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What you need to know about Google Shopping ads

It's hard to imagine that a few decades ago, many people were using the Yellow Pages to find local businesses. Today, we use Google and other search engines for everything from finding a new restaurant in town to finding out what time the movie starts. One of our favorite tools for researching products is Google Shopping ads. With these ads, you can target your customers with fresh ideas by showing them things they might not have been looking for but will love nonetheless! 


What is Google Shopping Ads

Google Shopping Ads is a cost-per-click ad on the AdWords search network that allows you to promote your products and drive traffic to your ecommerce website. The ads on Google Shopping show product images, titles, prices, ratings and reviews directly in the search results page for customers searching for products similar to yours.


How to set up a Google Shopping campaign

Setting up a Google Shopping campaign is easy. Once you sign in to AdWords and select the campaign, ad group and keyword for which you would like to serve ads, you will be taken to your Campaign Settings page where the options for setting up your Shopping campaign are located. The top of this page gives you several options including things like language, location, mobile devices and ad delivery. The ads shown on Google Shopping are served dynamically, which means that advertisers can easily adjust bids in AdWords to ensure that their ads are only delivered when they want them to be.


Why you should use Google Shopping ads

Google Shopping ads are extremely powerful because they are served on Google.com, meaning your customers are being sent to your website at the exact moment they are looking for what you have to offer. CTRs (click-through rates) on Google Shopping ads average 2.5% compared with 0.2% for regular text ads, making them a great way to promote your products. Additionally, Google Shopping ads are great for matching the right message with the right audience at the right time, making them extremely effective for reaching new customers and encouraging conversions.


When and how often should I run my campaigns?

When it comes to running your Google Shopping campaigns, there's no one-size-fits-all answer. Running them all year round is fine if you never expect sales or demand to drop throughout the year, but that isn't typically the case. Rather than just randomly scheduling your ads to run around the clock, take the time to monitor your sales funnel and the demand for your product throughout the year. This will help you determine which times of year are best to run your ads. Additionally, be sure to monitor metrics like average CPC (cost per click) in an effort to optimize your bids over time.



What's the difference between product groups and ad groups?

Product groups are essentially ways that you can separate different products for which you're advertising. When creating a new product group, be sure to give it an easily recognizable name so that when it comes time to create ads within this group, you'll know what is what! For example, if you have three different types of sunglasses on your website, you might name the product groups after each type of sunglass.


Ad groups are sets of ads that are linked to a single keyword or group of keywords. Creating ad groups based on your product groups within AdWords allows you to divide up all of your ads by particular products. This is especially important if you have different styles of the same product available on your website. For example, let's say you sell sunglasses, and you offer five different types of sunglasses on your website. You might create separate ad groups for each type of sunglass that includes keywords specific to that particular style.


What do I need to know about Google Shopping settings?

In addition to the campaign, ad group and product group levels of targeting, there are a few more advanced settings you might want to consider when setting up shopping ads.

With Google Shopping, available placements can be selected based on many different factors including search network or the content network. The Search Partners option shows your ad on sites associated with Google.com. Many of these sites offer similar products and services, allowing you to show Google Shopping ads on a variety of websites related to yours rather than just Google.com alone.


Product groups can also be targeted by availability during the date range you've selected for your ads. Checking this option allows you to display ads only when each product group is in stock.


Be sure to select the correct devices that you want your ads to be served on. Doing so ensures that even if someone is shopping on mobile, tablet or desktop while browsing Google Shopping, they will see your products and be able to click through and make a purchase from one of your websites!


When setting up Product Group Placements, you can choose to have your ads shown only on sites that are designated as Shopping Actions partners. Sites with the partner designation have developed shopping capabilities, allowing customers to buy products directly from the website without leaving for another site or app. Advertisers don't pay when people click on their ads and head directly to a product page within a shopping action-enabled site.


How do I make sure my products show up in the right product groups?

It might seem like a bit of an undertaking at first, but organizing your products into easily identifiable groups before you begin creating ads will save you time and energy later. Using filters within AdWords to group similar products together is one way to quickly separate items on your website. For example, if you have a lot of products in different sizes, colors and styles for men's clothing, group them together by selecting "Size" as a filter. Your ads will then be shown for users looking for men's clothes of all the various sizes you offer.


What do I need to know about ad extensions?

Once you've set up your ads, there are a few ad extensions that might be relevant to your business. One of the most important is the callout extension, which allows you to highlight specific information about your product or service within your ad text. This could include things like special sale prices or free shipping for customers in the U.S. You can create up to 25 different callouts, as well as choose the order in which they will appear.


To create your callout extensions, click on the blue plus sign within your ad group and then go into the Ad extension tab. Click "New Extension" and select Callout from the drop-down menu. Then, just fill out the form to create your ad extension.


Google Shopping ads are straightforward, allowing you to quickly get your products in front of potential customers even while they're searching for different things online. Just remember that the more specific and targeted you make them by customizing at each level of targeting (campaign, ad group and product group) and by choosing the appropriate ad extensions, the better your chances will be at getting your products and services in front of the right audience on Google and beyond.


Google Shopping ads can provide an easy way to advertise your products online. But, before you run a campaign with Google Shopping ads, it’s important to know how they work and what you need to do in order for them be successful. The more knowledge you have about this service, the better chance you have at success! What are some other things I should know? Tell us below or connect with our team today for personalized advice!

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