Shopping campaigns offer a simple and flexible way to organize product inventory and manage Shopping ads to promote product online. Once we uploads product data to the Google Merchant Center, you can create different Shopping campaigns, depending on advertising goals and budget.
2. Better qualified leads: Increase the quality of your leads by featuring product information directly in your ads. Shoppers are more likely to complete a purchase on your site if they’re better informed before opening the ad.
3. Easy, retail-centric campaign management: Instead of keywords, Shopping ads use product attributes (that you define in your Merchant Center data feed) to show your ads on relevant searches. You can browse your product inventory directly in Google Ads and create product groups for the items you want to bid on.
4. Broader presence: It’s possible that more than one of your Shopping ads will appear for a given search, and a Shopping ad and a text ad could both appear at the same time — doubling your reach!
5. Powerful reporting and competitive data: You can monitor how your products are performing at many levels of granularity.
How to Add Products to Google Shopping
2. Right-side ad placement on Google.com (desktop)
3. Top ad placement on Google.com (mobile)
4. Google Shopping property
Additional features
Key benefits
1. Better engagement: With Shopping campaigns, customers can view and interact with attractive and engaging ads that give them a better sense of the product before they open the ad.2. Better qualified leads: Increase the quality of your leads by featuring product information directly in your ads. Shoppers are more likely to complete a purchase on your site if they’re better informed before opening the ad.
3. Easy, retail-centric campaign management: Instead of keywords, Shopping ads use product attributes (that you define in your Merchant Center data feed) to show your ads on relevant searches. You can browse your product inventory directly in Google Ads and create product groups for the items you want to bid on.
4. Broader presence: It’s possible that more than one of your Shopping ads will appear for a given search, and a Shopping ad and a text ad could both appear at the same time — doubling your reach!
5. Powerful reporting and competitive data: You can monitor how your products are performing at many levels of granularity.
- See how many clicks a specific item got just by filtering your products view – no new product groups needed.
- Use benchmarking data to get insights into your competitive landscape.
- Identify growth opportunities with impression share data and by using the Bid Simulator tool.
How do Shopping ads work?
Shopping ads use Merchant Center product data — not keywords — to decide how and where to show her ads. The product data (or CSS in the EEA) that she submits through the Merchant Center contains details about the cameras she sells. Google uses these details to match a shopper’s search to Advertiser's ads, making sure to show the most relevant products.How to Add Products to Google Shopping
- Set up a Google Merchant Center account
- Optimize your product imagery
- Collect and input your product feed data
- Link your Google AdWords account
- Create a Google Shopping campaign
- Place bids on your Shopping campaign
- Target and schedule your Shopping campaign
- Build ad groups
Where do Shopping ads appear?
1. Top ad placement on Google.com (desktop)2. Right-side ad placement on Google.com (desktop)
3. Top ad placement on Google.com (mobile)
4. Google Shopping property
Additional features
1. Google Customer Reviews: It is a free program that lets you collect feedback from people who’ve made a purchase on your site. Ratings from Google Customer Reviews apply to your seller ratings eligibility. Seller ratings appear on Search ads, in Shopping ads, and on an optional badge that can be displayed on your site.
2. Product Ratings: It show star ratings on Shopping ads and, in some instances, on product listings on Google. These ratings help people with their purchase decisions, driving more qualified shoppers to your product pages. Product Ratings appear as a 1-5 star rating system and as a count of total reviews. These star ratings represent aggregated rating and review data for the product, compiled from multiple sources that include retailers, third-party reviews aggregators, editorial sites, and consumers.
3. Merchant Promotions: It is a free feature that allows you to distribute online promotions with Shopping ads on Google.com. When you add promotions to products that you sell on Google, shoppers see a “special offer” link (e.g., 15% off, free shipping). This link can increase the appeal of your Shopping ads and encourage shoppers to buy.
When shoppers click on a Local Inventory Ad, it drives them to a website’s local storefront page, which can be either Google-powered or merchant-hosted. The page displays local inventory and prices relevant to the shopper’s search terms. It also shows store hours, directions, and more!
Key benefits of Local Inventory Ads:
Types of Shopping Ads
1. Local Inventory Ads: Local Inventory Ads display local inventory to people searching on Google.When shoppers click on a Local Inventory Ad, it drives them to a website’s local storefront page, which can be either Google-powered or merchant-hosted. The page displays local inventory and prices relevant to the shopper’s search terms. It also shows store hours, directions, and more!
Key benefits of Local Inventory Ads:
- Promote your in-store inventory
- Bring your local store online
- Measure the performance of your ad
Key takeaways:
- Feature your in-store products and store information to nearby shoppers searching with Google
- Drive consumers to your brick-and-mortar stores to complete a purchase
- Display your products on a Google-hosted or a merchant-hosted local storefront
Key benefits of Local Catalog Ads:
- Feature your product inventory
- Complement your print marketing goals
- Measure and optimize your ads
Key takeaways:
- Reach mobile shoppers
- Promote store deals
- Act as an extension of print/circulars/catalogs
- Drive store visits
- Appear on the Display network
3. Showcase Shopping ads: Showcase Shopping ads allow you to engage customers early in their purchase journey, when they’re discovering what to buy and where to buy it. Showcase Shopping ads are unique to Google Search.
Key benefits of Showcase Shopping ads
- Differentiate your brand, website, or merchandise: Instruments appear in a funnel to show how Showcase ads help consumers narrow down their options.
- Drive users down the purchase funnel: Showcase Shopping ads influence shoppers at the start of purchase journeys. By using Google’s audience products, you can target and re-engage shoppers who interact with your Showcase Shopping ads throughout their full customer journey.
Key takeaways
- Capture broader queries where shoppers aren’t yet sure what they want to buy or where they want to buy it
- Present a collection of products to introduce shoppers to your brand
- Appear on mobile and desktop on Google Search
What's automated bidding?
Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google Ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you.
Benefits of Google Ads automated bidding
- Machine learning
- Time saved
- Auction-time bidding
- Depth of signals used and cross analysis
Automated Bidding strategy
It’s important to choose a bidding strategy that reflects your marketing goals. Google Ads offers several bid strategies to choose from. Which strategy you choose depends on which networks your campaign is targeting and whether you want to focus on improving clicks, visibility, conversion, and so on.
1. Awareness-based bidding strategies: You should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page.
2. Consideration-focused bidding strategies: You should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend.
3. Conversion-focused bidding strategies: Choose one of these bid strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions.
4. Revenue-focused bidding strategies: Choose this bid strategy if you’re tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target.
They’re a good fit if you’re tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display.
Performance Planner
Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.
How does Performance Planner forecast campaign performance?
Performance Planner uses a combination of account history and machine learning to power forecasts. In Google Ads tools, forecasts must meet a certain level of accuracy. As a result, the confidence interval of these forecasts is likely greater than that of other available forecast tools.
1. Forecasting: Google Search ad auctions — made up of billions of searches per week — powers our forecast engine.
2. Simulation: Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day.
3. Machine learning: We use machine learning to fine tune forecasts and achieve a higher level of accuracy.
4. Validation: We perform forward and backward measurements of accuracy for thousands of campaign samples — across one, seven, 30, and 90 day periods — to ensure we’re making valid recommendations.
What changes will Performance Planner recommend?
1. Search Manual cost-per-click (CPC) or Enhanced CPC campaigns: Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling)
2. Search Maximize Clicks or Maximize Conversions campaigns: Recommended average daily budget
3. Search Target CPA or Target return on ad spend (ROAS) campaigns: Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS
