Getting Started With Google Shopping Ads

Key Takeaways

hi there I'm Cory with HubSpot Academy are you interested in getting started with Google shopping ads well you've come to the right spot in this video i sat down with Kirk Williams a google shopping expert and the founder of a micro agency called Saito to learn what it takes to run Google shopping ads but before we get started be sure to give this video a like below and subscribe to our channel for more educational content from HubSpot Academy ready to jump in well sit back and relax as we hear from Kirk on how to get started with Google shopping ads okay Google shopping ads are those little images that you'll see at the top of search results that have a little price maybe a rating those are called Google shopping ads and they are part of Google ads but they're run a little bit differently and so one of the things that I love about Google shopping ads is they do give you that information that you most want to see shopping ads are just for e-commerce so shopping ads are for if you are selling a specific product and on your landing page you're gonna need a cart and someone's gonna be able to need to click on that they're gonna have to see a price on that product page they're gonna have to click on that cart be able to actually check out on your website you can use a payment gateway like PayPal or something like that but there does need to be that product that that purchase purchasable shippable product that they can click on purchase and check-out through your website with as an illustration I'm a big I'm a big Star Wars guy I really like Star Wars and I love Lego Star Wars my office has tons and tons of Lego Star Wars sets and if you are searching for the newest Lego Star Destroyer set that just came out is coming out then you would probably see at the top those little images and and the thing that I like about that is immediately it gives you a visual of oh this is the set that I'm looking for it gives you a price so you can see maybe immediately compare and click on different options of hey this is a lower price is there a reason you can click on it you can see ratings and reviews right there of things that Google has child so you really see all of the things that you're most interested in seen as a consumer and then if you're interested you can click on it and go right to that product landing page okay so when you think about shopping ads there's kind of four aspects to them the first beam placements so where do shopping ads appear this is something that Google has really been expanding in the last few years shopping ads are more and more for e-commerce company kind of a focus of spend so if you are an e-commerce company and you're not spending on shopping ads at all or if you're not spending as much on shopping ads as you are on search right now that's probably something you want to investigate because really spend spending trends with the vast majority of people out there is that they are pushing more towards shopping that's because primarily because Google is pushing more and more of these shopping ads like far and wide so you'll of course see the the shopping ad placements appear on in your normal like Google SERPs your search engine result pages on desktop and mobile but now they can appear in the image tab so the feed in Google merger center is really kind of the crucial thing to understand but it's really a simple concept because all it is is a spreadsheet it's just basically is you submitting here's the product data that Google wants to see and they they tell all of that because they want to make sure you get it right and you can you can google it it's all in the policy Doc's online and you make sure that you get the right product data in there there are certain required fields that you have to have things like your title your price your link your image and then there are other recommended fields that aren't required but the thing with the feed is and this is really important to know about shopping is the feed is how Google is matching your product up to the right user search terms those search queries so when a user searches for Lego Star Destroyer your feed data is is a big part of what Google is looking at and then saying oh hey this product is actually what would match with that search term and so making sure that you submit as much as you can in the fee and then there are even some things that you can do to optimize your feed to try to get better things into the title better key words things like that the more that you can do with your feed the better you're setting yourself up then to be able to actually advertise that all right so we talked about feeds and the next step then would be taking Google Merchant Center and your feed and it processed and they'll disapprove some products and you'll have to deal with that but eventually it'll come through on the other side you'll get all that set up and then you need to connect that with Google Ads and then what you need to do is you need to actually create Google Shopping campaigns within Google Ads there are lots of different ways to do that but it's basically just a shopping campaign type within Google ads that you can create a really really crucial thing to understand about shopping ads is setting up the account is essential so Google the way that they advertise your products the way that they select a search term is through your feed data that's why you have to submit all that stuff you submitting product data feed and stuff isn't just you know because your board or Google is it actually is used by Google to match up your products to search terms in your Google Ads accounts then what that means is you want to figure out how you're going to set up your campaigns in a way that's going to kind of assist the Google machine you're trying to assist Google in finding what products you think are the best and then it's up to you to kind of get creative with with the type of campaign that you run which is kind of kind of determine where your products show as well as what search terms they show on which products you want to show you can have different products show in different campaigns set to different bids that's where kind of the more of really trying to identify the shopping strategy that you want for this account and then to create it kind of comes into play but then once you've created that shopping campaign your feeds in there you've set some bids you're eligible to appear on results for shopping ads smart shopping itself is a new campaign type by Google and what it does is it allows you to give them a budget and if you want you can give them a target role as goal although that's not required you can just tell them maximize our profit or I'm sorry maximize our conversion value maximize our revenue and you you give them those two signals and then you you build the feed and send that feed in and then Google takes all of the channels that they appear on YouTube display search even email and they will based upon all of the signals that they receive audiences devices all of that other stuff they will identify the best people of the best times as they're trying to and they will advertise your shopping ads to them there you have it Kirk just covered the four elements of google shopping ads including placements feeds setup and optimization do you want to learn how to use Google Shopping ads as part of your greater paid media strategy be sure to check out our new paid media chorus from HubSpot Academy that covers how to plan buy and optimize your campaigns to bring return on your investment just click the link in the description thanks for watching and I'll see you there [Music]