How to Use Google Shopping Ads


Google Shopping ads are a powerful way to reach potential customers across the web, whether on the phone or computer. With Shopping ads driving 76% of retail ad spend, it’s essential to know how this channel works and how you can make the most of your budget.

What Are Google Shopping Ads?

Google Shopping ads are a form of paid search advertising that allows you to create Display campaigns and bid on product-related keywords. Like other forms of Google AdWords (such as “text ads” or “Ad-words”), they’re displayed at the top of the search results page. When someone searches for a product, your ad will appear above the organic results and be highlighted with an orange badge:

They’re also known as Product Listing Ads because they list both an image of your product as well as additional information like price, availability, and reviews. This makes them highly valuable for retailers who want to increase visibility on Google Search Engine Results Pages (SERPs).

How Do I Create Google Shopping Ads?

Creating Google Shopping ads is fairly straightforward but keeping your items approved through the Merchant store is relatively complicated. However, there are a few things you need to know before getting started:

  • Google Shopping is a paid advertising platform that allows you to promote your products through product ads in search results. You can create your ads through Merchant Centre.
  • You can use the same ads for both Google shopping, google search, and placement advertising. This means that if someone searches for “blue blazer” in their browser or with voice commands via their phone, then sees an ad for blue blazers when they click on it, they may be more likely to make a purchase if they see similar products advertised at top-of-the-page placements on various websites around the web.
  • Targeting options available include location targeting based on IP addresses (which tells us where someone lives), demographic targeting based on age range (which tells us how old someone might be), interest category targeting based on keywords entered into our accounts like “men’s clothing” (which tells us what type of people want men’s clothing).

Most of Your Google Shopping Campaigns

There are many points to consider when setting up a Google Shopping campaign, including:

  • Google Shopping deduces keywords from product titles and descriptions. You can only choose negative keywords i.e., keywords that your products should not show under. Therefore focus on choosing an accurate and marketable title and description.
  • You can also set up location-based bidding so that the ads only appear when someone is in a certain area. This will help you save money on irrelevant clicks.

Google Shopping is different from Google Adwords

Google Shopping is a great way to advertise your products. You can use Google Shopping Ads to get more traffic and sales, but it’s important to understand how they work.

If you’ve used Google AdWords before (the pay-per-click advertising platform that lets you show ads on Google Search), then you’re probably familiar with Google Merchant Center (the place where advertisers upload their product data). If not, here’s the rundown:

  • The Merchant Center allows businesses and brands to create product feeds for various platforms, including search engines like Bing or Yahoo! as well as social media sites like Facebook and Pinterest. Those feeds are then distributed by each platform based on the specifications provided by advertisers and retailers in order for them to appear properly when consumers search for relevant terms such as “blue shoes” or “wireless headphones.”
  • In addition to creating these product feeds through their own efforts, many companies use Google Merchant Center because it offers some great features like:
    • Automated pricing based on real-time competitor prices helps reduce costs while increasing efficiency at scale;
    • Enhanced reporting that provides greater insight into performance metrics such as click-through rate (CTR) using segmentation options so users can make smarter decisions about future campaigns;
    • Product grouping functionality which creates additional tiers within an existing campaign allowing advertisers


Google Shopping ads are a great way to advertise products and services on Google. They are easy to set up.  We hope this post has helped you understand how Google Shopping works.

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