Join Elizabeth Marsten for an in-depth discussion in this video Creating a Google Shopping campaign in AdWords, part of Google Shopping and PLA Fundamentals.
Once you're set up with Merchant Center and your product feed, it's time to open up AdWords and start creating Google Shopping Campaigns. In AdWords you have a couple of options when it comes to Google Shopping Campaigns. You can have one that houses all of the ad groups and auto-targets or you can have a couple of shopping campaigns. It all depends on how much volume in clicks you're anticipating, the range of products you're offering, both in type and price range, and if you need to segment by geography or not. I recommend starting with one shopping campaign. I'm going to walk you through how to create a new Google shopping campaign, and for further advice on whether or not you need more than one Google shopping campaign check out the video later in this course on optimizing your product listing ads.
Now let's get started. Log into your AdWords account and click the large red Campaign button. From here, in the drop down, we're going to select Shopping for a shopping campaign. First, we're going to name our new campaign, something a little more descriptive than campaign number one. Google shopping will be just fine. Go ahead and check and make sure that the type is still Google Shopping. And we're also not going to be loading settings from any existing campaigns as this is our first Google shopping campaign. Double check that your merchant identifier is correct. Next, go ahead and click on the country of sale. We're going to select the United States.
And next we're going to open up our Advanced Shopping settings. You'll note here that these are the campaign priority settings. You'll only use this if you have multiple Google shopping campaigns that sell the same product and you need to prioritize one over the other. By default all campaigns are set to low. You do not need to change this setting unless you have multiple campaigns. Next you will see the Inventory Filter option. This you will only need to touch if you want to limit certain products from showing up in the new campaign based on attributes from your feed, like category, brand, or product type. For example, you have a temporary sale on used handbags.
You could create a new campaign and omit the new handbags from showing up in this new campaign by selecting the condition filter for used, as well as the product type as handbags. And if there were specific brands you could choose to filter those as well. We're going to leave that setting as None for now since we're just getting started. Let's go ahead and move on to Networks. Under Networks, we're going to leave the Search Partner Network box checked for now. The Google Search Partner Network is group of sites that show average ads in their search results. Example sites might include aol.com, ask.com, and you cannot select which sites you show on or not.
Under Devices, we won't be able to change any settings here through this new campaign setup. You will need to go back through into your Campaign settings, and change devices from there. Next, Locations. By default, you'll notice that the US and Canada are selected. If you do not ship to Canada, go ahead and change that radio button to the United States. Or you can dig in even further under let me choose and choose specific locations based on city, country, region, postal code. For now let's stick with the USA. Under shopping channels you'll notice that you have two options both online and local.
In order to do local you need to also have a local products feed that reflects the inventory in your brick and mortar store. For this course, we're going to be focusing on online only, so, let's just leave that Online radio button selected. For the bid strategy, we're going to stick with the focus on clicks with a manually set bid. This means that you will determine the bid amount at the ad group and product target levels. This method allows for the most control. Next we're going to set our default bit for the first ad group in the campaign. Setting this amount is entirely up to you as to what you are comfortable setting and based on the price range of the products that you are gong to be offering.
If you are really unsure you can just start with let's say $0.50 or $1. Let's go with $0.50. And next you are going to set your daily budget. Similar application here as well. This is again an amount that you need to be comfortable with, and the amount that you set will affect the frequency of your ad serving. So I do recommend that you start with at least $20 a day for a new Google Shopping campaign until you get in some results, and you can adjust that. Delivery method, for now, we're going to go ahead and leave it at Standard. If you find yourself getting conversions and not spending your entire daily budget, you can change this layer to accelerate it to try to and garner additional impressions and clicks to get more conversions and spend the entire budget.
For the advanced settings, you can adjust the start and end date of your campaigns. So if you're nervous that you'll forget to look at it and have a seasonal peak that you're trying to cover, say, all you sell is Christmas ornaments, you can set an end date. You can also set an ad schedule to turn your PLAs on or off, change the bid by days of the week, or hours of the day. Again, if you're starting from brand new, I recommend leaving this at all hours on all days until you know what your performance is going to look like, and then go back and adjust from there. And the last setting is tracking URLs for dynamic links, which applies if you are using value track parameters.
It's a feature that allows you to manage your tracking URLs and ad words instead of merchant center, and if you're using attribute ad words direct in your product feed. In this case, for this lesson, we're going to assume that when you put in your product feed you listed the destination URL of each product to a product page on your site and you are not utilizing the AdWords reader attribute. You would really only use this attribute if you needed to specify a separate URL to track Google shopping efforts. If you're using Google Analytics as E-commerce tracking tool you should not have to utilize this. Go ahead from here and hit Save and Continue.
Now let's go ahead and name our first product listing ad's ad group. Again, Google Shopping will work just fine. Under promotional text, while optional, I recommend not leaving this blank. Fill it in with relevant information around shipping or a sale, some benefit or feature of the ad group. For example, let's go ahead and put in a free shipping offer for anything over $25. Now, we're going to go ahead and save, but we're going to save with setup billing later as we're not ready to put in our credit card information quite yet. That's it! Your first Google Shopping campaign is complete.
- What is Google Shopping, and how does it work?
- Creating a product feed from scratch or with a web developer
- Creating a Google Shopping campaign in AdWords
- Bidding on product groups
- Expanding out your Google Shopping campaigns
- Bidding on mobile devices
- Using AdWords tools with PLAs
- Using third-party PLA tools
- Measuring results with Google Analytics