How to create a shopping campaign in Google AdWords – Part 1

How to link merchant center with google adwords

I was casually surfing through net due to the recent buzz about the Diwali shopping sale. While searching on Google, I typed ‘notebook 2 gb ram’  and I got the following result:

notebook search results image

Now many of my friends asked in past that why we don’t get an option to do this kind of campaign. The answer was very simple – they always had an option but they didn’t know ‘how to do it’. In this series I am going to answer that question.

Before you want to start a shopping campaign, you will have to adhere to certain requirements.

1st you will have to register in Google Merchant Center. When you open a Google Merchant Center account, following window will be opened.

Google merchant Signup image

Once the setup is done, you will have to link Adwords & Google Merchant Center account.

Check to make sure that you have the right access level for your AdWords account. You need to have “Administrative Access” to approve Merchant Center linking requests in AdWords.

– Login to AdWords account

– Click on the settings icon on right side of the screen

Adwords settings image

– Click on the accounts access tab on left side

Accounts access image

– You should have the ‘Administrative Access’

Admin access image

Now you will initiate the link from Google Merchant Center. The following combo is possible:

Single AdWords account -> multiple Merchant Center accounts

Single Merchant Center account -> multiple AdWords accounts

Now here’s how you can send a linking request from Google Merchant Center:

– In your Merchant Center account click on Settings -> AdWords

– You will be required to put AdWords customer ID. This ID could be found in your AdWords page as showed below:

Adwords customer id image

– Now click on Add

The next part is accepting the linking request from your Google AdWords account. Here are the steps:

– Login to your AdWords Account, click on the Settings icon on right hand side of your page. Visit the ‘Linked Accounts’ page as showed below.

Linked Accounts image

– On this page click on Merchant Center tab as showed below.

Merchant center tab image

Here you will see the notification that you have to Approve the link. If you Reject the link then you will have to send a new link from Merchant Center.

– Once approved your AdWords & Merchant Center account is linked.

Now your AdWords account can pull product specific data and use this to show different ads. By default the ads are showed on Google search network & Google search partner website (non Google websites like AOL, Google Maps, YouTube, etc).

Next time we will see how the content for Shopping campaigns, which also includes Product Listing Ads, needs to comply with Google’s Shopping Policies. Till then keep being awesome 🙂

(Content source and courtesy: Adwords


How can you execute a media plan without any help and save money?

Importnat note: the below given website link is not working anymore. My sincere apologies to my readers for this. 

Many a times brand managers face tight deadlines and they have to depend on various parties to make a media plan and execute it. What if you can make the media plan for platforms like Twitter, Instagram, Facebook, Google yourself? The icing on the cake will be if you can identify if any of the keywords are leaking money. Today we are going to see a tool which does exactly this. It is called You can subscribe to a 14 day free trial here.

Here are the steps on how you can use the tool. Go to the following URL –

On the basis of your comfort take up a subscription. It starts from as low as 3$ a month.

Once subscribed, login to your account.

login screen image

Once inside you will be showed a Dashboard page as follows.

Dashoboard image

As you have to submit the campaign in order to identify which keywords are leaking money, you will have to follow the following process.

Click on the settings button on top of the page

settings button image

Once on the ‘Campaign Settings’ page, you will have to choose the account (e.g. your Google Adwords account) from which you want to import the campaigns for analysis.

Once the campaigns are imported you will have to ‘Start Analysis’. You can select from any of the following objectives for which you are trying to optimize the campaign:

Optimize for – conversions, more leads, more clicks, more visits, more app installs.

campaign objective image

Once submitted, you will have to click on ‘All campaigns’ on the left side. Now here you can see that each campaign has got a dot in front of them. This denotes their status, red means ‘disabled for analysis’, orange means ‘submitted for leak analysis’, green means ‘analysis complete’.

When you click on the campaign with the green dot, you will be taken to the campaign page.

Here click on the ‘Recommendations’ tab, you will see the following screen.

Recommendations image

Here is where you will be showed which keyword is non-performing, how much the keyword bid should be, which keyword will perform better if you change the ad copy and which keyword will convert shortly.

This is a gold mine of information no matter how large or small a campaign you are running. As any savings impact on the overall budget will give greater ROI on the campaign.

Do try out this tool and let me know if you have benefited from it.

Till next time keep being awesome 🙂

(Content source and courtesy: