Digital Marketing How-To: Link Shopify and AdWords.
Launching a business on the internet has never been easier. And we’re not just talking about the million dollar homepage. A big reason for online success is a strong understanding of third-party resources. When you’re operating a digital marketing agency in Missoula Montana, using third party resources can help turn a small-town business into a national player.
AdWords Shopping Campaign:
Why shopping campaign? Rather than a display campaign or a search campaign, a shopping campaign is a great choice for e-commerce for a number of reasons.
Inventory: When you link a Google Merchant account with AdWords, the ads automate based on inventory amount.
Images: Unlike search campaigns, product specific keywords deliver product specific images.
Tracking: Unlike display campaigns and even search campaigns, the call-to-action and the conversion from Shopping campaigns is clear: purchase the product. With such a clear call-to-action and zero space for customer interpretation (are they wanting me to read a blog?), the return on investment for marketing dollars is clear.
The goal is to set up a shopping campaign through AdWords using a merchant account from Shopify. Easier said than done. As with any integration, there are a couple great sources of documentation available from both parties to help make this process easy.
In the Shopify App store, download the Google Shopping application and connect the newly created Merchant Account.
The first step is setting up an AdWords account. If you’re exploring how to connect Shopify with Product Listing Ads, you likely already have an AdWords account. You’ll need to input your AdWords ID in Shopify.
No. 1: Set Shipping Rates (be sure the rates are same as the predetermined rates in Shopify).
No. 2: Setup Tax and Shipping (same as Shopify).
This was maybe the most cumbersome step. Individually labeling and classifying products from literally hundreds of categories. Just look at the options when you type in the category search “educational software.”
Once you select a product category, you must then select some unique identification factors found here: https://docs.shopify.com/manual/more/official-shopify-apps/google-shopping/product-requirements#unique-product-identifiers
Learn more about labels in your Google AdWords campaign: https://support.google.com/adwords/answer/3455481?rd=1
Of course, there will likely be surprises when it comes to model product numbers and all-other-things digital marketing. When inevitably happens, the support center at Shopify is outstanding. https://docs.shopify.com/support.
You’re Almost There! Once you’ve correctly categorized the products in Shopify, you can publish those products to your merchant account. Tip: Start with one product category instead of “all products.”
If you have errors displayed during uploads, check out the link above. There are specific requirements for unique products. This was a helpful piece of documentation to get me through the process of setting up this campaign. Best used at the later stages of setup for troubleshooting.
The Waiting Game:
After upload, there is a waiting period prior to launching your shopping campaign in AdWords. If you’re lucky, the connection will be seamless. If that’s the case, you can stop read. If you get more error messages, there are just a couple more things to know.
The message above appeared in AdWords after uploading the shopping cart campaign. Turns out, the client’s website was missing language regarding a return policy. Something so simple threw a good-sized wrench in the gears. We made the change, called Google, and all was right in the world.