Optimize Google Shopping Ad Campaigns

Before you start

You will need a Google Merchant Center linked to your Google Ads account before optimizing a shopping ad. For other setups, please refer directly to Environmental setups

Key steps 40 steps

1. 1 Sign in to your Google Merchant Center account here. Choose the appropriate Gmail account and log in with your password. Click “Next”.
2. 2 Click “Feeds” under “Products” and click “Feed rules” to optimize and A/B test your product attributes.
3. 3 Click on the plus button and search for processed attributes such as gender in this case.
4. 4 Next, click “Conditions” and enter a rule that contains two variables. Under a gender attribute, key in a processed attribute that you would like to look. In this case, we will look for a title or product title, which contains women.
5. 5 Since we have added women to our value, we could also click “Or” to add “girl”
6. 6 Next, scroll down and click on the box “Type or select” followed by “Add value”.
7. 7 Under “Add value”, select “female” in this case.
8. 8 Click “Ok”. This means that the product feed containing the product title “women” is set to “female” instead.
9. 9 Click “Add source” to adjust another product title under the gender attribute. You should be able to see a list of your newly created feed rules on the right.
10. 10 To ensure that the feed rule works, go to your right corner arrow and click to refresh. The add value word should appear. Click “Save as draft”.
11. 11 To “Add Modifications”, make sure that your condition is set to “None”.
12. 12 Scroll down and click “Add Modifications”.
13. 13 Next, select a modification or in this case an “Append” type or “color”.
14. 14 Next, click “Ok”.
15. 15 Next, ensure that the feed rule is working properly by clicking on the box on your right. It should refresh and include the color text to your product title. Click “Save as draft”.
16. 16 Finally, go back to the “Feed” main page where you will see the plus button and click “Test changes”. Wait for 20-30 minutes to create the final report.
17. 17 Once the final report is deemed complete, click “Apply”. This may take up to 1-2 hours.
18. 18 Follow the steps above to optimize other attributes. The list below includes all basic types of product attributes. It is recommended to follow Google’s formats or minimum requirements for it to process and approve any changes to your product in your Google Merchant Center.
19. 19 Sign in to your Google Merchant Center account here. Choose the appropriate Gmail account and log in with your password. Click “Next”.
20. 20 If you are new to adding product ratings, go to “Growth” and click “Manage programs”. Select “Product Ratings” and “Get started”.
21. 21 Fill out the “Products rating interest form”. You will need to create reviews with an approved third-party reviews aggregator before adding product ratings to your Google Merchant Center. Click the e-link “approved third-party reviews aggregator” to review the list.
22. 22 Click “Submit”.
23. 23 Next, go to “Marketing” and click “Product reviews”. If you have not submitted the form above, you will not be able to see “Product reviews”.
24. 24 Click “Product reviews feeds” in your top right corner.
25. 25 Click on the plus button.
26. 26 Key in your name and select “Scheduled fetch” as an input method. Click “Continue”.
27. 27 Fill out your file name, fetch frequency, fetch time, time zone, and file URL. For automation purposes, you can create product reviews via www.llmdecode.com, Yotpo, or Judge.me. They will collect all reviews from your store and provide a file URL.
28. 28 Click “Create feed”. It may take ~2-4 weeks for Google to manually process the reviews and upload them to your store.
29. 29 Sign in to your Google Ads account here.
30. 30 Go to “Search terms” and click on a preferred search term followed by “Add as negative keyword”.
31. 31 You may choose to add a negative keyword to either “Ad group” or “Campaign”. Enter a negative keyword below. Hit “Save”.
32. 32 Alternatively, you can go directly to “Negative keywords” on the left navigation menu and click the plus button to create a new list.
33. 33 Click “Add negative keywords or create new list” and add to either “Ad group” or “Campaign” in the drop-down menu. Enter your list of keywords (one per line). Click “Save”.
34. 34 Click on the plus button
35. 35 Key in your negative keywords and hit “Save”.
36. 36 Check the box including the negative keyword list and hit “Apply to campaigns”.
37. 37 Search for your campaign and hit “Apply”.
38. 38 Click “Edit all targeting” at the top.
39. 39 Click on the “Add targeting signal” drop-down menu.
40. 40 Select “Keywords”.

What is inside 57 headings

The document 31 pages

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