With the Shopping Ads with Google integration for Shopware Cloud, you can conveniently launch and manage ad campaigns from the administration panel. In this blog post, we’ll explain how it works, why Google Shopping Ads are so valuable for retailers and also: how to get advertising credit worth up to 120 €!
Google is not only the largest search engine, but also the largest advertising platform in the world. With its Google Ads brand, Google provides businesses with a multitude of opportunities to get buyers’ attention. For online retailers, Shopping Ads are particularly compelling. You can use them to get potential customers interested in your product offering. Because these ads use smart technology and your products are only shown in relevant search queries, you’re likely to pique searchers’ interest. That’s why this campaign type usually performs well.
Where do Shopping Ads appear?
Potential customers can “window shop” your products, similarly to how they would on a shopping spree in the city centre. A particular Google search displays this virtual shop window on the results page. Let’s say a user types in “vintage denim jacket”: Shopping Ads will appear above or to the right of the organic search results.
Why are Shopping Ads so compelling for online retailers?
They have a big benefit: Potential customers are already looking for something in particular, so this is the perfect way to get their attention. Show your potential customers the most important information at a glance, including an appealing product image, even before they click on the ad. Once they’ve clicked on it, they’re forwarded to your product landing page where they can purchase the item. Another benefit of Shopping Ads is Google’s smart algorithm. That’s why these ads are also often referred to as “Smart Shopping Campaigns”. Because of the machine learning process, Shopping Ads are expected to get better the longer you apply them. The algorithm continually analyses and optimises your shopping campaigns.
Shopping Ads – your benefits at a glance:
- In just a few steps, you can create your first ad and log in at any time to see how well it’s performing.
- The Shopping Ads generate a lot of attention at the right time. Because Google’s smart technology continually improves your ad, you can advertise more and more successfully.
- Use it to reach your marketing goals – whether that’s increasing your revenue, getting more traffic or engaging with new customers.
- Whether increasing sales, more impressions or lower costs: the use of machine learning has positive effects on your KPIs and helps you to achieve your marketing goals.
- Suited to any advertising budget: You don’t even need a big budget to get started.
- You can pause or terminate campaigns at any time and have full control over how much you spend.
Easy, convenient, clear: Use Google Shopping Ads in Shopware Cloud
Would you like to use shopping campaigns to reach interested and qualified buyers? With Shopware Cloud, you can set up Google Shopping Ads as a sales channel and conveniently manage your ads directly from Shopware’s administration panel. You can also benefit from our current offer and get some credit. Check out our documentation or watch this video (German) to find out more about how to set up the Google integration as a sales channel.
This is what your Google Shopping Ads sales channel can do:
- Connect your Google account to Shopware to use Google programmes. You can then conveniently access your Google Merchant Center and Google Ads accounts from the administration panel or create a new account.
- Synchronise your products and offer them in the Google Shopping Tab to increase your sales and generate higher visibility.
Tip: Utilise these free listings and combine them with ads to expand your reach even further.
- Create campaigns using the Google Ads connection. Check their performance, set time limits and budgets, and define the products you want to advertise.
- You can access insightful statistics via your Google Analytics connection.
- Current offer: Get 120 € of credit when you create a new Google Ads account via the Shopware administration panel.
Offer: Create a new Google Ads account and get advertising credit* worth up to 120 €
Use the Google Shopping Ads integration in Shopware Cloud and get up to 120 € of credit for your campaigns.
How to access this offer:
1.) Set up the Google Shopping Ads integration as a Sales Channel (currently only possible in Shopware Cloud).
2.) Create a new Google Ads account in the Shopware administration. (The advertising credit cannot be granted to already existing accounts).
3.) Invest in advertising with Google within the first 30 days. In the second month, you will receive advertising credit in the amount (up to 120 €) that you have spent within the first 30 days.
For example: You run campaigns for 50 € within the first 30 days. In the second month, you receive credit worth 50 €. Thanks to the special offer, you can place advertisements for half the price!
Please note: This voucher is only redeemable in combination with a new Google Ads account! Do you already have a Google Ads account and would like to redeem the voucher? Then simply create a new Google Ads account via the Shopware administration (see screenshot).
Create a Google Ads account in the Shopware administration and get credit for your campaigns.
Setting up a Google Shopping Ads campaign
Wonder how to set up a campaign and what to look out for? Generally, there are three steps involved in this process:
1.) Synchronise your product data feed so that potential customers can view your inventory later.
2.) Create your campaign (once your Merchant Center and Google Ads account are connected, you can get started directly in the Shopware administration panel).
3.) Set a monthly budget: You only pay if potential buyers view your website or product inventory.
Tip: Google takes all the information it needs for these Shopping Ads from your product data feed. That’s why it’s crucial you maintain it well and in a way that makes sense to you. You can read more about this in our FAQ section.
Conclusion: Shopping Ads are the perfect entry into search engine advertising
Shopping Ads are a promising measure to boost your sales. The smart technology does a lot of the work for you which is why this feature is suitable for anyone new to search engine advertising (SEA). For your ads to reach their full potential, it’s recommended to let them run for at least 30 days. Thanks to how straightforward it is to manage your campaigns, you have full control over your costs throughout the entire runtime. You can set daily campaign budgets and pause your campaign whenever you want. In addition, you only pay when a potential customer clicks through to your website or looks at your product inventory. By principle, Shopping campaigns are only shown to the most important target group: users who are actively searching for products.
Now is the perfect time to delve into this highly promising campaign type: Shopware Cloud offers this integration as a convenient sales channel and retailers also benefit from our current offer.
Do you have any questions? Have a look at our FAQ section. You can also find out more about this integration in our blog post on free listing in the Google Shopping Tab and in our interview with Christoph Schier, Strategic Partner Manager at Google.
Answers to your questions in the FAQ:
What’s behind Google Ads and how do they relate to Shopping Ads?
Google Ads is an advertising programme by Google. This online advertising service allows businesses and retailers to place ads and get more visibility. They can be displayed on the Google Shopping results page and in Google’s display network.
Did you know that Google Ads was previously known as Google AdWords? Google AdWords was implemented about 18 years ago. A lot has changed since then, of course, particularly search queries and user behaviour. Thanks to its refined features, Google Ads makes it even easier to deliver relevant and trustworthy ads to potential customers – regardless of channel, device or format. You can find out more on this in Google's FAQ.
For shop operators, Shopping Ads is a particularly interesting Google Ads format. This way, shop operators can reach interested and qualified buyers actively looking for matching products. Visit the Google Ads page to read more about Shopping Campaigns.
I would like to find out more about the smart technology behind Shopping campaigns
Google’s algorithm continually analyses and optimises your shopping campaigns. Therefore, you can expect Shopping Ads to get better the longer you use them. This also means that you should allow for an appropriate runtime before making any adjustments. Generally, the smart technology tests different combinations of image and product information taken from your product data feed. In the end, the ones that perform the best are shown. Also, your data is shown to those potential buyers who are the most interested in the respective products. Would you like to learn more? Visit the Google Ads support page to find out more about Smart Shopping Campaigns.
Is the Google Shopping Ads integration also available for self-hosted Shopware editions?
Not yet. An integration for Shopware’s self-hosted editionen is planned for summer 2021. This way, all Shopware users can benefit from this integration – whether cloud-based or on-premise.
Why can’t I set up additional sales channels in Shopware Cloud?
Sales channels act as valuable extensions of your traditional online shop by allowing you to sell on additional channels (such as Instagram or Facebook) or set up Google Shopping Ads. Please note: To be able to set up further sales channels in addition to the storefront, you’ll need Shopware Cloud Advanced or a higher version. Have a look at our overview of Cloud plans and prices.
How can I optimise my product data feed as a retailer?
The quality of your campaign is only as good as the information that you give your potential buyers. Google takes this information from your product data feed. That’s why it’s crucial you maintain it well and in a way that makes sense to you. For starters, you’ll need appealing product images. Assign them categories and make sure you’ve included all attribute data. Here you can find a comprehensive list of attributes along with explanations. In Google’s optimisation guide,you’ll find useful tips as well. In addition, you should make sure your shop complies with the Google Merchant Center guidelines. Quick preview: We’re currently in the process of preparing a guide which we’ll share with you here on our Shopware blog.
* You can find the full terms and conditions for the voucher here.