How to Use Automated Rules in Google Ads?

Handling a Google Ads account can be a massive task on its own, and if by any chance you are not backed by a dedicated team or lack the time for it, it can be exceedingly intimidating even for the best of us.

Google Ads Provides Automated Rules to Optimize the Campaigns themselves. These give you the liberty to schedule changes at your discretion for most aspects of your account and are thus a largely flexible tool for personalisation. 

Moreover, it lets you decide whether you need to be notified via email when the rule you created runs, or get notification only when it is experiencing errors or alterations, or if you want to stay on top of it 24X7, you can be notified every time a rule runs.

These can be pretty simple once you get a hang of them, but even if you are being met with certain difficulties, you always have the option of hiring a white label PPC agency to lessen your burden for you. But first, Let’s dig a bit deeper into Automated Rules.

All of these below can be enhanced by using Automated Rules. Some of these are too common and prevalent so we won’t waste your time by explaining every single one of these and delving into the lesser-known ways to use Automated Rules to optimize your workflow.

  • Campaign Rules
  • Adgroup Rules
  • Keyword Rules 
  • Ad Rules
  • Display Keyword Rules
  • Topic Rules
  • Placements Rules
  • Audience Rules
  • Age Range Rules
  • Gender Rules
  • Parental Rules
  • Income Range Rules

Changing bids based on conversion data:

When you enable this rule that reviews all your enabled keywords and increases bids whenever certain requirements are met. In this process, Automated rules can be utilized to halt the non-performing bids that don’t meet your expectations during regular examinations. 

Control Budgets and Cost:

You can optimize and regulate your campaign budget with added flexibility and free reign that lets you make these changes depending on what day of the week it is. 

Schedule Ads:

For promotional events, you can make use of Automated Rules to easily turn on or off several special ads.

General Guidelines:

In the circumstances when you wish to refrain from applying the rules on certain keywords and apply them on all the remaining ones, you can use Automated Rules and manage the selected few manually.

Categories Included in a Google Ads:

These categories include:

Owner –  The Accountholder’s name of your Google Ads account is called the owner.

Action –  The Action as suggested by the name decides the operations that take place, for instance Enabling or pausing campaigns, or making changes to the budget etc. 

Apply to – Following the trend of accurate descriptions, the Apply to category  determines to which elements the set rules will be applied or administered.

Conditions – This feature dictates the requisites for the rule to run & describes the necessary steps that need to be taken to meet the criterias. 

Frequency – A section called “the using data ” settles upon a time frame that needs evaluation and the frequency feature determines how often will the defined alterations be placed by the proposed rule that will scrutinize the aforementioned conditions. 

Email results – And at last, Email results serve as an efficient way of staying in the loop by alerting Google about the desired recurrence rate of the emails on the rule as preferred by the advertisers. 

In a Nutshell, Automated Rules can be an exceedingly helpful tool when managing a Google Ads account provided they are used wisely with a good understanding of their functions and limitations alike. So Grow your brand today with ROI Minds’ impeccable PPC management services that implement Automated Rules to your Campaigns and make scaling easy as a dream for you!

Google Ads

Simplest Guide On How Google Ads Work In 2021

We tried our best to make this article as simple as possible that even an 8-year-old could easily understand. So without further ado let’s begin!

Before jumping into google ads, let’s talk about how google works.

It involves 3 parties.

  1. Person – Who has a query.
  1. Google – Where that person searches for that query.
  1. Results – Which answers the query of that person.

To simply put, This is sam. His mom’s birthday is coming and he wants to give her a beautiful present.

Now he is thinking about a present. He then goes to google and searches for “Gift for mom” and google responds to his query with the following results.

Google Search Query

These various websites will help him by answering the query.

So in this case Person was Sam and he was thinking about a present for his mom so he searched “gifts for his mom” on google and Google provided results to answer his query.

How GOOGLE works in simple words


                  Step 1           →                       Step 2                  →                   Step 3

Query/ Problem of a person –>Searches for solution/answer ongoogle  –>Gets the Solution/Answer.

Now you have an understanding of how google works, right? Great! It’s time to jump into google ads.

After knowing how people use google and how it works it’s time to use that knowledge to generate some business from it. 

For instance, if you are selling pain relief products you can use google ads to convert a customer by solving their problem. 

This is Bobby. Bobby is suffering from back pain and wants relief from it. Now he will definitely see a doctor if the pain is severe but in most cases he could be facing it due to long office hours or any other reason.

The pain is not severe and he’s slightly feeling it but who wants to feel pain anyways? Even if it’s a minor one.

Now Bobby has a problem which is ‘back pain’.  He wants a solution to it so he searches on google ‘how to get rid of back pain’ 

So now google results provide him solution like this:

Google ads

As you can see google ads appear before the organic search results and Bobby is more likely to click on one of these and he’s likely to buy a product to get rid of his pain.

So what we are actually doing is “Solving Bobby’s problem with our products”

Step 1     →      Step 2      →         Conversion point              Step 3    

Query/ Problem of a person –>Searches for solution/answer ongoogle  –>Your chance to provide the solution to their problems with your products or services.Gets the Solution/Answer.

We’ve added one stop before step 3 which is “Conversion Point”. With google ads we are going to help people by solving their problems with our products and services. 

The goal is to provide the solution before our prospect gets to step 3. To stop them at the conversion point and convert them as customers.

Now that you know how people search for problems/queries on Google to get a solution and you can provide solutions/answers to them with your products or services.

There’s one last thing left to discuss, which is how you can get on top of the google search results even before organic results. With google ads? Easy? Right? Yes, it is.

Google ads work like an auction, you bid on keywords to rank your ad on google.

Ad rank

Ad rank is combination of an advertiser’s keyword quality score and their bid

Keyword quality score : It’s mainly based on 3 factors.

  • Ad relevance – How relevant your ad is to the keywords someone searches.
  • Expected CTR (Click through rate) – How often people click on your ad when it appears on the results page.
  • Landing page experience – How often people bounce after clicking on your ad.

After you take care of the keyword quality score it’s time to bid on the keywords. Remember you are not alone in this, other businesses who deal in the same field as yours will be bidding on the keywords too.

That means you have to fight your way to get on the top in which ‘Bid and keyword quality score’ are your weapons.

If your keywords quality score is good and you bid higher than your competitors then chances are, you are going to rank on top. Google marks your keyword quality score out of 10. So 7 and above is considered a good keyword quality score. 

There’s one important thing to keep in mind that google will only charge you when someone actually clicks on your ad. It doesn’t matter how many times your ad appears in search results, you won’t be charged anything unless someone clicks on it.

CPC : It stands for cost per click. You can decide how much you are willing to pay when someone clicks on your ad. It’s the amount you bid on your keyword. 

If your ad’s keyword quality score is higher than your competitor, then google automatically lowers your CPC, In simple words, you don’t have to pay more than your competitors to rank your ad on top.

This was the simplest way to present how google ads work, Now if you want to know how to set up google ads campaigns and their benefits please head over to our this article.

Google Ads

Quick Guide On Google Shopping Ads For Ecommerce In 2021

Google shopping ads or Products listing ads(PLAs) appear on top of SERPs before the organic results. 

It allows website owners to set their desired cost per click on their products which are displayed above the fold and before any google text ads.

Product Listing Ads

According to a study, Google shopping ads are better at converting a customer than regular text ads.  

For example, when we search for Nike sneakers, shopping ads pop up on top of SERP before the organic results. People are more likely to click on one of these shopping ads than to scroll down and visit a website to find what they are looking for.

Main Components of Google shopping ads

  • Product Image
  • Price
  • Brand
  • Promotional offers
  • Reviews 
  • Shipping information

Why should you start google shopping ads right now?

As we all know because of the COVID-19 all businesses got affected, no matter big or small. But there are plenty of opportunities out there.

People are sitting in their homes and searching on google for products. If you have not listed your products on google then you are missing out big time.

Other than that, Google shopping ads tend to convert more customers than regular text ads.

So if you are a retailer and want to increase your sales, we suggest you start right now to throw a net in the pool to catch those fishes(Customers).

Where do shopping ads appear?

Whenever a person searches for any product on Google, they get results with google shopping ads on the top of SERPs. 

Google shopping ads appear on image searches, google shopping tab and it also appears across other Google platforms such as

  • YouTube 
  • Google search partner sites

Now you have an understanding of what google shopping ads are and why it’s a good time to start right now. But it’s also important to know how they work. 

How do google ads work?

Google shopping campaigns can help you catch the attention of the potential audience by optimizing your ad campaigns.

 This involves putting up an attractive product image and relevant description that appropriately describes and sells your product to the customer.

Even if your price is a bit higher Google shopping campaigns target Shoppers and grab their attention by offering them products of high quality and at great offers. 

This is a great tool that the business owner & marketers use these days to convert and bring in more new customers and expand their business.

Why are google shopping campaigns a must for an eCommerce store?

Google shopping ads have made it possible for local businesses to expand their visibility on a global scale online. 

When you search for something on Google search engines you are presented with a list of offers related to your search. 

These all are the shopping ads that the businesses use to increase website traffic and get more visibility. 

These results show you the product title, the image with the price tag. Google shopping ads have made it easy to find products that one needs according to its specifications and budget.

Why should you use shopping campaigns?

Shopping campaigns have helped businesses to increase the return of investment with a lower cost per click. 

Shopping campaigns have made it possible to sell your products and services to customers beyond geographical boundaries and with varying customer behavior years. 

Even if the customer is price sensitive shopping campaigns are effective in selling the products with attractive images and product information.

 It has made it possible to target potential customers and improve conversion rates. They are effective and strategic tools to target audiences at the lowest cost.

Types of Google Shopping Campaigns

There are 2 types of Google shopping campaigns we get to choose from in Google ads:

1.Standard Shopping Campaigns

2. Smart Shopping Campaigns

Standard Shopping Campaigns VS Smart Shopping Campaigns

In May 2018 Google introduced the new solution for Google shopping campaigns which was known as Smart Shopping. From today’s blog we will learn what smart shopping campaigns are and how they differ 

from the standard shopping campaigns..

What is Google Smart Shopping?

Smart Shopping is one of the relatively new features in Google’s portfolio. It uses Google’s AI 

technology to optimize the Google Shopping campaign and maximize the conversions and ROAS.

With Smart Shopping two things a user has to choose are the target of the campaign and give a 

budget. The rest of the process is taken care of by AI. And what does AI do?

Smart Shopping automatically bids for us and displays the ads in several Google networks, which include Google Search Network, Display Network, YouTube, and Gmail. It also covers various 

types of ads like display ads, local inventory ads, and product shopping ads. 

So without further ado let’s get into the process of creating shopping ads.

You mainly need to set up 2 things for that.

  • Merchant center
  • Google ads account

Make sure you use the same google account for both so that you can link your merchant center to your google ads account.

Quick Start Guide

  1. Create a merchant center account.
  2. Set up the product feed in the merchant center.
  3. Create a google ads account.
  4. Link your merchant center account to your google ads account.
  5. Set up Shopping ads campaigns in your google ads account.

You can use this link to see a step by step guide with images on how to set up a merchant center account.

So, what exactly is Google Merchant Center?

Google merchant center is a tool of Google through which you can upload your store and product data feed and make it available for shopping ads and other Google services. 

A product data feed is a list of all the products that you sell online. This list contains a special format and tons of attributes. Below are some key attributes of your product data feed:

  • Product Title: Title is contained with the name of your products and title text shows with your ads serve.
  • Product Description: This text describes your products and shows when your ads clicked by users.
  • Product Category: This category defines your product type.
  • Product ID: Product ID is the unique identity  of your products
  • Product Type: It is defined by the product owner
  • Product Image: Google defines image size basis on product category
  • Destination URL: Your destination URL should be working, so the user is able to see products after clicking on the ads. 
  • Availability Status: (In stock or out of stock)
  • Price: Each product should have an original price
  • GTIN: The GTIN is a globally unique 14-digit number for each product.

In the shopping campaign, you don’t need to write ads as you do in a search campaign because shopping ads automatically are generated using Google data feed.

Rules for uploading product feed

Now here are some rules that you must follow to upload your feed to the google merchant center. These feed rules allow you to fast in the process of the product feed creation and updating.

Go to the products menu and select fields. Under the activity feed, you will find the rules.

You can derive the constants, assign existing attributes, and include attributes from an additional feed through these feed rules. Let us now know how we can apply these feed rules to the shopping campaigns and get amazing results.

  1. The most basic way to apply these feed rules is to fill in the missing data in a product feed. 
  2. For example, if you don’t have an attribute called brand name then you can go to create a rule and set the static value for your product. 
  3. You can also use these to create custom data columns for campaign segmentation.
  4. This could also be used for adding the promotion ID field with the static value.

After setting up your merchant center account and giving the product feed. It’s time to set up a google ads account.

  1. Go to this link to sign up for a google ads account (Skip this step if you already a google ads account)
  2. If you already have a google ads account then it’s time to link it to your merchant center account which you have created earlier. 
  3. After linking your google merchant center account with your google ads account, you have to create shopping campaigns.
Google merchant center account

Google Shopping Campaigns

Google shopping campaigns are extensively used to market products online and increase traffic to your website.

Google shopping ads have made it possible to boost traffic at both local and digital platforms. These have made it possible to reach customers with product data including the product image, title, product price, product description, and reviews.

 It is easy to attract quality leads with appropriate product data stored in your Google merchant account. This way you are no more bound by the keywords to get into the search results of the search engine.

This flexible approach in the context of digital marketing has made it convenient for businesses to reach customers beyond hindrances. Here are some benefits of google shopping campaigns.

Benefits of using google shopping campaigns

  • Better quality traffic 

Google shopping ads help to increase the quality of the leads i.e. increase the conversion chances by providing entire product information on the ads themselves. This helps the customer to make a decision with the information available and make a purchase.

  •   Easy retail-centric campaign management 

Shopping ads are linked to your Merchant Center data feed. This helps to show your product attributes when someone searches for something related to your products. This makes it easier for customers to find your product among thousands of other products online.

  • Broader presence

You can put more than one Shopping ad. This increases your visibility to the viewers and ultimately the chances to increase sales. When you appear in a user search your reach with customers for a single search can increase multiple times.

  • Powerful reporting and competitive data

You can assess the performance of your products at any level. This helps to decide the effectiveness of your shopping campaign and whether you should continue it or not. 

It provides you analytics and tools that help to optimize the ads from time to time to improve the overall performance and return on investment.

Now that you know what google shopping campaigns are and their benefits. It’s time to learn how to set up a shopping campaign.

How to set up Google Shopping campaigns

Google shopping campaigns help you to promote your products by giving users detailed information about what you’re selling before they even click your ad.

With the use of retail-centric reporting tools, you will be able to track the performance of your products over time.

Once you get approval on your products in Google merchant center, the next step is to set-up the Google Shopping campaign in Google Ads.

Set up Google shopping campaign

In the Google ads dashboard, click on the plus button to create a shopping campaign, and on the next screen select shopping campaign.

Google Shopping Campaign

Before you select a smart or standard shopping campaign, let’s get more clear about the difference between both smart and standard.

Standard shopping vs smart shopping

If you choose a smart shopping campaign it shows ads also on the display network, your ads can appear as banner ads on other network sites or even on YouTube. Smart campaigns are totally automatic and Google gives more exposure to your ads.

On the other hand, in Standard Shopping campaigns, you are eligible to set  CPC for each product and you can make it up and down according to your product performance. But with Smart Shopping, all of that is automated.

We are going to focus on Standard Campaigns here so let’s continue with that.

Choose a merchant center account

The next step is to select your merchant center account and select the country where you want to target the potential customers.

standard shopping campaign

We have already discussed the difference between standard and smart shopping campaigns so choose whichever you prefer according to your needs.


Then Pick a name for your campaign.

Bid strategy

Select your Bid strategy, automatic or manual. We advise you to choose manual CPC and your budget. However, you can go for an automatic bidding strategy too. 

Then set your Campaign Priority. If you are running more than 1 campaign then you can change priority otherwise keep it low for now.

Choose network & location

Make network selections, device preferences, and location targeting. 

Google Shopping Adgroup

After that, Choose your ad group type according to your products. We suggest you go with Product Shopping.

But you can also use Showcase shopping if you want to Create Multiple Product Ads at once.

Google shoppig adgroup settings

Then Name your ad group and enter how much you want to spend per click. 

Product lists

Pro tip – If you are a complete beginner and you want to have a basic idea on how much you should bid, then go for 1% of your product price.

For example, if your product costs $40 then you can go for a $0.4 bid and check it for 2 days, if you are not getting impressions then increase the bid by 30% to 40% and set the bid as the benchmark CPC suggested by Google. 

Here we can do product selection. You can choose from different products on which you want to run shopping ads.

Optimizing your shopping ads

You can easily improve the effectiveness of your campaign by using some techniques. This includes uploading attractive product images, giving appealing titles to your products, etc.

You should be ready with a website that runs across platforms including mobile devices, and laptops. 

Using your customer reviews on products can help you get new leads. These qualified reviews can prove to be a wonderful way to make money through google ads.

Shopping Campaigns Optimisation strategies

Let us now have a look at the Optimisation Strategies for the product feed to make them even more effective and workable.

So here we are going to talk about the top 5 optimization strategies.

  1. Add Negative Keywords

Unlike google text ads, you can’t tell the keywords to google for which your product lists. But you can add negative keywords to tell Google to stop showing your products for keywords you want to exclude.

  1.   Evaluate your winners & losers

Some of your products are going to perform better than others. You have to identify the products which are not performing well and make adjustments to improve them. 

Always keep in mind that a product that is not converting well is not the only loser, if your CPC is higher than your profit margin then you are losing money on those products too.

  1. Boost individual products 

After evaluating your winners and losers, now you know which of your products are doing really well. Now you know which products you have to bid higher in order to maximize your profits through the conversion of those products.

  1. Exclude Underperforming Products 

There might be several reasons because of which your product is not performing well. Instead of wasting your effort & money on them, just simply exclude them and focus more on your winners.

You can also exclude products when they are out of stock or you know they are not going be popular in upcoming times for example if you sell warm coats, you know people are not gonna buy those in summer.

5. Use Specific Extensions 

Using specific extensions in shopping campaigns could be the difference between a conversion and a wasted opportunity. 

There are two types of extensions i.e Automated and Merchant Center Program. Automated extensions show only Shipping and tax-related information. Its merchant center program, where we are going to benefit from.

We can use them to show promotional offers like price drop and customer reviews. 


Google shopping ads campaigns have changed the way we advertise today. The google merchant center is giving the businesses their visibility online through their product data.

This new approach to reach the target audience is proving to be effective and reliable. 

Google has put forward numerous tools that help to automate the process and track the performance from time to time.

This great and improved technique of marketing on digital platforms is both cost friendly and market-friendly. 

Having a good knowledge about this and implementing it in the right way could be certainly beneficial for the business.

Google Ads

What’s The Secret To Successful Shopping Ads?

For a successful eCommerce account, there is a need for a secret sauce of successful shopping campaign strategy. This is because Shopping campaigns play a vital role in e-commerce Google ad accounts with the budget allocation of above 60% of the account budget. 

Firstly let’s understand what is a Google shopping Ads?

Google shopping ad platform is like a product comparison platform where buyers can compare the price of products from different retailers.

It is also known as Product listing ads (PLA). With Google Shopping ads, retailers can showcase their product with their product price and photo. 

With Google shopping ads advertisers can also add a promotion, star rating, and more to increase conversions.

You might also know that Google Shopping Ads show up before paid search and organic listings and you can also see shopping ads on the right side of SERP. 

One of the major differences against Google Display and Search Ads as compared with shopping ads is that there’s no keyword bidding.

It doesn’t mean that there is no bidding at all because Instead of ranking for keywords, bids are set on a product group level.

For shopping ads, you need to submit your product feed in Google merchant center and each product feed plays a different role for each ad. 

It’s important to follow the successful strategy for Google shopping ads because you can’t fly your campaign with a half-cocked or prepared strategy.

Let’s Follow our 8 strategies for Google Shopping success:

As we already said that Google shopping ads account for 60% of the budget share and its overtaking search ads in the USA. So it’s important to have a high-performance Google Shopping campaign for every eCommerce store. 

Now take a look at our 8 advanced optimization strategies for Google Shopping campaigns to the next level.

1. Segmentation by user Intention

In Google Shopping, it is common to find that branded searches perform differently from non branded searchers.

To maximize performance, it is best to create two different campaigns to capture each and add the branded terms as negative keywords in one campaign to channel all of the branded searchers into the other.

You can then bid higher for your best performing queries.

2. Segment traffic by designers vs generics

Segment your shopping campaigns by specificity Of search queries. Use campaign priorities and negatives to allocate traffic. Bid higher for your best queries.

3. Keep Your Pricing Competitive

Keeping your pricing competitive is critical to success with Google Shopping. Our data below clearly shows that more competitively priced products generate significantly more clicks and conversions.

Cheap products generated much more traffic despite similar products in both groups.

4. Test Bids Extensively

We have found that bidding is much more volatile on Google ad platform and much more volatile on Google Shopping compared to Google Search. So it is a smart idea to test your bids extensively.

5. Add Keywords to Your Product Title

Product titles are one of the most important parts of your product feed. To optimize it, you should include your keywords within your product title. This way, you will generate more impressions for that keyword.

6. Segment by Product ID

Different products have different profit margins and costs so to maximize the performance you want to set different bids for each different product.

To do this you should segment your Google Shopping feed by individual product ID.

7. Segment by Hour of the Day

The performance of Google Shopping ads will vary considerably by an hour of the day and day of the week.

To maximize your performance, you should look to change bids 24 times per day using a bidding script to increase bids at high-performance times and decrease them at poor-performing times.

8. Add RLSA to Your Shopping Campaigns

People who have previously visited your website are considerably more likely to convert into a paying customer.

So it is a smart idea to use remarketing lists for search ads (RLSA) to increase bids and show your Google Shopping ads to them more often.


We have mentioned that for all eCommerce stores, Google Shopping ads play an important role to scale the business sale. So all e-commerce stores should run Google shopping ads. 

Google Ads

How To Setup The Cold Audience Campaign With Display Ads

A Google Display Ad is most frequently a picture ad or an expensive media ad which will show when people are browsing the web , watching videos, checking Gmail, or using apps.

This kind of ad is usually shown on sites that aren’t owned by Google (with the exception of YouTube), but sites that are a part of the Google Network.

Display Ads show to people that have an interest in your kind of product, visit sites associated with your products, and may be shown to users who have shown interest in your specific product or website within the past with retargeting.

Guide to create your first Google Display ad campaign .

Below is a step-by-step guide to create your first Google Display ad campaign .

1. Open Google Ads and Sign-in to your Account

First, you’ll need to navigate to your Google Ads account. you’ll use an existing Google account to register for an Ads account.

2. Set-up Google Ads Conversion Tracking

You can either use the Google Ads pixel, Google Analytics, and/or Google Tag Manager to make your conversions. The reason you would like to utilize conversion tracking is because you’ll optimize your budget for key events like leads and sales for your business.

Google ads conversion tracking

3. Create New Google Ads Campaign

Once you have a conversion tracking set-up, you’re able to create your campaign.

Google ads campaign

4. Choose a Goal For Your Google Display Network ad campaign

First, you would like to choose a goal. At this time, if you’re using conversion tracking, you should select Sales or Leads as your goal. If you’re not using conversion tracking then i’d recommend using the web site traffic goal.

Google ads campaign goal

5. Choose The ‘Display’ Campaign Type

In order to run a Display Network campaign, you’ll need to choose the ‘Display’ campaign type.

Display campaign type

6. Choose one among the Display Campaign Sub-types

Right now, you’ll choose from Standard campaigns, Smart campaigns, and Gmail campaigns. If you would like to set your own targeting and Remarketing audiences, i’d recommend Standard Display campaigns.

Smart Display campaigns are worth testing because that campaign type can assist you drive more conversions within your budget.

Smart display campaigns

7. Set Your Location Targeting and Language Targeting

What languages do your customers speak? What locations are your customers located? Set your locations and language accordingly. 

Location & language targeting

8. Set Your Google Display Ads Bid Strategy

If you’re using conversion tracking, then you likely want to use a wise bidding strategy like Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value.

You can start your campaign using Manual Enhanced CPC and then switch a wise strategy.

Bidding strategy

9. Set Your Daily Budget

What I’d recommend doing is taking your monthly budget, dividing it by 30, and using that number as your daily budget.

Daily budget setting

10. Name Your Ad Group

I would recommend naming your Ad Group based on the audiences and content you’ll be targeting.

Create ad group

11. Set Audience Targeting and Demographics Targeting

Next, you would like to set your audience targeting and narrow it right down to specific demographics also .

In terms of audiences, you’ll target detailed demographics, affinity audiences, custom affinity audiences, in-market audiences, custom intent audiences, similar audiences, life events, and remarketing audiences.

Audience targeting

12. Create Responsive Display Ads and Upload Display Ads

Responsive display ads are the default display advertisement which will show for your campaign. you can also upload your own advertisements, but you ought to definitely start with Responsive Display Ads.

Responsive display ads

13. Create Campaign to Launch it

Once you’ve got your bid strategy set, targeting set, budget set, campaign settings, and your ads created, you’re able to create and launch your campaign.

create a new Google ads campaign

Affinity Audiences:

Affinity audiences allow you to focus on your ads to users who are keen about a particular topic or area of interest. Based on their behavior as they browse the web , Google has determined that users in a particular affinity audience have a heightened, lasting interest in this category.

In-Market Audiences:

In-market audiences are just like affinity audiences in this they permit you to focus on users based on their interests, determined by their behavior online.

The key difference is that in-market audiences also take into consideration where a user is on their purchasing journey. This audience type finds users who are actively researching a particular topic or product online, allowing you to focus on the correct person at the correct time.

By observing user behavior like search queries, the sites they’ve visited, and what they’ve clicked on, Google has determined that these users have a high intent to get the product in this particular category.

Custom Affinity Audiences:

Custom intent audiences are a feature in Google Ads that allows advertisers to target people who are actively researching their products and services.

For instance, by entering keywords and URLs, Google will create an audience of users who are browsing alike sites and searching with similar keywords.

Similar Audiences:

Similar Audiences are essentially Facebook Lookalike Audiences for the Google Display Network (GDN), YouTube Ads, and Gmail Ads.

To figure out which individuals “look” most like an existing audience, Google uses a machine-learning algorithm to scrutinize a source audience (like a web site visitor list) to search out shared member characteristics, then it finds new people with characteristics almost like those of the source audience.


Google Display Ads has many advantages for businesses and online stores. It’s the most important ad type to market your brand. The wonder of using Google’s banner ad campaigns is that they can be customized to fit into any budget and can give you enormous results!

Google Ads

5 Reasons To Use Google Shopping Ads For An Ecommerce Store

Google Shopping Ads, since its launch in 2012 became the toast of the Digital Marketing world.

It is now the go-to advertisement channel for big and little businesses alike. The rationale for such a meteoric rise of Google Shopping Ads is its format and ease.

What are Google Shopping Ads?

Google Shopping Ads are the combination of visual and text ads on the Google SERP. These also are referred to as Product Listing Ads (PLAs).

The Cost per Click (CPC) format of Google Shopping Ads is one of its most appealing features which allows eCommerce businesses such as you to own a powerful grip over the Ad Budget and Return on Investment.

Apart from the merchandise image, Google Shopping Ads displays the merchandise price, your website name, a headline, availability of stock, and discount rate.

Another feature that differentiates Google Shopping Ads from other text-based ads run through Google Adword is that you simply don’t have to provide Keywords for them.

You can tailor your ads to products and merchandise categories that support the merchandise data submitted to the Google Merchant Center by creating a Product Feed.

The Feed includes data about the ID of the product, Description of the products, the value of the products, Stock Availability of the products, Product Category, etc.

1. A Picture is Worth a Thousand Words

You might have heard the above saying before, Google Shopping Ads just proves how true these words are.

For example, If you’re trying to find a pleasant white T-Shirt to shop for and a couple of ads are displayed ahead of you.

One may be a text Ad stating “White Cotton T-Shirts” and therefore the other is a picture of a cool White T-Shirt with design, price, and discount displayed alongside it.

Which one would you click?

Obviously, the Ad with the image.

Google Shopping Ads gives the buyer an immediate visual of the merchandise they’re checking out and to some extent, this meets the essential need of the buyer of seeing the merchandise before buying it.

Fulfillment of this need makes Google Shopping simpler as compared to the text-based ads.

2. Higher Return on Investment

Google Shopping Ads provide you with the simplest value for your investment which ultimately means a better return on your investment.

The main features of Google Shopping Ads are simple management, no keywords are used, bids are placed as per product categories, wider reach with shopping ads, etc which are mentioned below intimately, play a task in getting the simplest out of your investments.

The purpose is further illustrated by the subsequent numbers:

As per our Q2 2016 Google Shopping Ads report, the CTR for Google Shopping Ads was 2 times above other ad formats, that too at 50% lower CPC (Cost per click).

Fast-forward to 2018 and therefore the trend remains growing steadily, Merkle’s Q1 2018 report states that Google Shopping Ads currently accounts for 60% of total clicks on Google.

You have the facts ahead of you, now the selection is yours to form.

3.Quality Traffic That Drives Sales

In Google Shopping Ads, a shopper’s intent is qualified when he clicks on your ad, as he has already seen a visible representation of your product.

At an equivalent time also compares your price with competitor products and prices which were displayed alongside your shopping ads.

Only a significant consumer who wishes to shop for the merchandise will make an attempt to click on your ad after receiving all that information.

Also, the Google Shopping Ads algorithm functions in such a fashion that a billboard is displayed only customers are trying to find the merchandise which matches the merchandise data provided by you to the Google Merchant Center.

What this suggests is that if you’re selling shoes, then your ads would show the people that have an interest in buying Shoes only and not the other product.

This relevance-based approach of Google Shopping Ads increases the standard of the traffic coming to your website, in-turn driving more sales.

4. Wider Reach

Google handles quite 3.5 billion search queries a day. Yes, that’s the reach potential of Google Shopping Ads.

In addition to the present, Google has made changes to the algorithm in order that the ads appear in search results for broader and more generic terms, e.g. an inquiry for blue shoes could show your blue colored shoe product within the Ads.

These shoppings ads appear on the Google SERP i.e. the reach of your ad is going to be directly proportional to the amount of search term queries associated with your product.

The wider reach including the high-quality audience as mentioned earlier may be a win-win marketing strategy to extend the sales of your products.

5. Ease of Managing the Ads

Creating and managing Google Shopping Ads is simpler than the other ad format.

The main reason for this? you are not going to insert any Keywords while fixing the Ad. For setting Google Shopping Ads, you’d just need to create a product feed with all the knowledge stated by Google and you’re ready.

Once done, Google will itself extract the merchandise information from the submitted product feed and accordingly display the ad on the results page of search queries that match the merchandise information.

You just got to efficiently bid on the merchandise categories for best results.


Google Ads shopping has many advantages for businesses and online stores. You’ll be ready to advertise your product within the first line.

With very useful information that reinforces the acquisition intention, it’s easy and straightforward and, additionally, you’ll reach a bigger audience than if you do not execute this sort of campaign. It’s all advantages!

Google Ads

Best Shopify Product Feed App For Google Shopping Ads

Google shopping ads demand is increasing rapidly due to this app’s search volume also increasing in time. Everyone is looking for the best google shopping app which is covered with all required features and offers an affordable price plan.

When business owners or advertisers search for the best google shopping apps then thousand’s shopping apps come with good features and ratings but at that time it’s quite complicated to select the best app that can make your job easy.

In this post we are sharing the best google shopping app that is covered with all required features and helps optimize your shopping campaign in a better way.

Why You Need Google Shopping Feed App?

First you need to understand why you need google shopping feed app. When you plan to run shopping ads you require google shopping feed.

Google shopping feed cover with all data like Product title, description, image link, product page link, price, gtin and etc. With help of this data google displays your ads in shopping paid ads listings. 

Mainly two ways to create google product feed, Manually and By App. Manually you have to prepare google sheets and have to put all required data that’s too much time consuming work if you have a lot of products including variants.

But by shopping apps you can create feeds within a few minutes. Majority of people use shopping apps to save their precious time and increase their productivity.  

Best Shopping Product Feed App

Majority of the people using Feed For Google Shopping app that created by Simprosys infomedia, I’ve also have long term experience with it and it’s an awesome app. 

This app for every Shopify ecommerce store to improve the performance of the Google Shopping Ad by providing most valuable and essential features.

With Google Shopping Feed, you easily connect your Shopify store with (GMC) Merchant Center without submitting any Feed URL or any other settings. You can create Google products feed in Google Merchant Center by this application within just a few minutes. 

Moreover, you can add Custom Labels, Product Condition, Google Product Categories, Gender, Age, and even customize the products’ values in bulk or one by one.

On top of that, Google Shopping Feed allows you to filter the products by vendor, by product type, by categories, by age, gender, by promotions, and even more. Now you are able to submit all variants of any items with its SKU and GTIN. 

Highlight Features

  • Help users connect Shopify store with merchant center
  • Allow users to add additional values in bulk or product by product
  • Help filter the product with advanced filtering options
  • Improve the number of product’s impressions by including all variants
  • Enable customers to use second image as product image


Hope this post helps you to know the best app for your google shopping ads and why you need to use Feed For Google Shopping app.

It’s extremely helpful to optimize your products with a better way and increase the overall performance of your shopping campaigns. 

Google Ads

All You Need To Know About Remarketing Lists for Search Ads (RLSA)

RLSA Stands for Remarketing list for search ads. RLSA allows you to customize search ads campaigns for people who have previously visited your site.

Additionally it let’s you tailor your bids and ads to these visitors when they’re searching on Google and search partner sites. When any visitor leaves a site, remarketing lists help connect with those shoppers while they are searching for what they need on Google. 

How to set up a Remarketing list?

To start the RLSA remarketing we require a remarketing tag on our website. This code tells Google Ads to add every site visitor to your list. In RLSA Remarketing we have 540 days maximum time duration for chasing a user & we must have a minimum 1000 active users list size for activating the remarketing list then only it will start working. 

What are the benefits of using RLSAs? 

With RLSAs you can better tailor your search campaigns to target more qualified and valuable users who are already aware of your website. Here’s how it works: · When a user visits your website through the search ad campaign for the first time, Google charges according to the bid optimized. 

  • When the same user revisits the search ad, this time you are benefited as Google will charge less CPC as compared to the first time. 
  • RLSA provides the effective cost cutting benefits by reducing the CPC. 
  • We have one other way to use RLSA Remarketing through smart bidding by using the API method. This method is fully automatic as compared to the standard method. So that’s why RLSA is a must for an account. Examples of Audiences or Customers a retailer can put into practice 

To implement and use RLSA, here are four examples of audiences: 

1. Your Existing customers 

2. Customers who have recently purchased from your website 

3. Visitors to the website but didn’t make a purchase 

4. Visitors who filled but left their shopping cart without making a purchase. 

Best RLSA Strategies

 There are two basic strategies for using remarketing lists with search ads that are useful for any type of business to get better results: 

1. Optimize bids for the existing keywords This lets you increase your bid for those who previously visited your website within the last 30 days. 

2. Bid on keywords for which visitors landed on website Bidding on broad keywords only for people who have purchased from your site in the past. This can help you increase your sales.

Google Ads

How To Retarget Audience By Google Display Campaign

What if you can reach quite 80% of the world’s internet users with your retargeting ads?

With Google display retargeting ads, you can reach that astounding number of people!

The Google Display Network (GDN) comprises 2 million+ sites, apps, and videos that reach numerous people, 80% of everyone within the world on the web , that your audiences and targeting options are just about limitless.

We’re going to show you ways to use Google display retargeting to extend brand awareness, boost sales, and drive registrations. With the bid optimization strategies, we’ll elaborate how it’s a budget-friendly Google Ads option.

What Is Google Display Retargeting?

Google display retargeting is used to show targeted ads across the Google Display Network to people that have shown interest in your brand (through visiting your site, apps, watching your videos etc).

How Does Google Display Retargeting Work?

Like any other retargeting campaigns, google display remarketing campaigns also work with the utilization of website tracking cookies.

Visitors to your site get a tracking cookie from a chunk of code embedded on your site. This code tracks their behavior and serves ads supporting that behavior.

Benefits of Google Display Retargeting

We already mentioned that retargeting helps you increase brand awareness, boost sales, and drive registrations, but let’s point out specific benefits.

Broad Reach

The Google Display Network allows you to reach people across 2 million+ websites and apps, also across devices.


You can use real-time bidding to calculate the most effective bid possible for the person seeing your ad. This suggests that you’ll be creating high-converting retargeting campaigns that are cost-efficient.

Targeted Ad Campaigns

You can create new campaigns for specific audiences like, if you got plenty of cart abandoners? Create a remarketing list for cart abandoners and target them specifically!


Google retargeting reports allow you to know exactly how your campaigns are performing and how much money you’re spending.

So, if you find that a campaign is not performing, you can remove it to improve the overall effectiveness of your marketing strategy and budget spent.

So, now that you know about the advantages, let’s create a Google display retargeting ad.

How to Create the Remarketing List for Google Display Retargeting Campaigns

There are two ways of creating the remarketing list for the display campaigns

  1. Google Ads
  2. Google Analytics

We’re aiming to cover both methods here. Still, we recommend the Google Analytics method because you’re not limited to making audiences based on visits, but can create an audience on just about anything from visitor behaviour or the website interactions.

Create Remarketing Lists in Google Analytics

Before you use a remarketing list from Google Analytics in a Google Ads campaign, you’ve got to link Google Analytics to Google Ads.

Fortunately, it’s very easy.

From your Google Ads account, click Tools >> Linked Accounts then Details under the Google Analytics section.

You’ll see an inventory of Google Analytics properties to which you’ve got access, also the status – linked or not.

To link a property, just click Link.

Now, let’s create a remarketing list in Google Analytics.

From the Google Analytics dashboard, click Admin. Then, in the Property column, click Audience Definition >> Audiences >> + New Audience.

There are different option to choose from the preconfigured audience definitions:

1. Smart List

2. Users who completed a transaction

3. Users who visited a specific section

4. New Users

5. Users who completed a goal conversion

6. Users who completed a transaction

7. All Users

8. Returning Users

Or, you can create a custom new audience definition or import the one. 

Create a New Audience Definition

Click on Create New, to create a new audience definition.

As per my suggestion here are some useful audiences, you can create for your remarketing display campaigns.

High-Value Users 

High-value users are users who have converted recently or frequently, and who engage in what you think about to be high-value conversions for your brand.

The goal of retargeting these users is to keep them engaged together with your brand and encourage new conversions by showing them 3 things:

a. New products that they’ll like based on previous purchases

b. Products they’ve seen but haven’t purchased

c. Products similar to products they’ve purchased

You can reach the audiences by using these 3 attributes.

a. Behavior

b. eCommerce

c. Date of First Session

Users Who Searched But Didn’t Convert

A user who searched your site and located something that matched their search, but ended up not converting for some reason is a superb retargeting candidate.

You can reach the audience using Conditions filters:

Users Who Abandoned Their Carts

With 80% of users abandoning carts, we just had to include them in our retargeting audiences.

You can reach your cart abandoners using these Conditions filters:

After you made your audience, choose where you want to save your audience.

You can save your audience to Google Analytics only, but as per my recommendation saving it to both Google Analytics and Google Ads. Now, it will be available for google ads when you want to create the display remarketing campaigns. 

Create Remarketing Lists in Google AdWords

If you’d rather create your remarketing lists in Google AdWords, you’ll easily do this . Here’s how.

Log into AdWords and click on Tools >> Audience Manager (under Shared Library).

There will be 2 Tabs, Remarketing and Custom Audiences.

Click the + (Plus button) to make a brand new remarketing list. You will have some predefined options to create the new audiences. 

*App users

*Website visitors

*Customer list

*YouTube users

*Custom combination

We’ll use Website visitors to make our remarketing list.

Enter a descriptive name for your list and choose the sort of visitors you’d like from List members.

From there, you’ll add as many rules as you would like to fine-tune your audience targeting before clicking Create Audience.

Set Up a Google Display Retargeting Campaign

Now that we’ve our remarketing lists created, we’re able to create a Google display retargeting campaign.

Start by signing into your Google Ads account.

Click Campaigns to bring up all of your existing campaigns, then click the + Plus button to make a brand new campaign.

Click on New Campaign and it will bring up a grid with different campaigns goals. 

Select a goal (or create a campaign without a goal’s guidance) and click on Continue.

From the Campaign Type, select Display, and then Standard display campaign, also you have to add the URL of the website and then click continue.

Set the parameters of your campaign as you would like.

When you come to Audiences within the People section, you need to select the Browse tab. Now, click How they have interacted with your business, and find the remarketing list.

You can prefer to create your ads now or later (your campaign won’t run without ads), then click Create Campaign.


The reason why visitors to your website don’t convert. These are some things you’ll never really know, needless to say. Maybe they became distracted and easily left. Maybe they didn’t just like the offer.

Maybe the offer was beyond their budget. Maybe they’re just browsing now, but decide to purchase in a few months. Regardless of the reason, retargeting/remarketing may be a good way to keep your business or brand at the front of their minds.

Keep giving them reminders and reasons to return back. Eventually, they might! Take advantage of this unique strategy to generate more leads, conversions and sales for your business.

Google Ads

Google Shopping Campaign Guide 2021

Google has come up with exciting tools that have enabled businesses to try their hand at digital marketing. Unlike the times when marketing was only through expensive advertisements on traditional platforms, we have the option to expand our presence at different media platforms.

As we know the shopping campaign generates more than 70% revenue for the E-Commerce store. Today we are going to share some full proof of great and effective ways to boost the performance of shopping campaigns. 

Let us divide the whole guide into sections. This will simplify the guide and let you understand in a much better way. This step-by-step guide will help you get all the answers regarding the Google shopping campaign, you will get to know about – 

A) What is a shopping ad? How to set up a Shopping campaign? 

B) How to Optimize shopping campaigns? 

C) Tips to scaling the shopping campaign profitably.

What is a Shopping ad?

Even if you are still a beginner at learning the technical aspect of shopping ads, this guide will fasten your process to become the expert. Google Shopping is a comparison shopping engine, which is a service that permits retailers to advertise their products to searchers in a visually appealing way.

This means if someone searches for a product that you sell, Google will show relevant Shopping ads for your products, and those of your competitors.

If the user clicks on your ad, Google will take her right to the merchandise page.

Each Google Shopping ad includes a picture, the merchandise title, the price, the name of the retailer, and sometimes some retailer-specific information like shipping costs or reviews.

Google shopping ad

Google Shopping can be run in more than 40 countries. It’s not the sole comparison shopping engine, but far and away from the foremost popular one.

Types of Google Shopping Campaigns

There are 2 types of Google shopping campaigns we get to choose from in Google ads:

1.Standard Shopping Campaigns

2. Smart Shopping Campaigns

How To Setup a Standard Shopping Campaign?

Now, you will know how to set up a shopping campaign. We will tell you stepwise so that you will be able to understand easily. 

Step 1: Click on the plus sign.

create the campaign

Step 2:  Select [Sale] as a goal.

Goal selection

Step 3: Select Shopping as a campaign type.

Campaign type

Step 4:  Select Standard shopping campaign option.

Standard shopping campaign

Step 5:  Write Campaign name and select bidding option.

Campaign settings

Step 6:  Select the network on which you want to run ads.

Campaign network

Step 7:  Select the location on which you want to run ads and click on save and continue.

Campaign location

What is Google Smart Shopping?

Here is a unique tool to make your ads smart and effective. Smart Shopping is one of the relatively new features in Google’s portfolio. It uses Google’s AI technology to optimize the Google Shopping campaign and maximize conversions and ROAS.

With Smart Shopping two things, a user has to choose are the target of the campaign and give a budget. The rest of the process is taken care of by AI. And what does AI do?

Smart Shopping automatically bids for us and displays the ads in several Google networks, which include Google Search Network, Display Network, YouTube, and Gmail. It also covers various types of ads like display ads, local inventory ads, and product shopping ads. 

How does Smart Shopping work?

Also to regular Google Shopping Ads, a user must have access to Google Ads and Google Merchant Center accounts, load product feed data to Merchant Center account, select the country, and choose on a budget. There’s a further choice to choose the bidding strategy.

What’s different from regular Shopping Ads, is the automation. Google uses provided information to make a decision on what proportion to bid, also as where and when to display the ads. It happens because of its machine learning tools.

The goal is to realize the simplest possible conversion rate while reaching the chosen target. Google tries to accumulate as many potential customers as possible. It aims to seek out the audience that’s wanting to spend more.

Google Smart Shopping vs. Google Shopping Ads

These are the main differences between Google smart shopping and Google shopping ads. It will help you to decide if you can go with Google smart shopping or not.


Google Smart ShoppingGoogle Standard Shopping
Quick and highly automatedFull control over the campaign
Easy to set upManual and complex
Saves a lot of timeVery time consuming
Limited device and location targetingFull device and location targeting control
A broad range of ad typesDemands experience knowledge
Exposure in many networksPossibility to choose networks
No possibility to use negative keywordsPossibility to use negative keywords
No Bid adjustmentsBid adjustments
No granular data analyticsGranular data analytics

How to set up Google Smart Shopping?

Before activating Smart Shopping, confirm to suit Google requirements with regards to the present tool. The foremost important ones say that you simply got to set up conversion tracking and add a global site tag to your website. aside from that, the standard conditions and policies for Google Shopping must be met. 

1. Once you do the above, create a brand new campaign in Google Ads.

2. Select the goal if you wish to (Sales, Leads, Website traffic, etc. )

3. Choose smart Shopping as a Campaign type

4. You have to select a smart shopping campaign

5. Insert the budget value

6. You’ll also choose the Smart bidding target

7. Perform the standard steps, like adding the name, uploading the merchandise feed, selecting a country.

8. Click Save and it’s ready.

Remember that Google Smart Shopping campaign features a priority over a standard Google Shopping campaign.

So if you are also running the standard shopping campaigns with smart shopping campaigns, Google will give the priority to smart shopping campaigns to display the ads.

So it is advisable to pause the standard shopping campaigns when using smart shopping campaigns.

How to optimize the shopping campaign?

Now, we are sharing 100% accurate and resulting tips to optimize the shopping campaigns. You can use these strategies to make the shopping campaigns effective, affordable and target oriented.

A) By using proper custom labeling –  

Custom labeling is a type of tag that you can use to filter and group the products in the Google Ads campaigns.

Before we understand how to use custom labeling in google shopping, you have to be clear of why you need to use custom labeling.

Why you need custom labeling?

  • Grouping specific category products together.
  • Better overview of your performance campaigns.
  • Finding the sweet spots products.
  • Better control over the campaigns.
  • You can higher bid on fast selling products and lower the bid on slow-selling products.
  • You can apply custom labels according to the group and set different bids based on different product groupings in the ads campaigns.

Custom labeling is an easy way to organize your products. Custom labels have  5 empty boxes where you can add your data or value according to your requirements. Custom labeling starts from 0 and ends with 4.

Easy ways to use custom labeling 

Based on seasonality – spring, summer, and winter season.

based on profit margin – Long sleeve shirts and jeans have a high margin product.

Basis of high performing products – leather shoes (high selling products).


You can use custom labeling according to the product category like – Socks, Shoes, jeans, and Shirts, etc.

Custom labeling is a simple and quick way to organize your shopping campaign. Below are some cases where you can use custom labels accordingly:

Case 1- you can label your products based on the high, medium, and low-profit margin and adjust bids accordingly on it.

Like you can use custom label 0- profit margin according to low, medium, and high-profit margin items.

Case 2-   You can adjust the bids based on product pricing. Also, you can assign higher bids on the most expensive items and lower the bids on less expensive items.

You can use custom label 1 -price categories like under $25, under $40, and under $70.

Case 3- You can show your products based on the seasonality base. Show the right products based on the season. Like shows woolen clothes in winters. 

Here you can use Custom label 2- seasonal base according to Spring, summer, and winter.

Case 4- Sales item and free shipping

You can use a custom label based on a free shipping product and have to find which products are most interested in and then custom label on those items. 

Here, you have more chances to convert on those items.

You can use Custom label- 3 shipping or free shipping.

You can use all custom labels at once if you want.

For example –

First, you analyze your product data. After analyzing you find out that your highest performing item is short sleeves men’s category under the range of $30 to $50 plan shirts. Now you can custom label these categories.

  • Custom Label 0 – Men’s Tee
  • Custom Label 1 – Short Sleeve Shirt
  • Custom Label 2 – Summer
  • Custom Label 3 – under $30 to $50
  • Custom Label 4 – Plain Shirt

Now you have to set up a campaign based on these custom labeling. Because you know that this category item is performing very well. 

Now, you have to set up a simple shopping campaign and only run these custom labeling category items and exclude all products. 

Google gives you an option to filter the product based on a brand name, product type, google product category, and condition value, etc.

After assigning all custom labeling you can use the custom label in your shopping campaigns.

You can use the custom labels in Google shopping in two ways. The first way, you click on campaigns then go the settings tab and click on the inventory section where you can use custom labels according to your requirements.

custom labelling

The second option is to click on the campaign and then click on specific ad groups, now click on the plus button in front of all product tabs. Here you can select your custom labels according to your need.

Product custom labelling

B) By Finding Negative Keywords –

As we know, search ads campaign and shopping ads campaign 90% success depends upon how many keywords we will put in negative keywords? 

Have you asked yourself why we find negative keywords? If not, that is very important to know about this question before doing finding negative keywords. 

What are negative keywords? Why do we find negative keywords? 

Search terms that are not relevant to our ads, landing page and service that we are offering. These search terms we can call negative keywords. 

It is important to find negative keywords because by finding negative keywords, we closed the door for the irrelevant search term. So, due to this more and more relevant search terms will come that increases a chance for conversion. 

So, hope you understand why we find negative keywords. The negative keywords work well and help to make the entire marketing strategy a success.

Best Ways To Finding Negative Keywords

Now, the next question arises “ How can we find the right negative keywords?

Here, we share our 3 best steps to find negative keywords that help us in boosting the performance of the client’s project. 

Step – 1 First Step ( Understand your product properly)

Firstly understand your product properly; as it is important to understand your productivity to find the right negative keywords.

The main question is “ what things you should consider while understanding the product, find as below:

a. Product category
b. Product qualities
c. Product usage
d. Who can buy that product?

Below you can see the product image, detail, specification etc. 

The point that has to note:- 

a.) Product used to move heavy furniture

b.) furniture lifter and roller 

c.) Pad slider 

d.) Made of plastic and have PVC handle 

e.) Price $49.9

f.)  Discount 50% off

Product description

Step-2 (Understand keyword search terms)

After proper understanding of the product, you have to understand search terms.

Put the search term into a negative keyword list that is not relevant to the above-noted points of the product.

Keyword search terms

Above image is showing negative keywords:- 

-lifting dolly
-safe mover dolly
-machinery dolly
-Lifting heavy aquarium

Find this type of negative keywords from the search term and then put them into a negative keyword list. 

Step – 3 (competitive analysis)

There are many search terms that are relevant but unable to be converted into leads.

So, this type of search term is also important to put in a negative keyword list.

For example:- One search term we found “ heavy furniture lifter “ that takes $36 cost with zero conversion. Then we searched that term on Google and found that the same product is dealing with low prices here and also some companies offer free shipping here.

So, on this search term, we will not get any conversion until we set the lowest price and give any other offer. So, put this search term into a negative keyword.

Competitor analysis

By conducting these three steps you will find 100% negative keywords. That will automatically boost your campaign performance by coming from the relevant customer. 

Hope, you will know about “ how to find negative keywords ? “ in an efficient manner.

C) By Extracting Out Non Performing products –  

Firstly set up a shopping campaign with proper custom labelling on the basis of profit margin, category & on the basis of product price. 

After that you will see that there are some products that are not running good. In this case you can optimise your campaign by pausing non performing products from existing campaigns & create a new campaign to run this product.

“ Note that – you have to setup one ad group for one product” 

After creating a single product ad group now you can easily optimize the search term by finding negative keywords. So that irrelevant clicks are skipped and only relevant clicks are counted that increase the chance of getting converted.

D) By changing bid strategy –  

There are many bid strategy with the help of these you can optimize you campaign –

  • Target CPA – Target CPA bidding is a bidding strategy you can use if you want to optimize conversions.  With this method, Google Ads will automatically set your bids on each campaign based on your CPA. While some conversions may cost more, others may cost less to even out and align with your acquisition costs.
  • Target ROAS – Target ROAS is the bidding strategy where Google Ads will set your bids to maximize conversion value based on the return you want from your ad spend.
  • Maximise Conversion – Using the maximum daily budget that you set, Google will automatically run your bidding for you to get you the most conversions for your money.
  • Enhanced Cost Per Click – Google has the right to increase or decrease your bid amount based on the likelihood of driving the sale. 
  • Maximise Clicks – Google Ads will attempt to drive the most clicks possible with your daily budget.
  • Manual CPC –  Manual CPC is where you set bids for different ad groups or placements on your own. If specific campaigns are more profitable than others, you can quickly adjust budgets to add money or remove from other campaigns.

E) Product Title and Description Optimization –

Since you can’t target keywords directly, include them in the product titles & description to get most people clicking on your product you need to do complete keyword research first before proceeding.

Product title & description


Here, you are seeing the screenshot of google ads account. In which we are giving to our client 10x ROAS from the shopping campaign. 

We at ROI Minds have implemented a winning formula that works and magnifies the results. Here are our plannings and strategies made by ROI Minds to increase the ROI of your Google Shopping campaigns: 

1. Make sure campaigns are segregated properly based on product value, margins, and promotions.

Before creating a campaign, you need to know what you’re trying to accomplish. This includes sketching your goals and preparing what you’ll need to carry out your campaign, like a landing page, an AdWords budget and more.

The first goal you need to set for your new campaign is what progress and success look like. It could be anything from assigning an order to access their email address to join your email list.

If you have infinite goals, then you must write them all down. Every ad group should focus on only one goal. When you have many goals, you need multiple ad groups in your campaign.

2. Make campaigns and product groups as granular as possible to simplify the bidding and testing process for the budget and impression share.

The bidding procedure you choose depends on your initial campaign goal. If your aim is to make more trades and sales for your E-commerce store, “Maximize Conversions” is the way to perform. AdWords will show your ads to people more inclined to buy, based on factual data.

If your aim is to drive traffic to your site, you want to maximize for clicks alternatively. This will optimize your campaign for the tremendous number of clicks, rather than focus on whether users regenerate or not.

Set Your Budget

You wouldn’t originate any other marketing initiative without a budget in mind. Possessing a particular number in mind is crucial before you even log in to AdWords.

Without one, you’ll bankrupt your budget in no time. AdWords works on a regular budget basis. To discover the daily budget to use for your campaign, figure out your entire monthly ad spend budget, then divide that by 30.

Make sure this is a practical budget to achieve your goals. Having a $100 monthly budget with a goal of making 50 sales of a $10,000 product isn’t going to skip it.

3. Utilize promotion feed from the Google merchant account to get the additional competitive advantage.

The online shopping space is more boisterous than ever and you would clearly be questioning how you can make your ads stand out so people visit your landing page instead of your competitor’s one.

Google Shopping gives a solution for you to show your promotions within your Product Listing Ads, so they will really stand out from contenders. Merchant Promotions are designated in shopping ads with footnotes which trigger a pop-up with supplementary details and a “Shop” button. They proved to significantly enhance CTR and ultimately Conversion Rate, Revenue, and ROI.

Google Merchant Promotions also allows you to determine your discount to a comprehensive audience at no added cost, securing the best ad placement you would ever think of the very top of the Google Search Result Page.

In fact, unlike regular search ads, Shopping Ads regularly appear at the top of the SERP (Search Engine Result Page) and are one of the most noticeable elements on the page.

4. Identify top performing products and set up them in the individual campaigns with a dedicated budget and high-priority settings to acquire at least 60% search Impression share

Many times instances have been seen where clients pause keywords because they aren’t creating click or impression volume. While pausing is unquestionably one method for acting on low-performing keywords, we typically recommend pausing only as a last option.

There is everything to consider when it comes to diagnosing why a keyword isn’t generating volume, and one often overlooked, yet illuminating metric is

Impression share

Impression share is the number of impressions you have received divided by the predicted number of impressions you were eligible to receive. Worth is based on your current ads’ targeting settings, endorsement statuses, bids, and Quality Scores. You can survey, impression share data at the campaign, ad group and keyword levels.

5. Use Product Ratings, Seller ratings

Have you ever inquired how to get the stars on your Google Adwords ads? A desire to efficiently boost conversions and beat your contestants? Google has now made it a lot more manageable to get the stars.

Before you had to do all kinds of assimilation into your Google Base or Google merchant account, but not anymore. Now what Google does is license out to 32 autonomous 3rd party review companies.

These companies are allowed by Google and the stars are normally the ones that you see in Adwords CPC TEXT ads or your Google Shopping ads (PLAs).

Not solely will the star ratings show in your Google Adwords, but they will show in Bing Ads/Yahoo BTW, BingAds controls Yahoo PPC. These merchant rating stars will work for both service-based companies and eCommerce websites.

6. Make sure to use custom labels on every possible product for the segmentation

With Shopping campaigns, you can use design labels when you want to divide the products in your campaign using values of your selection. For example, you can use custom labels to indicate that products are periodical, on clearance, best sellers, etc. These values can then be elected to use for monitoring, reporting, and bidding in your Shopping campaign.

Campaign precedence is also beneficial when you’re advertising the same product, for the same country, in various Shopping campaigns. To use the campaign priority setting, you first need to generate a Shopping campaign.

But always remember that campaign priority is only necessary if you have multiple Shopping campaigns that promote the same product. Campaign priority is not agreeable with showcase Shopping ads.

7. Make product groups based on the themes and profits

AdWords keyword grouping is a surveyed part of the AdWords workflow. Not everyone understands that creating parsimonious, better-organized ads groups in your AdWords account can have a big positive effect on your overall report performance.

That’s because well-organized keyword accumulations improve your account’s significance, which raises your Essence Score and lowers your cost per click.

Dramatically grouping and classifying your keywords to improve your PPC strategies by enabling you to create:

  • More Quality–Score-friendly ad groups
  • More relevant text ads
  • More effective landing pages that drive more conversions
  • While you segment your keywords, PPC campaigns are more prosperous and cost-effective from end to end.

8. Use Google Merchant automatic rules to avoid unnecessary product disapproval

After your promotion feed and commodities feed are concocted, Google evaluates and validates your promotions before administering them. This process is typically finished within 12 hours but can take up to 24 hours.

We at ROI Minds suggest you avoid unnecessary product disapprovals and submit your promotions as early as possible for a timely review.

The approval process requires 2 steps:

1. Custom review: The custom review strengthens the progression following all editorial obligations and program strategies and will occur quickly after a promotion is tendered during workday business hours.

2. Validation review: When a promotion becomes engaged on your site, Google testers will confirm that the promotion works and that it follows all program policies.

9. Manual ECPC and gradually set to CPA bidding strategy by starting campaigns

Enhanced cost-per-click (ECPC) aids you to get more progress from manual bidding. ECPC runs by automatically adjusting your manual bids for clicks that resemble more or less likely to lead to a sale or exchange on your website.

Unlike Target CPA, which automatically sets bids based on your destination cost-per-conversion, ECPC is restrained by your max CPC bids when optimizing for conversions.

For exploration and exposure campaigns, ECPC benefits in increasing conversions while attempting to keep your cost-per-conversion identical as you are receiving with manual bidding. For Shopping, ECPC helps in increasing conversions while striving to maintain your same overall spend.

If you want to use Enhanced CPC with Search or Shopping campaigns, you’ll need to set up conversion tracking also you don’t need conversion tracking to use ECPC with display campaigns, but conversions will help you see whether your ads are capable and effective or not.

10. Ensure to identify as much as possible from everything else in the product group.

Creating your account enables you to entirely serve the right ads to the right customers, and it also enables you to thoroughly track the effectiveness of your advertising efforts.

When people are scrutinizing online and they type a word or phrase, they are probably looking for information that’s intimately tied to those words. For example, if Varun types a digital watch and he sees an ad for film reels, he will probably not click the ad.

To show ads that are appropriate and applicable to the searches of people you are trying to reach, bundle and gather your related ads together with related keywords into an ad group. By using this way, all of your related ads would be displayed to customers searching for related things.

11. Keep updating your negative keywords list.

If there are some kind of search terms that give you undesired impressions or clicks across various campaigns, you can create a negative keyword list that includes those terms, then apply the list to appropriate campaigns.

This way you won’t have to manually add the related negative keywords to a particular campaign, and you can more efficiently manage future changes to negative keywords across campaigns.

To build and update a negative keyword list, you would have to think of concepts and words that you don’t want triggering your ads. You can use the search terms outline to get ideas.

You may also want to prepare these words by themes, such as the different products or services you offer. You can also add up more than 4000 negative keywords per list, and create more than 15 negative keyword lists in your account.

Once you have created and updated your negative keyword list, you can apply the list to various campaigns at once. Later, if you need to add a new negative keyword to those equivalent campaigns, you can just add it to the negative keyword list, and the change applies to all campaigns that share the list.

12. Run (RLSA) Remarketing lists for search ads campaigns for the most common search terms.

Remarketing lists for search ads (RLSA) is a Google AdWords characteristic that enables advertisers to tailor their search campaigns based on whether a user has earlier visited their website (or app), and the pages that user surveyed.

RLSAs Remarketing lists for search ads can be used in two ways:

1. Initiating bid modifications on your ad groups for users (remarketing lists) who are exploring on Google using the keywords you are bidding on.

2. Set up search ad groups to only be triggered and display ads if a user is on your Remarketing list, and is searching with the keywords you are bidding on.

RLSA shows ads only to users who have already visited a page on your website. With the following strategies, you can make it possible:

1. Make the most of a very small ad spend.

2. Bid on more universal terms, but only for the most qualified users.

By using RLSAs, you can elect to only have your search ads shown to users who have already visited your site.

This means your small budget will last a lot longer than on conventional search ads because the users seeing your ads are probably a more qualified audience as they must already be aware of your brand and have previously visited your site.

13. Running Dynamic Remarketing campaign to get sales.

Remarketing empowers you to show ads to people who have already visited your website or used your mobile application. Dynamic remarketing drives this a step further, letting you show former visitors ads that carry products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you create leads and sales by conducting previous visitors back to your site to accomplish and complete what they started.

More reasons to use dynamic remarketing are:

Ads that scale with your products or services: Pair your feed of products or services with dynamic ads, scaling your ads to meet your entire catalog.

Simple, yet powerful feeds: Create a basic .cvb, .tdv, .xas, or .xhsxx feed. The Google Ads product suggestion engine will pull products and assistance from your feed, discovering the best mix of products for each ad based on popularity and what the visitor inspected on your site.

High-performance layouts: Google Ads prognosticates which dynamic ad layout is likely to function best for the person, placement, and platform where the ad will show.

Real-time bid optimization: With heightened CPC and translation optimizer, Google Ads determines the optimal bid for each impression.

14. Don’t forget to optimize your product Feed Title, Descriptions

Your product data moulds the way your ads behave and work on Google Shopping. To make your Shopping campaigns as prosperous as possible, you need to provide and maintain high-quality product data.

*Map out your customer journey from Shopping ad to check out. Acknowledge opportunities that will build a better shopping occurrence, such as enhancements to your product data, landing page, and checkout process.

Consumers are more likely to obtain if they can immediately find what they want to buy if they can use rich content to help them make an implicated decision and if they can execute the transaction in just a few steps.

*Prioritize your most relevant products when designating resources. Concentrate on products that have the most influence on your performance. Make sure you give complete product data and fix any significant issues for those products.

*Run experiments to distinguish optimization techniques that are most effective for your products and target audience. For example, try attaching a color to your garments product titles and measure the change in your key administration metrics. Test different tactics to discover what will drive results for your business.

*Take advantage of opportunities to distinguish your ads with Merchant Promotions, Product Ratings, Customer Reviews, and Local Inventory Ads. Highlight your unique offers and value declarations to set your Shopping ads apart from your contestants’.

This guide would have made you aware of the much popular digital platform now. This is a great start to making your products globally visible. You can implement these steps to create your own shopping campaigns and optimize them to enable sales growth and maximizing profit.

Google Ads

How To Choose The Right Bid Strategy In Google Ads

A bidding strategy could be a campaign with a particular focus, hooked in to a two primary criterias: 

  • Campaigns Network Targeting (Display or Search) 
  • Your focus: clicks, impressions, conversions or views 

The idea behind these strategies is that they assist you to accomplish specific goals looking at what your target market is. You’ll use them to urge a better click rate, making a far better impression, or increasing your conversions.

There are a spread of various bidding strategies available for you to use, and it’s important that you just understand all of your options in order that you’ll choose the one that’s best for you.

Different types of bidding strategies: 

1. Target CPA (Cost Per Acquisition)

If you would like to optimize your conversions, then this might be the answer for you. This sort of strategy will specialise in trying to make more conversions at a selected acquisition cost.

Google Ads will automatically set your bids to support your average CPA. If you don’t know your acquisition costs, then this might be a drag. Your CPA is the amount of cash that you simply can afford to spend on one customer.

2. Target ROAS (Return On Ad Spend)

Google Ads will set your bids to maximise conversion value based on the return that you simply are trying to find from your ad spend. It involves a touch of maths to figure out, but if you get there, then it is often quite helpful.

You calculate a Target ROAS like so:

(Sales ÷ ad spend) x 100

You can even use previous campaigns to assist you opt what your percentage should be if you aren’t sure.

3. Target Impression Share Bidding

Target Impression Share Bidding is one among the newer bidding strategies around. It was replaced by Target Search Page Location & Target Outranking Share in June 2019. Advertisers can set a goal impression share percentage, just like for a target CPA. You have 3 options for ad placements: 

  • Absolute top of the page 
  • Anywhere on the page 
  • Top of the page 

Google will then adjust the bids according to this.

4. Maximize Clicks

Maximizing Clicks is an automatic strategy that sets your bids to induce as many clicks as it can within your specified budget. It’s arguably the best way to gain clicks, as Google Ads does most of the work. What’s more, you don’t have to be compelled to set bid amounts for your ad groups, keywords or placements.

5. Manual CPC Bidding

If you’d like better to do things manually, there’s Manual CPC Bidding. This strategy allows you to line your own maximum CPC.

If you use this sort of bidding, you get complete control over all of your bids, and you’ll set the utmost amount that you simply could pay money for each click on any of your ads. It gives you a level of control that you simply can’t get through automated systems.

6. Enhanced Cost Per Click (ECPC)

ECPC is a partially automated strategy that works by automatically adjusting the bids, as per google the bid can be raised by 200% if there are any chances of conversions.

The strategy relies on clicks and their probability of resulting in a purchase or conversion. ECPC tries to keep your average CPC below the max that you simply have set, and it works best when including conversion tracking.

7. CPM Bidding (Cost Per Thousand Impressions)

This Bidding Strategy is for Impressions. YouTube campaigns like TrueView and Display Network are the only things that this feature can help. You can’t use it on a search Network because it is a display only bid strategy.

8. vCPM Bidding (Cost Per Viewable Thousand Impressions)

This Bid strategy  is a manual display-only bid strategy. It lets advertisers bid for impressions when your ad is shown. It is a good option if you’re trying for brand awareness and you would like people to see your ads message, this is a good option that  supports viewability.

Google will aim to maximise the amount of viewable impressions your ad receives, which works best with a finite audience.

Viewable CPM (vCPM) means that you only pay for ads when they’re seen on the Google display network. 

9. CPV Bidding (Cost Per View)

You will pay money for video views and other video interactions once you use this sort of bid. This will be the amount that you will pay for the views for your video ads. CPV bids will get you changed for all the clicks on the video that take the visitors to your business website.

To do this, you enter the maximum that you simply want to pay per view for your ad group in a video campaign. The max bid then applies to all ads within the group.


As you can see, there are so many  bidding strategies that you can use to scale up your marketing with Google ads. Each strategy has its advantages and disadvantages, and it depends upon what you’re willing to achieve and which bidding strategy you should choose.

Take some time and look through all of the choices to offer yourself the best chance of success. These only work well once they are evaluated and chosen wisely.

Bidding strategies are not a one fit solution for all, so ensure that  you’re optimizing them frequently to make sure they are still getting you the same results as they are giving in the beginning. 

Google Ads

How DSA Campaign is Helpful?

Are you sure you’ve got all of your bases covered when it involves Google Ads? There might be some keywords you haven’t thought to target? Maybe you haven’t gotten around to promoting the newest product on your site? Here’s an idea… Let Google fill in a number of those gaps for you! Enter Dynamic Search Ads. 

Dynamic Search Ads displayed within the Google program supports your website’s content. With the help of web crawling algorithms, Google automatically targets search terms associated with your website and creates ads with a dynamic Headline, while the ad description should be filled by you. It’s the right ad type to enrich your other Google advertising efforts.

Why should you use Dynamic Search Ads?

There are tons of benefits for using DSA campaigns:

  1. Excellent coverage of your website.
  2. Scaling.
  3. Finding new ideas & terms that you simply may have missed.
  4. It Saves time – it takes less time to set this up, compared to regular campaigns.

Even so, DSA campaigns are not for everyone. In order to get the best out of this type of campaign, you’ll have to acquire an outsized website with tons of content and inventory.

It happens often because the campaign will target users consistent with their queries and website inventory. It means if someone will search any word or phrase from your website, or any page title or related terms, your ad will appear on Google that will contain a relevant Headline and URL.

Thus, it will receive maximum coverage of the website. Although the account already contains tons of BMM campaigns, there’s still an opportunity you’re missing some valuable keywords.

Creating a Dynamic Search Ad:

When creating an advertisement, you’d like to insert a description (as you would during a regular search ad); the headline is inserted automatically from the landing page which the ad directs users to. You will then check the performance of every headline and outline combination and optimize accordingly.

There are several ways to use DSA campaigns:

Page Feed – 

This is often a “monitored” way to use the campaign. It means Google won’t search the whole website but only a listing of pages you uploaded to the Google Ads account.

With Page Feed, you’ll avoid spending money on low converting landing pages or non-converting keywords. The downside is that we are limiting the campaign, which means there’s an opportunity to find new search term ideas, therefore scaling is going to be much harder to execute.

The page feed form contains two columns: the URL and the custom label which describes the URL theme and categorizes the URLs consistent with your choice. This provides us the choice to optimize according to the labels, we can narrow the targeting to a couple of labels from the whole feed and make dedicated ad groups for those labels if we choose. We can also exclude lower-performing labels.

Categories –

 Your website is split into categories consistent with Google. For instance, if you’re selling home products then your categories might be sofas, beds, closets, etc. You’ll choose the categories you would like to focus on then optimize consistency with each category. You can also create the new adset for performing categories and exclude the non performing one.

All webpages –

This is often the broadest way to thank the use of DSA campaigns. The campaign can target all the webpages on the website without any limitations. It is fit for someone who wants to get a lot of insights within a short period of time.. The downside is that this process could also be expensive and not worthwhile since it demands tons of wasted funds until you gather the specified insights.

DSA Case Studies

Here at ROI Minds, we’ve seen great results with Dynamic Search Ads. Below are a few examples (brand names excluded for discretion), including our methods for optimizing these campaigns.

1. We opened a Page Feed DSA campaign with 40 pages, which usually isn’t considered much, but was enough during this specific case since tons of the landing pages are filled with content and therefore the campaign gained traffic easily.

We used the Max Conversion bid strategy, by which Google sets your bids automatically to realize as many conversions as possible within your budget.

The campaign’s CPA was only 33% of the typical CPA for campaigns of this account.

Optimization strategy:

  • After a short time, we started splitting the campaign into ad groups, creating more targeted ads and improving CVR.
  • Throughout the activity, we kept excluding bad terms and landing pages that didn’t convert well.

2. We Created two DSA campaigns, for Page Feed & Categories

The page feed campaign got great results and greatly contributed to scaling the account to the next level.

Optimization strategy:

  • Non-converting keywords were excluded.
  • We checked if the keywords triggered by regular keyword-based campaigns. If so, we tested where they performed better.
  • We split the campaign into ad groups (as within the example above).

Categories campaign – Since the web site contains tons of non-converting landing pages, we decided to not run on all pages but rather on categories. This served as a discovery campaign from which we could find new search terms to focus on future campaigns.

This campaign is running on a lower scale than the feed thanks to a better CPA.

Still, the results were great as compared to the other campaigns of the account. 

Optimization strategy:

  • We continuously check for brand spanking new keywords – if a specific keyword doesn’t convert well, we attempt to consider a special allocation for it within another campaign.

Furthermore, in both campaigns, we also found that:

  • CTR was above that of the regular search campaign.
  • CPC was lower for the bulk of the keywords.


In conclusion, it’s highly recommended to give DSA campaigns a try. Check your account’s needs and find out a DSA campaign accordingly. You’ll always return to using only the first Google search campaigns.

Google Ads

How To Sell Products Using Google Shopping

Google Shopping is the service that Google offers that helps consumers to explore , compare and buy products offered by various retailers. Both of the listings can appear within the Google Shopping tab

When it had been first launched in 2002, Google Shopping indexed product data supported relevant search terms. In 2012, Google Shopping was made a paid advertising model by Google where users had to pay to Google to show their products featured in Google Shopping’s search results, effectively adding Google shopping to the Google Ads.

Google Shopping allows the retailers and merchants to showcase their products on the google search page but, unlike google search ads that only show up when you search for some keywords that you are interested in, Google shopping displays the ads which users upload like image, description, link of the website etc.

Why use Google Shopping?

Since Google Shopping listings give consumers all the knowledge they have at a look , and results can appear at the highest of the SERP, they’re very likely to be seen by customers who have a high chance of completing a sale .

Google shopping

Steps to start selling through Google Shopping

Let’s understand how to get your online store’s products listed on Google Shopping:

  1. Set up a Google Merchant Center account
  2. Have great product images
  3. Gather and create your product data feed
  4. Link your Google Ads account
  5. Create a Google Shopping campaign
  6. Place bids on your Google Shopping campaign
  7. Determine targeting and schedule your Shopping campaign
  8. Create your ad groups

1. Create a Google Merchant Center account

First thing’s first, to get products listed on Google Shopping, you would like to register for a Google Merchant Center account. This is often the command center where you’ll manage products, product information and Google Shopping campaigns through Google Ads.

2. Have great product images

Google Shopping pulls featured images from your online store and, due to that, it’s more important than ever to make sure the merchandise images on your website are ready for showtime.

Images are an enormous part of what makes someone click and buy a product. Google knows this and, to assure shoppers have the simplest experience on their platform, will actually reject Google Shopping campaigns if the pictures are too low-quality.

To assure that your images make the cut, we propose following Google’s image guidelines:

  • Use clear, even lighting
  • Use light-colored background
  • Clearly show the merchandise being sold
  • Show products at the right scale (not too big or small)
  • Avoid pixelation, fading or blurriness

These best-practices ring true for online commerce generally , but taking great product shots for your online store doesn’t need to stop there. In our post on eCommerce product photography, we explore inexpensive and accessible ways to enhance your online store’s product images.

3. Gather and create your product data feed

Next to great product images, you furthermore may get to input your product data feed. Product feed is a file or text which tells Google regarding your products, title, description, price and availability.

This information is important, with the help of  it, Google can display your product to people that look for anything associated with it. Their goal is to match the products showed a user’s search intent, and therefore the product feed is a component of how they are doing it.

To set up your product feed, you would like to visit your Google Merchant Center account, click on Products > Feeds then click the blue “+” icon.

The first thing you’re prompted to try to do is enter your country and language. This may determine who sees your products, therefore it’s important to do .

Afterwards, give your product feed a name and choose how you’ll input your product information: using Google Sheets, a scheduled fetch, upload or content API.

If you decide on Google Sheets, you’ll choose between uploading your own spreadsheet or using Google Merchant Center’s template. This feature also allows you to set an upload schedule for updating inventory.

Google shopping campaign

The spreadsheet you upload helps Google index and display your products, so it’s important that it includes the info needed to make Google Shopping ads:

ID: Your product’s unique identifier. If you’ll be able to, use its SKU number.

Title: A title can be a name of the product. To boost your title, consider adding other elements someone may look for , like its color, size and elegance .

Description: Describe your product. Only include information about the merchandise and assure that it matches the product’s description on your website.

Link: The URL of the product on the website.

Image_link: The URL of the image on the website.

Availability: Your product’s availability i.e. its in stock or out of stock

Price: the worth of your product, listed within the currency of the country where your product is sold.

Google_product_category: this is often the Google-defined product category. Use only the foremost relevant category.

Brand: Your product’s name .

That’s not all the info you’ll need, though, you can get full info about this on data feed specification in google help.

4. Link to your Google Ads account

When you look for a product using Google Search, in the Google Shopping results on the top of the page are literally paid ads (you can tell from the Sponsored tag to the right of the Shopping results).

To boost your product listings and have them featured therein coveted spot at the highest of Google’s search results page, you’ll get to link your Google Merchant Center account to your Google Ads account.

If you don’t want to pay to advertise your product listings, you don’t need to , but doing so will increase their visibility with customers looking to get that product.

5. Create a Google Shopping campaign

After you’ve linked your Google Ads account, you’re able to create Google Shopping campaigns and advertise your products.

Through your Google Merchant Center account, you’ll simply click Create Shopping Campaign, insert your campaign name, country of sale and your budget. Once you click Create, you’ll get prompted to manage the campaign through Google Ads.

Whenever creating a Google Ads campaign, you would like to settle on the proper campaign goal. For Shopping campaigns, you’ll choose either Sales, Leads or Website traffic as a goal. Google uses the campaign’s goal to tailor your campaign with its objective, so it’s important that you simply select the proper goal from the get-go.

Sales campaigns: This can be used to drive more sales online or in-store.

Leads campaigns: meant to gather leads by guiding shoppers to completing an outlined action.

Website traffic campaigns: meant to bring people that have an interest in what you sell to your website.

Once you select your campaign’s goal, you would like to line the campaign type as Shopping. Assure that your Google Merchant Center account is displayed which your country of sale is accurate.

online shopping

6. Place bids on your Google Shopping campaign

Once you proceed, the subsequent screen shows your campaign settings. From here, you would like to enter your campaign’s name, select your bidding strategy and set your campaign budget.

Bidding is actually you telling Google the quantity you’re willing to buy a conversion or cost per action (CPA).

From this screen, you’ll also get to set your campaign budget, which is the amount of cash you would like to spend on the average per day. But be aware: the quantity you spend isn’t capped per day. Rather, Google manages the budget monthly. Per month, you’ll never spend quite your daily budget multiplied by the amount of days in monthly .

From here you’ll also select a delivery method for your budget: Standard will spend your budget evenly over the chosen timeframe, while accelerated will spend your budget quicker.

7. Determine targeting and schedule your shopping campaign

The last step to fixing your Google Shopping campaign is selecting, targeting and scheduling your campaign. This step will determine who sees ads for your products and once they see them.

Under Locations, select locations where you’ll ship orders to. Assure that you’re ready to fulfill orders for the areas you decide on .

Next, set the beginning and end dates for your campaign. This is often the timeframe where your Shopping ads will get seen by people checking out that item or something similar.

8. Create your ad groups

Once you’ve finished setting your Shopping campaign settings, it’s time to create ad groups.

There are two sorts of ad groups to settle on from: Product Shopping ads and Showcase Shopping ads. While Product Shopping ads are great for promoting one product, Showcase Shopping ads allow you to advertise multiple products.

Product shopping

Once you decide on your ad group and click on Save, your Google Shopping campaign is submitted and your products are going to be displayed in search results relevant to the products you’re advertising.


By providing relevant product info, Google Shopping Ads assist you increase the standard of your leads. Shoppers are looking to form an informed purchasing decision, and through visually revealing, informative ads, users land on your landing page with a high intent to purchase.

Google Ads

Types of Google Shopping Campaigns

What is Google Shopping?

Google Shopping is a comparison shopping engine, which is a service that permits retailers to advertise their products to searchers in a visually appealing way.

This means if someone searches for a product that you simply sell, Google will show relevant Shopping ads for your products, and those of your competitors.

If the user clicks on your ad, Google will take her right to the merchandise page.

Each Google Shopping ad includes a picture , the merchandise title, the price, the name of the retailer and sometimes some retailer-specific information like shipping costs or reviews.

Google Shopping can be run  in more than 40 countries. It’s not the sole comparison shopping engine, but far and away the foremost popular one.

Types of Google Shopping Campaigns

There are 2 types of Google shopping campaigns we get to choose from in Google ads:

1.Standard Shopping Campaigns

2. Smart Shopping Campaigns

google shopping

Standard Shopping Campaigns VS Smart Shopping Campaigns

In May 2018 Google introduced the new solution for Google shopping campaigns which was known as Smart Shopping. From today’s blog we will learn what smart shopping campaigns are and how they differ from the standard shopping campaigns.

What is Google Smart Shopping?

Smart Shopping is one among the relatively new features in Google’s portfolio. It uses Google’s AI technology to optimize the Google Shopping campaign and maximize the conversions and ROAS.

With Smart Shopping  two things a user has to choose are the target of the campaign and give a budget. The rest of the process is taken care of by AI. And what does AI do?

Smart Shopping automatically bids for us and displays the ads in several Google networks, which includes Google Search Network, Display Network, YouTube, and Gmail. It also covers various types of ads like display ads, local inventory ads and product shopping ads. 

How does Smart Shopping work?

Also to regular Google Shopping Ads, a user must have the access of Google Ads and Google Merchant Center accounts, load product feed data to Merchant Center account, select the country, and choose on a budget. There’s a further choice to choose the bidding strategy.

What’s different from regular Shopping Ads, is the automation. Google uses provided information to make a decision what proportion to bid, also as where and when to display the ads. It happens because of its machine learning tools.

The goal is to realize the simplest possible conversion rate while reaching the chosen target. Google tries to accumulate as many potential customers as possible. It aims to seek out the audience that’s wanting to spend more.

Shopping campaign

Google Smart Shopping vs. Google Shopping Ads

These are the main differences between Google smart shopping and Google shopping ads.It will help you to decide if you can go with Google smart shopping or not.

Google Smart ShoppingGoogle Standard Shopping 
Quick and highly automatedFull control over the campaign
Easy to set upManual and complex
Saves a lot of timeVery time consuming
Limited device and location targetingFull device and location targeting control
A broad range of ad typesDemands experience knowledge
Exposure in many networksPossibility to choose networks
No possibility to use negative keywordsPossibility to use negative keywords
No Bid adjustmentsBid adjustments
No granular data analyticsGranular data analytics

How to set up Google Smart Shopping?

Before activating Smart Shopping, confirm to suit Google requirements with regards to the present tool. The foremost important ones say that you simply got to set up conversion tracking and add a global site tag to your website. aside from that, the standard conditions and policies for Google Shopping must be met.

1. Once you do the above, create a brand new Campaign in Google Ads.

2. Select the goal if you wish to (Sales, Leads, Website traffic, etc. )

3. Choose Shopping as a Campaign type

4. You have to select smart shopping campaign

5. Insert the budget value

6. You’ll also choose the Smart bidding target

7. Perform the standard steps, like adding the name, uploading the merchandise feed, selecting a country.

8. Click Save and it’s ready.

Remember that Google Smart Shopping campaign features a priority over a standard Google Shopping campaign, so if you are also running the standard shopping campaigns with smart shopping campaigns, Google will give the priority to smart shopping campaigns to display the ads. So it is advisable to pause the standard shopping campaigns when using smart shopping campaigns.

Google shopping campaign


Google Smart Shopping is an advanced way to manage Google Shopping Ads. There’s no doubt it provides many benefits and may end in very satisfying ads performance.

Smart Shopping is certainly a superb solution for:

Small businesses, persons with limited knowledge and skill in a matter of Google Shopping Ads. Also,for those who do not have time for running the campaigns, debutants in Google Shopping Ads world.

However, it’s worth trying it out in all cases, because it can work perfectly fine for everyone .

At the same time, users should remember that Smart Shopping means the necessity to sacrifice complete control over the campaign and a limited possibility to observe and analyze data.

Google Ads

Top 7 Advanced Google Shopping Strategies

Shopping campaigns can be called the ‘virtual asset’ of the retailers. It is best used by them to promote the products online and bring more traffic to their website. Three things are needed to get started, product data needed to be sent to the merchant center, and create a campaign in Google ads. 

To make the best of your Ad campaigns, you will have to add more strategies into the plan and put them into action to rock your shopping campaign! Below mentioned are some advanced features of Google ads and strategies which can help to level up your Google Shopping Campaign:

a. Google Shopping Bidding:

When you’re into running text-based Google ads, it is quite expected that you might be using “average position” to help you to adjust in bidding.  In such a scenario, once you crack the top position, you can lower your bid a little. On the contrary, Google shopping ads do not have the average position metric available to advertisers. 

In Google Shopping, impression share or absolute top impression share helps you to figure out when to raise or lower your bid. It is quite obvious that you need to keep an eye on ROAS, which means bidding higher when it’s good and lower when it’s not. 

Shopping ads

b. Use product groups:

Whether in business or in real life all of us like to have things that are clear and sorted. Being sorted by their types makes it easy for us to find, differentiate and choose. 

In addition to the same, if you are having all of your products under one product group, you need to start segmenting your products into sub-categories. In context to shopping ads, the subcategories have a lot of advantages for both the performance and reporting aspects of your campaigns. 

Do you want to know about an opportunity to increase ROI that you might be missing? Having a look at your ad account and segmenting large product groups into smaller ones. Remember, more closely related groups are a foundational element to Google Shopping Ads and most importantly, a remarkable opportunity to increase ROI. 

c. Remarketing with RLSA campaigns:

Remarketing has always been magical whenever it has been practiced. One of the main recommendations under this point is to use remarketing lists for search ads (RLSA) with your Google shopping campaigns.

Be ready to take a witty action! Just adjust your bids for groups of people based on previous website activity, for example, cart abandonment, loyal customers, and frequent visitors.

After this finally, when data from your ad campaign takes place, you can adjust your bids to optimize for ROAS inside each of these groups.

d. Geo-targeting modifiers:

Features like customer match, RSLA from targeting features in Google Shopping Ads, and noticing customers’ location as a potential bidding optimization plan. The best part of this feature is that it allows you to change percentages based on geographical locations.

e. Supervising product variants:

Out of stock is the signature spoiler in eCommerce, sometimes when a product group is performing well in your campaign but is starting to decline in results, the reason being the most common version is out of stock. As the performance gets low in case, it is important to decrease the bid which can cause other goods to perform even worse! 

Apart from the tips mentioned above, a suggestion is here, get the most out of Google shopping campaigns it is suggested to pair your ad campaigns with feed optimization.

As google ads differ from text ads, it matches the keywords search with the information stated in your product feed. Therefore, if your feed isn’t optimized unfortunately your results with Google will suffer.  

Google shopping campaigns

f. Use Merchant Promotions:

Offers, deals are bound to catch the attention of people, especially online viewers. As the crowd online tends to increase over time, we have more options to present the brand through promotions. The more the crowd is, the more chances are there to attract customers.

Google users are quite usual with the images shown along with the results on the search engine. A picture of the product with a white background which has the product title, brand name and price mentioned there as well. 

With the merchant promotions, a disruption in the pattern can be seen positively. Quite impressive to see, that merchant promotions have a tendency to catch a shopper’s eye even better than standard ad results. At the best, they can dramatically increase CTR and conversions. 

g. Customer match targeting:

Do you have an idea about which is the best tool in the Google shopping toolbox? Without any second thought, it’s customer match targeting! 

Purchased data can be highly beneficial, its potential is not something to be underestimated. The working is quite simple, customer match with Google Ads allows you to find the highest-value customers by uploading your customer data to the system and putting it to work properly. 

h. Segment by search query:

It is pretty uncertain to understand or know the intentions of the users behind their search queries. Searchers rarely have an idea about as they are searching, they are giving opportunities to the advertisers to fine-tune their campaigns.

i. Query Sculpting:

Query sculpting is quite helpful. It helps you to apply the right bids to shopping queries by using several campaigns, campaign priorities, and negative keywords to improve performance. In query sculpting, you’ll rank specific queries based on a list of criteria from brand name inclusion to traffic volume to the likelihood of last-click conversion rates. 

Now that you’ve mastered Google shopping, we have a very interesting topic to share. Read as mentioned below:

Advanced strategies to optimize the campaign

The following are the advanced strategies to optimize shopping campaigns:

1. Optimize search query:

It is important that you should segment your products according to their type or category. Performance varies remarkably depending on the type of query.

Let’s understand this with an example, if someone is searching for “Nike trainers”, you might want to bid more than if somebody was simply searching for “trainers”, because Nike trainers are generally more expensive than a well-known brand, so shoppers are most likely to convert. 

Google shopping

Here’s a twist, it can also be done by creating two separate Google Shopping campaigns consisting of “trainers” and then adding branded terms as negative keywords in one. 

This will become your non-branded campaign where you want to reduce bids. Whereas, the other one will become your Nike-branded campaign, where you want to increase your bids. 

2. Use pricing competitive:

Pricing of your products is one of the key factors in Google shopping campaigns. It should be understood that your Google shopping should show items that are competitively priced in order to grab the attention of the shoppers.

Keep it simple, you don’t have to lower the price of every product or in other cases get yourself into a price war.  Play the witty game here, advertise cheaper items in each product category to drive more traffic to your website, further where you can recommend other merchandise.

3. Test Bid strategies: 

Once you’ve made up your mind to bid on Google, you should understand that it is not as complicated and tough as it might seem to be. The message by Google is quite simple, if you’re overpricing your products in contrast to your competitors, your ads aren’t showing up as often.

4. Product segment:

 If you’re planning to set deals for each product, you have put each item within its own category that enables you to set deals for each product. 

Items do differ greatly in terms of price and profit margin, therefore, to optimize efficiency, you should bid more on high profit margin things besides, lower on low-profit-margin products. 

In a case where you are using the “All Products” bucket, the conversions can boost by as much as 280 percent and the CPA reduces by as much as 85 percent throughout the implementation of that strategy. 

It takes time to break lots of items into their own ad classes, particularly if you have a broad catalog of products, but for sure it is worth it. If you want to save time, you might want to use a device like Optmyzr or Camto that allows you to do this automatically at scale. 

5. Proper use of remarketing :

It is quite understood that the users who have visited your website previously are more likely to make a purchase from you as compared to the users who visited your website for the first time. This indicates how remarketing is so successful. 

Have you still thought about using Google Shopping Ads for remarketing? RLSA can be implemented in your Google Shopping campaigns also, clicks through rates and conversion rates have been shown to increase by as much as 4X. 

To get the best result, it is important that you section your remarketing audience as per the pages they have visited on your website. For instance,  If they’ve visited your category page, you might want to increase bids by 10 percent.

When they have visited and viewed your product pages, they are most probably to be further down the buying process and know what items they want to buy, so you may want to raise offers by 20 percent.

Cart abandoners are indeed the second most likely buyers so you should ramp up your bids by much more, possibly 30%. Whereas, existing customers are most likely to buy from you, so you’re going to want to bid them the highest – a 40 percent bid modifier, maybe. 

By enforcing such seven advanced Google Shopping strategies, you’re expected to see a substantial increase in conversion rate, sales, and profit performance.

Keeping other things aside today, execute strategy number four and group your product feed by product ID, because this will give you the most bang for your buck, with conversion increases of up to 290 percent.

Google Shopping

6. Optimize product title:

Not that all names of the products are created equally. Do not get too “creative” or “clever” with brand titles at the cost of including an explanatory sentence with the keywords required.

It is important to make sure your product titles and descriptions are rich in keywords while attracting potential customers. 

It is the duty of your store to help Google get you across to your viewers, because of negligence many brands omit to include keywords in their product titles. Don’t be one of them, your product titles are the most important elements for optimizing product feeds. 

Impressions and clicks spike when you apply keywords to your Product titles at the beginning. This is basically a simple SEO, as you are designing your product ad’s on-page elements to be more applicable to potential tourists. 

Your product title is the last sales language place in the world to use. ‍Don’t define how much your product looks like or what it does for your customer. Do detail what specifically is your product, highlighting key features such as color, size, etc.

7. Optimize Product Description:

It’s no different to reading a long-form blog post or a high-converting landing page.What you say first, determines whether a visitor will stay or leave.

You may have noticed that product descriptions appear to be very precise or short after a set number of characters, which only show in full if the visitor desires so.

Tackle this by writing the most essential information first like size, color, space, and dimensions, with the least relevant details which is descriptive language at the bottom. 

This doesn’t just help to boost click-through rates, but also has a direct relation with your Google Shopping Quality Score.


It is important to understand that these ideas if implemented, can bring ultimate changes to your work. But there are two important elements to be taken care of: consistency and dedication.  These are the key elements that can be game changer. 

One should bear this in mind that “Once set for all” isn’t the thing that works in the case of Google shopping, like other PPC ads, you need to be constantly analyzing the results and adjusting your segmentation and bids to maximize ROI. 

Google Ads

Introducing New Features for Responsive Search Ads

Responsive search ads are the type of ads which allows you to present more information about the product/service by allowing you to write in multiple headlines and descriptions. It is quite different from the traditional type of ads where the information had to be so brief in order to write within 1 ad text. 

In responsive ads you can write upto 15 headlines and upto 4 different descriptions. The process in responsive ads is quite simple, while creating responsive search ads, entering numbers of headlines and descriptions overtime, Google will automatically test different combinations and learn which one works the best.

If you make your ad content quite relevant or close to the potential customers’ search terms responsive ads tend to improve your campaign’s performance.

Responsive search ads are very beneficial because one can deliver more pieces of information to the customers and also saves time by allowing them to provide multiple headlines and descriptions, which you can make more better by customising them according to the customers location and interest. 

Responsive search ads

Recently, Google has  added new features to responsive search ads which one cannot definitely ignore! Read them as follows:

  • Location insertion:

This feature is geographically and relevancy based. The goal is to deliver more relevant responsive ads, therefore this feature will help in creating relevant responsive search ads on the grounds of its new feature ‘location insertion.’ 

Location insertion helps in adding where your product or service is offered. This it is setup your ad will include information about city, state or country names based on the location of the potential customers or it can also be the areas of their interest.

Anonymized and aggregated reports helps you to have a look on the number of times your ad is shown using the location insertion feature. 

In addition to the same, “countdown customizers” helps you to promote sales and events in your responsive search ads. For instance, you own a bakery shop and you’ve put in some offers but do not have time to promote them.

Here, based on this feature your ad will automatically show how much time is left on the deal making sure your potential customers don’t miss out on your special offer. 

  • Communication is the key:

It is said communication is the key to spread the word! It is important that when you’re creating an ad, the potential customers should get to know the ways how they can shop with you. This feature has introduced something that everyone needs, Suggestions!

In order to create the best informative ads, Google has improved the suggestions you see when writing headlines and descriptions. Under his feature, when you’ll create a responsive search ad, you’ll see new categories that recommend commonly used phrases which highlight online availability as well as shipping and return options for your business. 

The best part is when you’ve added the final URL to your ad, you can have a look at the updated headline and description suggestions that have been modified in context to your business based on your site and existing ads. 

Google search advertising
  • Manage ads at scale and unlock more insights:

Indeed it is very true what Google quoted while introducing these new features, “over 80% of the digital marketers time is spent on manual tasks like reporting, while only 20% is spent on strategy.”  As a solution especially to save more time, Google has introduced “Cross-campaign asset reporting.”

Based on this feature now a person will be able to review numbers of assets at once, which will help you to understand what is related more with your customers, without wasting much time. Also, as a part of this update Google also mentioned that asset performance reporting is now available for description lines. 

Talking about cross-campaign asset reporting, it also helps you to have insights on the campaign level. With this feature one will be able figure out which assets to replace and which assets are more effective to make your ads perform better. 

In addition to this feature, “Recommendation” feature has also been introduced. This feature is introduced in order to make the responsive search ads better, when their Ad strength is below good.

This feature will help in better optimization, therefore, when checking your accounts optimization score make sure to look for this recommendation, in order to help you identify opportunities that can improve your responsive search ads. 

Google Ads

How To Set Up Google Display Ads

If you are planning to advertise on Google Ads, there are a number of available options you can choose from and one such option is Google Display Ads.

Display Ads are basically the visual banner Ads which we see on advertising-supported websites.

As per the study by Google,Display ads have the capacity to reach over 85% of internet users globally over millions of sites.

Lets understand what actually the Google Display Ads are.

As we know the Google search ads are served for those who are looking for either a service or a product and the user typically searches their queries.On the other hand,Google Display Ads allows more expansion because it has a massive reach beyond the search terms.

It appears in the form of a banner or image on the websites which you regularly visit hence increasing visibility.

Google display ads

So let’s follow the steps to create Google Display Ads:

1)Open Google Ads and Sign-in to your Account

2)Set-up Google Ads Conversion Tracking 

3)Create New Google Ads Campaign

4)Choose a Goal For Google Display Campaign

5)Choose The ‘Display’ Campaign Type

6)Choose one of the Display Campaign Subtypes

7)Set Your Location Targeting and Language Targeting

8)Set Your Google Display Ads Bid Strategy & Budget

9)Name Your Ad Group

10)Set Audience Targeting and Demographics Targeting

11)Set Your Content Targeting

12)Set Your Targeting Expansion

13)Create Responsive Display Ads and Upload Display Ads

14) Create a Campaign to Launch it.

Google Display ads uses different sizes of banners and the most common ones are:

250 x 250 – Square

200 x 200 – Small Square

468 x 60 – Banner

728 x 90 – Leaderboard

300 x 250 – Inline Rectangle

336 x 280 – Large Rectangle

120 x 600 – Skyscraper

160 x 600 – Wide Skyscraper

300 x 600 – Half-Page Ad

970 x 90 – Large Leaderboard

In Responsive ads,we need to upload the assets (images, headlines, logos, videos, and descriptions), and Google automatically generates ads to be shown on the Google Display Network.

Google display network

Success with Prospecting and Targeting:

1)Affinity Audience

These are the audience which have similar interests like in fashion,health,beauty etc.There are very wide categories of users over the internet so it’s important to target them.

2)Placement targeting

Google allows the advertisers to show your ads on specific websites with placement options.By this an advertiser can go specific and can target the visitors of the website unlike the broad expansion in affinity.

3)Topic targeting

This targeting can show ads on specific webpages as per the topic which is an alternative to research and select placements on websites.

4)In-market targeting

These are the audience which are already in the market and have broad interest of categories.We can align such type of audience with Google analytics to avoid irrelevant targeting

Google Smart Display Campaigns

Google smart display

Sometimes,we get confused with our targeting,campaign strategy and audience creation.

In this case Google helps to lift out all the doubts for us.

In Google Smart Display Campaigns,we just need to set conversion tracking and create Responsive Display ads and Google will then be using all our website data,insights to our landing pages to reach the most potential audience.

P.S: Google Display Ads has the ability to take our advertising to a whole another level when set up properly.In short, a high level display ads has the potential to leave an impression that will ultimately boost the ROI.

Google Ads

How To Research Best Keyword For Google Ads

For a successful PPC campaign, best keywords research is most important. You have to select a bunch of keywords which are most likely to convert. Consider keywords research mix of science and art.

Before doing keywords research you have to understand your customer or users and find out which search terms they will use to search your product and service. By doing so, you can assure yourself that your ads will appear at the right time and in the right place. 

From our PCC keywords research Guide, you’ll learn how to acquire, refine, and group your PPC keywords, so that you will get more targeted and more effective pay-per-click campaigns.

Get ready for some brainstorming around keywords and its types:

Before starting the keywords research you should scan through all your website landing pages to which you wanted to send traffic. You should take out all your relevant keywords from these landing pages. It will help you to take out a handful of relevant keywords that will be directly related to your product and service. 

Now you can organized your keywords in the following types: 

  • Brand Search terms – any search terms will contain your brand name and trademarked. 
  • Generic Search terms – any search terms related to products or services offered.
  • Related Search terms – this search term is not directly related to your product and service, but the user might be searching for your product. 
  • Competitor Search terms – search terms contain brand names of competitors who are offering similar products and services to yours.

Let’s have some examples for the above mentioned types. For instance, I wanted to set up the campaign to advertise Nike running shoes, then my list of keywords looks like this:

Search terms

Here is a Note: 

Before Bidding on a competitor’s brand search terms you should know that it will usually be expensive and will consume most of your budget. So before targeting the competitor search you should have a comfortable cushion of budget to play around the competitor. Therefore, think carefully on ROI whether it’s worth it or not. 

More Tips Around Keyword Brainstorming:

Think about User Behaviour: You should have to brainstorm around what queries and words they will use in search to bring them your website?

Start with a broader keyword, and move to more specific keywords. For example:

Shoes -> Women’s Shoes -> Women’s Running Shoes -> Women’s Pink Running Shoes 

You should include keywords with product variations and synonyms in your list.

Search engines are smarter, they can automatically make connections between related search terms like between “sneakers” and “running shoes”, but it doesn’t happen always, so it’s best to include them in your keyword list, especially when you’re planning to add your keywords as an exact match type. Same do this for plurals keywords, abbreviations and short forms of keywords. 

Taking the keyword “women’s pink running shoes” from above, I would probably jot down variations like:

  • Women’s pink running shoes
  • Women’s pink running shoe
  • Women’s pink running boot
  • Women pink running shoes
  • Women pink running shoe
  • Women pink light shoe
  • Women running shoe

While selecting keywords consider specificity: 

For some of us, it can be effective to include “head” terms or broad terms like single words because they have higher search volume – but Head term like “shoes” could be used by people searching for women’s shoes, kid’s shoes, men’s shoes, and so on, so your product might be not relevant to them. 

On the other side, using long-tail keyword phrases like “men’s black running shoes” might only get a few searches per month, but users are more likely or prefer to click your ad and proceed toward purchase because your product is exactly what the user is searching for.

There is an additional bonus of using long-tail keywords is that they are less competitive and therefore they are less costly.

Add keywords related to product or service:

By adding related keywords, it will help you to attract the buyer who will be more likely to be interested in your product and service which you are selling.

Let’s take an example if you are selling cat food you could include keywords that cat owners would search for, such as cat grooming, cat breeds, cat health issues, cat sitters, cat accessories, and so on.

Use a method called “concatenation” 

Here is the one more tip to quickly expand keyword lists by merging columns of words together using online tools like merge words.

Like in the example below we have put the product keyword in the third column, and in the first column we add product type and a second column we add product colour, and then the tool will generate a list of all possible permutations of those nine terms.

Search engines are smarter they understand longer search strings:  

Now searches over voice are growing. People prefer Voice led queries by speaking questions into their mobile phones to search for things on the go. So we also have to add these search terms into your list of keywords.

These search terms are like traditional keyword search query might be “Chinese eatery Delhi” but someone searching on a phone might say “what’s the best Chinese eatery in Delhi?” or “where can I get Chinese food in Delhi?” 

Expand and Refine Your Keyword by using Tools

After making your list of seed keywords, your next step is to utilise the keyword research tools to determine which keywords to keep and to drop. 

With your seed keywords list you cannot go with your guts – keyword tools will help you to get the terms that people are actually searching on search engines.

There are many tools available that will give you insights into how popular certain keywords are, from Google’s Keyword Planner to other free Keyword Suggestion Tools.

Each keyword research tool is a little different, but the main thing that you have to look for is keyword search volume. You can see higher the keyword search volume, the more people are searching for that given keywords per month.

In Google Ads Keyword Planner you can also check the “Competition” column with Competition ranking in terms of high, medium, or low. The higher the competition means more advertisers are bidding on these keywords and you have to pay more to compete for top positions.

Keywords with high Search volume and low-competition are the sweet spot: 

You should look for the keywords which are higher search volume but low competition. It will give you  substantial traffic without costing you high.

Keyword tools like Google Keyword Planner suggest additional keyword ideas that you missed in your initial stage. There are some other free keywords research tools also available like Ubersuggest and Soovle can also help with this as well. 

Keywords which have low search volume, with high competition, will drain your budget so quickly, so drop them from your list. 

Selecting and Grouping Your PPC Keywords

Now you have selected some impressive keyword lists. Now you have to sort your keywords into targeted groups that are closely related to each other. These keyword groupings correspond to your ad groups in Google Ads (or Bing Ads, etc.).

Here the keyword grouping tip is to group the keywords as per the structure of your website. For example, if you’re selling cat food, your campaign might look something like this:

Brand – Purina Cat Food

Brand – IAMS Cat Food

Brand – Royal Cat Food

Generic – Cat Food

Generic – Cat Food – Chicken

Generic – Cat Food – Beef

Generic – Cat Food – Kibble

Generic – Kitten Food

If your ad groups are more focused then it will be easier to: 

  • Measure the performance of each keyword
  • Prune or expand your keywords lists if necessary
  • Create highly relevant and keywords specific ads 

Well-organized ad groups and campaigns will have more relevance, and higher relevance keywords will have higher quality scores, it will increase your ad rankings and reduce what you pay for each click and each conversion. Healthy PPC accounts will always have healthy quality scores, and strong keyword organization will improve your overall scores.

Also Search for Negative Keywords

After creating your keyword list, now you also have to add negative keywords. These are the terms for which you don’t want your ads to show up for. Adding negative is an important part of a successful campaign. It will help you to control your costs and keep your ad targeting as relevant as possible.

The main purpose of adding a negative keyword is that it will prevent your ads from triggering for some irrelevant terms that are not related to your business. 

Let’s take an example: a seller of high-end appliances or decor would want to target affluent customers so they will add terms like “cheap” and “free” to their negative keyword list to prevent their ads from appearing for those search terms. 

One more reason for adding the negative is that you have to rule out impressions on terms that are not related to your business – like “hair dryer” is your negative term when you are selling home appliances including washers and dryers.

Some tips to finding out negative keywords for your campaigns:

  • Always go through your search query reports: You have to go through words in your search query report and find out some of the words which might not be a good fit for your account, add them as negatives so that you save yourself from extra spend. 
  • Which Match types for Negative: If you assign the wrong match type to your negative keywords then it might also block your potential traffic. So first thing to do is that you should add a negative with a broad match to disqualify any query that contains your negative term, such as “free.” Use phrase match and exact match negatives to disqualify more specific search terms.
  • Add a Negative Keyword before the campaign launch. The more negatives you set before a campaign launch, it will help you to save the more budget beforehand. You can add negative while researching for your keywords from the keyword suggestion from tools.
  • Add Multi-Level Negatives: There are some negatives that are good fits across multiple ad groups or campaigns you can add it to all. 
  • Don’t Overload the Campaign with Negatives! Now you know that negatives are an important aspect of a successful PPC campaign, it will help you to save your budget. But if you excessively added the negative in your campaign then it will  hurt your account performance by killing your impression and clicks. While adding the negative you should assure yourself that these searchers are highly unlikely to convert.

Last thing is that you should keep going with your keywords research! Because You’re not going to discover every keyword in PPC in the first go. Therefore you should give 15% of your PPC management time to PPC keyword research.

It is ideal if you are doing keyword research every week like adding new keywords and testing new match types and adding new negatives. Over a period of time, your account will become stronger and more relevant by practicing the same.

Google Ads

Best Practices To Optimize Google Smart Shopping Campaigns

What is a business or a brand looking for? A load of customers. Of course, any business would want to reach customers in a seamless way to drive its sales and add to the profits. The digital world is changing the way businesses think today.

With the digitizing of marketing, Google shopping campaigns are also changing to the online platform. The online shopping campaigns are driving businesses crazy with its highly automated and low maintenance. 

It’s like magic that these shopping campaigns are creating for business brands. You no longer need to define parameters, select audience, product groups, negative keywords, priorities, etc.

This self-driving capability of smart shopping campaigns is inspiring new marketing trends and leading the world of business these days.

Google Shopping

Optimizing a smart shopping campaign

With a digital marketing plan, you can have most out of the google smart shopping campaign with a few simple steps. Have a look at the following and reap the sweetest fruits out of your smart shopping campaign.

  1. Conversion tracking

The basic way to optimize your smart shopping campaign is to track the conversion rates. This simply means to track the signal generated by your ad on your website. The sales could be from sources like online purchases, sign up purchases from phone calls etc.

  1. Remarketing tagging

Marketing audience typically means the people who visit your site. it’s important that you should have implemented a remarketing tag on your website to create the list of audience. This Remarketing audience helps Google Smart shopping campaigns to optimize its performance.

It also has parameters to track the performance of a campaign. The automatic system issues warning if your campaign is not performing up to the mark new can automatically revise your campaigns for a more targeted approach.

  1. Budget

Budget is the factor that affects every key function of the business while setting up a smart shopping campaign. Bear in mind that the budget should be a mix of the standing standard shopping campaign and display remarketing campaigns that you are previously spending. This would help to manage the overall marketing strategy on the digital platform.

  1. Target ROAS 

What’s your budget for the smart shopping campaign and what’s your target for the ROAS. You can set these parameters while setting up the campaign. For example, you can set a target of 5 pounds for every one pound spent on ads. 

Target ROAS

This helps Google to optimize the target for your daily budget . Setting up an effective ROAS is important. Too high ROAS can lead to decline of overall sales and affect the impact of the shopping campaign.

  1. Products

You have the option to add as many products to your shopping campaign as your mood this is a very crucial way to optimize a shopping campaign as Google can pick multiple products within a single campaign

  1. Consider conversion value, not clicks

It is a wrong way to calculate the cost for clicks generally business is calculated because per click and not the conversion value. it’s important that you analyze the overall performance of a smart shopping campaign according to the conversion value.  this is because the traffic flirt fluctuates leading to click that doesn’t generate value to the business

  1. Seasonal & holiday events

When do you think the customers would be more than happy to shop online. These are the seasonal and holiday events and are important days that can drive sales. it’s important to keep track of the traffic conversion rates and revenue during these times.

To reap benefits out of this time you can optimize your budget, adjust your target as needed and use the advanced seasonality of adjustment tools. You can take out the most of the benefit automation from smart shopping campaigns. 

  1. Assessment

Give at least the room for 15 days to start evaluating the performance of a smart shopping campaign. While assessing the performance you need to have adequate data and take into account multiple factors including holidays, weekends, special events are competitive strategies.

This way you will be able to analyze the overall performance and the value generated by the smart shopping campaign in a much appropriate way.

Google Shopping


There is no hurdle in setting up an efficient ads campaign that can smartly handle the online scenario of driving traffic to your site. Make sure you have the minimum requirements such as the minimum conversion rates actress display network and search networks.

Once this is achieved, you can set up a shopping campaign and fill in the required details. With machine learning optimization, your ads will show up across the Google display network.

Google Ads

What is a Smart Display Campaign & How It Works?

What is Smart Display Marketing?

Smart Display Marketing is often considered a glimpse into the longer term of marketing because it uses cutting-edge technologies developed by Google.

At its core, Smart Display Marketing is all about AI and marketing automation. The basic idea for this  concept is to automate things like bidding, targeting and ad creation.

Marketers can significantly reduce the time which they spend in creating and optimising Google Ads  campaigns with smart display marketing because it requires a minimum amount of your time to manage and delivers superior returns on investment because of Google’s AI (Artificial Intelligence) and algorithms.

Let’s discuss how targeting, bidding & creatives are automated using Google smart display campaigns.

How Does it Work?

Smart Display advertising uses marketing automation to scale back the quantity of your time you want to spend in optimising your campaign, as now Google’s algorithms and AI will optimise your Google Ads campaign for you.

Google Ads Smart Display campaigns automate Bidding, Targeting, and an ingenious portion of ads which essentially includes your ad copy, images, and call to actions etc.

smart display campaign

Automatic Bidding

Unlike normal display ads, Smart Display ads work backwards therein you don’t need to set a bid for your advertising campaign within the beginning.

Instead, you provide Google Ads the CPA or cost per action which you’d wish to achieve and Google Ads itself decides a perfect bid amount for your ads after considering all the factors.

Smart Display ads use a special sort of automatic bidding which is understood as target CPA bidding. All you would like to try to do is to offer the Google Ads a target CPA and Google Ads algorithm will bid to support the info .

So, it’ll bid aggressively when data suggests that there’s an opportunity of high conversion and can bid for a lower amount as data suggests that chances of a conversion are low.

Now the question arises how data can be used by the algorithm to automatically place bids? 

Google Ads considers several factors when calculating the perfect bid cost like if a user has visited your website, their online behaviour, which websites they have visited within the past and what they’re curious about .

Although, a note of caution here is that Google Ads may bid quite high and low and you should know Google can bid as high as $100 or as low as $0.50 per click as per the current scenario in Google ads action.

But in the end, high and low bids will cancel one another , and your overall conversion cost is going to be adequate to or almost your target CPA.

Automatic Targeting

Smart Display campaigns use an identical automated approach when it involves targeting and using data from your previous campaigns alongside several other bits and pieces of data to focus on users who are presumably to convert.

Google Ads will automatically remarket to users who have visited your site within the past using the simplest bids and ads which are likely to convert. The best idea of automatic targeting is to catch visitors in mid-funnel once they haven’t decided between you and your competitor.

Google responsive display ads

Google Ads also consider the correlation between your main keyword and the other associated keyword when targeting these visitors.For example, you sell automobile insurance and Google’s algorithm determines that people who are looking to shop for a replacement car also look for automobile insurance quotes.

So, Google Ads will automatically target users who are checking out new car prices as these are far more likely to wish for automobile insurance which you’re selling.

Automatic Creative

Another salient feature of Smart Display Campaigns is that the ability to automate the ad creation process.

Google Ads AI will use different parameters of ad creation like headlines, images, ad copy and call to actions which is provided by you to make an ad which Google believes will have a good chance of getting conversions.

Google Ads will ask you for creative assets which can be combined for creating an ad once you create your first smart display campaign.

Another advantage is that the incontrovertible fact that Google Ads will itself test several combinations of the creative assets provided by you and choose the results which image works with which headline.

So, furthermore you may not have to worry about A/B testing here as smart display ads will do that for you.

How Can You Take Advantage?

You need lots of time and energy which you are currently spending on optimizing your campaigns as Google can do that for you if you opt to use Google Ads smart display campaigns. The better part is that you can simply structure a campaign around a target CPA which suits you.

Google’s algorithm will utilize information gleaned from the tremendous amount of knowledge collected by it to make a decision on the way to best use your money for driving visitors to your site.

A Smart Display Campaign, unlike a traditional display one, requires little maintenance and therefore the whole process is automated because of the Google Ads algorithm, AI and Machine learning.

Google responsive display ads

You will find that your conversions become better with time as machine learning allows Google Ads to find out from its mistakes and it uses the info gathered to use even better ads and targeting.


Smart Display campaigns are a  simple solution to managing various elements like bidding, targeting and ads creatives. Its automated features will broaden your customers and increase the conversions by reaching customers in various stages of the buying cycle.