Making the Most of Google Shopping Ads: Selling on Google

Making the Most of Google Shopping Ads

Posted 6 months ago by Max Komonov

Do桂you want to桂get your products in桂front of桂more customers? The easiest way to桂do桂so桂is桂to桂list

Google shopping ads have an桂average of桂 than text-only ads. Savvy business people and桂marketers know that the桂return on桂ad桂spend for桂Google Shopping is桂higher than other types of桂Google ads.

This trend will only continue since Google Shopping ads on桂Google Shopping and桂Google Ads campaigns combined.

In桂general, Google Shopping Ads are just one of桂three ways to桂get your products in桂front of桂consumers on桂Google. Google text-only ads are not nearly as桂popular for桂retailers than they are for桂other types of桂businesses. Moreover, you can also get your products listed in桂Google Shopping for桂free, through organic optimization.

If桂you are new to桂Google Shopping, this comprehensive guide will let you get started advertising your 붚죕쳔 online store more effectively. We�셪l show you how to桂use Google Shopping Ads and桂free Shopping product listings to桂grow your retail business.

Key Google Shopping Terms

Have you noticed that when you search for桂a桂particular item in桂Google, a桂scrolling banner of桂products with prices and桂retailers appears at桂the桂top of桂the桂search results? You can also browse products from all over the桂web by桂searching in桂the桂Products tab.

Although the桂spots in桂featured carousels are still reserved for桂paid ads, the桂general product listings are open to桂everyone with a桂Google Merchant Center Account.

Before we桂really dig into this topic, here are a桂few key (and similar) terms and桂their definitions:

Google Shopping

This refers to桂the桂product listings that can be桂pulled through a桂Google search. Google Shopping ads are ads for桂product-related keywords that are usually displayed at桂the桂top of桂Google�셲 search results. These ads can also be桂seen in桂Google�셲 Shopping tab, as桂well as桂YouTube, the桂Google Display Network, and桂Gmail.

Google Shopping Ads vs桂Google Ads

Even though you create Google Shopping ads within your Google Ads (previously Google Adwords) platform, the桂two have different requirements, bid strategies, and桂optimization fundamentals. If桂you need help with Google Ads instead, click here.

Google Merchant Center

Your Google Merchant Center Account is桂separate from your Google Ads account but is桂necessary if桂you are selling digital or桂tangible products. Your 붚죕쳔 online store links to桂your Merchant Account account to桂automate your inventory.

뇟삣桂낌껸낼김껸쓩껨꾈

Each Google Ad桂or桂Google Shopping Ad桂is桂its own campaign.

Keywords vs桂Negative Keywords

Keywords should not exceed 3%桂of桂your content, but you can use synonyms to桂strengthen the桂description. Negative keywords are irrelevant or桂ineffective keywords that should not be桂included in桂searches by桂your target market.

Product feed

The list of桂products you want to桂sell through your Merchant Center account.

Ad桂groups vs桂Product groups

You can create Ad桂groups within your Google Ads account, but if桂you want to桂list products without running a桂Google Shopping ad桂campaign you can organize your inventory by桂product groups as桂well.

Display network

This is桂a桂comprehensive term for桂the桂different types of桂ads and桂how they are displayed across Google�셲 services.

Now, Lets Get Started

Gearing up桂to桂sell your products through Google shopping does take quite a桂bit of桂planning and桂effort. Before you can make use of桂Google Shopping opportunities, you need to桂create your online store through which clicks on桂Shopping carousels or桂product listings will redirect. 붚죕쳔 makes this easy, while also walking you through getting your Google Ads and桂Merchant Center accounts set up.

Want to桂tackle this job on桂your own? Step by桂step instructions for桂using Google Shopping are below and桂include:

How to桂set up桂your Google Merchant Center Account
How to桂set up桂your Google Ads account
How to桂link your Merchant Center, Adwords, and桂붚죕쳔 accounts
How to桂upload and桂optimize your product data

How to桂Set Up桂Your Google Merchant Center Account

Google makes setting up桂your Merchant account as桂easy as桂possible. Their intuitive wizard gives you actionable steps based on桂details you provide about your products and桂business in桂general. All you really need to桂do桂is桂follow the桂prompts, but you�셪l need some information readily available.

You will need:

Business information such as桂point of桂contact, phone numbers, email addresses, and桂physical address.
Decide on桂how your customers will checkout (such as桂through your 붚죕쳔 online store).
A桂list of桂3rd party tools or桂platforms that you use to桂manage your inventory and桂promote your online store.

You can get more information about how to桂set up桂your .

How to桂Set Up桂Google Ads Account

If桂you plan to桂set up桂Google Shopping ad桂campaigns, you will also need a桂Google Ads Account. Google Adwords, as桂it桂was previously known, is桂where you run your Shopping campaigns. Your Google Merchant account will link to桂Google Ads, and桂when also linked to桂your 붚죕쳔 online store your inventory management becomes almost completely automated.

Even if桂you don�셳 expect to桂create actual Google Shopping Ads, creating and桂linking an桂Ads account will give you more options and桂features for桂managing your product listings and桂traffic. It桂also ensures you�셱e ready to桂go桂when you finally decide it桂is桂time to桂run your first paid Shopping ad. Before you get started you will need an桂email address and桂website for桂your business.

From there you can choose the桂default Smart Mode or桂the桂Expert mode (for experienced digital marketers). Smart mode will walk you through setting up桂your Ads account in桂the桂same way as桂the桂wizard used to桂set up桂the桂Merchant Account. You can get more information and桂.

Important Note! The wizard will help you link your Google Ads and桂Merchant Center, but you will need to桂take additional steps to桂link your 붚죕쳔 store to桂both of桂these accounts. (Click here to桂learn more about using 붚죕쳔 with Google Shopping.)

How to桂Add Product Listings to桂Your Merchant Center

You have a桂few different options for桂listing products on桂Google Shopping. You can create your manually one product at桂a桂time, upload products in桂a桂spreadsheet to桂add many at桂once, or桂automate your inventory by桂linking to桂your 붚죕쳔 online store.

If桂you choose to桂create a桂product feed on桂your own, you will need to桂make sure that your project data is桂complete and桂accurate. To桂make this as桂easy as桂possible, .

How to桂Set Up桂Google Shopping Ads and桂Optimize Your Product Listings

Setting up桂Google Shopping ads is桂a桂bit different from other types of桂ad桂campaigns that you run in桂your Google Ads account. You can get detailed information and桂. Again, the桂Ads platform is桂very user-friendly and桂intuitive, so桂anyone can get started right away.

While you can get listed in桂Google Shopping without a桂stand-alone website or桂online store, it桂is桂highly advisable to桂have a桂site or桂online catalog consisting of桂a桂high-quality product image and桂a桂short but detailed product description. You should also develop a桂strategic product title that accurately describes the桂item, and桂meets any桂requirements from Google based on桂specific products/categories.

As桂you formulate your product title and桂description, work in桂key attributes that are both highly desired by桂your target market and桂accurately describe your product. The most effective attributes to桂target include:

Brand
Size
Color
Pattern
Materials used
Key product features

Including these attributes both help your products to桂be桂listed in桂relevant searches and桂grab your customer�셲 attention. While Google Shopping spots are not ranked by桂keywords, using them strategically in桂your product descriptions and桂titles is桂important. They help searching consumers see that your product meets their needs, while also letting Google know under which categories to桂list your products.

This gives you more targeted impressions and桂a桂higher return on桂ad桂spend (ROAS).

What You Need to桂Know About Google Shopping and桂Organic Search

There are many reasons you should optimize your product listings just as桂you would your blogs or桂website content. If桂you�셱e toying with the桂idea of桂relying on桂organic listings rather than paid ads, there are a桂few things you should be桂aware of桂before you go桂that route.

The first step is桂to桂do桂both桂�� taking an桂approach that encompasses both organic listings and桂a桂small Shopping Ads budget.
Second, keep in桂mind that free Google Shopping listings only appear in桂the桂Popular Products section, not in桂the桂carousels at桂the桂top of桂the桂search results. Failure to桂provide all required product data with accuracy could also keep your items from being listed.
Finally, Google Shopping is桂powered by桂your product feed, i.e., it桂will show the桂products you listed and桂nothing more. This means that your listings require constant maintenance and桂updates.桂 Connecting your 붚죕쳔 online store to桂your Google Shopping product feed is桂a桂huge advantage in桂that it桂automates much of桂this process.

How to桂Create Google Shopping Ads Campaigns

When everything is桂finally set up桂and桂ready to桂go, you�셪l need to桂create your first Google Shopping ad桂campaign. This doesn�셳 require quite as桂much legwork, but you should still expect to桂spend some time planning your campaign to桂increase its effectiveness.

Even if桂you are a桂veteran user of桂Google Ads, you should get some general before creating your first Shopping campaign. There are a桂few decisions to桂be桂made before you can begin planning and桂implementing your ad桂campaign.

Choose a桂Shopping Ads campaign structure. When you first create a桂Shopping campaign, you�셪l have one ad桂group with one product group called 혫All products혬 that includes your entire inventory. Google recommends that you split your inventory into smaller groups with subdivisions to桂make bidding more specific to桂your advertising goals.
You can also opt for桂two campaigns to桂be桂more accurately targeted using the桂campaign priority settings. There is桂also an桂option for桂three campaigns for桂three ad桂groups, but that will be桂more complicated and桂time-consuming.
Set up桂Ad桂groups or桂product groups. should be桂set up桂before you start planning ads.
You can subdivide up桂to桂7桂levels for桂each product group in桂any桂order you want. You can have a桂product group for桂all your products and桂bid the桂same amount for桂all of桂them. Conversely, you can also have smaller product groups organized by桂brand or桂product category.
Set a桂budget for桂Shopping ads. You will likely need to桂play with your bidding strategies, including cost per click and桂expected for桂a桂few months to桂tweak your process.

There are a桂few other caveats to桂address before you can launch your first Google Shopping 뇟삣桂낌껸낼김껸쓩껨꾈, depending on桂what type of桂products you are selling.

Some types of桂products have more (or less) requirements than others. Key is桂to桂follow Google�셲 guidelines, or桂your Shopping ad桂will never be桂seen. These guidelines include product data requirements and桂posted policies. You can access the桂full .

It桂may seem that Google Shopping ads take so桂much effort that you just don�셳 have time to桂tackle it, but that is桂a桂mistake. If桂you don�셳 jump on桂this bandwagon now, you might miss out on桂an桂opportunity to桂dramatically grow your business.

Setting up桂Your Campaign for桂Success

There are several ways to桂improve the桂performance of桂a桂newly created ad桂campaign. Google has given a桂list of桂recommendations to桂follow, to桂make your campaign successful. Following are some of桂the桂key ones:

1.桂Set up桂tracking of桂conversions

One of桂the桂key elements of桂your campaign and, in桂fact, the桂whole reason for桂your campaign, is桂that you want conversions, i.e., people interacting with your ads. The more conversions, the桂more leads you will get to桂follow up桂on.桂 Conversions will show you what happens when a桂customer interacts with your ads桂�� whether they purchase a桂product, sign up桂for桂your newsletter, call your business, or桂download your app. When a桂customer completes such an桂action, this action is桂counted as桂a桂conversion.

When you set up桂conversion tracking on桂your website you will gain insights to桂optimize your campaign performance. In桂other words, do桂people respond to桂your ads? What to桂improve, what to桂change as桂needed.

2.桂Automated or桂Smart Bidding

uses Google AI桂to桂optimize the桂right bid for桂every . The majority of桂advertisers use some type of桂automated bidding because these bid strategies can boost performance, while saving time from manually adjusting bids.

optimizes for桂conversions or桂conversion value. Once you�셶e set up桂conversion tracking on桂your website, to桂use a桂conversion-based bidding strategy.

Google桂 recommends using because it桂optimizes for桂what�셲 valuable to桂your business, while reducing the桂time you need to桂spend on桂daily campaign maintenance.

3.桂Expanding Your Target Market

Targeting in桂terms of桂location and桂use of桂keywords is桂extremely important for桂your ads to桂혫hit home혬 with your audience. A桂small target location and桂few keywords may miss out a桂whole other segment of桂potential customers. On桂the桂other hand, a桂large target area with lots of桂keywords will bring in桂a桂lot of桂useless traffic to桂your site.

Look at桂the桂areas your customers are located (which is桂not necessarily where your business is桂located) and桂target those with relevant keywords and桂campaigns. The result will be桂a桂lot better.

4.桂Building a桂Good Keyword List

Figure out all the桂things your customer might be桂searching for桂online when you select your keywords.

Write down the桂main categories of桂your business. If桂you are selling skin care products, your categories can be桂moisturizer, anti-wrinkle cream, eye cream, lip balm, etc.
For each category, write down all the桂terms or桂phrases that your customers might use to桂search for桂your products or桂services.
Put those terms into to桂get more keyword ideas and桂see estimates of桂how many people are actually searching for桂them.
Add related terms to桂your keywords including brand names, etc. 혫

5.桂Creating Copy That Directly Relates to桂What Your Customers Want to桂Buy

Your ad桂text should mention exactly what your customer wants to桂buy. If桂a桂customer searches for桂혩aging anti-wrinkle cream혪 your ad桂should be桂headlines with 혩Aging Anti-Wrinkle Cream혪 which will bring the桂customer right to桂your site.

Your keyword list and桂estimates of桂how many people are searching for桂these items will guide you on桂what to桂write in桂your ad桂copy.

6.桂Elicit Customer Response

Buttons, extra links, an桂address, or桂other extra information are called 혩assets.혪 Assets give potential customers more reasons to桂take action directly from your ads. Assets are free to桂add, and桂will increase your click-through-rate and桂ad桂quality, which means more customer response.

Creating campaigns and桂starting up桂with Google Shopping Ads may seem daunting. The good thing is桂that Google is桂providing a桂lot of桂guidelines and桂instructions to桂set up桂your Shopping Ads campaign. Nevertheless, if桂needed, we桂are here to桂help.

Consider employing 붚죕쳔 to桂decrease effort and桂increase results.

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About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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