Google Shopping Campaign

By charles kirkland | blog

Feb 17

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Google shopping previously known as Product Listing Ads helps a merchant to sell his products by showing ads of the product whenever someone searches for the product on Google. Google shows a picture of the product, the price of the product and the store name. People who click on the ads are redirected to the merchant’s website where he/she may buy the product.

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The pricing model for Google Shopping is CPC (Cost Per Click). This is where you are only charged when someone clicks on your ad.

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For making a Google Shopping campaign, you would need an AdWords account and a Google Merchant Center Account. You can sign up on Google Merchant Center Here: https://www.google.com/retail/merchant-center

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After clicking on Sign up, you have to fill out the form on the next page. Make sure you fill in everything correctly as you won’t be able to change it later on.

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After accepting the terms and conditions, you will be redirected to a page where they will ask you to verify the domain of your website. You have to download the specified file and upload it to the server of your domain. After that, you will have to visit the specified URL, click on verify and it’s done.

If you are unable to do the above mentioned process, then there are several other alternative methods which are mentioned below:

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There are 3 alternative methods which you can use to verify the domain:

1. HTML Tag: As mentioned in the screenshot, you have to paste the given code in the head section of the homepage.

2. Google Analytics:

  • Use your Google Analytics account.
    You must be using the asynchronous tracking code.
    Your tracking code should be in the <head> section of your page.
    You must have the “edit” permission for the Analytics web property.

3. Google Tag Manager:

  • Use your Google Tag Manager account
    You must be using the container snippet.
    You must have the “manage” permission for the Tag Manager container.

After verifying the domain, you have to upload a Data Feed. A data feed is a file which is made up of a list of products which use groupings of attributes that define each one of your products in a unique way. Attributes, such as ‘condition’ and ‘availability’, can have standardized values, or accepted “answers.” In addition, attributes can be open to fill with your own choice of value, such as ‘ID’ or ‘title’. Accurately describing your items using these attributes allows users to search and find your items more easily.

Some eCommerce platforms such as Big Commerce and Shopify automatically create a data feed for you to setup a Shopping Campaign. If your platform doesn’t creates a data feed on its own, then you have to create one. To make a data feed yourself you need to visit this link: Products Feed Specification. After choosing your country, you will see a list of attributes which are to be included in the data feed. There are also some services onlint that would create a data feed for you like feedoptimise.com, datafeedwatch.com/ etc.

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When you login to your Merchant Center account you will see the screen as shown above. Click on Manage feeds.

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Click on +Data Feed and proceed.

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Select the Standard radio button and select Products from the drop down menu if you are setting up the feed for the first time. Make sure you select the right country.

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Now you have to upload the feeds to the merchant center. As you can see, there are three methods to do the same. The first and last method includes manual uploading of feeds, whereas the second option supports an automatic upload. Here, your site platform generates a unique link from where Google fetches the data feed after a fixed interval of time.

Just select your method and click save on the last step.

The next step is to link the merchant center account with the adwords account. For this, login to your merchant center account.

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Click on Settings in the left sidebar and proceed.

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Under Settings, click on AdWords. If the email of both the adwords and the merchant center account is same, then you simply click on the link button and you are done.

If the email IDs are different, then you can click on Link Account and enter your adwords customer ID, which you can find in the upper right hand corner.

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After linking the account, you have to click on Create Shopping Campaign to proceed.

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Give a name to the shopping campaign and select a value for the max bid and daily budget.

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You can even create a new campaign through adwords by selecting Shopping under the +Campaign drop menu as shown in the screenshot above.

Making a campaign this way will make all of the products eligible for advertisement. If you want to choose specific campaigns, you can make a different product group to target them.

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About the Author

Charles is a walking, talking, networking blend of credibility and know-how. Raised in a working class family, he combined a tenacious work ethic and keen sense of curiosity to usher him over one hurdle after another.