How to Set Up Your Shopping Ads on Google

The holiday season is here, and marketers are trying to level up their game by increasing their bid strategy and publishing more marketing materials than ever before. Another excellent way to increase sales and get more customers this holiday season is to use Google Shopping Ads. 

Shopping Ads are campaigns that help businesses promote their products. They provide users with detailed information about what businesses are selling even before they click the ads. These campaigns use a retail-centric reporting tool, which is perfect for tracking the performance of your products over time. 

If you want to run your Shopping Ads for your business this holiday season, here is a guide on how to set up your Shopping Ads on Google. This guide is from the top digital marketing company in Los Angeles, Cybertegic.

Setting Up Your Shopping Ads on Google

1. Sign in to your Google Ads account.
2. Create a Shopping campaign.
3. Set up your advertising preferences.
4. Double-check your settings and click Save.
5. Create an ad group.
6. Once done, you can create more ad groups.

Step 1 – Sign in to your Google Ads account.

Before you can create a Shopping campaign on Google, you need to have a Google Ads account. Log in to your preferred Google email address account. If you don’t want to use your personal email address, you can make a new email address for Google Ads.

Step 2 – Create a Shopping campaign.

Once logged in on your Google Ads account, click Campaigns. Then click the Plus Button and click New Campaign. Google will then ask you for the Campaign Type. Select Shopping and then click Next.

Step 3 – Set up your advertising preferences.

Before completing a Shopping campaign, you need to set up the following advertising preferences:

• Campaign name – Input the name you want for your campaign. You will use this name to find this campaign later. You can also change its name later on if you wish to.
• Merchant – Choose the Merchant Center account where the products you want to advertise are uploaded. If you don’t see any accounts here, you must first link your Merchant Center and Google Ads account. Take note that you won’t be able to change the Merchant Account after you have created the campaign.
  • Linking Google Merchant Center to your Google Ads account.
    • Go to your Merchant Center account, then click the Tools Icon.
    • Click Linked accounts located under Settings.
    • Select Google Ads.
    • Under the Google Ads account’s customer ID of the account, you want to link under the Google Ads account. It is located at the top of your Google Ads page when you’re signed in.
    • Click the Link and then Actions. Then choose to send a link request.
    • After that, go to your Google Ads account.
    • Click the Tools icon, and then choose Linked accounts.
    • Under Google Merchant Center, choose Details.
    • Find the account you want to link to Google Ads. The Status column will say, “Needs your approval.”
    • Go to the View request under the Actions column and then review the request details.
    • Click Approve.
• Country of sale – Choose the country where you want your products to be sold and shipped. Your Shopping Ads will only show to people from the country you select.
• Inventory Filter – This is a setting where you can adjust the number of products used in your ad campaign.
• Bidding – Select which type of bidding is used in your campaign. There are different bid strategies. However, you should choose a bid strategy based on your goals.
  • Here are different bid strategies:
    • Smart Bidding – Choose if you want your campaign to focus on conversions.
    • CPC – Choose if you want your campaign to bring in more traffic to your website.
    • vCPM – Choose if you want to increase your campaign’s brand awareness as this focuses on impressions.
    • CPV/CPM – Choose this bidding strategy if you run video ads and want to increase their views or interactions.
    • CPV – Choose this bid strategy if you run video ads and links to increase your brand consideration.
• Daily budget – This setting allows you to set a budget for your campaign.
• Campaign Priority – Adjust this setting if you want to advertise the same product in multiple campaigns for the same country of sale.
• Networks – Shopping campaigns allow you to show your ads in different places on Google’s Network. Here are various places where your Shopping Ads can be seen:
  • Google Search Network
  • Google Search Partners
  • YouTube, Gmail, Google Discover, and other Display Network
• Devices – This allows you to choose what kind of devices your ads will show. You can decide if you want your ads to show on mobile device users or PC users only. You can also change this setting even after the campaign has been created.
• Locations – This setting allows you to limit where your ads show to specific areas.
• Local inventory ads – You can adjust things setting only if you want your Shopping campaign to include products sold in your local stores. However, you need to submit your local product data to the Merchant Center to advertise local products. Once done, enable ads for products sold in local stores.

Step 4 – Double-check your settings and click Save.

Once you are done adjusting the setting of your Shopping Ads campaign, make sure to double-check it all before you click Save and Continue. Take note that there are settings that you won’t be able to change in the future.

Step 5 – Create an ad group.

Once your new Shopping Ad campaign is created, you can proceed with creating a first ad group. In your ad group, you can include individual product ads from your Merchant Center account. Here are two things you should set up in your ad group:

• Ad group name – Enter the name of your ad group. You can use this name to find the ad group later. You can also change its name later on.
• Bid – Input the bid for the ad group. Once your ad group is created, the bid will be applied to the first product group in the ad group. You can adjust the bid depending on your goals each month.

Once you are done setting up your ad group, click Save.

Step 6 – Once done, you can create more ad groups.

After you have created your first ad group, you are directed to the products group page. Here you will notice one product group which contains all of the products in the campaign. You can create more product groups later on by using subdivisions to make your bidding strategy more specific.

Source:

Google Support