Google shopping campaign has been a great boon for merchants as well as manufacturers. There is direct intent by the visitor to purchase the merchandise and as such shopping campaign return on investment is relatively better than other forms of paid campaigns.
Google shopping campaign is run through Google Adwords but merchandise data is stored in Google merchant center.
Here are complete steps to start selling your merchandise on Google shopping:
Step 1: Go to Google merchant center and sign up for account. Here is a direct link: https://merchants.google.com/Signup
Step 2: Go to products and create a primary feed.
Just follow through instructions. Our preferred method is to use Google Sheets as we get the flexibility to access Sheets from anywhere and update it if and when required. To know more about creating feeds, check our video or article.
Step 3: Click on the feed name, go to settings, and choose default currency. Go to processing, and click on Fetch now. This will process your feed for any discrepancy. If your feed data is in correct format, you will get green colored status of items being successfully approved. You can check product details in the list section.
Step 4: Go to Google Adwords. Create a new campaign with type as Shopping.
Choose the merchant account, it should be available for selection from dropdown. You can choose between smart shopping campaign and standard shopping campaign. Both campaigns have their pros and cons. In smart shopping campaign, bids take place automatically and there is hardly any manual overseeing required. Standard shopping campaigns give you more flexibility as you can manually increase the bid for a particular product(s).
Step 5: When setting up ad group, you can choose between product and showcase shopping. If you want to individually advertise each product, you can select product shopping. In case you have related products that can fit into a single ad, go for showcase shopping. You can also test with both to see which performs better.
Step 6: To check each product separately, head over to product groups. Click on the + sign besides all products. Here you can subdivide the items by different metrics like item id, brand, product type, custom label etc that we used in the feed. Then add all items and save without editing bids. Now when you head over to product groups, you will notice that each of your item is showing in the list and you can set bids on them manually. This is useful in case one of your products is selling well and you want to increase its volume sales. Just head over to max cpc and edit bids wherever you feel the product can perform better. In case any of your products you do not want to sell or stock is out, you can also select “exclude” in max cpc.