Google Shopping ads, which appear on Google search results, can help you bring in traffic that leads to conversions. They make some effort to get started, but after Google has automated most of the work involved in creating these ads and serving them to the right people.
Did you know?
An average return on ads spent (ROAS) on Google ads is 200%. I.e you get $2 for every $1 spent. This is why as business owners you can not neglect the profitability of using Google shopping ads.
But automation is also causing advertisers to lose some of their control over where and whether they display ads.
According to a study conducted in 2021, the following are some statistics concerning Google ads:
- Visitors who click on an advertisement are 50% more likely to purchase the goods or utilize the service featured.
- Overall brand awareness is increased by 80% thanks to Google Ads.
- Every second, Google processes around 63,000 search inquiries.
- Over 90% of all Google desktop searches are conducted on your computer.
- Google is a search engine pioneer, with a market share of 76 percent.
- Google controls 73 percent of the sponsored search industry.
- PPC advertisements are used by 65 percent of SMEs.
- The first three sponsored advertisements in the SERP receive 46 percent of all queries.
This step-by-step guide will show you how to use Google shopping ads to increase your sales.
This step-by-step guide covers everything from the initial setup to optimizing the campaign and includes additional resources that can be used to further refine your shopping campaign.
Let’s get started!
How does Google Shopping work?
Google Shopping operates based on a product feed file that is processed by an algorithm. The product feed is sent to Google by online businesses. The file contains all of the product information for the store, including names, descriptions, photos, and prices. Ads are created by Google by matching product details with search inquiries. Users will receive shopping advertising tailored to their search queries, with product images, prices, and descriptions, among other things. If the user finds the information useful, they will click on the advertisements and be taken to the website or business.
Shopping campaigns aid in the promotion of your products by providing consumers with thorough information about what you’re selling before they click on your ad. You’ll be able to track the performance of your products over time using retail-centric reporting tools.
Below are the steps you need to follow in setting up an effective Google shopping ad:
Step 1: Setup a Google merchant account
Millions of consumers use Google Merchant Center to find, explore, and buy your products. It provides you with a variety of options for getting the appropriate products to the right clients thanks to its feature set and extensive reporting capabilities.
In order to be able to set up this account, you will need a Google account like the Gmail. I fyou do not have that already, you can easily go on Google and open an account.
- You will be required to fill in your business information. This includes your business name, business country, and time zone.
- You would also need to select where you want your clients to check out
- Then, select other tools you use. Currently, there are only 2 options available and they are Shopify and PayPal.
- You will be asked to check if you would like to get updates on new features.
- When you are done, take a minute to read about comparison shopping services and the terms of service for Google merchant center. If you agree to the terms, then you can check the box.
Step 2: Create your product shopping feed
In order to have your products appear in Google search results when your customers look you up, you will be required to set up a shopping feed. You will also be required to use high-quality pictures as Google will reject low-quality pictures, this shopping feed will be used by Google in displaying your products in paid listings. The information you will need to provide includes, product ID, product title, link to the product, image link, and price.
Step 3: Link your Google merchant center account with your Google ads account
Before you begin the Google Shopping ads, ensure your Google Ads account is linked with your Google merchant center account.
To do this, follow the following steps:
- click on the TOOLS & SETTINGS icon on the home page of your Google merchant center account
- Under Settings click on Linked accounts
- You will be taken to a page that looks like the picture below, navigate to Go to Google Ads and click on ‘Link’ in blue
Step 4: Setting up your Google Shopping Ad
Now that you have set up all that needs to be in place for your campaign, let’s discuss how to run the Google shopping ads.
- Sign in to your Google Ads account
- Select the campaign option and click on a new campaign
- For the campaign type, select shopping
- Click on Next
- Select a name for your campaign
After you’ve created your campaign, you may give it a name. You’ll want to pick a campaign name that’s descriptive and easy to remember so you can find it quickly. Using a name like “Advertisements 1” does not explain the ad and may make it difficult to identify, especially if you have numerous ads running. Instead, try something like “red velvet cake” – it’s descriptive and indicates whose ad campaign you’re looking at.
- You should select your ads preferences:
- Campaign name: Give the campaign a name. Later, you’ll use this name to locate the campaign. After the campaign has been created, you can change the name.
- Merchant: Choose the Merchant Center account where the products you want to promote are stored. If there are no accounts listed here, you must first link your Merchant Center and Google Ads accounts. After you’ve created the campaign, you can’t change the merchant.
- The country of sale: Choose the country in which your products will be sold and delivered. Only people from the country you choose will see your ads. To advertise, make sure the product data in the Merchant Center account you choose is available for the country you choose. There will be no products to advertise in the campaign if no product data is available until you add it. After you’ve created the campaign, you can’t modify the country of sale.
- Inventory Filtering: This parameter only needs to be changed if you wish to limit the number of products used in your campaign. Select the criteria that a product must meet to be advertised in this manner. Only products that meet all of the criteria you specify will be included in your campaign. After the campaign has been created, you can change this setting.
- Bidding: Select the type of bidding you want to employ in your campaign. After the campaign has been created, you can change this setting.
- Budget for the day: Choose how much money you’re willing to put into this campaign.
- Prioritize campaign: If you’re advertising the same product in different campaigns for the same country of sale, you simply need to change this parameter. When products in your campaigns overlap, campaign priority determines which campaign’s money will be spent.
- Locations: You can use this feature to limit the locations where your advertising appears. After the campaign has been created, you can change this setting.
- Local inventory ads: If you want your Shopping campaign to include products sold in local retailers, you simply need to change this setting. You’ll need to provide local product data in Merchant Center to advertise local products. Then select “Enable advertisements for products sold in local stores” from the drop-down menu.
Step 5: Setting your Bid
Learning how to make Google Shopping ads will enable you to realize that bidding is an important part of your overall ad strategy. You must first decide on the type of bidding you will utilize. There are several bidding possibilities for Google Shopping advertising, including:
- Cost per click (CPC)
- Cost per thousand viewable impressions (vCPM)
- Cost per thousand impressions (CPM)
Most of the time, you’ll utilize the CPC bidding option, but if you want to increase brand recognition, you may use one of the impression-based bidding options.
Step 6: Decide on devices that will show your ads
When you create a Shopping ad on Google, it may display on any device, including tablets, smartphones, and desktop computers. You may alter the settings to limit where your adverts appear if you don’t want them to appear on a certain device. In most cases, you’ll display your adverts across all devices in order to target the individuals who are most interested in your company.
Step 7: Set your preferred location
Setting your location is one of the most important steps in our tutorial to establishing Google Shopping advertising. You can limit the visibility of your adverts in search results to clients in your service region. Setting up your location specifications will help you cut down on ad waste by preventing people from clicking on your advertising in areas where you don’t provide services.
Step 8: Preview all you have done and click save
What are the benefits of Google Shopping Ads
- Your products will get incredible visibility.
- Increased advertising return on investment
- Increase the number of people who see your adverts
- Higher-quality leads
- Ease of setup and management
- Reporting tools that are useful
- A mobile-friendly interface
Business owners and individuals can utilize all we have discussed in setting up effective Google shopping ads as it is important to make a profit and meet new clients. If you are considering marketing your products or expanding your business, then I will advise that you do that through Google shopping ads because you have total control over who sees your products and services.
If this article helped you in any way, do share your feedback or suggestions in the comments section below.
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