Knowing how to create a Google Shopping campaign is essential for businesses of any industry or size. This is because this tool helps your brand be discovered in search engines and gain market share.
But what is Google Shopping? Also known as Product Ads, it’s a paid advertising platform that allows you to advertise products in a targeted manner, reaching those who are truly interested.
It’s often overlooked by businesses, accounting for around 20% of paid clicks. However, this still-low number represents an opportunity, as your business has an even greater chance of standing out.
In this content, you’ll learn how to create a Google Shopping campaign and understand why you should use this payment method to boost your sales. Follow us!
You will read in this content:
What is Google Shopping really?
How important is Google Shopping for SMEs?
Step by step to set up your Google Shopping profile
- Configure your XML file
- Sign up for Google Merchant Center
- Create your product feed
- Integrate Google Merchant Center with Google Ads
- How to create a Google Shopping campaign using Google Ads?
How much does it cost to asia mobile number list advertise on Google Shopping?
How can Google Trends help you create effective campaigns?
What is Google Shopping really?
Google Shopping is basically a price comparison site, presenting the user with a list of similar products containing the most essential information in a carousel format, including:
- Product name;High resolution product images;
- Price;
- Seller’s name and website.
It’s a medium created exclusively for advertising physical products. That is, it doesn’t allow you to offer courses or services, for example.
For this reason, it’s a channel aimed at merchants, especially those who have an online store and want to expand the reach of their products.
Since these ads tend to appear at the top of the search results, products start to be seen more quickly, because that’s where readers pay the most attention.
The average conversion rate on Google Shopping is estimated to be 2.5%. If this number seems low, remember that the extra percentage can add up to sales and ultimately makes a big difference.
And how does Google Shopping fare simple registration in whatsapp compared to other paid platforms? Research shows that the conversion rate is 130% higher compared to other sales ads.
How important is Google Shopping for SMEs?
Knowing how to create a Google Shopping campaign is important because it’s an efficient and cheaper way to reach people who intend to buy the products you offer.
This is essential for those new to the online world who need to promote their brand and products.
Therefore, we can point out 3 main advantages of advertising on Google Shopping:
- Highly qualified target audience, as the ad reaches the right buyers at the moment they are actually looking for your product;
- Measurable and precise results, making it possible to evaluate the performance of each product to promote even more efficient strategies;
- A broader social media presence, showing up in searches relevant to your business.
Additionally, your company will have a stronger digital presence, making your brand and products more visible to more people.
Step by step to set up your Google Shopping profile
1. Configure your XML file
The first thing you need to have on hand to start advertising is an XML file, which must include all the products in the store with their respective names, prices, categories, and quantities.
Most e-commerce platforms already have the XML file ready to be inserted into Google Shopping.
If this isn’t your case, see how to create this file by clicking here!
2. Sign up for Google Merchant Center
The second step to advertising on Google Shopping is to create a Google Merchant Center account. Through this account, you can provide Google with information about your product.
To set this up, simply go to the Google Merchant website and complete the registration process, which is very quick and easy.
After entering your information, simply click on products, then feeds, and upload your XML file.
3. Create your product feed
This is one of the most important steps, as it’s where you tell Google everything it needs to know about your product.
On the final screen of the process, you’ll fax list see that you can upload the file in four different ways . The scheduled search is the most recommended because the document is automatically generated by a tool or e-commerce platform. Therefore, it’s safer and faster because the data is already entered.
4. Integrate Google Merchant Center with Google Ads
This is the final step to start advertising your products on Google Shopping, as Google Ads needs to find you to create your campaigns.
To do this, log in to your Google Merchant Center account and click the three-dot drop-down menu . Then, click “Account Linking” and select “Google Ads.”
Finally, just enter your ID and click “Add.”
How to create a Google Shopping campaign using Google Ads?
To create your first integrated campaign with Google Ads, we’ve created a super simple and educational checklist. Continue!
- Access your Google Ads account ;
- Click on “Campaigns” (in the left menu), the “Add” (+) button, and then “New Campaign”;
- Under “Campaign Type,” select “Purchases” and click “Next”;
- Choose your advertising preferences, including your campaign name, Google Merchant Center account with the products you want to advertise, sales country, inventory filter, bids, and daily budget, among others.
- Click “Save” and “Continue”;
- Next, choose the type of ad group you want to create. These options include “Shopping Product Ads” (recommended for Google Shopping beginners) and “Shopping Demo Ads,” which groups many related products into a single ad.
- To create your first ad group, enter the requested information and save it again;
- Finally, you’ll be directed to the product groups page, where you can further subdivide them to define specific offers.
How much does it cost to advertise on Google Shopping?
Google uses a “cost-per-click” auction system. This means that whoever pays the most for a product-related keyword appears at the top of the search results. Furthermore, each click received has a cost—you only pay if the link is accessed.
It is the company that defines how much it will pay for each click, based on 3 main factors:
- Competence;
- Search volume;
- Desired ad position.
Google uses other parameters considered essential to adjust positions, such as:
- Quality and relevance of information;
- Relevance of your website;
- Relevance of the product itself.
Therefore, it’s not possible to predict exactly how much the ad will cost, but campaigns can be created and historical data tracked, allowing for averaging and better financial organization.
How can Google Trends help you create effective campaigns?
Google Trends is a free tool that allows you to determine what people are consuming based on the main trends related to specific keywords. The search engine indicates the most searched terms by location and time period.
For those who want to know how to create a Google Shopping campaign, this can be a great ally because it better targets ads, avoiding unnecessary costs on products that aren’t very successful.
Furthermore, it can help e-commerce itself better target its services. After all, by better understanding consumers, it’s possible to offer what they really need.
Tip: There’s a filter in Google Trends for Google Shopping searches. Just click where the term “Web Search” appears and switch to “Google Shopping.”
