Google Shopping Ads

These are the types of Google Ads campaigns that display product-related results in the search results, including product title, image, price, and store name. So, when a user searches for a term related to a product, besides organic results and text ads, Shopping Ads appear in a separate section called Shopping.

What is the structure of shopping ads?

The display structure of Shopping Ads is simple and substantial, as shown in the image. At a glance, without the need for the user to click, product ads appear with:

• Product image, at least 800x800px, with a white background and no stamps
• Product title up to 150 characters, of which 70 characters are displayed
• Selling price
• Store name
• and some additional information

Where do Shopping Ads appear?

They can appear:

• In Google search results, above or to the right of text ads, and in the exclusive Shopping Ads tab with filtering options
• On Google partner search sites (including YouTube)

Shopping Ads can appear simultaneously with text ads from the same advertising account on the search results page.

How do we create Shopping Ads campaigns?

The process is in two steps. The first is to link products with all their information (feed). For this process, Google has created the Merchant Center. It’s the platform where we upload product lists (feeds) with all the information and photos needed from the advertised e-shop. Then, with simple rules, we can organize and group products in the Merchant Center to feed the appropriate Google Shopping Ads campaigns.

In the second step, we create Google Shopping Ads campaigns within the Google Ads account. Campaigns contain ad groups, and ad groups can contain product ads or showcases, i.e., groups of product ads. A significant differentiation is the absence of Keywords. Shopping Ads are triggered based on the relevance of product titles, descriptions, and characteristics. However, we can define negative Keywords at the campaign, ad group, or showcase level.

What are the benefits of Shopping Ads?

• They provide users with a representative image of the product before clicking on the ad. This results in approaching more potential customers who meet the criteria and achieving impressively high conversion rates.
• We have easy management of retail campaigns, without the headache of keywords.
• We achieve wider presence since more than one product can appear in a search, or text ads and Shopping Ads can appear together.
• Shopping Ads provide strong reports that include competitive data: comparative evaluation with competition, impression share data, bid change result simulator.
• They increase sales from user product searches.