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How To Set Up Google Shopping Campaign For Holiday Sale

11 Nov 2020

Mike Patel

How To Set Up Google Shopping Campaign For Holiday Sale

Even 2020 and the pandemic can’t stop the most wonderful time of the year for shoppers and the busiest season for merchants, the holiday season that offers consumers amazing deals & discounts.

However, due to the virus, the holiday sale has already started at Walmart, BestBuy Target, and other retailers, and extending these sales some until Christmas day!

Though online shopping is arguably the greatest thing since sliced bread a huge number of brands launch their products online every day. E-commerce offers users the opportunity to shop among a variety of labels and brands however hopping between the websites can be a clunky process.

That’s where online marketplaces like Amazon, eBay, and – yes, you guessed it right – Google Shopping comes in handy. However, isn’t technically a marketplace but it enables shoppers to browse a variety of products on the basis of their search query.

Google Shopping Ads are one of the most effective ways to drive revenue and sales for any catalog. If you’re not running Google Shopping Ads (also known as Google Product Listing Ads), you’re missing out, my friend.

So without wasting any more time, let’s understand how to get started with Google Shopping Ads for selling success

What are Google Shopping Ads?

Google Shopping Ads are product-based ads that show up across Google and Google Shopping when people search for the types of products you advertise. Your shopping ads appear in the sponsored or paid ads section of Google search engine results pages (SERPs).

Product Listing Ads include rich product information including:

Product Image
Price, and
Brand

Other information that you can layer into the ad include:

Promotions
Shipping Information, and
Reviews

Why Use Google Shopping Ads?

Google Shopping is an incredible and very effective marketing channel. You would be amused to know that one of our existing clients has 2753.82% increase in the revenue via Product Listing Ads (PLA).

Here are a few more reasons to use Google Shopping Ads

Add a visual touch to a text-borne search and shopping experience
Proven to have 30% higher rate of conversion on desktop and 21% higher conversion rate on mobile than text ads
Allow your products to show up multiple times in Google SERPs – a website result, a PPC result, and a Shopping result.

Now, the most significant part is How to Get Started with Google Shopping Ads

1. Create a Google Merchant Center Account

The first thing needed for your Google Shopping set up is signing up at Google Merchant Center. With a simple set up and easy to navigate, Google Merchant Center is the home base to list and populate your Google Shopping feed data (products and product information).

You are all set for Google Shopping Ads after filling out your basic business information, reviewing term and conditions, and verifying your website.

2. Set Up your Product Data Feed

The product feed tells Google all the information about your products and helps Google find and show your products in search results.

You need to enter your country, language, name of your Product Feed for setting up your product feed

3. Optimize the Product Images on your Website

Though Google Shopping uses your uploaded product feeds it pulls the featured product images from your website. So it’s important to optimize the product images on your website before create your Google Shopping Ads.

Google Shopping is a visual experience and Google will deny your campaign if the product images are low-quality. Follow these image guidelines by Google

Solid white, gray, or light-colored background
Clear, even lighting
Clearly represent the items being sold
Correct scale – not too big or too small. (The product should take 75% to 90% of the full image.)
Free of blur, noise, excessive jpeg additions, pixelation, fringing, and fading out.

4. Linking your Google AdWords Account

While Google Merchant Center how you product information gets fetched, Google AdWords is how consumers see the products.

You need to link your Google Shopping and Google Adwords account to pay and get your products in front of shoppers via Google Shopping Ads.

5. Creating a Google Shopping Campaign

There are a couple that you need to set to create your Google Shopping Campaign.

a. Campaign Budget

This is the amount you want to spend for ads each day though this amount isn’t capped daily. Google manages this budget monthly: the amount spent in a month won’t be more than your daily budget multiplied by the number of days in the month.

b. Bids on your Shopping Campaign

Bidding is how you choose to pay for the views, clicks and interaction with your Google Shopping Ads. According to Google, “a sufficient bid and high-quality product data will earn your ad a higher rank.”

c. Target Audience

The next section of your Google Shopping Ads campaign set up is selecting the locations for your ad – who will see your products in the Google Shopping results.

It ensures that you’re marketing to the best audience: the people located in your set location and who are searching for (or interested in) your products in those locations.

d. Campaign Schedule

Finally, select the start and end date of your Shopping Campaign. Your ad will continue to run if you don’t set the end date. This part is significant, so don’t forget this selection.

Google Shopping is like a digital mall where shoppers can enter and see different brands and products at one place (their screen).

Get your Google Shopping campaign up and running! Feel free to connect with us via phone or email and see your products in Google Shopping results.

Mike Patel

Mike Patel is a digital marketing enthusiast, innovator and President of a leading Digital and E-commerce Development Agency in Dallas, Texas. Mike holds a BS, Computer Science degree from Wayne State University and is a key player in the E-commerce development and digital marketing industry since 2004. The scope of technology in his extensive experience of more than 15 years ranges from Magento, Shopify, BigCommerce SEO (Search Engine Optimization), PPC (Pay Per Click) management, E-commerce SEO, Google Shopping Ads and more.

How To Set Up Google Shopping Campaign For Holiday Sale

What are Google Shopping Ads?

Why Use Google Shopping Ads?

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