a Campaign: Create a name for your campaign in the Campaign Name field, then choose “Shopping campaign” from the drop-down menu.
- Set Budget: Enter how much you want to spend per day in the Daily Budget field and select either “Automatic” or “Manual” as your budget type (we suggest sticking with Automatic). You can also set an end date if you want this campaign to run only during a specific period.
- Define Goals: If you’re not sure what kind of keywords or product categories are best suited to driving sales through your eCommerce store, take some time now to define goals by creating new plans based on existing conversions from past visitors who used Google Ads (go back to Step 2 if necessary).
Step 4. Create Your Ad Groups and Insert Keywords
Once you’ve set up your ads, creating an ad group is time. An ad group is a collection of similar ads. It has specific criteria in terms of who sees which ad and where. You can have multiple ad groups, each targeting different keywords and placements.
Ad group creation involves naming the group (which will be used in your URLs), adding placements, inserting negative keywords and setting budgets for each type of bid required (e.g., cost per click) as well as daily budgets for each location targeted by the campaign (e.g., London).
You can also choose when your ads are delivered—we recommend giving results across the week rather than all at once over the weekend, so more people are online when they see your message!
I hope that shopping ads will be around in 2023
Shoppers are increasingly going to mobile devices and doing so at a rapid pace. This is especially true for younger shoppers with an unquenchable thirst for the latest tech. If your eCommerce store isn’t optimized for mobile shopping ads, you could lose out on a significant portion of your customer base.
I hope that shopping ads will be around in 2023! They’re one of the easiest ways to get your products in front of your customers once they find you through search engines like Google or Bing.
The good news is that this isn’t the end of your journey. It’s just the beginning. Now that you have a good idea of what shopping ads are and how they work, you can start thinking about how you want to use them in your business.
Maybe you’ll decide that you want more control over the types of products that show up for specific keywords. Or perhaps you’ll decide on raising your budget, so more shoppers see your ads and make purchases from them.
Whatever decision you make, keep track of it and compare it to other companies doing similar things—that way, when the time comes for renewal, deadlines or new opportunities arise (like changing an ad campaign). There will be no need to reinvent the wheel!