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First Ever Shopping Campaign - advice please

Explorer ✭ ☆ ☆
# 1
Explorer ✭ ☆ ☆

Hi there

 

I've read that shopping ads perform considerably better than standard text ads so this weekend I'm planning on setting up my first shopping campaign.

For now I only want to target one product (which has about 20 variations in colour) just to see how it performs and I'd like to expand from there dependent on the success of this campaign. 

I've spent the past 3 months promoting this product with standard text ads on adwords, so I have a lot of data in terms of negative keywords etc

 

Can any of this data / information be used? If so what would you recommend?

 

Also whats should I do with my standard text ads, continue to let them run?  I remember reading when you have sponsored an ad appear and you also appear in the organic listings your ad has much higher chance of being clicked.

 

I'm open to any advice or best practices

 

Thanks in advance

 

 

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
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Accepted by James_Clemens (Top Contributor)
January

Re: First Ever Shopping Campaign - advice please

[ Edited ]
Top Contributor
# 2
Top Contributor

(a) google has strict rules for variant item-offers for both the
submitted data and landing-pages with respect to shopping-ads.

for example, only physical in-stock items may be submitted and each variant
must be submitted and displayed per the merchant-center rules and policies;
for example, identical item_group_id and at least one variant attribute, with a

unique value in each variant-group, are required; for example, the submitted

and displayed price must match exactly at all times, for all users, in all locations,

for each physical variant offer submitted; for example, google recommends that

the exact variant be preselected using a server-side script or separate page, etc.

there is no requirement to submit all physical variants.

(b) title and description are critical and should name or describe
only the physical item or physical characteristics of the specific,

individual, physical inventory item, that is being sold and shipped.

each physical inventory item must be submitted individually --
e.g. each color item must be submitted as a separate item-offer.

google has additional rules and policies for apparel-accessories such as watches.

(c) negative-words may be used in shopping-campaigns as in another campaign-types.

(d) other campaign-types and ad-formats may continue to advertise the same
items and can continue to run along-side shopping-ads without the stricter
policies related to shopping-ads; there certainly may be a higher probability
of successes, having both campaigns running concurrently.

 

see also
https://support.google.com/adwords/answer/6275313
https://support.google.com/adwords/topic/6275305
https://support.google.com/merchants/answer/6363310
https://support.google.com/merchants/answer/7052112#item_group_id

https://support.google.com/merchants/answer/6324507
https://support.google.com/merchants/answer/7052112
https://support.google.com/merchants/topic/7293660
https://support.google.com/merchants/topic/7286989

View solution in original post

Marked as Best Answer.
Solution
Accepted by James_Clemens (Top Contributor)
January

Re: First Ever Shopping Campaign - advice please

[ Edited ]
Top Contributor
# 2
Top Contributor

(a) google has strict rules for variant item-offers for both the
submitted data and landing-pages with respect to shopping-ads.

for example, only physical in-stock items may be submitted and each variant
must be submitted and displayed per the merchant-center rules and policies;
for example, identical item_group_id and at least one variant attribute, with a

unique value in each variant-group, are required; for example, the submitted

and displayed price must match exactly at all times, for all users, in all locations,

for each physical variant offer submitted; for example, google recommends that

the exact variant be preselected using a server-side script or separate page, etc.

there is no requirement to submit all physical variants.

(b) title and description are critical and should name or describe
only the physical item or physical characteristics of the specific,

individual, physical inventory item, that is being sold and shipped.

each physical inventory item must be submitted individually --
e.g. each color item must be submitted as a separate item-offer.

google has additional rules and policies for apparel-accessories such as watches.

(c) negative-words may be used in shopping-campaigns as in another campaign-types.

(d) other campaign-types and ad-formats may continue to advertise the same
items and can continue to run along-side shopping-ads without the stricter
policies related to shopping-ads; there certainly may be a higher probability
of successes, having both campaigns running concurrently.

 

see also
https://support.google.com/adwords/answer/6275313
https://support.google.com/adwords/topic/6275305
https://support.google.com/merchants/answer/6363310
https://support.google.com/merchants/answer/7052112#item_group_id

https://support.google.com/merchants/answer/6324507
https://support.google.com/merchants/answer/7052112
https://support.google.com/merchants/topic/7293660
https://support.google.com/merchants/topic/7286989

First Ever Shopping Campaign - advice please

Explorer ✭ ☆ ☆
# 3
Explorer ✭ ☆ ☆

Hey @Celebird

 

Thank you very much this is plenty for me to be getting on with

 

Thanks

 

M