Beginners Guide to Google Shopping Ads

Looks for a beginners guide to Google Shopping Ads? We all enjoy a little digital retail therapy. In fact, 76% of US adults report shopping online. The pandemic solidified this trend, as eCommerce saw a 31% increase in growth between 2019 to 2020. It’s why Google launched Google Shopping Ads to generate sales for online retailers.

It’s been a wild success. Google Shopping ads accumulate more than 60% of paid clicks for retailers. It’s no wonder shopping ads target users searching for terms related to your product. With greater intent, you’re more likely to convert searchers into shoppers, boosting profits for a minimal ad spend.

If you’re not using Google Shopping ads, you should be.

Beginner’s Guide to Google Shopping Ads

google shopping ads, google merchant center, google shopping

Below we’ve got an incredible beginner’s guide explaining everything you need to know about this marketing channel. We’ll cover what the ads are and how to use the Google Merchant Center.

Elevate Your Google Shopping Ads: Schedule a free consultation with one of our PPC experts today!

What are Google Shopping Ads?

Google Shopping ads are more than just a text ad. Using the Google Merchant Center, sellers can add product pictures, prices, a line of text, and even product reviews.

You’ll see Google Shopping Ads displayed at the top of a SERP (search engine results banner). They’re typically arranged in a banner of options from a variety of different sellers. You can then click on the product you like, and you’ll be taken to the relevant page to make a purchase.

Let’s break down the different components.

Product Title

In just 150 characters, you need to describe your product perfectly. Think about the brand name, the key features, and any other relevant information.

For example: “[Brand Name] Wireless headphones [Product Code] with base boosting button – White” or “[Brand Name] Men’s

T-shirt | Organic Cotton – Slow Fashion| Ethical Production | Black/Blue/Red – Size M”.

Product Image

Crystal clear pictures – without watermarks, promotional text, or borders – is critical. You’ll need a minimum resolution of 100 x 100 pixels per image (250 x 250 for apparel). These images are vital to selling your product.

Product Description and Condition

Explain everything a customer needs to know about a product. It’s not about the hard sell. Rather, it’s a fantastic space to add potential keywords and other important information.

You can also list the condition of your product: e.g., New, Used, or Refurbished.

Produce Price

Price is how most customers decide what to buy. You’ll want to update your price based on your Google Shopping ads competition. If you’re charging more, you should have a good reason why.

Product Ratings

Who doesn’t check the five-star rating system? It’s often the factor that helps us decide between two similar buyers. The better your rating, the more sales you’re likely to make. Product ratings are the average of your reviews.

Recommended services: Local SEOEnterprise SEOContent MarketingPay Per Click Agency & eCommerce Marketing Agency.

How to use the Google Merchant Center

When you start advertising on Google Shopping, you’ll need to set up your Google Merchant Center account. There are four key steps to get your Google Shopping ads up and running:

  1. Create a Google Merchant Center account
  2. Generate a product feed
  3. Upload your product feed
  4. Create a Google Ads account

Step 1. Create a Google Merchant Center account

Go to the Google Merchant Center page and click on “Get started”. Follow the step-by-step guide, adding in the key information to create your account.

Step 2. Generate a product feed

You’ll need to create a product feed before uploading it to Google Merchant Center. This is a list of all your products, including descriptions, image links, prices, and more.

You can create your product feed in Microsoft Excel or use one of the following services:

  • Shopify. The Google Shopping app links directly to Shopify.
  • Magneto. Created by Amasty, Magneto lets you create product feeds for all major marketing channels, including Google Shopping.
  • WordPress Ecommerce. WooCommerce is a plugin for Google Shopping, Facebook, and more, allowing you to create product feeds for all marketing channels.
  • BigCommerce. A UK-based product feed generator for all major marketing channels.

Step 3. Upload your product feed

Once you’ve generated a product feed, log into Google Merchant Center and select “Products”, then “Feeds”.

Click on the blue “+” button and add your product list. You’ll want to check to see if any items have issues. The Merchant Center will explain how to fix each one. Finally, click “Shipping and returns” and, for US sellers, configure your tax settings.

Step 4. Create a Google Ads account

Go to the Google Ads page, and click “Start now”. Complete the sign-up process. You’ll want to select “Campaigns” from the side panel on the Google Ads dashboard. Again, click the blue “+” button. Select “Shopping” as your campaign type, fill out the details, and click “save”.

Your Google Shopping ads campaign is ready to go!

Types of Google Shopping Ads campaigns

Inside Google Shopping, there are two types of campaigns:

  • Standard shopping. You’ll solely appear in SERPs, with much more control over running the campaign. It costs less but has limited reach.
  • Smart shopping. Uses automatic bidding and ad placement to expand your reach across all Google platforms (e.g., YouTube, Facebook, etc.). It maximizes your conversion value but at a higher price.

There are benefits to either approach. Standard shopping campaigns give merchants greater control over lead quality. And experienced sellers can leverage data to fine-tune their ads. However, smart campaigns use machine learning to improve your ad’s performance. It’ll organize your bids for the best possible conversion value and can be integrated across third-party platforms, like Shopify or WooCommerce.

Recommended blogs: How to Build a Content Marketing Funnel that Converts and Shopify VS WooCommerce: What are Their Differences?

Google Shopping Ads can boost your business

Using the power and reach of Google, you can target customers actively interested in your product. Instead of wasting money on traditional advertising.

Remember to optimize your ad to ensure it’s ready to convert searchers into customers. If you need more tips to improve your ads SEO, we’re consistently publishing new resources and advice.

Elevate Your Google Shopping Ads

Do you need help increasing your CTR for Google Ads? Contact Clicta Digital today for a free consultation! Our PPC experts understand the ins-and-outs of optimizing a Google Ads campaign to produce scalable results.

2022-04-19T17:35:07-06:00eCommerce, Internet Marketing, PPC|

About the Author:

Ron is the Founder & CEO at Clicta Digital - a Local SEO, Enterprise SEO, PPC, eCommerce, & web design agency based in Denver, Colorado. He has over 10 years of digital marketing experience and is extremely passionate about the great outdoors.
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