Google Shopping Culinary for Merchants: Your First 3 Ingredients

1. Cut list. Create an ad group or label titled ‘cuts’ or something similar to signify that the items with that ad group should have a 1 cent bid in Google Shopping.

2. Top performing products list. Search on Google Analytics and find your 100 – 500 best performing products. Put them in a group and increase their bid a bit more than your all product group.

3. Tracking. Set this up:

To track the new Google Shopping, this requires another column, called “adwords_queryparam”.

In the example below, we fill this column with “utm_content={adtype}”.

This column allows you to have Google automatically append your URLs with what’s in the column, and replace {adtype} with “pe” or “pla” depending how a user got to your site.

So a user going to your site via product extensions or product listing without this column will end up at:


With this new column, a user coming from product extensions will end up at:


A user coming from product listing ads will end up at:


Then you can break down your traffic by source in Google Analytics.

Quick recap:

– Cut products

– Increase bids on profitable products

– Track your progress closely

+ Make sure you download our ebook below for more secret ingredients on the new Google Shopping.


About the Author+Andrew Davis is CPC Strategy's Director of Marketing, an expert in ecommerce marketing strategy, product marketing and all things shopping engine related. You can contact Andrew directly at or via phone at 619-297-3798. See all posts by this author here.