How do you scale your shopping ads without wasting thousands of dollars? Start-up and small business owners make wise decisions when it comes to scaling. However, this is an overwhelming task without the right guide. Others want to begin their advertising journey but are hesitant to do so because they don’t know where to start.

Don’t fret. This article is your quick guide to scaling your shopping ads in 2022. Here are the things you should know about Google Shopping Ads:

Smart versus standard shopping
Smart campaign set up
Bidding automation
Smart shopping bridge
Dynamic remarketing
Scripts/Rules
Conversion/tracking
Google Merchant Center

There are three major terms involved in standard shopping: the broad campaign with a high priority manual CPC, the product and brand campaign with a medium priority manual CPC, and the SKU + brand + product campaign with the low priority manual CPC.

The goal is to use this data feed optimization until you reach about 10-20 conversions per month. After that, you move to enhance CPC bidding with the same structure to get 30-45 conversions per month. Then, you move to target return on ad spend using your original structure to reach the target you want to make.

Once you hit more conversions per month and reach your target return on ad spend, you can begin to use the smart shopping campaign to scale your products.

A smart shopping campaign leverages your remarketing strategies and allows you to get a wider reach. You reach this part of your campaign if you’ve reached 30-50 conversions per month. This is where you begin to funnel your products and get them ready for automation.

Once you see the TROAS hitting consistently, you begin to see a subset of products. This may mean that 80% of the revenue comes from 20% of your products. You can scale this up using Youtube and the display network. At this point, you can begin moving into the smart shopping campaign.

Dynamic remarketing is perfect for remarketing people when they visit a page or categories. It's a solution that brands use to leverage and save that loss of revenue. It enables them to reach out to the audience on several other platforms, may it be on YouTube or while reading their New York Times. People could still see your product ads or send them promotions if they added your products to their carts.

Why dynamic marketing?

It can save you a lot of lost revenue.
Can send promotions and ads to the audience with abandoned carts.

Conversion Tracking

Always take note of your conversion tracking, as it’s the most important thing when you’re trying to scale. Here are some tips to ensure that you’re on the right path with your conversion tracking.

This is the most common error or notice for most eCommerce accounts where the product ID isn’t firing correctly. This is an ID in your Google shopping feed that gives Google the idea of all your unique products.

So, always ensure that the ecomm_prodid is firing up correctly. Another critical tip is to check the standard conversion tracking.

Google Shopping Ads In a Nutshell

That’s a lot of things to understand. Granted, it takes time to actually set up your campaigns, get them running, and see an increase in revenue. You need effort, patience, budget, and the right strategies moving forward.

As a recap, here are the things talked about in this article.

Start with standard to have data and TEST automated bidding. The key is to ALWAYS test at every test point. Get more data and feed it to Google. Let Google analyze the data to get the best results.
Segment products and best-sellers as you scale
Make sure to set up your data properly
Don’t rush the process. Remember: Scaling is SLOW.
Some products don’t have search volume.

There you go! Don’t hesitate to beep us if you want to learn more about eCommerce or if you need help setting up your campaigns, check why it does or doesn’t work.

Do you want more tutorials such as this? Subscribe to my YouTube channel and get a dose of tips and tricks to grow your eCommerce store.

Google Shopping Ads Tutorial: Advanced Scaling Strategy - Step By Step (2022)

Google Ads Overview:

Your Google Shopping Ads Structure

Smart vs. Standard Shopping

Smart Shopping Bridge

The Standard Shopping Process

But wait, that’s not all. You need to take note of the red flags too!

No impressions

No clicks

No sales

Dynamic Remarketing

Why dynamic marketing?

Scaling

ROAS (Return on Ad Spend)

CPA (Cost per Acquisition)

Conversion Rate

CPC (Cost per Click)

CTR (Click-through-rate)

Google Search Campaigns

Scripts and Rules

Conversion Tracking

Always take note of your conversion tracking, as it’s the most important thing when you’re trying to scale. Here are some tips to ensure that you’re on the right path with your conversion tracking.

Optimizing New Customers

Optimization is another part of scaling.

Google Shopping Ads In a Nutshell

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