Google shopping

Formerly known as Product Listing Ads, Google Shopping is a service provided by Google. It allows customers to search for, view and compare products.

These products are displayed when a customer uses Google to search for a product. They can appear in the main search engine results page or under the shopping tab.

For example, when a customer types ‘Mountain Bike Gear’ into Google, they may see sponsored ads normally appearing at the top of the page with products that fall under that category


Google Shopping is:

Powerful: Google Shopping applies Google's search technology to help you find and research products from online stores across the web and then points you directly to where you can buy them.

Comprehensive: Find everything from common to unusual products.

Fast: Almost instantly after entering a search, you'll see photos of relevant products and links to more information, including the stores that sell them.

Google Shopping provides a new product discovery experience. The goal is to make it easy for users to research purchases, find information about different products, their features and prices, and then connect with merchants to make their purchase, so why not make your products stand out on the web’s most popular price comparison service.

Every time someone in your target audience searches for something you sell on Google, an image of your product shows up, linked and ready to be bought.

That’s what Google Shopping Ads can do for your business. It gets your products in front of online customers faster than any other method – and your competitors are already doing it.

Shopping ads are prime real-estate in Google search results page. Depending on the device, they are shown either on top of the text ads or organic search results or to the right of the search results.

Not using Google Shopping yet? You should.

Even if you’ve never used Google Shopping Ads before, we’ll be there to help you get started.


Designed for ecommerce

Google Shopping Ads is one of the most successful channels that any ecommerce company can use - and it’s a marketing channel built specifically for ecommerce. The visual products feed pops up only on keywords with a strong buying intent.


How does Google Shopping work?

Google Shopping enables users to view product information from merchants that is updated on a regular basis by the merchants. Online retailers submit feeds containing product information to Google Shopping and pay each time someone clicks to their website or makes a purchase directly from their site. Since this product information comes directly from the merchant, this means we are able to show the current prices, latest offers and current product availability.


Consumer information

When any consumer or merchant uses Google Shopping, they’re browsing products from various advertisers and merchants who have chosen to feature their products on Google Shopping.

By default, ranking on Google Shopping is based on a combination of advertiser bids and relevance, such as your current search terms and your activity. You can view your activity from your Google Account by going to My Activity and visit Google's Consumer Ads Help Centre to learn more. To block specific advertisers, opt out of personalized ads or confirm your opt-out status, visit Google's Ads Settings. Google has a relationship with and is compensated by these advertisers and merchants. Payment is one of several factors used to rank results.

To customize your Google Shopping results, you can sort or filter by things like price, product category, and brand.

The products displayed on Google Shopping search results may not include all available products.

Product information

All merchants and advertisers who feature their products on Google Shopping are participating in commercial activity. They must comply with Google Shopping policies that spell out what can and cannot be listed on Google Shopping.

Google Shopping will remove items that don’t comply with these policies and may suspend a merchant who violates these policies.

Advertisers provide details about their products and update their listings on a regular basis. After an advertiser updates a listing, there may be a slight delay before the new information shows up on their listing on Google Shopping.

How to work with Google Shopping Ads

This strategy is deceptively simple.

On one hand you don’t need to brainstorm keywords or build and manage multiple landing pages, it helps with running ads at scale.

On the other hand, it requires constant tweaks, and it can easily eat through your budget if you’re not paying close attention - we’ve seen this during audits on a number of occasions.

A common mistake is setting the same bid for all products (regardless of the margin or conversion rate). Google Shopping campaigns also need constant refining and excluding the search terms that trigger your products ads - something that companies often don’t do themselves.

Make your Google Shopping campaigns work better with VCweb, for profitable growth.

As Google Ads is Google's system for managing paid search results, the shopping part is integrated into merchants' Google Ads accounts. In addition to a Google Ads account, you would also need a Merchant Center account to run shopping campaigns.

The Merchant Center lies at the core of Google Shopping. Here, you can upload your shop and product data to Google and make it available to Google Shopping. This account has to be linked to your Google Ads account.

In the Google Ads account, you can set up and manage your shopping campaigns. This is a special campaign type. Just like you would choose between a search campaign or a display campaign, you can also choose a Shopping campaign. Your data is then fetched from the connected Merchant Center account.

Increase conversions by using visual ads

Google Shopping Ads have the advantage of shortening the sales funnel and consequently increasing conversions. Potential customers see the products pictures and click directly to the product page. This strategy makes it easier for stores to advertise online - you don’t have to build hundreds of unique landing pages.

"It’s by far the biggest revenue driver for most of our clients in terms of PPC marketing - more than 60% of the ad budgets that we manage are allocated towards Google Shopping"

Why should you use Shopping campaigns?

When you use product ads, your products can directly be seen by customers searching for that item. The advantage in comparison to text ads is, that this ad type is optimal for merchants. They have a strong focus on the product image and the price.

Studies have shown that you might pay a higher cost-per-click (CPC) for product ads, but the return-on-investment (ROI) is normally much higher in the end. This is because people can already see the product and price and know if it is relevant before they click on the ad. And as you know, if no one clicks on your ad, you don’t pay for the ad.

Of course, if you sell to customers who are very price-sensitive, then you should do thorough research before you start with shopping campaigns. After all, the price is one of the first aspects that potential customers see and one of the stronger factors of their purchase decision.

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Our Experience
  • Google Ads PPC
  • Google Shopping
  • SEO (Search Engine Optimization)
  • Social Media Management & Advertising
  • Ecommerce
  • Web Development

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