With Shopping campaigns, you can promote your products using Product Listing Ads, an ad format that includes an image, title, price, your business name, and more. You can create a Shopping campaign once you've submitted your product inventory to Google Merchant Center.

1. Google Shopping Ads
Member
Payal Daryani

2. What We’ll Cover
Google Search Overview
Product Listing Ads: Why and How
Data Feed Overview
New PLA Google Shopping Campaigns Overview and Creation
Shopping Campaign Ad Group Structure & Features

3. What’s On a Google Search Page ?
Google Search Overview
 Product Listing Ads
 Text Ads
 Organic Search Results
Text adsGoogle Search page PLA ads
Result

4. What is Product Listing Ads
Google Search Overview
Product Listing Ads are a unique ad format that allows you to include specific product
information like an image, title, price, promotional message, and your store or business name.
PLAs are separate from other text ads
You need to sign up for a Google Merchant account and link your AdWords account with it
Your Merchant Center account lets you manage your product information, while your AdWords
account helps you manage your ads and campaigns.
Google Product Search is
currently available in 23
countries.
Google shopping was
launched in America may
2011.

5. Why PLA ?
Product Listing ads why and how
Click Through Rates
 Product ads are more effective and engaging than standard text
ads , they offer better CTRs

6. Why PLA?
Product Listing ads why and how
 Product ads gives user information (Merchant, price,
image) before they click through, so they are better
informed and more likely to purchase when they arrive at
your site .
Conversion Rate
Easy Targeting
 Google automatically selects the most relevant products
to show from your merchant center account when a
users enter a query.

7. Data Feed Overview
 Google defines a data feed as “a file made up of a list of products which use groupings of attributes that
define each one of a merchant’s products in a unique way”.
 In simpler terms its nothing but a list of all the products categorized under attributes like, product name,
description, link, price, image link, type, quantity, shipping , tax etc. Attribute names need to be included as
headers in the first row, while the rows thereafter describe your items according to the attributes.
 File Format- Google supports data feeds in two general formats, text (.txt) and XML (.xml). After adding
products and corresponding attributes to the feed, the file needs to be saved as a tab-delimited file.
What is Data Feed ?

8. PLA data Feed Attributes
Data Feed Overview
Id: An identifier of the item.
Title: Title of the item.
Description: Description of the item.
Google product category: Google’s category of the item
Product type: Your category of the item.
Link: URL directly linking to your item’s page on your website.
Mobile Link: Mobile landing page URLs.
Image link: URL of an image of the item.
Additional image link: Additional URLs of images of the item.
Condition: Condition or state of item.
Availability: Availability status of the item.
Availability date: The day a pre-ordered product becomes available for
delivery.
Price: Price of the item.
Sale price effective date: Date range during which the item is on sale.
Sale price: Advertised sale price of the item.
Brand: Brand of the item.
GTIN: Global Trade Item Number (GTIN) of the item.
MPN: Manufacturer Part Number(MPN) of the item.
Identifiers exist: Submit custom goods
Excluded destination: Excluded destinations of your items.
Expiration date: Date that an item will expire.
Promotion id: The unique ID of a promotion feed.
Gender: Gender of the item.
Age group: Target age group of the item.
Color: Color of the item.
Size: Size of the item.
Size type: Size type of the item.
Size system: Size system of the item.
Shipping: This attribute provides the specific shipping estimate for the product.
Shipping weight: weight of the item for Shipping.
Shipping label: Specific Product Labels
Product Information
Apparel Information
Merchant Promotion Attributes
Tax and Shipping
Unique Product Identifiers

9. PLA Campaign Creation
 Select the new shopping campaign from the
campaign creation drop down menu
Campaign Name
Location Settings
Set Bid, Budget
Link Google Adwords account with GMC
Note : - Continue the set up
by selecting your location,
languages, bidding and budget
options as well as your
preferred delivery method.

10. PLA - GMC Creation
 Google Merchant Center is a tool which helps you upload your product listings to be used for Google
Shopping, Product Listing Ads, and Google Commerce Search.
PLA Ad group Creation
Within the Campaign, create a PLA ad group
 It’s a good to add a promotion
 Target All Products
 Set a bid
Note: At the same time you must login with your GMC account
GMC Creation
Sign in to your http://www.google.com/merchants.
In the left navigate to Settings > AdWords.
In the AdWords Customer ID field, enter the
AdWords account’s customer ID (in the format xxx-xxx-
xxxx).
Click Link Account.

11. PLA- Ad Group Product Targets
 You can target All Products ,with in an AdGroups create Product Targets

12. PLA- Ad Group Product Targets
 These categories help you to define your products in a unique way and come in handy to organize your campaigns
with any of these attributes or any combination of thereof.
 You can add multiple product targets to each of
your ad groups. You should consider doing so only
if you want to have different promotional
messages for each product target.
 Like unique placement and keyword-level bids, you can set bids for your product targets. This will allow you
to specify how much you are willing to pay when a customer clicks on a Product Listing Ad triggered by a
particular target

13. How to register a feed?
 Go to Merchant Center and click on the Data feeds option

14. How to register a Feed ?
Basic Information
Mode
Standard Feed is used
to create items.
Test feed to check and
fix any processing errors
Select Target Country
Feed Name Enter a
descriptive name that
helps you understand
the content of the feed.

15. How to Register a Feed ?

16. Data Feeds
 When you click on edit spreadsheet , you
can add items manually and also you can
edit it .

17. PLA- Ad Group Product Targets
 You can target All Products
 with in an Ad Groups create Product Targets

18. Product Target Attributes
 These categories help you to define your products in a unique way and come in handy to organize your
campaigns with any of these attributes or any combination of thereof.
 You can add multiple product targets to
each of your ad groups. You should
consider doing so only if you want to have
different promotional messages for each
product target.
 Like unique placement and keyword-level bids, you
can set bids for your product targets. This will allow
you to specify how much you are willing to pay when
a customer clicks on a Product Listing Ad triggered by
a particular target

19. PLA Benefits & Limitations
Google Search Overview
 There are over 1 billion products on Google Shopping
 Google PLA clicks increased 400% YOY since Sept (2014)
 Display ads have a 22% higher click-through rate than
traditional text ads
 Google Shopping accounted for an average of 20.19% of overall
store traffic and 18.75 of overall revenue during Black Friday
weekend
 Limited segmentation
 Layers Cannot Be Retrieved Once
Deleted Products Tab .
 Easy to delete entire campaign
Limitations
Benefits

20. Product listing ads on Mobile Devices
Google Search Overview
 There are big opportunities for retailers to connect with mobile shoppers using
mobile Product Listing Ads (PLA), particularly in the holiday retail season.
Retailer success story with mobile PLAs
 REVOLVEclothing.com understands that their customers are very mobile-savvy,
so they increased their focus on optimizing their mobile PLA campaign. Within
a few months, they grew their mobile PLA campaign clicks by 371%, their
conversions climbed 537%, and their mobile return on ad spend (ROAS)
increased by 77%.

21. Thank you