Ecommerce Growth

How to Create a Google Shopping Campaign in 5 Easy Steps

Ecommerce Growth

How to Create a Google Shopping Campaign in 5 Easy Steps


As the digital marketplace evolves, staying competitive is key. That's why I, Steve, your expert at First Pier, bring you efficient strategies to fuel your digital growth. One such tactic worth mastering is to create a Google Shopping campaign.

Brief Overview of Google Shopping Campaigns

Google Shopping Campaigns are a game-changer in the realm of e-commerce. These campaigns, genius tools from Google Ads, put your product catalogue directly in front of potential customers actively searching for them. These campaigns not only promote your products but also allow you detailed tracking of your products' performance over time.

Importance of Google Shopping Campaigns for E-commerce Businesses

The power of Google Shopping campaigns lies in their ability to attract customers with high buying intent. Customers get a clear picture of your product, including essential details, even before they click the ad. So, when they land on your Shopify store, the probability of conversions is high. However, setting one up isn't a walk in the park. There are requirements to meet, settings to fine tune, optimizations to make, and performance to monitor.

How First Pier Can Help with Google Shopping Campaigns

Fret not! At First Pier, we know the terrain. Our mission is to help your e-commerce business flourish in the throbbing heart of the digital marketplace. With our assistance, creating a Google Shopping campaign can be simple and rewarding.

So, what's in the playbook? Here's a basic rundown:

  1. Set up your Google Merchant Center Account
  2. Create your Google Shopping Feed
  3. Link your Google Ads account with your Merchant Center account
  4. Set your Campaign Objective and Type
  5. Monitor and optimize your Google Shopping campaign

So let's dive into the sea of Google Shopping campaigns, and help your business thrive on the digital platform!

Google Shopping Campaign Infographic - create google shopping campaign infographic roadmap-5-steps

Step 1: Setting Up Your Google Merchant Center Account

Importance of Google Merchant Center for Shopping Campaigns

Before you can create a Google Shopping campaign, you need to set up a Google Merchant Center account. This is a crucial step as it's where your product feed lives, along with details about shipping and sales tax. It's your direct line of communication with Google about your products and their details.

As our expert Steve from First Pier points out, Google Merchant Center can significantly influence your store's revenue. Online stores can generate up to 35% of their traffic from search engine results, which can translate into a whopping 33% of a store's revenue. Therefore, an effectively managed Google Merchant Center account can substantially boost your sales potential.

How to Sign Up for Google Merchant Center

Signing up for a Google Merchant Center account is a straightforward process. Simply navigate to the Google Merchant Center website and follow the guided steps to create your account. Here at First Pier, we recommend having access to your domain registrar to simplify this process, as it allows for easy verification and claiming of your domain name.

Verifying and Claiming Your Store's Website

Once you've created your Google Merchant Center account, you'll need to verify and claim your store's website. This is an essential step, as it proves to Google that you own the website associated with your products.

To do this, log into your domain registrar and provide Google access. This step can be easily done directly from the Merchant Center. Don’t worry, it’s a one-time process and ensures Google knows you're the rightful owner of the website associated with the products you're going to advertise.

Stay tuned, as in the next section, we'll guide you on creating your Google Shopping Feed – another vital step to effectively create a Google Shopping campaign. Remember, we at First Pier are here to help you sail smoothly through the process of setting up your Google Shopping campaign, ensuring your business's digital success.

Google Merchant Center - create google shopping campaign

Step 2: Creating Your Google Shopping Feed

Creating a Google Shopping Feed is a crucial part of setting up a Google Shopping campaign. But what exactly is it, and why is it so important?

What is a Google Shopping Feed and Why is it Important

A Google Shopping Feed is essentially a list of the products that you sell, formatted in a way that Google can understand. It includes key details about each product such as its title, price, image, and more.

This feed is important because it's the information Google uses to create your Shopping ads. When a potential customer searches for a product, Google uses this feed to display the most relevant products. Without an optimized Shopping Feed, your products may not appear in relevant searches, or worse, they may appear in irrelevant ones, wasting your advertising budget.

How to Submit Your Product Data

Submitting your product data to create your Shopping Feed can be done manually using Google Sheets, or by using a feed tool like GoDataFeed or DataFeedWatch to automatically pull data from your store.

For a manual feed, just add in product details in the format that Google requires. For automated feeds, these tools will do the heavy lifting, pulling data from your store to generate your feed. This is often the preferred method if you have hundreds or thousands of SKUs.

Remember, if you need assistance, we at First Pier are always ready to help.

Tips for Optimizing Your Google Shopping Feed

Optimizing your Shopping Feed is key to ensure your product shows for your desired keywords. Here are some top tips to consider:

  1. Product title: Use the actual name of the product, along with your top keyword and other important information, like color, model number, size, etc. Google puts more weight on words that appear first in your title, so consider your structure and word order carefully.

  2. Negative keywords: Add negative keywords to your campaign to prevent your ads from appearing for irrelevant searches, improving your click-through rates and reducing advertising costs.

  3. Product ratings: Gather and display product reviews to enhance your ad's attractiveness. These star ratings provide a quick visual indication of your product's quality, which can encourage more people to click on your ad.

Once your Google Shopping Feed is set up and optimized, you're ready for the next step in creating your Google Shopping Campaign. Stay tuned as we, at First Pier, guide you through the process, ensuring your e-commerce success.

Step 3: Linking Your Google Ads Account with Your Merchant Center Account

Let's move on to the next crucial step to create a Google Shopping campaign: linking your Google Ads account with your Merchant Center account. This connection is the backbone of your campaign, allowing you to create, launch, and manage your ads effectively.

Importance of Linking Google Ads and Merchant Center Accounts

Before diving into the how-to, let's explore why this step is critical when you create a Google Shopping campaign. Linking these two accounts allows Google Ads to access your product data in the Merchant Center, which is used to create your Google Shopping ads. Essentially, it's like connecting your store's inventory system with your advertising platform.

By linking these accounts, you're providing Google Ads with the necessary information to display your products to potential customers. Without this link, your products can't make it to the Google Shopping ads, no matter how perfectly you've set up your Google Shopping Feed.

Step-by-Step Guide to Linking Accounts

The good news is, linking these accounts is a straightforward process. Let's walk through the steps:

  1. Sign in to your Google Merchant Center account.
  2. Click on the Tools icon at the top of your page.
  3. Navigate to Settings and then to Linked accounts.
  4. Select Google Ads.
  5. Click Link accounts and enter your Google Ads customer ID.
  6. Finally, send a link request.

And there you have it! Your Google Ads and Merchant Center accounts are now linked.

How to Navigate Google Merchant Center

Navigating the Google Merchant Center can feel overwhelming at first, but it becomes simpler as you familiarize yourself with it. Here's a quick guide:

  • The Dashboard provides an overview of your account, including any critical issues or notifications.
  • Products is where you can view your product list and feed status.
  • The Growth section offers opportunities and tools to expand your reach and improve performance.
  • Performance shows your click and impression data.

In the next section, we'll dive into the process of creating a Google Shopping campaign using these linked accounts. As always, our team at First Pier is here to offer expertise and guidance every step of the way on your e-commerce journey. Stay tuned!

Step 4: Creating Your Google Shopping Campaign

Having successfully linked your Google Ads account with your Merchant Center account, we're now ready to create your Google Shopping campaign. Our expert Steve at First Pier simplifies this process into four easy steps.

Choosing Your Campaign Objective and Type

Start by signing in to your Google Ads account. Click on Campaigns and then the plus button to create a New Campaign.

Once here, choose Shopping as the campaign type. This is the stage where you can define your campaign's objective based on your business goals. Remember, all these steps are crucial in creating a successful campaign that drives conversions.

Selecting Your Merchant Center Account and Products to Advertise

Your next step is to select the Merchant Center account containing the products you wish to advertise. Since we've already linked your Merchant Center account, this should be straightforward. Remember, once selected, you cannot change the merchant after creating the campaign.

Setting Up Advertising Preferences (Campaign Name, Inventory Filter, Bidding, Daily Budget, etc.)

After selecting your Merchant, you'll want to set up your advertising preferences. Start by giving your campaign a descriptive name. This will help you quickly identify the campaign, especially if you're running multiple campaigns.

Next, set your country of sale, ensuring your ads only appear to potential customers in relevant countries. If you sell internationally, include all the countries you target.

If you wish to limit the number of products used in your campaigns, consider using an inventory filter. This tool allows you to set criteria that products must meet to appear in your ads.

It's now time to set up your bidding. Google Shopping ads offer multiple bidding options, including cost per click (CPC), cost per thousand viewable impressions (vCPM), and cost per thousand impressions (CPM). Most businesses opt for the CPC bidding option, but if your goal is to build brand awareness, you may prefer the impression-based options.

Finally, determine your daily budget for the campaign. This will define how many clicks and leads you can obtain for your business.

Creating Your First Ad Group and Product Groups

The final step is to create your first Ad Group. Ad Groups in Shopping campaigns are mainly for organizational purposes, but they play a crucial role in structuring your campaigns and making them easy to manage.

By now, you've successfully created your Google Shopping campaign. As intimidating as it may seem at first, the process becomes simpler as you become familiar with it. At First Pier, we're here to guide you through each step, ensuring your e-commerce business thrives. Stay tuned for the next section, where we'll delve into monitoring and optimizing your Google Shopping campaign for maximum success.

Step 5: Monitoring and Optimizing Your Google Shopping Campaign

Creating a Google Shopping campaign is just the beginning. The real magic happens when you learn to track and optimize your campaign's performance. At First Pier, we believe in the power of data-driven decisions. Let our expert, Steve, walk you through the process.

Importance of Retail-Centric Reporting Tools

Google Shopping campaigns offer retail-centric reporting tools that provide comprehensive insights into how your products are performing. This data is crucial for understanding what's working and what needs improvement. It's like having a magnifying glass over your campaign, helping you make informed decisions based on real-time data.

How to Track Product Performance Over Time

Once you've created your Google Shopping campaign, it's important to regularly monitor your product performance. Google Ads provides detailed reporting that allows you to track key metrics over time.

Here's a simple step-by-step guide to access this information:

  1. Log into your Google Ads account.
  2. Click on 'Campaigns' on the left menu.
  3. Select your Shopping campaign.
  4. Click 'Products' in the page menu to view the performance data of your individual products.

Remember, consistent monitoring is the key to understanding trends and spotting opportunities for optimization.

Troubleshooting Performance Fluctuations and Making Improvements

It's normal to see fluctuations in your campaign performance. However, significant changes might indicate underlying issues that need to be addressed.

For instance, if a product is underperforming, you might need to revisit its listing. As Semrush's PLA Research tool suggests, optimizing your product listings can significantly boost your campaign's performance.

If you're running multiple campaigns, it's crucial to identify and pause underperforming ones, just like one Reddit user did on their first full day using Google Shopping Ads. This allows you to redistribute your budget towards campaigns that are delivering results.

Remember, optimization is an ongoing process. It requires strategic planning, regular monitoring, and continuous improvements.

In conclusion, learning to create a Google Shopping campaign is a powerful skill for any e-commerce business owner. It might seem complex at first, but with the right guidance and tools, you'll be well on your way towards driving more sales and growing your business. At First Pier, we're committed to helping you navigate this journey with confidence and ease.


In this how-to guide, our expert at First Pier, Steve, walked you through the five fundamental steps to create a Google Shopping Campaign, beginning with setting up your Google Merchant Center account and ending with monitoring and optimizing your campaign for the best results. Let's quickly recap:

  1. Setting Up Your Google Merchant Center Account. This involved signing up for Google Merchant Center, verifying, and claiming your store's website.

  2. Creating Your Google Shopping Feed. This step allowed you to submit all your product data, setting up the foundation for your Shopping Ads.

  3. Linking Your Google Ads Account with Your Merchant Center Account. This crucial step ensures that your ads and product information are all in sync.

  4. Creating Your Google Shopping Campaign. Here, you chose your campaign objective and type, selected your merchant center account and products to advertise, set up advertising preferences, and created your first ad group and product groups.

  5. Monitoring and Optimizing Your Google Shopping Campaign. Finally, you learned how to use Google's retail-centric reporting tools to track your product performance over time, troubleshoot performance fluctuations, and make necessary improvements.

Benefits of Google Shopping Campaigns for Your E-commerce Business

The benefits of learning how to create a Google Shopping campaign are immense. With the average cost per click (CPC) of Google Shopping Ads being $0.66 and an average conversion rate of 1.91%, the potential for exceptional profit is evident. Furthermore, these campaigns allow your products to appear directly in front of potential customers who are actively searching for them, increasing your visibility and conversion rates.

How First Pier Can Assist in Creating and Optimizing Your Google Shopping Campaigns

Remember, setting up a successful Google Shopping campaign is not a one-time task. It's an ongoing process that requires continuous monitoring, optimization, and adaptation to the ever-changing digital landscape. But don't worry, you're not alone in this journey.

At First Pier, we're here to accompany you every step of the way, offering our expertise and guidance to help your e-commerce business thrive. Whether you're just starting out or looking to take your business to the next level, we're committed to turning your Google Shopping campaigns into a powerful driving force for your online business success.

Are you ready to revolutionize your e-commerce business with Google Shopping campaigns? Join us at First Pier and let's get started!

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