How to Create Google Shopping Ads

Set your Google Shopping advertising up for success by directing consumers to your items aesthetically. Here's a step-by-step guide to getting started.

Google Shopping ads are visual advertisements that display when a user conducts a product search on Google.

When a user searches for [microsoft surface pro], this is an example of a Shopping ad.

This ad type is distinctively engaging. It displays additional relevant information to online customers, such as product titles, photos, pricing, special offers, seller names, local availability, reviews, and more.

What's the distinction between Google Shopping Ads and Google Text Ads?

Google Shopping advertisements, like text advertising, appear below the search bar, but because they aren't restricted to text, they attract more attention from consumers.

The way each ad format is maintained differs slightly, which we'll go over next.

Types of Campaigns

Advertisers must allow particular Google Advertisements campaign types, such as a Shopping campaign, a Smart Shopping campaign, or a Performance Max campaign, in order to run Shopping ads.

Text advertising on Search, on the other hand, are inserted by allowing a Search campaign.

It should be noted that Smart Shopping campaigns will be automatically upgraded to Performance Max campaigns in the summer of 2022, and Smart Shopping initiatives will be phased out. The procedure is scheduled to be completed by the end of September.

Performance Max campaigns, which are highly automated and can show advertisements across several Google Ads channels, have received a lot of attention.

But, because it isn't the point of this piece, we'll concentrate on the part of Performance Max that displays Shopping advertising on search results pages.

Targeting

Targeting differs between Search campaigns and Shopping campaigns as well.

Advertisers select keywords to activate advertisements in Search campaigns.

Google determines the product to offer for a certain user query in Shopping advertisements based on product data from the feed.

Data such as the title, description, MPN, and product category are automatically matched with relevant keywords as they are created.

Account Organization

Advertisers may structure their Shopping advertisements by telling Google which goods to include in specific campaigns, ad groups, or asset groups by utilizing product groups in Shopping campaigns or listing groups in Performance Max campaigns.

Structuring things allows marketers to present more relevant creatives in Performance Max while also setting better bids and budgets across all Shopping campaign categories.

Here's an example of how to divide items into two distinct Performance Max campaigns.

Here's another straightforward example.

Assume an advertiser offers both televisions and HDMI cables.

Because cable has a greater margin than television, it may be included in a separate campaign with a more aggressive target return on ad spend (ROAS) than television, which has a smaller margin.

Of course, cables will be an upsell for many TV purchasers, but dividing the goods based on margin implies that a user searching for cables may receive a different offer than a person shopping for TVs who may or may not include cables in their order.

The structure of text ads is simply based on campaigns that comprise ad groups.

Because the ad group comprises both the keywords and the advertising, this is where the advertiser should focus on reinforcing relevancy by producing ads that are closely related to the keywords.

Campaigns are formed by combining ad groups and setting budgets and bid goals.

With both text advertising and shopping ads, it can be difficult to keep inventory linked to the correct campaigns, products, or listing groups.

Ads

The graphic below depicts how Google text advertisements and Shopping ads appear when you search.

The Google Shopping adverts are shown at the top. The text adverts are visible underneath them.

Shopping advertising may show on the right side of the search results page in some situations.

Combining responsive search advertisements with ad extensions yields text ads.

Shopping advertisements, on the other hand, are produced dynamically utilizing data from numerous feeds from the associated Merchant Center account.

• The product stream provided the title, price, and picture.
• The local inventory feed is used to determine local availability and store pick-up availability.
• The promotions feed is where you'll find deals and special offers.

With the geographic availability implementation of landing pages on your website, you may also modify price by location.

Advertisers are advised to employ all accessible ad channels.

As a result, ecommerce advertisers should use both Shopping and text advertisements (and probably several other ad types on Google).

Ad customizers or third-party solutions that generate responsive search advertisements (RSAs) using structured business data may make text advertising more dynamic.

Page Landing

Keywords for particular items in Search advertisements typically lead to a product detail page (PDP), whereas keywords for more broad product category searches typically lead to product listing pages (PLPs).

Here's an illustration:

• Adidas Ultraboost 22 in particular. This is the landing page for the many sizes and colors of this specific shoe.
• Running shoes are generic. The landing page displays all of the many varieties of running shoes.

Bids

Whereas Search campaigns can utilize any of the bid methods, including Maximize Revenue and Target Return on Advertising Spend (tROAS), Shopping advertisements should almost always employ one of the two automatic bid techniques stated above.

After all, the purpose of Shopping advertising should be to sell things, and these bid tactics are the ones that are most closely linked with that goal.

Advertisers, on the other hand, should carefully analyze how the bid strategy connects to business results.

Maximize Conversion Value, for example, equals to maximizing revenues, and revenue maximization happens when profits are zero. Profit-driven advertisers may not be pleased with this conclusion.

That's where tROAS comes in, and it may be employed as a profit-maximizing lever. However, determining the right tROAS that balances volume with profitability per order can be difficult; it is an art form in and of itself that is covered here.

Are Google Shopping Ads Beneficial?

The short answer is yes if you work in ecommerce or retail.

Many online buyers use Google Search as part of their customer journey.

And Shopping advertising put you exactly where potential buyers are looking for stuff to purchase.

Google Shopping ads provide a number of additional features that Google's other campaign kinds do not.

Shopping ads have the most visibility in Google's search results.

Shopping advertising increase brand visibility and impressions.

And because they are at the very top (with photographs, reviews, and branding), more consumers will notice your stuff.

Shopping advertisements have a higher click-through rate.

Shopping advertisements have the greatest exposure priority above text advertising and organic results, as illustrated in the examples above.

This means that Shopping ads get a lot of clicks, as mentioned in Merkle's Q3 2022 Performance Media Report, where "the majority of survey respondents [reported] experiencing CPC and click increases Y/Y across text ads and shopping ads."

Google Shopping Ads are they free?

While paid Shopping advertising are available, Google stated in 2020 that companies will be able to list their items for free on Google Shopping.

This is in contrast to Google Search, which is the default destination when a person visits google.com.

Google Shopping may be found at shopping.google.com or by selecting the Shopping option from the main Google search engine results pages (SERPs).

Google Shopping functions similarly to Google Search, with a mix of sponsored and organic listings, with paid items appearing at the top.

Although sponsored advertisements receive the greatest exposure, free listings should not be overlooked.

Google allows potential buyers to browse your items on many Google sites, including the Shopping tab, YouTube, Search, Images, and Google Lens.

Make sure you fulfill the rules on this page to be eligible for free listings.

Conclusion

Shopping advertisements, whether put through Shopping campaigns or Performance Max campaigns, may generate a significant amount of activity for merchants, thus they must be included in your plan.

However, there are substantial variations in how Search and Shopping advertisements are optimized, so it's worthwhile to understand about them and approach each campaign type differently.