Google Ads Tutorial 2025 for eCommerce Brands
Feb 19, 2025Why Start with Search & Shopping Campaigns?
If you are new to Google Ads for ecommerce, the best strategy is to start with a combination of Search & Shopping campaigns. These campaigns allow you to capture high-intent shoppers actively searching for your products.
Getting started with Google Ads can feel overwhelming, but let me break down why this approach is the most effective.
While Performance Max (PMAX) & Demand Gen (DGen) campaigns are excellent for scaling, they perform best when your account has established conversion and audience data. Without this data, these automated campaigns may not generate optimal results.
Important Google Ads Update for Ecommerce
Google introduced a major update in October 2024:
"Google Ads no longer automatically prioritizes Performance Max (PMax) campaigns over Standard Shopping campaigns when they are in the same account."
This change means you should start with Search & Shopping campaigns before moving to PMAX, making this strategy even more effective.
👉Mastering Performance Max Campaigns: Step-by-Step Optimisation for Better Results
How to Structure Your Google Ads Account for Long-Term Success
To build a profitable Google Ads account, you need a mix of campaigns targeting different buyer stages:
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Bottom of Funnel (BOF): Capture high-intent & branded traffic—shoppers ready to convert.
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Middle & Top of Funnel (MOF & TOF): Drive new traffic and conversions using PMAX & DGen campaigns once your account has enough data.
Step-by-Step Guide to Setting Up Google Shopping Campaigns
1. Link Your Product Feed to Google Ads
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Connect your Google Merchant Center account to Google Ads.
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Ensure your product feed is optimised and compliant with Google’s policies.
2. Optimise Your Product Titles for SEO
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Use relevant keywords in your product titles to improve rankings.
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Highlight key details such as brand, color, size, and features.
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Keep titles clear, concise, and search-friendly.
3. Structure Your Google Ads Campaigns for Success
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For small accounts: Use a single Shopping campaign with product groups based on price, margin, or product type.
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For large accounts: Segment campaigns by product category, brand, or performance tier for better control.
4. Step-by-Step Google Shopping Campaign Setup
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Create a Shopping Campaign in Google Ads.
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Select the right bidding strategy (Maximize Clicks or Target ROAS for data-driven decisions).
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Set up ad groups and product groups for better segmentation.
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Add negative keywords to filter out irrelevant traffic.
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Monitor key metrics such as conversion rates and cost-per-click (CPC) to optimize performance.
Scaling Your Google Ads with PMAX & DGen
Once your Search & Shopping campaigns have generated sufficient conversion data, transition into Performance Max (PMAX) & Demand Gen (DGen) campaigns for broader audience reach and automated optimisation.
By starting with Search & Shopping campaigns, you lay the foundation for long-term success with Google Ads, ensuring steady growth and increased profitability for your ecommerce business.