Step by step guide for Google Shopping Ads

Step by step guide for Google Shopping Ads

Get started: To promote your products on Google, you’ll need to upload your products into Google Merchant Center and create a Shopping campaign in Google AdWords.

How it works. Shopping campaigns put your product images, price, and business name right in front of people searching on Google, no matter what device they’re using. You only pay when people click through to visit your website or view your local inventory.

Your ads show up on search.

Google Shopping ads appear alongside Google search results, when people search for the products you’re selling.

Your ads show up across devices.

Online shoppers will see your ads, whether they’re shopping for your products at home or on the go.


1. Set up your Merchant Center account.

Merchant Center is where you make your product info available to appear across Google.

2. Upload your products with a data feed.

Your data feed is the key to promoting your products online. It contains all the information about what you’re selling, like a product’s brand, price, and availability.

How: Create a Shopping campaign in AdWords.

Start advertising your products with a Shopping campaign

Once you set up your account, you're ready to create and upload your product data. You can send us your product data in a feed format, via the Google Content API for Shopping, or import your product data from a supported e-commerce platform. Unless you are comfortable using API, we recommend that you use feeds or imports from your e-commerce platform.

Feeds: A feed is a file that contains all the information about the products you sell. The different pieces of information about your products are described in attributes, which allow customers to search for and find your items
-commerce platform imports

Guide to creating and submitting data feed:

If you use a supported e-commerce platform, you can link your Merchant Center account to your store account and automatically import your product data. This allows for information from your store to continuously update in Google Merchant Center without any additional work.
Google Content API for Shopping (Advanced)

The Content API for Shopping lets you programmatically manage the structured data items you upload to Google for use in Google properties, such as Google Shopping and Web Search. The API allows you to query for items and insert, update, and remove items in your Google Merchant Center account.

The Google Content API for Shopping is designed for developers who would like to integrate applications with Google Shopping. Due to the nature of the Google Content API for Shopping, developers should have some technical know-how and experience in programming applications.

Create a Shopping campaign in AdWords.

Start advertising your products with a Shopping campaign

Shopping campaigns help you promote your products by giving users detailed information about what you're selling before they even click your ad. Using retail-centric reporting tools, you'll then be able to track the performance of your products over time.

In this article, we'll walk you through how to set up a Shopping campaign in AdWords.

Before you begin

If you're not familiar with Shopping campaigns, learn more About Shopping campaigns and Shopping ads.

Before you create your Shopping campaign, make sure you meet the requirements.

Here are step-by-step instructions for creating a Shopping campaign:

Sign in to your AdWords account.

    Click the Campaigns tab. Then, click + Campaign and select Shopping.
On the “Select campaign settings” page, give your campaign a name. If you want to use the same campaign settings as another Shopping campaign, go to “or load settings from” and select the campaign from the “Existing campaigns” drop-down menu.

Provide a merchant identifier by clicking the Select account drop-down menu and choosing the Merchant ID. The ID should be the Google Merchant Center account associated with the products being advertised in this Shopping campaign.

From the drop-down menu next to “Country of Sale” select the country where the products in this campaign are sold. This setting defines which products from your Merchant Center inventory are advertised in this campaign. It filters products based on the target country associated with the products.

If you want to use the optional “campaign priority” and “inventory filter” settings or advertise local products, click Shopping settings (advanced).
Use the optional “campaign priority” setting when you have multiple Shopping campaigns advertising the same product and you want to determine which campaign (and its associated bid) will be used when ads for these products show. By default, all Shopping campaigns are set to “Low” campaign priority. To change, select “Medium” or “High,” depending upon how you choose to prioritize this campaign over other Shopping campaigns with the same products. Learn more about the campaign priority setting.
Use the optional “inventory filter” to limit the products you want to advertise in your Shopping campaign based on the Merchant Center product attributes you choose. By default, the inventory filter is set to “None - Use all products in country of sale (recommended).” To change, select Create custom filter.

In the two drop-down menus under “Matches all of the following,” select the attribute and corresponding value of the products you want to include in your Shopping campaign.

    To add an additional filter, click + and make your selections as above. You are limited to 7 attribute filters.

By default, Shopping campaigns show products sold on an online website. If you want your Shopping campaign to include products sold in local stores, you should consider participating in Local Inventory Ads. Once you have submitted a verified Local Products feed to Google Merchant Center, you can promote products from your local stores in your Shopping campaign by checking "Enable local inventory ads" box. With the checkbox checked, you'll be able to filter or subdivide your inventory by channel and channel exclusivity. Learn more about using Local Inventory Ads.

Next to “Locations,” choose the geographical areas where you want the Shopping ads in this campaign to appear. You can choose to include or exclude specific locations.

By default, Shopping campaigns show ads on the Google Search Network and on Google search partner websites. The Google Search Network includes and Search partners include third-party websites that display and link to products for sale. Including search partners can help you reach more shoppers, increase your visibility, and improve traffic to your products. You can deselect the “Include search partners” check box if you don’t want to include them in your campaign.

Your “bid strategy” defaults to “I’ll manually set my bids for clicks,” which means you’ll set your own maximum cost-per-click bid (max. CPC). You’ll do this in the next step.

If you use conversion tracking, "Enable Enhanced CPC" is automatically selected. Enhanced cost-per-click (Enhanced CPC) automatically adjusts your manual bids to try to maximize conversions you receive while keeping your total cost the same. Learn more about using Enhanced CPC bidding with your Shopping campaign.

Enter your max. CPC bid next to “Default bid.” This bid will apply to the first ad group and product group you create in your campaign. You can adjust your bids later from the "Product groups” tab.

Next to “Budget,” select if you would like to use an “individual budget” for this campaign or apply a budget from a shared library. For an individual budget, enter the amount you would like to spend per day for this campaign (keep in mind, the actual amount may vary). Learn more about shared budgets.

Select any additional advanced options for your campaign, including delivery method, ad scheduling, and dynamic tracking URL.
Click Save and continue.

You'll arrive on the Create ad groups page. In the “Ad group creation” section you'll need to make some decisions about how to organize your campaign. How you organize your settings depends on your goals for your campaign. Remember that you can always change the organization of your campaign later if you need to


Upload your logos for use in Google Shopping.

Image requirements

Logo 1:1
    File format: PNG or SVG
    Min. dimensions: 500x500 pixels
    Max. dimensions: 2000x2000 pixels
    File size: max 5MB

Logo 2:1
    File format: PNG or SVG
    Min. dimensions: 1000x500 pixels
    Max. dimensions: 2000x1000 pixels
    File size: max 5MB

Minimum image size

Minimum image size requirements for non-apparel products will be increased from 32 x 32 to 100 x 100 pixels to be able to support new ad formats better. The minimum image size for apparel images will remain 250 x 250 pixels.

Ads with large, high-quality images (recommended 800 x 800 pixels or larger) have proven to be more effective and lead to better performance. This means, going forward, non-apparel images below 100 x 100 pixels and apparel images smaller than 250 x 250 pixels will result in item disapproval.

Too large: Google is looking for full-sized images, but they still have an upper limit of 4mb. If you're uploading large images to your site as the -2 image (the largest), consider sending the -2t image when you can. The -2t image (which appears on your product page) should be large enough for your customer to see the product.

Image should not be more than 10 MB

Too small: The recommended size for images is 800 pixels in height and length, however Google enforces different minimum requirements for certain categories. For example, apparel products must have photos that are at least 250 pixels by 250 pixels. Below, the white background of this image is exactly 250 pixels on each side. So if your apparel photo is smaller than this square, you should consider reshooting your fashion line.

Watermarks or promotional text: Shopping campaigns do not allow product listings with images containing watermarks or promotional text of any kind. Google’s goal is for the image to show only the product and nothing more, so anything that tries to circumvent that rule will be a no-go.

Minimum size is 100 x 100 for all non-apparel items we can use 250*250

Click to comment