Create a Shopping campaign (goal-optimized)

Shopping campaigns that are goal-optimized feature Product Shopping ads and display ads (including display remarketing), and use automated ad placement and bidding to promote products from a product feed across Google networks. This article explains how to create one of these campaigns. To learn about how these campaigns work, go to About Shopping campaigns (goal-optimized).

Note: For the same products or groups of products, goal-optimized Shopping campaigns take priority over standard Shopping and display remarketing campaigns for the same account. It is recommended that you pause these other campaigns in order to minimize the interference on the machine learning of Shopping campaigns that are goal-optimized.

Before you begin

Before you set up a Shopping campaign that is goal-optimized, you’ll need to set up conversion tracking with transaction-specific values and have at least 20 conversions over the last 45 days across existing Shopping campaigns. You’ll also need to add a global site tag to your website and have a remarketing list of at least 100 active users associated with your account so that your ads can be used for dynamic remarketing. (If you use Google Analytics, you can link to your Google Analytics account and set up tags there, instead of using the global site tag.)

Additionally, you’ll need to meet the requirements for Shopping campaigns and follow the Shopping ads policies.

Instructions

  1. Sign in to AdWords.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button , then select New Campaign.
  4. For "Campaign type," select Shopping.
  5. Select the Merchant Center account that includes the products you’d like to advertise with this campaign and the country in which these products are sold.

    Note: Each campaign can only be linked to one Merchant Center account and can only have one country of sale.
  6. For “Campaign subtype”, select Goal-optimized and click Continue.
  7. Create a name for your campaign.
  8. Set a daily budget.

    Note: When you set up a goal-optimized Shopping campaign, it takes priority over other standard Shopping and display remarketing campaigns for the same products. In order to retain your overall spend, it is recommended that you set a budget that is equal to the sum of those other campaigns.
  9. Bidding. By default, Shopping campaigns that are goal-optimized set bids that maximize the value of your conversions within your provided daily budget.
  10. If you have a specific performance goal, add a target return on ad spend (ROAS).
  11. Choose specific products or groups of products that you’d like to advertise in your campaign. The more products you add to a single campaign, the simpler it is to manage and the better it is expected to perform. If you do not designate specific products or groups, all of your products will be eligible to appear in your ads.

    Note: Unless you have very different ROAS goals or budgets for specific products or groups of products, it is recommended to include all of your products in a single campaign.
  12. Upload assets, such as a logo, image, and text, that will be used to create responsive remarketing ads for the Display Network and YouTube. Your assets will automatically be combined in various ways to create ads, and those with the highest performance will show more often. See the panel on the right for previews of how your ad might show.

    Note: These assets will be used to create ads to show to users who have visited your website, but have not yet expressed interest in a specific product. Once user interest has been indicated, relevant data will be pulled from your product feed to create an ad.

    Upload the following assets for your ads:
    1. Logo: If your logo has already been uploaded to Merchant Center, no additional action is needed. Your logo should be square (1:1) and be 128 x 128 pixels or greater. The recommended size for the square logo is 1200 x 1200 pixels. For all logos, a transparent background is best, but only if the logo is centered. The file size limit is 1MB. To edit your logo, go to Merchant Center.
    2. Image: Upload a marketing image that represents your business. Choose a landscape image with a ratio of 1.91:1 that is also greater than 600 x 314 pixels. The recommended size is 1200 x 628 pixels. The file size limit is 1MB. Text may cover no more than 20% of the image. Note: To fit in some ad spaces, your image may be cropped horizontally—up to 5% on each side.
    3. Text: Add text that details your business. This text will be used in various combinations and ad formats.

      The short headline (25 characters or fewer) is the first line of your ad, and appears in tight ad spaces where the long headline doesn't fit. Short headlines may appear with or without your description.

      The long headline (90 characters or fewer) is the first line of your ad, and appears instead of your short headline in larger ads. Long headlines may appear with or without your description. Note: When rendered in an ad, the long headline's length will depend on the site it appears on. If shortened, the long headline will end with ellipses.

      The description (90 characters or fewer) adds to the headline and invites people to take action. Note: The length of the rendered description will depend on the site it appears on. If shortened, the description will end with ellipses.
    4. Final URL: Enter the URL address of the page in your website that people reach when they click your ad.
  13. Preview some of your potential ads. Since responsive ads are built to reach across almost any ad space on the Display Network, they can show in thousands of layouts.
  14. Click Save.

Keep in mind

Because these Shopping campaigns use machine learning, which takes time to optimize your campaign for your specific budget, products, and audience, it is recommended that you give a new campaign time to adapt before you make any changes.

Related links


About Shopping campaigns (goal-optimized)
About Shopping campaigns and Shopping ads 
About remarketing

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