Enabling Google Shopping Advertising


Artem Daniliants

4 min read

Have you heard of Google Shopping advertising? Learn how to enable your first Google Shopping Campaign.

What is Google Shopping?

Google Shopping ads are product ads that appear in Google search results. Google Shopping ads appear in search results as small images with the vendor's name, price, a link to the product page, and sometimes display product reviews.

Google Shopping Advertising

Here’s why online stores should use Google Shopping Ads

Google Shopping ads have many advantages over traditional text ads. Firstly, Google Shopping ads appear in search results above or alongside text ads. Google Shopping ads appear on the search results page along with an eye-catching product image, ensuring that the visibility and attention value of shopping ads is guaranteed.

In addition, the price of the product is always displayed in the advertisement, and sometimes potential discounts are shown. Google Shopping ads have been found to receive more attention for the reasons mentioned earlier, more clicks and more sales to online stores compared to traditional text ads.

Google Shopping ads also allow an advertiser to have more than one ad appear on a search results page. Each advertiser can only have one of their ads appear on a search results page at a time with search engine marketing (SEM), whereas there are no such restrictions with Google Shopping advertising.

In principle, the same advertiser can have multiple shopping ads and one text ad appearing on a search results page at the same time. Think of a situation where a person searches for a particular product on Google, and there are several different variations of that product.The same advertiser can run multiple ads simultaneously with Google Shopping advertising, and the person looking for the product can click directly on the search results page for the product variant they want.

How the Google Shopping campaign targeting differs from a traditional search engine marketing (SEM) campaign

In traditional keyword advertising (SEM),ad targeting is very much based on keywords. On the other hand, Google Shopping does not use keywords at all, except for negative keywords, which are always worth using.

Keyword advertising: Ads are not targeted and shown to anyone until keywords have been added

Google Shopping advertising: The entire product range is always advertised by default.

Google Shopping ads are always automatically ready to appear on any Google search if the search matches the products the advertiser is selling.

Google Shopping campaign targeting and bids are managed at the product group level. The product group is a separate part of the product range, and all the products it contains, use the same bids.

Setting up Google Shopping advertising

Setting up Google Shopping advertising is relatively easy and straightforward. However, the only absolute requirement is that you need to get product feed from the online store. Learn more about creating a Google campaign on Google’s website.

Here's how to get started with Google Shopping:

  1. Create a Google Merchant Center account

  2. Ensure your e-commerce product images are optimized for advertising

  3. Add your e-commerce product feed to the Google Merchant Center

  4. Connect your Google Ads account to the Google Merchant Center

  5. Create your first Google Shopping campaign

  6. Set bids for your campaign

  7. Optimize your campaign targeting

  8. Track results and optimize more

Google Shopping advertising best practices

The keys to success are careful planning and optimization of the campaign, just like with any other kind of advertising, do the same with Google Shopping advertising. In order to maximize your return on advertising (ROAS) and keep your cost-per-acquisition (CPA) as low as possible, your advertising goals and targeting need to be just right.

It is crucial that the product range is sensibly segmented into different product groups and that the product groups are appropriately organised with Google Shopping ads. It is best practice organizing products in the same way as they are arranged in the online store by putting them into different product categories.

If there are very few products in the online store, then you get the best control when the bids are set at the product level. If there are thousands or tens of thousands of products, then,of course, this is not possible. Then it makes more sense to organize the products by brand, category, or product type.

Once the advertising has been running for some time and results are generated, it may make sense to organize the best-selling products into their own campaigns to make them easier to track and optimize.

Need help with Google Ads?

We create Google Ads for businesses of all sizes in a wide variety of industries right here at Daniliants Ventures. We focus on achieving results and creating ads based on data and analytics. Contact us!