Since Google rolled out the Shopping tab on its search engine, more buyers are clicking there to find tailored shopping recommendations and product search results. Setting up a campaign on Google Shopping exposes your products to the shoppers who want to buy them, increasing your conversion and your revenue. You can run multiple campaigns at once, targeting different subsets of buyers for quicker results, or you can run a single campaign at a time if you’re promoting a new or seasonal product.
Sign into Google AdWords to get started, using your Merchant ID from your Google Merchant Center account. Then, follow these steps:
Click Campaigns > +Campaign > Shopping.
Name your campaign.
Set your campaign priority to High, Medium, or Low.
Click Inventory Filter to choose which products to advertise.
Choose buyer locations to target (by country or by province).
Enter budget and bids.
Your ad is almost ready to run once you complete these steps. Before launching, check your budget and bid settings and tweak them if necessary. You can use a shared budget between all of your multiple campaigns or set specific budgets for each individual campaign.
For bids, you can set your own cost per click if you know what you want to spend, or choose Smart Bidding to automate your bids and maximize your conversion rates. Enhanced CPC is usually more effective, but it is also more costly – you’ll go through your budget faster.
Advertising Best Practice
At this point, you can be done, or you can delve deeper into your campaign and get the most out of it by implementing best practices. Google Shopping is flexible, so you can be completely hands-off or delve into your ad campaigns to experiment with different strategies.
Some best practices for Google Shopping campaigns include:
Have defined goals. If you know exactly how many clicks per day you want to achieve, then you can measure those metrics regularly and make changes to improve your performance.
Use Smart Bidding to your advantage. You can set Smart Bidding to maximize performance for clicks or for impressions, depending on your goals.
Target your bids. Even if you’re using Smart Bidding, you can specify that you want your bids targeting buyers with interests in your products, return buyers, or buyers who visited your website and didn’t buy anything.
Use negative keywords. You can add negative keywords to exclude traffic that is completely unlikely to buy your product – for example, negating “fashion sunglasses” when you sell only prescription frames. This saves on your budget because you’re not paying for wasted clicks and impressions.
Compare product performance. If you see that a certain subset of products consistently has low clicks despite high impressions, then you could consider removing that product subset from your ad rotation. Similarly, if you have a product that converts well, invest more into promoting that product for the increased returns.