How To Prepare a Google Shopping Repricing Campaign?


In the ever-evolving world of e-commerce, Google Shopping is a valuable tool for businesses to reach potential customers. One out of two shoppers say that they directly discover products through Google. One of the most effective ways to make the most of Google Shopping is to set up a repricing campaign. A Google Shopping repricing campaign can help you optimise your product pricing to stay competitive and increase your sales.

In this article, we will provide a comprehensive guide on how to prepare a Google Shopping repricing campaign. It outlines the steps and considerations necessary to ensure a successful campaign, from researching competitors, setting budgets and goals, to creating a product feed and testing the campaign.

1/ Analysing the Market

To create an effective repricing campaign for Google Shopping, it is essential to thoroughly analyse the market. As an advertiser, it is important to understand how your competitors are pricing their products and how this pricing influences the overall market. This analysis can be done by tracking competitor prices, reading product reviews, and tracking customer demand. It will provide you with information you can then use to develop the most suitable pricing strategy for your products. It is also important to regularly monitor market trends to ensure that your pricing is current and relevant. By understanding the market and your competitors’ pricing, you can create a successful repricing campaign that will boost sales and maximise profits.

2/ Setting a Campaign Goal

When preparing a Google Shopping repricing campaign, it is important to set a goal. Setting a campaign goal helps you to stay focused and motivated while executing the campaign. When setting a goal, consider your desired outcome and timeline. Are you hoping to increase profits, improve visibility, or reach a certain number of customers? Also, consider how long it will take to achieve your goal. It should be realistic, achievable, and measurable. Setting a goal will help you to stay on track and make sure you are working towards the desired outcome.

3/ Choosing a Pricing Strategy

When it comes to setting up a Google Shopping repricing campaign, choosing the right pricing strategy is essential for success. There are several different strategies you can use, depending on your previously set goals and your competitive landscape.

The most popular strategies include competitive pricing, which keeps your prices in line with similar products from other retailers; dynamic pricing, which dynamically adjusts prices based on demand; and margin-based pricing, which sets prices according to your desired profit margin.

Whichever strategy you choose, it’s important to have a clear understanding of your competition and your own pricing goals. This will allow you to create a pricing strategy that will maximise your profits and ensure that you stay competitive.

4/ Implementing the Repricing Campaign

Creating the repricing campaign is the final step in the process of preparing your repricing campaign. This step requires careful planning and execution to ensure that the campaign is successful.

First, the campaign objectives should be established and the budget for the campaign determined. This will help determine the target audience, the types of items to be repriced, and the pricing strategies to be employed. Additionally, the campaign should be segmented according to the different types of items to be repriced.

After establishing the goals and budget, the next step is to create the campaign in Google Ads and set up the items to be repriced. It is crucial to ensure that the campaign is properly configured and that all the items to be repriced are correctly set up. Utilise a repricing solution to automate the process of calculating pricing and to optimise your sales strategy as effectively as possible.

After creating the campaign, the next step is to set up the pricing rules. This is where the price intelligence solution becomes useful. To properly configure your Google Shopping repricing campaign, you should define the pricing rules for products that your competitors are also selling, choose specific rules that only apply to certain attributes such as brand, product type, or tag, and select rules that prevent the program from applying your rules to certain products. The repricing solution will consider all these parameters and automatically set your product prices.

Finally, the campaign should be monitored regularly to ensure that it is performing as expected and that any adjustments are made if needed. This will help ensure that the campaign is successful and that the desired results are achieved.

5/ Monitoring and Optimising the Campaign

Once you have launched your Google Shopping repricing campaign, it is important to monitor it closely and optimise the settings as needed. The key components of monitoring and optimising a repricing campaign include:

  1. Tracking Performance: Monitor the performance of your campaigns on an ongoing basis. Look for trends in impressions, clicks, cost, and conversions to ensure that your campaigns are optimised to reach the right audiences.
  2. Adjusting Bids and Budgets: Make adjustments to your bids and budgets as needed to ensure that your campaigns are reaching the right audiences at the right times.
  3. Refining Targeting: Refine your targeting to better reach the right audiences. Consider the types of keywords, demographics, and interests that are most likely to drive conversions.
  4. Testing Ad Formats: Try different ad formats to see which ones drive the most conversions.
  5. Analysing Competitors: Monitor your competitors’ campaigns to see what strategies they are using and adjust your own campaigns accordingly.

By closely monitoring and optimising your Google Shopping repricing campaigns, you can ensure that you are reaching the right audiences, driving the most conversions, and maximising your return on investment.

Set up your Google Shopping Repricing campaign

Adrian Gmelch

Adrian Gmelch is a tech and e-commerce enthusiast. He initially worked for an international PR agency in Paris for large tech companies before joining Lengow's international field marketing & content team.

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