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What are Google Shopping Ads?

by Joanna Foyle on 12 Aug 2020
Topics Google Shopping Share:

What are Google Shopping Ads?

Online shopping is taking over the world by storm. It is allowing the customers to search for their desired products, view all the brand products and compare the prices side by side. You can see the results either on the search engine results page or on the shopping tab. If you are searching for sports T-shirts, you can see the results in the sponsored ads and also when you click the shopping tab. If you are a retailer and want to increase sales of your business online, you must use two different platforms. These include Google Adwords and Google Merchant Centre.


Google Adwords

Google Adwords is used by retailers to bid for the keywords and create a campaign. The campaign parameters are also set and showcased when the user searches with the keyword you have set for the campaign. You can control various parameters of the campaign, such as budget, location, ad schedule and make modifications to the ad based on the insights received for your Google Adwords account.

Google Merchant Centre

The product feeds are kept in the Merchant centre. It has all the attributes to sell the product such as colour, price, ISBN and EAN.

How to start with Google shopping

The first thing you must do is to create a Google Adwords account. It is an easy and simple process. You can create the account using the Google credentials. Once the account is created, you must set up a Google Merchant centre account. The process of creating a Merchant centre account is a piece of cake and can be completed by all without any assistance. You must provide the business details and verify the website.

The feed has to be uploaded in the XML or text format. It comprises of the products along with the attributes such as colour, brand, price, and so on. You must provide this information accurately. If you do not offer the attributes properly, the product fails to appear on Google searches when the user searches for the product similar to yours.

After uploading the feed, you must link the Google Merchant Centre with Google Adwords account. The link button appears as create shopping campaign button. On the Adwords interface, you can see the plus campaign button. When you select this option, you will also need to select shopping.

Local Inventory ads

The shopping campaigns appear on Google search results. When the user clicks on the campaign, he/she will land on your eCommerce website. You can also show all the products that you are selling in the traditional or physical stores in the local inventory ads. For this, you must submit a local product feed to the Google Merchant centre. If you want to promote these products and showcase in the campaign, you must select the "enable local inventory ads" checkbox.

Google Shopping optimisation

You need to optimize the campaigns regularly to make the shopping campaign a huge hit. This campaign will help you get a sea of traffic to the eCommerce sites and increase the conversions. This helps you to manage bids, data feed, jot down the list of negative keywords, adjust the bid, change the timing at which the campaign is showcased to the audience, make it compatible to open with all devices and so on. Some experts offer you top-notch quality optimization services. You can avail their help to save your time in optimizing the campaigns.