Google Ads is one of the most stable and scalable sales channels for online stores. Real results appear only when Google Merchant Center, search ads, analytics, and e-commerce events are set up correctly. This article provides a detailed, practical, and extended guide for launching Google Ads for online stores, focusing on automation and the built-in capabilities of the Hotlist.biz platform.
1. Types of Google Ads for Online Stores
1.1 Google Shopping (Product Ads)
Google Shopping is a key sales channel for e-commerce. Ads appear directly in search results and include:
- product images
- title
- price
- availability
- store name
This format generates highly targeted traffic with high conversion. Without Google Merchant Center, product ads cannot run.
1.2 Search Ads (Contextual Ads)
Search ads are used for:
- product categories
- high-margin items
- brand-specific queries
- competitive niches
Example queries:
- "buy sneakers"
- "laptop price"
- "online electronics store"
1.3 Performance Max
Performance Max combines multiple channels simultaneously:
- Google Shopping
- Search
- Display
- YouTube
- Discover
This campaign type works only with correct analytics and e-commerce event tracking.
2. Google Merchant Center — the Foundation of Product Ads
2.1 What is Merchant Center?
Google Merchant Center is an account where all product data is stored:
- titles and descriptions
- prices
- availability
- attributes
Google does not take products directly from the website — it uses a product feed.
2.2 Mandatory Google Requirements
- HTTPS
- "Payment & Shipping" pages
- "Privacy Policy"
- "Contact Information"
- accurate prices and availability
2.3 Product Feed
Minimum required attributes:
- id
- title
- description
- link
- image_link
- price
- availability
For advanced campaigns, additional parameters are used: brand, gtin, mpn, size, color, material, etc.
3. Advanced Product Feed on Hotlist.biz
The Hotlist.biz platform provides a built-in, correct, and extended product feed for Google Merchant Center.
Implemented features:
- automatic XML feed
- correct Google attributes
- price and availability updates
- support for product variants
- support for product attributes
Important: Hotlist.biz allows specifying product type at the category level. For example:
- Category "Sneakers" → product type "Shoes"
- Passing the size parameter
- Google understands this as shoes with a specific size
4. Google Search Ads
4.1 Correct Account Structure
- separate campaigns by category
- separate campaigns by brand
- division by margin
4.2 Common Mistakes
- running ads without analytics
- no conversion tracking
- all products in one campaign
- missing negative keywords
5. Analytics — the Foundation of Ads
5.1 Why Ads Don’t Work Without Analytics
- Google algorithms do not learn
- cannot optimize bids
- no understanding of real performance
5.2 Google Analytics 4 for Online Stores
GA4 should track:
- view_item
- view_item_list
- add_to_cart
- begin_checkout
- purchase
6. Quick Analytics Setup on Hotlist.biz
The Hotlist.biz platform offers a fast built-in method to connect:
- Google Analytics
- Google Tag Manager
Setup is done through the admin panel without editing code. All key e-commerce events are sent automatically.
7. Google Tag Manager and Ad Events
GTM is used to:
- manage events
- connect ad pixels
- flexible setup without code edits
8. Linking Google Ads + Analytics + Merchant
- Google Ads ↔ GA4
- Google Ads ↔ Merchant Center
- Merchant Center ↔ website
On Hotlist.biz this integration works out-of-the-box.
9. Typical Google Ads Launch Workflow
- Prepare the online store
- Connect analytics
- Set up Merchant Center
- Upload feed (Hotlist.biz allows language or parameter-based feeds)
- Link accounts
- Launch Shopping campaigns
- Launch Search campaigns
- Enable Performance Max
10. Why Platform/CMS Matters
Even perfectly set ads cannot fix:
- slow website
- analytics errors
- incorrect feed
Hotlist.biz is designed from the ground up to be ready for ads, SEO, and scaling.
Effective Google Ads is a system, not a single "Launch" button. Using Hotlist.biz, your store gets a ready infrastructure for running product and search ads without technical risks.
Practical Example: Launching Google Merchant & Search Ads for a Sneakers Store
1. Initial Data
The store sells sneakers of various brands and sizes. Catalog contains:
- categories: men, women, kids
- variants by size
- attributes: size, color, brand, season
2. Preparing the Feed for Google Merchant
On Hotlist.biz, the feed is generated automatically.
Admin panel path:
Admin Panel → Exports XML/CSV/XLS/JSON
Two options available:
- Google Merchant XML (Products + Variants)
- Google Merchant XML (Products + Variants + Attributes)
Recommended Option
For a sneaker store, use the feed with attributes to pass to Google:
- size — shoe size
- color — color
- brand — brand
3. Setting Categories and Product Type
Hotlist.biz allows setting product type at the category level.
Example:
- Category: "Sneakers"
- Product type: "Shoes"
Important: On Hotlist.biz, the parameters "Google Merchant Product Type" and "Google Merchant Size Type" are set per category, allowing accurate classification by type and size.
4. Upload Feed to Google Merchant Center
- Open "Products" → "Feeds"
- Add new feed
- Select type: "Scheduled upload"
- Provide the XML feed link from Hotlist.biz
5. Check and Fix Errors
- No brand → add brand in product card
- No size → use feed with attributes
- Price mismatch → check currency and rounding
6. Launch Google Shopping
- Link Merchant Center to Google Ads
- Create Shopping campaign
- Select strategy, e.g., "Maximize Conversions" (test other strategies as well)
- Segment products by category or brand (create separate campaigns per product type)
7. Launch Search Ads for Sneakers
- Login to Google Ads → "Create Campaign"
- Select campaign goal: Sales
- Select campaign type: Search
- Set campaign language: Russian or Ukrainian
- Select location: e.g., Ukraine or a specific city
- Set daily budget and bidding strategy: e.g., Maximize Conversions
- Recommendation: Create separate campaigns per language and region
- Create ad groups by query type:
- Brand queries
- Generic queries
- High-margin models
- Specific models if premium brand
- Add keywords per group:
- buy sneakers
- sneakers price
- buy Nike sneakers
- online sneaker store
- additional model/season/use-specific keywords
- Create ads with attractive headlines, descriptions, prices, and promotions
- Add extensions: category links, address, phone, promo
8. Analytics and Optimization
- Track events in Google Analytics / Tag Manager:
- view_item
- add_to_cart
- begin_checkout
- purchase
All events are automatically sent from Hotlist.biz, allowing Google algorithms to optimize for lower conversion cost.
9. Launch Performance Max Campaign
- Login to Google Ads → "Create Campaign"
- Select goal: Sales or Leads
- Choose campaign type: Performance Max
- Link Merchant Center to campaign
- Select locations and language
- Set budget and bidding strategy: e.g., Maximize Conversions
- Add assets: images, videos, texts, logos
- Add product feed ensuring correct categories and attributes
- Disable ads in mobile apps to run only on Search, YouTube, Gmail, and Display Network
- Enable conversion tracking via GA / Tag Manager for all e-commerce events
- Launch campaign and regularly analyze reports, adjust budget and assets
10. Final Result
- Google Shopping drives core sales
- Search ads strengthen brand and categories
- Performance Max scales results
All steps can be fully executed on Hotlist.biz without custom development.
SEO Recommendations