In your emarketing account you can setup your Google Shopping campaigns, there is no need to log into Google Ads. emarketing will transfer your campaigns to Google as soon as you have created them.
There are three options for setting up Google Shopping campaigns:
A. Google Smart Shopping Campaigns (recommended)
Google Smart Shopping Campaigns (SSC) are the most advanced type of Google Shopping campaigns. Machine learning is used to optimize campaign alignment and bidding strategies. Campaign focus is on optimizing conversion value. SSC are easy to set up, you will just have to define your daily ad budget.
Requirements for SSC:
- Google Conversion tracking with proper recording of basket values
- Google Global Site Tag
|If you are using an emarketing plugin for your shop system, the plugin sets up Conversion Tracking and Global Site Tag automatically. If you don't use an emarketing plugin, you must make sure to set this up manually before you create a Smart Shopping campaign.|
Setting up a Google Smart Shopping campaign
- Open the "Tools" menu in your emarketing account:
- In the Google Ads box, click "Manage":
- Click "Create campaign":
- Select "Google Smart Shopping Campaign":
- Click "Create Campaign".
- Enter your daily budget and click "Create campaign":
Editing / pausing / deleting Smart Shopping campaigns
You can edit your campaign name, daily budget or pause your campaign by simply clicking the campaign box.
- Open the "Tools" menu, in the "Google Ads" box, click "Manage".
- Click the Smart Shopping campaign box:
- You can now change the name and daily budget of your campaign, pause and delete the campaign:
B. Auto-Pilot campaigns
If you choose to setup an Auto-Pilot campaign, emarketing will create three Shopping campaigns:
- New products campaign
- Top sellers campaign
- Low performers campaign
If you setup a new campaign all your products will start in the New products campaign. emarketing will move your products automatically to the Top sellers or Low performers campaign, based on incoming performance data.
For the Top sellers campaign higher cost-per-clicks (CPC) will be set than for the New products or Low performers campaigns. This makes sure your ad budget will be focussed on your best selling products.
Setting up an Auto-Pilot campaign
- Open the "Google" menu.
- In the "Auto-Pilot Campaign" box, click "Create Now":
- Enter your daily ad budget.
- Enter the maximum amount that you are willing to pay for a click on your ads (max. CPC).
- Click "Create now!":
Information on max. CPC: Google will automatically adjust the CPC you set, based on the probability for a conversion.
Information on daily budget: Google may adjust you daily budget, based on search traffic. I.e.: You set a daily budget of €10.-, on days with many search queries matching your products that might lead to valuable conversions, Google will spend more than €10.-. On days with less traffic or traffic that probably will not convert, less that €10.- will be spent. Google guarantees that you will not be charged more than 30,4 times the amount that you have set as daily budget.
Pausing Auto-Pilot campaigns
If you want to pause an Auto-Pilot campaign, click "Deactivate now":
C. Advanced campaigns
Advanced campaigns offer a great variety of Smart Filters and the possibility to select which products you want to include in your Google Shopping campaigns. Products can be selected manually or automated, based on the Smart Filters that you activate for the campaign.
You could choose to setup a campaign which only includes products that you are offering at the lowest price available on Google Shopping, Amazon and eBay. Or you could set a Smart Filter that automatically exludes products from your campaign which got a certain number of clicks without generating sales - this can effectively prevent that your ad budget is spend on products not generating revenue.
Setting up an Advanced Campaign
- Open the "Google" menu.
- In the "Advanced Campaign" box, click "Start Now":
In the settings window of your Advanced campaign you will find numerous options for setting up a customized campaign, the window is divided into six sections:
1) General settings
Name: Enter any value as name for your campaign. If you do not enter a name, it will be generated automatically.
Daily budget: Enter the maximum amount of money that you want to spend per day.
Max. CPC: Enter the maximum amount that you are willing to pay for a click on your ads.
Priority: Choose "Low", "Medium" or "High" as your campaign priority. If you run several campaigns containing the same products, the campaign with the higher priority will deliver the ad.
2) Manual product selection
If you want to select the products for your campaign manually from a list of all products that were imported from your Shop system, tick the box "Only these selected products". Ticking the box will bring up your product list. Tick the products you want to include:
You can search for certain products by entering your search term into the search box:
3) Performance Filter
Performance filters can be used for automated inclusion / exclusion of products. emarketing will periodically check if your products match the filters you have activated and include / exclude your products based on the results.
- New products: If checked, only products recently imported for the first time will be included in your campaign.
- Top Performer: If checked, only top performing products will be included in your campaign. You might want to use higher max. CPC for a campaign that only contains top performing products.
- Low Performer: If checked, only low performing products will be included. You might want to set low max. CPC for products containing only low performers.
- Only products with conversions: If checked, only products with at least one conversion within the last 30 days will be included. 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. As products that were successfully sold on Amazon should also work on Google Shopping, you could set this filter if you want to include products with a high likeability to convert. You can also use this filter to draw sales from your Amazon store to your Webshop, i.e. by offering those products at a lower price in your Webshop 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 got X clicks without yielding a 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.