1. Ecommerce Search Marketing
Setting Up Google Shopping Paid Ads
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2. Welcome
Metakinetic is a full service ecommerce agency.
• Founded in 2005…
…from a passion for digital technologies that work well and look
great too
• 2012 – team of 18 internet specialists…
…with a diverse skill set - ecommerce, design, marketing, technical
• Diverse experience…
…across a range of business sizes & industries, from golf, sports &
fashion, to electronics, music & technology.
Find us at: www.metakinetic.com
Follow us: @metakinetic
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3. Your Survival Kit
With Google Shopping UK changing to a paid search model, you will
need to convert from the free service to a pay per click (PPC) service.
How do these slides help?
• Decide your Structure
• Setting Up Google Shopping Ads through Adwords
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4. Deciding on Your Structure
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5. All Eggs in one Basket?
It is a high risk
balancing all your eggs
in one basket. So why
apply this principle to
your Google Shopping
Ads?
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6. Nurture
Nurturing each Google
Shopping Listing helps protect
each product’s success
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7. But How?
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8. Structuring your Ads
• Set your daily budget at
campaign level
• Determine bids for each
Ad Group on particular
keywords
• Each Ad Group should
umbrella a certain
amount of products
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9. “Granular Campaigns are the
most effective”
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10. Creating Google Shopping
Product Ads in AdWords
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11. Starting off
For retailers who have never dabbled in the world of paid search you
will need to register for a Google AdWords account – simply click here
and follow the instructions on screen.
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12. Creating a Campaign
• To create a campaign:
• Click + New Campaign
• Search Network Only
Once you’ve registered or
logged into your account
start by creating a new
campaign, ensuring you
select ‘search network only’.
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13. Naming a Campaign
• Select the campaign type
as ‘Product Listing Ads’
• Enter your campaign
name and continue down
the page
• Completing your
preferred devices,
locations and bidding
options
TIP – Check the box before naming your campaign
otherwise you’ll need to enter your name again.
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14. Ad Extensions
When you get to ‘ad extensions’
you:
• Click save and continue
• Complete the next page with your ad
group name, promotional message
and bid.
• Click save and continue.
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15. Auto Targets
Navigate to the ‘auto target’ tab within your ad group if you are not
there already.
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16. Add Product Target
• Click to ad new product target and
specify your criteria based on the
structure you have decided upon.
• From the drop down menu select
the option that best describes how
you want to filter your product
target and enter the value you
wish to target in the adjacent free
text box.
Note: You can add more than one target
per ad group, for example you can list all
the products that you want to target by ID
independently.
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17. Note: if your data fails to validate; check
that it exactly matches the data specified in
your feed including spaces and punctuation.
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18. Promotions
If you want to add a
promotional message to your
new ad group:
• simply click the ‘ad’ tab within your
ad group
• click ‘create a new ad’ and enter
the promotional message that you
want to appear.
• Click Save.
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19. Create as many ad groups as you
need to ensure that your structure is
as granular as possible
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20. Need More Help?
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21. Get in Touch
• If you require help or support in setting up you product listing ads or
want to discuss the best strategy for your business please contact a
member of a search team here.
• Or if you prefer to have a chat, call: 0118 324 9000
• Remember you can tweet us too! @metakinetic
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22. • Set your daily budget at campaign level
• Determine bids for each Ad Group on particular keywords
• Each Ad Group should umbrella a certain amount of products
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23. www.metakinetic.com