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Setting up Google Shopping ads

Google Shopping is a Google advertising tool that allows you to show product cards in organic search results, the Display Network, and YouTube. It is simple and effective to use. Most importantly, advertising offers are shown to an audience that is truly interested in your product. All setup is carried out on the special Google Merchant Center platform. It can be called a centralized data repository used to promote product offers from online stores. Proper Merchant Center setup is the path to a successful advertising campaign.

Advantages of Google Shopping

  1. A bright and attractive image with brief initial information.
  2. Google Shopping advertising is shown only to potential buyers.
  3. Advantageous ad placement: in organic results at the top of the page or on the right.
  4. Pleasant pricing policy. The cost per click is usually lower than the cost per click in search advertising campaigns.
  5. Automatic data updates, whether it is price, assortment, or availability. With proper setup, you do not need to take additional actions to update products in search results.
  6. Not all online stores use this advertising format, so you can attract more potential clients to your website and stand out among competitors.
  7. The ability to receive a large number of reports that allow you to optimize the advertising campaign.

Who needs product listing ads?

The advantages of advertising in Google Merchant Center are undeniable, but who can use them:

  1. Online stores. This advertising format allows products to be presented to buyers more clearly and advantageously. Also, not just one but several of your ads may appear in the results, which increases the chances of a transition to your page.
  2. Companies with competitive prices. The more attractive the price is for the buyer, the higher the likelihood that they will go to the website and make a purchase from you.
  3. Online stores where the assortment and price often change.
  4. Websites in competitive niches with high product prices. If the buyer is not satisfied with the price, they will not go to your website, and you will not incur “empty” expenses.
  5. Stores offering branded clothing, jewelry, or know-how, where the image plays a greater role than the price.

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What is needed to launch shopping campaigns?

Google Merchant Center has a certain set of requirements for launching advertising campaigns. Compliance with them is strictly monitored, and in case of violations, ad display or your entire account may be blocked. Therefore, it is very important that Google Merchant Center setup is correct.

In order for advertising to appear across the internet and attract new clients, Google Shopping setup must be done correctly. The website must meet the following requirements:

  • the HTTPS security protocol is installed;
  • if the website contains 18+ products, this must be indicated;
  • the store name by which buyers know it is specified;
  • an online payment option is available;
  • delivery to the customer’s address is possible;
  • product return terms are clearly stated;
  • company contact details are present;
  • there is a privacy policy.

What is included in the setup cost

  • Creation and setup of the Merchant Center account.
  • Writing a technical task for the programmer to create an XML feed, that is, a file with information about your company’s products.
  • Uploading the data feed to the system.
  • Setting up shopping campaigns in Google Ads.
  • Setting up a Smart Shopping campaign if shopping campaigns have already been used before.

Optimization of advertising campaigns

This is one of the most important and complex tasks in managing an advertising campaign. Our specialists will help make your advertising as effective as possible using the following methods:

  • adding negative keywords to search queries;
  • bid adjustments;
  • analysis and exclusion of ineffective placements;
  • checking whether the advertising campaign structure needs to be changed;
  • analysis of products being sold.
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