此文是蘭州品牌策劃公司關(guān)于設(shè)計(jì)公司如果推廣和營(yíng)銷企業(yè)的分享，蘭州品牌策劃公司旨在想讓更多的設(shè)計(jì)公司提高設(shè)計(jì)業(yè)務(wù)能力！

注：配圖為UCI設(shè)計(jì)公司作品

蘭州品牌策劃公司轉(zhuǎn)發(fā)原文直譯：

在任何電子商務(wù)零售商的武器庫(kù)中，谷歌購(gòu)物都是一個(gè)極其重要的工具。但是，如果你正在讀這篇文章，你可能已經(jīng)知道了。

你可能也知道，谷歌購(gòu)物廣告產(chǎn)生了超過(guò)85%的零售付費(fèi)搜索點(diǎn)擊，并且它們通常產(chǎn)生400-1000%(或更高)的廣告支出回報(bào)(ROAS).

但是，如果你不知道如何建立和運(yùn)行一個(gè)有利可圖的谷歌購(gòu)物活動(dòng)，這些統(tǒng)計(jì)數(shù)據(jù)都不重要。

好消息是，你來(lái)對(duì)地方了。在顛覆性廣告，我們已經(jīng)幫助無(wú)數(shù)的電子商務(wù)企業(yè)——從初創(chuàng)公司到企業(yè)公司——通過(guò)谷歌購(gòu)物取得了成功。

例如，我們最近幫助一家電子商務(wù)零售商將他們的羅阿斯提高了225%,總收入增加了近100萬(wàn)美元……我們只用了幾個(gè)月的時(shí)間就做到了。

如果你想為自己的企業(yè)獲得這樣的結(jié)果，這篇文章就是為你準(zhǔn)備的。

在這里，我們將討論你在谷歌購(gòu)物中成功所需的一切（包括所有谷歌沒(méi)有告訴你的事情)。這需要做一些工作，但是如果你遵循了這篇文章中的建議，你應(yīng)該很快就能讓谷歌購(gòu)物為你服務(wù)了。

聽(tīng)起來(lái)像個(gè)計(jì)劃嗎？我們開(kāi)始吧！

注意，這篇博文更新于2019年5月15日，以反映谷歌廣告平臺(tái)的變化。盡情享受吧！

什么是谷歌購(gòu)物？

以防你還不熟悉谷歌購(gòu)物廣告，讓我們花點(diǎn)時(shí)間來(lái)談?wù)勈裁词枪雀栀?gòu)物。簡(jiǎn)而言之，谷歌購(gòu)物就是你如何讓你的產(chǎn)品出現(xiàn)在谷歌搜索結(jié)果頁(yè)面上那些漂亮的產(chǎn)品廣告中。

例如，如果你在谷歌上搜索“風(fēng)衣”，會(huì)出現(xiàn)以下內(nèi)容：

正如你在上面看到的，谷歌顯示了3種不同類型的產(chǎn)品相關(guān)搜索結(jié)果：谷歌購(gòu)物廣告、付費(fèi)搜索文本廣告和有機(jī)搜索結(jié)果。

當(dāng)您查看這些搜索結(jié)果時(shí)，您注意到的第一件事是什么？Lululemon廣告還是諾德斯特龍鏈接？大概不會(huì)。

如果你和大多數(shù)人一樣，圖片是你首先注意到的。在你意識(shí)到Lululemon文本廣告或諾德斯特龍的有機(jī)搜索結(jié)果在那里之前，你已經(jīng)在瀏覽購(gòu)買(mǎi)選項(xiàng)了。

這就是谷歌購(gòu)物的力量。

當(dāng)然，如果你在搜索引擎結(jié)果頁(yè)面上滾動(dòng)瀏覽30種產(chǎn)品，卻找不到你想要的，你可以點(diǎn)擊"在谷歌上購(gòu)買(mǎi)風(fēng)衣",然后在谷歌購(gòu)物上篩選所有可用選項(xiàng)：

然而，讓谷歌購(gòu)物真正強(qiáng)大的是這樣一個(gè)事實(shí)，即在這些廣告中出現(xiàn)的產(chǎn)品或公司幾乎都不會(huì)出現(xiàn)在有機(jī)搜索結(jié)果的第一頁(yè)。如果沒(méi)有谷歌購(gòu)物，這些產(chǎn)品永遠(yuǎn)不會(huì)被潛在客戶看到。

最重要的是，谷歌購(gòu)物將你的產(chǎn)品放在高意向、低漏斗搜索流量的前面，這些流量想要購(gòu)買(mǎi)你賣(mài)的東西。

與大多數(shù)形式的廣告不同——比如展示廣告或社交媒體營(yíng)銷——在谷歌上看到你廣告的人是在尋找你要賣(mài)的東西。當(dāng)有人在谷歌上搜索“戰(zhàn)壕風(fēng)衣"時(shí)，你不需要說(shuō)服他們冬天來(lái)了，他們應(yīng)該買(mǎi)一件時(shí)尚的外套——你只需要說(shuō)服他們你的溝風(fēng)衣是他們應(yīng)該買(mǎi)的外套。

谷歌購(gòu)物如何運(yùn)作

理想情況下，你的產(chǎn)品會(huì)在所有相關(guān)的谷歌搜索中排名靠前，但是說(shuō)實(shí)話，如果你不是一家大公司，搜索引擎優(yōu)化對(duì)你不利。

但是……有了谷歌購(gòu)物，你不需要有機(jī)排名就能出現(xiàn)在相關(guān)搜索中。谷歌讓你付費(fèi)玩。

要讓你的產(chǎn)品出現(xiàn)在谷歌購(gòu)物上，你需要與兩個(gè)平臺(tái)合作：谷歌廣告和谷歌商業(yè)中心。谷歌商業(yè)中心是你告訴谷歌你的產(chǎn)品的方式。谷歌廣告是你告訴谷歌你想如何營(yíng)銷你的產(chǎn)品。

谷歌廣告拍賣(mài)流程

谷歌廣告是一個(gè)點(diǎn)擊付費(fèi)(PPC)廣告平臺(tái)，這意味著你需要付費(fèi)來(lái)增加網(wǎng)站和/或登陸頁(yè)面的流量。也就是說(shuō)，在谷歌上做廣告并不像說(shuō)"我想為每次點(diǎn)擊支付x "那么簡(jiǎn)單。

不幸的是，你不是唯一想要谷歌用戶點(diǎn)擊的企業(yè)。為了確保你的廣告被看到，你必須出價(jià)高于競(jìng)爭(zhēng)對(duì)手。

好消息是，在谷歌上做廣告并不意味著你會(huì)坐在拍賣(mài)行里聽(tīng)約翰詹南德雷(谷歌的搜索主管)快速背誦產(chǎn)品搜索詞。

盡管想象起來(lái)很有趣，但谷歌拍賣(mài)過(guò)程比這要高效得多。

你上傳到谷歌商業(yè)中心的信息告訴谷歌你的產(chǎn)品應(yīng)該出現(xiàn)在哪些類型的搜索中。在谷歌廣告中，你輸入你愿意為這些搜索之一的點(diǎn)擊支付的最高金額。

這個(gè)最大值就是你對(duì)這個(gè)關(guān)鍵詞的出價(jià)。

當(dāng)有人搜索你的產(chǎn)品時(shí)，谷歌會(huì)比較所有符合條件的出價(jià)，并選擇誰(shuí)在哪里排名。由于這整個(gè)過(guò)程是一個(gè)拍賣(mài)，你所要做的就是出價(jià)高于下一個(gè)最低的廣告客戶——你實(shí)際上不必每次有人點(diǎn)擊你的廣告時(shí)都支付最高出價(jià)！

使用谷歌商業(yè)中心

不幸的是，盡管谷歌的算法很好，但谷歌仍然無(wú)法讀取思想谷歌廣告。不知道你想賣(mài)什么（產(chǎn)品名稱、SKU、尺寸、顏色、描述等),也不知道是否有貨，也不知道你對(duì)某件商品的要價(jià)。你必須把信息"喂"給他們。

要向谷歌提供所有這些信息，你需要一個(gè)谷歌商業(yè)中心賬戶（你可以在這里注冊(cè)一個(gè)賬戶)。

使用您的商業(yè)中心帳戶，您可以上傳一個(gè)購(gòu)物提要，其中包含您想要出售的所有產(chǎn)品的信息（可用性、價(jià)格、顏色等)。這告訴谷歌你的產(chǎn)品目錄里有什么，你的廣告里應(yīng)該有什么信息。

如果有任何變化（例如，你的風(fēng)衣用完了),你所要做的就是更新你的產(chǎn)品喂，并將其重新加載到你的谷歌商業(yè)中心賬戶。

很簡(jiǎn)單，對(duì)吧？

設(shè)置你的商業(yè)中心賬戶是相當(dāng)容易的（見(jiàn)上面的視頻簡(jiǎn)單介紹),但是一旦你設(shè)置了你的商業(yè)中心并且上傳了你的購(gòu)物喂，你需要連接你的谷歌商業(yè)中心到你的谷歌廣告賬戶（點(diǎn)擊這里注冊(cè)一個(gè)谷歌廣告賬戶)。

方法如下：

登錄您的谷歌廣告帳戶，查看右上角，找到您的10位谷歌廣告客戶身份證.

登錄你的谷歌商業(yè)中心賬戶，點(diǎn)擊右上角的3點(diǎn)下拉菜單，然后點(diǎn)擊"賬戶鏈接"點(diǎn)擊"鏈接帳戶"

輸入您的谷歌廣告客戶ID，然后點(diǎn)擊"鏈接"

當(dāng)狀態(tài)變?yōu)?鏈接"時(shí)，您就可以開(kāi)始了！點(diǎn)擊"創(chuàng)建購(gòu)物活動(dòng)"或返回到您的谷歌廣告標(biāo)簽，開(kāi)始建立您的活動(dòng)。

將您的購(gòu)物信息整合在一起

正如你可能想象的那樣，一個(gè)好的購(gòu)物提要是任何成功的谷歌購(gòu)物活動(dòng)的關(guān)鍵。你的購(gòu)物飼料告訴谷歌你的產(chǎn)品是什么，它們的價(jià)格是多少，在你的產(chǎn)品列表廣告中使用什么圖片和廣告文案，你的廣告應(yīng)該出現(xiàn)在什么搜索中等等。

毫不奇怪，正確設(shè)置你的購(gòu)物飼料是值得的。

因?yàn)槟愕墓雀栀?gòu)物活動(dòng)的成敗取決于你的購(gòu)物飼料與谷歌的溝通程度，谷歌在你的飼料中有很多你可以使用（或必須使用)的字段。

有各種各樣的購(gòu)物訂閱源管理平臺(tái)（或者您甚至可以手動(dòng)創(chuàng)建和管理您的購(gòu)物訂閱源)可以處理您的訂閱源的技術(shù)管理，因此在本文中，我們將重點(diǎn)關(guān)注如何充分利用您的購(gòu)物訂閱源。

我們不會(huì)一一介紹您可用的字段，但讓我們來(lái)看看您的提要中最重要的字段：

谷歌產(chǎn)品類別

正如我們之前提到的，谷歌購(gòu)物活動(dòng)不使用關(guān)鍵詞來(lái)定位你的廣告。他們使用產(chǎn)品類別。因此，正如你所想象的，在"谷歌產(chǎn)品類別"中輸入正確的類別非常重要。

您可以從谷歌產(chǎn)品分類列表中選擇您的產(chǎn)品類別。

你的類別越廣，你的產(chǎn)品就越有可能被搜索到，所以你可能會(huì)想為你的產(chǎn)品選擇一個(gè)非常廣泛的類別來(lái)最大化你的印象——但是不要這樣做！你的類別越廣，你得到的無(wú)關(guān)點(diǎn)擊和印象就越多。

不相關(guān)的點(diǎn)擊不會(huì)轉(zhuǎn)化為銷售，所以選擇一個(gè)廣泛的類別通常意味著你會(huì)浪費(fèi)很多錢(qián)。

另一方面，你的類別越具體，你的流量就越相關(guān)。畢竟，如果你賣(mài)的是自行車(chē)運(yùn)動(dòng)衫，那么"運(yùn)動(dòng)服"或"自行車(chē)運(yùn)動(dòng)衫"這兩個(gè)類別更有可能帶來(lái)相關(guān)的點(diǎn)擊嗎？

"自行車(chē)球衣"是"運(yùn)動(dòng)服"的一個(gè)子類，所以選擇"自行車(chē)球衣"類別可能會(huì)導(dǎo)致較少的印象和點(diǎn)擊，但這些點(diǎn)擊更有可能轉(zhuǎn)化為購(gòu)買(mǎi)。

標(biāo)題

當(dāng)人們?cè)诠雀枭线M(jìn)行相關(guān)搜索時(shí)，首先會(huì)看到你的標(biāo)題：

正如你所想象的，你的標(biāo)題對(duì)你的廣告點(diǎn)擊率有很大的影響，所以花些時(shí)間為你的提要設(shè)計(jì)一個(gè)好的標(biāo)題策略是很重要的。

請(qǐng)記住，雖然谷歌允許你的標(biāo)題最多150個(gè)字符，但谷歌只會(huì)顯示大約70個(gè)字符，所以一定要把你最重要的關(guān)鍵詞放在開(kāi)頭！

此外，谷歌不贊成在你的標(biāo)題中放置明顯的促銷文字("限量供應(yīng)"、"免費(fèi)送貨"等),所以你的標(biāo)題內(nèi)容應(yīng)該集中在產(chǎn)品細(xì)節(jié)上，如材料、顏色或尺寸。

描述

描述字段包含您的潛在客戶可以閱讀的文本，以便更好地了解您的產(chǎn)品是什么和做什么：

在描述字段中，最多可以輸入5000個(gè)字符，但谷歌只會(huì)顯示一兩句話。所以，再次強(qiáng)調(diào)，確保你首先列出最重要的信息是很重要的。

在這里，促銷內(nèi)容是一個(gè)禁忌，所以要把重點(diǎn)放在產(chǎn)品的特點(diǎn)和好處上，而不是從你這里購(gòu)買(mǎi)的好處。

環(huán)

你猜怎么著？如果你打算在谷歌上投放廣告，你需要有一個(gè)可以點(diǎn)擊的地方！

然而，你不能把這些點(diǎn)擊指向任何地方。你的鏈接需要指向你的產(chǎn)品頁(yè)面，而不是你的主頁(yè)。你的鏈接也必須有"http://"部分的網(wǎng)址。

如果您有一個(gè)不同的手機(jī)用戶產(chǎn)品頁(yè)面，請(qǐng)將該鏈接放入"手機(jī)鏈接"字段。

圖像鏈接

您還需要在"圖像鏈接"字段中包含產(chǎn)品圖片的鏈接。此鏈接應(yīng)指向高質(zhì)量、800 x 800像素(或更大)的圖片，沒(méi)有徽標(biāo)和額外文本：

如果你真的希望你的圖片成功，你的圖片需要引人注目。僅僅有一張漂亮的圖片是不夠的，你需要它來(lái)吸引潛在客戶的注意。

情況

條件字段只有3個(gè)選項(xiàng)（新的、舊的和翻新的),但它是必需的，所以請(qǐng)確保完成它。

有效性

可用性字段也是必填的，很容易填寫(xiě)。你可以從現(xiàn)貨、脫銷和預(yù)購(gòu)中挑選。然而，這個(gè)字段對(duì)于保持定期更新尤為重要。否則，你可能會(huì)有很多失望的顧客！

價(jià)格

啊，價(jià)格。這才是你真正關(guān)心的領(lǐng)域。你只需要給出你的售價(jià)和貨幣（例如，547.43美元)。只要確保你的貨幣與你做廣告的國(guó)家相匹配。

關(guān)于你的價(jià)格（以及條件和可用性)要記住的一件事是，你的購(gòu)物提要中的信息需要與你的產(chǎn)品頁(yè)面上的信息相匹配。如果你不這樣做，谷歌會(huì)懲罰你的廣告，甚至阻止它們顯示。

所以，如果你頁(yè)面上的價(jià)格發(fā)生了變化，請(qǐng)確保你已經(jīng)更新了購(gòu)物信息！

全球貿(mào)易項(xiàng)目編號(hào)(GTINs)

谷歌使用全球貿(mào)易商品編號(hào)(GTINs)在購(gòu)物結(jié)果頁(yè)面上對(duì)相同的產(chǎn)品進(jìn)行分組。

GTINs是制造商發(fā)布的。以下是您最有可能看到的GTINs:

剛果愛(ài)國(guó)者聯(lián)盟——這是北美的主要GTIN

EAN/UCC—北美以外使用的主要GTIN

一月——日本的GTIN

國(guó)際標(biāo)準(zhǔn)書(shū)號(hào)——書(shū)籍的GTIN

有些產(chǎn)品會(huì)有一個(gè)以上的GTIN(例如，aUPC和一個(gè)EAN).在這種情況下，只需選擇一個(gè)GTIN用于該字段。

如果您的產(chǎn)品沒(méi)有GTIN，您將需要使用您的制造商部件號(hào)(MPN).

制造商零件號(hào)(MPN)

MPN是由部件制造商創(chuàng)建的。它們往往是非常具體的一個(gè)特定部分，但它們服務(wù)于相同的基本目的作為一個(gè)GTIN .

如果你不確定你的GTIN或MPN是什么，試著和你的供應(yīng)商核實(shí)一下。如果你失敗了，你可以試試upcitemdborbarcodelookup .

標(biāo)識(shí)符存在

當(dāng)然，如果你賣(mài)的是定制商品或古董，你可能既沒(méi)有MPN也沒(méi)有GTIN .在這種情況下，將"標(biāo)識(shí)符_存在"設(shè)置為“假的”.這樣，谷歌就不會(huì)在你的提要中尋找GTIN或MPN .

品牌

品牌字段讓谷歌知道產(chǎn)品是誰(shuí)制造的。一般來(lái)說(shuō)，這不應(yīng)該是你的公司名稱（除非你恰好是你自己產(chǎn)品的制造商)。

例如，如果亞馬遜決定再次在谷歌上發(fā)布購(gòu)物廣告，亞馬遜可能會(huì)將學(xué)術(shù)公司列為最新的哈利波特小說(shuō)的品牌，但將其自己的企業(yè)名稱（亞馬遜)列為點(diǎn)燃火焰的品牌。

膚色、性別、年齡組、尺寸

如果你在銷售鞋子或服裝，顏色、性別、年齡組和尺碼字段都是必填的。當(dāng)然，由于大多數(shù)在市場(chǎng)上購(gòu)買(mǎi)衣服或鞋子的顧客都需要這些信息，如果這些字段不是必填字段，最好填寫(xiě)。

身份證明

身份證明字段真的大部分是給自己參考的。這是你創(chuàng)建的一個(gè)唯一的號(hào)碼，允許你將你的谷歌數(shù)據(jù)與你的商店數(shù)據(jù)聯(lián)系起來(lái)，所以使用任何對(duì)你的業(yè)務(wù)有意義的系統(tǒng)(SKU，內(nèi)部參考號(hào)等)。

創(chuàng)建谷歌購(gòu)物活動(dòng)

現(xiàn)在，如果你曾經(jīng)玩過(guò)谷歌廣告，你可能對(duì)付費(fèi)搜索文本廣告很熟悉。谷歌購(gòu)物廣告（又名"產(chǎn)品列表廣告")有點(diǎn)不同。

與文本廣告不同，你不能告訴谷歌，"我希望我的廣告在有人使用這個(gè)特定關(guān)鍵字時(shí)顯示出來(lái)。"相反，谷歌決定你的產(chǎn)品列表廣告(解放軍)何時(shí)有資格顯示。

將谷歌購(gòu)物活動(dòng)和產(chǎn)品列表廣告放在一起非常簡(jiǎn)單。如果您已經(jīng)擁有一個(gè)有效的谷歌廣告帳戶，并且想要?jiǎng)?chuàng)建一個(gè)新的活動(dòng)，請(qǐng)查看下面的視頻：

https://youtube.com/watch?v=Rti9sQkTwMg

以下是創(chuàng)建基本購(gòu)物活動(dòng)需要做的事情（更多詳情，請(qǐng)點(diǎn)擊此處):

打開(kāi)你的谷歌廣告賬戶。

點(diǎn)擊"活動(dòng)"標(biāo)簽，然后點(diǎn)擊"活動(dòng)"并選擇"購(gòu)物"選項(xiàng)。

命名您的活動(dòng)。

選擇與您的谷歌商戶中心賬戶相關(guān)的"商戶標(biāo)識(shí)符"。

單擊"銷售國(guó)家/地區(qū)"旁邊的下拉菜單，選擇您想要為您的產(chǎn)品做廣告的國(guó)家/地區(qū)。如果你想更具體地了解你的位置或其他設(shè)置，你可以在設(shè)置部分進(jìn)行調(diào)整。

在"默認(rèn)出價(jià)"旁邊輸入你愿意為一次點(diǎn)擊支付的最高金額（別擔(dān)心，你稍后可以調(diào)整)。

在"預(yù)算"旁邊輸入您想要花費(fèi)的總額。

點(diǎn)擊"保存并繼續(xù)"。

如果您以前從未創(chuàng)建過(guò)谷歌廣告活動(dòng)，請(qǐng)點(diǎn)擊左側(cè)欄中的"活動(dòng)",然后點(diǎn)擊藍(lán)色的""。此時(shí)，您將有多種活動(dòng)類型可供選擇：

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在本文中，我們將堅(jiān)持使用谷歌購(gòu)物廣告，但如果你有興趣開(kāi)展其他類型的活動(dòng)，請(qǐng)查看以下鏈接：

搜索

顯示

錄像

通用應(yīng)用程序

要開(kāi)始創(chuàng)建您的第一個(gè)文本廣告活動(dòng)，請(qǐng)單擊"購(gòu)物"選項(xiàng)，讓我們開(kāi)始吧！

第一步：選擇目標(biāo)

每一個(gè)好的在線營(yíng)銷計(jì)劃都是從一個(gè)目標(biāo)開(kāi)始的（或者兩個(gè)，或者三個(gè)……)。知道你想從你的活動(dòng)中得到什么將指導(dǎo)你做出每一個(gè)谷歌購(gòu)物的決定，這就是為什么谷歌廣告在你選擇了一個(gè)活動(dòng)類型后要求你做的第一件事是選擇一個(gè)目標(biāo)。

因?yàn)槟阏趧?chuàng)建一個(gè)谷歌購(gòu)物活動(dòng)，你的目標(biāo)可能是賣(mài)東西，所以點(diǎn)擊"銷售"并繼續(xù)前進(jìn)。

第二步。選擇你的目標(biāo)位置

一旦你決定了你的廣告目標(biāo)是什么，是時(shí)候建立你的活動(dòng)了。

為您的活動(dòng)選擇一個(gè)名稱和語(yǔ)言，然后選擇您希望您的廣告在世界上的哪個(gè)地方顯示。如果你的目標(biāo)受眾真的是美國(guó)/加拿大或整個(gè)世界的所有人——電子商務(wù)企業(yè)通常都是如此——那就別管它了。

否則，我建議使用"輸入要定位或排除的位置"搜索欄：

在這里，谷歌廣告讓你能夠鎖定或排除某些地點(diǎn)，所以如果我們想鎖定除薩拉索塔以外的整個(gè)佛羅里達(dá)州，這是一個(gè)選項(xiàng)。

這一點(diǎn)很重要，因?yàn)樵S多公司瞄準(zhǔn)了某個(gè)州、地區(qū)或國(guó)家的所有人，卻沒(méi)有意識(shí)到他們實(shí)際上并不想為該地區(qū)的點(diǎn)擊付費(fèi)。例如，如果你想賣(mài)皮草鑰匙鏈，你可能不想在舊金山做廣告，因?yàn)樵谀抢镔u(mài)皮草是違法的。

是的，你可能會(huì)獲得點(diǎn)擊，但這些點(diǎn)擊不太可能轉(zhuǎn)化為銷售。因此，雖然對(duì)你的位置設(shè)置保持明智可能不是特別令人興奮，但它非常值得你花時(shí)間。

第三步。決定你的預(yù)算

通常，營(yíng)銷人員和企業(yè)主會(huì)心血來(lái)潮或根據(jù)他們當(dāng)時(shí)能承受的價(jià)格來(lái)選擇他們的谷歌購(gòu)物預(yù)算。這是一個(gè)真正的恥辱，因?yàn)榇中牡念A(yù)算經(jīng)常導(dǎo)致inef

fective campaigns…or a lot of wasted ad spend.

To avoid both of these problems, make sure you take the time to run the numbers and come up with a budget that allows you to maximize clicks without eating too far into your profit margin.

Once you’ve figured out a budget that makes sense for this campaign, divide it by 30 and enter the result as the average you want to spend each day in the “Budget” section. In a given month, Google Ads won’t spend more than 30 times more than your daily average, but it might spend more or less in a specific day.

If you want Google Ads to spend your budget as quickly as possible (you’re advertising morning coffee, for example), click “Delivery method” and switch to “Accelerated”. Otherwise, it’s time to select your bidding strategy!

Step 4. Select a Bidding Strategy

Bid management is actually a fairly complex process. But, for your first campaign, let’s stick with the basics.

When determining how much you should bid, you’ll want to consider:

The average CPC of your product(s). Different products will cost more than others due to volume and competition levels. Your budget. If you have a smaller budget and want to make it go further, consider bidding on lower cost keywords or making smaller bids. Your anticipated ROAS.?ROAS is one of the most important Google Shopping metrics, but it isn’t perfect. Obviously, your marketing spend can’t be greater than your profit margin, but if bidding more means you eat into your profit margins a bit and double your sales volume, you may want to opt for a lower ROAS.

Ultimately, the right bid will allow you to drive the maximum number of sales for the lowest cost-per-click. Finding that balance point can be tricky, but the results are worth it.

Step 5. Put Together Your PLAs

Unlike text ads, creating PLAs for Shopping Campaigns is easy. The shopping feed you uploaded to your Google Merchant Center account tells Google Ads everything it needs to know to create your ad.

To set up your PLAs, all you have to do is:

Click on your Shopping Campaign and click on the “Ad groups” tab. Click “+Ad group”. Name your ad group. Click “Save and continue”.

If you want to get into the more nitty-gritty of campaign structure, Google Ads offers a ton of customization options you can use to separate products into different groups with different bids, but we’ll get into some of those tactics later on.

Step 6. Set Up Conversion Tracking

Now, at this point, you could technically launch your Shopping Campaign. There’s just one problem. If you turn your campaigns on now, you’ll have no idea what’s working and what isn’t in your campaigns.

Sure, Google will tell you how many clicks your ads are getting, but you won’t really know if those clicks are turning into profitable sales.

To get at that information, you need to set up conversion tracking.

Essentially, conversion tracking allows you to link your Google Shopping clicks to the actual sales they produce. That way, you can accurately measure and optimize your return-on-ad-spend.

Setting Up Conversion Tracking in Google Ads

The good news is, it’s pretty easy to set up conversion tracking in Google Ads.

To get started, click the wrench icon in the upper lefthand corner of your screen, then click on “Conversions” under the “Measurements” menu.

This will bring you to the “Conversion actions” page. Click the blue button to add a new conversion.

Next, you’ll have the option to choose between 4 different types of conversion action:

Since the goal of your Google Shopping campaign is to drive sales on your website, click “Website”.

This will bring up the following options:

In the screenshot above, I’ve created a conversion for people who buy a trench coat. Let’s take a closer look at some of these settings:

Value

You can have Google Ads assign a specific dollar value to your conversions that you can track in the main Google Ads interface, which is very handy for ecommerce businesses.

Unfortunately, while this works great if you only sell?a handful of products, if you’re selling dozens-to-hundreds of products, you’re going to need to set up transaction-specific conversion tracking.

To do that, you’re going to need to tweak the conversion code Google As generates for you and customize it to pull sales data directly from your ecommerce shopping platform.

Discussing how to set this up for each shopping platform is beyond the scope of this article, but we’ve already covered this elsewhere on our blog.

So, to learn more about how to implement transaction-specific conversion tracking for your Shopping Campaigns, just click on the name of your shopping platform below:

Shopify Magento BigCommerce WooCommerce Volusion 3dcart Pinnacle Cart

Even if you’re customizing your tracking code, Google will still ask for a default number to include here. If you’ve set your transaction-specific tracking up right, this number shouldn’t matter, so I generally recommend setting it equal to 1.

Count

Here, we have the option to count every conversion separately or only allow one conversion per click. If you choose to track every conversion, that means if someone makes two purchases, those purchases will be counted as separate conversions—even though they were both from the same person.

Hypothetically, tracking every conversion can result in a conversion rate of over 100%–especially if you have separate conversion actions set up for different products.

Most of the time, tracking conversions separately can muddy up a couple of reporting metrics, but it usually provides better data overall.

Conversion Window

“Conversion window” refers to the maximum length of time between a click and a conversion that you want Google Ads to track.

Here, I’ve set this to 30 days, so if someone clicks on my ad and then comes back and converts 10 days later, it will show up as a conversion from that ad.

Since most ecommerce businesses have a relatively short purchasing cycle (people click your ads and either buy or don’t buy), many ecommerce businesses set this timeframe to a week or 30 days, but the “right” conversion window for you will be specific to your business.

View-Through Conversion Window

“View-through conversion window” is a kind of funny metric. Essentially, you use this setting to tell Google Ads how to measure the impact of an ad when it isn’t clicked.

For example, if someone searches for “trench coat” and sees my ad—but doesn’t click on it—and later that day clicks on a link to my site on Pinterest and makes a purchase, that conversion would show up as a “view-through conversion” for the ad they saw.

Include in “Conversions”

This is just a checkbox that tells Google Ads whether or not you want this action reported as a conversion in your reports.

Unless you?have an action outside of product sales (like viewing the shopping cart page) that you want to be able to track using a custom report, but don’t want to show up in your regular reports, leave this box unchecked.

Attribution Model

Sometimes, the path to conversion isn’t as simple as “they see my ad, click and convert”. For businesses with a multi-step marketing funnel, this option is a good way to measure the contribution of different steps in their funnel.

Ecommerce usually has a straightforward marketing funnel, though, so it’s usually best to stick with “Last click”.

Using Your Snippet

Once you hit “Create and continue”, Google will generate a couple of code snippets for you to add to your website.

The first snippet is a “Global site tag” you will need to add to your entire website (lean on your developer for help with this if you don’t manage the backend of your site). You’ll only need to add this to your site once.

Essentially, the global site tag will “cookie” the browser of anyone who visits your site, tracking how they interact with your site and adding them to a list you can use for retargeting ads (we’ll get into that later).

The second snippet is specific to the conversion action you just created. Typically, ecommerce sites add this code to their “thank you” page or order confirmation page.

Alternatively, you can add this code to a button on your site by switching from “Page load” to “Click”. This is useful if you want to report a conversion when someone clicks on an important button (for example, the “Buy Now” button) on your site.

Unlike the global site tag, you’ll need to add a new “Event snippet” to any relevant pages or buttons every time you create a new conversion action.

By the way, if you happen to be using Google Analytics on your website (and you should be), you can use Google Tag Manager to integrate your Google Ads data with your Google Analytics data. To learn how, check out this article.

And that’s it! Your first Google Shopping campaign is ready to go! Launch it and let’s talk about some ways to optimize your campaigns during the coming months.

Optimizing Your Google Shopping Campaigns

Now, if you’ve ever played around with Google Ads, you’re probably familiar with paid search text ads. Google Shopping ads (aka, “Product Listing Ads”) are a bit different.

Unlike text ads, you can’t tell Google, “I want my ads to show up when someone uses this specific keyword.” Instead, Google decides when your Product Listing Ads (PLAs) are eligible for display.

So, instead of optimizing your keywords, you’ll need to focus on optimizing each of the following areas:

Campaign settings.?As you run your campaigns, you’ll gain new information that you can use to tweak your campaign settings, so it’s a good idea to update your settings every so often. Shopping feed. The shopping feed you upload into the Google Merchant Center is how you control which searches your products show up for, what your ads look like, where clicks are sent and what your ad copy will be. Bid strategy. When you can’t pick what keywords your ads are eligible for, using the right bid strategy is absolutely critical to maximizing the profitability of your campaigns. Campaign structure. Although the structure of your Google Shopping account might not seem important, how you structure your campaigns can have a huge impact on your ability to properly manage and optimize your ads. Remarketing campaigns. Unfortunately, even when people want to buy what you’re selling, they don’t always buy right away. A good remarketing campaign can keep you in front of your potential customers until they finally make a purchase.

This is where all that conversion tracking data you worked so hard to acquire comes into play. Using that information, you can quickly identify a variety of opportunities in your Shopping Campaigns and make the necessary tweaks to maximize your results.

Let’s take a look at how to optimize your Google Shopping campaigns in each of these areas.

Campaign Settings

Although it might feel like we just talked about how to pick your campaign settings, there are a few settings you can only truly optimize after you’ve run your campaigns for a bit.

If you’ve taken the time to set up conversion tracking, you can use that data to optimize your campaign settings and ensure that you are targeting the most relevant traffic with your ads.

Here are a few things to try:

Geo-Targeting

Let’s face it, certain products just perform better in certain areas. You don’t see a lot of kayaks for sale in Arizona, but in Florida they’re all the rage.

While some locations are an obvious “no” or “yes” for certain products, you can’t always predict how well a given product will perform in different locations.

Once you have some conversion data, however, you can figure out which locations are the most profitable by clicking on the “Reports” tab at the top of the Google Ads interface, “+ Report” and then creating a new table report.

From there, you can view a variety of location-specific results by adding in different location-specific columns:

For example, here I’ve selected “Region” and “Conv. value/cost” to get a sense for this client’s ROAS in a variety of different areas.

Based on this report, it looks like this client gets about $13.00 for every $1.00 they spend on Google Shopping clicks from the Yukon Territory, so it would probably be a good idea to increase their efforts in this region.

As you can see on the right of the above screenshot, there are a lot of other location filters you can use to get a feel for where your PLAs are performing well or poorly.

You can also evaluate your performance in those locations using almost any metric you can think of, including impressions, click-through rate, revenue and everything in between.

Once you have this information, you can decide which locations you should be targeting with a given campaign and adjust your location settings accordingly.

Alternatively, by setting up different campaigns for different product categories that sell better in different locations, you can use this approach to ensure that you making the most of your ad spend for each category. It will take some time and effort to get this working properly, but this can be a great way to eliminate wasted ad spend.

Ad Scheduling

Similarly, not all products sell equally well at all?times of day, days of the week or seasons.

If you look back up at the Reporting Tool screenshot above, you can see that you also have a variety of time filters you can use to determine the ideal times to run your ads.

Or, if you find it hard to interpret this data in spreadsheet format, you can always switch to a bar chart:

Here, you can clearly see that this client’s cost-per-conversion is much higher in the afternoon and evening than in the morning. They get most of their conversions around 10:00 am, so it may be a good idea to add a bid modifier for the morning hours or even turn off their ads after about 4:00 pm.

Negative Keywords

Although you can’t use keywords to tell Google what searches you want to target, if a particular search isn’t relevant to your product, you can tell Google not to target that search.

In addition to adding negative keywords at the campaign level, you can also add them to ad groups.

So, if you have an Adult Shoes campaign with Men’s Shoes and Women’s Shoes ad group, you could add [children] and [kids] as negative keywords in your Adult Shoes campaign and add [mens] and [male] as negative keywords in your Women’s Shoes ad group.

Now, these sorts of negative keywords are fairly obvious, but you can’t always predict what sorts of search terms will trigger your ads or how profitable those search terms will be.

The good news is, to identify search terms that aren’t delivering good results in your campaigns, all you have to? click on your Keywords tab, click “Search Terms” and add a filter for “Conversions < 1”:

This report will show you all of the search terms that your ad showed up for that didn’t produce any conversions. If you look at a broad time window like 2-3 months and see search terms that are eating a lot of ad spend on this list, you’ve probably just found some good negative keywords to add.

Shopping Feed

Your shopping feed is what Google uses to create your PLAs, so you need to make sure your shopping feed is as optimized as possible.

There are a lot of tweaks you can make to your feed, but for this article, we’re going to focus on the key shopping elements that dictate the content of your ads: your titles and your images.

Titles

Your titles are how you market your products to a potential buyer, so it should come as no surprise that optimizing your titles can increase clicks by up to 9.6x.

In general, PLA titles work best when they include?keywords like material, color, brand or size. Since they can’t see the product in person, most online shoppers want to know the details about what they will be buying.

Here are some well-designed product titles:

However, just because you think a certain title is great, that doesn’t mean that?your customers agree.

In general, when people are searching for products online, they’re looking for something specific. It may not be a specific brand or model, but they usually have a particular look, feel or color in mind. If they see that information in your title, they’ll be a lot more likely to click and make a purchase.

To figure out what your potential customer are truly looking for, you need to see which search terms are triggering your PLAs.

You can do this by clicking on the Keywords tab and then clicking “Search Terms”, just like you did to find negative keyword opportunities in the last section. This time, however, you won’t want to filter for searches without conversions, you want to look for searches with conversions.

The words people use to find and buy your products can give you a lot of insight into the types of words you should be using in your titles. If people use certain phrases or vocabulary to describe your products, your titles should reflect that so that when people read your titles, they feel like they’ve found exactly what they’re looking for.

Check out the Negative Keywords section above for more info on how to see which search terms are triggering your PLAs.

Product Images

High-quality, relevant product images are always a good idea. However, simply having a beautiful picture doesn’t guarantee that your ads will be noticed. You also need images that stand out in some way.

For example, take a look at these tennis rackets. Which one catches your eye?

The effect is fairly subtle, but?the first ad’s gray background sets it apart from the other ads. And, since different draws attention, that’s the ad you notice.

Bid Strategy

Your bid strategy dictates how you want Google to spend that budget you just worked so hard to figure out. Google’s default option asks you a few questions you can use to figure out what strategy you want to use.

There’s no harm in using this approach, but if you really want to get the most out of your campaigns, I recommend clicking “Select a bid strategy directly” during the campaign set up process, which will bring up the following options:

Manual CPC. For the truly anal retentive, manual CPC gives you full control (or, at least, as close to full control as Google Ads will give you) over how much you spend on a given keyword. Target ROAS. With Target ROAS, you specify what sort of return-on-ad-spend you want from your ads (this works well for many eCommerce companies). Maximize clicks. Like the name says, if you select this bidding strategy, Google Ads will try to get you as many clicks as possible out of your budget. There’s no guarantee that those clicks will turn into sales, but you will get lots of clicks. Enhanced CPC.?If you have enough sales, enabling this setting will allow Google Ads to adjust your bids up and down depending on whether or not Google believes a given search will turn into a click and a sale.

Manual bidding allows you to say “this is as much as I’m going to pay, and that’s it”.?The other bidding options, on the other hand, will take your bids and use them a little more creatively to reach very specific results. It gives you less control, but it tells Google Ads what you’d like to optimize for.

Adjusting Your Bids

Of course, even after you’ve set your initial bids, Google Shopping isn’t exactly “set it and forget it”. After all, when you pay for every click, a simple mistake can cost you an awful lot over time.

As you’re monitoring your campaigns, you may notice different scenarios that could indicate that it’s time to adjust your bid. You can adjust your bids at any time, but here are a few scenarios where you might want to adjust your bids:

If your CPC is coming in way under budget, but you want to improve your position in the ad display, increase it. If your cost-per-sale is too high, but you’re in a top position and you want to stay that way, drop your bid slightly. This can bring the cost-per-sale down while still getting you plenty of clicks. If you’re getting a ton of sales, but your profit margin is low, change up your bid. If you’re paying for a lot of clicks but not getting sales, try switching up your bid strategy.

Good bid management is an ongoing process. The market is constantly changing and if you aren’t changing your bids in response, you can quickly find that either your ads aren’t showing or you’re paying too much for your clicks.

Campaign Structure

If you really want to make the most of your bid strategy, however, you need an effective campaign structure. And, to effectively structure your campaigns, you need to think about the profit margins of your products.

If you think about it, does it make sense to use the same bids or bid strategy for a $2.00 product and a $2,000 product?

The profit margins for these products are completely different. If you use the same bids for both products, you could either end up spending way too much on clicks for the cheap product or bid way too low for the expensive product.

And yet, at Disruptive, we see this situation all the time.

This is why campaign structure is so important.?If you don’t organize your Shopping Campaigns by profit margin or (at least) price, you could be missing out on some of your biggest eCommerce opportunities.

How to Set Up a Margin-Based Campaign Structure

The first step in setting up a true margin-based Google Shopping campaign is to determine the gross profit margin for each of your products. Once you know your gross profit margin, you can use that information to create profit margin-based ad groups in your campaigns.

Alternatively, you can separate your ad groups by price and assume an even margin on all of the products in your account. Obviously, this isn’t the best way to do this, but if you don’t know what your profit margin is, it’s better than nothing.

Once you have decided how you will be sorting your product (by price or by gross profit), you can create price brackets using feed rules.

To create a feed rule, open Google Merchant Center and click on Products in the left-hand sidebar, click “Feeds” in the sidebar that appears, click “Rules” and then click “Create Rule”:

Feed rules allow you to create a custom label based on criteria in the feed. For example, if you use price as your variable, you can set up a feed rule that says, “If ‘price’ is ‘less than’ ‘10’ set ‘Custom label 1’ to ?‘$0.01 – $9.99’.

If you set these rules for all price ranges of your products, all products will be given a custom label that you can use to sort your products into their respective brackets in Google Ads.

Now that you have a custom label 1 set up with price or profit brackets, you can now use custom label 1 as your ad group!

Using this approach, it usually works best to use a high level category such as product type to organize your campaigns and then your custom margin labels for your ad groups.

Easy Bidding and Optimization

The great thing about margin-based campaign structure is the way it allows you to optimize revenue and profit. For example, if you have products that produce around $5.00 of gross profit and a conversion rate of 10%, you probably don’t want to spend more than $0.50 per click.

Again, this is where the ad group level organization is key. If you have a margin-based campaign structure instead of merely a price-based structure, you will see better results at the profit level.

Remarketing Campaigns

Remarketing (aka, retargeting) is an advertising option in Google Ads that you can use to deliver targeted ads to people who visited your website…and didn’t convert.

Not everyone who comes to your site is ready to convert today, so remarketing is a great way to stay in front of potential customers while they make up their minds.

How it Works

Google remarketing uses pixels to identify people who have visited your website. A “pixel” is basically a short piece of code you place