High Visibility Ads
When a person is looking for a particular product online, they're most likely searching through Google's search engine. They'll occasionally find these small ads with concise but precise information available for their perusal, including the product name, price, the merchant name and the availability.
Essentially, everything the potential customer needs to know in brief. It's a simple thing, there's nothing compelling about the ads themselves. It's their very high visibility that attracts the customers and could potentially make a sale.
Getting Started
The very first step to creating a shopping campaign is to setup an AdWords account. It is free of charge and doesn't take much time.
For those who don't have an AdWords account, they can easily create it from the Google Merchant Center. They just need to click on the create account option under the AdWords tab in the Merchant Center. The user needs to provide information regarding the Timezone and the currency they would prefer to conduct transactions in.
Users can also use AdWords accounts they have administrative access to or link different AdWords accounts to the same Merchant center
The Parameters
After setting up the account, they can start creating the Shopping Campaign. There are a few settings that are needed to be set down from the beginning though some of them can be altered on a later date.
The user must set a campaign name for the project, which can be altered or changed later on.
They need to mention which country the product is available for sale. Listing down the target countries, the products are only advertised if the search is conducted from that country.
The user then needs to determine how much they are willing to pay for every click their ad receives. This can be modified later on from the AdWords account.
After these parameters are set, the user needs to make mention of a daily budget, describing how much they're willing to pay on a particular campaign on a day-to-day basis. One can also edit this later on if they wish it.
The Budget
Before one even gets started on posting their ads, they need to consider just how much they're willing to spend on the advertising. Determining the budget early on helps shape the entire campaign. The details can be modified later on, but for the most part, setting up the right budget matters. There are two ways to monitor the spending on advertising.
Cost per Click:
Cost per Click, or CPC, is essentially the maximum amount of money one is willing to spend on every click that happens on their ad.
Since the user is paying for the click, they're paying for active customer interest instead of just visibility. Fifty people might see the ad and only five may click on it. The user only needs to pay for the five who click.
The Daily Budget:
Setting a daily budget ensures that the users don't overspend and exceed their budget.
It may happen that there might be a surge of customer interest one day and more than the usual amount of people are clicking on the advertiser's ads. This can dramatically increase the expense.
If the user is working on a monthly advertising budget, they may set the daily budget as the amount divided by 30.4.
Billing
After everything else is set, the user needs to enter the billing details.
In AdWords, there are many options available for billing, depending on the currency and the country where the business is rooted.
Once all details are entered, the shopping campaign is ready to go online.
Depending on certain modes of payment and countries of origin, the campaign can be online immediately or in a few days' time. After the ad is set, it is all about managing the campaign from the AdWords account.
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