What Are Google Shopping Campaigns?

December 28, 2015 Andy Beohar

Google Shopping campaignsEvery day consumers turn to Google to find the products they need from large and small retailers across the globe. By using Google Shopping, people can instantly browse a wide selection of products and find just what they are looking for through the relevant product information offered on Google Product Listing Ads. With Google Shopping campaigns, online retailers can easily promote their products on Google and connect with customers who are searching for what they have to offer. In order to take advantage of this online channel, you need to first become familiar with what these shopping campaigns are and how they can benefit your ecommerce business.

How Google Shopping Campaigns Work

Google Shopping campaigns offer you a way to optimize and manage your product listing ads in AdWords. These campaigns are built around Google Product Listing Ads (PLA), which include an image as well as product information such as price and merchant name. These Google product ads are pulled from information entered in the company’s Merchant Center data feed, which includes a list of all the products a company sells.

After a retailer has developed their product data feed and linked their AdWords account to the Merchant Center, they can begin to create Shopping campaigns. The first thing you need to do when creating a campaign is organize your products into Ad Groups. Then you can begin bidding on product ads. Unlike search campaigns, there are no keywords in Google Shopping campaigns. Therefore, you set your bid on the actual products that you sell.

Changing the Way You Do Business

The Shopping campaign is a simple and effective way to advertise your product inventory online. There are many benefits to using this channel to promote your products, including:

  • You can manage product inventory directly in AdWords.While setting up your campaigns, you can use custom labels to organize your inventory into product groups. These custom labels allow you to tag products in your data feed with attributes that you choose.
  • Google Shopping Campaigns offer advanced reporting.One of the greatest benefits of these campaigns is that you can view performance data by product or attribute. No matter how you structure your product groups, you can filter and segment this data without breaking categories into separate product groups.
  • These campaigns give you insight on the competition.Shopping campaigns offer you information on important performance data for other advertisers that have similar products. All of this competitive data is aggregated and averaged, making it anonymous.

Now that you understand what Google Shopping campaigns are and how they can help your ecommerce business, it is time to get started! As you develop your campaign, remember that it is vital to maintain your product feed to ensure that it is 100% accurate so that your products show up on Google where eager customers are ready to discover your brand.

And if you’re looking for assistance creating Google product ads or an optimized Shopping campaign, contact us for a free consultation.

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