PPC, Google Ads

What Are Google Shopping Ads and How Can They Boost Your Business?

What Are Google Shopping Ads & How Can They Boost Your Business

Google shopping ads are one of the most effective ways to get your products seen by potential customers. With these ads, you can promote your products on Google Search Engine Results Pages (SERPs) as well as other Google search partners.

In this article, we’ll explore what are Google Shopping ads are, how they differ from Google search ads, and the benefits they bring.

Let’s go!

Table of Contents

What Are Google Shopping Ads?

Google Shopping ads, also referred to as Product Listing Ads (PLAs), are a type of Pay-Per-Click advertising that allows retailers and advertisers to promote their products directly in Google search results. 

When a user searches for a specific product or item on Google, PLAs often appear at the top of the search results page with an image, title, price, and store name for the product. 

Users can click on these ads to learn more information about the product or be taken directly to the retailer’s page.

Here’s what a Google shopping ad looks like:

A Google SERP screenshot displaying men's jeans ads

What Is the Difference Between Google Search and Shopping Ads?

Google Search ads are Google’s program for text-based advertising, while Google Shopping ads are specifically designed for product-related search queries.

Google Shopping ads work by allowing advertisers to display detailed information about the products they are selling, including price, images, and reviews on a dedicated tab at the top of a SERP. 

This makes it easier for customers to quickly find what they need without having to sift through multiple search results.

On the other hand, Google Search ads offer the option to advertise your products and services in a text-based format on Google’s search engine. This means you won’t be able to include any product images. These ads are usually located at the top or bottom of organic results in SERPs. Here is what one looks like:

A Google search ad highlighted by a red box

What Is the Difference Between Google Shopping and Search Campaigns?

Google Shopping campaigns are tailored to display product information relevant to searches. In these campaigns, bids are set using product groups.

On the other hand, Google Search campaigns focus on specific keywords that prompt the appearance of text ads with the goal of enticing users to click and visit your website, product page, or landing page. In this case, bids are set on the keyword level.

Benefits of Using Google Shopping Ads for Your Business

Google Shopping ads have several benefits for businesses looking to promote their products online. Here are some of the most prominent ones:

  • Increased Visibility – These ads appear at the top of the SERP and are usually placed above organic results. This increases the visibility of your products, making it more likely that customers will click on your ad.
  • Better Targeting – Google Shopping ads are incredibly effective at finding potential customers for your business. They use the customer’s search query to determine which ads to show. For example, if you’re selling shoes, only shoppers looking to buy shoes will see your ad. This makes it highly likely that those who view the ad will be interested in making a purchase. As a result of this increased likelihood of conversion, Google Shopping ads cost less than regular Search ads. 
  • Qualified Leads – Google Shopping ads are also very effective at generating qualified leads. By displaying product images and pricing information right within the ad, customers can easily determine if your product meets their needs before they click on it. This makes it more likely that shoppers who click on your ad will be more interested in making a purchase and therefore less likely to bounce. 
  • Easier to Manage – Google Shopping ads are easier to manage than other types of ads like text-based campaigns. You don’t have to worry about bidding on the right keywords or writing complex ad copy. Instead, all you have to do is strategically craft your product feed and let Google take care of the rest. Through its smart shopping campaigns, Google automatically pulls product data from your feed and creates ads that are tailored to the customer’s search query.
  • Broader Reach – Since Google decides which products to show for which search queries, your ad can reach an even broader target audience than traditional text-based campaigns. For instance, if someone searches for “running shoes”, your ad could show up even if you didn’t target that exact keyword. However, with a text-based ad, you would have to specifically target that keyword to have your ad show up.
  • Competition Benchmarking – Google Shopping ads allow you to easily benchmark your competition and gain valuable insights about their strategy. You can see which products they’re promoting, the prices they’re offering, and how their products are performing. This can give you an idea of which products to focus on and the pricing strategies that work best in the market.

How to Set up a Google Shopping Campaign?

Setting up a Google Shopping campaign is relatively simple and straightforward. To begin, you need to create a Google Merchant Center Account by going to this link.