Note: this article assumes you already have an Google Ads connection in Channable. If you still need to create a connection with your Google Ads account you can take a look at this article.
Creating a new Shopping Campaign
To get started with your new shopping campaign, click on the shopping campaigns tab on the left hand side menu.
Then click the "+ Create new shopping campaign" button. This opens a new screen in which you have to choose:
- A name of for your shopping campaign (this is not going to be the name of your shopping campaign in Google Ads, it's just the name in the Channable interface).
- The Google Ads connection to which you want to send your shopping campaign.
- A unique ID per product (choose the field that is connected to the ID field in your Google Shopping feed).
- The Google Merchant ID in which your Google Shopping feed is imported.
Setting up the new shopping campaign
Under the "Build" step of your new shopping campaign you can setup the following elements of your shopping campaign:
- Campaign name
- Ad group names
- Default CPC
- Negative keywords
- Up to 3 Product group subdivisions of product groups
To illustrate how you could set up all these elements, we've chosen an example. We will show how it is set up in Channable as well as how it is displayed in Google Ads after Channable exports it to your Google Ads account.
Step 1: Shopping Configuration
In the first tab of the "Build" step, the "Shopping configuration" tab you can set up the first 3 elements of the list above. The campaign name can only be set with a static value for all advertisements, but for the Adgroup name and CPC you can also use dynamic fields.
This will create a campaign with an ad group for every different brand that's in the product information. The ad groups will be called "Brand - [name of the brand]". This setup results in the following output in Google Ads:
Step 2: Rules
In order for the Shopping Campaign to work as effectively as possible, copy the rules of your Google Shopping feed to the Shopping campaign. After copying the rules from your Google Shopping feed into the Shopping campaign you can add extra rules for filtering out products.
Step 3: Dimensions
In shopping campaigns you can add multiple levels of product groups (subdivisions). You can set up up to 3 levels of product groups under the "Product group subdivisions" tab. Product groups further divide your ad groups into subgroups. When adding a new level of product groups, you have to select a field from Channable and you have to select which field of your Google Shopping feed this resembles.
Note I: Only fields that have been sent through your Google Shopping feed can be used as a subdivision field.
Note II: The higher the level of the subdivisions, the more specific the field should be for the items. The field "ID" which is unique for every item, should therefore always be the highest subdivision if it is used.
In the example below, the first level of product division was created based on "Brand" and the second level was created based on "Custom label 1".
If we look at the "Merk - CarryOn" ad group within Google Ads, the above ad gives the following result:
Because the brand field was used for the ad groups as well as the first dimension (subdivision), you only have product group per ad group in dimension 1. Dimension 2 contains all the different values for "Custom Label 1" that exist within the CarryOn brand. If you click on one of the product groups in the screen above, you will get a list of all products from your Google Shopping feed that this product group includes.
You can now start adjusting your CPC bids in Google Ads on all product groups that you've created. The multiple subdivisions of product groups will give you a lot of control on how much you want to bid on all these specific groups of products!