October 25, 2019
A clear summary of everything you need to know in order to create effective Shopping campaigns for Google Shopping.
There is no doubt that Google is the most widely used search engine in the world, which leads many advertisers to use Google services to promote their products. Are you planning to create Shopping campaigns yourself or maybe you want your campaigns to perform better with less effort? Then use these tips to create successful shopping ads!
Before creating Google Shopping Campaigns, you should know that beforehand you’ll need to submit an optimized data feed within your Merchant Center account. This is a precondition for advertisers to create their Shopping campaigns.
When your Shopping ads in Google Shopping have titles and descriptions that are full of keywords, your ads will have a better visibility in the search results. The more optimized and detailed your product information is, the more likely your ads will appear. Consequently, the more likely you are to sell your products, because consumers prefer to be well informed before buying. Channable can be very useful for easily optimizing your titles and improving your feed for Google Shopping. Consult the guide to create a top quality feed for Google Shopping or the solutions to the most common mistakes in Google Shopping feeds to help get your feed in top shape.
Once your feed is complete, optimized, and uploaded to the Google Merchant Center, you can begin to create Shopping campaigns in Google Ads. Shopping campaigns allow you to manage and optimize your Shopping ads. You can find how to link your Merchant Center with your Google Ads account in Google’s help center.
To determine which product will be shown, Google uses a real-time auction system, the information contained in your data feed, and the search results. Only items from sellers who have sent their feeds to the Merchant Center and linked their feed to a Shopping campaign in Google Ads are eligible to appear on Google Shopping.
After creating a good quality product feed, it is necessary to create a relevant campaign structure. Google recommends subdividing ad/product groups to have a campaign structure that ranges your items from the broadest to the most restrictive types. This structure must correspond to the advertiser’s (your) marketing goals and how much they’re willing to bid per type of item. Why is it so important for an advertiser to segment their Shopping campaigns properly? If the advertiser wants to adjust the CPCs for different products or for a product category, it will not be possible if all products are contained within the same campaign.
How do you segment your Shopping campaigns? Like a text ads campaign, there is no one right way to organize your Shopping campaigns. However, if you know in advance which attributes of your feed will mainly determine your CPCs of your ad groups, then it should not be complicated.
Examples of structures:
A simple structure/all in one: one unique ad group for all your items and one product group per brand. The disadvantage of this segmentation is that Google will control which products will appear based on the information contained within your feed. You can’t really control the negative keywords on an item level. The advantage here is that it is easy to set up and this could work if your inventory is small with homogeneous type of products.
More complex structures: Divide your inventory into product groups and create subsets. For example, one ad group per brand or even per product, and one product group per item (be careful this segmentation will be long and complex to configure manually!). The advantage here is that you can alter bids and block terms on an individual product basis. How does this translate into a structure?
→ Divide your items by brands vs generic products (based on your margins)
→ Divide your items by category types/product universe
→ Divide your product by performance (e.g. best sellers)
You can already easily segment your products within the Google Merchant Center using custom labels.
To simplify and avoid manual configuration within your Google Ads account, Channable is an optimal solution. Channable's SEA tool will allow you to easily create a complex structure for your Shopping campaigns. Select the products for a specific campaign and define the level at which the ad group should be generated (e.g. category or brand). You can do this by using dynamic fields from your feed.