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Google Ads with Shopee
Best Practices & Launch Checklist
Brand Managed Activation Option
Last updated : July 2022
Contents
•
Mandatory Steps / Requirements
•
Campaign Set Up Best Practices
•
Reporting Best Practice
•
Appendix
•
Conversion Set Up: Detailed Steps
•
Google Performance Max Online Sales: Campaign Set Up
•
Google PMax (Retail) : Feed Optimization
•
Google Search: Campaign Set Up
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Out of the 3 activation options, you have chosen the
brand-managed activation option
Activation Options
1
2
3
Brand / Merchant / Agency
Managed Campaigns
Shopee Managed
Service
Self-Serve on Shopee’s Marketing
Solutions Portal
Ideal for Brands / Merchants who prefer
to maintain full control on their
campaigns
Ideal for Brands / Merchants
who prefer to pay for results
without operational control
Ideal for Brands / Merchants
who prefer a simple, standard
approach through a one-stop
platform
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Out of the 3 activation options, you have chosen the
brand-managed activation option
1
2
3
Brand Managed
Shopee-Managed
Self-Serviced
Account Ownership
Brand / Merchant / Agency
Shopee
Shopee
Account Access
Account Owner + Shopee
Shopee
Shopee
Campaign Management
Account Owner
Shopee
Automated
Brand / Merchant / Agency Pays
Google Directly
Shopee
Shopee
Contractual Requirement
Reporting
None
Brand / Merchant / Agency
has direct access
* Paying entity could be brand / merchant / agency
One-Time between Shopee & Paying Entity*
Shared by Shopee within 2
weeks after end of campaign
Shopee Marketing
Solutions Portal
The 3 activation options have different options in terms of ad
formats, campaign types & budget requirements
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2
1
Brand-Managed
Access to Product Feed
Shopee-Managed
3
Self-Serviced
Yes, in all cases
Post-Click Sales Data
Both Sales Value & Volume Data are available
Ad Formats Available
Search & PMax (Retail) Ads
Search, PMax (Retail) & Display
Ads
Shopping Ads
Decision maker of Ad formats
Brand / Merchant / Agency
Shopee
NA
No
Yes
No
Remarketing Campaigns
Recommended Budget
Min Campaign Period
5K USD over 6-10 weeks
4 weeks
1K USD
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Mandatory Steps /
Requirements
Onboarding Step 1 (One-Time Setup)
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Brand/Agency to share a NEW Google Ads Customer Account ID (10 digits xxx-xxx-xxxx) where you plan to host your
Shopee campaigns in this format for each shop Country of Sales:
a.
Shop URL:
b.
Shopee Shop ID:
c.
NEW Google Ad Account ID (unique ID per shop):
KEY CALLOUT: PLEASE CREATE A NEW GOOGLE ADS ACCOUNT. OTHERWISE, THE SOLUTION MAY
NOT WORK AS INTENDED.
Onboarding Step 2 (One-Time Setup)
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Shopee to confirm (over email) once Merchant Center linking, MCC linking invitations have been sent for each Google
Ad Account ID
KEY CALLOUT:
THIS STEP IS REQUIRED FOR SHOPEE TO SHARE THE SHOPPING FEED AND CONVERSION DATA
WITH THE ACCOUNT. DO NOT UNLINK THIS AT ANY POINT OF TIME.
Onboarding Step 3 (One-Time Setup)
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Brand / Merchant / Agency to accept Google Manager Linking Request AND Google Merchant Center Sharing from Shopee. Brand /
Merchant / Agency to confirm when it is done and proceed to Step 4
KEY CALLOUT:
THIS STEP IS REQUIRED FOR SHOPEE TO SHARE THE SHOPPING FEED AND CONVERSION DATA
WITH THE ACCOUNT. DO NOT UNLINK THIS AT ANY POINT OF TIME.
HOW TO ACCEPT MERCHANT CENTER LINKAGE
HOW TO ACCEPT MCC LINKAGE
Onboarding Step 4 (Required for every campaign)
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Brand/Agency to get UTM from this tracking generator (Make a copy) (Link) and use it to set up PMax (Retail) / Search Campaigns following this
set up guide (Link). Once done, make sure Auto tagging is turned on (Steps here) & set the campaign live.
KEY CALLOUT: CONVERSION DATA WILL NOT RECORDED AS INTENDED IF ALL PARTS OF THIS
STEP ARE NOT FOLLOWED - CORRECT UTM TAGGING & AUTO-TAGGING
DETAILED WORKFLOW FOR THIS STEP IS
INCLUDED IN THE APPENDIX UNDER
CAMPAIGN SET UP INSTRUCTIONS
Onboarding Step 5 (Only for Shopping Ads - Link)
●
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To enable you to run Google Shopping Ads, the information you provided on your official Shopee Store has
been linked to your Google Ads account including images, titles, descriptions, etc.
●
The first image for each product is picked for use in the Google Shopping Ads. For Shopping ads to run, this
image must comply with Google Shopping policies. (Link here)
●
If you are unable to make your 1st image to comply with the policy, (1) please make the 2nd image in your
Shopee Feed to comply with the policy and (2) inform the Shopee team on the onboarding email thread
Mandatory requirement:
Google Shopping requires images to have no background,
overlay, or watermark. Our automated system will try to
remove these elements using machine learning. However, if
machine learning is unsuccessful in removing the images, the
offer will be disapproved and will need to be addressed. Policy
here
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Best Practices to drive
strong Campaign
Performance
Plan your campaign for a period of 6-8 weeks as the system takes
time to learn and ramp up.
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Set up the Basics
1-2 weeks
Campaign Ramp Up
1-2 weeks
Optimize For Efficiency
3-4 weeks
“Google Ads with Shopee” Campaigns with > 2 weeks duration have
shown 270% higher ROAS vs those with < 2 weeks duration*
*Source: Median ROAS comparison of 100 Google Ads with Shopee accounts
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Boost Sales on your Shopee store
Search + PMax (Retail) Campaign mix
Reach the most relevant customers with ease across Google’s suite of ad networks with PMax (Retail)
campaigns. Drive even higher conversion volume by adding Search campaigns to your Campaign mix.
According to Google -Shopee joint-experiment, adding y% Search budget to existing accounts with SSC
campaigns will increases account conversions by 2y%, while maintaining the same ROAS, Conversion rate
and Budget utilization*
PMax (Retail) Campaign
Include all products and use Maximize
Conversion Value bidding
*The experiment was conducted with 27 brands from 3 countries participating and in a duration of 6 weeks
Search Campaign
Recommend to follow Search Excellence:
-
2 Ad groups: 1 with 2 ETA + 1 RSA and 1 with DSA
Broad match brand and product keywords
Maximize Conversion Value bidding
Budget pacing best practices for Double Day Sales
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1
Before using Double Day (D-day) budget adjustments, first consider to run the D-day campaign
for at least 18 days before D-day to ensure the campaign has at least 2 weeks for learning
2
Set an appropriate budget to capture demand and start to accelerate budget 3 days before D-day
(highly recommend for those advertisers with minimum budget $15/day and 50 Ready to serve
SKUs)
Day D-4 and BEFORE
Normal budget
3
Day D-3
Budget=
[D-4] +10%
Day D-2
Budget=
[D-3] +10%
Day D-1
D-day
Budget=
[D-2] +20%
[D-1] +40%
Budget=
Day D+1
Budget =
[D-3]
Day D+2 and AFTER
Normal budget
Previous study* showed that this budget accelerating method drives 80% higher ROAS, 76%
higher Conversions and 51% higher Conversion rate for most of the advertisers across
markets with only 10% increase in cost
*The study was conducted by Google and Shopee in Dec 2021 with 27 brands participating from 3 countries and across 3 categories using Smart Shopping Campaign. The study results
used median ROAS, conversion and conversion rate
Best Practices for PMax (Retail) Campaigns
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Run One Campaign to target all products. This gives the campaign an opportunity to ramp up
faster, learn better & deliver stronger performance
Improve Shopping Experience by optimizing your Shopee Shop
●
●
CRITICAL TO NOTE
Shopee Google Merchant Center Feed that is shared to your account uses the information you
provided on your official Shopee Store
To optimize the information that will be displayed on Google Shopping Ads, you should focus on
optimizing the following for your Shopee Official Store
○ Image
○ In Stock
○ Title
○ Sales Price
○ Description
Best Practices for PMax (Retail) Campaigns
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Add your own Remarketing Lists to your GAS Accounts. Shopee will not be able to share any
audience list with brands.
In case you are not able to add any 1st party audience lists to your Smart Shopping
Campaigns, you may see an error message saying “Bid Strategy Misconfigured”. You can ignore
that and continue to run your campaigns.
Best Practices for PMax (Retail) Campaigns
IMAGES
❏
Images with overlays will be at risk of
violating promotional overlay policy and be
disapproved. Ensure a clean image with
white/transparent bg is uploaded as either
the first or second image (if the second
image is preferred, please inform your
Shopee KAM of this)
IN STOCK
❏
❏
❏
❏
Out of stock is the second most common
reason why your Google Shopping offers are
not eligible to show
Continuously upload and update your stock
for via Shopee Seller Portal UI
Identify sales cycle to estimate stock
replenishment quantities.
Where possible, bundle low-value SKUs into
larger quantities
TITLES
❏
The title is the attribute that most influences
how products are matched to user search
queries. It is important that the title is as
descriptive as possible. Title should include:
❏ Product size / colour / qty / flavour /
variant
❏ Avoid overly promotional language such
as “Hot Sales”, “Cheap Price”, “Free
Shipping” as these are not valid and will
lead to disapproval issues
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SALE PRICING
❏
❏
Items on sales will convert better, but not all
items on sales will be eligible for sales price
annotation on Google Shopping. Please read
the eligibility requirements below to
optimize your sales periods.
Bundled item discounts should be
highlighted as a permanent price off vs a
single item price
DESCRIPTION
❏
Include keywords in your product
description that are likely to be searched,
e.g. ‘low calorie/ portable/ multipack etc, vs
descriptive terms that are not likely to be
searched keywords e.g. ‘new formula/
delicious/ new design etc.
Best Practices for PMax (Retail) Campaigns
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For PMax (Retail) Campaigns, the Shopee team uncovered that the campaign performance of
some app / website / video placements is lesser than others for GAS Campaigns. An exclusion
has been applied for those placements in your account.
To keep those inventories excluded, no action is required.
To re-include those inventories in your campaign, follow these steps
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Campaign Reporting
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To properly evaluate the actual ROAS of the
purchase conversions - remember to
segment conversions
Add these 2 columns in your Google Ads view to
evaluate conversion performance
Campaign Name
Use the metrics
against the Purchase
“Conversion Action”
DO NOT use the aggregated
campaign metrics for
conversions data
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Troubleshooting for
disapproved products in
Google PMax (Retail) Ads
Fixing feed disapproval: You can see the product disapprovals within your
Google Ads account.
1.
Begin by clicking on the Products -> Diagnostics Tab
within the Shopping Campaign
2.
Then adjust the graph axis to reflect:
Products Submitted + Products Approved.
Diagnostics
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Fixing feed disapproval: You can see the product disapprovals within your
Google Ads account.
3. Scroll down on the same page to get an in depth
breakdown of any disapprovals within the campaigns.
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Fixing feed disapproval
Image policy for Google Shopping
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Most Common reason for Disapproval
Incorrect
images
Correct
images
To enable you to run Google Shopping Ads, the information
you provided on your official retail partner store has been
linked to your Google Ads account including images, titles,
etc.
The first image from your Shopee store for each product is
picked for use in the Google Shopping Ads. For Shopping
ads to run, this image must comply with Google
Shopping policies. (Link here)
If you are unable to make your 1st image to comply with
the policy, please upload a compliant image in the 2nd
image slot on your store. Inform the Shopee team to switch
the image being used for ads.
Google Shopping requires images to have
no background, overlay, or watermark.
Our automated system will try to remove these
elements using machine learning. However,
if machine learning is unsuccessful in removing
the images, the offer will be disapproved and
will need to be addressed. Policy here
Fixing feed disapproval
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Google Ads Support
Other Disapprovals
If 100% of your products are disapproved, please
reach out to Google Ads Support
You can reach Google Ads Support Via Phone,
Email, Chat in MC Help Center, Ads Help
Center, or within Ads Account (? > Get Help >
Need More help? > Contact us )
If some of your products are disapproved due to
“Violation of Shopping Ads Policy”, please reach out
to Google Ads Support
In the support email / call / form-fill, please
mention “This request is for 'Google Ads with
Shopee’
If you continue facing issues, reach out to your
Shopee / Google account team
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Appendix
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Conversion Tracking Set Up
Conversion Tracking Set Up Step 1 [DO NOT REMOVE]
The Shopee POC will set up the following conversion action for each of your official shop(s);
E.g. Shopee_Shop_Purchase_s12345
s + shop_id
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Important
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Conversion Tracking Set Up Step 2
Brand/Agency will need to obtain unique UTM for each of the official shop on Shopee using this Google Sheet Link
Use this for campaign
tracking URL suffix
Conversion Tracking Set Up Step 3
Important
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Paste the UTM obtained in Step 2 to each of the campaign Final URL Suffix. Detailed instructions are included in the
PMax (Retail) & Search Campaign Setup guidelines
Example:
utm_source=google&utm_medium=seller&utm_campaign=s12345_SS_PH_GSHP_alwayson&is_seller=true
CONVERSION TRACKING WILL NOT WORK AS INTENDED
IF THIS STEP IS NOT FOLLOWED
Conversion tag will become live as soon as the first
conversion comes in.
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During the ramp up period (Before reaching 20 conversions), if you are budget capped
you should do the following:
1.
2.
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If your campaign is delivering a ROAS of 2X already, scale up by increasing budget by 20%. You should be able
to reach the threshold of 20 conversions earlier than if you maintain the budget.
If your campaign is not delivering a ROAS of 2X, lower your bid by 20% to get more clicks and lower your
CPC. This can improve your cost per conversion if the conversion rate remains the same. Repeat if you are
still budget constraint the next day.
Once steps 1 - 3 are done correctly, the conversions
reported to your campaigns are the sales of your shop
driven by those campaigns
Shopee Official Shop #1
Shopee Official Shop #2
Shopee Official Shop #3
Shopee Official Shop #4
Conv. Value = Shop Sales Value
Conv. Value/Cost = Shop Sales Value/Campaign Cost = ROAS (Return on Ad Spend)
Conversions = Shop Orders
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PMax (Retail)
Campaign Set Up
Introducing Performance Max,
the next generation of Smart
Shopping campaigns
Like SSC, Performance Max is goals-based
which unlocks maximum performance across
all Google’s ad Inventory
Goal-based campaign that focuses on achieving the
performance objectives that matter to you with automation
and machine learning
Path-to-purchase aware so the right ad can be served at
the right time according to your marketing objective
Always serve on the best inventory across Google properties
to reach customers where they are efficiently and at scale
In CSS Program Countries, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you
work with. The ads will show on general Search results pages and on any other surfaces the CSS has opted in to.
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Serves across all surfaces while using your feed
Shopping
gMail
*When bidding towards store visits, Beta only
Search
YouTube
Discover
Display
Maps*
Moving from ad formats
to assets
Asset Groups are where you manage your
creative assets including text, images,
videos, logos and final URLs that are either
related to a theme or an audience.
Machine learning will then be able to pick
and choose the best performing assets
and auto generate ad formats that are
eligible to serve across all of our channels.
Using Ad Strength you can assess how
complete your asset groups are.
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Full automation will help you achieve your business goals
Allowing machine learning to fully
optimize across all channels in terms
of bidding and picking which assets
to use will help you achieve your
business goals
Online Sales
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When testing PMax with a GMC Feed, be sure to pause any
Shopping campaigns with the same Item IDs/Products
Example: Active Campaigns for a Merchant
Best Practice:
SSC #1 (no overlap with PMax)
Avoid running PMax with a GMC Feed
alongside an overlapping Shopping campaign
SSC #2 (no overlap with PMax)
Pe ormance Max with a GMC Feed will take priority for most
inventory, which can undermine overall results if run alongside an
overlapping SSC. When you run PMax with a GMC Feed, you should
turn o any Shopping campaigns with the same Item IDs/
Products. Once PMax is ramped up, we recommend pausing the
corresponding Shopping campaigns.
Item 1
Item 4
Item 2
Item 5
Item 6
1
SSC #3
Item 7
Item 3
Item 8
2
PMax w/GMC Feed
Item 7
1
Merchant should start a new
PMax campaign with the same
settings and Item IDs as Shopping 2
#3
Item 8
Merchant should then pause
the Shopping campaigns that
they want to test as PMax
Performance Max provides rich and transparent insights
through the new ‘Insights’ page
Understand how automation is working
and how you can improve your campaign
by seeing which audiences, creatives and
other drivers are impacting performance.
Find new consumer insights that you can
apply to your broader business strategy,
such as rising search trends and new
converting audiences.
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Types of insights
Launched
Launched
Launched
Launched
Search Trends help
advertisers to identify
emerging trends and
growth opportunities
related to the products and
services they show ads for
Demand forecast insights
help advertisers to
understand upcoming
demand for their business.
They can review predicted
start, peak and end dates
to help them better
prepare to capture surges
in demand.
Consumer interest
insights (CII) helps
advertisers understand
what consumers are
interested in when an
advertiser’s ads appear by
grouping search terms into
themes.
Auction insights will show
changes in competitors
(including new competitors
or competitors that leave the
auction) appearing above or
below an advertiser on the
Search page.
Introducing Audience Signals: A new innovative and
more efficient way to reach your most valuable audiences
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As advertisers build Performance Max campaigns, Audience Signals allow them to influence
automation by directly indicating the audiences that are most relevant to their business and that
have the highest likelihood of conversion.
Audience Signals is built to help
advertisers speed up the campaign
learning period while also steering
automation with the best of Google's
automated targeting technology.
The power of Google
automated targeting
*we might expand beyond audiences that are selected if we predict that will help you reach your campaign's marketing objectives
Your own
Audiences Signals*
Exclusive to Performance Max
2. Campaign creation
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Let’s get started with your first
Performance Max campaign...
Step 1: Select your goals
Step 2: Choose Performance Max campaigns
Step 3: Determine a bid and budget strategy
Step 4: Choose additional campaign settings
Step 5: Create an asset group & Select your Audiences
Step 6: Add Extensions
1.
2. Getting
Campaign
started
creation
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Let’s get started with your first
Performance Max campaign...
Step 1: Select your goals
Step 2: Choose Performance Max campaigns
Step 3: Determine a bid and budget strategy
Step 4: Choose additional campaign settings
Step 5: Create an asset group & Select your Audiences
Step 6: Add Extensions
1.
2. Getting
Campaign
started
creation
Select your goals
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Campaign Objective: Select your main advertising objective
You can only select one objective per Performance Max campaign (Sales, Leads or Local store visits and
promotions). For retailers, we recommend choosing the Sales objective, and then add all the relevant goals in
the “Conversion Goals” step.
Performance Max
campaigns
Are compatible with
the ‘Sales’, ‘Leads’ and
‘Local Store visits and
promotions’ marketing
objectives
2. Campaign creation
Select your goals
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Campaign Objective: Select your main advertising objective
To get the best out of automation, use the same goals for all
your performance campaigns including Performance Max.
PRO TIP: We suggest you set a
consistent account level goal, but
you can also select a combination
of standard goals, or group specific
conversion actions into ‘custom
goals’ if that is important to you.
2. Campaign creation
Select your goals
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Conversion Goals: You can find further details
of your targeted goals by hovering on the goal
NOTE: Goals compatible with
Performance Max are imported
from your conversions. If you see
goals that are irrelevant
or stale, see the next slide
for recommended actions.
2. Campaign creation
Choose Performance Max
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Let’s get started with your first
Performance Max campaign...
Step 1: Select your goals
Step 2: Choose Performance Max campaigns
Step 3: Determine a bid and budget strategy
Step 4: Choose additional campaign settings
Step 5: Create an asset group & Select your Audiences
Step 6: Add Extensions
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Click + to create campaign
2. Campaign creation
Choose Performance Max
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Select Performance Max as your campaign type to
access all Google Ads inventory from a single campaign
If you want to run
Performance Max using a
GMC feed, select your
GMC feed and target the
countries you want to
serve in before moving
onto the next step.
Please note, GMC feed
must be linked in order for
your PMax campaigns to
serve Shopping ads
2. Campaign creation
Bid & Budget strategy
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Let’s get started with your first
Performance Max campaign...
Step 1: Select your goals
Step 2: Choose Performance Max campaigns
Step 3: Determine a bid and budget strategy
Step 4: Choose additional campaign settings
Step 5: Create an asset group & Select your Audiences
Step 6: Add Extensions
2. Campaign creation
Bid & Budget strategy
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Set up budget and bidding
PRO TIP: Look out for
limited by budget alert and
suggest using the budget
simulator.
NOTE: If you select “Set a target”
checkbox, the campaign will try
to meet the target average ROAS
or CPA.
COMING SOON:
●
●
Limited by budget
Budget simulator
2. Campaign creation
Bid & Budget strategy
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Set a target CPA / ROAS
For those that want to
drive online sales, we
recommend optimizing
towards conversion
value over conversions
NOTE: If you select “Set a target”
checkbox, the campaign will try
to meet the target average ROAS
or CPA
Additional Guidance on setting a Target ROAS for your
PMax (Retail) Campaigns
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Optional
[Important] How to set your own ROAS (Return on Ad Spend) target
1)
ROAS = Sales Value from Ad/Ad Investment e.g $2 revenue for $1 cost = 200% ROAS
2)
You should not set your ROAS target below 200%
3)
If you expect sales value of $3 for every $1 spent, set your target ROAS at 300%
4)
If you expect sales value of $10 for every $1 spent, set your target ROAS at 1000%
5)
[NOTE] Setting ROAS too high may results in limited volume. Setting ROAS too low will results in high CPA and lower
efficiency
2. Campaign creation
Bid & Budget strategy
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Locations, languages, and more (scheduling, URL settings)
Expanding “More settings”
allows you to set ad
scheduling, campaign start
and end dates
and URL settings
2. Campaign creation
Additional settings
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Let’s get started with your first
Performance Max campaign...
Step 1: Select your goals
Step 2: Choose Performance Max campaigns
Step 3: Determine a bid and budget strategy
Step 4: Choose additional campaign settings
Step 5: Create an asset group & Select your Audiences
Step 6: Add Extensions
2. Campaign creation
Additional settings
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URL settings can be found under ‘More Settings’
You can find URL expansion
and exclusion settings
in “MORE SETTINGS” menu in
the Campaign settings flow.
Please turn the
URL expansion
OFF
2. Campaign creation
Asset group | Audiences
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Let’s get started with your first
Performance Max campaign...
Step 1: Select your goals
Step 2: Choose Performance Max campaigns
Step 3: Determine a bid and budget strategy
Step 4: Choose additional campaign settings
Step 5: Create an asset group & Select your Audiences
Step 6: Add Extensions
2. Campaign creation
Asset group | Audiences
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Ad Creatives: Moving from ad formats to assets
Start by creating an Asset
Group with assets that are
all related to a single
theme or audience. You
can create multiple Asset
Groups per campaign.
We will automatically assemble
your assets into all applicable
ad formats for your goal and
show the most relevant
creative for each user. You can
inform our machine learning of
the most relevant audiences
for your asset group using
Audience Signals.
The more assets you
provide, the more ad
formats the system can
create and the more
inventory your advertiser
can appear on.
Ad Strength will guide
you through the creation
process with
recommendation
messages as well as
asset optimization to
maximize performance.
1. Getting started
Create an asset group & Select your Audiences
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Ad creatives in Performance Max
Shopping
gMail
Search
YouTube
Discover
Display
Maps
1. Getting started
Create an asset group & Select your Audiences
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What is an asset group?
Asset Groups are where you manage
your listing groups and different kinds
of creative assets including text,
images, videos, logos and final URL
that are either related to a theme or
an audience. You can use Audience
signals as an option to let Google
know your unique insights on
Audience.
For example, let’s say you want to increase web traffic
and sales to your website. You can find an example
below to see how asset groups can be used:
Theme related (E.g. you’re selling winter sports outfit)
● Asset Group 1 is dedicated to ski jackets and includes text, images and
videos related to ski jackets and you can use jacket’s page as final URL
and you can set up audience signals
● Asset Group 2 is dedicated to ski goggles and includes text, images and
videos related to ski goggles and you can use ski goggles’ page as final
URL and you can set up audience signals
You can create more than one asset group if needed.
1. Getting started
Create an asset group & Select your Audiences
What assets do I need?
Help Center
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If you are using a GMC feed, all of the assets below are recommended for maximizing performance and
reach, but optional
Type
Asset
Text
Final URL
Image
Video
Specifications
Min**
Max
1
1
Headline
30 characters max; include at least one with 15 characters or less
3
5
Long headline
90 characters max; try to make sure headlines are at least 30 characters
long
1
5
Description
90 characters max
1
Short description
60 characters or less
1
Business name
25 characters max
1
1
Call-to-action
Automated by default, or select from a list
1
1
Display URL path
15 characters max each
0
2
Landscape image
(1.91:1)
1200 x 628 recommended; 600 x 314 min; 5120 KB max file size
1
Square image (1:1)
1200 x 1200 recommended; 300 x 300 min; 5120 KB max file size
1
Portrait image (4:5)
960 x 1200 recommended; 480 x 600 min
0
Square logo (1:1)
1200 x 1200 recommended; 128 x 128 min; 5120 KB max file size
1
Landscape logo (4:1)
1200 x 300 recommended; 512 x 128 min; 5120 KB max file size
0
Video
horizontal, vertical, or square, >=10 seconds in length
1*
5
Recommended
5
4+
3+
20
3+
1+
5
5
1+
*We strongly recommend that you upload your own video assets. If you don't upload your own videos, Google can automatically create videos using text and image assets you provide. This way, you can still benefit from a wider reach across all Google
networks. You can replace automatically created videos with your own videos at any time; **If attaching a GMC feed then all assets in this table are optional; however as a best practice we still recommend uploading the “min” required assets
1. Getting started
Create an asset group & Select your Audiences
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What is Ad Strength?
Ad Strength is a real time feedback tool to guide you on the best practices for optimal asset group set-up to
maximize performance across all inventory where Performance Max can serve.
Ad Strength will include signals to help
you understand if their text asset quality is
good. Image and video quality signals will
be incorporated later in 2021.
1
Make sure you have the
right assets during
campaign creation
2
Continue to guide you on how
to improve asset group
performance for optimization.
1. Getting started
Create an asset group & Select your Audiences
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Name your asset group and target the products you want to advertise
Listing groups is a new
term used in PMax
campaigns with a GMC
feed.
Listing groups are
essentially product
groups. This is where
you choose which
products you want to
target in your PMax
campaigns.
Asset group and listing
groups is how you tell
the system which
creative assets we
should associate with
specific products from
your GMC feed.
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By default, Listing groups will target all products
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Targeting only a subset of your product category
Target only a subset
of your products by
clicking here
1. Getting started
Create an asset group & Select your Audiences
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Image Assets: Scan website, upload, pick from library to choose assets
1. Getting started
Create an asset group & Select your Audiences
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Image Assets: Use as many image assets and sizes as possible
1. Getting started
Create an asset group & Select your Audiences
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Image Assets: Ad strength informs you have optimal number of images
You can cycle through ad
previews to see their ads
across channels
1. Getting started
Create an asset group & Select your Audiences
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Image Assets: Adding headlines and descriptions
1. Getting started
Create an asset group & Select your Audiences
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Image Assets: Ad strength evaluates number of assets and length of texts
1. Getting started
Create an asset group & Select your Audiences
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Image Assets: Add assets to achieve “Excellent” in Ad strength
1. Getting started
Create an asset group & Select your Audiences
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You successfully built an asset group!
1. Getting started
Create an asset group & Select your Audiences
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Asset group creation Best Practices:
When should I create multiple asset groups?
We recommend creating one asset group with audience signals (optional) to let Performance Max show the right
combination of assets to the right audiences. You may create multiple asset groups for the following use cases ✓
You can create unique asset groups for different final URLs if the assets are final URL specific
✓
You can also create multiple asset groups for the same final URL - if you want to customize your messaging
(i.e. assets) by audience. Note: audience signals are not hard targeting/exclusions and we may expand
targeting beyond the selected signals.
Other best practices
✓
Use the Ad Strength indicator in the UI to determine if an Asset Group is set up for success
✓
Add more assets as your marketing message evolves or new assets to continue to capture additional users.
More assets = more potential ad formats that can be created for different channels and users.
✓
Make sure your image assets meet our highest quality guidelines (e.g. Discovery, Image Extensions*, Video
Ads) to enable serving on as many surfaces as possible to achieve better performance.
1. Getting started
Create an asset group & Select your Audiences
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Asset Performance Ratings
● Use the Performance column to
identify assets with a “Best”
rating, and continue to add more
assets like those.
● Once you’ve reached the
maximum number of assets, you
can start replacing assets with a
“Low” rating. Do not delete
assets without replacing them
since more assets are always
better to maximize performance.
1. Getting started
Create an asset group & Select your Audiences
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Asset creation Best Practices:
Best practice to follow:
✓
Add as many versions of text assets (headlines, descriptions)
and image assets (including 1200x1200) as possible. The more
the better because our system can generate a better
combination of assets from various assets.
✓
Don’t forget to update your assets if there is any change in
your business
✓
Use 4+ extensions and include video assets
✓
Improve your Ad strength to “Good” or “Excellent”
✓
Keep an eye on approval status
1. Getting started
Create an asset group & Select your Audiences
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Frequently asked questions
Should I use the same asset as our existing performance campaigns?
✓
It’s totally fair to copy the existing assets - make sure to meet the quality
requirements for Discovery feed which might be stricter than your existent
assets.
✓
Observe the performance label and add more assets. If you see ‘’low’’ label, you
can replace it with new assets.
I understand more assets is better but I don't know how I can prepare
so many of them. Tell me tips and tricks to create various assets.
✓
You can use Image picker - It allows you to choose images from recent used
asset, past uploads, and you can also scan your website. Don’t forget to upload
assets which you are using for social campaigns.
1. Getting started
Create an asset group & Select your Audiences
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Asset Review Status and Self Service Appeal
It's important that you
fix any policy violations
before appealing.
If you try to appeal too many
ads that haven't been fixed,
we may limit how often you
can appeal policy decisions.
You can appeal for
re-reviewing disapproved /
limited approved ads assets
either from the Asset group
card or Asset table
1. Getting started
Create an asset group & Select your Audiences
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Set up UTM Parameters to track conversions [CRITICAL]
1. Click on the
newly created
campaigns
2. Go to Settings
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3. Go to Additional Settings
Set up UTM Parameters to track conversions [CRITICAL]
4. Go to Campaign URL
Options
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Set up UTM Parameters to track conversions [CRITICAL]
Important
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5. Please insert the Shopee UTM Tracking Parameters
obtained at this step.. Add the whole parameter string to
Final URL suffix. Without this parameter, we won’t be able
to attribute conversions to your campaign.
It should be in this format
Example:
utm_source=google&utm_medium=seller&utm_campaig
n=s213544535_ss_sg_gshp_alwayson&is_seller=true
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Congrats! You just
created your first PMax
Retail campaign.
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PMax (Retail) Campaign
- Feed Optimization
What Should We Know Before We Optimize?
1. Shopping Ads run using product data from a Google Merchant
Center Feed (GMC).
2. The data for this feed is uploaded by Shopee based on the
product information provided from the Shopee Store
3. Feed optimisation is hence solely done via Shopee Store
product listings, and no changes or access is needed for GMC
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To check the status of your product approvals, navigate to
the Diagnostics Tab in your Google Ads Account
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The goal is to maximize the number of Ready-to-Serve Products
1)
2)
Check product approval and correct any disapproval reason so that the campaign can start serving
The most commonly disapproval reason is watermark image [Follow the guideline here to fix]
To optimize the information that will be displayed on Google
Shopping Ads, you should focus on optimizing the following
for your Shopee Official Store
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1.
Image
2.
In Stock
3.
Title
4.
Sales Price
5.
Description
1. Image Policy Compliance - #1 Reason why your
offer is not eligible to show on Google Shopping
INCORRECT
IMAGES
CORRECT
IMAGES
Important
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Mandatory requirement:
Google Shopping requires images
to have no background, overlay, or
watermark. Our automated system
will try to remove these elements
using machine learning. However, if
machine learning is unsuccessful in
removing the images, the offer will
be disapproved and will need to be
addressed. Policy here
Shopee Google Merchant Center Feed uses the first image in your product carousel to submit
to Google. Please make sure it looks like the one below to avoid disapproval
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2. Out of stock is the second most common reason why
your Google Shopping offers are not eligible to show
Continuously upload and update your stock for the fastest selling SKUs via Shopee Seller Portal UI
●
●
Replenish SKUs which have low stock alerted, to pre-empt out-of-stock situations. Identify
sales cycle to estimate stock replenishment quantities.
Where possible, bundle low-value SKUs into larger quantities, with the price of the bundle
reflecting the cost savings of a larger order quantity (see 4. Strike Through Pricing)
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3. Title Optimization
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The title is the attribute that most influences how products are matched to user search queries. It is important that the title is as descriptive as
possible. Title should include:
●
Brand information
●
Product information
●
Colour, Size/variant if applicable
●
[Important] Strictly avoid overly promotional language such as “Hot Sales”, “Cheap Price”, “Free Shipping” in the title as those are not
considered valid title
How Shopping Ad will Show on
Google Search
Where Google Shopping pulls the
information from
Best In Class Titles Are Optimized For Their Vertical
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Basic naming structure: Brand + Product Type + Attributes
Category
Recommended Structure
Example
Apparel
Brand + Gender + Product Type + Attributes
(Color, Size, Material)
Ann Taylor Women’s Sweater, Black (Size 6)
Consumable
Brand + Product Type + Attributes (Weight, Count)
TwinLab Mega CoQ10, 50 mg, 60 caps
Hard Goods
Brand + Product + Attributes (Size, Weight, Quantity)
Frontgate Wicker Patio Chair Set, Brown, 4-Piece
Electronics
Brand + Attribute + Product Type + Model #
Samsung 88” Smart LED TV with
4K 3D Curved Screen (UN88JS9500)
Seasonal
Occasion + Product Type + Attributes
Mother’s Day Personalized Storage Box, Silver
Books
Title + Type + Format (Hardcover, eBook) + Author
1,000 Italian Recipe Cookbook,
Hardcover by Michele Scicolone
4. Strike Through Pricing
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Items on sales will convert better but not all items on sales will be eligible for sales price annotation
on Google Shopping. Please read the eligibility requirements below to optimize your sales periods.
How Google Shopping annotates
offer’s sales price if the minimum
eligibility is met
Link for eligibility
Keep your sales price on Shopee
up to date to benefit from Google
Sales Price Annotation
4. Offer Description - Rich product information can be shown to
users browsing the shopping tab on Google Search
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Google Shopping Tab Ads
Shopee Product Description Field
Include keywords that are likely to be searched, e.g. ‘low calorie/ portable/ multipack etc, vs
descriptive terms e.g. ‘new formula/ delicious/ new design etc.
Offer Description - Provide Product Description in User
Friendly Language with Unique Value Proposition instead of
technical details
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Current
Product Description
The latest running shoe from Nike
gives you best in performance and
style.
Recommended Product Description
Not Recommended
The latest running shoe from Nike
gives you best in performance and
style. Manufactured using the latest in
Vapormax cushioning technology, the
V20 model will allow maximum sole
cushioning whilst enabling energy flow
through the entire shoe. Whether you
are hitting the pavement for the first
time, or seeking that new marathon PR,
the VaporMax V20 is the ultimate
running shoe.
Nike Vapormax
Size:27-25
Color: Blue
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Removing excluded placements
for campaigns in your account
When should I remove the excluded placement list ?
●
●
●
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The exclusion list contains Apps placements, Website placements & some Video Placements. This
is applied to the full account to drive better performance of PMax (Retail) Campaigns.
When running Display, Discovery & Video campaigns, these exclusions could lead to under delivery
of campaigns. Hence, we suggest removing the list from placement exclusions if you are running
these campaign types.
Once you have removed the placement list from excluded placements, we recommend monitoring
the performance of your PMax (Retail) Campaigns closely
How should I remove the excluded placement list ?
1
Go to Placements
2
Select the placement list that
you want to remove from
exclusion
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3
Click Remove
4
The list should no longer
appear on your list of
exclusions in the placement tab
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Search Campaign Set Up
(Standard + Dynamic)
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Create a new campaign and
select Sales > Search
Insert the Shopee Official Store’s
home-page or category-page URL here
[VERY IMPORTANT] Please insert the Shopee
UTM Tracking Parameters obtained in this step.
Then add the whole parameter string to Final
URL suffix. Without this parameter, we won’t be
able to attribute conversions to your campaign.
It should be in this format
Example:
utm_source=google&utm_medium=seller&utm
_campaign=s213544535_ss_sg_gshp_alwayson
&is_seller=true
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Use Manual eCPC Optimize for conversions with a starting bid of $0.1. Then
adjust in incremental of +/- 20% based on the daily budget pacing.
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2
1
1)
shopee.sg/google
+google +pixel
+google +pixel +4
+google +pixel +buy
2)
Insert the final url
landing page of your
ad to get all relevant
keyword ideas
Use broad match
modifier by
appending the prefix
+ to all of your
recommended
keywords. Learn
more here
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1
2
1.
2.
Make sure to complete the set up flow to get a minimum of 2 Text Ads and 1 Responsive
Search Ad
Try to maximize your ad strength during the ad creation process to get the best CTR
Create Dynamic Search Ads Campaign
1.
2.
Create a new search campaign and follow the same campaign set up
settings as instructed in previous slides (With tracking, etc…)
Under ‘Dynamic Search Ads Setting’ input Shopee domain name and
select your target language
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Create Dynamic Search Ads Campaign
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1.
2.
Create a new ad group and select
ad group type ‘Dynamic’
Select ‘Create rules to target
webpages’ and insert URL contains
the Shopee Official Store
home-page or category-page URL
a. E.g: home page:
i. https://shopee.co.th/adidas
b. E.g: category page
i. https://shopee.co.th/shop/2170
77552/
c.
E.g: product page
i. link
Create Dynamic Search Ads Campaign
1.
2.
3.
Create a new ad and input description lines 1 and 2
Headline will be dynamically generated based on your landing page html title and
user query
Make sure you add at least 3 dynamic ads with unique descriptions
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After 20 conversions, you can change your bidding strategy to Target ROAS at either the
historical ROAS or 200%, whichever is higher
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Set up UTM Parameters to track conversions [CRITICAL]
1. Click on the
newly created
campaigns
2. Go to Settings
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3. Go to Additional Settings
Set up UTM Parameters to track conversions [CRITICAL]
4. Go to Campaign URL
Options
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Set up UTM Parameters to track conversions [CRITICAL]
Important
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5. Please insert the Shopee UTM Tracking Parameters
obtained at this step.. Add the whole parameter string to
Final URL suffix. Without this parameter, we won’t be able
to attribute conversions to your campaign.
It should be in this format
Example:
utm_source=google&utm_medium=seller&utm_campaig
n=s213544535_ss_sg_gshp_alwayson&is_seller=true
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Congrats! You just
created your Search
Campaign