Create your Shopping campaign

Smart Shopping campaigns created in Merchant Center will be automatically upgraded to Performance Max starting July through September 2022. As the next generation of Smart Shopping campaigns, Performance Max campaigns help you reach more shoppers across all Google channels, including YouTube, Search, and Discover. You don't need to do anything for your campaigns to be upgraded. Your settings and budgets will stay the same, and you'll be able to view historical performance data. Learn more about Performance Max campaigns in Merchant Center

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 pick the settings for your Shopping campaign:

  • A campaign name that can be changed later.
  • The target country 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 anytime after you create your campaign. Please see the section below to learn 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 in your Merchant Center account at any time after you create your campaign. Please review the section below to learn more about determining your bidding strategy.

Bid and budget

Maximize clicks bidding

Your campaign will be set up to use Maximize clicks. Maximize clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. Additionally, a mobile bid modifier and a maximum CPC bid limit are set to control the maximum amount you pay per click.

After a campaign is created, you can modify your campaign bidding settings in Google Ads.

Determine your daily budget

If you've ever planned a vacation, you know the importance of identifying a limit for how much you can spend while 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 you're comfortable spending each day.

If you're working with a monthly advertising budget, find 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 US$10 to US$50. Check your account soon after applying a new budget to see how your campaigns have performed.

Learn more about how daily budgets work and setting a budget for your campaign.

Enter your billing information

The 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 Shopping ads on Google.

  • If you created your Google Ads account from Merchant Center, 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. See 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 the Billing Settings page in your Google Ads account to confirm your information.

For some accounts, your ads will be ready to start appearing on Google immediately after entering billing information. Other accounts 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.

Learn more about submitting your billing information for a Google Ads account

Create and manage your Shopping campaign

You can create and manage your Shopping campaigns directly from your Merchant Center account.

To create a new campaign:

  1. Sign in to your Merchant Center account.
  2. Click Marketing.
  3. Click Shopping ads.
  4. Click +New Shopping campaign.
  5. You can add some basic campaign details: Countries, budget, and campaign name.
    • More details about each field are available on request by clicking the question mark icon to the right of each campaign detail.
    • If your Merchant Center account is linked to multiple Google Ads accounts, you can select which one you want to associate the campaign with.
  6. Click Create.
Note: Shopping campaigns take up to 48 hours to promote all targeted products. Therefore, you can expect an initial delay in serving. Google recommends that you allow the campaign at least 7 days to perform before you make changes to the campaign settings or contact support for performance fluctuations.

To manage an existing campaign:

Campaign summaries are shown below the “+New Shopping campaign” link. To edit an existing campaign, click the “Edit campaign” button. You can change the name of the campaign or edit your daily budget.

To pause an existing campaign, click the “Enabled” button and select “Pause” from the dropdown menu. To reactivate a campaign, click the “Paused” button and select “Activate” from the dropdown menu.

To remove an existing campaign, click the 3-dot menu and select “Remove campaign”. A pop up will open and ask you to confirm removal of the campaign.

Ad performance metrics

  • Impressions: How often your ad was shown during the selected time period. Learn more about impressions
  • Clicks: The number of times your ad was clicked on during the selected time period. Learn more about clicks
  • Cost: The combined total cost of your campaign during the selected time period.
Note: Because traffic fluctuates from day to day, Google may allow your campaign to spend up to 2 times more in one day than your average daily budget specifies. However, our system makes sure that in a given billing period, you're never charged more than 30.4 multiplied by your average daily budget amount. For example, if you budget US$10 per day, the maximum you would pay is US$304. Learn more about choosing your bid and budget

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