This guide will discuss the basics of Google Shopping Ads, including creating Google product listing ads, setting up a Merchant Account and more.

1. A Complete SMB Guide to
Google Shopping Ads

2. • Google shopping ads are paid product placements that appear in
Google’s shopping searches.
• They include detailed information about a specific product.
• If you want to advertise for a group of products, then you can
create a “Shopping Showcase Ad,” which will display all of the
relevant products in a series.
What Google Shopping Ads?

3. • To begin taking advantage of shopping ads on
Google, you need to create a Merchant Account.
• If you have an existing Google account (Gmail or
otherwise), then you can
visit merchants.google.com and sign in with those
account credentials. Then, Google will walk you
through the creation of your Merchant Account
• Otherwise, you need to visit accounts.google.com
first and create an account there. Then, you can
access the Merchant Center
• When your Merchant Center Account is set up,
you’ll be asked to fill out some company
information, such as your business’ name,
website, address, etc.
• Finally, accept Google’s Terms of Service.
How to Set Up Google Merchant Account

4. • With your Merchant Account setup, you can now begin
using Google AdWords.
• Much of the setup (entering your business name,
website, etc.) has already been completed.
• Google AdWords may ask that you:
• Verify your account via phone or email
• Set up your billing preferences and time zone
• Create an initial campaign
Google AdWords

5. Create a Shopping Campaign
Google does an excellent job of walking you through
creating a shopping campaign.
Here are the steps that they will help you complete:
1. Setting the main advertising goal, such as getting more
calls, more store visits or more website sales
2. Google will use your location to suggest a physical
location for your campaign to run, but you can adjust
this to any location that suits your needs
3. Choose a business category and list products, services
or relevant keywords to your ads
4. Write headlines and descriptions for your ads; this is
where the creative selling comes into play!
5. Add images of your products to complete your ads
6. Set your budget for the ad campaign, based on clicks

6. How to Set Up Your Product Feed
Create your feed in a spreadsheet document and then
upload it to your Google Merchant Center.
The file must be a .csv, .tsv, .xls or .xlsx file format.
To upload this document, go to your Google Merchant
Center:
1. Click the wrench icon in the upper, right corner
2. Find the “Setup” option, followed by “Business Data.”
3. Click “Data Feeds”
4. Press the blue ‘+’ sign and select “Dynamic display ad
feed.
5. Choose the .csv, .tsv, .xls or .xlsx file that you’ve created
as your feed
6. After the feed is uploaded, double check that there are
no errors

7. How to Set Up Your Product Feed
Create your feed in a spreadsheet document and then
upload it to your Google Merchant Center.
The file must be a .csv, .tsv, .xls or .xlsx file format.
To upload this document, go to your Google Merchant
Center:
1. Click the wrench icon in the upper, right corner
2. Find the “Setup” option, followed by “Business Data.”
3. Click “Data Feeds”
4. Press the blue ‘+’ sign and select “Dynamic display ad
feed.
5. Choose the .csv, .tsv, .xls or .xlsx file that you’ve created
as your feed
6. After the feed is uploaded, double check that there are
no errors

8. Benefits for Small Business
1. Display store information
2. Provide beautiful and enticing pictures of your
products
3. Show up on mobile and desktop.
4. Connect with customers beyond your local range!

9. Tips & Best Practices
•Choose great product images that allow your
offerings to really speak for themselves
•Upload all of your products in your feed
because you never know what people may be
searching for!
•Showcase Shopping Ads allow you to really
demonstrate what your brand is all about
•Pay attention to your ads and what components are
working and drawing those clicks
•Don’t be afraid to explore different ad bidding options
•Find ways to advertise your products with exciting angles
that competitors may not be taking
•Listen to your data and what it is telling you about your
customers, campaigns and products
•Monitor your ads for any errors or misinformation
•Identify low-performing ads and give them a new
description or headline to try and boost their success

10. Small businesses have tight budgets and don't have the
luxury of venture-capital. At eHopper, we understand the
challenges facing SMBs.
Contact marketing@ehopper.com today for a FREE
marketing consultation for your small business!
Learn more at
ehopper.com/guides/google-shopping-ads
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