How to create an advertising campaign on Google shopping

Google shopping, instructions on how to create an advertising campaign

Google shopping is a boon for retailers that when shoppers click on a product link, they’re taken back to the retailer’s website to make a purchase. If you don’t advertise your products on Google Shopping, you will miss out on a lot of potential customers. The following article has document of guidelines to help you better understand Google shopping and get start with your first shopping campaign. Keep reading to get started!

What is Google shopping?

Google shopping is a service by Google that allows customer to search products, compare and shop for products online. This is also known as a comparative shopping tool (CSE). Google shopping results will show up as thumbnails, showing the price and retailer of each product.

When it was released in the 2002, Google shopping was called Froogle. This service simply indexes product data based on certain search terms. In 2012, the service switched to paid advertising in which shopkeeper had to pay to appear in Google shopping search results.

Google shopping became a “branch” of Google AdWords . An online storefront for retailers and e-commerce businesses to advertise their physical products on Google. Google uses product information uploaded by consumer to display Google shopping ads.

How to create an advertising campaign on Google shopping seo by akbar ali

Why use Google shopping?

Let’s take a look at following example:

I am currently in the process of moving my apartment here in Chicago, and I am looking for a sleeping sofa for our new apartment. I am not loyal to a particular furniture or home appliance brand. So I tried to find a way to easily find a new sofa at many retailers.

When I google “sofa combo bed” it brings up a lot of web pages… along with sponsored Google shopping results.

Google shopping effective online shopping

Click on the See sleeper sectional or Shopping tab below the search query box, Here i can access a variety of sofas from different sellers. Google shopping also allows me to filter results by price, size, fabric, etc.

Google shopping allows to filter results by price, size

So I’m a fan of Google shopping. I have not made a purchase yet, but I anticipate I will find our ideal sofa using this service.

Here are some other reasons to use Google shopping:

  • Google shopping adds more realistic images to the shopping experience and multi-text search.
  • Google shopping allows users to show up multiple times in the SERPs . The results are web pages, text-only PPC results, and shopping results.
  • Google ads is prove to have 30% conversion rates than text ads.

Let’s talk about how to get your products listing on Google shopping. Below, we’ll walk you through the steps needed to set up your account manually.

Instructions for setting up a Google shopping account

1. How to Set up Google Merchant account:

In order for your products to be display in Google shopping results, you must sign up for a Google Merchant Center account .

Set up a google merchant center account

Google Merchant Center is easy to set up, easy to navigate, and basically serves as a data source to help you upload product information and data to Google shopping.

2. Optimize your product images

Google shopping uses uploaded product feeds to index search results, but it will pull featured images from the respective retail sites. Therefore, it is important to optimize the images and product listings on your own website before promoting them on Google shopping.

Google shopping is a highly visual experience. Product images are arguably the most important part of your listing, and they can be a factor in shoppers deciding to buy. Google knows this and with the benefit of providing a great shopping experience to consumers. The Google will reject Google shopping campaigns if there are low quality images. Adswords will regularly check the quality and do not hesitate to suspend your Google account.

Some guidelines about google images

If you want your products to be feature on Google shopping, then you should follow these guidelines from the start:

  • Use solid white, or gray or light colored background
  • Use clear, uniform lighting
  • Clearly display the product being sold. (Rear and close-up images can be used as supplemental images, but are not primary images.)
  • Display products in the right proportions and not too big or too small. (Your product should cover 75% to 90% of the full image.)
  • Avoid blur, noise, excessive .jpeg additions or other image edits like pixelation, borders, and fading.

3. Collect and import your product feed

With your images optimized, it’s time to create your product feed. Your all product feeds will tells Google about your products. This data is essential because it helps Google find and show your products when people search for certain terms or product attributes.

To set up product feed, go to Google Merchant Center account. Click Products > Feeds , then click the blue “+” icon.

Create feed for google shopping

First, enter your country and language. This data determines which demographic(s) will view your products, so this is important.

Complete the required information

Next, name your product feed and choose how you’ll enter your product information.

Name the feed

If you choose Google Sheets , you can upload your own spreadsheet or use the template provided by Google Merchant Center. This step is allows you to create and upload schedule depending on how you update your inventory.

 What is google shopping?

This google spreadsheet is used to gather product attributes which Google will use to index and display your product. Here’s a brief list of some of the required product attributes Google uses to create your Google Shopping ads

  • Id: The unique identifier of your product. Use SKUs if possible. Example:  S123
  • Title: The title of your product. Must match the product landing page. Add any specific details shoppers might be looking for, such as size, color, or style.

Example: Allie’s super comfy bed section sofa, gray

  • M Car Description : Accurately describe your product. Must match the product landing page. Includes product information only.

Example: This sofa bed combo was made especially for Allie’s new apartment. Made from 100% cloud-based materials, this sofa is perfect for cuddling her dog, bingeing on Cheez-its, and watching Netflix. It also has a pull-out bed when her mother visits.

  • Link: The URL of your product landing page. Should start with http or https. Example:
  • Image link: The main image URL for your product. Should start with http or https. Ví dụ:
  • Availability: Product availability matches availability from the product’s landing page. Example: In stock
  • Price: the price of your product. Match prices from the product’s landing page and the currency of the country where the product is primarily sold. Example: $500.00
  • Google_product_category: The Google-defined product category for your product. Include a category of the most relevant. Example: Sectional > Sleeper
  • Brand: the brand name of your product. Provide a name that is generally recognized by client. Example: Allie’s

If you choose the template of Google Merchant Center, spreadsheet will reflect the product attributes as column headings.

spreadsheet provided by Google Merchant Center

If you choose to create your own spreadsheet, enter the product attributes you selected as column headers. Fill in the data corresponding to each product as its own row. If an attribute does not apply to a product, leave the cell blank. When its complete, simply upload the document to the Google Merchant Center.

 documents to Google Merchant Center

4. Link your Google AdWords account

When you search for a product on Google, the Google shopping result you see is actually an ad.

That’s right, to have your product on Google shopping, you have to pay. While Google Merchant is how Google marchent finds your product information, Google ads or adwords is how consumers see your products. Through the shopping campaign, we will go to the next part.

To get your products to deliver via Google shopping, you will have to link to your Google AdWords account.

Sign in to your Google Merchant Center account. In the top right corner you will find three vertical dots. Click that to expand the menu, then click Account linking .

link with google adwords account

If you do not have a Google ads account, you can create can create google ads account as this screen showing. Otherwise, click Account linking to enter your Google AdWords customer ID. Once you’re done, your AdWords account will be linked.

installation guide google shopping

5. Create a Google shopping campaign

Once your Google AdWords account is linked, you’ll be able to create Google shopping campaigns and advertise your products. There are only few ways to get started.

One way to create a Google shopping campaign is through your Google Merchant Center account. After you link your Google AdWords account via the Link Accounts page, you’ll be able to access it from the same place. From there, you can simply create shopping campaign.

create a google shopping campaign

Next, insert the campaign name, country of sale, and daily budget. When you click create, you’ll be prompted to continue managing your campaign through Google AdWords.

Another way to create a Google shopping campaign is through Google AdWords. Sign in to your Google AdWords account. Open the Campaigns tab on the left menu, click the blue “+” icon and select new campaigns .

Create a Google shopping campaign through Google AdWords

First, choose a campaign objective. Shopping campaigns can have sales, leads, or website traffic goals. So make sure to choose whichever campaign works best for your business.

choose a campaign objective

After you select the campaign objective, specify the campaign type as shopping. Make sure your Google Merchant Center account is displayed (so Google AdWords knows where to get your product data from) and indicates your country of sale.

Finally, choose a sub-campaign type. Note: Smart Shopping campaigns require conversion tracking so AdWords can track when ads lead to sales on your website.

For the sake of explanation, choose a regular shopping campaign.

The next screen will show you all your Google shopping campaigns settings. First, enter a campaign name and click Additional settings if you’d like to set an inventory filter, enable local inventory ads, or change your campaign URL preferences.

Google shopping campaign settings

6. Bid on your shopping campaign

Next step, in your Google shopping account settings, you will be asked to choose your bidding strategy and set your ads campaign budget.

Bidding is how you pay people to see and click on and engage with your ads. According to Google, “sufficient bids and high-quality product data will help your ads rank higher.”

bid for shopping campaign

First, choose your bid strategy. Manual CPC (cost-per-click) means that you set a maximum CPC for your ad. You can also set an automated bid strategy. Target ROAS (return on ad spend) and enhanced CPC both require conversion tracking because Google uses your ad’s conversion rate to bid most effectively for your ads. your product.

With “Maximize Clicks,” Google Ads will automatically set your bid to get as many clicks as possible within your budget. You can set a maximum CPC bid limit to limit your spend per ad.

Next, choose your campaign budget. This is how much you want to spend on average per day, but there is no daily limit. Instead, Google manages your budget monthly: in a month, you won’t spend more than your daily budget multiplied by the number of days in each month. You can also set how your budget is distribute: Standard spends your budget evenly over time, and Accelerated spends faster.


7. Target and time your shopping campaign

The final part of your Google shopping campaign settings is targeting and timing your campaign. This section is very important because, it determines who will see your product ads and when. The first 2 settings are network and device which should not be change. and its basically just telling you that where your ads will showing.

targeting and timing

Next, choose the placements your ads will target. Make sure you only select locations where you are or can deliver to. In the location preferences, you can change the targeting and exclusion settings, although we recommend the default Google choices. These options ensure that you’re advertising to the closest people: people in your target locations and people who are searching for (aka interested in) those locations.

Finally, set start and end dates of your campaign. Your ads will continue to run unless you set an end date, so don’t forget that part.

choose a campaign run time

8. Build an ad group

Once you’ve finish setting up your Google shopping campaign, you’ll be prompted to create an ad group for your campaign. Ad groups determine the types of ads you’ll run and how you’ll organize your bidding for those ads. You can run two types of ad groups: Product Shopping ads and Showcase Item ads. Product shopping ads are promoting a single product. Showcase ads are new ads format which allow you to promote multiple products at one time as part of product or lifestyle ads that represent your business. If you choose shopping ad group, than enter your ad group name and set maximum CPC bid for your ads.

set ad group name

This creates one large ad group for all your products. If you want filter your products, you can create separate ads groups on different categories. If you choose a display shopping ad group, enter your ad group name and set your maximum CPE (cost-per-interaction) bid. Interaction occurs when someone expands your item showcase ad and clicks and spends at least 10 seconds in the ad. After that, select products to promote as part of your showcase ad. row.

Once you click save, your campaign will be submit. Congratulations you first google ads campaign is finish we hope to see your products in Google Shopping results!


Google shopping is a welcome change. It’s almost like a digital mall where shoppers can enter, search for what they want, and view various brands and product categories on one screen. You can also see more useful information at our SEO Service PK Blog.

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