The 35-Minute Google Shopping Setup (2020)
Google Shopping Ads could be nice. But getting them to the purpose the place they’ll earn money is usually a actual PITA.
They look fairly easy from the surface, however when you get began issues shortly get technical.
Setting up a Google Shopping marketing campaign in 35 minutes is bold.
But it’s do-able when you concentrate and when you’re a bit fortunate 🍀😅.
Each part on this article has two estimates. The time it takes to learn that part, and the time it takes to execute on it.
Those two collectively shouldn’t take greater than 35 minutes to finish.
I’d love to listen to when you’re taking part on this problem! Drop your retailer URL and the time it took you within the feedback, I’ll ship you one thing good in return😎
Let’s bounce proper in!
📝 Time to learn: 1 minute
Here is what you’ll want:
- Your retailer platform
- Product feed: to ship all of your product data to Google Merchant Center
- Google Merchant Center account
- Google Ads account
All you really want to start out is to have your merchandise able to go on the ecommerce platform of your selecting. (In this put up, we give attention to Shopify, WooCommerce, BigCommerce, Magento, 3dcart, however we’ve additionally obtained you lined when you’re on a distinct platform.)
The remainder of the Google Shopping setup isn’t rocket science, however there are lots of little particulars that you simply journey you up and get in the best way of launching an precise Google Shopping marketing campaign.
In what follows, I’m assuming you’ve #1 lined. If not try to be busy doing that earlier than studying on 🙂
Step 1 – Create a product feed
📝Time to learn: four minutes
💪Time to execute: 10 minutes
A product feed is a file that you must present to Google that incorporates all your product info.
It is the toughest a part of the Google Shopping setup course of.
That’s as a result of that product feed must be correct and precisely based on the specs of Google.
If you’re lacking some knowledge or didn’t 100% comply with Google’s tips, your merchandise gained’t get permitted and also you gained’t be capable of transfer ahead.
A great way to visualise a product feed is as an enormous spreadsheet the place the rows are all your merchandise and the columns are all these fields that Google requires.
Most of them are fairly easy: product title, worth, description, sku, hyperlink, model, picture hyperlink, and so on.
But there are additionally a few fields that you simply won’t have by default: google product class, gtin, mpn, and so on.
You can discover the complete listing in Google’s assist docs.
The ease with which you’ll be able to put this file collectively relies on the standard of your product knowledge and on the ecommerce platform you’re utilizing.
Ecommerce platforms like Shopify, WooCommerce, Magento or Bigcommerce all have apps, plugins or extensions obtainable to make the feed creation half simpler.
The particular software that you simply want relies on your particular state of affairs, however the ones talked about under needs to be sufficient to get began.
Google Shopping setup on Shopify
Plenty of selections for Google Shopping apps within the Shopify app retailer:
After neglecting their home-grown Google Shopping app for a few years, Shopify has made lots of modifications at how they combine with Google Shopping.
I consider the app they’ve at this time is a extremely good match for many Shopify retailers, particularly these beginning out.
So even when the poor scores and scathing critiques don’t replicate it, I like to recommend this app:
The beauty of the app is that as quickly as you’ve put in it, it takes you thru a setup wizard that may assist you get all the pieces configured.
In the top, it should additionally assist you to determine any errors and make options for fixes.
One factor I need to warn you for is to keep away from the “Smart Shopping campaign” that Shopify & Google are selling.
I’ll define in Step four what it’s, and why it’s not preferrred if you wish to get good outcomes for your online business.
Google Shopping setup on WooCommerce
If you’re utilizing WooCommerce, there are two plugins I like to recommend to create your product feed.
Most WooCommerce plugins will supply comparable functionalities:
- Add additional merchandise fields (for issues like customized labels)
- Field mapping
- Category mapping
- Generate the precise product feed (an XML, CSV or txt file)
Some of those plugins can even double to generate product feeds for different channels like Facebook Dynamic Ads. So if that’s additionally in your listing, be sure you choose a plugin that may do each.
Google Shopping setup on Magento
If you’re operating your retailer on Magento, there are many extensions obtainable to generate a product feed:
- Google Shopping Feed – M1 (paid – Magmodules) – hyperlink
- Google Shopping – M2 (paid – Magmodules) – hyperlink
- Simple Google Shopping – M1 (paid – Wyomind) – hyperlink
- Simple Google Shopping – M2 (paid – Wyomind) – hyperlink
If you’re not pleased with any of the above, lots of the extra advanced knowledge feed administration software program instruments even have their very own Magento extensions: Channable (M1), Channable (M2), KnowledgeFeedWatch (M2).
Google Shopping setup on BigCommerce
If you’re operating your retailer on BigCommerce you’ve loads of apps that may assist Google Shopping:
- Sales&Orders (BigCommerce associate) – hyperlink
- KnowledgeFeedWatch – hyperlink
- GoKnowledgeFeed – hyperlink
Google Shopping setup on different ecommerce platforms
If you’re operating your on-line retailer on a distinct platform, you may need somewhat bit extra work reduce out for you.
Your purpose is to get a .CSV, TXT or XML file with all your merchandise you can add to Google Merchant Center.
If all you may get is a product export, you’ll must make further tweaks to this file.
You can both do this manually in Excel or use a Google Sheet that routinely syncs with Google Merchant Center. These are actually final resort choices. Because it signifies that any change you make to your merchandise: a worth, change a title, a brand new product, and so on; can even have to be made in these totally different paperwork.
Instead, I might use a software that sits in between your product export and Google Merchant Center.
Step 2 – Create a Google Merchant Center account
📝Time to learn: three minutes
💪Time to execute: 10 minutes
Next, that you must arrange a Google Merchant Center account.
If you don’t have a Google Merchant Center account but, that you must create one first.
Setting up this account often is fairly easy. You’ll want to say your URL which proves to Google that you simply really personal the area you need to promote on.
If you’ve entry to Google Analytics or Google Tag Manager, you need to use these to confirm possession. If that doesn’t work, attempt the meta tag possibility, the place you’ll want so as to add a small meta tag to your web site’s HTML code.
Configure Shipping settings
Google Shopping typically shows the delivery worth proper in your product advert.
So it’s important to present them with the proper details about delivery charges, minimal order limits, and so on. This occurs within the Shipping part of Google Merchant Center.
You first should create a Shipping service, which covers a particular space. Then inside that service, you’ll be able to outline particular delivery charges:
Google Merchant Center additionally helps extra advanced delivery calculators like people who rely on service charges from logistics suppliers like FedEx and UPS.
You may even mark up the costs with a flat price or share:
Configure Tax Settings (US solely)
Configuring the correct tax settings in Google Merchant Center is barely mandatory when you’re promoting within the US.
If you’re promoting exterior the US, you’ll must test the laws on accumulating gross sales tax. But you don’t want to offer these to Google.
For instance, my achievement supplier has a facility in North Carolina, due to this fact I must cost gross sales tax for orders in North Carolina. Here is what that appears like:
Upload your product feed to Google Merchant Center
Then you’ll be capable of join/add your product feed that’s hopefully in good (sufficient) form.
Note that some instruments like Shopify hook up with Google Merchant Center by way of its API. This signifies that the information is distributed via routinely so that you don’t must add any feeds.
Then Google Merchant Center will course of the information, let you recognize what’s mistaken so you can begin troubleshooting your feed.
This is when the difficulty typically begins.
If issues aren’t 100%, you’ll begin seeing lots of errors and disapproved merchandise.
These errors and warnings point out that there’s lacking or incorrect info, or that the data isn’t based on Google’s product knowledge necessities.
Some of those errors and warnings are straightforward to repair, however others require you to search for (and add!) product identifiers to each considered one of your merchandise.
This can shortly get very time-consuming.
So begin with essentially the most essential issues: repair the account and feed errors as quick as you’ll be able to. If not handled, these may end up in an account suspension.
Then sort out the item-level errors. They are mandatory as a result of they may trigger your merchandise to be disapproved, which suggests they gained’t present up in Google Shopping.
To sort out any issues, take a look at this put up that’s devoted to serving to you repair the errors in your google procuring feed.
To make bulk modifications to your product feed, like including product classes, you need to use Feeds Rules in Merchant Center or instruments like the information feed administration software program suppliers talked about within the product feed part.
Going via all of those issues may appear tedious now however it should assist you to get higher outcomes and improve the visibility in your merchandise.
Step three – Create a Google Shopping marketing campaign
📝Time to learn: 2 minutes
💪Time to execute: 5 minutes
As quickly as your merchandise are permitted in Google Merchant Center, you’ll be able to lastly arrange a Google Shopping marketing campaign.
If you don’t have a Google Ads account but, go join one.
Go via the configuration wizard to enter your online business and fee particulars.
You’ll even be prompted to start out establishing a marketing campaign. Just fill in random knowledge to get out of this menu. Then be sure that to pause that dummy marketing campaign you’ve simply created.
Before you can begin selling your merchandise in Google Shopping, you’ll must hyperlink Google Merchant Center to Google Ads.
Go again to Google Merchant Center, click on the three dots within the high proper nook and choose Account linking.
There you’ll be able to add a brand new Google Ads account. Just enter your 10 digit Google Ads buyer ID and also you’re performed.
Now you’re all set to create a brand new Google Shopping marketing campaign. Just click on the massive blue plus signal.
That will take you thru all of the steps to create a brand new marketing campaign utilizing the product feed we’ve arrange within the earlier part.
Most vital in that course of is to select a small price range ($5-10/day) to start out with, set a low price per click on (not above $zero.5/click on) and choose Manual CPC as your bidding technique.
After that, your Shopping marketing campaign will begin exhibiting adverts!
Improve your marketing campaign construction
If you’ve adopted the method above, all your merchandise could have the identical most price per click on (or CPC).
Since not all your merchandise are equally priceless, you’ll must create separate product teams and set totally different bids relying on margin, profitability or recognition.
By default, you’ll be able to break up your product teams based mostly on model, class or by merchandise ID.
But if you wish to set the bid based on margin, you’ll want to make use of customized labels so as to add that info to your product feed.
Step four – Optimize your Google Shopping marketing campaign
Your Google Shopping campaigns needs to be stay proper now. So technically, we’re off the clock 🤓
There isn’t lots you are able to do right away anyway.
We could make a number of minor modifications to the marketing campaign beginning out. But the true impactful optimization requires knowledge to behave on. To get that knowledge it’s important to run your campaigns for a bit.
Then often you’ll see considered one of two issues occur:
- Nothing (not even spending your price range)
- Most of your price range is being spent on one product or product group
Your purpose is to make gross sales with Google Shopping, and in the beginning, you in all probability don’t know which merchandise are going to do properly.
So you need to be sure that all your merchandise get some visibility within the search outcomes earlier than making choices.
To do this, mess around with budgets and CPCs. Increase CPCs for objects that no or few impressions and clicks and reduce CPCs for those that get lots of clicks.
To additional enhance your outcomes, there are lots of various things you are able to do. Here are some starters:
- Look via your Search Terms report to seek out irrelevant search queries and exclude these out of your campaigns
- Check in case your merchandise are showing for generic reasonably than product-specific search queries.
- Improve your product feed to verify essentially the most worthwhile merchandise get the price range they want
- If you’re operating a number of Shopping campaigns, be sure you get the marketing campaign precedence proper
For extra concepts, try our google procuring optimization information.
Out of all of the steps described above, getting your product feed collectively might be the most important hurdle to getting began with Shopping Ads.
Afterward, the work in Google Merchant Center and Google Ads is fairly easy.
With most of my college students, I see the identical, the setup course of is the most important hurdle.
That’s why I’m making a gift of a Google Shopping guidelines. It’s a part of my premium course and it’ll listing all of the steps that you must take to get your campaigns up and operating very quickly.