Google Shopping Ads
setup and optimization

Google Shopping Ads requires little setup. Your eCommerce shopping cart does most of the work.

 

How does Google Shopping Ads work?

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You need three accounts to get started.

  • A Google Account
  • A Google Ads Account
  • A Google Merchant Center GMC Account

Google Merchant Center GMC sits between your shopping cart (Shopify, BigCommerce, WooCommerce) and Google Ads. Inside GMC, you'll hook up your shopping cart.

1. GMC will pull each product (SKU) information from your cart and scan keywords on the product page.
2. GMC then does an automated review to ensure you’re not selling restricted items.
3. If approved, your product’s ad displays with related keyword searches.

Targeting and control options

You can’t target keywords in Google Ads. Only exclude  keywords. Google scans your product page or product listing page for keywords. As your ad gets clicks, Google prioritizes the highest converting keywords if your campaign is conversion-based.

What you can target and control

What you can control.

  • Locations
  • Devices
  • Bid strategy
  • Per-product CPC bids
  • Campaign budget
  • Negative keywords
  • Ad schedule
  • Remarketing lists

What you can not target and control

What Google Shopping Ads doesn’t allow you to set or control.
  • You can't set or control keywords
  • No demographic targeting like age, gender, income, marital status
  • No interest or topic targeting
  • You can't control ad placement or destination URL

How to get setup with your shopping ads

  1. You’ll need a Google Account.

  2. You’ll need a Google Ads account.

  3. With your Google Account, you’ll create a Google Merchant Center account

  4. You’ll Link your Merchant Center account with your Google Ads account

  5. Link your product database with Google Merchant Center

    1. The process is different depending on whether you have a Shopify, Bigcommerce (or another eCommerce platform), or if you’re using a custom database.

  6. Wait several days for the products to sync and be approved

    1. Sometimes they’ll be declined for various reasons such as missing information, or ineligible product categories

  7. Create the Shopping campaign in Google Ads, choose the Merchant Center account to pull from, and filter the products as necessary.

  8. Optimize Google Ads and your product data.

 
Get in touch with us to discuss your ad strategy

207-313-3612

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