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Online Retailers Must Create Google Shopping Campaigns

Posted February 9, 2018 by Abhishek Pandey @ 5:42 am

For those who are new to Google Shopping Campaigns, it is a paid advertising solution by Adwords that allows you to bid on product based searches. They allow you to serve ads with product image, name, pricing, and some promotional text appear at the top of the Google Search pages, sometimes under the premium ads on the left, or even at the upper-right-hand corner. These images draw the eye and attract a disproportionate share of clicks. E-commerce stores that run AdWords Shopping Ad campaigns often bring in their highest ROI through these simple ads.

If you are a proud owner of eCommerce site who is using Shopping Ads for the first time, you’ll be surprised to see that the upload details of your product stock to AdWords is quite an easy task to do. Here is a list of things that you need to keep in mind while creating Google Shopping Campaigns:

Create A Data Feed

If you are a not an expert and a beginner who has the ability to code his own site entirely by hand, you probably want to speak with your webmaster about exporting your product list as a data feed. A specially formatted file containing a list of all your products and all the associated relevant information such as price, brand, image, availability, etc. The vast majority of modern e-commerce platforms make this easy to do with plugins and extensions, so you should expect this to be quick and straightforward for any competent webmaster.

Open A Google Merchant Center (GMC) Account

Again with this step, you may prefer to take help from your webmaster to enter your data feed details by providing him with the relevant login details of your new GMC account. if you set up and install the data feed correctly, it will update automatically as your inventory changes. In order to have better results, set this up in order to get your feed updated daily.

Link your Google Merchant Center account to your AdWords Account

GMC acts as a kind of middleman, assessing your feed, keeping an eye on the data, and making sure the format is correct. Therefore, it is mandatory to link your Merchant Center to your AdWords account and moreover it is a two-step process. You’ll need to send an approval request from the Merchant Center to your AdWords account.

Last Words

As with most things in AdWords, you’re looking for outliers. So depending on the situation, increase the bid on what’s performing well and similarly, decrease or eliminate the ones that are not performing or underperforming. For your shopping campaign, this means finding individual products that have sold consistently and profitably. You’ll want to increase the bids for these to encourage Google to show them more often. However, don’t be tempted to do huge bid increases at any one time. A “little and often” approach is a better way to go. You won’t typically increase the bid for any item by more than 10% at any given time.

Filed under: Advertising

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