How to start advertise on Google and create Smart Shopping campaigns: Ultimate Guide

How to start advertise on Google and create Smart Shopping campaigns: Ultimate Guide


In this video, we are going to show you our
ultimate guide on how to create Smart Shopping campaigns. Google Smart Shopping presents the highest
level of automation and machine learning directly from Google. Their bulletproof advantage is the ability
to immediately reach the potential e-shop customers on four Google networks. Product ads display in: Google Search, Google
Display on various portal sites, Gmail, and YouTube. With Smart Shopping Ads, you can target new
customers but also use dynamic remarketing, to reach out to customers who have already
seen or purchased your products for an even higher conversion rate,
or more purchases from your online store. In this guide you will learn all about it,
you just need to follow these steps. Create Google Ads account. Create Google Analytics account. Link your Google Ads and Google Analytics
accounts. Create Google Merchant account. Link your Google Merchant and Google Ads accounts. Google Analytics transaction pixel for your
website. Enable Google Analytics Ecommerce Tracking. If you want better results, install code for
Dynamic Remarketing. BlueWinston Registration. Connect Google Merchant Center and BlueWinston. Create product XML feed URL adress. Create Google Merchant feed in BlueWinston. Create Smart Shopping campaign in BlueWinston. Optional – How to create Product Text campaigns
in BlueWinston. Let’s start with Google Ads. Google Ads is a system for online advertising
of products and services on Google. Before you start, you need to have Gmail account. If you don’t, just register your new account. On the Google Ads page, click the “Start
now” button. Choose one of the options. It’s up to you which one is the best for
your future campaign. In any case, you can change it later or you
can create a campaign without a goal’s guidance. Also, if you want to create account without
a campaign, just click the highlighted text under the campaign goals. Again, it’s up to you which one would you
like. The next window that will appear is asking
you about the ways you would like to reach your goal. Choose the one you like then click “Continue“. Once you confirm your business information
– time zone, country, and currency – you’ll find yourself in your own Google Ads account. The next step is, how to create Google Analytics
account. Google Analytics is a free website analytics
service offered by Google that gives you insights into how users find and use your website. You can sign in to Google Analytics with your
Google (Gmail) account or create a new one with a different email address. Keep in mind that it should match the one
you used in Google Ads. Once you create your account, you’ll need
to set up property first. This means adding a web address where you
offer your services or products. You will do this in the “Admin” section. To view your settings, you need to click on
“Property Settings“. Once you in the settings, fill all the required
information like “Property name” and “url adress“. Based on your property, you get your tracking
ID that is specific to each site. This code is then required to be added to
your website to collect data to create reports from. You can find detailed instructions on how
to do this directly in Analytics Help. Another basic step before you start using
the service is to set up reporting views. Views allow you to create exactly the reports
you need. You can set many of them as you want to and
customize them to show specific data relevant for you. One such setting is, for example, filtering
your IP address to avoid it in statistics. We suppose you don’t want your activity
to be included in the overall report. Like Google Ads, you can share your Google
Analytics account with others without giving your password. You can also find user management in the “Admin”
section. You invite them through email addresses and
manage their account competences. Google Analytics is also an app, that you
can download to keep your reports under thumb. You can also be informed about the activity
through email. Just set your own alerts in the “Admin”
section. For advanced Google Analytics settings, especially
report views, we’ve created a short guide to all the features you can use in the service. Get all the data in real time. Get to know your visitors. Find out where they come from your site. Observe how they behave on your site. Measure the effectiveness of your ads. Just visit our blog where you can read all
about this. Now, we are going to talk about how to link
Google Ads and Google Analytics accounts. You only need a few clicks to link the created
Google accounts and they will take care of the statistics for you. We will show you how to do that. Log in to your Google Ads account. Click on the “Tools” section, then find
“Linked Accounts“. Once you clicked on the “Linked Accounts”
find Google Analytics and click on “Details“. In this part, you can see all of your stores. By clicking on “link” button you will
link them. The next part of this tutorial is, how to
create Google Merchant account. Once you have created accounts in Google Ads
and Google Analytics, you need to organize the products you offer in your e-shop somehow. Here, the Google Merchant Center offers a
helping hand by collecting product data that you will then advertise. Sign in to the Google Merchant Account. Next thing you need to do is to fill all the
information. Accept Terms and Conditions then click on
“Continue“. Choose the programs that fit your objectives. If you can’t decide, choose “Skip for
now“. In this step, you can see the review of your
summary. Please don’t forget to check if your business
complies with Google Merchant Guidelines. After that, click on “Create account“. You will then be taken to your account where
you have your own Merchant ID. In the “Business information” section
of the menu, complete the required information about your business. In addition to classic data, you can also
upload a logo or colors that represent your business and can be used for advertising. In order to upload information about your
products, you must have a verified e-shop web address. In this way, Google verifies whether you are
the actual owner of the address. To learn how to verify your web address and
what to do if you own more addresses, see official Google page. The advantage of using BlueWinston with Google
Merchant Center. BlueWinston brings you an unique opportunity
to transform your common XML product data feed that you are using for creation of ads,
price comparisons or Facebook, for the purposes of Google Merchant feed. These products and information will be automatically
updated each 6 hours. In addition to “storing” products, the
Google Merchant Center also offers a helping hand to improve your advertising results. In the “Opportunities” tab in the left
menu, you’ll find recommendations on how to change your product or campaign data to
make your ads more effective. Let’s continue on how to link Google Merchant
and Google Ads accounts. To link your accounts, you need to use a single
Google (Gmail) account for both your services accounts. Log in to your Google Merchant Center account. In the settings menu, click on “Linked accounts“. Now you can see your Google Ads ID. Simply click on the “Link” button to link
these accounts. Your request has been sent. Now log in to your Google Ads account and
simply accept this request. You will do that by clicking at the “Tools
& Settings>Linked accounts” then scroll down and click on the Google Merchant Center
account – Details. After that you will find this request and
you simply accept it. Now, let’s move on to Google Analytics transaction
pixel for your website. After we showed you, where to find your tracking
ID, it’s time to show you where you will find transaction pixel and Global Site tag. Open your Google Analytics account. On the left menu, click on “Admin“. Once you are in the menu, find and click on
“Property Settings”. Keep in mind that you can always create new
account for your new or other website. Now, we are going straight to the point. In the “Property Settings” look at your
left side. You will see “Tracking Info“. Select it then click on “Tracking Code“. This is where you will find your own, personal
Global Site tag. This is the Global Site Tag tracking code
for this property. Copy and paste this code as the first item
into theof every web page that you want to track. If you already have a Global Site Tag on your
page, simply add the config line from the snippet below to your existing Global Site
Tag. If you have an online store, you can’t just
depend upon the analytics reports provided by your shopping cart. You need to set up Google Analytic s ecommerce
tracking to get better reports. By using Google Analytics ecommerce tracking
, you can correlate sales data with website usage data. For example, You can see product and transaction
information, average order value, ecommerce conversion rate, time to purchase, and other
data. Open your Google Analytics account. On the left menu, click on “Admin“. In the View menu, choose Ecommerce Settings. Enable Ecommerce by clicking on the button. If you want better results, install code for
Dynamic Remarketing. The dynamic remarketing event snippet collects
data, such as the IDs of the products or services that people viewed on your website and the
total value of items. Google Ads uses this data to show customized
ads to your website visitors, and remind them about their visit to your site. Sign in to your Google Ads account. Click the tools icon in the top right corner
of your screen. Then click on “Audience Manager” under
Shared Library. From the page menu on the left click Audience
sources. In the Google Ads tag card, click Set up tag. If you already set up a Google Ads tag, you
can edit the tag by clicking the 3-dot menu and then Edit. Select “Collect data on specific actions
people performed on your website to show personalized ads” and choose your business type. Select the business type parameters you’d
like to track. Click “Save and continue“. When the installation screen appears, your
global site tag and event snippet will be ready for use. You can copy the code, use Tag Manager, download
the tag, or email the tag to a webmaster. BlueWinston Registration. BlueWinston.com is an automated tool for creation
of product text ads for Google Search. If you want to know more, read Feed-driven
product campaigns. We will show you how to sign up for 30 days
trial. Click on the registration button at BlueWinston. Fill all the information. After that click on “Next“. Log in by your Google Ads account. You probably have one if you followed our
previous steps. Allow acces for BlueWinston so we can manage
your campaigns. After that, log in to the BlueWinston. Connect Google Merchant Center account to
the BlueWinston. If you want to create feeds for your e-shop
you need to connect your Google Merchant account with BlueWinston account. Once you log in to the BlueWinston, look at
the left menu. Choose “Feeds” section. Then select “Google Merchant feeds“. Now you need to click on “Continue“. Click on “Merchant Center Login“. Allow acces again. Now you have linked your Merchant Center account
with BlueWinston. Create product XML feed URL. If you want to continue, you need to have
your own XML feed URL adress for your e-shop. If you don’t know how, ask your developers. Without this URL you can’t proceed to the
creation of Smart Shopping campaign. If you are using Magento or Shopify, you can
use our BlueWinston plugin. You will have everything ready just with one
click. Check out our article if you want to know
how to set up product name and a correct XML feed. Create Google Merchant feed in BlueWinston. Open your BlueWinston account. On the left menu click on Feeds>Google Merchant
feeds. Then you will find “Create new” button
and choose “Google Merchant feed“. Now you need to fill all the information. Name ->Name the shopping ads feed, so you
can recognise it in your Google Merchant account. Xml file URL ->You need to paste your Xml
url here. Channel ->Choose Online. Target country ->Is a country where you want
to show your ads. Content language ->Language of your e-shop. Now you need to set up your tags. It’s up to you how you will set it up. You can use “Tag preview” button to see
them. Let’s continue with setting up “Product
category“. Set up “Additional tag assignment“. Now it’s up to you if you want to use Google
Product Category Taxonomy. You have two options, first to skip assigment
to Google Categories. Second option is from tag or assign category
to tag values. Under “Google category” just click on
assign and choose the right category. In the next step you can set custom labels. After setting your custom labels, you are
done. You have finished setting up Shopping Ads
Feed. Click on “Exit” button. Create Smart Shopping campaign in BlueWinston. After you are finished with your Google Merchant
feed, BlueWinston need to update it. After that, it can take couple of minutes,
you can create your first Smart Shopping campaign. In the BlueWinston menu, click on the Campaigns
>Campaign list. Then click on the “Create new” button
and choose “Smart Shopping ads“. After that, there will be checking requirements
for Smart Shopping campaign. If there will be any error message, go back
in this tutorial and look if you done everything right. In this step, you need to set up Budget & Bidding. You can set up daily budget and bidding strategy
type. Now you can choose which products will be
inside your Smart Shopping Campaign. You can use filter and set it up how you like. We are going to use filter by brand. The other thing you can use is to filter products
by custom labels like if the product is in stock or out of stock, even in preorder status. At the end of this step, you can set up minimum
price, maximum price, minimum sale price, maximum sale price and your margin. Also you can add forbidden words in product
titles and words that must be in product title. Click on the “Save & continue” button
to finish your first Smart Shopping campaign. Optional – How to create Product Text campaigns
in BlueWinston. These ads can appear on Google results pages
and across the Google Network, which includes the Search Network, search partners, and the
Display Network. Text ads might look different on the Display
Network, or on mobile. If you want to know more about them, read
our article about Google Product Text Ads from XML data feed. In the BlueWinston menu, click on the Campaigns
>Campaign list. Then click on the “Create new” button
and choose “Product text ads“. Now you can choose between “Create new campaign”
or “Create new campaign and copy settings from existing campaing“. If you are using our tool for the first time,
choose the first option. Choose the name of your campaign and place
our XML Url here. Fill all the fields with your XML tags. If you want to, you can add custom tags, forbidden
words in product name, words that must be in product name or choose products with min
AND/OR max price. Select campaign Locations and Languages. Now let’s focus on keyword creation. Now you have three different options how to
create the best keywords for you. First is by truncating. If you dont know what to fill in the fields,
just click on the little “!” to show explanation. Create keywords by tag combination. We used “Product name” and “Product
price“. We recommend you to set up only “Product
name“. But also, it’s up to you, how do you want
to create your ad. Just simply click and drag tags until you
will be satisfied. After everything, click on “Save & continue”
button. Edit keyword details how you like it. Now you can create your Ad pattern. Simply drag tags to the fields and on the
right side you can see the preview of your ads. Also you can click on the “Options” if
you want to change anything. Now it’s time for campaign settings. Set up your bidding strategy type and daily
budget. Then you can continue. In this step you can pick between Classic
Google Ads or BlueWinston conversions. After you decide which one you want to use
click on “Save & continue” button. Keep in mind that you can click on the “!” to
show more info. The final step is setting up automated scripts
for better campaign performance. We suggest you to try atleast 20% of CPA. After this step, your campaign is ready. If you followed this guide, you should be
able to create new Smart Shopping campaigns anytime! If you have any questions about our tool,
don’t hesistate to contact us. Don’t forget to check our description, where
you will find all the links. If you liked this video, don’t forget to subscribe
or watch the next video.

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