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Google Ads Optimization Tricks: How to Consolidate ALL Your Shopping Ads Data

Learn how to gather and organize data from all your shopping ads for easy campaign optimization.

Regina Bellows, executive director of our sister agency StarterPPC, emphasizes the importance of knowing how your budget is spread across different ad campaigns. She also demonstrates how you can get this data in a Google Sheet form for better insights, helping you evaluate and improve the performance of your ad account. Listen to this episode now.


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0:00 Google Ads Optimization Tricks: How to Consolidate ALL Your Shopping Ads Data

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Transcript
Regina:

Hi everyone, Regina here with Starter PPC.

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I'm going to quickly show you how you can

see the data from all of your shopping

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ads all in one place and add them all

up and get some totals, some averages,

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because I know that this is the most

important data and Google just doesn't

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quite provide it to us in a clear way.

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And summarized way.

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So I'm going to show you how

it's pretty easy to get it.

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It just takes a few extra steps.

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This is an account that sells, high

end furniture, and we're spending

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most of the money on shopping ads.

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And I'm going to show you how I've even

found that, that information, because even

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though we're running, some PMAX campaigns,

some standard shopping campaigns, some

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dynamic display remarketing campaigns.

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It doesn't quite show me how much

money is being spent on what network.

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And what I want to know is, are we

spending the majority of the money

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on shopping ads and marketing?

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Because we have high end products with

very small budgets and we want to make

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sure we're, putting most of it on the

shopping network because the shopping

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network is very bottom of funnel and

bottom of funnel is the place to start.

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When you're small, guys, you

want to start at the bottom and

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move up to the top of the funnel.

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So people that are looking at

shopping ads, those are the people

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that are looking at products.

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They have their wallet in their

hand, and they're the most ready

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to buy compared to people that are

looking for example, video ads.

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Outbound video, people

that are totally cold.

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and you just want to warm them up to the

brand that would be very top of funnel or

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people that are looking for, in this case,

there's no how to type searches for high

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end furniture, maybe people who are like

how to make your own high end furniture.

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But even then they wouldn't

really be a good market.

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These are very expensive products.

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the first thing you're going to want to

do is pull up your time window, of course.

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and then make sure your campaign

status is all, you just want

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to see all the campaigns that

spent money in that time window.

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And you want to make sure you don't

have any other filters pulled up.

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And I'm a total hypocrite because

I have one pulled up right now.

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and then what you're going to want

to do is click over to products.

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Very important.

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Make sure you clicked over

to products from the all

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campaigns view with no filters.

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If you have filters filled up,

your products view is going to

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be filtered by those filters.

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and if you clicked on a campaign

before going over to products, you're

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only seeing data from that campaign.

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make sure, that you understand.

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How Google is going to filter depending

on the order in which you click

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on things inside of the account.

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here we have a list of

all like 700 products.

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and it says these metrics are

calculated from your shopping and

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your performance max campaigns.

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Got it.

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Cause those are the only

campaigns that are actually

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showing, on the shopping network.

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And when Google says products,

it actually means shopping ads.

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if you scroll to the bottom, it

does not total anything for you.

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if you want to know what's the

average cost per click, no idea.

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If you want to know, how much

was spent, in total on these

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products showing shopping ads.

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No idea.

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can't total it here.

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So you have to click download.

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when you click download, it's going to ask

you, what do you want to download it into?

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My preferred favorite is Google Sheets,

but you can download it however you want.

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make sure that when you click on

Google Sheets, you sit and you wait

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for the Google Sheet to be populated

because it's going to show you a little

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pop up at the bottom of the screen.

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Actually, let me do it right now

and show you guys how it works.

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Google Sheets.

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Hi there.

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Quick interruption.

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Do you know the main thing that

prevents small business owners from

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getting their Google ads account into

a position to grow and scale budget?

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A lot of businesses, especially

those that are just starting

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out, have limited budgets.

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And so because of this, they're turned

away by most ad agencies because most ad

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agencies have minimum budget thresholds

that they're willing to work with.

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So what happens is the business owners

end up learning Google ads themselves.

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And the problem with that is

that most of the advice online is

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geared towards larger accounts.

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And the advice doesn't have any of those

strategies or tricks that can kickstart

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the algorithm into giving a small

account a leg up over larger competitors.

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So it often just doesn't work.

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And the business just ends up

losing money month over month.

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If this sounds familiar,

starter PPC can help.

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We offer Google ads management services

that are designed for accounts that

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have between 1000 and 5, 000 budgets.

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Because all of our clients are just

starting out, we've come up with ways to

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keep our management fees significantly

lower than most agencies, because

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we know that every dollar saved on

management fees just goes towards

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the ad budget, which is going to help

the algorithm gather speed and power.

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So if you're serious about growing your

business and you'd like a team of Google

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ads experts to help you without breaking

the bank, check us out at starter PPC.

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com.

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Okay.

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Back to the video, download

and it says preparing report.

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You have to stay here while I was

preparing the report because it's going

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to show you a popup when, the sheet's

going to be ready and then you're going

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to want to click open sheet from here.

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I don't even know if this sheet exists

anywhere, probably does, but it's

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going to be lost somewhere in your.

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In your Google drive.

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All right.

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So you click open sheet.

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It opens in a new window, all of this

data and then you can start to create

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some formulas to see some averages.

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So I've already done this.

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I cleaned it all up, right?

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So I'm going to freeze these top two rows.

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I created this blank row so

that I could start totaling.

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And then I made some formulas like some

equals the summary of all of these.

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That's going to show me how many

impressions did we spend on the shopping

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network so far, or did we show, cost,

this is really what I wanted to get to.

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How much money have we spent on the

total, in totality for shopping ads?

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I summarized this column and that

tells me, okay, out of the total

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that we spent on the account, minus

this amount of money, which we've

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spent on products, meaning shopping

ads, there was only 271 remaining on

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non shopping ads that we've spent.

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So that's actually a good thing.

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This is a great ratio right now,

since we were very limited by budget.

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I want to spend at least 80 percent

of the budget on shopping ads.

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So it's working.

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yeah, I can get an average cost per

click, average click through rate.

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I can, sort by which products

were spent, spent the most, which

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products have really high CPCs.

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And this is a great way

to do some deep diving.

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And then from here, you can go back

into your account and say, okay, I

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think I want to, lean into a certain

type of product because we haven't

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really spent much on that product.

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And I think it's going to work better

than the products that have sold.

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there's various ways to do that.

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And we'll have to save that video for

another day, you might want to readjust

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the budgets and lean into certain

categories of products, so that you can.

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Manipulate, which products are showing

and, make the products that Google's

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just wasting money on show less.

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All right.

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So I hope this has been a quick

and helpful video to see your

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total shopping network data.

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Thanks for watching.

About the Podcast

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The Google Ads Podcast
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