Don't know how to run Google Shopping ads? We've got you covered.
If you're new to the world of Google Shopping ads, the thought of running them can be intimidating—especially if you've never run paid search campaigns before. There's no need to worry! We'll walk you through how to create and optimize your shopping campaigns step-by-step so that you know exactly what to do every step of the way. After you finish reading this article, you’ll know exactly how to run Google Shopping ads so that they generate qualified traffic and sales. Ready? Let's get started!
Step 1: Get Started
If you're thinking about using Google Shopping to advertise your products, congratulations! You're on your way to reaching new customers and growing your business. But we know that getting started with a new platform can be daunting. That's why we've put together this step-by-step guide to help you get started with Google Shopping ads. Whether you're just looking for a refresher or haven't used it before, these articles will give you the basics so you can start running successful campaigns in no time.
Step 2: Basic Settings
You can start by choosing your primary country and currency, then selecting the languages you want your ads to show in. From there, you'll need to decide on your ad delivery method- either standard or accelerated. Standard delivery shows your ads evenly throughout the day, while accelerated delivery shows your ads more frequently during peak times. You'll also need to set a daily budget and choose whether you want to be charged based on clicks or impressions. The last step is deciding what type of website content you're going to target. Your best bet is to select Shopping.
To get started with Google Shopping ads, first, click on New Campaign at the top of the page and select shopping from the dropdown menu. Next, fill out your campaign name (don't forget this!) and make sure that Shop is selected as your campaign objective before hitting save. Now it's time for some campaign settings! On this page, enter your budget for each week/month as well as if you would like to pay per click or per impression. Then add in any targeting settings (location, language, etc.) if desired before clicking save.
Step 3: Target your customers
Before you create your ad, you need to identify your target customer. Who are they? What do they like? What do they need? Once you have a good understanding of your target customer, you can create an ad that speaks directly to them. For example, if your company sells children's clothing, consider targeting parents with young children. You could also focus on what parents need most: clothes for their kids! If you're unsure about who to target in your campaign, think about the types of customers who already buy from you and then use that data to decide where else to spend your advertising dollars. Some of these customers might not be loyal enough to be your main customer base, but that doesn't mean they won't make purchases every now and again. That's why it pays off to advertise to these people as well - even if it just means reminding them about your products once or twice per year.
Step 4: Set up conversion tracking
Conversion tracking is vital for understanding whether your Google Shopping campaigns are successful. Without conversion tracking, you won't be able to see which keywords, ad groups, and products are driving sales and ROI. In order to set up conversion tracking, follow these steps 1) Select Conversions in the left-hand navigation menu; 2) Click Create a new conversion, 3) Fill out the form that pops up: Choose a name for the conversion, choose what type of conversions this will count (page view or purchase), and fill out the page URL; 4) Select Purchases from the list of action types in step 5; 5) Click Save. After following these steps, a table with all of your store's transactions will appear under conversions. To learn more about how to use this data, take a look at our blog post: 10 Ways You Can Use Google Analytics to Run Your Store.
Step 5: Optimize Keywords
One of the most important things you can do when setting up your Google Shopping campaign is to optimize your keywords. Make sure to include relevant, high-traffic keywords that are specific to your products. You can use keyword research tools like Google AdWords Keyword Planner and Moz Keyword Explorer to help you find the right keywords. Include keywords in three different ad groups: product groupings (separate by comma), unique category (e.g., women's clothing), and general terms (e.g., clothing). Use a consistent format for each group: list all relevant keywords with the product name and make sure you add a comma after each one to separate them.
Step 6: Adjust bids & budget
If your ad campaigns aren't getting the results that you want, don't despair! Just take a step back and analyze what went wrong. Try to identify any patterns in your unsuccessful campaigns and adjust accordingly. Over time, you'll get a feel for what works and what doesn't - and your Google Shopping campaigns will be all the better for it. The best way to do this is by using Facebook Ads Manager's split testing feature. With this tool, you can copy the same campaign twice, but with two different bids or budgets. Then compare which one performs better over a certain period of time (like 7 days). If one of them outperforms the other by 10%, make note of it and use it going forward.
Step 7: Learn from your mistakes
When it comes to Google Shopping ads, there is no one-size-fits-all solution. What works for one business might not work for another. The best way to learn is by trial and error. Try different strategies and see what works best for your business. Over time, you'll learn what does and doesn't work, and you'll be able to fine-tune your approach. It's always a good idea to look at the data behind each campaign and tweak it accordingly. You may find that some keywords perform better than others in certain categories or campaigns, so try them out! Experiment with using CPC bids as opposed to CPA bids, take advantage of location targeting options, use negative keywords when needed, and test ad copy - all these little tweaks can have a big impact on your performance. Remember that data never lies; if something isn't working, stop doing it!
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