Using WordPress is a great way to start your very own online shopping shop or store. Plugins such as WooCommerce make the process very simple and straightforward and you don’t need to risk investing a large amount of cash in your start-up. In addition to this, drop-shipping companies such as Ink Threadable make it possible to start a T-shirt business without having a stock a single item. Whilst virtual office and virtual receptionist companies such as Moneypenny allow you to have a business that looks, feels and behaves like a large professional outfit with a high-street address & full-time receptionist – when you are running the whole business from your spare room. Creating your online business is relatively easy, especially compared to 10-15 years ago when you would have had to hire a developer or learn code yourself just to program the checkout process. The tricky part can be getting people to visit your website.
For an e-commerce business, Google Shopping Ads are arguably the best way to get relevant visitors to your website straight away. Whilst search engine optimization (SEO) can work well, and blogging can build your brand over time, if you need immediate results, then Google Shopping Ads allow you to get your products in front of those actively searching and looking to buy them.
Typically the ads will show images, names, prices and reviews of your products at the top of search results pages – when someone searches for a relevant product.
First, you will need to create a Google Merchant account. Simply head over to the website and click “Get Started”.
Fill in the details including the business location, timezone and then when you have read them – agree to the terms & conditions if you are happy to do so. Next click “Continue”. When prompted to choose a ‘program’ – for this guide we’ll select “Surface Across Google” and “Shopping Ads” and then create your account.
To get started with this program, which passively shows your ads across Google for free, click on the “Continue” button to the right of where it says “Set up surfaces across Google”:
Here we will run through an example of how to set up a campaign. Please note that this not be the optimal or most profitable setup for your particular products.
Create an account and choose “switch to Expert Mode” shown in small text near the bottom of the screen. Confirm your business details – now go back to Merchant Center, and under Set up Shopping Ads click to Link your Google Ads account. Now refresh the Google Ads page. Click “campaigns” in the side menu and click the big blue & white “+” symbol and then choose “New Campaign”, then “Create a Campaign Without Google’s Guidance” – then select “Shopping”:
Click “Continue”, give your campaign and name and then choose “Manual CPC” and set a daily budget, choose “Low Priority” and untick Search Network and Youtube, Gmail and Discover, select locations and an end date to your campaign and then “Save and Continue”. Create a “Product Shopping” ad to begin with and give the new ad group a name. Whatever bid you put, start low, you can always increase your bids over time. Click “Save” and your ad will be create with all products from your Merchant Center. Click “Continue”, give your campaign and name and then choose “Manual CPC” and set a daily budget, choose “Low Priority” and untick Search Network and Youtube, Gmail and Discover, select locations and end date to your campaign and then “Save and Continue”.
Create a “Product Shopping” ad to begin with and give the new ad group a name. Whatever bid you put, start low, you can always increase your bids over time. Click “Save” and your ad will be create with all products from your Merchant Center. For more information about Google Merchant Center and Shopping Ads, Darrel Wilson’s Youtube channel is highly recommend.