Advanced Shopping Campaigns (ASC) Checklist for 2025

Pre-Launch Setup Checklist

📊 Google Merchant Center Optimization

Product feed quality score above 90%

All products have high-quality images (minimum 800x800px)

Product titles optimized with relevant keywords

Complete product descriptions (minimum 160 characters)

Accurate product categories assigned

GTIN/Brand information provided where applicable

Competitive pricing strategy implemented

🎯 Campaign Structure & Settings

Campaign objective set to "Sales" or "Leads"

Target ROAS bidding strategy selected (recommended)

Geographic targeting aligned with shipping areas

Ad schedule matches business hours and peak times

Device bid adjustments set based on performance data

Inventory filter applied to include only profitable products

📈 Conversion Tracking & Analytics

Enhanced ecommerce tracking implemented

Google Ads conversion tracking active

Conversion values accurately reflect profit margins

Google Analytics 4 goals properly configured

Attribution model selected (data-driven recommended)

Cross-device conversion tracking enabled

Launch Phase Strategy (Days 1-30)

🚀 Week 1: Conservative Launch

Start with 20-30% of total shopping budget

Set conservative Target ROAS (50% higher than current performance)

Monitor performance daily for first week

Check for policy violations or feed issues

📊 Week 2-3: Data Gathering

Analyze top-performing product categories

Review search terms and add negative keywords if needed

Compare performance to Standard Shopping campaigns

Adjust bid strategy if not getting enough volume

⚡ Week 4: Optimization

Increase budget if performance meets targets

Optimize Target ROAS based on actual performance

Exclude underperforming products if necessary

Test different ad creatives and product images

Ongoing Optimization (Month 2+)

📅 Weekly Tasks

Review performance against Target ROAS goals
Analyze new search terms and add negatives
Check for new product disapprovals
Monitor competitor pricing changes

📈 Monthly Tasks

Full performance analysis vs. previous Standard Shopping
Optimize product feed based on performance data
Test new product categories or inventory filters
Review and adjust Target ROAS strategy

🔄 Quarterly Tasks

Complete feed optimization review
Evaluate seasonal bidding strategies
Test alternative campaign structures
Analyze long-term trends and plan adjustments

Key Performance Indicators (KPIs)

Primary KPIs

• Return on Ad Spend (ROAS)
• Cost per Acquisition (CPA)
• Conversion Rate
• Revenue per Click (RPC)

Secondary KPIs

• Click-through Rate (CTR)
• Average Order Value (AOV)
• Impression Share
• Cost per Click (CPC)

Common ASC Mistakes to Avoid

❌ Setting Unrealistic Target ROAS

Starting with too aggressive targets limits learning phase. Begin conservative and optimize gradually.

❌ Inadequate Learning Phase Time

ASC needs 2-4 weeks to optimize effectively. Avoid making major changes during this period.

❌ Poor Product Feed Quality

ASC performance heavily depends on feed quality. Invest time in optimization before launch.

❌ Insufficient Conversion Data

ASC works best with at least 20-30 conversions per month. Consider Standard Shopping for lower volume.