Show off your products with shopping ads

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Google Shopping Ads (also known as Google Product Listing Ads) can be one of the most effective sầu ways khổng lồ drive sales & revenue for any catalog.

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Google has made major strides in improving Google Shopping for consumers while releasing new tools, ad formats, and more to help you reach your audience across all of Google’s properties.

While Shopping Ads are easy khổng lồ set up, they can be challenging to master if you don’t have the right strategy in place.


Here’s everything you need to lớn know lớn get started with Google Shopping Ads plus seven strategies straight from the experts.

“Between the increased competition, Amazon’s presence, and the need khổng lồ focus more on the customer experience — it’s critical that you take a more sophisticated, data-driven approach to lớn compete & scale your revenue on Google Shopping.”

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— Mike Wojciechowski, Senior Director of Shopping và Feed at thangvi.com

Whether you are a veteran Google Shopping advertiser or a newcomer, your Shopping ads performance will depkết thúc on your ability to lớn dial in three key areas:

Product Feed OptimizationTargeting & Bidding StrategyCampaign Structure

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We’ll cover each in this guide and provide additional tips to lớn help you stand out against the competition after we cover Google Smart Shopping campaigns & the Merchant Center.

2. What Are Google Smart Shopping Campaigns?

Smart Shopping campaigns are a variant of the Google Shopping Ads with the goal to simplify advertising on Google Ads by using automated bidding, creative ad customizations, và ad placements based on Google’s machine learning.


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Source: Google


Smart Shopping campaigns feature both Product Shopping ads and display ads (including remarketing ads and Similar Audiences), which are eligible lớn appear on the Google Search Network, Display Network, YouTube, & Gmail.

Smart Shopping gives businesses with smaller bandwidth (as well as advertisers with large catalogs) the ability to generate sản phẩm listing ads with minimal assets & đầu vào required.

Over the years, we’ve sầu seen Google’s machine learning become more effective sầu in how it optimizes và streamlines chiến dịch performance, but there are caveats lớn using Google Shopping.

Smart Shopping Pros & Cons: Scale vs. Control

The impact of Smart Shopping advances are two-fold: they present new opportunities lớn scale advertising campaigns — but they also limit your control as an advertiser.

Some ways that automation features can benefit advertisers:

Smart shopping can streamline ad copy and creative deploymentProduct feeds benefit from automated workflows và can save valuable timespent categorizing productsSmart bidding rules can be scaled across thousands of products và campaigns

With that in mind, brands should look khổng lồ Google’s new tools for opportunities to streamline performance, but under the caution that there is never a one-size-fits-all solution.

Brands should also be mindful of the “learning phase” that is required for automated Smart Shopping campaigns khổng lồ deliver performance — the more data and time your smart campaigns have to learn, the better the performance will become in the long-run.

Google will likely refine automated tools in the year ahead, so advertisers should be aware of how these changes impact performance, và lớn always have a humanelement to monitor và guide the campaigns rather than placing them on autopilot.

3. How khổng lồ Set Up Google Shopping Ads

If you’re new to Google Shopping Ads, here’s a rundown of the steps required to lớn get your first campaigns up & running.

Set up your Merchant Center Account

To get started with your first Shopping Ad campaigns, you’ll first need khổng lồ set up your Google Merchant Center which you will use to lớn upload your catalog & sản phẩm feed lớn integrate with your Google Ads tài khoản.

You can set up your Merchant Center trương mục on Google’s Merchant trang web here.

Create, upload, & maintain your shopping hàng hóa feed

After you’ve sầu created a Merchant Center account, it’s time to lớn log in and create your shopping feed.

Your sản phẩm feed acts as a detailed menu of your product catalog in an Excel-like format that will communicate khổng lồ Google what products can be served in your Shopping Ad campaigns.

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You can create your hàng hóa feed within Google Merchant Center.


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Source: Google


Keep in mind that a strong product feed is essential lớn Shopping success.

For a complete các mục of optimizations we recommend taking for your hàng hóa feed, read on to the next section of this guide or kiểm tra out 8 Google Shopping Product Feed Optimizations You Should Make Now.

Set up your Shopping campaign in Google Ads

Once you have your Merchant Center account and product feeds created, you are now ready to create your first Shopping ads (or Product Listing Ads).


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Once you have your Merchant Center trương mục và sản phẩm feed completed, setting up your first Shopping campaign in Google Ads is easy.


Here’s how khổng lồ set up your Google Shopping Ad campaign:

xuất hiện up Google AdsCreate a new campaign (the big plus sign)Select your goal (in most cases this will be Sales)Select Shopping as your campaign typeSelect your linked Merchant Center account và the country associated with that account (at the very bottom)Set your budget, targeting, bidding, và campaign adjustments on the following pageSave, confirm your settings, and launch

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4. How khổng lồ Optimize Your Product Feed

Your hàng hóa feed is at the center of your Google Shopping campaigns; it’s how you communicate your inventory & sản phẩm data so that your Product Listing Ads display for relevant shopper search queries.

“You want titles & descriptions in your product feed that accurately describe your sản phẩm and that are also relevant lớn broad tìm kiếm queries.”

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— Stephen Kerner, Director at thangvi.com

You can optimize your product feed for Google’s Shopping algorithm by:

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1. Organizing your feed nội dung according lớn Google’s specifications.

2. Optimizing sản phẩm titles so they are search engine friendly.

3. Using longtail and short tail từ khóa in titles & descriptions to lớn rank forimportant queries.

4. Leveraging sản phẩm extensions & Merchant Promotions for increasedvisibility và click-through.

5. Making sure images are high-quality.

6. Setting up product groups for campaign segmentation.

7.  Setting up Shopping Actions for specific products so that they can surfacebeyond Shopping (Google Express, Voice, etc.

5. Best Ways To Organize Shopping Ads Campaign Structure

Most retail brands want khổng lồ maximize their product’s exposure for top-converting tìm kiếm queries while decreasing spend for unprofitable ones.

Although you can’t target keywords directly with Google Shopping, you can leverage negative sầu từ khóa lists in an alternative sầu campaign và then use the priority settings so that searches funnel inkhổng lồ the right chiến dịch.

At thangvi.com, we implement an “isolation” strategy lớn make the most out of each Google Shopping Ad campaign. This means we use priority settings & negative sầu từ khóa lớn isolate and push aggressive bids and budget lớn high-value searches.


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You can use priority settings & negative sầu từ khoá khổng lồ segment your Google Shopping campaigns.


Dividing campaigns và using sản phẩm groupings will give sầu you greater control over your listings, bids, và enable you to target every part of the Google Shopping funnel. Take a look at the example below.


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Dividing campaigns & using product groupings will give you greater control over your listings, bids, & priorities.


“You can build awareness, drive traffic, acquire new customers, & retarget those customers with Shopping. Knowing what performance each part of the funnel can drive with ISO campaigns is critical for managing a full-funnel approach lớn Shopping,” explains Kerner.

If you want to lớn learn more about Google Shopping chiến dịch organization, check out our in-depth look at How khổng lồ Target Every Part of the Shopping Funnel.

6. Google Ads Smart Bidding Strategies

Google has strongly urged advertisers to lớn implement automated bidding strategies for several years now. Major updates and improvements in Google’s machine learning has helped these smart bidding strategies finally hit their stride in 2018.

“Smart bidding strategies have become much more sophisticated over the years. We’ve seen performance improve và know that these bidding options will only become more important in the years to lớn come so it’s time to lớn start using them lớn your advantage & get comfortable with them now rather than later.”

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— Josh Brisco, VP. of Growth Media

Google’s smart bidding features also enable you to:

Analyze dozens of different signals and context clues khổng lồ tailor bids to each user’s chất lượng trương mục.

Provide agile control over performance controls to direct your bidding performance based on the attribution Model you choose.

Provide custom reports and updates that allow you khổng lồ understvà what’s going on with your bidding strategies.

It’s important to recognize that certain bidding strategies fit different kinh doanh objectives, meaning there’s no one-size-fits-all bidding method.

There are many different Google Smart bidding strategies so we won’t cover all of them here, but we want khổng lồ shine a light on two smart bidding strategies that have performed well for our growth-focused Shopping campaigns: Target CPA và Target ROAS.

Xem thêm: Cách Khóa Ảnh Bìa Trên Facebook, Cách Để Ảnh Bìa Chỉ Mình Tôi Trên Facebook

Target Cost-Per-Acquisition (CPA) Bidding

Target CPA is a smart (automated) bidding strategy that adjusts bids lớn get as many conversions as possible given your target CPA.

Because you mix Target CPA at the ad group level, this works well when you have sầu ad groups with tight, highly organized ad group themes.It uses your historical CPA information along with real-time contextual information lớn adjust for the optimal bid for an acquisition.

“For Target CPA to persize best for each sản phẩm, it’s important to break out your Shopping campaigns by product margin,” explains Bristeo.

Target CPA can be great if you:

Want to scale Shopping volume as efficiently as possiblePrefer to lớn manage bids at the ad group level rather than từ khóa levelHave limited resources & clear CPA targets

Target Return On Ad Spend (ROAS) Bidding

Target ROAS is a smart bidding strategy that attempts khổng lồ get as much conversion value as possible at the target return on ad spkết thúc that you phối.

This automated bidding strategy is great for those looking lớn improve sầu ROAS efficiency across their Shopping campaigns.

Like Target CPA, Google will use signals from your historical data as well as real-time contextual data lớn achieve sầu the ROAS targets for your campaign.This maximizes efficiency at the cost of lower volume and possibly a decrease in revenue.

Target ROAS can be great if you:

Need a quick ROAS turnaroundHave sầu inefficient Shopping PLA campaigns

“One thing to lớn be careful for when switching lớn an automated bid strategy is over-generalization. We’ve noticed that when a high volume of products are housed in a campaign sharing a Target CPA or ROAS, Google may distribute traffic disproportionately.”

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— Adam Harms, Senior Paid Media Manager at thangvi.com

“This isn’t always a problem, since Google often still hits your goal, but you could be missing out on additional opportunities if you don’t give other products a chance to lớn breathe with a diversified chiến dịch structure.”

You can kiểm tra out our full rundown on Google Smart Bidding below.

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7. Google Shopping Actions

Google Shopping Actions allows online shoppers to lớn a brand’s products on multiple Google surfaces, and eventually purchase them using a universal shopping cart và instant checkout.

The order is then shipped directly lớn the customer. Google is promoting this as a streamlined, frictionless shopping experience for the user–and it is, as long as you carefully consider your approach. Shopping Actions works on a pay per sale model.

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Under Shopping Actions, Google will handle sales, support and returns, but you will still be responsible for fulfillment–và that fulfillment must still integrate with OMS.

“The coexistence of Google Shopping Ads & Google Shopping Actions units will be very interesting to lớn watch over the coming holiday và year ahead,” says Wojciechowski.

“At the end of the day, if brands can still build awareness and engagement through more upper-funnel formats, will they care that they are sending some of their traffic to checkout on Google (with what is likely to lớn be a better CVR than their website)?”

“Ultimately merchants need to lớn weigh the pros and cons for Actions and decide if it’s worth being an early adopter.”

For more information on how khổng lồ get started & manage Shopping Actions, kiểm tra out 9 Ways You Can Improve the Performance of Your Shopping Actions Program.

8. Seven Advanced Google Shopping Ad Strategies

1. Layer in remarketing with RLSA campaigns

Resale Lists for Search Ads (RLSAs) allow you to target people that have previously been to lớn your site, past purchasers, or audiences that haveinteracted with your business in one khung or another.

They offer a powerful opportunity for driving lower funnel conversions and repeatpurchases.

“Conversion rates are substantially higher for audiences that are familiar with your brvà or have sầu been to lớn your site when compared khổng lồ normal users. If you want lớn focus on the users behind the searches và not just the từ khoá themselves — that’s where RLSA becomes valuable.”

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— Niông chồng Manessis, Senior Manager of Growth Media at thangvi.com

When potential customers leave sầu a site, remarketing lists help retailers connect with those shoppers while they continue to search for whatthey need on Google.

You can read a full danh mục of ways to lớn optimize your RLSA Targeting in 7 Advanced Google Ads RLSA Tactics You Should Be Using.

Note: Make sure you have global sitewide tagging installed on your website.

To make full use of data collected for your resale initiatives, you’ll want to ensure that you are correctly tracking all sitewide behavior và conversions with Google’s new sitewide tag.

2. Target new visitors with Similar Audiences

With Similar Audiences, you can attract new visitors khổng lồ your site by finding people who have similar tìm kiếm and/or browsing behavior khổng lồ your existing remarketing danh mục members.

“Similar audiences are great for finding other audiences similar to lớn your best-performing users. This helps hone down that broader audience to lớn users who match our past buyers’ online personas,” says Harms.

By adding Similar Audiences to lớn your campaign or ad group targeting, you can show your ads khổng lồ people whose search behavior is similar lớn those of your site visitors. These people are more likely khổng lồ be potential customers.

What are the Benefits of Similar Audiences for Shopping?

Simplified audience targeting – Similar audiences targeting takes the guesswork out of discovering new audiences by automatically finding potential customers who are similar khổng lồ people are your existing resale lists for search ads.

Getting new potential customers – With similar audiences, you can boost the reach of existing remarketing campaigns, & drive lớn your site new, more qualified users who have an increased likelihood of performing actions that are important to you.

Even if these similar audiences don’t immediately purchase from your site, if you’ve added the remarketing tag to your site, they’ll be added to lớn your resale danh sách.

3. Leverage your Customer Match data

Customer Match allows you khổng lồ upload your customer phone numbers và gmail address lists inlớn Google Ads.

From these gmail lists, retailers can build campaigns/ads specifically designed to use targeted advertising to reach their audience.

“The ability lớn add phone number and mailing address data for Customer Match can be incredibly useful if you have a catalog-based business with tons of phone numbers and mailing addresses.”

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— Dianne Manansala, Senior Manager of Growth Media at thangvi.com

Benefits of Customer Match:

Up-selling and cross-selling based on past purchases andbuying habitsPromoting repeat purchases from previous customersIncreasing brand loyalty with previous customersTargeting cart abandonments via ads & Google ShoppingRe-engaging already loyal customers as they’re using Google ShoppingRe-marketing strategies in general

Customer Match is great at letting advertisers hone in on their highest-value audiences with the most potential.

On the Google Shopping platform, advertisers can even use Customer Match to lớn adjust bids và tailor products/messaging for different segments of previous customers.

Although Google Customer Match is designed to lớn help retailers reach their “highest-value customers” by strengthening connections with your known customer base on Google Search, it also helps retailers forge new relationships across other channels including YouTube TrueView & Gmail Native sầu Ads.

Cliông chồng here lớn learn more about the expanded Customer Match program for phone numbers and addresses.

4. Include Geo-targeting modifiers

We also recommover getting more aggressive with geo-targeting modifiers for your Google Shopping ad campaigns.

Geography-based bid changes or modifiers is a feature that allows advertisers lớn change bid percentages based on locations.

Keep the following things in mind when setting up Geo bid modifiers for Google Shopping Campaigns:

Decide what regions you want lớn target based on your site, audience and performance goals.Consider segmenting for online and brichồng and mortar locations.Note customer intent based on location (remember location and targeting intent can be combined).Utilize thiết bị di động ads for customers cđại bại khổng lồ stores which can be redeemed in-store.Delve inlớn Analytics data, và Google Ads dimensions reports (Geographic report, location report, custom columns to reflectvisitor data).Avoid setting location lớn the entire US khổng lồ limit clichồng spkết thúc.Remove sầu unwanted locations. Exclude areas which don’t improve ROI and increase click-through.

Depending on your situation, you might want khổng lồ get even more granular by drilling down khổng lồ the city/zip code cấp độ if you haven’t already.

5. Get competitive with Auction Insights

With more advertisers putting more spkết thúc into Shopping than ever before, it’s important to know exactly when impression shares begin to rise.

Our experts leverage Google’s Auction Insights khổng lồ compare their performance with other advertisers who are participating in the same auctions as them.

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This type of information can help retailers make strategic decisions about bidding and budgeting choices by showing specifically where they are succeeding and where they may be missing opportunities for improved performance.

“We recommkết thúc checking in on Auction Insights monthly or even weekly if you’re in a highly competitive sầu space. Often, when all else is equal (CPCs, clicks, avg. position, etc.), but conversion rate or CTR are dropping off, competition is likely the variable causing change.”

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— Michael Ward, Senior Manager of Growth Media at thangvi.com

“New competitors will take your traffic quickly in Shopping, especially if they have sầu better pricing.”

These reports are vital because you can see the impression cốt truyện of your competitors và what the overlap rate is.

You can even break out auction insights by chiến dịch, device type, branded vs. non-branded impression chia sẻ, price & profit margin.

Use them lớn Đánh Giá when your competition has started ramping up bids in Shopping by seeing when impression cốt truyện starts lớn jump.

6. Reach more Smartphone Shoppers with Showcase Shopping ads

While many marketers tkết thúc to think of Shopping as a revenue driver for capturing và converting demvà, you also can target upper-funnel search queries using Google Showcase Shopping Ads.

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The primary goal of Google Showcase Shopping Ads is khổng lồ help shoppers with non-branded searches explore and discover what they want to lớn buy và where they want khổng lồ buy it.

“Showcase Shopping Ads should be used in any trương mục where growth is a priority,” says Bristeo.

“There are an increasing number of queries for which only the Showcase format is served, và if the campaign is not running, a retailer will thất bại out on those potential impressions, và thus customers.”

Google Showcase Shopping ads are shoppable ads that appear at the top of the Google Search when a user searches for broad, high volume keywords on di động devices.

This is important when you consider that more than 40% of shopping-related searches on Google are for broad terms like “women’s athletic clothing” or “living room furniture.”

If you want khổng lồ learn more, kiểm tra out 5 Tips for Google Showcase Shopping Ads.

7. Include Merchant Promotions with your Shopping ads

Merchant promotions can make a big impact on your Shopping campaign performance, especially when you are up against Amazon và Prime shipping.

Merchant Promotions – also known as special offers – give retailers an opportunity to lớn highlight their products & better their chances of click-through rate và conversion.

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Online advertisers can feature coupons or promotions right in the tìm kiếm alongside their hàng hóa or store information on Google’s PLA grid.

Benefits of using Merchant Promotions include:

Acquisition – Retailers can boost their click-through-rate by highlighting listings.Conversion – Increase conversions by giving shoppers a reason to lớn buy now.Cost – No extra charge for including promotions with Product Listing Ads

Recommended Google Product Listing Ad Merchant Promotions:

Free shippingLowering the không tính tiền shipping thresholdBuy one, get one or Buy one, get one 1/2 OffTiered percentage discounts (Example: 5% Off Orders of $50, 10% Off Orders of $100 or more)Brand-specific rebates (Example: One for each brand, sponsored by the manufacturer)

9. Final Takeaway

Google Shopping Ads can be a highly effective channel for generating revenue for any retailer, especially with the advances in Smart bidding and targeting tools, improved inventory (lượt thích Showcase) và other features that can improve sầu the impact of your Shopping campaigns.

However, the ROI of your Shopping ad campaigns depends on your ability to chạy thử and optimize everything from your product feed lớn your structure and targeting.

The success of your Shopping initiatives will improve sầu if you take a test và learn approach to lớn master the following three areas:

Product Feed OptimizationTargeting và Bidding StrategyCampaign Structure

If you want to see an example of Shopping success, kiểm tra out some of our Shopping case studies.