1. Initial Setup

1.1 Create a Google Merchant Center Account

• • Step 1: Go to Google Merchant Center.
  • Step 2: Sign in with your Google account.
  • Step 3: Enter your business information and accept the terms and conditions.
  • Step 4: Verify and claim your website URL.

1.2 Link Google Merchant Center to Google Ads

• • Step 1: In Google Merchant Center, go to “Settings” and select “Linked accounts.”
  • Step 2: Click on “Link account” next to Google Ads.
  • Step 3: Enter your Google Ads Customer ID and click “Link.”

2. Product Feed Creation

2.1 Create a Product Feed

• Step 1: In Google Merchant Center, go to “Products” and select “Feeds.”
• Step 2: Click on the plus button (+) to create a new feed.
• Step 3: Choose your target country and language.
• Step 4: Select “Standard” as the feed type.
• Step 5: Choose the method to upload your product data (e.g., Google Sheets, Scheduled Fetch, Upload).

2.2 Populate Product Data

• Step 1: Fill in all required product attributes such as:
  • Product ID
  • Title
  • Description
  • Link
  • Image link
  • Price
  • Brand
  • GTIN/MPN (if applicable)
• Step 2: Validate your product data using Google Merchant Center’s diagnostics tool.

3. Campaign Creation

3.1 Create a Shopping Campaign

• Step 1: In Google Ads, go to “Campaigns” and click on the plus button (+).
• Step 2: Select “New Campaign.”
• Step 3: Choose the campaign goal (e.g., “Sales” or “Leads”).
• Step 4: Select “Shopping” as the campaign type.
• Step 5: Choose the linked Google Merchant Center account.
• Step 6: Select the target country for your products.

3.2 Configure Campaign Settings

• Step 1: Name your campaign.
• Step 2: Set your daily budget.
• Step 3: Choose your bidding strategy (e.g., Maximize clicks, Target ROAS).
• Step 4: Configure campaign priority (if you have multiple Shopping campaigns).
• Step 5: Set the location targeting.
• Step 6: Set the inventory filter to include all products or specific ones.

4. Ad Group and Product Group Setup

4.1 Create an Ad Group

• Step 1: Name your ad group.
• Step 2: Choose the ad group type (e.g., “Product Shopping” or “Showcase Shopping”).

4.2 Define Product Groups

• Step 1: Divide your inventory into product groups based on attributes like category, brand, or custom labels.
• Step 2: Set individual bids for each product group.

5. Optimization and Management

5.1 Monitor Performance

• Step 1: Regularly check key metrics such as CTR, CPC, conversion rate, and ROAS.
• Step 2: Use the “Products” tab in Google Ads to review individual product performance.

5.2 Optimize Bids and Budget

• Step 1: Adjust bids based on performance data.
• Step 2: Allocate more budget to high-performing product groups.

5.3 Refine Product Feed

• Step 1: Update product information to reflect accurate pricing, availability, and descriptions.
• Step 2: Add high-quality images to improve ad performance.

5.4 Use Negative Keywords

• Step 1: Identify irrelevant search terms triggering your ads.
• Step 2: Add these terms as negative keywords to prevent wasteful spending.

6. Reporting

6.1 Schedule Regular Reports

• Step 1: Create custom reports in Google Ads to track your Shopping campaign performance.
• Step 2: Schedule automated reports to be sent to your email regularly.

6.2 Analyze Performance Data

• Step 1: Review your reports to identify trends and areas for improvement.
• Step 2: Use insights to adjust your strategy and improve campaign outcomes.

This SOP covers the essential steps for setting up, managing, and optimizing Google Shopping Ads. If you need more specific details or further assistance, feel free to ask!