Marketing Technology Manager
What are Google Shopping Ads?
Shopping ads include rich product information, such as a product image, price, and merchant name. They're created using data attributes from the product information you submit in your Merchant Center data feed and are shown to people who are already searching for the kinds of products you promote.
They often appear within a search query for a product in Google.
These ads are particularly efficient because they showcase a high-quality image on the product listing, as well as the price of the product.
These product listing ads appear at the top of the search engine result page, which means your product ads will appear where searchers are going to be looking the most.
Get Started with Google Shopping Ads
Google shopping ads are Pay-Per-Click (PPC) ads.
The first thing you’ll need is to create a Google Merchant Center account if you do not already have one. To set up a Google Merchant Account, visit https://merchants.google.com.
Once you set up the Merchant Center account signup process, you need to create a shopping feed that contains the products your store has. By creating a shopping feed, you’re giving Google the information it needs to display your product listing ads (PLAs).
Once you’ve set up your Product Feed, you then need to link your Google Ads account with your Google Merchant Center Account.
To do that, click on ‘Settings’ in the sidebar and then select Ads. Then, click on ‘Link Account.’
If you do not have an Ads account, you can set one up within your Merchant Center account.
Once you’ve set up an Ads account, you have the option of creating a Shopping Ads campaign from within the Merchant Center. However, it is better to set up a campaign through Google Ads.
Create a Google Shopping Ad Campaign
Once you have your Merchant Center account and product feeds created, you can create your first Shopping ads.
Here’s how to set up your Google Shopping Ad campaign:
- Open up Google Ads
- Create a new campaign
- Select your goal (in most cases, this will be Sales)
- Select Shopping as your campaign type
- Select your linked Merchant Center account and the country associated with that account
- Set your budget, targeting, bidding, and campaign adjustments on the following page
- Save, confirm your settings, and launch
How to get maximum out of shopping ads?
Optimize Your Feed
You can optimize your product feed for Google’s Shopping process by following ways:
- Optimize product titles, so they are search engine friendly.
- Using longtail and short tail keywords in titles and descriptions to rank for
- Use product extensions and Merchant Promotions for increased
visibility and click-through.
- Make sure images are high-quality.
- Set up product groups for campaign segmentation.
Include Negative Keywords in Your Google Shopping Ad Campaign
Choose to add negative keywords to your “Campaign” or “Ad group” and select the specific campaign or ad group you’d like.
- To add broad-matched negative keywords, you should add the synonyms, singular version, plural version, and other variations.
- To add a negative phrase-matched keyword, surround the keyword with quotation marks—for example, “room divider.”
- To add a negative exact-matched keyword, surround the keyword with brackets—for example, [room divider]
Send Your Feed to Google regularly
You can submit your product feed at regular intervals with scheduled fetches instead of manual feed uploads.
Pick the Right Image for Your Google Shopping Ads
Google Shopping is a visual experience. Google essentially combines merchants’ product feeds into category pages for comparison shopping and gives shoppers an image of the product and price. This means your product images are the most critical part of your listing.
Show Ratings on Your Google Shopping Ads
When you see a Shopping ad on Google, one of the features that attract the most attention is the user-submitted rating shown on a five-star scale. This is what Google calls your Google Seller Rating.
Google Shopping reviews don’t happen by chance. You’ll have to work hard to meet Google’s requirements even before you start to worry about keeping your reviews up. First, you have to get enough reviews for Google to automatically add these reviews to your ads. According to their guidelines, you’ll need at least 150 to get started.
I hope this guide provided you with an easy structure to follow to get all possible benefits from Google Ads. Stay tuned to learn more about SEO best practices, analyzing ads metrics, and more!