After logging into your Google Ads account, all you need to do is click the blue button to start a new campaign. In the drop-down box, choose whether you're looking to increase website visitors, generate leads, or increase sales. Finally, select Shopping and the target country.
This almost completes the basic setup. However, you can choose between a standard shopping campaign or a smart shopping campaign. The differences will be explained in detail later. It's also important to note that you should definitely choose conversion tracking. Otherwise, you won't have a choice of campaign type afterward.
Google Shopping Ads campaign
If you choose a smart Google Shopping Ads campaign, you don't need to do anything else. Google takes care of everything else for you. This way, you can achieve excellent conversions with minimal effort. Google automatically calculates the prices for clicks, so your bids are always slightly higher than those of your direct competitors.
The disadvantages that this could result in for you would be high costs for the smart mint data campaign and the loss of the ability to intervene manually. For some advertisers, it's not always easy to understand the actions performed automatically by Google. Because the entire process is supported by machine learning techniques, it's impossible to know exactly why a particular action occurred in a particular way and not another. Smart Google Ads campaigns are particularly worthwhile for you if you lack experience or don't have the time to delve into this topic in detail.
However, if you choose the standard Google Shopping Ads campaign, you'll still need to define a bidding strategy . This can be a bit of a challenge. Therefore, here's a brief description of the most important bidding strategies:
Manual CPC is considered a common solution
CPC stands for cost per click. This means you initially set a price you're willing to pay for each click. However, this only represents the maximum value. The actual cost cannot be predicted; it can be significantly lower than your set maximum. Whenever ads—or in this case, shopping ads—can be displayed, Google conducts a small auction in the background.
However, it's not just the maximum bid that matters. Since Google always wants to show users relevant results, quality is particularly important. However, if multiple ads of the same quality are available, the highest bid will determine whether the Shopping ad is delivered.