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

Google Ads Overview:

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 

Your Google Shopping Ads Structure

Google Ads

Google Shopping Ads Funnel

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.     

Smart vs. Standard Shopping 

The main difference between the two is automation. While smart shopping is a great idea, it’s still not the best way to start your campaign. It’s essential to begin with a standard shopping campaign before taking your products and services forward. 

You first have to know your brand, what your search terms are, and who your target customers are. This information is necessary to leverage your smart shopping later on. 

It is a better option when you’re just getting more data. You want to see what products your target audience is typing and looking for.

  • You can use negative keywords to train the algorithm before you begin automation.
  • You can segment your products and create a tier system.

Stick with this structure until you hit 30-45 conversions per month.

Smart Shopping Bridge 

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. 

The Standard Shopping Process

So, what exactly are the steps to the standard shopping process? Here's what you do next:

  • Start with all the products first, especially if you still don't know your best-sellers. However, if you already know your best-sellers, you can test those first. Testing all your products allows you to discover the ones you may not find to be performing well in sales before.
  • Optimize your titles and images
  • Improve your product pages and descriptions
  • Don't forget to review! Review every 100 clicks, every $100-$150 ad spend, and every seven days.

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

No impressions

No increase in bids.

No clicks

No increase in bids

No sales

  • You may need to reduce your pricing depending on your competitor's actions
  • Check the landing page analytics
  • Analyze the search queries

Dynamic Remarketing

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.


With sales come scaling! Now that you're getting sales, it's high time for scaling. Let's use a pyramid for scaling.

ROAS (Return on Ad Spend)

Otherwise referred to as All Conversion Value/Cost

  • It is primary key performance indicator of your campaign.
  • It tells you if you're hitting your goals or not.

CPA (Cost per Acquisition)

The CPA is a direct reflection of your ROAS. This means an increase in cost per conversion also increases the return on ad spend.

Conversion Rate

  • This is the number of people visiting, clicking on your website, and buying your products. 
  • The conversion rate should be more than 3% for e-commerce sites. 
  • If you get below that, try the following steps: Reduce product/service price improve landing pages, and add more features such as widgets, phone numbers, chat.

CPC (Cost per Click)

Try to reduce your cost per click if you're not hitting your ROAS.

CTR (Click-through-rate)

Improve your CTR by testing different images and titles or using negative keywords to filter search.

Google Search Campaigns

This is also a part of scaling, and it allows you to place ads across Google’s massive network of search results.

  • Responsive Search Ads - These text ads automatically test different headlines you give Google to get higher click-through and conversion rates. 
  • Expanded Text Ads - A more standard approach and more like fixed headlines that don’t get automatically tested.
  • Dynamic Search Ads - Suitable for big websites as it allows you to test specific categories. The headlines are automatically generated

Scripts and Rules

This part of Google’s backend setups simple things for your business. It lets you make automated changes in your Google Ads account. This is particularly helpful for large campaigns.

Other benefits are the following:

  • Set up alerts for search impressions share, shopping sales, and low-click though rates. It then allows you to make decisions to either increase or decrease bids on certain products.
  • The shopping sales rules keep you updated on the previous day’s performance and check the number of products purchased.  

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. 

Optimizing New Customers

Optimization is another part of scaling.

Tell Google if you want to optimize new customers. The best thing about it is that you can add an artificial customer value on top of every new customer that purchases your product. Google will then optimize and grab new customers than just remarketing to your existing customer list.

The Google Merchant Center is the bridge between your website and Google Ads. It’s where all your data are stored and where your products are approved or disapproved. It’s critical to make sure that all data in the GMC are updated.

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. 

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About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.