Google Shopping Ads: A Guide for Beginners

Did you ever search google in google search engine? When it comes to purchasing ads on Google, online shops have multiple options. Traditional Google Search Ads are excellent for targeting keyword searches, whereas the newly redesigned Google Shopping Ads primarily target shoppers prepared to purchase. Now, sellers have a more direct connection to purchasers. These are all associated with ‘ google in google.

Google Shopping Ads differ significantly from their Google Searches Ads. The distinction is not just in the end goal (making a sale versus drawing a visitor) but also in their internal procedures. Utilising Google Shopping Ads requires a distinct strategy from other, more general web advertisements.

This tutorial explains what Google Shopping Ads are, why they’re distinctive, and why it’s a good idea to utilise them.

What is Google Shopping Advertising?

Google Shopping Ads are a component of the Google for Retail feature set. They were previously known as Google Product Listing Ads or PLA. Today, what we refer to as Google Shopping Ads are only the most recent variant of Google Product Listing Ads.

Essentially, these are advertisements tailored exclusively to eCommerce that appear on search engine results pages. Google Shopping list include miniature product cards with an image, title, price, brand, and other information such as ratings or “free delivery” rather than an ad that resembles a search result.

When a user clicks on the Shopping Ad, they are immediately redirected to your product page, where they can check out as a regular customer. This enables you to utilise your product page design and payment methods for additional sales strategies, such as call-to-action buttons and compelling product descriptions.

The goal is to connect buyers with the things they seek instead of irrelevant and noncommercial content. To accomplish this, they must function somewhat differently than Google Search Ads.

How are Google Search Ads and Google Shopping Ads Different?

In addition to the variations mentioned above in appearance — Search Ads resemble search entries, and Shopping Ads resemble product cards — the two advertising approaches also have distinct operational distinctions.

For starters, each has distinct usage needs. Practically anybody may purchase a Google Search Ad, but only those with a Google Merchant Centre account (connected to their Google Ad account) can run in Google Shopping list.

In addition, Google Shopping Ads only appear for product- and retail-related queries, whereas Search Ads appear for all questions. This means,  as soon as the user go ahead with google searches for retail-related keywords, they will receive both Search and Shopping Ads; however, they would only receive Search Ads if they search for non-retail keywords.

Paid Google Shopping Ads are also shown prominently on the Google Shopping tab. They have a designated area at the top of the page, above the “Free Listings,” which are regular, unsponsored product cards. This increases the relevance of Shopping Ads for Google shoppers.

However, one of the most fundamental distinctions resides in the bidding process. For Search Ads, you bid on keywords for searches you would like to appear. You bid on the product itself for Google Shopping Ads. Also, google automatically aggregates the data in your product feed to determine which search results it appears in.

Using Google Shopping Ads places a significant emphasis on the product feed. With Google Search Ads, you have greater control over when your ad is displayed. In contrast, with Shopping Ads, everything depends on how well you construct your feed, particularly the wording of your product titles and descriptions.

Expert advice for Google Shopping Ads is to include your goal keywords in your product feed to guarantee that you are matched with the appropriate types of customers. Google’s algorithm handles the remainder.

Regardless of their differences, both advertisements utilize a pay-per-click (PPC) model, so you only pay when users click on your ad.

When should Google Shopping ads be used?

Said, Google Search Ads work best for shoppers at the top of the sales funnel for brand awareness and value establishment objectives. You can target people searching for broad topic categories or who are still conducting product research before they are ready to consider specific products and where to purchase them.

Therefore, Google Shopping Ads are most effective for shoppers in the middle to late stages of the purchasing funnel, namely the decision-making and ready-to-purchase phases. Shopping Ads provide a shortcut to shoppers with purchase intent, as most Google Shopping users are already in the market to buy.

In principle, Google Shopping should be seen as its selling channel, a location for retailers to shop in the same manner as Amazon and Walmart. However, you may still leverage your product page design, checkout system, and other CMS features for on-site sales rather than relying on the advantages of another channel.

Therefore, the most effective usage of Google ad  involves participation in Google Shopping. You must first register at the Google Merchant Center to bid on Shopping Ads.

To maximize the appearance of your Shopping Ads, it is also beneficial to educate yourself about Google Shopping, including its layouts, user experience, and types of shoppers it attracts.

How to Coordinate Google Shopping with Additional Channels

As previously said, Google Shopping is most effective when treated as a separate channel. The issue then becomes how to concurrently handle Google Shopping, your website, and other sales channels.

As a method to reach new clients and expand your markets, multichannel selling is becoming the norm. But each additional channel increases management and maintenance workloads. If you do not scale appropriately, you will lack the resources necessary to give each track its due.

You don’t need to accomplish it alone. Ecommerce management software, such as eChannelHub, can automate many tedious tasks and aggregate all relevant data from many websites into a single dashboard.

eChannelHub provides one location from which you can manage all of your sales channels, shipment tracking, data analytics, and listing content, among other features. It also automates time-consuming processes, such as stock level updates, and aids inventory management with a real-time database and notifications for stock renewal.

If you elect to use Google Ad, you can also leverage our collaboration with Google to integrate Google Assistant and list products on Google Shopping directly from your eChannelHub dashboard. Click here to begin your free trial without a credit card.