Product Listing Ads Best Practices
So you have to pay to play now if you want to list on Google Shopping. It’s rough. If you’re in the guns & ammunition category it’s rougher. But you can still make Google Shopping work for you like Ebay or Amazon by setting up a CPA campaign in the Google Shopping login.
That’s right, you can set a percentage of sale to give Google giving you a fixed cost per sale.
CAUTION: Low Sales Volume Ahead
The biggest down side to starting a CPA campaign is that it has a much lower ceiling in regards to the total sales you can get out of the program. This is because CPC campaigns are more profitable for Google and they want to give preference to the sellers that have their campaigns set up this way. If you’re not sure about what campaign to start, make sure you contact us in the form below and we can help you figure out which type of Google Shopping campaign is right for your business.
Go into your Google Adwords account.
Click on the Tools and Analysis section of your Google Adwords top toolbar and click on Conversions from the drop down menu.
Under the Conversions tab, click the +New conversion button.
Follow the steps through setting up the conversion tracker.
For the page security level you’ll want to use HTTPS if you’re using a Thank You page for the conversion tracker.
Note that selecting ‘Add a ‘Google Site stats’ notification to the code generates for my page’ will put a little image on that page where your conversion tracker is activated. You probably don’t want to select it so no image shows up when your conversion tracker is activated.
Since you’re not running a display network campaign, after you click save and continue on this page you can skip the next page and go grab your code. Select whatever use case applies (I make the changes to the code or someone else makes changes to the code) and there you go. The code will look something like this [NOTE – this is an example and will not work with your webstore]:
Paste this code in the body section of your order confirmation page and save the changes. That’s it!
<!– Google Code for Purchase/Sale Conversion Page –>
var google_conversion_id = VARIABLE; var google_conversion_language = “en”; var google_conversion_format = “1”; var google_conversion_color = “ffffff”; var google_conversion_label = “VARIABLE”; var google_conversion_value = PLACEHOLDERHERE;
<img height=”1” width=”1” style=”border-style:none;” alt=”” src=”https://www.googlead services.com/pagead/conversion/VARIABLE/?value=PLACEHOLDERHERE&label=VA RIABLEX_Aw&guid=ON&script=0”/></div>
Wait a day or so for the tracking pixel to sync with Google Adwords. It should only take a few hours at the most but you never know.
Over the next week or so, depending on your sales volume from Google Shopping, you’ll need to collect conversion data after your tracking pixel starts firing. This means setting up a CPC campaign, start showing your ads, and start getting sales. Google then uses this sales data to backwards engineer where they think your ads will be most effective in your CPA campaign.
If you try to start a CPA campaign with not enough conversion data, Google will tell you that and not allow you to do so.
Once you have enough conversion data from your Product Listing Ads campaign you can set up your commission-based CPA campaign. Set the % of each sale that you want Google to receive and begin your campaign. Watch it closely for the next few days, gaining traction in terms of impressions and clicks will be crucial. Adjust your % of sale accordingly, the more you give up the better chance you’ll get higher sales volume as Google will want your products sourced above sellers in your category that give up less.
Check out the link below for more info:
New Google Shopping Guide: 2016 Edition