Google Shopping Ads Campaign Course: A-Z Strategy Guide

Google Shopping Ads Campaign Course: A-Z Strategy Guide

Looking for Perfect cum Profitable Google Shopping Ads Campaign Strategy? In this Google Shopping Ads Course, we will see the whole strategy. The Google Ads Campaign Strategy on how to setup Google Shopping Ads, how much do ads cost on Google to creating the Google shopping ads and many more stuff.

In this article, we will not going to cover topics like feed store of merchant center, or merchant center overview and also not going to cover topics related to Google Shopping Ads Campaign Optimization, but we will surely going to cover that topic in the upcoming articles, and we will leave a link here if we publish it in future soon.

For now let’s start with the creation of Google Ads Campaign Overview. I am going to teach you the concepts by considering that you guys have prior knowledge to merchant center.

Google Ads are an important and I guess one of the best ad platforms to advertise your products or services to the world. You can use Google ads to advertise throughout the world with as less budget as possible. Alright, so this is the Google Ads interface here.

GOOGLE ADS CAMPAIGNS: PHOTO OF CAMPAIGN TYPE IN THE LEFT HAND SECTION IN BLACK

So when we create our campaigns, you’ll see campaign types here are going to be creating a shopping campaign. And then, campaigns and ad groups, there’s the two levels that you want to see, then when we also create our shopping campaign, there’ll be a third level called product groups.

So you want to go into campaigns. And under campaigns, when we create a new campaign, your campaign will show up in that campaign section only. It’s much like running Facebook ads, y the way, you can check out our Facebook Advertising Masterclass for Business.

So one thing we have to do, on the campaign level, the ad group level, and also the product, group level, when we run shopping, is we need to set up custom columns, right.

So I’ve got some columns that I generally look at. And I recommend you go ahead and add these columns too. So first, we’ll add them on the campaign level, cost, average CPC, impressions, clicks, CTR, conversions. And then I want to add in ROAS here, so go to all conversion value/cost. And then we also want some competitive metrics as well.

PHOTO OF COMPETTITVE GOOGLE ADS COLUMN METRICES

So I will select search lost IS (budget), search impression share and search lost IS (rank). So what these three things, let me explain them.

  • Search Lost IS (Budget) is basically how many impressions you’ve lost due to the budget that you have.
  • Search Impression Share is how many impressions you’ve received, compared to the number of impressions you could have potentially received.
  • Search Lost IS (Rank) is basically how many times your ad didn’t show, because of poor ad rank.

Your ad rank is due to a lot of factors to do with like click through rate, campaign history, page load time, and relevance, and there are some other factors there. You can control this, and you can optimize this.

So, this is what we want for our campaign columns. We want to do we want to go save your column set, and you save it as whatever your name, just go save and apply. And then what we want to do is, we’ve now created those columns for the campaign level. After that we want to create them for the ad group level as well.

I want to go columns, again, modify columns, I’m just going to the same thing here. I actually just took a screenshot of the campaign that will columns.

PHOTO OF TAKING SCREENSHOT FOR MODIFICATION OF THE COLUMN

So on the ad group level, you’ll notice that Search Lost IS (budget) isn’t here. That’s because the budget is set at the campaign level or at the budget isn’t set at the ad group level. So we just want to go search impression share, and search last is rank, right? And we’ll go save again and go. And because I don’t have a shopping campaign set up yet, there is actually used to be another level under campaign and ad group, when we start running shopping campaigns will be product groups. So once you start running Google Shopping campaign, then click on product groups level as we just clicked the campaigns and ad group section of that particular campaign and set up your columns on the product group level as well. That is it.

I am not going into complete basic by showing where the campaign section is or where is the ad group section. I am just guiding you through the dashboard by the name of that particular section. Hope you’ll get this thing, as we don’t have much time to explain the basics. You can instead checkout our Google Ads Free Course and if you want to check out our Google Analytics Course, then click here.

How much do Google Shopping Ads Campaign Cost? Complete Bid Strategy

All right, so this lesson is extremely important. I don’t recommend launching your first campaign until you’ve go through this lesson. So this lesson is going to be about Google Shopping Ads Campaign bidding. This module will give you an idea about exactly how much Google Shopping Ads cost actually to get started.

I’m going to tell you what I’ve seen in my experience works. What you’re actually doing when you start to run Google ads, right. So when you think about Google Ads, it’s basically a numbers game, it’s not that creative, you just need to look at stats, and decide whether to kill or resume a product.

The most important component is the bid that you set for each product. And so the bid that you set is the maximum amount you’re willing to pay for each click. So if you have a 50 cent bid, Google Ads is going to place you in the auction where 50 cent will be a max. If you’re running enhanced CPC, which is another bid strategy, it can be over 20% of whatever your max CPC is, but I’ll talk about that later.

The bid that you set determines which keywords you show up for, right, so if you’re bidding high on a product, that product will display ads for more competitive keywords. If like, you’re advertising, like a whiteboard, for example, like the most competitive keyword will be like by whiteboard 80 centimeters by 60 centimeters, right, that’s extremely competitive, because the prospect knows exactly the size of the whiteboard that he wants to buy. So it’s really lower funnel.

So the lower that you bid, the less competitive the keywords are, right. A lower bid for whiteboards could be like best whiteboards for small offices, because that is a query that is higher in the funnel, which means that prospects aren’t that close to making up their minds like they’re still sort of researching. If you’re in the research phase, the keyword competitiveness is less. The higher you bid, the more you’re able to pay for searches, right. So that’s how you basically scale a product, if you bid higher is you set your bid higher.

But the thing is that the higher that you bid; the more likely you are to become unprofitable, because you’re paying more for each click. But if you bid too low, then you can run into the problem where your ads won’t appear enough or you won’t be served enough, right. It’s difficult to scale. So what we need to do like what we’re ultimately trying to do for each product is we need to find a bid sweet spot. That’s a profitable balance where the bid isn’t too high that its unprofitable, and isn’t too low that we’re not getting enough volume, right. So we’re trying to find the perfect bid that allows us to maximize our profit.

So I’ve got here the sweet spot is dynamic. This means that like, say your say you’re extremely profitable. On a product, we’d like a 48 cent bid; in like a week or two weeks time, that same bid can potentially become unprofitable. And that’s because other advertisers are also bidding as well. So it’s dynamic. So we need to change our bids on an ongoing basis, I recommend adjusting your bids once or twice a week, it depends on the volume.

If you’re running like say a test campaign with a strong budget like $100 a day or over $50 a day, it’s probably best to do it two times a week. If you’re running your test campaign on like a small budget like 10 bucks a day, then like you can only change the bid once a week, right, because you need to wait for data to collect. It’ll take like seven days to for you to view any changes.

Alright, so a part that a lot of people get stuck on is they don’t know what to set for their bids.

3 Points to know the Cost of Profitable Google Shopping Ads Campaign

 When you’re trying to decide your bids, there are three things you want to consider. The product price and product profit margin. In a Shopify store the profit margin of the product is how much you’re selling on your Shopify store minus the AliExpress costs minus shipping. And the average conversion rate for Google ads. Usually, the average conversion rate to Google ads, its product specific, so like on some of my winning products, I’ve got a conversion rate of like 2% and other products that have a conversion rate of like 6%. So it varies a lot, depending on the product.

So I put an example down here that shows you how Google Ads is just a numbers game and where you should set your bids. Like I don’t recommend like trying working out where to set your bids for every single product.

I’ll get onto that later, when we actually show you show you how to do the campaign set up and set your bids.

Let’s say we’re selling a product on AliExpress. Let’s just use the same example again. So it’s a whiteboard. So the product in AliExpress, it cost us 20 bucks, and then we sell it on our store for 40 bucks. This means that our profit is $20. This is our gross profit, because we’re not taking into account any advertising expense like we haven’t sold yet.

So there’s $20 gross profit, not including any other expenses. Let’s assume that your average Google Ads conversion rate for this product is 2% or it should be for this ad account. Just take the average of all your products in Google ads, let’s just assume it’s 2%. This means 2 in every 100 clicks will purchase the product.

So that means we get 2 sales every 100 clicks. So this means we generate $40 profit of every 100 clicks, right? Because there are two sales and our profit is $20. 2 * 20 is 40. So in 100 clicks, we generate a total of $40 profit. So this means that those 100 clicks need to cost us less than $40. If we still want to profit after we pay our Google advertising expense, right, so that means we need to work out what’s the maximum cost per click, that we can pay.

So to do that, you just divide $40 by 100 clicks. And that gives us 40 cents. That means that that 40 cents is our max bid for that product to break even. So if we set our bid for that product at 40 cents, right, we’re not going to make any profit, we’re not going to make any loss, we’re just going to break even right.

If we decide to increase our bid, over 40 cents, so for example, if we change our bid to 50 cents, then it’s impossible to be profitable. Given the conversion rate, if this conversion rate was higher than it’s, then we can’t, can become profitable. And the way to increase conversion rate is by optimizing your product feed titles (in your merchant feed store), getting better quality images, and building out the description.

But coming back to here, we have to be below 40 cents to be profitable, right? So if we so if our bid was set at 30 cents would be profitable, we make money. So that is an overview of how Google Ads is just a numbers game. You just got to find the sweet spot where you’re profitable with your bid.

Another thing to remember is that we don’t always have to raise the bid. So if you’re breaking even on a product, or you’re slightly unprofitable, there are other things you can do. Instead of raising the bid, you can increase the product price in Shopify, so bump it up a pricing tier. So instead of selling a product for like $24.99, you can sell it for $29.99.

Another thing you can do is bundle the product. So a good app to do this is discounted pricing, but booster apps. So that’s where you give a discount if they buy more than one of the product.

And then you can also create a post purchase upsell using one click upsell app by zippify, which isn’t available on the Shopify App Store, you’ve got to Google it to find it. But there’s a ways that you can get products profitable, if they’re breaking even on Google ads, and you can’t increase the bid.

So an important thing to know is that whenever you make a bid adjustment, right, it usually takes like five days to properly adjust. And you should always wait at least four to five days before changing the bid again, to say if you make a bid increase, that’s like, you increase the bid by three cents. You want to not touch it again for four or five days

So when you’re adjusting bids, you want to do them in really small increments, right. So I recommend like in increasing or decreasing the bid by anywhere between three cents to 10 cents. Ideally, you want to do it like probably three to five cents. You can do big jumps, like 5 to 10 cents if the product isn’t getting that many impressions, or like if the product is getting no impressions and you want to bump it up quickly and get data, and you can do like 20 cent jumps, but I would never do like over 20 cent jumps, just referring back to this again, because it takes a while for stuff to ramp up.

And so when you launch a Google Shopping Ads Campaign, on your product within a Google Shopping campaign, yeah, as I mentioned before, it takes time to ramp up. In the beginning stages of your campaign, Google shows your ads conservatively. So it doesn’t show your ads as much as it possibly could. Because it wants to see how users respond to them. Like, are they clicking on them or they’re going to your website, how long are they spending on your website. And then as metrics improve, and Google starts to understand how many people like going onto your site, then it will start to show your ads more frequently, because it knows where to put you in the auction. And you will get charged for more relevant queries, right.

 So unlike Facebook Ads, where you have a small number of winning products, so even like one massive winning product that generates you all your revenue. In Google ads, it’s more like, you can have lots of like small winning products that generate small amounts of revenue. So it’s like, not every single product is scalable, but they can they can, you can still have like smaller products that generate your profit consistently, but you can’t really scale them.

So on my store right now; I’ve got like 14 products that are profitable. And out of those 14 products that are profitable. I’ve got like five that I can scale out. I’m scaling currently. So yeah, so like the aim of the game is just to get as many products uploaded to your site and tested. And this is like why it’s so important to when you start making a bit of profit to get a VA to help you with the product uploads because the more products you upload, and the more profitable products you have, it’s more likely that you’re going to be able to generate consistent profits ongoing.

Another thing to remember is that winning products die out eventually as well. So you constantly have to be searching for new products to upload, right, because yeah, products die out and you want to get freshly uploaded products to keep your profit stable.

This is the bidding strategy for Google Shopping Ads Campaign for profitable reach. So, let’s now talk about how much you should have the budget for your Google Shopping Ads Campaign, i.e., how much Google Shopping Ads Cost to you (what will be the cost of Google Shopping Ads). Let’s head towards the next section of our Google Shopping Ads Course for Beginners to ExpertsBudget Strategy.

Google Shopping Campaign: Budget Strategy (What is the Cost of Google Shopping Ads)

For our course, we talked about bid strategy in the above section. In this section, I’m going to talk about budget strategy, which you should require to start your Google Shopping Ads Campaign Successfully.

So as a minimum, you need to have a budget of at least $10 per day on your test campaign. We’ll be running a test campaign. And I don’t recommend spending under $10 a day. So ideally, like what like, probably the optimal amount you want to spend is $50 a day, I know somebody will take this course won’t have that much and it’s fine to spend $10 a day, you’ll just be slower at gathering data. $50 is the best way to gather data quickly.

This will give you a good amount of data after 30 days or 30 days is really how need you how long you should run your test campaigns for. So my test budget is $120 per day, but I’ve got products uploading, like up to 15 products per day. So yeah, my testing budget is larger.

So a question that I’m going to get is okay, so how many products should I test with my budget, you should test anywhere between 2-4x of your budget on total number of products.

For example, if we have a daily budget of our test campaign at $50 per day, then you can test anywhere between 100 to 200 products in that test campaign. So 50 *2 is 100 and 50*4 is 200. So if you test more than like 200 products, it’s gonna take longer than 30 days to get results, right. So 30 days is like the optimal sort of testing time that we want to run out campaigns for. And within those 30 days, we’ll be excluding unprofitable products.

If you have a daily budget of say, $10 per day, then I’d recommend testing anywhere between 20 to 40 products. So 2x 10 and 4x 10 is 20 and 40.

Yeah, so you need to run your test campaigns for at least 30 days. This is because adwords like to takes a while to ramp up the volume. So like when you launch a campaign, you might not even get like impressions for the first couple days, and then start to ramp up slowly. And then you’ll be excluding on profit products as you go on.

So within these 30 days, you make optimizations, it’s nearly guaranteed that you will be unprofitable in the first 30 to 40 days because you need to find what products are unprofitable, what products convert, and you need to be excluding products.

So like with Google ads, you’re never profitable right out of the gate, right? Like the way you get profitable is by doing optimizations, adding negative keywords running bid modifiers and yeah, just optimizing ongoing. So the aim is to buy data quickly and cut losers and optimized properly products. So I’m going to show you hands on example of this strategy in later lessons or blog articles. But basically, if we get three profitable sales in our test campaign, what you want to do is we’ll attempt to move that product into a single product campaign and allocate additional budget to that single product campaign.

So in Google Shopping Ads Campaign, we will always have like a test bucket campaign and when we have profitable products, we’ll also be creating single product campaigns. And just be wary it just is conscious that like on AdWords, sometimes you get an error at the campaign level saying like this campaign is limited by budget. If you say this, it basically means that the beans in your campaign are too high, or the budget you have set at the campaign level is too low.

So you either increase the campaign budget or you decrease the bids of the products rather than the product level. So, I’ll show you a hands on example of this later, but this is the overall budget strategy of Google Shopping Ads Campaign.

Google Shopping Ads Campaign Overview

My Campaign’s Currencies

This isn’t an important section, I’m just going to quickly tell you the about currency conversion.

So my Google Ads account is run in AUD. So when it comes up with cost, right, and our conversion value, which is revenue, these figures are all in AUD. And that means when I’m bidding, right when I’m making beads, like say I put in a 50 cent bid that is in Australian currency.

So in the next following lessons, if you see me put in a 50 cent bid, it actually equals a 36 cents, US bid and a 70 cent bid and equals a 50 cent US bid. We’ve already installed the conversion code, and it’s using US currency. When there’s a conversion, right, the revenue value is passed into my ad account in AUD right.

GOOGLE SHOPPING CAMAPING: PHOTO OF CURRENT SALES IN AUD

So if we look at today, we can see that we’ve spent $18.50, we’ve got five sales and in AdWords are reporting the revenue as $172.

PHOTO OF SHOPIFY STORE WITH SALES DATA FOR GOOGLE SHOPPING ADS COURSE

If we go on to this test Shopify store that I’m running Google ads for, we can see we’ve got five sales, but the total revenue today is 144. That’s because if we can convert 144 US dollars, it comes out to $200 AUD. So this 172 USD is closer to $200. it’s not it’s never going to be like 100% correct, but the revenue value will be passed into your ad account in whatever local currency you have. Hence, it’s converted.

And yeah, it does not gonna be 100% accurate, but just know if you’re running an ad account that’s not in the US, and the stats are a bit mixed up. And yeah, just keep that in mind, when I’m teaching the following lessons that you convert all the bids to USD if you’re living in the US or convert them to your home country, wherever you’re living.

Creating Profitable Google Shopping Ads Test Campaign

So in this lesson, we’re going to set up our first Google Shopping Ad campaign finally. So in order to do this go to campaigns, we’re going to click the blue button, go new campaign,

I want to go sales, and then the campaign type, we want to select shopping.

PHOTO OF SELECTING THE MERCHANT CENTER ACCOUNT WHILE CREATING PROFITABLE GOOGLE SHOPPING ADS CAMPAIGN

And then from here, that’s where you select your Merchant Center account, it should just automatically appear, we want to run in the United States. And we want to run it the standard shopping campaign.

So here, we’re going to call this campaign test bucket.

PHOTO OF GOOGLE SHOPPING CAMPAIGN GENERAL SETTINGS

And this is going to be our campaign where we’re basically just test products.

Bid Settings for Profitable Google Shopping Ad Campaign

Bid Settings TypeDescription
Manual CPC and Enhance CPCSo the bid settings will be set to Manual CPC by default, where we choose what we want. And we can choose what `we want at the product level. So for each product, we can select our own bid Enhanced CPC is like Manual CPC. But what happens is there’s a bit of conversion learning on the bid strategy. So what that means is that, depending on past conversions, Google will increase the bid upwards of 20%, or it will decrease the bid negatively by 20%, depending on how high quality thinks that click will be and how likely they are to convert.
Enhanced CPC (cont.)So Enhanced CPC is good to switch to if you’ve run manual CPC for a while, and you’ve started getting conversions like say like 30 past conversions, then it’s good to switch to enhanced CPC. And also if you’re not constantly uploading new products, right, because if you’re constantly uploading new products, there’s no conversion learning on that product. So sometimes, your ads won’t get any impressions of it as a new product launched if you’re using enhanced CPC because there’s no past conversion data on it.
Maximize ClicksSo Maximize Clicks. So I know some other guys who run Google Shopping, a lot of guys choose this for their testing campaign. So the reason I don’t like maximize clicks is because you can blow through your budget really quickly. It’s good, to get like a bunch of clicks at the start. But usually when this happens, the CPC is just way too high. And also we don’t have as much control as we do if we’re using a manual CPC.
Target ROASSo Target ROAS is like the boss of all bid strategies. So this is like where you can really get volume and scale profitably. So, in order to choose Target Return on Ad Spend, in the past 30 days, you need to have ideally at least 50 conversions.

So what we’re going to use is Manual CPC to start off with just because we have control, and I don’t want any of you guys blowing through your budgets quickly, especially on a test campaign. So we’re gonna go manual CPC, and we’re going to un-tick help increase conversions with enhanced CPC.

I don’t like having this on in my test campaign. Because if you have this on and you start launching new products, those new products take ages to ramp up because they don’t have any past conversions. So Google isn’t as likely to deliver those ads. So I keep my test campaigns on manual CPC.

GOOGLE SHOPPING ADS COURSE STRATEGY: PHOTO OF BUDGET AND DELIVERY METHOD OF THA GOOGLE SHOPPING CAMPAIGN

So the budget for this campaign for this campaign, I’m going to put a $50 budget, you can put less, if you want, it does take a bit longer to get data, you want to open up delivery method you want to go Accelerated. So with accelerated, Google will show your ads much faster, and it’s a lot easier to get impressions. Whereas if you choose standard, Google will like stagger the budget throughout the day and like decide when to show ads. So you want to accelerate it.

  • Campaign priority: Because this is a test campaign, we want to leave this on low. Because when we create other Google Shopping campaigns, we’re gonna put them other campaigns on high.
  • Search networks: Leave it ON with the option search partners; that’s fine.
  • Devices: just leave it as it is.
  • And then the location you want is United States location options. We want people in your targeted locations.

And that start and end date is fine. We don’t want an end date. So we’re gonna go save and continue.

GOOGLE SHOPPING AD STRATEGY COURSE PHOTO OF SELECTING THE TYPE OF SHOPPING CAMPAIGN

Okay, so we want the standard product shopping, we’re promoting individual products.

‘For the ad group name, are called item ID drill. And the reason I do that is because we’re drilling down on auto my days, I’ll explain that later.

So the bid, the starting bid that I like to set is 70 cents. And what happens is, I usually put it this high to try and get some volume into the campaign. And then I’ll start to lower this bid after like a few days, maybe five days, seven days, I’ll start to lower it a little bit. Or if my ads aren’t getting impressions, I’ll actually increase it. So I think 70 cents is a good place to start and get impressions and once we had impressions ideally, we want to lower this down a little bit.

But we can also make adjustments on the product level as well.

And then you want to save.

PHOTO OF CREATION OG GOOGLE SHOPPING AD CAMPAIGN SUCCESSFULLY

So now we have just created our first Google Shopping campaign. In the next section, I’m going to show you how to drill down on your entire item ID’s so you can set specific bids for each product.

Set Specific Product Bids: Drilling Item IDs of Profitable Google Shopping Products

So in this section of our Google Shopping Ads Course for Beginners, I’m going to show you how to drill your items by product ID, so we can set bids at the product level of each individual product.

So I’m in another account, and I’ve created a new test bucket. So I haven’t run these Google Shopping products before. So these are new products that I’ve uploaded to Merchant Center. And I’ll run them and show you how to optimize them in the course.

PHOTO OF CLICKING INTO THE TEST CAMPAIGN IN GOOGLE SHOPPING ADS COURSE

So what we want to do is, we want to go into our campaign, our test bucket campaign, so click on campaign. And now we’re taken to the ad group level, right. And the ad group should be named as Item ID drill (I named my ad group as Item ID drill, yours could be anything), click on that ad group.

And then now we’re on the product group level.

PHOTO OF ALL PRODUCTS DETAIL IN THE PRODUCT SECTION OF THE SHOPPING CAMPAIGN

So if you mouse over this all products thing here, it will come up and show you how many products have been submitted on Merchant Center, how many approved, and how many active how many ready to serve. So this is all good. This means that our products are active and can run in this campaign.

GOOGLE SHOPPING CAMPAIGN STRATEGY: PHOTO OF CLICKING IN THE SUBDIVISION ICON

So what we want to do now is, we want to click on this little add subdivision character. We have to subdivide the Products by Item ID.

PHOTO OF SELECTING THE ITEM ID SUBDIVION

 And we have to select all the products.

PHOTO OF SELECTING ALL THE PRODUCTS

So basically, here, what we’re bringing in is the Item ID of every single product. So then we can adjust bids at the item ID level for each product. So now we want to go save without editing bids.

PHOTO OF ALL PRODUCTS LISTED IN THE PRODUCT SECTION SORTED BY ITEM ID

And now you can see under here in our all products section inside the ad group level, we’ve got every single product separated into its own row. And what that means is that we can adjust the bid, and using this little pencil icon next to the product that we want to adjust the bid for.

So if you mouse over this product, you can see what the product is. So when you go ahead and you keep uploading new products into your Shopify store, what happens is, the products will come up under everything else in all products, right.

So when that happens, I’ll make another article of how to do this. But we want to separate out those products.

So they come here under every row, because right now say if we uploaded like 10 more products, to our Shopify store, then everything else in all products would include those 10 products. And that means that we could only set one bid for those 10 products.

So I’ll show you in another article, how to separate out new products that are uploaded.

So now we’ve got our products separated out into their own individual rows. We’re just going to wait a few days, and see and what we should see is some of these products getting impressions, because even though this campaign is active now, you might not even start getting impressions for like a day or two days. So just wait for about three days. And you should see the impressions start to build up in these campaigns as Google learns when to show your product.

Hope you learnt how to drill the products through their Item ID’s; this will really help you, by adjusting the bids in a more lot easier way for your Google Shopping Campaign Strategy.

Add Naughty Negatives for Your Google Shopping Campaign Strategy

Alright, so in this section, I’m going to show you how to add a base negative keyword list to our new test campaign we’ve created. So the thing you got to understand with Google Shopping is that we don’t actually target any keywords, right. So unlike Facebook, where you can choose like targeting options, we actually don’t choose any targeting at all.

So the way Google displays ads is it uses its own internal algorithm for targeting right, the targeting is based off the product feed that runs through Merchant Center. And it’s also based on attributes on your page as well that it crawls.

So because we’re not targeting any specific keywords or any audiences, we need to add negative keywords. So Google knows when not to show our ads.

So we have a base negative keyword list that we’re going to add to every campaign.

So these negative keyword lists are built up over years. And it’s basically all the keywords that won’t convert in e-commerce, right.

PHOTO OF SELECTING THE NEGATIVE KEYWORDS OPTION IN GOOGLE ADS

So what we want to do is we want to go into keywords. And we have to go to Negative Keywords, we have to select negative keywords or create a new list.

So the campaign we want to set this at the campaign level, and we want to select our test bucket campaign.

PHOTO OF NEGATIVE KEYWORD LIST

And so now, this is my list, I call it the naughty negatives, because these are naughty keywords that don’t convert and we want to apply them as a base to all our campaigns that were created.

So the keywords in here are like “complaint”, when people asking like “who” or “when”, or like “when is this product available”, like it’s not converting keyword like a sort of keyword that will generate sales, then you’ve got some like odd artist irrelevant searches, he like “naked”, “nude”, people looking at like adult topics, you don’t want to show you ads up for that.

Also, you don’t really want people looking for “cheap stuff” as well, because these people just go straight to Amazon, eBay kind of thing.

I’ve also excluding like “eBay”, “Amazon”, “Walmart”, if people using these in the search terms, that means they want to buy from these places. So we don’t want to show our ads for them. They just got some other ones as well, that we don’t want to show up for.

PHOTO OF SAVING THE NAUGHTY NEGATIVE KEYWORDS FOR CAMPAIGN

So we want to go save to a new list, right, we’re going to call this naughty negatives. And then we want to hit save.

PHOTO OF NEGATIVE KEYWORD LIST FOR THE CAMPAIGN

And then so then we have our negative keyword list in here. And that’s fine. That’s all you want to do. So if we click on it, you can see a negative keyword there.

So the reason that I’ve put inverted commas around it is because this means that the match type is phrase match. For now, you need to add inverted commas around your negative keywords. If you want to know more about keyword match types, then head towards our- Google Search Ads Strategy Article, where we have shared the keyword match types too.

Adding Locations for Your Product Listing Ad Campaign

Alright, so in this last section of our Course on Google Shopping Ads Tutorials for Beginners, I’m going to show you how to add state locations to your test campaign. We’ll also apply it to our other single product campaigns.

But basically what adding locations allow us to do is that when we go to optimize our campaigns, we can create bid adjustments that are based on states. So for example, if people from California are more likely to buy our products, than say people in Texas, so there’s a higher conversion rate from people in California, what we can do is we can create a bid adjustment that says when people are searching from California increased bids by like 10-15%. And then we can make bid reductions for states that people aren’t likely to purchase, right.

PHOTO OF GOING TO THE LOCATION OPTION FOR THE CAMPAIGN

So to do this, you just go into locations, and then here, you want to click this little blue button, you want to go select campaign, and go test bucket, you have to click Add locations in bulk.

PHOTO OF US STATES LIST

And then what you simply want to do is, I’ve got a list here of all the states in the US, I’m just going to paste them in like that, you can copy the US state list by visiting here too. So you can go and paste it in. Now what we want to do is we want to click on search, and it will find all of the states here. And then what we have to do is go target all and then want to go save.

And so now you can see that all these states have been added. So what happens now is that when we start to get traction in our shopping campaign, we can see which states are clicking on our ads.

PHOTO OF ADJUSTING THE BID FOR SELECTIVE STATES

And we can also see like which state has the highest conversion rate. Once we do that, we can add bid adjustments, to states that have high conversion rates to save California, people were have the highest conversion rate, we can put an increase of like 10%. So for example, a $10 bid will become $11.

So, increasing the bid on states, will more likely to impact the purchase of your products too.

Frequently Asked Questions

What are Google Shopping ads?

Google shopping ads are the Product listing ads, through which anyone can showcase their product to the people residing worldwide, with the help of Google. This is similar to that of Search ads, but the the difference here is, the customer can first see the product’s image and then only visits your landing page, which helps to save the budget on a large scale, and also there were several features available with Google shopping ads like, large scale optimization, ads retargeting, dynamic targeting etc.

Do Google Shopping ads work?

Google Shopping Ads or the Product Listing Ads works for everyone, no matter where are you from. It will definitely going to give you a large conversion data with a consistent sales report for a longer period of time, what you will need to have is only a bit of patience.

Are Google Shopping ads free?

No, Google shopping ads are not free, it will require a budget to get started with. We have shared a great Bid and Budget strategy in this article, do consider them to start your first Google Shopping Ads Campaign.

How do I manage Google Shopping ads?

Once you have created your Google Shopping Ads Campaign, what you will need to do is, adjust your negative keywords, have search keywords data on a regular basis, check out the devices, age and gender demographics regarding sales and conversion and maintain all these things on a timely basis. We have shared these things in detail in our post. Do check them out to know, how can you manage your Google Shopping Ads Campaigns. We will also going to give a basic idea on what things you should do, after the creation of Google Shopping Ads Campaign in our coming posts, stay tuned for that.

How much do Google Shopping ads cost?

We have shared a Budget strategy for Google Shopping Ads, and this is completely reliable for everyone and is a working model too. This will definitely give you a brief idea on the cost of Google Shopping Ads, do read this article.

So, this is it for this Google Shopping Tutorials Course for Beginners. We will soon launch another course for Google Shopping Campaign optimization where we will further continue from the above mentioned section only. Stay tuned with us for further tips, tricks or strategy for Google Shopping Campaigns. We will go to continue it some other days.

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Thank You,
The Blog Mentor.

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