Tips to Structure Your Google AdWords Shopping Ad Campaign

Shopping Ad Campaign

Excited about starting a Google Shopping ads campaign for the first time? You should be, after all shopping campaigns are a fantastic way to offer rich product information and promote your business even before a user clicks on an ad. Having proper initial campaign set up is crucial to obtaining impressive ROI from your shopping campaign and here are some tips to help you out.

Structuring For Shopping Campaigns

You have two options for structuring Google Shopping ads campaigns on the AdWords platform. You can either have a single campaign and single ad group for all your products or you can segment with different campaigns and ad groups. The former option is good for simpler Google shopping campaign management when you have a smaller inventory and don’t need stringent control over budget allocation. The second option is perfect if you have a larger inventory and you’d like more control over budget allocation and targeting.


Campaign Set Up

Campaign Set Up

To create a new shopping campaign, check into your AdWords account and click the ‘Campaigns’ tab. Click on the  blue + Campaign option and select ‘Shopping’. On the ‘Select Campaign Settings’ page and assign a name to your campaign. Provide a Merchant ID and choose the Merchant Center account with the product feed you want to advertise. Select from the drop down menu next to ‘Country of Sale’ according to the country you want to advertise in.

Also readRun mobile-specific ad copy for AdWords expanded text ads: Know How

Set Up Inventory Filtering

If you want to limit the number of products to advertise in your shopping campaign, use the optional inventory filter that allows you to narrow down based on Merchant Center product attributes you choose. Use the ‘Create Custom Filter’ option to achieve this. If you have a brick-and-mortar store, you can promote in-store products by enabling local inventory ads. You can then filter product inventory by channel or channel exclusivity.

Campaign Priority Settings

Campaign Priority

When you have multiple shopping campaigns that include the same products, use campaign priority settings to determine which campaigns should get preference. Select from ‘High, ‘Medium’ or ‘Low’ priority depending on your marketing strategy. Use the campaign URL option to set up a tracking link that users will click to arrive at the desired page – this will help you in ongoing shopping campaign strategy management and optimization.

Set Bid Strategy

The next step is to edit bid settings. You can set bids manually or allow AdWords to do it automatically for maximizing clicks or conversions within a given budget. You need to set up a daily budget and also choose ad delivery method – standard or accelerated. Standard ad delivery method offers even budget spending over time whereas accelerated method allows you to spend budget quickly. If you have campaigns with the same priority settings, the one with the higher bid will be given preference.

Advanced Campaign Settings

Apart from this, you also have to set the devices, networks and locations you want to target. You can choose to exclude or include certain locations, networks and devices depending on your audience base, business and campaign objectives. If you want your ad to show when a user is most likely to search online, use ad scheduling that allows you to show ads at particular times.

Organize Ad Groups

Organize Ad Groups

After you click ‘Save’ and ‘Continue’, you’ll come to the ‘Create Ad Groups’ page. Decide how you want to organize ad groups for most efficient shopping campaign management. You can create ad groups for each individual product you want to advertise or you can create a Shopping Showcase ad that lets you group related products and show them together. You will also have to assign names to your ad groups and set your max CPC bid.

To start off on the right track, partner a digital marketing agency offering Google shopping management services!

Also readA Comparison between Google AdWords Search and Display Networks

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