- Hey guys, Sam here from keycommerce.com.
And today I'm going to do a full walkthrough,
taking you through setting up your Google shopping campaigns
to make sure the settings are done right.
Let's get into it.
(upbeat music)
Okay guys, I've been running profitable shopping campaigns
for years now,
so I'm gonna jump into my computer,
and show you exactly what settings I use
when I set up my campaigns.
Let's go.
Hey guys, Sam here from keycommerce.com.
And today I'm going to show you
how I set up my Google shopping campaigns,
all the settings that I like to set,
so you can follow along
and do it too for your own Google shopping campaigns.
So we're here in Google ads.
Let's create a new campaign and let's go to sales.
Here is the objective, and we're going to select shopping.
Nice. This is fine.
Just make sure you select the country you're selling in,
that should be lined up
with what you have in merchant center.
And we're just gonna do a standard shopping campaign.
Totally cool.
Loading up the settings screen.
Campaign name, I'm just gonna call it Shopping Campaign,
that's totally fine.
The additional settings.
This is where you can choose only certain products,
advertise those, that's totally fine.
I didn't really bother with that.
I like to have them all in there.
Our bidding.
We're gonna start off with manual CPC with enhanced CPC.
That's totally cool.
I have a whole video on how to manage the bids manually
when you first start your campaigns, go check that out.
I'll leave a link in the description.
It's a fantastic video going deep into that strategy.
And here for the budget,
I recommend spending at least $50 per day.
So $1,500 per month to get enough data quickly.
It's not gonna spend that total amount
every single day at the start.
Google needs to ramp up and start figuring out
what the heck your products actually are.
So let's put in $50.
Campaign Priority, this isn't going to mean anything,
if you just have one campaign.
This is for,
if you want to set up
multiple campaigns in your ads account,
multiple shopping campaigns.
I've got a video on campaign structures.
You can check that out where I talk about multi campaigns,
multi-structured campaigns basically.
Here for targeting.
So this is other networks
that you might wanna show your shopping ads on.
I like to start off with a fresh account
by turning these off.
The reason is,
I like to keep that data super concentrated,
because with this,
Google's gonna basically show your ads on other partners.
So for example, in Australia and the UK,
there's a website called Gumtree,
it's kind of like Craigslist,
and it's another search partner
that Google has an agreement with,
and Google will show ads whenever someone searches.
The problem is, it's like Craigslist.
So there's a lot of secondhand goods there.
So people who will be searching there,
might not have the same buying intent
to buy a secondhand product,
as someone going to actual Google,
and searching for some sort of Shopify website.
So that's something to keep in mind.
Really think about what your products are,
and who you want to show them in front of.
So I like to keep these off at the start,
but you can see the reporting later,
and see how they performed.
Overall, generally,
there's only been one or two cases
where I've audited an account or ran these campaigns,
and it's actually performed better on these networks
than on regular shopping, but it can still perform.
Even though it's not as good,
it's still traffic and that can be profitable,
and it might make sense for your products.
Okay, cool.
So, yeah, so you can do that.
That's totally fine.
The big thing here I would watch out for
is the location settings.
It's a really common thing that Google trips people up on.
And they'll let you set your location,
make sure you do that where you're actually selling,
but then you make sure you click the location options
and have a look here.
So this is the targeting basically.
This is Google's extra way to get some a bit more control
or a bit more options for your location targeting.
The default is people in,
or show interest in your target locations.
So interest in.
So someone might be overseas
in a country where you don't sell to
or in a location you don't sell to,
and they might be searching for hotels in your location,
and then suddenly Google classifies them as interest in.
They're not actually in, they are interest in.
So I wanna change this to people regularly in,
because for shopping campaigns,
if your shipping products,
you don't want someone
who's just interested in your country.
You want people that are actually there
because otherwise you can't sell them the product.
This might only account for a couple of percent of people
but it still adds up in the end.
Early last year,
I actually audited an account where I thought,
they've had this on for a year or so.
I wanna see how much spend is for countries
outside their actual location.
And so this client was basically selling just in Australia
and I exported all the clicks
and the geographic reporting basically
and looked at how many were in Australia
and how many were outside of Australia.
Found out that five to 10% of their ad spend
was outside of Australia where they couldn't sell to.
And that added up to about two to $3,000 for that year.
Which may not be huge for many e-commerce stores,
but that's a lot of budget
that you could just put to more profitable campaigns.
And that would've just made much more sense.
So I like to keep that off,
especially for shopping campaigns.
Apart from that,
you then have the start and end date,
but I don't keep this, I don't set an end date.
I'm gonna run the shopping campaigns basically
and stop them once I think they're not working.
And I need to do a lot of optimizations
until I get to that point.
So I don't put an end date for those
but then you click save and continue
and that will then go into the ad group settings.
So here you can do showcase shopping campaigns.
I've got another video that I'm making on these
and they can be really cool.
Not many people are using them.
But just generally I would start off with just your product,
single products ads, keep it really, really simple.
Ad group, I would just start off with all products
for the start,
but I would make sure that I split up the products
so that you can bid on them on an individual level.
Okay, I'll go into that in a moment.
So I set a bid for $1 at the start.
It depends on your currency,
where you're selling to, and your niche.
For high ticket items,
you might be having to put that up to two to $3
from the start.
But I generally keep that as $1 at the very beginning.
And I'll see how the ads perform.
Maybe I'll increase it to give Google a bit of extra juice
to kickstart those campaigns
if they're not getting data fast enough.
But sometimes I'm also working towards reducing that down
25 to 50 cents.
It really depends on the product,
how competitive that niche is,
the value of the products.
You really wanna bid based on profitability.
If you have to pay $5 per click,
but that's an incredibly profitable click,
it's worth it.
That's how I like to do the math.
So I click save and that's gonna then create the campaign.
Now, just like I said,
I wanna show you how to manage based on the product level.
So when you first create the ad group or the product group,
it's only gonna show just all products,
and this bid is gonna apply for all the products
in your campaign.
Now what's the problem with that?
Well, the problem is that, not every product is equal.
Some have different values,
like they sell different pricing.
Maybe someone clicks on one product
but they ended up spending a hundred dollars on average
and another product they actually spend $50.
And that's just not about the actual price
of the product necessarily.
It's also that they might purchase upsells
and other products alongside that original product
to increase their average order value
which is really, really powerful.
But you don't wanna spend the same for every single click.
So you want to start segmenting,
just like how you would segment for different keywords.
You don't wanna bid on every single key
with the exact same amount $1.
You wanna bid based on what's actually working.
So what I do here, is I go add subdivision.
Then I'm gonna change this to item ID.
Now I only have one product in my feed right now,
but you'll be able to see all your products there.
Click this button to select them all.
And another quick tip is to make sure you scroll down
to select them all.
So I'm just double checking
because sometimes they don't all get pulled in,
and then click continue to edit bids,
click save and then boom,
I now have this product is the only product
that you'll see all your products there
and now you can edit them on an individual level.
This is really important.
Like I said earlier, check out my video,
on how I manage the bidding for my shopping campaigns.
It's a full walkthrough tutorial
where I give you the template
and everything that we use basically.
And we've scaled up dozens and dozens of shopping campaigns
over the years using this technique.
So I really recommend checking that out.
Apart from that,
that's how I set up my campaign settings from the get go,
and then I start optimizing.
Thanks so much for watching guys.
Okay guys.
That's how I like to set up
my Google shopping campaigns setting.
If you have any questions at all
about what I've gone through
or anything else about e-commerce,
leave a comment below,
I go through and try to answer every single question
that I get on the videos on my channel.
If this video was helpful, please hit that thumbs up button,
tell YouTube,
"Sam is making good content out there for his audience."
If you want to learn more about e-commerce marketing,
how to grow your store, the finances for your store,
how to get products, all that sort of juicy stuff,
go check out my channel and consider subscribing.
I make a lot of videos on all these topics.
I have a ton of really helpful playlists out there too.
So check that out.
Anyway, guys, thanks so much for watching.
I really appreciate the support you give me
and I'll see you in the next video.
Bye for now.
(upbeat music)