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How to Run Google Shopping Ads in 2022? The Only Guide You Need

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John has been working for 10 hours straight and ends his work day with irritating pain near his neck. He searches on Google about the possible reasons and finds out he needs to use a laptop stand to work without developing this pain.

John searches on Google for the “Best work from home laptop stand” and gets to see pictures of different laptop stands and selects the metal one, just the one he was looking for. Just like most of the shopping queries on Google, John did not even check the text ads or the organic listings.

This is the most common scenario these days which has caused every brand to focus on Google shopping Ads. However, unlike text ads, setting up shopping Ads is not that straight-forward and there are a few things that you need to set up before running your Ads.

Also, there are hundreds of things that you need to take care of to ensure your Ad campaigns are profitable. I have personally created and managed countless Google shopping Ad campaigns which has over the years given me a sense of what works and what doesn’t.

This blog is all about the basics of creating Google shopping Ads, so if you are new at it, keep following along.

What all do you need before starting with Google shopping Ads?

Before you can run shopping Ads, you need to make sure that:

  • You have a Google Merchant Center and have completed all the setup for your brand with it
  • Create a shopping feed on your merchant account (Add all product details, images, and more)

It is important to take care of the creation process as Google will fetch all the details of your products from here and if you make some mistakes(going against Google policy), your account can be suspended (it’s very common for that to happen). You will be asked to enter the product link, name, ID, price, description and more here.

If you don’t know how to do that and need help, check out our detailed guide on it.

 Google Ads account to your Google merchant center account

Connect your Google Ads account to your Google merchant center account

Now that you have your merchant center account set up, you need to link that to your Google Ads account as the merchant account will only be used to fetch product information but you will control everything about the Ad from the Google Ads dashboard.

To connect your merchant account, you need to click on the tools icons to access settings. You will find an option of Linked accounts, there you need to select Google Ads and link your account. You will have to enter your Google Ads customer ID to send the link request.

 creating the actual Ad

Let’s start with creating the actual Ad

Congratulations, you are now all set to create your first Ad. Let’s jump straight into the process:

  • In your Google Ads account, click campaigns to create a new one
  • Select Shopping when asked about the campaign type
  • Set your campaign name
  • Make sure to write a descriptive name that gives you an idea of the Ad campaign that you are creating since you will have a lot of them down the line
  • Choose the merchant center account that you have just linked
  • Choose the country where you’ll sell

After doing this, you will be getting a lot of options about your Ad campaign and each of it will be linked to the results you get, so make sure to take your time and choose what you need. Let’s talk briefly about all the options that you will get.

  • Inventory filter: This filter defines what all products from your feed will be used to advertise in your campaign. You can choose all or specific products. Google gives a lot of options to choose the right set of products as per your needs.
  • Bidding: You can choose between CPC, CPM, or vCPM. Choosing the one will depend on whether your end goal is brand awareness or conversions.
  • Budget: There is no direct rule to calculate the best budget amount. This will depend on various factors like CPC cost for keyword, competition, ROAS you are getting, and other factors.
  • Campaign priority: This is useful especially when you have the same product being advertised in different campaigns. You can check out Google’s detailed guide on campaign priority if you want to know more about it.
  • Networks: You can choose between Google Search Network and Google search partners to determine where you want your ads to show. In most scenarios, the ideal choice is Google Search Network.
  • Devices: Just like other Ad formats, you can choose which type of devices will be served with your Ads.
  • Location: You can choose the location where your Ads will be delivered.
  • Local inventory ads: This option is only supposed to be used if you are advertising products that are also sold in local stores.

Next, click on Save and Continue. Then, you’ll have to give a name to the Ad groups you create and create a bid for them.

Click on Save and you are done!

Conclusion

This covers everything you need to do to make your Ads live. Before you create your Ads, make sure to revisit the points to ensure you are not missing out on anything or are making any mistake.

If you are creating your first Ad, it obviously won’t be perfect but with some experimentation and experience, you will grow as an Advertiser. The journey to profitably running Ad campaigns might be long, but it's fruitful and super interesting.

If you think doing all this is too cumbersome and you want expert help in creating and managing your Google shopping Ad campaigns, check out the information on the website to contact us!

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