Once you've either created a new Google Ads account or chosen a linked Google Ads account to which you have Standard or Administrative access to use for your Shopping campaigns, you're ready to select the settings for your Shopping campaign:
- A campaign name that can be changed later
- The country of sale for your campaign. This setting defines which products from your Merchant Center inventory are advertised in this campaign. It filters products based on the target country associated with the products.
- A maximum cost-per-click bid. A bid is a limit for how much you want to pay for a click on your ads. You can edit your bid in your Google Ads account at any time after you have created your campaign. Please see the section below to find out more about determining your bidding strategy.
- A daily budget. A budget is a limit for how much you want to pay for your ads for a specific campaign, on average, per day. You can edit this budget in your Google Ads account at any time after you have created your campaign. Please see the section below to find out more about determining your bidding strategy.
You can modify your bid and budget to best suit your business needs and your traffic goals from your Google Ads account any time after you create your campaign.
Determining your bid and budget
Determine your cost-per-click (CPC)
Your CPC bid, or max. CPC, is the maximum amount that you are willing to pay when someone clicks on your ads.
Think about billboards: Advertisers pay for billboard space based on how many people might see their ad as they drive past, whether those people actually notice the ad or not. Internet ads are different: Viewers click on your ad when they want to know more. When they click, you know that they saw your ad and liked what they saw enough to click on it.
With CPC bidding, you pay by the click and only if someone clicks. If 100 people view your ad and 3 click it, you pay for the 3 clicks, not for the other 97 times someone saw the ad.
There's no one recommended bid amount that works best for everyone. The right max. CPC bid for you will depend on evaluating the cost of your products, the type of campaign that you're running and your profits. There are two basic steps to strategic bidding:
- Identify how much your products cost in comparison to how much revenue they bring in.
- Adjust your bids to maximise your return on investment.
Determine your daily budget
If you've ever planned a holiday, you know the importance of identifying a limit for how much you can spend whilst allowing for the unexpected. In the same way, you can set daily budgets for your campaigns with the flexibility to change them at any time.
The daily budget that you set is entirely up to you. Choose a daily budget based on your advertising goals and the general amount that you're comfortable spending each day.
If you're working with a monthly advertising budget, calculate your daily budget by dividing your monthly budget by 30.4 – the average number of days per month.
Tip: Start small. If you're a beginner, try a daily budget of GBP 10 to GBP 50. Check your account soon after applying a new budget to see how your campaigns have performed.
Enter your billing information
The third and final step of setting up your Shopping campaign is to enter your billing information into your Google Ads account. You'll need to provide this information in order for your campaign to run:
- If you created your Google Ads account from Merchant Centre, you'll be taken to your Google Ads account to provide your billing information after you select 'Go to Google Ads to enter billing information'. You might have several ways to pay for Google Ads, depending on your currency and the country where your business is registered. View the options available to you using our payment options finder. Once you've completed the steps to add your billing information, your Shopping campaign will be set up and you'll be directed back to the Google Ads section of your Merchant Center account.
- If you are using an existing Google Ads account to which you have Standard or Administrative access, you can follow the link provided to go to your Billing Settings page in your Google Ads account to confirm your information.
For some accounts, your ads will be ready to appear on Google immediately after entering the billing information. For other accounts, it might take up to a week before ads can begin running, since certain forms of payment require verification and processing time. You'll see information in your Google Ads account about verification and processing times. Of course, other things can affect when your ad campaign starts running, such as the ad approval process.
Manage your Shopping campaign
Once you've created your Shopping campaign and set up billing information in your Google Ads account, you can manage and edit your campaign from Google Ads.
Find out more about monitoring and optimising your Shopping campaign in your Google Ads account.