AdWords, Shopping Ads

Step by step guide to creating your first Google AdWords Shopping campaign

Google AdWords Shopping ads are a must have for any serious webshop owner. If you have a webshop and are not running at least one Shopping campaign then you need to get your priorities straight.

Once you decide to start using this amazing digital advertising tool, you should follow these steps:

1. First, you need to log into your AdWords account. 

2. If you have an MCC – My Client Center account, then go into the account within which you want to create the campaign.

3. Once you are in the account (on the Campaign level), click on the button titled +CAMPAIGN.

4. Select Shopping.

5. Next step is to enter the Campaign name.

6. Your Google Merchant Center account should already be connected to the AdWords account, if not make sure that you do that first. Here is the guide for that:https://support.google.com/merchants/answer/188924?hl=en&ref_topic=3163841https://support.google.com/merchants/answer/6159060?hl=en

7. Now, you must enter the country of sale. It must be the same country that is selected in your Google Merchant Center feed that you will be using for this campaign.

8. Make sure that you go into Shopping settings (advanced) and select the campaign priority.
If you are not sure what to do here, just bare in mind that this option lets you choose the priority of the campaign within the AdWords account. Meaning that if you have 3 shopping campaigns, this is the way you can give them a priority.

9. You should use the inventory filter only if you are creating separate campaigns for your product groups (based on some custom label, brand, etc.), otherwise, skip the inventory filter and create a campaign for the entire feed.

10. Targeting and exclusion strategy should be determined by the scale and phase of growth your business is in at the point you are creating this campaign.

11. Bid strategy should always be Manual CPC at first (until you break the 5 conversions/day benchmark, then change to Enhanced CPC).

12. I suggest that you use the individual budget for your setup unless you have a specific budget-related strategy in mind.

13. You can use Standard delivery strategy if you want to start the campaign and your Google Shopping appearance at a normal rate, but you can also use the Accelerated strategy if you want to be more aggressive while you are entering the new market.

14. If you have a need to schedule your ads and just let them be visible for a certain amount of time, then you should create a Schedule by which your ads will be shown. If not, you can add all days of the week so that you can bid on them later, when you have more data.

15. At the end of the page, if you have any custom URL tracking that you use for your marketing campaigns overall, you should adjust the settings in the Campaign URL Options section.

16. Save and continue.

17. The only thing that remains is the creation of AdGroups. Your products are already grouped in the product groups, you just need to branch them the way you feel will benefit you the most.
Give your ad group a name and if you are creating multiple ad groups, you should select the option – Start with one product group with a single bid for all products, or if you are creating just one ad group, then you should consider selecting option number two – Create one ad group and generate multiple product groups based on the product attribute you choose.

18. Now that your ad group has been created, you need to branch your product groups.

Dependant on your feed’s structure, you can do it by Brand, Custom label, or some other categorization that makes sense to you.

19. After you’ve done that, you can branch even more if needed.

20. At the end, you should place the bids. It is your choice if you want to do it at the ad group, product group or a product level.

Well done, you’ve created your first Google AdWords Shopping campaign.