Create an AdWords Shopping campaign
About AdWords Shopping campaigns
People search online with the goal of finding the best products from retailers. AdWords Shopping ads make it easy for people to browse a wide selection of products and find high-quality imagery and relevant product information like brand and price.
Shopping campaigns streamline how you manage and bid on your products, report on the performance of your Shopping ads, and find opportunities to grow your traffic from Google.
Ready to get started?
You can either sync an existing Shopping campaign that you created in AdWords into DS, or create a Shopping campaign directly in DS.
Here’s an overview of creating Shopping campaigns from DS:
-
Link your Google Merchant Center account with AdWords and DS.
This allows you to sync inventory data from AdWords and to create the Shopping campaign in DS. -
Create a Shopping campaign.
When you finish, the campaign contains one ad group and one product group for all products in your Merchant Center feed. (Shopping campaigns use product groups instead of keywords to determine when to show your Shopping ads.) -
Organize your products into focused product groups.
Because you can set different bids for each product group, you'll usually want to organize similar products into separate product groups, and then set bids based on how the products perform. You can reorganize your product groups as you gather more insight into performance. -
If your product inventory is large, you can create additional ad groups.
-
Optionally add negative keywords to prevent your ad from appearing to people who search using words you specify.
Once you've set up your campaign, you can monitor Shopping campaign performance.
Supported features
DS supports the following features for shopping campaigns:
- Search terms report
- AdWords conversion stats
-
If your advertiser is linked with Google Analytics, you can view:
- All Google Analytics metrics for ads
- For product groups, you can view Google Analytics conversion metrics only (such as goal completions, goal value, revenue, and transactions). Other metrics, such as sessions and page views, are not available for product groups.
Unsupported features
DS doesn’t yet support the following features for shopping campaigns:
- Benchmark stats from AdWords (benchmark CPC, CTR)
- Labels on product groups or products
- Product groups or products in DoubleClick Campaign Manager (DCM) reports
Promotional text has been retired
Instead of using promotional text that you specify to highlight your products, AdWords Shopping campaigns automatically generate shipping and price drop information based on data in your inventory feed. You can use other types of ad extensions to highlight offers other than free shipping and sale prices. Learn more.
If you entered promotional text in DoubleClick Search before AdWords retired the feature, you'll still see the text in DS reports, but AdWords ignores it.