How to set up Google Shopping – the ultimate manual

Why set up Google Shopping in the first place?

Google Shopping is a part of Google’s ad-serving platform. It requires a bit of knowledge to understand, but it can be a gold mine if you know how to set it up and manage it properly. Over the years, we have seen magic happen on our clients’ accounts. Learning how to set up Google Shopping and optimise it can give your business:


Stronger brand growth

% New user increase

Faster audience population

Organic sale increase

Search campaigns sale increase

Account-level ROAS increase

What steps are needed to set up Google Shopping?

Setting up Google Shopping from scratch is not difficult if you follow the process depicted below:


  1. Extract feed from e-commerce setup
  2. Set up Google Merchant Center and connect the feed
  3. Set up Google Shopping Campaigns
  4. Activate campaigns
Google Shopping steps

As you can see above, the requirements are quite simple. If you are using one of the popular e-commerce platforms like Shopify, extracting the product feed is super easy. The rest comes down to following a number of steps to integrate with Google and to finally set up a Google Shopping campaign.

Google Shopping Manual

Download our ultimate Google Shopping Manual where we guide you through technical details and winning strategies!

Learn more about Google Shopping from our blog

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  What is a product feed and why is it important? Ever tried listing your goods online (like on Amazon or eBay) or paid for ads (on Facebook or Google Shopping)? If so, the concept of the product feed will be quite familiar to you. When you know how to organise...

Here’s Why Google Showcase Shopping Ads are Good for Your ROAS

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Google Shopping Best Practices

For consumers, Google Shopping is a convenient place to find products at the best prices. But for retailers, it is a fantastic tool for selling goods, building ad campaigns, and increasing online visibility. Google Shopping has become such a popular marketing...

Want to get started with Google Shopping fast and hit the ground running?

Getting help with the foundation is often needed so you can focus on the campaign aspect.

Digital Excellence have helped numerous clients succeed with Google Shopping and we can also help you take your performance to the next level with significantly higher growth and improved profitability.

That’s what we do.

Our agency specializes in building and structuring complex shopping campaign setups that are tailor-fit for you to optimise outcome.

What We Offer

Set up Google Shopping from A-Z

You provide the access and we do the rest.

If you want to get started fast, this is what you want.

Teaching you the ropes

We teach you how to run and optimise Google Shopping.

Continuous workshops and a hands-on approach are our preferred way to collaborate.

Continuous support

We are your expert Google Shopping help for your team. 

For strategic guidance but also for implementation and direct optimisation if need be.

Actual Client Case




ROAS improvement


CPA reduction

Meet Our Satisfied Clients

“Digital Excellence is a strong partner who manages to simplify what we consider to be gibberish. Our sales and business are growing steadily every week thanks to Digital Excellence. They have my warmest recommendations.”

– Eric Thürmer, Danish Tools

“As part of our marketing objectives, it is critically important that we continuously work on improving the effectiveness of our online campaigns. Digital Excellence understands our needs and provides us with stellar professional display creatives that give us branding consistency and incremental performance uplifts.”

– Thomas Røhr Kristiansen,

I have had the pleasure of working with Peter and Digital Excellence for two years now. They have helped in organising and developing our AdWords campaigns in the US and Sweden. We have seen a rise of 170% in CTR during this period. With our offline conversion tracking setup, we can now connect our online marketing costs with the revenue our sales team is driving and have full transparency of our return on ad-spend. Working with Peter is always inspiring. He is a great soundboard and he sees opportunities instead of barrriers. I can highly recommend Peter and Digital Excellence.

Lea Kerff Tjellesen, Pronestor

I would like to extend my warmest recommendations to Peter and Digital Excellence. I have worked closely with Peter and his team to better reap the benefits of our online strategy. + We now have a set up that can easily be scaled back and forth according to what marketing objectives we have at specific times. We have seen solid results and can hereby highly recommend working Peter on online strategy and performance solutions for other startups and other companies with specific requirements.

Valerio Sandri, Minbildinbil

“Digital Excellence is a great partner. They always take the extra time to explain how things are working and what we can do ourselves to improve our webpage. They have optimized our online sale and given us the tools to be even more present online. We trust in Digital Excellence to always deliver the best result and give them our highest recommendations!”

— Charlotte Sundsvald Christensen, Rejsecenter Norge

“Digital Excellence knows how to scale revenue while optimising ROI. And that growth is getting better and better the more we work with Peter and his team. Always at the cutting edge of digital marketing, making sure we take advantage of the highest revenue generating strategies, we owe a significant part of our internationalisation and growth velocity to Peter’s Digital Excellence.”

— Lasse. Nielsen RackBuddy

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