If you want to sell products online, then you are in the right place, continue reading. Creating a great data feed isn’t enough to successfully promote your products on Google. To increase your sales and avoid wasting money on products that don’t perform well, you need to create and optimize a Google Shopping campaign in Google AdWords . In this article, we’ll show you how to do it in 10 steps. 1. Create a new campaign Creating a new Shopping campaign in AdWords is pretty simple. Go to your AdWords account, create a new campaign, and select Shopping from the list of available campaign types. If you have multiple Merchant Center accounts connected to AdWords, you’ll need to select your Merchant ID.

You should be aware that you can’t use more than one target country in your campaign

Except the US and Canada), so you’ll need to select the country of sale. If you have a feed for more than one country, Google will automatically pull products from the correct one. Create a Google Shopping Ads Campaign Create a Google Shopping Ads Campaign If you promote the same products using multiple campaigns, you can assign priorities using advanced Shopping settings. Create a Product Listing Ads Campaign that determines which campaign Google will use to show each product. Create a Google Shopping Ads Campaign Set your daily budget and default maximum cost per click. It’s a good idea to start with a high bid to gather enough performance data over a short period of time.

Create a Google AdWords Campaign Bidding Strategy Claim our guide to doubling your Google Shopping Sales in an hour

Create a new ad group After your campaign settings, you need to set up an Ad Group. It’s best to start with just one ad group and divide your products into multiple product groups using categories, product types, custom labels, brands, or product IDs. Create a Google Shopping Ads Campaign This is explained in more detail in the next section. If the campaign is new, you may want to start with just one product group (all products) and then split it into multiple product groups later when you have enough performance data on which to base your decision.

Create a New Ad Group in a Google AdWords Campaign

Optimize your campaign structure You don’t want to get 1 offer for all your products: Different products have different profit margins, some products are more popular than others, some have very different conversion rates. That’s why AdWords allows you to separate your products into different groups. You can divide them by category, brand, condition, Item ID, product type, and custom tags. Divide your products Splitting by (sub)category is most common. If you have multi-level categories in your feed, you will need to use each level separately. To add a product group for ‘Clothing & Accessories > Jewelry > Bracelets’ you’ll first need to create a group for Clothing & Accessories, then create a group for Jewelry and subdivide that into Bracelets.

This may seem difficult, but it’s actually quite easy. You’ll find step-by-step instructions below

What attribute should you use to divide your products? This depends on your campaign. If all your products have the same Google category, this attribute won’t help; you might be better off using Product Type. On the other hand, if you sell products made by Nike, your brand group might include t-shirts, shoes, and athletic equipment. The good news is that you can split your products using one attribute and subdivide them again using another attribute. So, to create a group for Nike, subdivide your products by brand, and to add separate product groups for Nike T-shirts, Nike shoes, and Nike sports equipment, subdivide them by product type or category.

A unique data collection created to fulfill certain business special database goals, like specialized client profiles or industry insights, is called a special database. It improves campaign precision by enabling highly focused marketing and better informed decision-making. Since high-quality information is critical to sound business strategies, sourcing from credible sources is necessary to ensure data veracity and compliance with privacy laws.

Or do it the other way around: divide your products by category or product type and subdivide them again using your brands

It’s a good idea to create product groups that contain a similar number of products. Google lets you check how many products you have across brands, product types, etc. Splitting Products in a Google AdWords Campaign Structuring your campaign You start with a single product group – ‘All products’. Click ‘Edit’ and select an attribute you want to use to split your products. You’ll see a list of available values ​​- all taken from your data feed. You can create separate product groups for some of your values ​​(use ‘>>’) or for all of them at once (use ‘+’).

How to Structure a Google Shopping Campaign in AdWords Now you can subdivide these new product groups once more

Edit them and select the attributes you want to use. You can repeat this process multiple times. Here is an example of a campaign structure: Category > product type > item ID Subdivide Google AdWords Campaign Once your campaign is structured correctly, you’ll need to adjust bids. Important: Google Adwords automatically adds a new product group called ‘Everything else’. As a result, you can use one bid for a specific product within a category, brand, product type, etc., and another bid for all other products in that group (Everything else). Create Google AdWords for Google Shopping Optimization 4.

Top and Other It may come as a surprise, but increasing your bids isn’t always a good solution

Some products perform much better when they’re not shown at the top of search results. Go to Segments -> Top / Other and compare the conversion rate, CPA, and other important metrics between the Top position getting backlinks from an expert site and other positions. Please note that this data is available for ad groups, but not for product groups. Create an AdWords Campaign for Top and Other 5. Find your winners and losers ‘Winners’ are products or product groups that get you a lot of transactions. ‘Losers’ get you a lot of visits but no transactions. You probably want to sell your products, not just show them off, especially since you have to pay for each click.

Identifying your winners and losers will help you increase your sales and decrease your CPA

Here’s how: Go to the ‘Details’ tab and ‘View: Shopping’. Select a feature you want to use to search for your winners and losers. If you are searching across individual products (item IDs), it is a good idea to customize the columns and reflect the structure of your campaign (add product type, brand, etc. to your columns). This way, you will know which product group you need to change to set separate bids for winners and losers. Create an AdWords Campaign with Winners and Losers Optimization. Filtering your products will help you find the losers easily. Please note that you should adjust your filter according to your campaign and market.

A t-shirt with 100 clicks and 0 conversions is a loser, but not for a luxury watch

Just remember that a product with no conversions is a Loser. If the cost per conversion is higher than your profit margin, you’re wasting your money. Filter by Winners and Losers for Google Shopping Campaign Optimization Once you know your winners and losers, go to the ‘Product groups’ tab and adjust your bids for them. If they are not already in your campaign structure, you will need to create separate product targets for them first. Simply subdivide your categories, brands, product types, etc. Bid more for winners and less for losers with high cost per conversion.

Products with high visits and no transactions should be excluded

Exclude Unprofitable Products You can easily exclude the losers from your campaign by stopping them. All you have to do is edit your bids and mark these products as excluded. Exclude Products Google Shopping Campaign Optimization Alternatively, you can use a data feed tool like ours to identify Losers with a similar filter and remove them from your feed with one click: Google Shopping Remove Nonprofits DataFeedWatch-Analytics 7. Don’t make drastic changes Google Shopping campaigns are sensitive. A small adjustment to your bid can have a big impact on your performance. Therefore, you should not make any drastic changes, except to exclude your losers.

Here is a good tip: do not increase / decrease your bids by more than 20%

Do this for product groups that bring in no more than 20 percent agent email list of your traffic. For example: if your campaign gets 1,000 clicks in a certain time period, adjust your bids only for product groups that have up to 200 total visits. 8. Add negative keywords You can’t define keywords that will trigger your product ads to appear – all queries are pulled from your data feed. However, you can limit the searches your ads appear for by adding negative keywords. Let’s say you sell silver bracelets. Someone searching for a gold bracelet probably won’t buy your products, but they might click on your ad.

You can add the word ‘gold’ as a negative keyword so that the query ‘gold bracelet’ won’t trigger your ad to show

Adding negative keywords is for each ad group or for the entire campaign. Go to the ‘Keywords’ tab, go to Negative keywords and add your values. Adding Negative Keywords Google AdWords Campaign Optimization Google Ads lets you control the search terms that trigger your ads to appear. You can use it to find queries that are bringing you a lot of visits but no action. The good news is that you can easily ‘exclude’ these – just add them as negative keywords. Go to the ‘Keywords’ tab, then Details > Search terms > All.

Select the terms you want to use and add them as negative keywords

Create an AdWords Campaign and Add Negative Keywords 9. Advertising Schedule The ‘Dimensions’ tab lets you check performance by day of the week or time of day. This data can be really useful as your cost per conversion can be much higher on weekends or at night. To check, go to the ‘Dimensions’ tab and then View: Time > Day of the week (View: Time > Time of Day) If you want to differentiate your bids by day/hour, you need to create the ad schedule first. First go to ‘Settings’, then ‘Ad schedule’ and create a new schedule. Important: if you want to set different bids by hour, you need to add a day multiple times with different durations.

Once your schedule is ready, you can easily increase/decrease bids

Track your changes You need to make sure you’re doing the right things. Increasing your bids won’t always get you more conversions. Lowering your bids won’t always lower your cost per conversion. There’s an easy way to check if your changes were successful: Wait a week or two after your adjustment. Check your performance for the last 7 or 14 days and compare it with the previous period. Clicking the ‘+’ button will allow you to compare your data with the selected performance metrics.