By the end of this article you’ll know

  • What Google Shopping is
  • Why eCommerce uses it
  • How to get started
  • Bidding strategies 

You’ve Probably Seen Google Shopping Before...

Why Advertise with Google Shopping? 

  • Visual Friendly
  • Straight forward
  • Better performing than adwords

Check out this article for a great breakdown.

Setup

There are two options for setting up Google Shopping campaigns, and setup takes about 5-15 minutes for each

  1. Google Smart Shopping Campaigns (recommended)
  2. Advanced Campaigns

 

1. Google Smart Shopping Campaigns (recommended)

Google Smart Shopping Campaigns (SSC) often outperform advanced campaigns because they...

  • Pick which products to advertise based on what is selling best and market trends
  • Use machine learning
  • Optimize ad alignment and bidding based on your budget

You'll need:

  • Google Conversion tracking with proper recording of basket values
  • Google Global Site Tag 

*with an emarketing account, these are set up automatically

 

Setting up a Google Smart Shopping campaign

  1. Login to your emarketing account
  2. In the Google Ads box, click "Manage"
  3. Click "Create campaign"
  4. Select "Google Smart Shopping Campaign"
  5. Click "Create Campaign"
  6. Enter your daily budget and click "Create"

Editing Smart Shopping campaigns (SSC)

You can edit your campaign name, daily budget or pause your campaign by simply clicking the campaign box. 

  1. Open the "Tools" menu, in the "Google Ads" box, click "Manage".
  2. Click the SSC box
  3. Here, you can change the name, daily budget, pause and delete the campaign.

Bidding Strategies for Advanced Campaigns

Caution: Google at work! With Smart Campaigns, you do not need to do any bidding! 

2. Advanced campaigns

*Advanced campaigns aren't necessarily for beginners as they use multiple filters, Smart Filters, and settings. 

With advanced campaigns, you can choose which products and filters to apply to your Google Shopping campaign. 


Tip: Use the competitor check to setup a campaign which only includes products that you are offering at the lowest price available on Google Shopping, Amazon and eBay.

Setting up an Advanced Campaign

Once you have selected the advanced campaign in the create new campaign window, you can fill out the following information 

1) General settings

  • Campaign Name
  • Daily Budget
  • Max. CPC: The max cost-per-click on your ad
  • Priority: *If you run more than one campaign containing the same products, the campaign with the higher priority will deliver the ad.

2) Manual product selection

Ticking the "only these selected products" box will allow you to pick which products to advertise in your campaign

3) Performance Filter

Use these filters to choose which products will be advertised in your campaign.

You can choose from 

  • New products
  • Top Performer (Tip: Set high max. CPC for campaigns with only top performing products.)
  • Low Performer (Tip: Set low max. CPC for campaigns with only low performers.)
  • Only products with conversions: If checked, only products with at least one conversion within the last 30 days will be included. (Tip:) You might want to set higher max. CPC for a campaign containing only converting products.
  • Only products with conversions on Amazon: If checked, only products with at least one conversion on Amazon during the last 30 days will be included. 

Tip: Use this filter to draw sales from your Amazon store to your shop by offering those products at a lower price in your shop than on Amazon. Please note: To use this filter, you must connect your Amazon Seller Central account to emarketing.

  • Max. X clicks without conversion: If checked, products will be excluded from your campaign as soon as they get X clicks without  conversion within the last 30 days. Use this filter to focus your ad budget on products that sell. 
  • CPO max. X: If checked, products will be excluded from your campaign if their CPO (Cost per Order) exceeds X. You might want to set this filter to prevent products from being advertised if the ad costs for generating a conversion are too high.

Tip: You can set a Smart Filter that automatically excludes products from your campaign which got a certain number of clicks without generating sales to save budget.

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